Font size
WorksheetsMarketing 2
Total questions: 199
Worksheet time: 2hrs 40mins
Mostly, business is made up of:
huge, multimillion dollar transactions
customer service orientations
competitions with other firms
smaller, more frequent transactions
Face-to-face communication is necessary for true "frontline" transactions.
T
F
Technology has had little impact on organizational frontlines in most industries.
T
F
Rachel goes to Walmart to buy groceries, and checks out with a cashier. When Rachel hands her cash to the Walmart employee, what kind of interaction has taken place?
Automated Service Delivery
Machine Summons
Human customer, Machine service provider
Traditional Interactions
When Mariah needs money, she goes to an ATM instead of driving to her bank. When Mariah utilizes this ATM that represents her home bank, what kind of interaction has taken place?
Automated Service Delivery
Machine Summons
Traditional Interactions
Human customer, Machine service provide
Which of these types of interactions is the only one where human interaction is absolutely necessary?
Automated Service Delivery
Traditional Interactions
Machine Service Provider
Machine Summons
The acronym LAURA helps us to analyze and adjust when:
employees have provided poor customer service
a product or service has exceeded expectations of consumers
consumers are belligerent with frontline employees
a product or service has disappointed the consumer
What is the definition of retailing?
Selling goods and services to consumers for their own use
Any form of sale with a price markup
Marketing goods and services for resale
Selling goods and services to companies to use in running the company
What is the difference between retailing and wholesaling?
retailers sell to individuals for end use; wholesalers sell to companies for resale/company use
retailers are unable to mark up prices; wholesalers are free to do so
wholesalers sell to individuals for end use; retailers sell to companies for resale/company use
wholesalers are unable to mark up prices; retailers are free to do so
What is the difference between merchant and agent wholesalers?
merchants take ownership to a product; agents act as intermediaries
merchants produce the product; agents sell it to consumers
agents produce the product; merchants sell it to consumers
agents take ownership to a product; merchants act as intermediaries
Why do retailers exist?
They add value by increasing discrepancies between the needs of consumers and sellers
They do not add value but do add convenience
They add value by adjusting discrepancies between the needs of consumers and sellers
People always buy more from retailers than they do directly from producers
Why is breaking bulk important?
breaking bulk is unnecessary
sellers want to produce in bulk, consumers want to buy in small amounts
breaking bulk is inconvenient for the consumer, leading to impulse buys
sellers dislike producing in bulk, but consumers want large amounts
What jobs are the most likely to be automated?
those with high-impact decision making
those with a great deal of routine
those with lots of critical thinking
those with a great deal of variety
The degree to which an individual possesses an enduring belief in the importance of customer satisfaction is defined as:
customer orientation
business orientation
customer service
good management
Some people innately have more of a customer orientation than others
T
F
It is often most important for which kind of employee to have a strong customer orientation?
Strategic
Managing
Front line
Behind-the-Scenes
Strategic
Managing
Front line
Behind-the-Scenes
When a supervisor doesn’t emphasize the importance of customer satisfaction, employees with higher customer orientation:
perform fewer customer service behaviors than they might have
all supervisors surveyed emphasized the importance of customer satisfaction
perform a varied amount of customer service behaviors
perform more
customer service behaviors than they might have
When employees with high customer orientation are embedded in an organization that emphasizes (and benefits from) customer satisfaction, profits are likely to:
increase
exponentially decrease
decrease
stay the same
In most circumstances, higher levels of customer orientation lead to all of the following except:
Organizational commitment
Organizational citizenship
Job satisfaction
Job turnover
Employees with high customer orientation will thrive in what kind of job?
These employees always choose their own job
These employees can go to any job
Low customer interaction
High customer interaction
What is the reason for so many levels existing between the producer and end-user?
convenience only
each level adds some kind of value to the end user
prices are lower across the board with a greater number of levels
each level makes some degree of money
When it comes to compensation in a channel of distribution, _______ plays the most important role.
replicability
relative importance
market share
power
Brands marketed as more luxury options (such as Lexus) are likely to utilize ______ distribution intensity.
selective
broad-coverage
strategically placed
intensive
Which of these is not a form of a sharing economy?
P2P
P2B
B2P
B+P
Air BnB uses a model where the business integrates people who own homes into the market where consumers express demand. This is most accurately described as which type of sharing economy?
Business to Person
Peer to Peer sharing
Person to Business
Business + Person
What has been a problem of implementing Peer to Peer sharing?
finding platforms where it is legal and available
finding platforms where consumers express demand
determining products
determining
companies who will invest
Of the sharing economy models, which is the most similar to traditional business models?
Business to Person
Peer to Peer
Business + Person
Business to Business
What is the largest inhibitor to the growth of sharing economies?
trust
initial cost
advertising
quality concerns
A platform that receives renting fees receives those fees from the _______ and shares those fees with the _______.
platform; owner
recommender; seeker
seeker; owner
owner; seeker
Which of these is not a party that shares and exchanges value in a sharing economy?
Owner
Platform
Seeker
Recommender
Which of these is not a potential benefit of increasing a sharing economy?
realize potential market gains
reverse effects of eroding social trust
return economic benefits
reduce environmental and waste impact
What are inside sales?
a type of sales in which inside departments sell to each other
a type of sales in which companies within the same industry sell to each other
a type of sales in which interactions are initiated by the buyer
a type of sales in which interactions are initiated by the seller
A type of selling in which the organization is represented by multiple people, which might include a salesperson, a technical support specialist, or others, is defined as:
Team Selling
Group Sales
Group Work Ideation
Team Account
What is a key account?
an account that links the company to other accounts
a small customer that provides an average amount of revenues
a very large customer that provides a significant portion of revenues
the account a company holds with a minor supplier
A form of personal selling that focuses on making an immediate sale with little or no concern for customer satisfaction or relationship development is defined as:
Relationship selling
Telemarketing
Transactional selling
Innovative selling
Transactional selling focuses on the customer relationship
T
F
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers is defined as:
business to business selling
relationship selling
transactional selling
personality-based marketing
Which of these is not a step in the personal selling process?
prospecting
approach
sell
presentation
When does initial contact with the potential consumer occur?
approach
preapproach
presentation
introduction
What happens in the Presentation stage of the personal selling process?
determine prospect needs and present benefits; handle objections
present customer service evaluations
establish initial contact
ask for financial commitment
SPIN selling is about asking questions of potential customers.
T
F
What is the point of SPIN selling?
educate the consumer on the features of your product
sell your product to an entire industry
position your product or service as the solution to the customer's problems
push a sale through at all costs
The most successful salespeople focus on the beginning aspects of the SPIN method (e.g. Situational and Problem questions)
T
F
What is the definition of Price?
the treasury-backed ultimate value of a product
the combination of values for all raw values
what is provided as a good or service
what is exchanged for the product, service, or idea
_______ is not about what we put into our product, it's what our customers get out of it.
Value
Marketing
Price
Evaluation
The "value created" of a product or service is determined from the perspective of the:
employer
customer
competition
stockholders
Small changes in price do not have a very large impact on bottom line profits
T
F
Which of these does not happen in a "smart industry"?
greater use of techniques from other fields
more complex pricing
greater subtlety of pricing options
companies fight with price only
What is the first step in strategic pricing?
Knowing how your industry behaves
Increasing the marketing budget
Knowing the price of your competitors
Financing large projects
What is the key difference between cost-based pricing and value-based pricing?
where you start the process
weight placed on customer service
focus on quantity vs. focus on quality
how you value each layer of business
Value-based pricing will always be more profitable than cost-based pricing
T
F
What is price skimming?
setting a low price to penetrate the market
offering customization at a price premium
reintroducing an old product at a different price
setting a high price for a new product to skim maximum revenues
What is dynamic pricing?
standard, flat rate for each customer
variable rate for each customer
price set to change with stock prices
price determined from bargaining
What is flat-rate pricing?
different rate for each customer
single rate per time period
price set to fluctuate with treasury bonds
setting a low rate to penetrate the market
Which of the following describes peak load or congestion pricing?
variable price based on region or county
variable rate depending on time of day or week
price assembled as you add options
charging the peak industry price at all times
You do not need to understand margin and markup if you are using value-based pricing
T
F
What is the main difference between the equations for margin and mark-up?
Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost
Margin is (Price - Cost)/Cost and Mark-up is (Price - Cost)/Price
There is no difference, they are synonyms
Margin is (Price - Competition)/Price and Mark-up is Price – Competition
Mark-up can be greater than 100%
T
F
A grocer has purchased a truckload of frozen dinners for $3 each. The grocer operates on a margin of 30% for frozen food items. What is the retail price to the consumer?
$2.60
$4.29
$3.35
$5.78
The competitive retail price for a stereo system is $300. Retail stores normally have a margin of 30% for such items. Wholesalers normally have a margin of 20% for such items. The manufacturer’s price is unknown. What steps should be taken to determine the manufacturer’s highest price?
Solve for Retail price, then Wholesale price, then Manufacturer price
Solve for Retail price, then Manufacturer price, then Wholesale price
Solve for Wholesale price, then Manufacturer price, then Retail price
Solve for Manufacturer price, then Wholesale price, then Retail price
What is the breakeven point?
the most desirable point for profits
where fixed costs only are covered
where variable costs only are covered
where profits just cover costs
Assume that Netflix has introduced a new bundle service for their streaming services. Bundle 1 includes a base price of $9 to cover 25 hours of streaming for the month and variable price of $0.10 for every 30 minutes over that 25 hours. Bundle 2 includes no base price, but a variable price of $0.25 for every 30 minutes of streaming per month. When a consumer attempts to decide which bundle to use, what is he or she determining?
Breakeven point
Value of the brand
Effectiveness of bundling
Price elasticity
What is defined as responsiveness of demand to changes in price?
Price elasticity
Cost benefit
Price variation
Demand sensitivity
A change in price in an elastic market is likely to show _______ change in demand when compared to a similar change in an inelastic market.
Variable
Smaller
Equal
Greater
In the Transactional Model of Communication, who fulfills the role of the Sender?
Consumer
Retailers
Market forecast
Marketer
The message put in place by the Sender is always identical to the message received by the Receiver.
T
F
The Communications Triangle encompasses more than just promotional interactions
T
F
The “company” in the Communications Triangle represents the:
Formal company management
Customers
Company reputation
Frontline employees
What is defined as frontline interactions in the Communications Triangle?
External Communication
Interactive Communication
Realistic Communication
Internal Communication
What is defined as the communications between the company and its customers?
Active advertising
External promotion
Internal promotion
Interactive communication
What is the definition of Advertising?
A form of external promotion with sellers, paid for by the consumer
A form of external promotion with customers, paid for by the seller
A form of internal promotion with employees, paid for by the seller
A form of internal promotion with customers, paid for by the seller
The immediate goal of all advertising is to make exchange happen
T
F
The goal of “remind and reinforce” applies to advertisements aimed at:
any customers
current customers
future customers
Advertising is best thought of as a(n):
Dividend
Immediate payoff
Investment
ROI
In advertising, a marketing professional should know both her _______ and her _______.
Message; retailers
Stock prices; audience
Message; audience
Competitors; budget
Which of these is not one of the Three C’s in communication?
Consistent
Concise
Clear
Committed
A company is looking to implement its new advertisement that is targeted specifically towards consumers 65 and older. Which communication channel would most effectively reach the intended audience?
Snapchat
TV commercials
Why is telling stories such an impactful way to advertise?
Storytellers inevitably fail
Consumers become bored with stories quickly
Consumers are irritated with failure
People are drawn into stories
Which aspect of the SUCCESS model is more common in the United States than in other countries?
Simple
Credible
Concrete
Emotion
A nonprofit that provides education for underserved communities is looking to run a new promotion. The company is deciding to either provide several statistics or a single, personal story from a student relying on funds. Out of the following, which part of the SUCCESS model would the personal story best encompass?
Unexpected
Emotion
Simplicity
Credibility
Why is simplicity important for breaking through promotional clutter?
Mail-in rebate
Your message is the clearest when it is simple
Complex messages draw consumers in
Messages seen as too simple are ignored by consumers
What is a sales promotion?
Long term external promotion tactic designed to influence future purchase
A synonym for advertising
Price cuts only
Short term external promotion tactic designed to influence immediate purchase
What is the goal of a sales promotion?
Increase likelihood of later purchase
Clear inventory
Increase market share
Convincing consumers to "act now"
What is the main difference between advertisements and sales promotions?
Goal: of increasing sales or decreasing necessary employees
Methods: print or technology-based
Goal: of long-term or immediate payoff
Methods: using frontline employees or management
In its simplest form, a Price Promotions is known as a(n):
Sale
Gift
Rebate
Advertisement
Black Friday is best described as an example of:
Price Promotion
Competitive advantage
Public Relations Strategy
Advertising strategy
It is easier to determine the effectiveness of sales promotions than advertisements.
T
F
Which of these is not an advantage of sales promotions?
Sales promotions have long-term effects
Reduce risk of initial trial
Effectiveness measured directly
Balance demand against capacity
What is the definition of Public Relations?
Form of external price promotion
Form of external promotion through channels perceived to be noncommercial
The least effective commercial strategy
Form of internal promotion through any and all channels
What is puffery?
The idea that most ads tell only the best-case scenario
Inflating negative expectations
Exaggerating reports of the number of consumers
Inflation of price during peak business hours
Public Relations are generally believed more so than advertisements
T
F
Companies who are recruiting new employees often ask to come to college campuses and speak in classes. What type of public relations tool is this most like?
Philanthropy
Event sponsorship
Press kits/releases
Speaking engagements
In the Communications Triangle model, which type of interaction is modeled by a double-headed arrow?
Intrinsic value
External communication
Interactive promotion
Internal promotion
Who is interacting in Interactive promotions?
Frontline employees and customers
Background employees and technology
Top management and employees
Employees and top competitors
What is personal selling designed to influence?
A market's elasticity
A purchase decision
A communication incentive
A competitor response
Promotion is ultimately about making:
Good communication efforts between management and employees
The best sale price possible
Effective exchanges between the seller and the customer
Efficient exchanges between suppliers and retailers
All promotional tools are equally effective in all promotional situations
T
F
Which of these is not a goal of promotion?
Awareness
Action
Desire
Price cuts
Can the order of the AIDA model be changed? Why or why not?
Yes, changing the order keeps competitors on edge
Yes, each goal is individual and separate
No, each step must be achieved before moving to the next
No, consumer reactions must drive the order
Which step of the Process of Consumption best lines up with the Desire aspect of Goals of Promotion?
Reaction
Evaluation of alternatives
Need recognition
Interest
Which of these is not a goal covered by Public Relations Advertising?
Interest
Action
Desire
Awareness
Which of the following media categories commands the biggest slice of advertising dollars today?
Broadcasting
Direct mail
Out-of-home
Which of these is not an example of broadcast advertising?
All of these are examples of broadcast advertising
Radio advertisement
TV advertisement
Billboard advertisement
The advertising examples given in the lecture videos best demonstrate which aspects of the SUCCESs model for cutting through clutter?
Credible and Promotional
Simple and Unexpected
Emotion and Concrete
Simple and Concrete
A benefit of TV broadcast advertising is that:
Only visual mediums are available
Only audio mediums are available
Both visual and audio mediums are available
All broadcasting is seen as a credible news source
The Cadbury commercial in the video lecture is an example of how advertisements have the ability to improve a company’s reputation
T
F
Which of these is not an example of print media advertising?
Magazines
Newspapers
Radio
Directories
Why has readership of most print media declined in recent years?
Literacy has decreased
All magazines have gone out of business
Many readers obtain information online
Magazines move to print too quickly
Print ads are no longer effective in today’s world.
T
F
Compared to digital or broadcast advertising, print advertisements tend to lack:
Ingenuity
Words
Clarity
Flexibility
Marketers tend to spend _________ on out-of-home advertisements compared to other methods.
More
Less
The same
Inconclusive amounts
Which of these is not an example of out-of-home advertising?
Online ad videos
Signage
Billboards
Car wraps
Which of these is not a reason for the increasing popularity of digital marketing?
Cost-effective
Easily targeted
Difficult to track effectiveness
Interactive medium
Which of these is not a key category of digital promotion?
Video
Social media
Affiliate
Display
Which of these is the best example of display advertising?
A billboard
Banner advertisement
Email promotion
Broadcast
What is a main risk of using email promotions?
Privacy issues
Cost of sending mail
Cannot target emails effectively
Consumers ignoring emails
What is the key aspect of the definition of social media?
Social media is online
Narrow reach
The ability it gives users to interact with each other
Content comes in app form
Social media marketing, when compared to normal social media use, uses the platform:
Aggressively
More often
Strategically
Passively
Only Gen X and millennial demographics are represented on social media.
T
F
The social media landscape changes __________ and requires ___________ from marketers.
Slowly; caution
Slowly; spontaneity
Quickly; flexibility
Quickly; indifference
There is a trend towards ________ elements in social media
Multimedia
Tangible
Visual
Audio
Companies on social media should remember to:
Reply angrily to frustrated consumers
Interact with followers
Provide sales pitches only
Post and disappear
With social media marketing, who are you representing?
Your followers
Yourself
Your brand
The media platform
Which of these is the best strategy for determining the best social media platform to use for marketing?
Try new platforms and content to see what connects
Abandon unsuccessful platforms immediately
Stay consistent with platforms and content
Switch target markets rather than change marketing strategy
When determining which social media platform to use for marketing, where should marketing professionals look?
What is “cool” or trendy
Where millennials are most active
Where the largest number of users are active
Where the target segment is best represented
When determining which social media platform to use for marketing, what should marketing professionals consider?
How the platform fits with your product
Pay-per-click advertisements
What is “cool” or trendy
Which platforms are most convenient for the firm
Which of these is an important characteristic of YouTube?
140-character limit
Business to business marketing
Video-based search engine
Forward-looking
Which social medial site is best suited for business to business marketing?
YouTube
Posts that have a(n) __________ element tend to do well on Instagram
Grayscale
Artistic
Intrinsic
Audio
Pinterest is the only social media platform that is ________-looking.
Backward
Forward
Present
Outward
Which of these situations would Twitter be best for?
Live reporting
Video sharing
Researching an article
Planning for the future
Only certain demographics can be reached using Facebook
T
F
Which social media platform has the widest customer base?
YouTube
What is Search Engine Optimization (SEO)?
A firm’s basic online strategy
The strategy to try and improve the firm’s ranking on Google
The strategy to try and remove a firm from Google
The strategy to ensure only certain markets can find your firm
Why do firms use SEO?
All companies want to reduce their web traffic
Only the most competitive companies use SEO
SEO is required for firms by ONET
All companies want to have the #1 ranking on Google
It is common for consumers to go past the first page of their Google search
T
F
Repetition of primary keywords is the only requirement for moving a firm up on Google’s search engine rankings
T
F
What is the point of on-site SEO?
Prove to Google that your content is relevant
Improve business to business marketing
Prove to consumers that your content is popular
Increase pay-per-click
What is the best way to have excellent off-site SEO?
Have an easily navigated webpage
Keep content the same as long as possible
Use repetitive, homogenous links
Have high quality content
Experts say that off-site is ________ important when compared to on-site SEO.
less
more
equally
Pay-per-click marketing is also known as:
Search marketing
Google mining
Bidding
Online advertising
Which of these is not a part of making a pay-per-click ad?
match the ad message, Unique Value Proposition, and Call to Action
Make it obvious what you want the user to do upon seeing the ad
make the ad relevant to the keywords searched
set the highest bid available
What is determined by the default bid aspect of setting up a pay-per-click ad?
Keyword popularity
How much the firm pays per click
Effectiveness of landing page
The firm’s budget per week
What is a landing page?
A page devoted to a certain product
A special page specifically for people who click on your ad
The sales section
The web homepage
Which of these is not a characteristic of a good landing page?
Clear offer
Simple form
Quality content offer
Full company information
Online display advertising is exactly the same as pay-per-click.
T
F
What is a main difference between online display advertising and pay-per-click?
Online display is effective; Pay-per-click is inconclusive
Online display is visual; Pay-per-click is text
Online display is audio; Pay-per-click is tangible
Online display is text; Pay-per-click is visual
Google’s display network is huge, with approximately ___________ monthly impressions (as of fall 2017).
6 billion
One trillion
A hundred thousand
10 million
What is contextual targeting most similar to?
Customer service
Keywords
Pay-per-click
Data mining
Targeting based on “where people have been” is known as:
Coupon rate
Remarketing
Market segmenting
Forecasting
When will a firm’s ad show up the most often?
The firm only has one size ad
The firm creates different ads for different sizes
The firm connects with Bing rather than Google
The firm creates a bold, colorful ad
Which of these is not a listed method of mobile marketing?
Mobile display ads
Websites
Apps
Online news articles
Standard webpage views are optimal for mobile access.
T
F
What is the number one way to market to mobile users?
Link mobile users to the standard site
Focus on email-based methods
Optimize webpage views through mobile sites
Create several versions of an app
Which of these marketing methods is the most unique to mobile marketing?
Location-based
Display ads
Pay-per-click
Social media
The companies who utilize mobile marketing to its fullest potential are using many platforms in addition to mobile
T
F
Which is NOT a role of a specific supply chain?
Improve proficiency
Decrease accuracy
Reduce costs
Increase profits
What are the two type of Supply Chains?
Direct and Indirect
Indirect and Wholesale
Resale and Wholesale
Direct and Wholesale
What is the supply chain?
Products and services involved with the flow of cash from the consumer to the firm
None of the above
Promotions and offers involved with the flow of activities from raw materials to the customer
Organizations and activities involved with the flow of products from raw materials to the customer
What are the roles of the market intermediaries?
Providing storage
All of the options
Create benefits for manufacturers
Link the manufacturer with the customer
Which is NOT a type of marketing intermediary?
Retailers
Distributors
Manufacturer
Wholesalers
Which market intermediary sells products for a commission?
Distributors
Retailers
Agents and Brokers
Wholesalers
Which market intermediary works directly with the customer?
Agents and Brokers
Distributors
Wholesalers
Retailers
What does the supply chain represent?
None of the above
Just the original manufacturer
The steps it takes to get the product from the original manufacturer to the consumer
The market intermediaries
Which is not a function that distributors perform?
Creating Products
Maintaining Inventory
Delivering
Selling
A grocery store is an example of what type of market intermediary?
Agent/Broker
Retailers
Distributor
Wholesalers
A real-estate company is an example of what market intermediary?
Retailer
Agent/Broker
Wholesaler
Distributor
When a producer sells directly to a consumer this is an example of which type of supply chain structure?
Neither
Indirect
Direct
Both
An effective relationship in supply chain can be represented by vertical supply chains.
T
F
Which of the following is NOT part of a vertical marketing system?
Consumer
Producer
Wholesaler
Retailer
Nike is an example of which type of vertical marketing system?
Administered
Corporate
None of these
Contractual
Which vertical marketing system is a formal agreement between the levels of distribution or production channel to coordinate the entire process?
Administered
Contractual
None of these
Corporate
What is NOT something a company should consider when choosing a vertical marketing system?
Best coverage the company's target market
Provide the perspective buyer with what they want
Most profitable
Convenience
Pizza Hut is an example of what type of vertical marketing system?
