Question 1

Among the marketing decisions a newly-graduated attorney setting up as an independent must resolve are his/her choice of a computer system, an office staff budget, and leasing arrangements for office space.

Accepted Answer

These decisions are more related to operational and administrative aspects of setting up a practice rather than marketing decisions. Marketing decisions would involve choices related to advertising, client acquisition strategies, branding, and market positioning.

Question 2

The American Cancer Association practices marketing when it promotes a reduction in smoking.

Accepted Answer

The American Cancer Association engages in marketing practices when it promotes a reduction in smoking, as it is using communication and outreach strategies to influence behavior for a health-related cause.

Question 3

A public utility practices marketing when it encourages consumers to reduce demand in summer months through higher pricing.

Accepted Answer

This is a form of demand-side management, a marketing strategy aimed at influencing consumer behavior to balance demand and supply, in this case, by using pricing as a tool to reduce consumption during peak periods.

Question 4

When a firm uses a warranty card to determine consumer input as to product uses, it is involved with the facilitation of demand.

Accepted Answer

Using a warranty card to gather consumer input on product uses is a method of market research, not the facilitation of demand. Facilitation of demand involves strategies to increase consumer desire or need for a product, not gathering information.

Question 5

Some analysts believe that more colleges should accept major credit cards towards payment of tuition. From a marketing perspective, this involves facilitation of demand.

Accepted Answer

Accepting major credit cards can make it easier for students to pay tuition, thereby potentially increasing the number of students who can afford to enroll, which aligns with the concept of facilitating demand in marketing.

Question 6

When a firm uses a questionnaire to determine consumer reactions to a new form of distribution (such as Web-based shopping), it is involved with the regulation of demand.

Accepted Answer

Using a questionnaire to determine consumer reactions to a new form of distribution is a market research activity, not a regulation of demand. Regulation of demand involves controlling or influencing the demand for products or services, often through pricing strategies, marketing, or legal means, rather than simply researching consumer preferences.

Question 7

Demand regulation is generally more critical for products with stable sales patterns than for products with seasonal sales patterns.

Accepted Answer

Demand regulation is generally more critical for products with seasonal sales patterns because these products face significant fluctuations in demand, requiring more complex planning and management to ensure supply meets the varying levels of demand throughout the year.

Question 8

Demand regulation is very important for services (such as car washes, telephone usage, and accounting services) since services cannot be inventoried or stored.

Accepted Answer

Services are intangible and cannot be stored for future use, making demand regulation crucial to match supply with varying demand levels to ensure efficient service delivery.

Question 9

Marketers must be careful to include both consumer demand and publics' demand in their communication efforts.

Accepted Answer

Marketers need to consider both consumer demand, which directly influences sales, and publics' demand, which affects the company's reputation and long-term success, in their communication strategies to ensure comprehensive and effective marketing.

Question 10

The role of marketing in the production era is limited to selling.

Accepted Answer

During the production era, the focus was on producing goods efficiently, and marketing's role was not limited to selling but also included understanding consumer needs and ensuring product availability.

Question 11

Ninety percent of a firm's marketing budget is comprised of personal selling, advertising, and premiums. The company is positioned in the marketing department era.

Accepted Answer

The company is positioned in the sales department era, not the marketing department era. The marketing department era focuses on understanding customer needs and creating products that satisfy those needs, rather than primarily focusing on selling, advertising, and premiums.

Question 12

During the sales era of marketing, marketing personnel are unimportant because demand is so high and competition is so limited.

Accepted Answer

During the sales era of marketing, marketing personnel were still important because their role was to aggressively sell and promote products to consumers, even in a context of high demand and limited competition. Their efforts were focused on pushing products, convincing customers of their need for these products, and differentiating their offerings in a growing market.

Question 13

A firm's marketing department devotes the majority of its resources to selling, sales management, and advertising. The firm is positioned in the sales era.

Accepted Answer

The sales era in business history is characterized by a focus on selling, sales management, and advertising to push products, which aligns with the firm's marketing department activities described.

Question 14

A company's executive board consists of the finance, production, and sales vice-presidents. There is no marketing vice-president. Consumer research is conducted by the sales manager. This approach typifies the marketing department era.

Accepted Answer

The answer of A company's executive board consists of the...

Question 15

In the marketing department era, the marketing department is the most important department in a firm.

Accepted Answer

The importance of the marketing department varies depending on the firm's industry, strategy, and business model. While marketing is crucial for customer engagement and brand development, other departments such as R&D, operations, and finance are also critical for a firm's success.

Question 16

A firm in the marketing department era is practicing the marketing concept.

Accepted Answer

The marketing department era focused on selling and advertising, while the marketing concept emphasizes satisfying customer needs and building long-term relationships.

Question 17

Interdepartmental rivalry and conflict is more common in the marketing company era than in the marketing department era.

Accepted Answer

The answer of Interdepartmental rivalry and conflict is more common...

Question 18

Charles Revson (Revlon's founder) once said that "in the factory we make cosmetics, in the store we sell hope." This illustrates a consumer orientation.

Accepted Answer

This statement reflects a consumer orientation as it emphasizes understanding and fulfilling the emotional and psychological needs of consumers, beyond just the physical product.

Question 19

A firm generally requires a marketing plan to plan, coordinate, and control an integrated marketing focus.

Accepted Answer

A marketing plan helps a firm to strategically plan, coordinate, and control its marketing efforts to ensure they are integrated and aligned with the company's overall objectives.

Question 20

According to a selling philosophy, consumer expectations, needs, and satisfaction need to be monitored, evaluated, and met.

Accepted Answer

The answer of According to a selling philosophy, consumer expectations,...

Quiz 1: Marketing Today