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The importance of supply chain management is often overlooked in the study of marketing because


A) marketing has no responsibility for supply chain management.
B) supply chain management doesn't add much value for customers.
C) companies do not want customers to know anything about the supply chain.
D) many of the activities take place behind the scenes.
E) supply chain management is already transparent.

F) A) and E)
G) A) and C)

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Effective promotion enhances a product or service's


A) supply chain management system.
B) wholesaling capabilities.
C) perceived value.
D) design features.
E) trialability.

F) C) and E)
G) C) and D)

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Yolanda is the new restaurant manager in a major hotel.When considering changes in the restaurant that will increase value to customers,Yolanda will likely attempt to either provide the same quality at a lower cost or


A) improve products and services at the same cost.
B) increase prices to increase revenue.
C) offset higher hotel rates with lower restaurant prices.
D) reduce customer expectations through reduced service.
E) lower the quality and the price.

F) A) and B)
G) A) and C)

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Whenever Valerie has a new massage therapy customer,she invites the person to be on her e-mail distribution list.In the process,in addition to exchanging her massage therapy service for payment,Valerie is gathering


A) information.
B) promotional capital.
C) pricing data.
D) value cocreation.
E) feedback.

F) C) and D)
G) D) and E)

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Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students.These bulletin boards increase __________ marketing.


A) B2C
B) C2B
C) B2B
D) C2C
E) underground

F) A) and B)
G) A) and C)

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Explain the process of customer relationship management (CRM)in terms of how it impacts marketing activities.

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Customer relationship management (CRM)is...

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Value is


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) A) and E)
G) B) and C)

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The idea that a good product will sell itself is associated with the __________ era of marketing.


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

F) B) and D)
G) A) and C)

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


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

F) B) and E)
G) A) and E)

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In delivering value,marketing firms attempt to find the most desirable balance between


A) the need for value and the perception of value.
B) explicit versus implicit value.
C) the need to provide benefits to customers and keep down costs.
D) the desire to satisfy customers and the desire to satisfy employees.
E) the need for product improvement and the need for advertising.

F) B) and C)
G) A) and B)

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Supply chain management is also referred to as


A) delivery management.
B) marketing channel management.
C) production management.
D) retail management.
E) value proposition management.

F) A) and D)
G) C) and D)

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Which element of the marketing mix deals with supply chain management?


A) product
B) price
C) promotion
D) production
E) place

F) B) and D)
G) C) and E)

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The primary purpose of the __________ plan is to specify the marketing activities for a specific period of time.


A) marketing
B) business
C) strategic
D) organizational
E) resource

F) A) and E)
G) D) and E)

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Many U.S.companies first discovered marketing during the __________ era.


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

F) B) and E)
G) A) and C)

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Which element of the marketing mix is most relevant to the activity "capturing value"?


A) promotion
B) purchasing
C) product
D) price
E) place

F) A) and E)
G) C) and E)

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The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.


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

F) A) and B)
G) None of the above

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Marketing's fundamental purpose is to create value by developing a variety of offerings that will earn income for the company.

A) True
B) False

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


A) communicating the value proposition.
B) managing the supply chain.
C) performing service marketing.
D) capturing value.
E) managing price and performance.

F) A) and E)
G) A) and B)

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Which marketing activity is most directly served by the promotion element of the marketing mix?


A) communicating value
B) creating value
C) capturing value
D) delivering value
E) producing value

F) A) and B)
G) A) and E)

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When referring to "exchange," marketers are focusing on


A) the location where products and services are traded.
B) the price charged,adjusted for currency exchange rates.
C) location-based tactics for creating value.
D) promotional offers designed to stimulate barter.
E) the trading of things of value.

F) A) and B)
G) All of the above

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