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Which of the following is NOT a predicted direction for marketing in the coming years?*

A) the demise of precision marketing and rise of mass marketing

B) the demise of the marketing department and the rise of holistic marketing

C) the demise of marketing intuition and the rise of marketing science

D) the demise of manual marketing and the rise of both automated and creative marketing

E) the demise of free-spending marketing and the rise of ROI marketing

Which of the following business practices focuses specifically on designing the organization and setting up processes to respond quickly to changes in the environment?*

A) benchmarking

B) outsourcing

C) focusing

D) accelerating

E) globalizing

Which of the following is an example of a zero-level channel?*

A) A company takes online orders from customers and ships the products to them.

B) An organization uses a combination of direct salespeople and sales agencies to increase sales.

C) A company sells its products through wholesalers and retailers.

D) A company sells its products through chains of supermarkets and other large sellers.

E) A large company forms alliances with smaller companies to increase sales coverage.

Which of the following is true regarding cause-related marketing?*

A) The positive impact of cause-related marketing can be increased through sporadic involvement with numerous causes.

B) Many companies focus on multiple causes to simplify execution and maximize impact.

C) Limiting support to a single cause increases the pool of stakeholders who can transfer positive feelings from the cause to the firm.

D) Most firms choose causes that fit their corporate or brand image and matter to their employees and shareholders.

E) In order to avoid public backlash, firms are advised to adopt a hard-sell approach to their cause efforts.

Social marketing programs designed to discourage cigarette smoking or excessive consumption of alcohol are examples of ________ campaigns.

A) cognitive

B) active

C) behavioral

D) value

E) normative

Merging involves ________.*

A) reducing the number of organizational levels to get closer to the customer

B) removing barriers that separate organizational departments

C) partnering with fewer but better value-adding suppliers

D) working more closely with customers to add value to their operations

E) acquiring firms in the same or complementary industries

________ involves studying "best practice companies" to improve performance.*

A) Empowering

B) Globalizing

C) Flattening

D) Benchmarking

E) Focusing

________ is the process by which firms assess the effects of their marketing activities and programs and make necessary changes and adjustments.

A) Marketing control

B) Marketing implementation

C) Test marketing

D) Market watch

E) Market analysis

Which of the following observations is true?*

A) In today's business environment, marketers are mainly middlemen.

B) Marketing has the sole ownership of customer interactions.

C) Only when all employees realize their job is to create, serve, and satisfy customers does the company become an effective marketer.

D) Marketers must clearly differentiate all customer-facing processes, such that every customer receives a personalized marketing message.

E) Marketers must avoid collaborating with other organizational departments, as it blurs functional responsibilities.

Which of the following should be done to increase the likelihood that social marketing programs will be successful?*

A) Choose target markets that are the least ready to respond.

B) Promote multiple, doable behaviors in clear, simple terms.

C) Make it easy to adopt the behavior.

D) Adopt a soft sell approach, as opposed to attention grabbing messages.

E) Explain the benefits in an exaggerated manner.

Which of the following business practices involves reducing the number of organizational levels to get closer to the customer?*

A) flattening

B) globalizing

C) decentralization

D) merging

E) justifying

Which of the following is a best practice in business and marketing?*

A) end-product orientation

B) reacting to competitors

C) vertical integration

D) stockholder driven

E) teamwork

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.*

A) Marketing implementation

B) Marketing research

C) Marketing analysis

D) Brand management

E) Product management

________ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.*

A) Marketing channels

B) Interstitials

C) Communication channels

D) Sales territories

E) Marketing terrains

________ involves buying more goods and services from external domestic or foreign vendors.*

A) Merging

B) Broadening

C) Outsourcing

D) Globalizing

E) Accelerating

Cause marketing has a particularly interested audience in civic-minded ________.

A) Millennial consumers

B) baby boomers

C) Gen Xers

D) Gen Yers

E) shadow boomers

________ refers to the ability to meet humanity's needs without harming future generations.*

A) Greenwashing

B) Sustainability

C) Ecological footprinting

D) Scalability

E) Legal practice

The role of marketing in the organization is changing. Traditionally marketers have played the roles of ________, charged with understanding customers' needs and transmitting their voice to various functional areas.*

A) middlemen

B) opinion leaders

C) clients

D) influencers

E) end consumers

Which of the following is the most accurate description of a value network?

A) a system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings

B) a system of organizations and resources involved in moving a product from supplier to customer

C) an arrangement whereby an organization transforms inputs into finished goods

D) a network that allows an organization take the finished products to the end-users

E) a communication network that allows an organization to transfer information to end-customers

Which of the following activities is a reverse-flow channel of marketing?*

A) raw materials movement

B) product recycling

C) materials ordering

D) finished goods storage

E) customer order placement

When is a pull strategy appropriate?*

A) when there is low brand loyalty

B) when consumers are able to perceive differences between brands

C) when brand choice is made in the store

D) when it is a low involvement purchase

E) when the product is an impulse item

Which of the following is true of building a creative marketing organization?*

A) It is enough if firms are customer-oriented.

B) Companies must watch trends and be ready to capitalize on them.

C) Firms should focus more on efficiency rather than innovation.

D) Companies should attempt to minimize risks as much as possible.

E) Firms should focus on protecting their existing markets and physical resources.

A computer manufacturing company allows customers to place orders online, which they can later pick up from a convenient retail location. Which of the following terms best represents this practice?

A) channel integration

B) mass customization

C) online personalization

D) push strategy

E) internal marketing

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?*

A) personalization strategy

B) tailoring strategy

C) push strategy

D) pull strategy

E) consumer promotion strategy

Which of the four characteristics of a marketing audit is described by the fact that outside consultants can bring necessary objectivity to the process?*

A) comprehensive

B) systematic

C) independent

D) periodic

E) opinion-based

A ________ is a comprehensive, systematic, independent, and periodic examination of a company's or business unit's marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company's marketing performance.

A) marketing plan

B) test market

C) marketing audit

D) market-based scorecard analysis

E) marketing metric

Rising customer expectations, evolving employee goals and ambitions, and tighter government legislation and pressure are driving companies to ________.*

A) operate leaner manufacturing facilities

B) manage shorter supply chains

C) operate flatter organizations

D) practice a higher level of corporate social responsibility

E) vertically integrate

The most common form of marketing organization consists of ________ reporting to a marketing vice president who coordinates their activities.

A) zonal managers

B) functional specialists

C) product managers

D) area market specialists

E) brand managers

Appointing teams to manage customer-value-building processes and break down walls between departments is part of which of the following shifts in business practices?*

A) reengineering

B) outsourcing

C) benchmarking

D) supplier partnering

E) customer partnering

As long as finance focuses on short-term profit, it will oppose major investments designed to build satisfied, loyal customers. Which of the following steps that a marketing CEO can take to build a market- and customer-focused company can help a CEO overcome this challenge?*

A) Empower the employees.

B) Get outside help and guidance.

C) Install a modern marketing planning system.

D) Change the company's reward measurement and system.

E) Develop strong in-house marketing training programs.

As a business practice, broadening involves ________.

A) acquiring or merging with firms in the same or complementary industries to gain economies of scale and scope

B) factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise

C) buying more goods and services from outside domestic or foreign vendors

D) appointing teams to manage customer-value-building processes and break down walls between departments

E) becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions

________ requires that everyone in the organization accept the concepts and goals of marketing and engage in choosing, providing, and communicating customer value.*

A) Internal marketing

B) Corporate communications

C) Integrated marketing communications

D) Supply chain management

E) Employee engagement

As a marketing practice, monitoring involves ________.

A) designing the organization and setting up processes to respond quickly to changes in the environment

B) becoming more accountable by measuring, analyzing, and documenting the effects of marketing actions

C) tracking what is said online and elsewhere and studying customers, competitors, and others to improve business practices

D) determining the most profitable businesses and customers and expending greater organizational resources to capitalize on them

E) factoring the interests of customers, employees, shareholders, and other stakeholders into the activities of the enterprise