In terms of marketing structure, what type of structure coordinates and manages all
marketing activities and decisions from the top of the marketing hierarchy?
a. a regulated marketing structure
b. a dynamic marketing structure
c. a centralized marketing structure
Which sales force compensation system is best suited to situations where salespeople
are responsible for pre- and post-sale service and sales managers want maximum
control over selling expenses?
a. straight commission
b. a combination approach
c. direct compensation
Unlike tangible goods, virtually all services are susceptible to inconsistency and
variations in quality. Why is this so?
a. Because services depend on people for their delivery.
b. Because services cannot be managed due to their intangibility.
c. Because services are extremely time-and-place dependent.
d. Because service marketers cut corners to reduce expenses.
e. Because service marketers make unrealistic promises to customers.
Firms such as IKEA and The Home Depot are known for their use of __________
because they set reasonably low prices but still offer high-quality products and adequate
customer services.
a. penetration pricing
b. market equity pricing
c. prestige pricing
In the 5W model of customer analysis, what is the primary emphasis of the ‘Why’
question?
a. Identifying the situational influences that affect the customer buying process.
b. Assessing how purchases vary across different distribution outlets.
c. Determining how the purchase and consumption of one product is related to other
products.
d. Identifying the basic need-satisfying benefits provided by the firm’s products.
e. Assessing how customers consume and dispose of products.
The overall concept or model that guides the firm as it weaves various marketing
elements together into a coherent strategy is called its:
a. marketing strategy.
b. operational focus.
c. strategic posture.
What is the overall goal of effective corporate branding?
a. To clearly tie the brand name and brand mark with the organization.
b. To associate the organization with one or more philanthropic causes.
c. To sell more product to members of the supply chain.
d. To position the product relative to competing products.
e. To build and enhance the organization’s reputation.
A product that provides the utmost in convenience is said to offer exceptional:
a. time and place utility.
b. place and possession utility.
c. time and possession utility.
From the viewpoint of the consumer buying process, what is the difference between a
need and a want?
a. Needs are absolute necessities, whereas wants are discretionary.
b. Needs are related to specific products, whereas wants occur only when the consumer
has the ability to purchase the product.
c. Needs are based on discrepancies between actual and desired satisfaction, whereas
wants occur relative to specific products that can fulfill a need.
d. Needs focus on specific elements of a product’s quality, whereas wants are related to
the ‘extras’ that add value to the product.
e. Needs and wants are essentially the same, except that consumers will pay more for
products they need.
Research indicates that being ethical and socially responsible has a number of benefits
for the organization. Which of the following IS NOT one of these benefits?
a. increased customer goodwill
b. increased stakeholder orientation of the organization
c. increased employee commitment and satisfaction
d. increased marketing performance
e. increased competitive orientation
Which of the following IS NOT a challenge associated with being ethical and socially
responsible?
a. Business decisions involve complex and detailed discussions in which correctness
may not be so apparent.
b. Individuals who have limited business experience often find themselves required to
make sudden decisions concerning marketing’s gray areas.
c. A person’s experiences and decisions at home, in school, and in the community may
be quite different from the experiences and the decisions he or she has to make at work.
d. When personal values are inconsistent with the configuration of values held by the
work group, ethical misconduct may increase.
e. Most employees perceive that the values of honesty, respect, and trust are
infrequently applied in the workplace.
Among the fundamental changes to marketing and business practice in today’s economy
is the dramatic increase in the availability of information. This increase in information
has created a shift in the balance of power in the supply chain. Who now holds most of
the power in today’s economy?
a. retailers
b. wholesalers
c. customers
The basis premise of the implementation through change approach is that:
a. frontline employees are forced to implement the strategy.
b. marketing strategy is a part of the organizational vision.
c. employees are organized into teams that work together to implement the marketing
strategy.
d. the organization is modified in ways that will ensure the implementation of the
marketing strategy.
e. participative decision making among all employees is used extensively.
In business markets, __________ is used to quote prices in terms of reductions or
increases based on transportation costs or the actual physical distance between the
buyer and the seller.
a. transfer pricing
b. countertrade
c. geographic pricing
All of the following are benefits of SWOT analysis EXCEPT:
a. It is simple to use.
b. Its structured nature ensures that data and information are correctly categorized.
c. It promotes managerial collaboration.
d. It can synthesize and integrate diverse information.
e. It can reduce costs.
The creation of an extended enterprise in the supply chain depends heavily on the
ability of channel members to integrate their operations. Which of the following IS
NOT a key factor in successful supply chain integration?
a. trust
b. interdependence
c. cooperation
Why is the connection between marketing ethics and leadership so important in
nurturing a strong ethical culture?
a. Employees look to the leader to enforce the ethical code of conduct.
b. Employees expect the leader to punish unethical behaviors.
c. Employees look to the leader to ensure that the firm is in legal compliance.
d. Employees look to the leader as a model of acceptable behavior.
e. Employees expect the leader to clearly specify in writing the high-risk activities in
the firm’s daily operations.
Sears at one time lost sight of its mission and jumped into markets such as real estate
and financial services that did not fit its strengths or core operations. This most likely
occurred because Sears lacked a mission statement with the appropriate:
a. focus.
b. strategic fit.
c. stability.
Although internal data sources have a number of advantages, one of their biggest
problems is:
a. there are rarely enough internal data.
b. internal data are often not relevant to the marketing issue at hand.
c. internal data are expensive to collect.
d. internal data are often in a form that is not readily accessible.
e. internal data are typically biased.
Identify and discuss the four approaches to marketing implementation and explain the
various advantages and disadvantages of each approach.
Although the stages of the consumer buying process are typically discussed in a linear
fashion, consumers do not always follow the stages in sequence. Explain why this often
occurs.
Explain the overall objective of customer relationship management and the stages that
customers are pulled through in the process. For each stage, identify the marketing
goals during the stage as well as examples of strategies that may be used.
Compare and contrast brand loyalty and brand equity, as well as how these concepts are
related. Must a brand possess high brand loyalty in order to possess high brand equity?
Explain.
Identify and explain the three different types of informal controls used by employees. In
your discussion, explain how each type of control affects marketing implementation.