Solution Manual for Applied Marketing, 1st Edition

Solution Manual for Applied Marketing, 1st Edition Multiple-choice Questions 1. Karolina compares marketing to: a. life b. throwing a party c. prepping for an exam d. researching and interviewing for a job 2. Among the many changes that have occurred in marketing over the last 10 years is: a. growth in the number of ways to connect with the target customers b. growth in the number of ways to advertise c. the increased importance of doing focus groups and surveys d. the increased importance of direct mail campaigns. 3. Among the misconceptions people have about what marketing is, is the idea that: a. marketing is less important today that it was 10 years ago b. marketing is less important that product innovation c. marketing is just one thing d. marketing and advertising are interchangeable. 4. One piece of advice Karolina has for someone pursuing a career in marketing is: a. expect to work in a team b. expect to start at a relatively low salary c. expect to change jobs rather frequently early in one’s career. d. expect to learn as you go. Multiple choice Questions 1. Dan Padgett opens by discussing misconceptions about marketing. Which of the following is one of the misconceptions he mentions? a. Marketing is mathematical. b. Marketing is a process. c. Marketing requires a large staff. d. Marketing is about getting sales. 2. Jasmine Bina feels that marketing: a. is an art that you can develop over time. b. is something you either have or don’t have the instinct for. c. is a process of finding value by measuring and evaluating. d. has been greatly expanded by the many ways of disseminating information about one’s product. 3. Dan Padgett says that marketing majors often have the misconception that: a. marketing is about identifying unique features and benefits of one’s product. b. marketing is non-mathematical. c. marketing is one of the easier business disciplines. d. marketing positions offer more job opportunities. 4. The value of using metrics, according to Jasmine Bina, is that: a. a marketer can learn a great deal by measuring and testing. b. it can replace brainstorming. c. using metrics saves time. d. using metrics allows one to have a smaller marketing staff. 1.1 Concept Check Question 1: What are some key arguments that marketing is more than just common sense? Answer 1: Each of the examples in the text shows that common sense thinking is not always correct. In each case common sense thinking led to improper marketing decisions. For example, "lower price is always better" proved to be wrong. In some cases sales increased when the selling price was raised. Ask students for another example of "common sense " thinking that is not always correct. This discussion presents the opportunity to discuss the need for marketing research to guide decisions.