Question 1

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. B

Question 2

All of the following are marketing mix strategies that Chobani has used to sell its yogurt except which?

Accepted Answer

A) sponsor U.S.Olympic and Paralympic teams 
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon)to increase sales and market share 
C) use Facebook,YouTube,and other social media to promote Chobani yogurt 
D) rely on word of mouth to reach new customers 
E) air a Super Bowl commercial featuring a large bear searching for a snack 
A) sponsor U.S.Olympic and Paralympic teams 
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon)to increase sales and market share 
C) use Facebook,YouTube,and other social media to promote Chobani yogurt 
D) rely on word of mouth to reach new customers 
E) air a Super Bowl commercial featuring a large bear searching for a snack B

Question 3

Entities such as manufacturers,retailers,and government agencies that buy goods and services for their own use or for resale are referred to as

Accepted Answer

A) intermediate buyers. 
B) selling agents. 
C) organizational buyers. 
D) manufacturing agents. 
E) brokers. 
A) intermediate buyers. 
B) selling agents. 
C) organizational buyers. 
D) manufacturing agents. 
E) brokers. C

Question 4

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 satisfy 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 satisfy 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 5

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges from agave leaves.Customers appreciate this superior product (they don't rust or scratch)and like the fact that their purchase is environmentally responsible,making this an example of

Accepted Answer

A) the societal marketing concept. 
B) the marketing concept. 
C) consumerism. 
D) target markets. 
E) capitalism. 
A) the societal marketing concept. 
B) the marketing concept. 
C) consumerism. 
D) target markets. 
E) capitalism.

Question 6

Describe two different target markets for two different products or services you,your friends,or your family have recently purchased or used.

Accepted Answer

A target market is a specific group of p

Question 7

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history).Which of the following statements would you most likely expect management to make if sales of this new candy bar were much lower than expected?

Accepted Answer

A) "We'd better do some market testing to determine why people are dissatisfied." 
B) "Perhaps we should make candy bars with raisins." 
C) "Let's put more aggressive salespeople in the field." 
D) "Let's lower the price and change the name." 
E) "Don't worry about it;we're the largest candy manufacturer in the area.Sooner or later they'll get hungry enough that they'll come to us." 
A) "We'd better do some market testing to determine why people are dissatisfied." 
B) "Perhaps we should make candy bars with raisins." 
C) "Let's put more aggressive salespeople in the field." 
D) "Let's lower the price and change the name." 
E) "Don't worry about it;we're the largest candy manufacturer in the area.Sooner or later they'll get hungry enough that they'll come to us."

Question 8

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 9

A factor that might doom a product in the marketplace is referred to as

Accepted Answer

A) an albatross. 
B) a land mine. 
C) a pitfall. 
D) a showstopper. 
E) a wild card. 
A) an albatross. 
B) a land mine. 
C) a pitfall. 
D) a showstopper. 
E) a wild card.

Question 10

Assume you are a salesperson for a direct marketing firm that does in-home jewelry parties.If most of your hosts or hostesses hold only one party a year,what strategies could you use to build strong customer relationships? If you are creating your own business for this example,make sure to describe your product(s)in your introductory sentence.

Accepted Answer

A quality answer should have a strong em

Question 11

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters and Post-it Flag Pens is most accurate?

Accepted Answer

A) In his first attempt,David Windorski,a 3M inventor,designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market. 
B) Paralegals were initially the intended target market for the Post-it Flag Highlighter. 
C) David Windorski,a 3M inventor,developed the Post-it Flag Pen for the office worker segment. 
D) The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product line. 
E) In development of the Post-it Flag Highlighter,David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "wow" factor. 
A) In his first attempt,David Windorski,a 3M inventor,designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market. 
B) Paralegals were initially the intended target market for the Post-it Flag Highlighter. 
C) David Windorski,a 3M inventor,developed the Post-it Flag Pen for the office worker segment. 
D) The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product line. 
E) In development of the Post-it Flag Highlighter,David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "wow" factor.

Question 12

Hudson News Distribution owners Lisa and James Cohen recently launched a quarterly art and interior design magazine,Galerie,to be distributed exclusively in their retail stores.Who is the ultimate consumer for this magazine?

