S302chapter1

  1. marketing is much more than selling or advertising.

    true or false?
    True
  2. Marketing is....
    involves an attempt to anticipate customer or client needs.
  3. Marketing:





    E)
  4. Macro-marketing:





    D)
  5. Firms that specialize in providing marketing functions other than buying and selling are known as:





    A)
  6. Which of the following is a true statement?






    D)
  7. A MACRO-marketing system should:





    C)
  8. An economic system in which government officials determine production levels is known as:





    C)
  9. Which of the following is the BEST example of management thinking during the "production era"?





    A)
  10. The owner of a company that produces electronic circuit boards sees many competitors with extra capacity and says the "only hope is that our sales manager, who makes all of our marketing decisions, will find a way to sell more boards." It seems that this company is run as if it were in the:





    A)
  11. Based on the following company statements, which company is most likely to be in the marketing company era?





    A)
  12. The difference between "production orientation" and "marketing orientation" is best explained as follows:





    E)
  13. The "marketing concept" says that a business firm should:






    D)
  14. Which of the following best explains what the "marketing concept" means?





    C)
  15. A firm with a marketing orientation is MOST likely to





    E)
  16. Which of the following statements about customer value is true?





    A)
  17. Which of the following statements about nonprofits is false?





    C)
  18. The term "micro-macro dilemma" means that:





    E)
  19. Which of the following is NOT an example of the micro-macro dilemma?





    D)
  20. A marketing manager made a speech in which he described his organization as having "really embraced the marketing concept over ten years ago." A critic in the audience argued that the manager didn't understand the "socially conscious" view of the marketing concept. Given the critic's argument, the marketing manager may work for:





    C)
  21. Which of the following criticisms focuses most directly on a macro view of marketing, rather than a micro view?





    E)
  22. List the 5 Utilities; Utility is value that comes from satisfying human needs
    • -Form
    • -Task
    • -Time
    • -Place
    • -Possesion
  23. List the eight (8) universal functions of marketing
    • -Buying
    • -Selling
    • -Storing
    • -Financing
    • -Standardization and Grading
    • -Risk taking
    • -Transpoting
  24. thru specialization, marketing ___________, and ___________ can perform marketing functions better and at a lower cost vs the consumer or producer.
    middlemen & facilitators
  25. Who can perform the marketing functions? (hint there are 4 main groups)
    • -consumers
    • -producers
    • -marketing specialist(middlemen)
    • -facilitators(advertising agencies, banks, etc.)
  26. Effective marketing in general means......
    delivering the goods/services consumers want and need
  27. Effective marketing in more specifically means....(hint 5 main ideas)
    • -informing them of product/service benefits and where they can get it.
    • -getting the right products to them
    • -at the right time
    • -in the right place
    • -and finally at a price that they are willing and able to pay
  28. Macro-marketing - a social process that directs an economy's flow goods and services from producers and consumers that effectively:
    1)
    2)
    • 1) matches supply and demand
    • 2) accomplishes society's objectives
  29. Definition of a "Market"
    a group of sellers and buyers who are willing and able to exchange goods/services for something of perceived value.
  30. the 5 era's of marketing are? and describe them.
    • - simple trade era - producers sold surplus to local distributors, than the distributors (specialist) resold the goods to other consumers or distributors.
    • - production era - "if we make it, they will buy it"
    • - sales era- company emphasizes selling because of increased competition
    • - marketing department era - all marketing activities are brought under one department to improve short-run policy planning.
    • - marketing company era - long term range plans 5 or more years and the whole company is guided by the marketing concept.
  31. 5 separations and 2 discrepancies between producers and consumers
    • separations
    • - spatial (geographically products may be produced in one place while consumed elsewhere)
    • - Time (consumers may only want to consume some items when they want to ie; christmas trees)
    • - Information (producers lack real time info on consumers, consumers may not realize that something is available to them)
    • - values (producers value goods and services relative to costs and competition, consumers value items in terms of meeting their needs and ability to pay)
    • - ownership (producers hold title to goods and services that they themselves don't want to consume. Consumers want goods and services that they do not own)

    • Discrepancies:
    • - quantity
    • -assortment
Author
agreer75
ID
5901
Card Set
S302chapter1
Description
test prep
Updated