Question 1

A marketing program refers to

Accepted Answer

A) a plan that integrates the marketing mix to provide a good,service,or idea to prospective buyers. 
B) the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line. 
C) the marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem. 
D) the specific ratio within a marketing budget that divides resources between advertising,promotions,and personal selling. 
E) the allocation of resources within a firm towards individual marketing mix elements. 
A) a plan that integrates the marketing mix to provide a good,service,or idea to prospective buyers. 
B) the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line. 
C) the marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem. 
D) the specific ratio within a marketing budget that divides resources between advertising,promotions,and personal selling. 
E) the allocation of resources within a firm towards individual marketing mix elements.

Question 2

In Figure 1-5 above,letter "C" 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 3

Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."

Accepted Answer

A) customer value proposition 
B) protocol 
C) mission statement 
D) core values 
E) marketing program 
A) customer value proposition 
B) protocol 
C) mission statement 
D) core values 
E) marketing program

Question 4

All of the following are departments in a typical organization EXCEPT:

Accepted Answer

A) finance. 
B) manufacturing. 
C) information systems. 
D) human resources. 
E) suppliers. 
A) finance. 
B) manufacturing. 
C) information systems. 
D) human resources. 
E) suppliers.

Question 5

The Hermitage,a famous Russian art museum,was suffering financial difficulties as the result of lost funding and a decline in tourists.The decrease in visitors was blamed on a lack of awareness of the treasures contained in the museum.The Hermitage's director used a strategic alliance with IBM to create a website where people view some of the wonders of the Hermitage in an online virtual tour.The hope is that this sampling of paintings,sculptures,artifacts,etc.will encourage visitors to make a trip to the Hermitage and spend enough money there to cover operational costs.The Hermitage is a(n)__________ that uses online virtual tours to market itself worldwide.

Accepted Answer

A) good 
B) idea 
C) service 
D) assembly 
E) charity 
A) good 
B) idea 
C) service 
D) assembly 
E) charity

Question 6

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river.Oil manufacturers know this in not an isolated occurrence,so should they be concerned?

Accepted Answer

A) No,you paid for the oil and you can dispose of it as you like. 
B) No,the oil company will someday add a premium to the price to pay for oil cleanup in the environment. 
C) Yes,this is the type of situation that can get "Big Oil" a lot of bad press. 
D) Yes,this is an issue of social responsibility because the polluted water affects others in the society at large. 
E) No,this is an issue solely between you and your neighbors. 
A) No,you paid for the oil and you can dispose of it as you like. 
B) No,the oil company will someday add a premium to the price to pay for oil cleanup in the environment. 
C) Yes,this is the type of situation that can get "Big Oil" a lot of bad press. 
D) Yes,this is an issue of social responsibility because the polluted water affects others in the society at large. 
E) No,this is an issue solely between you and your neighbors.

Question 7

The element of the marketing mix that describes a means of communication between the seller and buyer is known as

Accepted Answer

A) a product. 
B) promotion. 
C) the price. 
D) the place or distribution. 
E) advertising. 
A) a product. 
B) promotion. 
C) the price. 
D) the place or distribution. 
E) advertising.

Question 8

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

Accepted Answer

A) a candy bar,a wastepaper basket,and a vending machine 
B) a CD,a concert,and a souvenir T-shirt 
C) a political candidate,democracy,and freedom 
D) an iPod,an iPhone,and an iPad 
E) a toothbrush,laser teeth whitening,and dental hygiene 
A) a candy bar,a wastepaper basket,and a vending machine 
B) a CD,a concert,and a souvenir T-shirt 
C) a political candidate,democracy,and freedom 
D) an iPod,an iPhone,and an iPad 
E) a toothbrush,laser teeth whitening,and dental hygiene

Question 9

In our free-enterprise society,which three specific groups benefit from effective marketing?

Accepted Answer

The three specific groups that benefit f

Question 10

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

Accepted Answer

Generally,students will say "no" based o

Question 11

An inventor for 3M,David Windorski questioned dozens of students about how they study.They told him

Accepted Answer

A) that Scotch tape had outgrown its usefulness to students. 
B) to make new products that have higher quality. 
C) that the average backpack was already too heavy. 
D) that it would be reasonable to put Post-it® Flags together with a highlighter. 
E) to determine the ratio of 3M products to study aid products of other competitors. 
A) that Scotch tape had outgrown its usefulness to students. 
B) to make new products that have higher quality. 
C) that the average backpack was already too heavy. 
D) that it would be reasonable to put Post-it® Flags together with a highlighter. 
E) to determine the ratio of 3M products to study aid products of other competitors.

Question 12

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

Accepted Answer

To reach consumers,marketing managers us

Question 13

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history).Which of the following statements would you MOST LIKELY expect management to make if sales of this new candy bar were much lower than expected?

Accepted Answer

A) "We'd better do some market testing to determine why people are dissatisfied." 
B) "Perhaps we should make candy bars with raisins." 
C) "Let's put more aggressive salespeople in the field." 
D) "Let's lower the price and change the name." 
E) "Don't worry about it;we're the largest candy manufacturer in the area.Sooner or later they'll get hungry enough that they'll come to us." 
A) "We'd better do some market testing to determine why people are dissatisfied." 
B) "Perhaps we should make candy bars with raisins." 
C) "Let's put more aggressive salespeople in the field." 
D) "Let's lower the price and change the name." 
E) "Don't worry about it;we're the largest candy manufacturer in the area.Sooner or later they'll get hungry enough that they'll come to us."

Question 14

Which of the following is an example of time utility?

Accepted Answer

A) an iPhone with a "multitouch" user interface for easy navigation 
B) Goodwill that has a 24-hour drop off box for clothing donations 
C) a dry cleaners that is located inside a supermarket 
D) a mobile phone company that offers six-month financing,same as cash 
E) a new herbal supplement that offers a 30-day free trial 
A) an iPhone with a "multitouch" user interface for easy navigation 
B) Goodwill that has a 24-hour drop off box for clothing donations 
C) a dry cleaners that is located inside a supermarket 
D) a mobile phone company that offers six-month financing,same as cash 
E) a new herbal supplement that offers a 30-day free trial

Question 15

To avoid new-product failure,new-product expert Robert M.McMath suggests

Accepted Answer

A) implementing a regional rather than a nationwide rollout of a new product. 
B) building a hierarchical organizational structure so that more people have a chance to spot product problems. 
C) focusing on customer benefits and learning from the past. 
D) increasing the marketing budget,since "success comes to those who can outspend the competition." 
E) releasing several different versions of a new product at the same time to see which one is most successful. 
A) implementing a regional rather than a nationwide rollout of a new product. 
B) building a hierarchical organizational structure so that more people have a chance to spot product problems. 
C) focusing on customer benefits and learning from the past. 
D) increasing the marketing budget,since "success comes to those who can outspend the competition." 
E) releasing several different versions of a new product at the same time to see which one is most successful.

Question 16

All of the following are environmental forces that affect an organization EXCEPT:

Accepted Answer

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

Question 17

__________ of all new businesses fail within five years of their launch.

Accepted Answer

A) Only 5 percent 
B) Only 10 percent 
C) Only 25 percent 
D) About 40 percent 
E) Over 50 percent 
A) Only 5 percent 
B) Only 10 percent 
C) Only 25 percent 
D) About 40 percent 
E) Over 50 percent

Question 18

The marketing concept refers to

Accepted Answer

A) the activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large. 
B) the belief that an organization should focus its efforts on (1)continuously collecting information about customers' needs, (2)sharing this information across departments,and (3)using it to create customer value. 
C) the view that organizations should satisfy the needs of consumers in a way that provides for society's well being. 
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) the idea that an organization should (1)strive to satisfy the needs of consumers (2)while also trying to achieve the organization's goals. 
A) the activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large. 
B) the belief that an organization should focus its efforts on (1)continuously collecting information about customers' needs, (2)sharing this information across departments,and (3)using it to create customer value. 
C) the view that organizations should satisfy the needs of consumers in a way that provides for society's well being. 
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) the idea that an organization should (1)strive to satisfy the needs of consumers (2)while also trying to achieve the organization's goals.

Question 19

In Figure 1-2 above,"D" represents an organization's relationships 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 20

In Figure 1-2 above,"B" represents an organization'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.

Exam 1: Creating Customer Relationships and Value Through Marketing

A marketing program refers to

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

Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."

All of the following are departments in a typical organization EXCEPT:

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river.Oil manufacturers know this in not an isolated occurrence,so should they be concerned?

The element of the marketing mix that describes a means of communication between the seller and buyer is known as

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

In our free-enterprise society,which three specific groups benefit from effective marketing?

An inventor for 3M,David Windorski questioned dozens of students about how they study.They told him

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history).Which of the following statements would you MOST LIKELY expect management to make if sales of this new candy bar were much lower than expected?

Which of the following is an example of time utility?

To avoid new-product failure,new-product expert Robert M.McMath suggests

All of the following are environmental forces that affect an organization EXCEPT:

__________ of all new businesses fail within five years of their launch.

The marketing concept refers to

In Figure 1-2 above,"D" represents an organization's relationships with

In Figure 1-2 above,"B" represents an organization's partnerships with

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

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