d. estimate effectiveness of the promotion
51. Advertising’s goal is to enhance
a. brand image.
b. profit.
c. marketing.
d. purchases.
52. Due to marketing’s success in business, what do management gurus think about marketing’s role in a
company?
a. They think its role is to direct sales.
b. It takes no special skill to be a good marketer anymore.
c. It is a way to think about business.
d. It is not needed.
53. Why do accounting and finance need to acknowledge the importance of marketing?
a. because marketing generates sales
b. because the CEOs do
c. because marketing generates buzz
d. because a monopoly is the only way to make a profit
54. What is one of the largest factors stressing out marketers these days?
a. the pressure to increase stock price
b. the pressure to prove they are valuable
c. the pressure to show results
d. the pressure to produce more money than R&D
55. One reason marketers translate their efforts into dollars is to
a. reduce the importance of marketing expenses.
b. make business decisions with the company’s executives.
c. be able to direct sales.
d. communicate with customers.
56. Which of the following is one of the 5Cs?
a. context
b. correlation
c. culture
d. contact
57. A company’s marketing executives should assess the __________ in terms of a general analysis of a
business problem or opportunity the company is facing.
a. business situation
b. 5Cs
c. STP
d. ARA
58. Which of the following is part of STP?
a. sales
b. positioning
c. teamwork
d. place
59. The 4Ps include
a. positioning.
b. people.
c. profit.
d. place.
60. Fundamentally, the best marketers put themselves in the place of their
a. company.
b. customers.
c. competitors.
d. friends.
61. Which order is correct for the marketing framework?
a. 5Cs, 4Ps, STP
b. 4Ps, 5Cs, STP
c. 5Cs, STP, 4Ps
d. STP, 5Cs, 4Ps
62. __________ and __________ are the central players in the marketing exchange.
a. Context, customer
b. Collaborator, competitor
c. Context, company
d. Customer, company
63. A company has its best chance at keeping its customers happy if it
a. sells products in many locations.
b. communicates with them.
c. competes with other companies.
d. has low prices.
64. The question, “Will customers want what your company is prepared to produce?,” best describes
a. product.
b. segmentation.
c. place.
d. collaboration.
65. The outcome orientation perspective of ethics is called
a. psychological.
b. philosophical.
c. deontological.
d. consequentialism.
66. The ethics orientation toward fair process is
a. teleological.
b. justilogical.
c. deontological.
d. consequentialism.
67. Data intake in a company most often assumes the use of
a. experts.
b. the Internet.
c. polls.
d. focus groups.
68. Great marketing is based on __________ laws of human and organization behavior.
a. philosophical
b. feelings about
c. intuitive
d. economic and psychological
69. The first step in the marketing management framework is
a. the 5Cs.
b. the 4Ps.
c. STP.
d. segmentation.
70. Joan, an MBA student learning marketing management, typically wants to see a framework that forms
a. company ethics.
b. market segments.
c. the 5Cs.
d. the big picture.
71. The marketing framework can be used when you’re
a. buying a car.
b. working on a case for class.
c. trying to decide where to eat lunch.
d. doing your taxes.
72. Which of the following provides a systematic way to think about marketing?
a. the 5Cs
b. marketing framework
c. advertising principles
d. business ethics
73. What is the long-term goal of advertising?
a. quantifying the effectiveness of marketing
b. improved marketing
c. enhanced brand image
d. bump in sales
74. Marketing should be understood at both the strategic and conceptual levels as well as the
a. virtual level.
b. tactical, hands-on level.
c. lower level.
d. psychological level.
75. Marketing can make customers happier, which makes companies
a. more profitable.
b. less vulnerable.
c. more operational.
d. more ductile.
76. Which of the following questions should Emily ask first when she conducts a situational analysis?
a. Where will customers buy our products?
b. What are my company’s strengths?
c. Who are the competitors we must consider?
d. Will customers want what our company is prepared to produce?
77. Communicating a product’s benefits clearly to the intended target customers occurs during
a. segmentation.
b. promotion.
c. positioning.
d. pricing.
78. What is the best way to stay ahead of the competition?
a. focus on profits
b. remain customer centric
c. focus on what the CEO wants
d. study the competition
79. The economy is part of the __________ considered during the general analysis of a business situation.
a. context
b. place
c. promotion
d. collaborators
80. Place is where
a. the company is located.
b. the product is manufactured.
c. the customer is located.
d. the product is sold.
81. Define marketing’s exchange relationship.
82. List and describe the 5Cs.
83. Define STP and explain how it influences the marketing process.
84. List and describe the 4Ps.
85. Why is it important to not go overboard on efforts to quantify marketing’s results? Describe why
segmentation strategy and advertising’s results should not be overanalyzed.
86. List at least five categories of items that can be marketed.
87. Describe the evolution of marketing.
88. Describe how different functions in a business interact with marketing, and why they should understand
marketing.
89. Describe how the 5Cs, STP, and the 4Ps fit together to develop a marketing plan.
90. Identify three of the five main points from this chapter.
