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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
A firm's _____ blends four strategies to fit the needs and preferences of a specific target market.

Answer 1

g

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
The group of potential customers toward whom a company directs its marketing efforts is the company's _____.

Answer 2

e

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
When two or more businesses link their names to a single product, _____ occurs.

Answer 3

q

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ allows a firm to bulk-produce goods and services while adding unique features to individual or small groups of orders.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ focuses on the precise way a business-to-business purchaser will use a product.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
A(n) _____ is a marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities.

Question 7

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.Market segmentation
d.demographic
e.target market
f.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ includes the actions and decision making processes of buyers.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ are activities in which two or more parties give something of value to each other to satisfy perceived needs.

Question 10

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.Market segmentation
d.demographic
e.target market
f.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
The most common method of market segmentation is _____ segmentation.

Question 11

MATCHING
Complete the following using the terms listed.
a.secondary data
b.affinity program
c.Market segmentation
d.demographic
e.target market
f.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
A campaign to promote a political candidate is an example of _____.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ programs reward purchasers with cash, rebates, merchandise, and other premiums for multiple purchases.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ is a cooperative arrangement in which two businesses that jointly market each other's products.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ refers to an orderly transfer of goods and services from the seller to the buyer.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
The use of computer-based technology to evaluate data in a database and identify useful trends is known as _____.

Question 16

Describe the exchange process.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
Marketing researchers use _____ as a quick and inexpensive resource of consumer information.

Question 18

What is marketing? Explain.

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.End-use segmentation
g.marketing mix
h.data mining
i.Consumer behavior
j.Ownership utility
k.Exchange process
l.B2B
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ are goods and services purchased to be used, either directly or indirectly, in the production of other goods for resale.

Question 20

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

Question 21

Define external data and how this helps companies.

Question 22

Define the term target market.

Question 23

Describe the sources of marketing research data.

Question 24

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

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

Question 25

Compare comarketing and cobranding. Give an example of each.

Question 26

Describe the five categories of nontraditional marketing and give an example of each.

Question 27

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

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

Question 28

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

Question 29

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 30

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

Question 31

Explain the three segmentation methods used by firms that offer business products.

Question 32

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 33

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

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

Question 34

_____ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

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

Question 35

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 36

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 37

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

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

Question 38

Describe the consumer markets segmentations.

Question 39

Describe interpersonal determinants and provide examples.

Question 40

Explain how a company might decide on a marketing mix for an international company.

Question 41

Relay for Life raises money for the American Cancer Society for cancer research and treatment. This is an example of _____ marketing.

A) idea
B) place
C) organization
D) service

Question 42

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 43

The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials. Dasani bottled water is one of the sponsors, which enables the company to utilize _____ marketing.

A) organization
B) event
C) place
D) person

Question 44

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 45

The marketing of a social concern or issue such as preventing child abuse is known as _____ marketing.

A) cause
B) person
C) place
D) organization

Question 46

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

A) Promotion strategy
B) Distribution strategy
C) Product strategy
D) Pricing strategy

Question 47

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 48

Examples of private not-for-profit organizations include all of the following EXCEPT ________.

A) San Diego Zoo
B) American Academy of Pediatrics
C) Michigan State Department of Natural Resources
D) United States Olympic Committee

Question 49

A 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 50

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 51

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 52

Juliet is seeking employment in the banking industry. Before her interview with Chase, she conducts thorough research and identifies ways in which she can benefit the company. What type of marketing is Juliet utilizing?

A) Organization
B) Cause
C) Person
D) Place

Question 53

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 54

The era in marketing history characterized by the notion that the consumer is king is known as the ________ era.

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

Question 55

Companies use _____ to fit the needs and preferences of a specific target market by combining product, distribution, promotion, and pricing strategies.

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

Question 56

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

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

Question 57

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 58

Local officials in a mid-size town used _____ marketing to convince major businesses to move to their area, including advertisements that emphasized low tax rates and accessible transportation.

A) place
B) event
C) organization
D) cause

Question 59

Maria is campaigning for the city council's initiative related to general public safety. She talks to the public about their concerns. Maria is engaged in _____ marketing.

A) person
B) place
C) cause
D) idea

Question 60

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 61

Devin obtains research data based on the number of unique visitors to his company's website, 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 62

Joe is developing the marketing mix for his company's new line of power tools. A brand name, price, and distribution system have been decided. Now Joe is concentrating his efforts on developing the best advertising plan for the product line. The advertising plan is part of Joe's ______ strategy.

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

Question 63

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 64

A focus group is a method of collecting _____ data using a(n) _____.

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

Question 65

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 66

_____ 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

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

Standardization would be most appropriate for all of the following products EXCEPT _____.

A) checking accounts
B) chemicals
C) steel
D) commercial aircraft

Question 69

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 70

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 outdated quickly.
C) Accessing government data is difficult.
D) Government data sources are unreliable.

Question 71

Tabitha is a research specialist in the marketing division. She is working on a project that involves searching through customer database 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 72

The Custom Foot is a shoe store chain that manufactures shoes and allows customers to design a unique product by selecting from the type of leather, color, design, and size. This is an example of _____.

A) standardization
B) adaptation
C) organization marketing
D) mass customization

Question 73

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 74

Adaptation works best for which of the following products?

A) Paper
B) Fast food
C) Wood
D) Natural gas

Question 75

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 76

Census data are _____ and _____ data for marketing researchers.

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

Question 77

_____ strategy effectively blends advertising, personal selling, sales promotion, and public relations to achieve its goals of informing, persuading, and influencing purchase decisions.

A) Promotional
B) Distribution
C) Pricing
D) Product

Question 78

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 79

Neon Corp. has implemented _____ so that its customers can choose their own fabric, style, individual features, and size.

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

Question 80

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