79. To build relationships, firms focus on the ___________ of the relationship, not how much money is made during each transaction.
80. One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in
81. Even though they operate from out–of-the-way airports and offer few extra services, discount, no-frill airlines like Ryanair and EasyJet have been
successful. Consumers obviously consider
82. A relational orientation is based on the philosophy that buyers and sellers develop
83. A local art gallery keeps information on its customers regarding their preferences for certain artists as well as the style of art that interests them. The
gallery uses this information to inform the customers when new products arrive from their favorite artists and targets them with special promotions. In
this way, the gallery is using _______ to build loyalty among its customers.
84. If a firm adopts a CRM business philosophy, it most likely has a(n) _______ orientation with its customers.
85. After major hurricanes like Katrina, many ethical home repair and building supply businesses continue to charge pre-hurricane prices to their
customers, even though due to the huge increase in demand they could charge much more. These firms probably recognize that
86. What is the focus of a firm that develops a relational orientation with its customers?
87. The goal of customer relationship management is to
88. Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this
reminder system, Franco contacts his customers when they are most likely to be “in the buying mode.” Franco’s system is part of
89. Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently
order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools.
This is an example of
90. It was during the market-oriented era that firms first discovered “marketing.” In what timeframe did this occur?
91. Many inventors struggle with the question, “I made it; now how do I get rid of it?” They have made the error of considering marketing as
92. Georgia, the outside sales rep for a major building supply company, reads a report stating that building permits are down dramatically in her sales
territory. She had noticed that things were slowing down, but now she has data confirming her impression. Based on this information, Georgia will help
her company become more value driven if she
93. Jenny, the delivery and sales representative for a beer distributor, is calling on a retailer and sees the shelves are almost empty. An unexpected
sporting event held nearby resulted in a huge increase in sales. She calls her company’s distribution manager and requests a special delivery for her
customer. Jenny is providing the important marketing function of
94. After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking
for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an
order. Benjamin was providing the important marketing function of
95. Which of the following best represents how marketing expands firms’ global presence?
96. Leah is the marketing manager for an electronics company. While on vacation in Ecuador, she visited electronics stores in the major malls in Quito,
the capital city. Most of her company’s products were available, except for smartphones. When she returned to work, she mentioned this observation to
her international sales manager. Leah was providing the important marketing function of
97. Greenbelt Construction has been a successful small home-building firm for years. The owner pays subcontractors slightly more than the usual rate
for different tasks, reducing the company’s gross margin. Greenbelt rarely changes subcontractors, has relatively few complaints from home buyers, and
is able to get quick responses from subcontractors when buyers do have problems. Greenbelt is engaged in
98. Marketing enriches society by
99. A friend of yours is starting a new business. She is confident that her product is superior to her competitors’ and doesn’t want to budget any money
for marketing. You would recommend that she rethink her position on marketing for all of the following reasons except
100. When we say that marketing can be entrepreneurial, it means that entrepreneurs
101. People who organize, operate, and assume the risk of a business venture are called
102. If a radio station holds an online contest in which you must log in to its website and submit personal details such as name, phone number, and
e-mail in order to participate, the radio station is
103. Which of the following is true of marketing?
104. Traditionally, marketing activities have been divided into product, price, place, and promotion. Select the term that best describes the four Ps.
105. Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix?
106. The primary purpose of the __________ plan is to specify the marketing activities for a specific period of time.
107. The process of value __________, in which customers collaborate in product design, often provides additional value to the firm’s customers.
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108. How a product or service will be conceived or designed, how much it should cost, where and how it will be promoted, and how it will get to the
consumer are all elements of
109. The activity, set of institutions, and processes for creating, capturing, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large is called
110. Jeff is going to sell sporting apparel, which he has already purchased from manufacturers, and has signed a deal agreeing to the volume he will sell
monthly. He has researched his competition, talked to some customers, and decided on prices he will charge. Jeff has also developed a plan for
promoting his business. Based on this description, which element of the marketing mix does Jeff still need to work on?
111. Jeff opened a sporting apparel store and signed a lease on the property. He also signed an agreement with the manufacturer on the amount of
merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on?
112. At one point in the evolution of marketing, the United States entered a buyer’s market and the customer became king. Which era is being described?
113. Which of the following is true with regard to mobile advertising?
114. Marketing channel management is related to which of the four Ps?
115. Marney bought a dress from a retail store. Which type of transaction was Marney participating in?
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116. According to your text, in the broadest terms, the “marketplace” refers to
117. Which element of the marketing mix is most relevant to the activity “capturing value”?
118. Which element of the marketing mix is most relevant to the activity “delivering value”?
119. Which element of the marketing mix is most relevant to the activity “creating value”?
120. Which marketing activity is most directly served by the promotion element of the marketing mix?
121. Janine was tired of her winter coat, so she sold it to her friend, Marissa. This is an example of ________ marketing.
122. Deonna has been asked to write a marketing plan for a new restaurant. What questions will Deonna likely address in her marketing plan? Be
specific and offer questions related to a restaurant.
123. Jean-Pierre is a wine distributor in the United States representing primarily European vintners (wine producers). He knows his potential market is
every wine drinker in the United States, but he has limited resources to market his products. Using the ideas presented in the text, what should
Jean-Pierre do as a first step when developing his marketing plan?
124. The text states, “Good marketing is not a random activity.” Create an example to respond to this statement.
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125. Your friend is writing a “how-to” book and asks you for marketing advice. You start by exploring the four Ps. What questions will you ask? Be
specific.
126. The manager of a restaurant supply company determined prices by adding a standard markup to her costs. What might the manager be missing
when it comes to effective pricing decisions?
127. As the customer service manager for a heating and air conditioning firm, you are constantly bombarded with complaints about service people not
showing up, not having the parts needed to make repairs, and being unable to quickly get the materials needed to fix things. You decide to bring in a
marketing consultant to assist you with these problems. What area of marketing specialization would you look for in a marketing consultant and what
recommendations would you expect to receive? Be specific; this is a heating and air conditioning firm.
128. As your first assignment in an advertising agency, your manager asks you to come up with messages for three billboards promoting the university
you attended. The manager wants one ad for each of the three types of promotion objectives. Create an example of a one-sentence billboard advertising
message for each objective: inform, persuade, and remind.
129. Which type of orientation would you expect among ethically challenged marketers: a relational or transactional orientation? Explain.
130. Over the four marketing eras, how did the emphasis on the four Ps change? List the four eras and describe which of the four Ps were emphasized
during each era.
131. How does value cocreation provide additional value to customers?
132. Suppose that your university creates a position for vice president of marketing and promotes your professor to the position. What activities will the
new vice president of marketing probably be involved in? Be specific.
133. How can marketing be effectively used by entrepreneurs?
134. Suppose your college roommate sees you reading your marketing textbook and says, “Marketing is just advertising and selling.” How do you
respond?
135. Imagine you graduate with a marketing degree and are hired by the marketing department of a large consumer products company. You are initially
given a two-week training program, which is an overview of what the marketing department does. What will your training program cover?
136. How could you use marketing ideas to market yourself to potential employers after you graduate?
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137. What are the four Ps of marketing? Give an example of each.
138. What is the fundamental purpose of marketing?
139. “Everything has a price, though it doesn’t always have to be monetary.” What else is included in a price?
140. How should marketers determine prices?
141. If you were hired as a supply chain manager, whom would you interact with?
142. During the past couple of decades, marketers have begun to develop a relational orientation as they have realized that they need to think about their
customers in terms of relationships rather than transactions. How does Apple encourage its customers to maintain a long-term relationship with the
company?
143. You are employed by a firm that is considering the use of mobile advertising as opposed to digital advertising. Describe the similarities and
differences between these two approaches to advertising.
Both mobile advertising and digital advertising are similar, in the sense that they are clearly distinct from traditional marketing and seek to reach
144. Describe how marketing has evolved into a major business function that crosses all areas of a firm or organization.
145. Suppose you worked at a restaurant near campus, one that was popular with students, and the manager asked you to explain how the restaurant
might benefit from using location-based social media tools. How would you answer?
146. Rodney bought a suit at Men’s Warehouse. Men’s Warehouse bought the suit from a distributor, which bought it from a designer. The designer
bought the materials to make the suit from a factory in China, and the suits were made at that same factory. The employees in the factory bought their
suits directly from the factory and sold them to their friends. Explain which of these transactions were B2B, B2C, and/or C2C.
147. Describe a hypothetical supply chain—from manufacturer to customer.
148. Many U.S. companies now use social media tools for marketing purposes. Demonstrate your knowledge of social media by describing a small
company and the ways you would use social media to produce, promote, place, and price your goods or services.
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149. Explain the process of customer relationship management (CRM) in terms of how it impacts marketing activities.
150. You are employed by a marketing firm that needs to become more value driven. How is this accomplished?
151. Name the various stakeholders who are impacted by marketing and give one example of how each one might be impacted in a fictitious situation.
Category # of Questions
AACSB: Analytical Thinking 118
AACSB: Communication 1
AACSB: Ethics 3
AACSB: Knowledge Application 24
AACSB: Technology 6
Accessibility: Keyboard Navigation 121
Blooms: Analyze 9
Blooms: Apply 37
Blooms: Create 1
Blooms: Remember 37
Blooms: Understand 68
Difficulty: 1 Easy 43
Difficulty: 2 Medium 62
Difficulty: 3 Hard 47
Learning Objective: 01-01 Define the role of marketing in organizations. 101
Learning Objective: 01-02 Describe how marketers create value for a product or service. 34
Learning Objective: 01-03 Understand why marketing is important both within and outside the firm. 17
Topic: Advertising Appeals 3
Topic: Buyer-seller Relationships 15
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Topic: Components and Classifications of Products and Services 2
Topic: Corporate Social Responsibility 3
Topic: CRM 14
Topic: Define Marketing 24
Topic: Elements of the Marketing Plan 3
Topic: Marketing Channels 3
Topic: Marketing Eras 15
Topic: Marketing Globalization 2
Topic: Marketing Metrics 1
Topic: Price Sensitivity 1
Topic: Product Value Creation 14
Topic: Role of Promotion 2
Topic: Role of the Marketing Manager 2
Topic: Social Media as part of the Marketing Plan 5
Topic: Strategic Marketing Planning 3
Topic: Supply Chain Management 10
Topic: Target Markets 1
Topic: The Four Ps 27
Topic: The Promotion Mix 1