Chapter 1—Customer-Driven Strategic Marketing
ESSAY
1. Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning
product. List four marketing mix variables and describe the decisions and activities associated
with each.
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Application
2. Describe several activities encompassed by the distribution variable.
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Distribution
MSC: Knowledge
,3. Explain why marketing efforts should be oriented toward creating and sustaining satisfying
exchange relationships.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Analytic | MKTG: Model Strategy MSC: Knowledge
4. What is meant by the term relationship marketing? How does relationship marketing affect the
customer?
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Customer MSC: Knowledge
5. What are the three ways that marketing environment forces affect a marketer's ability to create
satisfying exchange relationships?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
, NAT: AACSB: Analytic | MKTG: Model Strategy MSC: Knowledge
6. What is meant by the term marketing concept, and what departments of a company does it affect?
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-03 Be aware of the marketing concept and market orientation.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Knowledge
7. What does it mean for a company to be marketing-oriented? What are the most important factors
involved in being marketing-oriented?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-03 Be aware of the marketing concept and market orientation.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan | MKTG: Model Customer
MSC: Knowledge
8. Define the term value, and explain how people determine a product's value.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
, OBJ: 01-04 Understand the importance of building customer relationships.
NAT: AACSB: Communication | MKTG: Model Marketing Plan | MKTG: Model Customer
MSC: Knowledge
9. Define the term marketing management, and describe its four major components.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-05 Explain the major marketing functions that are part of the marketing management
process. NAT: AACSB: Communication | MKTG: Model Marketing Plan
MSC: Knowledge
10. Why is marketing important to businesses and to the economy?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-06 Understand the role of marketing in our society.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Knowledge
11. Explain why a knowledge of marketing is beneficial for all students.
ANS:
Answer not provided.
ESSAY
1. Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning
product. List four marketing mix variables and describe the decisions and activities associated
with each.
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Application
2. Describe several activities encompassed by the distribution variable.
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Distribution
MSC: Knowledge
,3. Explain why marketing efforts should be oriented toward creating and sustaining satisfying
exchange relationships.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Analytic | MKTG: Model Strategy MSC: Knowledge
4. What is meant by the term relationship marketing? How does relationship marketing affect the
customer?
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
NAT: AACSB: Reflective Thinking | MKTG: Model Customer MSC: Knowledge
5. What are the three ways that marketing environment forces affect a marketer's ability to create
satisfying exchange relationships?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-02 Understand several important marketing terms, including target market, marketing
mix, marketing exchanges, and marketing environment.
, NAT: AACSB: Analytic | MKTG: Model Strategy MSC: Knowledge
6. What is meant by the term marketing concept, and what departments of a company does it affect?
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-03 Be aware of the marketing concept and market orientation.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Knowledge
7. What does it mean for a company to be marketing-oriented? What are the most important factors
involved in being marketing-oriented?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-03 Be aware of the marketing concept and market orientation.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan | MKTG: Model Customer
MSC: Knowledge
8. Define the term value, and explain how people determine a product's value.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
, OBJ: 01-04 Understand the importance of building customer relationships.
NAT: AACSB: Communication | MKTG: Model Marketing Plan | MKTG: Model Customer
MSC: Knowledge
9. Define the term marketing management, and describe its four major components.
ANS:
Answer not provided.
PTS: 1 DIF: Easy
OBJ: 01-05 Explain the major marketing functions that are part of the marketing management
process. NAT: AACSB: Communication | MKTG: Model Marketing Plan
MSC: Knowledge
10. Why is marketing important to businesses and to the economy?
ANS:
Answer not provided.
PTS: 1 DIF: Moderate
OBJ: 01-06 Understand the role of marketing in our society.
NAT: AACSB: Reflective Thinking | MKTG: Model Marketing Plan
MSC: Knowledge
11. Explain why a knowledge of marketing is beneficial for all students.
ANS:
Answer not provided.
