Question 1

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

Accepted Answer

A) A newspaper reporter who buys a plane ticket to Washington, D.C., to cover the presidential inauguration 
B) A school teacher who bought a ticket to the 2010 Winter Olympics opening ceremonies in Vancouver, Canada 
C) An office receptionist who renews the magazines that are found in the office waiting room 
D) A retailer who buys poster board to make signs for an upcoming store sale 
E) A landscaping firm employee who buys a new wheelbarrow to use to haul mulch at a new job site 
A) A newspaper reporter who buys a plane ticket to Washington, D.C., to cover the presidential inauguration 
B) A school teacher who bought a ticket to the 2010 Winter Olympics opening ceremonies in Vancouver, Canada 
C) An office receptionist who renews the magazines that are found in the office waiting room 
D) A retailer who buys poster board to make signs for an upcoming store sale 
E) A landscaping firm employee who buys a new wheelbarrow to use to haul mulch at a new job site

Question 2

, you traced the outline of your foot on a piece of paper and gave it to a shoemaker.There was no distinction between right and left foot because you wanted your shoes as quickly as possible, and the shoemaker knew that you would buy them even if they just "sort of" fit.This is an example of a transaction that would have occurred during the __________ era in U.S.business history.

Accepted Answer

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

Question 3

3M selected the packaging options for the Post-it® Flag highlighter by

Accepted Answer

A) asking people on the street what type of packaging they prefer. 
B) offering alternate product choices on its Web site. 
C) conferring with inventors from other divisions of 3M. 
D) listening to students' comments, questions, and concerns. 
E) using information provided by a professional consulting firm. 
A) asking people on the street what type of packaging they prefer. 
B) offering alternate product choices on its Web site. 
C) conferring with inventors from other divisions of 3M. 
D) listening to students' comments, questions, and concerns. 
E) using information provided by a professional consulting firm.

Question 4

In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s.A company named Tessitura is trying to change that.Tessitura is able to track every transaction with patrons on one database.This information includes everything: ticket purchases, fund-raising, volunteering, and gift shop purchases.This technology will allow arts groups to develop detailed customer profiles, which will help symphonies, operas, and theaters to tailor their sales message to individuals.In other words, Tessitura is going to allow arts groups to engage in

Accepted Answer

A) market aggregation. 
B) relationship marketing. 
C) industry reciprocity. 
D) customer-supplier collaboration. 
E) mainstream marketing. 
A) market aggregation. 
B) relationship marketing. 
C) industry reciprocity. 
D) customer-supplier collaboration. 
E) mainstream marketing.

Question 5

Which of the following acts as a barrier to the development of relationship marketing?

Accepted Answer

A) The changing regulatory environment 
B) The large number of competitive products on the market 
C) The increasing number of retail stores that are closing due to the economy 
D) The large number of one-to-one relationships customers are asked to sustain 
E) The diluted cultural diversity 
A) The changing regulatory environment 
B) The large number of competitive products on the market 
C) The increasing number of retail stores that are closing due to the economy 
D) The large number of one-to-one relationships customers are asked to sustain 
E) The diluted cultural diversity

Question 6

The value to consumers of having a good or service available where needed 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 7

Explain the marketing program that 3M used to reach the student target market for the Post-it® Flag Highlighter and the rationale used by the company for each part of the program.

Accepted Answer

Answers should address all four "Ps." Th

Question 8

According to Robert M.McMath, when should a marketer make a careful study of product failures?

Accepted Answer

A) After a new product has failed to meet sales predictions 
B) When preparing to launch a new product 
C) When repositioning a well-known brand 
D) When looking for a new market for an existing product 
E) When considering new channels of distribution 
A) After a new product has failed to meet sales predictions 
B) When preparing to launch a new product 
C) When repositioning a well-known brand 
D) When looking for a new market for an existing product 
E) When considering new channels of distribution

Question 9

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders and society at large is referred to as __________.

Accepted Answer

A) marketing 
B) advertising and promotion 
C) innovative selling 
D) creative planning 
E) consumerism 
A) marketing 
B) advertising and promotion 
C) innovative selling 
D) creative planning 
E) consumerism

Question 10

Which of the following statements best describes a good that can be marketed?

