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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 111

Multiple Choice

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

A) ten cents
B) one-fourth
C) one-third
D) one-half
E) three-fourths

F) B) and D)
G) B) and E)

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Question 112

Multiple Choice

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When a company collects external marketing data,it looks at information about

A) its own sales figures.
B) activities of its sales force.
C) its customers.
D) its product and marketing costs.
E) its inventory levels.

F) C) and D)
G) A) and D)

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Question 113

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Consumers use different types of decision behaviors when buying different products.

When Popeyes Louisiana Chicken decides on brand names,package designs,sizes of orders,and flavors of sauces and recipes,it is controlling which element of marketing mix?

By selling Christmas trees from late November through December,Home Improvement is providing ____ utility.

Marketing research,like a marketing information system,involves a continuous process.

Describe the two broad targeting approaches in business,and give an example of each.

The amount of a product an organization expects to sell during a certain period of time,based on a specified level of marketing effort,is called a

The ingredient of the marketing mix concerned with both base prices and various kinds of discounts is

Lynn studies how individuals go about purchasing products for their personal consumption and what factors influence these decisions.Lynn studies

Melinda walks into a local convenience store to buy chewing gum.She more than likely will employ ____ in deciding to make that purchase.

Karl's Sporting Goods started as a small shop catering to the fly-fishing crowd but as requests were made for different and varied goods,it branched out into an outdoor-sports store.Karl caters to his core customer base of hunters and fishermen,but stocks the latest outdoor gear for those who want to incorporate other sports such as backpacking into their hunting and fishing experience.Due to space limitations,he does not carry mountain bikes,but does carry gear for them.Since Karl's is not located near the ocean or a large body of water,he does not carry wetsuits or other watersports equipment,but he does carry gear that would be required for wading in cold mountain rivers and streams,and canoes and kayaks.His marketing is directed toward hunters and fishermen,but includes activities,events,and sales aimed at bringing outdoor enthusiasts with other interests into his store.Over the past month,he has received numerous request for rock climbing gear.As a result of these requests,Karl has entered into negotiations with three providers of high-quality rock climbing shoes and gear.What do Karl's activities show about his marketing for Karl's Sporting Goods?

Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as

In determining whether to manufacture and market a line of luxury automobiles,Honda Motor Company studies the effects of economic conditions on consumers' ability and willingness to buy.The company is assessing ____ forces.

The elements of the marketing mix are combined to

The power of a good or service to satisfy a human need is called utility.

Which of the following is not one of the four commonly recognized forms of utility?