Question 1

Ria,a college sophomore,writes a daily blog that typically has over 50,000 readers each week.Ria is an example of a microcelebrity.

Accepted Answer

A) True 
 B)False

Question 2

Shane pulled her car into the gas station just as the fuel gauge dropped below empty.In this example,Shane benefited from the ________ utility offered by the gas station.

Accepted Answer

A) creation 
B) place 
C) value 
D) marketing 
E) quality 
A) creation 
B) place 
C) value 
D) marketing 
E) quality

Question 3

________ provides reasons for customers to pay a premium for a firm's products and exhibit a strong brand preference.

Accepted Answer

A) An exchange 
B) A differential benefit 
C) An industrial good 
D) A promotion position 
E) A customer lifetime value 
A) An exchange 
B) A differential benefit 
C) An industrial good 
D) A promotion position 
E) A customer lifetime value

Question 4

Explain why the selling orientation was popular during the period following World War II.

Accepted Answer

The selling orientation views marketing

Question 5

Although having something to eat or drink may be a want,the desire for a specific brand name is referred to as a need.

Accepted Answer

A) True 
 B)False

Question 6

A company that focuses on ________ is concerned with meeting present consumer needs without compromising the ability of future generations to meet their needs.

Accepted Answer

A) the selling orientation 
B) the production orientation 
C) Total Quality Management 
D) sustainability 
E) return on investment 
A) the selling orientation 
B) the production orientation 
C) Total Quality Management 
D) sustainability 
E) return on investment

Question 7

Which of the following is NOT a marketing field?

Accepted Answer

A) supply-channel management 
B) accounting 
C) brand management 
D) advertising 
E) new product planning 
A) supply-channel management 
B) accounting 
C) brand management 
D) advertising 
E) new product planning

Question 8

A firm has a competitive advantage when it is able to outperform the competition,providing customers with a desired benefit the competition does not.

Accepted Answer

A) True 
 B)False

Question 9

Coca-Cola's unique and skillful marketing communications represent the company's ________.

Accepted Answer

A) consumer-generated value 
B) production orientation 
C) distinctive competency 
D) return on investments 
E) lifetime value 
A) consumer-generated value 
B) production orientation 
C) distinctive competency 
D) return on investments 
E) lifetime value

Question 10

A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific way that is culturally and socially influenced.

Accepted Answer

A) benefit 
B) demand 
C) value 
D) utility 
E) want 
A) benefit 
B) demand 
C) value 
D) utility 
E) want

Question 11

Marketers first identify consumer needs and then provide products that satisfy those needs.This practice is referred to as ________.

Accepted Answer

A) the stakeholder orientation 
B) the marketing concept 
C) Total Quality Management 
D) the production orientation 
E) the marketing mix 
A) the stakeholder orientation 
B) the marketing concept 
C) Total Quality Management 
D) the production orientation 
E) the marketing mix

Question 12

________ are intangible products that we pay for and use but never own.

Accepted Answer

A) Consumer goods 
B) Services 
C) Industrial goods 
D) E-commerce products 
E) Value products 
A) Consumer goods 
B) Services 
C) Industrial goods 
D) E-commerce products 
E) Value products

Question 13

A ________ is a distinctive group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.

Accepted Answer

A) market segment 
B) popular culture 
C) mass market 
D) market mix 
E) market position 
A) market segment 
B) popular culture 
C) mass market 
D) market mix 
E) market position

Question 14

In addition to marketing activities,the ________ includes business functions such as human resource management and technology development.

Accepted Answer

A) value chain 
B) marketing mix 
C) utility function 
D) customer relationship management process 
E) market position 
A) value chain 
B) marketing mix 
C) utility function 
D) customer relationship management process 
E) market position

Question 15

Briefly discuss how companies are adapting to the paradigm shift of the wired world.

Accepted Answer

Companies promote their products in inno

Question 16

The main activities of value chain members include all of the following except ________.

Accepted Answer

A) bringing in materials to make the product 
B) converting the materials into the final product 
C) providing unbiased information about the product to consumers 
D) shipping out the final product 
E) servicing the product after purchase 
A) bringing in materials to make the product 
B) converting the materials into the final product 
C) providing unbiased information about the product to consumers 
D) shipping out the final product 
E) servicing the product after purchase

Question 17

Consumed consumers are people who ________.

