Download Chapter 13 Study Guide

CHAPTER 13 – MARKETING: HELPING BUYERS BUY
LEARNING GOALS
After you have read and studied this chapter, you should be able to:
1.
2.
3.
4.
4.
5.
Define marketing and apply the marketing concept to for-profit and nonprofit
organizations.
Describe the four Ps of marketing.
Summarize the marketing research process
Show how marketers use environmental scanning to learn about the changing marketing
environment.
Explain now marketers apply the tools of market segmentation, relationship marketing,
and the study of consumer behavior.
Compare the business-to-business market and the consumer market
LEARNING THE LANGUAGE
Listed below are important terms found in the chapter. Choose the correct term for the definition and
write it in the space provided.
Benefit segmentation
Brand name
Business-to-business (B2B)
market
Consumer market
Customer relationship
management (CRM)
Demographic segmentation
Environmental scanning
Focus group
Geographic segmentation
Marketing
Marketing concept
Marketing mix
Product
Promotion
Psychographic segmentation
Marketing research
Market segmentation
Relationship marketing
Secondary data
Mass marketing
Niche marketing
One-to-one marketing
Primary data
Target marketing
Test marketing
Volume, or usage segmentation
1.
A word, letter or group of words or letters is a ______________________ that differentiates one
seller’s goods and services from those of competitors.
2.
All the techniques sellers use to motivate people to buy products or services are called ________.
3.
Dividing the marketing by cities, counties, states, or regions is known as _____________________.
4.
All individuals and organizations that want goods and services to use in producing other goods
and services or to sell, rent or supply goods to others is known as the _______________.
5.
The process known as __________________ is being used when an organization tests products
among potential users.
6.
Information that has already been compiled by others and published in journals and books or
made available online is called ________________________.
7.
A _________________is any physical good, service or idea that satisfies a want or need plus
anything that would enhance the product in the eyes of a consumer, such as a brand.
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8.
The process of ____________________is dividing the market by age, income, and education level.
9.
A three-part business philosophy called the ______________________involves (1) a customer
orientation, (2) a service orientation, and (3) a profit orientation.
10.
A __________________is a small group of people who meet under the direction of a discussion
leader to communicate their opinions about an organization, its products, or other given issues.
11.
The process known as ____________________calls for finding small, but profitable market
segments and designing or finding products for them.
12.
The ingredients that go into a marketing program are called the __________________ and include
product, price, place, and promotion.
13.
The process known as _______________________ is marketing toward those groups (market
segments) an organization decides it can serve profitably.
14.
The activity called __________________ is the analysis of markets to determine opportunities and
challenges, and to find the information needed to make good decisions.
15.
The process of ________________means dividing the market by determining which benefits of the
product to talk about.
16.
The ___________________consists of all the individuals or households that want goods and
services for personal consumption or use.
17.
The process of___________________ is defined by the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners and society at large.
18.
_____________________ calls for learning as much as possible about customers and doing
everything you can to satisfy them, or even exceed their expectations with goods and services
over time.
19.
The process of dividing the total market into several groups whose members have similar
characteristics is called ________________________.
20.
Data referred to as _____________________, are data that you gather yourself, not from secondary
sources such as books and magazines.
21.
The marketing strategy known as _____________________ has the goal of keeping individual
customers over time by offering them products that exactly meet their requirements.
22.
The process of ____________________is identifying the factors that can affect marketing success.
23.
Dividing the market by using a group’s values, attitudes and interests is _________________.
24.
__________________is dividing market by usage (volume of use).
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25.
Developing a unique mix of goods and services for each individual customer is called
__________________.
26.
________________ is the term used to describe developing products and promotions to please
large groups of people.
ASSESSMENT CHECK
Learning Goal 1
What is Marketing?
1.
Whereas in the past marketing was focused on helping the seller sell, today, much of marketing is
instead about ________________________________________________________________________.
This is often accomplished by buyers using _______________________________________________.
Wise marketers are cultivating customer relationships using ________________________________.
2.
The four eras defined in the evolution of marketing are:
a.
_______________________________________________
b.
_______________________________________________
c.
_______________________________________________
d. _______________________________________________
3.
Describe the general philosophy of business during the production era.
4.
How was the selling era different from the production era?
5.
Describe the three parts of the marketing concept.
6.
a.
_____________________________________________________________________________
b.
_____________________________________________________________________________
c.
_____________________________________________________________________________
The idea of customer relationship management is to ___________________________________
_________________________________________________________________________________.
3
7.
How well are marketers doing with regard to customer relationship management?
8.
Give some examples of how non-profit organizations use marketing.
Learning Goal 2
The Marketing Mix
9.
Managing the controllable parts of the marketing process involves:
a. _________________________________________________________
b. _________________________________________________________
c. _________________________________________________________
d. _________________________________________________________
10.
List the steps in the marketing process.
a.
_______________________________ f.
______________________________
b.
_______________________________ g. ______________________________
c.
_______________________________ h. ______________________________
d. _______________________________ i. ______________________________
e.
_______________________________
11.
What is “concept testing”?
12.
Identify some of the factors involved in setting an appropriate price for a product.
13.
What are marketing intermediaries?
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14.
List six promotion techniques:
a. _______________________________
d. _________________________________
b. _______________________________
e. _________________________________
c. _______________________________
f. _________________________________
15. Relationship building with customers includes: _________________________________
___________________________________________________________________________
Learning Goal 3
Providing Marketers with Information
16.
What are three things which marketing research helps to determine?
a. __________________________________________________________
b. __________________________________________________________
c. __________________________________________________________
17.
What are the four steps of the marketing research process?
a. _________________________________________________________
b. _________________________________________________________
c. _________________________________________________________
d. _______________________________________________________ _
18.
Distinguish between primary and secondary data.
19.
What are six general sources of secondary data?
20.
a. _________________________
d. ________________________
b. _________________________
e. ________________________
c. __________________________
f. ________________________
Which data should be gathered first, primary or secondary? Why?
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21.
Why or when will a company use primary data?
22.
What are the sources of primary data?
a. _____________________________
b. _____________________________
c. _____________________________
d. _____________________________
e. _____________________________
f. ______________________________
g. ______________________________
h. ______________________________
23.
What the important aspects of analyzing the data collected in the market research process?
24.
If the results of the actions taken based on market research are not as expected, what can the
company do?
Learning Goal 4
The Marketing Environment
25.
26.
What are the factors included in an environmental scan?
a.
____________________________
d.
____________________________
b.
____________________________
e.
____________________________
c.
____________________________
How has the use of the Internet changed global marketing?
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27.
What are the most important technological changes in marketing? Why?
28.
What are some sociocultural trends that marketers must monitor?
29.
How has the Internet affected competition for “brick and mortar” companies?
30.
How does marketing change with a change in the economy?
31.
What determines if a product is a business-to-business product or a consumer product? What is
the difference between them?
Learning Goal 5
The Consumer Market
32.
Why do companies use market segmentation?
33.
What kind of segmentation is being used when we:
a.
Segment by what benefits a customer prefers?
________________________
b.
Segment by where people live?
________________________
c.
Segment by age, income, or education?
________________________
d. Segment by a group’s values, attitudes or interests? ________________________
e.
34.
Segment by how much a customer uses?
________________________
What is the difference between niche marketing and one-to-one marketing?
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35.
Describe what is meant by the “long tail” theory.
36.
The mass marketer tries to sell the same products to : ______________________________________
using: _______________________________________________________________________________
37.
The goal of relationship marketing is to: ___________________________________________
38.
How has technology aided in the development of relationship marketing?
39.
List the steps in the consumer decision-making process.
a.
_____________________________________________________________
b.
_____________________________________________________________
c.
_____________________________________________________________
d. _____________________________________________________________
e.
40.
_____________________________________________________________
Describe the four types of influences on the consumer decision-making process.
a.
_____________________________________________________________
b.
_____________________________________________________________
c.
_____________________________________________________________
d. _____________________________________________________________
41.
In the area of consumer behavior, what are:
Learning: ________________________________________________________
_________________________________________________________________
Reference group: _________________________________________________
_________________________________________________________________
Culture: _________________________________________________________
_________________________________________________________________
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Subculture: ______________________________________________________
_________________________________________________________________
Cognitive dissonance: ______________________________________________
_________________________________________________________________
Learning Goal 6
The Business-To-Business Market (B2B)
42.
What types of organizations are included in the B2B market?
a. ________________________________________
b. ________________________________________
c. ________________________________________
d. ________________________________________
43.
Why do business-to-business marketing strategies differ from consumer marketing strategies?
44.
What are six factors that make business-to-business marketing different from consumer
marketing?
a. __________________________________________________________________________
b. __________________________________________________________________________
c. __________________________________________________________________________
d. _________________________________________________________________________
e. _________________________________________________________________________
f. __________________________________________________________________________
CRITICAL THINKING EXERCISES
Learning Goal 1
1.
Todd Whitman was a full-time student at a college in the St. Louis area. In addition to going to
school, Todd also worked for a company out of Idaho (Todd's home state) that made ice cream.
As Todd tells it: "Alan Reed owns a potato farm in Idaho. He was looking for another market for
his potatoes when he realized that the chemical make up of the potato was such that it could be
used in making a tasty ice cream without using any sugar - i.e. a sugar free ice cream. He figured
there had to be a market for that kind of product, one made without any artificial products to
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sweeten, so he made a few batches and tried it on his friends, without telling them it was made
from potatoes." He called the ice cream Al and Reed's. This is where Todd came in. While in St.
Louis, Todd's job was to attempt to get the product sold to St. Louisans. His employer shipped
him a few gallons (as much as he could hold in his home freezer). Todd started trying to sell Al
and Reed's to local grocery store chains, and ultimately got one of them to carry the ice cream in a
couple of stores on a trial basis. He also brought some samples in to his Introduction to Business
class, after persuading his teacher to allow a taste test. The product went over well, until the
students found out it was made from potatoes!
Todd continued his promotional efforts with grocery stores, calling on them whenever he could.
He left promotional pamphlets that explained the concept and production of ice cream made
from potatoes, and offered the stores discounts for buying in volume.
a.
Did Todd and Alan Reed use the marketing concept? Did Alan learn about customer
needs? Which of the eras described in the evolution of marketing do you think Todd and
Alan exemplify?
b.
What steps in the marketing process did Todd and Alan Reed take?
c.
What potential problem might they encounter with this product? How could Todd and
Alan use the last step of the marketing process to overcome the problem?
d.
Identify the product, promotion and place variables in this situation. What price do you
think they should charge? Why?
Learning Goals 2, 3, 4
2.
Sun-2-Shade is a revolutionary automotive product. Using technology available from the
eyewear industry Eric, our entrepreneur, had created a car windshield that automatically darkens
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in the sun and lightens when in the shade or on a cloudy day. Now is the time to begin
developing a marketing plan for our product.
a.
What need did Eric see when he came up with the idea of Sun-2-Shade?
b.
Who/what do you think should be Sun-2-Shade’s customers?
c.
How could concept testing have helped Sun-2-Shade?
d. Conduct an environmental scan for Sun-2-Shade.
e.
Could Sun-2-Shade make use of one-to-one marketing?
Learning Goal 3
3.
Marketing research is conducted to determine the needs of the market and the best ways to fill
those needs.
Using the four steps outlined in your book, suggest a market research project that might be of use
to Sun-2-Shade.
a.
______________________________________________________________________________
b.
______________________________________________________________________________
c.
______________________________________________________________________________
d. ______________________________________________________________________________
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Learning Goal 4
4.
The major segmentation variables are:
Geographic
Demographic
Psychographic
Benefit
Volume
Listed below are various products. Identify a target market for each product, then list the
segmentation variable that could be used to identify that target market. There could be more
than one target market for some products.
Example:
Head and Shoulders Shampoo:
Target market: People with dandruff
Variables: Benefit, health
a.
Toyota Prius automobile
b.
Nike footwear
c.
McDonalds
d. Campbell’s nacho cheese soup
5.
Chad Allen turned on his c.d. player to listen to music while he was studying, and all he heard
was a loud buzzing coming from his speakers. "Oh no! Now what?" thought Chad. Well Chad
found the problem, and realized that the system was shot. "Well, we've got to have music for the
party coming up in two weeks, so I'm going to have to get a new player," Chad said to his
roommate on the way to class. He looked through the ads in the Sunday paper, and saw several
sales at a couple of different stores. He spent part of the weekend, and part of a few days the
following week researching different component pieces on the Internet, comparing each for price
and sound quality and talking to sales people about which system was the best value. A couple
of friends gave Chad their opinions of the brands, based on their experience with the specific
brand Chad was looking at. Chad knew this brand was a good one, because his sister had
purchased it last year. He bought the new system the following weekend, before the sale went
off. He felt somewhat uneasy at how much he had spent, but when he saw an ad for that same
system in an upscale magazine for $100 more, he felt better.
Identify the steps in the decision making process that Chad took, and what factors influenced his
decision, using the figure in your text.
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Learning Goals 5, 6
6.
Let's continue helping Sun-2-Shade to develop a marketing plan:
a.
Who would you choose as Sun-2-Shade’s target market?
b.
If you were to choose the consumer market, what are some variables that you would
want to consider?
c.
How would marketing your product to a business market differ from marketing the
product to the consumer market?
Learning Goal 5
7.
Would you classify Sun-2-Shade product as a consumer good or as a business good? What
characteristics of the business-to-business market will affect Sun-2-Shade’s marketing efforts, and
how?
8.
Determine whether the following describes a consumer or a business-to-business product.
a.
Monsanto buys apples to sell in its company cafeteria. ____________________
b.
Jeff Walter buys a lawn mower for his lawn mowing business.________________
c.
Darlene Knott buys a lawn mower to mow her lawn. __________________________
d. Marti Galganski buys apples for her daughter's lunch. _____________________
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PRACTICE TEST
MULTIPLE CHOICE – Circle the best answer
Learning Goal 1
1.
When Maritza Toros opened her Mexican restaurant in a fashionable suburb of Kansas City, she
believed that the most important element of her success would be advertising. She made sure
that a significant portion of her budget was devoted to advertising in local papers, sent out
coupons and really focused on the promotional aspects of the restaurant. Which of the four eras
of marketing does it seem that Maritza emphasized?
a. production era
b. sales era
c. marketing era
d. customer relationship management
2.
Which of the following would not be included in a discussion of the marketing concept?
a. A customer orientation
b. Service orientation
c. Profit orientation
d. A cost orientation
3.
Learning as much as possible about customers and doing everything you can to satisfy them and
exceed their expectations is:
a. customer relationship management.
b. marketing management.
c. market segmentation.
d. Promotion
Learning Goal 2
4.
Which of the following would be considered when discussing the marketing mix variables?
a. determining production schedules
b. financing the acquisition of new machinery
c. minimizing the cost of producing the product
d. setting a price for the product
5.
When McDonald’s considered adding pizza to their menu, the company made pizza available in
some of their typical markets, to determine customer reactions. That process is called:
a. promotion.
b. test marketing.
c. outsourcing.
d. concept testing
6.
Intermediaries are:
a. consumers who are in the middle of the consumer decision making process.
b. advertising agencies responsible for developing the advertising campaign for a new product.
c. companies responsible for developing products to sell to businesses.
d. organizations that are in the middle of a series of organizations that distribute goods from
producers to consumers.
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Learning Goal 3
7
Marketing research helps determine all but which of the following?
a. how distribution needs will change
b what customers have purchased in the past
c. what changes have occurred to change what customers want
d. what customers are likely to want in the future
8.
What is the first step in the marketing research process?
a. analyze data
b. collect data
c. define the problem
d. develop potential solutions
9.
When Sun-2-Shade needed some information about the potential market for their product, the
marketing team looked to the Internet to find industry trends, and to look at the market for
eyewear products, which uses the same technology that is used in their self-darkening
windshield. The type of information the marketing team was using is:
a. secondary data.
b. surveys.
c. primary data.
d. focus groups.
Learning Goal 4
10.
Louis Chang is in a marketing position for Pro Performance, Inc, a consulting firm. One of Pro
Performance’s customers is hoping to find new markets for their existing products, as well as
opportunities for products they are considering developing with some of their existing
technologies. To help with this process Pro Performance should consider conducting:
a. some marketing mix evaluations.
b. a competitor evaluation.
c. an environmental scan
d. an evaluation of the strengths of the customer’s finances.
11.
The increase in the number of older Americans has created a growing demand for nursing homes,
health care, continuing education and more. This is as a result of the changes in the ____________
factors in the environment.
a. sociocultural
b. economic
c. technological
d. competitive
12.
Which of the following products would be considered as the “business to business” market?
a. classes at a university for a college freshman
b. pens and pencils for that student
c. books for the class
d. a computer for the instructor to use while teaching the class
Learning Goal 5
13.
Johnson and Johnson targets children with Sesame Street bandages, and GM targets women for
their Chevy Cobalt vehicle. These are examples of:
a. benefit segmentation.
b. volume segmentation.
c. psychographic segmentation.
d. demographic segmentation.
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14.
We FlyU Anywhere is a travel agency that specializes in creating exotic trips to unusual
destinations for their clients. They will create a “designer” vacation just for you. The most
accurate description for the kind of marketing this travel agency is using would be:
a. Niche marketing.
b. One-to-one marketing.
c. Customer Relationship marketing.
d. Stakeholder marketing.
15.
The company that makes the Nautica brand licensed with the Stride-Rite company to make an
athletic shoe to compete with Nike. The company wants the shoe to be used for athletics, not
worn just for style. Nautica is making use of:
a. market analysis.
b. market segmentation.
c. niche marketing.
d. one-to-one marketing.
16.
At one time, companies developed products and promotions to please large groups of people,
and tried to sell as many products to as many people as possible. This is known as:
a. relationship marketing.
b. a consumer orientation.
c. forming a community of buyers.
d. mass marketing.
17.
Kelly Butler is looking for a new car. Kelly is an aspiring lawyer, and she is looking for a car that
will help her to project that “lawyer “image. Kelly is influenced by:
a. a cultural influence.
b. a reference group.
c. cognitive dissonance.
d. the consumer market.
18.
After Kelly bought her car, she realized just how much money she had spent! She spent
some time wondering if she had made the right decision. Kelly seems to be suffering from:
a. cognitive dissonance.
b. consumer behavior.
c. self-doubt.
d. psychological influences.
Learning Goal 6
19.
Which of the following is most descriptive of the business-to-business market?
a. the business to business market has a larger number of customers than the consumer market
b. business to business promotions tend to focus on advertising that can reach a large number of
companies
c. business to business buyers are generally more rational that consumer buyers
d. business markets tend to be geographically scattered
20.
Marketing strategies for the business-to-business market:
a. differ from consumer marketing strategies because the nature of the buyers is different
b. are basically similar to the consumer market, because business buyers are consumers
c. are not concerned with relationship marketing techniques
d. are concerned with the same types of influences as those in the consumer market.
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TRUE-FALSE
Learning Goal 1
1. _____
The idea of customer relationship management is to enhance customer satisfaction and
stimulate long-term customer loyalty.
2. _____
Non profits for the most part do not need to make use of marketing techniques.
Learning Goal 2
3. _____
Coupons rebates and cents-off deals are part of the promotion variable of the marketing mix.
4. _____
Test marketing refers to the development of an accurate description of your product and then
testing it by asking people whether the idea appeals to them.
5. _____
Setting an appropriate price includes considering the cost involved in producing, promoting,
and distributing the product.
Learning Goal 3
6. _____
To keep costs lower, it is best to use secondary data first, when possible, in the market
research process.
7. _____
Socio-cultural factors such as population growth and changing demographics may affect
some marketers, but are not important for most organizations.
8. _____
If the economy begins to fall on hard times, about the only thing marketers can do is to cut
production and wait for better times.
Learning Goal 4
9. _____
Environmental scanning primarily involves considering the effects of weather patterns on a
consumer’s buying behavior.
10. ____
Because the consumer’s buying behavior is different when shopping “brick and mortar”
stores, there really is no competition between brick and mortar and Internet retailers.
Learning Goal 5
11. ____
The process of dividing the total market into several groups is called target marketing.
12. ____
An example of psychographic segmentation is dividing the market by whether or not your
customers live in cities or in suburban areas.
13. ____
The Big and Tall Men’s stores, which cater to men who are of certain heights and weights, is
an example of a company using niche marketing.
14. ____
Relationship marketing leads away from mass production toward more custom-made goods
and services.
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Learning Goal 6
15. ____
The reason for distinguishing between consumer markets and the business to business
market is because the strategies for reaching the markets are different, because the buyers are
different, and the number of B2B buyers is relatively small.
16. ____
The business-to-business market is smaller than the consumer market in terms of the number
of buyers, but large, in terms of the size of the buyers.
17. ____
Business to business sales tend to be less direct than consumer sales, because business buyers
use more middlemen.
You Can Find It on the Net
Rollerblade’s Web site contains a lot of information about a variety of areas. Visit this site at
www.rollerblade.com
Does Rollerblade’s Web site help the company strengthen the relationship it has with its customers?
How does the site attempt to create new relationships with new customers?
How do the elements of Rollerblade’s Web site reflect their target market? Be specific.
Does Rollerblade invite comments from visitors to its Web site? If so, how does this affect its attempt to
build positive relationships with its customers?
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ANSWERS
LEARNING THE LANGUAGE
1.
2.
3.
4.
5.
6.
7.
8.
9.
Brand name
Promotion
Geographic segmentation
Business-to-business market
Test marketing
Secondary data
Product
Demographic segmentation
Marketing concept
10.
11.
12.
13.
14.
15.
16.
17.
18.
Focus group
Niche marketing
Marketing mix
Target marketing
Marketing research
Benefit segmentation
Consumer market
Marketing
Customer relationship
Management (CRM)
19.
20.
21.
22.
23.
24.
25.
26.
Market segmentation
Primary data
Relationship marketing
Environmental scanning
Psychographic segmentation
Volume segmentation
One-to-one marketing
Mass marketing
ASSESSMENT CHECK
Learning Goal 1
What is Marketing?
1.
Whereas in the past marketing was focused on helping the seller sell, today, much of marketing is
instead about helping the buyer to buy.
This is often accomplished by buyers using the Internet to do searches for the information about
the products they want to buy.
Wise marketers are cultivating customer relationships using blogs and social networking sites
such as MySpace and Facebook.
2.
The four eras defined in the evolution of marketing are:
a.
production era
b. selling era
c.
marketing concept era
d. customer relationship era
3.
The general philosophy of business during the production era was “Produce as much as you can
because there is a limitless market”. This was due to the combined factors of limited production
capability and vast demand for products. The goals of business centered on production because
most goods were bought as soon as they became available so there was a need for greater and
greater production.
4.
The selling era came about because businesses developed mass-production techniques, and
production capacity often exceeded market demand so the philosophy turned from producing to
selling. This is directly opposite from the production era. The business philosophy turned from
an emphasis on production to an emphasis on selling, and most companies emphasized both
selling and advertising.
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5.
The three parts of the marketing concept were:
a. A customer orientation, which is to find out what customers want and provide it for them.
b. A service orientation, making sure everyone in the organization has the same objective of
customer satisfaction.
c. A profit orientation, which is focusing on the goods and services that will earn the firm a
profit and enable it to survive and expand.
6.
The idea of customer relationship management is to enhance customer satisfaction and stimulate
long-term customer loyalty.
7.
The degree of consumer dissatisfaction that exists, especially with services, shows that marketers
have a long way to go to create customer satisfaction and loyalty.
8.
Marketing is used in many ways by non-profit organizations. Charities use marketing to raise
funds or to obtain other resources. For example, the Red Cross uses promotion to encourage
people to donate blood. Schools use marketing to attract new students and churches use
marketing to attract new members and raise funds. Politicians use marketing to get votes and
states use marketing to attract businesses and tourists. Many organizations use marketing to
promote environmental causes.
Learning Goal 2
The Marketing Mix
9
Managing the controllable parts of the marketing process involves:
a. designing a want satisfying product.
b. setting a price for the product.
c. placing the product in a place where people will buy it.
d. promoting the product.
8.
The steps in the marketing process are:
a. Find opportunities
b. Conduct research
c. Identify a target market
d. Design a product to meet the need, based upon research results
e. Do product testing
f. Determine a brand name, design a package and set a price
g. Select a distribution system
h. Design a promotional program
i. Build a relationship with your customers
11.
In concept testing, an accurate description of a product is developed, and then people are asked
whether the concept appeals to them.
12.
Setting a price depends on a number of factors. In a competitive market, it is wise to set a price
close to your competitors. The costs involved in producing, distributing, and promoting the
product must also be considered. If you want to create an image of quality, you might price the
product higher.
13.
Marketing intermediaries are organizations are in the middle of a series of organizations that
distribute goods from producers to consumers. Another name for them is middlemen.
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14.
Six promotion techniques are:
a. advertising
d. publicity
b. personal selling
e. word of mouth
c. public relations
f. sales promotion
15.
Relationship building with customers includes responding to suggestions from consumers and
post purchase service.
Learning Goal 3
Providing Marketers with Information
16.
Marketing research helps to determine:
a. what customers have purchased in the past
b. what situational changes have occurred to change what customers want
c. what customers are likely to want in the future
17.
The four steps of the marketing research process are:
a. Define the question and determine the present situation
b. Collect data
c. Analyze the research data
d. Choose the best solutions
18.
Primary data are statistics and information not previously published that you gather on your own
through observation, surveys, and personal interviews or focus groups. Secondary data are
previously published reports and research from journals, trade associations, the government,
information services and others.
19.
General sources of secondary data are:
a. Government Publications
b. Commercial Publications
c. Magazines
d. Newspapers
e. Internal sources
f. General sources
20.
Secondary data should be gathered first, because it is less expensive to obtain than primary data.
21.
Companies will use primary data when additional, in-depth information is needed because
secondary data may not provide all the information managers need to make decisions.
22.
Sources of primary data are:
a. Interviews
b. Surveys
c. Observation
d. Personal interviews
e. Focus groups
f. Online surveys
g. Customer Comments
h. Letters from customers
23.
The data collected in the research process must be turned into useful information. Good
interpretation of the data collected can help a company find useful alternatives to specific
marketing challenges. After analyzing the data, market researchers determine alternative
strategies and make recommendations as to which strategy may be best and why.
21
24.
If the results of the actions taken based on market research are not as expected, the company can
take corrective action and conduct new studies in the ongoing attempt to provide consumer
satisfaction at the lowest cost. So, marketing is a continuous process
Learning Goal 4
The Marketing Environment
25.
The factors included in an environmental scan include:
a. global
c. sociocultural
b. technological
d. competitive
e.
economic
26.
Using the Internet, businesses can more easily reach and have a dialogue with the world’s
customers.
27.
The most important technological changes in marketing also involve the Internet and include
consumer databases, blogs, and social networking. Using these sources, companies can develop
products and services that more closely match the needs of consumers.
28.
Marketers must monitor sociocultural trends such as population growth, and changing
demographics such as the growing population of older people and the shifting ethnic nature of
the American population.
29.
Brick and mortar companies must be aware of new competition from the Internet. Consumers
can now search literally all over the world for the best prices through the Internet so brick and
mortar stores must adjust their pricing, delivery, and services accordingly.
30.
When an economy is growing, there is a demand for expensive products. When the economy
slows, marketers have to adapt by offering products that are less expensive or more tailored to
consumers with modest incomes.
31.
The buyer’s reason for buying and the end use of the product determine whether a product is
considered a consumer product or an industrial product. The consumer market consists of
individuals or households that want goods and services for personal consumption. The businessto-business market consists of individuals and organizations that want goods and services to use
in producing other goods and services or for other business purposes.
Learning Goal 5
The Consumer Market
32.
Consumer groups differ in age, education level, income and taste, and a business can’t usually fill
the needs of every group. So the company must decide what groups to serve, and develop
products and services specially tailored to meet their needs. Dividing the total market into
groups with similar characteristics is called market segmentation.
33.
a.
b.
c.
d.
e.
benefit
geographic
demographic
psychographic
volume
22
34.
Niche marketing is the process of finding small but profitable market segments and designing or
finding products for them. One-to-one marketing means developing a unique mix of goods and
services for each individual customer.
35.
The “long tail” theory explains how companies selling more products with lower demand can
easily compete with, or even surpass, those solely dependent upon big sellers.
36.
The mass marketer tries to sell the same products to as many people as possible, using mass
media, such TV, radio, and newspapers.
37.
The goal of relationship marketing is to keep individual customers over time by offering them
new products that exactly meet their requirements.
38.
Technology enables sellers to work with individual buyers to determine their wants and needs
and to develop goods and services specifically designed for them.
39.
The steps in the consumer decision-making process are:
a. Problem recognition
b. Information search
c. Alternative evaluation
d. Purchase decision
e. Postpurchase decision (cognitive dissonance)
40.
a.
b.
c.
41.
a.
Marketing mix influences - product, price, promotion, place
Sociocultural influences - Reference groups, family, social class, culture, subculture
Situational influences - Type of purchase, social surroundings, physical surroundings,
previous experience
d. Psychological influences - Perception, attitudes, learning, motivation
Learning involves changes in an individual’s behavior resulting from previous experiences
and information
b. A reference group is the group that an individual uses as a reference point in the formation of
his or her beliefs, attitudes, values or behavior.
c. Culture is the set of values, attitudes, and ways of doing things that are passed down from
one generation to another in a society.
d. Subculture is the set of values, attitudes and ways of doing things that result from belonging
to a certain ethnic group, religious group, racial group or other group with which one
identifies.
e. Cognitive dissonance is a type of psychological conflict that can occur after a purchase,
particularly a major purchase.
Learning Goal 6
The Business-To-Business Market (B2B)
42.
The business to business (B2B) market includes
a. manufacturers
b. intermediaries such as retailers
c. institutions like hospitals and schools
d. the government.
43.
The strategies of business-to-business marketing differ from consumer marketing strategies
because business buyers have their own decision making process.
