14 Aug Question 1.1. Marketers first identify consumer needs and then provide p

Question 1.1. Marketers first identify consumer needs and then
provide products that satisfy those needs. This practice is referred to as
________. (Points : 1)
the stakeholder
orientation
the marketing concept
Total Quality Management
the production
orientation
the marketing mix

Question 2.2. ________ utility is the benefit marketing provides by
transforming raw materials into finished products, as when a dress
manufacturer combines silk, thread, and a zipper to create a bridesmaid’s
gown. (Points : 1)
Form
Place
Time
Possession
Price

Question 3.3. The Total Quality Management (TQM) philosophy involves
all employees in ________. (Points : 1)
customer relationship
management
continuous product quality improvement
market positioning
creating sustainability
increasing the lifetime
value of customers

Question 4.4. The second step in developing a competitive advantage
is to turn a distinctive competency into a ________ that is important to
customers. (Points : 1)
target market
service
marketing mix
market position
differential benefit

Question 5.5. A ________ is a series of activities involved in
designing, producing, marketing, delivering, and supporting any product.
(Points : 1)
value proposition
production orientation
value chain
marketing concept
market position

Question 6.6. Apple relied on its inventive product designers to create
a ________, a futuristic looking computer in a multitude of colors. (Points
: 1)
promotion
value chain
service
differential benefit
market segment

Question 7.7. The ________ is a document that describes the marketing
environment, outlines the marketing objectives and strategy, and identifies
who will be responsible for carrying out each part of the marketing
strategy. (Points : 1)
marketing mix
marketing plan
value proposition
value chain
open source model

Question 8.8. The ________ consists of the tools an organization
uses to create a desired response among a set of predefined consumers.
(Points : 1)
distinctive competency
market position
value proposition
differential benefit
marketing mix

Question 9.9. A sign manufacturer who uses plastic, metal, and neon
tubing to create a motel sign has performed the marketing benefit of
creating ________ utility. (Points : 1)
form
place
possession
time
creation

Question 10.10. Which of the following is the best example of a
consumer good? (Points : 1)
the riding lawn mower
purchased by the landscaping company
the disposable diapers purchased by the new
mother for her baby
the paint purchased by
the contractor
the cookies purchased
for the daycare center
the art supplies
purchased for the elementary school art center

Question 11.11. When comparing itself to its competitors, Hidden
Valley describes its Ranch dressing as the original. This is the ________
the manufacturer has selected for the product. (Points : 1)
marketing mix
market segment
market position
marketing concept
value chain

Question 12.12. Jack provides heating and air conditioning equipment
for office buildings. He sells ________. (Points : 1)
distributive goods
consumer services
consumer goods
industrial goods
intangible goods

Chapter 2

Submit for Grade ONLY when you have completed the ENTIRE exam.

Question 1.1. ________ is the third, or “nuts-and-bolts,”
level of planning. (Points : 1)
Strategic planning
Functional planning
Operational planning
Product development
Business planning

Question 2.2. Vice presidents of large companies are typically in
charge of ________ planning. (Points : 1)
business
strategic
operational
functional
day-to-day

Question 3.3. The second step in strategic planning is to ________.
(Points : 1)
formalize a mission
statement
establish the business
portfolio
set SBU and
department-level objectives
set organizational
objectives
assess the organization’s internal and external
environments

Question 4.4. According to the BCG growth-market share matrix,
________ are strategic business units with products that have a dominant
market share in a low-growth market. (Points : 1)
dogs
exclamation points
cash cows
stars
question marks

Question 5.5. According to the BCG growth-market share matrix,
________ are strategic business units with products that have a small share
of a slow-growth market. (Points : 1)
dogs
exclamation points
cash cows
stars
question marks

Question 6.6. In the ________ stage of marketing planning, marketers
must determine how they want consumers to think of their product in
comparison to competing products. (Points : 1)
develop a mission
statement
perform a situation
analysis
develop marketing strategies
develop distribution
strategies
implement the plan

Question 7.7. Concrete measures of various aspects of marketing
performance are called ________. (Points : 1)
operational plans
marketing metrics
action plans
marketing objectives
pricing strategies

Question 8.8. Marketing planning is followed by the ________, which
details how the plan will be carried out, outlining the day-to-day
execution. (Points : 1)
operational plan
time line
SWOT analysis
strategic plan
marketing metric

Question 9.9. Which of the following most accurately identifies a
difference between a weakness and a threat in SWOT analysis? (Points : 1)
A company is more able
to change a threat than a weakness.
A company is more able to change a weakness
than a threat.
A company can be more
negatively affected by a weakness than by a threat.
A company can be more
negatively affected by a threat than by a weakness.
A company can more
easily identify threats than weaknesses.

Question 10.10. The pharmaceuticals division of Omni Healthcare
holds low market share in a high-growth market. In order to increase market
share, managers would be most likely to decide which of the following?
(Points : 1)
hold the
pharmaceuticals division’s share
implement a harvest
strategy
use money from a cash cow to promote the
pharmaceuticals division
divest the SBU
diversify the
pharmaceutical division

Question 11.11. John H. Harland Company is a large company with
5,200 employees and almost $800 million in sales . The company is best
known for printing personal and business checks. Harland Analytical
Services is a technology company that produces software that enables banks
to gauge the behavior of their customers by tracking their spending habits.
In addition, Harland owns Scantron, a computerized testing and assessment company.
The ________ for John H. Harland Company includes its check-printing
business, its financial software business, and its testing and assessment
business. (Points : 1)
business portfolio
marketing mix
market penetration
functional plan
market classification

Chapter 3

Question 1.1.Trading firms
that work out elaborate deals in which they trade or barter their
products with one another or even supply goods in return for tax
breaks from the local government are using ________. (Points : 1)

protectionism
competitive
intelligence
gray
marketing
countertrade
inflation

Question 2.2.Which of the
following statements about the World Trade Organization (WTO) is
true? (Points : 1)

The
WTO is a branch of the U.S. government.
Only
countries that belong to established economic communities are granted
membership in the WTO.
Only
developed nations are granted membership to the WTO.
The WTO’s main function
is to help least developed countries grow their economies.
The
WTO is the only international organization that deals with the global
rules of trade between nations.

Question 3.3.Which of the
following measures is often a good indicator of a country’s economic
health because it is adjusted for the population size of each
country? (Points : 1)

per capita GDP (gross
domestic product)
GNP
(gross national product)
the
Big Mac Index
standard
of living
economic
infrastructure

Question 4.4.________ income
is the amount of money an individual has left to spend after paying
for necessities such as housing, utilities, food, and clothing.
(Points : 1)

Discretionary
Gross
product
Standard
of living
Inflationary
Competitive

Question 5.5.Through
________ competition, competitors offer different products,
attempting to satisfy the same consumers’ needs and wants. (Points :
1)

discretionary
income
product
brand
monopolistic
oligopolistic

Question 6.6.The ________
Act (1946) protects and regulates brand names. (Points : 1)

Federal
Trade Commission
Lanham Trademark
Fair
Packaging and Labeling
Consumer
Products Safety Commission
Robinson-Patman

Question 7.7.After
exporting, the next level of commitment a firm can make to a foreign
market is a contractual agreement. Two of the most common types of
such agreements are ________. (Points : 1)

contract
manufacturing and contract marketing
contract
manufacturing and strategic alliances
joint
ventures and franchising
warehousing
and financing
licensing and franchising

Question 8.8.Many countries
outlaw ________, a practice in which a company prices its products
lower than they are priced at home. (Points : 1)

gray
marketing
parallel
importing
black
marketing
dumping
countertrading

Question 9.9.Trusted
Wholesalers is a company that purchases products produced in Mexico
and sells them to companies based in the United States and Canada.
Management at Trusted Wholesalers would most likely be interested in
becoming experts in the agreements made by ________. (Points : 1)

the
EU
NAFTA
CAFTA
APEC
MERCOSUR

Question 10.10.Capital Radio
PLC, the UK’s biggest commercial radio firm, announced in 2002 that
it would partner with Walt Disney Company to create a radio network
for English-speaking children under the age of sixteen. The new
company created by this agreement is an example of a(n) ________.
(Points : 1)

joint venture
tactical
alliance
direct
investment
straight
extension
backward
invention

Question 11.11.Japanese who
give currency as gifts will typically wash the money before making
the presentation. This is a(n) ________ in a nation of people who
place high importance on cleanliness. (Points : 1)

custom
demographic
cultural value
ethnocentric
attitude
extortion

Question 1.1. Data such as which of a company’s customers buy which
products, which items the company has in stock, and when the company ships
items to its customer are all examples of ________. (Points : 1)
marketing intelligence
acquired data points
external primary data
marketing research
internal company data

Question 2.2. The process through which analysts sift through
massive amounts of available data to identify unique patterns of behavior
among different customer groups is called ________. (Points : 1)
causal research
custom research
longitudinal research
data warehousing
data mining

Question 3.3. Nielsen compiles ratings of television shows and then
sells the information to many firms. Nielsen conducts ________. (Points :
1)
custom research
case study research
syndicated research
exploratory research
ethnographic research

Question 4.4. A company that compiles and uses large amounts of data
to understand its customers is likely to have a(n) ________ to store and
process its data. (Points : 1)
distribution center
data warehouse
competitive
intelligence center
custom research project
marketing research
department

Question 5.5. Using ________, some marketing researchers participate
in real-life consumer activities to get an understanding of how consumers
actually use products. (Points : 1)
mechanical observation
ethnography
focus groups
face-to-face interviews
telephone interviews

Question 6.6. Your text describes the two main primary data
collection methods as ________. (Points : 1)
descriptive and exploratory
causal and descriptive
survey and observation
direct and indirect
impersonal and personal

Question 7.7. ________ is the extent to which research actually
measures what it was intended to measure. (Points : 1)
Flexibility
Validity
Responsiveness
Reliability
Representativeness

Question 8.8. A ________ sample is a type of probability sample in
which a researcher divides the population into segments that relate to the
study’s topic. (Points : 1)
systematic
convenience
stratified
quota
simple random

Question 9.9. A city hired a research company to survey spring break
vacationers to learn about this market. One of the questions asked was,
“If you were able to hang out on the beach with any celebrity, who
would she or he be?” This type of question is a means for gathering
________. (Points : 1)
qualitative data
ethnographic
observations
cross-tabulated data
quantitative data
longitudinal data

Question 10.10. A survey about pet ownership used a sample derived
from people who visit a Web site and register. This sample would lack
________ because not everyone has Internet access. (Points : 1)
flexibility
validity
responsiveness
reliability
representativeness

Question 11.11. A sports entertainment company wants to research how
Canadians spend their free time. It is preparing a survey that will be used
in all of Canada, including the province of Quebec. Unlike Canadians from
other provinces, the people of Quebec primarily speak French. The
researchers are planning to use English and French versions of the survey.
In preparing the surveys, they should use ________. (Points : 1)
back translation
nonprobability sampling
probability sampling
syndicated research
cross-tabulation

Question 1.1.Explain why and how a company would adopt
a customer orientation. Use an example in your explanation. (Points : 5)

