Study Questions:chapter 1

Question 1

The macro view of marketing is a comprehensive view of nearly all that occurs to a farm.
T/f

Answer 1

True

Question 2

The micro view of marketing is that it includes only buying and selling.
T/F

Answer 2

False

Question 3

The exchange functions of marketing are selling and transportation
T/F

Answer 3

False

Question 4

The players in marketing include people and firms called ambassadors,brokers, processors and retailers.
T\F

Answer 4

True

Question 5

The agricultural system is developed and emerging economics and strikingly different
T/F

Answer 5

True

Question 6

What is true at the micro level is not necessary what is true at the macro level

Answer 6

True

Question 7

Marketing has its power struggles, and difference of opinions about many aspects. T/F

Answer 7

True

Question 8

Time and evolution of the marketing system may change some of the problems faced by firm managers and marketing. T/F

Answer 8

True

Question 9

The distinction between marketing and procurement is unimportant because a sellers marketing is a buyers procurement-they are two sides of the same chain.
T/F

Answer 9

False

Question 10

Processing, wholesaling, and retailing are examples of stages in the marketing system.T/F

Answer 10

True

Question 11

Storage, transportation, and financing are facilitating functions.T/F

Answer 11

Fals

Question 12

Farmers’ micro marketing programs are typically much stronger than the procurement programs they face.T/F

Answer 12

False

Question 13

Agricultural marketing is nothing more than economic principles.T/F

Answer 13

False

Question 14

Farmers have typically been consistently happy with the agricultural marketing system.T/F

Answer 14

False

Question 15

As a food processor, developing a more attractive package to sell your food product is an example of micro marketing activity.T/F

Answer 15

True

Question 16

Marketing involves:

​1.​providing information to potential competitors
​2.​wage negotiations with one’s labor force
​3.​redesigning a product to make it more salable
​4.​growing corn and raising pigs
​5.​all of the above

Answer 16

3

Question 17

Procurement:

​1.​is never engaged in by agribusinesses that market products
​2.​is the same as macro marketing
​3.​is the process by which a processor such as a meat packer obtains farm commodities for processing
​4.​is generally of differentiated products rather than commodities
​5.​is none of the above

Answer 17

3

Question 18

Micro marketing strategies:

​1.​are concerned with directing the forward flow of a firm’s goods and/or service to customers in order to accomplish the firm’s objectives
​2.​are more complex in atomistic than in other types of competition
​3.​could also be called micro procurement strategies
​4.​for the typical farmer include price making
​5.​for the typical farmer include advertising

Answer 18

1

Question 19

The U.S. agricultural marketing system:

​1.​includes agribusinesses but not farmers
​2.​includes many specialized, interdependent firms
​3.​is described fully in the micro view of marketing
​4.​must be efficient because a rapidly rising share of our national disposable income is spent on food
​5.​all of the above are true

Answer 19

2

Question 20

​An approach to marketing focusing on the who:

​1.​institutional approach
​2.​functional approach
​3.​behavioral systems
​4.​procurement
​5.​none of the above

Answer 20

1