Question 1

Contrary to popular belief,marketers do not create needs.

Accepted Answer

A) True 
 B)False

Question 2

Define internal marketing and its role in the company.Outline how various departments within the company can demonstrate a customer focus.

Accepted Answer

Internal marketing is the task of hiring

Question 3

Marketers must try to balance increased spending on search advertising,social media,direct email,and text/SMS marketing efforts with appropriate spending on _________________.

Accepted Answer

A) integrated marketing communications 
B) traditional marketing communications 
C) traditional selling 
D) traditional mass communications 
E) corporate communications 
A) integrated marketing communications 
B) traditional marketing communications 
C) traditional selling 
D) traditional mass communications 
E) corporate communications

Question 4

________ activities include those the company undertakes to make the product accessible and available to target customers.

Accepted Answer

A) Line extension 
B) Segmentation 
C) Marketing research 
D) Channel 
E) New-product development 
A) Line extension 
B) Segmentation 
C) Marketing research 
D) Channel 
E) New-product development

Question 5

________ makes sense in developing countries such as China where the largest PC manufacturer,Lenovo,and domestic appliances giant,Haier,take advantage of the country's huge inexpensive labor pool to dominate the market.

Accepted Answer

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

Question 6

Performance marketing requires understanding the financial and non-financial returns to business and society from marketing activities and programs.

Accepted Answer

A) True 
 B)False

Question 7

The Internet has given today's companies a new set of capabilities.Among those capabilities is the ability to operate a new information channel.Describe how information can be used by the marketer in this new channel.

Accepted Answer

Companies can operate a powerful new inf

Question 8

Rising promotion costs and shrinking profit margins are the result of ________.

Accepted Answer

A) new and improved technology 
B) disintermediation 
C) industry convergence 
D) privatization 
E) heightened competition 
A) new and improved technology 
B) disintermediation 
C) industry convergence 
D) privatization 
E) heightened competition

Question 9

You have been given the assignment of justifying cause-related marketing to your board of directors.What would be your primary argument in favor of such a proposal?

Accepted Answer

Companies see cause-related marketing as

Question 10

The marketplace isn't what it used to be.List and briefly discuss the new behaviors,opportunities,and challenges that await the marketer in the 21st century.

Accepted Answer

Responses to this question should includ

Question 11

William Boon owns an extremely profitable sea-side resort.In order to increase his resort's brand value,Burns is considering cause-marketing.Give a few examples of how he may achieve this goal.

Accepted Answer

Cause marketing is promoting social issu

Question 12

Holistic marketing incorporates ________ where marketers must carefully consider their role in broader terms,and the ethical,environmental,legal,and social context of their activities.

Accepted Answer

A) internal marketing 
B) cultural marketing 
C) social responsibility marketing 
D) relationship marketing 
E) integrated marketing 
A) internal marketing 
B) cultural marketing 
C) social responsibility marketing 
D) relationship marketing 
E) integrated marketing

Question 13

Micro-target marketing and two-way communications have become easier thanks to the proliferation of special-interest magazines,TV channels,and Internet newsgroups.

Accepted Answer

A) True 
 B)False

Question 14

________ reflects a customer's comparative judgment of a product's performance in relation to his or her expectations.

Accepted Answer

A) Brand equity 
B) Satisfaction 
C) Value 
D) Perception 
E) Brand image 
A) Brand equity 
B) Satisfaction 
C) Value 
D) Perception 
E) Brand image

Question 15

The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices.

Accepted Answer

A) True 
 B)False

Question 16

Rick Lee trains his company's sales force to go after the consumer.He repeatedly asks his team to bear in mind the essential fact that it is the sales team's responsibility to rouse the consumer's interest and make him feel that he needs the product.A true salesman is one who can convert an indifferent consumer walking into the store into a new customer.Lee believes in the ________ concept.

Accepted Answer

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

Question 17

The ____________is a customer-centered,"sense-and-respond" philosophy.

Accepted Answer

A) the product concept 
B) the production concept 
C) the selling concept 
D) the marketing concept 
E) the holistic marketing concept 
A) the product concept 
B) the production concept 
C) the selling concept 
D) the marketing concept 
E) the holistic marketing concept

Question 18

The ________ holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

Accepted Answer

A) selling concept 
B) integrated marketing concept 
C) societal marketing concept 
D) production concept 
E) relationship marketing concept 
A) selling concept 
B) integrated marketing concept 
C) societal marketing concept 
D) production concept 
E) relationship marketing concept

Question 19

Advertising is the most important element in business marketing.

Accepted Answer

A) True 
 B)False

Question 20

Demands are wants for specific products backed by an ability to pay.

Accepted Answer

A) True 
 B)False

Exam 1: Defining Marketing for the New Realities

Contrary to popular belief,marketers do not create needs.

Define internal marketing and its role in the company.Outline how various departments within the company can demonstrate a customer focus.

Marketers must try to balance increased spending on search advertising,social media,direct email,and text/SMS marketing efforts with appropriate spending on _________________.

________ activities include those the company undertakes to make the product accessible and available to target customers.

________ makes sense in developing countries such as China where the largest PC manufacturer,Lenovo,and domestic appliances giant,Haier,take advantage of the country's huge inexpensive labor pool to dominate the market.

Performance marketing requires understanding the financial and non-financial returns to business and society from marketing activities and programs.

The Internet has given today's companies a new set of capabilities.Among those capabilities is the ability to operate a new information channel.Describe how information can be used by the marketer in this new channel.

Rising promotion costs and shrinking profit margins are the result of ________.

You have been given the assignment of justifying cause-related marketing to your board of directors.What would be your primary argument in favor of such a proposal?

The marketplace isn't what it used to be.List and briefly discuss the new behaviors,opportunities,and challenges that await the marketer in the 21st century.

William Boon owns an extremely profitable sea-side resort.In order to increase his resort's brand value,Burns is considering cause-marketing.Give a few examples of how he may achieve this goal.

Holistic marketing incorporates ________ where marketers must carefully consider their role in broader terms,and the ethical,environmental,legal,and social context of their activities.

Micro-target marketing and two-way communications have become easier thanks to the proliferation of special-interest magazines,TV channels,and Internet newsgroups.

________ reflects a customer's comparative judgment of a product's performance in relation to his or her expectations.

The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices.

The ____________is a customer-centered,"sense-and-respond" philosophy.

The ________ holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

Advertising is the most important element in business marketing.

Demands are wants for specific products backed by an ability to pay.

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

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