Accepted Answer

A) Goods are physical objects 
B) Goods are intangible items 
C) Goods are intangible concepts and thoughts about products, actions, or causes 
D) Goods look at the flow of an entire nation's goods and services 
E) Goods are concern with the marketing activities of an individual or organization 
A) Goods are physical objects 
B) Goods are intangible items 
C) Goods are intangible concepts and thoughts about products, actions, or causes 
D) Goods look at the flow of an entire nation's goods and services 
E) Goods are concern with the marketing activities of an individual or organization

Question 11

Ultimate consumers refer to

Accepted Answer

A) the people who use the goods and services purchased for a household. 
B) people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
C) people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
D) one or more specific groups of potential customers toward which an organization directs its marketing program to the exclusion of other potential customers. 
E) one or more specific groups of potential customers toward which an organization directs its marketing program. 
A) the people who use the goods and services purchased for a household. 
B) people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
C) people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
D) one or more specific groups of potential customers toward which an organization directs its marketing program to the exclusion of other potential customers. 
E) one or more specific groups of potential customers toward which an organization directs its marketing program.

Question 12

What are the primary differences between an ultimate consumer and an organizational buyer?Select one product and explain the differences in either its use or purchase, dependent on whether it was purchased by an ultimate consumer or an organizational buyer.

Accepted Answer

Students' examples will differ, but each

Question 13

A student wants to buy a cell phone so she can share pictures with her friends, and an insurance claims adjuster wants to buy a cell phone to document accident reports.If they both purchase the same model phone, which statement is most accurate?

Accepted Answer

A) The adjuster is a prospective customer because the phone will be used for work; the student is only a secondary user since the purpose of the phone is just for entertainment. 
B) Both the adjuster and students are potential customers because in their own way, they both benefit from the product. 
C) Neither the adjuster nor the student is a prospective customer, since most likely the company will pay for the adjuster's phone and the student's parents will pay for hers. 
D) The student is the prospective customer since there are more students buying phones for personal use than there are insurance adjusters buying phones for business use. 
E) Every person who uses a cell phone is a prospective customer whether they receive benefit from the phone or not. 
A) The adjuster is a prospective customer because the phone will be used for work; the student is only a secondary user since the purpose of the phone is just for entertainment. 
B) Both the adjuster and students are potential customers because in their own way, they both benefit from the product. 
C) Neither the adjuster nor the student is a prospective customer, since most likely the company will pay for the adjuster's phone and the student's parents will pay for hers. 
D) The student is the prospective customer since there are more students buying phones for personal use than there are insurance adjusters buying phones for business use. 
E) Every person who uses a cell phone is a prospective customer whether they receive benefit from the phone or not.

Question 14

Newspaper readership has been significantly impacted by online news portals (Yahoo, Google, etc.).Not only are traditional newspapers losing subscribers, they are also losing advertisers.This is mainly an example of

Accepted Answer

A) a reaction to an unstable economy. 
B) a temporary trend that will soon reverse itself. 
C) a technological environmental force. 
D) a social environmental force. 
E) a response to an increase in government regulation. 
A) a reaction to an unstable economy. 
B) a temporary trend that will soon reverse itself. 
C) a technological environmental force. 
D) a social environmental force. 
E) a response to an increase in government regulation.

Question 15

FIGURE 1-1  
-In Figure 1-1 above, "B" represents a firm's partnerships with

Accepted Answer

A) other organizations. 
B) suppliers. 
C) shareholders. 
D) customers. 
E) other departments. 
A) other organizations. 
B) suppliers. 
C) shareholders. 
D) customers. 
E) other departments.

Question 16

The American business period that attempts to satisfy consumer needs while achieving organizational goals is called the __________ era.

Accepted Answer

A) sales 
B) production 
C) marketing concept 
D) societal marketing concept 
E) consumerism 
A) sales 
B) production 
C) marketing concept 
D) societal marketing concept 
E) consumerism

Question 17

Wal-Mart, Southwest Airlines, and Costco have all been successful offering consumers the

Accepted Answer

A) the best experience. 
B) the best products. 
C) the best price. 
D) the best service. 
E) the best availability. 
A) the best experience. 
B) the best products. 
C) the best price. 
D) the best service. 
E) the best availability.

Question 18

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

Accepted Answer

A) An iPhone with a large selection of new "apps" 
B) The local dairy offers delivery to the customer's doorstep 
C) Disposable diapers come equipped with re-sealable tabs 
D) A gourmet food store carries a line of ready-made salads 
E) A cell phone company offers six-month financing, same as cash 
A) An iPhone with a large selection of new "apps" 
B) The local dairy offers delivery to the customer's doorstep 
C) Disposable diapers come equipped with re-sealable tabs 
D) A gourmet food store carries a line of ready-made salads 
E) A cell phone company offers six-month financing, same as cash

Question 19

Effective marketing benefits society because

Accepted Answer

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

Question 20

Time Inc.has published a new magazine, All You, solely distributed in Wal-Mart stores.Who is the ultimate consumer for this magazine?

