Question 1

Effective promotion enhances a product or service's

Accepted Answer

A)  supply chain management system. 
B)  wholesaling capabilities. 
C)  perceived value. 
D)  design features. 
E)  trialability. 
A)  supply chain management system. 
B)  wholesaling capabilities. 
C)  perceived value. 
D)  design features. 
E)  trialability.

Question 2

Jeff opened a sporting apparel store and signed a lease on the property.He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct.Based on this description,which aspect of the marketing mix does he still need to work on?

Accepted Answer

A)  price 
B)  place 
C)  promotion 
D)  product 
E)  prototype 
A)  price 
B)  place 
C)  promotion 
D)  product 
E)  prototype

Question 3

Georgia,the outside sales rep for a major building supply company,reads a report stating that building permits are down dramatically in her sales territory.She had noticed that things were slowing down,but now she has data confirming her impression.Based on this information,Georgia will help her company become more value driven if she

Accepted Answer

A)  pushes her customers to buy products whether they need them or not. 
B)  advises the production and purchasing departments to produce or order smaller quantities of products. 
C)  avoids contacting her customers until the slowdown ends. 
D)  avoids contact with competing firms in order to maximize value-driven marketing. 
E)  keeps the information to herself. 
A)  pushes her customers to buy products whether they need them or not. 
B)  advises the production and purchasing departments to produce or order smaller quantities of products. 
C)  avoids contacting her customers until the slowdown ends. 
D)  avoids contact with competing firms in order to maximize value-driven marketing. 
E)  keeps the information to herself.

Question 4

Which type of orientation would you expect among ethically challenged marketers: a relational or transactional orientation? Explain.

Accepted Answer

A transactional orientation,be

Question 5

Marketing involves all of the following except

Accepted Answer

A)  conducting exchanges. 
B)  satisfying customer needs and wants. 
C)  creating value. 
D)  efforts by individuals and organizations. 
E)  production scheduling. 
A)  conducting exchanges. 
B)  satisfying customer needs and wants. 
C)  creating value. 
D)  efforts by individuals and organizations. 
E)  production scheduling.

Question 6

When a manufacturer sells truck and car parts to Toyota,this is an example of B2C marketing.

Accepted Answer

A) True 
 B)False

Question 7

During the __________ era,firms had excess capacity and used personal selling and advertising to generate customers.

Accepted Answer

A)  production-oriented 
B)  sales-oriented 
C)  market-oriented 
D)  value-based marketing 
E)  retailing-oriented 
A)  production-oriented 
B)  sales-oriented 
C)  market-oriented 
D)  value-based marketing 
E)  retailing-oriented

Question 8

Marketing is an activity that only large firms with specialized departments can execute.

Accepted Answer

A) True 
 B)False

Question 9

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena most likely operates in the __________ era of marketing.

Accepted Answer

A)  production-oriented 
B)  sales-oriented 
C)  market-oriented 
D)  value-based marketing 
E)  retailing-oriented 
A)  production-oriented 
B)  sales-oriented 
C)  market-oriented 
D)  value-based marketing 
E)  retailing-oriented

Question 10

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

Accepted Answer

A)  they can make more money from government contracts than from sales to customers. 
B)  a transactional orientation is the key to long-term profitability. 
C)  none of their competitors would be raising prices. 
D)  lifetime profitability of relationships matters more than profits from a particular transaction. 
E)  if they raised prices they would be in violation of Commerce Department regulations. 
A)  they can make more money from government contracts than from sales to customers. 
B)  a transactional orientation is the key to long-term profitability. 
C)  none of their competitors would be raising prices. 
D)  lifetime profitability of relationships matters more than profits from a particular transaction. 
E)  if they raised prices they would be in violation of Commerce Department regulations.

Question 11

A friend of yours is starting a new business.She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing.You would recommend that she rethink her position on marketing for all of the following reasons except

Accepted Answer

A)  Marketing helps new ventures organize, operate, and assess risk. 
B)  Marketers help address unmet customer needs, regardless of the size of the firm. 
C)  Marketing focuses on the product, but only as one element. Three other areas are promotion, price, and place. 
D)  Marketers are skilled at communicating the value of the product to potential customers. 
E)  Marketing isn't essential now, but it will be in a year or two when the product takes off. 
A)  Marketing helps new ventures organize, operate, and assess risk. 
B)  Marketers help address unmet customer needs, regardless of the size of the firm. 
C)  Marketing focuses on the product, but only as one element. Three other areas are promotion, price, and place. 
D)  Marketers are skilled at communicating the value of the product to potential customers. 
E)  Marketing isn't essential now, but it will be in a year or two when the product takes off.

Question 12

Jeff is going to sell sporting apparel,which he has already purchased from manufacturers,and has signed a deal agreeing to the volume he will sell monthly.He has researched his competition,talked to some customers,and decided on prices he will charge.Jeff has also developed a plan for promoting his business.Based on this description,which element of the marketing mix does Jeff still need to work on?

Accepted Answer

A)  place 
B)  product 
C)  price 
D)  promotion 
E)  planning 
A)  place 
B)  product 
C)  price 
D)  promotion 
E)  planning

Question 13

How should marketers determine prices?

