Question 1

The internal response that customers have to all aspects of an organization and its offerings is referred to as

Accepted Answer

A)  customer experience. 
B)  relationship marketing. 
C)  internal customer audit. 
D)  internal marketing. 
E)  customer relationship management. 
A)  customer experience. 
B)  relationship marketing. 
C)  internal customer audit. 
D)  internal marketing. 
E)  customer relationship management.

Question 2

Describe Chobani's distribution (place) strategy.

Accepted Answer

From the beginning, Chobani pushed for d

Question 3

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Accepted Answer

A)  single adults 
B)  school kitchens 
C)  campers 
D)  senior citizens 
E)  vending machine owners 
A)  single adults 
B)  school kitchens 
C)  campers 
D)  senior citizens 
E)  vending machine owners

Question 4

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Accepted Answer

A)  diversity of opinion to create persuasive advertising messages. 
B)  income to determine the most lucrative price point for a product. 
C)  lifetime value of an offering to the organization. 
D)  characteristics that would be useful to segment markets. 
E)  needs to create products that could satisfy them. 
A)  diversity of opinion to create persuasive advertising messages. 
B)  income to determine the most lucrative price point for a product. 
C)  lifetime value of an offering to the organization. 
D)  characteristics that would be useful to segment markets. 
E)  needs to create products that could satisfy them.

Question 5

Ultimate consumers are

Accepted Answer

A)  the people who use the products and services purchased for a household. 
B)  people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
C)  people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
D)  those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. 
E)  one or more specific groups of potential customers toward whom an organization directs its marketing program. 
A)  the people who use the products and services purchased for a household. 
B)  people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
C)  people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
D)  those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. 
E)  one or more specific groups of potential customers toward whom an organization directs its marketing program.

Question 6

Which of the following is an example of time utility?

Accepted Answer

A)  an iPhone with a "multitouch" user interface for easy navigation 
B)  Goodwill's 24-hour drop-off box for clothing donations 
C)  a dry cleaner located inside a supermarket 
D)  a mobile phone company that offers six-month financing, same as cash 
E)  a new herbal supplement that offers a 30-day free trial 
A)  an iPhone with a "multitouch" user interface for easy navigation 
B)  Goodwill's 24-hour drop-off box for clothing donations 
C)  a dry cleaner located inside a supermarket 
D)  a mobile phone company that offers six-month financing, same as cash 
E)  a new herbal supplement that offers a 30-day free trial

Question 7

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

Accepted Answer

A)  a baseball or softball player who purchases a new Mizuno glove 
B)  the Dick's Sporting Goods salesperson who sells a customer a Mizuno glove 
C)  the supplier who provided the leather to Mizuno 
D)  the shareholders of Mizuno, the company that designs and manufactures the gloves 
E)  Actually, all stakeholders should be benefit from Mizuno's marketing efforts, even society at large. 
A)  a baseball or softball player who purchases a new Mizuno glove 
B)  the Dick's Sporting Goods salesperson who sells a customer a Mizuno glove 
C)  the supplier who provided the leather to Mizuno 
D)  the shareholders of Mizuno, the company that designs and manufactures the gloves 
E)  Actually, all stakeholders should be benefit from Mizuno's marketing efforts, even society at large.

Question 8

What four factors are required for marketing to occur?

Accepted Answer

For marketing to occur, four factors are

Question 9

One difference between "Greek" yogurt and "American" yogurt is that the latter

Accepted Answer

A)  has a gritty texture. 
B)  has a thin consistency. 
C)  is not sweet enough for health-conscience palettes. 
D)  is only sold in health or natural food stores. 
E)  has high protein content. 
A)  has a gritty texture. 
B)  has a thin consistency. 
C)  is not sweet enough for health-conscience palettes. 
D)  is only sold in health or natural food stores. 
E)  has high protein content.

Question 10

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)  Relationship marketing has a short-term focus: increasing profits for the firm. 
B)  Relationship marketing prevents the need to offer unique value to customers. 
C)  Relationship marketing provides benefits for both customers and the organization. 
D)  Very few companies today are engaged in relationship marketing. 
E)  The Internet almost always has a negative impact on a firm's personal relationships with customers. 
A)  Relationship marketing has a short-term focus: increasing profits for the firm. 
B)  Relationship marketing prevents the need to offer unique value to customers. 
C)  Relationship marketing provides benefits for both customers and the organization. 
D)  Very few companies today are engaged in relationship marketing. 
E)  The Internet almost always has a negative impact on a firm's personal relationships with customers.

Question 11

The five major environmental forces in a marketing decision 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 12

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 13

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

Accepted Answer

A)  a utility. 
B)  a performance. 
C)  a service. 
D)  a value. 
E)  an idea. 
A)  a utility. 
B)  a performance. 
C)  a service. 
D)  a value. 
E)  an idea.

Question 14

The pricing strategy for 3M's Post-it® Flag Highlighters was to

Accepted Answer

A)  match its principal competitors' highlighters' prices. 
B)  charge a price that would provide genuine value to the target customer segment. 
C)  set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D)  place the product in discount office supply retailers to make it easier to purchase. 
E)  use the same pricing strategy as its 3M's Post-it® Flag and Post-it® Note offerings. 
A)  match its principal competitors' highlighters' prices. 
B)  charge a price that would provide genuine value to the target customer segment. 
C)  set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D)  place the product in discount office supply retailers to make it easier to purchase. 
E)  use the same pricing strategy as its 3M's Post-it® Flag and Post-it® Note offerings.

Question 15

If a bank is known for delivering customer value through its focus on taking great care of customers, it is most likely focusing on providing its customers with the best

Accepted Answer

A)  assortment. 
B)  products/services. 
C)  price. 
D)  customer service. 
E)  availability. 
A)  assortment. 
B)  products/services. 
C)  price. 
D)  customer service. 
E)  availability.

Question 16

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

Accepted Answer

A)  product 
B)  price 
C)  promotion 
D)  place 
E)  process 
A)  product 
B)  price 
C)  promotion 
D)  place 
E)  process

Question 17

All of the following are points of difference for Chobani yogurt except which?

Accepted Answer

A)  It uses a shorter, wider cup that is more visible on retailers' shelves. 
B)  It is preservative-free. 
C)  It is higher in protein than regular yogurt. 
D)  It uses a proprietary animal-based thickener. 
E)  It uses a straining process that removes excess liquid whey. 
A)  It uses a shorter, wider cup that is more visible on retailers' shelves. 
B)  It is preservative-free. 
C)  It is higher in protein than regular yogurt. 
D)  It uses a proprietary animal-based thickener. 
E)  It uses a straining process that removes excess liquid whey.

Question 18

Which of the following statements describes an environmental force?

Accepted Answer

A)  Several states have legislation that requires people transporting children to use age- and height-appropriate car seats. 
B)  Tupperware has more than 200,000 independent dealers who market its entire product line. 
C)  A car battery comes with a lifetime guarantee. 
D)  An automobile dealer offers a $500 rebate during the month of July. 
E)  A major bottler offers a 10-cent refund on returnable bottles. 
A)  Several states have legislation that requires people transporting children to use age- and height-appropriate car seats. 
B)  Tupperware has more than 200,000 independent dealers who market its entire product line. 
C)  A car battery comes with a lifetime guarantee. 
D)  An automobile dealer offers a $500 rebate during the month of July. 
E)  A major bottler offers a 10-cent refund on returnable bottles.

Question 19

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile 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 fliers 
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 
A)  place an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers 
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

Question 20

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Accepted Answer

A)  two or more parties have unsatisfied needs. 
B)  there is no desire on the part of either party to satisfy its needs. 
C)  one of the involved parties does not have the ability to satisfy its needs. 
D)  there is no way for each party to communicate with one another. 
E)  there has been no assessment of consumer wants and needs. 
A)  two or more parties have unsatisfied needs. 
B)  there is no desire on the part of either party to satisfy its needs. 
C)  one of the involved parties does not have the ability to satisfy its needs. 
D)  there is no way for each party to communicate with one another. 
E)  there has been no assessment of consumer wants and needs.

The internal response that customers have to all aspects of an organization and its offerings is referred to as

Describe Chobani's distribution (place) strategy.

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Ultimate consumers are

Which of the following is an example of time utility?

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

What four factors are required for marketing to occur?

One difference between "Greek" yogurt and "American" yogurt is that the latter

Which of the following statements about relationship marketing is most accurate?

The five major environmental forces in a marketing decision are

Showstoppers refer to

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

The pricing strategy for 3M's Post-it® Flag Highlighters was to

If a bank is known for delivering customer value through its focus on taking great care of customers, it is most likely focusing on providing its customers with the best

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

All of the following are points of difference for Chobani yogurt except which?

Which of the following statements describes an environmental force?

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Developing Successful Organizational and Marketing Strategies

Understanding 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

Implementing Interactive and Multichannel Marketing

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

Filters

Exam 1: Creating Customer Relationships and Value Through Marketing

The internal response that customers have to all aspects of an organization and its offerings is referred to as

Describe Chobani's distribution (place) strategy.

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Ultimate consumers are

Which of the following is an example of time utility?

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

What four factors are required for marketing to occur?

One difference between "Greek" yogurt and "American" yogurt is that the latter

Which of the following statements about relationship marketing is most accurate?

The five major environmental forces in a marketing decision are

Showstoppers refer to

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

The pricing strategy for 3M's Post-it® Flag Highlighters was to

If a bank is known for delivering customer value through its focus on taking great care of customers, it is most likely focusing on providing its customers with the best

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

All of the following are points of difference for Chobani yogurt except which?

Which of the following statements describes an environmental force?

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Developing Successful Organizational and Marketing Strategies

Understanding 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

Implementing Interactive and Multichannel Marketing

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

Filters