CAHPTER 11 - MANAGING THE MARKETING FUNCTION

Question 1

are engaged in the production of tangible or intangible goods

Answer 1

ENGINEER MANAGERS

Question 2

is a group of activities designed to facilitate and expedite the selling of goods and serves

Answer 2

MARKETING

Question 3

states that the engineer must try to satisfy the needs of his clients by means of set of coordinated activities

Answer 3

MARKETING CONCEPT

Question 4

FOUR P’s OF MARKETING

Answer 4

1. product (service)
2. price
3. place
4. promotion

Question 5

a term that includes the tangible(or intangible) item and its capacity to satisfy a specific need

Answer 5

PRODUCT

Question 6

when improvement is not possible _____ or _____ are given to clients

Answer 6

EXTRAS or BONUSES

Question 7

refers to “ the money or other considerations exchanged for the purchase or use of the product, idea or service.

Answer 7

PRICE

Question 8

some companies use ______ as a competitive tool or as a means to convince the customer to buy

Answer 8

PRICE

Question 9

a strong factor when products are similar in quality and other characteristics

Answer 9

PRICE

Question 10

if every factor is equal, customers would prefer to buy from firms easily accessible for them. if time is of the essence, the nearest firm will be patronize

Answer 10

PLACE

Question 11

when company cannot be near to the customers, it uses other mean to eliminate or minimize the effects of the problem. some of this means are

Answer 11

1. hiring sales agent to cover specific areas
2. selling to dealers in particular areas;
3. establishing branches where customers are located
4. establishing franchises in selected areas

Question 12

when engineer managers have products or services to sell, they have to convince buyers to buy from them. before the buyers makes the purchasing decision, however, he must be informed, persuade, and influence. the activity referred to

Answer 12

PROMOTION

Question 13

communicating information between seller and potential buyer to influence attitudes and behavior

Answer 13

PROMOTION

Question 14

PROMOTIONAL TOOLS

Answer 14

1. advertising
2. publicity
3. personal selling
4. sales promotion

Question 15

a paid message that appears in the mass media for the purpose of informing or persuading people about particular products, services, beliefs, or action

Answer 15

ADVERTISING

Question 16

MASS MEDIA

Answer 16

television
radio
magazines and
newspapers

Question 17

the promotional tool that publishes news or information about the product, services, or idea on behalf of sponsor but is not paid for by the sponsor

Answer 17

PUBLICITY

Question 18

a more aggressive means of promoting the sales of a product or service

Answer 18

PERSONAL SELLING

Question 19

it refers to the “ oral presentation in a conversation with one or more prospective purchasers for the purpose of making a sale

Answer 19

PERSONAL SELLING

Question 20

may be useful to the marketing efforts of the engineer manager

Answer 20

PERSONAL SELLING

Question 21

any paid attempt to communicate with the customers other than advertising, publicity, and personal selling, may be considered as_____________

Answer 21

SALES PROMOTION

Question 22

this includes displays, contests, sweepstakes, coupons, trading stamps, prizes, samples, demonstration, referral gifts, etc.

Answer 22

SALES PROMOTION

Question 23

STRATEGIC MARKETING FOR ENGINEERS

Answer 23

1. selecting a target market
2. developing a marketing mix

Question 24

consist of individuals or organizations, or both , with the desire and ability to buy a specific product or service.

Answer 24

MARKET

Question 25

Necessary steps in selecting a target market

Answer 25

1. Divide the total market into groups of people who have relatively similar product or service needs 2. Determine the profit potential of each segment 3. Make a decision on which segment or segments will be serve by the company

Question 26

a target market must have the ability to satisfy the profit objectives of the company

Answer 26

FACTORS USED IN SELECTING TARGET MARKET

Question 27

Factors must be taken in selecting target market

Answer 27

1. the size of the market 2. the number of competitors serving the market

Question 28

must be determined first if the company wants serve that particular market

Answer 28

total demand

Question 29

must be created and maintained after the target market has been identified

Answer 29

MARKETING MIX

Question 30

The marketing mix consist of 4 variables

Answer 30

product, price, promotion, place (or sistribution)

Question 31

to survive, the company must continuously generate ________

Answer 31

INCOME

Question 32

helps the engineer manager convince customers to patronize the firm

Answer 32

PROPER MANAGEMENT OF THE MARKETING FUNCTION

Question 33

designed to make sure that marketing objectives of the firm are achieved

Answer 33

STRATEGIC MARKETING

Question 34

calls for selecting target market and and developing an appropriate marketing mix

Answer 34

STRATEGIC MARKETING