Chapterv01vTestbankvKey
1.
Marketersvmightvwishvtovsellvtheirvproductsvtoveveryone,vbutvitvisvnotvpracticalvtovdovso.
TRUE Avgoodvmarketervwillvseekvoutvpotentialvcustomersvwhovhavevanvinterestvinvthevproductvandvthevabilityvtovbuyvit.
AACSB:vAnalyticvBl
oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
2.
ThevfourvPsvincludevproduct,vpromotion,vplanningvandvplace.
FALSE ThevfourvPsvarevproduct,vprice,vpromotionvandvplace.
AACSB:vAnalyticvBl
oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
3.
Thevgroupvofvfirmsvthatvmakesvandvdeliversvavgivenvsetvofvgoodsvand/orvservicesvisvcalledvavsupplyvchain.
TRUE Supplyvchainv(orvmarketingvchannel)vpartnersvincludevallvfirmsvinvolvedvinvmanufacturingvandvdeliveringvgoodsva ndvservices,vfromvrawvmaterialvsuppliersvtovretailersvandvshippingvcompanies.
AACSB:vAnalyticvBl
oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.3vUnderstandvwhyvmarketingvisvimportant,vbothvwithinvandvoutsidevthevfirm 1 / 4
4.
Valuevisvwhatvyouvgetvforvwhatvyouvgive.
TRUE Valuevisvthevrelationshipvbetweenvthevbenefitsvreceivedvandvthevcosts.
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oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
5.
Invvaluevco-creation,vthevcustomervparticipatesvinvthevcreationvofvavgoodvorvservice,vwhichvprovidesvadditionalvvaluevtovthevcustom
TRUE
Invvaluevco- creation,vthevfirmvandvthevcustomervworkvtogethervtovcreatevthevgoodvorvservice.vThisvprocessvaddsvvaluevbecau sevthevgoodvorvservicevcanvbevtailoredvtovthevcustomer’svneeds.
AACSB:vAnalyticvBlo
om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
6.
Overvthevpastvdecadevorvso,vmarketersvhavevbegunvtovrealisevthatvitvisvbestvtovstructurevavfirm'svcusto mervorientationvinvtermsvofvtra nsactionsvrathervthanvrelationships.
FALSE Avtransactionalvorientationvfocusesvonlyvonvthevcurrentvexchange,vwhereasvavrelationalvorientationvattemptsvtovbui ldvavlong-termvrelationshipvwithvthevcustomer,vresultingvinvavstreamvofvtransactionsvandv(usually)vhighervprofits.
AACSB:vAnalyticvBlo
om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.2vExplainvthevconceptvofvvaluevinvmarketing 2 / 4
7.
Whenvavgoodvorvservicevisvpromoted,vthevpurposevofvthevpromotionvisvtovinform,vpersuadevorvremindvcustomers.
TRUE
Promotionsvarevgenerallyvdesignedvtovinform,vpersuade,vorvremindvpotentialvbuyersvaboutvavgoodvorvservice.
AACSB:vAnalyticvBl
oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
8.
Whenvavcarvmanufacturervsellsvtrucks,vcars,vandvcarvpartsvtovthevgovernmentvorvmilitary,vthisvisvanvexamplevofvB2Cvmarketing.
FALSE ThisvisvanvexamplevofvB2Bv(businessvtovbusiness)vmarketing.vB2Cvmark etingvwouldvinvolvevsellingvcarsvorvtrucks vtovindividualvconsumers.
AACSB:vAnalyticvBlo
om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
9.
ThevpowervadaptersvDellvsellsvwithvitsvcomputersvarevbuiltvbyvsmallvcompaniesvwhovspecialisevinvpower- relatedvaccessories.vDellvthevpowervadaptervmanufactur ersvarevengagingvinvB2Bvmarketing.
TRUE Dell,vavbusiness,visvpurchasingvsuppliesvfromvanothervbusiness,vsovthisvisvanvexamplevofvbusiness-to- businessv(B2B)vmarketing.
AACSB:vAnalyticvBlo
om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
10.
GaragevsalesvandvonlinevclassifiedvadsvarevexamplesvofvC2Cvmarketing.
TRUE ThesevarevC2Cvmarketingvscenarios,vwherevconsumersvmarketvtoveachvother.
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om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations 3 / 4
11.
MargovlikesvavbrandvofvcoffeevthatvisvonlyvsoldvatvStarbucks,vsovshevplansvhervroutevtovworkvtovdrivevbyvStarbucksveveryvmorning.v Margovisvbeingvinfluencedvbyvthev'place'velementvofvthevmarketingvmix.
TRUE Placevrepresentsvallvthevactivitiesvnecessaryvtovgetvthevproductvtovthevrightvcustomervwhenvthatvcustomervwantsvit .vForvinstance,vmarketingvchannelvconsiderationsvhavevpushedvavgrowingvnumbervofvbusinessesvtovadoptvmultiple vconvenientvlocations.
AACSB:vAnalyticvBlo
om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
12.
Whenvavt- shirtvmanufacturervstates,v'Wevonlyvsellvitvinvblackvbecausevthatvwayvwevcanvbuyvplentyvofvblackvfabricvandvrunvourvplantvefficiently', vtheirvstatementvreflectsvthevviewsvthatvwerevpopularvinvwhichveravofvthevevolutionvofvmarketing?
- Production-oriented
- Sales-oriented
- Market-oriented
- Value-basedvmarketing
ThisvquestionvrefersvtovthevProduction- orientedvera,vwhichvisvwhenvcompaniesvmanufacturedvitemsvwithoutvtakingvindividuals'vneedsvorvwantsvintovconsid eration.
AACSB:vAnalyticvBl
oom’s:vRememberv
Difficulty:vEasy
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
13.
Xaviervisvanalysingvpotentialvmarketvsegments.vHevshouldvcarefullyvseekvpotentialvcustomersvwhovhavevbothvanvinterestvinvhisvprod
uctsvand:
- avthoroughvknowledgevofvhisvbrandvmessages
- thevabilityvtovbuyvthem
- knowledgevofvcompetingvproducts
- arevremovedvfromvtraditionalvmarketingvalternatives
IfvXaviervselectsvcustomersvwithvanvinterestvinvthevkindsvofvproductsvhevoffersvandvthevabilityvtovpurchase,vhevcan vcommunicatevthevvaluevhisvofferingsvprovidevandvoffervcompetitivevcomparisonsvasvpartvofvhisvmarketingvmix.
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om’s:vUnderstandvDif
ficulty:vMedium
LearningvObjective:v1.1vDefinevthevrolevofvmarketingvinvorganisations
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