61) Ken works at his company’s warehouse, where he makes sure that the correct shipments are delivered to the company’s vendors on time. In his job, Ken is fulfilling the ________ marketing function.

A) communication

B) physical

C) facilitating

D) exchange

E) transaction

62) Which of the following is an example of the exchange marketing function?

A) Rachel collects customer data in order to identify the most profitable customer relationships.

B) Ziv arranges financing terms for his company’s business customers.

C) Kelly supervises the processing and packaging of products before they leave her company’s factory.

D) Gus sets the price points for various items in his company’s product line.

E) Allison delivers her company’s products to its customers.

Refer to the scenario below to answer the following questions.

Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. “But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality had to hit Seagull Terrace so hard!”

So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol’s plan, then, involved a seasonal promotional gimmick?to be implemented from early winter to late spring?that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers, both satisfied repeat guests and new guests who had been snagged by her promotional appeals.

“We still have a long way to go,” Carol admitted. “Our delicatessen offers delicious entrees, but we’d like to expand that. We provide health club privileges off-site, but we’d like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I’m quite proud of the results.” Carol then added, “Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter.”

63) Carol used a seasonal promotional gimmick to reach which target market?

A) business travelers

B) young families

C) retirees

D) summer campers

E) athletes

64) Carol Veldt’s use of “promotional gimmicks” is an example of the ________ orientation.

A) sales

B) marketing concept

C) consumer

D) production

E) relationship

65) Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their most desired amenities and vacation experiences. By implementing the suggestions she receives from guests, Carol would be following the ________.

A) production orientation

B) relationship orientation

C) sales orientation

D) marketing concept

E) social responsibility concept

66) Consumers are likely to unknowingly follow processes when making purchase decisions.

67) The idea of utility is borrowed from the study of psychology.

68) Marketing is limited to physical products.

69) Under the marketing concept, marketing and selling are synonymous.

70) The sales orientation holds that consumers will not buy enough of a company’s products unless the company undertakes advertising and selling efforts.