Question 1

An organization that is characterized as developing a market orientation:

Accepted Answer

A)  Is characterized the same as an organization that has a marketing orientation. 
B)  Places increasing importance of marketing within the organization. 
C)  Will appoint a marketing person to its board of directors, or trustees in the case of a charity, or part of the executive team in a limited company or partnership. 
D)  Will foster organization-wide responsiveness to market information generated and disseminated within the organization. 
A)  Is characterized the same as an organization that has a marketing orientation. 
B)  Places increasing importance of marketing within the organization. 
C)  Will appoint a marketing person to its board of directors, or trustees in the case of a charity, or part of the executive team in a limited company or partnership. 
D)  Will foster organization-wide responsiveness to market information generated and disseminated within the organization. D

Question 2

The way in which the product is delivered to meet the customers' needs refers to promotion activities.

Accepted Answer

A) True 
 B)False  False

Question 3

Companies employing a relationship marketing approach stressed customer retention over customer acquisition.

Accepted Answer

A) True 
 B)False  False

Question 4

The key difference between a customer and a consumer is that:

Accepted Answer

A)  A customer purchases a product while a consumer uses a product offering. 
B)  A consumer purchases a product and a customer consumes it. 
C)  A consumer only exists in B2B marketing contexts. 
D)  A customer both purchases and uses the product, where as a consumer only purchases it. 
A)  A customer purchases a product while a consumer uses a product offering. 
B)  A consumer purchases a product and a customer consumes it. 
C)  A consumer only exists in B2B marketing contexts. 
D)  A customer both purchases and uses the product, where as a consumer only purchases it.

Question 5

Organizations during the ________ period believe that they exist not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

Accepted Answer

A)  production 
B)  sales 
C)  marketing 
D)  societal 
A)  production 
B)  sales 
C)  marketing 
D)  societal

Question 6

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.

Accepted Answer

A)  service-dominant logic 
B)  servicescape 
C)  servitization 
D)  service pull 
A)  service-dominant logic 
B)  servicescape 
C)  servitization 
D)  service pull

Question 7

Originally, when identifying the responsibilities of a marketing manager, early theories in the 1950s-1960s saw a marketing manager as a 'mixer of ingredients' of a marketing recipe that comprised about 12 ingredients.

Accepted Answer

A) True 
 B)False

Question 8

Relationship marketing focuses on the need to engage in transactions and, as such, is only concerned with the development of relationships with customers.

Accepted Answer

A) True 
 B)False

Question 9

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:

Accepted Answer

A)  A two-way process. 
B)  Developing relationships between parties in the supply chain. 
C)  Both economic and social exchanges. 
D)  All of the options above are correct. 
A)  A two-way process. 
B)  Developing relationships between parties in the supply chain. 
C)  Both economic and social exchanges. 
D)  All of the options above are correct.

Question 10

An organization that has a market orientation does not:

Accepted Answer

A)  Integrate all the activities of the firm to satisfy customer wants. 
B)  Focus on consumer needs and wants. 
C)  Differentiate a firm's products from its competitor's products. 
D)  Fuel sales growth through the application of aggressive sales techniques. 
A)  Integrate all the activities of the firm to satisfy customer wants. 
B)  Focus on consumer needs and wants. 
C)  Differentiate a firm's products from its competitor's products. 
D)  Fuel sales growth through the application of aggressive sales techniques.

Question 11

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.

Accepted Answer

A)  sales 
B)  production 
C)  marketing 
D)  customer 
A)  sales 
B)  production 
C)  marketing 
D)  customer

Question 12

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.

Accepted Answer

A)  process 
B)  physical evidence 
C)  people 
D)  product 
A)  process 
B)  physical evidence 
C)  people 
D)  product

Question 13

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation?

Accepted Answer

A)  Profitability orientation. 
B)  Interfunctional coordination. 
C)  Customer orientation. 
D)  Competitor orientation. 
A)  Profitability orientation. 
B)  Interfunctional coordination. 
C)  Customer orientation. 
D)  Competitor orientation.

Question 14

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of pricing.

Accepted Answer

A) True 
 B)False

Question 15

The development of marketing has been characterized by some as comprising four main periods of development. One of these periods includes the sales period of 1920s-1950s where the focus was on personal selling, supported by research and advertising.

Accepted Answer

A) True 
 B)False

An organization that is characterized as developing a market orientation:

The way in which the product is delivered to meet the customers' needs refers to promotion activities.

Companies employing a relationship marketing approach stressed customer retention over customer acquisition.

The key difference between a customer and a consumer is that:

Organizations during the ________ period believe that they exist not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.

Originally, when identifying the responsibilities of a marketing manager, early theories in the 1950s-1960s saw a marketing manager as a 'mixer of ingredients' of a marketing recipe that comprised about 12 ingredients.

Relationship marketing focuses on the need to engage in transactions and, as such, is only concerned with the development of relationships with customers.

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:

An organization that has a market orientation does not:

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation?

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of pricing.

The development of marketing has been characterized by some as comprising four main periods of development. One of these periods includes the sales period of 1920s-1950s where the focus was on personal selling, supported by research and advertising.

Understanding Customer Behaviour

Marketing Research and Customer Insight

Marketing Environment and Strategy

Market Segmentation and Positioning

Proposition and Branding Decisions

Pricing and Value Creation

Marketing Communications and Principles

Managing Channels and Distribution

Digital and Social Media Marketing

Services Marketing and Customer Experience Management

Marketing, Society, Sustainability, and Ethics

Filters

Exam 1: Interpersonal Process

An organization that is characterized as developing a market orientation:

The way in which the product is delivered to meet the customers' needs refers to promotion activities.

Companies employing a relationship marketing approach stressed customer retention over customer acquisition.

The key difference between a customer and a consumer is that:

Organizations during the ________ period believe that they exist not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.

Originally, when identifying the responsibilities of a marketing manager, early theories in the 1950s-1960s saw a marketing manager as a 'mixer of ingredients' of a marketing recipe that comprised about 12 ingredients.

Relationship marketing focuses on the need to engage in transactions and, as such, is only concerned with the development of relationships with customers.

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:

An organization that has a market orientation does not:

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation?

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of pricing.

The development of marketing has been characterized by some as comprising four main periods of development. One of these periods includes the sales period of 1920s-1950s where the focus was on personal selling, supported by research and advertising.

Understanding Customer Behaviour

Marketing Research and Customer Insight

Marketing Environment and Strategy

Market Segmentation and Positioning

Proposition and Branding Decisions

Pricing and Value Creation

Marketing Communications and Principles

Managing Channels and Distribution

Digital and Social Media Marketing

Services Marketing and Customer Experience Management

Marketing, Society, Sustainability, and Ethics

Filters