Question 1

The key difference between a customer and a consumer is that:
A) A customer purchases a product while a consumer uses a product offering.
B) A consumer purchases a product and a customer consumes it.
C) A consumer only exists in B2B marketing contexts.
D) A customer both purchases and uses the product, where as a consumer only purchases it.

Accepted Answer

A customer is the person who purchases a product or service, whereas a consumer is the person who uses or consumes the product. In many cases, the customer and the consumer are the same person, but that is not always the case. For example, a parent may be the customer who buys a toy for their child, but the child is the consumer who plays with the toy. Hence, option A is the key difference between a customer and a consumer.

Question 2

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.
A) process
B) physical evidence
C) people
D) product

Accepted Answer

The physical evidence element in the 7Ps is used to emphasize the importance of tangible components in service delivery. This element includes elements such as the appearance of the physical facilities, the behavior of employees, and any tangible items that are part of the service experience.

Question 3

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.
A) sales
B) production
C) marketing
D) customer

Accepted Answer

The production period emphasized on improving the efficiency of internal processes to meet the high demand and little competition that existed in the market. The focus was on increasing production rather than marketing or customer preferences.

Question 4

Organizations during the ________ period believe that they exist not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.
A) production
B) sales
C) marketing
D) societal

Accepted Answer

The description given suggests a societal marketing orientation, which is concerned not only with customer satisfaction and organizational goals, but also with the long-term well-being of society as a whole. The production, sales, and traditional marketing orientations were more focused on short-term profits and production efficiency.

Question 5

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.
A) service-dominant logic
B) servicescape
C) servitization
D) service pull

Accepted Answer

A service-dominant logic shifts the perspective of marketing from selling goods to providing value through services. It emphasizes the co-creation of value between the customer and the provider, rather than the sale of a product. The other options, while related to services, do not encompass the full shift towards a service-dominant logic.

Question 6

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:
A) A two-way process.
B) Developing relationships between parties in the supply chain.
C) Both economic and social exchanges.
D) All of the options above are correct.

Accepted Answer

The development of marketing as an exchange process includes all of the options above. Marketing is seen as a two-way process where both the customer and the company benefit from the exchange. It also involves developing relationships between parties in the supply chain, such as between the manufacturer and the retailer. Additionally, marketing involves both economic exchanges, such as buying and selling products, and social exchanges, such as building trust and creating a positive brand image.

Question 7

An organization that is characterized as developing a market orientation:
A) Is characterized the same as an organization that has a marketing orientation.
B) Places increasing importance of marketing within the organization.
C) Will appoint a marketing person to its board of directors, or trustees in the case of a charity, or part of the executive team in a limited company or partnership.
D) Will foster organization-wide responsiveness to market information generated and disseminated within the organization.

Accepted Answer

A market-oriented organization focuses on understanding and responding to customer needs and market trends, which involves organization-wide responsiveness to market information.

Question 8

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of pricing.

Accepted Answer

Newsletters, catalogues, and invitations to organization-sponsored events are more closely associated with the marketing mix activities of promotion and communication, rather than pricing.

Question 9

The development of marketing has been characterized by some as comprising four main periods of development. One of these periods includes the sales period of 1920s-1950s where the focus was on personal selling, supported by research and advertising.

Accepted Answer

The statement is true, the sales period of marketing did take place between the 1920s and 1950s with a focus on personal selling, research, and advertising to persuade consumers to buy products.

Question 10

Companies employing a relationship marketing approach stressed customer retention over customer acquisition.

Accepted Answer

The answer of Companies employing a relationship marketing approach stressed...

Question 11

Originally, when identifying the responsibilities of a marketing manager, early theories in the 1950s-1960s saw a marketing manager as a 'mixer of ingredients' of a marketing recipe that comprised about 12 ingredients.

Accepted Answer

This statement is true according to early theories from the 1950s-1960s, where a marketing manager was seen as a 'mixer of ingredients' of a marketing recipe consisting of about 12 ingredients.

Question 12

Relationship marketing focuses on the need to engage in transactions and, as such, is only concerned with the development of relationships with customers.

Accepted Answer

Relationship marketing emphasizes long-term engagement and the development of deep relationships with customers, rather than just focusing on individual transactions.

Question 13

The way in which the product is delivered to meet the customers' needs refers to promotion activities.

Accepted Answer

The way in which the product is delivered to meet the customers' needs refers to distribution or delivery activities, not promotion activities. Promotion activities refer to communication efforts aimed at informing and persuading potential customers about a product or service.

Question 14

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation?
A) Profitability orientation.
B) Interfunctional coordination.
C) Customer orientation.
D) Competitor orientation.

Accepted Answer

Market orientation is a philosophy that centers on meeting the needs and wants of customers while also achieving organizational goals. It involves customer orientation, competitor orientation, interfunctional coordination, and long-term profitability. Therefore, profitability orientation is not a component of market orientation.

Question 15

An organization that has a market orientation does not:
A) Integrate all the activities of the firm to satisfy customer wants.
B) Focus on consumer needs and wants.
C) Differentiate a firm's products from its competitor's products.
D) Fuel sales growth through the application of aggressive sales techniques.

Accepted Answer

A market orientation is characterized by a focus on consumer needs and wants, and the integration of all activities of the firm to satisfy those needs and wants. Differentiation from competitors is also an important aspect of a market orientation. However, the use of aggressive sales techniques is not a defining characteristic of a market orientation, as this approach may not always align with the needs and wants of the consumer.

Quiz 1: Interpersonal Process

The key difference between a customer and a consumer is that:

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.

Organizations during the ________ period believe that they exist not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:

An organization that is characterized as developing a market orientation: