Deck 1: Marketing in Todays Economy

Question 1

Although mass media audiences are becoming increasingly fragmented, media fragmentation does have a major advantage. What is this advantage?

A) It now costs less to reach a mass audience.
B) It is much easier to measure feedback from mass media audiences.
C) It is now easier to reach small, highly targeted audiences.
D) Consumers are now much more receptive to television advertising.
E) Consumers are now highly susceptible to online advertising.

Answer 1

C

Question 2

What type of planning concerns itself with specific markets or market segments and the development of marketing programs that will fulfill the needs of customers in those markets?

A) market planning
B) strategic planning
C) local planning
D) lower-level planning
E) tactical planning

Answer 2

E

Question 3

In 2005, the American Marketing Association changed the definition of marketing that had stood for 20 years. The major changes in the definition included a shift from delivering the 4 Ps (product, price, place, promotion) to delivering _____ and a shift from creating exchanges to creating _____.

A) satisfaction; customer relationships
B) value; customer relationships
C) quality; transactions
D) value; satisfaction
E) quality; value

Answer 3

B

Question 4

One of the major difficulties of conducting business in today's economy concerns the unclear legal jurisdiction surrounding many business transactions. The issue is especially keen for marketers who do business in:

A) international markets
B) domestic, interstate markets
C) business-to-business markets
D) metamarkets
E) peer-to-peer transactions

Question 5

Many firms attempt to distinguish or differentiate their product offerings through the use of _____ strategies. This involves establishing a mental image of the product offering relative to competing offerings in the minds of target buyers.

A) product positioning
B) branding
C) perceptual marketing
D) image marketing
E) comparative

Question 6

Which of the following IS NOT one of the five conditions of exchange in marketing?

A) There must be at least two parties to the exchange
B) Each party has something of value to offer the other party
C) Each party must be free to accept or reject the exchange
D) Each party must be capable of immediate delivery
E) Each party believes that it is desirable to exchange with the other party

Question 7

Marketers who offer supplemental services such as financing, home delivery, or installation do so in an effort to increase what type of utility?

A) time utility
B) place utility
C) possession utility
D) form utility
E) psychological utility

Question 8

Among the fundamental changes to marketing and business practice in today's economy is the dramatic increase in the availability of information. This increase in information has created a shift in the balance of power in the supply chain. Who now holds most of the power in today's economy?

A) retailers
B) wholesalers
C) customers
D) manufacturers
E) market research firms

Question 9

A product that provides the utmost in convenience is said to offer exceptional:

A) time and place utility
B) place and possession utility
C) time and possession utility
D) form and time utility
E) form and place utility

Question 10

All of the following are reasons for the general decline in customer satisfaction over the past 20 years EXCEPT:

A) Customers are much less brand loyal than in the past.
B) Today's customers are very price sensitive.
C) Today's customers are exceptionally demanding.
D) Product quality is much lower now than at any time in the past.
E) Customers are more cynical, have more information, and have more attitude than ever before.

Question 11

Changing value propositions in today's economy - such as changes caused by the growth in e-commerce - have forced marketers to learn a tough lesson about customers. What is that lesson?

A) Customers will always seek the best value regardless of quality.
B) Customers will always turn to the most recognized brand.
C) Customers would rather perform service for themselves to save money.
D) Customers will turn to the most convenient, least expensive alternative in situations where they see goods and services as commodities.
E) Customers will always seek the best quality regardless of price.

Question 12

Which of the following changes occurring in today's economy has not been caused by the growth of the Internet?

A) Increase in product selection
B) Shifting demand patterns
C) Privacy and security concerns
D) Rising prices for most products
E) Audience and media fragmentation

Question 13

In the airline industry, companies like American, Delta, and United have a difficult time competing because their industry has become commoditized. What does this mean for firms in the airline industry?

A) Airline firms compete in a declining industry.
B) Airline customers have become increasingly demanding.
C) There is very little differentiation among product offerings in the industry.
D) The industry experiences very little change over time.
E) Airlines have been forced to develop partnerships to remain competitive.

Question 14

In the traditional transactional marketing approach, the ultimate goal of marketing is to:

A) serve customers' needs and wants.
B) develop long-term customer relationships.
C) create value in the buyer-seller relationship.
D) acquire new customers and complete a large number of exchanges.
E) All of the above are goals of transactional marketing.

Question 15

_____ is the curse of mature markets whereby products lack any real means of differentiation and customers see competing products as offering roughly the same benefits.

A) Specialization
B) Commoditization
C) Maturation
D) Price Devaluation
E) Market Homogeneity

Question 16

Edmunds.com provides a collection of online services and information pertaining to the automotive market. Edmunds offers reviews, free pricing reports, discussion boards, and links to a variety of car manufacturers, dealers, insurance companies, and finance companies. What role does Edmunds.com play in today's economy?

A) distributor
B) marketspace
C) metamediary
D) metamarket
E) electronic broker

Question 17

_____ involves the analysis of economic, political, legal, technological, and cultural events and trends that may affect the future of the organization and its marketing efforts.

A) Competitive intelligence
B) Environmental scanning
C) Tactical planning
D) Marketing research
E) External analysis

Question 18

Which of the following statements about pricing decisions in marketing strategy is TRUE?

A) Price is one of two elements of the marketing mix that leads to revenue.
B) Price has a direct connection with customer demand.
C) Pricing is the least manipulated element of the marketing mix.
D) Pricing is the most difficult element of the marketing mix to change.
E) Customers will always equate higher prices with higher quality products.

Question 19

A cluster of closely related goods and services that center around a specific consumption activity is referred to as a:

A) marketspace
B) market
C) metamediary
D) marketing channel
E) metamarket

Question 20

A customer's decision to purchase one product or group of products over another is primarily a function of:

A) the convenience of acquiring the product or group of products.
B) how well that choice will fulfill that person's needs and satisfy his or her wants.
C) the product's features relative to competing products.
D) the product's price.
E) the availability of the product or group of products.

Question 21

Discuss the challenges and opportunities associated with planning and developing marketing strategy in today's economy. Why is marketing strategy both exciting and challenging?

Question 22

Discuss the different views or interpretations of marketing as a function of business, including the AMA's recent change in the definition of marketing. Why do you think the AMA changed the definition after 20 years?

Question 23

With respect to the strategic planning process, why has social responsibility and marketing ethics become important today? Is it really necessary to consider these issues in strategic planning? How can a firm plan to be socially responsible?

Question 24

The text discusses seven challenges and opportunities associated with marketing in today's economy. Identify these issues and discuss how they are related. What is the common thread that ties all seven issues together?

Question 25

Briefly explain and discuss the five types of utility discussed in Chapter 1. Which type(s) of utility is the most important and why?