117) Which element of the marketing mix is most relevant to the activity “capturing value”?
A) promotion
B) purchasing
C) product
D) price
E) place
118) Which element of the marketing mix is most relevant to the activity “delivering value”?
A) promotion
B) purchasing
C) product
D) price
E) place
119) Which element of the marketing mix is most relevant to the activity “creating value”?
A) promotion
B) purchasing
C) product
D) price
E) place
120) 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
121) Janine was tired of her winter coat, so she sold it to her friend, Marissa. This is an example
of ________ marketing.
A) B2B
B) B2C
C) C2B
D) C2C
E) BBC
122) Deonna has been asked to write a marketing plan for a new restaurant. What questions will
Deonna likely address in her marketing plan? Be specific and offer questions related to a
restaurant.
123) Jean-Pierre is a wine distributor in the United States representing primarily European
vintners (wine producers). He knows his potential market is every wine drinker in the United
States, but he has limited resources to market his products. Using the ideas presented in the text,
what should Jean-Pierre do as a first step when developing his marketing plan?
124) The text states, “Good marketing is not a random activity.” Create an example to respond to
this statement.
125) Your friend is writing a “how-to” book and asks you for marketing advice. You start by
exploring the four Ps. What questions will you ask? Be specific.
126) The manager of a restaurant supply company determined prices by adding a standard
markup to her costs. What might the manager be missing when it comes to effective pricing
decisions?
127) As the customer service manager for a heating and air conditioning firm, you are constantly
bombarded with complaints about service people not showing up, not having the parts needed to
make repairs, and being unable to quickly get the materials needed to fix things. You decide to
bring in a marketing consultant to assist you with these problems. What area of marketing
specialization would you look for in a marketing consultant and what recommendations would
you expect to receive? Be specific; this is a heating and air conditioning firm.
128) As your first assignment in an advertising agency, your manager asks you to come up with
messages for three billboards promoting the university you attended. The manager wants one ad
for each of the three types of promotion objectives. Create an example of a one-sentence
billboard advertising message for each objective: inform, persuade, and remind.
129) Which type of orientation would you expect among ethically challenged marketers: a
relational or transactional orientation? Explain.
130) Over the four marketing eras, how did the emphasis on the four Ps change? List the four
eras and describe which of the four Ps were emphasized during each era.
131) How does value cocreation provide additional value to customers?
132) Suppose that your university creates a position for vice president of marketing and
promotes your professor to the position. What activities will the new vice president of marketing
probably be involved in? Be specific.
133) How can marketing be effectively used by entrepreneurs?
134) Suppose your college roommate sees you reading your marketing textbook and says,
“Marketing is just advertising and selling.” How do you respond?
135) Imagine you graduate with a marketing degree and are hired by the marketing department
of a large consumer products company. You are initially given a two-week training program,
which is an overview of what the marketing department does. What will your training program
cover?
136) How could you use marketing ideas to market yourself to potential employers after you
graduate?
137) What are the four Ps of marketing? Give an example of each.
138) What is the fundamental purpose of marketing?
139) “Everything has a price, though it doesn’t always have to be monetary.” What else is
included in a price?
140) How should marketers determine prices?
141) If you were hired as a supply chain manager, whom would you interact with?
142) During the past couple of decades, marketers have begun to develop a relational orientation
as they have realized that they need to think about their customers in terms of relationships rather
than transactions. How does Apple encourage its customers to maintain a long-term relationship
with the company?
143) You are employed by a firm that is considering the use of mobile advertising as opposed to
digital advertising. Describe the similarities and differences between these two approaches to
advertising.
144) Describe how marketing has evolved into a major business function that crosses all areas of
a firm or organization.
145) Suppose you worked at a restaurant near campus, one that was popular with students, and
the manager asked you to explain how the restaurant might benefit from using location-based
social media tools. How would you answer?
146) Rodney bought a suit at Men’s Warehouse. Men’s Warehouse bought the suit from a
distributor, which bought it from a designer. The designer bought the materials to make the suit
from a factory in China, and the suits were made at that same factory. The employees in the
factory bought their suits directly from the factory and sold them to their friends. Explain which
of these transactions were B2B, B2C, and/or C2C.
147) Describe a hypothetical supply chain—from manufacturer to customer.
148) Many U.S. companies now use social media tools for marketing purposes. Demonstrate
your knowledge of social media by describing a small company and the ways you would use
social media to produce, promote, place, and price your goods or services.
149) Explain the process of customer relationship management (CRM) in terms of how it
impacts marketing activities.
150) You are employed by a marketing firm that needs to become more value driven. How is this
accomplished?
151) Name the various stakeholders who are impacted by marketing and give one example of
how each one might be impacted in a fictitious situation.
152) How does the exchange of ideas provide value, and what is the role of marketing in this
process? Explain this using the example in the text of groups marketing bicycle helmets, or
choose your own scenario.