Accepted Answer

A) have been "fired" as customers 
B) are manipulated by social marketing techniques 
C) experience consumer addiction 
D) participate in social networking 
E) become commodities themselves 
A) have been "fired" as customers 
B) are manipulated by social marketing techniques 
C) experience consumer addiction 
D) participate in social networking 
E) become commodities themselves

Question 18

An entertainer such as Garth Brooks,a television show,and a magazine subscription are all examples of products.

Accepted Answer

A) True 
 B)False

Question 19

Women who rent their wedding gowns instead of buying them and wearing them only once are taking advantage of a ________ utility.

Accepted Answer

A) form 
B) place 
C) time 
D) possession 
E) price 
A) form 
B) place 
C) time 
D) possession 
E) price

Question 20

When Tony rented a loft apartment where he would live for the summer,he acted as a(n)________.

Accepted Answer

A) consumer 
B) shareholder 
C) producer 
D) marketer 
E) retailer 
A) consumer 
B) shareholder 
C) producer 
D) marketer 
E) retailer

Ria,a college sophomore,writes a daily blog that typically has over 50,000 readers each week.Ria is an example of a microcelebrity.

Shane pulled her car into the gas station just as the fuel gauge dropped below empty.In this example,Shane benefited from the ________ utility offered by the gas station.

________ provides reasons for customers to pay a premium for a firm's products and exhibit a strong brand preference.

Explain why the selling orientation was popular during the period following World War II.

Although having something to eat or drink may be a want,the desire for a specific brand name is referred to as a need.

A company that focuses on ________ is concerned with meeting present consumer needs without compromising the ability of future generations to meet their needs.

Which of the following is NOT a marketing field?

A firm has a competitive advantage when it is able to outperform the competition,providing customers with a desired benefit the competition does not.

Coca-Cola's unique and skillful marketing communications represent the company's ________.

A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific way that is culturally and socially influenced.

Marketers first identify consumer needs and then provide products that satisfy those needs.This practice is referred to as ________.

________ are intangible products that we pay for and use but never own.

A ________ is a distinctive group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.

In addition to marketing activities,the ________ includes business functions such as human resource management and technology development.

Briefly discuss how companies are adapting to the paradigm shift of the wired world.

The main activities of value chain members include all of the following except ________.

Consumed consumers are people who ________.

An entertainer such as Garth Brooks,a television show,and a magazine subscription are all examples of products.

Women who rent their wedding gowns instead of buying them and wearing them only once are taking advantage of a ________ utility.

When Tony rented a loft apartment where he would live for the summer,he acted as a(n)________.

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 1: Welcome to the World of Marketing: Create and Deliver Value

Ria,a college sophomore,writes a daily blog that typically has over 50,000 readers each week.Ria is an example of a microcelebrity.

Shane pulled her car into the gas station just as the fuel gauge dropped below empty.In this example,Shane benefited from the ________ utility offered by the gas station.

________ provides reasons for customers to pay a premium for a firm's products and exhibit a strong brand preference.

Explain why the selling orientation was popular during the period following World War II.

Although having something to eat or drink may be a want,the desire for a specific brand name is referred to as a need.

A company that focuses on ________ is concerned with meeting present consumer needs without compromising the ability of future generations to meet their needs.

Which of the following is NOT a marketing field?

A firm has a competitive advantage when it is able to outperform the competition,providing customers with a desired benefit the competition does not.

Coca-Cola's unique and skillful marketing communications represent the company's ________.

A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific way that is culturally and socially influenced.

Marketers first identify consumer needs and then provide products that satisfy those needs.This practice is referred to as ________.

________ are intangible products that we pay for and use but never own.

A ________ is a distinctive group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.

In addition to marketing activities,the ________ includes business functions such as human resource management and technology development.

Briefly discuss how companies are adapting to the paradigm shift of the wired world.

The main activities of value chain members include all of the following except ________.

Consumed consumers are people who ________.

An entertainer such as Garth Brooks,a television show,and a magazine subscription are all examples of products.

Women who rent their wedding gowns instead of buying them and wearing them only once are taking advantage of a ________ utility.

When Tony rented a loft apartment where he would live for the summer,he acted as a(n)________.

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters