Deck 11: Customer-Driven Marketing

Question 1

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ includes the actions and decision processes of buyers.

Answer 1

i

Question 2

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ is the ability of a good or service to satisfy the wants and needs of a customer.

Answer 2

f

Question 3

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
The most common method of market segmentation is _____ segmentation.

Answer 3

d

Question 4

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ involves developing close bonds with customers,suppliers,and employees.

Question 5

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ involves dividing consumer markets into groups based on buyers' relationships to the good or service.

Question 6

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
Marketing researchers use government statistics,or _____,as a low cost and quick access to consumer information.

Question 7

Describe the exchange process.

Question 8

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
The use of a computer to search through massive amounts of customer data to detect patterns and relationships is known as _____.

Question 9

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
A firm's _____ blends four strategies to fit the needs and preferences of a specific target market.

Question 10

Describe the marketing concept.

Question 11

Discuss the evolution of the marketing concept through the marketing history eras.

Question 12

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

Question 13

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
A marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities is a(n)_____.

Question 14

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ refers to activities in which two or more parties give something of value to each other to satisfy perceived needs.

Question 15

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
Goods and services purchased to be used in the production of other goods for resale.

Question 16

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
Revenues and intangible benefits from a customer,minus the costs of acquiring and serving the customer is known as _____.

Question 17

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ refers to an orderly transfer of goods and services from the seller to the buyer.

Question 18

In your own words,define marketing.

Question 19

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
_____ programs reward purchasers with cash,rebates,merchandise,and other premiums for multiple purchases.

Question 20

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.market segmentation
d.demographic
e.target market
f.utility
g.marketing mix
h.data mining
i.consumer behavior
j.ownership utility
k.exchange process
l.B2B
m.lifetime value of a customer
n.relationship marketing
o.frequency marketing
p.product-related segmentation
The group of potential customers toward whom a company directs its marketing efforts is the company's _____.

Question 21

The location of a coffee shop franchise in a mall creates ________ utility.

A)place
B)ownership
C)form
D)time

Question 22

________ is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

A)Marketing
B)Market segmentation
C)Consumer behavior
D)Marketing research

Question 23

Philippe owns a store that sells lampshades.The process of receiving money in return for lamp shades is ________.

A)marketing
B)place utility
C)exchange
D)time utility

Question 24

Define the term target market.

Question 25

The marketing period where companies emphasize customer satisfaction is referred to as the ________ era.

A)production
B)relationship
C)marketing
D)sales

Question 26

Define consumer products and business products,and provide an example of how a product could be classified as both.

Question 27

Describe the consumer markets segmentations.

Question 28

Describe the sources of marketing research data.

Question 29

The era in marketing history characterized by the notion that a good product will sell itself is known as the ________ era.

A)production
B)sales
C)marketing
D)relationship

Question 30

The marketing function creates all of the following types of utility EXCEPT ________ utility.

A)time
B)ownership
C)place
D)form

Question 31

A convenience store offers ________ utility by being open 24 hours each day.

A)place
B)form
C)time
D)ownership

Question 32

The era in marketing history characterized by the notion that creative advertising would convince consumers to buy a product is known as the ________ era.

A)relationship
B)production
C)sales
D)marketing

Question 33

Describe personal determinants and provide examples.

Question 34

Place utility is created ________.

A)when arrangements for the transfer of title from seller to buyer are made
B)when the product is made available to the consumer at a time the consumer wants to buy it
C)by having the good or service available at a convenient location when the consumer wants to buy it
D)when the business firm converts raw materials into finished products

Question 35

The utility that is created when a salesperson at a car dealership completes the sales contract is ________ utility.

A)place
B)form
C)time
D)ownership

Question 36

Describe some of the ways businesses are using relationship marketing to achieve corporate goals.

Question 37

________ utility is created when the business firm converts raw materials into finished goods and services.

A)Form
B)Ownership
C)Exchange
D)Place

Question 38

Define external data and how this helps companies.

Question 39

The era in marketing history characterized by the notion that the customer is always right is known as the ________ era.

A)sales
B)marketing
C)production
D)relationship

Question 40

A Wisconsin sporting goods store that sells fishing licenses at the start of each sport fishing season is creating ________ utility.

A)time
B)form
C)ownership
D)place

Question 41

Interpersonal determinants of consumer behavior include all of the following EXCEPT ________ influences.

A)motivational
B)cultural
C)social
D)family

Question 42

Luke works as a marketing researcher and goes online to obtain information from government publications for census data and demographics.What type of data is Luke researching?

A)internal data
B)peripheral data
C)secondary data
D)primary data

Question 43

Esperanza is reviewing data that shows sales of her company's products during specific hours of each day.What kind of data is Esperanza reviewing?

A)survey data
B)secondary data
C)external data
D)internal data

Question 44

Census data are ________ and ________ data for marketing researchers.

A)internal;primary
B)external;primary
C)external;secondary
D)internal;secondary

Question 45

Charlotte wants to purchase a new printer for her computer.She decides to stick with the brand she knows because of her experience with its efficiency and reliability.This is an example of a(n)________.

A)interpersonal determinant
B)personal determinant
C)buying behavior
D)recognition of a problem or opportunity

Question 46

Personal and interpersonal determinants affect which step(s)in the consumer behavior process?

A)recognition of problem or opportunity
B)purchase decision
C)purchase act
D)each step in the consumer behavior process

Question 47

As the result of a hurricane heading toward the coastal area of North Carolina,residents rushed to purchase plywood to cover their windows.Retailers who carried plywood were operating in a ________.

A)buyer's market
B)mixed economy
C)regulated market
D)seller's market

Question 48

Devin obtains research data based on the number of unique visitors to his company's Web site,as well as tracking types of orders and amount of money spent.Devin is acquiring what type of research data?

A)principal
B)secondary
C)external
D)primary

Question 49

________ refers to the actions of consumers directly involved in obtaining,consuming,and disposing of products and the decision processes that precede and follow these actions.

A)Buyer behavior
B)Consumer behavior
C)Marketing management
D)The marketing mix

Question 50

Tabitha is a research specialist in a marketing division.She is working on a project that involves searching through customer files to detect spending patterns or trends that her company could target to increase sales.Tabitha is ________.

A)developing a value-added database
B)segmenting and correlating the data files
C)doing environmental scanning
D)data mining

Question 51

A company's financial records are a source of ________ and ________ data for marketing researchers.

A)
Internal;primary
B)external;primary
C)external;secondary
D)internal;secondary

Question 52

Aidan is tired of doing his laundry at the local laundromat and would like to buy a washer and dryer for his apartment.In the Saturday paper,he notices that a retail store is having a half-price sale.Aidan is at what step of the consumer behavior process?

A)searching for alternatives
B)evaluation of alternatives
C)purchase decision
D)purchase act

Question 53

Data collected for the first time through observation or surveys is ________.

A)secondary data
B)external data
C)primary data
D)a marketing information system

Question 54

A focus group is a method of collecting ________ data and is a(n)________.

A)secondary;observational study
B)primary;observational study
C)secondary;survey method
D)primary;survey method

Question 55

Allan and Erica assembled a group of 12 people and had the group evaluate several promotional campaigns.Allan and Erica collected data from a(n)________.

A)focus group
B)survey
C)observational source
D)secondary source

Question 56

Personal determinants in the buying decision include all of the following EXCEPT ________.

A)needs and motives
B)perception and attitudes
C)learning and self-concept
D)cultural experiences

Question 57

Which of the following is an interpersonal determinant of consumer behavior?

A)family influences
B)attitudes
C)perceptions
D)learned experiences

Question 58

Bailey seeks out cleaning products that are environmentally friendly and is willing to pay extra for a "green" brand.What is the main factor for Bailey's purchase?

A)interpersonal determinants
B)personal determinants
C)relationship marketing
D)end-use segmentation

Question 59

Which of the following is a drawback to using census and other government data sources?

A)Accessing government data is expensive.
B)Government data can become obsolete quickly.
C)Accessing government data is difficult.
D)Government data sources are unreliable.

Question 60

All of the following are internal sources of data EXCEPT ________.

A)company product sales
B)company product inventory
C)competitor's sales
D)unpaid bills

Question 61

Ida works on creating ways to ensure that customers receive goods at the right time and correct location.Ida is involved in her firm's ________ strategy.

A)pricing
B)promotion
C)distribution
D)product

Question 62

Some products can be classified as either a business or a consumer product depending on ________.

A)the type of product/service
B)the cost of the product/service
C)who buys the product/service and why
D)where the product/service is sold

Question 63

The common bases for segmenting consumer markets include all of the following EXCEPT ________ factors.

A)psychographic
B)geographic
C)demographic
D)end-use

Question 64

All of the following are methods of segmenting the business market EXCEPT ________.

A)psychographics
B)demographics
C)geographic
D)end-use

Question 65

________ strategy focuses on personal selling,advertising,sales promotion tools,and public relations to produce effective communication between the firm and the marketplace.

A)promotional
B)distribution
C)pricing
D)product

Question 66

Forbes,Fortune,and similar types of magazines often contain ads for Rolex watches,BMW automobiles,and other luxury items.Advertisers are trying to reach a market segment based on ________.

A)income
B)age
C)gender
D)location

Question 67

Grocery stores use ________ to assess local preferences for products so that they can tailor the inventory of each store accordingly.

A)marketing
B)warehouses
C)data mining
D)research

Question 68

Amazon.com keeps track of goods its customers have ordered.When a returning customer logs onto Amazon.com,the site creates a list of recommendations based on the customer's purchasing history.Amazon is segmenting the market by________.

A)product
B)psychographic
C)demographics
D)end-use

Question 69

Thomas is using demographic data methods for segmenting a market.He will use all of the following EXCEPT ________.

A)age
B)education
C)location
D)income

Question 70

Nike has implemented ______ so that its customers can design certain features of its athletic products to meet their specific needs and desires.

A)relationship production
B)standardization
C)organization marketing
D)mass customization

Question 71

Desmond is developing several different marketing strategies based on target markets that differ in terms of lifestyles.He is segmenting the overall market by ________.

A)demographics
B)end-use
C)psychographics
D)product

Question 72

One of the most common forms of segmenting consumer markets uses characteristics such as age,income,household size,and/or ethnic group.This is known as ________ segmentation.

A)geographic
B)psychographic
C)end-use
D)demographic

Question 73

Goods and services such as haircuts,GPS systems,and computers that are purchased for end users are examples of ________.

A)consumer products
B)business products
C)target market
D)marketing mix

Question 74

A singles business aims its promotions toward singles between the ages of 25 and 40 who reside in a specific county.The business has ________.

A)created personal utility
B)developed a marketing plan
C)developed a marketing mix
D)selected a target market

Question 75

Mona designs the packages and chooses the brand names for goods produced by her firm.Mona is involved in which part of the marketing mix?

A)promotion strategy
B)distribution strategy
C)product strategy
D)pricing strategy

Question 76

Companies use ________ to focus on a specific consumer market by combining product,distribution,promotion,and pricing strategies.

A)a marketing mix
B)organization marketing
C)consumer behavior
D)market segmentation

Question 77

An organization's ________ is the group of potential customers toward whom it directs its marketing efforts.

A)marketing demographic
B)target market
C)market segment
D)product market

Question 78

Which of the following is the first step in developing a marketing strategy?

A)Identify a target market.
B)Develop the right product.
C)Decide how to promote the product.
D)Implement the appropriate distribution system.

Question 79

Which of the following marketing decision areas may be subject to government regulation and public scrutiny but can be a powerful competitive tool for a business?

A)pricing strategy
B)distribution strategy
C)product strategy
D)promotional strategy

Question 80

________ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

A)Marketing
B)Market segmentation
C)Demographic segmentation
D)Data mining