Question 1

Which marketing management philosophy focuses on the question,"What do customers want and need?"

Accepted Answer

A)  Sales orientation 
B)  Production orientation 
C)  Product orientation 
D)  Market orientation 
E)  Internal orientation 
A)  Sales orientation 
B)  Production orientation 
C)  Product orientation 
D)  Market orientation 
E)  Internal orientation

Question 2

The concept of exchange is important to marketing because:

Accepted Answer

A)  if all the conditions for an exchange are in place,then the exchange will be completed 
B)  exchange provides money to marketers 
C)  marketing activities help to create exchange 
D)  marketing activities are a requirement for exchange to take place 
E)  money is the only medium of exchange for business marketers 
A)  if all the conditions for an exchange are in place,then the exchange will be completed 
B)  exchange provides money to marketers 
C)  marketing activities help to create exchange 
D)  marketing activities are a requirement for exchange to take place 
E)  money is the only medium of exchange for business marketers

Question 3

Marketing is important to business,so marketing should be part of the job of everyone in the organization,not just those in marketing.

Accepted Answer

A) True 
 B)False

Question 4

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,which is 100 percent recyclable.This is an example of a _____ orientation.

Accepted Answer

A)  societal marketing 
B)  sales 
C)  reciprocal exchange 
D)  production 
E)  product 
A)  societal marketing 
B)  sales 
C)  reciprocal exchange 
D)  production 
E)  product

Question 5

The way to achieve customer satisfaction and value is to offer the lowest price.

Accepted Answer

A) True 
 B)False

Question 6

Harley-Davidson
According to Harley-Davidson management,the company does not sell motorcycles or riding gear.Instead,according to H-D's mission statement,the company is in the business of "fulfilling dreams." Over the years,H-D has developed a business culture that it describes as "Harleyness." Prospective employees are screened to determine if they have the cultural fit.The company encourages employees to own and use the same types of motorcycles used by customers.Harley people ride their bikes to work and spend vacations touring and attending rallies with fellow Harley riders.Maintaining a strong relationship with customers is engrained in H-D culture.When a person buys a Harley-Davidson motorcycle,he or she receives a free 1-year membership to the Harley Owners Group (HOG),which was developed in 1983 as a program to keep people active with their Harley.Simultaneously,it keeps the company close to its customer.Through HOG,the company supports rallies,club meetings,and weekend parties featuring free food and drink.H-D executives routinely attend bike rallies across the country to stay in touch with Harley-Davidson customers and enthusiasts.H-D employees want to hear first-hand from fellow riders about great riding experiences-or problems-they might have had.And they're able to tell those riders,"I know what you mean." Because those employees are riders too.
-Refer to Harley-Davidson.Customer-oriented personnel who ride the products they make and sell,sponsorship of motorcycle clubs and parties,and employee attendance at bike rallies all work together at Harley-Davidson to implement which type of strategy?

Accepted Answer

A)  Relationship marketing 
B)  Social marketing 
C)  Internal marketing 
D)  External marketing 
E)  Empowered marketing 
A)  Relationship marketing 
B)  Social marketing 
C)  Internal marketing 
D)  External marketing 
E)  Empowered marketing

Question 7

Marketing is defined as producing,promoting,and selling products.

Accepted Answer

A) True 
 B)False

Question 8

Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

Accepted Answer

A)  Sales Orientation 
B)  Production Orientation 
C)  Product Orientation 
D)  Market Orientation 
E)  Exchange Orientation 
A)  Sales Orientation 
B)  Production Orientation 
C)  Product Orientation 
D)  Market Orientation 
E)  Exchange Orientation

Question 9

Bob collects baseball cards and decides to sell a few of them on eBay.Some of the cards he wants to sell are rare and very valuable.What condition is necessary for an exchange to occur between Barry and a buyer?

Accepted Answer

A)  His card should have a certificate of authenticity. 
B)  The opening bid must be lower than other cards being sold on the site. 
C)  Buyers must provide payment before the item is shipped. 
D)  Delivery must take place within 2 days of the purchase. 
E)  Potential buyers must be able to see the card and understand its qualities. 
A)  His card should have a certificate of authenticity. 
B)  The opening bid must be lower than other cards being sold on the site. 
C)  Buyers must provide payment before the item is shipped. 
D)  Delivery must take place within 2 days of the purchase. 
E)  Potential buyers must be able to see the card and understand its qualities.

Question 10

What is the marketing concept? According to the marketing concept,what determines if a sale will actually occur?

Accepted Answer

The marketing concept is a simple and in

Question 11

Because Charlene works the late shift,she really loves TiVo because it allows her to watch her favorite TV shows on her own schedule.TiVo provides what element of value to Charlene?

Accepted Answer

A)  Offering products that perform 
B)  Earning her trust 
C)  Avoiding unrealistic pricing 
D)  Giving her facts 
E)  Co-creation 
A)  Offering products that perform 
B)  Earning her trust 
C)  Avoiding unrealistic pricing 
D)  Giving her facts 
E)  Co-creation

Question 12

As part of instituting an empowerment program,a marketing director should:

Accepted Answer

A)  hire college graduates who have the latest training in marketing management techniques 
B)  create a customer-service department and place a key staff person in charge of the department 
C)  train the company's staff to judge the quality of the products the firm produces 
D)  allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors 
E)  conduct a survey of the company's marketing staff to learn about employee morale 
A)  hire college graduates who have the latest training in marketing management techniques 
B)  create a customer-service department and place a key staff person in charge of the department 
C)  train the company's staff to judge the quality of the products the firm produces 
D)  allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors 
E)  conduct a survey of the company's marketing staff to learn about employee morale

Question 13

Sales-oriented firms usually rely more heavily on promotion alone than do market-oriented firms.

Accepted Answer

A) True 
 B)False

Question 14

At the Sears web site,customers can chat on-line with customer service representatives while shopping.This live help allows customers to have questions answered before placing an order.This focus on meeting customer needs illustrates that Sears has a(n)_____ orientation.

Accepted Answer

A)  societal marketing 
B)  market 
C)  sales 
D)  production 
E)  one-to-one 
A)  societal marketing 
B)  market 
C)  sales 
D)  production 
E)  one-to-one

Question 15

Fujifilm Computer Products has improved the efficiency and productivity of its plant,which manufactures printing technology.For the new fiscal year,the company projects a production increase of 25 percent.It has instructed its sales force to aggressively distribute and promote its printers.The CEO is sure the market will absorb more product if the sales force is determined and assertive.Fujifilm appears to have a _____ orientation.

Accepted Answer

A)  market 
B)  production 
C)  sales 
D)  customer 
E)  marketplace 
A)  market 
B)  production 
C)  sales 
D)  customer 
E)  marketplace

Question 16

After hearing his company criticized for its failure to respond to consumer needs,the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy.Which of the following actions would be the best approach to achieving this goal?

Accepted Answer

A)  Reorganizing the company and making marketing its most important department 
B)  Hiring new salespeople to find new customers 
C)  Expanding the advertising budget to make potential customers more aware of its product offerings 
D)  Creating cross-functional teams and instructing them to focus on creating greater customer value 
E)  Hiring a new product development manager 
A)  Reorganizing the company and making marketing its most important department 
B)  Hiring new salespeople to find new customers 
C)  Expanding the advertising budget to make potential customers more aware of its product offerings 
D)  Creating cross-functional teams and instructing them to focus on creating greater customer value 
E)  Hiring a new product development manager

Question 17

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

Accepted Answer

A)  market 
B)  sales 
C)  customer 
D)  production 
E)  exchange 
A)  market 
B)  sales 
C)  customer 
D)  production 
E)  exchange

Question 18

A sales-oriented organization seeks to achieve profitability through:

Accepted Answer

A)  the development of long-term relationships with customers 
B)  sales volume 
C)  providing customer satisfaction 
D)  creating customer value 
E)  All of these 
A)  the development of long-term relationships with customers 
B)  sales volume 
C)  providing customer satisfaction 
D)  creating customer value 
E)  All of these

Question 19

All of the following are marketing management philosophies EXCEPT:

Accepted Answer

A)  sales orientation 
B)  societal marketing orientation 
C)  market orientation 
D)  profitability orientation 
E)  production orientation 
A)  sales orientation 
B)  societal marketing orientation 
C)  market orientation 
D)  profitability orientation 
E)  production orientation

Question 20

Which of the following occurs when people give up something in order to receive something that they would rather have?

Accepted Answer

A)  Exchange 
B)  Synergy 
C)  Transformation 
D)  Leveraging 
E)  Reciprocity 
A)  Exchange 
B)  Synergy 
C)  Transformation 
D)  Leveraging 
E)  Reciprocity

Which marketing management philosophy focuses on the question,"What do customers want and need?"

The concept of exchange is important to marketing because:

Marketing is important to business,so marketing should be part of the job of everyone in the organization,not just those in marketing.

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,which is 100 percent recyclable.This is an example of a _____ orientation.

The way to achieve customer satisfaction and value is to offer the lowest price.

Marketing is defined as producing,promoting,and selling products.

Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

Bob collects baseball cards and decides to sell a few of them on eBay.Some of the cards he wants to sell are rare and very valuable.What condition is necessary for an exchange to occur between Barry and a buyer?

What is the marketing concept? According to the marketing concept,what determines if a sale will actually occur?

Because Charlene works the late shift,she really loves TiVo because it allows her to watch her favorite TV shows on her own schedule.TiVo provides what element of value to Charlene?

As part of instituting an empowerment program,a marketing director should:

Sales-oriented firms usually rely more heavily on promotion alone than do market-oriented firms.

At the Sears web site,customers can chat on-line with customer service representatives while shopping.This live help allows customers to have questions answered before placing an order.This focus on meeting customer needs illustrates that Sears has a(n)_____ orientation.

After hearing his company criticized for its failure to respond to consumer needs,the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy.Which of the following actions would be the best approach to achieving this goal?

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

A sales-oriented organization seeks to achieve profitability through:

All of the following are marketing management philosophies EXCEPT:

Which of the following occurs when people give up something in order to receive something that they would rather have?

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 1: An Overview of Marketing

Which marketing management philosophy focuses on the question,"What do customers want and need?"

The concept of exchange is important to marketing because:

Marketing is important to business,so marketing should be part of the job of everyone in the organization,not just those in marketing.

Curtis Packaging developed an environmentally friendly alternative to foil called Curt Chrome,which is 100 percent recyclable.This is an example of a _____ orientation.

The way to achieve customer satisfaction and value is to offer the lowest price.

Marketing is defined as producing,promoting,and selling products.

Which marketing management philosophy assumes that a sale does not depend on an aggressive sales force but rather on a customer's decision to purchase a product?

Bob collects baseball cards and decides to sell a few of them on eBay.Some of the cards he wants to sell are rare and very valuable.What condition is necessary for an exchange to occur between Barry and a buyer?

What is the marketing concept? According to the marketing concept,what determines if a sale will actually occur?

Because Charlene works the late shift,she really loves TiVo because it allows her to watch her favorite TV shows on her own schedule.TiVo provides what element of value to Charlene?

As part of instituting an empowerment program,a marketing director should:

Sales-oriented firms usually rely more heavily on promotion alone than do market-oriented firms.

At the Sears web site,customers can chat on-line with customer service representatives while shopping.This live help allows customers to have questions answered before placing an order.This focus on meeting customer needs illustrates that Sears has a(n)_____ orientation.

After hearing his company criticized for its failure to respond to consumer needs,the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy.Which of the following actions would be the best approach to achieving this goal?

The _____ orientation assumes people will buy more if aggressive selling techniques are used.

A sales-oriented organization seeks to achieve profitability through:

All of the following are marketing management philosophies EXCEPT:

Which of the following occurs when people give up something in order to receive something that they would rather have?

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters