Maraton en ingles

The co-founder of Hewlett Packard said, "Marketing is too important to be left only to the marketing department." This comment means all of the following EXCEPT _______.

• marketing involves more than just activities performed by a department

• marketing entails processes that focus on delivering value and benefits to customers

• marketing means selling and promoting products and services

• marketing involves building long-term, mutually rewarding relationships

Kendall Wong has a car to sell and advertises it online. Several potential buyers test drive the car. All five conditions that are necessary for an exchange to occur exist in this scenario. Has an exchange occurred?

• An exchange has occurred because all the conditions have been met.

• An exchange has occurred because Kendall has identified prospective buyers

• Until Kendall sells the car, an exchange has not taken place

• Until Kendall and a buyer decide on the price, an exchange has not occurred.

The Brooks Machine Shop is known for adopting a strategy that focuses on designing new products based on its assessment of the capabilities of its engineers and on the easy availability of resources. The firm’s approach, which emphasizes the ease of production and the talents of its resources rather than the needs and wants of the marketplace, can be attributed to its _______ orientation.

• production

• sales

• market

• social marketing

The management of Intel believes that success can be achieved with a thorough understanding of its competitive arena and by developing products that satisfy the needs, wants, and expectations of customers. Therefore, Intel can be said to have a _______ orientation.

• producction

• sales

• market

• social marketing

Great Burger is a burger restaurant that targets those who care about how food tastes and where the food comes from. Prices are higher than average, but Great Burger uses hormone-free meat from humanely raised animals. The meat is shipped fresh, not frozen. This restaurant prides itself on its superior service. This example shows that _______.

• customer value is the relationship between benefits and the sacrifice necessary to obtain them

• customer satisfaction is the relationship between benefits and the sacrifice necessary to obtain them

• empowerment is the relationship between benefits and the sacrifice necessary to obtain them

• teamwork is the relationship between benefits and the sacrifice necessary to obtain them

A well-known car manufacturer decided to go completely to hybrids, adding more sports utility vehicles and using more cutting-edge technology. The company is also focusing more on electric cars. This example shows that strategic marketing management _______.

• defines the organization’s main activity at a particular time

• addresses how a company can set goals

• shows how many new employees to hire

• explains how to surpass the competition

Midland College has instituted a mini-mester, a college course that covers one full semester of material in six weeks. Students can earn three college credits during the mini-mester. This format is in addition to the 16-week semester and the eight-week semester. The mini-mester course is considered a _______ alternative.

• diversification

• product development

• market development

• market penetration

Sara has opened up a craft store. She offers classes in cake decorating as well as sewing and needlepoint supplies. However, she has had very low attendance in the classes and a low sales level of craft items, even though she has discounts available in the form of store coupons. In the context of the portfolio matrix, which statement is generally true of Sara’s business?

• Protection of existing market share is essential for dogs

• Dogs have a dominant market share in low-growth markets.

• This business is a dog and she should harvest or divest it.

• Dogs escalate in the market if given strong financial funding

The collection and interpretation of data about forces, events, and relationships in the external environment that may affect the organization’s future or its marketing plan implementation is called _______.

• a building strategy

• environmental scanning

• competitive advantage

• niche marketing

Which of the following actions is primarily associated with a niche strategy?

• Choosing a target market that is not being served by major competitors

• Manufacturing products in bulk and targeting average customers

• Selling products without extra frills or options

• Lowering labor costs