Question 1

The four Ps make up the marketing mix,which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets.

Accepted Answer

A)  unpredictable 
B)  external 
C)  internal 
D)  controllable 
E)  global 
A)  unpredictable 
B)  external 
C)  internal 
D)  controllable 
E)  global D

Question 2

Describe how marketing has evolved into a major business function that crosses all areas of a firm or organization.

Accepted Answer

Marketing advises production about how much of the company's product to make and then tells supply chain mangers when to ship it.It creates long-lasting,mutually valuable relationships between the company and the firms from which it buys.It identifies those elements that local customers value and makes it possible for the firm to expand globally.Marketing has had a significant impact on consumers as well.Without marketing,it would be difficult for any of us to learn about new products and services.

Question 3

To become a more value-driven organization,Pokrah University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires.By doing so,Pokrah University is becoming more value driven through

Accepted Answer

A)  sharing information across the organization. 
B)  balancing its customers' benefits and costs. 
C)  evaluating strategic competitive partnerships. 
D)  building relationships with customers. 
E)  keeping the faculty members happy. 
A)  sharing information across the organization. 
B)  balancing its customers' benefits and costs. 
C)  evaluating strategic competitive partnerships. 
D)  building relationships with customers. 
E)  keeping the faculty members happy. D

Question 4

___________ represents all the activities necessary to get the product to the right customer when that customer wants it.

Accepted Answer

A)  Place 
B)  Promotion 
C)  Social media 
D)  Value cocreation 
E)  Supply chain marketing 
A)  Place 
B)  Promotion 
C)  Social media 
D)  Value cocreation 
E)  Supply chain marketing

Question 5

What are the four Ps of marketing? Give an example of each.

Accepted Answer

Product,price,place,

Question 6

Yolanda is the new restaurant manager in a major hotel.When considering changes in the restaurant that will increase value to customers,Yolanda will likely attempt to either provide the same quality at a lower cost or

Accepted Answer

A)  improve products and services at the same cost. 
B)  increase prices to increase revenue. 
C)  offset higher hotel rates with lower restaurant prices. 
D)  reduce customer expectations through reduced service. 
E)  lower the quality and the price. 
A)  improve products and services at the same cost. 
B)  increase prices to increase revenue. 
C)  offset higher hotel rates with lower restaurant prices. 
D)  reduce customer expectations through reduced service. 
E)  lower the quality and the price.

Question 7

Margo likes her morning coffee,and she always stops at Starbucks because it is on her way to work.Margo is being influenced by the place element of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 8

The "Milk Life" advertising campaign,designed to increase awareness of the health benefits of milk,was intended to help market a(n)

Accepted Answer

A)  service. 
B)  firm. 
C)  industry. 
D)  organization. 
E)  specific product. 
A)  service. 
B)  firm. 
C)  industry. 
D)  organization. 
E)  specific product.

Question 9

Supply chain management is the set of approaches and techniques that firms employ to efficiently and effectively integrate their suppliers,manufacturers,warehouses,stores,and other firms involved in the transaction into a seamless value chain in which merchandise is produced and distributed in the right quantities,to the right locations,and at the right time.

Accepted Answer

A) True 
 B)False

Question 10

The "onboard,online retail business" refers to

Accepted Answer

A)  the options airlines offer passengers to upgrade their seat to first class. 
B)  the options airlines offer passengers to change their destination. 
C)  the options airlines offer passengers to connect to Facebook and Twitter. 
D)  the options airlines offer passengers to shop through their mobile devices while they fly toward their destination. 
E)  the options airlines offer passengers to purchase food and beverages while on their flight. 
A)  the options airlines offer passengers to upgrade their seat to first class. 
B)  the options airlines offer passengers to change their destination. 
C)  the options airlines offer passengers to connect to Facebook and Twitter. 
D)  the options airlines offer passengers to shop through their mobile devices while they fly toward their destination. 
E)  the options airlines offer passengers to purchase food and beverages while on their flight.

Question 11

In the past,manufacturer's representatives did not have real-time inventory data about the products they were selling.Today,manufacturer's representatives are often provided online access to inventory data for the companies they represent.These online inventory systems allow companies to become more value driven by

Accepted Answer

A)  sharing information across the organization. 
B)  balancing customers' benefits and costs. 
C)  evaluating strategic competitive partnerships. 
D)  building relationships with government regulators of marketing institutions. 
E)  keeping prices below those charged by competitors. 
A)  sharing information across the organization. 
B)  balancing customers' benefits and costs. 
C)  evaluating strategic competitive partnerships. 
D)  building relationships with government regulators of marketing institutions. 
E)  keeping prices below those charged by competitors.

Question 12

The fundamental goal of marketers when creating goods,services,or combinations of both is to

Accepted Answer

A)  defeat the competition. 
B)  serve all consumers. 
C)  operate according to government regulations. 
D)  stimulate short-term sales. 
E)  create value. 
A)  defeat the competition. 
B)  serve all consumers. 
C)  operate according to government regulations. 
D)  stimulate short-term sales. 
E)  create value.

Question 13

According to your text,in the broadest terms,the "marketplace" refers to

Accepted Answer

A)  wholesale and retail environments. 
B)  brick-and-mortar stores and the Internet. 
C)  the four Ps. 
D)  channels that are accessible to a given customer. 
E)  the world of trade. 
A)  wholesale and retail environments. 
B)  brick-and-mortar stores and the Internet. 
C)  the four Ps. 
D)  channels that are accessible to a given customer. 
E)  the world of trade.

