Question 1

In our free enterprise society,which three specific groups benefit from effective marketing?

Accepted Answer

The three specific groups that benefit f

Question 2

A target market refers to

Accepted Answer

A) customers who have already purchased a firm's product at least once,have been satisfied,and are likely to be repeat purchasers. 
B) both existing and potential customers who have used a competitor's product,are dissatisfied,and who now seek a different product or service to satisfy their needs. 
C) a specific group of current consumers toward which an organization directs its advertising. 
D) existing or potential consumers who are seeking a product for which there are no current substitutes. 
E) one or more specific groups of potential consumers toward which an organization directs its marketing program. 
A) customers who have already purchased a firm's product at least once,have been satisfied,and are likely to be repeat purchasers. 
B) both existing and potential customers who have used a competitor's product,are dissatisfied,and who now seek a different product or service to satisfy their needs. 
C) a specific group of current consumers toward which an organization directs its advertising. 
D) existing or potential consumers who are seeking a product for which there are no current substitutes. 
E) one or more specific groups of potential consumers toward which an organization directs its marketing program.

Question 3

The marketing department of an organization is responsible for facilitating

Accepted Answer

A) relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations. 
B) healthy competition with other product manufacturers. 
C) financial contracts with banks and other lending institutions. 
D) alliances with firms with noncompetitive products that target similar markets. 
E) the coordination between the various departments within the entire firm. 
A) relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations. 
B) healthy competition with other product manufacturers. 
C) financial contracts with banks and other lending institutions. 
D) alliances with firms with noncompetitive products that target similar markets. 
E) the coordination between the various departments within the entire firm.

Question 4

In the movie Tin Men,two rival salesmen engaged in a variety of dishonest and unethical practices in order to sell aluminum siding to homeowners in 1963.Their job was difficult,in part,because the supply of aluminum siding surpassed the demand for the product and competition was intense.This situation is indicative of the ________ era of U.S.business history.

Accepted Answer

A) goods 
B) sales 
C) production 
D) market orientation 
E) societal marketing 
A) goods 
B) sales 
C) production 
D) market orientation 
E) societal marketing

Question 5

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 6

Kraft produces Lunchables,a prepackaged meal usually consisting of several crackers,small slices of meat,and small slices of cheese.Other items in the product line contain small bottles of Chiquita Strawberry Banana Fruit smoothie,Capri-Sun juice,or Kool-Aid.The box is bright yellow and the quantity of food contained within it is small.The target market for Kraft Lunchables is most likely

Accepted Answer

A) moms with school-age children who pack a simple healthy lunch for them. 
B) businesspeople looking for a fulfilling breakfast at the office. 
C) business travelers on the run. 
D) teenagers who are hungry for an after-school snack. 
E) baby boomers who are trying to lose weight. 
A) moms with school-age children who pack a simple healthy lunch for them. 
B) businesspeople looking for a fulfilling breakfast at the office. 
C) business travelers on the run. 
D) teenagers who are hungry for an after-school snack. 
E) baby boomers who are trying to lose weight.

Question 7

The four utilities marketing creates are

Accepted Answer

A) product,price,promotion,and place. 
B) form,function,value,and image. 
C) monopoly,monopolistic competition,pure competition,and oligopoly. 
D) form,place,time,and possession. 
E) natural gas,fossil fuel,electricity,and water. 
A) product,price,promotion,and place. 
B) form,function,value,and image. 
C) monopoly,monopolistic competition,pure competition,and oligopoly. 
D) form,place,time,and possession. 
E) natural gas,fossil fuel,electricity,and water.

Question 8

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

Accepted Answer

A) standard 
B) want 
C) utility 
D) demand 
E) preference 
A) standard 
B) want 
C) utility 
D) demand 
E) preference

Question 9

The benefits or customer value received by users of a product is called

Accepted Answer

A) utility. 
B) synergy. 
C) consumerism. 
D) cost-benefit ratio. 
E) customer lifetime value. 
A) utility. 
B) synergy. 
C) consumerism. 
D) cost-benefit ratio. 
E) customer lifetime value.

