Question 1

If a radio station holds an online contest in which you must log on to their website and submit personal details such as name,phone number and email 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)   none of these.F) C) and D)
G) A) and E)

Question 2

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Accepted Answer

A)   Satisfying customer needs and wants
B)   The exchange function of marketing
C)   Product,place,promotion,and price decisions
D)   Decisions about the setting in which marketing takes place
E)   Creating valueF) None of the above
G) A) and E)

Question 3

Near the end of the model year,Move-Them-Out automobile dealership had an unusually high inventory level.The manager increased her advertising spending and gave extra incentives to its salespeople.Move-Them-Out operates as if it were in the __________ era.

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

By publishing a Code of Ethics,a firm ensures that all employees will behave ethically.

Accepted Answer

A) True 
 B)False

Question 6

Melanie works for a small computer software company.Her boss is constantly improving their products but neglecting customers,billing,and promoting the company.Her boss is probably stuck in the __________ era of marketing.

Accepted Answer

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

Question 7

By promoting perfume based on youth,style,and sex appeal,Calvin Klein is attempting to:

Accepted Answer

A)   influence social norms regarding sexuality.
B)   encourage consumers to participate in product redesign.
C)   stimulate supply chain management cooperation.
D)   increase the perceived value of their products.
E)   none of these.F) None of the above
G) C) and D)

Question 8

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 9

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.F) B) and C)
G) A) and E)

Question 10

A relational orientation is based on the philosophy that buyers and sellers develop:

Accepted Answer

A)   a complete understanding of each other's needs.
B)   a long-term relationship.
C)   a price-value comparison matrix.
D)   supply chain synergy.
E)   a marketing value transaction focus.F) B) and C)
G) A) and D)

Question 11

Yolanda is the new restaurant manager in a major hotel.When considering changes in the restaurant to improve benefits 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)   any of the above.F) A) and B)
G) C) and D)

Question 12

Trey sells consumer electronics.He knows his customers weigh the costs versus the benefits associated with the different options available.He decides which products to offer and what prices to charge based on the way his customers think.Trey operates in the __________ era.

Accepted Answer

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

Question 13

Because thoughts,opinions,and philosophies are neither goods nor services,they cannot really be marketed.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT true about marketing ideas?

Accepted Answer

A)   Opinions,philosophies,intellectual concepts and even thoughts can be effectively marketed.
B)   The marketing of ideas does not involve true exchange of value.
C)   Ideas can be "purchased" by convincing someone to change his or her behavior.
D)   Marketing can be directed toward primary and secondary targets to increase knowledge and change behavior.
E)   Value can be created through changing behaviors.F) C) and D)
G) A) and D)

Question 15

At one point in the evolution of marketing,the United States entered a buyer's market and the customer became king.Which era is being described?

Accepted Answer

A)   Market-oriented
B)   Sales-oriented
C)   Production-oriented
D)   Value-based marketing
E)   Economic-orientedF) A) and C)
G) A) and B)

Question 16

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

Accepted Answer

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

Question 17

During the period 1920-1950,what changes in the United States contributed to the shift from a production orientation to a sales orientation?

Accepted Answer

Improved production and distribution tec...

Question 18

Firms and organizations use customer relationship management to:

Accepted Answer

A)   provide their best customers with the products they need.
B)   systematically collect information about customers.
C)   offer special promotions that appeal to different groups of customers.
D)   target their best customers for special attention.
E)   all of these.F) A) and E)
G) None of the above

Question 19

BestBulk clothing store is striving to become a more value-driven organization.Its managers should ensure that the staff shares information about:

Accepted Answer

A)   customers.
B)   competitors.
C)   complaints.
D)   inventories.
E)   all of these.F) C) and D)
G) D) and E)

Question 20

Jean-Pierre is a wine distributor in the United States representing primarily European vintners (wine producers).He knows his potential market is every wine drinker in the United States,but he has limited resources to market his products.Using the ideas presented in the text,what should Jean-Pierre do as a first step when developing his marketing plan?

Accepted Answer

Marketing is about creating value for hi...

