Question 1

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Accepted Answer

A)  a pair of jeans.
B)  an apple.
C)  a student dormitory.
D)  a sports car.
E)  a jacket.F) B) and E)
G) None of the above

Question 2

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

Accepted Answer

A)  social
B)  economic
C)  technological
D)  competitive
E)  regulatoryF) C) and D)
G) A) and B)

Question 3

Publix Supermarkets and The Little Clinic signed an exclusive agreement,placing small walk-in health clinics inside selected stores.Publix customers can have simple medical needs addressed in a convenient and familiar environment seven days a week and pick up their prescriptions from the pharmacy without leaving the store.This is an example of

Accepted Answer

A)  supplier management.
B)  customer valuation.
C)  societal marketing.
D)  market aggregation.
E)  relationship marketing.F) B) and E)
G) A) and E)

Question 4

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Accepted Answer

A)  Terrafugia Transition
B)  Pepsi Next
C)  Bell bicycle helmet
D)  3M Post-it Flag+ Highlighter
E)  Dr.Care toothpasteF) C) and E)
G) A) and B)

Question 5

The purpose of the introduction of 3M Post-it® Flag Highlighters was to

Accepted Answer

A)  stay ahead of trends and focus its marketing program on only one segment.
B)  stay ahead of trends and focus its marketing program on two mutually inclusive segments.
C)  increase production economies of scale by reducing manufacturing and marketing costs for Post-it® Flags and Post-it® Notes.
D)  preempt a competitive move by Sanford's Sharpie to introduce a similar product.
E)  help college students with their studying.F) B) and D)
G) D) and E)

Question 6

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

Accepted Answer

A)  demographic clusters.
B)  organizational buyers.
C)  ultimate consumers.
D)  market segments.
E)  qualified prospects.F) A) and E)
G) A) and D)

Question 7

Customer relationship management refers to

Accepted Answer

A)  the view that organizations should satisfy the needs of consumers in a way that provides for society's well being.
B)  the process of identifying prospective buyers,understanding them intimately,and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
C)  the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals.
D)  the links an organization has to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit.
E)  the cluster of benefits that an organization promises customers to satisfy their needs.F) C) and D)
G) B) and E)

Question 8

Based on the marketing program 3M developed for its Post-it® Flag Highlighters and Post-it® Flag Pens,one can conclude that

Accepted Answer

A)  the market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are identical.
B)  the target market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are not realistic.
C)  the Post-it® Flag Highlighters and Post-it® Flag Pens are priced unfairly for its target markets.
D)  the prices for 3M's Post-it® Flag Highlighters and Post-it® Flag Pens are set to maximize 3M's profits,not its distributors' profits.
E)  the promotion strategy is designed to increase awareness among potential users.F) A) and B)
G) D) and E)

Question 9

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n) __________.

Accepted Answer

A)  core benefit proposal
B)  product protocol
C)  marketing program
D)  marketing mix
E)  customer value propositionF) B) and E)
G) C) and D)

Question 10

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Accepted Answer

A)  product
B)  price
C)  promotion
D)  place
E)  processF) C) and D)
G) A) and B)

Question 11

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Accepted Answer

A)  the 5 Fs of marketing
B)  environmental forces
C)  business conditions
D)  a marketing ecosystem
E)  a business sphereF) A) and D)
G) B) and D)

Question 12

The two central concerns of marketing are __________.

Accepted Answer

A)  increasing market share and making profits
B)  holding down costs while increasing profits
C)  developing products and finding suppliers
D)  discovering and satisfying consumer needs
E)  practicing ethics and sustainabilityF) A) and C)
G) C) and D)

Question 13

Pending federal legislation will require all online retailers to collect state sales taxes from customers.This would affect online sellers such as Virtual Vineyards,which now only collects state sales taxes from customers who reside in California-its home state.This pending legislation would be an example of which environmental force?

Accepted Answer

A)  social
B)  economic
C)  technological
D)  competitive
E)  regulatoryF) B) and D)
G) B) and C)

Question 14

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile away 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?

Accepted Answer

A)  Place an ad in the in-flight magazines of all the major airlines targeting business/first class flyers.
B)  Send a mass mailing to all local businesses.
C)  Set up information kiosks at several locations within the Biltmore Fashion Park.
D)  Offer free made-to-order breakfasts for guests staying at the hotel on business.
E)  Offer special discount rates to guests coming from the East Coast.F) None of the above
G) A) and B)

Question 15

Which of the following statements about marketing activities is MOST ACCURATE?

