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77) Regulation of industries has created greater competition and growth opportunities because
the playing field has been leveled.
78) Industry boundaries are blurring at an incredible rate as companies are recognizing that new
opportunities lie at the intersection of two or more industries.
79) The overabundance of information available on the Internet has made it more difficult for
consumers to compare product features and prices.
80) 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.
81) The selling concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
82) 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.
83) Identify three specific ways globalization has affected the marketing environment.
84) Showrooming is associated with which of the following new consumer capabilities?
A) Consumers can tap into social media to share opinions and express loyalty.
B) Consumers can actively interact with companies.
C) Consumers can use the Internet as a powerful information and purchasing aid.
D) Consumers can reject marketing they find inappropriate.
E) Consumers can communicate on the move.
85) The drugstore chain CVS uses loyalty-card data to better understand what consumers
purchase, the frequency of store visits, and other buying preferences, which is associated with
which technology-enhanced company capability?
A) Companies can reach consumers quickly and efficiently via social media and mobile
marketing, sending targeted ads, coupons, and information.
B) Companies can improve purchasing, recruiting, and internal and external communications.
C) Companies can improve cost efficiency.
D) Companies can collect fuller and richer information about markets, customers, prospects, and
competitors.
E) Companies can use the Internet as a powerful sales channel.
86) The success of online purchasing resulted in ________ in the delivery of products and
services by intervening in the traditional flow of goods through distribution channels.
A) disintermediation
B) diversification
C) reduced competition
D) deregulation
E) privatization
87) In response to threats from such companies as Amazon.com, E*TRADE, and dozens of
others, established manufacturers and retailers became "brick-and-click" oriented by adding
online services to their existing offerings. This is known as ________.
A) reintermediation
B) disintermediation
C) retail transformation
D) e-collaboration
E) new-market synchronization
88) When eBay and Amazon.com cut out the majority of middlemen that normally would
participate in the exchange process, it is an example of ________.
A) deregulation
B) reverse auctioning
C) reintermediation
D) disintermediation
E) diversification
89) Each of the following is true about the Internet's impact on the way business is conducted
today, EXCEPT one. Identify the exception.
A) It has facilitated high-speed communication among employees.
B) It has empowered consumers with easy access to information.
C) It can be used as a powerful sales channel.
D) It has facilitated mass marketing but not the sale of customized products.
E) It enables marketers to use social media to advertise their products.
90) Which of the following is NOT a consumer touch point?
A) store layouts
B) package designs
C) product functions
D) shipping and logistics
E) All of these are touch points.
91) Digital technology is fueling massive reintermediation, like when Apple, Sony, and Samsung
released a stream of entertainment devices from smart phones to LED TVs and tablets.
92) Discuss the concept of disintermediation and provide an example.
93) 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.
94) 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.
95) Discuss how companies can use the Internet to build their brands. Give an example of a
company that has done so.
96) Which of the following holds that consumers prefer products that are widely available and
inexpensive?
A) the product concept
B) the production concept
C) the selling concept
D) the performance concept
E) the marketing concept
97) Managers of ________ businesses concentrate on achieving high manufacturing efficiency,
low costs, and mass distribution.
A) selling-oriented
B) product-oriented
C) production-oriented
D) marketing-oriented
E) consumer-oriented
98) The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.
A) product
B) marketing
C) production
D) selling
E) holistic marketing
99) Which of the following categories of goods and services is most likely to require an
aggressive use of the selling concept?
A) shopping goods
B) unsought goods
C) necessary goods
D) luxury goods
E) complementary goods
100) As a major steel manufacturer, SteelMakers Inc. focuses on having the most efficient
manufacturing processes in place. The company believes that its competitive edge lies in its
ability to offer the best prices. They also maintain an excellent distribution network that ensures
wide availability of their products. SteelMakers has a ________ orientation.
A) selling
B) production
C) product
D) marketing
E) social
101) Webmax Inc. produced and marketed cameras. After considerable research and
development, they developed a new digital camera that had an array of new features. Webmax
was so sure about the new offering that they even reduced their marketing budget. What sort of
orientation does Webmax have toward the marketplace?
A) production orientation
B) product orientation
C) selling orientation
D) marketing orientation
E) holistic marketing orientation
102) Rick Johnson trains his company's sales force to target the consumer. He repeatedly asks
his team to bear in mind the fact that it is the sales team's responsibility to rouse the consumer's
interest and make the consumer feel that he or she needs the product. A true salesman is one who
can convert an indifferent consumer walking into the store into a new customer. Johnson
believes in the ________ concept.
A) product
B) production
C) selling
D) marketing
E) social responsibility
103) Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their
products are carefully designed to meet customer requirements and the entire focus is on
achieving customer satisfaction. Johnny Inc. follows the ________ concept in doing business.
A) production
B) product
C) selling
D) marketing
E) social responsibility
104) The ________ concept holds that consumers and businesses, if left alone, will ordinarily not
buy enough of the organization's products.
A) production
B) selling
C) marketing
D) product
E) holistic marketing
105) Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-
respond philosophy.
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the holistic marketing concept
106) The marketing concept holds that ________.
A) a firm should find the right products for its customers, and not the right customers for its
products
B) customers who are coaxed into buying a product will most likely buy it again
C) a new product will not be successful unless it is priced, distributed, and sold properly
D) consumers and businesses, if left alone, won't buy enough of the organization's products
E) a better product will by itself lead people to buy it without much effort from the sellers
107) ________ marketing is based on the development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependencies.
A) Niche
B) Holistic
C) Relationship
D) Supply chain
E) Demand-centered
108) What are the four broad components of holistic marketing?
A) relationship, internal, position, and performance marketing
B) integrated, internal, position, and performance marketing
C) relationship, integrated, internal, and performance marketing
D) integrated, relationship, social responsibility, and position marketing
E) relationship, social responsibility, internal, and performance marketing
109) ________ 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
110) 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.
111) 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
112) Financial accountability and social responsibility marketing are elements of ________
marketing.
A) performance
B) relationship
C) internal
D) social
E) mass
113) 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
114) Holistic marketing incorporates ________ marketing, an understanding of broader concerns
in the ethical, environmental, legal, and social context of marketing activities.
A) internal
B) cultural
C) social responsibility
D) relationship
E) integrated
115) Design is at the root of ________.
A) acceptability
B) affordability
C) affability
D) accessibility
E) awareness
116) 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
117) 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
118) ________ combined with affordability determines the product's value proposition.
A) Acceptability
B) Affluence
C) Affability
D) Accessibility
E) Awareness
119) Sheth and Sisodia say ________ is ripest for improvement because most companies are
either ineffectual or inefficient at developing it.
A) acceptability
B) affordability
C) affability
D) accessibility
E) awareness
120) The production concept is one of the newest concepts in business.
121) 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.
122) The marketing concept stresses finding the right customers for the company's products.
123) The selling concept is based on the development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependencies.
124) Relationship marketing aims to build mutually satisfying long-term relationships with key
parties.
125) Attracting a new customer costs far more than retaining an existing one.
126) One of the key themes of integrated marketing is that there are very few marketing
activities that can effectively communicate and deliver value.
127) Proponents of holistic marketing consider internal marketing to be as important as
marketing to consumers.
128) Integrated marketing is the task of hiring, training, and motivating able employees who
want to serve customers well.
129) Performance marketing requires understanding the financial and non-financial returns to
business and society from marketing activities and programs.
130) 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.
131) The marketing mix component called "people" reflects all the creativity, discipline, and
structure brought to marketing management.
132) The product concept is based on the development, design, and implementation of marketing
programs, processes, and activities that recognize their breadth and interdependence.
133) Before rolling out a new marketing communications campaign, employees went to a rally
and received training on why the company was changing directions and what it would mean to
their customers, which is an example of relationship marketing.
134) The ultimate outcome of relationship marketing is a unique company asset called a
marketing network, consisting of the company and its supporting stakeholders — customers,
employees, suppliers, distributors, retailers, and others.
135) Sheth and Sisodia say accessibility is ripest for improvement because most companies are
either ineffectual or inefficient at developing it.
136) 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?
137) Define internal marketing and its role in the company. Outline how various departments
within the company can demonstrate a customer focus.
138) Identify and define the traditional four Ps. Also identify the new four Ps and the reason for
developing the new interpretation.
139) 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?
140) 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.
141) What would be the marketing network elements for a motorcycle company such as Harley-
Davidson?
142) 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.
143) 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
144) ________ 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
145) A firm's tangible offering to the market includes product quality, design, features, and
packaging.
146) Building strong brands is the marketing task where the marketer is using a reliable
marketing information system to monitor the marketing environment so s/he can assess market
potential and demand focused on.
147) Atlas's marketing group is concerned about a macroenvironment that includes demographic,
economic, physical, technological, political-legal, and social-cultural forces that affect sales and
profits.
148) Atlas camera division produces a range of professional quality 35mm and consumer-
friendly digital cameras. The 35mm market is rapidly declining and the faster-growing digital
camera segment is saturated with competition, so Atlas is struggling with sales. Identify the
marketing tasks the management team would need to address to make Atlas competitive in the
digital camera space.
149) Identify and briefly describe each of the four As. What distinctive roles are they based on?
Which role is missing? Why does it matter?
