Question 1

The marketing mix refers to

Accepted Answer

A) the multiple sales and advertising strategies that can be used to promote a product. 
B) the controllable forces-social,economic,technological,competitive,and regulatory-to which a marketing manager must constantly adapt. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in traditional intermediaries and online. 
D) the marketing manager's controllable factors that can be used to solve marketing problems. 
E) a set of complementary products that when sold together generate more sales than when sold separately. 
A) the multiple sales and advertising strategies that can be used to promote a product. 
B) the controllable forces-social,economic,technological,competitive,and regulatory-to which a marketing manager must constantly adapt. 
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting,retaining,and building relationships with consumers who shop and buy in traditional intermediaries and online. 
D) the marketing manager's controllable factors that can be used to solve marketing problems. 
E) a set of complementary products that when sold together generate more sales than when sold separately.

Question 2

From its inception,where did Hamdi Ulukaya,the creator of Chobani,Inc. ,want to place Chobani yogurt?

Accepted Answer

A) the organic foods section of major grocery store chains 
B) in warehouse club stores like Sam's Club or Costco 
C) the dairy case of major grocery store chains 
D) in mass merchandise stores like Target 
E) in both independent organic cooperatives,farmer's markets,and major organic grocery stores like Whole Foods or Sprouts 
A) the organic foods section of major grocery store chains 
B) in warehouse club stores like Sam's Club or Costco 
C) the dairy case of major grocery store chains 
D) in mass merchandise stores like Target 
E) in both independent organic cooperatives,farmer's markets,and major organic grocery stores like Whole Foods or Sprouts

Question 3

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Accepted Answer

A) marketing strategy. 
B) macromarketing agenda. 
C) micromarketing agenda. 
D) marketing program. 
E) marketing concept. 
A) marketing strategy. 
B) macromarketing agenda. 
C) micromarketing agenda. 
D) marketing program. 
E) marketing concept.

Question 4

Which of the following statements about 3M's marketing program for Post-it® Flag Highlighters is MOST ACCURATE?

Accepted Answer

A) In his first attempt,David Windorski,a 3M inventor,designed the Post-it® Flag Highlighter in exactly the right way to appeal to its target market. 
B) Paralegals were initially the intended target market for the Post-it® Flag Highlighter. 
C) David Windorski,a 3M inventor,also developed the Post-it® Flag Pen for the office worker segment. 
D) The Post-it® Flag Highlighter was not successful and was deleted from the Post-it® Flag product line. 
E) In his development of the Post-it® Flag Highlighter,David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "WOW" factor. 
A) In his first attempt,David Windorski,a 3M inventor,designed the Post-it® Flag Highlighter in exactly the right way to appeal to its target market. 
B) Paralegals were initially the intended target market for the Post-it® Flag Highlighter. 
C) David Windorski,a 3M inventor,also developed the Post-it® Flag Pen for the office worker segment. 
D) The Post-it® Flag Highlighter was not successful and was deleted from the Post-it® Flag product line. 
E) In his development of the Post-it® Flag Highlighter,David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "WOW" factor.

Question 5

In 1952,General Electric's annual report stated,"The concept introduces…marketing…at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

Accepted Answer

A) sustainability perspective. 
B) age of consumerism. 
C) sales concept. 
D) marketing concept. 
E) customer relationship management concept. 
A) sustainability perspective. 
B) age of consumerism. 
C) sales concept. 
D) marketing concept. 
E) customer relationship management concept.

Question 6

Which of the following is NOT an environmental force?

Accepted Answer

A) economic 
B) regulatory 
C) social 
D) commercial 
E) technological 
A) economic 
B) regulatory 
C) social 
D) commercial 
E) technological

Question 7

More than half of all new businesses fail within __________ years of their launch.

Accepted Answer

A) two 
B) three 
C) four 
D) five 
E) ten 
A) two 
B) three 
C) four 
D) five 
E) ten

Question 8

Assume you are a salesperson for a direct marketing firm that does "in-home" jewelry parties.If most of your hosts or hostesses hold only one party a year,what strategies could you use to build strong customer relationships? If you are creating your own business for this example,make sure to describe your product(s)in your introductory sentence.

Accepted Answer

A quality answer should have a strong em

Question 9

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 10

At the BMW website,BMW.com,you can design your own BMW with the exact features you desire.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?

Accepted Answer

Form utility comes from the production o

Question 11

Relationship marketing refers to

Accepted Answer

A) the selection and the assignment of a firm's personnel for a specific product or product line to a group of current or prospective customers. 
B) the belief that it is easier and less expensive to find new customers than to retain old ones. 
C) the linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefits. 
D) 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. 
E) exclusive legally binding contractual agreements between retailers and customers in order to create enhanced value for each party. 
A) the selection and the assignment of a firm's personnel for a specific product or product line to a group of current or prospective customers. 
B) the belief that it is easier and less expensive to find new customers than to retain old ones. 
C) the linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefits. 
D) 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. 
E) exclusive legally binding contractual agreements between retailers and customers in order to create enhanced value for each party.

Question 12

Describe Chobani's distribution (place)strategy.

Accepted Answer

From the beginning,Chobani pushed for di

Question 13

Describe the marketing mix actions mentioned in the textbook that Chobani has taken since its founding in 2005.

Accepted Answer

Product actions.(1)In 2005,Turkish immig

Question 14

The founder of Chobani Greek Yogurt,who won the 2013 Ernst & Young World Entrepreneur of the Year award,is

Accepted Answer

A) Mark Zuckerberg. 
B) "Trader" Joe Demapolis. 
C) Hamdi Ulukaya. 
D) Robert M.McMath. 
E) David Windorski. 
A) Mark Zuckerberg. 
B) "Trader" Joe Demapolis. 
C) Hamdi Ulukaya. 
D) Robert M.McMath. 
E) David Windorski.

Question 15

In Figure 1-5 above,letter "D" represents which era in U.S.business history?

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 16

Which of the following is NOT an environmental force?

Accepted Answer

A) technological 
B) regulatory 
C) ecological 
D) competitive 
E) economic 
A) technological 
B) regulatory 
C) ecological 
D) competitive 
E) economic

Question 17

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 (1)have common needs and (2)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 (1)have common needs and (2)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 18

Why do some marketers feel that environmental forces are NOT entirely outside their influence?

Accepted Answer

Traditionally,many marketing executives

Question 19

Shortly after World War II,Sam Jackson developed an idea for a biodegradable lubricant that was superior to anything currently on the market.He was excited about his new idea and persuaded a number of his friends to help produce samples.While demand kept up with production at first,he soon found that he had to hire a sales force to sell excess product to manufacturing companies in the area.He decided this was primarily because his company had several strong competitors that had recently come into the industry.This is an example of marketing behavior that would occur during the __________ era of U.S.business history.

Accepted Answer

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

Exam 1: Creating Customer Relationships and Value Through Marketing

The marketing mix refers to

From its inception,where did Hamdi Ulukaya,the creator of Chobani,Inc. ,want to place Chobani yogurt?

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Which of the following statements about 3M's marketing program for Post-it® Flag Highlighters is MOST ACCURATE?

In 1952,General Electric's annual report stated,"The concept introduces…marketing…at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

Which of the following is NOT an environmental force?

More than half of all new businesses fail within __________ years of their launch.

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.

At the BMW website,BMW.com,you can design your own BMW with the exact features you desire.If you choose to use this method to purchase a car,what type of utility(ies)has(have)been created?

Relationship marketing refers to

Describe Chobani's distribution (place)strategy.

Describe the marketing mix actions mentioned in the textbook that Chobani has taken since its founding in 2005.

The founder of Chobani Greek Yogurt,who won the 2013 Ernst & Young World Entrepreneur of the Year award,is

In Figure 1-5 above,letter "D" represents which era in U.S.business history?

Which of the following is NOT an environmental force?

Market segments refer to

Why do some marketers feel that environmental forces are NOT entirely outside their influence?

Developing Successful Organizational and Marketing 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

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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

Which of the following statements about 3M's marketing program for Post-it^® Flag Highlighters is MOST ACCURATE?