Question 1

The identification and profiling of distinct groups of buyers who might prefer or require varying product and service mixes is known as ________.

Accepted Answer

A) segmentation 
B) integration 
C) disintermediation 
D) cross-selling 
E) customization 
A) segmentation 
B) integration 
C) disintermediation 
D) cross-selling 
E) customization

Question 2

Shops and stores have a physical existence and as such are examples of marketspace.

Accepted Answer

A) True 
 B)False

Question 3

The ultimate outcome of relationship marketing is a unique company asset called the ________,consisting of the company and its supporting stakeholders.

Accepted Answer

A) brand 
B) supply chain 
C) marketing network 
D) value proposition 
E) service channel 
A) brand 
B) supply chain 
C) marketing network 
D) value proposition 
E) service channel

Question 4

Janet is very upset that she can't get tickets to a K-Pop concert because they are sold out.Which of the following demand states applies to Janet's situation?

Accepted Answer

A) nonexistent demand 
B) latent demand 
C) full demand 
D) unwholesome demand 
E) overfull demand 
A) nonexistent demand 
B) latent demand 
C) full demand 
D) unwholesome demand 
E) overfull demand

Question 5

The ________ includes the actors involved in producing,distributing,and promoting an offering.The main actors are the company,suppliers,distributors,dealers,and the target customers.

Accepted Answer

A) economic environment 
B) management environment 
C) strategic environment 
D) task environment 
E) tactical environment 
A) economic environment 
B) management environment 
C) strategic environment 
D) task environment 
E) tactical environment

Question 6

Adapting and conducting business practices that protect the environment and human and animal rights is specifically a part of corporate social marketing.

Accepted Answer

A) True 
 B)False

Question 7

The competing concepts under which organizations have conducted marketing activities include: the production concept,product concept,selling concept,marketing concept,and holistic marketing concept.Evaluate the advantages and disadvantages of each concept.Which concept do you believe is the most effective? Why?

Accepted Answer

Although students will be expected to re

Question 8

People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices.As a result,demand for health foods is rising steadily,creating an opportunity for marketers to exploit this ________ market.

Accepted Answer

A) demographic 
B) business 
C) need 
D) geographic 
E) service 
A) demographic 
B) business 
C) need 
D) geographic 
E) service

Question 9

A firm's tangible offering to the market includes product quality,design,features,and packaging.

Accepted Answer

A) True 
 B)False

Question 10

The selling concept is based on the development,design,and implementation of marketing programs,processes,and activities that recognize their breadth and interdependencies.

Accepted Answer

A) True 
 B)False

Question 11

Properties are intangible rights of ownership of either real property (real estate)or financial
property (stocks and bonds).

Accepted Answer

A) True 
 B)False

Question 12

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

Accepted Answer

A) True 
 B)False

Question 13

What are the four broad themes of holistic marketing?

Accepted Answer

A) relationship,internal,position,and performance marketing 
B) integrated,internal,position,and performance marketing 
C) relationship,integrated,internal,and performance marketing 
D) integrated,relationship,social responsibility,and position marketing 
E) relationship,social responsibility,internal,and performance marketing 
A) relationship,internal,position,and performance marketing 
B) integrated,internal,position,and performance marketing 
C) relationship,integrated,internal,and performance marketing 
D) integrated,relationship,social responsibility,and position marketing 
E) relationship,social responsibility,internal,and performance marketing

Question 14

The task environment of a firm consists of demographic,economic,natural,and technological environments,as well as the political-legal system and the social-cultural arena.

Accepted Answer

A) True 
 B)False

Question 15

The ________ is the channel stretching from raw materials to components to final products that are carried to final buyers.

Accepted Answer

A) communication channel 
B) distribution channel 
C) supply chain 
D) service chain 
E) marketing chain 
A) communication channel 
B) distribution channel 
C) supply chain 
D) service chain 
E) marketing chain

Question 16

When consumers share a strong need that cannot be satisfied by an existing product,they are exhibiting latent demand.

Accepted Answer

A) True 
 B)False

Question 17

When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process,it is an example of ________.

Accepted Answer

A) deregulation 
B) reverse auctioning 
C) reintermediation 
D) disintermediation 
E) diversification 
A) deregulation 
B) reverse auctioning 
C) reintermediation 
D) disintermediation 
E) diversification

Question 18

________ is the art and science of choosing target markets and getting,keeping,and growing customers through creating,delivering,and communicating superior customer value.

Accepted Answer

A) Marketing management 
B) Knowledge management 
C) Operations management 
D) Strategic management 
E) Distribution management 
A) Marketing management 
B) Knowledge management 
C) Operations management 
D) Strategic management 
E) Distribution management

Question 19

Marketers at Oh Le Pte Ltd believe in putting their customers ahead of everything else.Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction.Oh Le follows the ________ concept in doing business.

Accepted Answer

A) production 
B) product 
C) selling 
D) marketing 
E) social responsibility 
A) production 
B) product 
C) selling 
D) marketing 
E) social responsibility

Question 20

Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept?

Accepted Answer

A) shopping goods 
B) unsought goods 
C) necessary goods 
D) luxury goods 
E) complementary goods 
A) shopping goods 
B) unsought goods 
C) necessary goods 
D) luxury goods 
E) complementary goods

Exam 1: Defining Marketing for the New Realities

The identification and profiling of distinct groups of buyers who might prefer or require varying product and service mixes is known as ________.

Shops and stores have a physical existence and as such are examples of marketspace.

The ultimate outcome of relationship marketing is a unique company asset called the ________,consisting of the company and its supporting stakeholders.

Janet is very upset that she can't get tickets to a K-Pop concert because they are sold out.Which of the following demand states applies to Janet's situation?

The ________ includes the actors involved in producing,distributing,and promoting an offering.The main actors are the company,suppliers,distributors,dealers,and the target customers.

Adapting and conducting business practices that protect the environment and human and animal rights is specifically a part of corporate social marketing.

People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices.As a result,demand for health foods is rising steadily,creating an opportunity for marketers to exploit this ________ market.

A firm's tangible offering to the market includes product quality,design,features,and packaging.

The selling concept is based on the development,design,and implementation of marketing programs,processes,and activities that recognize their breadth and interdependencies.

Properties are intangible rights of ownership of either real property (real estate)or financial property (stocks and bonds).

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

What are the four broad themes of holistic marketing?

The task environment of a firm consists of demographic,economic,natural,and technological environments,as well as the political-legal system and the social-cultural arena.

The ________ is the channel stretching from raw materials to components to final products that are carried to final buyers.

When consumers share a strong need that cannot be satisfied by an existing product,they are exhibiting latent demand.

When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process,it is an example of ________.

________ is the art and science of choosing target markets and getting,keeping,and growing customers through creating,delivering,and communicating superior customer value.

Marketers at Oh Le Pte Ltd believe in putting their customers ahead of everything else.Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction.Oh Le follows the ________ concept in doing business.

Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept?

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters