Question 1

The selling concept is practised most aggressively with

Accepted Answer

The selling concept is most aggressively practised with unsought goods, which are products that consumers may not actively seek out or that may require significant marketing efforts to generate demand. Examples include life insurance, funeral services, and emergency medical supplies. In these cases, companies tend to focus on aggressive selling and promotion tactics to persuade consumers to make a purchase.

Question 2

As economies advance, a growing proportion of their activities focuses on the production of ________.

Accepted Answer

As economies advance and become more developed, the focus shifts from producing tangible goods (products) to intangible services. This is because people's basic needs are met and they seek more specialized, high-quality services such as healthcare, education, entertainment, and hospitality. Therefore, the best choice is A - services. Choices C, D, and E may also be relevant to certain segments of the economy, but they are not the main focus of economic activities.

Question 3

As consumers grow more socially conscious, a number of companies are using ________ as a way to differentiate themselves from competitors, build consumer preference, and achieve notable sales and profit gains.

Accepted Answer

As consumers become more socially conscious, companies are using social-responsibility marketing to differentiate themselves from competitors and enhance consumer preference, resulting in notable sales and profit gains. Social-responsibility marketing refers to the act of promoting and selling products and services by highlighting their positive social or environmental impact, which aligns with a growing number of consumers' values and aspirations. This marketing approach enables companies to appeal to consumers who want to contribute to social causes while satisfying their needs and desires.

Question 4

Marketing is not a department so much as a

Accepted Answer

Marketing is not just a department within a company, but rather a company orientation that should permeate every aspect of the organization. It is a way of thinking about the business that puts the customer at the center and focuses on delivering value to them. This philosophy should be embraced by everyone in the organization, not just those in the marketing department.

Question 5

According to Theodore Levitt, who drew a perceptive contrast between the selling and marketing concepts, ________ is preoccupied with the need to convert products into cash.

Accepted Answer

Theodore Levitt argued that selling is focused on selling products and converting them into cash, whereas marketing is focused on identifying and meeting the needs and wants of customers. Therefore, the best choice is A) selling.

Question 6

The ________ holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

Accepted Answer

The definition provided highlights the societal responsibility aspect of the marketing concept, which is focused on preserving or enhancing the well-being of both consumers and society as a whole. This goes beyond simply delivering desired satisfactions more effectively and efficiently than competitors, and is a key feature of the societal responsibility marketing concept.

Question 7

The marketing concept holds that the key to achieving organization goals consists of the company being more effective then competitors in creating, delivering, and communicating

Accepted Answer

The marketing concept focuses on creating superior customer value, which includes creating and delivering products and services that meet or exceed customer needs and expectations. The goal is to create a strong and loyal customer base by consistently providing value, rather than simply competing on the basis of price or product features. Therefore, the best option is E - superior customer value.

Question 8

Relationship marketing also emphasizes customer retention because attracting new customers may cost ______ times as much as retaining an existing one.

Accepted Answer

Attracting new customers can cost five times as much as retaining an existing one, which is why relationship marketing focuses on customer retention.

Question 9

The ________ concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization's products.

Accepted Answer

The selling concept posits that consumers and businesses, if left alone, will not buy enough of the organization's products, thus aggressive selling and promotional efforts are necessary.

Question 10

Holistic marketing incorporates ________, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management.

Accepted Answer

Holistic marketing is an approach that considers the whole business and its relationships with customers and other stakeholders, rather than just focusing on its marketing activities. Internal marketing is a key component of holistic marketing as it involves communicating and promoting the company's values, culture, and objectives to employees, ensuring that everyone in the organization embraces appropriate marketing principles, especially senior management. This helps to align the company's internal efforts with its external marketing efforts. Therefore, the best choice for this question is D) internal marketing.

Question 11

Carnival Connections, an online marketing site created by the cruise marketer so that cruise fans could compare notes, is an example of which dimension of holistic marketing?

Accepted Answer

Carnival Connections, as an online platform that connects cruise fans, is an example of integrated marketing, which involves ensuring consistency and coherence across all marketing activities and communication channels.

Question 12

The ________ concept is based on the development, design, and implementation of marketing programs, processes, and activities that are broad in scope and interdependent.

Accepted Answer

The question describes the concept of marketing that involves a broader and interdependent approach. This matches with the definition of holistic marketing. Social marketing focuses on promoting social causes, niche marketing targets specific segments, performance marketing emphasizes on measurable outcomes, and relationship marketing emphasizes on building strong customer relations.

Question 13

________ marketing has the aim of building mutually satisfying long-term relations with key parties such as customers, suppliers, distributors, and other marketing partners in order to earn and retain their business.

Accepted Answer

The description given in the question perfectly fits the definition of relationship marketing, which focuses on establishing and nurturing long-term relationships with key stakeholders for sustainable business success. The other options, synthetic marketing, holistic marketing, demand-based marketing, and direct marketing, are not directly related to the concept described in the question.

Question 14

The ________ concept holds that consumers will favour those products that offer the most quality, performance, or innovative features.

Accepted Answer

The Product concept is all about creating high-quality or innovative products that will attract customers. This concept focuses on delivering the best value products to consumers, and it assumes that customers will choose products of superior quality or performance.

Question 15

Companies shape separate offers, services, and ________ to individual customers based on information about past transactions, demographics, psychographics, and media and distribution preferences.

Accepted Answer

Companies shape separate messages to individual customers based on information about past transactions, demographics, psychographics, and media and distribution preferences. The other choices (warranties, discounts, delivery, and prices) are also personalized to a certain extent, but not based solely on the customer's individual information.

Question 16

Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ________ understanding and meeting customers' expressed needs.

Accepted Answer

The question mentions "understanding and meeting customers' expressed needs", which is a characteristic of a responsive market orientation. Therefore, option B is the correct choice. The other options are not consistent with the given characteristics.

Question 17

One traditional depiction of marketing activities is in terms of the marketing mix or four Ps. The four Ps are characterized as being

Accepted Answer

The traditional depiction of marketing activities in terms of the marketing mix or four Ps includes product, price, promotion, and place. These four elements are essential to any marketing strategy and are used to create a cohesive plan for how a product or service will be marketed and sold to customers. Option E is the only choice that accurately lists the four Ps.

Question 18

The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.

Accepted Answer

The "Malaysia, Truly Asia" ad campaign promoted Malaysia as a place to visit, highlighting its landscapes and cultural diversity. This is an example of place marketing, which promotes a particular location to attract tourists, businesses, or residents.

Question 19

Holistic marketing incorporates ________ which addresses broader concerns and their ethical, environmental, legal, and social context of marketing activities and programs.

Accepted Answer

Holistic marketing incorporates social responsibility marketing which focuses on broader ethical, environmental, legal, and social concerns in marketing activities and programs. Integrated marketing refers to the coordination of various marketing channels, performance marketing focuses on measuring and optimizing marketing efforts for maximum returns, internal marketing is about creating a strong employee focus to facilitate marketing programs and financial marketing is concerned with financial aspects of marketing such as budgeting and forecasting.

Question 20

Which of the following corporate social initiatives supports behaviour-change campaigns?

Accepted Answer

Corporate social marketing is specifically designed to support behaviour-change campaigns. It aims to educate and influence consumers to adopt more sustainable or socially responsible behaviour. This type of initiative typically involves partnerships with non-profit organizations and government agencies to develop and promote campaigns that provide educational information, incentives, and tools to motivate behaviour change. Cause marketing, cause-related marketing, and corporate philanthropy may support social causes, but they do not focus on behaviour change as their primary objective. Corporate community involvement encompasses a wide range of activities that can support social causes, but it is not specifically designed to drive behaviour change.

Quiz 1: Defining Marketing for the 21st Century