Accepted Answer

A) The person who buys the magazine to read at home 
B) The person who works at Wal-Mart and reads the magazine while stocking it in the rack 
C) The person who is the Wal-Mart buyer who purchased the magazine to sell at Wal-Mart 
D) The person who is the salesperson for Time Inc.that sold the magazine to Wal-Mart 
E) All people, from the writer, to the seller, to the reader at home are ultimate consumers of All You. 
A) The person who buys the magazine to read at home 
B) The person who works at Wal-Mart and reads the magazine while stocking it in the rack 
C) The person who is the Wal-Mart buyer who purchased the magazine to sell at Wal-Mart 
D) The person who is the salesperson for Time Inc.that sold the magazine to Wal-Mart 
E) All people, from the writer, to the seller, to the reader at home are ultimate consumers of All You.

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

3M selected the packaging options for the Post-it^® Flag highlighter by

Which of the following acts as a barrier to the development of relationship marketing?

The value to consumers of having a good or service available where needed constitutes __________ utility.

Explain the marketing program that 3M used to reach the student target market for the Post-it^® Flag Highlighter and the rationale used by the company for each part of the program.

According to Robert M.McMath, when should a marketer make a careful study of product failures?

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders and society at large is referred to as __________.

Which of the following statements best describes a good that can be marketed?

Ultimate consumers refer to

What are the primary differences between an ultimate consumer and an organizational buyer?Select one product and explain the differences in either its use or purchase, dependent on whether it was purchased by an ultimate consumer or an organizational buyer.

A student wants to buy a cell phone so she can share pictures with her friends, and an insurance claims adjuster wants to buy a cell phone to document accident reports.If they both purchase the same model phone, which statement is most accurate?

Newspaper readership has been significantly impacted by online news portals (Yahoo, Google, etc.).Not only are traditional newspapers losing subscribers, they are also losing advertisers.This is mainly an example of

FIGURE 1-1 -In Figure 1-1 above, "B" represents a firm's partnerships with

The American business period that attempts to satisfy consumer needs while achieving organizational goals is called the __________ era.

Wal-Mart, Southwest Airlines, and Costco have all been successful offering consumers the

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

Effective marketing benefits society because

Time Inc.has published a new magazine, All You, solely distributed in Wal-Mart stores.Who is the ultimate consumer for this magazine?

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

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

3M selected the packaging options for the Post-it® Flag highlighter by

Which of the following acts as a barrier to the development of relationship marketing?

The value to consumers of having a good or service available where needed constitutes __________ utility.

Explain the marketing program that 3M used to reach the student target market for the Post-it® Flag Highlighter and the rationale used by the company for each part of the program.

According to Robert M.McMath, when should a marketer make a careful study of product failures?

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders and society at large is referred to as __________.

Which of the following statements best describes a good that can be marketed?

Ultimate consumers refer to

What are the primary differences between an ultimate consumer and an organizational buyer?Select one product and explain the differences in either its use or purchase, dependent on whether it was purchased by an ultimate consumer or an organizational buyer.

A student wants to buy a cell phone so she can share pictures with her friends, and an insurance claims adjuster wants to buy a cell phone to document accident reports.If they both purchase the same model phone, which statement is most accurate?

Newspaper readership has been significantly impacted by online news portals (Yahoo, Google, etc.).Not only are traditional newspapers losing subscribers, they are also losing advertisers.This is mainly an example of

FIGURE 1-1 -In Figure 1-1 above, "B" represents a firm's partnerships with

The American business period that attempts to satisfy consumer needs while achieving organizational goals is called the __________ era.

Wal-Mart, Southwest Airlines, and Costco have all been successful offering consumers the

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

Effective marketing benefits society because

Time Inc.has published a new magazine, All You, solely distributed in Wal-Mart stores.Who is the ultimate consumer for this magazine?

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

3M selected the packaging options for the Post-it^® Flag highlighter by

Explain the marketing program that 3M used to reach the student target market for the Post-it^® Flag Highlighter and the rationale used by the company for each part of the program.