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Marketing Quiz 1

Question 1
In the context of marketing, an exchange refers to people giving up something in order to
receive something else they would rather have.
True
One desired outcome of marketing is an exchangepeople giving up something in order to
receive something else they would rather have. Normally, we think of money as the medium of
exchange. See 1-1: What is Marketing?
Question 2
A market-oriented organization states that the social and economic justification for an
organization's existence is the satisfaction of customer wants and needs while meeting
organizational objectives.
True
The marketing concept is a simple and intuitively appealing philosophy that articulates a market
orientation. It states that the social and economic justification for an organization's existence is
the satisfaction of customer wants and needs while meeting organizational objectives. See 1-2:
Marketing Management Philosophies
Question 3
A market-oriented organization targets its products at "everybody" or "the average customer."
False

A sales-oriented organization targets its products at "everybody" or "the average customer." A


market-oriented organization aims at specific groups of people. See 1-3: Differences between
Sales and Market Orientations
Question 4
Firms that are _____ assume that a sale does not depend on an aggressive sales force but
rather on a customer's decision to purchase a product.
market oriented
Firms that adopt and implement the marketing concept are said to be market oriented,
meaning they assume that a sale does not depend on an aggressive sales force but rather on a
customer's decision to purchase a product. Achieving a market orientation involves obtaining
information about customers, competitors, and markets; examining the information from a
total business perspective; determining how to deliver superior customer value; and
implementing actions to provide value to customers. See 1-2: Marketing Management
Philosophies
Question 5
The sales orientation extends the marketing concept by acknowledging that some products that
customers want may not really be in their best interests or the best interests of society as a
whole.
True
The societal marketing orientation extends the marketing concept by acknowledging that some
products that customers want may not really be in their best interests or the best interests of
society as a whole. This philosophy states that an organization exists 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. See 1-2: Marketing Management
Philosophies
Question 6
Which of the following is a sales-oriented organization?
Fillets Inc. that believes in the philosophy that aggressive sales techniques can result in
high sales
Fillets Inc. that believes aggressive sales techniques can result in high sales is a company that
adopts a sales orientation philosophy. A sales orientation is based on the belief that people will
buy more goods and services if aggressive sales techniques are used.
Question 7
A market-oriented organization focuses on making products identical to its competitors'
offerings.
False
The marketing concept is a simple and intuitively appealing philosophy that articulates a
market orientation. It involves focusing on customer wants and needs so that the organization
can distinguish its product(s) from competitors' offerings. See 1-2: Marketing Management
Philosophies
Question 8
Not yet graded / 1 pts
Briefly discuss the concept of marketing.
Your Answer:
Marketing is the development of a product and a corresponding strategy to sell that product,
using available communication tools.
Question 9
A firm would benefit from production orientation when _____.
it considers the needs of the marketplace
A production orientation is a philosophy that focuses on the internal capabilities of a firm rather
than on the desires and needs of the marketplace. See 1-2: Marketing Management
Philosophies
Question 10
Relationship marketing assumes that many consumers and business customers prefer to switch
relationships among different organizations rather than continuing with just one provider.
False
Relationship marketing is a strategy that focuses on keeping and improving relationships with
current customers. It assumes that many consumers and business customers prefer to have an
ongoing relationship with one organization rather than switch continually among providers in
their search for value. See 1-3: Differences between Sales and Market Orientations
Question 11
Researchers at Fresnas Inc. invented a new form of glass that filters harmful rays of sunlight and
blocks heat. Without researching the market conditions, Fresnas Inc. went ahead and
manufactured windshields with the new glass. It hopes that customers will like its new product.
In this scenario, Fresnas Inc. has adopted a _____.
production orientation
Fresnas Inc. focused on the internal capabilities of the firm rather than on the desires and
needs of the marketplace. See 1-2: Marketing Management Philosophies
Question 12
Unlike a production-oriented firm, a market-oriented firm:
focuses on satisfying customer wants and needs.
