89) Many catalog companies create special-run issues based on what customers have purchased
in the past. For example, customers who frequently order bedding items like sheets and pillows
receive a catalog with a larger section of bedding items than do customers who mostly order
kitchen tools. This is an example of
A) C2C marketing.
B) customer relationship management.
C) a transactional marketing orientation.
D) supply chain management.
E) typical production-oriented era marketing practices.
90) It was during the market-oriented era that firms first discovered “marketing.” In what
timeframe did this occur?
A) around the turn of the 20th century
B) shortly before the Great Depression
C) just after World War II
D) during the Roaring Twenties
E) during the civil rights movement
91) 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
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.
92) 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.
93) Jenny, the delivery and sales representative for a beer distributor, is calling on a retailer and
sees the shelves are almost empty. An unexpected sporting event held nearby resulted in a huge
increase in sales. She calls her company’s distribution manager and requests a special delivery
for her customer. Jenny is providing the important marketing function of
A) advising production on how much product to make.
B) alerting the logistics department when to ship products.
C) advising the customer about new products and markets.
D) identifying opportunities to expand.
E) synthesizing and interpreting sales, accounting, and customer-profile data.
94) 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
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.
95) Which of the following best represents how marketing expands firms’ global presence?
A) when companies hire employees from different backgrounds and cultures
B) when companies manufacture and sell their products all over the world
C) when companies see a product manufactured overseas and decide to produce it domestically
D) when companies require their employees to learn a foreign language
E) when companies adhere to government restrictions in overseas markets
96) Leah is the marketing manager for an electronics company. While on vacation in Ecuador,
she visited electronics stores in the major malls in Quito, the capital city. Most of her company’s
products were available, except for smartphones. When she returned to work, she mentioned this
observation to her international sales manager. Leah was providing the important marketing
function of
A) advising production on how much product to make.
B) alerting the logistics department when to ship products.
C) engaging customers, developing long-term relationships.
D) identifying opportunities to expand.
E) synthesizing and interpreting sales, accounting, and customer-profile data.
97) Greenbelt Construction has been a successful small home-building firm for years. The owner
pays subcontractors slightly more than the usual rate for different tasks, reducing the company’s
gross margin. Greenbelt rarely changes subcontractors, has relatively few complaints from home
buyers, and is able to get quick responses from subcontractors when buyers do have problems.
Greenbelt is engaged in
A) a traditional transactional orientation.
B) C2C value-driven marketing.
C) effective supply chain management.
D) value cocreation.
E) a virtual monopoly.
98) Marketing enriches society by
A) focusing primarily on maximizing profits to stimulate the economy.
B) making socially responsible action a core component of everything a firm does.
C) staying focused on its own core competencies.
D) facilitating the smooth flow of goods through the supply chain.
E) coordinating marketing functions with other functional areas in the company.
99) 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.
100) When we say that marketing can be entrepreneurial, it means that entrepreneurs
A) attempt to mimic existing products on the market.
B) launch ventures to satisfy unfilled needs.
C) raise social consciousness.
D) gain monopoly power.
E) push new technology even if people aren’t ready for it.
101) People who organize, operate, and assume the risk of a business venture are called
A) entrepreneurs.
B) leaders.
C) managers.
D) professionals.
E) consultants.
102) An organization on cycling safety visits an elementary school and gives a presentation on
the importance of wearing helmets while bicycling. After listening to the presentation, which of
the following actions indicates that an exchange of valuable ideas has taken place?
A) They decide to wear helmets while bicycling.
B) They go out to purchase new helmets.
C) They continue to ride without wearing helmets.
D) They service their bikes to ensure they are safe to ride.
E) They stop riding their bicycles.
103) Which of the following is true of marketing?
A) Marketing affects various stakeholders.
B) Marketing plays no role in creating value.
C) Marketing is about satisfying the company’s needs and wants.
D) Marketing requires place, product, promotion, and perception decisions.
E) Marketing is performed by organizations, not individuals.
104) Traditionally, marketing activities have been divided into the four Ps: product, price, place,
and promotion. The four Ps represent the
A) marketing mix.
B) marketing channel.
C) marketing plan.
D) marketing era.
E) marketing implementation.
105) Internet sites, physical stores, and kiosks are most closely associated with which element of
the marketing mix?
A) place
B) price
C) product
D) promotion
E) proximity
106) 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
107) The process of value ________, in which customers collaborate in product design, often
provides additional value to the firm’s customers.
A) cocreation
B) positioning
C) delivery
D) chain management
E) based marketing
108) How a product or service will be conceived or designed, how much it should cost, where
and how it will be promoted, and how it will get to the consumer are all elements of
A) a marketing plan.
B) a marketing exchange.
C) supply chain logistics.
D) production management.
E) delivery of the value proposition.
109) The activity, set of institutions, and processes for creating, capturing, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large is called
A) marketing.
B) marketing research.
C) market share analysis.
D) market segmentation.
E) market positioning.
110) 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?
A) place
B) product
C) price
D) promotion
E) planning
111) 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?
A) price
B) place
C) promotion
D) product
E) prototype
112) During which era of marketing’s evolution did customers find themselves with more buying
options and therefore able to make purchasing decisions?
A) market-oriented
B) sales-oriented
C) production-oriented
D) value-based marketing
E) economics-oriented
113) Which of the following is true with regard to mobile advertising?
A) Within just a couple of years, mobile advertising will be a smaller market than digital
advertising.
B) Within just a couple of years, mobile advertising will be a bigger market than digital
advertising.
C) Within just a couple of years, the mobile advertising market will be equal to that of the digital
advertising market.
D) Companies no longer advertise using mobile marketing.
E) The approach and marketing plan of mobile advertising is the same as the approach and
marketing plan of digital advertising.
114) Marketing channel management is related to which of the four Ps?
A) product
B) price
C) place
D) promotion
E) production
115) Marney bought a dress from a retail store. Which type of transaction was Marney
participating in?
A) B2B
B) C2C
C) B2C
D) R2C
E) C2B
116) According to your text, in the broadest terms, the “marketplace” refers to
A) wholesale and retail environments.
B) brick-and-mortar stores and the Internet.
C) the four Ps.
D) channels that are accessible to a given customer.
E) the world of trade.