Question 22 pts

Prudent firms follow domestic markets exclusively in order to keep their focus on immediate sales and to avoid the additional expenses incurred in the global marketplace.

True

False

Question 32 pts

The main function of marketing is ________.

to contribute to the accuracy of a business's strategic plan

to successfully establish meaningful relationships with customers to ensure loyalty and repeat business

to develop the business's mission and vision

to ensure that manufacturing capacity of a firm is aligned with consumer demand

Question 112

The more loyal a traveler is to a certain hotel chain, the more sensitive he or she is to the room rate at hotels in that chain.

True

False

Question 122 pts

When the marketers for Quiznos try to convince you to buy their sandwiches instead of Subway sandwiches, they are ________.

responding to a need

creating a need

differentiating between needs and desires

satisfying a need

discounting a need

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Question 132 pts

Marketing research may suggest better ways and opportunities to provide services to customers.

True

False

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Question 142 pts

Which of the following is NOT one of the most common consumer market segmentation classifications?

behavioral

home ownership

psychographic

demographic

geographic

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Question 152 pts

The objectives of a firm must be measurable in order to determine its success in following the marketing plan.

True

False

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Question 162 pts

Which of the following is NOT a function of CRM software, which would help a company to learn as much as possible about customers and create a meaningful one-on-one interaction with each of them?

personalizing customer e-mail so that it addresses their particular needs

quickly identifying customers who call for customer service

calling customers at their homes to promote the latests products

offering products tailored specifically to customers' needs and desires

suggesting future purchases based on prior purchases or browsing interests

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Question 172 pts

In business-to-business (B2B) market purchases, purchasing agents often weigh the benefits and the costs in a more systematic fashion than buyers in consumer markets; therefore, sellers don't have to pitch their products at as sophisticated a level as is used in competitive consumer markets.

True

False

Question 182

Which of the following is NOT a primary source of data?

interviews

controlled experiments

accounting records

sampling

customer feedback

Question 192

The first step in the marketing process is to ________.

conduct market research

identify an unfilled market need

determine costs in relation to potential benefits of the product

establish brand recognition

nurture good customer relationships

Question 202

Snow blowers are sold in areas where there is a longer cold season and the likelihood of snow. The consumer market for snow blowers is an example of ________.

demographic segmentation

geographic segmentation

competitive advantages

external business advantages

psychographic segmentation

to determine whether products meet current safety standards