Question 1: Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz needs to make some decisions regarding packaging and branding of the fruit juices. These decisions would fall under which variable of the marketing mix?

Product

Place

Promotion

Price

Question 2: Happy Feet shoe company's strategic policy states "Carry as limited a line of colors, styles, and sizes as will satisfy the target market." This policy BEST relates to which decision area of the marketing mix?

People

Place

Promotion

Product

Question 3: The fact that many Americans want the convenience of driving gas-guzzling trucks and sport utility vehicles that contribute disproportionately to pollution and global warming is an example of:

the micro-macro dilemma.

discrepancies in customer value.

marketing ethics.

the consumer's needs.

Question 4: Which of the following statements is TRUE concerning marketing?

Marketing is much more than selling or advertising.

Marketing consumes about 25% of the consumer's dollar.

Marketing affects every single aspect of your daily life.

Marketing discourages research and innovation.

Question 5: Which of the following is a statement that relates to building relationships with customer value?

Building relationships with customers means providing customer value before, but not after the purchase of a product or service.

Retaining current customers is usually less costly than taking customers away from a competitor.

A firm's advertising department cannot be expected to develop ads to convince a customer to buy from the firm more than once.

People in the organization who are not in the sales or customer service areas should never be called upon to help resolve a customer's problem.

Question 6: An economic system in which government officials determine production levels is known as

pure subsistence.

macro-marketing.

command economy.

production-oriented.

Question 7: Which of the following statements concerning the marketing management process is TRUE?

The marketing management process includes the on-going job of planning marketing activities.

The marketing management process is mainly concerned with obtaining continuous customer feedback.

The marketing management process involves finding opportunities and planning marketing strategies, but does not include the management tasks of implementing and control.

The marketing management process is called strategic planning.

Question 8: Which of the following statements is TRUE concerning marketing strategy?

A marketing strategy specifies a target market and a related marketing mix.

A marketing strategy provides a focused but narrow picture of what a firm will do in some market.

A marketing strategy is a market-oriented, whole-company plan.

A marketing strategy includes the following two interrelated parts: product mix and product development.

Question 9: Based on the following company statements, which company is most likely to be in the marketing company era?

"Our sales force was able to sell intermediaries more of our new product than they can resell in all of this year."

"Our marketing manager is coordinating pricing, product decisions, promotion, and distribution to help us show a profit at the end of this year."

"The whole company is in good shape in that demand exceeds what we can produce."

"Our long range plan--developed by our marketing manager--is to expand so that we can profitably meet the long-term needs of our customers."

Question 10: Which of the following conveys a firm with a marketing orientation, rather than a production orientation?

Advertise product features and how they are made

Focus on technology and cost cutting

Advertise how a product meets customers' needs

Inventory is to make production more convenient

Question 11: Explain how the micro-macro dilemma relates to each of the following products: high-powered engines in cars, nuclear power, and bank credit cards.

Question 12: If a company sells its products only from a website, which is accessible over the Internet to customers from all over the world, does it still need to worry about having a specific target market? Explain your reasoning.