Question 1

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Accepted Answer

A)   Satisfying customer needs and wants
B)   The exchange function of marketing
C)   Product,place,promotion,and price decisions
D)   Decisions about the setting in which marketing takes place
E)   Creating valueF) A) and D)
G) B) and E)

Question 2

Suppose your college roommate sees you reading your marketing textbook and says,"Marketing is just advertising and selling." How do you respond?

Accepted Answer

Students' responses will vary but should...

Question 3

Yesenia,the new university course scheduling manager,is struggling with adjustments to the fall schedule.She is trying to determine how to offer the classes students need at the times when students need them.Yesenia is struggling with the marketing function of

Accepted Answer

A)   communicating the value proposition.
B)   supply chain management.
C)   creating value.
D)   capturing value.
E)   value cocreation.F) A) and B)
G) A) and C)

Question 4

Marketing efforts designed to get the product or service to the right customer,when that customer wants it,are called

Accepted Answer

A)   supply chain management.
B)   a transactional orientation.
C)   wholesaling.
D)   value cocreation.
E)   endless chain marketing.F) None of the above
G) A) and B)

Question 5

How should marketers determine prices?

Accepted Answer

Prices should be bas...

Question 6

Xavier is analyzing potential market segments.He should carefully seek potential customers who have both an interest in his products and

Accepted Answer

A)   a thorough knowledge of his brand messages.
B)   the ability to buy them.
C)   knowledge of competing products.
D)   the ability to negotiate discounts.
E)   are removed from traditional marketing alternatives.F) None of the above
G) C) and D)

Question 7

Value is

Accepted Answer

A)   the lowest cost option.
B)   represented by brand names.
C)   the highest priced alternative.
D)   everyday low prices.
E)   what you get for what you give.F) C) and E)
G) C) and D)

Question 8

Your friend is writing a "how to" book and asks you for marketing advice.You start by exploring the four Ps.What questions will you ask? Be specific; your friend is creating a book.

Accepted Answer

Product-related questions should relate ...

Question 9

Many firms with complex products have "missionary" salespeople who assist customers with problems and implementation programs.These salespeople rarely sell products but often become involved in and knowledgeable about specific customers' needs and wants.These salespeople focus on a(n) __________ orientation with their customers.

Accepted Answer

A)   transactional
B)   external
C)   relational
D)   internal
E)   divisionalF) C) and E)
G) A) and B)

Question 10

If a radio station holds an online contest in which you must log in to their website and submit personal details such as name,phone number,and email in order to participate,the radio station is

Accepted Answer

A)   offering an exchange.
B)   behaving unethically.
C)   hoping to receive feedback.
D)   implementing a CRM program.
E)   none of these.F) B) and D)
G) B) and C)

Question 11

Which of the following is a core aspect of marketing?

Accepted Answer

A)   Satisfying as many needs as possible
B)   Creating a product that everyone will want to buy
C)   Setting prices lower than all competitors
D)   Making product,place,promotion,and price decisions
E)   Increasing the company's profitF) A) and E)
G) A) and D)

Question 12

After the previous sales representative in his territory infuriated an important customer,Benjamin visited the customer once a month,never asking for business but hoping to rebuild trust through listening and expressing concern.Finally,after more than two years,the customer gave Benjamin an order.Benjamin was providing the important marketing function of

Accepted Answer

A)   advising production on how much product to make.
B)   alerting the logistics department when to ship products.
C)   engaging customers and developing long-term relationships.
D)   identifying opportunities to expand.
E)   synthesizing and interpreting sales,accounting,and customer-profile data.F) A) and B)
G) A) and C)

Question 13

The fundamental goal of marketers when creating goods,services,or combinations of both,is to:

Accepted Answer

A)   defeat the competition.
B)   serve all consumers.
C)   operate according to government regulations.
D)   stimulate short-term sales.
E)   create value.F) A) and E)
G) A) and B)

Question 14

The marketing goal of getting the "right quantities to the right locations,at the right time" is:

Accepted Answer

A)   communicating the value proposition.
B)   supply chain management.
C)   creating value.
D)   capturing value.
E)   price and performance management.F) All of the above
G) B) and E)

Question 15

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

Accepted Answer

A)   they can make more money from government contracts than from sales to customers.
B)   a transactional orientation is the key to long-term profitability.
C)   none of their competitors would be raising prices.
D)   lifetime profitability of relationships matters more than profits from a particular transaction.
E)   if they raised prices they would be in violation of Commerce Department regulations.F) D) and E)
G) A) and D)

Question 16

A(n) __________ is the trade of things of value between the buyer and the seller so that each is better off as a result.

Accepted Answer

A)   exchange
B)   market segment
C)   promotional plan
D)   transactional orientation
E)   relational orientationF) D) and E)
G) C) and E)

Question 17

Georgia,the outside sales rep for a major building supply company,reads a report stating that building permits are down dramatically in her sales territory.She had noticed that things were slowing down,but now she has data confirming her impression.Based on this information,one important function Georgia should provide is

Accepted Answer

A)   pushing her customers to buy products whether they need them or not.
B)   advising the production and purchasing departments to produce or order smaller quantities of products.
C)   assisting customers in product recall confirmations.
D)   avoiding contact with competing firms in order to maximize value-driven marketing.
E)   estimating profit per sale to determine whether or not the firm can survive the slowdown.F) A) and E)
G) A) and D)

Question 18

Many inventors struggle with the question,"I made it; now how do I get rid of it?" They have made the error of considering marketing as

Accepted Answer

A)   an afterthought.
B)   an integral part of a business plan.
C)   an accounting function.
D)   a profit center.
E)   important only for new products.F) B) and D)
G) C) and D)

Question 19

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena operates in the __________ era of marketing.

Accepted Answer

A)   production-oriented
B)   sales-oriented
C)   market-oriented
D)   value-based marketing
E)   retailing-orientedF) A) and E)
G) A) and D)

Question 20

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

Accepted Answer

A)   higher prices than the market leader charges.
B)   increased competition.
C)   long-term relationships.
D)   strong connections among competing firms in the marketplace.
E)   lower prices.F) B) and E)
G) A) and E)

Exam 1: Overview of Marketing

If a radio station holds an online contest in which you must log in to their website and submit personal details such as name,phone number,and email in order to participate,the radio station is

Correct Answer
verified

How should marketers determine prices?

Correct Answer
verified
Prices should be bas...
View Answer

Many inventors struggle with the question,"I made it; now how do I get rid of it?" They have made the error of considering marketing as

Correct Answer
verified

Which of the following is a core aspect of marketing?

Correct Answer
verified

Yesenia,the new university course scheduling manager,is struggling with adjustments to the fall schedule.She is trying to determine how to offer the classes students need at the times when students need them.Yesenia is struggling with the marketing function of

Correct Answer
verified

Your friend is writing a "how to" book and asks you for marketing advice.You start by exploring the four Ps.What questions will you ask? Be specific; your friend is creating a book.

Correct Answer
verified
Product-related questions should relate ...
View Answer

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

Correct Answer
verified

Value is

Correct Answer
verified

Correct Answer
verified

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

Correct Answer
verified

The fundamental goal of marketers when creating goods,services,or combinations of both,is to:

Correct Answer
verified

Suppose your college roommate sees you reading your marketing textbook and says,"Marketing is just advertising and selling." How do you respond?

Correct Answer
verified
Students' responses will vary but should...
View Answer

Xavier is analyzing potential market segments.He should carefully seek potential customers who have both an interest in his products and

Correct Answer
verified

A(n) __________ is the trade of things of value between the buyer and the seller so that each is better off as a result.

Correct Answer
verified

Marketing efforts designed to get the product or service to the right customer,when that customer wants it,are called

Correct Answer
verified

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Correct Answer
verified

Correct Answer
verified

The marketing goal of getting the "right quantities to the right locations,at the right time" is:

Correct Answer
verified

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena operates in the __________ era of marketing.

Correct Answer
verified

Correct Answer
verified

Exam 1: Overview of Marketing

If a radio station holds an online contest in which you must log in to their website and submit personal details such as name,phone number,and email in order to participate,the radio station is

Correct AnswerverifiedShow Answer

How should marketers determine prices?

Correct AnswerverifiedPrices should be bas...View AnswerShow Answer

Many inventors struggle with the question,"I made it; now how do I get rid of it?" They have made the error of considering marketing as

Correct AnswerverifiedShow Answer

Which of the following is a core aspect of marketing?

Correct AnswerverifiedShow Answer

Yesenia,the new university course scheduling manager,is struggling with adjustments to the fall schedule.She is trying to determine how to offer the classes students need at the times when students need them.Yesenia is struggling with the marketing function of

Correct AnswerverifiedShow Answer

Your friend is writing a "how to" book and asks you for marketing advice.You start by exploring the four Ps.What questions will you ask? Be specific; your friend is creating a book.

Correct AnswerverifiedProduct-related questions should relate ...View AnswerShow Answer

After major hurricanes like Katrina,many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their customers,even though due to the huge increase in demand they could charge much more.These firms probably recognize that

Correct AnswerverifiedShow Answer

Value is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

Correct AnswerverifiedShow Answer

The fundamental goal of marketers when creating goods,services,or combinations of both,is to:

Correct AnswerverifiedShow Answer

Suppose your college roommate sees you reading your marketing textbook and says,"Marketing is just advertising and selling." How do you respond?

Correct AnswerverifiedStudents' responses will vary but should...View AnswerShow Answer

Xavier is analyzing potential market segments.He should carefully seek potential customers who have both an interest in his products and

Correct AnswerverifiedShow Answer

A(n) __________ is the trade of things of value between the buyer and the seller so that each is better off as a result.

Correct AnswerverifiedShow Answer

Marketing efforts designed to get the product or service to the right customer,when that customer wants it,are called

Correct AnswerverifiedShow Answer

Jami sells construction equipment.Whenever she calls on her building contractor customers,she asks if they are having any problems.In doing so,Jami is addressing which of the following core aspects of marketing?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The marketing goal of getting the "right quantities to the right locations,at the right time" is:

Correct AnswerverifiedShow Answer

Serena studies her customer profiles,market research data,complaints,and other information,attempting to better understand what her customers want.Serena operates in the __________ era of marketing.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Prices should be bas...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Product-related questions should relate ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' responses will vary but should...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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