Question 1

The three basic forms that a product can take are

Accepted Answer

A)  markets, products, and images. 
B)  goods, ideas, and intangibles. 
C)  brands, services, and tangibles. 
D)  services, ideas, and goods. 
E)  ideas, services, and things. 
A)  markets, products, and images. 
B)  goods, ideas, and intangibles. 
C)  brands, services, and tangibles. 
D)  services, ideas, and goods. 
E)  ideas, services, and things.

Question 2

Scenario 1.1 Use the following to answer the questions.
Greensprings Cemetery in upstate New York offers a full service funeral and burial that is nontoxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-developed website. The owners of Greensprings were previously in the cemetery business and are active conservationists. They wanted to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great Britain, they wanted to provide an alternative for other environmentally-conscious Americans like themselves.
Refer to Scenario 1.1. Greensprings' competitors, the traditional cemeteries, focus on advertising and personal selling of their services. This indicates a(n) ____ orientation.

Accepted Answer

A)  sales 
B)  marketing 
C)  production 
D)  environmental 
E)  marketing concept 
A)  sales 
B)  marketing 
C)  production 
D)  environmental 
E)  marketing concept

Question 3

Which of the following is true about the marketing environment?

Accepted Answer

A)  Competitive marketing environment forces are the hardest to understand. 
B)  Changing marketing environment forces are always advantageous for marketers. 
C)  The effects of marketing environment forces can be difficult to predict. 
D)  Marketing environment forces usually do not impact one another. 
E)  Good marketers are able to anticipate all marketing environment forces before they arise. 
A)  Competitive marketing environment forces are the hardest to understand. 
B)  Changing marketing environment forces are always advantageous for marketers. 
C)  The effects of marketing environment forces can be difficult to predict. 
D)  Marketing environment forces usually do not impact one another. 
E)  Good marketers are able to anticipate all marketing environment forces before they arise.

Question 4

During the Industrial Revolution demand for manufactured goods was

Accepted Answer

A)  weak. 
B)  nonexistent. 
C)  declining. 
D)  strong. 
E)  mediocre. 
A)  weak. 
B)  nonexistent. 
C)  declining. 
D)  strong. 
E)  mediocre.

Question 5

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its

Accepted Answer

A)  goods. 
B)  services. 
C)  experiences. 
D)  production. 
E)  ideas. 
A)  goods. 
B)  services. 
C)  experiences. 
D)  production. 
E)  ideas.

Question 6

Relationship marketing focuses on satisfying customers to generate the most profit.

Accepted Answer

A) True 
 B)False

Question 7

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about

Accepted Answer

A)  which market he should target. 
B)  the best way to distribute his products. 
C)  how to effectively promote his business. 
D)  the product he provides to his customers. 
E)  which supplier he should use. 
A)  which market he should target. 
B)  the best way to distribute his products. 
C)  how to effectively promote his business. 
D)  the product he provides to his customers. 
E)  which supplier he should use.

Question 8

Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable marketing practices.

Accepted Answer

A) True 
 B)False

Question 9

Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.

Accepted Answer

A)  selling concept 
B)  production concept 
C)  marketing concept 
D)  customer concept 
E)  retailing concept 
A)  selling concept 
B)  production concept 
C)  marketing concept 
D)  customer concept 
E)  retailing concept

Question 10

The primary value that a marketer expects to receive from a customer in an exchange relationship is

Accepted Answer

A)  the price charged for the product. 
B)  customer satisfaction. 
C)  references to other potential customers. 
D)  quality merchandise that meets expectations. 
E)  few returns of the merchandise purchased. 
A)  the price charged for the product. 
B)  customer satisfaction. 
C)  references to other potential customers. 
D)  quality merchandise that meets expectations. 
E)  few returns of the merchandise purchased.

Question 11

Scenario 1.1 Use the following to answer the questions.
Greensprings Cemetery in upstate New York offers a full service funeral and burial that is nontoxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-developed website. The owners of Greensprings were previously in the cemetery business and are active conservationists. They wanted to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great Britain, they wanted to provide an alternative for other environmentally-conscious Americans like themselves.
Refer to Scenario 1.1. A new website has helped Greensprings' pre-planned funeral business grow. This would come under which of the following marketing mix variables?

Accepted Answer

A)  Product 
B)  Price 
C)  Distribution 
D)  Promotion 
E)  Promotion and price 
A)  Product 
B)  Price 
C)  Distribution 
D)  Promotion 
E)  Promotion and price

Question 12

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

Accepted Answer

A) True 
 B)False

Question 13

A market orientation is an organization-wide effort that includes all of the following activities except

Accepted Answer

A)  researching customers' needs. 
B)  focusing on the marketing department only. 
C)  generating marketing intelligence for use in the organization. 
D)  being responsive to customers' ever-changing wants and needs. 
E)  disseminating marketing intelligence across departments within the organization. 
A)  researching customers' needs. 
B)  focusing on the marketing department only. 
C)  generating marketing intelligence for use in the organization. 
D)  being responsive to customers' ever-changing wants and needs. 
E)  disseminating marketing intelligence across departments within the organization.

Question 14

The marketing concept directly affects marketing activities but should have negligible impact on other organizational activities.

Accepted Answer

A) True 
 B)False

Question 15

For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?

Accepted Answer

A)  One-half 
B)  One-fifth 
C)  One-fourth 
D)  One-third 
E)  One-sixth 
A)  One-half 
B)  One-fifth 
C)  One-fourth 
D)  One-third 
E)  One-sixth

Question 16

Customers are the focal point of all marketing activities.

Accepted Answer

A) True 
 B)False

Question 17

Health Care Systems, Inc. rolls out an innovative nurse-on-call information system available online. The product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect of implementing the marketing concept? Technological advancement

Accepted Answer

A)  An information system to determine customer needs 
B)  The organizational structure 
C)  Top-management commitment 
D)  Technological advancement 
E)  Scanning corporate capabilities 
A)  An information system to determine customer needs 
B)  The organizational structure 
C)  Top-management commitment 
D)  Technological advancement 
E)  Scanning corporate capabilities

Question 18

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is

Accepted Answer

A)  risk. 
B)  time. 
C)  monetary price. 
D)  effort. 
E)  availability. 
A)  risk. 
B)  time. 
C)  monetary price. 
D)  effort. 
E)  availability.

Question 19

Organizations should define themselves not according to the products they produce but according to

Accepted Answer

A)  how profitable they are. 
B)  the price of their stock. 
C)  the abundance of their product selection. 
D)  how they treat employees. 
E)  how they satisfy customers. 
A)  how profitable they are. 
B)  the price of their stock. 
C)  the abundance of their product selection. 
D)  how they treat employees. 
E)  how they satisfy customers.

Question 20

You will give the keynote address at the annual meeting of the American Manufacturing Association. You realize most of the attendees think marketing is just advertising. So, you decide to start your keynote address by defining what marketing is in order to set the proper context for your speech.
You define marketing as:

Accepted Answer

A)  the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers. 
B)  the process of persuading or seeking to persuade a customer or organization to take a preferred course of action. 
C)  the process of speaking or writing in support or defense of a firm's products or services. 
D)  the process or practice of calling public attention to a firm's goods and services through communications in print media, social media, or other forms of information distribution. 
E)  the process of proving that a product or service offered by an organization meets or exceeds customers' expectations. 
A)  the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers. 
B)  the process of persuading or seeking to persuade a customer or organization to take a preferred course of action. 
C)  the process of speaking or writing in support or defense of a firm's products or services. 
D)  the process or practice of calling public attention to a firm's goods and services through communications in print media, social media, or other forms of information distribution. 
E)  the process of proving that a product or service offered by an organization meets or exceeds customers' expectations.

The three basic forms that a product can take are

Which of the following is true about the marketing environment?

During the Industrial Revolution demand for manufactured goods was

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its

Relationship marketing focuses on satisfying customers to generate the most profit.

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about

Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable marketing practices.

Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.

The primary value that a marketer expects to receive from a customer in an exchange relationship is

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

A market orientation is an organization-wide effort that includes all of the following activities except

The marketing concept directly affects marketing activities but should have negligible impact on other organizational activities.

For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?

Customers are the focal point of all marketing activities.

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is

Organizations should define themselves not according to the products they produce but according to

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 three basic forms that a product can take are

Which of the following is true about the marketing environment?

During the Industrial Revolution demand for manufactured goods was

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its

Relationship marketing focuses on satisfying customers to generate the most profit.

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about

Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable marketing practices.

Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.

The primary value that a marketer expects to receive from a customer in an exchange relationship is

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

A market orientation is an organization-wide effort that includes all of the following activities except

The marketing concept directly affects marketing activities but should have negligible impact on other organizational activities.

For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?

Customers are the focal point of all marketing activities.

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is

Organizations should define themselves not according to the products they produce but according to

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