EDI (electronic data interchange) allows _________.
A.Companies to talk to each other daily
B.Customer computers to communicate directly with supplier computers
C.Computers to fulfill the buying center function
D.Computers to do complex product evaluation with limited human involvement
E.All of the above
Technology has transformed the business purchase decision process. Sophisticated
programs manage inventories and automatically replenish supplies. By linking directly
with electronic data interchange (EDI), customer computers communicate directly with
supplier computers to reorder as needed.
Companies seek better and more frequent interaction with their customers. At the same
time, customers are more attached to their products. The result has been a concerted
effort by both companies and their customers to redefine the _______________.
A.Product quality
B.Customer interface
C.Product variety
D.Breadth of merchandise
E.Depth of merchandise
Better technology, increased knowledge and growing sophistication of customers, and
fierce competition have raised the stakes in relating to customers. The customer
interface has become a critical part of creating value for customers.
As the marketing manager for National Household Cleaner Company, you are
interested in collecting some qualitative primary data about what outcomes consumers
want from your products. However, the difficulty you have encountered is that you
want information from a wide range of customers from across the country. The best
way to overcome this obstacle is to use a(n) _________.
A.Online database
B.Survey study
C.Mechanical device
D.Online focus group
E.CRM system
The virtual focus group offers distinct advantages in terms of convenience and
cost-efficiency. By using online focus groups, the manager can quickly collect the
desired data from consumers across the country.
The business case analysis stage is important because ________.
A.It is an overall evaluation of a product and usually assesses the product’s probability
of success
B.It represents another low cost analysis prior to developing a prototype product
C.The firm has already decided to take this product to the market and this must confirm
this action
D.A, B and C
E.It predicts the future trends in the industry
The business case analysis evaluates the product and usually assesses the product’s
probability of success. In new-product development, the business case focuses on two
key issues. First, the total demand for the product over a specified period of time,
usually five years, is determined. Second, a cash flow statement is developed that
specifies cash flow, profitability, and investment requirements.
A good example of a company using customized (one-to-one) marketing is _____.
A.Southwest Airlines
B.Microsoft
C.IBM
D.Dell
E.All of the above
Dell makes the customer feel like each computer was custom made for each person.
Sabrina recently purchased a house and now she is fielding anxiety and doubts about
her purchase. This is also known as ______.
A.Post-purchase dissonance
B.Remorse
C.Buyers dilemma
D.Post-purchase remorse
E.Post-purchase stress
High-involvement, large purchases where commitment can not be revoked easily often
lead to a level of doubt or anxiety known as post-purchase dissonance. A house involves
a high degree of commitment and so Sabrina’s anxiety can be called post-purchase
dissonance.
Don Peppers and Martha Rogers promote the idea of ____________.
A.Market orientation
B.Mass customization orientation
C.Differentiation orientation
D.One-to-one marketing orientation
E.Relationship orientation
Don Peppers and Martha Rogers have popularized the term one-to-one marketing,
which advocates that firms should direct energy and resources into establishing a
learning relationship with each customer and then connect that knowledge with the
firm’s production and service capabilities to fulfill that customer’s needs in as custom a
manner as possible.
In the section of a marketing plan devoted to firm resources, one expects to find an
examination of a firm’s functional/operational level of resources and capabilities and
how they impact the firm’s ability to develop and execute market-driven strategies.
These capabilities would include all but _________.
A.Information systems
B.Marketing capabilities
C.Financial capabilities
D.Transportation systems across the country
E.Human capabilities
Transportation systems are external to the firm.
Scampi Seafood processes fresh shrimp and fish caught off the coast of Louisiana. The
company wants to build another processing plant in Texas. Utilizing your knowledge of
the B2B purchasing process, explain how straight rebuy, modified rebuy and new
purchase will affect the purchasing of materials to build and open the new processing
plant.
One method of developing a new product is to develop a model which incorporates
more planning and follows a sequential timeline with key process metrics being met at
each stage before moving on through the process. In this model, the product that results
is __________.
A.A rough model that can be changed easily
B.A model that is considered close to the final product that will be rolled out to
customers
C.A model that is put together in a form that can be decomposed into parts and altered
to create new forms
D.A model that is inferior to the final product to test the worst case scenario of market
introduction
E.None of the above
One method of developing a new product is to develop a model that is as close to the
final model as possible and then to use the metrics to be sure that it is meeting its goals
all along the way.