Question 1

Businesses that have a marketing orientation:

Accepted Answer

Businesses with a marketing orientation place a strong emphasis on understanding and fulfilling the needs and wants of their target customers. This involves conducting extensive market research, developing customer-focused products and services, and creating marketing campaigns and strategies that address the needs and desires of consumers. Importantly, a marketing-oriented company will typically prioritize long-term planning over short-term gains, as they understand that building lasting relationships with customers is key to sustainable business success.

Question 2

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.

Question 3

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 headline suggests that the automobile manufacturer is focused on what they believe the customers want, indicating a production orientation where the company prioritizes efficient production and cost-effective methods of creating goods.

Question 4

Which of the following links customers and organizations?

Accepted Answer

The marketing group is responsible for creating and maintaining relationships between customers and organizations through various forms of communication and promotion. Top management, production department, human resources department, and staff-level employees may play supportive roles in this effort, but the primary link between customers and organizations is through marketing.

Question 5

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

Accepted Answer

Before the Great Depression, companies were primarily focused on increasing production to meet the high demand for goods and services.

Question 6

The major thrust of the marketing concept is to:

Accepted Answer

The marketing concept centers on the idea of fulfilling customer wants and needs, while still generating a profit for the company. This means that companies must create products and services that satisfy customer demand, and then market and sell these offerings effectively in order to generate revenue. By doing so, they can build loyalty, retain customers, and ultimately secure long-term profitability.

Question 7

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

Ford's tactic of offering $1,000 cash back is related to the price component of the marketing mix. This discount is a temporary reduction in the price of the car, which is an effective way of encouraging customers to buy the product during the promotional period.

Question 8

Businesses that have a selling orientation:

Accepted Answer

Businesses with a selling orientation prioritize selling the product above other marketing mix elements. They may have a tendency to push their products on consumers rather than identifying and meeting customer needs.

Question 9

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

Accepted Answer

Goods are physical objects that can be purchased, while services are intangible actions performed to satisfy customers' needs. Products are a broader term that can refer to both goods and services. Salespeople may sell both goods and services, depending on the nature of the business.

Question 10

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's focus is on the cuisine and the elegant atmosphere, which is an indication of a production orientation. He may not be considering the needs and wants of his target market, which is essential for success in any business. The café, on the other hand, has a customer orientation, providing a simple, affordable, and satisfying meal that meets the needs of the local community.

Question 11

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 activities involved in making the product available to the customers in the most convenient way possible. It includes decisions related to channels of distribution, inventory management, transportation, and logistics. Therefore, making the product available to the customers in convenient locations is a crucial part of the distribution element of the marketing mix.

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

The financing and lessons are added benefits offered by the seller, which enhance the perceived value of the purchase for Larry. These benefits are not directly related to the Jet Ski itself, but rather increase the overall value of the purchase for Larry.

Question 13

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

Giving the chief marketing executive a key role in company planning ensures that the marketing concept philosophy is being fully translated into action and that marketing activities are being fully coordinated and well managed.

Question 14

The four main elements of the marketing mix are:

Accepted Answer

The four main elements of the marketing mix are product, price, place, and promotion. Product refers to the goods or services being sold, price is the amount customers pay for the product, place refers to where the product is sold or distributed, and promotion refers to the various methods used to communicate with customers and encourage them to buy the product. Option A is incorrect because people and packaging are not main elements of the marketing mix. Option B is incorrect because process and prestige are not main elements of the marketing mix. Option C is incorrect because prestige is not a main element of the marketing mix. Option E is incorrect because production and packaging are not main elements of the marketing mix.

Question 15

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

Accepted Answer

Resellers purchase products from manufacturers or wholesalers and sell them to organizations and/or individuals.

Question 16

Customers fall into one of three groups. They are:

Accepted Answer

The three groups of customers are households, firms, and governments, which are all included in choice C. Choice A only represents two groups of customers and choice B and E include stakeholders and nonprofit groups, which are not necessarily customers. Choice D only includes intermediaries and consumers, but not other types of customers.

Question 17

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

Accepted Answer

The development of package design, trademarks, warranties, and service policies all pertain to the product element of the marketing mix.

Question 18

Which of the following statements is most likely true?

Accepted Answer

The term "product" can refer to both goods and services. A product is any tangible or intangible offering that satisfies a customer's needs or wants.

Question 19

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

Accepted Answer

A government is an organization that provides goods and services to households and firms. This includes things like infrastructure (roads, bridges, etc.), social services (healthcare, education, etc.), and regulation (protecting consumers, ensuring fair business practices, etc.). While governments may also promote local and national businesses, this is not their main function.

Question 20

The main role of marketing in an organization is to:

Accepted Answer

The main role of marketing in an organization is to generate sales so the company can stay in business. While marketing may play a role in product development, financial management, stakeholder communication, and quality control, the ultimate goal is to drive sales and revenue.

Quiz 2: Relationship Marketing: Where Personal Selling Fits