Question 1

Unwholesome demand occurs when consumers dislike the product and may even pay a price to avoid it.

Accepted Answer

A) True 
 B)False

Question 2

If marketers are characterized as "gardening" rather than "hunting," the ________ is most likely to be the concept the marketers are following.

Accepted Answer

A)  marketing concept 
B)  selling concept 
C)  product concept 
D)  social responsibility concept 
E)  production concept 
A)  marketing concept 
B)  selling concept 
C)  product concept 
D)  social responsibility concept 
E)  production concept

Question 3

Identify and define the traditional four Ps. Also identify the new four Ps and the reason for developing the new interpretation.

Accepted Answer

The traditional four Ps are:Product (pro

Question 4

The marketing concept stresses a customer-centred approach to marketing.

Accepted Answer

A) True 
 B)False

Question 5

Services have increased to about 72 percent today.

Accepted Answer

A) True 
 B)False

Question 6

The marketing mix component called promotion includes such items as product variety, design, packaging, services, and warranties.

Accepted Answer

A) True 
 B)False

Question 7

Holistic marketing incorporates ________, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management.

Accepted Answer

A)  strategic planning 
B)  share of customer 
C)  profit objectives 
D)  internal marketing 
E)  the marketing mix 
A)  strategic planning 
B)  share of customer 
C)  profit objectives 
D)  internal marketing 
E)  the marketing mix

Question 8

Which of the following corporate social initiatives supports behaviour-change campaigns?

Accepted Answer

A)  cause marketing 
B)  corporate philanthropy 
C)  cause-related marketing 
D)  corporate community involvement 
E)  corporate social marketing 
A)  cause marketing 
B)  corporate philanthropy 
C)  cause-related marketing 
D)  corporate community involvement 
E)  corporate social marketing

Question 9

Charles Revson of Revlon observed: "In the factory, we make cosmetics; in the store, ________."

Accepted Answer

A)  we implement ads 
B)  we sell quality 
C)  we sell hope 
D)  we challenge competitors 
E)  we make profits 
A)  we implement ads 
B)  we sell quality 
C)  we sell hope 
D)  we challenge competitors 
E)  we make profits

Question 10

When consumers share a strong need that cannot be satisfied by an existing product they are engaged in latent demand.

Accepted Answer

A) True 
 B)False

Question 11

We can distinguish among five types of customer needs. List and provide an example of each of those customer needs.

Accepted Answer

The five types of customer needs are (no

Question 12

________ goods constitute the bulk of most countries' production and marketing efforts.

Accepted Answer

A)  Durable 
B)  Event 
C)  Physical 
D)  Service 
E)  Impulse 
A)  Durable 
B)  Event 
C)  Physical 
D)  Service 
E)  Impulse

Question 13

Marketing is not a department so much as a

Accepted Answer

A)  company orientation. 
B)  philosophy. 
C)  branch of management. 
D)  branch of economics. 
E)  function. 
A)  company orientation. 
B)  philosophy. 
C)  branch of management. 
D)  branch of economics. 
E)  function.

Question 14

The selling concept is practised most aggressively with

Accepted Answer

A)  business products. 
B)  packaged goods. 
C)  branded products and services. 
D)  unsought goods. 
E)  trendy items. 
A)  business products. 
B)  packaged goods. 
C)  branded products and services. 
D)  unsought goods. 
E)  trendy items.

Question 15

The selling concept holds that consumers will favour those products that offer the most quality, performance, or innovative features.

Accepted Answer

A) True 
 B)False

Question 16

Relationship marketing also emphasizes customer retention because attracting new customers may cost ______ times as much as retaining an existing one.

Accepted Answer

A)  five 
B)  seven 
C)  ten 
D)  three 
E)  twenty 
A)  five 
B)  seven 
C)  ten 
D)  three 
E)  twenty

Question 17

"Friends Don't Let Friends Drive Drunk," is an example of marketing an experience to an interested audience.

Accepted Answer

A) True 
 B)False

Question 18

________ takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

Accepted Answer

A)  Targeting 
B)  Marketing management 
C)  Forecasting 
D)  Segmentation 
E)  Distribution 
A)  Targeting 
B)  Marketing management 
C)  Forecasting 
D)  Segmentation 
E)  Distribution

Question 19

Discuss the demand states for bifocal contact lenses.

Accepted Answer

Student answers may vary but a possible

Question 20

The ________ promises to lead to more accurate levels of production, more targeted communications, and more relevant pricing.

Accepted Answer

A)  age of deregulation 
B)  age of globalization 
C)  industrial age 
D)  production age 
E)  information age 
A)  age of deregulation 
B)  age of globalization 
C)  industrial age 
D)  production age 
E)  information age

Exam 1: Defining Marketing for the 21st Century

Unwholesome demand occurs when consumers dislike the product and may even pay a price to avoid it.

If marketers are characterized as "gardening" rather than "hunting," the ________ is most likely to be the concept the marketers are following.

Identify and define the traditional four Ps. Also identify the new four Ps and the reason for developing the new interpretation.

The marketing concept stresses a customer-centred approach to marketing.

Services have increased to about 72 percent today.

The marketing mix component called promotion includes such items as product variety, design, packaging, services, and warranties.

Holistic marketing incorporates ________, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management.

Which of the following corporate social initiatives supports behaviour-change campaigns?

Charles Revson of Revlon observed: "In the factory, we make cosmetics; in the store, ________."

When consumers share a strong need that cannot be satisfied by an existing product they are engaged in latent demand.

We can distinguish among five types of customer needs. List and provide an example of each of those customer needs.

________ goods constitute the bulk of most countries' production and marketing efforts.

Marketing is not a department so much as a

The selling concept is practised most aggressively with

The selling concept holds that consumers will favour those products that offer the most quality, performance, or innovative features.

Relationship marketing also emphasizes customer retention because attracting new customers may cost ______ times as much as retaining an existing one.

"Friends Don't Let Friends Drive Drunk," is an example of marketing an experience to an interested audience.

________ takes place when at least one party to a potential exchange thinks about the means of achieving desired responses from other parties.

Discuss the demand states for bifocal contact lenses.

The ________ promises to lead to more accurate levels of production, more targeted communications, and more relevant pricing.

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Position

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters