37) 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
38) 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
39) 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
40) ________ is based on the development, design, and implementation of marketing programs,
processes, and activities that recognize their breadth and interdependencies.
A) Niche marketing
B) Holistic marketing
C) Relationship marketing
D) Supply chain marketing
E) Demand-centered marketing
41) 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
42) ________ 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
43) 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
44) 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.
45) 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
46) Financial accountability and social responsibility marketing are elements of ________.
A) performance marketing
B) relationship marketing
C) internal marketing
D) social marketing
E) mass marketing
47) 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
48) 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
49) 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
50) 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
51) 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
52) 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
53) 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
54) 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
55) ________ 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
56) A short definition of marketing is “meeting needs profitably.”
57) The U.S. economy today consists of a 70-30 services-to-goods mix.
58) Properties are tangible rights of ownership to either real property (real estate) or financial
property (stocks and bonds).
59) “Friends Don’t Let Friends Drive Drunk,” is an example of marketing information to an
interested audience.
60) Shops and stores have a physical existence and as such are examples of marketspace.
61) Wants are basic human requirements, such as food and shelter.
62) Demands are wants for specific products backed by an ability to pay.
63) The customer value triad consists of a combination of quality, durability, and price.
64) 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.
65) 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.
66) Regulation of industries has created greater competition and growth opportunities because
the playing field has been leveled.
67) Companies can facilitate and speed external communication among customers by creating
online and offline “buzz” through brand advocates and user communities.
68) The selling concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
69) Relationship marketing aims to build mutually satisfying long-term relationships with key
parties.
70) One of the key themes of integrated marketing is that there are very few marketing activities
that can effectively communicate and deliver value.
71) Proponents of holistic marketing consider internal marketing to be as important as marketing
to consumers.
72) Integrated marketing is the task of hiring, training, and motivating able employees who want
to serve customers well.
73) 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.
74) Cause-related marketing involves donating a percentage of revenues to a specific cause
based on the revenue occurring during the announced period of support.
75) Making gifts of money, goods, or time to help nonprofit organizations, groups, or individuals
is known as corporate philanthropy.
76) Marketers are involved in marketing 10 types of entities. List and briefly characterize these
entities.
77) 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.
78) Identify and define the traditional four Ps. Also identify the new four Ps and the reason for
developing the new interpretation.
79) Discuss the concept of disintermediation and provide an example.
80) 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?