23
44.
The factors that make business-to-business different from consumer marketing are:
a. The number of customers in the B2B market is relatively few
b. The size of business customers is relatively large
c. B2B markets tend to be geographically concentrated
d. Business buyers generally are more rational than ultimate consumers are
e. B2B sales tend to be direct
f. B2B sales are based on selling, where as consumer promotions are based more on advertising.
CRITICAL THINKING EXERCISES
Learning Goal 1
1.
a. From the story, it doesn't sound as if Al found an opportunity to fill a need for a sugar free ice
cream and then found a way to develop it, which would be the first part of the marketing
concept. There also doesn’t appear to be a concern for customer satisfaction, other than to
make sure the consumers liked the product. It sounds more like he had extra potatoes and
needed to find a novel way to sell them! This exemplifies the production era when the main
marketing concern was distribution and storages. The difference today in the business
environment is the level of demand and the competition.
b.
Alan recognized the need for a sugar free ice cream. At least he thought he did. We don't
know how much research he did on the actual demand for a sugar free ice cream. He did test
the concept by making small batches and testing it with his friends. He made the product in
small batches at first. Todd did some research in his business class. You could say the
concept testing was combined with the test marketing stage or that St. Louis served as a test
market. The brand name stemmed from the originator's name, Alan Reed (Al and Reed's).
The marketing middlemen are Todd, and then the grocery stores, which finally agreed to sell
the product through Todd's efforts. Promotion was done primarily through pamphlets and
personal selling by Todd. There is no mention made of any effort to build a relationship with
the customer.
c.
Probably the biggest potential problem is the negative reaction to the product. It could be
that consumers will not be attracted to ice cream made from potatoes, and would wonder
about the taste. (The students actually liked the taste of the ice cream until they found out it
was made from potatoes!) By talking with consumers, grocery store managers (who are
consumers, too, and must be convinced) Todd and Alan may have found ways to overcome
the perception that ice cream made from potatoes must taste terrible.
d. Product – sugar free ice cream made from potatoes
Promotion – personal selling, such as Todd taking the ice cream to the grocery store. They
also offered discounts to the grocers, which could be seen as a form of promotion.
Place – Todd’s efforts were to place the product in the grocery store
Price – how much would you pay for this product? Would it be considered a premium
product? Often sugar free versions of products are a little higher in price than the regular
product. Would you pay $5 per gallon?
24
Learning Goals 2, 3, 4
2.
a. This may be a situation where Eric is creating a need! Since the windshield would keep cars
cooler on hot, sunny days, this kind of product could be popular in areas that are sunny for a
good part of the year, like the Southwest, for example. However, it has potential for any area
of the country.
b.
There is a potential for two types of customers, the automotive manufacturers, for installation
as an option in new cars, and the after-market dealers, like auto supply stores, for people who
want the product to be installed later. There will still be a need for a retailer of some kind, to
install the windshield. So another potential customer would be companies that repair
damaged windshields.
c.
Asking people if they need a product such as this would have given Eric a feel for what
demand might have been. He would have to be sure to ask the right questions of the right
people to get an accurate idea. He could have given prototypes to friends, or potential
customers, for use, to "field test" or test market the product.
d. The Social environment consists of trends and population shifts. A trend toward higher end,
more luxury-type cars, contributes to a positive outlook for Sun-2-Shade’s product.
An aging population, with a stronger interest in health and comfort also makes for a positive
outlook for the company.
Since this type of equipment could possibly be offered only in certain kinds of cars, economic
factors such as disposable income, and unemployment, would affect demand for the cars, and
thus for Sun-2-Shade’sproduct. The company may have to overcome a perception that this
product is a prestige product, which could affect demand. In a slowing economy Sun-2Shade will need to focus on the advantages their product offers, and be sure to downplay the
fact that a self-darkening windshield will be more expensive. This also could have an impact
globally, as foreign economies are slow. When economies are growing, Sun-2-Shade can take
advantage of a prestige image, if that is what they want to create.
With a rapidly expanding global market, there may be possibilities outside the United States,
as well as potential competition. Sun-2-Shade will have access to foreign manufacturers with
manufacturing facilities here as well.
Right now, it doesn’t seem that Sun-2-Shade appears to have much direct competition, so the
company may have an advantage. There are no “brick and mortar” store selling this product.
Technology has affected Sun-2-Shade simply by virtue of the fact that the process for creating
the windshield has only been in existence for a few years. Further, new high-tech production
techniques will help Sun-2-Shade to produce more products with fewer people at a lower
cost. Also, technology will enable Sun-2-Shade to reach global customers.
e.
Can Sun-2-Shade adopt a one to one marketing strategy? Basically, the product must be
made to suit many different models of car, with different windshield sizes and shapes. The
product is "custom made" for "customized marketing.” The possibility exists for allowing
customers to choose the color of their windshield.
25
Learning Goal 3
3.
a. Sun-2-Shade may want to determine what kind of demand there will be for their product in
the next five years. They may want to find out if their primary market should be younger or
older drivers, and relate that to the type of car being driven. They may also want to
determine if there are other markets they could enter. For example, over-the-road truckers
could make use of this product, but it may have to be of a different size and shape to fit onto
a semi.
Another potential market is the automotive manufacturers, who could make the windshield
an option for certain of their models. Market research could determine the potential for this
type of business market.
b.
Collecting secondary data for the automotive market may be easily done to determine
potential demand for autos and their product in the automotive market. Trade journals and
government publications would provide sales forecasts for the type of cars Sun-2-Shade is
targeting. The truck market may require some primary research, such as focus groups or
some kind of survey, possibly distributed through the mail, or directly to truckers in some
way.
c.
Analysis of the data may indicate there is a big market for the product for the truck market.
Alternatively, it may indicate that sales are predicted to go flat or decline for the kinds of cars
Sun-2-Shade has targeted, or for the automotive industry in general. This would indicate that
the company may want to target a different car segment, or another market altogether.
d. Choosing the best solution would be to choose the market that will be the most profitable for
Sun-2-Shade and still meet the needs of their stakeholders.
4.
Sample Answers:
a. Toyota Prius
Target market – People with a need for a second, smaller car, environmentalists, commuters
looking for a car with very high fuel economy
Variables – Could be demographic, such as age, income, family life cycle
Could also be benefit, since the Prius is fuel efficient
b. Nike
Target market – Teenagers, boys and girls, interested in sports
Variables – Demographic – sex, age and Psychographic – interests, self image
c. McDonalds
Target market – Families with young children
Variables – Demographic – family life cycle, age, income, and Psychographic – lifestyle
d. Campbell’s nacho cheese soup
Target market – Consumers in the west and southwest
Variables – Geography – region Demographic - nationality, or Culture
5.
Problem recognition came when Chad realized his system couldn't be fixed. Chad searched for
information through the newspaper ads, and also by going to the stores and talking to
salespeople. He was evaluating the alternatives by comparing each component piece for value
and sound. When he finally made his purchase, he felt "cognitive dissonance,” uneasy as to how
much he spent, until he saw an ad for the same brand at a more expensive price.
Along the way, several factors influenced Chad’s decision. He spoke to friends, which could be
considered a reference group. Family may have been an influence, as Chad’s sister has the same
26
brand. There was a cultural influence as well, just from the fact that Chad felt the importance of
having a new c.d. system for his party, rather that using a less expensive alternative. The price
variable of the marketing mix was an influence, as the system was on sale. You could consider
the psychological influence of learning, as Chad’s friends had learned that this was a good brand
through experience, and passed that information along. You may have thought of other
influences as well.
Learning Goals 5, 6
6. Keep in mind these are suggested answers, and you may come up with a totally different plan.
a.
We have mentioned two target markets for Sun-2-Shade- the original equipment
automotive market, to be installed as cars are assembled, and a consumer market,
through auto parts stores perhaps. A third market, which is complementary to the
original automotive market, is car windshield installation and repair companies. You
may have decided on another way to approach the market.
b.
If you chose the consumer market, variables could include: Income, because the owners
who would be interested may own cars that are higher end. With research you may find
out that age could be a consideration. Geography may be a consideration, in that this
product may especially appeal to consumers where the weather stays hot and sunny
much of the year. Benefits sought could also be a variable. This is where research can
really come in handy.
c.
To market to the business-to-business market, Sun-2-Shade must focus on personal
selling, in a very concentrated market. The automotive industry has few domestic
producers, but there are several foreign manufacturers with production facilities here in
the United States. You would have to focus on quality, be able to meet the volume
required to sell to the business market, and meet delivery requirements that may include
dealing with a just-in-time inventory control system. This would require a sophisticated
production and delivery system on the part of Sun-2-Shade.
Learning Goal 6
7.
Sun-2-Shade’s product could be classified as both a consumer product and a product for the
business-to-business market. If Eric sells the windshield through after market auto equipment
retailers, the product would be considered a consumer good, in general. In attempting to reach
the automotive manufacturers, Eric is developing a business-to-business marketing relationship.
The characteristics of the business-to-business market listed in your book will affect Sun-2-Shade
in a number of ways. First, the primary market is the automotive industry, so there will be
relatively few customers compared to the consumer market. Those car manufacturers are very
large corporations, among the largest in the world, each with significant buying power. The
domestic car market, at least, is concentrated in one geographic area. If Eric were to try to appeal
to buyers for foreign manufacturers, he would have to do some more traveling. These buyers will
consider Eric’s product based on the “total product offer,” including how much more marketable
Sun-2-Shade will make their product, in addition to factors such as quality and price. If the
customer is the auto industry, Eric won’t need to use wholesalers or retailers, marketing
middlemen, he will sell directly to the car companies. For the consumer market, he will have to
use at least a retail distribution center.
8.
a.
b.
Business
Business
c. Consumer
d. Consumer
27
PRACTICE TEST
MULTIPLE CHOICE
TRUE-FALSE
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
9.
b
d
a
d
b
d
a
c
a
c
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
a
d
d
b
b
d
b
a
c
a
T
F
T
F
T
T
F
F
F
10.
11.
12.
13.
14.
15.
16.
17.
28
F
F
F
T
T
T
T
F