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Exam 1: Marketing: The Art and Science of Satisfying Customers

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Question 71

Multiple Choice

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Interactive marketing refers to:

A) sequential marketing efforts beginning with frontline salespersons and proceeding to detailed instructions by a technical expert.
B) marketing efforts vis-a-vis interactive programs where customers can post their queries directly to the management.
C) buyer-seller communications in which the customer controls the amount and type of information received from a marketer.
D) software-controlled marketing strategy which uses central databases to segment the market on various demographic and psychographic factors.

E) All of the above
F) B) and C)

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Question 72

True/False

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Owen buys a car for himself.Owen has created ownership utility.

A) True
B) False

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Question 73

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An auto manufacturer creates ownership utility for its consumers by combining metal,rubber,plastic and petroleum products.

Product-oriented rather than customer-oriented management endangers the future growth of an organization.

The physical distribution functions of marketing are related to advertising,personal selling,and sales promotion in the attempt to match products and services to consumer needs.

Define utility and discuss the four types of utility.Give examples and list the functional areas within an organization that are responsible for each.

List and describe the five types of

A gaming corporation and a mobile manufacturer work together to develop unique games which are made available on the applications of the phones.This is an example of:

The cost of finding new customers is far less than the cost of maintaining existing ones.

The main goal of not-for-profit organizations is to generate revenues above and beyond their costs to make money for all stakeholders involved.

The traditional view of marketing can be described as transaction-based marketing.

_____ involves marketing philosophies,policies,procedures,and actions whose primary objective is the enhancement of society.

The term 'bottom line' is a reference to:

William Cutlery Inc.sells its products at its stores and via door-to-door sales.Selling,order taking,delivery,and limited customer service are all conducted by the drivers.Which two marketing functions overlap as a result of the drivers' required responsibilities?

Buying an iPod generates ownership utility; however,buying a concert ticket does not.

Not-for-profit organizations have numerous organizational objectives other than profitability due to their diversity.

On average,marketing expenses account for half of the costs involved in a product.

Which of the following is true regarding marketing?

Explain the exchange and distribution functions of marketing.

Marketing is the organizational function that refers to all forms of selling from institutional sales to personal selling.