Question 1

A good business manager should adhere to the idea "if it ain't broke,don't fix it."

Accepted Answer

Marketing managers must constantly evaluate their strategies and not wait until a problem becomes completely obvious to do something about it. They should adhere to the idea "if it ain't broke, improve it."

Question 2

According to the text,the proper function of marketing is to persuade consumers to buy what firms want to sell.

Accepted Answer

Marketing's job is not just to satisfy consumer wants as they exist at any particular point in time but also to keep looking for new and better ways to create value and serve consumers.

Question 3

A firm usually has more different strategy possibilities than it can pursue,so it must use screening criteria to help eliminate those strategies not well-suited to the firm.

Accepted Answer

Developing a set of specific qualitative and quantitative screening criteria can help eliminate potential strategies that are not well suited to a firm.

Question 4

Careful analysis helps a manager focus on a strategy that takes advantages of the firm's opportunities and strengths while avoiding its weaknesses and threats to its success.

Accepted Answer

Careful analysis helps the manager focus on a strategy that takes advantage of the firm's strengths and opportunities while avoiding its weaknesses and threats to its success.

Question 5

Firms can manipulate consumers to buy anything the company chooses to produce.

Accepted Answer

The idea that firms can manipulate consumers to buy anything the company chooses to produce simply isn't true.

Question 6

A marketing manager who is willing to spend enough on persuasive promotion can usually get consumers to buy anything the company chooses to produce.

Accepted Answer

The idea that firms can manipulate consumers to buy anything the company chooses to produce simply isn't true.

Question 7

The Four Ps must be creatively blended so that each decision must work well with all of the others to make a logical whole.

Accepted Answer

Marketing managers must creatively blend the four Ps so that the firm can develop the best mix for its target market. Each decision must work well with all of the others to make a logical whole.

Question 8

Good marketing managers put themselves in the customer's position.

Accepted Answer

Good business managers put themselves in the consumer's position.

Question 9

S.W.O.T.analysis is based on the idea that one of the best ways to develop a strategy is to identify and copy the marketing "strategies,weapons,outlook,and tactics" of the firm's most effective competitor.

Accepted Answer

A S.W.O.T. analysis identifies and lists the firm's strengths, weaknesses, opportunities and threats. Refer to Exhibit 19-4.

Question 10

A good marketing plan will work well throughout the different stages of the product life cycle.

Accepted Answer

When the market situation changes, the original reasons may no longer apply, therefore, a marketing plan needs to be routinely checked and updated.

Question 11

The job of integrating the four Ps strategy decisions is the responsibility of the company controller since the money to do so must be available.

Accepted Answer

The job of integrating the four Ps strategy decisions is given to the marketing manager.

Question 12

A marketing plan usually spells out the time schedule for a marketing strategy as well as the time-related details.

Accepted Answer

Some time schedule is implicit in any strategy. A marketing plan simply spells out this time period and the time-related details.

Question 13

The text argues that the plight of the homeless is a result of the forces of market competition in our market-directed economies.

Accepted Answer

The forces of competition drive down prices, more people are able to afford more of what they need. And the matching of supply and demand stimulates economic growth, creates jobs, and spreads income among more people. A market-directed economy makes efficient use of resources. However, it can't guarantee that government aid programs are effective.

Question 14

A marketing plan should contain specific information like costs and sales forecasts,but not background information about customers,competitors,or the company's resources.

Accepted Answer

A marketing plan should provide information about marketing mix decisions, customers (including segmenting dimensions), competitors' strategies, other aspects of the market environment, and the company's objectives and resources.

Question 15

The letters in "S.W.O.T.analysis" are an abbreviation for the first letters of the words "special weapons or tactics."

Accepted Answer

The name S.W.O.T. is simply an abbreviation for the first letters in the words strengths, weaknesses, opportunities, and threats. Refer to Exhibit 19-4.

Question 16

People have always been materialistic,even in the most primitive societies.

Accepted Answer

Even in the most primitive societies, people want to accumulate possessions.

Question 17

A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product-market that has the most profitable marketing mix.

Accepted Answer

A S.W.O.T. analysis identifies and lists the firm's strengths, weaknesses, opportunities and threats. Refer to Exhibit 19-4.

Question 18

The text argues that international competition will actually improve macro-marketing systems worldwide.

Accepted Answer

The forces of competition in and among market-directed economies will help speed the diffusion of marketing advances to consumers everywhere, leading to improved macro-marketing systems worldwide.

Question 19

Advertising can increase demand for the product resulting in economies of scale in manufacturing,distribution,and sales.

Accepted Answer

Advertising can increase demand for the product, resulting in economies of scale in manufacturing, distribution, and sales.

Question 20

The letters in "S.W.O.T.analysis" are an abbreviation for the first letters of the words "strengths,weaknesses,opportunities,and threats."

Accepted Answer

The name S.W.O.T. is simply an abbreviation for the first letters in the words strengths, weaknesses, opportunities, and threats. Refer to Exhibit 19-4.

Quiz 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

A good business manager should adhere to the idea "if it ain't broke,don't fix it."

According to the text,the proper function of marketing is to persuade consumers to buy what firms want to sell.

A firm usually has more different strategy possibilities than it can pursue,so it must use screening criteria to help eliminate those strategies not well-suited to the firm.

Careful analysis helps a manager focus on a strategy that takes advantages of the firm's opportunities and strengths while avoiding its weaknesses and threats to its success.

Firms can manipulate consumers to buy anything the company chooses to produce.

A marketing manager who is willing to spend enough on persuasive promotion can usually get consumers to buy anything the company chooses to produce.

The Four Ps must be creatively blended so that each decision must work well with all of the others to make a logical whole.

Good marketing managers put themselves in the customer's position.

S.W.O.T.analysis is based on the idea that one of the best ways to develop a strategy is to identify and copy the marketing "strategies,weapons,outlook,and tactics" of the firm's most effective competitor.

A good marketing plan will work well throughout the different stages of the product life cycle.

The job of integrating the four Ps strategy decisions is the responsibility of the company controller since the money to do so must be available.

A marketing plan usually spells out the time schedule for a marketing strategy as well as the time-related details.

The text argues that the plight of the homeless is a result of the forces of market competition in our market-directed economies.

A marketing plan should contain specific information like costs and sales forecasts,but not background information about customers,competitors,or the company's resources.

The letters in "S.W.O.T.analysis" are an abbreviation for the first letters of the words "special weapons or tactics."

People have always been materialistic,even in the most primitive societies.

A S.W.O.T.analysis identifies the "special weapons or tactics" used by the competitor in a product-market that has the most profitable marketing mix.

The text argues that international competition will actually improve macro-marketing systems worldwide.

Advertising can increase demand for the product resulting in economies of scale in manufacturing,distribution,and sales.

The letters in "S.W.O.T.analysis" are an abbreviation for the first letters of the words "strengths,weaknesses,opportunities,and threats."