Exam 1: Defining Marketing for the New Realities

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

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(Multiple Choice)

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Question 1

Correct Answer:

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Define internal marketing and its role in the company. Outline how various departments within the company can demonstrate a customer focus.

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(Essay)

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Question 2

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Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well. Internal marketing must take place on two levels. At one level, the various marketing functions must work together. At the second level, other departments must embrace marketing and a "think customer" attitude.

________ reflects a customer's judgment of a product's performance in relation to his or her expectations.

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Question 3

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The value of an offering is described as the ________.

(Multiple Choice)

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Question 4

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

(Multiple Choice)

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Question 5

Discuss how companies can use the Internet to build their brands. Give an example of a company that has done so.

(Essay)

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Question 6

As economies advance, a growing proportion of the economy's activities focuses on the production of ________.

(Multiple Choice)

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Question 7

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

(True/False)

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Question 8

Proponents of holistic marketing consider internal marketing to be as important as marketing to consumers.

(True/False)

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Question 9

Increasingly, a key goal of marketing is to develop deep, enduring relationships with all entities that directly or indirectly affect the success of the firm. Discuss the merits of relationship marketing. From your experience as a consumer, describe the relationship marketing efforts undertaken by a company of your choice.

(Essay)

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Question 10

________ activities include those the company undertakes to make the product accessible and available to target customers.

(Multiple Choice)

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Question 11

P&G sells cosmetics, laundry detergent, and products like Pringles to the ________ market by establishing strong brand images, developing superior products, ensuring their availability, and backing them with engaging communications and reliable performance.

(Multiple Choice)

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Question 12

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

(Multiple Choice)

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Question 13

Provide an example of a company that is adapting and thriving in these changing times. Be specific about how it has adapted its marketing strategy to adjust to the times.

(Essay)

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Question 14

The proliferation of targeted media and communication channels has allowed marketers to become much more aware of their target consumers' preferences and to customize both products and messages for individual consumers.

(True/False)

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Question 15

Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.

(True/False)

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Question 16

Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution.

(Multiple Choice)

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Question 17

When companies measure the number of people who are willing and able to buy their products, they are measuring ________.

(Multiple Choice)

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Question 18

The task environment of a firm consists of demographic, economic, natural, and technological environments, as well as the political-legal system and the social-cultural arena.

(True/False)

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Question 19

Jorge drinks two liters of soda each day. He is aware of the negative impacts of sugary drinks on his health and the potential for the empty bottles to add to pollution. His demand state is best characterized as ________ demand.

(Multiple Choice)

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Question 20

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Exam 1: Defining Marketing for the New Realities

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

Define internal marketing and its role in the company. Outline how various departments within the company can demonstrate a customer focus.

________ reflects a customer's judgment of a product's performance in relation to his or her expectations.

The value of an offering is described as the ________.

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

Discuss how companies can use the Internet to build their brands. Give an example of a company that has done so.

As economies advance, a growing proportion of the economy's activities focuses on the production of ________.

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

Proponents of holistic marketing consider internal marketing to be as important as marketing to consumers.

________ activities include those the company undertakes to make the product accessible and available to target customers.

P&G sells cosmetics, laundry detergent, and products like Pringles to the ________ market by establishing strong brand images, developing superior products, ensuring their availability, and backing them with engaging communications and reliable performance.

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

Provide an example of a company that is adapting and thriving in these changing times. Be specific about how it has adapted its marketing strategy to adjust to the times.

The proliferation of targeted media and communication channels has allowed marketers to become much more aware of their target consumers' preferences and to customize both products and messages for individual consumers.

Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.

Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution.

When companies measure the number of people who are willing and able to buy their products, they are measuring ________.

The task environment of a firm consists of demographic, economic, natural, and technological environments, as well as the political-legal system and the social-cultural arena.

Jorge drinks two liters of soda each day. He is aware of the negative impacts of sugary drinks on his health and the potential for the empty bottles to add to pollution. His demand state is best characterized as ________ demand.

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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