Question 1

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Accepted Answer

A) True 
 B)False

Question 2

Outstanding service after the sale was a primary focus of businesses during the selling era.

Accepted Answer

A) True 
 B)False

Question 3

The two major types of markets in business are the consumer market and the government market.

Accepted Answer

A) True 
 B)False

Question 4

Explain how mass marketing and relationship marketing differ.

Accepted Answer

Mass marketing means developing products

Question 5

Firms adopting a relationship marketing strategy view technology and social media as a(n)

Accepted Answer

A)  promising technique to expand to a mass market. 
B)  threat to the effective and efficient implementation of their strategy. 
C)  tool with limited value because many people are reluctant to place orders or send information electronically. 
D)  increased opportunity to personalize marketing campaigns to meet customer needs. 
A)  promising technique to expand to a mass market. 
B)  threat to the effective and efficient implementation of their strategy. 
C)  tool with limited value because many people are reluctant to place orders or send information electronically. 
D)  increased opportunity to personalize marketing campaigns to meet customer needs.

Question 6

The Southside Sweetery has a loyal following. When it recently moved from its longtime storefront to a famous resort area, it took a big risk. However, the owners were confident that its unique candies, cookies, and pastries would win customer raves. Fortunately, one of the members of the family business was convinced the sweet shop needed to stay in touch with its customers. Southside collects names and email addresses of its customers and maintains a presence on a few social media sites in order to send messages about promotions and coupons to valued customers. Marketing professionals refer to this strategy as

Accepted Answer

A)  niche marketing. 
B)  production management. 
C)  customer relationship management. 
D)  sales management. 
A)  niche marketing. 
B)  production management. 
C)  customer relationship management. 
D)  sales management.

Question 7

The ________ market consists of individuals and organizations that want goods and services in order to produce goods and services or to sell, rent, or supply those goods to others.

Accepted Answer

A)  consumer 
B)  B2B 
C)  target 
D)  super 
A)  consumer 
B)  B2B 
C)  target 
D)  super

Question 8

Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?

Accepted Answer

A)  brand name 
B)  product designation 
C)  prototype name 
D)  generic name 
A)  brand name 
B)  product designation 
C)  prototype name 
D)  generic name

Question 9

During the early 1900s, businesses emphasized as much as possible about their customers and doing everything to satisfy them.

Accepted Answer

A) True 
 B)False

Question 10

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

Accepted Answer

A)  niche 
B)  mass 
C)  target 
D)  relationship 
A)  niche 
B)  mass 
C)  target 
D)  relationship

Question 11

Jessica, a sophomore in college, is contemplating majoring in marketing. She has asked several friends for advice and their comments are listed below. Which of these comments is the most accurate and likely to help Jessica?

Accepted Answer

A)  Marketing offers business students a wide array of career options. 
B)  Majoring in marketing rules out a meaningful career with a nonprofit organization. 
C)  You should major in marketing only if you want to work in advertising or personal selling. 
D)  Marketing is a career that offers stability, good pay, and ample employment opportunities. Marketing activities today are essentially the same as they were several decades ago. 
A)  Marketing offers business students a wide array of career options. 
B)  Majoring in marketing rules out a meaningful career with a nonprofit organization. 
C)  You should major in marketing only if you want to work in advertising or personal selling. 
D)  Marketing is a career that offers stability, good pay, and ample employment opportunities. Marketing activities today are essentially the same as they were several decades ago.

Question 12

Romeo accepted a sales position at SharpSmart Computers. Before joining SharpSmart, Romeo worked in the electronics department of a retail store and sold personal computers and tablets to consumers. In his new job, Romeo will sell personal computers and tablets to businesses. Despite the fact that the products sold to these two customer groups are quite similar, Romeo is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

Accepted Answer

A) True 
 B)False

Question 13

Firms adopting a relationship marketing strategy often establish an online presence to communicate with customers.

Accepted Answer

A) True 
 B)False

Question 14

Firms that have adopted ________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time.

Accepted Answer

A)  nonprofit marketing 
B)  customer relationship management 
C)  management by objectives 
D)  the marketing mix 
A)  nonprofit marketing 
B)  customer relationship management 
C)  management by objectives 
D)  the marketing mix

Question 15

While most students find marketing an interesting and meaningful subject, one drawback of majoring in marketing is that it prepares students for only a narrow range of career options.

Accepted Answer

A) True 
 B)False

Question 16

The last step in the marketing process often includes building a continuing relationship with customers.

Accepted Answer

A) True 
 B)False

Question 17

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Accepted Answer

A) True 
 B)False

Question 18

Comparing the business practices of the 1950s to those of today indicates that today's marketing managers

Accepted Answer

A)  have a more ambitious goal of not just satisfying customers, but of exceeding their expectations. 
B)  are much more focused on production and mass marketing. 
C)  put less emphasis on earning a profit, since doing so makes it harder to satisfy the needs of the firm's stakeholders. 
D)  operate essentially the same as their predecessors. 
A)  have a more ambitious goal of not just satisfying customers, but of exceeding their expectations. 
B)  are much more focused on production and mass marketing. 
C)  put less emphasis on earning a profit, since doing so makes it harder to satisfy the needs of the firm's stakeholders. 
D)  operate essentially the same as their predecessors.

Question 19

A ________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

Accepted Answer

A)  market 
B)  profit 
C)  customer 
D)  production 
A)  market 
B)  profit 
C)  customer 
D)  production

Question 20

The ________ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation.

Accepted Answer

A)  mercantile philosophy 
B)  hierarchy of needs 
C)  relationship approach to marketing 
D)  marketing concept 
A)  mercantile philosophy 
B)  hierarchy of needs 
C)  relationship approach to marketing 
D)  marketing concept

Exam 13: Marketing: Helping Buyers Buy

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Outstanding service after the sale was a primary focus of businesses during the selling era.

The two major types of markets in business are the consumer market and the government market.

Explain how mass marketing and relationship marketing differ.

Firms adopting a relationship marketing strategy view technology and social media as a(n)

The ________ market consists of individuals and organizations that want goods and services in order to produce goods and services or to sell, rent, or supply those goods to others.

Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?

During the early 1900s, businesses emphasized as much as possible about their customers and doing everything to satisfy them.

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

Jessica, a sophomore in college, is contemplating majoring in marketing. She has asked several friends for advice and their comments are listed below. Which of these comments is the most accurate and likely to help Jessica?

Firms adopting a relationship marketing strategy often establish an online presence to communicate with customers.

Firms that have adopted ________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time.

While most students find marketing an interesting and meaningful subject, one drawback of majoring in marketing is that it prepares students for only a narrow range of career options.

The last step in the marketing process often includes building a continuing relationship with customers.

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Comparing the business practices of the 1950s to those of today indicates that today's marketing managers

A ________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

The ________ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation.

Taking Risks and Making Profits Within the Dynamic Business Environment

Understanding Economics and How It Affects Business

Doing Business in Global Markets

Demanding Ethical and Socially Responsible Behavior

How to Form a Business

Entrepreneurship and Starting a Small Business

Management and Leadership

Structuring Organizations for Todays Challenges

Production and Operations Management

Motivating Employees

Human Resource Management: Finding and Keeping the Best Employees

Dealing With Employeemanagement Issues

Developing and Pricing Goods and Services

Distributing Products

Using Effective Promotions

Understanding Accounting and Financial Information

Financial Management

Using Securities Markets for Financing and Investing Opportunities

Money, Financial Institutions, and the Federal Reserve

Appendix: Working Within the Legal Environment

Appendix: Using Technology to Manage Information

Appendix: Managing Risk

Appendix: Managing Personal Finances

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