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Exam 1: Overview of Marketing

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Question 21

Multiple Choice

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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,Georgia will help her company become more value driven if she

A) pushes her customers to buy products whether they need them or not.
B) advises the production and purchasing departments to produce or order smaller quantities of products.
C) avoids contacting her customers until the slowdown ends.
D) avoids contact with competing firms in order to maximize value-driven marketing.
E) keeps the information to herself.

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Question 22

Multiple Choice

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A friend of yours is starting a new business.She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing.You would recommend that she rethink her position on marketing for all of the following reasons except

A) Marketing helps new ventures organize, operate, and assess risk.
B) Marketers help address unmet customer needs, regardless of the size of the firm.
C) Marketing focuses on the product, but only as one element. Three other areas are promotion, price, and place.
D) Marketers are skilled at communicating the value of the product to potential customers.
E) Marketing isn't essential now, but it will be in a year or two when the product takes off.

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Question 23

Multiple Choice

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Marketing involves all of the following except

Creative locations,such as kiosks at the baggage claim in airports or small booths in grocery stores,represent Starbucks' effort to improve its offering on which dimension of the marketing mix?

How should marketers determine prices?

Effective promotion enhances a product or service's

Garage sales and online classified ads are examples of C2C marketing.

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

Jeff opened a sporting apparel store and signed a lease on the property.He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct.Based on this description,which aspect of the marketing mix does he still need to work on?

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

Not only does GIS technology help Starbucks determine the ideal locations for new stores,but it also can enable the company to decide

Janine was tired of her winter coat,so she sold it to her friend,Marissa.This is an example of ________ marketing.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix,or four Ps,including all of the following except

During the __________ era,firms had excess capacity and used personal selling and advertising to generate customers.

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.

Marketing is an activity that only large firms with specialized departments can execute.

When a manufacturer sells truck and car parts to Toyota,this is an example of B2C marketing.

Which type of orientation would you expect among ethically challenged marketers: a relational or transactional orientation? Explain.

Jeff is going to sell sporting apparel,which he has already purchased from manufacturers,and has signed a deal agreeing to the volume he will sell monthly.He has researched his competition,talked to some customers,and decided on prices he will charge.Jeff has also developed a plan for promoting his business.Based on this description,which element of the marketing mix does Jeff still need to work on?

As Godiva and Hershey's battle for chocolate lovers,they divide the population into a host of categories such as luxury versus cost-conscious and service-oriented versus self-service.