Question 1

To satisfy customers' objectives as well as its own, a company must coordinate all its activities.

Accepted Answer

A) True 
 B)False

Question 2

A market orientation requires the organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it.

Accepted Answer

A) True 
 B)False

Question 3

American Express implements a program of calling its current cardholders to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?

Accepted Answer

A)  Production
B)  Sales
C)  Market
D)  Social
E)  Development

Question 4

In today's market environment, you might pay $15 for a CD by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins) ?

Accepted Answer

A)  $1.70
B)  $3.40
C)  $5.10
D)  $7.50
E)  $12.75 D

Question 5

Customers are the focal point of all marketing activities.

Accepted Answer

A) True 
 B)False

Question 6

The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a result, more firms are working to

Accepted Answer

A)  raise prices in order to increase their profits so that they can contribute to philanthropic causes.
B)  reduce the quality of their products in order to save money and provide less expensive products to their consumers.
C)  reduce their profits by donating more time and money to improve social welfare and environmental conditions.
D)  enact laws requiring companies to work toward the welfare of customers and society.
E)  create a responsible approach to developing long-term relationships with customers and society. E

Question 7

The marketing unit can be organized by ____.

Accepted Answer

A)  profitability.
B)  functions and products only.
C)  functions, products, regions, types of customers, or a combination of all four.
D)  geographical regions and best-selling products.
E)  customer demographics and frequency of purchases.

Question 8

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?

Accepted Answer

A)  Price
B)  Promotion
C)  Distribution
D)  Product
E)  Packaging B

Question 9

The definition of marketing implies that ____ should receive benefits from exchange relationships.

Accepted Answer

A)  only customers
B)  only businesses
C)  company management
D)  both customers and businesses
E)  only the most important customers

Question 10

Which of the following best characterizes the forces of the marketing environment?

Accepted Answer

A)  The forces are relatively stable over time and are interrelated with one another.
B)  There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another.
C)  The various forces ensure that the marketing environment will remain fairly certain in the future.
D)  These forces change dramatically over time, but a change in one force is unlikely to impact another force.
E)  The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.

Question 11

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

Accepted Answer

A)  price
B)  good
C)  product
D)  promotion
E)  distribution

Question 12

The marketing concept is best defined as

Accepted Answer

A)  a second definition of marketing.
B)  a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals.
C)  the performance of business activities that direct the flow of goods and services from producer to customer or user.
D)  a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.
E)  the inclusion of marketing activities in the activities of an organization.

Question 13

The marketing mix consists of three major variables: product, price, and distribution.

Accepted Answer

A) True 
 B)False

Question 14

Health Care Systems, Inc. rolls out an innovative nurse-on-call information system available online. The product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect of implementing the marketing concept?

Accepted Answer

A)  An information system to determine customer needs
B)  The organizational structure
C)  Top-management commitment
D)  Technological advancement
E)  Scanning corporate capabilities

Question 15

Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.

Accepted Answer

The answer of Explain why marketing efforts should be oriented...

Question 16

Which of the following statements about marketing environment forces is correct?

Accepted Answer

A)  They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.
B)  They do not influence customers' reactions to a firm's marketing mix.
C)  They fluctuate slowly and thereby create threats to a firm's marketing mix.
D)  They never fluctuate quickly.
E)  They do not influence the way a marketing manager performs certain marketing activities.

Question 17

A market orientation is an organization-wide effort that includes all of the following activities except

Accepted Answer

A)  researching customers' needs.
B)  focusing on the marketing department only.
C)  generating marketing intelligence for use in the organization.
D)  being responsive to customers' ever-changing wants and needs.
E)  disseminating marketing intelligence across departments within the organization.

Question 18

The Church of the Latter Day Saints has used advertising for many years to market its

Accepted Answer

A)  goods.
B)  services.
C)  experiences.
D)  production.
E)  ideas.

Question 19

Customers are interested in a product's price because they are concerned about the value obtained in an exchange.

Accepted Answer

A) True 
 B)False

Question 20

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.

Accepted Answer

A)  promotional
B)  distributional
C)  pricing
D)  targeting
E)  production

Exam 1: Customer-Driven Strategic Marketing

To satisfy customers' objectives as well as its own, a company must coordinate all its activities.

Correct AnswerverifiedShow Answer

A market orientation requires the organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it.

Correct AnswerverifiedShow Answer

American Express implements a program of calling its current cardholders to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?

Correct AnswerverifiedShow Answer

In today's market environment, you might pay $15 for a CD by your favorite musical artist. Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins) ?

Correct AnswerverifiedD

Customers are the focal point of all marketing activities.

Correct AnswerverifiedShow Answer

The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a result, more firms are working to

Correct AnswerverifiedE

The marketing unit can be organized by ____.

Correct AnswerverifiedShow Answer

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?

Correct AnswerverifiedB

The definition of marketing implies that ____ should receive benefits from exchange relationships.

Correct AnswerverifiedShow Answer

Which of the following best characterizes the forces of the marketing environment?

Correct AnswerverifiedShow Answer

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

Correct AnswerverifiedShow Answer

The marketing concept is best defined as

Correct AnswerverifiedShow Answer

The marketing mix consists of three major variables: product, price, and distribution.

Correct AnswerverifiedShow Answer

Health Care Systems, Inc. rolls out an innovative nurse-on-call information system available online. The product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect of implementing the marketing concept?

Correct AnswerverifiedShow Answer

Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.

Correct AnswerverifiedShow Answer

Which of the following statements about marketing environment forces is correct?

Correct AnswerverifiedShow Answer

A market orientation is an organization-wide effort that includes all of the following activities except

Correct AnswerverifiedShow Answer

The Church of the Latter Day Saints has used advertising for many years to market its

Correct AnswerverifiedShow Answer

Customers are interested in a product's price because they are concerned about the value obtained in an exchange.

Correct AnswerverifiedShow Answer

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.

Correct AnswerverifiedShow Answer

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D

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E

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B

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