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Exam 11: Customer-Driven Marketing

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Question 1

Multiple Choice

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Matrix Clothing Inc. decides to launch its premium line of clothing and bags in a country that is experiencing increasing purchasing power and per capita income by its residents. Which environmental force primarily influenced Matrix Clothing Inc.'s decision?

A) technological
B) legal
C) religious
D) political
E) economic

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

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Question 2

Multiple Choice

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Micah, Felicity, and Jasmine have developed a common pattern of behavior. They all own large houses, drive fancy cars, and belong to an elite country club. Micah, Felicity, and Jasmine most likely belong to the same

A) personality group.
B) cultural group.
C) social role.
D) social class.
E) generational class.

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

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Question 3

Multiple Choice

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Ben is the marketing manager of a large department store that sells a variety of household appliances, including refrigerators, washing machines, and stoves. What might Ben do to help customers finance these large, expensive items?

Small Treasure Gifts is deciding whether to sell its products in kiosks outside subway stations or in stores at popular malls. What element of the marketing mix does this decision most closely relate?

Guilt-Free Sweets is a bakery that produces all gluten-free baked goods to target customers who have trouble digesting gluten but still want to be able to enjoy tasty treats. What type of segmentation is this company using?

Products are either marketed to the B2B market or the B2C market, but never to both.

Delineate the psychological variables of buying behavior.

Political, legal, regulatory, social, competitive, economic, and technological forces comprise the

Deborah owns a rustic furniture store in New Hampshire. When customers buy her unique furniture pieces, she arranges a time for her employees to deliver the furniture to their homes using her delivery truck. This is an example of

Sarah has produced 1,000 jars of raspberry jam, using the homegrown raspberries from her field. By concentrating her efforts on advertising and publicity, she is trying to encourage people to notice and buy her product. Through her promotional activities, Sarah is primarily engaging in the marketing function of

The Coffee Clutch is a small, local company that, in addition to making delicious coffee drinks, offers its customers live music, open microphone nights, free Internet access, and comfortable seating so they can enjoy their coffee with friends or while working. In the case of this company, which statement is most likely true?

An automobile company manufactures different cars for different market segments. It markets its SUVs for customers who live in the mountains, sedans for customers in the coastal plains, and smaller hatchback cars for those in big cities. In this scenario, the company is primarily using ________ variables of market segmentation.

What is a challenge marketers in the United States will face in the future?

Lucia went to a new salon in the area to get her hair cut and colored. However, the stylist cut her hair shorter than she wanted and wouldn't use the bold red color Lucia wanted. As a result, Lucia did not feel good about her purchase. What does this most likely mean for the future of this exchange relationship?

A consumer electronics company wants to implement a multisegment approach to market segmentation. What requirements must be met to ensure that the strategy is successful?

What is a social role that a person may have?

Which orientation in the evolution of the marketing concept was characterized by the supply of manufactured goods catching up with and then exceeding demand, leading businesspeople to realize they would have to promote their products to get buyers to desire them?

A fashion clothier is contemplating whether to sell its products in brick and mortar stores or to sell them at its online store. What element of the marketing mix does this decision most closely relate?

A systematic, objective process of getting information about potential customers to guide marketing decisions is referred to as

Rich runs a home improvement business. He is happy with the level of business he receives, but he wants to learn more about his customers, so he studies information compiled by the U.S. census bureau and other government agencies, databases created by marketing research firms, and sales and other internal reports. What kind of data is Rich using in this scenario?