Exam 1: The Field of Marketing

With computer technology, it is possible to target a variety of different types of farmers living in different locales with a specific issue of Farm Journal. As an example, the June issue going to Iowa farmers might discuss how to raise hogs, while the June issue of the magazine sent to Nebraska farmers could discuss the best fertilizer to use on corn. In addition, small farmers would receive different issues than large-scale farming operations because their needs are different. This is an example of:

Bus-O-Rama is a company that sells used buses primarily to churches and private schools. The company places heavy reliance on promotional activities to sell these less than perfect buses to customers who want to get the best deal for their money. Sometimes, its salespeople resort to "hard sell" techniques to make a sale. Bus-O-Rama is approaching the sale of its buses as a marketer operating in the _____ orientation stage of its evolutionary process.

Since she was trying to diet and not having much success at it, Tyler went to the mall and purchased a cookbook on how to prepare low-fat meals. Tyler's purchase of the cookbook created possession utility.

To help employees deal with ethical issues, some companies are creating a position for a full-time ethics officer, who will give advice to senior management and respond to the complaints and questions of employees at all levels.

Which of the following answers to the question, "What business are you in?" best reflects a product-orientation?

The vast majority of golf courses are marketing devices built to sell homes rather than make money themselves. In spite of this fact, you should still classify all golf course owners as:

Nutmeg accounts for 80 percent of Grenada's agricultural exports. The nutmeg industry has traditionally been operated as a government monopoly. Nutmeg is an important ingredient in both the food and pharmaceutical industries. The fact the industry operates as a monopoly means the operators of the nutmeg industry in Grenada:

The advertisement Birku saw said orange juice could be substituted for oils and refined sugars in many of her favorite recipes. The ad created _____ utility.

A firm that sufficiently extends the breadth and time dimensions of its marketing goals to fulfill its social responsibility is practicing:

During the first quarter of 2005, the price of Kimberly-Clark's stock declined due to the high level of competition in the diaper industry. To deal with a competitor's introduction of a new line of diapers, Kimberly-Clark had to use more coupons to reach the same level of sales it had prior to the introduction of the new diapers. Even though the sales were the same, the company earned less revenue as a result of changes in which element of its marketing mix?

Heritage Auto sells pre-owned cars. Its salespeople are expected to do whatever is necessary to reach their sales quotas. Aggressive selling is required for success, and unethical sales tactics are tolerated. Heritage Auto is being operated as if it is at the _____ stage of the evolutionary process.

Although many activities are essential to a company's growth, _____ is the only one that produces revenue directly.

Edun is a line of clothes launched by U2's Bono and his wife. The company's goal is "to respect the people producing its products, for places where its products are produced, for materials used, and for consumers. Its owners believe that the line of top-quality clothing will be appreciated by younger consumers who do care about how and where the clothes they buy are made. These young consumers are Edun's:

Ethics are:

A _____ consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it.

The hotel and restaurant owners in Bermuda want to encourage people to vacation in the island resort. For these hotel and restaurant owners, Bermuda is the _____, and the vacationers are the _____.

Which of the following marketing strategies best illustrates how a manufacturer of a sugar substitute could use the marketing concept?

When the Corvette plant ships an automobile from where it was manufactured in Bowling Green, Kentucky, to a buyer in Santa Fe, New Mexico, it creates _____ utility.

Explicit in the marketing concept is the idea management in a firm should:

Which of the following statements about organizations that operate at the product-orientation stage is True?