Question 1.1. Marketers first identify consumer needs and then
provide products that satisfy those needs. This practice is referred to as
________. (Points : 1) the stakeholder
orientation the marketing concept Total Quality Management the production
orientation the marketing mixQuestion 2.2. ________ utility is the benefit marketing provides by
transforming raw materials into finished products, as when a dress
manufacturer combines silk, thread, and a zipper to create a bridesmaid’s
gown. (Points : 1) Form Place Time Possession PriceQuestion 3.3. The Total Quality Management (TQM) philosophy involves
all employees in ________. (Points : 1) customer relationship
management continuous product quality improvement market positioning creating sustainability increasing the lifetime
value of customersQuestion 4.4. The second step in developing a competitive advantage
is to turn a distinctive competency into a ________ that is important to
customers. (Points : 1) target market service marketing mix market position differential benefitQuestion 5.5. A ________ is a series of activities involved in
designing, producing, marketing, delivering, and supporting any product.
(Points : 1) value proposition production orientation value chain marketing concept market positionQuestion 6.6. Apple relied on its inventive product designers to create
a ________, a futuristic looking computer in a multitude of colors. (Points
: 1) promotion value chain service differential benefit market segmentQuestion 7.7. The ________ is a document that describes the marketing
environment, outlines the marketing objectives and strategy, and identifies
who will be responsible for carrying out each part of the marketing
strategy. (Points : 1) marketing mix marketing plan value proposition value chain open source modelQuestion 8.8. The ________ consists of the tools an organization
uses to create a desired response among a set of predefined consumers.
(Points : 1) distinctive competency market position value proposition differential benefit marketing mixQuestion 9.9. A sign manufacturer who uses plastic, metal, and neon
tubing to create a motel sign has performed the marketing benefit of
creating ________ utility. (Points : 1) form place possession time creationQuestion 10.10. Which of the following is the best example of a
consumer good? (Points : 1) the riding lawn mower
purchased by the landscaping company the disposable diapers purchased by the new
mother for her baby the paint purchased by
the contractor the cookies purchased
for the daycare center the art supplies
purchased for the elementary school art centerQuestion 11.11. When comparing itself to its competitors, Hidden
Valley describes its Ranch dressing as the original. This is the ________
the manufacturer has selected for the product. (Points : 1) marketing mix market segment market position marketing concept value chainQuestion 12.12. Jack provides heating and air conditioning equipment
for office buildings. He sells ________. (Points : 1) distributive goods consumer services consumer goods industrial goods intangible goodsChapter 2Submit for Grade ONLY when you have completed the ENTIRE exam.Question 1.1. ________ is the third, or “nuts-and-bolts,”
level of planning. (Points : 1) Strategic planning Functional planning Operational planning Product development Business planningQuestion 2.2. Vice presidents of large companies are typically in
charge of ________ planning. (Points : 1) business strategic operational functional day-to-dayQuestion 3.3. The second step in strategic planning is to ________.
(Points : 1) formalize a mission
statement establish the business
portfolio set SBU and
department-level objectives set organizational
objectives assess the organization’s internal and external
environmentsQuestion 4.4. According to the BCG growth-market share matrix,
________ are strategic business units with products that have a dominant
market share in a low-growth market. (Points : 1) dogs exclamation points cash cows stars question marksQuestion 5.5. According to the BCG growth-market share matrix,
________ are strategic business units with products that have a small share
of a slow-growth market. (Points : 1) dogs exclamation points cash cows stars question marksQuestion 6.6. In the ________ stage of marketing planning, marketers
must determine how they want consumers to think of their product in
comparison to competing products. (Points : 1) develop a mission
statement perform a situation
analysis develop marketing strategies develop distribution
strategies implement the planQuestion 7.7. Concrete measures of various aspects of marketing
performance are called ________. (Points : 1) operational plans marketing metrics action plans marketing objectives pricing strategiesQuestion 8.8. Marketing planning is followed by the ________, which
details how the plan will be carried out, outlining the day-to-day
execution. (Points : 1) operational plan time line SWOT analysis strategic plan marketing metricQuestion 9.9. Which of the following most accurately identifies a
difference between a weakness and a threat in SWOT analysis? (Points : 1) A company is more able
to change a threat than a weakness. A company is more able to change a weakness
than a threat. A company can be more
negatively affected by a weakness than by a threat. A company can be more
negatively affected by a threat than by a weakness. A company can more
easily identify threats than weaknesses.Question 10.10. The pharmaceuticals division of Omni Healthcare
holds low market share in a high-growth market. In order to increase market
share, managers would be most likely to decide which of the following?
(Points : 1) hold the
pharmaceuticals division’s share implement a harvest
strategy use money from a cash cow to promote the
pharmaceuticals division divest the SBU diversify the
pharmaceutical divisionQuestion 11.11. John H. Harland Company is a large company with
5,200 employees and almost $800 million in sales . The company is best
known for printing personal and business checks. Harland Analytical
Services is a technology company that produces software that enables banks
to gauge the behavior of their customers by tracking their spending habits.
In addition, Harland owns Scantron, a computerized testing and assessment company.
The ________ for John H. Harland Company includes its check-printing
business, its financial software business, and its testing and assessment
business. (Points : 1) business portfolio marketing mix market penetration functional plan market classificationChapter 3

Question 1.1.Trading firms
that work out elaborate deals in which they trade or barter their
products with one another or even supply goods in return for tax
breaks from the local government are using ________. (Points : 1) protectionism
competitive
intelligence
gray
marketing
countertrade
inflation

Question 2.2.Which of the
following statements about the World Trade Organization (WTO) is
true? (Points : 1) The
WTO is a branch of the U.S. government.
Only
countries that belong to established economic communities are granted
membership in the WTO.
Only
developed nations are granted membership to the WTO.
The WTO’s main function
is to help least developed countries grow their economies.
The
WTO is the only international organization that deals with the global
rules of trade between nations.

Question 3.3.Which of the
following measures is often a good indicator of a country’s economic
health because it is adjusted for the population size of each
country? (Points : 1) per capita GDP (gross
domestic product)
GNP
(gross national product)
the
Big Mac Index
standard
of living
economic
infrastructure

Question 4.4.________ income
is the amount of money an individual has left to spend after paying
for necessities such as housing, utilities, food, and clothing.
(Points : 1) Discretionary
Gross
product
Standard
of living
Inflationary
Competitive

Question 5.5.Through
________ competition, competitors offer different products,
attempting to satisfy the same consumers’ needs and wants. (Points :
1) discretionary
income
product
brand
monopolistic
oligopolistic

Question 6.6.The ________
Act (1946) protects and regulates brand names. (Points : 1) Federal
Trade Commission
Lanham Trademark
Fair
Packaging and Labeling
Consumer
Products Safety Commission
Robinson-Patman

Question 7.7.After
exporting, the next level of commitment a firm can make to a foreign
market is a contractual agreement. Two of the most common types of
such agreements are ________. (Points : 1) contract
manufacturing and contract marketing
contract
manufacturing and strategic alliances
joint
ventures and franchising
warehousing
and financing
licensing and franchising

Question 8.8.Many countries
outlaw ________, a practice in which a company prices its products
lower than they are priced at home. (Points : 1) gray
marketing
parallel
importing
black
marketing
dumping
countertrading

Question 9.9.Trusted
Wholesalers is a company that purchases products produced in Mexico
and sells them to companies based in the United States and Canada.
Management at Trusted Wholesalers would most likely be interested in
becoming experts in the agreements made by ________. (Points : 1) the
EU
NAFTA
CAFTA
APEC
MERCOSUR

Question 10.10.Capital Radio
PLC, the UK’s biggest commercial radio firm, announced in 2002 that
it would partner with Walt Disney Company to create a radio network
for English-speaking children under the age of sixteen. The new
company created by this agreement is an example of a(n) ________.
(Points : 1) joint venture
tactical
alliance
direct
investment
straight
extension
backward
invention

Question 11.11.Japanese who
give currency as gifts will typically wash the money before making
the presentation. This is a(n) ________ in a nation of people who
place high importance on cleanliness. (Points : 1) custom
demographic
cultural value
ethnocentric
attitude
extortion

Question 1.1. Data such as which of a company’s customers buy which
products, which items the company has in stock, and when the company ships
items to its customer are all examples of ________. (Points : 1) marketing intelligence acquired data points external primary data marketing research internal company dataQuestion 2.2. The process through which analysts sift through
massive amounts of available data to identify unique patterns of behavior
among different customer groups is called ________. (Points : 1) causal research custom research longitudinal research data warehousing data miningQuestion 3.3. Nielsen compiles ratings of television shows and then
sells the information to many firms. Nielsen conducts ________. (Points :
1) custom research case study research syndicated research exploratory research ethnographic researchQuestion 4.4. A company that compiles and uses large amounts of data
to understand its customers is likely to have a(n) ________ to store and
process its data. (Points : 1) distribution center data warehouse competitive
intelligence center custom research project marketing research
departmentQuestion 5.5. Using ________, some marketing researchers participate
in real-life consumer activities to get an understanding of how consumers
actually use products. (Points : 1) mechanical observation ethnography focus groups face-to-face interviews telephone interviewsQuestion 6.6. Your text describes the two main primary data
collection methods as ________. (Points : 1) descriptive and exploratory causal and descriptive survey and observation direct and indirect impersonal and personalQuestion 7.7. ________ is the extent to which research actually
measures what it was intended to measure. (Points : 1) Flexibility Validity Responsiveness Reliability RepresentativenessQuestion 8.8. A ________ sample is a type of probability sample in
which a researcher divides the population into segments that relate to the
study’s topic. (Points : 1) systematic convenience stratified quota simple randomQuestion 9.9. A city hired a research company to survey spring break
vacationers to learn about this market. One of the questions asked was,
“If you were able to hang out on the beach with any celebrity, who
would she or he be?” This type of question is a means for gathering
________. (Points : 1) qualitative data ethnographic
observations cross-tabulated data quantitative data longitudinal dataQuestion 10.10. A survey about pet ownership used a sample derived
from people who visit a Web site and register. This sample would lack
________ because not everyone has Internet access. (Points : 1) flexibility validity responsiveness reliability representativenessQuestion 11.11. A sports entertainment company wants to research how
Canadians spend their free time. It is preparing a survey that will be used
in all of Canada, including the province of Quebec. Unlike Canadians from
other provinces, the people of Quebec primarily speak French. The
researchers are planning to use English and French versions of the survey.
In preparing the surveys, they should use ________. (Points : 1) back translation nonprobability sampling probability sampling syndicated research cross-tabulationQuestion 1.1.Explain why and how a company would adopt
a customer orientation. Use an example in your explanation. (Points : 5)

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