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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 31

Multiple Choice

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Chrysler Corporation is designing a new sports car but is unsure of future demand for the product. Since it will take at least four years to bring the car to market, Chrysler requires ____ sales estimates at introduction and ____ sales estimates to determine future marketing requirements.

A) medium-range; long-range
B) short-range; medium-range
C) short-range; long-range
D) medium-range; short-range
E) long-range; medium-range

F) B) and C)
G) A) and B)

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Question 32

Multiple Choice

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Dell Computer Corporation sells personal computers to colleges and universities, hospitals, civic clubs, charitable organizations, and foundations. This market is called a(n) ____ market.

A) consumer
B) producer
C) governmental
D) institutional
E) reseller

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

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Question 33

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Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season. These ski resorts have felt a direct impact from ____ forces.

Kathryn, a marketing researcher, is currently analyzing the information collected and determining what possible opportunities it has for management. At which stage of marketing research is she?

Long-range marketing plans typically cover two years.

Buying behavior is divided into two categories including

Furs Unlimited is using a combination of advertising and personal selling to increase the sales of its fur coats. This activity involves the ____ ingredient of the marketing mix.

The marketing activities associated with time, place, and possession utility account for about ____ of every consumer dollar spent.

Greer, Inc. is developing a marketing information system to try to improve its marketing efforts. Internal sources of marketing data the company could incorporate in the MIS include all of the following except

When Food Lion grocery stores offer milk and eggs at all of its locations, it is providing customers with ____ utility.

The exchange function involves buying, selling, and transporting.

Caroline's Crafts 'N Things Sarah works for a retail shop called Caroline's Crafts 'N Things. Sarah was often quite rude to customers when they annoyed her. One morning, her supervisor asked Sarah into her office and informed her that her behavior was unacceptabl Over the next few months, Sarah began to help customers learn more about the different products in the store and often explained why the customer might want to purchase one product over another. In doing so, she realized the importance of her role in the retail shop and began to truly enjoy her job. She started to think about the future of the company. She even thought that the company could do very well if it were to sell its products on eBay. When she brought this idea to her boss, her boss thought it was excellent, and asked Sarah to look further into the pros and cons of her idea. After evaluating Sarah's research, her boss decided to move forward with the idea, asking Sarah to head up this new venture for the company. Sarah then realized that retail is not just about making the sale; the customer should be the focus of all operations. Sarah now looks up to her boss, and is very glad that she was there to mentor her. -Refer to Caroline's Crafts 'N Things. Doing business on eBay allows an entrepreneur to

A marketing information system is computer-based and uses information from both internal and external sources.

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed. Jill's buying process for the car repair was influenced by

Leslie, the marketing manager of RLS Manufacturing, is evaluating factors that could affect sales of its line of golf bags over the next year. She can get all of the following from the marketing plan except

The Terminator Home Security Company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of ____ segmentation.

Describe the purpose of an executive summary, environmental analysis, and SWOT analysis, the first three components of a marketing plan.

​Jerry is beginning a marketing research project. One of the six steps of marketing research is to

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

The evolution of customer orientation started with businesses having a strong sales orientation, followed by a production orientation, and finally a customer orientation.