Exam 1: Defining Marketing for the 21st Century

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.

Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.

A marketer's only concern is how best to create demand for a new product produced by his company. Improving product design is not his responsibility.

Proponents of holistic marketing consider internal marketing to be as important as marketing to consumers.

Your firm is in the process of moving from focusing on a financial scorecard as the basis for running and evaluating the organization to a marketing scorecard approach. What is a marketing scorecard approach and what might be some of its components?

The selling concept holds that consumers will prefer products that are ethical, environmentally responsible, legal, and social in the context of marketing activities and programs.

If a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a ________.

Integrated marketing is the task of hiring, training, and motivating able employees who want to serve customers well.

Discuss the eight demand states with respect to bifocal lenses for glasses.

Making gifts of money, goods, or time to help nonprofit organizations, groups, or individuals is known as corporate philanthropy.

Assume that you have been given the task of assisting a company in designing its marketing planning process. What components should be in such a process?

William Burns 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.

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.

Discuss how companies can use the Internet to build their brands. Give an example of a company that has done so.

At the heart of any marketing program is the firm's ________, its tangible offering to the market.

The actual and potential rival offerings and substitutes that a buyer might consider are referred to as the ________.

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

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

In an attempt to create greater competition and growth opportunities, countries often ________.

The production concept is one of the newest concepts in business.