Question 1

Showstoppers refer to

Accepted Answer

A) creative or innovative members of a marketing team. 
B) unexpected alternative uses for a product that result in a sudden increase in sales. 
C) factors that might doom a product in the marketplace. 
D) a sudden loss of financial backing even though the item is in production. 
E) a situation when a competitor's product suddenly beats a firm's new product to the marketplace. 
A) creative or innovative members of a marketing team. 
B) unexpected alternative uses for a product that result in a sudden increase in sales. 
C) factors that might doom a product in the marketplace. 
D) a sudden loss of financial backing even though the item is in production. 
E) a situation when a competitor's product suddenly beats a firm's new product to the marketplace.

Question 2

Which of the following statements about the marketing concept era is most accurate?

Accepted Answer

A) The marketing concept era can trace its roots to early Greek culture. 
B) During the marketing concept era,companies tried to satisfy the needs of consumers while also achieving their goals. 
C) During the marketing concept era,companies began to implement the idea of a marketing program. 
D) During the marketing concept era,companies believed you could produce as much as you wanted because the product would sell itself. 
E) All U.S.firms are now operating with a marketing concept philosophy. 
A) The marketing concept era can trace its roots to early Greek culture. 
B) During the marketing concept era,companies tried to satisfy the needs of consumers while also achieving their goals. 
C) During the marketing concept era,companies began to implement the idea of a marketing program. 
D) During the marketing concept era,companies believed you could produce as much as you wanted because the product would sell itself. 
E) All U.S.firms are now operating with a marketing concept philosophy.

Question 3

Social responsibility is

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 fundamental,passionate,and enduring principles of an organization that guide its conduct over time. 
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 idea that individuals and organizations are accountable to a larger society. 
E) the recognition of the need for organizations to improve the state of people,the planet,and profit simultaneously if they are to achieve sustainable,long-term growth. 
A) the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being. 
B) the fundamental,passionate,and enduring principles of an organization that guide its conduct over time. 
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 idea that individuals and organizations are accountable to a larger society. 
E) the recognition of the need for organizations to improve the state of people,the planet,and profit simultaneously if they are to achieve sustainable,long-term growth.

Question 4

All of the following are true about marketing EXCEPT:

Accepted Answer

A) Marketing is a broader activity than advertising. 
B) Marketing stresses the importance of delivering genuine benefits in the offerings of products,services,and ideas. 
C) Marketing persuades people to buy the "wrong" things. 
D) When an organization engages in marketing,all stakeholders should benefit. 
E) Marketing is a broader activity than personal selling. 
A) Marketing is a broader activity than advertising. 
B) Marketing stresses the importance of delivering genuine benefits in the offerings of products,services,and ideas. 
C) Marketing persuades people to buy the "wrong" things. 
D) When an organization engages in marketing,all stakeholders should benefit. 
E) Marketing is a broader activity than personal selling.

Question 5

Which of the following statements about environmental forces is most accurate?

Accepted Answer

A) Environmental forces are almost always controllable if the marketing department correctly scans them. 
B) An organization that incorporates the marketing concept can exert just as much influence on environmental forces as they can exert on that organization. 
C) Environmental forces consistently result in negative outcomes for an organization. 
D) Some environmental forces can actually enhance a firm's marketing opportunities. 
E) Environmental forces can almost always be predicted. 
A) Environmental forces are almost always controllable if the marketing department correctly scans them. 
B) An organization that incorporates the marketing concept can exert just as much influence on environmental forces as they can exert on that organization. 
C) Environmental forces consistently result in negative outcomes for an organization. 
D) Some environmental forces can actually enhance a firm's marketing opportunities. 
E) Environmental forces can almost always be predicted.

Question 6

Which of the following is an example of an ultimate consumer?

Accepted Answer

A) a newspaper reporter who receives a plane ticket to Washington,D.C.to cover the presidential inauguration 
B) a school teacher who bought a ticket to the Summer Olympics opening ceremonies 
C) an office receptionist who renews the magazines that are found in the office waiting room 
D) a retailer who buys poster board to make signs for an upcoming store sale 
E) a landscaping firm employee who buys a new wheelbarrow to use to haul mulch 
A) a newspaper reporter who receives a plane ticket to Washington,D.C.to cover the presidential inauguration 
B) a school teacher who bought a ticket to the Summer Olympics opening ceremonies 
C) an office receptionist who renews the magazines that are found in the office waiting room 
D) a retailer who buys poster board to make signs for an upcoming store sale 
E) a landscaping firm employee who buys a new wheelbarrow to use to haul mulch

Question 7

Which of the following is NOT 
an environmental force?

Accepted Answer

A) technological 
B) regulatory 
C) ecological 
D) competitive 
E) economic 
A) technological 
B) regulatory 
C) ecological 
D) competitive 
E) economic

Question 8

How much time does 3M allow their inventors for the purpose of doing initially unfunded research?

Accepted Answer

A) 5% 
B) 10% 
C) 15% 
D) 25% 
E) 35% 
A) 5% 
B) 10% 
C) 15% 
D) 25% 
E) 35%

Question 9

The societal marketing concept

Accepted Answer

A) is the moral principles and values that govern the actions and decisions of an organization. 
B) is the idea that organizations are part of a larger society and are accountable to that society for their actions. 
C) actively tries to understand customer needs and satisfying them while satisfying the firm's goals. 
D) involves conducting business in a way that protects the natural environment while making economic progress. 
E) is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being. 
A) is the moral principles and values that govern the actions and decisions of an organization. 
B) is the idea that organizations are part of a larger society and are accountable to that society for their actions. 
C) actively tries to understand customer needs and satisfying them while satisfying the firm's goals. 
D) involves conducting business in a way that protects the natural environment while making economic progress. 
E) is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being.

Question 10

__________ of all new businesses fail within five years of their launch.

Accepted Answer

A) Only 5 percent 
B) Only 10 percent 
C) Only 25 percent 
D) About 40 percent 
E) Over 50 percent 
A) Only 5 percent 
B) Only 10 percent 
C) Only 25 percent 
D) About 40 percent 
E) Over 50 percent

Question 11

3M inventor,David Windorski took this approach when he developed the Post-it Flag Highlighter:

Accepted Answer

A) He first asked students to identify their needs and wants. 
B) He asked students to bring him their five favorite office product items they used for studying. 
C) He patented his idea and sold it to 3M. 
D) He started with his idea and then investigated if there was a market for it. 
E) He petitioned 3M executives for the right to conduct independent research that ultimately resulted in the 15% rule. 
A) He first asked students to identify their needs and wants. 
B) He asked students to bring him their five favorite office product items they used for studying. 
C) He patented his idea and sold it to 3M. 
D) He started with his idea and then investigated if there was a market for it. 
E) He petitioned 3M executives for the right to conduct independent research that ultimately resulted in the 15% rule.

Question 12

Mark Zuckerberg 's launch of "TheFacebook.com" website was a huge success.Yet,more than half of all new businesses fail within __________ years of their launch.

Accepted Answer

A) two 
B) three 
C) four 
D) five 
E) ten 
A) two 
B) three 
C) four 
D) five 
E) ten

Question 13

The marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem are referred to as the __________.

Accepted Answer

A) marketing concept 
B) marketing mix 
C) marketing program 
D) environmental forces 
E) marketing toolbox 
A) marketing concept 
B) marketing mix 
C) marketing program 
D) environmental forces 
E) marketing toolbox

Question 14

If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as toothpaste?

Accepted Answer

A) Anticipate the future five years out in terms of product form,ingredients,and packaging-to invent the "toothpaste of tomorrow!" 
B) Give the product a mysterious name that is unrelated the product's benefits but provokes consumer curiosity. 
C) Initiate a Facebook campaign against beverages sweetened with high fructose corn syrup,which can contribute to tooth decay. 
D) Create unusual packaging that has special shelving requirements. 
E) Study past toothpaste product failures and learn from them. 
A) Anticipate the future five years out in terms of product form,ingredients,and packaging-to invent the "toothpaste of tomorrow!" 
B) Give the product a mysterious name that is unrelated the product's benefits but provokes consumer curiosity. 
C) Initiate a Facebook campaign against beverages sweetened with high fructose corn syrup,which can contribute to tooth decay. 
D) Create unusual packaging that has special shelving requirements. 
E) Study past toothpaste product failures and learn from them.

Question 15

-According to the Starbucks ad above,what customer value strategy does Starbucks Coffee Company provide to its customers?

Accepted Answer

A) best product/service 
B) best customer service 
C) best value 
D) best assortment 
E) best price 
A) best product/service 
B) best customer service 
C) best value 
D) best assortment 
E) best price

Question 16

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Accepted Answer

A) time 
B) place 
C) possession 
D) market 
E) form 
A) time 
B) place 
C) possession 
D) market 
E) form

Question 17

Which of the following was LEAST challenging as a pre-launch issue for 3M as it introduced the Post-it Flag Highlighter?

Accepted Answer

A) manufacturing issues-where will the product be produced? 
B) place issues-how will 3M persuade office supply retailers and college bookstores to carry the items? 
C) promotion issues-how will 3M tell students the offering exists? 
D) price issues-what should 3M charge for this innovation and should there be differences between different retail outlets (college bookstores,mass merchandisers,office supply stores,etc.)? 
E) market segmentation issues-who is(are)the target market(s)for this offering? 
A) manufacturing issues-where will the product be produced? 
B) place issues-how will 3M persuade office supply retailers and college bookstores to carry the items? 
C) promotion issues-how will 3M tell students the offering exists? 
D) price issues-what should 3M charge for this innovation and should there be differences between different retail outlets (college bookstores,mass merchandisers,office supply stores,etc.)? 
E) market segmentation issues-who is(are)the target market(s)for this offering?

Question 18

In addition to consumers,what other people,groups,and environmental forces interact to influence an organization's marketing activities?

Accepted Answer

Foremost is the organization itself,whos

Question 19

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel.Once he has accumulated enough points,he can trade his points in for a free night's stay.As a member of this program,the traveler receives periodic updates on new hotels and learns of ways to earn additional points.The marketing term that best describes this scenario is

Accepted Answer

A) relationship marketing. 
B) customer satisfaction promotion. 
C) customer relationship management. 
D) customer valuation. 
E) supplier-consumer partnership. 
A) relationship marketing. 
B) customer satisfaction promotion. 
C) customer relationship management. 
D) customer valuation. 
E) supplier-consumer partnership.

Question 20

At the BMW website,BMW.com,you can design your own BMW with the exact features you desire.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?

Accepted Answer

Form utility comes from the production o

Showstoppers refer to

Which of the following statements about the marketing concept era is most accurate?

Social responsibility is

All of the following are true about marketing EXCEPT:

Which of the following statements about environmental forces is most accurate?

Which of the following is an example of an ultimate consumer?

Which of the following is NOT an environmental force?

How much time does 3M allow their inventors for the purpose of doing initially unfunded research?

The societal marketing concept

__________ of all new businesses fail within five years of their launch.

3M inventor,David Windorski took this approach when he developed the Post-it Flag Highlighter:

Mark Zuckerberg 's launch of "TheFacebook.com" website was a huge success.Yet,more than half of all new businesses fail within __________ years of their launch.

The marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem are referred to as the __________.

If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as toothpaste?

-According to the Starbucks ad above,what customer value strategy does Starbucks Coffee Company provide to its customers?

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Which of the following was LEAST challenging as a pre-launch issue for 3M as it introduced the Post-it Flag Highlighter?

In addition to consumers,what other people,groups,and environmental forces interact to influence an organization's marketing activities?

At the BMW website,BMW.com,you can design your own BMW with the exact features you desire.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

Exam 1: Creating Customer Relationships and Value Through Marketing

Showstoppers refer to

Which of the following statements about the marketing concept era is most accurate?

Social responsibility is

All of the following are true about marketing EXCEPT:

Which of the following statements about environmental forces is most accurate?

Which of the following is an example of an ultimate consumer?

Which of the following is NOT an environmental force?

How much time does 3M allow their inventors for the purpose of doing initially unfunded research?

The societal marketing concept

__________ of all new businesses fail within five years of their launch.

3M inventor,David Windorski took this approach when he developed the Post-it Flag Highlighter:

Mark Zuckerberg 's launch of "TheFacebook.com" website was a huge success.Yet,more than half of all new businesses fail within __________ years of their launch.

The marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem are referred to as the __________.

If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as toothpaste?

-According to the Starbucks ad above,what customer value strategy does Starbucks Coffee Company provide to its customers?

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Which of the following was LEAST challenging as a pre-launch issue for 3M as it introduced the Post-it Flag Highlighter?

In addition to consumers,what other people,groups,and environmental forces interact to influence an organization's marketing activities?

At the BMW website,BMW.com,you can design your own BMW with the exact features you desire.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters