Question 1

All of the following current or prospective distribution channels for Chobani Greek Yogurt EXCEPT:

Accepted Answer

A) convenience stores. 
B) drug stores. 
C) mass merchandisers. 
D) supermarkets. 
E) vending machines. 
A) convenience stores. 
B) drug stores. 
C) mass merchandisers. 
D) supermarkets. 
E) vending machines.

Question 2

The people who use the products and services purchased for a household are called

Accepted Answer

A) organizational buyers. 
B) household prospects. 
C) ultimate consumers. 
D) a target market. 
E) sellers. 
A) organizational buyers. 
B) household prospects. 
C) ultimate consumers. 
D) a target market. 
E) sellers.

Question 3

Customer experience refers to

Accepted Answer

A) the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time. 
B) the links an organization has to its customers for their mutual long-term benefits. 
C) 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. 
D) the internal response that customers have to all aspects of an organization and its offerings. 
E) the activities in which a firm will participate in order to create a positive buying experience for the customer. 
A) the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time. 
B) the links an organization has to its customers for their mutual long-term benefits. 
C) 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. 
D) the internal response that customers have to all aspects of an organization and its offerings. 
E) the activities in which a firm will participate in order to create a positive buying experience for the customer.

Question 4

The unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and both before-sale and after-sale service at a specific price is called

Accepted Answer

A) customer value. 
B) target marketing. 
C) benefit proposition. 
D) value-based marketing. 
E) a customer value proposition. 
A) customer value. 
B) target marketing. 
C) benefit proposition. 
D) value-based marketing. 
E) a customer value proposition.

Question 5

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Accepted Answer

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

Question 6

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the customer's front porch.

Accepted Answer

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

Question 7

Organizations such as American Airlines,U.S.Bank,and the Red Cross provide customers with products that are typically called a(n)__________.

Accepted Answer

A) utility 
B) performance 
C) service 
D) value 
E) idea 
A) utility 
B) performance 
C) service 
D) value 
E) idea

Question 8

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel.Once he has accumulated enough points,he can trade his points in for a free night's stay.As a member of this program,the traveler receives periodic updates on new hotels and learns of ways to earn additional points.The marketing term that best describes this scenario is

Accepted Answer

A) relationship marketing. 
B) customer satisfaction promotion. 
C) customer relationship management. 
D) customer valuation. 
E) supplier-consumer partnership. 
A) relationship marketing. 
B) customer satisfaction promotion. 
C) customer relationship management. 
D) customer valuation. 
E) supplier-consumer partnership.

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 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,after all is said and done,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 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,after all is said and done,is essentially developing the right product and convincing potential customers that they "need" it,not just "want it."

Question 10

Environmental forces refer to

Accepted Answer

A) the internal strengths of a company that enable the firm to remain competitive. 
B) the marketing manager's uncontrollable factors-product,price,promotion,and place-that can be used to solve marketing problems. 
C) the unpredictable or uncontrollable availability of natural resources that can enhance or restrain a company's growth. 
D) the marketing manager's uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces. 
E) the marketing manager's controllable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces. 
A) the internal strengths of a company that enable the firm to remain competitive. 
B) the marketing manager's uncontrollable factors-product,price,promotion,and place-that can be used to solve marketing problems. 
C) the unpredictable or uncontrollable availability of natural resources that can enhance or restrain a company's growth. 
D) the marketing manager's uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces. 
E) the marketing manager's controllable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces.

Question 11

Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room.By the end of the second week,it had almost __________ members.

Accepted Answer

A) 100 
B) 300 
C) 500 
D) 1,000 
E) 5,000 
A) 100 
B) 300 
C) 500 
D) 1,000 
E) 5,000

Question 12

To attend a winter concert presented by the community chorus,every person had to donate one unwrapped toy at the concert hall door.This statement is most closely related to the __________ element of the marketing mix.

Accepted Answer

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

Question 13

The American business period that strove to satisfy consumer needs while achieving an organization's goals is called the __________ era.

