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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 1

True/False

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At Mattel, a marketing information system stores data on regional sales activities, promotional costs, and international inventory levels.These data are examples of external sources.

A) True
B) False

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Question 2

Multiple Choice

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Teenagers spend billions of dollars on stereo equipment and compact discs.They have the ability, willingness, and authority to purchase such products because of their perceived need.These teenagers are an example of a(n) ____ market.

A) consumer
B) business-to-business
C) producer
D) governmental
E) institutional

F) All of the above
G) A) and B)

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Question 3

Multiple Choice

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General Motors uses multiple marketing mixes for its various divisions and focuses these marketing mixes on various segments of the automobile-purchasing market.General Motors uses

In creating a marketing information system, management would collect data from internal sources such as

Marketers are most interested in discretionary income because consumers have the most choice in spending it.

Organizations usually use only one method for forecasting sales.

Morton Salt Company designs a single marketing mix and directs it at the entire market.The company is using the ____ approach.

A single marketing mix consists of one type of product with little or no variation, one price, one promotional program aimed at everyone, and ____ distribution system(s) to reach all customers in the total market.

A consumer usually will go through all of the steps of the consumer buying decision process for every purchase.

The income an individual receives from all sources less the Social Security taxes that the individual must pay is known as ____ income.

Within a market, a group of individuals or firms that share one or more common characteristics is called a target group.

Long-range marketing plans typically cover two years.

Your Best, Inc. Christie worked for a retail company and noticed there were many things which could be done.She shared some of her ideas with upper management, but it did not want to do things differently.When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business.After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc.She also knew just where to open the store-right next to her house. To be certain to address all aspects of the business, Christie hired a marketing research firm to determine the best location.Once all the research was compiled and analyzed, she realized that it would actually be better to open the store in a different area.She also realized that deciding where to locate the business was not the only major concern.More specifically, she would have to focus on the four elements of the marketing mix as well, creating a whole marketing plan.Her husband mentioned the possibility of using online information services to help with the business.With her husband's support and a good marketing plan, Christie felt that she would be prepared to make the right decisions. -Refer to Your Best, Inc.Marketing research involves

Roger's car battery dies while he is on his way to an important meeting.Which step is Roger at in the consumer buying process?

Lisa is a high school student.All of her friends buy their jeans from Express, so she decides to buy Express jeans even though Levi's fit her better.Lisa's purchasing decision is most influenced by ____ factors.

Your firm would like to implement the marketing concept.What information will you need? Since the acquisition of information costs money, justify your need for this information.

Markets are classified as either

When Target decides the number and locations of warehouses it needs to build and operate, it is addressing the ____ element of the marketing mix.

The pricing ingredient is concerned primarily with the producer's costs of design.

Turner Broadcasting Systems uses internal Web pages that all employees can access in order to share information and improve communication.This is a(n) _____.