0Marketing Quiz Book Questions (Ch 1)

Auction sites like eBay have increased opportunities for __________ marketing.

C2C

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing.

C2C

Which of the following is a core aspect of marketing?

Making product, place, promotion, and price decisions

When a tee shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," their statement reflects the views that were popular in which era of the evolution of marketing?

Production-oriented

_______ is communication by a marketer that informs, persuades, or reminds potential customers about a product.

Promotion

By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to

increase the perceived value of their products.

The "Got Milk" advertising campaign, designed to increase consumption of milk, was intended to help market a(n) You Answered

industry.

Marketers must determine the price of a product carefully, based on potential buyers' beliefs about

its value

Value-driven firms constantly measure the __________ that customers perceive, compared to the prices of their offerings.

benefits

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

long-term relationships.

Brian is struggling with the choice of publishing his new book, How to Cook Polish Barbeque, as an e-book or a paperback. Brian is addressing which core marketing aspect?

making product decisions

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. Retailers function as

market intermediaries.

To become a more value-driven organization, Pokrah University is holding regular coffee-hour discussions with its students and is surveying its graduates regarding students' educational needs and desires. Pokrah University is becoming more value driven through

building relationships with customers.

The four Ps make up the marketing mix, which is the __________ set of activities that the firm uses to respond to the wants and needs of its target markets.

controllable

Franco uses a database software system to remind him when his customers should be ready to reorder his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be "in the buying mode." Franco's system is part of

customer relationship management.

Many catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order bedding items like sheets and pillows receive a catalog with a larger section of bedding items than do customers who mostly order kitchen tools. This is an example of

customer relationship management.

Effective promotion enhances a product or service's

perceived value.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT

performance.

After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of

engaging customers and developing long-term relationships.

Some discount stores put products in large bins and let consumers hunt and find bargains. The price these consumers pay includes

he value of their time and energy.

Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on

how different customers perceive the value of her services.

Many entrepreneurs are successful through marketing efforts designed to

satisfy unfilled needs.

In the past, manufacturer's representatives did not have up-to-minute data about the products they were selling. Today, manufacturer's representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value-driven through Correct Answer

sharing information across the organization.

UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals. Correct!

supply chain management

Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called

supply chain management.

Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and

the ability to buy them

Marketers involved in supply chain management are constantly balancing

the goal of minimizing costs against satisfying the service levels customers expect.

Marketing provides the critical function of __________ when companies expand globally.

understanding customers