Marketing Management Mid-Term

How does successful marketing create jobs?

• By raising the standard of living

• By encouraging conspicuous consumption

• By increasing brand equity

• By promoting capitalism

• By building demand for products and services

Regarding the selling function, what did Peter Drucker have to say about the aim of marketing?

• Selling should replace marketing.

• Selling should have equal importance in the corporate hierarchy.

• It should make selling superfluous.

• The sales function should set strategy, while the marketing function should own tactics.

• Selling and marketing are synonymous.

Which of these were identified as a key reason why Nintendo had a hit with the Wii and Apple with the iPad?

• Both companies designed the right product based on thoughtful research.

• Both products were flukes that hit the market at the right time.

• Neither product led its category, but both were sold aggressively.

• Both products underpriced their competition.

• American consumers have enough disposable income to afford luxury gadgets.

Why are a company's own employees considered vital participants in holistic marketing?

• Employees who feel ignored will lash out on social media.

• Companies can spread out the costs of marketing by involving more people.

• Marketing succeeds only when all departments work together to achieve customer goals.

• A democratic approach to marketing invites everyone in the company to participate.

• Few companies still have traditional marketing departments.

Kamala writes a blog about movies she’s seen, books she’s read, and concerts she’s attended. Her blog provides information and opinions. Feedback from her readers is positive, and they are appreciative of the advice that she’s given. Which of the following would be the most apt description of the role played by Kamala?

• Silent majority

• Protestor

• Protector

• Adapter

• Influencer

How are the characteristics of a culture passed along from one generation to the next?

• Observation

• Communication and imitation

• Imitation

• Formal education

• Imitation and formal education

If a group of "fashion rejects" became so popular in social media that large numbers of people began imitating their look, this group would have transitioned from _______ to _______ in the eyes of those mainstream consumers.

• dissociative, associative

• dissociative, aspirational

• aspirational, dissociative

• associative, dissociative

What does "first in, first win" refer to when marketing to expectant parents?

• Getting the first sale to parents after their last baby is born

• Brand loyalty among families of procreation

• The wide range of products that first-time parents need

• The importance of reaching expectant parents early to win their trust

• The fact that whoever gets the first sale to new parents gets all their business

Raw materials, labor, and funding sources represent which kind of market?

• Basic

• Primary

• Secondary

• Resource

• Business-to-business

_______ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

• Marketing
• Knowledge

• Operations

• Strategic

• Distribution