A) Marketing is affected by society but rarely, if ever, affects society as a whole.
B) The marketing department both shapes and is shaped by its relationship with internal and external groups.
C) Marketing activities are the sole responsibility of the marketing department; other departments are involved only if there is an emergency (such as a product recall) .
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research.
E) Marketing is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it.
G) None of the above
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A) priorities, personnel, placement, and profits.
B) predict, produce, price, and promotion.
C) product, price, production, and place.
D) product, price, promotion, and place.
E) predict, produce, package, and persuade.
G) A) and B)
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A) the orientation of an organization that focuses its efforts on continuously collecting information about the environment, keeping abreast of the actions of its competitors, and using this information to create product innovation.
B) the belief that the buying environment for any given industry is volatile and therefore all marketing decisions should be short-term and easily adaptable to change.
C) the orientation of an organization that focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value.
D) the belief that the buying environment for any given industry is relatively stable and therefore all marketing decisions should be long-term to prevent loss of focus.
E) the point of view that holds that there is always someone who needs or can benefit from your product, and if one segment fails, there is an even better one somewhere in the "market."
G) None of the above
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A) customer value proposition
B) protocol
C) mission statement
D) core values
E) marketing program
G) None of the above
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A) decisions by management; purchases by customers
B) employees efforts; stakeholder rewards
C) sales department; manufacturing department
D) suppliers; distributors
E) discovering consumer needs; satisfying consumer needs
G) C) and D)
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A) Relationship marketing has a short-term focus: increasing profits for the firm.
B) Relationship marketing prevents the need to offer unique value to customers.
C) Relationship marketing provides benefits for both customers and the organization.
D) Very few companies today are engaged in relationship marketing.
E) The Internet almost always has a negative impact on a firm's personal relationships with customers.
G) A) and D)
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A) a product.
B) the price.
C) promotion.
D) the place or distribution.
E) a market segment.
G) None of the above
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A) marketing strategy.
B) macromarketing agenda.
C) micromarketing agenda.
D) marketing program.
E) marketing concept.
G) A) and E)
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A) demonstrating an unmet need
B) discovering a consumer need
C) the foundation of brand loyalty
D) a way for parties to communicate
E) practicing ethics and sustainability
G) C) and D)
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A) climate change, natural resources, pollution, natural disasters, and global conflict.
B) social, technological, economic, competitive, and regulatory.
C) corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships.
D) product, price, promotion, place, and people.
E) ethics, sustainability, cultural awareness, diversity, and values.
G) A) and C)
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Students' examples will differ,but each ...View Answer
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A) technological
B) regulatory
C) ecological
D) competitive
E) economic
G) C) and D)
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A) There is only one party with unsatisfied needs.
B) The ability to satisfy a need is missing.
C) A desire to satisfy a need is missing.
D) No assessments of consumer wants and needs have been made.
E) There is no way for the parties involved to communicate.
G) C) and D)
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A) All are stakeholders and should benefit from the marketing of an organization's offering.
B) Everyone has a say in the ultimate design of a product.
C) Everyone is legally culpable if something goes wrong with a product.
D) All have to make some type of direct financial investment in the organization so it can profitably sell its products.
E) All use the products and/or services marketed by the organization.
G) A) and B)
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A) the need of a customer to receive the highest quality product at the lowest possible price.
B) the least expensive product that will provide most of the basic benefits.
C) a statement that, before product development begins, identifies (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do to satisfy consumers.
D) the unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
E) the cluster of benefits that an organization promises customers to satisfy their needs.
G) A) and D)
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A) sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Champions Tubes.
B) created a website to provide consumers with recipes that use Chobani yogurt.
C) sponsored the U.S. Olympic and Paralympic Teams.
D) used social networks Facebook, Twitter, Pinterest, and Instagram.
E) relied on word of mouth in its early years.
G) C) and E)
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A) production orientation.
B) sales orientation.
C) customer relationship orientation.
D) service orientation.
E) market orientation.
G) C) and E)
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A) match its principal competitors' highlighters' prices.
B) charge a price that would provide genuine value to the target customer segment.
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated.
D) place the product in discount office supply retailers to make it easier to purchase.
E) use the same pricing strategy as its 3M's Post-it Flag and Post-it Note offerings.
G) C) and D)
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A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) target markets.
E) capitalism.
G) All of the above
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A) the selection of product benefits and attributes that are to be added to or subtracted from a given product to create variations within a product line.
B) the specific ratio within a budget that divides resources between advertising, sales promotion, and personal selling.
C) the marketing manager's controllable factors-product, price, promotion, and place-that can be used to solve a marketing problem.
D) the allocation of resources within a firm toward individual marketing programs.
E) the environmental forces-social, economic, technological, competitive, and regulatory-that impact the marketing decisions for a particular product at any given time.
G) A) and E)
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