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Exam 1: Marketing in Todays Business Milieu

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Question 41

Multiple Choice

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Fernandez Brothers, Inc.provides accounting services to small businesses.Before and after tax season, the partners meet with each client company.It sends a monthly newsletter to update clients with tax changes.The firm's business practices revolve around putting the customer at the center when developing services and practices.Smith Brothers has adopted a ________________ approach.

A) Market orientation
B) Mass customization orientation
C) Differentiation orientation
D) Relationship orientation
E) Product orientation

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Question 42

Multiple Choice

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Customers may visit the Land's End clothing web site and order a pair of jeans that will be made especially for them.Land's End has adopted a ___________ approach.

A) Market orientation
B) Mass customization orientation
C) Differentiation orientation
D) Product orientation
E) Relationship orientation

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Question 43

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Which two brands do you think do a good job of connecting emotionally to the consumer? Support your answer with examples of what the firm has done to make that emotional appeal to the consumer.Can you defend your claims with tactics in addition to advertising?

There are about ___________ of new packaged goods products introduced each year.

The Internet has made it easy for customers to access information, disinformation, post their opinions and read other people's opinions.From a marketer's point of view, this has caused _______.

Big M marketing refers to the strategic, long-term, firm-level commitment to investing in marketing.

AMA's current official definition of marketing reflects the view towards marketing activities as ______.

Customer Relationship Management is designed to __________.

Making a change in any of the marketing mix elements will _______________.

Little m marketing refers to tactics and programs the firm uses to reach its stakeholders.

The marketing concept was first articulated in writing in the Annual Report of ______________.

It is important that everyone in the organization understand the concept of customer orientation.After all, every employee has an internal customer.

Discuss the difference in being market-driven and market-driving.Give examples of each.

After a recent 141-day strike, members of the union members in California went back to work at area grocery stores.The union negotiated raises, better healthcare benefits, and a one-tier pay scale.The role of the union may best be described as a ________.

Southwest Air was the only airline in the U.S.that did not lose money in the year following the 9/11 terrorist attacks on the United States in 2001.This decision most likely reflects the company's _____________.

Customer orientation must be understood by _____________.

Erin, a tenacious entrepreneur, has grown her closet organizer company to $20 million in sales and has 65 employees.She has directed the firm's marketing since its inception and believes she instinctively knows which marketing efforts will bring success.Her new assistant Heather, who just completed a Marketing Management course, wants to find a way to measure results.What should Heather say to Erin to convince her this is necessary?

Firms today are beginning to understand the importance of marketing metrics to assess marketing performance.

In order for Marketing (Big M) to succeed, it must be championed by __________.

The average American eats out ___ times a week.