Question 1

Initiatives intended to improve an organization's positive impact on society and the natural environment are called

Accepted Answer

A) environmental marketing 
B) green marketing 
C) socially-responsible marketing 
D) energy-conscious marketing 
E) socially-conscious marketing 
A) environmental marketing 
B) green marketing 
C) socially-responsible marketing 
D) energy-conscious marketing 
E) socially-conscious marketing

Question 2

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 3

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 4

The marketing concept focuses on

Accepted Answer

A) achieving the goals of top executives. 
B) creating maximum visibility for the firm. 
C) maximizing sales. 
D) maximizing market share. 
E) satisfying customers' needs in a way that helps to achieve organizational objectives. 
A) achieving the goals of top executives. 
B) creating maximum visibility for the firm. 
C) maximizing sales. 
D) maximizing market share. 
E) satisfying customers' needs in a way that helps to achieve organizational objectives.

Question 5

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 6

The marketing environment is a set of static, unchanging surroundings.

Accepted Answer

A) True 
 B)False

Question 7

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

Accepted Answer

A) issue. 
B) experience. 
C) idea. 
D) good. 
E) service. 
A) issue. 
B) experience. 
C) idea. 
D) good. 
E) service.

Question 8

A commercial for the drink SunnyD explains how nutritious it is in comparison to other, more "sugary" drinks. While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers. These mothers represent SunnyD's

Accepted Answer

A) target market. 
B) consumer advocates. 
C) marketing strategy. 
D) marketing mix. 
E) marketing tactic. 
A) target market. 
B) consumer advocates. 
C) marketing strategy. 
D) marketing mix. 
E) marketing tactic.

Question 9

Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

Accepted Answer

The answer of Suppose you are a marketing manager at...

Question 10

According to the marketing concept, an organization should try to

Accepted Answer

A) consider short-run objectives and cash flow needs before developing new products. 
B) define its business as "making a product." 
C) provide products that satisfy customers' needs and allow the organization to achieve its goals. 
D) put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel. 
E) view selling activities as the major means of increasing profits. 
A) consider short-run objectives and cash flow needs before developing new products. 
B) define its business as "making a product." 
C) provide products that satisfy customers' needs and allow the organization to achieve its goals. 
D) put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel. 
E) view selling activities as the major means of increasing profits.

Question 11

For a business organization to remain healthy and to survive, it must sell products and make profits.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following scenarios involves the distribution element of the marketing mix?

Accepted Answer

A) Deciding whether or not a certain product should continue to be sold 
B) Determining whether an advertising message would be more effective on television or in magazines 
C) Choosing between a company jet or the airlines for executive travel 
D) Deciding whether or not to have retail outlets in addition to a website 
E) Developing a new warranty policy for an existing product 
A) Deciding whether or not a certain product should continue to be sold 
B) Determining whether an advertising message would be more effective on television or in magazines 
C) Choosing between a company jet or the airlines for executive travel 
D) Deciding whether or not to have retail outlets in addition to a website 
E) Developing a new warranty policy for an existing product

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

Approximately what percentage of civilian workers in the United States performs marketing activities?

Accepted Answer

A) 25 to 33 percent 
B) 81 to 92 percent 
C) 42 to 50 percent 
D) 64 to 76 percent 
E) 10 to 20 percent 
A) 25 to 33 percent 
B) 81 to 92 percent 
C) 42 to 50 percent 
D) 64 to 76 percent 
E) 10 to 20 percent

Question 16

A physical product you can touch is a(n)

Accepted Answer

A) service. 
B) good. 
C) idea. 
D) concept. 
E) philosophy. 
A) service. 
B) good. 
C) idea. 
D) concept. 
E) philosophy.

Question 17

Which of the following best characterizes the forces of the marketing environment?

Accepted Answer

A) The forces are relatively stable over time and are interrelated with one another. 
B) There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another. 
C) The various forces ensure that the marketing environment will remain fairly certain in the future. 
D) These forces change dramatically over time, but a change in one force is unlikely to impact another force. 
E) The forces change dramatically and quickly, and a change in one force is likely to affect the other forces. 
A) The forces are relatively stable over time and are interrelated with one another. 
B) There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another. 
C) The various forces ensure that the marketing environment will remain fairly certain in the future. 
D) These forces change dramatically over time, but a change in one force is unlikely to impact another force. 
E) The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.

Question 18

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 19

The marketing concept is a management philosophy, not a second definition of marketing.

Accepted Answer

A) True 
 B)False

Question 20

Which one of the following statements by a company president best reflects the marketing concept?

Accepted Answer

A) We have organized our business to make certain that customers get what they want. 
B) We believe that the marketing department must organize to sell what we produce. 
C) We have organized an aggressive sales force in our company to promote our products. 
D) We try to produce only high-quality, technically efficient products. 
E) We try to encourage company growth. 
A) We have organized our business to make certain that customers get what they want. 
B) We believe that the marketing department must organize to sell what we produce. 
C) We have organized an aggressive sales force in our company to promote our products. 
D) We try to produce only high-quality, technically efficient products. 
E) We try to encourage company growth.

Exam 1: An Overview of Strategic Marketing

Initiatives intended to improve an organization's positive impact on society and the natural environment are called

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

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

The marketing concept focuses on

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 marketing environment is a set of static, unchanging surroundings.

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

A commercial for the drink SunnyD explains how nutritious it is in comparison to other, more "sugary" drinks. While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers. These mothers represent SunnyD's

Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

According to the marketing concept, an organization should try to

For a business organization to remain healthy and to survive, it must sell products and make profits.

Which of the following scenarios involves the distribution element of the marketing mix?

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

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

Approximately what percentage of civilian workers in the United States performs marketing activities?

A physical product you can touch is a(n)

Which of the following best characterizes the forces of the marketing environment?

The marketing mix is built around the

The marketing concept is a management philosophy, not a second definition of marketing.

Which one of the following statements by a company president best reflects the marketing concept?

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