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Exam 13: Marketing: Helping Buyers Buy

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Question 51

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Explain how mass marketing and relationship marketing differ.

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Mass marketing means developing products...

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Question 52

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Romeo accepted a sales position at SharpSmart Computers. Before joining SharpSmart, Romeo worked in the electronics department of a retail store and sold personal computers and tablets to consumers. In his new job, Romeo will sell personal computers and tablets to businesses. Despite the fact that the products sold to these two customer groups are quite similar, Romeo is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

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Question 53

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"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

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

A ________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

During the early 1900s, businesses emphasized as much as possible about their customers and doing everything to satisfy them.

The ________ market consists of individuals and organizations that want goods and services in order to produce goods and services or to sell, rent, or supply those goods to others.

The last step in the marketing process often includes building a continuing relationship with customers.

Comparing the business practices of the 1950s to those of today indicates that today's marketing managers

The ________ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation.

Outstanding service after the sale was a primary focus of businesses during the selling era.

Jessica, a sophomore in college, is contemplating majoring in marketing. She has asked several friends for advice and their comments are listed below. Which of these comments is the most accurate and likely to help Jessica?

While most students find marketing an interesting and meaningful subject, one drawback of majoring in marketing is that it prepares students for only a narrow range of career options.

The two major types of markets in business are the consumer market and the government market.

Firms that have adopted ________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time.

Firms adopting a relationship marketing strategy often establish an online presence to communicate with customers.

The Southside Sweetery has a loyal following. When it recently moved from its longtime storefront to a famous resort area, it took a big risk. However, the owners were confident that its unique candies, cookies, and pastries would win customer raves. Fortunately, one of the members of the family business was convinced the sweet shop needed to stay in touch with its customers. Southside collects names and email addresses of its customers and maintains a presence on a few social media sites in order to send messages about promotions and coupons to valued customers. Marketing professionals refer to this strategy as

Firms adopting a relationship marketing strategy view technology and social media as a(n)

Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?