Accepted Answer

A)  Marketing is affected by society but rarely,if ever,affects society as a whole.
B)  The marketing department works closely with other departments and employees to implement an organization's marketing activities.
C)  Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall) .
D)  Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research.
E)  Marketing is essentially developing the right product and convincing potential customers that they "need" it,not just "want" it.F) A) and E)
G) A) and B)

Question 16

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Accepted Answer

Students' examples will differ,but each ...

Question 17

The activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large is referred to as __________.

Accepted Answer

A)  manufacturing
B)  advertising
C)  marketing
D)  selling
E)  promotionF) A) and E)
G) B) and E)

Question 18

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Accepted Answer

Students are,in a sense,marketing expert...

Question 19

Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss and actually causes new hair growth.You plan to sell your product on an Internet website,which you will advertise on late night television.You are also hoping to obtain free publicity to place stories in men's fashion magazines.You are planning to sell online a 15-ounce bottle for $24.99 plus $7.99 shipping and handling.Using the information provided,identify each element of your marketing mix.

Accepted Answer

The shampoo is the product element.The I...

Question 20

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Accepted Answer

A)  a shorter,wider cup that was more visible on retailers' shelves.
B)  preservative-free.
C)  a bit lower in protein than regular yogurt.
D)  proprietary animal-based thickener to make its "Greek-style" yogurts.
E)  a straining process that removes excess liquid whey.F) C) and D)
G) B) and E)

Exam 1: Creating Customer Relationships and Value Through Marketing

Based on the marketing program 3M developed for its Post-it^® Flag Highlighters and Post-it^® Flag Pens,one can conclude that

Correct Answer
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Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Correct Answer
verified

Correct Answer
verified

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

Correct Answer
verified

Correct Answer
verified

Correct Answer
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The activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large is referred to as __________.

Correct Answer
verified

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Correct Answer
verified

The purpose of the introduction of 3M Post-it^® Flag Highlighters was to

Correct Answer
verified

Correct Answer
verified
The shampoo is the product element.The I...
View Answer

Which of the following statements about marketing activities is MOST ACCURATE?

Correct Answer
verified

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Correct Answer
verified
Students' examples will differ,but each ...
View Answer

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Correct Answer
verified

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Correct Answer
verified

The two central concerns of marketing are __________.

Correct Answer
verified

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

Correct Answer
verified

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n) __________.

Correct Answer
verified

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Correct Answer
verified
Students are,in a sense,marketing expert...
View Answer

Customer relationship management refers to

Correct Answer
verified

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

Based on the marketing program 3M developed for its Post-it® Flag Highlighters and Post-it® Flag Pens,one can conclude that

Correct AnswerverifiedShow Answer

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large is referred to as __________.

Correct AnswerverifiedShow Answer

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Correct AnswerverifiedShow Answer

The purpose of the introduction of 3M Post-it® Flag Highlighters was to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe shampoo is the product element.The I...View AnswerShow Answer

Which of the following statements about marketing activities is MOST ACCURATE?

Correct AnswerverifiedShow Answer

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Correct AnswerverifiedStudents' examples will differ,but each ...View AnswerShow Answer

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Correct AnswerverifiedShow Answer

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Correct AnswerverifiedShow Answer

The two central concerns of marketing are __________.

Correct AnswerverifiedShow Answer

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

Correct AnswerverifiedShow Answer

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Correct AnswerverifiedStudents are,in a sense,marketing expert...View AnswerShow Answer

Customer relationship management refers to

Correct AnswerverifiedShow Answer

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Correct AnswerverifiedShow Answer

Based on the marketing program 3M developed for its Post-it^® Flag Highlighters and Post-it^® Flag Pens,one can conclude that

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

The purpose of the introduction of 3M Post-it^® Flag Highlighters was to

Correct Answer
verified

Correct Answer
verified
The shampoo is the product element.The I...
View Answer

Correct Answer
verified

Correct Answer
verified
Students' examples will differ,but each ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students are,in a sense,marketing expert...
View Answer

Correct Answer
verified

Correct Answer
verified