Deck 1: Interpersonal Process

Question 1

The key difference between a customer and a consumer is that:

A) A customer purchases a product while a consumer uses a product offering.
B) A consumer purchases a product and a customer consumes it.
C) A consumer only exists in B2B marketing contexts.
D) A customer both purchases and uses the product, where as a consumer only purchases it.

Answer 1

A

Question 2

The __________ element in the 7Ps is to emphasize that the tangible components of services were strategically important.

A) process
B) physical evidence
C) people
D) product

Answer 2

B

Question 3

Organizations during the __________ period were characterized by a focus on the internal capabilities, where demand exceeded supply and little competition existed.

A) sales
B) production
C) marketing
D) customer

Answer 3

B

Question 4

Organizations during the ________ period believe that they exist 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.

A) production
B) sales
C) marketing
D) societal

Question 5

More recently, there has been a realization that marketing needed to shift beyond a goods-based paradigm towards a ___________.

A) service-dominant logic
B) servicescape
C) servitization
D) service pull

Question 6

From the 1970s onwards came the development of the idea of marketing as an exchange process. This refers to marketing as:

A) A two-way process.
B) Developing relationships between parties in the supply chain.
C) Both economic and social exchanges.
D) All of the options above are correct.

Question 7

An organization that is characterized as developing a market orientation:

A) Is characterized the same as an organization that has a marketing orientation.
B) Places increasing importance of marketing within the organization.
C) Will appoint a marketing person to its board of directors, or trustees in the case of a charity, or part of the executive team in a limited company or partnership.
D) Will foster organization-wide responsiveness to market information generated and disseminated within the organization.

Question 8

Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of pricing.

Question 9

The development of marketing has been characterized by some as comprising four main periods of development. One of these periods includes the sales period of 1920s-1950s where the focus was on personal selling, supported by research and advertising.

Question 10

Companies employing a relationship marketing approach stressed customer retention over customer acquisition.

Question 11

Originally, when identifying the responsibilities of a marketing manager, early theories in the 1950s-1960s saw a marketing manager as a 'mixer of ingredients' of a marketing recipe that comprised about 12 ingredients.

Question 12

Relationship marketing focuses on the need to engage in transactions and, as such, is only concerned with the development of relationships with customers.

Question 13

The way in which the product is delivered to meet the customers' needs refers to promotion activities.

Question 14

Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation?

A) Profitability orientation.
B) Interfunctional coordination.
C) Customer orientation.
D) Competitor orientation.

Question 15

An organization that has a market orientation does not:

A) Integrate all the activities of the firm to satisfy customer wants.
B) Focus on consumer needs and wants.
C) Differentiate a firm's products from its competitor's products.
D) Fuel sales growth through the application of aggressive sales techniques.