Concerning consumer and business markets: A. promotion to consumer markets usual

Question

1. Concerning consumer and business markets:
   A. promotion to consumer markets usually relies more heavily on the use of personal selling.
   B. it is often easier to define customer needs in business markets.
   C. a marketing mix directed at an organizational customer is usually less precisely adjusted to the needs of the specific customer.
   D. All of the above are true.
   E. None of the above is true.
2. Which of the following is NOT part of the five-step marketing research process discussed in the text?
   A. Writing the proposal
   B. Analyzing the situation
   C. Solving the problem
   D. Interpreting the data
   E. Defining the problem
3. Which of the following is most consistent with the marketing research process discussed in the text?
   A. "We know that time is always short, so as soon as we define the problem we get on with our data collection."
   B. "We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted."
   C. "We always use mail surveys, so that we won't have to worry about nonresponse problems."
   D. "Secondary data is often all we need to solve our problems."
   E. None of the above is a good answer.
4. A "Product" should be thought of as potential customer satisfaction or benefits.
   True    False
5. A product assortment is:
   A. something offered by manufacturers but not by retailers.
   B. a particular product within a product line.
   C. a set of products that are closely related.
   D. the set of all product lines and individual products that a firm sells.
   E. None of the above.

Explanation / Answer

B. it is often easier to define customer needs in business markets.

C. Solving the problem

A. "We know that time is always short, so as soon as we define the problem we get on with our data collection."

True   

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