Quiz: Building Customer Relationships Through Effective Marketing

10 Questions | Total Attempts: 84

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Marketing Quizzes & Trivia

Here in this quiz, we will focus on building customer relationships through effective marketing. This 10-question quiz covers the material presented in Chapter 12 of Business (Pride, Hughes, & Kapoor, 2014). Pride, W. M. , Hughes, R. J. , & Kapoor, J. R. (2014). Business(12thEd. ). Mason, OH: South-Western, Cengage Learning.


Questions and Answers
  • 1. 
    CRM or customer relationship management may include (select the best answer): 
    • A. 

      Utilizing relationship marketing to establish long-term, mutually satisfying buyer-seller relationships.

    • B. 

      Marketing decisions and activities focused on achieving long-term, satisfying relationships with customers.

    • C. 

      Determining a customer lifetime value, or the measure of a customer's worth (sales minus cost) to a business over one's lifetime.

    • D. 

      All of the above

  • 2. 
    Utility is the ability of a good or service to satisfy a human need. This may include form utility, place utility, time utility, and possession utility.
    • A. 

      True

    • B. 

      False

  • 3. 
    The marketing concept is a business philosophy that a firm should provide goods and services that satisfy customers’ needs through a coordinated set of activities that allow the firm to achieve its objectives. To accomplish this, the firm must (check all that apply): 
    • A. 

      Communicate with potential customers to assess their product needs.

    • B. 

      Discover ways to cut costs and increase profitability.

    • C. 

      Develop a good or service to satisfy those needs.

    • D. 

      Continue to seek ways to provide customer satisfaction.

  • 4. 
    In the undifferentiated approach to marketing, a company (select the best answer): 
    • A. 

      Designs a single marketing mix and directs it at a single market segment.

    • B. 

      Designs multiple marketing mixes and directs them at multiple market segments.

    • C. 

      Designs a single marketing mix and directs it at the entire market for a particular product.

    • D. 

      None of the above.

  • 5. 
    The four Ps of marketing are Product, Price, Placement (or distribution) and Paparazzi.
    • A. 

      True

    • B. 

      False

  • 6. 
    Laws that protect consumers and competition and government regulations that affect marketing are known as (select the best answer): 
    • A. 

      Economic forces

    • B. 

      Sociocultural forces

    • C. 

      Political forces

    • D. 

      Competitive forces

    • E. 

      Legal and regulatory forces

    • F. 

      Technological forces

  • 7. 
    A marketing plan is a written document that specifies an organization's (select the best answer): 
    • A. 

      Resources to be used in marketing a specific product or product group.

    • B. 

      Objectives and marketing strategy to be used in marketing a specific product or product group.

    • C. 

      Implementation and control efforts to be used in marketing a specific product or product group.

    • D. 

      All of the above.

  • 8. 
    A sales forecast is an estimate of the amount of a product that an organization expects to sell during a certain period of time based on a specified level of marketing effort. 
    • A. 

      True

    • B. 

      False

  • 9. 
    The steps of marketing research include (check all that apply):
    • A. 

      Define the problem.

    • B. 

      Make a preliminary investigation.

    • C. 

      Plan the research.

    • D. 

      Provide coffee and doughnuts for all researchers.

    • E. 

      Gather factual information.

    • F. 

      Interpret the information.

    • G. 

      Reach a conclusion.

  • 10. 
    Discretionary income is defined as (select the best answer):
    • A. 

      The income an individual receives from all sources less the Social Security taxes the individual must pay.

    • B. 

      Personal income less all additional personal taxes.

    • C. 

      Disposable income less savings and expenditures on food, clothing, and housing.

    • D. 

      Income that is spent discreetly, or in secret.