Question 1

Target markets can be people who buy the product but do not necessarily use the product.

Accepted Answer

A) True 
 B)False

Question 2

The definition of marketing implies that ____ should receive benefits from exchange relationships.

Accepted Answer

A) only customers 
B) only businesses 
C) company management 
D) both customers and businesses 
E) only the most important customers 
A) only customers 
B) only businesses 
C) company management 
D) both customers and businesses 
E) only the most important customers

Question 3

When DataComp Corp. ,a producer of software,delayed the introduction of its new spreadsheet app to modify the package,its scheduled TV advertisements announcing the new product needed to be revised.In this case,a change in the ____ variable caused changes in the ____ variable of the marketing mix.

Accepted Answer

A) distribution;promotion 
B) distribution;product 
C) product;price 
D) product;promotion 
E) promotion;price 
A) distribution;promotion 
B) distribution;product 
C) product;price 
D) product;promotion 
E) promotion;price

Question 4

The equation a buyer applies to assess a product's value is

Accepted Answer

A) value = monetary price - customer benefits. 
B) value = customer costs - customer benefits. 
C) value = customer benefits - customer costs. 
D) value = customer benefits - monetary price. 
E) value = customer benefits - time and effort. 
A) value = monetary price - customer benefits. 
B) value = customer costs - customer benefits. 
C) value = customer benefits - customer costs. 
D) value = customer benefits - monetary price. 
E) value = customer benefits - time and effort.

Question 5

Mothers Against Drunk Driving (MADD)is a group that works to change attitudes and laws about driving under the influence of alcohol.MADD primarily markets

Accepted Answer

A) goods. 
B) ideas. 
C) services. 
D) political figures. 
E) applications. 
A) goods. 
B) ideas. 
C) services. 
D) political figures. 
E) applications.

Question 6

Scenario 1.1
Use the following to answer the questions.
Greensprings Cemetery in upstate New York,offers a full-service funeral and burial that is non-toxic to the environment.All materials used in the burial are natural and will decompose with no negative impact.Greensprings' service is relatively new in the United States,but services of this type are common in Great Britain.A typical burial in Greensprings' cemetery includes a casket made from bamboo,wicker,paper,or other natural material.There are no headstones of stone or concrete that will detract from the landscape,but trees and plants as "markers" are allowed.The cost for a burial at Greensprings is approximately $3,000,compared to about $6,000 at most traditional cemeteries.Although business was slow at first,Greensprings is now experiencing an increase in the number of burials,due to referrals and a newly-developed website.The owners of Greensprings were previously in the cemetery business,and are active conservationist and wanted to make their business more sustainable.After conducting research and finding that there were natural burial sites in Great Britain,they wanted to provide an alternative to other environmentally-conscious Americans like themselves.
-Refer to Scenario 1.1.Greensprings' main competitive advantage over traditional cemeteries comes from its attention to which element in the marketing mix?

Accepted Answer

A) Product 
B) Price 
C) Promotion 
D) Distribution 
E) Marketing research 
A) Product 
B) Price 
C) Promotion 
D) Distribution 
E) Marketing research

Question 7

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

Accepted Answer

A) price 
B) promotion 
C) market 
D) distribution 
E) product 
A) price 
B) promotion 
C) market 
D) distribution 
E) product

Question 8

Implementation of marketing plans requires motivating marketing personnel,coordinating their activities,and integrating their activities both with those in other areas of the company and with the marketing efforts of personnel in external organizations.

Accepted Answer

A) True 
 B)False

Question 9

The focal point of all marketing activities is

Accepted Answer

A) products. 
B) the marketing mix. 
C) profits. 
D) sales. 
E) customers. 
A) products. 
B) the marketing mix. 
C) profits. 
D) sales. 
E) customers.

Question 10

The marketing mix is built around the

Accepted Answer

A) product. 
B) company. 
C) customer. 
D) employee. 
E) retail outlet. 
A) product. 
B) company. 
C) customer. 
D) employee. 
E) retail outlet.

Question 11

The marketing environment is best described as being

Accepted Answer

A) composed of controllable variables. 
B) composed of variables independent of one another. 
C) an indirect influence on the performance of marketing activities. 
D) dynamic and changing. 
E) slow,with infrequent fluctuations. 
A) composed of controllable variables. 
B) composed of variables independent of one another. 
C) an indirect influence on the performance of marketing activities. 
D) dynamic and changing. 
E) slow,with infrequent fluctuations.

Question 12

Products can be goods,services,or ideas.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is not an example of the implementation of the marketing concept?

Accepted Answer

A) Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork. 
B) Ford asks customers to vote online for a new color for next year's Ford Focus. 
C) Burger King reduces the labor costs to produce its sausage-egg biscuits. 
D) Microsoft offers rewards for users who can find flaws in its new software. 
E) Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision. 
A) Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork. 
B) Ford asks customers to vote online for a new color for next year's Ford Focus. 
C) Burger King reduces the labor costs to produce its sausage-egg biscuits. 
D) Microsoft offers rewards for users who can find flaws in its new software. 
E) Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision.

Question 14

The market concept stresses that an organization can best achieve its objectives by being customer-oriented.

Accepted Answer

A) True 
 B)False

Question 15

To satisfy customers' objectives as well as its own,a company must coordinate all its activities.

Accepted Answer

A) True 
 B)False

Question 16

Marketing costs consume about one-half of a buyer's dollar.

Accepted Answer

A) True 
 B)False

Question 17

What is meant by the term relationship marketing? How does relationship marketing affect the customer?

Accepted Answer

The answer of What is meant by the term relationship...

Question 18

Scenario 1.2
Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel.Paws and Claws has an interactive website where customers can directly book a grooming appointment,obedience class,or overnight accommodations for their dog or cat.Paws and Claws has several unexpected services,such as a 600-square foot swimming pool,complete with slide and dog-friendly graduated steps to help them exit the pool.Customers can also drop their dog or cat off each morning for pet day care.Paws and Claws has a pick-up and delivery service,webcams in every kennel so that pet families can view their pets while away,and pet "furniture" so that the cats and dogs can lie on sofas just like at home.Paws and Claws is also open 24 hours a day,365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50,compared to competing kennels at about $30.The day care costs are $25 for either a dog or cat.The majority of Paws and Claws' competitors don't offer the day care service,and require an two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation.Previously,Paws and Claws was more interested in competing based on its prices.
-Refer to Scenario 1.2.Paws and Claws' target market is most likely to be which of the following?

Accepted Answer

A) The dogs and cats who stay there 
B) Pet owners who go on vacation frequently 
C) Families with small children and several pets 
D) Suburban families with two-income households 
E) Urban professionals who travel often 
A) The dogs and cats who stay there 
B) Pet owners who go on vacation frequently 
C) Families with small children and several pets 
D) Suburban families with two-income households 
E) Urban professionals who travel often

Question 19

TMobileᵀᴹ implements a program of texting its current customers to find out what changes they would like to see in the services provided.The firm is exhibiting characteristics associated with which of the following orientations?

Accepted Answer

A) Production 
B) Sales 
C) Market 
D) Social 
E) Development 
A) Production 
B) Sales 
C) Market 
D) Social 
E) Development

Question 20

When DuPont develops new carpet fibers that are highly stain-resistant and durable,it must educate consumers about the product's benefits.This calls for activity in which of the following marketing mix variables?

Accepted Answer

A) Price 
B) Promotion 
C) Distribution 
D) Product 
E) Packaging 
A) Price 
B) Promotion 
C) Distribution 
D) Product 
E) Packaging

Target markets can be people who buy the product but do not necessarily use the product.

The definition of marketing implies that ____ should receive benefits from exchange relationships.

When DataComp Corp. ,a producer of software,delayed the introduction of its new spreadsheet app to modify the package,its scheduled TV advertisements announcing the new product needed to be revised.In this case,a change in the variable caused changes in the variable of the marketing mix.

The equation a buyer applies to assess a product's value is

Mothers Against Drunk Driving (MADD)is a group that works to change attitudes and laws about driving under the influence of alcohol.MADD primarily markets

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

Implementation of marketing plans requires motivating marketing personnel,coordinating their activities,and integrating their activities both with those in other areas of the company and with the marketing efforts of personnel in external organizations.

The focal point of all marketing activities is

The marketing mix is built around the

The marketing environment is best described as being

Products can be goods,services,or ideas.

Which of the following is not an example of the implementation of the marketing concept?

The market concept stresses that an organization can best achieve its objectives by being customer-oriented.

To satisfy customers' objectives as well as its own,a company must coordinate all its activities.

Marketing costs consume about one-half of a buyer's dollar.

What is meant by the term relationship marketing? How does relationship marketing affect the customer?

TMobileᵀᴹ implements a program of texting its current customers to find out what changes they would like to see in the services provided.The firm is exhibiting characteristics associated with which of the following orientations?

When DuPont develops new carpet fibers that are highly stain-resistant and durable,it must educate consumers about the product's benefits.This calls for activity in which of the following marketing mix variables?

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

Exam 1: An Overview of Strategic Marketing

Target markets can be people who buy the product but do not necessarily use the product.

The definition of marketing implies that ____ should receive benefits from exchange relationships.

When DataComp Corp. ,a producer of software,delayed the introduction of its new spreadsheet app to modify the package,its scheduled TV advertisements announcing the new product needed to be revised.In this case,a change in the ____ variable caused changes in the ____ variable of the marketing mix.

The equation a buyer applies to assess a product's value is

Mothers Against Drunk Driving (MADD)is a group that works to change attitudes and laws about driving under the influence of alcohol.MADD primarily markets

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

Implementation of marketing plans requires motivating marketing personnel,coordinating their activities,and integrating their activities both with those in other areas of the company and with the marketing efforts of personnel in external organizations.

The focal point of all marketing activities is

The marketing mix is built around the

The marketing environment is best described as being

Products can be goods,services,or ideas.

Which of the following is not an example of the implementation of the marketing concept?

The market concept stresses that an organization can best achieve its objectives by being customer-oriented.

To satisfy customers' objectives as well as its own,a company must coordinate all its activities.

Marketing costs consume about one-half of a buyer's dollar.

What is meant by the term relationship marketing? How does relationship marketing affect the customer?

TMobileᵀᴹ implements a program of texting its current customers to find out what changes they would like to see in the services provided.The firm is exhibiting characteristics associated with which of the following orientations?

When DuPont develops new carpet fibers that are highly stain-resistant and durable,it must educate consumers about the product's benefits.This calls for activity in which of the following marketing mix variables?

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

When DataComp Corp. ,a producer of software,delayed the introduction of its new spreadsheet app to modify the package,its scheduled TV advertisements announcing the new product needed to be revised.In this case,a change in the variable caused changes in the variable of the marketing mix.