Question 1

The purchasing behavior of organizations is easier to understand than the purchasing behavior of consumers because it's more clearly driven by economics and influenced less by subconscious and emotional factors.

Accepted Answer

The purchasing behavior of organizations is easier to understand than the purchasing behavior of consumers because it's more clearly driven by economics and influenced less by subconscious and emotional factors.

Question 2

The organizational market consists of individuals and families who buy goods and services for personal or household use.

Accepted Answer

The organizational market is composed of companies and a variety of noncommercial institutions, from local school districts to the federal government.

Question 3

Consumers make all kinds of decisions that are hard to explain by any rational means.

Accepted Answer

Consumers make all kinds of decisions that are hard to explain by any rational means.

Question 4

Strategic marketing planning refers to the process of examining an organization's current marketing situation,assessing opportunities and setting objectives,and then developing a marketing strategy to reach those objectives.

Accepted Answer

Strategic marketing planning refers to the process of examining an organization's current marketing situation, assessing opportunities and setting objectives, and then developing a marketing strategy to reach those objectives.

Question 5

At one time or another,all consumers suffer from cognitive dissonance.

Accepted Answer

At one time or another, all consumers suffer from cognitive dissonance, which occurs when one's beliefs and behaviors don't match.

Question 6

Many Web sites use stealth marketing,letting visitors sign up for specific content streams with the promise that they won't be bombarded with information they don't care about.

Accepted Answer

Stealth marketing refers to the delivery of marketing messages to people who are not aware that they are being marketed to. These messages can be delivered by either acquaintances or strangers, depending on the technique.

Question 7

A developing country markets itself as a good destination of foreign investment.This would be an example of place marketing.

Accepted Answer

Place marketing refers to the marketing efforts to attract people and organizations to a particular geographical area.

Question 8

The sales concept is an approach to business management that stresses customer needs and wants,seeks long-term profitability,and integrates marketing with other functional units within the organization.

Accepted Answer

The sales concept emphasizes building a business by generating as many sales transactions as possible.

Question 9

Customer loyalty is one of the most significant goals of relationship marketing.

Accepted Answer

Customer loyalty is one of the most significant goals of relationship marketing.

Question 10

According to the concept of the network effect,the value of a product increases with the number of customers who use it.

Accepted Answer

The network effect embodies the fact that the value of a product increases with the number of customers who use it.

Question 11

Producers do not create needs,but they do try to shape your wants by exposing you to attractive choices.

Accepted Answer

Producers do not create needs, but they do try to shape your wants by exposing you to attractive choices.

Question 12

Ethnographic research refers to research that measures brain activity while customers are viewing or interacting with product,Web site,or other elements.

Accepted Answer

Ethnographic research is a branch of anthropology that studies people in their daily lives to learn about their needs, wants, and behaviors in real-life settings.

Question 13

Aspirational reference groups are those to which consumers actually belong,such as families,networks of friends,clubs,and work groups.

Accepted Answer

Membership groups are those to which consumers actually belong, such as families, networks of friends, clubs, and work groups.

Question 14

Close relationships between buyers and sellers are not common in organizational purchasing.

Accepted Answer

Close relationships between buyers and sellers are common in organizational purchasing. In some cases, employees of the seller even have offices inside the buyer's facility to promote close interaction.

Question 15

The U.S.Federal Trade Commission (FTC)and the Word of Mouth Marketing Association assert that stealth-marketing techniques are deceptive because they don't give their targets the opportunity to raise their instinctive defenses against the persuasive powers of marketing messages.

Accepted Answer

The U.S. Federal Trade Commission (FTC)and the Word of Mouth Marketing Association assert that stealth marketing techniques are deceptive because they don't give their targets the opportunity to raise their instinctive defenses against the persuasive powers of marketing messages.

Question 16

Social commerce refers to a type of information system that captures,organizes,and capitalizes on all the interactions that a company has with its customers.

Accepted Answer

Social commerce refers to the creation and sharing of product-related information among customers and potential customers.

Question 17

When a supermarket provides fresh,ready-to-eat dishes as an alternative to buying all of the ingredients needed to make dinner,it is creating place utility.

Accepted Answer

Utility is the power of a good or service to satisfy a human need. Place utility refers to the convenience attached with place.

Question 18

Successful marketers try to identify sources of competitive advantage and areas that need improvement.

Accepted Answer

Successful marketers try to identify sources of competitive advantage and areas that need improvement.

Question 19

The launch of a product under real-world conditions but on a limited scale (such as in a single city),is a form of neuromarketing studies.

Accepted Answer

The launch of a product under real-world conditions but on a limited scale (such as in a single city), is known as test marketing.

Question 20

A central element in the marketing concept is involving the customer as a partner in a mutually beneficial relationship rather than treating the customer as a passive recipient of products and promotional messages.

Accepted Answer

A central element in the marketing concept is involving the customer as a partner in a mutually beneficial relationship rather than treating the customer as a passive recipient of products and promotional messages.

Quiz 13: The Art and Science of Marketing

The purchasing behavior of organizations is easier to understand than the purchasing behavior of consumers because it's more clearly driven by economics and influenced less by subconscious and emotional factors.

The organizational market consists of individuals and families who buy goods and services for personal or household use.

Consumers make all kinds of decisions that are hard to explain by any rational means.

Strategic marketing planning refers to the process of examining an organization's current marketing situation,assessing opportunities and setting objectives,and then developing a marketing strategy to reach those objectives.

At one time or another,all consumers suffer from cognitive dissonance.

Many Web sites use stealth marketing,letting visitors sign up for specific content streams with the promise that they won't be bombarded with information they don't care about.

A developing country markets itself as a good destination of foreign investment.This would be an example of place marketing.

The sales concept is an approach to business management that stresses customer needs and wants,seeks long-term profitability,and integrates marketing with other functional units within the organization.

Customer loyalty is one of the most significant goals of relationship marketing.

According to the concept of the network effect,the value of a product increases with the number of customers who use it.

Producers do not create needs,but they do try to shape your wants by exposing you to attractive choices.

Ethnographic research refers to research that measures brain activity while customers are viewing or interacting with product,Web site,or other elements.

Aspirational reference groups are those to which consumers actually belong,such as families,networks of friends,clubs,and work groups.

Close relationships between buyers and sellers are not common in organizational purchasing.

The U.S.Federal Trade Commission (FTC)and the Word of Mouth Marketing Association assert that stealth-marketing techniques are deceptive because they don't give their targets the opportunity to raise their instinctive defenses against the persuasive powers of marketing messages.

Social commerce refers to a type of information system that captures,organizes,and capitalizes on all the interactions that a company has with its customers.

When a supermarket provides fresh,ready-to-eat dishes as an alternative to buying all of the ingredients needed to make dinner,it is creating place utility.

Successful marketers try to identify sources of competitive advantage and areas that need improvement.

The launch of a product under real-world conditions but on a limited scale (such as in a single city),is a form of neuromarketing studies.

A central element in the marketing concept is involving the customer as a partner in a mutually beneficial relationship rather than treating the customer as a passive recipient of products and promotional messages.