Deck 7: Applying the Marketing Mix

Question 1

The need for a stronger and clearer customer perspective was the reason for the evolution from the 4 Ps to the 4 Cs is changing the customer perspective.

Answer 1

True

Question 2

From the perspective of the marketer, the value exchange is considered Price in the 4 Ps, while from the customer's perspective using the 4 Cs, it is considered cash.

Answer 2

False

Question 3

Two trends are shaping current marketing practice: experiential marketing and increased use of mass marketing.

Answer 3

False

Question 4

Any of 5 Ps can affect any of the 5 Cs, and decisions in one area can affect any of the others, even if it is not one of the linked Ps and Cs.

Question 5

Deborah was relatively new to her marketing position when she got into a serious discussion about customers with a colleague who had been in the marketing area for many years. This colleague argued that he had always kept the customer in mind when thinking about the product. He also argued that although branding and packaging decisions were important to the customer, the firm knew about options and issues far better than any customer. Deborah's more modern position was different because she looked at the product decisions from the perspective of

A) the impact of new technologies.
B) the benefits the customer gets from the product.
C) the gap between the younger generation and the older generation.
D) the changes in the media consumption habits.

Question 6

A classic example of what can go wrong if a firm does not focus on the benefits a customer receives instead of the product itself was the railroad industry. That industry focused on improvements in trains and the rails themselves instead of

A) including the stations and parking facilities in the modernization efforts.
B) focusing on the comfort of the riders.
C) expanding the number of trains to accommodate growth.
D) focusing on the transportation, not trains.

Question 7

Retail operations, traditionally thought of as "place" in the marketing mix, are under increasing pressure from consumers to accommodate the consumers' busy lifestyles and lack of time to go shopping. While some customers still like the old ways of shopping, retailers need to think about shopping from the customers' perspectives, which falls under which of the 4 Cs approach to the marketing mix?

A) Customer benefits
B) Convenience
C) Cost
D) Communications

Question 8

Adrienne was thrilled with the new design she had for neckties and posted it on the company's website. It wasn't long before negative comments flowed in complaining about the colors she chose and the overall design. She scrapped that design and started over. If the design had gone into production it would have been a costly mistake, and the process that prevented this from happening is known as

A) production feedback.
B) consumer-guided design.
C) crowd-creation.
D) co-creation.

Question 9

Corey's firm had a good reputation for integrating social media into its marketing processes. To engage customers further and to build ways to interact positively with the brand, Corey and his programmers were building sophisticated puzzles and adventures online, and using which process?

A) Crowdsourcing
B) Gamification
C) Purposeful fun
D) Online marketing research

Question 10

If a firm wanted to build enthusiasm for the launch of new product by getting input and advice from a large number of potential customers online, what process might they use?

A) Crowdsourcing
B) Open sourcing
C) Mass design protocols
D) Social media stimulation

Question 11

Stephanie was complaining to her friends about how hard it was to find parking and deal with traffic on the way to the store. She was even more upset when she got to the store, and they didn't have what she needed. She said, I'm taking my business elsewhere." To prevent defection of customers like Stephanie, retailers need to focus on

A) concentrating on convenience.
B) better inventory control.
C) improving traffic flows.
D) adding parking facilities.

Question 12

Jason would drive about 20 miles out of his way to the gas station whose price was about 8¢ a gallon cheaper than the local stations. His friend Paul, who was a marketing student, tried to explain to Jason this wasn't such a great deal because

A) brand name gas stations that were local had a better product, which is why brands are important.
B) cost means more than the price at the pump, including the fuel he used to get there and his time.
C) whenever a price is that far off, it is a good sign that the product has been altered, maybe even watered down.
D) As Jason had to cross over a county line to avoid taxes he was technically smuggling gasoline.

Question 13

What is the significance of the change from Promotion in the 4 Ps to Communication in the 4 Cs?

A) Promotion is seen primarily as advertising, and Communication includes a wider range, such as public relations, personal selling, and publicity.
B) Promotion focuses on the product features, and Communications focuses on product benefits.
C) Promotion focused on the messages the company sends, and Communications includes any contact with the firm.
D) Promotion is an active interaction, and Communications is a passive interaction.

Question 14

Why would a firm develop an advantage in switching from Promotion to Communication in the marketing mix?

A) The Communication approach enhances effectiveness of the message instead of efficiency of delivery and execution.
B) The Communications approach gives the marketer more control over the message content and delivery.
C) The Communications approach means fewer messages delivered more frequently.
D) The Communications approach favors social media and online messaging instead of using traditional promotion vehicles.

Question 15

Kate has been watching her firm switch from the 4 Ps in the marketing mix to the 4 Cs over the past few years. This switch is more than semantics for the use of the 4 Cs means the marketers will

A) practice a more state-of-the-art approach.
B) create more value in an exchange.
C) control more of the customer's total spending.
D) be more efficient in their use of marketing tools.

Question 16

Maya couldn't stop talking about her purchase of her new clothes for work. Not only had the people in the store been helpful and gracious, she was amazed at how comfortable the surroundings had been from the lighting to the flowers to the way the goods were colorfully displayed, the chilled water she was offered, the amenities in the changing rooms, the way her purchases had been wrapped and more. Her friends were acting bored, but they were also thinking about visiting the same store. What Maya had experienced was

A) intimate retailing.
B) personal shopping
C) value-enhanced retailing.
D) experiential marketing.

Question 17

Why is experiential marketing becoming such a significant approach to consumer marketing?

A) Interaction with the brand, product or service becomes more compelling and intimate leading to a stronger link between the customer and the firm.
B) Experiences are more engaging and more fun, which contrasts with the seriousness and extreme competitiveness which had characterized marketing.
C) Experiences are short, intense and memorable, which fit the profile of modern consumers much more effectively.
D) More frequent interactions in smaller bits of information lends a new objectivity to the customer experience, building trust in the brand.

Question 18

The rise of experiential marketing and increased use of technology have given rise to what changes in the marketing mix?

A) Moving the customer from the center to encompass all four Ps and Cs
B) Abandoning the current system for a most customer-centric approach
C) Adding a new pair of Ps and Cs to the marketing mix
D) Recreating the traditional idea of Place to accommodate new retail styles and online shopping experiences

Question 19

Anthony and Brian both owned Harley Davidson bikes, and both were members of the HOGS. They did not realize at first the HOGS were not an official part of Harley Davidson, but a group that grew apart from the company. More recently this kind of phenomenon has gone online and become known as

A) user communities.
B) brand communities.
C) interest communities
D) social-media communities

Question 20

Why is it important for a marketer to begin marketing mix decisions with Product when all 5 Ps are interrelated?

A) Products are easier to test, and testing should be done before setting prices or determining where to place the product.
B) If a firm has a good product, the other 4 Ps don't matter as customers will want the product.
C) The level of risk increases as a marketer goes through the 5 Ps, and it's better to start with a less risky part of the mix.
D) Products and clear ideas of the customer benefits are the basis for all other considerations.

Question 21

Patrick was frustrated with trying to get the fifth P-Participation-right. He knew the traditional 4Ps were all well developed, so he decided to move ahead without nailing down the Participation aspect. Was this a good decision?

A) Yes. The 4 Ps have worked well for decades, and the fifth is still largely unproven.
B) No. Participation is the most important of the 5 Ps in today's marketing environment.
C) Yes. Starting without Participation settled doesn't mean it can't be done later. Speed-to-market is important.
D) No. All 5 Ps are interrelated, and problems with one indicate potential problems with the others.

Question 22

Rather than being part of the marketing mix, the ___________ is the target of marketing decisions, or the "target market" as described throughout the text.

A) price
B) customer
C) product
D) place

Question 23

How the product will be promoted and what messages customers will see is referred to as

A) product.
B) planning.
C) promotion.
D) participation.

Question 24

While _____________ make product decisions, customers buy products for the benefits they receive from buying and using the product.

A) influencers
B) marketers
C) customers
D) owners

Question 25

Product decisions affect customer

A) loyalty.
B) benefits.
C) cost.
D) convenience.

Question 26

In your own words, explain crowdsourcing.

Question 27

What example can you provide relative to how marketers are responding to technology-based changes?

Question 28

To apply the marketing mix effectively, marketers must tie specific Ps to customer Cs. Which examples can you provide about how marketers should relate?

Question 29

It has been stated that there are three key points to remember when applying the framework to make marketing decisions. Provide your answers and include your view.

Question 30

It has been stated that the 4 Ps are all producer-controlled variable. What is your view on this?

Question 31

It has been stated that there are two trends changing marketing practice. Give your view.

Question 32

Assume you had a time machine, and you decided to go back to the late 20^th century to see how the marketing mix was used then. What are the most important differences you would notice?

Question 33

One of the challenges of marketing is to reconcile differing customers' demands and expectations so that the customers and the firm can both be satisfied. Experiential marketing suggests that a customer will take the time to engage his or her senses and enjoy a retail environment, which will lead to increased loyalty and purchases. On the other hand, Convenience in the 5 Cs suggests that customers want to get shopping done in as little time as possible and with as little effort as possible. How do you think marketers can creatively-and simultaneously-address both?