Question 1

________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business.

Accepted Answer

A)  Integrated 
B)  Demand-based 
C)  Direct 
D)  Relationship 
E)  Internal

Question 2

The Internet has given today's companies a new set of capabilities. Among those capabilities is the ability to operate a new information channel. Describe how information can be used by the marketer in this new channel.

Accepted Answer

The answer of The Internet has given today's companies a...

Question 3

________ are basic human requirements, while ________ are the ways in which those requirements are satisfied.

Accepted Answer

A)  Wants; needs 
B)  Demands; wants 
C)  Needs; wants 
D)  Needs; demands 
E)  Demands; needs

Question 4

The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers.

Accepted Answer

A)  economic 
B)  management 
C)  strategic 
D)  task 
E)  tactical

Question 5

The marketing concept holds that ________.

Accepted Answer

A)  a firm should find the right products for its customers, and not the right customers for its products 
B)  customers who are coaxed into buying a product will most likely buy it again 
C)  a new product will not be successful unless it is priced, distributed, and sold properly 
D)  consumers and businesses, if left alone, won't buy enough of the organization's products 
E)  a better product will by itself lead people to buy it without much effort from the sellers

Question 6

Which of the following is NOT true regarding impressions?

Accepted Answer

A)  They are useful for tracking the scope of a communication. 
B)  They are useful for tracking the breadth of a communication's reach. 
C)  They can be compared across all communication types. 
D)  They represent a less active response than engagement. 
E)  They provide insight into the results of viewing the communication.

Question 7

Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction. Johnny Inc. follows the ________ concept in doing business.

Accepted Answer

A)  production 
B)  product 
C)  selling 
D)  marketing 
E)  social responsibility

Question 8

The ultimate outcome of relationship marketing is a unique company asset called a marketing network, consisting of the company and its supporting stakeholders - customers, employees, suppliers, distributors, retailers, and others.

Accepted Answer

A) True 
 B)False

Question 9

Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.

Accepted Answer

A)  variable assets 
B)  value propositions 
C)  intangible assets 
D)  market offerings 
E)  industry convergence

Question 10

Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management?

Accepted Answer

A)  relationship marketing 
B)  integrated marketing 
C)  internal marketing 
D)  network marketing 
E)  performance marketing

Question 11

________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Accepted Answer

A)  Marketing 
B)  Knowledge 
C)  Operations 
D)  Strategic 
E)  Distribution

Question 12

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

Accepted Answer

A) True 
 B)False

Question 13

The responses marketers seek from prospects include all of the following EXCEPT ________.

Accepted Answer

A)  decampment 
B)  attention 
C)  a purchase 
D)  a vote 
E)  a donation

Question 14

The digital revolution has placed a whole new set of capabilities in the hands of consumers and businesses. Describe the advantages that you as a consumer have today that your parents or grandparents didn't have.

Accepted Answer

The answer of The digital revolution has placed a whole...

Question 15

The production concept is one of the newest concepts in business.

Accepted Answer

A) True 
 B)False

Question 16

Identify three specific ways globalization has affected the marketing environment.

Accepted Answer

The answer of Identify three specific ways globalization has affected...

Question 17

Identify and define the traditional four Ps. Also identify the new four Ps and the reason for developing the new interpretation.

Accepted Answer

The answer of Identify and define the traditional four Ps....

Question 18

Which of the following reflects the "people" component of the marketing mix?

Accepted Answer

A)  the creativity, discipline, and structure brought to marketing management 
B)  the development of new products by the marketers 
C)  the firm's consumer-directed activities 
D)  the right set of processes to guide activities and programs within the firm 
E)  the internal marketing of the firm

Question 19

Showrooming is associated with which of the following new consumer capabilities?

Accepted Answer

A)  Consumers can tap into social media to share opinions and express loyalty. 
B)  Consumers can actively interact with companies. 
C)  Consumers can use the Internet as a powerful information and purchasing aid. 
D)  Consumers can reject marketing they find inappropriate. 
E)  Consumers can communicate on the move.

Question 20

In the case of ________ demand, consumers dislike the product and may even pay a price to avoid it.

Accepted Answer

A)  nonexistent 
B)  overfull 
C)  irregular 
D)  negative 
E)  declining

Exam 1: Defining Marketing for the New Realities

________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business.

The Internet has given today's companies a new set of capabilities. Among those capabilities is the ability to operate a new information channel. Describe how information can be used by the marketer in this new channel.

are basic human requirements, while are the ways in which those requirements are satisfied.

The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers.

The marketing concept holds that ________.

Which of the following is NOT true regarding impressions?

Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction. Johnny Inc. follows the ________ concept in doing business.

The ultimate outcome of relationship marketing is a unique company asset called a marketing network, consisting of the company and its supporting stakeholders - customers, employees, suppliers, distributors, retailers, and others.

Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.

Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management?

________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

The responses marketers seek from prospects include all of the following EXCEPT ________.

The digital revolution has placed a whole new set of capabilities in the hands of consumers and businesses. Describe the advantages that you as a consumer have today that your parents or grandparents didn't have.

The production concept is one of the newest concepts in business.

Identify three specific ways globalization has affected the marketing environment.

Identify and define the traditional four Ps. Also identify the new four Ps and the reason for developing the new interpretation.

Which of the following reflects the "people" component of the marketing mix?

Showrooming is associated with which of the following new consumer capabilities?

In the case of ________ demand, consumers dislike the product and may even pay a price to avoid it.