Question 1

Customer Relationship Management refers to

Accepted Answer

A) the creation of personal relationships with customers through one-on-one personal encounters after each sale is concluded in order to maintain customer loyalty. 
B) the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace primary encounters. 
C) a management system of sending product information and literature only to those customers who have previously responded by making purchases. 
D) the division or department within a firm responsible for handling customer complaints in terms of product performance or customer service. 
E) a group of selected customers invited to serve on a special board which handles disputes between other customers and the firm, in order to provide a more balanced judgment. 
A) the creation of personal relationships with customers through one-on-one personal encounters after each sale is concluded in order to maintain customer loyalty. 
B) the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace primary encounters. 
C) a management system of sending product information and literature only to those customers who have previously responded by making purchases. 
D) the division or department within a firm responsible for handling customer complaints in terms of product performance or customer service. 
E) a group of selected customers invited to serve on a special board which handles disputes between other customers and the firm, in order to provide a more balanced judgment.

Question 2

A growing trend to "buy American," increased pressure from U.S.auto makers on Washington for more restrictive quotas on Japanese car imports, and a decline in the U.S.dollar could all be instrumental in Toyota's decision to build a manufacturing plant in the United States instead of continuing to export cars from Japan.If Toyota builds the plant, the decision would reflect

Accepted Answer

A) a reactive strategy that would result in a significant loss of automobile competition. 
B) a proactive maneuver to manipulate and impact competitive environmental forces. 
C) a positive impact of social, competitive, economic, and environmental forces. 
D) a positive response to technological, competitive, and economic environmental forces. 
E) a negative impact of competitive, regulatory, and technological environmental forces. 
A) a reactive strategy that would result in a significant loss of automobile competition. 
B) a proactive maneuver to manipulate and impact competitive environmental forces. 
C) a positive impact of social, competitive, economic, and environmental forces. 
D) a positive response to technological, competitive, and economic environmental forces. 
E) a negative impact of competitive, regulatory, and technological environmental forces.

Question 3

The element of the marketing mix that describes a means of communication between the seller and buyer is

Accepted Answer

A) place. 
B) promotion. 
C) price. 
D) product. 
E) progression. 
A) place. 
B) promotion. 
C) price. 
D) product. 
E) progression.

Question 4

Many companies subscribe to being "green" because they feel that this is valued by the consumer.Yet, often in these same firms, office computers are left on 24 hours a day, office paper is not recycled, and employees are not encouraged to take public transportation to work.This example indicates it is not always easy for firms to act in accordance with the

Accepted Answer

A) marketing concept. 
B) management concept. 
C) organizational strategy. 
D) environmental strategy. 
E) green compliance strategy. 
A) marketing concept. 
B) management concept. 
C) organizational strategy. 
D) environmental strategy. 
E) green compliance strategy.

Question 5

What is the marketing term for people, whether they are 80 years or 8 months old, who use goods and services purchased for a household?

Accepted Answer

A) Situational buyers 
B) Primary buyers 
C) Ultimate consumers 
D) Purchasing agents 
E) Buying groups 
A) Situational buyers 
B) Primary buyers 
C) Ultimate consumers 
D) Purchasing agents 
E) Buying groups

Question 6

Relationship marketing refers to

Accepted Answer

A) the selection of personnel and the assignment of specific job responsibilities for a given product or product line. 
B) the belief that it is easier and less expensive to find new customers than to retain old ones, customer loyalty helps promote the product at virtually no cost at all. 
C) the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits. 
D) exclusive legally binding contracts between a manufacturer and its distributors to guarantee the lowest possible price. 
E) exclusive legally binding contract agreements between retailers and customers in order to create enhanced value for each. 
A) the selection of personnel and the assignment of specific job responsibilities for a given product or product line. 
B) the belief that it is easier and less expensive to find new customers than to retain old ones, customer loyalty helps promote the product at virtually no cost at all. 
C) the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits. 
D) exclusive legally binding contracts between a manufacturer and its distributors to guarantee the lowest possible price. 
E) exclusive legally binding contract agreements between retailers and customers in order to create enhanced value for each.

Question 7

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

Accepted Answer

A) satisfaction 
B) desire 
C) want 
D) utility 
E) fulfillment 
A) satisfaction 
B) desire 
C) want 
D) utility 
E) fulfillment

Question 8

The utility that a delivery firm provides by delivering new CD releases to music stores in time for the Tuesday release day is

Accepted Answer

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

Question 9

A company designs and sells high quality baseball gloves.Who would benefit the least if the firm implements a quality marketing program?

Accepted Answer

A) A baseball player who purchases a new glove (regardless of how good a player). 
B) The salesperson who sold the baseball player the glove. 
C) The supplier who provided the leather for manufacturing. 
D) The shareholders of the firm that design and manufacture the glove. 
E) No one should benefit "least." There should be benefit to all of the people or organizations listed above; even society benefit. 
A) A baseball player who purchases a new glove (regardless of how good a player). 
B) The salesperson who sold the baseball player the glove. 
C) The supplier who provided the leather for manufacturing. 
D) The shareholders of the firm that design and manufacture the glove. 
E) No one should benefit "least." There should be benefit to all of the people or organizations listed above; even society benefit.

Question 10

The American Red Cross created a series of advertisements encouraging viewers to donate blood.After viewing the advertisement, Amanda went to the local Red Cross office and donated a pint of blood.Amanda returned home feeling happy that she had performed a good deed.Was this a marketing exchange?

Accepted Answer

A) Yes, because the Red Cross ran a formal advertisement 
B) Yes, because the donated blood was exchanged for a feeling of satisfaction 
C) No, because the Red Cross is a non-profit organization 
D) No, because no money was exchanged 
E) No, because the Red Cross did not provide Amanda with a product 
A) Yes, because the Red Cross ran a formal advertisement 
B) Yes, because the donated blood was exchanged for a feeling of satisfaction 
C) No, because the Red Cross is a non-profit organization 
D) No, because no money was exchanged 
E) No, because the Red Cross did not provide Amanda with a product

Question 11

FIGURE 1-5  
-In Figure 1-5, letter "D" represents which stage in the life of market-oriented manufacturing firms?

Accepted Answer

A) Sales era 
B) Production era 
C) Age of consumerism 
D) Marketing concept era 
E) Customer relationship era 
A) Sales era 
B) Production era 
C) Age of consumerism 
D) Marketing concept era 
E) Customer relationship era

Question 12

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 program 
D) micromarketing program 
E) sales promotion 
A) marketing strategy 
B) marketing program 
C) macromarketing program 
D) micromarketing program 
E) sales promotion

Question 13

What is the definition of marketing according to the American Marketing Association? How does this differ from your previous notion of marketing before reading this chapter?

Accepted Answer

The American Marketing Association repre

Customer Relationship Management refers to

The element of the marketing mix that describes a means of communication between the seller and buyer is

What is the marketing term for people, whether they are 80 years or 8 months old, who use goods and services purchased for a household?

Relationship marketing refers to

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

The utility that a delivery firm provides by delivering new CD releases to music stores in time for the Tuesday release day is

A company designs and sells high quality baseball gloves.Who would benefit the least if the firm implements a quality marketing program?

The American Red Cross created a series of advertisements encouraging viewers to donate blood.After viewing the advertisement, Amanda went to the local Red Cross office and donated a pint of blood.Amanda returned home feeling happy that she had performed a good deed.Was this a marketing exchange?

FIGURE 1-5 -In Figure 1-5, letter "D" represents which stage in the life of market-oriented manufacturing firms?

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

What is the definition of marketing according to the American Marketing Association? How does this differ from your previous notion of marketing before reading this chapter?

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 1: Creating Customer Relationships and Value Through Marketing

Customer Relationship Management refers to

The element of the marketing mix that describes a means of communication between the seller and buyer is

What is the marketing term for people, whether they are 80 years or 8 months old, who use goods and services purchased for a household?

Relationship marketing refers to

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

The utility that a delivery firm provides by delivering new CD releases to music stores in time for the Tuesday release day is

A company designs and sells high quality baseball gloves.Who would benefit the least if the firm implements a quality marketing program?

The American Red Cross created a series of advertisements encouraging viewers to donate blood.After viewing the advertisement, Amanda went to the local Red Cross office and donated a pint of blood.Amanda returned home feeling happy that she had performed a good deed.Was this a marketing exchange?

FIGURE 1-5 -In Figure 1-5, letter "D" represents which stage in the life of market-oriented manufacturing firms?

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

What is the definition of marketing according to the American Marketing Association? How does this differ from your previous notion of marketing before reading this chapter?

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters