4) Whether an individual is considering a purchase for personal or household use, or an organization is buying for its own use or for resale, the individual or organization would be considered

A) an informed buyer.

B) an end user.

C) a dual-purpose marketing decision maker.

D) a prospective customer.

E) a potential distributor.

16) Green marketing refers to

A) the marketing of products that have in no way been altered or reprocessed by

artificial means.

B) the marketing efforts taken by new and smaller companies that lack both the

experience and resources of their major competitors.

C) the marketing efforts to produce, promote, and reclaim environmentally sensitive

products.

D) the purchasing of products from producers whose farming practices are Fair Trade certified.

E) the marketing of those products made exclusively from recycled materials.

20) The Arizona Biltmore in Phoenix is a resort hotel located less than a mile from the Biltmore Fashion Park, a large upscale shopping mall. The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states. Which of the following marketing actions would most likely help The Arizona Biltmore communicate with potential convention attendees?

A) Offer free made-to-order breakfasts for guests staying at the hotel on business.

B) Offer special discount rates to guests coming from the East Coast.

C) Place an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers.

D) Send a mass mailing to all local businesses.

E) Set up information kiosks at several locations within the Biltmore Fashion Park.

22) The strategic marketing processes

A) is a technique to quantify performance measures and growth targets to analyze its clients' strategic business units as though they were a collection of separate investments.

B) involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it.

C) is an approach whereby an organization allocates its marketing mix resources to reach its target markets.

D) seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

E) describes an organization's appraisal of its internal strengths and weaknesses and its external opportunities and threats.

22) The strategic marketing processes

A) is a technique to quantify performance measures and growth targets to analyze its clients' strategic business units as though they were a collection of separate investments.

B) involves taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it.

C) is an approach whereby an organization allocates its marketing mix resources to reach its target markets.

D) seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

E) describes an organization's appraisal of its internal strengths and weaknesses and its external opportunities and threats.

29) Social responsibility refers to

A) a personal moral philosophy that focuses on the greatest good for the greatest number by assessing the costs and benefits of the consequences of ethical behavior.

B) a democratic consensus of moral principles and laws that govern the behavior of individuals based on legislation adopted at the federal, state, and local levels.

C) a personal moral philosophy that considers individual rights or duties as universal, regardless of the outcome.

D) the view that organizations are part of a larger society and are accountable to that society for their actions.

E) a societal moral philosophy based on the Golden Rule of the Judeo-Christian ethic found in the U.S. Constitution's Bill of Rights.

30) Which of the following goals uses parallel construction?

A) To increase market share by at least 10 percent each year for the next five years, reduce employee turnover by 20 percent within the next five years, and to obtain a return on equity of at least 15 percent for each of the next five years.

B) Make the best non-battery flashlight possible, make the brand name known in every household in the United States, and make the flashlight the official flashlight of every state-owned hospital in the United States.

C) Enter three major markets in the next three years, maintain a market share above 20 percent, while continuing to provide the best customer service according to industry polls.

D) Generate sales of $100 million, generate ROI of 20 percent, and maintaining selling costs at 10 percent of sales.

30) Which of the following goals uses parallel construction?

A) To increase market share by at least 10 percent each year for the next five years, reduce employee turnover by 20 percent within the next five years, and to obtain a return on equity of at least 15 percent for each of the next five years.

B) Make the best non-battery flashlight possible, make the brand name known in every household in the United States, and make the flashlight the official flashlight of every state-owned hospital in the United States.

C) Enter three major markets in the next three years, maintain a market share above 20 percent, while continuing to provide the best customer service according to industry polls.

D) Generate sales of $100 million, generate ROI of 20 percent, and maintaining selling costs at 10 percent of sales.