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).

Accepted Answer

provide an overview of marketing and the marketing process. To create positive impact for all organisational activity, consideration needs to be given to the current situation. By assessing outcomes to demonstrate who changes and why as a result of any initiative implemented, organisations can clearly demonstrate impact and progress made to reverse the negative consequences arising from current actions.

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.

Accepted Answer

provide an overview of marketing and the marketing process. 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 consisting of individuals who are at high risk of developing chronic disease and who are not predominantly in the paid workforce. This initiative is an example of 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

Accepted Answer

provide an overview of marketing and the marketing process. Marketing is defined as "the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large."

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.

Accepted Answer

provide an overview of marketing and the marketing process. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. Marketing must involve an exchange that benefits both the customer who buys the product (a good, service or idea) and the organisation that sells the product (a good, service or idea). Through their education campaign, the government is seeking a change in behaviour. In exchange for the education, the students are changing their behaviour.

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.

Accepted Answer

provide an overview of marketing and the marketing process. Marketers' consideration of issues such as the sustainability of their products and the benefits their products might bring to society generally is known as 'societal 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.

Accepted Answer

provide an overview of marketing and the marketing process. Marketing during the late 1800s/early 1900s could best be described by the concept of a 'production orientation'. Marketers' offerings were largely determined by what could be made and what people bought was largely determined by what was available. (Black paint dried faster than any other colour, so it was the most efficient colour for Ford Motor Company to produce.)

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.

Accepted Answer

provide an overview of marketing and the marketing process. The CBE framework ensures that marketing programs are developed with, and not for, people

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

Accepted Answer

provide an overview of marketing and the marketing process. Marketing is an approach to business that puts the customer, client, partner and society at the heart of all business decisions. Marketing requires customers to be at the core of business thinking. Rather than asking which product should we offer, marketers who adopt marketing thinking ask which product would our customers value or like us to offer.

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.

Accepted Answer

provide an overview of marketing and the marketing process. Marketing is used by: small businesses and large multinational corporations; businesses selling goods and businesses selling services; for-profit and not-for-profit organisations; and private and public organisations, including governments.

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.

Accepted Answer

provide an overview of marketing and the marketing process. The understanding phase of the marketing process involves an analysis and assessment of the marketing environment and markets, as well as consumer and business buying behaviour. Wine marketers can access market insight reports in order to understand which wines they should range in their stores etc.

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

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. The aim of marketing is to develop mutually beneficial exchanges.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Value is a customer's overall assessment of the utility of an offering based on perceptions of what is received and what is given.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Customers are those people who purchase products for their own or someone else's use, while consumers are people who use the good or service.

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

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. When both parties have received a benefit and both parties had to give something up to receive something in return, it is considered a successful marketing exchange.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Value is a customer's overall assessment of the utility of an offering based on perceptions of what is received and what is given. Some marketers view this simply as a ratio between quality and price. This is the economic view of value. According to this view, value is a comparison between what a customer gets and what a customer gives; in other words, the benefits a customer receives from a product in relation to its price. Other marketers view value as unique and determined by the beneficiary. According to this view, value is idiosyncratic, experiential, contextual and meaning laden.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Value is a customer's overall assessment of the utility of an offering based on perceptions of what is received and what is given. Some marketers view this simply as a ratio between quality and price. This is the economic view of value. According to this view, value is a comparison between what a customer gets and what a customer gives; in other words, the benefits a customer receives from a product in relation to its price. Other marketers view value as unique and determined by the beneficiary. According to this view, value is idiosyncratic, experiential, contextual and meaning laden.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. A market is a group of customers with different needs and wants. Markets can also cover different types of customers.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Customers are those people who purchase products for their own or someone else's use, while consumers are people who use the good or service.

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.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. Partners are organisations or individuals who are involved in the activities and processes for creating, communicating and delivering offerings for exchange. Customers are not a partner because they are not involved in creating, communicating or delivering offerings for exchange.

Question 20

Value is simply an evaluation of price against quality.

Accepted Answer

recognise that marketing involves a mutually beneficial exchange of value. The idea that value is a ratio between quality and price is a simple view of value to help you to understand the concept. Marketers know that the idea of value is more complicated. Value refers to the 'total offering'. This includes all aspects, from the reputation of the organisation to how the employees act, the features of the products, the after-sales service, quality and price.

Quiz 1: Introduction to Marketing

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

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:

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."

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:

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

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

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

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?

Which of these is the aim of marketing?

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:

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

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 _________?

Which of the following statements regarding value is correct?

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 market can best be described as:

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:

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

Value is simply an evaluation of price against quality.