Question 1

Which of the following is most consistent with the integrated marketing approach?

Accepted Answer

A)  A good product will sell itself. 
B)  If left alone, consumers are inclined to purchase only inexpensive products. 
C)  All communication to consumers must deliver a consistent message irrespective of the medium. 
D)  In order to succeed, the main focus should be on having an efficient production process in place. 
E)  Online marketing is less important than traditional marketing efforts.

Question 2

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 3

The Soccer World Cup is promoted aggressively to both companies and fans.This is an example of marketing a(n)________.

Accepted Answer

A)  idea 
B)  place 
C)  luxury item 
D)  event 
E)  service

Question 4

The ________ 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 environment 
B)  management environment 
C)  strategic environment 
D)  task environment 
E)  tactical environment

Question 5

________ 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 6

Shops and stores have a physical existence and as such are examples of marketspace.

Accepted Answer

A) True 
 B)False

Question 7

According to Starbucks Chairman Howard Schultz,"Consumers now commonly engage in a cultural audit of [product and service] providers.People want to know your value and ethics demonstrated by how you treat employees,the community in which you operate." Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.

Accepted Answer

The answer of According to Starbucks Chairman Howard Schultz,"Consumers now...

Question 8

Properties are tangible rights of ownership to either real property (real estate)or financial property (stocks and bonds).

Accepted Answer

A) True 
 B)False

Question 9

Cause-related marketing involves donating a percentage of revenues to a specific cause based on the revenue occurring during the announced period of support.

Accepted Answer

A) True 
 B)False

Question 10

The ________ holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

Accepted Answer

A)  selling concept 
B)  integrated marketing concept 
C)  social responsibility marketing concept 
D)  production concept 
E)  relationship marketing concept

Question 11

The ________ is the channel stretching from raw materials to components to final products that are carried to final buyers.

Accepted Answer

A)  communication channel 
B)  distribution channel 
C)  supply chain 
D)  service chain 
E)  marketing chain

Question 12

________ 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 13

Marketers are involved in marketing 10 types of entities.List and briefly characterize these entities.

Accepted Answer

The answer of Marketers are involved in marketing 10 types...

Question 14

The value of an offering is described as ________.

Accepted Answer

A)  the price consumers are charged for a product 
B)  the cost of manufacturing a product 
C)  the degree to which consumer demand for a product is positive 
D)  the sum of the tangible and intangible benefits and costs to customers 
E)  the intangible benefits gained from a product

Question 15

McCarthy classified marketing activities into the four Ps of the marketing mix.These four Ps stand for ________.

Accepted Answer

A)  product, positioning, place, and price 
B)  product, production, price, and place 
C)  promotion, place, positioning, and price 
D)  place, promotion, production, and positioning 
E)  product, price, promotion, and place

Question 16

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 17

Incorporating the holistic view of marketing,the four Ps of the marketing mix can be updated to ________.

Accepted Answer

A)  product, positioning, people, and price 
B)  people, processes, place, and promotion 
C)  product, processes, price, and people 
D)  people, processes, programs, and performance 
E)  product, price, promotion, and people

Question 18

A(n)________ need is a need that the consumer explicitly verbalizes.

Accepted Answer

A)  stated 
B)  affirmative 
C)  unsought 
D)  delight 
E)  secret

Question 19

Relationship marketing aims to build mutually satisfying long-term relationships with key parties.

Accepted Answer

A) True 
 B)False

Question 20

When Volvo runs ads suggesting that its cars are the safest that money can buy,it is trying to ________.

Accepted Answer

A)  segment the market 
B)  provide a service 
C)  enter into a new market 
D)  develop brand loyalty 
E)  position its product

Exam 1: Defining Marketing for the 21st Century

Which of the following is most consistent with the integrated marketing approach?

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

The Soccer World Cup is promoted aggressively to both companies and fans.This is an example of marketing a(n) ________.

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

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

Shops and stores have a physical existence and as such are examples of marketspace.

Properties are tangible rights of ownership to either real property (real estate)or financial property (stocks and bonds).

Cause-related marketing involves donating a percentage of revenues to a specific cause based on the revenue occurring during the announced period of support.

The ________ holds that the organization's task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

The ________ is the channel stretching from raw materials to components to final products that are carried to final buyers.

________ 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.

Marketers are involved in marketing 10 types of entities.List and briefly characterize these entities.

The value of an offering is described as ________.

McCarthy classified marketing activities into the four Ps of the marketing mix.These four Ps stand for ________.

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

Incorporating the holistic view of marketing,the four Ps of the marketing mix can be updated to ________.

A(n) ________ need is a need that the consumer explicitly verbalizes.

Relationship marketing aims to build mutually satisfying long-term relationships with key parties.

When Volvo runs ads suggesting that its cars are the safest that money can buy,it is trying to ________.