QUESTION

The ProMark Company manufactures a pencil that is about five inches long and has no eraser. It sells the product primarily to golf courses and universities. What type of targeting strategy is the ProMark Company using?

Extensive
Intensive
Differentiated
Concentrated
Undifferentiated
2 points

QUESTION

The forces of the marketing environment primarily affect marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

dictate that changes be made to the existing marketing mix despite any negative reactions from customers.
affect a marketing manager’s decisions and actions by influencing buyers’ reactions to the firm’s marketing mix.
change a customer’s decisions about the appropriate marketing mix for the company and its various products.
cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.
make most new products obsolete very quickly so that research and development must continually develop new products.
2 points

QUESTION

The equation a buyer applies to assess a product’s value is

value = monetary price – customer benefits.
value = customer costs – customer benefits.
value = customer benefits – customer costs.
value = customer benefits – time and effort.
value = customer benefits – monetary price.
2 points

QUESTION

The focal point of all marketing activities is

profits.
the marketing mix.
products.
sales.
customers.
2 points

QUESTION

Marketing is the process of

promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.
focusing on customers’ needs.
creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
delivering a standard of living to a society.
creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm’s objectives.
2 points

QUESTION

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

product
promotion
market
price
distribution
2 points

QUESTION

Consumers buying products online have dramatically affected the ____ variable of the marketing mix.

distribution
product
research
price
promotion
2 points

QUESTION

Which of the following is most likely to be an idea marketer?

Car salesperson
Attorney
Airline pilot
Orthodontist
Abuse counselor
2 points

QUESTION

Boca Burger’s website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.

production
pricing
promotional
targeting
distributional
2 points

QUESTION

The definition of marketing implies that ____ should receive benefits from exchange relationships.

only businesses
company management
only customers
only the most important customers
both customers and businesses