Chapter 01 Creating Customer Relationships & Value through Marketing

141. How an individual organization directs its marketing
activities and allocates its resources to benefit its customers is known as
__________.
a) micromarketing
b) market restructuring
c) cultural marketing
d) macromarketing
e) megamarketing

142. The text concentrates on what is called __________,
which relates to how an individual organization directs its marketing
activities and allocates its resources to benefit its customers.
a) micromarketing
b) macromarketing
c) marketing infrastructure
d) marketing functionality
e) megamarketing

143. Which of the following groups would utilize marketing?
a) Professionals such as doctors or lawyers
b) Major corporations
c) Nonprofit organizations
d) Politicians
e) All of the above groups would use marketing

144. What kinds of organizations engage in marketing?
a) Only those that can afford national advertising
b) Only very large and established nonprofit organizations
c) Exclusively Fortune 1000 companies
d) Every organization markets
e) Virtually no organizations use marketing

145. Which of the following organizations engage in
marketing?
a) FC Tokyo (Tokyo
Football Club)
b) Singapore
Symphonic Orchestra
c) Korean Tourism Association
d) Japan
e) All of the above

146. Which of the following items are likely marketed?
a) Toothpaste
b) Financial advice
c) Political candidates
d) Telephone services
e) All of the above are likely marketed

147. The Hermitage is a famous Russian art museum that is
suffering financial difficulties as the result of lost funding and a decrease
in tourists. The decrease in visitors is blamed on a lack of awareness of the
treasures contained in the museum. As a result, the Hermitage’s director has
used strategic alliances to create a website where people can go and view some
of the wonders of the Hermitage. It is hoped that this sampling will encourage
visitors and ensure the Hermitage is able to maintain its collections. The
museum is a(n) __________, which is marketed through the virtual tours it
offers online.
a) good
b) idea
c) service
d) product
e) event

148. The people who use the goods and services purchased for
a household are called __________.
a) organizational buyers
b) household buyers
c) ultimate consumers
d) nonprofessional buyers
e) family members

149. What is the marketing term for people who use goods and
services purchased for a household—whether they are 80 years or 8 months old?
a) Situational buyers
b) Primary buyers
c) Ultimate consumers
d) Purchasing agents
e) Buying groups

150. Time Inc. has published a new magazine, All You, solely
distributed in Wal-Mart stores. Who is the ultimate consumer for this magazine?
a) The woman who buys the magazine to read at home
b) The woman who works at Wal-Mart and reads the magazine at
work
c) The woman who is the Wal-Mart buyer and purchased the
magazine to sell at Wal-Mart
d) The woman who is the salesperson for Time Inc. that sold
the magazine to Wal-Mart
e) All of the above are ultimate consumers of All You