Question 1

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

Accepted Answer

A)  positioning 
B)  marketing 
C)  outsourcing 
D)  production 
E)  logistics 
A)  positioning 
B)  marketing 
C)  outsourcing 
D)  production 
E)  logistics

Question 2

Alex works in the marketing department of an international company. How can Alex use modern technologies to conduct market research and better serve his company's customers?

Accepted Answer

Alex could use the company's Web site an

Question 3

To increase its "share of customer," a firm concentrates on retaining as many customers as possible over its lifetime.

Accepted Answer

A) True 
 B)False

Question 4

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.

Accepted Answer

A)  product 
B)  production 
C)  societal marketing 
D)  marketing 
E)  selling 
A)  product 
B)  production 
C)  societal marketing 
D)  marketing 
E)  selling

Question 5

Which of the following is the aim of the product concept?

Accepted Answer

A)  improve the marketing of a firm's best products 
B)  market only those products with high customer appeal 
C)  focus on the target market and make products that meet those customers' demands 
D)  focus on making continuous product improvements 
E)  ensure that product promotion has the highest priority 
A)  improve the marketing of a firm's best products 
B)  market only those products with high customer appeal 
C)  focus on the target market and make products that meet those customers' demands 
D)  focus on making continuous product improvements 
E)  ensure that product promotion has the highest priority

Question 6

Marketers set up company and brand Web sites that provide information and promote the company's products. Social media is a significant part of today's marketing strategy. Which of these tools is NOT part of the growth in digital technology?

Accepted Answer

A)  blogs 
B)  e-mail 
C)  telemarketing calls 
D)  mobile apps 
E)  videos 
A)  blogs 
B)  e-mail 
C)  telemarketing calls 
D)  mobile apps 
E)  videos

Question 7

A marketer wants to increase its "share of customer." It can do this by offering a greater variety to customers, or by ________.

Accepted Answer

A)  decreasing prices 
B)  increasing discounts and coupons 
C)  sending samples directly to customers 
D)  introducing customers to "brand evangelists" 
E)  creating programs to cross-sell and up-sell to market more products and service to existing customers 
A)  decreasing prices 
B)  increasing discounts and coupons 
C)  sending samples directly to customers 
D)  introducing customers to "brand evangelists" 
E)  creating programs to cross-sell and up-sell to market more products and service to existing customers

Question 8

For most marketers, customer relationship management is exclusively a matter of customer data management.

Accepted Answer

A) True 
 B)False

Question 9

How are local retailers affected by global competition?

Accepted Answer

A local retailer might have global suppl

Question 10

The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.

Accepted Answer

A)  outside-in perspective 
B)  product-centered make-and-sell philosophy 
C)  inside-out perspective 
D)  consumer-generated marketing approach 
E)  telling-and-selling approach 
A)  outside-in perspective 
B)  product-centered make-and-sell philosophy 
C)  inside-out perspective 
D)  consumer-generated marketing approach 
E)  telling-and-selling approach

Question 11

According to management guru Peter Drucker, "The aim of marketing is to ________."

Accepted Answer

A)  maximize profits of the company 
B)  emphasize customer wants and not customer needs 
C)  make selling unnecessary 
D)  fulfill unrealistic customer expectations 
E)  sell products 
A)  maximize profits of the company 
B)  emphasize customer wants and not customer needs 
C)  make selling unnecessary 
D)  fulfill unrealistic customer expectations 
E)  sell products

Question 12

Many companies now use customer profitability analysis to identify and weed out unprofitable customers.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements is true of the selling concept?

Accepted Answer

A)  It requires minimum promotion efforts. 
B)  It creates long-term, profitable customer relationships. 
C)  It takes an outside-in perspective. 
D)  It is typically practiced with unsought goods. 
E)  It follows the customer-centered sense-and-respond philosophy. 
A)  It requires minimum promotion efforts. 
B)  It creates long-term, profitable customer relationships. 
C)  It takes an outside-in perspective. 
D)  It is typically practiced with unsought goods. 
E)  It follows the customer-centered sense-and-respond philosophy.

