QUESTION 26

Marketing objectives serve as motivators by creating something for employees to strive for.

True

False

QUESTION 27

A firm using a(n) _____ essentially adopts a mass-market philosophy, viewing the market as one big market with no individual segments

	a.	undifferentiated targeting strategy
	b.	concentrated targeting strategy
	c.	niche targeting strategy
	d.	individual targeting strategy

QUESTION 28

Varion Air, an airline company, is providing promotional offers to mark its first anniversary. Its customers will be given a complimentary air ticket on the purchase of three business class tickets. In this case, which of the following is true of its promotional strategy?

	a.	It will not be effective as promotion does not apply to services.
	b.	It will work independently of the other three elements of the marketing mix.
	c.	It will increase the sales of Varion Air.
	d.	It will satisfy the flyers and not the management of Varion Air.

QUESTION 29

Who among the following is most likely to disapprove of unethical practices more strongly than others?

	a.	Jason, an editor, who has noticed that all his managers agree that it is okay to plagiarize content to a small extent
	b.	Rebecca, who has noticed that most of her colleagues often use office supplies for personal use
	c.	Sarah, a manager, whose organization does not provide guidelines on ethical behavior
	d.	David, who has noticed for the first time a colleague misrepresenting data in a report

QUESTION 30

Which of the following is a similarity between a production orientation and a sales orientation?

	a.	Both ignore the importance of assessing a firm's internal capabilities.
	b.	Both fail in a market where demand exceeds supply.
	c.	Both lack an understanding of the needs and wants of the marketplace.
	d.	Both place little emphasis on the assessment of manufacturing plants and facilities.

QUESTION 31

The marketing mix typically involves:

	a.	federal regulations.
	b.	restrictive covenants.
	c.	distribution strategies.
	d.	divestiture strategies.