Deck 11: Customer-Driven Marketing

Question 1

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
In _____,marketers can use sophisticated customer databases to combine data from several different organizational functions.

Answer 1

h

Question 2

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 processes
l.Business products
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.

Answer 2

f

Question 3

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 processes
l.Business products
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.

Answer 3

a

Question 4

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 processes
l.Business products
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 5

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 processes
l.Business products
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.

Question 6

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 processes
l.Business products
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

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 processes
l.Business products
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 8

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 processes
l.Business products
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 9

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 processes
l.Business products
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 10

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 processes
l.Business products
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 _____.

Question 11

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ includes the actions and decision making processes of buyers.

Question 12

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 processes
l.Business products
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 13

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ allows a company to bulk-produce goods and services while adding unique features to individual or small groups of orders.

Question 14

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
The most common method of market segmentation is _____ segmentation.

Question 15

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 processes
l.Business products
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 16

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
Business decision makers can use market research to obtain data about a potential _____ in order to design effective marketing mixes.

Question 17

What is marketing? Explain.

Question 18

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
_____ is a cooperative arrangement in which two businesses jointly market each other's products.

Question 19

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 processes
l.Business products
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 20

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 processes
l.Business products
m.person marketing
n.Mass customization
o.frequency marketing
p.Comarketing
q.cobranding
A company's _____ blends four strategies to fit the needs and preferences of a specific target market.

Question 21

Discuss the influence of interpersonal and personal factors on consumer behavior.

Question 22

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

Question 23

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

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

Question 24

_____ 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 25

Describe the consumer markets segmentations.

Question 26

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

Question 27

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

Question 28

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 29

Define external data and how this helps companies.

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 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 32

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

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

Question 33

Describe the exchange process.

Question 34

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

Question 35

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

Question 36

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 37

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

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

Question 38

Describe the sources of marketing research data.

Question 39

Define the term target market.

Question 40

How does Salesforce.com use customer relationship management (CRM)software to help other businesses?

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

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 43

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 44

Which of the following processes allows marketers to assess competitive,social,economic,technological,and political environments that may impact business,and consequently,marketing decisions?

A)Environmental scanning
B)Data mining
C)Business intelligence
D)Data warehouse

Question 45

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 46

The use of the slogan "No one deserves to die" by the Lung Cancer Alliance is an example of _____.

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

Question 47

All of the following is included in a company's marketing plan EXCEPT:

A)information about specific activities to be undertaken.
B)the audience to whom specified activities are targeted.
C)the social causes to which the company contributes.
D)metrics used to measure goals.

Question 48

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 49

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 50

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 51

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

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

Question 52

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 53

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 54

The application of marketing strategies helps not-for-profit organizations _____.

A)analyze consumer behavior
B)satisfy customers
C)secure funding
D)create forms of utility

Question 55

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 56

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 57

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 58

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 59

Identify a true statement about traditional drug store chains that double as health care clinics.

A)They offer appropriate medication and vaccinations.
B)They have better diagnostic equipment.
C)They are low-cost and convenient.
D)They rarely require any promotional strategies.

Question 60

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 61

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 62

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 63

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

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

Question 64

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 65

Define business intelligence.

A)It is an analysis of external environmental factors by marketers to understand how these factors impact business and marketing decisions.
B)It is the process of collecting and evaluating information to help marketers make effective decisions.
C)It is the task of using computer-based technology to evaluate data in a database and identify useful trends.
D)It is a combination of activities and technologies for gathering,storing,and analyzing data to make better competitive decisions.

Question 66

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 67

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 68

Census data are _____ and _____ data for marketing researchers.

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

Question 69

_____ 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 70

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 71

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 72

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 73

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 74

A fast-food chain specializing in Chinese food starts serving Indo-Chinese food in order to attract a more varied target audience.This is an example of _____.

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

Question 75

_____ 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 76

Adaptation works best for which of the following products?

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

Question 77

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 78

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 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

The information collected in massive amounts and at unprecedented speed from both traditional and digital sources to be used in business decision making is called _____.

A)market research
B)primary data
C)big data
D)business intelligence