Question 1

What should a marketing director do as part of instituting an empowerment program?

Accepted Answer

A) Put employees through simulation situations in their training 
B) Create a customer-service department and place a key staff person in charge of the department. 
C) Train the company's staff to judge the quality of the products the firm produces. 
D) Allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors. 
A) Put employees through simulation situations in their training 
B) Create a customer-service department and place a key staff person in charge of the department. 
C) Train the company's staff to judge the quality of the products the firm produces. 
D) Allow non-management employees to resolve problems on their own without prior approval from their immediate supervisors.

Question 2

What could circuses do to exhibit a societal marketing orientation?

Accepted Answer

A) rely on publicity and avoid any promotions 
B) empower their employees to satisfy customer wants 
C) donate a percentage of their profits to local educational institutions 
D) emphasize customer value 
A) rely on publicity and avoid any promotions 
B) empower their employees to satisfy customer wants 
C) donate a percentage of their profits to local educational institutions 
D) emphasize customer value

Question 3

What is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits?

Accepted Answer

A) opportunity cost 
B) marketing utility 
C) market quality 
D) customer value 
A) opportunity cost 
B) marketing utility 
C) market quality 
D) customer value

Question 4

What is created when customer expectations regarding product quality,service quality,and value-based price are met or exceeded?

Accepted Answer

A) a value line 
B) quality products 
C) planning excellence 
D) customer satisfaction 
A) a value line 
B) quality products 
C) planning excellence 
D) customer satisfaction

Question 5

There are several important reasons to study marketing.Name three of these reasons.

Accepted Answer

1.Marketing plays an important

Question 6

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization.Name and briefly describe each of these four philosophies.

Accepted Answer

Production orientation: This orientation

Question 7

For years,Richard Branson,founder of the Virgin Group has believed in customer service.He believes that good customer service stems from an environment that is founded on "a chain ,one that is consistent from beginning to end? " Which idea has - Virgin Group captured in this short phrase?

Accepted Answer

A) the societal concept 
B) Maslow's hierarchy of needs 
C) the marketing concept 
D) the sales orientation philosophy 
A) the societal concept 
B) Maslow's hierarchy of needs 
C) the marketing concept 
D) the sales orientation philosophy

Question 8

For many years,Procter & Gamble (P&G)viewed its Ivory soap as just plain old soap-and not as a cleansing product that could provide other benefits as well.When it came to Ivory soap,P&G focused on how well it made the soap and not on what customers wanted from a bar of soap.What type of orientation did the company have?

Accepted Answer

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

Question 9

Rose is a telephone order taker for Brylane,a catalogue retailer of furnishings for bedrooms and baths.When a customer called and asked if the sea green in a bedspread she had purchased matched the green in a lamp offered in the newest Brylane catalogue,Rose got the potential customer's phone number,went out to the warehouse,located the items,determined they did not match,and called the potential customer to tell her that information.What was the most likely result of Rose's efforts?

Accepted Answer

A) management empowerment 
B) retailer-customer synergy 
C) customer satisfaction 
D) transactional marketing 
A) management empowerment 
B) retailer-customer synergy 
C) customer satisfaction 
D) transactional marketing

Question 10

Lululemon has become one of the nation's largest specialty retailers by focusing on the customer's needs and wants.This philosophy is at the heart of which type of orientation?

Accepted Answer

A) sales 
B) market 
C) retail 
D) production 
A) sales 
B) market 
C) retail 
D) production

Question 11

What does the marketing concept involve?

Accepted Answer

A) focusing on customers' wants so that the organization can distinguish its product (or products)from the competitors' products 
B) selling books at the highest prices that the market will bear with the idea of maximizing profits in the short run 
C) selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used 
D) focusing on production in order to increase product quality and lower prices 
A) focusing on customers' wants so that the organization can distinguish its product (or products)from the competitors' products 
B) selling books at the highest prices that the market will bear with the idea of maximizing profits in the short run 
C) selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used 
D) focusing on production in order to increase product quality and lower prices

Question 12

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams."
-Refer to Dofasco.This quote implies that as a direct result of employees using more teamwork,Dofascowill be able to do which of the following?

Accepted Answer

A) operate successfully using a production orientation. 
B) provide its customer with a higher level of satisfaction. 
C) have lower levels of employee turnover. 
D) have higher levels of employee satisfaction. 
A) operate successfully using a production orientation. 
B) provide its customer with a higher level of satisfaction. 
C) have lower levels of employee turnover. 
D) have higher levels of employee satisfaction.

Question 13

Both production and sales orientations are focused inward on the organization's needs.

Accepted Answer

A) True 
 B)False

Question 14

What marketing tools does the organization use to achieve its goals?

Accepted Answer

A) advertising and personal selling - 
B) production,promotion,and pricing 
C) the marketing mix 
D) aggressive promotion 
A) advertising and personal selling - 
B) production,promotion,and pricing 
C) the marketing mix 
D) aggressive promotion

Question 15

Taxi companies in many large metropolitan areas are requiring newly licensed taxi drivers to undergo a two-day training seminar during which they learn basic etiquette in addition to a familiarity with common landmarks and street names.What is the purpose of this training?

