Question 1

Peter Drucker, the father of modern management, believed that marketing ________.

Accepted Answer

A)   should be a separate function within the business
B)   is the business as seen from an internal point of view
C)   is the whole business as seen from the customer's point of view
D)   is not the central dimension of the entire business
E)   should be considered just as a "department" in an organizationF) B) and D)
G) A) and D)

Question 2

________ refers to approaches that drive the market toward fulfilling a whole new set of needs that customers did not realize was possible or feasible before.

Accepted Answer

A)   Green marketing
B)   Tactical marketing
C)   Market creation
D)   Market orientation
E)   Marketing mixF) B) and E)
G) None of the above

Question 3

Peter Drucker stated that since it is the customer who defines value, the business enterprise has only two business functions: marketing and innovation.

Accepted Answer

A) True 
 B)False

Question 4

Practicing marketers tend to pitch marketing internally as an investment, not an expense, in the future success of the organization.

Accepted Answer

A) True 
 B)False

Question 5

Which of these characteristics about millennials is NOT true?

Accepted Answer

A)   They favor content over authenticity.
B)   They are brand loyal.
C)   They are highly connected through technology.
D)   They wish to be part of a company's development process.
E)   They seek ethical companies to work for.F) A) and B)
G) A) and C)

Question 6

In the context of change drivers impacting the future of marketing, marketing (little m)  is also known as ________ marketing.

Accepted Answer

A)   pro-social
B)   tactical
C)   strategic
D)   predatory
E)   green marketingF) C) and D)
G) D) and E)

Question 7

Strategic marketing refers, in part, to ________.

Accepted Answer

A)   a firm's internal focus on production and customer satisfaction
B)   working with competitors, when appropriate, and with suppliers
C)   a long-term, firm-level commitment to investing in marketing
D)   making an unwavering commitment on which customers to serve
E)   studying promotion, distribution, delivery, and productionF) B) and E)
G) All of the above

Question 8

Marketing is relevant only to people in the organization who work directly in the marketing department.

Accepted Answer

A) True 
 B)False

Question 9

Of all the business fields, ________ is generally the most visible to people outside the organization.

Accepted Answer

A)   financial management
B)   accounting
C)   marketing
D)   information technology
E)   operations managementF) A) and D)
G) A) and B)

Question 10

A local landscaping company works hard to keep and cultivate profitable current customers instead of constantly investing in gaining new customers that come with unknown return on investment. This company has a ________ orientation.

Accepted Answer

A)   sales
B)   differentiation
C)   market
D)   production
E)   relationshipF) A) and B)
G) D) and E)

Question 11

Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms come close to one-to-one marketing by combining flexible manufacturing with flexible marketing to enhance customer choices.

Accepted Answer

A) True 
 B)False

Question 12

Compare and contrast the production orientation, the sales orientation, the differentiation orientation, the market orientation, and the relationship orientation.

Accepted Answer

For the early part of the 20th century, ...

Question 13

Describe how information power has shifted from the marketer to the customer.

Accepted Answer

For decades, marketers held a degree of ...

Question 14

The AMA's definition of marketing reflects the view toward marketing activities as focused on ________.

Accepted Answer

A)   producing innovative products
B)   increasing productivity
C)   maintaining relationships with suppliers
D)   creating and delivering offerings that have value
E)   advertising and sellingF) C) and D)
G) B) and D)

Question 15

For successful Marketing (Big M) , customer orientation must be understood by ________.

Accepted Answer

A)   an organization's competitors
B)   the top management only
C)   an organization's suppliers
D)   the existing customers
E)   everyone in the organizationF) A) and D)
G) B) and E)

Question 16

Which of the following statements is TRUE of marketing?

Accepted Answer

A)   Unlike most other key areas of business, marketing as a field is not visible by nature.
B)   Marketing departments "own" an organization's marketing initiative.
C)   Most aspects of marketing take place behind the curtain of an organization, out of the public's sight.
D)   Marketing is all about advertising and selling.
E)   Marketing is no more inherently unethical than other business areas.F) A) and E)
G) B) and E)

Question 17

In the current business environment, firms have learned to be open about products and services with consumers who have endless sources of information, including blogs, chat rooms, and independent websites.

Accepted Answer

A) True 
 B)False

Question 18

Marketing (Big M)  is also known as ________ marketing.

Accepted Answer

A)   pro-social
B)   tactical
C)   strategic
D)   green
E)   operationalF) B) and E)
G) C) and D)

Question 19

Name three of the marketing misconceptions discussed in the text, and explain why these do not accurately describe the field of marketing.

Accepted Answer

The common misperceptions about marketin...

Question 20

Sustainability refers to business practices that meet humanity's needs without harming future generations.

Accepted Answer

A) True 
 B)False

Exam 1: Marketing in Today's Business Milieu

Describe how information power has shifted from the marketer to the customer.

Correct AnswerverifiedFor decades, marketers held a degree of ...View AnswerShow Answer

Practicing marketers tend to pitch marketing internally as an investment, not an expense, in the future success of the organization.

Correct AnswerverifiedShow Answer

Which of these characteristics about millennials is NOT true?

Correct AnswerverifiedShow Answer

Which of the following statements is TRUE of marketing?

Correct AnswerverifiedShow Answer

In the context of change drivers impacting the future of marketing, marketing (little m) is also known as ________ marketing.

Correct AnswerverifiedShow Answer

Of all the business fields, ________ is generally the most visible to people outside the organization.

Correct AnswerverifiedShow Answer

Strategic marketing refers, in part, to ________.

Correct AnswerverifiedShow Answer

The AMA's definition of marketing reflects the view toward marketing activities as focused on ________.

Correct AnswerverifiedShow Answer

Marketing is relevant only to people in the organization who work directly in the marketing department.

Correct AnswerverifiedShow Answer

In the current business environment, firms have learned to be open about products and services with consumers who have endless sources of information, including blogs, chat rooms, and independent websites.

Correct AnswerverifiedShow Answer

For successful Marketing (Big M) , customer orientation must be understood by ________.

Correct AnswerverifiedShow Answer

Name three of the marketing misconceptions discussed in the text, and explain why these do not accurately describe the field of marketing.

Correct AnswerverifiedThe common misperceptions about marketin...View AnswerShow Answer

Sustainability refers to business practices that meet humanity's needs without harming future generations.

Correct AnswerverifiedShow Answer

Marketing (Big M) is also known as ________ marketing.

Correct AnswerverifiedShow Answer

Compare and contrast the production orientation, the sales orientation, the differentiation orientation, the market orientation, and the relationship orientation.

Correct AnswerverifiedFor the early part of the 20th century, ...View AnswerShow Answer

________ refers to approaches that drive the market toward fulfilling a whole new set of needs that customers did not realize was possible or feasible before.

Correct AnswerverifiedShow Answer

Peter Drucker, the father of modern management, believed that marketing ________.

Correct AnswerverifiedShow Answer

A local landscaping company works hard to keep and cultivate profitable current customers instead of constantly investing in gaining new customers that come with unknown return on investment. This company has a ________ orientation.

Correct AnswerverifiedShow Answer

Peter Drucker stated that since it is the customer who defines value, the business enterprise has only two business functions: marketing and innovation.

Correct AnswerverifiedShow Answer

Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms come close to one-to-one marketing by combining flexible manufacturing with flexible marketing to enhance customer choices.

Correct AnswerverifiedShow Answer

Correct Answer
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For decades, marketers held a degree of ...
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Correct Answer
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Correct Answer
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Correct Answer
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The common misperceptions about marketin...
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Correct Answer
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Correct Answer
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For the early part of the 20th century, ...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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