Question 1

When a company places an ad on Google, the action is a tactic of the __________ 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 2

In the performing arts world, box office technology has remained virtually unchanged since the 1980s. Tessitura is trying to change that by tracking every patron transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one database. The information can help symphonies, operas, and theaters develop customer profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups to engage in

Accepted Answer

A) market aggregation. 
B) relationship marketing. 
C) societal marketing. 
D) market mining. 
E) mainstream marketing. 
A) market aggregation. 
B) relationship marketing. 
C) societal marketing. 
D) market mining. 
E) mainstream marketing.

Question 3

The 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 4

If a bank is known for delivering customer value through its focus on taking 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 5

A __________ is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.

Accepted Answer

A) marketing strategy 
B) marketing program 
C) macromarketing tactic 
D) micromarketing tactic 
E) customer relationship management 
A) marketing strategy 
B) marketing program 
C) macromarketing tactic 
D) micromarketing tactic 
E) customer relationship management

Question 6

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 7

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Accepted Answer

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

Question 8

A target market refers to

Accepted Answer

A) people who could purchase a product regardless of who ultimately uses it. 
B) one or more specific groups of potential consumers toward which an organization directs its marketing program. 
C) former customers who now use competitors' products. 
D) the cluster of benefits that an organization develops to satisfy consumers' needs. 
E) people with both the desire and the ability to buy a specific offering. 
A) people who could purchase a product regardless of who ultimately uses it. 
B) one or more specific groups of potential consumers toward which an organization directs its marketing program. 
C) former customers who now use competitors' products. 
D) the cluster of benefits that an organization develops to satisfy consumers' needs. 
E) people with both the desire and the ability to buy a specific offering.

Question 9

List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

Accepted Answer

The five environmental forces mainly bey

Question 10

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________.

Accepted Answer

A) an affordable and actionable advertising campaign 
B) something to exchange 
C) a healthy competitive environment 
D) government approval 
E) an ability to see hidden potential within an environmental force 
A) an affordable and actionable advertising campaign 
B) something to exchange 
C) a healthy competitive environment 
D) government approval 
E) an ability to see hidden potential within an environmental force

Question 11

The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as

Accepted Answer

A) the societal marketing concept. 
B) the marketing concept. 
C) consumerism. 
D) social responsibility. 
E) capitalism. 
A) the societal marketing concept. 
B) the marketing concept. 
C) consumerism. 
D) social responsibility. 
E) capitalism.

Question 12

Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room. By the second week, it had almost __________ members.

Accepted Answer

A) 100 
B) 300 
C) 500 
D) 1,000 
E) 5,000 
A) 100 
B) 300 
C) 500 
D) 1,000 
E) 5,000

Question 13

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

Accepted Answer

A) its shorter, wider cup that is more visible on retailers' shelves. 
B) it is preservative-free. 
C) it is a bit lower in protein than regular yogurt. 
D) it uses a proprietary animal-based thickener to make its Greek-style yogurts. 
E) it uses a straining process that removes excess liquid whey. 
A) its shorter, wider cup that is more visible on retailers' shelves. 
B) it is preservative-free. 
C) it is a bit lower in protein than regular yogurt. 
D) it uses a proprietary animal-based thickener to make its Greek-style yogurts. 
E) it uses a straining process that removes excess liquid whey.

Question 14

To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs and wants of prospective customers.

Accepted Answer

A) change 
B) create 
C) manipulate 
D) discover 
E) measure 
A) change 
B) create 
C) manipulate 
D) discover 
E) measure

Question 15

Which of the following is an example of form utility?

Accepted Answer

A) an iPhone with a "multi-touch" user interface for easy navigation 
B) stamp vending machines that are located in drugstores 
C) a service station that has a 24-hour ice machine available for use when the station is closed 
D) a mobile phone company that offers six-month financing, same as cash 
E) a gourmet candy store that offers a home delivery service 
A) an iPhone with a "multi-touch" user interface for easy navigation 
B) stamp vending machines that are located in drugstores 
C) a service station that has a 24-hour ice machine available for use when the station is closed 
D) a mobile phone company that offers six-month financing, same as cash 
E) a gourmet candy store that offers a home delivery service

Question 16

Do college students have a choice in which classes they take to earn a degree? Use what you have learned about the controllable and uncontrollable aspects of marketing in terms of how they might relate to course selection decision making. Incorporate marketing terms in your response.

Accepted Answer

Most colleges and universities offer som

Question 17

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Accepted Answer

A) stay ahead of trends and focus its marketing program on only one segment. 
B) stay ahead of trends and focus its marketing program on two mutually inclusive segments. 
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes. 
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product. 
E) help college students with their studying. 
A) stay ahead of trends and focus its marketing program on only one segment. 
B) stay ahead of trends and focus its marketing program on two mutually inclusive segments. 
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes. 
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product. 
E) help college students with their studying.

Question 18

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 19

Effective marketing benefits society because it

Accepted Answer

A) reduces competition, making the playing field more even. 
B) improves the quality of products and services regardless of the cost. 
C) allows companies to charge whatever price they want, regardless of product quality. 
D) makes countries more competitive in world markets while simultaneously reducing competition in their home markets. 
E) enhances competition, which improves the quality of products and services and lowers prices. 
A) reduces competition, making the playing field more even. 
B) improves the quality of products and services regardless of the cost. 
C) allows companies to charge whatever price they want, regardless of product quality. 
D) makes countries more competitive in world markets while simultaneously reducing competition in their home markets. 
E) enhances competition, which improves the quality of products and services and lowers prices.

Question 20

To serve both buyers and sellers, marketing seeks to discover and __________ the needs and wants of prospective customers.

Accepted Answer

A) change 
B) satisfy 
C) create 
D) manipulate 
E) preserve 
A) change 
B) satisfy 
C) create 
D) manipulate 
E) preserve

Exam 1: Creating Customer Relationships and Value Through Marketing

When a company places an ad on Google, the action is a tactic of the __________ element of the marketing mix.

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

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

A __________ is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.

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

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

A target market refers to

List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________.

The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as

Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room. By the second week, it had almost __________ members.

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

To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs and wants of prospective customers.

Which of the following is an example of form utility?

Do college students have a choice in which classes they take to earn a degree? Use what you have learned about the controllable and uncontrollable aspects of marketing in terms of how they might relate to course selection decision making. Incorporate marketing terms in your response.

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Effective marketing benefits society because it

To serve both buyers and sellers, marketing seeks to discover and __________ the needs and wants of prospective customers.

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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