None
Contractual
Corporate
Administered
Which of these is not a type of vertical marketing system?
Corporate VMS
Contractual VMS
Administered VMS
Supplier VMS
Which is NOT an important factor in Amazon's supply chain to have fast delivery?
Cost
Size
Location
Number of warehouses
What is an advantage to corporate VMS?
Large trust in all channel members
Control of all aspects of the system
Low taxes
Low cost
Who owns the channel in Administered VMS?
Whoever contractually has power
None of these
The company
No one
Which type of vertical marketing system has one member of the production/distribution chain that is super dominant?
Contractual
None
Corporate
Administered
Which of these is the best example of Contractual VMS?
Ownership
Agent/Broker
Franchising
Retailing
What is the definition of the Marketing Environment?
The firm-specific marketing budget within which marketers operate
The dynamic context within which firms operate
The mass of suppliers and consumers for whom firms compete
The environment of competitors within which firms make decisions
What are the two key words in the definition of the Marketing Environment?
Operate; compete
Dynamic; context
None of these
Competitors; decisions
What is defined as groups and organizations that can exert a direct influence on the firm’s ability to accomplish its goals?
Immediate Environment
Competitors
External Environment
Regulators
Which of these is not an example of the Immediate Environment?
Technological Environment
Competitors
Suppliers
Customers
What is defined as powerful societal forces that influence all entities in the immediate environment?
Backstage Players
Logistical Forces
Internal Environment
External Environment
The External Environment is a stable playing field for every fiscal year
T
F
Exchanges can be made between the firm and both the Immediate and External Environment
T
F
Customers are always the group that requires the most attention from the firm
T
F
Integris Hospital in Oklahoma City has forecasted a growing population in the surrounding area, but is also facing a significant nursing shortage. Which aspect of the Marketing Environment is Integris most likely to be focused on?
Customers
Shareholders
Employees
Intermediaries
What is generally credited as the reason for Southwest Airlines’ success over time?
Low prices of tickets
Their focus on good relationships with employees
The lack of intermediaries in purchasing tickets
All of these
Why is it acceptable for firms to focus greater efforts on employees or customers, or even change their focus over time?
Business strategy is about the entire set of exchanges of a firm
None of these
Every CEO brings a new focus for the company
A firm’s main focus should always be on customers only
A firm should focus on creating a set of __________, ____________ exchanges with the environment
Competitive; analytical
Marketing; inexpensive
Immediate; external
Sustainable; favorable
The old CEO of Uber was fired by the board of directors of his company, and Uber therefore had a significant change in leadership of the firm. Which aspect of the Immediate Environment created this change?
Suppliers
Customers
Shareholders
Intermediaries
Which of these is not an Intermediary in the Immediate Environment?
Creditors
Retailers
Wholesalers
All of these are Intermediaries
The exchange between the firm and its employees consists of:
None of these
The employees’ money; the firm’s time and skills
The employees’ expertise; the firm’s education
The employees’ time and skills; the firm’s money
In 2011, Japan was hit with significant natural disasters. Japan is home to many of the companies on which car manufacturers depend for parts. From these manufacturers’ perspective, which actor in the Immediate Environment affected them the most?
Shareholders
Natural disaster
Suppliers
Employees
In the 2000s, Microsoft came out with the first portable music player – the Zune. When Apple came out with the iPod, consumers viewed it as an improved product when compared to the Zune. From Microsoft’s perspective, which actor in the Immediate Environment was most responsible for the change in their sales?
Shareholders
Competitors
Intermediaries
Employees
With which of the following actors in the Immediate Environment are marketers usually most concerned?
Governmental Bodies
Customers
Shareholders
Suppliers
The Environmental Protection Agency was formed in 1970 and began to monitor the environmental impact of United States companies, forcing many to change some of their practices. Which exchange in the Immediate Environment is this an example of?
Governmental bodies and political/legal
Intermediaries and the firm
Governmental bodies and the firm
Governmental bodies and suppliers
