Question 1

Which of the following statements about marketing is true?

Accepted Answer

A)  It is of little importance when products are standardized. 
B)  It can help create jobs in the economy by increasing demand for goods and services. 
C)  It helps to build a loyal customer base but has no impact on a firm's intangible assets. 
D)  It is more important for bigger organizations than smaller ones. 
E)  It is seldom used by nonprofit organizations. 
A)  It is of little importance when products are standardized. 
B)  It can help create jobs in the economy by increasing demand for goods and services. 
C)  It helps to build a loyal customer base but has no impact on a firm's intangible assets. 
D)  It is more important for bigger organizations than smaller ones. 
E)  It is seldom used by nonprofit organizations.

Question 2

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

Accepted Answer

A) True 
 B)False

Question 3

Companies can facilitate and speed external communication among customers by creating online and offline "buzz" through brand advocates and user communities.

Accepted Answer

A) True 
 B)False

Question 4

Each of the following is true about the Internet's impact on the way business is conducted today,EXCEPT one.Identify the exception.

Accepted Answer

A)  It has facilitated high-speed communication among employees. 
B)  It has empowered consumers with easy access to information. 
C)  It can be used as a powerful sales channel. 
D)  It has facilitated mass marketing but not the sale of customized products. 
E)  It enables marketers to use social media to advertise their products. 
A)  It has facilitated high-speed communication among employees. 
B)  It has empowered consumers with easy access to information. 
C)  It can be used as a powerful sales channel. 
D)  It has facilitated mass marketing but not the sale of customized products. 
E)  It enables marketers to use social media to advertise their products.

Question 5

The ________ concept holds that consumers will favor offerings with the best quality,performance,or innovative features.

Accepted Answer

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

Question 6

Regulation of industries has created greater competition and growth opportunities because the playing field has been leveled.

Accepted Answer

A) True 
 B)False

Question 7

Financial accountability and social responsibility marketing are elements of ________.

Accepted Answer

A)  performance marketing 
B)  relationship marketing 
C)  internal marketing 
D)  social marketing 
E)  mass marketing 
A)  performance marketing 
B)  relationship marketing 
C)  internal marketing 
D)  social marketing 
E)  mass marketing

Question 8

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

Accepted Answer

A)  Durable 
B)  Impulse 
C)  Physical 
D)  Luxury 
E)  Intangible 
A)  Durable 
B)  Impulse 
C)  Physical 
D)  Luxury 
E)  Intangible

Question 9

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

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

What are the four broad components of holistic marketing?

Accepted Answer

A)  relationship, internal, position, and performance marketing 
B)  integrated, internal, position, and performance marketing 
C)  relationship, integrated, internal, and performance marketing 
D)  integrated, relationship, social responsibility, and position marketing 
E)  relationship, social responsibility, internal, and performance marketing 
A)  relationship, internal, position, and performance marketing 
B)  integrated, internal, position, and performance marketing 
C)  relationship, integrated, internal, and performance marketing 
D)  integrated, relationship, social responsibility, and position marketing 
E)  relationship, social responsibility, internal, and performance marketing

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  service channel 
B)  distribution channel 
C)  communication channel 
D)  relationship channel 
E)  standardized channel 
A)  service channel 
B)  distribution channel 
C)  communication channel 
D)  relationship channel 
E)  standardized channel

Question 14

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 15

________ reflects a customer's 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 16

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 17

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 18

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

Accepted Answer

A)  supply chain 
B)  global market 
C)  value proposition 
D)  competition 
E)  marketing environment 
A)  supply chain 
B)  global market 
C)  value proposition 
D)  competition 
E)  marketing environment

Question 19

Rick Johnson 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.Johnson 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 20

Which of the four new Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing?

Accepted Answer

A)  programs 
B)  processes 
C)  promotion 
D)  people 
E)  performance 
A)  programs 
B)  processes 
C)  promotion 
D)  people 
E)  performance

Which of the following statements about marketing is true?

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

Companies can facilitate and speed external communication among customers by creating online and offline "buzz" through brand advocates and user communities.

Each of the following is true about the Internet's impact on the way business is conducted today,EXCEPT one.Identify the exception.

The ________ concept holds that consumers will favor offerings with the best quality,performance,or innovative features.

Regulation of industries has created greater competition and growth opportunities because the playing field has been leveled.

Financial accountability and social responsibility marketing are elements of ________.

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

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

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.

What are the four broad components of holistic marketing?

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

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

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?

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

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

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?

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

Which of the four new Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing?

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

Which of the following statements about marketing is true?

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

Companies can facilitate and speed external communication among customers by creating online and offline "buzz" through brand advocates and user communities.

Each of the following is true about the Internet's impact on the way business is conducted today,EXCEPT one.Identify the exception.

The ________ concept holds that consumers will favor offerings with the best quality,performance,or innovative features.

Regulation of industries has created greater competition and growth opportunities because the playing field has been leveled.

Financial accountability and social responsibility marketing are elements of ________.

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

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

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.

What are the four broad components of holistic marketing?

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

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

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?

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

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

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?

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

Which of the four new Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing?

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