Question 1

Customers fall into one of three groups.They are:

Accepted Answer

Customers belong to households, firms, or governments. Customers can be either individuals or organizations.

Question 2

The marketing manager of NevaFlat Tire Company must make the firm's products available to customers in convenient locations.This activity is associated with the _____ element of the marketing mix.

Accepted Answer

Distribution refers to the channel structure used to transfer products from an organization to its customers. It is important to have the product available to customers in a convenient and accessible location when they want it.

Question 3

_____ purchase products and then sell the products to organizations and/or individuals.

Accepted Answer

Resellers, such as wholesalers or retailers, purchase products and then sell them to organizations and/or individuals. The wholesaler buys goods in large quantities, reselling them, usually in smaller quantities, to retailers or to industrial or business users. The retailer buys goods from others and sells them to ultimate consumers for their personal use.

Question 4

Ford is offering customers $1,000 cash back if they purchase a Ford Focus in the month of December.Which component of the marketing mix is most likely illustrated by Ford's tactic?

Accepted Answer

Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product. Companies develop varied pricing techniques and methods for their salespeople to use, such as cash rebates to increase automobile sales.

Question 5

In order for a firm to realize the full benefits of the marketing concept,that philosophy must be translated into action.This means marketing activities must be fully coordinated,well managed,and:

Accepted Answer

For a business enterprise to realize the full benefits of the marketing concept, this philosophy must be translated into action. This means (1) marketing activities must be fully coordinated and well managed and (2) the chief marketing executive must be accorded an important role in company planning.

Question 6

Before the Great Depression of the 1930s,companies were primarily focused on:

Accepted Answer

Prior to the Great Depression, most firms were production oriented. Few firms had marketing or sales departments.

Question 7

The main role of marketing in an organization is to:

Accepted Answer

The main role of marketing in an organization is basically to generate revenues. The money marketing generates are managed by the financial people and used by the production people in creating goods and services. Marketing activities are therefore very important to the organization because it must generate sales to stay in business.

Question 8

Businesses that have a marketing orientation:

Accepted Answer

The marketing concept is a business philosophy that says the customers' want-satisfaction is the economic and social justification for a firm's existence. Such firms emphasize long-term planning in terms of new products and future needs.

Question 9

Roy loves cooking and recently quit his job as an engineer to open a restaurant in a small,rural town.Roy serves the most exquisite cuisine in an elegant atmosphere.Nevertheless,sales have been so slow that Roy may have to close the restaurant.Roy's only competitor is a very successful café that serves your choice of one meat,three vegetables,and dessert cooked "country style" with tea or coffee for under $6.00 per person.Roy's business is most likely struggling because Roy has a _____ orientation.

Accepted Answer

Roy is focused on what he likes to cook or produce rather than what customers want, which is why his business is struggling.

Question 10

Which of the following links customers and organizations?

Accepted Answer

The marketing group is the link between customers and the organization. Salespeople are part of marketing, and they are in direct contact with customers.

Question 11

Which of the following statements is most likely true?

Accepted Answer

A product is a bundle of tangible and intangible attributes, including packaging, color, and brand, plus the services and even the reputation of the seller. Value-added refers to benefits received that are not included in the purchase price of the individual goods, service, or idea, and they may or may not be a component of a product.

Question 12

When Larry purchased a Jet Ski personal watercraft for $4,999,he was also given free financing and three hours of free lessons on how to safely enjoy jet skis.Neither the financing nor the lessons were included in the price of the Jet Ski; both are examples of:

Accepted Answer

Value-added refers to benefits received that are not included in the purchase price of the individual goods, service, or idea. The jet-ski retailer offers customers free financing and lessons as value-added benefits.

Question 13

Businesses that have a selling orientation:

Accepted Answer

Firms that have a selling concept emphasize the product over other components of the marketing mix. Such firms encourage salespeople to have extensive product knowledge and are less likely to encourage salespeople to determine customer wants and needs.

Question 14

The major thrust of the marketing concept is to:

Accepted Answer

The marketing concept is a business philosophy that says the customers' want-satisfaction is the economic and social justification for a firm's existence. Consequently, all company activities should be devoted to determining customers' wants and then satisfying them, while still making a profit.

Question 15

The four main elements of the marketing mix are:

Accepted Answer

A firm's marketing mix consists of four main elements-product, price, distribution or place, and promotion-that a marketing manager uses to market goods and services.

Question 16

Which of the following statements about products,goods,and services is true?

Accepted Answer

Goods are physical objects, such as cars and radios that can be purchased. A product is a bundle of tangible and intangible attributes, including packaging, color, and brand, plus the services and even the reputation of the seller.

Question 17

As a customer,a government is best described as an organization that:

Accepted Answer

A government is an organization that has two functions: the provision of goods and services to households and firms and the redistribution of income and wealth. Examples of the goods and services supplied by the government are national defense, law enforcement, public health, transportation, and education.

Question 18

The development of package design,trademarks,warranties,and service policies is associated with the _____ element of the marketing mix.

Accepted Answer

A product is a bundle of tangible and intangible attributes, including packaging,
color, trademark, and brand, plus service policies, warranties, and even the reputation of the seller.

Question 19

The headline of an advertisement for a 1930s automobile manufacturer read,"We know what our customers want! They want our new luxury sedan!" You can infer from reading this headline that the manufacturer had a(n)_____ orientation.

Accepted Answer

The ad focuses on the product rather than the needs or wants of the customer. Most firms of that time were production oriented and lacked sales or marketing departments.

Question 20

A sales representative in the 1940s would most likely receive training from an employer on which of the following topics?

Accepted Answer

Firms in the 1940s stressed selling products over marketing them. Salespeople received training that provided them with product knowledge and relied on their personal skills to give sales presentations.

Quiz 2: Relationship Marketing: Where Personal Selling Fits