Question 1

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 2

Which of the following is an example of possession utility?

Accepted Answer

A) an iPhone with a large selection of new apps 
B) the local dairy that offers to deliver bottles of milk to a customer's doorstep 
C) disposable diapers that come equipped with resealable tabs 
D) a gourmet food store that carries a line of ready-made salads 
E) a mobile phone company that offers six-month financing, same as cash 
A) an iPhone with a large selection of new apps 
B) the local dairy that offers to deliver bottles of milk to a customer's doorstep 
C) disposable diapers that come equipped with resealable tabs 
D) a gourmet food store that carries a line of ready-made salads 
E) a mobile phone company that offers six-month financing, same as cash

Question 3

Twitter is a website that offers a social networking service, enabling its users to send and read other users' messages or conversations called tweets, which are text-based posts of up to 140 characters displayed on the user's profile page. Connected to each "tweet" is a rich details pane that provides additional information, deeper context, and embedded media. Companies are just beginning to use Twitter as a tool in their relationship marketing programs. In what ways could Twitter be used to benefit both the customer and the organization?

Accepted Answer

One aspect of Twitter is that it allows

Question 4

All of the following are environmental forces that affect an organization except

Accepted Answer

A) economic. 
B) geographical. 
C) social. 
D) regulatory. 
E) technological. 
A) economic. 
B) geographical. 
C) social. 
D) regulatory. 
E) technological.

Question 5

The value to consumers that comes from having the offering available where consumers need it constitutes __________ utility.

Accepted Answer

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

Question 6

The American Red Cross creates advertisements to encourage people to donate blood. After viewing one, Amanda decided to donate a pint of blood. After she did, Amanda felt happy that she had performed a good deed. Did an exchange occur in a marketing sense?

Accepted Answer

A) Yes, because the blood was donated to the Red Cross based on an advertisement, a marketing activity. 
B) Yes, because the donated blood was exchanged for a feeling of satisfaction. 
C) No, because the Red Cross is nonprofit organization. 
D) No, because no money changed hands. 
E) No, because the Red Cross, a service organization, did not provide Amanda with a product. 
A) Yes, because the blood was donated to the Red Cross based on an advertisement, a marketing activity. 
B) Yes, because the donated blood was exchanged for a feeling of satisfaction. 
C) No, because the Red Cross is nonprofit organization. 
D) No, because no money changed hands. 
E) No, because the Red Cross, a service organization, did not provide Amanda with a product.

Question 7

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 have higher quality. 
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 3M products to study aid products of other competitors. 
A) that Scotch tape had outgrown its usefulness to students. 
B) to make new products that have higher quality. 
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 3M products to study aid products of other competitors.

Question 8

The five major environmental forces in a marketing decision are

Accepted Answer

A) climate change, natural resources, pollution, natural disasters, and global conflict (war). 
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 (war). 
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 9

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

Question 10

A __________ is a need that is shaped by a person's knowledge, culture, and personality.

Accepted Answer

A) desire 
B) feeling 
C) utility 
D) want 
E) craving 
A) desire 
B) feeling 
C) utility 
D) want 
E) craving

Question 11

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

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 12

Robert was running low on cash and could not buy his textbook by the first day of class if the bookstore did not accept his credit card. 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

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

Accepted Answer

A) The marketing concept can trace its roots to early Greek culture. 
B) In using the marketing concept, companies tried to satisfy the needs of consumers while also achieving their goals. 
C) In using the marketing concept, companies focus on sales and advertising. 
D) The marketing concept is most effective when production is limited and the product will sell itself. 
E) All U.S. firms are now operating with a marketing concept philosophy. 
A) The marketing concept can trace its roots to early Greek culture. 
B) In using the marketing concept, companies tried to satisfy the needs of consumers while also achieving their goals. 
C) In using the marketing concept, companies focus on sales and advertising. 
D) The marketing concept is most effective when production is limited and the product will sell itself. 
E) All U.S. firms are now operating with a marketing concept philosophy.

Question 14

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 15

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 16

A television advertisement shows several teenagers searching through the refrigerator for something to satisfy their hunger. The refrigerator offers the teenagers many alternatives-celery, bologna, cottage cheese, 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) wants; needs 
C) wants; cravings 
D) cravings; needs 
E) needs; preferences 
A) needs; wants 
B) wants; needs 
C) wants; cravings 
D) cravings; needs 
E) needs; preferences

Question 17

Which of the following is not an environmental force?

Accepted Answer

A) economic 
B) regulatory 
C) social 
D) commercial 
E) technological 
A) economic 
B) regulatory 
C) social 
D) commercial 
E) technological

Question 18

People with both the desire and ability to buy a specific offering such the Cool Mint Chocolate Clif bar are referred to as

Accepted Answer

A) shoppers. 
B) a customer base. 
C) a market. 
D) a bazaar. 
E) an emporium. 
A) shoppers. 
B) a customer base. 
C) a market. 
D) a bazaar. 
E) an emporium.

Question 19

The four utilities marketing creates are

Accepted Answer

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

Question 20

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

Accepted Answer

A) Marketing is affected by society but rarely, if ever, affects society as a whole. 
B) The marketing department works closely with other departments and employees to implement marketing activities. 
C) Marketing activities are the sole responsibility of the marketing department; other departments are involved only if there is an emergency (such as a product recall). 
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. 
E) Marketing, after all is said and done, is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it. 
A) Marketing is affected by society but rarely, if ever, affects society as a whole. 
B) The marketing department works closely with other departments and employees to implement marketing activities. 
C) Marketing activities are the sole responsibility of the marketing department; other departments are involved only if there is an emergency (such as a product recall). 
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. 
E) Marketing, after all is said and done, is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it.

Exam 1: Creating Customer Relationships and Value Through Marketing

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

Which of the following is an example of possession utility?

All of the following are environmental forces that affect an organization except

The value to consumers that comes from having the offering available where consumers need it constitutes __________ utility.

The American Red Cross creates advertisements to encourage people to donate blood. After viewing one, Amanda decided to donate a pint of blood. After she did, Amanda felt happy that she had performed a good deed. Did an exchange occur in a marketing sense?

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

The five major environmental forces in a marketing decision are

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

A __________ is a need that is shaped by a person's knowledge, culture, and personality.

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

Robert was running low on cash and could not buy his textbook by the first day of class if the bookstore did not accept his credit card. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.

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

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?

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

Which of the following is not an environmental force?

People with both the desire and ability to buy a specific offering such the Cool Mint Chocolate Clif bar are referred to as

The four utilities marketing creates are

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

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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