Deck 4: Marketing

Question 1

Marketing focuses on the __________ area of the supply chain:

A) Cost
B) Downstream
C) Productivity
D) Logistics
E) Upstream

Answer 1

B

Question 2

The most important factor that contributed to empowering customers was:

A) Customer relationship management
B) Internet
C) Globalization
D) Standardization
E) a and b

Answer 2

B

Question 3

Marketing plays a critical role in driving the actions of a company's supply chain because it:

A) Defines how to create customer value
B) Customizes products
C) Defines a brand
D) Works with operations
E) None of the above

Answer 3

A

Question 4

The place category in the marketing mix relates to:

A) Quality and packaging
B) Market coverage
C) Pricing
D) Sourcing
E) Product visibility

Question 5

Creating successful and multiple exchanges with customers is termed:

A) Transactional marketing
B) Relational marketing
C) Selling concept
D) Marketing concept
E) None of the above

Question 6

In the evolution of marketing, the selling concept emerged because of:

A) Improved coordination between supply chain partners
B) Reducing inventory across the supply chain
C) Increased competition in the marketplace
D) Segmenting customers/markets
E) All of the above

Question 7

Target marketing recognizes customer:

A) Operations
B) Diversity
C) Service
D) Homogeneity
E) All of the above

Question 8

A company's supply chain contributes to its success because it can provide more ______ to a customer than a competing supply chain:

A) Risk
B) Value
C) Products
D) Transactions
E) a and b

Question 9

From a total SCM perspective, a __________ can be at any step of the supply chain.

A) Supplier
B) Retailer
C) Channel partner
D) Wholesaler
E) Customer

Question 10

An individual who purchases a product for individual needs is known as:

A) Supplier
B) Retailer
C) End customer/consumer
D) Wholesaler
E) Manufacturer

Question 11

____________ looks at an entire market as having the same characteristics:

A) Value marketing
B) Segment marketing
C) Service marketing
D) One-on-one marketing
E) Mass marketing

Question 12

The category in the marketing mix that relates most to quality and packaging is:

A) Product
B) Place
C) Price
D) Promotion
E) None of the above

Question 13

Customer Relationship Management (CRM) can be an effective tool because it:

A) Captures detailed customer information
B) Customizes communications
C) Aids/Contributes to market segmentation
D) Can be added to larger ERP systems
E) All of the above

Question 14

A __________ customer strategy focuses on minimal product customization:

A) Customized
B) Niche
C) Standardized
D) One-to-one
E) None of the above

Question 15

In the evolution of marketing, the marketing concept focuses on:

A) Standardization
B) Selling
C) Relationships with customers
D) Costs
E) None of the above

Question 16

The history of marketing involves three major perspectives, including:

A) Production
B) Selling
C) Marketing
D) All of the above
E) None of the above

Question 17

The _______ customer strategy should be used when meeting very specific customer needs:

A) Standardization
B) Customization
C) Niche
D) Outsourcing
E) Market segmentation

Question 18

___________ is the process by which companies capture customer needs and preferences:

A) Value to the customer
B) Quality function deployment
C) Voice of the customer
D) Customer relationship management
E) a and b

Question 19

The advantages from customized customer strategy are derived from:

A) Standardization
B) Market segmentation
C) Outsourcing
D) Cost reduction
E) All of the above

Question 20

Distinguishing one market/customer from another is known as:

A) Distribution channels
B) Supplier relationship management
C) Market segmentation
D) Bullwhip effect
E) Customer relationship management

Question 21

Procter and Gamble selling Tide to customers at Walmart is known as which channel:

A) Indirect channel
B) Retailer channel
C) Direct channel
D) Marketing channel
E) Logistics channel

Question 22

To compete in a global market, a firm must be better than its competitors in meeting customer needs.

Question 23

The customer service dimension of time is enabled by effective:

A) Benchmarking
B) Supplier management
C) Manufacturing
D) Marketing
E) Logistics

Question 24

One factor that influences a company's distribution channel structure is:

A) Market coverage objectives
B) Customer relationship management
C) Product characteristics
D) Suppliers
E) a and c

Question 25

In terms of market coverage, ___________ distribution should be used for products with high value, exclusive branding:

A) Intensive
B) Selective
C) Indirect
D) Direct
E) None of the above

Question 26

Marketing is the function that links a business to its customers.

Question 27

A segment of a logistics channel might include:

A) Wholesalers
B) Retailers
C) Manufacturers
D) Warehouses
E) Suppliers

Question 28

Customer service strategy impacts the supply chain on four primary dimensions, including:

A) Time, dependability, standardization, transactions
B) Dependability, quality, channels, transactions
C) Communication, convenience, dependability, time
D) Convenience, time, customization, cost
E) None of the above

Question 29

Customers are only driven by basic product and service needs.

Question 30

Viewing customer service as _____________ might include utilizing quality management practices.

A) A philosophy
B) A set of performance metrics
C) An activity
D) Billing and invoicing
E) None of the above

Question 31

Effective IT systems enable which customer service dimension.

A) Time
B) Dependability
C) Transactions
D) Communication
E) Quality

Question 32

E-commerce has impacted distribution channels in a variety of ways, including:

A) Cost structures
B) Customer service requirements
C) Shipping quantities
D) Asset utilization
E) All of the above

Question 33

Individual customer needs should be met in all situations and will have no impact on the supply chain.

Question 34

Viewing customer service as an activity relates to :

A) Meeting basic customer needs
B) Utilizing performance metrics
C) Quality management practices
D) A competitive strategy
E) None of the above

Question 35

Translating data about customer needs and preferences into technical specifications is known as:

A) Value to the customer
B) Quality function deployment
C) Voice of the customer
D) Customer relationship management
E) a and b

Question 36

Marketing is an important function, but it is not the function that drives a firm's supply chain.

Question 37

Mass marketing reduces costs by selling more products to fewer customers.

Question 38

Market segmentation relates to a mass marketing strategy.

Question 39

The marketing function focuses on the "upstream" part of the supply chain.

Question 40

The channel structure that delivers a product immediately to the end customer is knows as:

A) Indirect channel
B) Retailer channel
C) Direct channel
D) Marketing channel
E) Logistics channel

Question 41

Niche customer marketing strategies typically correspond to higher product prices.

Question 42

Customized customer marketing strategies focus on viewing all customers as having the same product and service needs.

Question 43

Today's economy has seen a shift in power from customers to companies.

Question 44

Supply chain management requires a sophisticated understanding of the term, "customer."

Question 45

The most important factor in driving relational marketing strategies was the outsourcing trend.

Question 46

Standardized customer marketing strategies should never be utilized such strategies are not effective.

Question 47

In the evolution of marketing, the selling concept evolved because of increased competition between firms for customers.

Question 48

All customers would prefer a customized marketing strategy if possible.

Question 49

Companies can create a competitive advantage through customer service even when its products are easily copied by competitors.

Question 50

Transactional marketing strategies fit with a "one size fits all" product strategy.

Question 51

The 'product' category in the 4 Ps of marketing is not overly relevant to SCM.

Question 52

The end customer is typically an individual or household.

Question 53

The advantage of CRM is that it facilitates customer standardization.

Question 54

Relational marketing recognizes the importance of individual customer needs and wants .

Question 55

Supply chain management had a significant influence on the development of relational marketing strategies.

Question 56

Target marketing is not the most cost-efficient but it fits a segmentation strategy.

Question 57

In the evolution of marketing, the production concept met unfulfilled demand for basic consumer needs.

Question 58

Customized customer marketing strategies are enabled through market segmentation.

Question 59

From a SCM perspective, a customer can be at any step of the supply chain.

Question 60

Customer Relationship Management (CRM) is an effective tool for managing diverse customer needs and relationships.

Question 61

Describe the implications on a firm and its customers if the marketing function is NOT well integrated into a firm's supply chain management strategies and processes.

Question 62

E-commerce had added complexity to distribution channels primarily because of shipping costs and transportation.

Question 63

The logistics channel includes distributors and retailers.

Question 64

Describe the four categories/Ps of marketing and how each category directly relates to SCM.

Question 65

Describe the evolution of customer-driven supply chain management.

Question 66

Channels of distribution define the path by which a product gets to the final customer.

Question 67

Supply chains must work to achieve the highest level of customer service with cost as a secondary consideration.