chapter 14

The __________ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation.

• mercantile philosophy

• hierarchy of needs

• relationship approach to marketing

• marketing concept

As the campaign manager for a candidate for the Canadian Federal Parliament, Pete works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents:

• the use of marketing by a non-profit organization.

• a non-profit application of the production era strategy.

• the selling of a political candidate.

• an extension of the profit orientation to a non-profit organization.

While the four Ps help us remember the basics of the __________, they don't include everything that goes into the marketing process.

• production operations

• marketing mix

• product development

• competitive benchmarking

A firm's marketing mix refers to the combination of:

• goods the firm offers to different market segments.

• advertising media the firm utilizes to promote its products.

• strategies regarding product, price, place, and promotion.

• people directly involved in making marketing decisions.

Marketers define a ________ as any physical good, service, or idea that satisfies a want or need.

• product

• brand

• prototype

• concept test

__________ consists of all the techniques sellers use to persuade consumers to buy their goods and services

• Advertising

• Promotion

• Pre-selling

• Closing

A firm gathers ___________ data by conducting surveys, interviewing customers, or mailing out questionnaires.

• primary

• secondary

• non-referenced

• unbiased

__________ consists of information that has already been researched by others and published in journals or books or has been made available online.

• Primary data

• Secondary data

• Data mining

• Technical data

Which of the following represents a technique used to obtain primary data?

• Gaining access to an unpublished government report from the Federal Trade Commission.

• Conducting a telephone or online survey.

• Establishing a database to store and cross-index articles from leading journals and research publications.

• Reviewing the best-selling textbooks that present basic marketing principles.

Which of the following refers to the process of dividing the total market into several groups with similar characteristics?

• Market partitioning.

• Market segmentation.

• Market differentiation.

• Market discrimination.