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1. (p. 350) Marketing is the process of planning and executing the conception, pricing, promotion, and distribution
of goods and services to facilitate exchanges that satisfy individual and organizational objectives.
2. (p. 350) The activities of marketers depend on what needs to be done to satisfy consumer wants and needs.
3. (p. 350) In the evolution of marketing, the production era assumed an unlimited market.
4. (p. 350) The four eras of the evolution of marketing are (1) production, (2) selling, (3) advertising, and (4)
stakeholder relationships.
5. (p. 350) The focus of the production era was on distribution and advertising.
6. (p. 350) The tremendous demand for consumer goods and services after World War II launched the production
era of marketing.
7. (p. 350) In the production era the greatest marketing need was for distribution and storage.
8. (p. 350) During the selling era, businesses turned from an emphasis on production to an emphasis on selling.
9. (p. 351) The marketing concept has three parts: (1) a consumer orientation, (2) a service orientation, and (3) an
advertising orientation.
10. (p. 351) In the evolution of marketing, the marketing concept era emphasized selling and advertising in an
effort to persuade consumers to buy existing products.
11. (p. 351) The marketing concept emphasizes that everyone from the president of the firm to the delivery people
should be customer oriented.
12. (p. 351) The marketing concept was used heavily by business when it was first suggested in the 1950s.
13. (p. 351) Customer relationship management (CRM) is the process of learning as much as possible about
customers and doing everything you can to satisfy them.
14. (p. 351) The idea behind customer relationship management is to enhance customer satisfaction and stimulate
long-term customer loyalty.
15. (p. 351) Because the marketing concept emphasizes a profit orientation, marketing has not been used
successfully by nonprofit organizations.
16. (p. 351) The primary focus of marketing today is on selling and advertising.
17. (p. 350) During the early 1900s, businesses emphasized learning as much as possible about their customers and
doing everything to satisfy them.
19. (p. 350–351) After World War II, the tremendous demand for goods and services among the returning veterans
allowed businesses to sell whatever they produced without having to worry about what the competition was
doing.
20. (p. 351) It is the job of marketers today to persuade consumers to buy the goods and services those marketers
have available to sell.
21. (p. 351) The marketing efforts at Rotary Enterprises place a great deal of emphasis on marketing goods that
will earn the firm a profit. This profit orientation shows that Rotary’s has not yet adopted the marketing concept
which emphasizes a customer orientation rather than a profit orientation.
22. (p. 351) Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close
relationship with their customers and to provide satisfaction even after the sale. These efforts by HomeWork
Helper’s sales personnel are part of the marketing process.
23. (p. 351) Mike’s Auto Repair works hard to find out what customers want and how to best meet their needs.
Based on feedback from customers, Mike now provides a written estimate before any work is done, offers a
more comprehensive guarantee than competitors, and calls customers after servicing their cars to make sure
they are satisfied. These efforts suggest Mike is applying the concepts of customer relationship management.
24. (p. 351) The McDonald’s Foundation is a nonprofit organization that helps underprivileged children. As a
nonprofit organization, it should avoid performing marketing functions, since these functions are designed to
help organizations earn a profit.
25. (p. 352) The main concern of marketing is to please the stockholders.
26. (p. 352) Placing a product where people will buy it is part of the marketing mix.
27. (p. 352) Designing a want-satisfying product is part of the marketing mix.
28. (p. 352) Setting a price for the product or service is one element of the marketing mix.
29. (p. 352) The primary factors of the marketing mix are sometimes called the 5 Ts of marketing.
30. (p. 352) The marketing manager’s job is to design a program that effectively combines the ingredients of the
marketing mix.
31. (p. 352) The four elements of the marketing mix are product, timing, price, and efficiency.
32. (p. 352) Providing people with a description of a potential new good or service and asking if the idea appeals to
them is part of the marketing process.
33. (p. 354) Concept testing involves placing a product in a place where consumers will buy it.
34. (p. 354) A firm’s copyright consists of the words or letters used to differentiate their goods and services from
those of competitors.
35. (p. 353, Dealing with Change box) According to the “Dealing with Change” box in Chapter 13, the Internet shifts the
marketing task in the automobile industry from helping the seller sell to helping the buyer buy.
36. (p. 354) A target market refers to the people a marketer will try to persuade to use a product or service.
37. (p. 354) A brand is generally thought of as part of the product.
38. (p. 354) Test marketing involves developing an accurate description of the product and asking people if the
proposed product appeals to them.
39. (p. 355) The marketing process includes decisions about the best way to get the product to the consumer.
40. (p. 354, figure 13.3) Identifying a target market is part of the marketing process.
41. (p. 355) Setting prices higher than the competition can help create an image of quality.
42. (p. 355) Intermediaries are firms in the middle of a series of organizations that distribute goods from producers
to consumers.
43. (p. 356) Promotion includes personal selling and word-of-mouth efforts to persuade people to buy a firm’s
goods or services.
44. (p. 356) Unlike advertising, which is part of the promotional component of the marketing mix, personal selling
is considered to be part of the distribution function.
45. (p. 354, figure 13.3) The last step in the marketing process often includes building a continuing relationship with
customers.
46. (p. 354, figure 13.3) Although marketers are concerned with selling goods and services, they are not involved in
designing the products their firm will sell.
47. (p. 354, figure 13.3) Marketing involves developing and promoting a firm’s products, but all distribution decisions
are handled by a firm’s transportation managers.
48. (p. 356) Given today’s marketing environment, marketing managers must constantly adjust the marketing mix.
49. (p. 354, figure 13.3) The marketing activities of an organization involve the evaluation of alternatives to finance
that organization’s activities.
50. (p. 354, figure 13.3) The most important component of the marketing mix is the actual production of the product.
51. (p. 354, figure 13.3) Getting the product from the producer to the consumer is a production-related process and not
related to the marketing mix.
52. (p. 354, figure 13.3) Marketing focuses on the pricing and distribution of want-satisfying products, as well as
determining the best way to promote the products to consumers.
53. (p. 356) An organization does not have to decide every product to carry; the customers will tell the
organization what they want by what they buy and what they request.
54. (p. 356) Marketing is a one-time activity, performed when a business is first established. Once a firm has
fine-tuned its marketing activities, it can turn its attention elsewhere.
55. (p. 356) The marketing mix provides an analysis of markets to determine opportunities and challenges and
gather the information needed to make good decisions.
56. (p. 356) Marketing research helps determine what customers have purchased in the past, what situational
changes have occurred to change consumer preferences, and what consumers are likely to want in the future.
57. (p. 356) Effective marketing research involves listening to customers, employees, shareholders, and other
stakeholders.
58. (p. 356) The first step in the marketing research process is to collect relevant data.
59. (p. 357) Secondary data should be gathered first because this type of information is less expensive to obtain.
60. (p. 357) Secondary data consists of information that has already been compiled by others and is published in
journals and books or made available online.
61. (p. 357) A telephone survey is an example of primary data collection.
62. (p. 358) A focus group consists of a small group of people who meet, under the direction of a discussion
leader, to communicate their opinions about an organization, its products, or other issues.
64. (p. 358) The final step of the marketing research process involves selecting from several alternative strategies,
and performing follow-up research to see if results were as expected.
65. (p. 358) Marketing research is a process that most firms complete once a year, in order to gather information
for the budgeting process.
66. (p. 358) In the marketing research process, marketers should examine the ethical implications of alternative
solutions before making a recommendation.
67. (p. 359, Making Ethical Decisions box) The “Making Ethical Decisions” box in Chapter 13 illustrates an example of how
marketing research might suggest that a company that makes a healthy adult cereal could be successful
marketing a sugar-coated children’s cereal by misleading consumers.
68. (p. 357, figure 13.4) Government publications, such as the Annual Survey of Manufacturers and Survey of Current
69. (p. 358) Environmental scanning involves the tracking of pollution generated by a firm and its impact on
society.
70. (p. 358) The process of identifying the factors that can affect marketing success is called environmental
scanning.
71. (p. 358) The most dramatic global change affecting a firm’s marketing environment is probably the growth of
the Internet.
72. (p. 360) Population growth and changing demographics are two elements of a firm’s sociocultural
environment.
73. (p. 359) Consumer databases are one of the technological factors that are used by marketers.
74. (p. 360, Reaching Beyond Our Borders box) According to the “Reaching Beyond Our Borders” box in Chapter 13, the
secret to global success is to follow all of the marketing principles suggested by the marketing process.
75. (p. 361) Successful marketers adjust their product offerings as the level of economic activity changes.
76. (p. 360) Traditional brick-and-mortar companies face price competition from Internet-based firms.
77. (p. 361) The two major types of markets in business are the consumer market and the producer’s market.
78. (p. 361) The business-to-business (B2B) market involves the marketing of goods and services to institutions
that sell, rent, produce or supply goods to others.
79. (p. 361) When classifying a product as a consumer product or a B2B product, the primary factor is the identity
of the buyer.
80. (p. 361) Price is the determining factor as to whether a good is classified as a consumer product or a B2B
product.
81. (p. 361) A cash register is likely a B2B product.
82. (p. 361) The consumer market consists of all the individuals or organizations that want goods and services in
order to produce other goods and services to sell, rent, or supply to others.
83. (p. 358) The data collected in the research process does not need to be interpreted since it would be collected
from reliable secondary sources.
84. (p. 357) Because accurate and timely market information is vital to a firm’s success, businesses should budget
whatever it takes to get the best data available.
85. (p. 357) Marketing research usually begins with secondary data because it is more accurate and more relevant
than primary data.
86. (p. 357) Whenever available, marketers should rely exclusively on primary data because it is much more
accurate than secondary data.
87. (p. 357) Eavesdrop Communications just finished a telephone survey of several of their current customers.
They plan to conduct in-depth personal interviews with about twenty additional customers. Both the telephone
survey and the interviews are sources of primary data for Eavesdrop.
88. (p. 358) Peggy, a fitness instructor at the local YMCA, has been invited by a magazine publisher to meet with
nine other people to discuss a new concept for a health and fitness magazine. A member of the publisher’s
marketing staff will be at the meeting to guide the discussion and to record the participants’ comments and
suggestions. If Peggy accepts the invitation, she will be participating in a focus group.
89. (p. 358) Helen, a manager for Marshall Manufacturing, spends much of her time reviewing the global,
technological, sociocultural, competitive, and economic factors that can influence the success of her firm’s
marketing efforts. Helen’s efforts indicate that she is involved with environmental scanning.
90. (p. 361) A cup of yogurt is an example of a product that is always classified as a consumer good.
91. (p. 362) Market segmentation is the process of dividing a market into several groups whose members have
dissimilar characteristics.