Question 1

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

Accepted Answer

By promoting perfume based on youth, style, and sex appeal, Calvin Klein is attempting to increase the perceived value of their products. They are using marketing strategies that appeal to the desires and aspirations of their target audience, making their products more desirable and valuable to consumers.

Question 2

The idea that a good product will sell itself is associated with the __________ era of marketing.

Accepted Answer

The idea that a good product will sell itself is associated with the production-oriented era of marketing, which existed before the sales-oriented era. During this time, companies focused on mass production and efficiency, believing that if they could produce a high-quality product at a low cost, it would sell itself due to its inherent value. However, as competition increased and customer needs and preferences became more important, companies began to shift towards a more market-oriented approach.

Question 3

During the __________ era,firms had excess capacity and used personal selling and advertising to generate customers.

Accepted Answer

The sales-oriented era was characterized by a focus on personal selling and advertising to generate customers, as firms had excess capacity and needed to find ways to sell their products. This era followed the production-oriented era, where firms focused on maximizing production and efficiency without much consideration for customer needs or wants. The market-oriented era came later, where firms began to place a stronger emphasis on understanding and meeting customer needs and desires. Value-based marketing is a more recent approach that focuses on delivering superior customer value while achieving the company's goals. Retailing-oriented is not a recognized era of marketing history.

Question 4

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

Accepted Answer

The "Got Milk" advertising campaign was not focused on promoting a specific brand or company, but rather was designed to increase overall consumption of milk within the dairy industry.

Question 5

The evolution of marketing progressed along the following continuum:

Accepted Answer

The answer of The evolution of marketing progressed along the...

Question 6

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

Accepted Answer

B2C stands for Business-to-Consumer, which involves businesses that sell directly to individual consumers. This is the traditional marketing channel through which most goods and services are sold to consumers. B2B stands for Business-to-Business, which involves businesses that sell to other businesses. C2C stands for Consumer-to-Consumer, which involves transactions between individual consumers, such as through online marketplaces. D2C stands for Direct-to-Consumer, which involves companies selling their products directly to consumers without using intermediaries such as retailers. However, while D2C has become increasingly popular in recent years, it is not yet as widespread as the traditional B2C marketing channel.

Question 7

Marketers involved in supply chain management are constantly balancing

Accepted Answer

Marketers involved in supply chain management often have to balance the goal of minimizing costs with satisfying the service levels customers expect. This can be a challenging task as reducing costs to increase profits may negatively impact customer experience and reputation. Therefore, it is important to find a balance between cost efficiency and customer satisfaction.

Question 8

Melanie works for a small computer software company.Her boss is constantly improving their products but neglecting customers,billing,and promoting the company.Her boss is probably stuck in the __________ era of marketing.

Accepted Answer

The boss is primarily focused on improving the company's products, which aligns with the production-oriented era of marketing. This era was characterized by a focus on product innovation and efficiency, with little attention paid to customer needs or marketing.

Question 9

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

Accepted Answer

During the sales-oriented era, the focus was on selling products that were already made, rather than making products based on what the market wanted. This approach often involved finding customers for inventories that went unsold, emphasizing aggressive sales techniques.

Question 10

When considering career choices in marketing,many students overlook supply chain management because

Accepted Answer

Many of the activities in supply chain management take place behind the scenes, which may cause students to overlook it as a career choice in marketing. However, supply chain management plays a crucial role in the success of an organization's marketing efforts, and there are numerous career opportunities available in this field.

Question 11

Auction sites like eBay have increased opportunities for __________ marketing.

Accepted Answer

eBay is a C2C (consumer-to-consumer) platform, where individuals can buy and sell products directly with each other. While there may also be some B2B (business-to-business) or D2C (direct-to-consumer) marketing occurring on eBay, the primary opportunity is for C2C marketing. There is very little opportunity for B2G (business-to-government) marketing on eBay.

Question 12

The importance of supply chain management is often overlooked in the study of marketing because

Accepted Answer

Supply chain management involves numerous activities that often happen behind the scenes, such as sourcing materials, production, and transportation. As a result, its importance can be overlooked in the study of marketing, which tends to focus more on the front-end activities related to promotion and customer engagement. However, effective supply chain management can have a significant impact on a company's ability to deliver products efficiently and effectively, which in turn can impact customer satisfaction and brand reputation.

Question 13

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

Accepted Answer

Promotion is the communication by a marketer that informs, persuades, or reminds potential customers about a product. Pricing (A) refers to the amount of money that a customer pays for a product or service, Placement (C) refers to how and where a product is sold, A relational orientation (D) refers to an approach in marketing that focuses on building and maintaining strong relationships with customers, and Value cocreation (E) refers to the process of businesses and customers working together to create value through the co-creation of products or services.

Question 14

Effective promotion enhances a product or service's

Accepted Answer

Effective promotion helps to communicate the value and benefits of a product or service to potential customers, which can improve their perception and increase the perceived value of the product or service.

Question 15

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

Accepted Answer

Retailers are market intermediaries as they operate between producers and consumers, facilitating the transfer of goods from one to the other. They buy goods in bulk from producers and sell them in smaller quantities to consumers, often adding a markup to cover their costs and make a profit.

Question 16

Which of the following is NOT true about marketing ideas?

Accepted Answer

The marketing of ideas does involve a true exchange of value as ideas can bring about changes in behavior, attitudes, and beliefs which can be valuable to individuals or organizations.

Question 17

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

Accepted Answer

The bulletin boards provided by universities for ride-sharing and exchange of used books among students facilitate transactions among fellow students, which falls under the category of consumer-to-consumer (C2C) marketing. Therefore, the bulletin boards increase C2C marketing.

Question 18

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

Accepted Answer

The question indicates that car manufacturers were considering selling directly to consumers, which would be a business-to-consumer (B2C) marketing approach. However, they ultimately decided to continue selling through their dealer networks, which is a business-to-business (B2B) marketing approach, as they sell to the dealerships who then sell to the end consumer. Therefore, the switch would have been from B2C to B2B marketing.

Question 19

Henry Ford's statement,"Customers can have any color they want so long as it's black," typified the __________ era of marketing.

Accepted Answer

Henry Ford's statement reflects the production-oriented era of marketing, where the main focus was on the efficiency of production and the mass production of standardized products at low cost. In this era, companies did not pay much attention to customer needs and wants, and instead focused on optimizing their production processes to increase output and reduce costs. This approach is reflected in Ford's statement, where he suggests that customers have no choice in the product they receive, as long as it is the most efficient and cost-effective option for the company.

Question 20

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

Accepted Answer

Shipping companies support firms' supply chain management goals by providing transportation and logistics services for their products.

Quiz 1: Overview of Marketing