Test Bank For Marketing Management 5th Edition Dawn Iacobucci

Test Bank for Marketing Management, 5th Edition, Dawn
Iacobucci
full chapter at: https://testbankbell.com/product/test-bank-for-marketing-
management-5th-edition-dawn-iacobucci/
1. If you ask the average person, “What is marketing?” you might hear something like, “Marketers make people
buy stuff they don’t need and can’t afford.”
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 1
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG: Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-1 Defining Marketing
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM
2. Marketing is defined as an exchange between a firm and its customers.

a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
NATIONAL STANDARDS: United States - BUSPROG Communication
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of General Business Functions
3. Customers typically do not mind paying for purchases if they really want what they are purchasing.
a. True
Copyright Cengage Learning. Powered by Cognero. Page 1
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 2
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
DATE MODIFIED: 8/2/2016 2:37 AM
4. John just purchased a new Honda Civic from the local Honda dealership. Even though John was happy and
Honda made a profit, this was not a symbiotic relationship.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 2
KEYWORDS: Bloom's: Application
5. Marketers try to figure out what customers want and then they try to figure out how to provide it and make
money doing so.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 1

LOCAL STANDARDS: United States - OH - Default City - DISC: Strategy
6. In an exchange, the customer wants something from the company but the company wants nothing from the
customer.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
7. Most companies would agree that taking in profits is much more important than keeping customers happy.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 2
OTHER: MBA: Managing Human Capital

8. The term “market” sounds like it involves selling simple, tangible goods, but as you know, hardly anything
can be marketed.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 2
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
OTHER: MBA: Managing Strategy and Innovation
9. Angela, who owns her own green cleaning service, is a marketer when she promotes her business to new
clients.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 2
10. Marketers help athletes, celebrities, and politicians with their images in their respective marketplaces (to
fans and agents, intelligentsia, or the public).
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 2
LOCAL STANDARDS: United States - OH - Default City - DISC: Promotion
OTHER: MBA: Knowledge of Media Communications and Delivery
11. Some things that can be marketed include goods, services, experiences, events, and people.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 3
12. A marketer for the American Heart Association would be responsible for their push of the message to eat
foods lower in fat.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 2

13. These days we live in a truly product-oriented and product-empowered marketing world.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 4
LOCAL STANDARDS: United States - OH - Default City - DISC: Product
TOPICS: 1-3 Why Is Marketing Management Important?
OTHER: MBA: Knowledge of Technology, Design, and Production
14. Marketing can be used to educate the public.

a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 4
15. Direct-to-consumer ads are not used to market pharmaceutical drugs because it is unlikely patients will ask
their doctor for a particular brand name.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 4
16. Marketing shows the evolution of markets. This is the change from an industry just having production and
sales to having true relationships with its customers.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 4
17. Many management gurus believe that marketing has succeeded so well that it shouldn't be a function in an
organization anymore.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 4

18. R&D people don’t understand marketing because they are too concerned with making the latest and greatest
invention.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 4
19. Results can be measured for a number of marketing activities.

a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 4

20. One of the factors currently stressing marketers is the pressure to show results.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 4
LOCAL STANDARDS: United States - OH - Default City - DISC: Research
OTHER: MBA: Operations Skills
21. For marketing to have an equal vote in company decisions, it needs to quantify the effectiveness of
marketing programs in financial terms.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 5
KEYWORDS: Bloom's: Analysis
22. When Diana, the marketing vice president, assesses any business problem or opportunity in terms of general
analysis, she should review the 5Ps.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 5
TOPICS: 1-4 The “Marketing Framework”: 5Cs, STP, and the 4Ps
23. Marketing management is the overseeing of the processes of the 5Cs, STP, and 4Ps components.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 6
OTHER: MBA: Managing Administration and Control
24. You’ll always be a step ahead of your competition if you simply think about your profit.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 6
OTHER: MBA: Strategic and System Skills
25. The 5Cs, STP, and 4Ps operate interdependently.

a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 7
26. STP stands for selling, targeting, and positioning.

a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 6
OTHER: MBA: Managing Decision-Making Processes
27. John is a marketer for Verizon. He puts together sales promotions and advertisements for a new cell phone.
He is applying the “product” part of the 4Ps.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 6
28. Most companies perform the marketing function easily.