The marketing concept is a simple and intuitively appealing philosophy that articulates a market
orientation. See 1-2: Marketing Management Philosophies
Question 13
Identify a true statement about production-oriented firms.
They lack an understanding of the needs and wants of the marketplace.
A production orientation means that management assesses its resources and asks these
questions: "What can we do best?" "What can our engineers design?" "What is easy to
produce, given our equipment?" See 1-2: Marketing Management Philosophies
Question 14
List and define four marketing management philosophies.
Your Answer:
production
marketing
sales
relationship
Question 15
A production-oriented firm focuses on satisfying customer wants and needs.
False
A production orientation is a philosophy that focuses on the internal capabilities of a firm rather
than on the desires and needs of the marketplace. It means that management assesses its
resources and asks these questions: "What can we do best?" "What can our engineers design?"
"What is easy to produce, given our equipment?" See 1-2: Marketing Management Philosophies

The practice of marketing has an impact on customers, the firm, the market, and society in
general. Which of the following is NOT a core aspect of marketing?
ensuring that financial statements correctly reflect the value of the firms brands
Customers give up things they valuefor example, money, information or time to a firm in
return for goods, services and ideas. This process is called a marketing exchange.
The four Ps comprise the ________________, which is the controllable set of activities that the
firm uses to respond to the wants of its target markets
Marketing mix
___________ are intangible customer benefits that are produced by people or machines, and
cannot be separated from the producer.
services
The goal of _____________ is to inform, persuade or remind potential buyers about a good or
service to influence their opinions and elicit a response. promotion
Marketing firms become more value driven by focusing on four activities. Which of the
following is NOT one of those activities?
They concentrate on making a profit above all else
Customers seek benefits and will consider trade-offs among them, while also considering costs.
In value-based marketing, the marketer must
find opportunities to meet as many needs as possible while also keeping costs down
The group of firms that make and deliver a given set of goods and services is known as the
Supply chain
Firms that focus on the lifetime profitability of their relationships with their customers as
opposed to how much money they make in each transaction operate under a _______
orientation.
relational
As identifed in the text, Marketing is important for all of the following reasons EXCEPT
marketers advise the human resource department on the right type of employees to
hire.

Ch. 1 and 2 Test Review, S. E. Marketing True/False


Indicate whether the sentence or statement is true or false. ____
1. Marketing is an important business function that involves all individuals. ____
true
2. UPS is involved directly with promotion of the product it delivers. ____
false
3. Selling is only concerned with the customers current needs. ____
false
4. Marketing-information management involves gathering and using information about
customers to improve business decision making. ____
true
5. Demand usually has a great influence on the price charged for an entertainment product or
service. ____
true
6. A restaurant is involved with the financing element of marketing when it takes MasterCard,
VISA, and American Express as possible forms of payment. ____
true
7. Coupons are a popular form of promotion that attempt to entice fans into trying products
and services at a discounted price. ____
true
8. Disposable income is the amount of gross income before taxes and other deductions are
subtracted. ____
false
9. People wear clothing bearing the logos of their favorite teams to show support and to be
associated with winners. ____
true
10. Royalties must be paid to sports teams or celebrities whose likeness or logo is included on
related merchandise. ____
true
11. The growth of arena football has been very slow. ____
false
12. Timing in the marketplace is extremely important when marketing sporting goods. ____
true
13. Television networks are satisfied with the viewership of male viewers ages 12 to 34. ____
false
14. The price of television advertisements is directly related to the number of viewers. ____
true
15. Reality television allows viewers to create their own endings and to select their new favorite
entertainers. ____
true
16. The travel industry is the worlds largest industry. ____
true
17. Individuals are involved in marketing when they choose an entertainment event or a brand
name sporting good. ____
true
18. The most important aspect of marketing is making a profit. ____
false
19. Promotion involves advertising and other forms of communicating information about
products, services, images, and ideas to achieve a desired outcome. ____
true
20. It is important to research the spending habits of fans in order to maximize profits on items
they purchase at sporting events. ____
true
21. Ambush marketing clearly separates one company from the competitors. ____
false
22. The popularity of teams and sports figures is based only on continued winning. ____
false
23. Entertainment marketing influences how individuals choose to spend their leisure time and
money. ____
true
24. Marketing-information management enables sponsors to design product promotions
specifically for a chosen audience. ____
true
25. The Ed Sullivan Show introduced Elvis Presley and The Beatles to the United States. ____
true
26. Business travel is part of the tourism industry. ____
false
27. The hotel, restaurant, and service station industries have benefited from amateur sports.
____
true
28. Sponsorships have a two-fold purposeto generate revenue for a team and to increase
sales of the corporations merchandise. ____
true
29. The NCAA was established to pair the two best football teams at the end of the season.
____
false
30. College conferences are created in order to have playing associations of manageable sizes
and to be able to assign competing teams in an organized and fair manner. ____
true
31. A sweatshirt with a team logo sells more than an identical sweatshirt without the logo due
to benefits derived by the fans who purchase the shirts. ____
true
32. The NCAA added ten championship events for womens sports in 1981. ____
false
33. The popularity of womens college athletics is gaining momentum. ____
true
34. Female athletes normally are limited to endorse beauty products, jewelry, and clothing.
____
false
35. Dollars from sponsors of NCAA sports support expansion of NCAA programs for young
people. ____
true
36. One example of product usage is how frequently you eat pizza. ____
true
37. The NCAA has five conditions that must be met before a college or university can join. ____
false
38. Geographic segmentation cannot occur within a single city. Multiple Choice Identify the
letter of the choice that best completes the statement or answers the question. ____
false
39. ____ is not part of the promotional mix.
Demographics
40. Selling
a. includes direct communication with customers.
b. involves satisfying customer needs.
c. involves anticipating future customer needs.
d. all of the above
41. Financing involves
a. budgeting for the companys marketing activities.
b. distribution of products and services.
c. providing customers with assistance in paying for the companys products or services.
d. a and c

42. ____ involves collecting information about where and when people travel.
Data mining
43. Which of the following is not an example of niche travel?
airlines offering special rates to Disney World
44. ____ income can be freely spent.
Disposable
45. ____ has influenced the world of entertainment.
a. Television
b. Internet
c. Motion pictures
d. All of the above
46. The Jazz Singer was the first movie with sound in
1927
47. Promotion is not used to
price a product.
48. The NCAA sets guidelines and rules for all of the following areas in college sports except
sponsorships for the universities
49. College sports rankings at the beginning of the season are based upon
a. past team performance.
b. projected talent of the team.
c. team schedules.
d. all of the above
50. High rankings for college sports teams
a. have no impact for the season.
b. provide excellent promotion for the team.
c. create fewer steps to the lucrative number one spot.
d. b and c
51. The BCS was established to
match the top two college football teams at the end of the season.
52. A national college champion
a. increases related merchandise sales.
b. increases ticket sales for the next season.
c. helps to attract the top recruits.
d. all of the above
53. Which of the following is not a market segment?
people who watch the Super Bowl
54. Characteristics that cannot be measured, such as attitudes and lifestyle choices, are
referred to as
psychographics.
55. Fan support for womens sports
has increased dramatically.
56. Special promotions offered by restaurants
a. can be tied directly to the score of a sporting event.
b. can be printed on the back of a game ticket.
c. are most effective when tracked by number of ticket stubs or coupons used by
consumers.
d. all of the above
57. Sponsorship of college athletics
a. involves financing or generating revenue for the college programs.
b. is illegal by NCAA standards.
c. is highly visible during televised events.
d. a and c
58. College baseball games
generally have low attendance.
59. Allowing a lucky fan to shoot a basket from mid-court during halftime of a basketball game
a. is a publicity stunt.
b. creates goodwill among fans.
c. gives the corporate sponsor high visibility.
d. all of the above
60. A license
is the legal right to reproduce a teams logo in exchange for payment.
61. A conference
is a group of college teams within the same region.
62. The NCAA allows conferences with ____ schools to add a football conference playoff game
each season.
12
63. An amateur athlete
can be of any age and physical condition.
64. High school athletics
a. are a social activity for many communities.
b. provide an opportunity for local business sponsorships.
c. are a big part of weekend life for many smaller communities.
d. all of the above
65. Which of the following is not a true statement about amateur sports?
Amateur sports are not featured in commercials.
66. Pickup games are popular for amateur
basketball
67. ____ have benefited from amateur sports.
a. Hotels
b. Restaurants
c. Service stations
d. All of the above
68. Female athletes
are endorsing more than beauty products, jewelry, and clothing.
69. The NCAA added ____ championship events for womens sports in 1981.
19
70. Television and radio payments from corporate sponsors add up to over ____ million a year
for major universities.
$1
71. College football ratings before the season begins
create excitement among the fans.
72. Sports magazines
a. use market segmentation by having different front covers for different parts of the
country.
b. use information management to determine rankings, feature articles, and cover stories.
c. are less expensive to produce than newspapers.
d. a and b
73. Any college wishing to join the NCAA must
a. obtain accreditation by the recognized accrediting agency of its region.
b. must comply with all NCAA rules.
c. must offer at least four intercollegiate sports each for men and women.
d. all of the above
74. BCS participants
each receive $13+ million.
75. Demographic segmentation focuses on
a. profession.
b. income.
c. education.
d. all of the above

76. College team logos


have been updated to be more appealing for national sales.
77. College conferences
are changing to increase revenue possibilities.
78. Marathons
encourage individuals to keep in shape by participating.
79. Lance Armstrong is a popular spokesperson for
Subaru
80. Which of the following is not true about ice skating?
Ice skating rinks in shopping malls do not increase exposure for surrounding stores.
Ch. 1 and 2 Test Review, S. E. Marketing Answer Section TRUE/FALSE 1. ANS: T 2. ANS: F 3. ANS:
F 4. ANS: T 5. ANS: T 6. ANS: T 7. ANS: T 8. ANS: F 9. ANS: T 10. ANS: T 11. ANS: F 12. ANS: T 13.
ANS: F 14. ANS: T 15. ANS: T 16. ANS: T 17. ANS: T 18. ANS: F 19. ANS: T 20. ANS: T 21. ANS: F
22. ANS: F 23. ANS: T 24. ANS: T 25. ANS: T 26. ANS: F 27. ANS: T 28. ANS: T 29. ANS: F 30. ANS:
T 31. ANS: T 32. ANS: F 33. ANS: T 34. ANS: F 35. ANS: T 36. ANS: T 37. ANS: F 38. ANS: F
MULTIPLE CHOICE 39. ANS: A 40. ANS: D 41. ANS: D 42. ANS: B 43. ANS: C 44. ANS: B 45. ANS: D
46. ANS: A 47. ANS: B 48. ANS: A 49. ANS: D 50. ANS: D 51. ANS: B 52. ANS: D 53. ANS: A 54.
ANS: B 55. ANS: B 56. ANS: D 57. ANS: D 58. ANS: C 59. ANS: D 60. ANS: C 61. ANS: A 62. ANS: C
63. ANS: C 64. ANS: D 65. ANS: C 66. ANS: A 67. ANS: D 68. ANS: B 69. ANS: A 70. ANS: C 71.
ANS: B 72. ANS: D 73. ANS: D 74. ANS: B 75. ANS: D 76. ANS: A 77. ANS: B 78. ANS: D 79. ANS: A
80. ANS: D
1. In the context of marketing, an exchange refers to people giving up something in order to
receive something else they would rather have.
True
2. A production-oriented firm focuses on satisfying customer wants and needs.
False
3. A market-oriented organization states that the social and economic justification for an
organization's existence is the
satisfaction of customer wants and needs while meeting organizational objectives.
True
4. A market-oriented organization focuses on making products identical to its competitors'
offerings.
False
5. The sales orientation extends the marketing concept by acknowledging that some products
that customers want may
not really be in their best interests or the best interests of society as a whole.
True
6. Relationship marketing assumes that many consumers and business customers prefer to
switch relationships among
different organizations rather than continuing with just one provider.
False
7. A market-oriented organization targets its products at "everybody" or "the average
customer."
False
A local grocer groups his customers into specific groups based on what they buy and when they
shop. The grocer then schedules shipments of specific items based on these customer segments
and offers different promotions to different customer groups. This is an example of customer
relationship management.
True
9. Teamwork entails collaborative efforts of people to accomplish common objectives.
True
10. Marketing career opportunities do not exist in nonbusiness organizations.
False
Multiple Choice
11. Which of the following statements is true of marketing?
It focuses on delivering value and benefits to customers.
12. Researchers at Fresnas Inc. invented a new form of glass that filters harmful rays of sunlight
and blocks heat. Without researching the market conditions, Fresnas Inc. went ahead and
manufactured windshields with the new glass. It hopes that customers will like its new product.
In this scenario, Fresnas Inc. has adopted a _____.
production orientation
13. Identify a true statement about production-oriented firms.
They lack an understanding of the needs and wants of the marketplace.
14. A firm would benefit from production orientation when _____.
it considers the needs of the marketplace
15. Which of the following is a sales-oriented organization?
Fillets Inc. that believes in the philosophy that aggressive sales techniques can result in
high sales
16. Which of the following statements is true of a sales orientation?
Intermediaries are encouraged to push manufacturers' products aggressively.
17. Which of the following is a similarity between a production orientation and a sales
orientation?
Both lack an understanding of the needs and wants of the marketplace.
18. Which of the following is a drawback of the sales-orientation philosophy?
It cannot convince people to buy goods that are neither wanted nor needed.
19. Which of the following statements is true of the marketing concept?
It states that an organization should satisfy customer wants and needs while meeting
organizational objectives.
20. The management of Leyton Electronics Inc. always favors market orientation over the other
marketing management philosophies. In this case, which of the following is most likely to be
true of Leyton Electronics Inc.?
Leyton Electronics Inc. satisfies its customers' wants and needs legally and responsibly.
21. Firms that are _____ assume that a sale does not depend on an aggressive sales force but
rather on a customer's
decision to purchase a product.
market oriented
22. Unlike a production-oriented firm, a market-oriented firm:
focuses on satisfying customer wants and needs.
23. Which of the following strategies is most closely associated with the societal marketing
orientation?
Using clean energy sources
24. Allied Inc., a beverage manufacturer, follows a societal marketing orientation. It now wants
to revamp its existing containers as they were found to be harmful to its users. In this case,
Allied Inc. will:
produce containers that are less toxic than its previous containers.
25. Unlike the personnel in market-oriented firms, the personnel in sales-oriented firms:
tend to be inward looking.
26. Nessca Corp. manufactures electronic gadgets. It instructs its marketing team to
competitively advertise and promote its gadgets. The company, instead of believing in market
research, believes that the market will absorb more products if customers are made aware of
the products. The workforce of Nessca Corp. is most likely to:
be inward looking, focusing on selling what the firm makes.
27. Livin' Styles is a home dcor company well-known for its varieties of designs. The
management of Livin' Styles collaborates with its customers and co-creates designs. This is an
example of _____.
creating customer value
28. A firm that extensively uses relationship marketing strategies is most likely to:
encourage teamwork among employees.
29. A market-oriented firm defines its business in terms of:
the benefits its customers seek.
30. Unlike a market-oriented firm, a sales-oriented firm:
targets its products at the average customer.
31. Which of the following statements is true of customer relationship management?
It involves establishing and tracking customer interactions with a company.
32. Which of the following statements is true of customer relationship management?
It involves linking all processes of a company from its customers through its suppliers.
33. Which of the following is used in customer relationship management?
On-demand marketing
34. Which of the following statements is true of on-demand marketing?
It is aimed at enhancing customer relationships.
35. Which of the following statements is true of a sales-oriented firm?
It extensively uses personal selling and advertising.
36. Which of the following statements is true of marketing?
Marketing offers great career opportunities in business and nonbusiness organizations.
Essay
37. Briefly discuss the concept of marketing.
ANSWER: Answers will vary. Marketing has two facets. First, it is a philosophy, an attitude, a
perspective, or a management orientation that stresses customer satisfaction. Second,
marketing is an organization function and a set of processes used to implement this philosophy.
The American Marketing Association's (AMA) definition of marketing focuses on the second
facet. According to the AMA, 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 involves more than just activities performed by a group of people in a defined area
or department. Marketing entails processes that focus on delivering value and benefits to
customers, not just selling goods, services, and/or ideas. It uses communication, distribution,
and pricing strategies to provide customers and other stakeholders with the goods, services,
ideas, values, and benefits they desire when and where they want them. It involves building
long-term, mutually rewarding relationships when these benefit all parties concerned.
Marketing also entails an understanding that organizations have many connected stakeholder
"partners," including employees, suppliers, stockholders, distributors, and others. REJ: Please
see the section "What is Marketing?" for more information.
38. List and define four marketing management philosophies.
ANSWER: Answers will vary.
Four competing philosophies strongly influence an organization's marketing processes.
These philosophies are commonly referred to as production, sales, market, and societal
marketing orientations.
A production orientation is a philosophy that focuses on the internal capabilities of a firm rather
than on the desires and needs of the marketplace.
A sales orientation is based on the belief that people will buy more goods and services if
aggressive sales techniques are used and that high sales result in high profits.
The marketing concept is a simple and intuitively appealing philosophy that articulates a market
orientation. The societal marketing orientation extends the marketing concept by
acknowledging that some products that customers want may not really be in their best
interests or the best interests of society as a whole.
REJ: Please see the section "Marketing Management Philosophies" for more information.
39. Define customer value and ways to provide customer value.
ANSWER: Answers will vary.
Customer value is the relationship between benefits and the sacrifice necessary to obtain those
benefits.
Marketers who want to be perceived by their customers as offering value can
(1) offer products that perform,
(2) earn trust,
(3) avoid unrealistic pricing of their products,
(4) give the buyer facts,
(5) offer organization-wide commitment in service and after-sales support, and
(6) co-create with customers. REJ:
Please see the section "Differences between Sales and Market Orientations" for more
information.
40. Why should people study marketing?
ANSWER: Answers will vary.
There are several important reasons to study marketing: Marketing plays an important role in
society, marketing is important to businesses, marketing offers outstanding career
opportunities, and marketing affects your life every day.
A typical U.S. family, for example, consumes two and a half tons of food a year. Marketing
makes food available when we want it, in desired quantities, at accessible locations, and in
sanitary and convenient packages and forms (such as instant and frozen foods).
The fundamental objectives of most businesses are survival, profits, and growth. Marketing
contributes
directly to achieving these objectives. Marketing includes the following activities, which are
vital to business organizations: assessing the wants and satisfactions of present and potential
customers, designing and managing product offerings, determining prices and pricing policies,
developing distribution strategies, and communicating with present and potential customers.
Between one-fourth and one-third of the entire civilian workforce in the U.S. performs
marketing activities. Marketing offers great career opportunities in such areas as professional
selling, marketing research, advertising, retail buying, distribution management, product
management, product development, and wholesaling. Marketing career opportunities also exist
in a variety of nonbusiness organizations, including hospitals, museums, universities, the armed
forces, and various government and social service agencies. REJ: Please see the section "Why
Study Marketing?" for more information.