1. Which marketing management philosophy focuses on the question, “What can we make or do best?” (Points : 4) Production orientation Marketing orientation Sales orientation Societal marketing orientation Internal orientation 2. A sales-oriented organization seeks to achieve profitability through: (Points : 4) the development of long-term relationships with customers sales volume providing customer satisfaction creating customer value All of these 3. Procter & Gamble decided to address the fact that Hispanic women are more likely to die from breast cancer because they're reluctant to get mammograms or discuss screening. So P&G brought screening to the supermarket, parking mobile mammography vehicles in grocery store parking lots in Texas and inviting shoppers in for free x-rays. Tie-ins with local hospitals assured that women with suspicious films got follow-up care. P&G adopted a _____ orientation to achieve this goal. (Points : 4) promotional societal marketing customer marketing product 4. 96 percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims. The most likely result of USAA’s efforts is: (Points : 4) management empowerment retailer-customer synergy customer satisfaction transactional marketing disintermediation 5. _____ is a strategy of increasing market share for present products in existing markets. (Points : 4) Market penetration Product development Market development Diversification Product penetration 6. LaRosa’s is a popular and successful Italian restaurant chain located in the Cincinnati, Ohio area. It is found only in the “tri-state area” of southwestern Ohio, northern Kentucky, and southeastern Indiana. For over 50 years, this strategy has given the restaurant a: (Points : 4) brand name strategy niche competitive advantage price differentiation advantage marketing competitive advantage sustainable competitive advantage 7. DeFeet International started as a cyclist sock company. The founder, Shane Cooper, said that the existing socks for cyclists were just not of great quality so he made socks for his cycling team by knitting them inside out. The socks were of special materials aimed at giving the cyclist the most comfortable fit. These socks were not the traditional white socks but bright, bold, and flashy colored socks with cool graphics. These high tech socks were priced around $10 a pair. Their web site says “DeFeet is Made for Driven Soles.” Soon cycling elites like Lance Armstrong and Greg LeMond were sporting the DeFeet brand. The company branched into running, hiking and snow gear. Their products include socks, armskins, calfskins, boxer briefs, gloves, and shirts for the ser.

1. 1. Which marketing management philosophy focuses on the
question, “What can we make or do best?” (Points : 4)
Production orientation
Marketing orientation
Sales orientation
Societal marketing orientation
Internal orientation
2. A sales-oriented organization seeks to achieve profitability
through: (Points : 4)
the development of long-term relationships with customers
sales volume
providing customer satisfaction
creating customer value
All of these
3. Procter & Gamble decided to address the fact that Hispanic
women are more likely to die from breast cancer because they're
reluctant to get mammograms or discuss screening. So P&G
brought screening to the supermarket, parking mobile
mammography vehicles in grocery store parking lots in Texas

2. and inviting shoppers in for free x-rays. Tie-ins with local
hospitals assured that women with suspicious films got follow-
up care. P&G adopted a _____ orientation to achieve this goal.
(Points : 4)
promotional
societal marketing
customer
marketing
product
4. 96 percent of USAA home insurance policy holders report
that USAA representatives meets their commitment in calling
back customers quickly about claims. The most likely result of
USAA’s efforts is: (Points : 4)
management empowerment
retailer-customer synergy
customer satisfaction
transactional marketing
disintermediation
5. _____ is a strategy of increasing market share for present
products in existing markets. (Points : 4)

3. Market penetration
Product development
Market development
Diversification
Product penetration
6. LaRosa’s is a popular and successful Italian restaurant chain
located in the Cincinnati, Ohio area. It is found only in the “tri-
state area” of southwestern Ohio, northern Kentucky, and
southeastern Indiana. For over 50 years, this strategy has given
the restaurant a: (Points : 4)
brand name strategy
niche competitive advantage
price differentiation advantage
marketing competitive advantage
sustainable competitive advantage
7. DeFeet International started as a cyclist sock company. The
founder, Shane Cooper, said that the existing socks for cyclists
were just not of great quality so he made socks for his cycling
team by knitting them inside out. The socks were of special
materials aimed at giving the cyclist the most comfortable fit.

4. These socks were not the traditional white socks but bright,
bold, and flashy colored socks with cool graphics. These high
tech socks were priced around $10 a pair. Their web site says
“DeFeet is Made for Driven Soles.” Soon cycling elites like
Lance Armstrong and Greg LeMond were sporting the DeFeet
brand. The company branched into running, hiking and snow
gear. Their products include socks, armskins, calfskins, boxer
briefs, gloves, and shirts for the serious athlete. They also have
a custom department where socks, armskins, and gloves can be
customized with any motif including sponsor types of logos like
Michelin, Pabst Blue Ribbon, or BP. Even kids can enjoy
DeFeet’s high quality socks. DeFeet’s products can be found in
retailers across the world, in more than twenty countries, like
Israel, Australia, Belgium and the United States. More than
two-dozen online retailers also carry their products.
Refer to DeFeet International. What kind of competitive
advantage would you say DeFeet has? (Points : 4)
Low cost
Niche
Product/service differentiation
Product Development
Diversification
8. Masco is the name of a well-recognized company in the
construction industry. It produces cabinetry, furniture, lighting,
and plumbing fixtures for the upper-end homeowner and

5. builder. One of the divisions of Masco is the Delta Faucet
Company, which is the leader in the faucet industry. Delta
Faucet was founded in 1955. Over the decades, it has developed
a legacy based on well-crafted, high-quality products. Since the
1970s, Delta has focused its energies on building loyalty with
the builder marketplace. Research in 2002 showed that while
builders respect the Delta faucet for its quality, durability, and
dependability, household consumers were not enamored with
Delta products. Due to the number of new magazines and
television programs devoted to home style, homeowners wanted
faucets that were chic and stylish. This was not the image of the
Delta Faucet. To change its image, Delta Faucet began a
marketing program in which it committed itself to developing
new products to appeal to homeowners. It adopted a new slogan,
"Beautifully Engineered."
Refer to Delta Faucet Company. Delta's decision to make more
stylish faucets represents a change in the _____ element of its
marketing mix. (Points : 4)
product
promotion
place
production
distribution
9. Pharmaceutical companies spent $4.4 billion on prescription
drug advertising in 2008, mostly on television and in

6. magazines. While the Internet is becoming a more prominent
medium to reach consumers and is the primary source used to
seek health information, these companies spent less than $130
million on Web marketing. One reason is that there are no
guidelines, which makes these heavily-regulated marketers
uneasy. For example, television commercials for prescription
drugs must include disclosures regarding the major side effects
if the brand name is mentioned in the ad. The Food and Drug
Administration (FDA) claims that existing regulations address
many of the Internet advertising issues, but other aspects of
Web marketing, such as social networking and search
marketing, must be reviewed. That’s why the FDA hearings on
this issue were attended by pharmaceutical giants and Web
companies like Google, Yahoo, and WebMD Health.
Refer to Drug Marketing. If a drug manufacturer donated $5 to
AIDS research for every prescription sold in the United States,
this would be an example of: (Points : 4)
utilitarianism
moral relativism
cause-related marketing
green marketing
conventional morality
10. People who believe in the _____ judge according to time-
and-place ethics. (Points : 4)

7. virtue theory
deontological theory of ethics
utilitarian theory
theory of moral relativism
casuist ethical theory
11. Since 2002, General Mills through sales of its Cheerios
brand cereal has donated over $2.0 million to First Book, a
national nonprofit organization dedicated to giving new books
to children from low-income families, through the Spoonfuls of
Stories program. General Mills is engaged in: (Points : 4)
environmental sustainability
social sustainability
cause-related marketing
advocacy marketing
philanthropy
12. Pacific Gas and Electric (PG&E) Company has donated
almost $300,000 to 58 local governments and community-based
organizations for local economic development projects.
Recipients of these grants include the San Benito County
Economic Development Corporation's Business Outreach
Program, the San Jose Conservation Corps' Hennessy Place

8. Affordable Single-Family Housing Project, and Mariposa
County's Business Development Training Program. This sort of
donation indicates PG&E was operating at a(n) _____
responsibility level of the pyramid of corporate social
responsibility. (Points : 4)
legal
philanthropic
ethical
economic
cultural
13. A group in society, such as family, friends, or a professional
organization, that influences an individual’s purchasing
behavior is called a(n): (Points : 4)
reference group
conformist group
opinion group
social group
influential group
14. _____ is the set of values, norms, attitudes, and other
meaningful symbols that shape human behavior and is

9. transmitted from one generation to the next. (Points : 4)
Socialization
Customerization
Consumerism
Lifestyle
Culture
15. Clayton’s purchase behavior is influenced by his love of
rodeo, his patriotism, a fascination with agriculture, his love of
country music, and his belief that everyone needs to enjoy life.
All of these things are part of which personal influence on the
consumer decision-making process? (Points : 4)
Attitude
Personality
Beliefs
Lifestyle
Experiential learning
16. Inner tension that a consumer experiences after recognizing
an inconsistency between behavior and values or opinions is
referred to as: (Points : 4)

10. cognitive dissonance
psychological discomfort
affect referral
perceptual imbalance
dissatisfaction
17. _____ is commonplace in business marketing and can
sometimes occur over several months. (Points : 4)
Negotiation
Need mediation
Customerization
Purchase arbitration
Disintermediation
18. The largest percentage of B-to-B social media spending goes
toward creating: (Points : 4)
viral videos
customer community
podcasts

11. blogs
webinars
19. A particular segment of the business market includes those
individuals and organizations that purchase goods and services
for the purpose of making a profit. They achieve this goal by
using purchased goods and services to make other goods, to
become part of other goods, or to facilitate the daily operations
of the organization. This group is called the _____ segment of
the business market. (Points : 4)
institution
reseller
wholesaler
producer
government
20. A _____ is a group of people or organizations that has wants
and needs that can be satisfied by particular product categories,
has the ability to purchase these products, and is willing to
exchange resources for the products. (Points : 3)
firm
buyer
market

12. consumer
target
21. One segment of a market is called a: (Points : 3)
slice
wedge
pocket
slot
niche
22. While most marketing to Generation Y tries so hard to be
hip that it borders on parody, Vans has kept the decades-old
brand real and vital for Gen Yers. Marketing programs the
footwear manufacturer uses to reach Gen Yers include the Vans
Skate Parks, which operate in malls around the country; the
wildly successful Vans Warped Tour for alternative music; and
the Vans Triple Crown, the brand’s answer to the X Games. The
segmentation plan used by Vans relies heavily on _____
segmentation. (Points : 3)
ethnicity
income
age

13. gender
occupation
23. Betty Crocker brand sells a Hershey’s Ultimate Fudge cake
mix that prominently features both the Betty Crocker and
Hershey’s names and logos on the box. This is an example of
_____ cobranding. (Points : 4)
cooperative
ingredient
umbrella
complementary
family
24. Which type of product modification changes a product’s
dependability or durability? (Points : 4)
Functional
Style
Aesthetic
Quality
Primary

14. 25. A _____ is the part of the brand that can be spoken. (Points
: 4)
brand equity
service mark
trademark
brand name
certification mark