Question 1

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

Accepted Answer

A)  The marketing department typically works as an independent unit, mostly interacting with other parts of the business only to direct product promotion. 
B)  The marketing department should set the firm's objectives, based on its knowledge of the market and environmental forces. 
C)  The marketing department is only responsible for two of the four Ps. 
D)  The marketing department is only responsible for market research, supervision of product development, and product promotion. 
E)  The marketing department must work closely with other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper. 
A)  The marketing department typically works as an independent unit, mostly interacting with other parts of the business only to direct product promotion. 
B)  The marketing department should set the firm's objectives, based on its knowledge of the market and environmental forces. 
C)  The marketing department is only responsible for two of the four Ps. 
D)  The marketing department is only responsible for market research, supervision of product development, and product promotion. 
E)  The marketing department must work closely with other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.

Question 2

The relatively homogenous 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 preferred customer. 
A)  a market segment. 
B)  a target market. 
C)  a customer base. 
D)  an ultimate consumer. 
E)  a preferred customer.

Question 3

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Accepted Answer

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

Question 4

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

Accepted Answer

A)  financial remuneration. 
B)  exchange. 
C)  countertrade. 
D)  barter. 
E)  marketing. 
A)  financial remuneration. 
B)  exchange. 
C)  countertrade. 
D)  barter. 
E)  marketing.

Question 5

The internal response that customers have to all aspects of an organization and its offerings is referred to as

Accepted Answer

A)  customer experience. 
B)  relationship marketing. 
C)  internal customer audit. 
D)  internal marketing. 
E)  customer relationship management. 
A)  customer experience. 
B)  relationship marketing. 
C)  internal customer audit. 
D)  internal marketing. 
E)  customer relationship management.

Question 6

The people who use the products and services purchased for a household are called

Accepted Answer

A)  organizational buyers. 
B)  household prospects. 
C)  ultimate consumers. 
D)  a target market. 
E)  sellers. 
A)  organizational buyers. 
B)  household prospects. 
C)  ultimate consumers. 
D)  a target market. 
E)  sellers.

Question 7

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

Accepted Answer

A)  marketing 
B)  sales 
C)  production 
D)  societal benefit 
E)  customer relationship 
A)  marketing 
B)  sales 
C)  production 
D)  societal benefit 
E)  customer relationship

Question 8

Steve wants to eat a Cool Mint Chocolate Clif Bar because,based on his past experience,he knows it will satisfy his hunger

Accepted Answer

A)  preference. 
B)  need. 
C)  utility. 
D)  want. 
E)  expression. 
A)  preference. 
B)  need. 
C)  utility. 
D)  want. 
E)  expression.

Question 9

Which of the following products might have failed in the marketplace because it was perceived to have limited usefulness?

Accepted Answer

A)  Pepsi True soft drink 
B)  Hot Pockets 
C)  Bell bicycle helmets 
D)  3M Post-it Flag+ Highlighter 
E)  Apple Newton MessagePad 
A)  Pepsi True soft drink 
B)  Hot Pockets 
C)  Bell bicycle helmets 
D)  3M Post-it Flag+ Highlighter 
E)  Apple Newton MessagePad

Question 10

Define the marketing concept.

Accepted Answer

The marketing concept is the i

Question 11

Market segments refer to

Accepted Answer

A)  the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. 
B)  all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future. 
C)  the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D)  the relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action. 
E)  all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so. 
A)  the relatively heterogeneous groups of prospective buyers that result from the market segmentation process. 
B)  all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future. 
C)  the smallest number of buyers that have similar needs but do not react similarly in a buying situation. 
D)  the relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action. 
E)  all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

Question 12

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

Accepted Answer

The three specific groups that benefit f

Question 13

Mizuno designs and sells high quality baseball gloves.Who does benefit 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)  Actually, all stakeholders should be 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)  Actually, all stakeholders should be benefit from Mizuno's marketing efforts, even society at large.

Question 14

Customer relationship management refers to

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 process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace. 
C)  the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals. 
D)  the links an organization has to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit. 
E)  the cluster of benefits that an organization promises customers to satisfy their needs. 
A)  the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being. 
B)  the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace. 
C)  the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals. 
D)  the links an organization has to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit. 
E)  the cluster of benefits that an organization promises customers to satisfy their needs.

Question 15

A typical marketing department both shapes and ____________ its relationship with internal and external groups.

Accepted Answer

A)  is shaped by 
B)  organizes 
C)  motivates 
D)  determines 
E)  dominates 
A)  is shaped by 
B)  organizes 
C)  motivates 
D)  determines 
E)  dominates

Question 16

Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.

Accepted Answer

Marketing creates utility,the benefits o

Question 17

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 18

A college student is taking a full course load,working 20 hours per week,and still has to take out a student loan to cover tuition.One day,he sees a classmate driving a new Lexus LFA sports coupe (price: $375,000)and feels he just has to have one for himself.What factor is most likely to prevent a successful marketing exchange between the student and the local Lexus dealer located in an affluent suburb about 20 miles from his university?

Accepted Answer

A)  The local Lexus dealer only has one Lexus LFA sports coupe in stock-red, which is the color he wants. 
B)  The student does not have the resources to qualify for a $375,000 auto loan. 
C)  Although the Lexus LFA sports coupe is a great car, there may be other cars with better gas mileage and resale value. 
D)  He's afraid that if someone at school sees him with the car, he might lose his student loan. 
E)  His girlfriend wants him to drive a Kia Soul. 
A)  The local Lexus dealer only has one Lexus LFA sports coupe in stock-red, which is the color he wants. 
B)  The student does not have the resources to qualify for a $375,000 auto loan. 
C)  Although the Lexus LFA sports coupe is a great car, there may be other cars with better gas mileage and resale value. 
D)  He's afraid that if someone at school sees him with the car, he might lose his student loan. 
E)  His girlfriend wants him to drive a Kia Soul.

Question 19

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 20

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

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

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

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

The internal response that customers have to all aspects of an organization and its offerings is referred to as

The people who use the products and services purchased for a household are called

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

Steve wants to eat a Cool Mint Chocolate Clif Bar because,based on his past experience,he knows it will satisfy his hunger

Which of the following products might have failed in the marketplace because it was perceived to have limited usefulness?

Define the marketing concept.

Market segments refer to

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

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

Customer relationship management refers to

A typical marketing department both shapes and ____________ its relationship with internal and external groups.

Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.

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.

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

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

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

Building an Effective Marketing Plan

Filters

Exam 1: Creating Customer Relationships and Value Through Marketing

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

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

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

The internal response that customers have to all aspects of an organization and its offerings is referred to as

The people who use the products and services purchased for a household are called

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

Steve wants to eat a Cool Mint Chocolate Clif Bar because,based on his past experience,he knows it will satisfy his hunger

Which of the following products might have failed in the marketplace because it was perceived to have limited usefulness?

Define the marketing concept.

Market segments refer to

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

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

Customer relationship management refers to

A typical marketing department both shapes and ____________ its relationship with internal and external groups.

Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.

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.

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

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

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

Building an Effective Marketing Plan

Filters