1. 2.

From Quizlet Marketing activities are a) used by all sizes of organizations including for-profit, nonprofit, and government agencies. b) limited to use by larger for-profit and nonprofit organizations. c) implemented only to increase profits for the organization and to expand the scope of its customer base. d) used by all types and sizes of businesses but are not used by nonprofit organizations. e) used by small businesses and small nonprofit organizations the most.

Ans: a
3. T F

Ans: True

Achievement of the firm's overall goals is part of the marketing concept.

4.

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins. This decision indicates a response to concerns about a) target market selection. b) the marketing environment. c) the reduction of marketing costs. d) marketing mix decisions. e) efficiency in marketing activities.

Ans: b
5

The focal point of all marketing activities is a) products. b) the marketing mix. c) profits. d) sales. e) customers.

Ans: e

6.

U.S. Electric, the maker of a highly innovative xenon light bulb, finds that it has excess inventory. The firm increases its advertising budget by 50 percent and doubles its sales staff. This company is operating as if it were in which of the following orientations? a) Production b) Sales c) Market d) Customer e) Societal

Ans: b

Which of the following is essentially an uncontrollable factor in developing a marketing mix? a) Product adaptations b) Pricing strategies c) Government regulations d) Advertising campaigns e) Retail locations

Ans: c
8

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ______ marketing tool. a) promotional b) distributional c) pricing d) targeting e) production

Ans: a
9.

Marketing knowledge and skills a) are not necessary for a nonprofit organization. b) enhance consumer awareness and help provide people with satisfying goods and services. c) constitute the marketing mix. d) were most important during the production era. e) are most valuable for advertising executives but less important for wholesalers and distributors.

Ans: b

10______ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges. a) Effectiveness b) Productivity c) Efficiency d) Objectivity e) Cost cutting

Ans: c

11

Paws and Claws is now in the process of employing the a) marketing concept. b) marketing mix. c) promotion orientation. d) sales orientation. e) product orientation.

Ans: a

12. The three basic forms that a product can take are a) markets, products, and images. b) goods, ideas, and intangibles. c) brands, services, and tangibles. d) services, ideas, and goods. e) ideas, services, and things.

Ans: d

13. Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as a) marketing synthesis. b) relationship marketing. c) a marketing orientation. d) the marketing concept. e) strategic marketing.

Ans: b

14. Previously, Paws and Claws was most likely using which type of orientation? a) Market b) Customer c) Sales d) Production e) Service

Ans: c

15. Making modifications to packaging or brand names involves the _____ component of the marketing mix. a) price b) promotion c) market d) distribution e) product

Ans: e

16. T

Ans: False Page: 15

Value = customer costs customer benefits.

AACSB: Communication

CBE: Model Marketing Plan

Difficulty level: Easy

17. T F Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate and expedite exchanges effectively and efficiently.

Ans: True

18. T F Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.

Ans: False

19. When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables? a) Price b) Promotion c) Distribution d) Product e) Packaging

Ans: b

20. _________ of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel, and effective communication within the marketing unit. a) Implementation b) Planning c) Organizing d) Marketing control e) Strategic planning

Ans: a

21. T

Ans: True

Promotion can help sustain interest in established products that have long been available.

22. If Paws and Claws employs the philosophy of building a relationship with its dog and cat customers, and their owners, it will be implementing the a) marketing concept. b) production concept. c) sales concept. d) marketing mix. e) marketing environment.

Ans: a

23. T

Ans: True

Target markets can be people who buy the product but do not necessarily use the product.

24. Organizations should define themselves not according to the products they produce but according to a) how profitable they are. b) the price of their stock. c) the abundance of their product selection. d) how they treat employees. e) how they satisfy customers.

Ans: e

25. T

Ans: True

Customers are the focal point of all marketing activities.