Accepted Answer

A) marketing concept 
B) sales 
C) production 
D) societal marketing concept 
E) customer relationship 
A) marketing concept 
B) sales 
C) production 
D) societal marketing concept 
E) customer relationship

Question 14

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 tactic 
D) micromarketing tactic 
E) customer relationship management 
A) marketing strategy 
B) marketing program 
C) macromarketing tactic 
D) micromarketing tactic 
E) customer relationship management

Question 15

Define needs and wants.Can marketing shape a person's wants? Explain your answer.

Accepted Answer

A need occurs when a person feels depriv

Question 16

For marketing to occur,there must be two or more parties with unsatisfied needs.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

Accepted Answer

A) people who are nostalgic about childhood lemonade stands they had during hot summers. 
B) people with a desire for a beverage other than soda or water. 
C) product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D) a local distributor of alcoholic beverages. 
E) a nutritionist promoting the benefits of fresh fruit in people's diets. 
A) people who are nostalgic about childhood lemonade stands they had during hot summers. 
B) people with a desire for a beverage other than soda or water. 
C) product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D) a local distributor of alcoholic beverages. 
E) a nutritionist promoting the benefits of fresh fruit in people's diets.

Question 17

3M's pricing strategy for its Post-it® Flag Highlighters was as follows:

Accepted Answer

A) match its principal competitors' highlighters' prices. 
B) charge a price that would give a reasonable bookstore price to students and an acceptable profit to distributors and 3M. 
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D) make the product easier to purchase by placing the Post-it® Flag Highlighter in discount office supply retailers. 
E) use the same pricing strategy as its 3M's Post-it® Flag and Post-it® Note offerings. 
A) match its principal competitors' highlighters' prices. 
B) charge a price that would give a reasonable bookstore price to students and an acceptable profit to distributors and 3M. 
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D) make the product easier to purchase by placing the Post-it® Flag Highlighter in discount office supply retailers. 
E) use the same pricing strategy as its 3M's Post-it® Flag and Post-it® Note offerings.

Question 18

What four factors are required for marketing to occur?

Accepted Answer

For marketing to occur,four factors are

Question 19

An organization that focuses its efforts on (1)continuously collecting information about customers' needs; (2)sharing this information across departments;and (3)using it to create customer value is said to have a

Accepted Answer

A) product orientation. 
B) customer orientation. 
C) market orientation. 
D) industry orientation. 
E) societal orientation. 
A) product orientation. 
B) customer orientation. 
C) market orientation. 
D) industry orientation. 
E) societal orientation.

Question 20

FreshCase packaging is the first-ever vacuum package for red meat that maintains the meat's appetizing color,reducing both food and plastic waste.This is an example of creating __________ utility in the case-ready meat category.

Accepted Answer

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

Exam 1: Creating Customer Relationships and Value Through Marketing

All of the following current or prospective distribution channels for Chobani Greek Yogurt EXCEPT:

The people who use the products and services purchased for a household are called

Customer experience refers to

The unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and both before-sale and after-sale service at a specific price is called

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the customer's front porch.

Organizations such as American Airlines,U.S.Bank,and the Red Cross provide customers with products that are typically called a(n)__________.

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

Environmental forces refer to

Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room.By the end of the second week,it had almost __________ members.

To attend a winter concert presented by the community chorus,every person had to donate one unwrapped toy at the concert hall door.This statement is most closely related to the __________ element of the marketing mix.

The American business period that strove to satisfy consumer needs while achieving an organization's goals is called the __________ era.

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

Define needs and wants.Can marketing shape a person's wants? Explain your answer.

For marketing to occur,there must be two or more parties with unsatisfied needs.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

3M's pricing strategy for its Post-it® Flag Highlighters was as follows:

What four factors are required for marketing to occur?

An organization that focuses its efforts on (1)continuously collecting information about customers' needs; (2)sharing this information across departments;and (3)using it to create customer value is said to have a

FreshCase packaging is the first-ever vacuum package for red meat that maintains the meat's appetizing color,reducing both food and plastic waste.This is an example of creating __________ utility in the case-ready meat category.

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

3M's pricing strategy for its Post-it^® Flag Highlighters was as follows: