Question 1

A few customers cost more to serve than the revenues they generate.Identify the most appropriate way to handle these customers.

Accepted Answer

A)  Attempt to turn away the unprofitable customers.
B)  Provide services at a discounted rate to these customers.
C)  Avail preferential treatment to these customers.
D)  Design specific marketing messages for these customers.E) A) and C)
F) B) and D)

Question 2

Customer focused marketing advocate serving all customers' needs at all costs.

Accepted Answer

A) True 
 B)False

Question 3

Do you think marketing can influence choices? Explain your answer.

Accepted Answer

Marketing is involved and necessary when...

Question 4

Marketing is pervasive in most developed economies due to:

Accepted Answer

A)  large disposable income.
B)  increased competition.
C)  increased consumer awareness.
D)  intense economic activity.E) A) and D)
F) All of the above

Question 5

What are the different types of interactions needed in a marketing managers job?

Accepted Answer

The marketing manager's job can be descr...

Question 6

Marketing plans are constructed at:

Accepted Answer

A)  corporate and group planning.
B)  SBU planning.
C)  annual marketing planning.
D)  monthly planning.E) All of the above
F) A) and B)

Question 7

Traditional marketing focused on:

Accepted Answer

A)  transactions.
B)  relationships.
C)  solutions.
D)  experiences.E) All of the above
F) B) and D)

Question 8

In most occasions,customers will be able to tell what products they want and need.

Accepted Answer

A) True 
 B)False

Question 9

The overall purpose of the marketing plan is to enable the marketing manager to stay in touch with the three key parts of the business environment crucial to his or her success: customers,competitors,and factors outside the control of both customers and competitors.

Accepted Answer

A) True 
 B)False

Question 10

Marketing managers' interactions with suppliers are treated as external transactions.

Accepted Answer

A) True 
 B)False

Question 11

________ capabilities allow marketers to potentially locate customers when they are geographically proximate to a retail outlet.

Accepted Answer

A)  Global positioning
B)  Multimedia
C)  Storage
D)  NetworkingE) A) and B)
F) A) and C)

Question 12

Name three reasons why marketing is a challenge within organizations.

Accepted Answer

Unlike successful corporate financial,ac...

Question 13

Over-engineered products will contain features that customers do not need or want.

Accepted Answer

A) True 
 B)False

Question 14

According to the text,organizations can become customer-oriented by:

Accepted Answer

A)  distributing information on all important buying influences only among marketing department personnel and brand managers.
B)  making strategic and tactical decisions interfunctionally and interdivisionally.
C)  spending large sums of money in research and development.
D)  introducing line extensions rather than creating new products.E) A) and B)
F) None of the above

Question 15

The sales organization is interested in volume,not profits.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is the key difference between traditional value chain and the new versions of the value chain?

Accepted Answer

A)  The value chain starts with the customer in the new perspective.
B)  Customer needs are ignored in traditional value chain.
C)  Traditional versions are not focused on core competencies and assets.
D)  Outbound marketing chain is used in the new perspective.E) A) and B)
F) A) and C)

Question 17

Which of the following organizational structures will be suited for a company that sells business to business products?

Accepted Answer

A)  market-based structure
B)  product-focused structure
C)  classic brand structure
D)  internationally focused structureE) B) and D)
F) None of the above

Question 18

What are the two dimensions of the four-quadrant model as presented by Gary Hamel and C.K.Prahalad?

Accepted Answer

A)  customer needs and customer types
B)  consumer demand and perceived value
C)  value provided and cost incurred
D)  brand value and actual salesE) A) and B)
F) None of the above

Question 19

Identify the statement that supports ubiquitous marketing department concept.

Accepted Answer

A)  Marketing is performed by all departments and functions in an organization.
B)  Marketing is what the people in the marketing department do.
C)  Employees in an organization are collectively responsible for marketing efforts.
D)  Marketing department should be integrated with service and sales.E) B) and D)
F) None of the above

Question 20

What are the different strategic approaches to the marketplace?

Accepted Answer

There are four different strat...

Exam 1: Marketing and the Job of the Marketing Manager

According to the text,organizations can become customer-oriented by:

Correct AnswerverifiedShow Answer

Customer focused marketing advocate serving all customers' needs at all costs.

Correct AnswerverifiedShow Answer

What are the different types of interactions needed in a marketing managers job?

Correct AnswerverifiedThe marketing manager's job can be descr...View AnswerShow Answer

In most occasions,customers will be able to tell what products they want and need.

Correct AnswerverifiedShow Answer

The overall purpose of the marketing plan is to enable the marketing manager to stay in touch with the three key parts of the business environment crucial to his or her success: customers,competitors,and factors outside the control of both customers and competitors.

Correct AnswerverifiedShow Answer

Traditional marketing focused on:

Correct AnswerverifiedShow Answer

The sales organization is interested in volume,not profits.

Correct AnswerverifiedShow Answer

Name three reasons why marketing is a challenge within organizations.

Correct AnswerverifiedUnlike successful corporate financial,ac...View AnswerShow Answer

________ capabilities allow marketers to potentially locate customers when they are geographically proximate to a retail outlet.

Correct AnswerverifiedShow Answer

Over-engineered products will contain features that customers do not need or want.

Correct AnswerverifiedShow Answer

Which of the following is the key difference between traditional value chain and the new versions of the value chain?

Correct AnswerverifiedShow Answer

Identify the statement that supports ubiquitous marketing department concept.

Correct AnswerverifiedShow Answer

What are the two dimensions of the four-quadrant model as presented by Gary Hamel and C.K.Prahalad?

Correct AnswerverifiedShow Answer

Which of the following organizational structures will be suited for a company that sells business to business products?

Correct AnswerverifiedShow Answer

Do you think marketing can influence choices? Explain your answer.

Correct AnswerverifiedMarketing is involved and necessary when...View AnswerShow Answer

What are the different strategic approaches to the marketplace?

Correct AnswerverifiedThere are four different strat...View AnswerShow Answer

Marketing plans are constructed at:

Correct AnswerverifiedShow Answer

Marketing is pervasive in most developed economies due to:

Correct AnswerverifiedShow Answer

Marketing managers' interactions with suppliers are treated as external transactions.

Correct AnswerverifiedShow Answer

A few customers cost more to serve than the revenues they generate.Identify the most appropriate way to handle these customers.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The marketing manager's job can be descr...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Unlike successful corporate financial,ac...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Marketing is involved and necessary when...
View Answer

Correct Answer
verified
There are four different strat...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified