Question 1

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 2

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 3

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 4

Webmax Inc. produced and marketed cameras. After considerable research and development, they developed a new digital camera that had an array of new features. Webmax was so sure about the new offering that they even reduced their marketing budget. What sort of orientation does Webmax have toward the marketplace?

Accepted Answer

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

Question 5

A ________ is a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

Accepted Answer

A)  metamarket 
B)  vertically integrated market 
C)  horizontally integrated market 
D)  marketspace 
E)  synchronized market 
A)  metamarket 
B)  vertically integrated market 
C)  horizontally integrated market 
D)  marketspace 
E)  synchronized market

Question 6

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 7

Holistic marketing incorporates ________, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing 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 8

Advertising is the most important element in business marketing.

Accepted Answer

A) True 
 B)False

Question 9

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 10

A distribution channel includes distributors, wholesalers, retailers, and agents that display, sell, or deliver the physical product or service(s)to the buyer or user.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is considered as a "sin" in the marketing discipline?

Accepted Answer

A)  focusing too much on new opportunities 
B)  targeting a competitor's market share 
C)  prioritizing customer relationships over everything else 
D)  using technology in an inefficient manner 
E)  increasing the marketing budget in times of uncertainty and risk 
A)  focusing too much on new opportunities 
B)  targeting a competitor's market share 
C)  prioritizing customer relationships over everything else 
D)  using technology in an inefficient manner 
E)  increasing the marketing budget in times of uncertainty and risk

Question 12

Kotler and Casoline suggested eight factors that marketers must keep in mind in order to deal with risk and uncertainty. Which of the following statements are they most likely to agree with when the environment is uncertain?

Accepted Answer

A)  Companies should be prepared to implement ad hoc strategies whenever required. 
B)  Companies should push aggressively for the market share of their competitors. 
C)  Companies should focus less on their core segments, and more on new target markets. 
D)  Companies should not increase marketing budgets in times of uncertainty. 
E)  Companies should focus and improve their marginal brands. 
A)  Companies should be prepared to implement ad hoc strategies whenever required. 
B)  Companies should push aggressively for the market share of their competitors. 
C)  Companies should focus less on their core segments, and more on new target markets. 
D)  Companies should not increase marketing budgets in times of uncertainty. 
E)  Companies should focus and improve their marginal brands.

Question 13

Which of the following is most consistent with the integrated marketing approach?

Accepted Answer

A)  A good product will sell itself. 
B)  If left alone, consumers are inclined to purchase only inexpensive products. 
C)  All communication to consumers must deliver a consistent message irrespective of the medium. 
D)  In order to succeed, the main focus should be on having an efficient production process in place. 
E)  Online marketing is less important than traditional marketing efforts. 
A)  A good product will sell itself. 
B)  If left alone, consumers are inclined to purchase only inexpensive products. 
C)  All communication to consumers must deliver a consistent message irrespective of the medium. 
D)  In order to succeed, the main focus should be on having an efficient production process in place. 
E)  Online marketing is less important than traditional marketing efforts.

Question 14

Services constitute the bulk of most countries' production and marketing efforts.

Accepted Answer

A) True 
 B)False

Question 15

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

Accepted Answer

A)  declining demand 
B)  nonexistent demand 
C)  latent demand 
D)  negative demand 
E)  unwholesome demand 
A)  declining demand 
B)  nonexistent demand 
C)  latent demand 
D)  negative demand 
E)  unwholesome demand

Question 16

A short definition of marketing is "meeting needs profitably."

Accepted Answer

A) True 
 B)False

Question 17

The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n)________.

Accepted Answer

A)  idea 
B)  place 
C)  luxury item 
D)  event 
E)  service 
A)  idea 
B)  place 
C)  luxury item 
D)  event 
E)  service

Question 18

Identify the correct statement about marketing management.

Accepted Answer

A)  It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. 
B)  It focuses mostly on monitoring the profitability of a company's products and services. 
C)  It focuses solely on attaining an organization's sales goals in an efficient manner. 
D)  It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. 
E)  It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties. 
A)  It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. 
B)  It focuses mostly on monitoring the profitability of a company's products and services. 
C)  It focuses solely on attaining an organization's sales goals in an efficient manner. 
D)  It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. 
E)  It occurs when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

Question 19

In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n)________.

Accepted Answer

A)  experience 
B)  service 
C)  event 
D)  organization 
E)  good 
A)  experience 
B)  service 
C)  event 
D)  organization 
E)  good

Question 20

Ford knows that to reach its target markets three kinds of marketing channels may be used. What are these three marketing channels and how might Ford use each of them?

Accepted Answer

The three marketing channels are communi

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

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

A ________ is a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

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

Holistic marketing incorporates ________, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities.

Advertising is the most important element in business marketing.

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

A distribution channel includes distributors, wholesalers, retailers, and agents that display, sell, or deliver the physical product or service(s)to the buyer or user.

Which of the following is considered as a "sin" in the marketing discipline?

Kotler and Casoline suggested eight factors that marketers must keep in mind in order to deal with risk and uncertainty. Which of the following statements are they most likely to agree with when the environment is uncertain?

Which of the following is most consistent with the integrated marketing approach?

Services constitute the bulk of most countries' production and marketing efforts.

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

A short definition of marketing is "meeting needs profitably."

The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n)________.

Identify the correct statement about marketing management.

In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n)________.

Ford knows that to reach its target markets three kinds of marketing channels may be used. What are these three marketing channels and how might Ford use each of them?

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

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 Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters

Exam 1: Defining Marketing for the 21st Century

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

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

A ________ is a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

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

Holistic marketing incorporates ________, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities.

Advertising is the most important element in business marketing.

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

A distribution channel includes distributors, wholesalers, retailers, and agents that display, sell, or deliver the physical product or service(s)to the buyer or user.

Which of the following is considered as a "sin" in the marketing discipline?

Kotler and Casoline suggested eight factors that marketers must keep in mind in order to deal with risk and uncertainty. Which of the following statements are they most likely to agree with when the environment is uncertain?

Which of the following is most consistent with the integrated marketing approach?

Services constitute the bulk of most countries' production and marketing efforts.

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

A short definition of marketing is "meeting needs profitably."

The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n)________.

Identify the correct statement about marketing management.

In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n)________.

Ford knows that to reach its target markets three kinds of marketing channels may be used. What are these three marketing channels and how might Ford use each of them?

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

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 Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters