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Edited by: Mason PittmanEdited by: Mason Pittman

Unit 1.01Questions and

Answers

1. What does applying the customer-orientation element of the marketing concept enable the business to do?

A. Offer products that consumers want to buy

B. Persuade customers to buy its products

C. Provide more products than consumers need

D. Coordinate its marketing activities

A. Offer products that consumers want to buy

Businesses that implement the customer-orientation element of the marketing concept base their decision making on customer wants and needs. They determine what customers want and offer that, rather than deciding on their own what they want to sell.

Promotional activities help the business to persuade customers what to buy. Providing more products the consumers need would not benefit a business. Having a customer orientation does not coordinate a business’s marketing activities.

2. By increasing awareness of the need for environmental controls, what has marketing done?

A. Made buying more convenient

B. Regulated the standard of living

C. Improved the quality of life

D. Added usefulness to products

C. Improved the quality of life

Marketing has improved the quality of life by encouraging the development of safer, better goods and services. In addition, marketing has increased awareness of the need for environmental controls to protect our physical surrounding, which has led to an improvement in our existence.

Making people aware of the need for environmental control does not add usefulness to products or make buying more convenient, although those are other benefits of marketing.

Marketing does not regulate the standard of living but usually helps raise it by improving the general conditions in which people live.

4. Grocery stores are allowing customers to bring in their own cloth bags to use in place of the plastic bags that they usually provide. What has this action done?A. Made buying more convenient

B. Regulated the standard of living

C. Improved the quality of life

D. Added usefulness to products

C. Improved the quality of life

Using cloth bags in place of the usual plastic ones reduces the amount of waste produced and helps the environment.

5. According to the marketing concept, which option shows company commitment?

A. Leaving marketing to the marketing department

B. Teaching marketing to college marketing students

C. Setting aside funds to research what customers want

D. Pricing a product to maximize profitability per item

C. Setting aside funds to research what customers wantCompany commitment involves everyone in the

organization embracing the marketing concept and putting customer’s interests first. One way to demonstrate a commitment to the marketing concept is to set aside money to fund the research needed to develop a product according to customer’s wishes.

Leaving marketing to the marketing department prevents the rest of the company from being involved in marketing. Teaching marketing to college marketing students is honorable, but it does not demonstrate the marketing concept’s theme of company commitment.

Pricing a product to maximize profitability per item puts the company’s interests before the customers’, which goes against the marketing concept.

6. Which marketing function helps business people forecast how much will be sold in a given period?

A. Market planning

B. Risk management

C. Promotion

D. Channel Management

A. Market planning

Market planning is a marketing function that addresses the principles and tools used to determine and target marketing strategies to a select audience.

Risk management is not a marketing function. Promotion involves communicating information about goods, services, images, and/or ideas to achieve a desired outcome.

Channel management is the process by which marketers ensure that products to customers efficiently and effectively.

7. Company XYZ has predicted it will sell 3,000 new microwaves during the “Back to School” sale. Which marketing function is this business using?

A. Market planning

B. Risk management

C. Promotion

D. Channel Management

A. Market planning

Market planning is a business deciding on something ahead of time. As the company decided to sell 3,000 microwaves even before the “Back to School” sale, they are planning ahead of time.

8. After the popularity of a product dropped, the business needed a new product to promote that would help to improve its image. Which marketing function would come up with the new product?A. Channel management

B. Product/Service Management

C. Selling

D. Promotion

B. Product/Service Management

This is a marketing function that involves obtaining, developing, maintaining, and improving a product or service mix in response to market opportunities. This includes selecting products that help to promote a certain image for the business.

Selling is a marketing function that involves determining client needs and wants and responding through planned, personalized communication that influences purchase decisions and enhances future business opportunities.

Promotion is a marketing function that communicates information about goods, services, images, and/or ideas to achieve a desired outcome.

Channel management is the process by which marketers ensure that products are distributed to the customers efficiently and effectively.

9. Paul’s plant food is losing its popularity among his customer base. What marketing function would come up with the improved product?

A. Channel Management

B. Product/Service Management

C. Selling

D. Promotion

B. Product/Service Management

If the product is losing its popularity due to the product itself, product/service management will handle it.

Product/service management will revise or revamp a product to better appeal to customers.

10. What does the selling function involve that makes it so important?

A. Setting high prices

B. Displaying Products

C. Contacting Customers

D. Obtaining Feedback from vendors

C. Contacting Customers

The selling function is very important because it involves contact with customers. If customers are not satisfied with the sales experience, they often will not buy even if they need the product and the price is right.

The selling function does not necessarily involve displaying products, setting high prices, or feedback from vendors.

11. What is the marketing function that provides information to consumers that will assist them in making a decision to purchase a good service?

A. Pricing

B. Promotion

C. Production

D. Distribution

B. Promotion

Promotion is the function that gets information out to customers. Methods of doing so include but are not limited to magazine, television, and newspaper ads, billboards, promotional events hosted by the company, celebrity endorsement, etc.

Q. 12Q. 12

Booking hotel rooms for vacationers is an Booking hotel rooms for vacationers is an example of ______ marketing?example of ______ marketing?

A. FeatureA. Feature B. ServiceB. Service C. BenefitC. Benefit D. SportsD. Sports

A. 12A. 12

B. ServiceB. Service

By booking rooms, you are helping the By booking rooms, you are helping the vacationers.vacationers.

Q. 13Q. 13

What type of duties do customer-service What type of duties do customer-service professionals often perform?professionals often perform?

A. Preparing adsA. Preparing ads B. Paying invoices B. Paying invoices C. Handling complaintsC. Handling complaints D. Receiving shipmentsD. Receiving shipments

A. 13A. 13

C. Handling complaintsC. Handling complaints

Customer service is helping the customers Customer service is helping the customers with problems.with problems.

Q. 14Q. 14

What marketing career involves What marketing career involves determining why customer do what they determining why customer do what they do?do?

A. AdvertisingA. Advertising B. Distribution /Warehousing B. Distribution /Warehousing C. SalesC. Sales D. Marketing researchD. Marketing research

A. 14A. 14

D Marketing researchD Marketing research A marketing researcher could be classified as the A marketing researcher could be classified as the

“Sherlock Holmes” of marketing. These investigators “Sherlock Holmes” of marketing. These investigators look for clues as to what customers want and need, as look for clues as to what customers want and need, as well as why customers do what they do. Careers in well as why customers do what they do. Careers in distribution/warehousing physically link products with distribution/warehousing physically link products with consumers by delivering them to customers when they consumers by delivering them to customers when they are needed. Careers in advertising involve catching are needed. Careers in advertising involve catching customer attention and informing customers about customer attention and informing customers about products, companies, and/or ideas. Sales careers products, companies, and/or ideas. Sales careers involve satisfying customer needs with products. involve satisfying customer needs with products.

Q. 15Q. 15

What marketing career involves catching What marketing career involves catching customers’ attention, informing them of customers’ attention, informing them of products, and persuading them to buy?products, and persuading them to buy?

A. Marketing researchA. Marketing research B. AdvertisingB. Advertising C. Public relationsC. Public relations D. Product managmentD. Product managment

A. 15A. 15

B AdvertisingB Advertising Advertising uses a variety of media to catch customers’ Advertising uses a variety of media to catch customers’

attention, inform them of products, and persuade them to attention, inform them of products, and persuade them to buy. Some of these media include the internet, radio, buy. Some of these media include the internet, radio, television, newspapers, magazines, billboards, and television, newspapers, magazines, billboards, and catalogs. Marketing researchers are responsible for catalogs. Marketing researchers are responsible for determining what customers need, and what and why determining what customers need, and what and why customers do what they do. Product managers create, customers do what they do. Product managers create, test, and decide how a product will be packaged. They test, and decide how a product will be packaged. They direct and coordinate all aspects of the product. Public direct and coordinate all aspects of the product. Public relations professionals strive to build and maintain positive relations professionals strive to build and maintain positive relationships with the publicly by anticipating problems, relationships with the publicly by anticipating problems, handling complaints, communicating with the media, and handling complaints, communicating with the media, and building a positive public image for the company.building a positive public image for the company.

Q. 16Q. 16

Kwacky Kwackers needs a new package Kwacky Kwackers needs a new package design for its crackers. What marketing design for its crackers. What marketing professional would be responsble for professional would be responsble for creating the new package?creating the new package?

A. Marketing research A. Marketing research B. Product ManagementB. Product Management C. Advertising C. Advertising D. Channel managementD. Channel management

A. 16A. 16

B Product managementB Product management Product managers create, test, and decide how a product Product managers create, test, and decide how a product

will be packaged. They direct and coordinate all aspects will be packaged. They direct and coordinate all aspects of the product. Advertisers develop massages and of the product. Advertisers develop massages and images to catch customers’ attention, inform them of images to catch customers’ attention, inform them of products, and persuade them to buy. They use a variety products, and persuade them to buy. They use a variety of media to communication with customers. Some of of media to communication with customers. Some of these media are the internet, radio, television, these media are the internet, radio, television, newspaper, magazines, billboards, and catalogs. newspaper, magazines, billboards, and catalogs. Marketing researchers are responsible for determining Marketing researchers are responsible for determining what customers need and want and why customers do what customers need and want and why customers do what they do. Channel management is the processes by what they do. Channel management is the processes by which marketers ensure that products are distributed to which marketers ensure that products are distributed to customers efficiently and effectively.customers efficiently and effectively.

Q. 17Q. 17

What is at the center of all marketing What is at the center of all marketing activities?activities?

A. MathA. Math B. Technological know-howB. Technological know-how C. PurchasingC. Purchasing D. CommunicationD. Communication

A. 17A. 17

D communication.D communication. Communication, the exchange of information in which the words Communication, the exchange of information in which the words

and gestures are understood in the same way both the speaker and gestures are understood in the same way both the speaker and the listener, is at the center of all marketing activities. Whether and the listener, is at the center of all marketing activities. Whether employees are working with customers or working with a team employees are working with customers or working with a team member, they need to effectively exchange ideas and information. member, they need to effectively exchange ideas and information. Communicating with people is crucial in marketing because Communicating with people is crucial in marketing because marketing involves continuous interaction with customers and marketing involves continuous interaction with customers and coworkers. Purchasing is a marketing function. Although math coworkers. Purchasing is a marketing function. Although math skills and technological know-how are often needed to carry out skills and technological know-how are often needed to carry out marketing activities, their successful completion and use are marketing activities, their successful completion and use are based on communication.based on communication.

Marketing I - 1.04

1. What is the overall reason that marketing strategies are designed and implemented?

A. Improving management techniques

B. Achieving planned goals

C. Changing the image of the business

D. Increasing business profits immediately

B. Achieving planned goals

The business’s goals and strategies for achieving those goals may change frequently.

Changing the business’s image, increasing its profits, or improving management techniques might be specific goals at any point in time.

2. Dennis has a great idea for a new type of tennis ball that, if produced, would be better than any ball currently on the market. He pitches his idea to a few investors. Which of the four P’s should these investors consider first?

A. Product

B. Price

C. Promotion

D. Place

A. Product

Before a company introduces a new product, it should determine if there is a market for the product.

After product is considered, the investors would have to think about how to price the new ball, where and how it should be promoted, how to ship the product, and where it should be sold.

3. Manny has an idea for a new cleanser that would decrease the time in cleaning tiled floors. He thinks this product would be better than any cleanser currently on the market. Which of the four P’s should these investors consider first?

A. ProductB. PriceC. PromotionD. Place

A. Product

When you are working on a idea, the first thing you need to consider is the logistics of the product.

4. To promote its summer menu, Danielle’s Café plans to e-mail a $5.00-off coupon to its regular customers next Tuesday. The coupon will be valid from June 1st through June 15th. What does use of the coupon represent?

A. Tactic

B. Strategy

C. Goal

D. Trend

A. Tactic

Because e-mailing the coupon is a specific action to increase short-term sales, it is a marketing tactic. Marketing tactics are used to carry out the business’s marketing strategies, which are broader in scope and serve as “road maps” to achieve the business’s marketing goals.

A trend is the general direction in which people or events are moving. Businesses evaluate trends when setting marketing objectives, determining marketing strategies, and executing marketing tactics.

5. Highway 1 Restaurant allows customers the opportunity to enter drawings in order to win a birthday cake. Customers register by providing their contact information on a card. What does entering the drawing represent?

A. Tactic

B. Strategy

C. Goal

D. Trend

A. Tactic

A tactic is short-term. The drawing to win birthday cake is short-term.

6. Sue is a 12th grade student who loves the new Ferrari convertible which retails for approximately $300,000. She works part-time at the local movie theater and has approximately $150 in her savings and checking account. Is Sue a part of the market for the Ferrari?

A. No, she is not financially willing to purchase the Ferrari.

B. Yes, she has an unfulfilled desire for the Ferrari.

C. No, she is not financially able to purchase the Ferrari.

D. Yes, she has an unfulfilled desire and is financially able and willing to satisfy that desire.

C. No, she is not financially able to purchase the Ferrari.

To be part of a market, the customer must have an unfulfilled desire and be financially able and willing to satisfy that desire.

Sue lacks the financial ability to purchase a Ferrari.

7. Which market do customers in cold climates who need snow shovels and snow blowers represent?

A. Geographic

B. Psychographic

C. Behavioral

D. Occupational

A. Geographic

Geographic segmentation groups people by the area in which they are located. This includes customers in cold climates.

Occupations are a basis for demographic segmentation.

Psychographic segmentation groups people by lifestyles and personalities.

Behavioral segmentation groups people by their response to a product.

7. Which market segment do customers that prefer reasonably-priced recreational activities that include a variety represent?

A. GeographicB. PsychographicC. BehavioralD. Occupational

B. Psychographic

The person’s mind likes the recreation, so it relates to the mind.

53. A business determines that it can increase its market share 12 percent by promoting its goods and services to Hispanic females who are 18- to 34-years old. How is the business segmenting the market?

A. By geographics

B. By psychographics

C. By demographics

D. By behavior

C. By demographics

Demographics are the physical and social characteristics of the population. A business that segments the market on the basis of demographics considers factors such as the age, gender, and ethnicity of the population.

Psychographic segmentation is the division of a market on the basis of consumers’ lifestyles and personalities, which are influenced by their behavior.

Geographic segmentation involves dividing a market on the basis on location (e.g., zip code).

Unit 1.05 Unit 1.05

1. What does a business need in order to 1. What does a business need in order to understand why a product that has been a strong understand why a product that has been a strong seller for a long time is now losing its popularity?seller for a long time is now losing its popularity?

A. marketing informationA. marketing information

B. sales recordsB. sales records

C. secondary dataC. secondary data

D. purchasing documentsD. purchasing documents

A. Marketing informationA. Marketing information

They need to see how rival products are They need to see how rival products are doing and how they are affecting the doing and how they are affecting the product.product.

2. What is one way that businesses use marketing 2. What is one way that businesses use marketing information?information?

A.A. To develop new products To develop new products

B.B. To determine credit scoresTo determine credit scores

C.C. To change economic trendsTo change economic trends

D.D. To prepare sales invoices To prepare sales invoices

A.A. To develop new productsTo develop new products

Businesses need to obtain and analyze a wide variety of marketing Businesses need to obtain and analyze a wide variety of marketing information in order to make decisions for the future. One way information in order to make decisions for the future. One way that businesses use this information is to develop new products that businesses use this information is to develop new products and improve existing products in order to satisfy customers’ and improve existing products in order to satisfy customers’ needs. In order to make marketing decisions that will keep them needs. In order to make marketing decisions that will keep them competitive, businesses are constantly gathering information competitive, businesses are constantly gathering information about customers’ preferences and why customers buy certain about customers’ preferences and why customers buy certain products.products.

Businesses do not use marketing information to prepare sales invoices. Businesses do not use marketing information to prepare sales invoices. Businesses obtain marketing information in order to monitor Businesses obtain marketing information in order to monitor economic trends, but they are not able to change those trends. economic trends, but they are not able to change those trends. Credit scoring is a function of finance that helps a company Credit scoring is a function of finance that helps a company determine a customer’s credit worthiness. determine a customer’s credit worthiness.

3. What does continuously monitoring international 3. What does continuously monitoring international marketing information enable businesses to do? marketing information enable businesses to do?

A.A. Investigate competitorsInvestigate competitors

B.B. Identify problems Identify problems

C.C. Evaluate market shareEvaluate market share

D.D. Analyze economic changesAnalyze economic changes

B. identify problemsB. identify problems

Marketing information is data available inside (internal) and outside Marketing information is data available inside (internal) and outside (external) the business. Internal marketing information that (external) the business. Internal marketing information that businesses monitor include inventory reports, customers, sales businesses monitor include inventory reports, customers, sales records, customers’ feedback from surveys, etc. Comparing current records, customers’ feedback from surveys, etc. Comparing current and past marketing information can often reveal problems, such as and past marketing information can often reveal problems, such as a sudden drop in sales of a particular product. a sudden drop in sales of a particular product.

A drop in sales may indicate that the business needs to provide new or A drop in sales may indicate that the business needs to provide new or improved products or increase promotional efforts. Businesses need improved products or increase promotional efforts. Businesses need to review various forms of external marketing information to to review various forms of external marketing information to effectively investigate competitors, evaluate market share, and effectively investigate competitors, evaluate market share, and analyze economic changes.analyze economic changes.

4. What is one way that many businesses use the 4. What is one way that many businesses use the marketing information contained in sales reports?marketing information contained in sales reports?

A.A. To monitor expense accountsTo monitor expense accounts

B.B. To qualify potential new customersTo qualify potential new customers

C.C. To improve the effectiveness of To improve the effectiveness of salespeoplesalespeople

D.D. To develop negotiating techniquesTo develop negotiating techniques

C. To improve the effectiveness of salespeopleC. To improve the effectiveness of salespeople

Sales reports contain a variety of information that businesses often use Sales reports contain a variety of information that businesses often use to improve the effectiveness of salespeople. This is information to improve the effectiveness of salespeople. This is information about numbers of new customers, number lost of customers, cost of about numbers of new customers, number lost of customers, cost of selling, time spent with each customer, etc.selling, time spent with each customer, etc.

By reviewing the information, a business can determine if the By reviewing the information, a business can determine if the salesperson is effective, or might need assistance or more training salesperson is effective, or might need assistance or more training to be better able to market the business’s product information that to be better able to market the business’s product information that the salesperson does not have. Then, the business can develop the salesperson does not have. Then, the business can develop materials to provide the detailed information.materials to provide the detailed information.

This will help the salesperson to more effectively work with customers. This will help the salesperson to more effectively work with customers. Businesses do not develop negotiating techniques. Expense Businesses do not develop negotiating techniques. Expense accounts are types of sales reports that often contain marketing accounts are types of sales reports that often contain marketing information.information.

5. By monitoring its sales and its customers’ 5. By monitoring its sales and its customers’ buying habits, what is a business often able to buying habits, what is a business often able to

identify?identify?

A.A. Popular productsPopular products

B.B. Research methodsResearch methods

C.C. Economic resourcesEconomic resources

D.D. Competitors’ activitiesCompetitors’ activities

A.A. Popular productsPopular products

A business that monitors its sales and customers’ buying A business that monitors its sales and customers’ buying habits overtime can determine which products are not habits overtime can determine which products are not popular and which products are not. By knowing that popular and which products are not. By knowing that information the business can make informed decisions information the business can make informed decisions about its product mix.about its product mix.

For example, a business may decide to offer popular For example, a business may decide to offer popular products in other colors and sizes, or it may decide to products in other colors and sizes, or it may decide to delete slow-moving items from its product mix. delete slow-moving items from its product mix. Research methods are the ways in which a business Research methods are the ways in which a business obtains marketing information. Economic resources obtains marketing information. Economic resources are the human and natural resources and capital are the human and natural resources and capital goods used to produce goods and services. Monitoring goods used to produce goods and services. Monitoring its sales and its customers’ buying habits will not help its sales and its customers’ buying habits will not help the business identify research methods, economic the business identify research methods, economic resources, or competitors’ activities.resources, or competitors’ activities.

6. XYZ Company noticed that the sales of iPads in 6. XYZ Company noticed that the sales of iPads in blue have increased in sales. What can the blue have increased in sales. What can the

business determine about the iPads?business determine about the iPads?

A.A. Popular productsPopular products

B.B. Research methodsResearch methods

C.C. Economic resourcesEconomic resources

D.D. Competitors’ activitiesCompetitors’ activities

A. Popular products A. Popular products

If they’re sold out they’re popular!If they’re sold out they’re popular!

7. What type of internal report would indicate to a business 7. What type of internal report would indicate to a business that sales for a specific product have dramatically dropped that sales for a specific product have dramatically dropped

over the past three months?over the past three months?

A.A. Market demographics analysisMarket demographics analysis

B.B. Accounts-payable summaryAccounts-payable summary

C.C. Annual income statementAnnual income statement

D.D. Quarterly inventory statusQuarterly inventory status

D. Quarterly inventory status.D. Quarterly inventory status.

By monitoring inventory, a business can determine how well a product is By monitoring inventory, a business can determine how well a product is selling. If the status report indicates that the inventory for the item is selling. If the status report indicates that the inventory for the item is turning slowly, then the business knows that sales are down. By turning slowly, then the business knows that sales are down. By monitoring the inventory status report over time, the business might monitoring the inventory status report over time, the business might decide to drop items from the product line that are not selling. decide to drop items from the product line that are not selling.

Accounts-payable reports summarize data related to monies the business Accounts-payable reports summarize data related to monies the business has made or lost over a certain period of time. An accounts-payable has made or lost over a certain period of time. An accounts-payable summary, an annual income statement, and market demographics summary, an annual income statement, and market demographics analysis will not indicate changes in a product’s sales.analysis will not indicate changes in a product’s sales.

8. What type of marketing data can a business obtain by 8. What type of marketing data can a business obtain by reviewing its inventory reports and customers’ invoices?reviewing its inventory reports and customers’ invoices?

A.A. Product qualityProduct quality

B.B. Customers’ credit limitsCustomers’ credit limits

C.C. Customers’ product preferencesCustomers’ product preferences

D.D. Actual market shareActual market share

C. Customers’ product preferencesC. Customers’ product preferencesInternal records provide businesses with information about their Internal records provide businesses with information about their

customers’ buying habits and product usage. By reviewing customers’ buying habits and product usage. By reviewing inventory reports, a business can determine which products are inventory reports, a business can determine which products are selling well and which products are moving slowly.selling well and which products are moving slowly.

This information may prompt the business to phase out the slow This information may prompt the business to phase out the slow moving product and increase promotional efforts for the products moving product and increase promotional efforts for the products that are selling well. Customers’ invoices provide information that are selling well. Customers’ invoices provide information about an individual customer’s buying preferences and habits.about an individual customer’s buying preferences and habits.

For example, invoices might reveal that certain customers buy a For example, invoices might reveal that certain customers buy a certain quantity of a particular product four times a month. By certain quantity of a particular product four times a month. By knowing this type of information, the business can customize knowing this type of information, the business can customize promotions for its customers and take steps to ensure that it has promotions for its customers and take steps to ensure that it has sufficient product on hand when it is needed.sufficient product on hand when it is needed.

Financial reports provide information about customers’ credit status Financial reports provide information about customers’ credit status and limits. Customer invoices do not provide information about a and limits. Customer invoices do not provide information about a product’s level of quality. Businesses need to analyze industry and product’s level of quality. Businesses need to analyze industry and competitors’ data and compare them with internal data to evaluate competitors’ data and compare them with internal data to evaluate its market share.its market share.