2 - Managing the Marketing Function

Question 1

It is a paid message that appears in the
mass media for the purpose of informing or
persuading people about particular products,
services, beliefs, or action.

Answer 1

Advertising

Question 2

It is a promotional tool that publishes news
or information about a product, service, or
idea on behalf of a sponsor but is not paid for
by the sponsor.

Answer 2

Publicity

Question 3

It is a more aggressive means of promoting
the sales of a product or service.

Answer 3

Personal selling

Question 4

This includes displays, contests,
sweepstakes, coupons, trading stamps,
prizes, samples, demonstrations, referral
gifts, etc

Answer 4

Sale promotion

Question 5

A chemical engineering firm might
allocate resources to research and develop a
catalyst, improving the efficiency of a
chemical reaction and yielding a higherquality, cost-effective product

Answer 5

Product concept

Question 6

The objective is to sell what the company
produces as opposed to producing what the
market demands

Answer 6

Selling concept

Question 7

A company may perform market research
to discover industry gaps, potentially
resulting in the creation of safer industrial
materials.

Answer 7

Marketing concept

Question 8

A company may focus on developing ecofriendly products, reducing harmful
substances. This aligns with societal
concerns about environmental conservation

Answer 8

Social marketing concept

Question 9

It is impractical for a company to
successfully operate in every market and
satisfy its needs

Answer 9

Market focus

Question 10

Marketing must also be coordinated with
other departments.

Answer 10

Coordinated marketing

Question 11

Five Marketing Concepts

Answer 11

Five Marketing Concepts
a. Production Concept
b. Product Concept
c. Selling Concept
d. Marketing Concept
e. Societal Marketing Concept

Question 12

Seven Ps of Marketing

Answer 12

a. Product
b. Price
c. Place
d. Promotion
e. People
f. Process
g. Physical Evidence

Question 13

Three Major Parts of the marketing definition of the American
Marketing Association

Answer 13

a. Process
b. Value
c. Beneficiaries

Question 14

Four Pillars of Marketing Concept

Answer 14

a. Marketing Focus
b. Customer Orientation
c. Coordinated Marketing
d. Profitability

Question 15

Factors Affecting Customers’ Decisions in Purchasing

Answer 15

a. Cleanliness
b. Uniform of staff
c. Wall color
d. Website experience
e. Packaging
f. Brochure designs

Question 16

Components of Physical Environment

Answer 16

a. Ambient conditions
b. Spatial layout and functionality
c. Signs, symbols, artifacts

Question 17

. He defined marketing as the science and art of exploring, creating, and
delivering value to satisfy the needs of a target market at a profit

Answer 17

Dr. Philip Kotler

Question 18

A level of the product which includes the tangible product and all of the
services that support it.

Answer 18

Augmented products

Question 19

Four levels of product

Answer 19

Core products
Tangible products
Augmented products
Promised products

Question 20

Five consideration when designing and branding new products

Answer 20

Quality
Packaging
Design
Materials
Production cost