Chapter 11

Question 1

This is a group of activities designed to facilitate and expedite the selling of goods and services.

Answer 1

Marketing

Question 2

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

Answer 2

marketing

Question 3

The engineering organization will be able to meet the requirements of its clients (or customers) depending on how it uses the four P’s of marketing which-are as follows:

Answer 3

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

Question 4

In the marketing sense, this term includes the tangible (or intangible) item and its capacity to satisfy a specific need.

Answer 4

product

Question 5

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

Answer 5

Price

Question 6

When a company cannot be near the customers, it uses other means to eliminate or minimize the effects of the problem. Some of these means are:

Answer 6

1. hiring sales agents 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 7

__________ and __________ define promotion as communicating information between seller and potential buyer to influence attitudes and behavior.

Answer 7

McCarthy and Perreault

Question 8

This is defined as communicating information between seller and potential buyer to influence attitudes and behavior

Answer 8

Promotion

Question 9

There are promotional tools available and the engineer manager must be familiar with them if he wants to use them effectively. These tools are as follows:

Answer 9

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

Question 10

_______ defines advertising as 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 10

Nylen

Question 11

This is defined as 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 11

advertising

Question 12

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

Answer 12

Publicity

Question 13

This is the means used for publicity.

Answer 13

mass media

Question 14

This is a more aggressive means of promoting the sales of a product or service.

Answer 14

Personal Selling

Question 15

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

Answer 15

Personal Selling

Question 16

Any paid attempt to communicate with the customers other than advertising, publicity, and personal selling, may be considered _____________.

Answer 16

sales promotion

Question 17

Sales promotion includes:

Answer 17

displays, contests, sweepstakes, coupons,
trading stamps, prizes, samples, demonstrations, referral gifts, etc.

Question 18

___________ and ___________ are very popular sales promotion tools.

Answer 18

Contests, sweepstakes

Question 19

Strategic Marketing for Engineers

Answer 19

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

Question 20

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

Answer 20

market

Question 21

In selecting a target market, the following factors must be taken into consideration:

Answer 21

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

Question 22

The ___________ for the product or service in a given area must be determined first if the company wants to serve that particular market.

Answer 22

total demand

Question 23

After the target market has been identified, a _____________ must be created and maintained.

Answer 23

marketing mix

Question 24

The marketing mix consists of four variables:

Answer 24

the product
the price
the promotion
the place (or distribution)