Question 1

When Dove asked customers to create new ads for a novel environmentally friendly product they were releasing, with the winner being used nationwide, this was an example of:

Accepted Answer

A) interactive marketing 
B) consumer submissions 
C) green marketing 
D) online marketing

Question 2

Magazines such as Time, Sports Illustrated, and People have launched kid and teen editions. Children and teens are the product line's __________.

Accepted Answer

A) marketing mix 
B) market aggregation 
C) marketing program 
D) target market

Question 3

A local furniture manufacturer purchases rough-cut wood to refine and build into furniture for resale, the manufacturer is known as:

Accepted Answer

A) original equipment manufacturer 
B) organizational buyers 
C) middle-consumer 
D) end-consumer buyer

Question 4

The core of the marketing department at Coca Cola is the idea that their products should seek to satisfy the wants of customers while also trying to achieve the organization's goals. This is known as

Accepted Answer

A) principle of consumerism 
B) marketing concept 
C) societal marketing concept 
D) concept of synergy

Question 5

Government legislation restricting Internet alcohol sales would affect online sellers such as Virtual Vineyards. For Virtual Vineyards, this legislation would be an example of a(n)_________factor.

Accepted Answer

A) price 
B) promotional 
C) environmental 
D) process

Question 6

Describe how a company would use the principles of interactive marketing to engage their consumers.

Accepted Answer

The answer of Describe how a company would use the...

Question 7

Which of the following statement best defines needs and wants?

Accepted Answer

A) Wants occur when a person feels physiologically deprived of something, and needs are determined by a person's knowledge, culture, or personality. 
B) Needs occur when a person feels physiologically deprived of something like food, clothing, and shelter whereas wants are felt needs that are shaped by a person's knowledge, culture, or personality. 
C) Wants are a subset of needs. 
D) Needs affect marketing, but wants do not.

Question 8

Rollerblade's decision to feature its inline skates in sports competition and magazines like Shape and Mademoiselle is most closely related to which element of the marketing mix?

Accepted Answer

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

Question 9

Michael's Craft Store places an advertisement on the banner of the website Etsy. Which element of the marketing mix is demonstrated?

Accepted Answer

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

Question 10

A local on-campus activity club uses Twitter to disseminate information about an upcoming social located at an on-campus pub, which marketing factor is this is an example of?

Accepted Answer

A) Place 
B) Communication 
C) Social Media 
D) Promotion

Question 11

Which of the following is an example of an ultimate consumer?

Accepted Answer

A) a retailer who buys poster board to make signs for an upcoming store sale 
B) a school teacher who bought a ticket to the 2002 Winter Olympics opening ceremonies in Salt Lake City 
C) an office receptionist who renews the magazines that are found in the office waiting room 
D) a newspaper reporter who buys a plane ticket to Washington, D.C., to cover the presidential inauguration

Question 12

Flushing unused medication down the toilet is an illustration of the issue of:

Accepted Answer

A) CRM 
B) social responsibility 
C) macromarketing 
D) ethics

Question 13

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

Accepted Answer

A) Market orientation era 
B) Age of consumerism 
C) Production era 
D) Marketing concept era

Question 14

The market for facial cosmetic surgery (which can cost between $5,000 to $10,000 for basic rhinoplasty to chin and cheek implants)is:

Accepted Answer

A) all former boxers. 
B) any adult who has the time, the money, and the desire to undergo the procedures. 
C) children with odd-shaped nostrils. 
D) anyone that has ever had any cosmetic dentistry.

Question 15

In the 1960s, Pillsbury defined its mission as, "We are in the business of satisfying needs and wants of customers." This is a brief statement of what has come to be known as the:

Accepted Answer

A) selling concept. 
B) soft-sell strategy. 
C) hard-sell strategy. 
D) marketing concept.

Question 16

Changing the oil in your old vehicle and dumping the oil down a sewer is an illustration of the issue of:

Accepted Answer

A) ethics 
B) social responsibility 
C) CRM 
D) micromarketing

Question 17

How do you define needs and wants?

Accepted Answer

The answer of How do you define needs and wants?...

Question 18

Figure 1-1
 
-In Figure 1-1, "D" represents a firm's relationship with

Accepted Answer

A) customers 
B) suppliers 
C) shareholders 
D) other organizations

Question 19

While shopping for back-to-school goods, you come across the following items, all of these are marketed except for:

Accepted Answer

A) Nikon cameras. 
B) Crest toothpaste. 
C) Advice from TD Waterhouse 
D) Apple computers.

Question 20

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

Accepted Answer

A) Production era 
B) Age of consumerism 
C) Marketing concept era 
D) Sales era

Exam 1: Creating Customer Value, Relationships, and Experiences Through Marketing