Exam 1: Overview of Marketing

How can marketing be effectively used by entrepreneurs?

Suppose that your university creates a position of vice president for marketing and promotes your professor to the position.What activities will the new vice president of marketing probably be involved in? Be specific; this is a university.

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

Marketers must determine the price of a product carefully,based on potential buyers' beliefs about

As the customer service manager for a heating and air conditioning firm,you are constantly bombarded with complaints about service people not showing up,not having the parts needed to make repairs,and being unable to quickly get the materials needed to fix things.You decide to bring in a marketing consultant to assist you with these problems.What area of marketing specialization would you look for in a marketing consultant and what recommendations would you expect to receive? Be specific; this is a heating and air conditioning firm.

Marketing enriches society by

During the __________ era manufacturers and retailers recognized they needed to give their customers greater value than their competitors did.

When assessing customer value,what must a marketer always remember?

The evolution of marketing progressed along the following continuum:

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

Henry Ford's statement,"Customers can have any color they want so long as it's black," typified the __________ era of marketing.

Internet sites,physical stores,and kiosks are most closely associated with which element of the marketing mix?

Brian is struggling with the choice of publishing his new book,How to Cook Polish Barbeque,as an e-book or a paperback.Brian is addressing which core marketing aspect?

Many entrepreneurs are successful through marketing efforts designed to

The four Ps include product,promotion,planning,and place.

Imagine you graduate with a marketing degree and are hired by the marketing department of a large consumer products company.You are initially given a two-week training program,an overview of what the marketing department does.What will your training program cover?

If you are involved in a buying or selling situation in which you do not expect to do business with the other party again,you are engaged in a

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

Jenny,the delivery and sales representative for a beer distributor,is calling on a retailer and sees the shelves are almost empty.An unexpected sporting event held nearby resulted in a huge increase in sales.She calls her company's distribution manager and requests a special delivery for her customer.Jenny is providing the important marketing function of

Many catalog companies create special-run issues based on what customers have purchased in the past.For example,customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools.This is an example of