Exam 1: Overview of Marketing

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

Correct Answer
verified

By promoting perfume based on youth,style,and sex appeal,Calvin Klein is attempting to:

Correct Answer
verified

Trey sells consumer electronics.He knows his customers weigh the costs versus the benefits associated with the different options available.He decides which products to offer and what prices to charge based on the way his customers think.Trey operates in the __________ era.

Correct Answer
verified

If a radio station holds an online contest in which you must log on to their website and submit personal details such as name,phone number and email in order to participate,the radio station is:

Correct Answer
verified

Correct Answer
verified
Marketing is about creating value for hi...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified
Answers will vary but should i...
View Answer

Which of the following is NOT true about marketing ideas?

Correct Answer
verified

By publishing a Code of Ethics,a firm ensures that all employees will behave ethically.

Correct Answer
verified

Firms and organizations use customer relationship management to:

Correct Answer
verified

BestBulk clothing store is striving to become a more value-driven organization.Its managers should ensure that the staff shares information about:

Correct Answer
verified

Near the end of the model year,Move-Them-Out automobile dealership had an unusually high inventory level.The manager increased her advertising spending and gave extra incentives to its salespeople.Move-Them-Out operates as if it were in the __________ era.

Correct Answer
verified

Because thoughts,opinions,and philosophies are neither goods nor services,they cannot really be marketed.

Correct Answer
verified

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

Correct Answer
verified

Melanie works for a small computer software company.Her boss is constantly improving their products but neglecting customers,billing,and promoting the company.Her boss is probably stuck in the __________ era of marketing.

Correct Answer
verified

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Correct Answer
verified

At one point in the evolution of marketing,the United States entered a buyer's market and the customer became king.Which era is being described?

Correct Answer
verified

A relational orientation is based on the philosophy that buyers and sellers develop:

Correct Answer
verified

During the period 1920-1950,what changes in the United States contributed to the shift from a production orientation to a sales orientation?

Correct Answer
verified
Improved production and distribution tec...
View Answer

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

Correct Answer
verified

Exam 1: Overview of Marketing

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

Correct AnswerverifiedShow Answer

By promoting perfume based on youth,style,and sex appeal,Calvin Klein is attempting to:

Correct AnswerverifiedShow Answer

Trey sells consumer electronics.He knows his customers weigh the costs versus the benefits associated with the different options available.He decides which products to offer and what prices to charge based on the way his customers think.Trey operates in the __________ era.

Correct AnswerverifiedShow Answer

If a radio station holds an online contest in which you must log on to their website and submit personal details such as name,phone number and email in order to participate,the radio station is:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedMarketing is about creating value for hi...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAnswers will vary but should i...View AnswerShow Answer

Which of the following is NOT true about marketing ideas?

Correct AnswerverifiedShow Answer

By publishing a Code of Ethics,a firm ensures that all employees will behave ethically.

Correct AnswerverifiedShow Answer

Firms and organizations use customer relationship management to:

Correct AnswerverifiedShow Answer

BestBulk clothing store is striving to become a more value-driven organization.Its managers should ensure that the staff shares information about:

Correct AnswerverifiedShow Answer

Near the end of the model year,Move-Them-Out automobile dealership had an unusually high inventory level.The manager increased her advertising spending and gave extra incentives to its salespeople.Move-Them-Out operates as if it were in the __________ era.

Correct AnswerverifiedShow Answer

Because thoughts,opinions,and philosophies are neither goods nor services,they cannot really be marketed.

Correct AnswerverifiedShow Answer

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

Correct AnswerverifiedShow Answer

Melanie works for a small computer software company.Her boss is constantly improving their products but neglecting customers,billing,and promoting the company.Her boss is probably stuck in the __________ era of marketing.

Correct AnswerverifiedShow Answer

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Correct AnswerverifiedShow Answer

At one point in the evolution of marketing,the United States entered a buyer's market and the customer became king.Which era is being described?

Correct AnswerverifiedShow Answer

A relational orientation is based on the philosophy that buyers and sellers develop:

Correct AnswerverifiedShow Answer

During the period 1920-1950,what changes in the United States contributed to the shift from a production orientation to a sales orientation?

Correct AnswerverifiedImproved production and distribution tec...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Marketing is about creating value for hi...
View Answer

Correct Answer
verified

Correct Answer
verified
Answers will vary but should i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Improved production and distribution tec...
View Answer

Correct Answer
verified