Chapter 13: Marketing - Helping Buyers to Buy (5.22.17)

The _______ -to-________ market includes manufacturers, intermediaries, hospitals, schools, charities, and the government. pg. 380

• B2B
• One-2-One

One of the fastest-growing segments of the U.S. population is:
pg. 373

• teens
• under 5
• over 65
• 25 to 34

A marketing strategy with the goal of keeping individual customers over time by offering them products that exactly meet their requirements is __________marketing. pg. 378

• One-to-one marketing
• Mass marketing
• Relationship marketing

The idea behind customer relationship management is to enhance customer satisfaction and:
pg 364

• reduce the prices charged to loyal customers
• stimulate long-term customer loyalty
• raise prices on goods sold to loyal customers
• sell as many products as possible

The idea behind customer relationship management is to enhance customer satisfaction and:

• reduce the prices charged to loyal customers
• stimulate long-term customer loyalty
• raise prices on goods sold to loyal customers
• sell as many products as possible

Which of the following are NOT considered examples of geographic segmentation?
pg. 377

• by region
• by income
• by city
• by states

When a business selects groups of segments that they can serve most profitably, this is called:
pg 376

• market segmentation
• marketing research
• positioning
• target marketing

Environmental _______ is the process of identifying factors that can affect marketing success.
pg. 372

• scanning
• focus group
• data
• factors

Promotion includes all EXCEPT:
pg. 369

• advertising
• distribution
• personal sales
• public relations

Data that you gather yourself to meet a specific need is called _______ data.
pg. 371

• primary data
• secondary data