Question 1

The purpose of the introduction of 3M Post-it® Flag Highlighters 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 two mutually inclusive segments. 
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it® Flags and Post-it® Notes. 
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product. 
E) help college students with their studying. 
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 two mutually inclusive segments. 
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it® Flags and Post-it® Notes. 
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product. 
E) help college students with their studying.

Question 2

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

Accepted Answer

A) supplier management. 
B) customer valuation. 
C) societal marketing. 
D) market aggregation. 
E) relationship marketing. 
A) supplier management. 
B) customer valuation. 
C) societal marketing. 
D) market aggregation. 
E) relationship marketing.

Question 3

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Accepted Answer

A) the 5 Fs of marketing 
B) environmental forces 
C) business conditions 
D) a marketing ecosystem 
E) a business sphere 
A) the 5 Fs of marketing 
B) environmental forces 
C) business conditions 
D) a marketing ecosystem 
E) a business sphere

Question 4

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Accepted Answer

Students are,in a sense,marketing expert

Question 5

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

Accepted Answer

A) demographic clusters. 
B) organizational buyers. 
C) ultimate consumers. 
D) market segments. 
E) qualified prospects. 
A) demographic clusters. 
B) organizational buyers. 
C) ultimate consumers. 
D) market segments. 
E) qualified prospects.

Question 6

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile away 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 flyers. 
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 flyers. 
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 7

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Accepted Answer

A) a shorter,wider cup that was more visible on retailers' shelves. 
B) preservative-free. 
C) a bit lower in protein than regular yogurt. 
D) proprietary animal-based thickener to make its "Greek-style" yogurts. 
E) a straining process that removes excess liquid whey. 
A) a shorter,wider cup that was more visible on retailers' shelves. 
B) preservative-free. 
C) a bit lower in protein than regular yogurt. 
D) proprietary animal-based thickener to make its "Greek-style" yogurts. 
E) a straining process that removes excess liquid whey.

Question 8

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Accepted Answer

A) Terrafugia Transition 
B) Pepsi Next 
C) Bell bicycle helmet 
D) 3M Post-it Flag+ Highlighter 
E) Dr.Care toothpaste 
A) Terrafugia Transition 
B) Pepsi Next 
C) Bell bicycle helmet 
D) 3M Post-it Flag+ Highlighter 
E) Dr.Care toothpaste

Question 9

Which of the following statements about marketing activities is MOST ACCURATE?

Accepted Answer

A) Marketing is affected by society but rarely,if ever,affects society as a whole. 
B) The marketing department works closely with other departments and employees to implement an organization's marketing activities. 
C) Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall). 
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. 
E) Marketing is essentially developing the right product and convincing potential customers that they "need" it,not just "want" it. 
A) Marketing is affected by society but rarely,if ever,affects society as a whole. 
B) The marketing department works closely with other departments and employees to implement an organization's marketing activities. 
C) Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall). 
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. 
E) Marketing is essentially developing the right product and convincing potential customers that they "need" it,not just "want" it.

Question 10

Pending federal legislation will require all online retailers to collect state sales taxes from customers.This would affect online sellers such as Virtual Vineyards,which now only collects state sales taxes from customers who reside in California-its home state.This pending legislation would be an example of which environmental force?

Accepted Answer

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

Question 11

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n)__________.

Accepted Answer

A) core benefit proposal 
B) product protocol 
C) marketing program 
D) marketing mix 
E) customer value proposition 
A) core benefit proposal 
B) product protocol 
C) marketing program 
D) marketing mix 
E) customer value proposition

Question 12

The two central concerns of marketing are __________.

Accepted Answer

A) increasing market share and making profits 
B) holding down costs while increasing profits 
C) developing products and finding suppliers 
D) discovering and satisfying consumer needs 
E) practicing ethics and sustainability 
A) increasing market share and making profits 
B) holding down costs while increasing profits 
C) developing products and finding suppliers 
D) discovering and satisfying consumer needs 
E) practicing ethics and sustainability

Question 13

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Accepted Answer

A) a pair of jeans. 
B) an apple. 
C) a student dormitory. 
D) a sports car. 
E) a jacket. 
A) a pair of jeans. 
B) an apple. 
C) a student dormitory. 
D) a sports car. 
E) a jacket.

Question 14

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

Accepted Answer

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

Question 15

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

Accepted Answer

A) manufacturing 
B) advertising 
C) marketing 
D) selling 
E) promotion 
A) manufacturing 
B) advertising 
C) marketing 
D) selling 
E) promotion

Question 16

Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss and actually causes new hair growth.You plan to sell your product on an Internet website,which you will advertise on late night television.You are also hoping to obtain free publicity to place stories in men's fashion magazines.You are planning to sell online a 15-ounce bottle for $24.99 plus $7.99 shipping and handling.Using the information provided,identify each element of your marketing mix.

Accepted Answer

The shampoo is the product element.The I

Question 17

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Accepted Answer

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

Question 18

Based on the marketing program 3M developed for its Post-it® Flag Highlighters and Post-it® Flag Pens,one can conclude that

Accepted Answer

A) the market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are identical. 
B) the target market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are not realistic. 
C) the Post-it® Flag Highlighters and Post-it® Flag Pens are priced unfairly for its target markets. 
D) the prices for 3M's Post-it® Flag Highlighters and Post-it® Flag Pens are set to maximize 3M's profits,not its distributors' profits. 
E) the promotion strategy is designed to increase awareness among potential users. 
A) the market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are identical. 
B) the target market segments for Post-it® Flag Highlighters and Post-it® Flag Pens are not realistic. 
C) the Post-it® Flag Highlighters and Post-it® Flag Pens are priced unfairly for its target markets. 
D) the prices for 3M's Post-it® Flag Highlighters and Post-it® Flag Pens are set to maximize 3M's profits,not its distributors' profits. 
E) the promotion strategy is designed to increase awareness among potential users.

Question 19

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,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Accepted Answer

Students' examples will differ,but each

Question 20

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 that 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 that 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.

The purpose of the introduction of 3M Post-it^® Flag Highlighters was to

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Which of the following statements about marketing activities is MOST ACCURATE?

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n)__________.

The two central concerns of marketing are __________.

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

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

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Based on the marketing program 3M developed for its Post-it^® Flag Highlighters and Post-it^® Flag Pens,one can conclude that

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,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Customer relationship management refers to

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

Exam 1: Creating Customer Relationships and Value Through Marketing

The purpose of the introduction of 3M Post-it® Flag Highlighters was to

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as __________.

Why are you,as a student,already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Which of the following statements about marketing activities is MOST ACCURATE?

The cluster of benefits that an organization promises customers to satisfy their needs is referred to as a(n)__________.

The two central concerns of marketing are __________.

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

Many large consulting firms are beginning to sponsor "women-only" networking events.The purpose of these events is to offer an opportunity for women in management to network with other businesswomen,either as clients,mentors,or protégés.This is an example of which environmental force?

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

When a company places an ad on Google,the action is a tactic of the __________ element of the marketing mix.

Based on the marketing program 3M developed for its Post-it® Flag Highlighters and Post-it® Flag Pens,one can conclude that

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,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Customer relationship management refers to

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

The purpose of the introduction of 3M Post-it^® Flag Highlighters was to

Based on the marketing program 3M developed for its Post-it^® Flag Highlighters and Post-it^® Flag Pens,one can conclude that