Question 1

The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing environment.

Accepted Answer

A) True 
 B)False

Question 2

Marketing activities

Accepted Answer

A)  are aimed at persuading customers through advertising. 
B)  involve mainly distribution and promotion decisions. 
C)  and selling activities are basically the same. 
D)  are important only when a firm is developing new products or entering new markets. 
E)  help sell an organization's products and generate financial resources for the firm. 
A)  are aimed at persuading customers through advertising. 
B)  involve mainly distribution and promotion decisions. 
C)  and selling activities are basically the same. 
D)  are important only when a firm is developing new products or entering new markets. 
E)  help sell an organization's products and generate financial resources for the firm.

Question 3

The element of the marketing mix used to increase awareness of a product or company is

Accepted Answer

A)  communication. 
B)  product. 
C)  price. 
D)  distribution. 
E)  promotion. 
A)  communication. 
B)  product. 
C)  price. 
D)  distribution. 
E)  promotion.

Question 4

Basic and extended warranties can reduce risk, a major customer cost.

Accepted Answer

A) True 
 B)False

Question 5

A New York-based brand and customer loyalty and engagement research consultancy firm called Brand Keys conducts research annually to identify the top 100 brands with the highest levels of customer loyalty. Apple, WhatsApp, Google, YouTube, and Kindle lead the pack and demonstrate that consumers are enjoying long-term engagement with these companies. The top companies' ability to generate high levels of customer loyalty demonstrates these firms are engaging in ________ marketing.

Accepted Answer

A)  relationship marketing 
B)  competitive marketing 
C)  production marketing 
D)  sales-oriented marketing 
A)  relationship marketing 
B)  competitive marketing 
C)  production marketing 
D)  sales-oriented marketing

Question 6

Which of the following companies would most likely target tech enthusiasts eager to try the latest products?

Accepted Answer

A)  Apple 
B)  REI 
C)  eBay 
D)  Harley-Davidson 
E)  Boeing 
A)  Apple 
B)  REI 
C)  eBay 
D)  Harley-Davidson 
E)  Boeing

Question 7

T-Mobile implements a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?

Accepted Answer

A)  Production 
B)  Sales 
C)  Market 
D)  Social 
E)  Development 
A)  Production 
B)  Sales 
C)  Market 
D)  Social 
E)  Development

Question 8

The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also

Accepted Answer

A)  increase market share. 
B)  increase sales. 
C)  achieve the organization's goals. 
D)  produce high-quality products. 
E)  coordinate its activities to increase production. 
A)  increase market share. 
B)  increase sales. 
C)  achieve the organization's goals. 
D)  produce high-quality products. 
E)  coordinate its activities to increase production.

Question 9

In general, when marketers focus on customers chosen for their lifetime value, they earn lower profits in future periods than when they focus on customers selected for other reasons.

Accepted Answer

A) True 
 B)False

Question 10

What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships?

Accepted Answer

The marketing environment forces affect

Question 11

Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

Accepted Answer

Marketers consider activities such as pr

Question 12

Taco Bell is introducing some of its products into supermarkets, vending machines, college campuses, and other locations to increase its product availability and convenience. One reason Taco Bell is doing so is to

Accepted Answer

A)  decrease customer benefits. 
B)  increase customer costs. 
C)  increase customer value. 
D)  increase distribution expenses. 
E)  decrease promotion expenses. 
A)  decrease customer benefits. 
B)  increase customer costs. 
C)  increase customer value. 
D)  increase distribution expenses. 
E)  decrease promotion expenses.

Question 13

The essence of marketing is

Accepted Answer

A)  to select a target market big enough to make marketing to it worthwhile. 
B)  to collect market information and use it to develop long-lasting customer relationships. 
C)  to develop satisfying exchanges from which both customers and marketers benefit. 
D)  to modify marketing mix variables so as to secure the highest market share. 
E)  to provide customers with the greatest amount of value. 
A)  to select a target market big enough to make marketing to it worthwhile. 
B)  to collect market information and use it to develop long-lasting customer relationships. 
C)  to develop satisfying exchanges from which both customers and marketers benefit. 
D)  to modify marketing mix variables so as to secure the highest market share. 
E)  to provide customers with the greatest amount of value.

Question 14

Your competition is beating you on price in your most important product market. In response, you decide to launch a new ad campaign focusing your customers on the price attribute of your marketing mix. You need a catchy slogan that conveys the attractiveness of your product's pricing.
Which of the following slogans should you use to convey this message most effectively?

Accepted Answer

A)  "Every Day You Get Our Best" 
B)  "Growing and Protecting Your Wealth" 
C)  "Expect More. Pay Less" 
D)  "There Is No Substitute" 
E)  "Always On Time . . . Or You Don't Pay A Dime" 
A)  "Every Day You Get Our Best" 
B)  "Growing and Protecting Your Wealth" 
C)  "Expect More. Pay Less" 
D)  "There Is No Substitute" 
E)  "Always On Time . . . Or You Don't Pay A Dime"

Question 15

The broadest and simplest definition of marketing states that it is the development and efficient distribution of products for consumer segments.

Accepted Answer

A) True 
 B)False

Question 16

Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.

Accepted Answer

A) True 
 B)False

Question 17

The marketing environment is best described as being

Accepted Answer

A)  composed of controllable variables. 
B)  composed of variables independent of one another. 
C)  an indirect influence on the performance of marketing activities. 
D)  dynamic and changing. 
E)  slow, with infrequent fluctuations. 
A)  composed of controllable variables. 
B)  composed of variables independent of one another. 
C)  an indirect influence on the performance of marketing activities. 
D)  dynamic and changing. 
E)  slow, with infrequent fluctuations.

Question 18

The marketing concept developed out of a sequence of three eras: the production orientation, the market orientation, and the industrial orientation.

Accepted Answer

A) True 
 B)False

Question 19

In the last several years, the Western part of the United States has faced severe drought conditions with a lack of rain in states such as New Mexico, Arizona, and California. In these communities, Walmart collects rainwater in underground tanks and saves it to water the store's landscaping. In addition, Walmart takes advantage of other opportunities to conserve water. They have installed high-efficiency urinals that reduce water use by 87% compared to the conventional 1-gallon-per-flush urinals throughout all new stores. These high-efficiency toilets use 20% less water compared to allowable EPA standards of up to 1.6 gallons per flush. Based on this information, it seems that Walmart is engaging in

Accepted Answer

A)  environmental marketing. 
B)  sustainable marketing. 
C)  eco-marketing. 
D)  green marketing. 
A)  environmental marketing. 
B)  sustainable marketing. 
C)  eco-marketing. 
D)  green marketing.

Question 20

In marketing, a product can be a good or a service but not an idea.

Accepted Answer

A) True 
 B)False

The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing environment.

Marketing activities

The element of the marketing mix used to increase awareness of a product or company is

Basic and extended warranties can reduce risk, a major customer cost.

Which of the following companies would most likely target tech enthusiasts eager to try the latest products?

T-Mobile implements a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?

The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also

In general, when marketers focus on customers chosen for their lifetime value, they earn lower profits in future periods than when they focus on customers selected for other reasons.

What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships?

Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

Taco Bell is introducing some of its products into supermarkets, vending machines, college campuses, and other locations to increase its product availability and convenience. One reason Taco Bell is doing so is to

The essence of marketing is

The broadest and simplest definition of marketing states that it is the development and efficient distribution of products for consumer segments.

Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.

The marketing environment is best described as being

The marketing concept developed out of a sequence of three eras: the production orientation, the market orientation, and the industrial orientation.

In marketing, a product can be a good or a service but not an idea.

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 1: An Overview of Strategic Marketing

The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing environment.

Marketing activities

The element of the marketing mix used to increase awareness of a product or company is

Basic and extended warranties can reduce risk, a major customer cost.

Which of the following companies would most likely target tech enthusiasts eager to try the latest products?

T-Mobile implements a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?

The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also

In general, when marketers focus on customers chosen for their lifetime value, they earn lower profits in future periods than when they focus on customers selected for other reasons.

What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange relationships?

Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

Taco Bell is introducing some of its products into supermarkets, vending machines, college campuses, and other locations to increase its product availability and convenience. One reason Taco Bell is doing so is to

The essence of marketing is

The broadest and simplest definition of marketing states that it is the development and efficient distribution of products for consumer segments.

Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.

The marketing environment is best described as being

The marketing concept developed out of a sequence of three eras: the production orientation, the market orientation, and the industrial orientation.

In marketing, a product can be a good or a service but not an idea.

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters