Ch7 Verified Test Bank Applying The Marketing Mix

Applied Marketing, 2e (Padgett)

Chapter 7 Applying the Marketing Mix

1) The need for a stronger and clearer customer perspective was the reason for the evolution from the 4 Ps to the 4 Cs is changing the customer perspective.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

2) From the perspective of the marketer, the value exchange is considered Price in the 4 Ps, while from the customer's perspective using the 4 Cs, it is considered cash.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

3) Two trends are shaping current marketing practice: experiential marketing and increased use of mass marketing.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

4) Any of 5 Ps can affect any of the 5 Cs, and decisions in one area can affect any of the others, even if it is not one of the linked Ps and Cs.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

5) The traditional marketing mix includes the 4 Ps:

A) purpose, place, price, and plan.

B) product, place, plan, and promotion.

C) product, place, price, and promotion.

D) priority, promotion, price, and purpose.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: From 4 Ps to Four Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

6) Rather than being part of the marketing mix, the ________ is the target of marketing decisions, or the "target market" as described throughout the text.

A) price

B) customer

C) product

D) place

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: From 4 Ps to Four Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

7) How the product will be promoted and what messages customers will see is referred to as

A) product.

B) planning.

C) promotion.

D) participation.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: From 4 Ps to Four Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

8) While ________ make product decisions, customers buy products for the benefits they receive from buying and using the product.

A) influencers

B) marketers

C) customers

D) owners

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: Product Affects Customer Benefits

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

9) Product decisions affect customer

A) loyalty.

B) benefits.

C) cost.

D) convenience.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: Product Affects Customer Benefits

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

10) Valuable insights are gained by understanding the marketing mix from the perspective of

A) the customer.

B) the supplier.

C) the distributor.

D) the employees.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

11) Which is NOT a part of the marketing mix?

A) Corporation

B) Customer benefits

C) Cost

D) Convenience

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

12) Which of the following can be a disadvantage to the firm when deciding on the place a business will operate from?

A) Inconvenience

B) Cost of land

C) Consumer population

D) Traffic flow

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

13) Which of the following should a marketing manager consider when determining how price will be used in marketing a product?

A) The perceived cost

B) The numerous benefits

C) The value creation

D) The image it creates

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

14) A key to establishing effective promotions with the customers is

A) coordinating promotion decisions that are tied to communication goals.

B) aligning communication goals with the target market.

C) developing loyalty programing that resonates with the consumer.

D) incorporating a memorable customer experience.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

15) Which of the 4 Cs is directly related to the marketing of the product?

A) Customer benefits

B) Community involvement

C) Cost production

D) Convenience

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

16) Which of the following marketing mix Ps has the most effect on convenience?

A) Product

B) Price

C) Place

D) Promotion

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

17) Which of the customer mix Cs is most affected by product?

A) Communication

B) Customer benefits

C) Cost

D) Convenience

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

18) When the 4 Ps framework is represented as a target, what is at the center or "bull's eye"?

A) Customer

B) Producer

C) Marketer

D) Connection

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

19) Product decisions affect customer

A) loyalty.

B) benefits.

C) cost.

D) convenience.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: Product Affects Customer Benefits

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

20) A classic example of what can go wrong if a firm does not focus on the benefits a customer receives instead of the product itself was the railroad industry. That industry focused on improvements in trains and the rails themselves instead of

A) including the stations and parking facilities in the modernization efforts.

B) focusing on the comfort of the riders.

C) expanding the number of trains to accommodate growth.

D) focusing on the transportation, not trains.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

21) Retail operations, traditionally thought of as "place" in the marketing mix, are under increasing pressure from consumers to accommodate the consumers' busy lifestyles and lack of time to go shopping. While some customers still like the old ways of shopping, retailers need to think about shopping from the customers' perspectives, which falls under which of the 4 Cs approach to the marketing mix?

A) Customer benefits

B) Convenience

C) Cost

D) Communications

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

22) Stephanie was complaining to her friends about how hard it was to find parking and deal with traffic on the way to the store. She was even more upset when she got to the store, and they didn't have what she needed. She said, I'm taking my business elsewhere." To prevent defection of customers like Stephanie, retailers need to focus on

A) concentrating on convenience.

B) better inventory control.

C) improving traffic flows.

D) adding parking facilities.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

23) Jason would drive about 20 miles out of his way to the gas station whose price was about 8¢ a gallon cheaper than the local stations. His friend Paul, who was a marketing student, tried to explain to Jason this wasn't such a great deal because

A) brand name gas stations that were local had a better product, which is why brands are important.

B) cost means more than the price at the pump, including the fuel he used to get there and his time.

C) whenever a price is that far off, it is a good sign that the product has been altered, maybe even watered down.

D) As Jason had to cross over a county line to avoid taxes he was technically smuggling gasoline.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

24) What is the significance of the change from Promotion in the 4 Ps to Communication in the 4 Cs?

A) Promotion is seen primarily as advertising, and Communication includes a wider range, such as public relations, personal selling, and publicity.

B) Promotion focuses on the product features, and Communications focuses on product benefits.

C) Promotion focused on the messages the company sends, and Communications includes any contact with the firm.

D) Promotion is an active interaction, and Communications is a passive interaction.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

25) Kate has been watching her firm switch from the 4 Ps in the marketing mix to the 4 Cs over the past few years. This switch is more than semantics for the use of the 4 Cs means the marketers will

A) practice a more state-of-the-art approach.

B) create more value in an exchange.

C) control more of the customer's total spending.

D) be more efficient in their use of marketing tools.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

26) A television advertisement being shown during the Academy Awards is an example of what part of the marketing mix, as seen from the customer's perspective?

A) Communication

B) Perception

C) Advertising

D) Public relations

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

27) The use of promotions can effectively reach consumers if

A) there is a proper format, and it is correctly timed.

B) there is definitive strategy and efficient execution.

C) there is good coordination between social media and traditional advertising.

D) the content resonates with consumers and creates customer value.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

28) Companies that focus on the customer mix are more likely to benefit from which of the following?

A) Discovering the one best approach to sales and profits

B) Controlling all product and service variables

C) Solving internal challenges and problems

D) Creating value in exchanges

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

29) Sweta is willing to drive past three popular nail salons to patronize her favorite one. She says she likes the relaxing atmosphere and the long-lasting manicures. Which of the four Cs does Sweta value most in this scenario?

A) Customer benefits

B) Convenience

C) Cost

D) Communication

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

30) While buying a case of beer at the corner mom-and-pop shop, Ryan adds a bottle of laundry detergent to his order. He knows it will cost a few dollars more, but buying now will save him a trip to Target later. Upon which of the 4 Ps do Ryan's actions have the most influence?

A) Product

B) Price

C) Place

D) Promotion

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

31) Which of the following statements accurately describes price and its effect on cost?

A) Customers are more likely to purchase when they receive about as much as they give up in an exchange.

B) For marketing purposes, the words cost and price are interchangeable.

C) When product benefits exceed price, customers will ignore all other costs.

D) From a customer's perspective, costs can include psychological distress or wasting time.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

32) Which of the following statements most accurately describes promotion and its effect on communication?

A) Efficient communications are the most effective.

B) All customer interactions with a company communicate messages.

C) Effective messages are tied to specific company goals.

D) A properly defined target market will interpret company communications properly.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

33) Which of the following statements accurately describes the application of the 4 Ps and 4 Cs?

A) The Ps and Cs are interrelated–decisions in one area frequently impact other areas.

B) The Ps and Cs have remained relatively unchanged since the mid-1980s.

C) Successful companies find the one best P and C approach and apply it throughout their product or service line.

D) The Ps encourage producers to think like customers while the Cs encourage customers to think like producers.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

34) Dobin studies music in college. Though it is the most expensive of all parking garages, he purchases a pass for the garage closest to the rehearsal hall. He knows the air-conditioned environment is best for his cello and provides the shortest walk to campus. Upon which of the 4 Ps do Dobin's actions have the most influence?

A) Product

B) Price

C) Place

D) Promotion

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

35) Lynnette is an avid online shopper. She purchases most of her clothing from Macy's because they send her emails with sale notifications and information targeted to her specific clothing preferences. Which of the four Cs does Lynnette value most in this scenario?

A) Customer benefits

B) Convenience

C) Cost

D) Communication

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

36) At least once a month, Jalen drives four hours to Cedar Point because he loves the thrill of riding rollercoasters. Upon which of the 4 Ps do Jalen's actions have the most influence?

A) Product

B) Price

C) Place

D) Promotion

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

37) For her birthday, Harper received a Nintendo Switch with two game cartridges to go with it. Having to quarantine during a national pandemic, Harper prefers to buy all future games online so she does not have to leave her house. Which of the four Cs does Harper value most in this scenario?

A) Customer benefits

B) Convenience

C) Cost

D) Communication

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

38) Yuri needs to replace his smartphone. He dreads going out to purchase one because the salespeople tend to make him feel clueless about current technology. With which of the four Cs is Yuri most concerned in this scenario?

A) Customer benefits

B) Convenience

C) Cost

D) Communication

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

39) Kai needs to return a pair of shoes she purchased online. After chatting with a helpful customer service representative, Kai decides to purchase a different pair of shoes from the company. Upon which of the 4 Ps do Kai's actions have the most influence?

A) Product

B) Price

C) Place

D) Promotion

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

40) Why would a firm develop an advantage in switching from Promotion to Communication in the marketing mix?

A) The Communication approach enhances effectiveness of the message instead of efficiency of delivery and execution.

B) The Communications approach gives the marketer more control over the message content and delivery.

C) The Communications approach means fewer messages delivered more frequently.

D) The Communications approach favors social media and online messaging instead of using traditional promotion vehicles.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

41) Rodrigo has begun selling tacos from a cart on his college campus. He promotes his products as the "cheapest around." His business is good, but Rodrigo needs to make more money to keep the venture viable. What is the best advice you can give him?

A) If this is what the target market wants, then Rodrigo's customers are finding value in the exchange. He should continue his business as is and focus on long-term results.

B) A lowest-price strategy is difficult to maintain and may not influence the entire target market. Rodrigo would be better served by taking multiple approaches to his marketing strategy, which will increase customer loyalty and, ultimately, company profits.

C) Low-price strategies likely work well with cash-strapped college students, but might not influence others. Rodrigo should begin to slowly raise his prices to see what the market will bear and at what price point others find value in the exchange.

D) Low-price strategies are difficult to maintain. Rodrigo should consider taking a different approach to marketing his business, like the convenience of purchasing a taco while on the go between classes.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

42) Using a pole barn in your backyard, you run a business sharpening knives and scissors. Your best customers are large restaurants and hair salons who value your expertise and care with their expensive equipment. Your attempts to secure business from smaller operations have failed. These customers say they sharpen tools themselves because they cannot afford to be long without them. Which of the following represents the best way to grow your business?

A) Create a mobile service that brings sharpening equipment directly to the restaurant or salon. This added convenience will minimize business interruptions and allow both large and small shops to patronize your business.

B) Begin selling your own line of knives and scissors to smaller businesses. Owning additional tools will allow smaller shops to bring their dull tools to you.

C) Offer to sharpen tools for small restaurants and salons during overnight hours. This will minimize business interruptions for smaller shops and still allow for daytime work for larger customers.

D) Lower your prices to incentivize smaller customers to try your services. This will decrease the customer's psychological costs and increase their perceptions of value in the exchange.

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

43) You are the brand manager for a line of denim pants that has been in production for more than 150 years. These jeans are moderately priced, traditionally styled, and known for being able to withstand years of wear and tear. Recently a competitive brand has been running comparative advertisements claiming that your brand is too out of touch with current fashion trends. What is the best way to respond?

A) You emphasize your marketing strategy by creating a contest with your brand community as to who owns the oldest pair of your branded jeans. Ask customers to post photos of themselves and the jeans on social media.

B) You do nothing. Your jeans are very good products, have sold well for many years, and are likely to continue to do so.

C) You create a new line of trendy, more stylish jeans to compete with other brands in the current market.

D) You begin an aggressive marketing campaign touting your brand's traditional styles as "always in fashion."

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

44) The rise of experiential marketing and increased use of technology have given rise to what changes in the marketing mix?

A) Moving the customer from the center to encompass all four Ps and Cs

B) Abandoning the current system for a most customer-centric approach

C) Adding a new pair of Ps and Cs to the marketing mix

D) Recreating the traditional idea of Place to accommodate new retail styles and online shopping experiences

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

45) A benefit of creating a positive customer experience is

A) building relationships.

B) strengthening trust.

C) encouraging more spending.

D) developing loyalty.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

46) How does experiential marketing differ from traditional marketing?

A) It focuses on creating a bond with the brand.

B) It focuses on developing social media communication.

C) It focuses on monitoring analytic data on customer purchases.

D) It focuses on incorporating technology in the creation of content.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

47) A critical requirement for a company to create a memorable experience with the customer is to engage them in

A) participation.

B) gamification.

C) social media.

D) animation.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

48) The effective use of technology in marketing allows for

A) connectivity.

B) social interaction.

C) influence building.

D) digital targeting.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

49) Which of the following is the fifth part of the marketing mix?

A) Participation

B) People

C) Persuasion

D) Place

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

50) Which of the following element pairs helps marketers create the bond that forms brand communities?

A) Brand purpose and consumption

B) Brand awareness and communication

C) Brand recognition and loyalty

D) Brand engagement and participation

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

51) A company who creates interest in outside groups in exchange for their insights on a product is engaging in

A) crowdsourcing.

B) groupthink.

C) co-creation.

D) exploratory engagement.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

52) Which part of the marketing mix should a company place specific interest in if they want to create the perception of a luxury brand?

A) Price

B) Product

C) Packaging

D) Promotion

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

53) What is the proper process that needs to be followed to make the marketing mix work effectively?

A) Product, place, price, promotion, participation

B) Product, price, place promotion

C) Product, price, place, promotion, planning

D) Product, place ,price, participation, promotion

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

54) The main target of all marketing decisions needs to be

A) the customer.

B) the shareholders.

C) the company.

D) the community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

55) The decisions marketing managers make in regards to the marketing mix are controlled by

A) the producer.

B) the customer.

C) the management.

D) the target market.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

56) Sampling a spoonful of a new ice cream flavor before purchasing it is a form of

A) experiential marketing.

B) gamification.

C) crowdsourcing.

D) co-creation.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

57) Approximately what percentage of the world's population uses a mobile device?

A) 6%

B) 17%

C) 67%

D) 76%

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

58) When the 5 Ps and 5 Cs framework is represented as a target, what is at the center or "bull's eye"?

A) Producer

B) Marketer

C) Connection

D) Customer

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

59) Adrienne was thrilled with the new design she had for neckties and posted it on the company's website. It wasn't long before negative comments flowed in complaining about the colors she chose and the overall design. She scrapped that design and started over. If the design had gone into production it would have been a costly mistake, and the process that prevented this from happening is known as

A) production feedback.

B) consumer-guided design.

C) crowd-creation.

D) co-creation.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

60) Corey's firm had a good reputation for integrating social media into its marketing processes. To engage customers further and to build ways to interact positively with the brand, Corey and his programmers were building sophisticated puzzles and adventures online, and using which process?

A) Crowdsourcing

B) Gamification

C) Purposeful fun

D) Online marketing research

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

61) If a firm wanted to build enthusiasm for the launch of new product by getting input and advice from a large number of potential customers online, what process might they use?

A) Crowdsourcing

B) Open sourcing

C) Mass design protocols

D) Social media stimulation

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

62) Maya couldn't stop talking about her purchase of her new clothes for work. Not only had the people in the store been helpful and gracious, she was amazed at how comfortable the surroundings had been from the lighting to the flowers to the way the goods were colorfully displayed, the chilled water she was offered, the amenities in the changing rooms, the way her purchases had been wrapped and more. Her friends were acting bored, but they were also thinking about visiting the same store. What Maya had experienced was

A) intimate retailing.

B) personal shopping

C) value-enhanced retailing.

D) experiential marketing.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

63) Anthony and Brian both owned Harley-Davidson bikes, and both were members of the HOGS. They did not realize at first the HOGS were not an official part of Harley-Davidson, but a group that grew apart from the company. More recently this kind of phenomenon has gone online and become known as

A) user communities.

B) brand communities.

C) interest communities

D) social-media communities

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

64) A car dealership allowing potential buyers to test drive a car over the weekend is a form of

A) experiential marketing.

B) promotional marketing.

C) demonstrative marketing.

D) interactive marketing.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

65) A company that provides customers a chance to participate in product design and development is involved in

A) co-creation.

B) experimental marketing.

C) innovative testing.

D) marketing research.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

66) The NFL's development of highly visible video platforms for fans to use to cheer and boo during a game is a form of

A) co-creation.

B) gamification.

C) crowdsourcing.

D) exploratory marketing.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

67) Which of the following factors help marketers create the extended marketing mix?

A) Participation and connection

B) Placement and communication

C) Performance and connectivity

D) People and participation

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

68) In their attempt to communicate value to their customers, what does the Sewell car dealership provide that helps make the car purchasing experience memorable?

A) Exceptional service

B) Low prices

C) Special financing

D) Live long warranty

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

69) Which of the following is a trend shaping current marketing practice?

A) The increased use of technology

B) The use of cryptocurrencies for global exchange

C) Societal focus on animal rights

D) Societal interest in competitive sports

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

70) Which of the following is an example of experiential marketing?

A) A shoe store encourages customers to try items on and walk around the store a bit before making a purchase.

B) Participants in a Texas-based film festival were housed overnight in a luxury hotel and slept on Casper-brand mattresses.

C) Costco employs several college interns who demonstrate how to use various new appliances.

D) The winning quarterback of each year's Super Bowl tells audiences, "I'm going to Disney World!"

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

71) Which of the following accurately describes current use of technology?

A) There are 45 billion active internet users in the world.

B) Facebook is the largest social platform in the world.

C) Weixin is the largest global messaging application.

D) Much of the increased use of technology is happening in Europe.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

72) Kraft's "My Food and Family" website gives customers a forum for sharing recipes, party tips, and ideas for healthy living while also promoting the full line of Kraft food products. This is an example of

A) gamification.

B) crowdsourcing.

C) co-creation.

D) brand community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

73) Made.com is an online furniture retailer based in the UK. Since it lacks showroom space, Made relies on customers to upload pictures of how Made furniture can be used in home design. This is an example of

A) gamification.

B) crowdsourcing.

C) co-creation.

D) brand community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

74) McDonald's once held a "Build Our Next Burger" campaign in which customers could create a hamburger with their favorite, original toppings online. Customers then voted on their favorites. When the winners were chosen, McDonald's produced and sold each burger creation alongside a biography of the designer. This is an example of

A) gamification.

B) crowdsourcing.

C) co-creation.

D) brand community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

75) When M&M launched a version of its candies filled with pretzels, it engaged users by creating an eye-spy game on its Facebook page. Users were challenged to find a "pretzel guy" hidden in the sea of colorful candies. The eye-spy campaign quickly went viral. This is an example of

A) gamification.

B) crowdsourcing.

C) co-creation.

D) brand community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

76) Which of the following statements accurately describes the extended marketing mix?

A) In the extended model, one specific P affects one specific C, so a marketer's skills must remain flexible to influence each aspect of the mix.

B) There is one best way to order the marketing mix decisions for products and another best way to order the mix for services.

C) Success or failure of the marketing strategy depends on the combination of the five Ps and Cs.

D) Product is the most important of the five Ps and connection is the most important of the five Cs.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

77) What is the best order of the five Ps when making mix decisions?

A) Product, place, price, promotion, participation

B) Product, price, participation, place, promotion

C) Price, participation, product, place, promotion

D) Participation, product, price, place, promotion

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

78) What is the primary difference between traditional and experiential marketing?

A) Customer participation

B) Promotional expenditures

C) Stage of the product in its life cycle

D) Impact on company financials

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

79) To appeal to advertisers and prospective subscribers, Glamour magazine created a beauty festival wherein attendees received manicures, facials, and other types of pampering. Beauty brands need to have customers try out their products and to become more knowledgeable about the latest trends. This is a B2B example of

A) experiential marketing.

B) gamification.

C) crowdsourcing.

D) brand community.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

80) Which of the following is the best example of crowdsourcing?

A) Kickstarter, a platform wherein artists seek funding for their creations

B) Waze, a GPS app that asks users to contribute real-time information about traffic jams, police radar areas, and so on

C) Sephora's "Beauty Talk," an online forum through which users share ideas with each other and post photos

D) KFC's "Shrimp Attack," a mobile game that requires users to swat away falling shrimp and results in a voucher for free product

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

81) Why is experiential marketing becoming such a significant approach to consumer marketing?

A) Interaction with the brand, product or service becomes more compelling and intimate leading to a stronger link between the customer and the firm.

B) Experiences are more engaging and more fun, which contrasts with the seriousness and extreme competitiveness which had characterized marketing.

C) Experiences are short, intense and memorable, which fit the profile of modern consumers much more effectively.

D) More frequent interactions in smaller bits of information lends a new objectivity to the customer experience, building trust in the brand.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

82) Why is it important for a marketer to begin marketing mix decisions with Product when all 5 Ps are interrelated?

A) Products are easier to test, and testing should be done before setting prices or determining where to place the product.

B) If a firm has a good product, the other 4 Ps don't matter as customers will want the product.

C) The level of risk increases as a marketer goes through the 5 Ps, and it's better to start with a less risky part of the mix.

D) Products and clear ideas of the customer benefits are the basis for all other considerations.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

83) Patrick was frustrated with trying to get the fifth P–Participation–right. He knew the traditional 4 Ps were all well developed, so he decided to move ahead without nailing down the Participation aspect. Was this a good decision?

A) Yes. The 4 Ps have worked well for decades, and the fifth is still largely unproven.

B) No. Participation is the most important of the 5 Ps in today's marketing environment.

C) Yes. Starting without Participation settled doesn't mean it can't be done later. Speed-to-market is important.

D) No. All 5 Ps are interrelated, and problems with one indicate potential problems with the others.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

84) Dalton's Hardware Store has been a family-run business for more than 50 years. It is located in the middle of a well-established neighborhood, surrounded by small houses with tiny yards. There is, however, an empty lot next door. Longtime neighborhood residents brag about their ability to walk to Dalton's and love the friendly atmosphere. Newer residents dislike the lack of available parking and tend to shop at the national home improvement chains a few miles away. The Dalton family has many ideas for improvement. Which one would you recommend?

A) Dalton's should purchase the adjacent lot and expand the business to offer more products like the big-box retailers the newer residents are frequenting.

B) Dalton's should purchase the adjacent lot and convert it to parking spaces near the building. They should also consider creating ways for current and potential customers to participate with their brand, perhaps a contest to design a room using only what is available at Dalton's.

C) Dalton's should consider lowering their prices to compete with the national home improvement chains, which would greatly appeal to newly cash-strapped homeowners.

D) Dalton's should consider hiring an interior designer who could recommend and demonstrate Dalton products to the new homeowners when they visit the store.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

85) You are providing marketing advice to Ben, who recently opened a shop on Etsy where he sells models. His best seller is a Halloween village, which has been successful to date. All of his offerings are selling well, his profits are good, and his clientele is growing. He tells you that one customer asked for a unique Halloween house to add to his village–a self-service car wash–and that he is creating multiple to add to his product offerings. He tells you, "Thanks so much! You told me to connect with my customers and ask them to help create my brand, and it worked!" Which of the following is your best response?

A) You congratulate Ben and wish him well with his sales of the new car wash model.

B) You suggest that Ben turn his attention to promoting his Etsy business because it is the one area where he seems to lack focus.

C) You explain to Ben that he responded to feedback from one customer and created a custom model. To really connect with his customers, Ben should invite more people to weigh in on what kinds of Halloween buildings he should add to his village.

D) You explain to Ben that the car wash is merely a prototype. To really connect with customers, he should invite them to vote on whether or not to add the building to his collection.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

86) To make extra money, Sarika intends to sell decorated sugar cookies out of her house. She has created a Facebook page so people can order online. Which of the following is the best advice you can offer Sarika about how to proceed in business?

A) Since Sarika has already chosen her product and her place, she must encourage participation from her target market to help decide appropriate prices. Once complete, she can begin promotion.

B) Since Sarika has already chosen her product, place, and promotion, she can encourage participation from her target market. Once complete, she can set prices.

C) Since Sarika has already chosen her product and her place, she should begin promoting to her target market, which will directly affect her pricing. Once complete, she can focus on getting participation from her market.

D) Since Sarika has already chosen her product and her place, she must decide how to price her cookies, which will affect her decisions about promotion. Once complete, she must decide how to encourage participation from her target customers.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

87) To apply the marketing mix effectively, marketers must tie specific Ps to customer Cs. Which examples can you provide about how marketers should relate?

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

88) It has been stated that the 4 Ps are all producer-controlled variable. What is your view on this?

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

89) In your own words, explain crowdsourcing.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: A Fifth P and C: Participation-Connection

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

90) What example can you provide relative to how marketers are responding to technology-based changes?

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: How Current Marketing Practice Affects Marketing Decisions

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

91) It has been stated that there are three key points to remember when applying the framework to make marketing decisions. Provide your answers and include your view.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: Integrating the Extended Marketing Mix

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

92) It has been stated that there are two trends changing marketing practice. Give your view.

Learning Objective: 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: How Current Marketing Practice Affects Marketing Decisions

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

93) Assume you had a time machine, and you decided to go back to the late 20th century to see how the marketing mix was used then. What are the most important differences you would notice?

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.; 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs; Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

94) One of the challenges of marketing is to reconcile differing customers' demands and expectations so that the customers and the firm can both be satisfied. Experiential marketing suggests that a customer will take the time to engage his or her senses and enjoy a retail environment, which will lead to increased loyalty and purchases. On the other hand, Convenience in the 5 Cs suggests that customers want to get shopping done in as little time as possible and with as little effort as possible. How do you think marketers can creatively–and simultaneously–address both?

Learning Objective: 7.1 Explain how applying the customer perspective to the 4 Ps yields four Cs.; 7.2 Describe the extended marketing mix with a fifth P and C added to account for current trends that have changed marketing practices.

Section Reference: The Applied Marketing Mix: From 4 Ps to 4 Cs; Extending the Marketing Mix to Fit Current Marketing Practice

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

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