Question 14

The text states,"Good marketing is not a random activity." Create an example to respond to this statement.

Accepted Answer

Answers will vary,but should i

Question 15

You are employed by a marketing firm that needs to become more value driven.How is this accomplished?

Accepted Answer

Firms become value driven by focusing on

Question 16

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

Accepted Answer

A)  B2C; B2B 
B)  B2C; C2C 
C)  B2B; B2C 
D)  B2B; C2C 
E)  C2C; B2C 
A)  B2C; B2B 
B)  B2C; C2C 
C)  B2B; B2C 
D)  B2B; C2C 
E)  C2C; B2C

Question 17

The marketing goal of getting the "right quantities to the right locations,at the right time" relates to

Accepted Answer

A)  communicating the value proposition. 
B)  managing the supply chain. 
C)  performing service marketing. 
D)  capturing value. 
E)  managing price and performance. 
A)  communicating the value proposition. 
B)  managing the supply chain. 
C)  performing service marketing. 
D)  capturing value. 
E)  managing price and performance.

Question 18

A local art gallery keeps information on its customers regarding their preferences for certain artists as well as the style of art that interests them.The gallery uses this information to inform the customers when new products arrive from their favorite artists and targets them with special promotions.In this way,the gallery is using _______ to build loyalty among its customers.

Accepted Answer

A)  value cocreation 
B)  customer relationship management 
C)  transactional marketing 
D)  B2B marketing 
E)  the supply chain 
A)  value cocreation 
B)  customer relationship management 
C)  transactional marketing 
D)  B2B marketing 
E)  the supply chain

Question 19

The basic difference between a good and a service is that a good

Accepted Answer

A)  provides intangible benefits. 
B)  can be physically touched. 
C)  is always less expensive than a corresponding service. 
D)  generates greater interest among consumers. 
E)  is more quickly forgotten by consumers. 
A)  provides intangible benefits. 
B)  can be physically touched. 
C)  is always less expensive than a corresponding service. 
D)  generates greater interest among consumers. 
E)  is more quickly forgotten by consumers.

Question 20

People who organize,operate,and assume the risk of a business venture are called

Accepted Answer

A)  entrepreneurs. 
B)  leaders. 
C)  managers. 
D)  professionals. 
E)  consultants. 
A)  entrepreneurs. 
B)  leaders. 
C)  managers. 
D)  professionals. 
E)  consultants.

The four Ps make up the marketing mix,which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets.

Describe how marketing has evolved into a major business function that crosses all areas of a firm or organization.

To become a more value-driven organization,Pokrah University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires.By doing so,Pokrah University is becoming more value driven through

___________ represents all the activities necessary to get the product to the right customer when that customer wants it.

What are the four Ps of marketing? Give an example of each.

Yolanda is the new restaurant manager in a major hotel.When considering changes in the restaurant that will increase value to customers,Yolanda will likely attempt to either provide the same quality at a lower cost or

Margo likes her morning coffee,and she always stops at Starbucks because it is on her way to work.Margo is being influenced by the place element of the marketing mix.

The "Milk Life" advertising campaign,designed to increase awareness of the health benefits of milk,was intended to help market a(n)

The "onboard,online retail business" refers to

The fundamental goal of marketers when creating goods,services,or combinations of both is to

According to your text,in the broadest terms,the "marketplace" refers to

The text states,"Good marketing is not a random activity." Create an example to respond to this statement.

You are employed by a marketing firm that needs to become more value driven.How is this accomplished?

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from to marketing.

The marketing goal of getting the "right quantities to the right locations,at the right time" relates to

The basic difference between a good and a service is that a good

People who organize,operate,and assume the risk of a business venture are called

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 1: Overview of Marketing

The four Ps make up the marketing mix,which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets.

Describe how marketing has evolved into a major business function that crosses all areas of a firm or organization.

To become a more value-driven organization,Pokrah University is holding regular coffee-hour discussions with its students and surveying its graduates regarding students' educational needs and desires.By doing so,Pokrah University is becoming more value driven through

___________ represents all the activities necessary to get the product to the right customer when that customer wants it.

What are the four Ps of marketing? Give an example of each.

Yolanda is the new restaurant manager in a major hotel.When considering changes in the restaurant that will increase value to customers,Yolanda will likely attempt to either provide the same quality at a lower cost or

Margo likes her morning coffee,and she always stops at Starbucks because it is on her way to work.Margo is being influenced by the place element of the marketing mix.

The "Milk Life" advertising campaign,designed to increase awareness of the health benefits of milk,was intended to help market a(n)

The "onboard,online retail business" refers to

The fundamental goal of marketers when creating goods,services,or combinations of both is to

According to your text,in the broadest terms,the "marketplace" refers to

The text states,"Good marketing is not a random activity." Create an example to respond to this statement.

You are employed by a marketing firm that needs to become more value driven.How is this accomplished?

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

The marketing goal of getting the "right quantities to the right locations,at the right time" relates to

The basic difference between a good and a service is that a good

People who organize,operate,and assume the risk of a business venture are called

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising,public Relations,and Sales Promotions

Personal Selling and Sales Management

Filters

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from to marketing.