Question 1

Chrysler set up a team of special customer-service representatives who assist minivan buyers and who are authorized to solve problems immediately.What were these employees given?
A)authority training
B)delegation
C)cross-utilization
D)empowerment

Accepted Answer

Delegation of authority to employees is empowerment.

Question 2

One of the tent venues is called Barnum's Kaleidoscape,and it is in a permanent location with the hopes that people who see the show will want to return and see it again as well as bring their friends and relatives to the production.Which of the following techniques would most likely advance this strategy of referrals and repeat business?
A)relationship marketing
B)empowerment
C)a sales orientation
D)authority to delegate

Accepted Answer

Relationship marketing is a strategy that entails forging long-term partnerships with customers.

Question 3

Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction.What type of orientation have they adopted?
A)societal
B)selling
C)production
D)market

Accepted Answer

A market-oriented philosophy is based on consumers' wants and needs.

Question 4

The minivans were developed through an extensive investment in research and development to completely redesign the minivans and provide customers with new and updated features.This effort is designed to better meet consumers' wants and needs,and suggests the company has adopted which type of orientation?
A)societal
B)sales
C)production
D)market

Accepted Answer

A market-oriented philosophy is based on consumers' wants and needs.

Question 5

Dofasco,Inc.is a Canadian steel manufacturer.According to its CEO,"People can make a phenomenal difference if you stop telling them to come to work,put their brains in a box,and do whatever the supervisor says.We let our employees work in teams."
-Refer to Dofasco.How would teamwork benefit Dofasco?
A)by enhancing employee performance
B)by doing away with the need for empowerment
C)by creating managerial entropy
D)by refining the definition of customer value

Accepted Answer

Enhanced employee performance leads to improved customer satisfaction.

Question 6

What is the primary tool used by a sales-oriented organization to achieve its corporate goals?
A)price
B)promotion
C)product design
D)place (distribution)

Accepted Answer

A sales-oriented organization seeks to generate sales volume based upon intensive promotional activities.

Question 7

Wilson is an agriculture and dairy science major at a university.After graduation,he hopes to modernize and expand his family's dairy farm in a scientific and efficient manner.His adviser at school has suggested he take a marketing course in the school of business as an elective.Wilson thinks this is an absurd idea.You are his friend and a marketing major.What do you advise?
A)Marketing knowledge will help Wilson to understand that he must satisfy wholesalers,retailers,and consumers.
B)Wilson should also take a finance course to further broaden his business knowledge.
C)More biology and agriculture classes will be most useful for Wilson,he should leave marketing to the experts and pay consultants when he needs them.
D)The main reason to take marketing is to teach Wilson how to advertise milk.

Accepted Answer

Marketing is an important conceptual base that will help Wilson to assess the needs and wants of his various business contacts and customers.Marketing is a key component of every business.

Question 8

By introducing sporty,value-priced,and upscale minivans,Chrysler hoped to forge a long-term relationship with customers as they replace their older minivan.What is Chrysler engaged in?
A)empowerment
B)customer valuation
C)relationship marketing
D)outward focus management

Accepted Answer

Relationship marketing seeks to forge long-term partnerships with customers.

Question 9

What is the primary tool used by a market-oriented organization to achieve its goals?
A)a blend of product,place,promotion,and pricing decisions
B)price
C)product design
D)place (distribution)

Accepted Answer

A market-oriented organization seeks to generate sales volume based on serving customer needs and wants,utilizing all of the elements of the marketing mix to do so.

Question 10

The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities,such as value pricing,a product that includes exciting performances,tent venue locations,and promotion.What do these activities make up for the circuses?
A)opportunity analysis
B)value of marketing
C)marketing mix
D)target market

Accepted Answer

Marketing mix elements include product,place,promotion,and price.

Question 11

As recently as 20 years ago circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,300 to 600 people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created.The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine.
-The aggressive promotions used by advance men indicate that two decades ago the circuses probably had which type of orientation?
A)sales
B)market
C)production
D)societal

Accepted Answer

Sales-oriented organizations achieve their sales goals primarily through intensive promotion.

Question 12

What marketing tools does the organization use to achieve its goals?
A)advertising and personal selling -
B)production,promotion,and pricing
C)the marketing mix
D)aggressive promotion

Accepted Answer

The marketing mix is a combination of factors that an organization uses to promote its products and achieve its goals. It includes product, promotion, price, and placement/distribution (also known as the four Ps of marketing). Therefore, option C is the best choice. Option A only includes two specific tools, while option B is a general term that does not specify which tools are used. Option D suggests a potentially aggressive approach to promotion, but does not provide any additional information about the specific tools used.

Question 13

According to your textbook,which if the following is a valid reason to study marketing?
A)Marketing teaches students how to sell all types of products and services.
B)Marketing plays an important role in society,coordinating the huge numbers of transactions needed to provide goods and services.
C)Marketing is used in many types of organizations but not charities and government.
D)Marketing offers more money than other disciplines like finance.

Accepted Answer

It is a myth that marketing can make anyone buy something they don't need;there are many career opportunities in marketing and it plays a major role in any business.

Question 14

What is the fundamental objective of most businesses?
A)employee empowerment,teamwork,and relationship marketing
B)survival,profits,and growth
C)low costs and high quality
D)customer loyalty and retention

Accepted Answer

The use of marketing allows businesses to achieve this objective.