Question 10

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team

Accepted Answer

A) that Scotch tape had outgrown its usefulness to students. 
B) to make new products that were more environmentally friendly. 
C) that the average backpack was already too heavy. 
D) that it would be reasonable to put Post-it Flags together with a highlighter. 
E) to determine the ratio of sales of 3M products to those of competitors' study aid products. 
A) that Scotch tape had outgrown its usefulness to students. 
B) to make new products that were more environmentally friendly. 
C) that the average backpack was already too heavy. 
D) that it would be reasonable to put Post-it Flags together with a highlighter. 
E) to determine the ratio of sales of 3M products to those of competitors' study aid products.

Question 11

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 shareholder of Mizuno that designs and manufactures the gloves 
E) All stakeholders should 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 shareholder of Mizuno that designs and manufactures the gloves 
E) All stakeholders should benefit from Mizuno's marketing efforts,even society at large.

Question 12

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 13

Ryan receives a coupon on his iPhone advising him about the location of a Taco Bell store.This is an example of which requirement for marketing to occur?

Accepted Answer

A) demonstrating an unmet need 
B) discovering a consumer need 
C) a foundation for brand loyalty 
D) a way for parties to communicate 
E) practicing ethics and sustainability 
A) demonstrating an unmet need 
B) discovering a consumer need 
C) a foundation for brand loyalty 
D) a way for parties to communicate 
E) practicing ethics and sustainability

Question 14

Which of the following statements is an example of place utility?

Accepted Answer

A) airlines that allow you to print your own boarding pass at home 
B) a service station that adds a diesel fuel pump to its three unleaded gasoline pumps 
C) a mobile phone company that offers six-month financing,same as cash 
D) cold cut packages that can be zipped close for reuse 
E) an iPhone with a "multitouch" user interface for easy navigation 
A) airlines that allow you to print your own boarding pass at home 
B) a service station that adds a diesel fuel pump to its three unleaded gasoline pumps 
C) a mobile phone company that offers six-month financing,same as cash 
D) cold cut packages that can be zipped close for reuse 
E) an iPhone with a "multitouch" user interface for easy navigation

Question 15

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

Accepted Answer

A) a newspaper reporter who books a plane ticket to Washington,D.C. ,to cover the presidential inauguration 
B) a schoolteacher 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 banners 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 books a plane ticket to Washington,D.C. ,to cover the presidential inauguration 
B) a schoolteacher 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 banners for an upcoming store sale 
E) a landscaping firm employee who buys a new wheelbarrow to use to haul mulch

Question 16

A live theater performance cannot be touched like a physical object,but is still considered a product.To a marketer,this is an example of

Accepted Answer

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

Question 17

Shortly after World War II,John Jackson developed an idea for a machine lubricant that was superior to anything currently on the market.He persuaded friends to help him begin producing it for sale.While demand kept up with production at first,he soon found that he had to hire a sales force to sell excess product to manufacturing companies in the area.He decided this was primarily because of several strong competitors that had recently come into the industry.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 18

Explain the marketing program 3M used to reach the office worker segment with its Post-it Flag Pen.

Accepted Answer

A marketing program integrates the marke

Question 19

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 20

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 strive to satisfy the needs of consumers 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 strive to satisfy the needs of consumers 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.

Exam 1: Creating Customer Relationships and Value Through Marketing

In our free enterprise society,which three specific groups benefit from effective marketing?

A target market refers to

The marketing department of an organization is responsible for facilitating

Which of the following terms best describes the marketing concept?

The four utilities marketing creates are

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

The benefits or customer value received by users of a product is called

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team

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

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.

Ryan receives a coupon on his iPhone advising him about the location of a Taco Bell store.This is an example of which requirement for marketing to occur?

Which of the following statements is an example of place utility?

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

A live theater performance cannot be touched like a physical object,but is still considered a product.To a marketer,this is an example of

Explain the marketing program 3M used to reach the office worker segment with its Post-it Flag Pen.

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?

Social responsibility is

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