Food Marketing and Consumer Behaviour Chapter 1 Quiz

The Role of the Commissionary (Prospector)

• The commissionary (prospector) plays a crucial role in the initial stage of the process by identifying potential customers and gathering information about their needs.

The Commissioner's Sentiment

• Upon returning to the company after visiting the prospective customer, the commissioner's sentiment is likely to be one of excitement and enthusiasm, as they are hopeful of making a sale.

The 6 Stages in the Process

• The 6 stages in the process described in the text are:
  • Prospecting (identifying potential customers)
  • Qualifying (determining the customer's needs and potential)
  • Pre-approach (preparing for the sales call)
  • Approach (making initial contact with the customer)
  • Presentation (presenting the product or service)
  • Follow-up (closing the sale and ensuring customer satisfaction)

The Managerial Process of Marketing Management

• The managerial process of marketing management involves analyzing, planning, implementing, and controlling marketing activities to achieve business objectives.

Core Concepts of Marketing

• The core concepts of marketing discussed in the text include:
  • Understanding customer needs and wants
  • Identifying market opportunities
  • Developing marketing strategies
  • Implementing marketing tactics

Definition of 'Want'

• According to the text, a 'want' refers to a specific desire or preference for a particular product or service.

The Aim of a Market

• The aim of a market, according to the text, is to create a mutually beneficial exchange between the buyer and the seller.

The Marketing Concept

• The marketing concept, in brief, is a business approach that focuses on understanding and meeting customer needs and wants to achieve business objectives.

The 4 Elements of the Marketing Mix

• The 4 elements of the marketing mix mentioned in the text are:
  • Product (goods or services offered)
  • Price (what the customer pays)
  • Place (distribution and logistics)
  • Promotion (communication and advertising)

Driving Forces to Adopt the Marketing Concept

• The driving forces to adopt the marketing concept, as per the text, include:
  • Increasing competition
  • Changing customer needs and preferences
  • Advances in technology
  • Shift from production-oriented to customer-oriented approach

The 4 Elements of the Complete Marketing Model

• The 4 elements of the complete marketing model discussed in the text are:
  • Target market (identifying the customer segment)
  • Marketing mix (product, price, place, and promotion)
  • Service (support and maintenance)
  • Relationship (building long-term relationships with customers)