Question 1

All of the following are good reasons to study marketing EXCEPT:

Accepted Answer

A)  Marketing creates consumer needs. 
B)  Marketing plays an important role in society. 
C)  Marketing is important to business. 
D)  Marketing offers outstanding career opportunities. 
E)  Marketing affects your life every day. 
A)  Marketing creates consumer needs. 
B)  Marketing plays an important role in society. 
C)  Marketing is important to business. 
D)  Marketing offers outstanding career opportunities. 
E)  Marketing affects your life every day.

Question 2

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.Harley-Davidson's customer-driven approach embodies an organization-wide commitment to service and support so that customers attain benefits relative to the price they pay for the product.Which element of an organization's focus is this commitment satisfying?

Accepted Answer

A)  Empowerment 
B)  Customer value 
C)  Customer acquisition 
D)  Creativity 
E)  Primary goal making 
A)  Empowerment 
B)  Customer value 
C)  Customer acquisition 
D)  Creativity 
E)  Primary goal making

Question 3

Toyota found that consumers wanted cars to last longer and be more environmentally friendly.GM,however,enjoyed being the top U.S.car producer,and focused more on how many cars and trucks it could manufacture and not on what customers wanted from a vehicle.GM had more of a _____ orientation.

Accepted Answer

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

Question 4

Which marketing management philosophy focuses on the question,"What do customers want and need,and how can we benefit society?"

Accepted Answer

A)  Internal orientation 
B)  External orientation 
C)  Sales orientation 
D)  Societal marketing orientation 
E)  Production orientation 
A)  Internal orientation 
B)  External orientation 
C)  Sales orientation 
D)  Societal marketing orientation 
E)  Production orientation

Question 5

Mimi Couturier is a design company that specializes in formalwear for women.The company is known for challenging fashion mores.The company's fashion designers use computer-assisted design software to create what it thinks women should wear.The company regularly hires industry experts to examine its factories to find waste and inefficiencies that can be eliminated.The company has expanded the number of products it offers for sale many times.However,for the last two years Mimi Couturier has lost money,and it has had to lay off some of its work force.To avoid this occurrence in the future,Mimi Couturier should:

Accepted Answer

A)  hire more retail efficiency experts to trace down any production problems 
B)  increase its sales force to find more potential customers for the firm 
C)  have someone study its target market to see what needs and wants should be met by Mimi Couturier 
D)  cut prices so that its prices will be at least 10 percent below those of its competitors 
E)  design more sophisticated products that use the latest computer-aided techniques 
A)  hire more retail efficiency experts to trace down any production problems 
B)  increase its sales force to find more potential customers for the firm 
C)  have someone study its target market to see what needs and wants should be met by Mimi Couturier 
D)  cut prices so that its prices will be at least 10 percent below those of its competitors 
E)  design more sophisticated products that use the latest computer-aided techniques

Question 6

At The Container Store every employee is trained to serve customers.Full time salespeople receive 240 hours of training.The Container Store works to hire people who are self-motivated and have a passion for customer service.The Container Store has a(n)_____ orientation.

Accepted Answer

A)  sales 
B)  market 
C)  product 
D)  societal 
E)  production 
A)  sales 
B)  market 
C)  product 
D)  societal 
E)  production

Question 7

Explain how marketing is important to business and society.

Accepted Answer

Marketing contributes directly to the ac

Question 8

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

Accepted Answer

A)  a value line 
B)  a quality rift 
C)  planning excellence 
D)  customer satisfaction 
E)  expectation satisfaction 
A)  a value line 
B)  a quality rift 
C)  planning excellence 
D)  customer satisfaction 
E)  expectation satisfaction

Question 9

Circuses
As recently as 20 years ago circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,300 to 600 people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created.The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine.
-Refer to Circuses.To exhibit a societal marketing orientation,circuses could:

Accepted Answer

A)  rely on publicity and avoid any promotions 
B)  empower their employees to satisfy customer wants 
C)  donate a percentage of their profits to local educational institutions 
D)  use relationship marketing 
E)  emphasize customer value 
A)  rely on publicity and avoid any promotions 
B)  empower their employees to satisfy customer wants 
C)  donate a percentage of their profits to local educational institutions 
D)  use relationship marketing 
E)  emphasize customer value

Question 10

Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening.So P&G brought screening to the supermarket,parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays.Tie-ins with local hospitals assured that women with suspicious films got follow-up care.P&G adopted a _____ orientation to achieve this goal.

Accepted Answer

A)  promotional 
B)  societal marketing 
C)  customer 
D)  marketing 
E)  product 
A)  promotional 
B)  societal marketing 
C)  customer 
D)  marketing 
E)  product

Question 11

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Accepted Answer

A) True 
 B)False

Question 12

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.The company mission statement indicates that which marketing management philosophy is embraced by this company?

Accepted Answer

A)  Sales orientation 
B)  Market orientation 
C)  Production orientation 
D)  Societal marketing orientation 
E)  Promotional orientation 
A)  Sales orientation 
B)  Market orientation 
C)  Production orientation 
D)  Societal marketing orientation 
E)  Promotional orientation

Question 13

Which marketing management philosophy focuses on the question,"What can we make or do best?"

Accepted Answer

A)  Production orientation 
B)  Marketing orientation 
C)  Sales orientation 
D)  Societal marketing orientation 
E)  Internal orientation 
A)  Production orientation 
B)  Marketing orientation 
C)  Sales orientation 
D)  Societal marketing orientation 
E)  Internal orientation

Question 14

A company that sets its goals and strategies based on what its current equipment can produce,what products engineering can design,and what the company itself can do best,has a(n)_____ orientation.

Accepted Answer

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

Question 15

_____ is the collaborative efforts of people to achieve common objectives.

Accepted Answer

A)  Effort training 
B)  Teamwork 
C)  Empowerment 
D)  OJT training 
E)  Mediation 
A)  Effort training 
B)  Teamwork 
C)  Empowerment 
D)  OJT training 
E)  Mediation

Question 16

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

Accepted Answer

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

Question 17

Circuses
As recently as 20 years ago circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,300 to 600 people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created.The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine.
-Refer to Circuses.The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities,such as value pricing,a product that includes exciting performances,tent venue locations,and promotion.These activities make up the _____ for the circuses.

Accepted Answer

A)  opportunity analysis 
B)  value of marketing 
C)  marketing environment 
D)  target market 
E)  marketing mix 
A)  opportunity analysis 
B)  value of marketing 
C)  marketing environment 
D)  target market 
E)  marketing mix

Question 18

Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.

Accepted Answer

A)  sales 
B)  production 
C)  market 
D)  customer 
E)  customer-benefit 
A)  sales 
B)  production 
C)  market 
D)  customer 
E)  customer-benefit

Question 19

Best Buy has become the nation's largest specialty retailer by focusing on the customer's needs and wants.This philosophy is at the heart of a(n)_____ orientation.

Accepted Answer

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

Question 20

Companies that rely on the marketing concept and that have implemented a market orientation strategy recognize that:

Accepted Answer

A)  price is the most important variable for customers 
B)  sales depend predominantly on an aggressive sales force 
C)  what the customer thinks he or she is buying is what is important 
D)  a company has to apply scientific management techniques to survive 
E)  selling and marketing are essentially the same thing 
A)  price is the most important variable for customers 
B)  sales depend predominantly on an aggressive sales force 
C)  what the customer thinks he or she is buying is what is important 
D)  a company has to apply scientific management techniques to survive 
E)  selling and marketing are essentially the same thing

All of the following are good reasons to study marketing EXCEPT:

Toyota found that consumers wanted cars to last longer and be more environmentally friendly.GM,however,enjoyed being the top U.S.car producer,and focused more on how many cars and trucks it could manufacture and not on what customers wanted from a vehicle.GM had more of a _____ orientation.

Which marketing management philosophy focuses on the question,"What do customers want and need,and how can we benefit society?"

At The Container Store every employee is trained to serve customers.Full time salespeople receive 240 hours of training.The Container Store works to hire people who are self-motivated and have a passion for customer service.The Container Store has a(n)_____ orientation.

Explain how marketing is important to business and society.

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Which marketing management philosophy focuses on the question,"What can we make or do best?"

A company that sets its goals and strategies based on what its current equipment can produce,what products engineering can design,and what the company itself can do best,has a(n)_____ orientation.

_____ is the collaborative efforts of people to achieve common objectives.

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.

Best Buy has become the nation's largest specialty retailer by focusing on the customer's needs and wants.This philosophy is at the heart of a(n)_____ orientation.

Companies that rely on the marketing concept and that have implemented a market orientation strategy recognize that:

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

All of the following are good reasons to study marketing EXCEPT:

Toyota found that consumers wanted cars to last longer and be more environmentally friendly.GM,however,enjoyed being the top U.S.car producer,and focused more on how many cars and trucks it could manufacture and not on what customers wanted from a vehicle.GM had more of a _____ orientation.

Which marketing management philosophy focuses on the question,"What do customers want and need,and how can we benefit society?"

At The Container Store every employee is trained to serve customers.Full time salespeople receive 240 hours of training.The Container Store works to hire people who are self-motivated and have a passion for customer service.The Container Store has a(n)_____ orientation.

Explain how marketing is important to business and society.

When customer expectations regarding product quality,service quality,and value-based price are met or exceeded,_____ is created.

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Which marketing management philosophy focuses on the question,"What can we make or do best?"

A company that sets its goals and strategies based on what its current equipment can produce,what products engineering can design,and what the company itself can do best,has a(n)_____ orientation.

_____ is the collaborative efforts of people to achieve common objectives.

A firm that adopts a(n)_____ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace.

Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.

Best Buy has become the nation's largest specialty retailer by focusing on the customer's needs and wants.This philosophy is at the heart of a(n)_____ orientation.

Companies that rely on the marketing concept and that have implemented a market orientation strategy recognize that:

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