a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 6
KEYWORDS: Bloom's: Evaluation
29. Sara works for a golf products company. In order for Sara to best answer the question, “What do my
customers want?,” she should play golf and try out the equipment.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 6

30. A context question in a situational analysis might be: “What is happening in our industry that might reshape
our future business?”
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 6
31. When you try to find out how customers vary in their preferences, needs, and resources you are in the
“Targeting” phase of STP.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 7
32. Many contingencies modify marketing plans.

a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 7
33. Optimal business solutions should reflect a complete knowledge of how the 5Cs, STP and 4Ps are affected
by changes in customers, competitors, and the legal environment.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 7
34. The outcome orientation style of ethics is called deontological ethics.

a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 8

NATIONAL STANDARDS: United States - BUSPROG - Ethics
35. Great marketing is based on sound, logical—emotional and physical—laws of human and organization
behavior.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 8
36. The 5Cs, STP, and 4Ps diagram is used at the beginning of every chapter so that students can see a
framework depicting how all the marketing pieces come together to form the whole picture.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 8

37. If you keep an ongoing read on the 5Cs, you will be better informed as you approach the STP task.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 7
38. Marketing research isn't needed if a company listens to its customers.

a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 6
39. John, an MBA student, finds the textbook useful because each chapter is organized by a framework that
shows how all the marketing pieces come together to form the whole picture.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Page 8
40. Meredith owns a consulting firm that advises on intellectual property. She would hire a marketer but she
doesn’t because you cannot market a consulting firm.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Page 2
41. If you ask the average person, “What is marketing?,” one of the things you might hear is
a. Marketing is sales and advertising.
b. Marketing is fun.
c. Marketing is the backbone of all business.
d. Marketing is not profitable.
ANSWER: a
POINTS: 1
REFERENCES: Page 1
QUESTION TYPE: Multiple Choice

42. Marketers try to figure out what __________ want and then they try to figure out how to provide it and
make money doing so.
a. business owners
b. customers
c. advertisers
d. companies
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
43. Which of the following is defined to be an exchange between a firm and its customers?
a. advertising
b. consumer behavior
c. marketing
d. finance
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1

44. If companies are good and if they’re lucky, the exchange continues iterating between the customer and the
company, __________ the tie between them.
a. strengthening
b. weakening
c. destroying
d. ending
ANSWER: a
POINTS: 1
REFERENCES: Page 2
45. In a marketing exchange, a customer

a. seeks profits.
b. offers benefits.
c. seeks payment.
d. expects to pay.
ANSWER: d
POINTS: 1
REFERENCES: Page 2

46. When the company's mind-set was, "Let's build a better mouse trap," marketers were focused on
a. product.
b. promotion.
c. price.
d. place.
ANSWER: a
POINTS: 1
REFERENCES: Page 2
47. What is today’s marketplace focused more on?

a. business
b. customers
c. product
d. price
ANSWER: b
POINTS: 1
REFERENCES: Page 4
48. Marketing is thought to be evidence of an evolved

a. society.
b. business.
c. customer.

d. market.
ANSWER: d
POINTS: 1
REFERENCES: Page 4
49. What result do companies see from happier customers due to marketing?
a. Companies are less profitable.
b. Companies market less.
c. Companies are more profitable.
d. Companies see no results.
ANSWER: c
POINTS: 1
REFERENCES: Page 4
50. Abigail is the Chief Marketing Officer of ABC Company. What is her role after ABC's recent coupon
promotion?
a. make products that customers want
b. visit customers
c. research product improvements
d. estimate effectiveness of the promotion
ANSWER: d
POINTS: 1

DIFFICULTY: Easy
REFERENCES: Page 4
51. Advertising's goal is to enhance

a. brand image.
b. profit.
c. marketing.
d. purchases.
ANSWER: a
POINTS: 1
REFERENCES: Page 5
52. Due to marketing’s success in business, what do management gurus think about marketing’s role in a
company?
a. They think its role is to direct sales.
b. It takes no special skill to be a good marketer anymore.
c. It is a way to think about business.
d. It is not needed.
ANSWER: c
POINTS: 1
REFERENCES: Page 4

