61. When marketers evaluate whether a marketing campaign was successful by using metrics to measure performance, they
are engaged in
62. Compare the following statements to determine which one is accurate regarding marketing analytics.
63. Your text defines ethics as moral standards expected by
64. Which of the following is not one of the ethical norms spelled out in the AMA’s Code of Ethics?
A. citizenship
B. honesty
65. Think about the ethical values set forth in AMA’s Code of Ethics. Which value is represented when a firm accepts
constructive criticism from customers and other stakeholders?
66. As noted in your text, what was the result when some of the world’s most ethical companies were compared with the MSCI
ACWI Index on a profitability measure?
E. The firms that were identified as ethical were significantly less profitable on the whole than the mix of companies included in
the MSCI ACWI Index.
67. How many steps are there in the ethical decision-making framework?
A. five
B. six
68. What is the first step in the ethical decision-making framework?
69. What step in the ethical decision-making framework is sometimes referred to as seeing through a problem to the other side?
A. Identify the ethical issue at hand.
B. Make the decision.
C. Discuss the pending decision with the stakeholders.
70. In ethical decision making, what element of the marketing mix is affected when a firm is deciding whether or not to outsource
jobs to other members of the supply chain?
A. promotion
71. Which of the following questions would a firm ask if it were using the ethical decision-making framework regarding its
product?
A. Does the advertising message represent the product’s benefits honestly?
B. Are the relationships between wholesalers and retailers inappropriate?
C. Should the firm increase prices due to a lack of local competition?
72. What impact can a successful marketing campaign have on nonprofit organizations?
A. It can allow nonprofit organizations to receive tax breaks from the government.
B. It can help to increase revenue and profits for the firm.
C. It can help nonprofit organizations achieve a for-profit status.
73. According to your text, taking a marketing course can help your career in all of the following ways
74. The organizational function and set of processes for creating, communicating, and delivering value to customers and
managing customer relationships in ways that benefit the organization and its employees, customers, investors, and society as a
whole is referred to as __________.
75. Customer ______ refers to the perceived benefits, both monetary and nonmonetary, that customers receive from a product
compared with the cost associated with obtaining it.
76. Regardless of whether economic conditions are favorable or unfavorable, over _______ percent of products introduced in
the marketplace will fail.
77. The linked set of companies that perform or support the delivery of a company’s products to customers is referred to as the
______ ______.
78. ______is the process of coordinating the flow of goods, information, and services among members of the supply chain.
79. Firms with a ________ orientation believed that quality products would simply sell themselves.
01–27
Topic: Marketing Eras
80. The ______ orientation era started in the mid-1920s and continued until the end of World War II.
81. The marketing concept reflects the idea that the long-term success for a firm must include a company-wide effort to satisfy
_____ _____.
82. The slogan “Let’s Build Something Together”, used by Lowe’s Home Improvement centers, signified to its customers that
Lowe’s was ready and willing to help them with all their project needs. This slogan reflects the _____ _____ strategy.
83. The marketing strategy that focuses on attracting, maintaining, and enhancing customer relationships is called _____
_____.
84. When a buyer and a seller trade things of value with each party being better off as a result, a(n) _______ has taken place.
85. A _______ can be described as a state of felt deprivation.
86. A _______ occurs when a person feels deprived of basic necessities such as food, clothing, shelter, transportation, and
safety.
87. The job of marketers is to focus on providing products that fulfill customers’ wants, which in turn will satisfy their underlying
_______.
88. The better a firm understands the difference between customers’ needs and wants, the more effectively it can _______ its
message to convince customers to buy its good or service.
89. The four Ps are elements that make up the _____ _____.
90. The four Ps are product, price, place, and _______.
91. The combination of activities that represent everything a firm can do to influence demand for its good, service, or idea is
called the _____ _____.
92. The central element in the marketing mix is _______, which is the element that all other decisions revolve around.
93. Directly related to the value consumers place on a product, the element of ______ is one of the most important strategic
decisions a firm faces.
94. Typically, _______ is the easiest marketing mix element to change.
95. In the marketing mix, _______ decisions relate to locations, transportation, logistics, and managing the supply chain.
96. When people think of what marketing entails, they typically think about the marketing mix element referred to as _______.
97. The marketing mix element referred to as _______ includes advertising, public relations, personal selling, and sales
promotion.
98. A group of Internet-based applications that allow the creation and exchange of user-generated content is referred to as
_____ _____.
99. _______ marketing is a marketing strategy that consciously addresses customers, markets, and competition throughout the
world.
100. Much of the growth in U.S. firms ranging from McDonald’s to General Motors comes from their expansion into _______
markets.
101. The increasingly interconnected nature of the world economy is referred to as _______.
102. ______ is an international trade agreement between the United States, Canada, and Mexico.
103. The swoosh symbol on its shoes, its orange shoe boxes, and the slogan “Just Do It” are elements that help to identify
Nike’s ______ from other firms’ products.
104. ______ ______ is the practice of measuring, managing, and analyzing market performance.
105. As a way to measure, manage, and analyze performance, marketing ______ is an essential tool for helping organizations
make better decisions.
106. Moral standards expected by a society are referred to as _______.