Question 1

Marketers often discover consumer needs by

Accepted Answer

A)  implementing a marketing program. 
B)  conducting effective marketing research. 
C)  balancing the marketing mix elements-the four Ps of the marketing program. 
D)  advertising to diverse groups of prospective buyers. 
E)  copying the products and services of competitors. 
A)  implementing a marketing program. 
B)  conducting effective marketing research. 
C)  balancing the marketing mix elements-the four Ps of the marketing program. 
D)  advertising to diverse groups of prospective buyers. 
E)  copying the products and services of competitors.

Question 2

The element of the marketing mix that describes a means of getting the product to the consumer is known as

Accepted Answer

A)  a product. 
B)  the price. 
C)  promotion. 
D)  the place. 
E)  the process. 
A)  a product. 
B)  the price. 
C)  promotion. 
D)  the place. 
E)  the process.

Question 3

The five major environmental forces affecting marketing decisions are

Accepted Answer

A)  climate change, natural resources, pollution, natural disasters, and global conflict. 
B)  social, technological, economic, competitive, and regulatory. 
C)  corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships. 
D)  product, price, promotion, place, and people. 
E)  ethics, sustainability, cultural awareness, diversity, and values. 
A)  climate change, natural resources, pollution, natural disasters, and global conflict. 
B)  social, technological, economic, competitive, and regulatory. 
C)  corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships. 
D)  product, price, promotion, place, and people. 
E)  ethics, sustainability, cultural awareness, diversity, and values.

Question 4

Redbox places vending machines at local convenience and grocery stores that allow customers to rent and return popular movies and video games 24 hours a day. This creates both ________ and ________ utilities.

Accepted Answer

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

Question 5

Today, the standards of marketing practice have shifted from the interests of producers to the interests of

Accepted Answer

A)  nonprofit organizations. 
B)  government. 
C)  retailers. 
D)  stockholders. 
E)  consumers. 
A)  nonprofit organizations. 
B)  government. 
C)  retailers. 
D)  stockholders. 
E)  consumers.

Question 6

In marketing, thoughts about concepts, actions, or causes are referred to as

Accepted Answer

A)  utilities. 
B)  experiences. 
C)  values. 
D)  ideas. 
E)  services. 
A)  utilities. 
B)  experiences. 
C)  values. 
D)  ideas. 
E)  services.

Question 7

What four factors are required for marketing to occur?

Accepted Answer

For marketing to occur, four factors are

Question 8

In the performing arts world, Tessitura uses box office technology to track every patron transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one database. The information can help symphonies, operas, and theaters develop customer profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups to engage in

Accepted Answer

A)  market aggregation. 
B)  relationship marketing. 
C)  societal marketing. 
D)  market mining. 
E)  mainstream marketing. 
A)  market aggregation. 
B)  relationship marketing. 
C)  societal marketing. 
D)  market mining. 
E)  mainstream marketing.

Question 9

Robert was running low on cash when he went to buy his marketing textbook on the first day of class. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.

Accepted Answer

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

Question 10

What is the societal marketing concept?

Accepted Answer

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

Question 11

Which factor is required for marketing to occur?

Accepted Answer

A)  a healthy competitive environment 
B)  an affordable and actionable advertising campaign 
C)  a sense of social responsibility 
D)  an ability to see hidden potential within an environmental force 
E)  something to exchange 
A)  a healthy competitive environment 
B)  an affordable and actionable advertising campaign 
C)  a sense of social responsibility 
D)  an ability to see hidden potential within an environmental force 
E)  something to exchange

Question 12

Steve wants to eat a Cool Mint Chocolate Clif Bar because, based on his past experience, he knows it will satisfy his hunger

Accepted Answer

A)  preference. 
B)  need. 
C)  utility. 
D)  perception. 
E)  expression. 
A)  preference. 
B)  need. 
C)  utility. 
D)  perception. 
E)  expression.

Question 13

The linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit is referred to as

Accepted Answer

A)  relationship marketing. 
B)  exclusive dealing. 
C)  loyalty marketing. 
D)  customer relationship management. 
E)  symbiotic marketing. 
A)  relationship marketing. 
B)  exclusive dealing. 
C)  loyalty marketing. 
D)  customer relationship management. 
E)  symbiotic marketing.

Question 14

Shortly after World War II, John Jackson developed and began selling a machine lubricant that was superior to anything currently on the market. While demand kept up with production at first, several strong competitors added new products and he soon had to hire a sales force to sell excess product to manufacturing companies in the area. This is an example of marketing behavior that would occur during the ________ era of U.S. business history.

Accepted Answer

A)  marketing concept 
B)  production 
C)  goods 
D)  sales 
E)  social entrepreneurship 
A)  marketing concept 
B)  production 
C)  goods 
D)  sales 
E)  social entrepreneurship

Question 15

Discovering consumer needs leads directly to

Accepted Answer

A)  purchases by customers. 
B)  stakeholder rewards. 
C)  sales and manufacturing department outcomes. 
D)  supplier and distributor outcomes. 
E)  concepts for new products. 
A)  purchases by customers. 
B)  stakeholder rewards. 
C)  sales and manufacturing department outcomes. 
D)  supplier and distributor outcomes. 
E)  concepts for new products.

Question 16

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Accepted Answer

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

Question 17

Innovations in the textile industry have led to fabrics that help regulate body temperature, reduce wind resistance, and control muscle vibration, all of which help improve athletic performance. This shows how manufacturing can create __________ utility.

Accepted Answer

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

Question 18

What is the best definition of a product?

Accepted Answer

A)  an item that consists of the benefits or customer value received by its sellers 
B)  the cluster of benefits that an organization promises customers to satisfy their needs 
C)  a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfy consumers' needs and is received in exchange for money or something else of value 
D)  an item that the consumer purchases frequently, conveniently, and with a minimum of shopping effort 
E)  the set of intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value 
A)  an item that consists of the benefits or customer value received by its sellers 
B)  the cluster of benefits that an organization promises customers to satisfy their needs 
C)  a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfy consumers' needs and is received in exchange for money or something else of value 
D)  an item that the consumer purchases frequently, conveniently, and with a minimum of shopping effort 
E)  the set of intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value

Question 19

Russia's world-class, 1,000-room State Hermitage Museum wanted to find a way to market itself to potential first-time visitors. So it developed a free app to guide visitors through the museum and provide information about events and exhibits. The Hermitage is ________ that uses an app to market itself worldwide.

Accepted Answer

A)  a good 
B)  an idea 
C)  a service 
D)  an assembly 
E)  a charity 
A)  a good 
B)  an idea 
C)  a service 
D)  an assembly 
E)  a charity

Question 20

The idea that individuals and organizations are accountable to a larger society is known as

Accepted Answer

A)  the societal marketing concept. 
B)  social responsibility. 
C)  consumerism. 
D)  sustainable development. 
E)  capitalism. 
A)  the societal marketing concept. 
B)  social responsibility. 
C)  consumerism. 
D)  sustainable development. 
E)  capitalism.

Exam 1: Creating Customer Relationships and Value Through Marketing

Marketers often discover consumer needs by

The element of the marketing mix that describes a means of getting the product to the consumer is known as

The five major environmental forces affecting marketing decisions are

Redbox places vending machines at local convenience and grocery stores that allow customers to rent and return popular movies and video games 24 hours a day. This creates both ________ and ________ utilities.

Today, the standards of marketing practice have shifted from the interests of producers to the interests of

In marketing, thoughts about concepts, actions, or causes are referred to as

What four factors are required for marketing to occur?

Robert was running low on cash when he went to buy his marketing textbook on the first day of class. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.

What is the societal marketing concept?

Which factor is required for marketing to occur?

Steve wants to eat a Cool Mint Chocolate Clif Bar because, based on his past experience, he knows it will satisfy his hunger

The linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit is referred to as

Discovering consumer needs leads directly to

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Innovations in the textile industry have led to fabrics that help regulate body temperature, reduce wind resistance, and control muscle vibration, all of which help improve athletic performance. This shows how manufacturing can create __________ utility.

What is the best definition of a product?

The idea that individuals and organizations are accountable to a larger society is known as

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Redbox places vending machines at local convenience and grocery stores that allow customers to rent and return popular movies and video games 24 hours a day. This creates both and utilities.