Questions_Chapter_13

Questions_Chapter_13 - Chapter 13 Marketing: Building...

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Chapter 13: Marketing: Building Customer Relationships 13-1 Chapter 13 Marketing: Building Customer Marketing: Building Customer Relationships Relationships CPS questions
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Chapter 13: Marketing: Building Customer Relationships 13-2 1. ______ refers to the time period from our country’s first settlers through the early 1900s. a. Production era b. Selling era c. Marketing era d. Customer relationship era
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Chapter 13: Marketing: Building Customer Relationships 13-3 2. The statement that is most consistent with today's views on marketing is: a. "There's a sucker born every minute." b. "Find out what your competition does and do it better." c. "A good promotional campaign can sell anything." d. "Learn about your customers and exceed their expectations.”
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Chapter 13: Marketing: Building Customer Relationships 13-4 3. __________ is the most accurate statement about marketing. a. Because nonprofit organizations are not motivated by profit, marketing activities are not consistent with their goals b. To be successful, marketers must be able to persuade consumers to purchase goods they don’t really need c. Once a product is sold, focus on the next customer d. Marketers recognize the need to learn as much as possible about customers and do everything possible to satisfy them
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Chapter 13: Marketing: Building Customer Relationships 13-5 4. As the campaign manager for a candidate for the U.S. Senate, Hal works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents: a. The use of marketing by a nonprofit organization. b. A nonprofit application of the production era strategy. c. The selling of a political candidate. d. An extension of the profit orientation to a nonprofit organization.
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Chapter 13: Marketing: Building Customer Relationships 13-6 5. A combination of _________ refers to a firm's marketing mix. a. goods the firm offers to different market segments b. advertising media the firm utilizes to promote its products c. strategies regarding product, price, place, and promotion d. people directly involved in making marketing decisions
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Chapter 13: Marketing: Building Customer Relationships 13-7 6. _______ would be considered part of a firm's marketing mix. a. Identifying the best source of funds to finance a firm's marketing activities b. Determining the best pricing strategy for a product c. Establishing a production schedule that enables the firm to meet forecasted sales d. Designing the most efficient production plan
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Questions_Chapter_13 - Chapter 13 Marketing: Building...

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