Chapter 12: Fundamentals of Marketing and Customer Service
Multiple Choice

1.  

Capital One uses data mining to...
predict what customers will buy.
market products and services to their customers.
determine how customers prefer to buy.
all of the above.

2.  

Which of the following is NOT a factor relating to product marketing?
Price
Distribution
Maintaining customer relations.
Production specifications

3.  

Which of the following is NOT a core-marketing concept?
Profits
Products and services
Value, satisfaction, quality
Exchange, transactions, relationships

4.  

Marketers enhance product appeal by adding...
form and time utility.
place and possession utility.
linking products to satisfaction of human needs.
all of the above.

5.  

The Internet provides customers with the following option/s?
Searchable databases
Custom-made merchandise
Shipping and delivery options
all of the above.

6.  

We are currently in which of the following marketing eras?
The marketing era
The sales era
The relationship era
The production era.

7.  

Which of the following is NOT among the reasons companies try to retain their customers?
Acquiring new customers is costlier than retaining old ones.
Successful companies hope to avoid the work and expense of expanding their clientele.
Satisfied customers are the best advertisement for a product.
Dissatisfied customers tell as many as 20 people about their bad experience.

8.  

Customer loyalty is flagging today due to...
the abundant choices now available to them.
the wide range of information accessible to them.
customer time constraints.
all of the above.

9.  

Which of the following is NOT among company considerations when analyzing consumer-buying behavior?
Differences between organizational and consumer markets
The buyer's decision process
Factors that influence the buyer's decision process
Seller's market issues.

10.  

After need recognition, what is the next step in the buyer's decision process?
Purchase
Evaluation of alternatives
Information search
None of the above

11.  

In addition to culture and social class, other factors that influence the buyer's decision process include...
reference groups.
self image.
being in a bad mood.
all of the above.

12.  

Which of the following is NOT an advantage of virtual reality marketing research?
Realistic settings
Inflexibility
Quick set-up
Error-free data collection

13.  

Consumers born between 1979 and 1994 are classified as...
Generation X.
Baby boomers
Generation Y
Web generation.

14.  

Which of the following is NOT a step in strategic marketing planning?
Examine the current marketing situation.
Forego innovation in favor of tradition.
Assess opportunities and set objectives.
Develop a marketing strategy to reach objectives.

15.  

Which of the following is NOT an external environmental factor marketers must analyze when planning their strategies?
Natural environment
Technology
Market share
Social and cultural trends


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