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Exam 11: Customer-Driven Marketing

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Question 31

Multiple Choice

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Total Auto Parts manufactures engines, brakes, mufflers, and batteries and sells them to car manufacturers. This is an example of

A) total marketing.
B) market segmentation.
C) business-to-business marketing.
D) business-to-consumer marketing.
E) target marketing.

F) A) and E)
G) None of the above

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Question 32

Multiple Choice

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According to the market orientation, profits can be obtained through

A) personal selling and advertising.
B) dismissing customer relationship management.
C) mass producing goods for customers.
D) acquiring new customers.
E) persuading customers that they need certain goods.

F) C) and E)
G) A) and E)

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Question 33

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How do businesses and the society benefit from marketing?

Preston decides to buy a new car. He does a lot of research online and goes to several car dealerships to test drive cars. He finally decides on a car to purchase, but, in order to buy it, Preston must take out a loan. He also must get the car inspected and registered before he can start driving it. In this scenario, which is a nonmonetary cost associated with Preston's car purchase?

Through ________, marketers ascertain the need for new goods and services.

Michael worked for a textile manufacturer during the first half of the 20th century. When the supply of his company's textiles exceeded customer demand, he realized that he would have to invest more money in advertising his products and go directly to his customers to convince them to purchase his products. Based on this scenario, Michael has most likely adopted the ________ orientation.

Olga is shopping for a new laptop computer. All the computer brands offer laptops with standard screens and keyboards, but each brand offers different software packages, memory amounts, processor speeds, hard drive sizes, and operating systems. Olga notices that the price of laptops varies depending on the features they include. In order to choose the best laptop computer for her, Olga will most likely

Because it provides a way for businesses to personalize customer relationships, ________ is a major element of any strategy to develop and manage long-term customer relationships.

Lucia is a Hispanic American who manages a Mexican food restaurant. She often eats the food her restaurant sells, and several times a year, she travels to Mexico to visit her family and eat authentic Mexican cuisine. Which social variable does this scenario most closely describe?

A beverage manufacturing company has placed its products strategically in areas where the population density is high. This is an example of ________ segmentation.

Marissa owns an equestrian clothing store. After many customers complained that her clothing only fit petite riders, she decided to add a new brand of riding clothes that makes clothing for all body shapes and sizes. In regard to the marketing concept, which statement describes Marissa's decision?

Kellen wants to start a new copyediting business. He identifies his target market as publishing companies that outsource their copyediting projects. Now that he has identified his target market, what must he do next?

Beth and Tom are celebrating their 10-year wedding anniversary and have decided to celebrate by going on a dinner cruise. Tom goes to the website "Dinner on the Dock" to book the cruise and pays for it with his credit card. This is an example of a(n)