56. As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing.

A. B2C; B2B

B. B2C; C2C

C. B2B; B2C

D. B2B; C2C

E. C2C; B2C

57. Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing.

A. B2C

B. C2B

C. B2B

D. C2C

E. underground

58. The Got Milk advertising campaign, designed to increase consumption of milk, was intended to help market a(n)

A. individual.

B. firm.

C. industry.

D. organization.

E. specific product.

59. The evolution of marketing progressed along the following continuum:

A. sales, marketing, value-based marketing, production.

B. marketing, value-based marketing, production, sales.

C. value-based marketing, production, sales, marketing.

D. production, sales, marketing, value-based marketing.

E. sales, value-based marketing, marketing, production.

60. The idea that a good product will sell itself is associated with the __________ era of marketing.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented

61. Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented

62. Melanie works for a small computer software company. Her boss is constantly improving its products but neglecting customers, billing, and promoting the company. Her boss is probably stuck in the __________ era of marketing.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented

63. During the __________ era, firms had excess capacity and used personal selling and advertising to generate customers.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented

64. The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented

65. Near the end of the model year, Move-Them-Out automobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the __________ era.

A. production-oriented

B. sales-oriented

C. market-oriented

D. value-based marketing

E. retailing-oriented