Question 1

A reference group is society's accepted values, attitudes, and ways of doing things that consumers have to learn.

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Question 2

The management at Slick Automotive has replaced their outdated marketing approach with an approach that emphasizes relationship marketing. Under this new approach, Slick's salespeople will be expected to devote less time to current customers and a larger share of their time searching for new customers.

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Question 3

Relationship marketing makes heavy use of media such as television, radio, and newspapers, to convince large groups of customers to buy a standardized product.

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Question 4

Firms adopting a relationship marketing strategy often establish an online presence to communicate with customers.

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Question 5

Relationship marketing is rather easy to implement in the B2B market but almost impossible to use in the consumer market due to the sheer size of the consumer market.

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Question 6

Mallory wants the celebrity life. She often changes her dress, speech, and mannerisms in response to the latest trends. She even supports the same social causes her favorite stars support. Mallory's behavior suggests that people in show business are an important reference group for her.

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Question 7

Relationship marketing moves away from mass production and toward custom-made goods and services.

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Question 8

Consumer behavior is influenced by the attitudes, values, and ways of doing things that are passed from one generation to the next.

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Question 9

The company website for SharpSmart Computers is a place for customers to get the latest information about new products, special offers, and technical support. The company has also added a chat function that allows customers to communicate with representatives immediately. SharpSmart's approach indicates that it is trying to utilize relationship marketing.

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Question 10

B2B marketers include manufacturers, retailers, hospitals, and the government.

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Question 11

In order to be successful, marketers avoid small market segments in favor of larger targets.

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Question 12

Elodie is a sales representative for a textbook publisher. She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes. She makes sure they have all the supplements to the book they need and are informed about when new editions will be available. Elodie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing.

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Question 13

Learning involves changes in an individual's behavior resulting from previous experiences and information.

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Question 14

The purpose of market segmentation is to identify the features of a product that will appeal to as many customers as possible.

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Question 15

Kaden bought an expensive sports car last week. Immediately after the purchase, he worried that he paid too much, and that a less expensive model with better gas mileage would have been a wiser choice. Marketers refer to the doubts Kaden is experiencing as post-purchase stress syndrome.

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Question 16

The set of values, attitudes, and ways of doing things that result from belonging to a certain ethnic, religious, or racial group is called that group's cognitive dissonance.

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Question 17

Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing.

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Question 18

Cognitive dissonance refers to the confusion and frustration people experience when they compare different products they rarely use before making a purchase.

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Question 19

In general, the broader the market a firm tries to serve, the better its chances of success.

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Question 20

Relationship marketing depends on understanding individual consumers and responding quickly to their wants and needs.

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Quiz 13: Marketing: Helping Buyers Buy