53. Why do accounting and finance need to acknowledge the importance of marketing?
a. because marketing generates sales
b. because the CEOs do
c. because marketing generates buzz
d. because a monopoly is the only way to make a profit
ANSWER: b
POINTS: 1
REFERENCES: Page 4
54. What is one of the largest factors stressing out marketers these days?
a. the pressure to increase stock price
b. the pressure to prove they are valuable
c. the pressure to show results
d. the pressure to produce more money than R&D
ANSWER: c
POINTS: 1
REFERENCES: Page 4
55. One reason marketers translate their efforts into dollars is to

a. reduce the importance of marketing expenses.
b. make business decisions with the company's executives.
c. be able to direct sales.
d. communicate with customers.
ANSWER: b
POINTS: 1
REFERENCES: Page 5
56. Which of the following is one of the 5Cs?

a. context
b. correlation
c. culture
d. contact
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 5
57. A company’s marketing executives should assess the __________ in terms of a general analysis of a
business problem or opportunity the company is facing.
a. business situation
b. 5Cs
c. STP
d. ARA
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 5
58. Which of the following is part of STP?

a. sales
b. positioning
c. teamwork
d. place
ANSWER: b
POINTS: 1
REFERENCES: Page 6
59. The 4Ps include

a. positioning.
b. people.

c. profit.
d. place.
ANSWER: d
POINTS: 1
REFERENCES: Page 6
60. Fundamentally, the best marketers put themselves in the place of their
a. company.
b. customers.
c. competitors.
d. friends.
ANSWER: b
POINTS: 1
REFERENCES: Page 6
61. Which order is correct for the marketing framework?

a. 5Cs, 4Ps, STP
b. 4Ps, 5Cs, STP
c. 5Cs, STP, 4Ps
d. STP, 5Cs, 4Ps
ANSWER: c
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 6
62. __________ and __________ are the central players in the marketing exchange.
a. Context, customer
b. Collaborator, competitor
c. Context, company
d. Customer, company
ANSWER: d
POINTS: 1
REFERENCES: Page 5
OTHER: MBA: Managing the Task Environment
63. A company has its best chance at keeping its customers happy if it
a. sells products in many locations.
b. communicates with them.
c. competes with other companies.
d. has low prices.
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 6
64. The question, “Will customers want what your company is prepared to produce?,” best describes
a. product.
b. segmentation.
c. place.
d. collaboration.
ANSWER: a
POINTS: 1
REFERENCES: Page 7
65. The outcome orientation perspective of ethics is called

a. psychological.
b. philosophical.
c. deontological.
d. consequentialism.
ANSWER: d
POINTS: 1
REFERENCES: Page 8
66. The ethics orientation toward fair process is

a. teleological.
b. justilogical.
c. deontological.
d. consequentialism.
ANSWER: c
POINTS: 1
REFERENCES: Page 8
67. Data intake in a company most often assumes the use of

a. experts.
b. the Internet.
c. polls.
d. focus groups.
ANSWER: b
POINTS: 1
REFERENCES: Page 7

68. Great marketing is based on __________ laws of human and organization behavior.
a. philosophical
b. feelings about
c. intuitive
d. economic and psychological
ANSWER: d
POINTS: 1
REFERENCES: Page 8
69. The first step in the marketing management framework is

a. the 5Cs.
b. the 4Ps.
c. STP.
d. segmentation.
ANSWER: a
POINTS: 1
REFERENCES: Page 8
70. Joan, an MBA student learning marketing management, typically wants to see a framework that forms
a. company ethics.
b. market segments.
c. the 5Cs.

d. the big picture.
ANSWER: d
POINTS: 1
REFERENCES: Page 8
71. The marketing framework can be used when you’re

a. buying a car.
b. working on a case for class.
c. trying to decide where to eat lunch.
d. doing your taxes.
ANSWER: b
POINTS: 1
REFERENCES: Page 8
72. Which of the following provides a systematic way to think about marketing?
a. the 5Cs
b. marketing framework
c. advertising principles
d. business ethics
ANSWER: b
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
73. What is the long-term goal of advertising?

a. quantifying the effectiveness of marketing
b. improved marketing
c. enhanced brand image
d. bump in sales
ANSWER: c
POINTS: 1
REFERENCES: Page 5
74. Marketing should be understood at both the strategic and conceptual levels as well as the
a. virtual level.
b. tactical, hands-on level.
c. lower level.
d. psychological level.
ANSWER: b
POINTS: 1
REFERENCES: Page 9
75. Marketing can make customers happier, which makes companies

a. more profitable.
b. less vulnerable.
c. more operational.
d. more ductile.
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 4
76. Which of the following questions should Emily ask first when she conducts a situational analysis?
a. Where will customers buy our products?
b. What are my company's strengths?
c. Who are the competitors we must consider?
d. Will customers want what our company is prepared to produce?
ANSWER: b
POINTS: 1
REFERENCES: Page 6
77. Communicating a product's benefits clearly to the intended target customers occurs during
a. segmentation.
b. promotion.
c. positioning.
d. pricing.
ANSWER: c
POINTS: 1
REFERENCES: Page 7
78. What is the best way to stay ahead of the competition?

a. focus on profits
b. remain customer centric
c. focus on what the CEO wants
d. study the competition
ANSWER: b
POINTS: 1
REFERENCES: Page 6
79. The economy is part of the __________ considered during the general analysis of a business situation.

a. context
b. place
c. promotion
d. collaborators
ANSWER: a
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 5
80. Place is where

a. the company is located.
b. the product is manufactured.
c. the customer is located.
d. the product is sold.
ANSWER: c
POINTS: 1
REFERENCES: Page 6
81. Define marketing’s exchange relationship.

ANSWER: Marketing is defined to be an exchange between a firm and its customers. The
customer wants something from the firm, and the firm wants something from the
customer. Marketers try to figure out what customers want and then they try to
figure out how to provide it and make money doing so.
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Pages 1–2
QUESTION TYPE: Essay
82. List and describe the 5Cs.

ANSWER: The 5Cs are customer, company, context, collaborators, and competitors. These Cs
help us assess any particular business problem or opportunity in terms of a general
analysis of the entire business situation. The customer and company are obviously
the central players in the marketing exchange. The context includes things like the
macroenvironment: How are our economy and that of our suppliers doing? What
legal constraints might we face? What cultural differences do our global segments
manifest? The collaborators and competitors are the companies and people we
work with vs. those we compete against, although drawing the line is sometimes
difficult in today’s global, networked economy.
POINTS: 1
REFERENCES: Page 5
83. Define STP and explain how it influences the marketing process.
ANSWER: STP stands for segmentation, targeting, and positioning. The STP part of marketing
refers to the fact that we are very unlikely to be all things to all people, so it’s best
to identify groups, or segments, of customers who share similar needs and wants.
Once we understand the different segments’ preferences, and we presumably can
identify our own company’s strengths, we can identify the segment we should
target with our marketing efforts. We then strike up a conversation and relationship
with that target segment by positioning our product to them in the marketplace via
the 4Ps.
POINTS: 1
REFERENCES: Page 6
84. List and describe the 4Ps.

ANSWER: The 4Ps are product, price, promotion, and place. A marketer's responsibilities are
to create a product that customers are likely to need or want; price the product
appropriately; promote it via advertising and sales promotions to help customers
understand the product’s benefits and value; and make the product available for
purchase in easily accessed places.
POINTS: 1
REFERENCES: Page 6
85. Why is it important to not go overboard on efforts to quantify marketing’s results? Describe why
segmentation strategy and advertising’s results should not be overanalyzed.
ANSWER: If you go overboard to quantify marketing’s results, you will get skewed results of
reality. For example, suppose you are trying to asses the value of a segmentation
strategy. If the segments are poorly defined, then the results of the segmentation
study may not be accurate. Also, it is difficult to measure the results of advertising
in the short term. The main goal of advertising should be to enhance brand image,
and that takes a lot longer than short-term sales.
POINTS: 1
86. List at least five categories of items that can be marketed.

ANSWER: - tangible goods like soap or cereal
- high-end items like jewelry
- services like hotels and restaurants
- experiences like theme parks
- people, like athletes and politicians
- a town or city
- causes; for example, a nonprofit’s goal
- yourself; for example, in an interview
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 2
87. Describe the evolution of marketing.

ANSWER: At first marketing was simply product or production focused. Over time, simply
building a better version of a previous product was not good enough. Marketers had
to start really listening to their customers and providing what they wanted. In
today’s age, companies seek a true relationship with their customers instead of just
trying to sell them something.
POINTS: 1
88. Describe how different functions in a business interact with marketing, and why they should understand
marketing.
ANSWER: - Accounting and finance need to understand the importance of marketing because
the CEO does. With competition, you always need to be thinking about your
customers.
- Salespeople understand marketing. They know that if their company makes
products the customer wants, their job will be easier.
- R&D people appreciate marketing because they get jazzed when their
inventions become popular. It doesn’t take much marketing research to test
concepts or prototypes and to veer an R&D path one way or another.
POINTS: 1
REFERENCES: Page 4
89. Describe how the 5Cs, STP, and the 4Ps fit together to develop a marketing plan.
ANSWER: To elaborate on marketing strategy and develop a particular marketing plan, start
with a situation analysis, and sketch answers to the questions proposed by the 5Cs:
customers, company, context, collaborators, and competitors. With that background
analysis, proceed to strategic marketing planning via STP: segmentation, targeting,
and positioning. Similarly, marketing tactics to execute the intended positioning
derive from a customer focus: product, price, place, and promotion.
POINTS: 1
90. Identify three of the five main points from this chapter.
ANSWER: - Marketing is customer focused, and it should be profitable.
- Marketing facilitates a relationship between customers and a company.
- Anything can be marketed.
- The marketing framework is based on the 5Cs, STP, and the 4Ps.
- If you remain customer-centric, you will stay ahead of the competition.
POINTS: 1
REFERENCES: Page 9
TOPICS: Managerial Recap

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Test Bank for Marketing Management, 5th Edition, Dawn

2. Marketing is defined as an exchange between a firm and its customers.

Copyright Cengage Learning. Powered by Cognero. Page 2

Copyright Cengage Learning. Powered by Cognero. Page 3

Copyright Cengage Learning. Powered by Cognero. Page 5

14. Marketing can be used to educate the public.

Copyright Cengage Learning. Powered by Cognero. Page 7

19. Results can be measured for a number of marketing activities.

Copyright Cengage Learning. Powered by Cognero. Page 8

25. The 5Cs, STP, and 4Ps operate interdependently.

26. STP stands for selling, targeting, and positioning.

28. Most companies perform the marketing function easily.

Copyright Cengage Learning. Powered by Cognero. Page 12

32. Many contingencies modify marketing plans.

34. The outcome orientation style of ethics is called deontological ethics.

Copyright Cengage Learning. Powered by Cognero. Page 14

Copyright Cengage Learning. Powered by Cognero. Page 15

38. Marketing research isn't needed if a company listens to its customers.

Copyright Cengage Learning. Powered by Cognero. Page 17

Copyright Cengage Learning. Powered by Cognero. Page 18

45. In a marketing exchange, a customer

Copyright Cengage Learning. Powered by Cognero. Page 19

47. What is today’s marketplace focused more on?

48. Marketing is thought to be evidence of an evolved

Copyright Cengage Learning. Powered by Cognero. Page 20

Copyright Cengage Learning. Powered by Cognero. Page 21

51. Advertising's goal is to enhance

Copyright Cengage Learning. Powered by Cognero. Page 22

55. One reason marketers translate their efforts into dollars is to

56. Which of the following is one of the 5Cs?

58. Which of the following is part of STP?

59. The 4Ps include

Copyright Cengage Learning. Powered by Cognero. Page 25

61. Which order is correct for the marketing framework?

65. The outcome orientation perspective of ethics is called

66. The ethics orientation toward fair process is

67. Data intake in a company most often assumes the use of

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69. The first step in the marketing management framework is

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71. The marketing framework can be used when you’re

73. What is the long-term goal of advertising?

75. Marketing can make customers happier, which makes companies

78. What is the best way to stay ahead of the competition?

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80. Place is where

81. Define marketing’s exchange relationship.

82. List and describe the 5Cs.

84. List and describe the 4Ps.

86. List at least five categories of items that can be marketed.

87. Describe the evolution of marketing.

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