Question 1

The reason the marketing concept is named this way is that it pertains solely to marketing.

Accepted Answer

A) True 
 B)False

Question 2

Long-term relationships with profitable customers is the key objective of

Accepted Answer

A)  personal selling. 
B)  customer relationship management. 
C)  production-oriented firms. 
D)  e-marketing. 
E)  distribution channels.

Question 3

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

Accepted Answer

A)  affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix. 
B)  dictate that changes be made to the existing marketing mix despite any negative reactions from customers. 
C)  make most new products obsolete very quickly so that research and development must continually develop new products. 
D)  cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces. 
E)  change a customer's decisions about the appropriate marketing mix for the company and its various products.

Question 4

Issues of inventory levels and storage costs are both concerns relating to the ____ variable of the marketing mix.

Accepted Answer

A)  distribution 
B)  product 
C)  exchange 
D)  price 
E)  promotion

Question 5

Customer relationship management is the use of information about customers to create marketing strategies that develop and sustain desirable customer relationships.

Accepted Answer

A) True 
 B)False

Question 6

The definition of marketing implies that ____ should receive benefits from exchange relationships.

Accepted Answer

A)  only customers 
B)  only businesses 
C)  company management 
D)  both customers and marketers 
E)  only the most important customers

Question 7

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

Accepted Answer

A)  marketing synthesis. 
B)  relationship marketing. 
C)  a marketing orientation. 
D)  the marketing concept. 
E)  strategic marketing.

Question 8

Scenario 1.2 Use the following to answer the questions.
Paws and Claws Hotel is a full service pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Paws and Claws has several unexpected services, such as a 600-square-foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service, and require a two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws and Claws was more interested in competing based on its prices.
Refer to Scenario 1.2. If Paws and Claws employs the philosophy of building a relationship with its dog and cat customers, and their owners, it will be implementing the

Accepted Answer

A)  marketing concept. 
B)  production concept. 
C)  sales concept. 
D)  marketing mix. 
E)  marketing environment.

Question 9

Your company provides oil exploration services to major oil companies in Russia. The U.S. government just announced it is imposing economic sanctions on Russia because of the military actions it has taken in Ukraine.
This situation is an example of which of the following types of forces that constantly impact a company's dynamic marketing environment?

Accepted Answer

A)  Technological force 
B)  Sociocultural force 
C)  Political force 
D)  Legal and regulatory force 
E)  Economic force

Question 10

Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests. Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes. Which of the following would be the beginning of a CRM program, and therefore the area Ben should consider first?

Accepted Answer

A)  getting rid of the most unprofitable customers. 
B)  offering new types of hotel rooms for frequent guests. 
C)  expanding the number and locations of Hampton Inns. 
D)  providing information to customers through the Web, Facebook, or in person. 
E)  increasing the promotion budget with a new sweepstakes for frequent customers.

Question 11

Marketing activities can occur even when an exchange doesn't take place.

Accepted Answer

A) True 
 B)False

Question 12

The central focus of the marketer's activities is to develop mutually-beneficial relationships with customers and potential customers. If the marketer is able to convince the customer to buy the firm's products, then the customer's lifetime value to the firm is enhanced. Marketers also seek to encourage the customer's _________________ the firm's products because that will ____________ the customer's lifetime value to the firm.

Accepted Answer

A)  strong word-of-mouth communication about; increase. 
B)  critique of; increase. 
C)  passive word-of-mouth communication about; maintain. 
D)  strong word-of-mouth communication about; stabilize 
E)  critique of; maintain

Question 13

A marketing manager for a small computer manufacturer is analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that influence(s) the firm's strategy.

Accepted Answer

A)  operating situation 
B)  marketing environment 
C)  surroundings 
D)  economic conditions 
E)  trends

Question 14

Describe several activities encompassed by the distribution variable.

Accepted Answer

The answer of Describe several activities encompassed by the distribution...

Question 15

Toyota conducts extensive consumer research and discovered that Latinos are reportedly 15% more likely to buy a Japanese auto brand, like Nissan, Honda, or Toyota, than any other ethnic group. Toyota is interested in the Latino market since they represent 20% to 30% of the brands' overall consumers. Due to its extensive use of research and customer insight, Toyota has been the top-selling brand for Latinos for over 10 years thanks to effective marketing, like the "Somos Muchos Toyota" campaign and the implementation of Total Toyota in 2014. Toyota created the Total Toyota strategy, or T2, to increase its focus on minority communities and enhance sales by heading up the project with a team of minority leaders in local business communities. Based on this information, which orientation best applies to Toyota?

Accepted Answer

A)  sales orientation 
B)  target market orientation 
C)  market orientation 
D)  production orientation

Question 16

Approximately 20 percent of civilian employees in the United States perform marketing activities.

Accepted Answer

A) True 
 B)False

Question 17

The _______ is a management philosophy that guides the overall activities of the organization. It evolved over time from a ___________ in the latter half of the 19th century to a ________________ in the first half of the 20th century that emphasized advertising, personal selling, and distribution.

Accepted Answer

A)  market orientation; production orientation; sales orientation 
B)  marketing concept; sales orientation; market orientation 
C)  market orientation; production orientation; marketing concept 
D)  marketing concept; production orientation; market orientation 
E)  marketing concept; production orientation; sales orientation

Question 18

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?

Accepted Answer

A)  Price 
B)  Promotion 
C)  Distribution 
D)  Product 
E)  Packaging

Question 19

Scenario 1.1 Use the following to answer the questions.
Greensprings Cemetery in upstate New York offers a full service funeral and burial that is nontoxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-developed website. The owners of Greensprings were previously in the cemetery business and are active conservationists. They wanted to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great Britain, they wanted to provide an alternative for other environmentally-conscious Americans like themselves.
Refer to Scenario 1.1. The customers of Greensprings Cemeteries are most likely choosing the Greensprings business because of its _______, which is evidence of a ___________.

Accepted Answer

A)  pricing; sales orientation 
B)  environmental consciousness; market orientation 
C)  novelty; production orientation 
D)  environmental consciousness; business orientation 
E)  pricing; profit orientation

Question 20

Scenario 1.2
Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Paws and Claws has several unexpected services, such as a 600-square foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service, and require a two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws and Claws was more interested in competing based on its prices.
Refer to Scenario 1.2. The fact that Paws and Claws is open 24 hours each day is part of the _______ marketing mix variable while the swimming pool is part of the _______ variable.

Accepted Answer

A)  product; distribution 
B)  price; product 
C)  distribution; promotion 
D)  distribution; product 
E)  distribution; environment

Exam 1: An Overview of Strategic Marketing

The reason the marketing concept is named this way is that it pertains solely to marketing.

Long-term relationships with profitable customers is the key objective of

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

Issues of inventory levels and storage costs are both concerns relating to the ____ variable of the marketing mix.

Customer relationship management is the use of information about customers to create marketing strategies that develop and sustain desirable customer relationships.

The definition of marketing implies that ____ should receive benefits from exchange relationships.

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

Marketing activities can occur even when an exchange doesn't take place.

A marketing manager for a small computer manufacturer is analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that influence(s) the firm's strategy.

Describe several activities encompassed by the distribution variable.

Approximately 20 percent of civilian employees in the United States perform marketing activities.

The _ is a management philosophy that guides the overall activities of the organization. It evolved over time from a _ in the latter half of the 19th century to a ____________ in the first half of the 20th century that emphasized advertising, personal selling, and distribution.

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?