Question 1

When Briana attempts to identify economic, social, and competitive factors that could affect her success in the fitness market, she is engaging in
A) positioning analysis.
B) concept testing.
C) target marketing.
D) environmental scanning.

Accepted Answer

Environmental scanning is the process of identifying the factors that can affect a firm's marketing success. This process involves looking at the various aspects of the surrounding environment, including the economic, social, and competitive conditions faced by the firm.

Question 2

The fact that ShapeUP is designed to appeal to women of a certain age, education, and income level means that Briana is using
A) demographic segmentation.
B) psychographic segmentation.
C) volume segmentation.
D) geographic segmentation.

Accepted Answer

Demographic segmentation is based on factors such as age, education, and income.

Question 3

Why is market segmentation important? Describe three ways firms can segment consumer markets.

Accepted Answer

The answer of Why is market segmentation important? Describe three...

Question 4

Describe the steps involved in conducting marketing research.

Accepted Answer

The answer of Describe the steps involved in conducting marketing...

Question 5

Explain how mass marketing and relationship marketing differ.

Accepted Answer

The answer of Explain how mass marketing and relationship marketing...

Question 6

Marketing is different in B2B markets than in consumer markets. Identify and explain three differences between the business-to-business market and the consumer market.

Accepted Answer

The answer of Marketing is different in B2B markets than...

Question 7

When Briana developed a detailed description of her ideas for a gym and asked for feedback from women about the proposal, she was engaging in
A) test marketing.
B) psychographic segmentation.
C) concept testing.
D) prototype analysis.

Accepted Answer

Concept testing involves developing an accurate description of a product and asking people whether the idea appeals to them.

Question 8

When Briana wants to obtain information to research changes in her market or determine what her customers are likely to want in the future, she relies on the articles and data available in trade journals, feedback from surveys, and personal interviews of her customers. Which of the following statements about Briana's sources of information is most accurate?
A) Briana is relying entirely on primary data for her research needs.
B) Briana is relying entirely on secondary data for her research.
C) The surveys and personal observations provide primary data, while the journals provide secondary data.
D) The surveys and personal observations provide secondary data, while the journals provide primary data.

Accepted Answer

Secondary data is data that has already been researched by others and published in books and journals or made available online. Primary data is obtained when marketers do their own research. Two common ways of obtaining primary data are conducting personal interviews and conducting surveys.

Question 9

Which of the following statements about Briana's marketing approach is most accurate?
A) Briana is basing her marketing approach on a variation of the mass marketing strategy.
B) Briana's marketing strategy appears to be consistent with several key aspects of relationship marketing.
C) Many recent studies suggest that Briana will be unable to earn a reasonable profit because she is serving too small a segment of the market rather than the entire market.
D) Briana's marketing efforts put too much emphasis on retaining existing customers and not enough on obtaining new customers.

Accepted Answer

Briana's approach has several elements of relationship marketing, including (1) recognition of the need to offer programs designed to meet the individual needs of customers, and (2) making an effort to develop personal dialogues with customers.

Question 10

Identify and discuss the four eras of the evolution of marketing.

Accepted Answer

The answer of Identify and discuss the four eras of...

Quiz 13: Marketing: Helping Buyers Buy

When Briana attempts to identify economic, social, and competitive factors that could affect her success in the fitness market, she is engaging in

The fact that ShapeUP is designed to appeal to women of a certain age, education, and income level means that Briana is using

Why is market segmentation important? Describe three ways firms can segment consumer markets.

Describe the steps involved in conducting marketing research.

Explain how mass marketing and relationship marketing differ.

Marketing is different in B2B markets than in consumer markets. Identify and explain three differences between the business-to-business market and the consumer market.

When Briana developed a detailed description of her ideas for a gym and asked for feedback from women about the proposal, she was engaging in

Which of the following statements about Briana's marketing approach is most accurate?

Identify and discuss the four eras of the evolution of marketing.