Question 1

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

Accepted Answer

A) It is the responsibility of the personnel department to facilitate relationships with the organization's customers; thus the marketing department should work solely within its own department. 
B) It is the responsibility of the marketing to suggest where a firm should invest its money, based on their knowledge of the market and environmental forces. 
C) The marketing department must work closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper. 
D) The marketing department is not responsible for establishing alliances with the organization's shareholders and other organizations; it is only responsible for the 4Ps. 
E) The marketing department is responsible for market research, supervision of product construction, and final promotion of the product.All other tasks are the responsibility of other departments such as the finance department, human resources, and information management. 
A) It is the responsibility of the personnel department to facilitate relationships with the organization's customers; thus the marketing department should work solely within its own department. 
B) It is the responsibility of the marketing to suggest where a firm should invest its money, based on their knowledge of the market and environmental forces. 
C) The marketing department must work closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper. 
D) The marketing department is not responsible for establishing alliances with the organization's shareholders and other organizations; it is only responsible for the 4Ps. 
E) The marketing department is responsible for market research, supervision of product construction, and final promotion of the product.All other tasks are the responsibility of other departments such as the finance department, human resources, and information management.

Question 2

New-product experts generally estimate that up to __________ percent of the more than 33,000 new consumable products introduced in the United States annually "don't succeed in the long run."

Accepted Answer

A) 33 
B) 50 
C) 75 
D) 80 
E) 94 
A) 33 
B) 50 
C) 75 
D) 80 
E) 94

Question 3

The process of turning corn into ethanol shows how manufacturing can create __________ utility.

Accepted Answer

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

Question 4

FIGURE 1-5  
-In Figure 1-5, letter "B" 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 5

The Apple iPod is rated by Consumer Reports as being one of the best music players in the industry.The customer may buy and download music from the Internet.Define customer value.In what ways does the Apple iPod provide value for its customers?

Accepted Answer

Customer value is the unique combination

Question 6

What kinds of organizations engage in marketing?

Accepted Answer

A) Only those that can afford national advertising 
B) Only very large and established nonprofit organizations 
C) Fortune 500 companies exclusively 
D) Every type of organization markets 
E) The only type of organization engaged in marketing is the one that want to make a profit. 
A) Only those that can afford national advertising 
B) Only very large and established nonprofit organizations 
C) Fortune 500 companies exclusively 
D) Every type of organization markets 
E) The only type of organization engaged in marketing is the one that want to make a profit.

Question 7

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) selling 
B) advertising 
C) marketing 
D) commerce 
E) trade 
A) selling 
B) advertising 
C) marketing 
D) commerce 
E) trade

Question 8

Target market refers to

Accepted Answer

A) consumers who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
B) consumers and potential consumers who have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
C) one or more specific groups of potential consumers toward which an organization directs its marketing program to the exclusion of other potential customers. 
D) one or more specific groups of potential consumers who are seeking a product for which there are no current substitutes. 
E) one or more specific groups of potential consumers toward which an organization directs its marketing program. 
A) consumers who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases. 
B) consumers and potential consumers who have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs. 
C) one or more specific groups of potential consumers toward which an organization directs its marketing program to the exclusion of other potential customers. 
D) one or more specific groups of potential consumers who are seeking a product for which there are no current substitutes. 
E) one or more specific groups of potential consumers toward which an organization directs its marketing program.

Question 9

Starbucks, Nike, and Johnson & Johnson claim to provide customer value by providing its customers with

Accepted Answer

A) the best product selection in the market. 
B) the best products in the market. 
C) the most convenient shopping availability. 
D) the best "bang for the buck." 
E) the best service. 
A) the best product selection in the market. 
B) the best products in the market. 
C) the most convenient shopping availability. 
D) the best "bang for the buck." 
E) the best service.

Question 10

Which of the following statements best defines needs and wants?