Question 14

Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."
-The difference between human needs and wants is that needs are not created by marketers.

Accepted Answer

A) True 
 B)False

Question 15

Refer to the scenario below to answer the following question(s).
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter."
-When backed by buying power, needs become wants.

Accepted Answer

A) True 
 B)False

Question 16

Explain how and why marketers go beyond selling a product or service to create brand experiences.

Accepted Answer

Sellers are most effective when they foc

Question 17

Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.

Accepted Answer

A)  club marketing programs 
B)  social marketing campaigns 
C)  consumer-generated marketing campaigns 
D)  ambush marketing campaigns 
E)  frequency marketing programs 
A)  club marketing programs 
B)  social marketing campaigns 
C)  consumer-generated marketing campaigns 
D)  ambush marketing campaigns 
E)  frequency marketing programs

Question 18

Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is true of the production concept?

Accepted Answer

A)  It considers customer focus and value to be the paths to sales and profits. 
B)  It follows the customer-centered sense-and-respond philosophy. 
C)  It takes an outside-in perspective. 
D)  It calls for sustainable marketing. 
E)  It leads to companies focusing too narrowly on their own operations. 
A)  It considers customer focus and value to be the paths to sales and profits. 
B)  It follows the customer-centered sense-and-respond philosophy. 
C)  It takes an outside-in perspective. 
D)  It calls for sustainable marketing. 
E)  It leads to companies focusing too narrowly on their own operations.

Question 20

Needs include all of the following EXCEPT ________.

Accepted Answer

A)  food 
B)  knowledge 
C)  affection 
D)  the newest iphone 
E)  belonging 
A)  food 
B)  knowledge 
C)  affection 
D)  the newest iphone 
E)  belonging

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

Alex works in the marketing department of an international company. How can Alex use modern technologies to conduct market research and better serve his company's customers?

To increase its "share of customer," a firm concentrates on retaining as many customers as possible over its lifetime.

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.

Which of the following is the aim of the product concept?

Marketers set up company and brand Web sites that provide information and promote the company's products. Social media is a significant part of today's marketing strategy. Which of these tools is NOT part of the growth in digital technology?

A marketer wants to increase its "share of customer." It can do this by offering a greater variety to customers, or by ________.

For most marketers, customer relationship management is exclusively a matter of customer data management.

How are local retailers affected by global competition?

The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.

According to management guru Peter Drucker, "The aim of marketing is to ________."

Many companies now use customer profitability analysis to identify and weed out unprofitable customers.

Which of the following statements is true of the selling concept?

Explain how and why marketers go beyond selling a product or service to create brand experiences.

Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.

Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.

Which of the following statements is true of the production concept?

Needs include all of the following EXCEPT ________.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating Customer Value and Engagement

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

Alex works in the marketing department of an international company. How can Alex use modern technologies to conduct market research and better serve his company's customers?

To increase its "share of customer," a firm concentrates on retaining as many customers as possible over its lifetime.

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.

Which of the following is the aim of the product concept?

Marketers set up company and brand Web sites that provide information and promote the company's products. Social media is a significant part of today's marketing strategy. Which of these tools is NOT part of the growth in digital technology?

A marketer wants to increase its "share of customer." It can do this by offering a greater variety to customers, or by ________.

For most marketers, customer relationship management is exclusively a matter of customer data management.

How are local retailers affected by global competition?

The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.

According to management guru Peter Drucker, "The aim of marketing is to ________."

Many companies now use customer profitability analysis to identify and weed out unprofitable customers.

Which of the following statements is true of the selling concept?

Explain how and why marketers go beyond selling a product or service to create brand experiences.

Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.

Fast Food, Inc. views marketing as the process of finding and retaining profitable customers by providing them with the food they want. Fast Food, Inc. practices societal marketing.

Which of the following statements is true of the production concept?

Needs include all of the following EXCEPT ________.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters