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Determining the message that salespeople should use to communicate the value of the product and persuade customers to buy it, relates to the _________ element of the marketing mix.


A) promotion
B) price
C) place
D) product
E) profit

F) D) and E)
G) C) and D)

Correct Answer

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What is the premise behind the marketing concept?


A) an interest in streamlining production processes
B) a company-wide focus on increasing profits
C) a focus on satisfying the needs of the customer
D) focusing on keeping the company stakeholders satisfied
E) utilizing all aspects of marketing to persuade consumers to buy

F) C) and D)
G) A) and E)

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The swoosh symbol on its shoes, its orange shoe boxes, and the slogan "Just Do It" are elements that help to identify Nike's _________ from other firms' products.

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Platforms like Facebook and Twitter are changing how firms interact with customers to better meet the needs of the marketplace.

A) True
B) False

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Promotion is typically the easiest marketing mix element to change.

A) True
B) False

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Compare the following statements regarding relationship marketing to determine which is most accurate?


A) Relationship marketing is best described as the use of personal selling to persuade consumers to buy products.
B) Relationship marketing depends upon the large-scale customer data sets in order to craft customized offers to customers.
C) Relationship marketing is most successful when firms focus on attracting, maintaining, and enhancing customer relationships.
D) Relationship marketing has waned as a viable strategy with the advent of the Internet.
E) Very few companies in today's marketplace are engaged in relationship marketing.

F) A) and E)
G) A) and C)

Correct Answer

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According to your text, what is the secret of great marketing when it comes to creating value?


A) figuring out how to charge the highest price for a product that customers are willing to pay
B) understanding the marketplace demands before competitors do
C) consistently creating new products for the marketplace
D) convincing customers that they need a product even if they do not
E) saturating the market with all forms of advertising promotions

F) None of the above
G) A) and B)

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The four Ps are elements that make up the ________ ________.

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The place element of the marketing mix involves the activities a firm undertakes to make its product available to potential customers.

A) True
B) False

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Firms with a ________ orientation believed that quality products would simply sell themselves.

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The leprechaun that appears on the box and the slogan "They're Magically Delicious" are elements that help to identify Kellogg's __________ from that of its competitors.


A) style
B) brand
C) trademark
D) logo
E) patent

F) A) and B)
G) A) and E)

Correct Answer

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The name, term, symbol, design, or any combination of these that identifies and differentiates a firm's products is known as its


A) brand.
B) trademark.
C) identifier.
D) patent.
E) logo.

F) None of the above
G) B) and C)

Correct Answer

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Which trend is accurate regarding the future of marketing?


A) Posting news and information online in social media sites has not proven to be as successful as marketers thought since consumers often doubt the accuracy of the information posted.
B) As technology impacts the business world, firms will need to explore new models that address what customers want and how they prefer to receive information.
C) The number of cable television subscribers has increased in recent years, signaling to marketers that television advertising is still the preferred choice for marketing products.
D) With the advent of technology, the basic goal of marketing has changed from how to create, communicate, and deliver value to consumers to how to better segment and target consumer markets.
E) Even though newspaper circulation has decreased in recent years, it is still the preferred way to advertise because of its low cost.

F) A) and B)
G) A) and D)

Correct Answer

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An advertisement shows a group of boys playing soccer on a hot day. When they take a break, the boys run to a cooler to find something to quench their thirst. Inside the cooler are water bottles, cans of soda, fruit juices, and Gatorade. Immediately, the boys fight over the Gatorade showing that it is clearly the best choice. In this ad, liquid refreshment represents a ________, and Gatorade represents a ________.


A) craving; preference
B) need; want
C) want; need
D) want; preference
E) craving; need

F) A) and B)
G) A) and D)

Correct Answer

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According to the AMA's Code of Ethics, to acknowledge the basic human dignity of all stakeholders represents the ethical value of ________.

Correct Answer

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Compare the actions of each person to determine which one is satisfying a consumer need.


A) Although Gary's vacation home suits his needs, he would rather be closer to the ocean so he is going to look for a new place.
B) The crime rate in Tara's neighborhood has increased dramatically, so she is going to invest in a home security system.
C) Fuchsia is the "in" color right now, so Jasmine decides to replace her winter coat for a new one in that color.
D) Don heard his coworkers rave about a new mini-series shown on HBO, so he decides to sign up for cable television.
E) Dolores is throwing a dinner party. To impress her guests, she orders lobster from the local seafood market.

F) B) and D)
G) B) and C)

Correct Answer

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A ________ can be described as a state of felt deprivation.

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The AMA Code of Ethics is not necessarily something that marketers need to adhere to for every marketing approach.

A) True
B) False

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The element of the marketing mix that is directly related to the value consumers place on a product is _________.

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A local family is advertising a 5K run to raise awareness for autism since one of their children suffers from the disorder. Tristshi likes to run, so she decides to pay the fee to participate in the event. Afterward, she is pleased that she went and felt good about helping out the family. Would this be considered a marketing exchange?


A) no, because Tristshi did not receive anything for participating in the event
B) no, because the consumer needs of Tristshi were not met
C) yes, because the family had to pay for advertising and therefore was engaged in marketing
D) no, because the event involved a service but not a good
E) yes, because participating in the run was exchanged for Tristshi's feeling of satisfaction for helping the family

F) B) and D)
G) A) and D)

Correct Answer

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