63) ________ marketing aims to build mutually satisfying long-term collaboration with key
constituents, such as customers, employees, suppliers, distributors, and other marketing partners,
in order to earn and retain their business.
A) Integrated
B) Demand-based
C) Direct
D) Relationship
E) Internal
64) Tracy’s is a chain of hair dressing salons for women. They use the television, magazines,
radio, and newspapers to advertise their services. The owners ensure that all communication
channels deliver a common message to prospective customers. Tracy’s believes in ________.
A) internal marketing
B) integrated marketing
C) socially responsible marketing
D) global marketing
E) relationship marketing
65) The ultimate outcome of relationship marketing is a unique company asset called the
________, consisting of the company and its supporting stakeholders.
A) brand
B) supply chain
C) marketing network
D) value proposition
E) service channel
66) Which of the following is most consistent with the integrated marketing approach?
A) A good product will sell itself.
B) If left alone, consumers are inclined to purchase only inexpensive products.
C) All communication to consumers must deliver a consistent message irrespective of the
medium.
D) In order to succeed, the main focus should be on having an efficient production process in
place.
E) Online marketing is less important than traditional marketing efforts.
67) Which aspect of holistic marketing motivates employees and ensures that everyone in the
organization embraces appropriate marketing principles, especially senior management?
A) relationship marketing
B) integrated marketing
C) internal marketing
D) network marketing
E) performance marketing
68) Financial accountability and social responsibility marketing are elements of ________.
A) performance marketing
B) relationship marketing
C) internal marketing
D) social marketing
E) mass marketing
69) Companies are recognizing that much of their market value comes from ________,
particularly their brands, customer base, employees, distributor and supplier relations, and
intellectual capital.
A) variable assets
B) value propositions
C) intangible assets
D) market offerings
E) industry convergence
70) Holistic marketing incorporates ________, an understanding of broader concerns in the
ethical, environmental, legal, and social context of marketing activities.
A) internal marketing
B) cultural marketing
C) social responsibility marketing
D) relationship marketing
E) integrated marketing
71) The ________ holds that the organization’s task is to determine the needs, wants, and
interests of target markets and to deliver the desired satisfactions more effectively and efficiently
than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.
A) selling concept
B) integrated marketing concept
C) social responsibility marketing concept
D) production concept
E) relationship marketing concept
72) Joanna owns a chain of fast-food joints. As the chain became more and more successful, she
decided to contribute a share of her profits each year to support cancer research. This is an
example of ________.
A) corporate community involvement
B) environmental marketing
C) cause-related marketing
D) benefit marketing
E) responsible marketing
73) McCarthy classified marketing activities into the four Ps of the marketing mix. These four Ps
stand for ________.
A) product, positioning, place, and price
B) product, production, price, and place
C) promotion, place, positioning, and price
D) place, promotion, production, and positioning
E) product, price, promotion, and place
74) Incorporating the holistic view of marketing, the four Ps of the marketing mix can be
updated to ________.
A) product, positioning, people, and price
B) people, processes, place, and promotion
C) product, processes, price, and people
D) people, processes, programs, and performance
E) product, price, promotion, and people
75) Which of the following reflects the “people” component of the marketing mix?
A) the creativity, discipline, and structure brought to marketing management
B) the development of new products by the marketers
C) the firm’s consumer-directed activities
D) the right set of processes to guide activities and programs within the firm
E) the internal marketing of the firm
76) Which of the four new Ps encompasses the old four Ps as well as a range of other marketing
activities that might not fit well into the old view of marketing?
A) programs
B) processes
C) promotion
D) people
E) performance
77) At the heart of any marketing program is the firm’s ________, its tangible offering to the
market.
A) strategy
B) product
C) brand
D) value
E) people
78) ________ activities include those the company undertakes to make the product accessible
and available to target customers.
A) Line extension
B) Segmentation
C) Marketing research
D) Channel
E) New-product development
79) A marketer’s only concern is how best to create demand for a new product produced by his
company. Improving product design is not his responsibility.
80) A short definition of marketing is “meeting needs profitably.”
81) Services constitute the bulk of most countries’ production and marketing efforts.
82) The U.S. economy today consists of a 70-30 services-to-goods mix.
83) Place marketers include economic development specialists, real estate agents, commercial
banks, local business associations, and advertising and public relations agencies.
84) Properties are tangible rights of ownership to either real property (real estate) or financial
property (stocks and bonds).
85) “Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an
interested audience.
86) Unwholesome demand occurs when consumers’ purchases vary on a seasonal, monthly,
weekly, daily, or even hourly basis.
87) When consumers share a strong need that cannot be satisfied by an existing product, they are
exhibiting latent demand.
88) Advertising is the most important element in business marketing.
89) Companies selling their goods to nonprofit organizations often charge a premium over their
normal prices because these organizations are largely indifferent to price.
90) Shops and stores have a physical existence and as such are examples of marketspace.
91) Wants are basic human requirements, such as food and shelter.
92) Demands are wants for specific products backed by an ability to pay.
93) Contrary to popular belief, marketers do not create needs.
94) The customer value triad consists of a combination of quality, durability, and price.
95) A distribution channel includes distributors, wholesalers, retailers, and agents that display,
sell, or deliver the physical product or service(s) to the buyer or user.
96) The task environment of a firm consists of demographic, economic, natural, and
technological environments, as well as the political-legal system and the social-cultural arena.
97) Regulation of industries has created greater competition and growth opportunities because
the playing field has been leveled.
98) Industry boundaries are blurring at an incredible rate as companies are recognizing that new
opportunities lie at the intersection of two or more industries.
99) The overabundance of information available on the Internet has made it more difficult for
consumers to compare product features and prices.
100) Companies can facilitate and speed external communication among customers by creating
online and off-line “buzz” through brand advocates and user communities.
101) The proliferation of targeted media and communication channels has allowed marketers to
become much more aware of their target consumers’ preferences and to customize both products
and messages for individual consumers.
102) The production concept is one of the newest concepts in business.
103) The selling concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
104) The selling concept holds that consumers will prefer products that are ethical,
environmentally responsible, legal, and social in the context of marketing activities and
programs.
105) The marketing concept stresses on finding the right customers for the company’s products.
106) The selling concept is based on the development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependencies.
107) Relationship marketing aims to build mutually satisfying long-term relationships with key
parties.
108) Attracting a new customer costs far more than retaining an existing one.
109) One of the key themes of integrated marketing is that there are very few marketing
activities that can effectively communicate and deliver value.
110) Proponents of holistic marketing consider internal marketing to be as important as
marketing to consumers.
111) Integrated marketing is the task of hiring, training, and motivating able employees who
want to serve customers well.
112) Performance marketing requires understanding the financial and non-financial returns to
business and society from marketing activities and programs.
113) Performance marketing involves reviewing metrics assessing market share, customer loss
rate, customer satisfaction, and product quality in the evaluation of the effectiveness of
marketing activities.
114) The social responsibility marketing concept holds that the organization’s task is to
determine the needs, wants, and interests of target markets and to deliver the desired satisfactions
more effectively and efficiently than competitors in a way that preserves or enhances the
consumer’s and the society’s well-being.
115) Adapting and conducting business practices that protect the environment and human and
animal rights is specifically a part of corporate social marketing.
116) Cause-related marketing involves donating a percentage of revenues to a specific cause
based on the revenue occurring during the announced period of support.
117) Making gifts of money, goods, or time to help nonprofit organizations, groups, or
individuals is known as corporate philanthropy.
118) The marketing-mix component called “people” reflects all the creativity, discipline, and
structure brought to marketing management.
119) A firm’s tangible offering to the market includes product quality, design, features, and
packaging.
120) Marketing has been described as being both an “art” and a “science.” Discuss the
differences and similarities between these two marketing thrusts. Provide your theoretical
response and a “real-life” example where you have seen both processes work effectively at
creating customer value and loyalty.
121) Marketers are involved in marketing 10 types of entities. List and briefly characterize these
entities.
122) Marketers should be skilled in stimulating demand for a company’s products. Just as
production and logistics professionals are responsible for supply management, marketers are
responsible for demand management. Marketing managers seek to influence the level, timing,
and composition of demand to meet the organization’s objectives. List and briefly characterize
the eight different demand states.
123) Consumers often have many needs that are not readily obvious. Just observing their
behavior inside a retail store is not enough to get a true understanding of their “needs.” List and
briefly describe the five types of needs that most consumers have.
124) Distinguish between the concepts of value and satisfaction.
125) Assume that you have been given the task of assisting a company in designing its marketing
planning process. What components should be in such a process?
126) The competing concepts under which organizations have conducted marketing activities
include: the production concept, product concept, selling concept, marketing concept, and
holistic marketing concept. Evaluate the advantages and disadvantages of each concept. Which
concept do you believe is the most effective? Why?
127) Define internal marketing and its role in the company. Outline how various departments
within the company can demonstrate a customer focus.
128) According to Starbucks Chairman Howard Schultz, “Consumers now commonly engage in
a cultural audit of [product and service] providers. People want to know your value and ethics
demonstrated by how you treat employees, the community in which you operate.” Discuss the
concept of social responsibility marketing and how it impacts both companies and consumers.
129) Identify and define the traditional four Ps. Also identify the new four Ps and the reason for
developing the new interpretation.
130) Discuss the eight demand states with respect to bifocal lenses for glasses.
131) New terms are now being used to describe where marketing is done. Using the automobile
market, describe automotive buying behavior for a: (1) marketplace, (2) marketspace, and (3)
metamarket.
132) Ford knows that to reach its target markets three kinds of marketing channels may be used.
What are these three marketing channels and how might Ford use each of them?
133) The marketplace isn’t what it used to be. List and briefly discuss the new behaviors,
opportunities, and challenges that await the marketer in the 21st century.
134) Discuss the concept of disintermediation and provide an example.
135) The digital revolution has placed a whole new set of capabilities in the hands of consumers
and businesses. Describe the advantages that you as a consumer have today that your parents or
grandparents didn’t have.
136) The Internet has given today’s companies a new set of capabilities. Among those
capabilities is the ability to operate a new information channel. Describe how information can be
used by the marketer in this new channel.
137) Discuss how companies can use the Internet to build their brands. Give an example of a
company that has done so.
138) Arthur Jones has decided to start a business. He wants to manufacture lawn mowers and
believes in the production concept. If this approach is taken, what will be Mr. Jones’ primary
areas of concentration as he builds his business?
139) Increasingly, a key goal of marketing is to develop deep, enduring relationships with all
entities that directly or indirectly affect the success of the firm. Discuss the merits of relationship
marketing. From your experience as a consumer, describe the relationship marketing efforts
undertaken by a company of your choice.
140) What would be the marketing network elements for a motorcycle company such as Harley-
Davidson?
141) Your firm is in the process of moving from focusing on a financial scorecard as the basis
for running and evaluating the organization to a marketing scorecard approach. What is a
marketing scorecard approach and what might be some of its components?
142) William Burns owns an extremely profitable sea-side resort. In order to increase his resort’s
brand value, Burns is considering cause-marketing. Give a few examples of how he may achieve
this goal.
143) You have been given the assignment of justifying cause-related marketing to your board of
directors. What would be your primary argument in favor of such a proposal?
144) Linda Evans has been given the task of developing the product element of her company’s
marketing mix. List the components that will likely be included in this element of the marketing
mix.