Accepted Answer

A) to improve customer service 
B) to give higher education benefits to employees 
C) to promote the company image by increasing public awareness 
D) to improve employee satisfaction 
A) to improve customer service 
B) to give higher education benefits to employees 
C) to promote the company image by increasing public awareness 
D) to improve employee satisfaction

Question 16

Networkcar.com sells a plug-in device that connects to computer diagnostic ports that are standard on cars.The device beams signals to dealers who can remotely diagnose or spot trouble.The device allows car dealerships to maintain a closer bond with their customers by offering maintenance before a problem leaves customers with an inoperable or possibly dangerous car.With the device,what can dealers better engage in?

Accepted Answer

A) management empowerment 
B) management-customer synergy 
C) relationship marketing 
D) transactional marketing 
A) management empowerment 
B) management-customer synergy 
C) relationship marketing 
D) transactional marketing

Question 17

Marketing can be defined as selling products.

Accepted Answer

A) True 
 B)False

Question 18

In the early 1920s,Ford famously promised its customers any colour vehicle they wanted,"as long as it was black." Ford's management assumed anyone buying a car would accept the colour black,so it made products affordable by offering only one variety in large quantities.Ford is an example of a market-oriented firm.

Accepted Answer

A) True 
 B)False

Question 19

What types of marketing careers are available? What is the current percentage of marketing employees in the civilian workforce? What is the future forecast for marketing employment?

Accepted Answer

One-quarter to one-third of the civilian

Question 20

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams."
-Refer to Dofasco.How would teamwork benefit Dofasco?

Accepted Answer

A) by enhancing employee performance 
B) by doing away with the need for empowerment 
C) by creating managerial entropy 
D) by refining the definition of customer value 
A) by enhancing employee performance 
B) by doing away with the need for empowerment 
C) by creating managerial entropy 
D) by refining the definition of customer value

What should a marketing director do as part of instituting an empowerment program?

What could circuses do to exhibit a societal marketing orientation?

What is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits?

What is created when customer expectations regarding product quality,service quality,and value-based price are met or exceeded?

There are several important reasons to study marketing.Name three of these reasons.

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization.Name and briefly describe each of these four philosophies.

For years,Richard Branson,founder of the Virgin Group has believed in customer service.He believes that good customer service stems from an environment that is founded on "a chain ,one that is consistent from beginning to end? " Which idea has - Virgin Group captured in this short phrase?

Lululemon has become one of the nation's largest specialty retailers by focusing on the customer's needs and wants.This philosophy is at the heart of which type of orientation?

What does the marketing concept involve?

Both production and sales orientations are focused inward on the organization's needs.

What marketing tools does the organization use to achieve its goals?

Taxi companies in many large metropolitan areas are requiring newly licensed taxi drivers to undergo a two-day training seminar during which they learn basic etiquette in addition to a familiarity with common landmarks and street names.What is the purpose of this training?

Marketing can be defined as selling products.

What types of marketing careers are available? What is the current percentage of marketing employees in the civilian workforce? What is the future forecast for marketing employment?

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams." -Refer to Dofasco.How would teamwork benefit Dofasco?

The Marketing Environment, social Responsibility, and Ethics

Strategic Planning for Competitive Advantage

Decision Support Systems and Marketing Research

Consumer Decision Making

Business Marketing

Segmenting, targeting, and Positioning

Customer Relationship Management CRM

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communication

Advertising, public Relations, and Direct Response

Social Media and Marketing

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Developing a Global Vision

Filters

Exam 1: An Overview of Marketing

What should a marketing director do as part of instituting an empowerment program?

What could circuses do to exhibit a societal marketing orientation?

What is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits?

What is created when customer expectations regarding product quality,service quality,and value-based price are met or exceeded?

There are several important reasons to study marketing.Name three of these reasons.

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization.Name and briefly describe each of these four philosophies.

For years,Richard Branson,founder of the Virgin Group has believed in customer service.He believes that good customer service stems from an environment that is founded on "a chain ,one that is consistent from beginning to end? " Which idea has - Virgin Group captured in this short phrase?

Lululemon has become one of the nation's largest specialty retailers by focusing on the customer's needs and wants.This philosophy is at the heart of which type of orientation?

What does the marketing concept involve?

Both production and sales orientations are focused inward on the organization's needs.

What marketing tools does the organization use to achieve its goals?

Taxi companies in many large metropolitan areas are requiring newly licensed taxi drivers to undergo a two-day training seminar during which they learn basic etiquette in addition to a familiarity with common landmarks and street names.What is the purpose of this training?

Marketing can be defined as selling products.

What types of marketing careers are available? What is the current percentage of marketing employees in the civilian workforce? What is the future forecast for marketing employment?

The Marketing Environment, social Responsibility, and Ethics

Strategic Planning for Competitive Advantage

Decision Support Systems and Marketing Research

Consumer Decision Making

Business Marketing

Segmenting, targeting, and Positioning

Customer Relationship Management CRM

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communication

Advertising, public Relations, and Direct Response

Social Media and Marketing

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Developing a Global Vision

Filters