B) protect industries
C) deregulate industries
D) encourage intermediation
E) reduce privatization
Answer: C
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Diverse and multicultural work environments
51) Which of the four transformational market forces mentioned in the chapter is associated with the number of mobile phones in India recently exceeding 500 million and Boston Consulting Group believing brand marketers must enhance their "digital balance sheets"?
A) Demographics
B) Accountability
C) Social responsibility
D) Globalization
E) Technology
Answer: E
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
52) The Body Shop, Timberland, and Patagonia incorporate ________ as a way to differentiate themselves from competitors, build consumer preference, and achieve notable sales and profit gains.
A) social responsibility
B) technology
C) globalization
D) collaboration
E) goodwill
Answer: A
Diff: 1
LO: 1.2: Describe the new marketing realities.
AACSB: Application of knowledge
53) Tracy's is a chain of hair dressing salons for women. They use television, magazines, radio, and newspapers to advertise their services. The owners ensure that all communication channels deliver a common message to prospective customers. Tracy's believes in ________ marketing.
A) internal
B) integrated
C) socially responsible
D) global
E) relationship
Answer: B
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Analytical thinking; Application of knowledge
54) The ultimate outcome of relationship marketing is a unique company asset called the ________, consisting of the company and its supporting stakeholders.
A) brand
B) supply chain
C) marketing network
D) value proposition
E) service channel
Answer: C
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
55) Which of the following reflects the "people" component of the marketing mix?
A) The creativity, discipline, and structure brought to marketing management
B) The development of new products by the marketers
C) The firm's consumer-directed activities
D) The right set of processes to guide activities and programs within the firm
E) The internal marketing of the firm
Answer: E
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
56) Showrooming is associated with which of the following new consumer capabilities?
A) Consumers can tap into social media to share opinions and express loyalty.
B) Consumers can actively interact with companies.
C) Consumers can use the internet as a powerful information and purchasing aid.
D) Consumers can reject marketing they find inappropriate.
E) Consumers can communicate on the move.
Answer: C
Diff: 3
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
57) The drugstore chain CVS uses loyalty-card data to better understand what consumers purchase, the frequency of store visits, and other buying preferences, which is associated with which technology-enhanced company capability?
A) Companies can reach consumers quickly and efficiently via social media and mobile marketing, sending targeted ads, coupons, and information.
B) Companies can improve purchasing, recruiting, and internal and external communications.
C) Companies can improve cost efficiency.
D) Companies can collect fuller and richer information about markets, customers, prospects, and competitors.
E) Companies can use the internet as a powerful sales channel.
Answer: D
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Application of knowledge
58) The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.
A) disintermediation
B) diversification
C) reduced competition
D) deregulation
E) privatization
Answer: A
Diff: 2
LO: 1.2: Describe the new marketing realities.
AACSB: Reflective thinking
59) In response to threats from such companies as Amazon.com, E*TRADE, and dozens of others, established manufacturers and retailers became "brick-and-click" oriented by adding online services to their existing offerings. This is known as ________.