Business Foundations International Edition 2nd Edition By Robert J. Hughes – Test Bank

Chapter 11—Building Customer Relationships Through Effective Marketing

ESSAY

1. How is relationship marketing related to the marketing concept?

ANS:
Answer not provided.

PTS: 1 DIF: Difficult REF: |
OBJ: 11-1|11-3 NAT: AACSB: Communication
TOP: The Marketing Concept | Managing Customer Relationships

2. Identify and describe the four major types of utility. Which one is influenced indirectly by marketing efforts?

ANS:
Answer not provided.

PTS: 1 DIF: Easy REF: OBJ: 11-2
NAT: AACSB: Communication TOP: Utility: The Value Added by Marketing

3. What does it mean for a firm to have a strong production orientation? How does this differ from the marketing concept?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-3
NAT: AACSB: Communication TOP: The Marketing Concept

4. Your firm would like to implement the marketing concept. What information will you need? Since the acquisition of information costs money, justify your need for this information.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-3
NAT: AACSB: Communication TOP: The Marketing Concept

5. What is a market?

ANS:
Answer not provided.

PTS: 1 DIF: Easy REF: OBJ: 11-4
NAT: AACSB: Communication TOP: Markets and Their Classification

6. What are the four main elements of the marketing mix?

ANS:
Answer not provided.

PTS: 1 DIF: Easy REF: OBJ: 11-5
NAT: AACSB: Communication TOP: Creating a Marketing Mix

7. What are the major forces in the marketing environment?

ANS:
Answer not provided.

PTS: 1 DIF: Easy REF: OBJ: 11-6
NAT: AACSB: Communication
TOP: Marketing Strategy and the Marketing Environment

8. What are the major components of a marketing plan?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-7
NAT: AACSB: Communication TOP: Developing a Marketing Plan

9. What is a company sales forecast? Why is it important to the sales department as well as to the people who handle raw materials inventory, finished-goods inventory, hiring, and advertising?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-8
NAT: AACSB: Communication TOP: Market Measurement and Sales Forecasting

10. Explain the difference between marketing research and marketing information systems.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-9
NAT: AACSB: Communication TOP: Marketing Information

11. What are the major steps in the consumer buying decision process? Describe the factors that are believed to affect this process.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate REF: OBJ: 11-10
NAT: AACSB: Communication TOP: Types of Buying Behavior