Deck 1: Introduction to Marketing

Question 1

In order for marketers to plan and evaluate their marketing outcomes, understanding the context is important (i.e. the current situation and desired vision).

Answer 1

True

Question 2

The Council of Australian Governments (COAG) Healthy Communities Initiative is an Australian government initiative that aims to reduce the prevalence of obesity within target populations. This initiative is best described as an example of:

A) a not-for-profit organisation using marketing practices.
B) corporate social responsibility.
C) a societal market orientation.
D) a marketing mix decision.
E) a consumer orientation.

Answer 2

a not-for-profit organisation using marketing practices.

Question 3

Marketing is defined as "the activity, set of institutions, and _____________ for creating, communicating, delivering and _____________ offerings that have value for _____________, clients, partners and society at large."

A) processes, exchanging, customers
B) procedures, exchanging, consumers
C) processes, producing, consumers
D) procedures, pricing, customers

Answer 3

processes, exchanging, customers

Question 4

A group of university students decide to quit smoking together after seeing numerous government advertisements talking about the damage that smoking will do to your lungs. Which part of the definition of marketing is reflected by this change of behaviour in response to the governments' education campaign?

A) A mutual exchange of value between a customer and an organisation.
B) Creating, communicating and delivering a good, service or idea.
C) Individuals and organisations that are part of a product's supply chain.
D) Both a and b.
E) All of the options listed.

Question 5

In the last few years, consumers have been encouraged to use reusable bags, for their groceries and other goods. This practice, which seeks to minimise the negative impact of plastic bags on society is an example of:

A) societal market orientation.
B) production orientation.
C) sales orientation.
D) market orientation.

Question 6

With the development of infrastructure and technologies such as production lines, businesses such as the Ford Motor Company focused on manufacturing large quantities of goods, which they seemed to have no trouble selling. People were happy to buy what was available. Which era of marketing does this description relate to?

A) Market.
B) Production.
C) Consumer.
D) Sales.
E) Socially responsible.

Question 7

One marketing framework, such as the C-B-E Framework ensures:

A) marketing programs are developed with people, not for them.
B) co-creation.
C) delivering an offering for exchange of value that meets the intended outcomes.
D) the focus is on the delivery of solutions.

Question 8

Marketing is an approach to business that puts the ______ at the heart of business decisions.

A) product
B) company
C) customer, client, partner and society
D) bottom line
E) employee

Question 9

A degree in Marketing will qualify you for a job in which of the following organisations?

A) Governments.
B) Not-for-profit organisations.
C) Multinational organisations.
D) Both a and c.
E) All of the options listed.

Question 10

Which phase of the marketing process explains why wine marketers, for example, would access market insight reports from a market research company such as the Nielson Company?

A) Understand.
B) Create.
C) Communicate.
D) Deliver.
E) Exchange.

Question 11

Which of these is the aim of marketing?

A) To maximise profits for the business owners
B) To develop organisational goals
C) To develop mutually beneficial exchanges
D) To organise the various functions efficiently and effectively

Question 12

A customer's overall assessment of the utility of an offering based on perceptions of what is received and what is given is known as:

A) benefit.
B) value.
C) exchange.
D) advantage.

Question 13

You purchase a can of drink for a friend. This makes you a:

A) consumer.
B) customer and consumer.
C) partner.
D) customer.

Question 14

Early in the New Year, you decide to turn an unwanted Christmas gift into cash by selling it on eBay. The auction is a success; your unwanted gift sells at a high price, and the winning bidder is very happy with their purchase. This scenario is an example of a successful marketing _________?

A) exchange
B) procedure
C) processes
D) campaign

Question 15

Which of the following statements regarding value is correct?

A) Value means different things to different people.
B) Value can be based on perception.
C) Value can be a comparison of the benefits a customer receives from a product in relation to its price.
D) Value can include product quality and after sales service.
E) All of the options listed.

Question 16

When buying your first car, you choose to buy a used Mazda 3 from a dealer rather than a slightly cheaper Mazda 3 advertised privately. Your mum thinks you made a good choice, but your dad thinks the privately advertised car would have been a better deal. Why is there a difference in opinion?

A) Value means different things to different people.
B) Value can be based on perception.
C) Value can be a comparison of the benefits a customer receives from a product in relation to its price.
D) Value can include product quality and after sales service.
E) All of the options listed.

Question 17

A market can best be described as:

A) a group of customers with similar needs and wants.
B) a group of customers with different needs and wants.
C) a group of customers living in the same geographic area.
D) both a and c.
E) both b and c.

Question 18

Each year the Australian department store Myer holds a fashion parade as a public relations event to launch the next season's fashion. Along with the media, they invite key stakeholders such as their most valuable customers. These customers can best be described as people who:

A) purchase products for their own or someone else's use.
B) actually use a purchased good or service.
C) will potentially purchase a Myer product.
D) have occasionally entered a Myer premises.
E) none of the options listed.

Question 19

Which of the following would not be considered a partner in the formal definition of marketing?

A) Retailers who sell an organisation's products.
B) An organisation's supplier of raw materials.
C) Customers.
D) An advertising agency who writes the copy for an organisation's television commercial.
E) All of the options listed.

Question 20

Value is simply an evaluation of price against quality.

Question 21

The set of moral principles that guide attitudes and behaviour are known as:

A) morals.
B) ethics.
C) doing what is 'right'.
D) corporate social responsibility.

Question 22

Individuals, organisations and other groups that have a rightful interest in the activities of a business can be classified as:

A) stakeholders.
B) customers.
C) owners.
D) partners.

Question 23

The campaign by many retailers to reduce the use of plastic bags in favour of reusable bags is an example of:

A) greenwashing.
B) socially responsible production.
C) corporate social responsibility.
D) a service.

Question 24

Corporate social responsibility is the obligation of businesses to act in the interests of the societies that sustain them. This means that companies must act:

A) in the best interests of their stakeholders.
B) ethically.
C) lawfully.
D) ethically, lawfully and in the best interests of their stakeholders.

Question 25

As marketing manager for a large multi-national company, you consciously try to minimise the environmental impacts of your company's activities. One of your initiatives is to reduce waste within the office; another is to introduce recyclable packaging for your products. By engaging in these activities, you are practicing:

A) green marketing.
B) the triple bottom line.
C) greenwashing.
D) all of the options listed.

Question 26

A popular measure of good corporate citizenship is:

A) Governing law and regulations.
B) The Triple Bottom Line.
C) sustainability policies.
D) Auditing.

Question 27

Which of the following statements is correct?

A) It is impossible to act unethically and within the law.
B) It is impossible to act ethically and within the law.
C) A society's ethics and its laws are completely unrelated.
D) Both b and c are correct.
E) Both a and c are correct.

Question 28

Sustainable development is:

A) being more shrewd in business.
B) development that meets current needs and wants.
C) using social, economic and environmental strategies.
D) development that meets current needs and wants without compromising the ability of future generations.

Question 29

You have been managing a coffee shop for over five years and one day you decide to close the business. Who are the stakeholders that your decision will impact?

A) Owners/shareholders.
B) Employees.
C) Customers.
D) The society in which the business operates.
E) All of the options listed.

Question 30

EnergyAustralia's investment of $133 million in environmental initiatives in a recent year is an example of:

A) a marketing mix decision.
B) corporate social responsibility.
C) a code of conduct.
D) self-regulation.
E) none of the options listed.

Question 31

Which of the following is not a marketing ethics issue?

A) Advertising junk food on children's television.
B) A salesperson exaggerating the benefits of a product to persuade a customer to purchase it.
C) An organisation increasing the price of a product due to increased customer demand and limited availability.
D) Failing to inform consumers of known potential risks of using a product.
E) All of the options listed.

Question 32

Greenwashing is:

A) used to influence perceptions.
B) disseminating misleading information.
C) used for products to be perceived as more environmentally friendly.
D) All of the above.

Question 33

The International Organization for Standardization (ISO) is responsible for?

A) developing international guidelines and standards for organisations making environmental claims.
B) describes a evaluation and verification methodology.
C) developing guidelines and requirements for symbols, graphics and statements regarding products.
D) All of the above.

Question 34

An organisations stakeholders include customers, shareholders, investors and other partners only.

Question 35

Organisations that undertake the following marketing practices perform better than those who don't:

A) use market intelligence
B) conduct formal market planning
C) innovate
D) All of the above

Question 36

Some desirable skills marketers need are:

A) communication and persuasion.
B) analytical.
C) negotiation.
D) all of the above.

Question 37

Marketers exercise control over a set of variables which includes price, promotion, and the product. Together, these controllable variables are known as:

A) the marketing mix
B) the target market
C) a bundle of attributes
D) physical evidence

Question 38

Marketing must meet certain targets, measured via:

A) awareness.
B) marketing metrics.
C) sales revenue.
D) word-of-mouth.

Question 39

Increased sales volumes are an example of how marketing:

A) improves business performance.
B) benefits society.
C) contributes to a higher quality of life.
D) can be a rewarding career choice.

Question 40

With regard to the success of an organisation, every employee is:

A) a liability.
B) a stakeholder.
C) a salesperson.
D) a cost.

Question 41

During a job interview, you tell your future employer how employing you will deliver value for them. This is an example of:

A) applying the principles of marketing.
B) considering how you are unique from the other applicants.
C) making yourself stand out from the crowd.
D) all of the options listed.

Question 42

Working as a marketer for a not-for-profit organisation which develops motivational exchanges designed to encourage healthy eating habits in school aged children. This work, which is directed towards the social good is known as:

A) social marketing.
B) corporate social responsibility.
C) green marketing.
D) social welfare.

Question 43

In marketing, 'process' refers to the systems used:

A) to create a product offering.
B) to communicate a product offering.
C) to deliver a product offering.
D) to exchange a product offering.
E) all of the options listed.

Question 44

Social marketing aims to change behaviour for social good.

Question 45

A target market can best be described as:

A) the total market for a product.
B) a group of customers with different needs and wants.
C) a group of customers with similar needs and wants.
D) customers who currently purchase an organisation's products.
E) customers who don't currently purchase an organisation's products.

Question 46

The Australian Job Outlook assists to identify some typical marketing tasks.

Question 47

Social marketing activities includes:

A) biometrics.
B) segmentation.
C) formative research.
D) both b and c.

Question 48

To effectively implement the marketing concept, the marketing department in an organisation needs to work with:

A) the accounting/finance department.
B) all departments.
C) the sales department.
D) the production department.
E) the distribution/warehouse department.

Question 49

Which of the following statements is correct?

A) Marketing is viewed negatively by some people.
B) Marketing helps to drive economic growth.
C) Marketing can benefit society and improve people's quality of life.
D) All of the options listed statements are correct.
E) Both a and b.

Question 50

Which of the following are marketing activities?

A) Personal selling.
B) Public relations.
C) Product development.
D) All of the options listed.
E) Both a and b.