49) Which element of the marketing mix deals with supply chain management?
A) product
B) price
C) promotion
D) production
E) place
50) UPS, FedEx, and other shipping companies support other firms’ ________ marketing goals.
A) supply chain management
B) value communication
C) value capture
D) retail management
E) promotion
51) ________ is communication by a marketer that informs, persuades, and reminds potential
buyers about a product or service so as to influence their opinions and elicit a response.
A) Pricing
B) Promotion
C) Placement
D) A relational orientation
E) Value cocreation
52) Effective promotion enhances a product or service’s
A) supply chain management system.
B) wholesaling capabilities.
C) perceived value.
D) design features.
E) trialability.
53) By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to
A) influence social norms regarding sexuality.
B) encourage consumers to participate in product redesign.
C) stimulate supply chain management cooperation.
D) increase the perceived value of its products.
E) demonstrate social responsibility.
54) When retailers accumulate merchandise from producers in large amounts and sell to
consumers in smaller amounts it is considered ________ marketing.
A) B2C
B) B2B
C) R2C
D) C2C
E) C2B
55) By allowing consumers to sell their unwanted goods to other consumers, auction sites like
eBay and Etsy cater to ________ marketing.
A) B2B
B) C2C
C) D2C
D) C2D
E) B2G
56) As use of the Internet took off, car manufacturers were tempted to sell directly to consumers,
but decided instead to continue to sell through their existing dealer networks. The car
manufacturers considered switching from ________ to ________ marketing.
A) B2C; B2B
B) B2C; C2C
C) B2B; B2C
D) B2B; C2C
E) C2C; B2C
57) 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
58) The “Milk Life” advertising campaign, designed to increase awareness of the health benefits
of milk, was intended to help market a(n)
A) service.
B) firm.
C) industry.
D) organization.
E) specific product.
59) In which era of the marketing evolution did firms begin to focus on what consumers wanted
and needed before designing, making, or selling a product?
A) production-oriented era
B) sales-oriented era
C) value-based marketing era
D) market-oriented era
E) creative production era
60) 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
61) The era in which manufacturers were not concerned with satisfying the needs of individual
consumers characterizes the ________ era of marketing.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
62) Melanie works for a small computer software company. Her boss is constantly improving the
company’s products but neglects customers, billing, and promoting the company. Her boss is
probably stuck in the ________ era of marketing.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
63) During the ________ era, firms had excess production capacity and used personal selling and
advertising to generate customers.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
64) 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
65) Near the end of the model year, the Move-Them-Out automobile dealership had an unusually
high inventory level. The manager increased her advertising spending and gave extra incentives
to its salespeople. Move-Them-Out operates as if it were in the ________ era.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
66) 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
67) Which of the following statements reflects the philosophy of the market-oriented era?
A) A good product will sell itself.
B) The customer is king.
C) Firms should take advantage of a seller’s market.
D) Advertising and personal selling should be emphasized in order to make the sale.
E) Firms should focus on value.
68) Data about how, when, why, where, and what people buy refers to
A) statistics.
B) demographics.
C) marketing analytics.
D) value-based marketing.
E) relational orientation.
69) During the ________ era, manufacturers and retailers recognized they needed to give their
customers greater value than their competitors did.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
70) 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?
A) product
B) promotion
C) price
D) perception
E) place
71) Trey sells consumer electronics. He knows his customers weigh the costs versus the benefits
associated with the different options available. He decides which products to offer and what
prices to charge based on the way his customers think. Trey operates as if he were in the
________ era.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
72) Serena studies her customer profiles, marketing research data, complaints, and other
information for the primary purpose of discovering her customers’ wants and needs. 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
73) From a customer’s perspective, value reflects
A) the need for value and the perception of value.
B) explicit versus implicit value.
C) the relationship of benefits to costs.
D) the balance between needs and wants.
E) the need for product improvement.
74) Yolanda is the new restaurant manager in a major hotel. When considering which changes
would most likely increase the restaurant’s value to customers, Yolanda must provide her
customers the menu items that they want and the quality service that they need as well as
A) a better dining experience than what her competitors can give.
B) increase prices to increase revenue.
C) offset higher hotel rates with lower restaurant prices.
D) reduce customer expectations through reduced service.
E) minimize menu items but increase the price of popular entrees.
75) Christie has just started with a travel agency, and she has been offering clients and
prospective clients a range of packaged tours. She is concerned because the commissions she is
earning on her sales are lower than she had hoped. Her colleague Peter, who has been with the
agency for several years, is having a great deal of success by working closely with the clients,
seeking their ideas, and building customized tour packages for each one based on their
suggestions. Peter’s approach is based on
A) transaction-oriented marketing.
B) premium pricing.
C) his seniority at the firm.
D) special incentives from tour operators.
E) value cocreation.
76) Pokrah University recently began holding regular coffee-hour discussions with current and
prospective students and surveying all new and alumni students regarding educational needs and
desires. These actions reflect how Pokrah University is striving to become more value driven by
A) sharing information across the organization.
B) balancing its customers’ benefits and costs.
C) evaluating strategic competitive partnerships.
D) building relationships with customers.
E) keeping the faculty members happy.
77) As owner of a retail franchise food store, Mary Gray purchases supplies based on specials
advertised nationally throughout the franchise system. One Monday, she was surprised to find
customers asking for specials she hadn’t been informed of in advance. The franchise company
failed to live up to the value-driven activity of
A) sharing information across the organization.
B) balancing customers’ benefits and costs.
C) evaluating strategic competitive partnerships.
D) building relationships with customers.
E) keeping prices below those charged by competitors.
78) In the past, manufacturer’s representatives did not have real-time inventory data about the
products they were selling. Today, manufacturer’s representatives are often provided online
access to inventory data for the companies they represent. These online inventory systems allow
companies to become more value driven by
A) sharing information across their own organizations and with other firms.
B) balancing customers’ benefits and costs with customers’ needs and wants.
C) evaluating strategic competitive partnerships.
D) building relationships with government regulators of marketing institutions.
E) keeping prices below those charged by competitors.
79) To build relationships, firms focus on the lifetime ________ of the relationship, not how
much money is made during each transaction.
A) cost
B) profitability
C) investment
D) expense
E) worth
80) One of the benefits of value-driven marketing is that attention to customer needs and wants
will likely result in
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.
81) Even though they operate from out-of-the-way airports and offer few extra services,
discount, no-frill airlines like Ryanair and EasyJet have been successful. Consumers obviously
consider
A) the extra services offered by these airlines to be the most thorough in the industry.
B) the long-term relationships established by these airlines to be a critical benefit.
C) the prices to be slightly lower, but not low enough to have much influence.
D) the benefit of lower prices to be greater than the cost of reduced services and less
convenience.
E) the major airlines to be worthless.
82) A relational orientation is based on the philosophy that buyers and sellers develop
A) a complete understanding of one another’s needs.
B) a long-term relationship.
C) a price-value comparison matrix.
D) supply chain synergy.
E) a marketing value transaction focus.
83) A local art gallery keeps information on its customers’ artist and art style preferences. The
gallery uses this information to inform the customers when new pieces arrive from their favorite
artists and targets them with special promotions. In this way, the gallery is using ________ to
build loyalty among its customers.
A) value cocreation
B) customer relationship management
C) transactional marketing
D) B2B marketing
E) the supply chain
84) If a firm adopts a CRM business philosophy, it most likely has a(n) ________ orientation
with its customers.
A) transactional
B) external
C) relational
D) internal
E) divisional
85) After major storms, many ethical home repair and building supply businesses continue to
charge pre-storm prices to their customers, even though they know they can charge more due to
the huge increase in demand for their services and products. These firms probably recognize that
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.
86) What is the focus of a firm that develops a relational orientation with its customers?
A) Relating product knowledge to customers’ interests
B) Gaining profit from each customer transaction
C) Generating profits quickly before customers shop elsewhere
D) Working with competitors to simplify product offerings for customers
E) Gaining lifetime profitability from customer relationships
87) The goal of customer relationship management is to
A) manage every customer relationship differently.
B) manage every customer relationship to maximize short-term profitability.
C) eliminate customers who are profitable, but not highly profitable.
D) identify and build loyalty among a firm’s most valued customers.
E) generate relationships with competitors’ customers.
88) Franco uses a database software system to remind him when his customers should be ready
to reorder his industrial cleaning products. With this reminder system, Franco contacts his
customers when they are most likely to be “in the buying mode.” Franco’s system is part of
A) C2C marketing.
B) customer relationship management.
C) a transactional marketing orientation.
D) supply chain management.
E) typical production era marketing practices.