Question 1

The product variable of the marketing mix can include all of the following except

Accepted Answer

A) creation of brand names. 
B) consumer perception of the product price. 
C) development of product packaging. 
D) warranty issues. 
E) repair services. 
A) creation of brand names. 
B) consumer perception of the product price. 
C) development of product packaging. 
D) warranty issues. 
E) repair services.

Question 2

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 3

Price is seldom used as a competitive tool.

Accepted Answer

A) True 
 B)False

Question 4

Relationship marketing is short-term,mutually beneficial arrangements in which the buyer and seller focus on the creation of satisfying exchanges.

Accepted Answer

A) True 
 B)False

Question 5

Explain why a knowledge of marketing is beneficial for all students.

Accepted Answer

The answer of Explain why a knowledge of marketing is...

Question 6

Taco Bell is introducing some of its products into supermarkets,vending machines,college campuses,and other locations to increase its product availability and convenience.One reason Taco Bell is doing so is to

Accepted Answer

A) decrease customer benefits. 
B) increase customer costs. 
C) increase customer value. 
D) increase distribution expenses. 
E) decrease promotion expenses. 
A) decrease customer benefits. 
B) increase customer costs. 
C) increase customer value. 
D) increase distribution expenses. 
E) decrease promotion expenses.

Question 7

What does it mean for a company to be marketing-oriented? What are the most important factors involved in being marketing-oriented?

Accepted Answer

The answer of What does it mean for a company...

Question 8

The market concept developed out of a sequence of three eras: the production orientation,the marketing orientation,and the industrial orientation.

Accepted Answer

A) True 
 B)False

Question 9

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box.Her superior warns that this might be a bad idea because MegaGrain's long-term survival,like most companies,depends on

Accepted Answer

A) cost-cutting measures. 
B) continually selling to new customers and markets. 
C) creating and maintaining satisfying exchange relationships. 
D) high-volume,low-margin sales. 
E) increasing shelf space for their brands. 
A) cost-cutting measures. 
B) continually selling to new customers and markets. 
C) creating and maintaining satisfying exchange relationships. 
D) high-volume,low-margin sales. 
E) increasing shelf space for their brands.

Question 10

Long-term relationships with profitable customers is the key objective of

Accepted Answer

A) personal selling. 
B) customer relationship management. 
C) production oriented firms. 
D) e-marketing. 
E) distribution channels. 
A) personal selling. 
B) customer relationship management. 
C) production oriented firms. 
D) e-marketing. 
E) distribution channels.

Question 11

Services are provided by applying human and mechanical efforts to people or objects.

Accepted Answer

A) True 
 B)False

Question 12

Marketing managers strive to develop a marketing mix that

Accepted Answer

A) minimizes marketing costs. 
B) matches what competitors are offering. 
C) best matches the abilities of the firm. 
D) matches the needs of the target market. 
E) generates the highest level sales. 
A) minimizes marketing costs. 
B) matches what competitors are offering. 
C) best matches the abilities of the firm. 
D) matches the needs of the target market. 
E) generates the highest level sales.

Question 13

The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business organization.

Accepted Answer

A) True 
 B)False

Question 14

A market orientation requires the organization-wide generation of market intelligence pertaining to current and future customer needs,dissemination of the intelligence across departments,and organization-wide responsiveness to it.

Accepted Answer

A) True 
 B)False

Question 15

The H&R Block company wants to adopt the marketing concept as a business philosophy.To be consistent with this decision,which of the following philosophies is most appropriate?

Accepted Answer

A) The customer is always right. 
B) Making money is our business. 
C) Sell,sell,sell. 
D) Keep prices low. 
E) Focus on today. 
A) The customer is always right. 
B) Making money is our business. 
C) Sell,sell,sell. 
D) Keep prices low. 
E) Focus on today.

Question 16

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins.This decision indicates a response to concerns about

Accepted Answer

A) target market selection. 
B) the marketing environment. 
C) the reduction of marketing costs. 
D) marketing mix decisions. 
E) efficiency in marketing activities. 
A) target market selection. 
B) the marketing environment. 
C) the reduction of marketing costs. 
D) marketing mix decisions. 
E) efficiency in marketing activities.

Question 17

If a family spends $2,000 a month on goods and services,how much of that $2,000 goes for marketing activities?

Accepted Answer

A) $2,000 
B) $1,500 
C) $1,000 
D) $500 
E) $0 
A) $2,000 
B) $1,500 
C) $1,000 
D) $500 
E) $0

Question 18

Today,establishing long-term,mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

Accepted Answer

A) marketing synthesis. 
B) relationship marketing. 
C) a marketing orientation. 
D) the marketing concept. 
E) strategic marketing. 
A) marketing synthesis. 
B) relationship marketing. 
C) a marketing orientation. 
D) the marketing concept. 
E) strategic marketing.

Question 19

From the 1920s to the 1950s,demand for manufactured goods decreased,leading to the ____ orientation.

Accepted Answer

A) production 
B) market 
C) revolutionary 
D) sales 
E) reduction 
A) production 
B) market 
C) revolutionary 
D) sales 
E) reduction

Question 20

Discuss the concept of green marketing and why it is important to marketers.

Accepted Answer

The answer of Discuss the concept of green marketing and...

Exam 1: An Overview of Strategic Marketing

The product variable of the marketing mix can include all of the following except

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

Price is seldom used as a competitive tool.

Relationship marketing is short-term,mutually beneficial arrangements in which the buyer and seller focus on the creation of satisfying exchanges.

Explain why a knowledge of marketing is beneficial for all students.

Taco Bell is introducing some of its products into supermarkets,vending machines,college campuses,and other locations to increase its product availability and convenience.One reason Taco Bell is doing so is to

What does it mean for a company to be marketing-oriented? What are the most important factors involved in being marketing-oriented?

The market concept developed out of a sequence of three eras: the production orientation,the marketing orientation,and the industrial orientation.

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box.Her superior warns that this might be a bad idea because MegaGrain's long-term survival,like most companies,depends on

Long-term relationships with profitable customers is the key objective of

Services are provided by applying human and mechanical efforts to people or objects.

Marketing managers strive to develop a marketing mix that

The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business organization.

A market orientation requires the organization-wide generation of market intelligence pertaining to current and future customer needs,dissemination of the intelligence across departments,and organization-wide responsiveness to it.

The H&R Block company wants to adopt the marketing concept as a business philosophy.To be consistent with this decision,which of the following philosophies is most appropriate?

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins.This decision indicates a response to concerns about

If a family spends $2,000 a month on goods and services,how much of that $2,000 goes for marketing activities?

Today,establishing long-term,mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

From the 1920s to the 1950s,demand for manufactured goods decreased,leading to the ____ orientation.

Discuss the concept of green marketing and why it is important to marketers.

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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