Solved >   11.A customer’s decision to purchase one product:1348611 …


11.A customer’s decision to purchase one product or group of products over another is primarily a function of:

a.the convenience of acquiring the product or group of products. well that choice will fulfill that person’s needs and satisfy his or her wants.

c.the product’s features relative to competing products.

d.the product’s price.

e.the availability of the product or group of products.




12.A product that provides the utmost in convenience is said to offer exceptional:

a.time and place utility.d.form and time utility. and possession utility.e.form and place utility.

c.time and possession utility.




13.Furniture Mart offers services such as financing and home delivery to its customers. What type of utility is Furniture Mart trying to increase?

a.time utilityd.form utility utilitye.psychological utility

c.possession utility




14.What type of planning deals with specific markets or market segments and the development of marketing programs that will fulfill the needs of customers in those markets? planningd.lower-level planning

b.strategic planninge.tactical planning

c.local planning




15.__________ involves the analysis of economic, political, legal, technological, and cultural events and trends that may affect the future of the organization and its marketing efforts.

a.Competitive intelligenced.Marketing research

b.Environmental scanninge.External analysis

c.Tactical planning




16.Many firms attempt to distinguish or differentiate their product offerings through the use of __________ strategies. This involves establishing a mental image of the product offering relative to competing offerings in the minds of target buyers.

a.product positioningd.image marketing


c.perceptual marketing




17.Which of the following statements about pricing decisions in the marketing program is TRUE?

a.Price is one of two elements of the marketing mix that leads to revenue.

b.Price has a direct connection with customer demand.

c.Pricing is the least manipulated element of the marketing mix.

d.Pricing is the most difficult element of the marketing mix to change.

e.Customers will always equate higher prices with higher quality products.




18.In the traditional transactional marketing approach, the ultimate goal of marketing is to:

a.serve customers’ needs and wants.

b.develop long-term customer relationships.

c.create value in the buyer-seller relationship.

d.acquire new customers and complete a large number of exchanges.

e.All of the above are goals of transactional marketing




19.All of the following are reasons for the general decline in customer satisfaction over the past 20 years EXCEPT:

a.Customers are much less brand loyal than in the past.

b.Today’s customers are very price sensitive.

c.Today’s customers are exceptionally demanding.

d.Product quality is much lower now than at any time in the past.

e.Customers are more cynical, have more information, and have more attitude than ever before.




20.In the airline industry, companies like American, Delta, and US Air have a difficult time competing because their industry has become commoditized. What does this mean for firms in the airline industry?

a.Airline firms compete in a declining industry.

b.Airline customers have become increasingly demanding.

c.There is very little differentiation among product offerings in the industry.

d.The industry experiences very little change over time.

e.Airlines have been forced to develop partnerships to remain competitive.


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