Managers are typically aware of all the information in their own company.
Trust in the ability of a service provider to do a difficult job is called reliability.
Georgio Armani sells clothes under the Armani Exchange brand, the Emporio Armani
brand, and the Armani brand. This is an example of a family branding strategy.
The people in a company blocking access to key personnel in the buying process are
called goalkeepers.
Demographics are easy to obtain, and many companies do a good job of learning about
demographic trends and responding to them.
Advertising is synonymous with marketing.
While many companies operate in the business-to-consumer markets, all companies
operate in a business-to-business market.
A firm with a production orientation assumes that “if you build it, they will come.”
Value and exchange are not considered to be core marketing concepts.
Marketing managers need to pay attention to culture because _________.
A. Culture shapes the way people respond to the product offering
B. Not understanding culture means the risk of negative effect on product acceptance
C. The value proposition should include cultural cues
D. Customers filter messages through cultural influences
E. All of these
Studying marketing today is relevant to any business student because _____.
A. It has much to offer anyone whether or not marketing is in a job title
B. It will enhance a person’s effectiveness as a leader
C. It will impact the performance of a work group
D. Mastering marketing is useful for anyone
E. All of these
One way that Intuit handles the ______ of its TurboTax and other financial software is
through its websites. The site includes multiple forums to facilitate discussion between
users and bloggers alike and solicits customers for text and video content. This helps
potential customers and users understand the software.
A. Inseparability
B. Variability
C. Intangibility
D. Perishability
E. All of these
John has learned that the government in one of his South American markets has enacted
a new law that limits the amount of profit it can take out of the country. If John had
researched the _________ environment, he may have been prepared for this bad news.
A. Economic
B. Cultural, societal
C. Business
D. Political, legal
E. History, geography
XYZ department store advertises the “biggest sale of the year” every weekend and
offers extra bargains to early bird customers. ABC department store advertises seasonal
sales and employees send handwritten notes to customers who spend more than a
certain amount of money. This implies that _______________________.
A. XYZ is short-term oriented and ABC is long-term oriented
B. XYZ is focused on selling and ABC is focused on relationship building
C. Both firms are trying to achieve the same goal of profitability so tactics do not
matter
D. XYZ must be more successful since it advertises every week
E. Both XYZ is short-term oriented and ABC is long-term oriented and XYZ is
focused on selling and ABC is focused on relationship building
A request for proposal (RFP) ____________________.
A. Is the end point for vendors in the B2B market
B. Is the starting point from which vendors put together their product solution
C. Is irrelevant if companies cannot meet all of the RFP guidelines
D. Is not a very time-consuming part of the sales process
E. Is always a good learning situation
Creating, communicating, delivering, and exchanging offerings that have value may be
thought of as ___________________.
A. The marketing mix, or 4Ps
B. The firm’s strategic plan
C. Sales orientation
D. Production orientation
E. Exchange
Many companies today pay their advertising agencies based on how much sales or
market share increase after a particular advertising campaign is executed. This most
likely occurs because _____________.
A. Marketing is viewed internally as an investment
B. There has been an increased demand for marketing accountability by CEOs and
shareholders
C. Effective planning requires metrics
D. If it can’t be measured, it can’t be managed
E. All of these
An important issue for consumers is conformance, which is the product’s ability
_________.
A. To deliver on features and performance characteristics promised in marketing
communications
B. To conform to the standards set by the federal guidelines
C. To deliver value in the form of product quality
D. To get the manufacturing aligned using quality processes
E. All of these
Marketing misnomers occur because many people think of marketing as __________.
A. Pushy salespeople
B. Advertising and celebrity spokespersons
C. The firm’s department of advertising
D. Overstated product claims
E. All of these
An individual watching an ad on the Major League Baseball World Series will act
differently whether watching the show at home alone or at a party with friends due to
differences in ______.
A. Physical surroundings
B. Lighting
C. Sounds
D. Distractions
E. Location
Schools face a dilemma with respect to students. They have a difficult time determining
whether students are ________.
A. To be serviced with good service
B. Professionals that deserve respect
C. Products or customers
D. Prospects or suspects
E. None of these
Big investments made in continuous training, retraining, and good management of
employees leads to ______________.
A. Practical service delivery
B. Impartial service delivery
C. Less variability in service delivery
D. World-class technology
E. None of these
Peter Drucker, the father of modern management, stated that the only purpose of an
organization is _____________.
A. To create products
B. To make products affordable and accessible to the majority of the public
C. To improve the quality of life for all people
D. To create a customer
E. To respect the environment