MKTG Chapter 1
A) promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.
B) creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
C) delivering a standard of living to a society.
D) creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm’s objectives.
E) focusing on customers’ needs.
B) The marketing mix
A) Increase its sales of software to current gamers
B) Increase its sales of game consoles to the under-25 market
C) Increase its sales of game consoles by broadening the appeal of gaming to all ages
A) only customers
B) only businesses
C) company management
D) both customers and businesses
E) only the most important customers
A) the price charged for the product.
B) customer satisfaction.
C) references to other potential customers.
D) quality merchandise that meets expectations. E) few returns of the merchandise purchased.
A) involves a large number of customers
B) is a specific group of customers on whom a company focuses its marketing efforts.
C) already has several competitors vying for customers’ business.
D) is the same as a salesperson’s prospective client list.
E) is a customer group classified as people with similar demographic characteristics.
B) sales alternative.
C) business group.
D) target market.
E) focus group.
A) target market.
B) consumer advocates.
C) marketing strategy.
D) marketing mix.
E) marketing tactic.
A) marketing strategy.
B) the marketing mix.
C) a target market.
D) a consumer good.
E) a business strategy.
A) Product, price, distribution, and promotion variables
B) Marketing environment variables
C) Product and promotion variables
D) Product, price, and customer variables
E) retail outlet.
A) minimizes marketing costs.
b) matches what competitors are offering.
c) best matches the abilities of the firm.
d) matches the needs of the target market.
e) generates the highest level sales.
a) creation of brand names.
b) consumer perception of the product price.
c) development of product packaging.
d) warranty issues.
e) repair services.
a) markets, products, and images.
b) goods, ideas, and intangibles.
c) brands, services, and tangibles.
d)services, ideas, and goods.
e)ideas, services, and things.
a) Car salesperson
b) Airline pilot
d) Abuse counselor
a) which market he should target.
b) the best way to distribute his products.
c) how to effectively promote his business.
a) Deciding whether or not a certain product should continue to be sold
b) Determining whether an advertising message would be more effective on television or in magazines
c) Choosing between a company jet or the airlines for executive travel
d) Deciding whether or not to have retail outlets in addition to a website
e) Developing a new warranty policy for an existing product
e) Target market
a) distribution; promotion
b) distribution; product
c) product; price
d) product; promotion
e) promotion; price
a) Activities that are performed primarily by producers and manufacturers
b) Development of products, distribution channels, promotional strategies, and pricing objectives to satisfy customer requirements
c) Transfer of products in return for monetary considerations
d) Provision or transfer of goods, services, or ideas in return for something of value
a) Production conception
b) Satisfaction of organizational goals
c) Distribution of ideas
d) Product planning
a) Profits for the seller
b) A good bargain on the product for the buyer c) Reducing the seller’s inventory
d) One party having to compromise in the exchange
e) Satisfaction for both the buyer and seller
A) They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.
b) They may influence customers’ reactions to a firm’s marketing mix.
c) They fluctuate slowly and thereby create threats to a firm’s marketing mix.
d) They can fluctuate quickly and dramatically.
a) political, legal and regulatory, sociocultural, technological, economic, and competitive.
b) sociocultural, legal, regulatory, economic, and competitive.
c) legal, regulatory, political, and sociocultural.
d) competitive and noncompetitive forces that affect most lifestyles.
e) fairly static components.
a)operating situation b)marketing environment c)surroundings
d)economic conditions e)trends
a)The forces are relatively stable over time and are interrelated with one another.
b)There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another.
c)The various forces ensure that the marketing environment will remain fairly certain in the future.
d)These forces change dramatically over time, but a change in one force is unlikely to impact another force.
e)The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.
a) marketing mix
b) marketing environment
c) marketing concept
d) marketing task
e) product concept
a) Product adaptations
b) Pricing strategies
c) Government regulations
d) Advertising campaigns
e) Retail locations
a) affect a marketing manager’s decisions and actions by influencing buyers’ reactions to the firm’s marketing mix.
b) dictate that changes be made to the existing marketing mix despite any negative reactions from customers.
c) make most new products obsolete very quickly so that research and development must continually develop new products.
a) composed of controllable variables.
b) composed of variables independent of one another.
c) an indirect influence on the performance of marketing activities.
d) dynamic and changing.
e) slow, with infrequent fluctuations.
a) a second definition of marketing.
b) a philosophy stating that an organization should try to satisfy customers’ needs through a coordinated set of activities that allows the organization to achieve its goals.
c) the performance of business activities that direct the flow of goods and services from producer to customer or user.
d) a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.
a) consider short-run objectives and cash flow needs before developing new products.
b) define its business as “making a product.”
c) provide products that satisfy customers’ needs and allow the organization to achieve its goals.
a) only marketing activities.
b) all efforts of the organization.
c) mainly the efforts of sales personnel.
d) mainly customer relations.
e) only business organizations.
a) achieving the goals of top executives.
b) creating maximum visibility for the firm.
c) maximizing sales.
d) maximizing market share.
e) satisfying customers’ needs in a way that helps to achieve organizational objectives.
a) increase market share.
b) increase sales.
c) achieve the organization’s goals.
d) produce high-quality products.
e) coordinate its activities to increase production.
a) We have organized our business to make certain that customers get what they want.
b) We believe that the marketing department must organize to sell what we produce.
c) We have organized an aggressive sales force in our company to promote our products.
a) just the marketing department.
b) all organizational activities.
c) only marketing and finance.
a) researching customers’ needs.
b) focusing on the marketing department only.
c) generating marketing intelligence for use in the organization.
d) being responsive to customers’ ever-changing wants and needs.
e) disseminating marketing intelligence across departments within the organization.
a) The marketing concept has yet to be fully accepted by all organizations.
b) All organizations fully utilize the marketing concept to run their businesses.
c) Nearly half of all organizations are still in the sales orientation and have not implemented the marketing concept.
a) jimmy deans
b) mars candy
c) burger king
a) relationship marketing
b) customer service
c) marketing management
a) marketing synthesis.
b) relationship marketing.
c) a marketing orientation.
d) the marketing concept.
a) acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.
b) enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.
c) extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.
d) eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.
e) enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.
a) personal selling.
b) customer relationship management.
c) production oriented firms.
e) distribution channels.
a)internal communication b)information
c)purchasing power insights d)marketing mix knowledge e)implementation knowledge
a) Marketing orientation
b) Monetary price
c) Product assessment
d) Price assessment
a) value = monetary price – customer benefits.
b) value = customer costs – customer benefits.
c) value = customer benefits – customer costs.
c) monetary price
a) Product’s purchase price
b) Time spent purchasing the product
c) Effort spent purchasing the product
d) Benefits received in the exchange for the products
a) providing products that satisfy customers’ needs through a coordinated set of activities.
b) facilitating satisfying exchanges between an organization and its customers.
c) planning, organizing, implementing, and controlling marketing activities.
c) Success rate
b) Marketing control
a) Marketing control
a) Marketing control
e) Strategic planning
a) Internal control analysis
b) Marketing control
c) Market flow regulation
d) Environmental market analysis
a) environmental marketing
b) green marketing
c) socially-responsible marketing
d) energy-conscious marketing
a) used by all sizes of organizations including for-profit, nonprofit, and government agencies.
b) limited to use by larger for-profit and nonprofit organizations.
c) implemented only to increase profits for the organization and to expand the scope of its customer base.
d) used by all types and sizes of businesses but are not used by nonprofit organizations.
a) are aimed at persuading customers through advertising.
b) involve mainly distribution and promotion decisions.
c) and selling activities are basically the same.
d) are important only when a firm is developing new products or entering new markets.
e) help sell an organization’s products and generate financial resources for the firm.
a) are not necessary for a nonprofit organization.
b) enhance consumer awareness and help provide people with satisfying goods and services.
a) 25 to 33 percent
b) 81 to 92 percent
c) 42 to 50 percent