Deck 1: Contemporary Marketing

Question 1

The American Marketing Association's updated definition of marketing is a process that identifies a need and then offers a means of satisfying that need.

Answer 1

False

Question 2

Organizations that concentrate on what they are capable of producing follow a marketing orientation.

Answer 2

False

Question 3

An organization that focuses on selling more products to drive increased profits is practising the marketing orientation.

Answer 3

False

Question 4

Making what you can market instead of marketing what you can make is a philosophy of the marketing era.

Question 5

Marketing is separate and distinct from the overall organizational philosophy of a company.

Question 6

A marketing orientation exists when all business revolves around the customer.

Question 7

The concept of socially responsible marketing states that business should conduct itself in the best interests of consumers.

Question 8

Seeking profits by increasing sales is characteristic of the selling orientation.

Question 9

Successful global brands are those that focus on the bottom line, or price tag, of their products.

Question 10

If Canadian Tire redesigns their retail stores as a result of feedback from their target markets, they are applying the selling concept.

Question 11

Businesses that conduct themselves in the best interests of company executives are socially responsible.

Question 12

Socially responsible marketing is demonstrated when a business conducts itself in the best interests of the consumers and society.

Question 13

Cause marketing is an example of socially responsible marketing.

Question 14

Greenwashing is customer skepticism about a company's environmental claims.

Question 15

In a social network environment, it is important for companies to remain formal in the way they communicate with their customers.

Question 16

Social media gives control of a company's message to the customer.

Question 17

Some research suggests that it is five times more costly to get a new customer than to keep an old one.

Question 18

A study determined more than half of Canadians have chosen to conduct business with a company because they behaved in a socially responsible manner.

Question 19

Consumer analysis is the study of the effect of a price increase on consumer demand.

Question 20

Longo's decision to bypass traditional channels of distribution and open a Grocery Gateway Warehouse is a product decision.

Question 21

The most effective way to enhance an organization's public image is through advertising.

Question 22

The collection of target markets chosen by the organization is its marketing mix.

Question 23

The marketing mix refers to a set of strategic elements including product, price, distribution, and marketing communications.

Question 24

Advertising is a persuasive form of marketing that uses only traditional media.

Question 25

Coupons and free samples are examples of sales promotions.

Question 26

The flow of goods and services to the final consumer is a function of an organization's distribution strategy.

Question 27

Marketing unique attributes of a product is a demonstration of a promotions strategy.

Question 28

The first step in the marketing process is the identification and selection of a target market.

Question 29

A pricing strategy is only concerned with establishing a price that is attractive to consumers.

Question 30

Public relations and publicity decisions are part of a company's marketing communications strategy.

Question 31

Relationship marketing results in individualized marketing programs.

Question 32

A target market is a group of people, typically a smaller geographic area, in which a product or service is tested before it is officially launched.

Question 33

President's Choice and No Name products have very different package designs. In marketing, these decisions are considered part of the product.

Question 34

A company's sponsorship of a triathlon is a marketing mix decision.

Question 35

Customer relationship management refers to personal relationships developed by sales personnel.

Question 36

Customer relationship management enables companies to learn about client needs and preferences through information technology and data analysis.

Question 37

One focus of Williams Fresh Café's relationship management efforts is to understand what their best guests prefer and make them offers in real time.

Question 38

Product strategy involves the development of packaging that is fair and equitable for the consumer while still being profitable for the organization.

Question 39

Experiential marketing is designed to engage new users with the brand in a more personal way.

Question 40

Bell Canada's sponsorship of the 2010 Winter Olympics is an example of event marketing.

Question 41

Customer satisfaction and relationship marketing are the cornerstones of contemporary marketing.

Question 42

Shoppers Drug Mart's Optimum loyalty program collects transaction data in order to tailor offers to loyal customers.

Question 43

Which of the following best describes one of the toughest challenges facing a business today?

A) increasing customer loyalty
B) cost reductions
C) currency fluctuations
D) attracting new customers
E) keeping pace with change

Question 44

Which of the following trends does the text suggest are responsible for creating more complex business environments for marketers?

A) increased Internet use, higher taxes, and rising household debt
B) smaller families, globalization, and political uncertainty
C) heightened interest in business ethics, rapidly changing technology, and changes to the population
D) conflicting strategic priorities, falling ethical standards, and increased pollution
E) reduced consumer spending, decreasing brand loyalty, and growing smartphone use

Question 45

In addition to constantly assessing changing conditions, marketing also provides

A) ways of incorporating technology into the business portfolio.
B) strategies to take advantage of a globally changing business environment.
C) ways to prevent global changes from interfering with the company's existing plans.
D) product improvements to meet changing customer needs.
E) ways to communicate the company's social responsibility initiatives to consumers.

Question 46

Which of the following is not essential element of marketing practice today?

A) designing programs to attract customers and get them to buy for the first time
B) assessing customers' needs and finding ways to satisfy those needs
C) encourage customer satisfaction and loyalty in order to build a long, profitable relationship
D) developing new and innovative products before customers recognize their need for them
E) conducting marketing practices in a way that benefits many stakeholders

Question 47

Many well-known brands rank high on the reputation list. This is because

A) these companies keep their brands and their products separate in the minds of customers.
B) they take their time before retiring products that don't connect with customers.
C) they are quick to diversify beyond what they have been known for in the past.
D) they have a select, small number of retailers that are better able to develop service.
E) they constantly monitor their environments and put plans into place to meet the ever-changing needs of customers.

Question 48

The marketing concept states that

A) only the resources of the marketing department should be dedicated to marketing.
B) staying one step ahead of competitors will help firms realize profits.
C) production, sales, and distribution departments must work independently to maintain efficiency.
D) slogans like "Have It Your Way" lead to companies not meeting consumer expectations.
E) all business planning revolves around the marketing department.

Question 49

If a company works on the assumption that customers will purchase the products they offer, what is the company's orientation?

A) marketing orientation
B) profit orientation
C) sales orientation
D) low-cost orientation
E) production orientation

Question 50

What is the underlying belief in a selling orientation?

A) Selling products with the highest margin will bring success.
B) Selling to niche markets is most effective.
C) Satisfying customer needs leads to the greatest sales.
D) Selling the highest volume leads to the greatest profits.
E) Selling product benefits rather than features is the key to customer satisfaction.

Question 51

What does a company focus on when it embraces a marketing orientation?

A) leadership in socially responsible marketing
B) promotions to maximize market share
C) maximization of customer options
D) satisfying customer needs better than the competition can
E) selling product benefits as the key to greatest profitability

Question 52

When a company's executives carefully consider the impact of their decisions on employees, the community, and the country, what is the company's orientation?

A) marketing orientation
B) philosophical orientation
C) ethical orientation
D) strategic orientation
E) socially responsible marketing orientation

Question 53

Conducting business in a socially responsible manner should be natural for all businesses because

A) consumer studies show many people will choose a product from a responsible company.
B) despite pressure on business executives to remain competitive, unethical behaviour can lead to catastrophic losses.
C) the planet's well-being is in everyone's self-interest.
D) aligning business activities with social interest is important for purchase intent.
E) all of the above.

Question 54

Mrs. Romuldi has perfected the process to replace the ribbon in typewriter cartridges, therefore allowing them to be reused. She expects her business to be successful because she has a great product. What is Mrs. Romuldi's approach to business?

A) marketing orientation
B) production orientation
C) selling orientation
D) service orientation
E) efficiency orientation

Question 55

Which of the following is characteristic of an organization exhibiting the marketing orientation as its business philosophy?

A) building products that are great from their point of view
B) communicating product attributes to convince customers to buy
C) delivering better customer value than competitors
D) ensuring products are cost effective to the company
E) focusing on the competition

Question 56

What is the name for the business philosophy where managers are concerned that their business decisions are balancing the expectations of customers, shareholders, the environment and society at large?

A) selling orientation
B) production orientation
C) socially responsible marketing orientation
D) efficiency orientation
E) marketing orientation

Question 57

Which of the following is a prime driver of the growing importance of socially responsible marketing?

A) consumers' belief that companies are primarily greenwashing
B) consumer pressure through social media
C) the fact that younger demographics watch little TV
D) international boycotting of Shell
E) Canadians' tendency to pay more for green products

Question 58

For one day each month, a locally owned bookstore donates the proceeds of the day's children's book sales to the local youth literacy project fund. What is the best way to describe this marketing activity?

A) unprofitable
B) the marketing concept
C) charitable marketing
D) cause marketing
E) philosophical marketing

Question 59

What was the orientation that applied to Henry Ford's business?

A) marketing orientation
B) societal orientation
C) affordability orientation
D) production orientation
E) selling orientation

Question 60

What orientation does a snack food manufacturer that conducts frequent taste tests in order to respond to consumers' preferences use?

A) product orientation
B) marketing orientation
C) production orientation
D) selling orientation
E) quality orientation

Question 61

What orientation is described by the following example? Seagram's Distilleries covers the cost of public transportation on New Year's Eve.

A) production
B) advanced selling
C) socially responsible marketing
D) publicity marketing
E) non-profit cause marketing

Question 62

A clothing manufacturer with 300 cases of out-of-fashion sweaters provided a broker with a discounted price to sell the clothes in Europe. This is an example of

A) a marketing orientation.
B) socially responsible marketing.
C) the societal marketing concept.
D) a selling orientation.
E) a production orientation.

Question 63

Cause marketing includes which of the following?

A) CIBC's Run for the Cure
B) Maple Leaf's handling of the Listeria outbreak
C) Avon direct marketing
D) Tupperware in-home sales events
E) Walmart's low-price strategy

Question 64

Molson Breweries' support of the "Dancers for Life"AIDS fundraising event is an example of

A) issues marketing.
B) public relations marketing.
C) socially responsible marketing.
D) corporate citizenship.
E) niche marketing.

Question 65

Which of the following is an example of social media marketing?

A) Unilever removing the artificial ingredients from Becel based on customer demand for transparency.
B) VH sauces switching from bottles to pouches to meet the needs of millennials who are more sensitive to food waste.
C) Marketers retaining control over their messaging on social media networks.
D) Posting interesting information about a brand so people pass the information on to their friends.
E) A company totally abandoning their traditional media in favour of their website.

Question 66

The notion of brand democratization states that

A) companies must pay their customers to ensure they post the right content.
B) companies cannot engage with customers when they create content online.
C) consumer-generated content allows customers some control over the marketing of a brand.
D) brands should work to maintain traditional one-way communications online.
E) consumer manipulation of brand content must be avoided.

Question 67

A target market is a group of people who

A) purchase only from retailers.
B) are the least price sensitive when purchasing.
C) have the same income.
D) have similar characteristics in common.
E) live in the same geographical area.

Question 68

Coke Zero is marketed to "young males who are clear about what they want" by

A) using packaging with black graphics and advertising that suggests a bold personality.
B) sticking with what works for other Coke products in their advertising.
C) only using unpaid social media.
D) focusing on the scientific facts of its low-calorie formula.
E) All of the above are correct.

Question 69

When conducting a needs assessment, an organization

A) reviews its finances and human resources to determine what it needs to develop new products.
B) sends surveys to shareholders to determine whether they are able to supply the investment that the company needs.
C) considers factors such as market demand, production capabilities, and availability of resources.
D) collects appropriate information about consumer needs to determine if a market is worth pursuing.
E) reviews the action of the competition to determine how it can best mimic their successful strategies.

Question 70

An organization cannot satisfy the needs of all consumers, so it concentrates its efforts on a segment of the population that offers the most promise. This group is called the

A) focus group.
B) target market.
C) profit sector.
D) target niche.
E) demographic target.

Question 71

The first stage in the marketing process is

A) needs assessment.
B) test marketing.
C) product design.
D) concept development.
E) feasibility testing.

Question 72

An airline that collects customer information about proposed new routes is conducting a

A) needs assessment.
B) competitive analysis.
C) market analysis.
D) profit analysis.
E) consumer analysis.

Question 73

When Colgate introduced Colgate 2-in-1 Toothpaste & Mouthwash, the company considered market demand, sales volume potential, and resource availability. The company was engaging in

A) consumer analysis.
B) needs assessment.
C) test market analysis.
D) competitive analysis.
E) market analysis.

Question 74

Canadian female consumers are Kellogg's Special K's

A) relationship market.
B) geographic market.
C) market niche.
D) prime market.
E) target market.

Question 75

The target market for a daycare that looks after children aged 1-5 years would be

A) couples without children.
B) parents with children.
C) working parents with children aged 0-5 years.
D) anyone who knows young mothers.
E) children aged 1-5 years.

Question 76

This marketing activity involves monitoring the implementation of marketing strategies and ensuring successful achievement of marketing goals.

A) evaluation review
B) target market review
C) marketing analysis
D) customer needs assessment
E) customer relationship strategy development

Question 77

What area of the marketing mix would involve decisions about selling more on e-commerce?

A) price
B) product
C) technology
D) distribution
E) marketing communications

Question 78

Decisions involving transactions between manufacturers and wholesalers relate to which marketing mix element?

A) branding
B) distribution
C) margins
D) price
E) product

Question 79

When the elements of the marketing mix are combined effectively, the resulting marketing strategy should

A) leverage the company's brand image.
B) satisfy the needs of the target market and achieve organizational objectives.
C) maximize the company's profits and minimize advertising expenditures.
D) ensure the company dominates its niche market.
E) capitalize on technological advances and simplify distribution.

Question 80

You have been hired to create a marketing communication program for Brendo Toys. You will be

A) selecting an appropriate advertising campaign.
B) monitoring profit per unit.
C) suggesting new product features.
D) deciding on alternate distribution methods.
E) setting a competitive price.