Need help answering Marketing questions 61. Successful Customer Relationship Man
ID: 389160 • Letter: N
Question
Need help answering Marketing questions
61. Successful Customer Relationship Management (CRM) programs can help a company achieve all EXCEPT:
- creating offers tailored to specific customer requirements
- developing deeper customer relationships
- providing higher levels of customer service
- understanding competition better
62. Behavioral targeting, the practice of ________, is being used by more and more companies.
- managing customer relationships
- mining and analyzing data from data warehouses
- tracking consumers’ online movements and using this information to target ads to them
- tracking customers’ activities and rewarding customer loyalty
63. A survey shows that an average of 3 of 10 mothers do not use an exercise facility because there is no available child care. How do we NOT interpret this information with future profits in mind:
- perhaps we can build a second facility that caters especially to mothers and children.
- too bad; if they really want to work out, they will find a way.
- we should direct our advertising more toward singles or couples without children.
- we should examine the feasibility of opening a daycare room and hiring a baby-sitter.
64. What is the best approach for defining the problem in a marketing research study?
- key decision maker should specify the problem then give the project to marketing researchers to finish.
- marketing researcher and key decision maker should work together to specify the problem.
- marketing researchers should work independent of key decision makers in order to make sure that the problem is defined objectively.
- the problem should be specified by outside consultants to in turn work with marketing researchers and key decision makers to identify the specific research design.
65. The consumer buying process begins when:
- consumers recognize that they have an unsatisfied need.
- performance risk is minimized.
- physical needs become greater than psychological needs.
- they enter a store.
66. Which is WRONG about how consumers behave when confronted with a great deal of uncertainty:
- They are likely to buy unbranded, generic products to reduce risk.
- They are likely to reduce the amount at stake by having reluctance to pay top prices.
- They are likely to reduce the amount at stake by purchasing less.
- They may involve others by asking questions & seeking information.
67. Which is WRONG with regard to consumer behavior:
- different family members will influence different buying stages.
- marketers try to design products to appeal to several consumer motives.
- personality is a relatively unimportant psychological buying factor.
- references groups have much influence on the purchase of pencils.
68. With regard to cultural and social factors influencing consumer behavior:
- culture is an important determinant of brand choice behavior.
- for more expensive products, more family members get involved in the buying decision.
- reference groups usually don’t affect buying behavior for conspicuous products.
- social class membership is very difficult to determine because of vague categorization criteria.
69. Which is WRONG about psychological factors affecting consumer behavior:
- consumer attitudes are fairly easy for marketers to change, leading to much brand switching.
- consumers often find it difficult to fully describe their buying motives.
- learning through generalization helps to account for the popularity of families of consumer product brands.
- people selectively attend to stimuli, e.g., commercials, which are familiar or anticipated.
70. With regard to our authors’ 5-stage model of consumer decision making:
- consumers try to reduce purchase risk by purchasing high-priced products.
- group influences begin to affect consumer behavior at the alternative evaluation stage.
- marketers can reduce a buyer’s post-purchase dissonance by keeping in touch with him/her.
- need recognition is triggered by stimuli within the consumer, leading him/her to seek out products.
71. One of the advantages of selling specialty goods & services is that when consumers want them, they will:
- consider many alternatives.
- expect them to be offered conveniently.
- question the price.
- search for them.
72. Ritual consumption refers to a pattern of behaviors tied to life events that tend to:
- have an attitudinal disconnect from traditional culture.
- have both a behavioral and universal component.
- have symbolic meanings and vary greatly by culture.
- offer opportunities for marketers of convenience goods.
73. Which of the following is an example of a product that is being sold in the business market?
- a mailbox to go in front of Pete’s new house.
- a thermometer to hang on the front porch of a school bus driver’s home.
- a truckload of sand to use on the beach being built for a lakefront resort.
- registration fee paid for a membership in a private health club.
74. Engineering personnel would have the most influence when the organization is:
- buying space for its booth at a national agricultural trade show
- designing a display rack for its pamphlets on areas of interest to farmers
- purchasing component parts for the farm equipment the organization manufactures
- renewing its subscriptions to several trade journals
75. Which of these best characterizes a modified rebuy situation?
- purchasing airline tickets under a new fare schedule.
- purchasing paper clips for the office.
- purchasing printer toner for a copier.
- purchasing the first local intranet for a small business.
76. Which is WRONG with respect to organizational buying:
- experienced buyers tend to be more cost-conscious than inexperienced buyers.
- in the straight rebuy situation a buyer wants to collect additional information about other vendors.
- the buying center can best be described as customer personnel who participate in the buying sequence for a product.
- to reduce uncertainty, buyers may choose “name” vendors and known products.
77. Gabrielle owns a company that manufactures sophisticated electronics devices that she then sells to other commercial users. Typically, she buys:
- B2C elements so she can achieve substantial cost savings, which she passes on to her customers.
- goods using her personal Internet accounts so she qualifies for B2C prices and discounts.
- raw materials, components and parts.
- some B2B and some B2C material which become integral elements of her own products.
78. In comparing the B2B and B2C buying processes:
- B2B buying is often as impulsive as B2C, frequently due to the persuasive power of good sales representatives.
- B2C begins with need recognition, while B2B begins with product or service specification.
- the B2B process has more discrete steps, though once relationship is established and the buyer is satisfied with the current goods, many steps can be eliminated.
- the B2B process is more complex, but usually the buying is done by a purchasing agent which makes it easier for marketers.
79. Ilitch Publishing is known for its consultative buying center culture. Recognizing this corporate culture, someone attempting to sell to Ilitch Publishing will:
- address the concerns of all members of the buying center with particular attention to the decision maker.
- focus attention on the gatekeeper in the buying center’s team.
- focus on providing information to and making the sales approach to the one decision maker.
- treat all members of the buying center as equally important.
80. To understand consumer behavior, marketers need to ascertain:
- the difference between shopping and sensitivity goods.
- the meaning of life.
- the universal set of evoked goods valued by all consumers.
- why people buy products or services.
Explanation / Answer
61.Ans. Understanding competition better
Because successful customer relationship management can help in creating august tailored to specific customer requirement, it also helps in developing deeper customer relationship and providing higher level of customer service.
62.Ans. Tracking consumers online movement and using this information to target ads to them
Because behavioral targeting is a practice used by advertisers in order to increase the efficiency and effectiveness of the advertisement by reaching the target audience after tracking their online movements.
63.Ans. perhaps we can build a second facility that caters Especially to mother and children.
All the other options can be integrated with the future profits in mind. Which involves actions like advertising examining ,the feasibility and creating a plan that would work out.
64.Ans. Marketing research and key decision makers should work together to specify the problem.
It is important for both to work together to specify a problem because marketing research person will have the knowledge of advantages and disadvantage of a particular situation in which the decision needs to be applied. The decision maker would get help in evaluating decisions in different situations.
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