Accepted Answer

Prices should be bas

Question 14

Not only does GIS technology help Starbucks determine the ideal locations for new stores,but it also can enable the company to decide

Accepted Answer

A)  the age of its target market. 
B)  which kinds of stores to open. 
C)  the type of coffee to sell. 
D)  the type of food to sell. 
E)  how many new locations it should open. 
A)  the age of its target market. 
B)  which kinds of stores to open. 
C)  the type of coffee to sell. 
D)  the type of food to sell. 
E)  how many new locations it should open.

Question 15

As Godiva and Hershey's battle for chocolate lovers,they divide the population into a host of categories such as luxury versus cost-conscious and service-oriented versus self-service.

Accepted Answer

A) True 
 B)False

Question 16

Garage sales and online classified ads are examples of C2C marketing.

Accepted Answer

A) True 
 B)False

Question 17

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix,or four Ps,including all of the following except

Accepted Answer

A)  product. 
B)  place. 
C)  performance. 
D)  promotion. 
E)  price. 
A)  product. 
B)  place. 
C)  performance. 
D)  promotion. 
E)  price.

Question 18

If a radio station holds an online contest in which you must log in to its website and submit personal details such as name,phone number,and e-mail in order to participate,the radio station is

Accepted Answer

A)  offering an exchange. 
B)  behaving unethically. 
C)  hoping to receive feedback. 
D)  implementing a CRM program. 
E)  overstepping its role. 
A)  offering an exchange. 
B)  behaving unethically. 
C)  hoping to receive feedback. 
D)  implementing a CRM program. 
E)  overstepping its role.

Question 19

Janine was tired of her winter coat,so she sold it to her friend,Marissa.This is an example of ________ marketing.

Accepted Answer

A)  B2B 
B)  B2C 
C)  C2B 
D)  C2C 
E)  BBC 
A)  B2B 
B)  B2C 
C)  C2B 
D)  C2C 
E)  BBC

Question 20

Creative locations,such as kiosks at the baggage claim in airports or small booths in grocery stores,represent Starbucks' effort to improve its offering on which dimension of the marketing mix?

Accepted Answer

A)  product 
B)  promotion 
C)  price 
D)  perception 
E)  place 
A)  product 
B)  promotion 
C)  price 
D)  perception 
E)  place

Effective promotion enhances a product or service's

Jeff opened a sporting apparel store and signed a lease on the property.He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct.Based on this description,which aspect of the marketing mix does he still need to work on?

Which type of orientation would you expect among ethically challenged marketers: a relational or transactional orientation? Explain.

Marketing involves all of the following except

When a manufacturer sells truck and car parts to Toyota,this is an example of B2C marketing.

During the __________ era,firms had excess capacity and used personal selling and advertising to generate customers.

Marketing is an activity that only large firms with specialized departments can execute.

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena most likely operates in the __________ era of marketing.

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

A friend of yours is starting a new business.She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing.You would recommend that she rethink her position on marketing for all of the following reasons except

How should marketers determine prices?

Not only does GIS technology help Starbucks determine the ideal locations for new stores,but it also can enable the company to decide

As Godiva and Hershey's battle for chocolate lovers,they divide the population into a host of categories such as luxury versus cost-conscious and service-oriented versus self-service.

Garage sales and online classified ads are examples of C2C marketing.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix,or four Ps,including all of the following except

If a radio station holds an online contest in which you must log in to its website and submit personal details such as name,phone number,and e-mail in order to participate,the radio station is

Janine was tired of her winter coat,so she sold it to her friend,Marissa.This is an example of ________ marketing.

Creative locations,such as kiosks at the baggage claim in airports or small booths in grocery stores,represent Starbucks' effort to improve its offering on which dimension of the marketing mix?

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

Effective promotion enhances a product or service's

Jeff opened a sporting apparel store and signed a lease on the property.He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct.Based on this description,which aspect of the marketing mix does he still need to work on?

Which type of orientation would you expect among ethically challenged marketers: a relational or transactional orientation? Explain.

Marketing involves all of the following except

When a manufacturer sells truck and car parts to Toyota,this is an example of B2C marketing.

During the __________ era,firms had excess capacity and used personal selling and advertising to generate customers.

Marketing is an activity that only large firms with specialized departments can execute.

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena most likely operates in the __________ era of marketing.

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

A friend of yours is starting a new business.She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing.You would recommend that she rethink her position on marketing for all of the following reasons except

How should marketers determine prices?

Not only does GIS technology help Starbucks determine the ideal locations for new stores,but it also can enable the company to decide

As Godiva and Hershey's battle for chocolate lovers,they divide the population into a host of categories such as luxury versus cost-conscious and service-oriented versus self-service.

Garage sales and online classified ads are examples of C2C marketing.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix,or four Ps,including all of the following except

If a radio station holds an online contest in which you must log in to its website and submit personal details such as name,phone number,and e-mail in order to participate,the radio station is

Janine was tired of her winter coat,so she sold it to her friend,Marissa.This is an example of ________ marketing.

Creative locations,such as kiosks at the baggage claim in airports or small booths in grocery stores,represent Starbucks' effort to improve its offering on which dimension of the marketing mix?

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