Question 1

The U.S.economy today consists of a 70-30 services-to-goods mix.

Accepted Answer

A) True 
 B)False  True

Question 2

Wants are basic human requirements,such as food and shelter.

Accepted Answer

A) True 
 B)False  False

Question 3

As a major steel manufacturer,SteelMakers Inc.focuses on having the most efficient manufacturing processes in place.The company believes that its competitive edge lies in its ability to offer the best prices.They also maintain an excellent distribution network that ensures wide availability of their products.SteelMakers has a ________.

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 B

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.

Accepted Answer

A)  disintermediation 
B)  diversification 
C)  reduced competition 
D)  deregulation 
E)  privatization 
A)  disintermediation 
B)  diversification 
C)  reduced competition 
D)  deregulation 
E)  privatization

Question 6

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

Question 7

When Frank buys his own house,he would like to have a home theater system and a jacuzzi.He plans to save enough money in the next three years so that he can fulfill his wish.Frank's desire for the home theater and the jacuzzi is an example of a(n)________.

Accepted Answer

A)  need 
B)  want 
C)  demand 
D)  unstated need 
E)  latent demand 
A)  need 
B)  want 
C)  demand 
D)  unstated need 
E)  latent demand

Question 8

Companies are recognizing that much of their market value comes from ________,particularly their brands,customer base,employees,distributor and supplier relations,and intellectual capital.

Accepted Answer

A)  variable assets 
B)  value propositions 
C)  intangible assets 
D)  market offerings 
E)  industry convergence 
A)  variable assets 
B)  value propositions 
C)  intangible assets 
D)  market offerings 
E)  industry convergence

Question 9

________ 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 10

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

Accepted Answer

A)  Niche marketing 
B)  Holistic marketing 
C)  Relationship marketing 
D)  Supply chain marketing 
E)  Demand-centered marketing 
A)  Niche marketing 
B)  Holistic marketing 
C)  Relationship marketing 
D)  Supply chain marketing 
E)  Demand-centered marketing

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Joanna owns a chain of fast-food joints.As the chain became more and more successful,she decided to contribute a share of her profits each year to support cancer research.This is an example of ________.

Accepted Answer

A)  corporate community involvement 
B)  environmental marketing 
C)  cause-related marketing 
D)  benefit marketing 
E)  responsible marketing 
A)  corporate community involvement 
B)  environmental marketing 
C)  cause-related marketing 
D)  benefit marketing 
E)  responsible marketing

Question 13

In response to threats from such companies as AOL,Amazon.com,Yahoo!,eBay,E*TRADE,and dozens of others,established manufacturers and retailers became "brick-and-click" oriented by adding online services to their existing offerings.This process is known as ________.

Accepted Answer

A)  reintermediation 
B)  disintermediation 
C)  retail transformation 
D)  e-collaboration 
E)  new-market synchronization 
A)  reintermediation 
B)  disintermediation 
C)  retail transformation 
D)  e-collaboration 
E)  new-market synchronization

Question 14

What are customer touch points?

Accepted Answer

A)  all aspects of the offering that directly affect consumer preferences 
B)  all needs and wants of customers 
C)  all direct or indirect interactions between the customer and the company 
D)  all interactions between customers and competitors 
E)  all factors that affect buying behavior 
A)  all aspects of the offering that directly affect consumer preferences 
B)  all needs and wants of customers 
C)  all direct or indirect interactions between the customer and the company 
D)  all interactions between customers and competitors 
E)  all factors that affect buying behavior

Question 15

Discuss the concept of disintermediation and provide an example.

Accepted Answer

Disintermediation grew out of the rush t

Question 16

Companies address needs by putting forth a ________,a set of benefits that they offer to customers to satisfy their needs.

Accepted Answer

A)  brand 
B)  value proposition 
C)  deal 
D)  marketing plan 
E)  demand 
A)  brand 
B)  value proposition 
C)  deal 
D)  marketing plan 
E)  demand

Question 17

Marketers at Johnny Inc.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.Johnny Inc.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 18

The "Malaysia,Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.

Accepted Answer

A)  event 
B)  property 
C)  service 
D)  place 
E)  idea 
A)  event 
B)  property 
C)  service 
D)  place 
E)  idea

Question 19

"Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following holds that consumers prefer products that are widely available and inexpensive?

Accepted Answer

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

The U.S.economy today consists of a 70-30 services-to-goods mix.

Wants are basic human requirements,such as food and shelter.

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

The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.

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

When Frank buys his own house,he would like to have a home theater system and a jacuzzi.He plans to save enough money in the next three years so that he can fulfill his wish.Frank's desire for the home theater and the jacuzzi is an example of a(n)________.

Companies are recognizing that much of their market value comes from ________,particularly their brands,customer base,employees,distributor and supplier relations,and intellectual capital.

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

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

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

Joanna owns a chain of fast-food joints.As the chain became more and more successful,she decided to contribute a share of her profits each year to support cancer research.This is an example of ________.

In response to threats from such companies as AOL,Amazon.com,Yahoo!,eBay,E*TRADE,and dozens of others,established manufacturers and retailers became "brick-and-click" oriented by adding online services to their existing offerings.This process is known as ________.

What are customer touch points?

Discuss the concept of disintermediation and provide an example.

Companies address needs by putting forth a ________,a set of benefits that they offer to customers to satisfy their needs.

Marketers at Johnny Inc.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.Johnny Inc.follows the ________ concept in doing business.

The "Malaysia,Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.

"Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.

Which of the following holds that consumers prefer products that are widely available and inexpensive?

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

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

Managing Marketing in the Global Economy

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Exam 1: Defining Marketing for the 21st Century

The U.S.economy today consists of a 70-30 services-to-goods mix.

Wants are basic human requirements,such as food and shelter.

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

The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.

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

When Frank buys his own house,he would like to have a home theater system and a jacuzzi.He plans to save enough money in the next three years so that he can fulfill his wish.Frank's desire for the home theater and the jacuzzi is an example of a(n)________.

Companies are recognizing that much of their market value comes from ________,particularly their brands,customer base,employees,distributor and supplier relations,and intellectual capital.

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

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

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

Joanna owns a chain of fast-food joints.As the chain became more and more successful,she decided to contribute a share of her profits each year to support cancer research.This is an example of ________.

In response to threats from such companies as AOL,Amazon.com,Yahoo!,eBay,E*TRADE,and dozens of others,established manufacturers and retailers became "brick-and-click" oriented by adding online services to their existing offerings.This process is known as ________.

What are customer touch points?

Discuss the concept of disintermediation and provide an example.

Companies address needs by putting forth a ________,a set of benefits that they offer to customers to satisfy their needs.

Marketers at Johnny Inc.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.Johnny Inc.follows the ________ concept in doing business.

The "Malaysia,Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.

"Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.

Which of the following holds that consumers prefer products that are widely available and inexpensive?

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning and Competing Effectively

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

Managing Marketing in the Global Economy

Filters