Accepted Answer

A) the person who buys the magazine to read at home 
B) the person who stocks the magazine rack at Hudson News 
C) any person who owns Hudson News stock 
D) the salesperson at Hudson News 
E) All those who benefit from the magazine,from the owners and writers,to the seller,to the reader at home,are the ultimate consumers. 
A) the person who buys the magazine to read at home 
B) the person who stocks the magazine rack at Hudson News 
C) any person who owns Hudson News stock 
D) the salesperson at Hudson News 
E) All those who benefit from the magazine,from the owners and writers,to the seller,to the reader at home,are the ultimate consumers.

Question 13

Describe Chobani's distribution (place)strategy.

Accepted Answer

From the beginning,Chobani pushed for di

Question 14

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 15

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 16

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

Accepted Answer

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

Question 17

A local college of business offers an outstanding graduate business school education program.Marissa pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high-paying,fulfilling position.Was this a marketing exchange?

Accepted Answer

A) No,because the university earned a profit from Marissa's tuition. 
B) No,because money was exchanged in the form of tuition and Marissa's income will come from her employer,not the graduate school. 
C) No,because the school did not provide Marissa with a tangible product,only the potential of an education. 
D) Yes,because the university promised Marissa she would graduate on time,and she did. 
E) Yes,because paying tuition was exchanged for knowledge that directly led to Marissa's high-paying,fulfilling new job. 
A) No,because the university earned a profit from Marissa's tuition. 
B) No,because money was exchanged in the form of tuition and Marissa's income will come from her employer,not the graduate school. 
C) No,because the school did not provide Marissa with a tangible product,only the potential of an education. 
D) Yes,because the university promised Marissa she would graduate on time,and she did. 
E) Yes,because paying tuition was exchanged for knowledge that directly led to Marissa's high-paying,fulfilling new job.

Question 18

One challenge faced by organizations is the need to focus on consumer needs while also ________ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

Accepted Answer

A) resisting 
B) striking a balance among 
C) developing 
D) being responsible for 
E) minimizing 
A) resisting 
B) striking a balance among 
C) developing 
D) being responsible for 
E) minimizing

Question 19

In marketing,each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A) market segment 
B) demographic cluster 
C) organizational buyer group 
D) ultimate consumer group 
E) qualified prospect group 
A) market segment 
B) demographic cluster 
C) organizational buyer group 
D) ultimate consumer group 
E) qualified prospect group

Question 20

Suppose you want a snack after taking this exam.Domino's is located across the street from your College of Business classroom.Unfortunately,you forgot your wallet in the haste of getting to class on time to take the test.Therefore,you have no means to pay for the pizza.Which of the following reasons explain why marketing fails to occur here between you and Domino's?

Accepted Answer

A) There is only one party with unsatisfied needs. 
B) The ability to satisfy a need is missing. 
C) A desire to satisfy a need is missing. 
D) No assessments of consumer wants and needs have been made. 
E) There is no way for the parties involved to communicate. 
A) There is only one party with unsatisfied needs. 
B) The ability to satisfy a need is missing. 
C) A desire to satisfy a need is missing. 
D) No assessments of consumer wants and needs have been made. 
E) There is no way for the parties involved to communicate.

Exam 1: Creating Customer Relationships and Value Through Marketing

The five major environmental forces in a marketing decision are

All of the following are marketing mix strategies that Chobani has used to sell its yogurt except which?

Entities such as manufacturers,retailers,and government agencies that buy goods and services for their own use or for resale are referred to as

The societal marketing concept

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges from agave leaves.Customers appreciate this superior product (they don't rust or scratch)and like the fact that their purchase is environmentally responsible,making this an example of

Describe two different target markets for two different products or services you,your friends,or your family have recently purchased or used.

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history).Which of the following statements would you most likely expect management to make if sales of this new candy bar were much lower than expected?

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

A factor that might doom a product in the marketplace is referred to as

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters and Post-it Flag Pens is most accurate?

Hudson News Distribution owners Lisa and James Cohen recently launched a quarterly art and interior design magazine,Galerie,to be distributed exclusively in their retail stores.Who is the ultimate consumer for this magazine?

Describe Chobani's distribution (place)strategy.

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.

Showstoppers refer to

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

A local college of business offers an outstanding graduate business school education program.Marissa pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high-paying,fulfilling position.Was this a marketing exchange?

One challenge faced by organizations is the need to focus on consumer needs while also ________ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

In marketing,each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.

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 Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

Filters