Question 1

The production concept and the product concept are marketing management orientations that are more likely to lead to marketing myopia.

Accepted Answer

A) True 
 B)False

Question 2

Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.

Accepted Answer

A)  ambush marketing 
B)  social marketing 
C)  societal marketing 
D)  target marketing 
E)  cause marketing 
A)  ambush marketing 
B)  social marketing 
C)  societal marketing 
D)  target marketing 
E)  cause marketing

Question 3

Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________.

Accepted Answer

A)  societal marketing 
B)  the production concept 
C)  the selling concept 
D)  partner relationship management 
E)  consumer-generated marketing 
A)  societal marketing 
B)  the production concept 
C)  the selling concept 
D)  partner relationship management 
E)  consumer-generated marketing

Question 4

Explain how storing customer information in a database might better prepare car-maker Kia in customer relationship management (CRM).

Accepted Answer

Managing detailed information about cust

Question 5

Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices?

Accepted Answer

Human needs are states of felt deprivati

Question 6

How can a marketer increase its "share of customer"?

Accepted Answer

The marketer can offer greater

Question 7

Market offerings are limited to physical products.

Accepted Answer

A) True 
 B)False

Question 8

The selling concept holds that consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort.

Accepted Answer

A) True 
 B)False

Question 9

________ is the act of obtaining a desired object from someone by offering something in return.

Accepted Answer

A)  Valuation 
B)  Exchange 
C)  Market offering 
D)  Confiscation 
E)  Donation 
A)  Valuation 
B)  Exchange 
C)  Market offering 
D)  Confiscation 
E)  Donation

Question 10

The societal marketing concept seeks to establish a balance between ________.

Accepted Answer

A)  customer lifetime value and customer equity 
B)  an inside-out perspective and an outside-in perspective 
C)  consumer short-run wants and consumer long-run welfare 
D)  marketing mixes and market offerings 
E)  customer-driven marketing and customer-driving marketing 
A)  customer lifetime value and customer equity 
B)  an inside-out perspective and an outside-in perspective 
C)  consumer short-run wants and consumer long-run welfare 
D)  marketing mixes and market offerings 
E)  customer-driven marketing and customer-driving marketing

Question 11

Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.

Accepted Answer

A)  image 
B)  value 
C)  durability 
D)  safety 
E)  uniqueness 
A)  image 
B)  value 
C)  durability 
D)  safety 
E)  uniqueness

Question 12

When backed by buying power, needs become wants.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following follows a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Accepted Answer

A)  market segmentation 
B)  the production concept 
C)  the marketing concept 
D)  the inside-out perspective 
E)  marketing myopia 
A)  market segmentation 
B)  the production concept 
C)  the marketing concept 
D)  the inside-out perspective 
E)  marketing myopia

Question 14

Which of the following is NOT an accurate description of modern marketing?

Accepted Answer

A)  Marketing is the creation of value for customers. 
B)  Marketing involves managing profitable customer relationships. 
C)  Marketing emphasizes selling and advertising exclusively. 
D)  Marketing involves satisfying customers' needs. 
E)  Marketing is building value-laden exchange relationships with customers. 
A)  Marketing is the creation of value for customers. 
B)  Marketing involves managing profitable customer relationships. 
C)  Marketing emphasizes selling and advertising exclusively. 
D)  Marketing involves satisfying customers' needs. 
E)  Marketing is building value-laden exchange relationships with customers.

Question 15

Apart from retaining good customers, most marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

Accepted Answer

A)  Marketers want to increase their market share. 
B)  Marketers want to increase the share they get of the customer's purchasing in their product categories. 
C)  Marketers want to diversify their operations and customize their products to cater to the entire market. 
D)  Marketers want to continuously increase their customers' levels of satisfaction. 
E)  Marketers want to turn satisfied customers into delighted customers. 
A)  Marketers want to increase their market share. 
B)  Marketers want to increase the share they get of the customer's purchasing in their product categories. 
C)  Marketers want to diversify their operations and customize their products to cater to the entire market. 
D)  Marketers want to continuously increase their customers' levels of satisfaction. 
E)  Marketers want to turn satisfied customers into delighted customers.

Question 16

Greater consumer control means that companies can no longer rely on ________.

Accepted Answer

A)  promoting brand-consumer interaction 
B)  marketing by intrusion 
C)  creating market offerings and messages that involve consumers 
D)  developing marketing concepts with an outside-in perspective 
E)  marketing by attraction 
A)  promoting brand-consumer interaction 
B)  marketing by intrusion 
C)  creating market offerings and messages that involve consumers 
D)  developing marketing concepts with an outside-in perspective 
E)  marketing by attraction

Question 17

Which of the following statements reflects the marketing concept?

Accepted Answer

A)  focusing on making continuous product improvements 
B)  undertaking a large-scale selling and promotion effort 
C)  emphasizing an inside-out perspective 
D)  considering customer focus and value as the paths to sales and profits 
E)  focusing on a product-centered make-and-sell philosophy 
A)  focusing on making continuous product improvements 
B)  undertaking a large-scale selling and promotion effort 
C)  emphasizing an inside-out perspective 
D)  considering customer focus and value as the paths to sales and profits 
E)  focusing on a product-centered make-and-sell philosophy

Question 18

Compare the selling and marketing concepts, listing the key components of each philosophy.

Accepted Answer

The selling concept reflects an inside-o

Question 19

How is marketing applied in the not-for-profit sector?

Accepted Answer

Firms in the not-for-profit sector use m

Question 20

Which of the following statements is true of the production concept?

Accepted Answer

A)  It considers customer focus and value to be the paths to sales and profits. 
B)  It follows the customer-centered sense-and-respond philosophy. 
C)  It takes an outside-in perspective. 
D)  It calls for sustainable marketing. 
E)  It leads to companies focusing too narrowly on their own operations. 
A)  It considers customer focus and value to be the paths to sales and profits. 
B)  It follows the customer-centered sense-and-respond philosophy. 
C)  It takes an outside-in perspective. 
D)  It calls for sustainable marketing. 
E)  It leads to companies focusing too narrowly on their own operations.

The production concept and the product concept are marketing management orientations that are more likely to lead to marketing myopia.

Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________.

Explain how storing customer information in a database might better prepare car-maker Kia in customer relationship management (CRM).

Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices?

How can a marketer increase its "share of customer"?

Market offerings are limited to physical products.

The selling concept holds that consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort.

________ is the act of obtaining a desired object from someone by offering something in return.

The societal marketing concept seeks to establish a balance between ________.

Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.

When backed by buying power, needs become wants.

Which of the following follows a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Which of the following is NOT an accurate description of modern marketing?

Apart from retaining good customers, most marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

Greater consumer control means that companies can no longer rely on ________.

Which of the following statements reflects the marketing concept?

Compare the selling and marketing concepts, listing the key components of each philosophy.

How is marketing applied in the not-for-profit sector?

Which of the following statements is true of the production concept?

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating and Capturing Customer Value

The production concept and the product concept are marketing management orientations that are more likely to lead to marketing myopia.

Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________.

Explain how storing customer information in a database might better prepare car-maker Kia in customer relationship management (CRM).

Briefly compare and contrast the concepts of needs, wants, and demands and provide examples to illustrate your answer. How do these three concepts relate to marketing practices?

How can a marketer increase its "share of customer"?

Market offerings are limited to physical products.

The selling concept holds that consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort.

________ is the act of obtaining a desired object from someone by offering something in return.

The societal marketing concept seeks to establish a balance between ________.

Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.

When backed by buying power, needs become wants.

Which of the following follows a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Which of the following is NOT an accurate description of modern marketing?

Apart from retaining good customers, most marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

Greater consumer control means that companies can no longer rely on ________.

Which of the following statements reflects the marketing concept?

Compare the selling and marketing concepts, listing the key components of each philosophy.

How is marketing applied in the not-for-profit sector?

Which of the following statements is true of the production concept?

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters