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Exam 1: Overview of Marketing

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Question 71

Multiple Choice

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Traditionally,marketing activities have been divided into product,price,place,and promotion.Select the term that best describes the four Ps.

A) Marketing mix
B) Marketing channel
C) Marketing plan
D) Marketing era
E) Marketing implementation

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Question 72

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Some consumers will try to get a lot of merchandise for a small amount of money.In marketing,this is known as:

A) the marketing paradox.
B) the outer limits of pricing.
C) customers seeking value.
D) excess valuation.
E) marketing myopia.

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Question 73

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Valerie's firm researched what its employees wanted from their jobs.It then communicated a brand image for the firm and worked to ensure that the employees' experiences matched what was advertised.The firm is using:

Marketers involved in supply chain management are constantly balancing:

UPS washes its trucks nightly so they are always clean,and requires its delivery people to wear clean,unwrinkled uniforms.UPS probably established these rules because they know that:

Imagine you graduate with a marketing degree and are hired into the marketing department of a large consumer products company.You are initially given a two-week training program,an overview of what the marketing department does.What will your training program cover?

The four Ps include product,promotion,planning,and place.

During the __________ era manufacturers and retailers began to focus on what consumers wanted and needed before they designed,made,or attempted to sell their products.

What are the four Ps of marketing?

The traditional marketing channel through which consumers most often find and purchase goods and services is known as:

A(n) __________ is the trade of things of value between the buyer and the seller so that each is better off as a result.

After hurricanes like Katrina,many small building contractors will flock to the damaged area charging whatever customers will pay for temporary repairs to roofs and other parts of damaged homes.These contractors are engaged in a(n) __________ marketing orientation.

As owner of a retail franchise food store,Mary Gray purchases supplies based on specials advertised nationally throughout the franchise system.One Monday,she was surprised to find customers asking for specials she hadn't been informed of in advance.The franchise company failed to live up to the value-driven principle of:

Ann Marie has been working on pricing for the hotel where she works.She knows that business travelers stay at the hotel because it has easy access to the airport,and leisure travelers stay there because it is convenient to the shopping and entertainment districts.She is unsure whether she should raise rates for the business travelers,the leisure travelers,both,or neither.As she works to find the best pricing mix,she'll have to look at the ways these travelers will evaluate the benefits of staying at the hotel.In doing so,Ann Marie will be using:

Good marketing is not a random activity.

Local television advertising often includes ads for automobile dealerships using actors trying to create a sense of excitement and urgency among consumers.These ads are attempting to achieve the promotional goal of __________ potential buyers.

What is the fundamental purpose of marketing?

When assessing customer value,what must a marketer always remember?

People who initiate,organize,operate and assume the risk of a business venture are called:

Supply chain management involves integrating the efforts of: