Question 1

The ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

Accepted Answer

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

Question 2

A student wants to buy a smartphone so she can share pictures with her friends. An insurance claims adjuster wants to buy a smartphone to document accidents (take pictures, write a report, etc.). If they both purchase the same model smartphone, such as an Apple iPhone, which statement is most accurate?

Accepted Answer

A)  The adjuster is a prospective customer because the smartphone will be used for work; the student is only a secondary user since the purpose of the smartphone is just for entertainment. 
B)  Both the adjuster and the student are prospective customers because, in their own way, they both benefit from the smartphone. 
C)  Neither the adjuster nor the student is a prospective customer since the company will pay for the adjuster's smartphone and the student's parents will pay for hers. 
D)  The student is the prospective customer since there are more students buying smartphones for personal use than there are insurance adjusters buying smartphones for business use. 
E)  Only a person who has bought a smartphone previously is a prospective customer because only previous owners of smartphones benefit from buying new ones. 
A)  The adjuster is a prospective customer because the smartphone will be used for work; the student is only a secondary user since the purpose of the smartphone is just for entertainment. 
B)  Both the adjuster and the student are prospective customers because, in their own way, they both benefit from the smartphone. 
C)  Neither the adjuster nor the student is a prospective customer since the company will pay for the adjuster's smartphone and the student's parents will pay for hers. 
D)  The student is the prospective customer since there are more students buying smartphones for personal use than there are insurance adjusters buying smartphones for business use. 
E)  Only a person who has bought a smartphone previously is a prospective customer because only previous owners of smartphones benefit from buying new ones.

Question 3

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

Question 4

Which of the following terms best describes the marketing concept?

Accepted Answer

A)  consumer-oriented 
B)  production-oriented 
C)  sales-oriented 
D)  society-oriented 
E)  competition-oriented 
A)  consumer-oriented 
B)  production-oriented 
C)  sales-oriented 
D)  society-oriented 
E)  competition-oriented

Question 5

Which of the following would a marketer use as a synonym for the marketing mix?

Accepted Answer

A)  the four Ps of marketing 
B)  environmental forces 
C)  macromarketing forces 
D)  marketing management factors 
E)  micromarketing factors 
A)  the four Ps of marketing 
B)  environmental forces 
C)  macromarketing forces 
D)  marketing management factors 
E)  micromarketing factors

Question 6

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.

Question 7

A television advertisement shows several teenagers searching through the pantry for something to satisfy their hunger. The pantry offers the teenagers many alternatives-cereal, chips, cookies, and some Cool Mint Chocolate Clif Bars. The ad, which shows the teens happily selecting the Clif Bars, appeals to the consumers' ________ for sustenance to satisfy their hunger and attempts to shape their ________ for the advertised product.

Accepted Answer

A)  needs; wants 
B)  requirements; needs 
C)  wants; preferences 
D)  demands; needs 
E)  needs; preferences 
A)  needs; wants 
B)  requirements; needs 
C)  wants; preferences 
D)  demands; needs 
E)  needs; preferences

Question 8

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

Question 9

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 10

Chobani used all of the following tactics to promote its Greek yogurt except which?

Accepted Answer

A)  sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Kids Pouches. 
B)  created a website to provide consumers with recipes that use Chobani yogurt. 
C)  sponsored the U.S. Olympic Teams. 
D)  used social networks Facebook, Twitter, Pinterest, and Instagram. 
E)  relied on word of mouth in its early years. 
A)  sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Kids Pouches. 
B)  created a website to provide consumers with recipes that use Chobani yogurt. 
C)  sponsored the U.S. Olympic Teams. 
D)  used social networks Facebook, Twitter, Pinterest, and Instagram. 
E)  relied on word of mouth in its early years.

Question 11

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 expe

Question 12

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 13

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

Accepted Answer

A)  a market segment. 
B)  a target market. 
C)  a customer base. 
D)  an ultimate consumer. 
E)  a prospective customer. 
A)  a market segment. 
B)  a target market. 
C)  a customer base. 
D)  an ultimate consumer. 
E)  a prospective customer.

Question 14

For marketing to occur, there must be two or more parties involved. Dr. Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks. The most likely "second" party needed for marketing to occur would be

Accepted Answer

A)  people who are nostalgic about childhood lemonade stands they had during hot summers. 
B)  people with a desire for a cool beverage other than soda or water. 
C)  product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D)  a local distributor of alcoholic beverages. 
E)  a nutritionist promoting the health benefits of adequate hydration. 
A)  people who are nostalgic about childhood lemonade stands they had during hot summers. 
B)  people with a desire for a cool beverage other than soda or water. 
C)  product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D)  a local distributor of alcoholic beverages. 
E)  a nutritionist promoting the health benefits of adequate hydration.

Question 15

A need that has been shaped by a person's knowledge, culture, and personality results in a

Accepted Answer

A)  desire. 
B)  want. 
C)  utility. 
D)  demand. 
E)  requirement. 
A)  desire. 
B)  want. 
C)  utility. 
D)  demand. 
E)  requirement.

Question 16

Satisfying consumer needs is accomplished by

Accepted Answer

A)  designing a marketing program. 
B)  conducting marketing research. 
C)  discovering consumer needs. 
D)  developing a distribution strategy. 
E)  identifying target markets. 
A)  designing a marketing program. 
B)  conducting marketing research. 
C)  discovering consumer needs. 
D)  developing a distribution strategy. 
E)  identifying target markets.

Question 17

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Accepted Answer

A)  production orientation. 
B)  sales orientation. 
C)  customer relationship orientation. 
D)  service orientation. 
E)  market orientation. 
A)  production orientation. 
B)  sales orientation. 
C)  customer relationship orientation. 
D)  service orientation. 
E)  market orientation.

Question 18

Which of the following is not an environmental force?

Accepted Answer

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

Question 19

From its inception, Chobani wanted to place its yogurt where?

Accepted Answer

A)  in organic food section of major grocery store chains 
B)  in warehouse club stores like Sam's Club or Costco 
C)  in the dairy cases of major grocery store chains 
D)  in mass merchandise stores like Target 
E)  in independent organic cooperatives, farmers' markets, and major organic grocery stores like Whole Foods or Sprouts 
A)  in organic food section of major grocery store chains 
B)  in warehouse club stores like Sam's Club or Costco 
C)  in the dairy cases of major grocery store chains 
D)  in mass merchandise stores like Target 
E)  in independent organic cooperatives, farmers' markets, and major organic grocery stores like Whole Foods or Sprouts

Question 20

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, who

The ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

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?

Which of the following terms best describes the marketing concept?

Which of the following would a marketer use as a synonym for the marketing mix?

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

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

Chobani used all of the following tactics to promote its Greek yogurt except which?

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.

Discovering consumer needs leads directly to

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

For marketing to occur, there must be two or more parties involved. Dr. Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks. The most likely "second" party needed for marketing to occur would be

A need that has been shaped by a person's knowledge, culture, and personality results in a

Satisfying consumer needs is accomplished by

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Which of the following is not an environmental force?

From its inception, Chobani wanted to place its yogurt where?

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

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 ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

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?

Which of the following terms best describes the marketing concept?

Which of the following would a marketer use as a synonym for the marketing mix?

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

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

Chobani used all of the following tactics to promote its Greek yogurt except which?

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.

Discovering consumer needs leads directly to

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

For marketing to occur, there must be two or more parties involved. Dr. Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks. The most likely "second" party needed for marketing to occur would be

A need that has been shaped by a person's knowledge, culture, and personality results in a

Satisfying consumer needs is accomplished by

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Which of the following is not an environmental force?

From its inception, Chobani wanted to place its yogurt where?

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

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