Accepted Answer

A) Needs are far more influential in marketing decision making than wants are. 
B) Wants affect marketing decisions primarily on planned purchases, while needs affect marketing decisions primarily on spontaneous purchases. 
C) Wants occur when a person feels physiologically deprived of something and needs are determined by a person's knowledge, culture, or personality. 
D) Needs occur when a person feels physiologically deprived of something, and wants are determined by a person's knowledge, culture, or personality. 
E) Needs and wants are exactly the same; they are both easily manipulated. 
A) Needs are far more influential in marketing decision making than wants are. 
B) Wants affect marketing decisions primarily on planned purchases, while needs affect marketing decisions primarily on spontaneous purchases. 
C) Wants occur when a person feels physiologically deprived of something and needs are determined by a person's knowledge, culture, or personality. 
D) Needs occur when a person feels physiologically deprived of something, and wants are determined by a person's knowledge, culture, or personality. 
E) Needs and wants are exactly the same; they are both easily manipulated.

Question 11

A need refers to

Accepted Answer

A) a sense of personal inadequacy based upon observations by others around you. 
B) a sense of urgency which causes a person to take action even though it may put him in peril. 
C) a feeling that is shaped by a person's knowledge, culture, or individual personality. 
D) a feeling of being physiologically deprived of something, but not fully understanding what "it" may be. 
E) a situation when a person feels deprived of basic necessities such as food, clothing, and shelter. 
A) a sense of personal inadequacy based upon observations by others around you. 
B) a sense of urgency which causes a person to take action even though it may put him in peril. 
C) a feeling that is shaped by a person's knowledge, culture, or individual personality. 
D) a feeling of being physiologically deprived of something, but not fully understanding what "it" may be. 
E) a situation when a person feels deprived of basic necessities such as food, clothing, and shelter.

Question 12

executives who are too busy to keep up with the latest information in their field.

Accepted Answer

A quality answer will include multiple t

Question 13

Which of the following people would most likely be the best target market for tickets to the home games of the Indianapolis Colts professional football team?

Accepted Answer

A) All people in the Indianapolis and surrounding areas interested in football 
B) All people in the Midwest who have an interest in sports 
C) All men who played on a varsity sports team in high school 
D) All people with an interest in professional football 
E) All people in Indiana who watch professional football on TV 
A) All people in the Indianapolis and surrounding areas interested in football 
B) All people in the Midwest who have an interest in sports 
C) All men who played on a varsity sports team in high school 
D) All people with an interest in professional football 
E) All people in Indiana who watch professional football on TV

Question 14

Which of the following organizations engage in marketing?

Accepted Answer

A) Chicago Cubs 
B) San Francisco Opera 
C) The city of Denver 
D) The United States 
E) Marketing is an essential element of doing business for all the examples listed above. 
A) Chicago Cubs 
B) San Francisco Opera 
C) The city of Denver 
D) The United States 
E) Marketing is an essential element of doing business for all the examples listed above.

Question 15

Which answer reflects (in order) a good, an idea, and a service that can be marketed?

Accepted Answer

A) Candy bar, vending machine, wastepaper basket 
B) CD, concert, souvenir T-shirt 
C) Political candidate, democracy, freedom 
D) Toothbrush, dental hygiene, laser teeth whitening 
E) iPod, the Internet, censorship 
A) Candy bar, vending machine, wastepaper basket 
B) CD, concert, souvenir T-shirt 
C) Political candidate, democracy, freedom 
D) Toothbrush, dental hygiene, laser teeth whitening 
E) iPod, the Internet, censorship

Question 16

During October, kiosk stores often appear in many malls.Typically the kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts.In January these kiosk retailers vanish.Is it possible for such a kiosk retailer to use relationship marketing? Explain your answer.

Accepted Answer

Generally, students will say "no" based

Question 17

The two central concerns of marketing are

Accepted Answer

A) establishing market share and making profits. 
B) holding down costs and increasing profits. 
C) finding customers and making profits. 
D) discovering and satisfying needs. 
E) discovering new products and bringing them to the marketplace. 
A) establishing market share and making profits. 
B) holding down costs and increasing profits. 
C) finding customers and making profits. 
D) discovering and satisfying needs. 
E) discovering new products and bringing them to the marketplace.

Question 18

Publix Supermarkets and The Little Clinic signed an exclusive agreement in 2006, placing small walk-in health clinics inside selected stores.Now Publix customers can have simple medical needs addressed in a convenient and familiar environment, seven days a week, and pick up their prescription from the pharmacy without even leaving the store.This is a prime example of

Accepted Answer

A) a consumer demand response. 
B) customer valuation. 
C) relationship marketing. 
D) societal marketing. 
E) mutually beneficial marketing management. 
A) a consumer demand response. 
B) customer valuation. 
C) relationship marketing. 
D) societal marketing. 
E) mutually beneficial marketing management.

Question 19

The purpose of the introduction of a 3M inventor's Post-it® Flag highlighter 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 three mutually exclusive segments. 
C) increase segmentation to correspond to the number of new product variations. 
D) capitalize on previous successes and extend the 3M product line. 
E) preempt competitive moves by store brands such as Staples and Office Max. 
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 three mutually exclusive segments. 
C) increase segmentation to correspond to the number of new product variations. 
D) capitalize on previous successes and extend the 3M product line. 
E) preempt competitive moves by store brands such as Staples and Office Max.

Question 20

The element of the marketing mix that describes a good, service, or idea to satisfy the consumer's need is

Accepted Answer

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

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

New-product experts generally estimate that up to __________ percent of the more than 33,000 new consumable products introduced in the United States annually "don't succeed in the long run."

The process of turning corn into ethanol shows how manufacturing can create __________ utility.

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

The Apple iPod is rated by Consumer Reports as being one of the best music players in the industry.The customer may buy and download music from the Internet.Define customer value.In what ways does the Apple iPod provide value for its customers?

What kinds of organizations engage in marketing?

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

Target market refers to

Starbucks, Nike, and Johnson & Johnson claim to provide customer value by providing its customers with

Which of the following statements best defines needs and wants?

A need refers to

executives who are too busy to keep up with the latest information in their field.

Which of the following people would most likely be the best target market for tickets to the home games of the Indianapolis Colts professional football team?

Which of the following organizations engage in marketing?

Which answer reflects (in order) a good, an idea, and a service that can be marketed?

The two central concerns of marketing are

The purpose of the introduction of a 3M inventor's Post-it^® Flag highlighter was to

The element of the marketing mix that describes a good, service, or idea to satisfy the consumer's need is

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 statements about marketing departments is most accurate?

New-product experts generally estimate that up to __________ percent of the more than 33,000 new consumable products introduced in the United States annually "don't succeed in the long run."

The process of turning corn into ethanol shows how manufacturing can create __________ utility.

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

The Apple iPod is rated by Consumer Reports as being one of the best music players in the industry.The customer may buy and download music from the Internet.Define customer value.In what ways does the Apple iPod provide value for its customers?

What kinds of organizations engage in marketing?

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

Target market refers to

Starbucks, Nike, and Johnson & Johnson claim to provide customer value by providing its customers with

Which of the following statements best defines needs and wants?

A need refers to

executives who are too busy to keep up with the latest information in their field.

Which of the following people would most likely be the best target market for tickets to the home games of the Indianapolis Colts professional football team?

Which of the following organizations engage in marketing?

Which answer reflects (in order) a good, an idea, and a service that can be marketed?

The two central concerns of marketing are

The purpose of the introduction of a 3M inventor's Post-it® Flag highlighter was to

The element of the marketing mix that describes a good, service, or idea to satisfy the consumer's need is

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

The purpose of the introduction of a 3M inventor's Post-it^® Flag highlighter was to