69) Claire and her mother are both in marketing positions. Claire’s job is satisfying to her
primarily because it gives her a flexible schedule and pays well so she can take vacations with
her friends. Her mother chose a job that provides health benefits and structured work with
regular hours. This demonstrates shifts in ________ that can influence work life versus family
life.
A) generational values and preferences
B) information power from marketer to customer
C) product glut and customer shortage
D) buying power from customer to marketer
E) competitive influences
70) Which of the following action elements is NOT desired for successful Marketing (Big M)?
A) Ensuring that everyone in an organization, regardless of their position or title, understands the
concept of customer orientation
B) Aligning all internal organizational processes and systems around the customer
C) Finding somebody at the top of the firm to consistently champion this Marketing (Big M)
business philosophy
D) Remembering the fact that the marketing department is where Marketing (Big M) takes place
E) Creating market-driving, not just market-driven, strategies
71) Marketing (Big M) is also known as ________ marketing.
A) pro-social
B) tactical
C) strategic
D) green
E) operational
72) In the context of change drivers impacting the future of marketing, marketing (little m) is
also known as ________ marketing.
A) pro-social
B) tactical
C) strategic
D) predatory
E) green marketing
73) Which of the following action elements is required for successful Marketing (Big M)?
A) Aligning all internal organizational processes and systems around the product
B) Ensuring that everyone in an organization understands the concept of customer orientation
C) Find somebody at the lower level of the firm to consistently champion this Marketing (Big M)
business philosophy
D) Remembering the fact that the marketing department is where Marketing (Big M) takes place
E) Creating market-driven, not market-driving, strategies
74) Strategic marketing refers, in part, to ________.
A) a firm’s internal focus on production and customer satisfaction
B) working with competitors, when appropriate, and with suppliers
C) a long-term, firm-level commitment to investing in marketing
D) making an unwavering commitment on which customers to serve
E) studying promotion, distribution, delivery, and production
75) The core marketing concept characteristics of an organization-wide customer orientation and
long-run profits are ________ in nature.
A) objective
B) strategic
C) ethical
D) operational
E) subjective
76) ________ refers to approaches that drive the market toward fulfilling a whole new set of
needs that customers did not realize was possible or feasible before.
A) Green marketing
B) Tactical marketing
C) Market creation
D) Market orientation
E) Marketing mix
77) For successful Marketing (Big M), customer orientation must be understood by ________.
A) an organization’s competitors
B) the top management only
C) an organization’s suppliers
D) the existing customers
E) everyone in the organization
78) For successful Marketing (Big M), all internal organizational practices should be aligned
around ________.
A) profits
B) management
C) manufacturing
D) the customer
E) information technology
79) In order for Marketing (Big M) to succeed, it must be championed by ________.
A) the sales force
B) top management
C) middle management
D) frontline personnel
E) everyone in the organization
80) DeWanda’s business spent a large amount of time determining its brand image and how it
would deliver its message to its customers. These are elements of ________.
A) Marketing (Big M)
B) marketing (little m)
C) strategic marketing
D) the supply chain
E) stakeholder relations
81) In order for Marketing (Big M) to succeed, firms should create ________ strategies.
A) predatory pricing
B) market-driving
C) diversification
D) vertical integration
E) market-driven
82) In the context of change drivers impacting the future of marketing, marketing (little m)
________.
A) is often thought of as strategic marketing
B) almost always takes place at the top level of a firm
C) serves as a core driver of business strategy
D) need not be couched within the philosophy of a firm’s Marketing (Big M)
E) serves the firm and its stakeholders at a functional level
83) Microsoft’s revolution of the information field and Disney’s creation of the modern theme
park industry are classic examples of ________.
A) marketing mix
B) marketing (little m)
C) pro-social marketing
D) green marketing
E) market creation
84) Everything from brand image, to the message sales people and advertisements deliver, to
customer service, to packaging and product features, to the chosen distribution channel
exemplify ________.
A) strategic marketing
B) relationship orientation
C) Marketing (Big M)
D) sales orientation
E) marketing (little m)
85) Appropriate and effective marketing metrics must be designed to identify, track, evaluate,
and provide key benchmarks for improvement. In the context of change drivers affecting the
future of marketing, this reflects the ________.
A) shift to justifying the relevance and payback of the marketing investment
B) shift to product glut and customer shortage
C) shift to distinguishing Marketing (“Big M”) from marketing (“little m”)
D) shift in generational values and preferences
E) shift in information power from marketer to customer
86) Which of the following is LEAST likely to be true regarding marketing metrics?
A) The topic of marketing metrics has been one of the highest priorities for most MSI member
companies.
B) Appropriate and effective marketing metrics help identify, track, evaluate, and provide key
benchmarks for improvement.
C) Although marketing carries a stigma as a cost center, metrics such as ROI cannot indicate
marketing success.
D) Effective management of the various aspects of marketing requires quantification of
objectives and results.
E) The marketing plan is one of the most important elements of a business plan and effective
planning requires metrics.
87) Shari’s manager asked her to identify, track, evaluate, and provide key benchmarks for
improvement in her marketing department. To do this, Shari used ________.
A) marketing metrics
B) market research
C) the marketing mix
D) market creation
E) strategic marketing
88) When the text states that marketers need to create tools for ongoing, meaningful
measurement of marketing productivity, it is referring to the need for ________.
A) accountability
B) responsibility
C) subjectivity
D) visibility
E) identification
89) Name three of the marketing misconceptions discussed in the text, and explain why these do
not accurately describe the field of marketing.
90) Define the term marketing. How does the AMA definition compare with Drucker’s
definition?
91) Compare and contrast the production orientation, the sales orientation, the differentiation
orientation, the market orientation, and the relationship orientation.
92) Describe how information power has shifted from the marketer to the customer.