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Exam 13: Marketing: Helping Buyers Buy

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Question 91

True/False

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Customer relationship management (CRM)is the process of learning as much as possible about customers and doing everything you can to satisfy them.

A) True
B) False

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Question 92

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Products such as computers,telecommunications equipment,PDAs,and other manufactured or mass produced items are always classified as B2B products. The determining factor as to classification of a good is the buyer's reason for buying a product and the way it will be used.Computers,telecommunications equipment,PDAs could easily fall into the category of consumer products.

A) True
B) False

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Question 93

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__________ consists of information that has already been researched by others and is published in journals or books,or has been made available online.

Outstanding service after the sale was a primary focus of businesses during the selling era.

Secondary data should be gathered first because this type of information is less expensive to obtain.

Which of the following is a part of the marketing concept?

________ 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.

Buyers in the B2B market tend to make more rational decisions than buyers in the consumer market.

an advertising orientation.

The idea behind customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty.

The business-to-business (B2B)market involves the marketing of goods and services to institutions that sell,rent,produce or supply goods to others.

Describe the steps involved in the marketing process.

Because the marketing concept emphasizes a profit orientation,marketing has not been used successfully by nonprofit organizations.

Which of the following is the best example of cognitive dissonance?

Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix. Distribution is one component in the marketing mix.

It is the job of marketers today to persuade consumers to buy the goods and services those marketers have available to sell. Although marketers in the 1920s might agree with this statement,marketing today is about learning as much as possible about customers and then exceeding their expectations and helping them buy.

A telephone or online survey is an example of primary data collection.

Marketing involves developing and promoting a firm's products and allowing the firm's purchasing department to make all distribution and transportation decisions. One of the 4 Ps in the marketing mix is "place" which refers to the marketer's role in distributing goods and services.

The purpose of market segmentation is to identify the features of a product that will appeal to as many customers as possible. Market segmentation attempts to divide the overall market into several groups whose members have similar characteristics.

The first step in the marketing research process is to: