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Exam 13: Marketing: Helping Buyers Buy

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Question 131

Multiple Choice

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Tasteequik Food markets one line of food products to consumers looking for meals that are very simple and quick to prepare. Tasteequik also offers another line of food targeted to people interested in low-fat, high-nutrition foods. Tasteequik's strategy of dividing the market into groups that want similar things from the products they buy is an example of:

A) benefit segmentation.
B) demographic segmentation.
C) volume segmentation.
D) target segmentation.

E) All of the above
F) C) and D)

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Question 132

Multiple Choice

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Which of the following describes the marketing era immediately after the development of mass-production assembly lines?

A) production era
B) selling era
C) marketing era
D) customer relationship era

E) A) and B)
F) A) and C)

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Question 133

Multiple Choice

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After years of selling in the consumer market, Dave accepted a job as a salesperson for a firm that markets its products in the B2B market. As he considers his new responsibilities, it's likely that he will:

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have a value for customers, clients, partners, and society at large.

A firm's marketing mix refers to the combination of:

A firm's marketing mix consists of 4 major components, which are generally referred to as the four:

Unlike advertising, which is part of the promotional component of the marketing mix, personal selling is considered to be part of the distribution function.

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented.

Marketers are concerned with selling goods and services, and therefore are not involved in designing the products their firm will sell.

Helen, a manager for Marshall Manufacturing, spends much of her time reviewing the global, technological, socio-cultural, competitive, and economic factors that can influence the success of her firm's marketing efforts. Helen's efforts indicate that she is involved with environmental scanning.

Mini-Case Callie is a successful executive who is also a fitness enthusiast. For years she worked out at Big Jim's Gym, the only gym in her small hometown. However, she felt that the environment at Big Jim's was too masculine, and discovered that her female friends agreed. They disliked the small, smelly locker room, and the limited selection of cardio equipment. Most of them eventually quit going to Big Jim's. Callie talked to Jim Nasium, the owner of Big Jim's, about things he could do to attract more women, but Jim had little interest in making any changes. "I've got all the business I can handle," he told Callie. "Why should I spend a bunch of money to redecorate and add extra equipment? Besides, lots of the guys who work out here tell me they like the simple, no-frills atmosphere." Frustrated by Jim's indifference to her ideas, Callie began looking into the possibility of starting a club to appeal to young, well-educated women. After visiting gyms in other towns and talking to several friends to get ideas, she came up with a detailed plan for her club. She then described her ideas to women in the community to see how much interest there was in this type of facility. The extremely positive response encouraged her to go ahead with her plans. It took a while, but she ultimately obtained the financial backing to go into business. Callie calls her new health club ShapeUP. It offers a spacious and attractive locker room, better cardio equipment, a child care area so young mothers can have someone watch their toddlers while they work out, and exercise classes designed to appeal to young women. When a woman joins her club, Callie schedules a free session with a personal trainer who works with the new member to design a personalized workout program. Callie tries hard to keep close to her customers, sending them a monthly newsletter that includes a survey asking what they like and don't like about ShapeUP. She wants to please her existing customers and keep them coming back. In fact, now that ShapeUP has a strong membership base, Callie believes it is more important to keep existing customers loyal than to attract new customers. In addition to the comments from her own customers, Callie also spends a lot of time tracking economic, social, and competitive trends in the gym industry, trying to identify factors that can affect the marketing success of her club. She subscribes to several journals that cover trends and report on research findings related to the business. She has found that these journals provide her with an inexpensive source of useful information. -When Callie attempts to identify economic, social, and competitive factors that could affect her success in the gym market, she is engaging in: