Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Application of knowledge
41) Why have firms such as Bank of America suspended their blogging efforts in favor of Twitter and Facebook?
A) To focus on where their customers are communicating
B) To reduce regulatory burdens
C) To improve cost efficiencies in corporate communications
D) To reduce staff time required to connect with customers
E) To reduce their digital footprints
Answer: A
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Integration of real-world business experiences
42) If a company rolling out a new marketing communications campaign conducted an employee preview party and training session to help workers understand the significance of the new campaign, the company would be engaging in ________.
A) integrated marketing
B) internal marketing
C) performance marketing
D) relationship marketing
E) multichannel marketing
Answer: B
Diff: 1
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
43) ________ marketing recognizes and reconciles the scope and complexities of marketing activities and offers an integrated approach to managing strategy and tactics.
A) Niche
B) Holistic
C) Relationship
D) Supply chain
E) Demand-centered
Answer: B
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
44) What are the four broad components of holistic marketing?
A) Relationship, internal, position, and performance marketing
B) Integrated, internal, position, and performance marketing
C) Relationship, integrated, internal, and performance marketing
D) Integrated, relationship, social responsibility, and position marketing
E) Relationship, social responsibility, internal, and performance marketing
Answer: C
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
45) ________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business.
A) Integrated
B) Demand-based
C) Direct
D) Relationship
E) Internal
Answer: D
Diff: 1
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
46) Which of the following is most consistent with the integrated marketing approach?
A) A good product will sell itself.
B) If left alone, consumers are inclined to purchase only inexpensive products.
C) All communication to consumers must deliver a consistent message irrespective of the medium.
D) In order to succeed, the main focus should be on having an efficient production process in place.
E) Online marketing is less important than traditional marketing efforts.
Answer: C
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Application of knowledge
47) Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management?
A) Relationship marketing
B) Integrated marketing
C) Internal marketing
D) Network marketing
E) Performance marketing
Answer: C
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Analytical thinking
48) Financial accountability and social responsibility marketing are elements of ________ marketing.
A) performance
B) relationship
C) internal
D) social
E) mass
Answer: A
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Analytical thinking
Full download link: https://gethighmark.com/test-bank-for-marketing-management-16-global-edition-by-philip-kotler.shtml
49) Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.
A) variable assets
B) value propositions
C) intangible assets
D) market offerings
E) industry convergence
Answer: C
Diff: 1
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
50) In an attempt to create greater competition and growth opportunities, countries often ________.
A) increase trade barriers