Question 15

In 1995,Chrysler Corporation launched the first complete remake of its minivan category since the firm invented the vehicle category in 1984.The minivans were redesigned with more curves on the outside and more space on the inside.One of Chrysler's goals was to broaden the minivan's appeal beyond the traditional buyer base of practical families.Advertising showed minivans being used to cart everything from senior citizens to canoes."A minivan is for any time,any place,everyone," was one of the promotional slogans used.To reach other customer groups,Chrysler developed a sports version and a short-wheel-base version of the upscale Town and Country model for sophisticated buyers.Chrysler hoped the $2.6 billion vehicle development cost would pay off as the market expanded.However,competitors also began to offer a wider range of sophisticated models,and competition has become fierce.
-When Chrysler first launched the minivan,the company offered only one version and was focused on generating sales volume through intensive advertising.This approach suggests the company had which type of orientation?
A)sales
B)market
C)production
D)societal

Accepted Answer

Sales-oriented organizations seek to generate sales volume based on intensive advertising,while market-oriented organizations recognize that promotion is only one of four basic marketing tools.

Question 16

What could circuses do to exhibit a societal marketing orientation?
A)rely on publicity and avoid any promotions
B)empower their employees to satisfy customer wants
C)donate a percentage of their profits to local educational institutions
D)emphasize customer value

Accepted Answer

The philosophy called the societal marketing orientation states that an organization exists to not only satisfy customer wants and needs and meet organizational objectives,but also preserve or enhance individuals' and society's long-term best interests.

Question 17

Jamie owns a small moving company.She has decided to take a few night school business courses because her company is growing quickly and there are many things she does not understand.Should Jamie enrol in a marketing course?
A)Yes,because marketing is synonymous with selling,and Jamie will want to learn sales techniques to continue the growth of the company.
B)Yes,because the concept of marketing will help Jamie to better satisfy her customers.
C)No,because marketing should be done by experts not someone who has taken one course.
D)Yes,because marketing helps businesses sell products that people wouldn't have thought to buy without being marketed to.

Accepted Answer

The marketing concept stresses the commitment to satisfying customer needs and wants with an entire range of marketing tools,not just selling or advertising.

Question 18

If a mattress manufacturer redefines the business mission as "a good night's sleep" rather than stating it as "the manufacture of high-quality mattresses," what is the likely result?
A)It will not stimulate an awareness of changes in consumer desires.
B)It will be too broad a statement to be of any real use in serving customers.
C)It will attract the high end buyers where more profits are made.
D)It will help ensure the firm retains its focus on consumers and does not become preoccupied with its products and internal needs.

Accepted Answer

The broader business mission of "a good night's sleep" will stimulate innovation and creativity because not all sleep aids are mattresses.It will lead the company to further growth.

Question 19

Which of the following statements best describes the importance of studying marketing?
A)Marketing teaches students how to sell products that people do not need.
B)Marketing deals with transactions,not relationships.
C)Marketing is seen by everyone many times in a day.
D)Marketing offers outstanding career opportunities.

Accepted Answer

Marketing plays an important role in society,coordinating the huge numbers of transactions needed to provide goods and services.Marketing affects your day-to-day life as a consumer.

Question 20

One of the reasons given for the decline of the passenger rail industry is that the industry defined its mission as trains and not as transportation sources.What did the railroad industry fail to do?
A)define its mission in terms of the benefits its customers seek
B)convince airline and car passengers to switch to rail
C)realize "customers only want what they know"
D)have a sales orientation

Accepted Answer

A market-oriented firm defines its business in terms of the benefits its customers seek.Because of the limited way the railroad industry defined its business,it missed an opportunity to define itself in terms of the benefits customers were seeking.

Quiz 1: An Overview of Marketing

Chrysler set up a team of special customer-service representatives who assist minivan buyers and who are authorized to solve problems immediately.What were these employees given?

Now circuses are trying to satisfy customers' needs and wants and to profit through customer satisfaction.What type of orientation have they adopted?

What is the primary tool used by a sales-oriented organization to achieve its corporate goals?

By introducing sporty,value-priced,and upscale minivans,Chrysler hoped to forge a long-term relationship with customers as they replace their older minivan.What is Chrysler engaged in?

What is the primary tool used by a market-oriented organization to achieve its goals?

The circus's goal of redesigning the circus experience is being completed through the coordination of many marketing activities,such as value pricing,a product that includes exciting performances,tent venue locations,and promotion.What do these activities make up for the circuses?

What marketing tools does the organization use to achieve its goals?

According to your textbook,which if the following is a valid reason to study marketing?

What is the fundamental objective of most businesses?

What could circuses do to exhibit a societal marketing orientation?

Jamie owns a small moving company.She has decided to take a few night school business courses because her company is growing quickly and there are many things she does not understand.Should Jamie enrol in a marketing course?

If a mattress manufacturer redefines the business mission as "a good night's sleep" rather than stating it as "the manufacture of high-quality mattresses," what is the likely result?

Which of the following statements best describes the importance of studying marketing?

One of the reasons given for the decline of the passenger rail industry is that the industry defined its mission as trains and not as transportation sources.What did the railroad industry fail to do?