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Questions and Answers

Which term does the textbook use instead of the traditional first P in marketing?

  • Service
  • Value chain
  • Offering (correct)
  • Product

What is the 'triple bottom line' in the context of marketing?

  • The evaluation of products, services, and combinations
  • The importance of ethics and social responsibility in creating successful organizations
  • The impact of companies on their local community
  • The financial, social, and environmental performance of companies (correct)

Why is global awareness important for marketing professionals?

  • To evaluate the entire experience
  • To increase their impact on the overall environment
  • To provide value throughout the value chain
  • To understand the world in which they operate (correct)

Which of the following is NOT one of the components of marketing as defined by the American Marketing Association?

<p>Exchanging (B)</p> Signup and view all the answers

What are the four Ps of marketing?

<p>Product, Price, Place, Promotion (C)</p> Signup and view all the answers

What is the main focus of marketing?

<p>Creating value (B)</p> Signup and view all the answers

Why were the four Ps of marketing changed to the components of marketing?

<p>The four Ps did not capture all marketing activities (A)</p> Signup and view all the answers

According to the text, what is the personal value equation?

<p>value = benefits received - (price + hassle) (D)</p> Signup and view all the answers

What does it mean for a consumer's personal value equation to be positive?

<p>The benefits received are greater than the price (A)</p> Signup and view all the answers

During which era did companies believe that good products would sell themselves?

<p>Production era (C)</p> Signup and view all the answers

What is the approach to business that recognizes that consumers want value no matter how it is delivered?

<p>Service-dominant logic (B)</p> Signup and view all the answers

Who is responsible for delivering value in marketing?

<p>Both the company and the customer (D)</p> Signup and view all the answers

What is the primary component of supply chain management?

<p>Logistics (D)</p> Signup and view all the answers

What is the focus of marketing in the modern approach?

<p>Creating, communicating, delivering, and exchanging value (B)</p> Signup and view all the answers

What is the personal value equation?

<p>All of the above (D)</p> Signup and view all the answers

Which type of company sells products to be used by consumers?

<p>B2C company (D)</p> Signup and view all the answers

What is the term used to describe nonprofit organizations engaging in marketing activities?

<p>Nonprofit marketing (B)</p> Signup and view all the answers

Which organization engages in marketing activities to promote environmentally friendly activities?

<p>Environmental Protection Agency (D)</p> Signup and view all the answers

What is the term used to describe companies that engage in marketing by selling products to other companies?

<p>B2B company (D)</p> Signup and view all the answers

Which era did Singer and National Cash Register operate in?

<p>Selling era (B)</p> Signup and view all the answers

What does the company's offering consist of?

<p>Tangible good, intangible service, and price (A)</p> Signup and view all the answers

Who is responsible for ensuring that a new phone delivers value?

<p>Marketing (D)</p> Signup and view all the answers

What does communicating in marketing mean?

<p>Both A and B (C)</p> Signup and view all the answers

Which of the following best describes social marketing?

<p>Changing people's attitudes and behaviors for social change (A)</p> Signup and view all the answers

What is the main objective of the EPA's campaign about motor oil disposal?

<p>To promote responsible disposal of motor oil (A)</p> Signup and view all the answers

Is creating a resume considered a form of marketing?

<p>Yes, it is a form of marketing (C)</p> Signup and view all the answers

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