Question 1

Which of the following is a part of the marketing concept?

Accepted Answer

A)  a consumer orientation
B)  avoidance of risk
C)  financial return orientation
D)  emphasis on efficient productionE) C) and D)
F) A) and B)

Question 2

The future for e-commerce is banking on the fact that "friends" have similar likes and even similar buying habits! According to the Social Media in Business box featuring the story "Calling All Businesses":

Accepted Answer

A)  Most companies are going to have to choose a business model for distributing their goods,and stick with it.It's either got to be traditional stores or online shopping,but not both,if they want to do it well.
B)  For some companies,mobile phone purchases have already become a billion-dollar business.In order to survive,small businesses must also align themselves with mobile platforms.
C)  There is a quiet trend emerging,where customers are going back to what recent shoppers consider traditional means to obtain goods.People just aren't buying processed foods or clothing any longer.
D)  Buy America and buy organic has put a halt on online shopping.E) B) and D)
F) None of the above

Question 3

A basic principle of relationship marketing is that firms should concentrate on producing and promoting products that appeal to large groups of people.

Accepted Answer

A) True 
 B)False

Question 4

Secondary data should be gathered first because this type of information is less expensive to obtain.

Accepted Answer

A) True 
 B)False

Question 5

Marketing is a one-time activity,performed when a business is first established and introducing product in the market.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

Accepted Answer

A) True 
 B)False

Question 6

__________ marketers include manufacturers,intermediaries,institutions,and the government.

Accepted Answer

A)  Profit seeking
B)  Undifferentiated
C)  Institutional
D)  B2BE) A) and B)
F) A) and D)

Question 7

Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.The firm believes that they are positioned to profitably serve this group of consumers.Cool People utilizes the strategy of:

Accepted Answer

A)  narrowcasting.
B)  target marketing.
C)  primary marketing.
D)  focus group selection.E) A) and B)
F) None of the above

Question 8

A firm's marketing mix refers to the combination of:

Accepted Answer

A)  goods the firm offers to different market segments.
B)  advertising media the firm utilizes to promote its products.
C)  strategies regarding product,price,place,and promotion.
D)  people directly involved in making marketing decisions.E) A) and C)
F) B) and D)

Question 9

Which of the following is the best example of cognitive dissonance?

Accepted Answer

A)  John has been shopping for a new television set,but has not yet made a purchase because he is having trouble deciding which brand to buy.
B)  Julie decided to eat at a restaurant she previously avoided after learning that several movie stars she admires endorse the restaurant.
C)  Marquetto is torn between going to the movies with friends or staying home and studying for an exam tomorrow.
D)  Rico just bought an expensive hi-def television and is already worried that he could have found a better deal if he had shopped more carefully.E) All of the above
F) None of the above

Question 10

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Accepted Answer

A) True 
 B)False

Question 11

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Accepted Answer

A) True 
 B)False

Question 12

Designing a want-satisfying product is part of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 13

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Accepted Answer

A)  and the marketing concept are in fact identical.
B)  attempts to improve profits by keeping quality high,while the marketing concept attempts to improve profits by a careful design of the promotional mix.
C)  turns the marketing concept upside down.The marketing concept emphasized that marketing was the most important function performed by a firm,but customer relationship management views management to be the most important function.
D)  extends the marketing concept by calling for the firm to learn more about its customers so that it not only satisfies them,but exceeds their expectations over time.E) B) and C)
F) A) and D)

Question 14

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs,in other words,helping the buyer buy.

Accepted Answer

A) True 
 B)False

Question 15

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

Accepted Answer

A) True 
 B)False

Question 16

As the campaign manager for a candidate for the U.S.Senate,Pete works to learn as much as possible about potential voters.With this information,he hopes to focus the campaign on the issues most important to voters.This represents:

Accepted Answer

A)  the use of marketing by a nonprofit organization.
B)  a nonprofit application of the production era strategy.
C)  the use of public service advertising to sell a political candidate.
D)  an extension of the profit orientation to a nonprofit organization.E) A) and B)
F) A) and C)

Question 17

La Shawna is fascinated by movie stars and others in the entertainment industry.She often changes her dress,speech,and mannerisms in response to the latest trends in Hollywood.When big name stars publicly support a social cause,she tends to support it as well.La Shawna's behavior suggests that people in show business are an important reference group for her.

Accepted Answer

A) True 
 B)False

Question 18

The most important technological change likely to affect the marketing success of many firms is the:

Accepted Answer

A)  growth of consumer databases,blogs,and social networking.
B)  speed of service from faster check-outs.
C)  level of computer literacy of the target market.
D)  number of computers in use in the home.E) B) and D)
F) A) and C)

Question 19

With careful attention to controlling costs and quality,businesses can successfully satisfy consumers with a standardized product for different markets.

Accepted Answer

A) True 
 B)False

Question 20

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Accepted Answer

A) True 
 B)False

Exam 13: Marketing: Helping Buyers Buy

__________ marketers include manufacturers,intermediaries,institutions,and the government.

Correct Answer
verified

As the campaign manager for a candidate for the U.S.Senate,Pete works to learn as much as possible about potential voters.With this information,he hopes to focus the campaign on the issues most important to voters.This represents:

Correct Answer
verified

Which of the following is the best example of cognitive dissonance?

Correct Answer
verified

Designing a want-satisfying product is part of the marketing mix.

Correct Answer
verified

The future for e-commerce is banking on the fact that "friends" have similar likes and even similar buying habits! According to the Social Media in Business box featuring the story "Calling All Businesses":

Correct Answer
verified

Correct Answer
verified

Which of the following is a part of the marketing concept?

Correct Answer
verified

The most important technological change likely to affect the marketing success of many firms is the:

Correct Answer
verified

Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.The firm believes that they are positioned to profitably serve this group of consumers.Cool People utilizes the strategy of:

Correct Answer
verified

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs,in other words,helping the buyer buy.

Correct Answer
verified

A basic principle of relationship marketing is that firms should concentrate on producing and promoting products that appeal to large groups of people.

Correct Answer
verified

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Correct Answer
verified

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Correct Answer
verified

Secondary data should be gathered first because this type of information is less expensive to obtain.

Correct Answer
verified

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

Correct Answer
verified

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Correct Answer
verified

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Correct Answer
verified

Marketing is a one-time activity,performed when a business is first established and introducing product in the market.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

Correct Answer
verified

With careful attention to controlling costs and quality,businesses can successfully satisfy consumers with a standardized product for different markets.

Correct Answer
verified

A firm's marketing mix refers to the combination of:

Correct Answer
verified

Exam 13: Marketing: Helping Buyers Buy

__________ marketers include manufacturers,intermediaries,institutions,and the government.

Correct AnswerverifiedShow Answer

As the campaign manager for a candidate for the U.S.Senate,Pete works to learn as much as possible about potential voters.With this information,he hopes to focus the campaign on the issues most important to voters.This represents:

Correct AnswerverifiedShow Answer

Which of the following is the best example of cognitive dissonance?

Correct AnswerverifiedShow Answer

Designing a want-satisfying product is part of the marketing mix.

Correct AnswerverifiedShow Answer

The future for e-commerce is banking on the fact that "friends" have similar likes and even similar buying habits! According to the Social Media in Business box featuring the story "Calling All Businesses":

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is a part of the marketing concept?

Correct AnswerverifiedShow Answer

The most important technological change likely to affect the marketing success of many firms is the:

Correct AnswerverifiedShow Answer

Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.The firm believes that they are positioned to profitably serve this group of consumers.Cool People utilizes the strategy of:

Correct AnswerverifiedShow Answer

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs,in other words,helping the buyer buy.

Correct AnswerverifiedShow Answer

A basic principle of relationship marketing is that firms should concentrate on producing and promoting products that appeal to large groups of people.

Correct AnswerverifiedShow Answer

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Correct AnswerverifiedShow Answer

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Correct AnswerverifiedShow Answer

Secondary data should be gathered first because this type of information is less expensive to obtain.

Correct AnswerverifiedShow Answer

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

Correct AnswerverifiedShow Answer

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Correct AnswerverifiedShow Answer

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Correct AnswerverifiedShow Answer

Marketing is a one-time activity,performed when a business is first established and introducing product in the market.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

Correct AnswerverifiedShow Answer

With careful attention to controlling costs and quality,businesses can successfully satisfy consumers with a standardized product for different markets.

Correct AnswerverifiedShow Answer

A firm's marketing mix refers to the combination of:

Correct AnswerverifiedShow Answer

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verified

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