Question 1

Which of the following is an example of an organization marketing an idea?

Accepted Answer

A) WestJet airlines. 
B) Nikon cameras. 
C) Donating to the Salvation Army. 
D) Crest toothpaste.

Question 2

In a free-enterprise society, the specific groups that benefit from effective marketing include all of the following EXCEPT:

Accepted Answer

A) consumers who buy 
B) the conjunction between these three 
C) organizations that sell 
D) society as a whole

Question 3

The individuals who use the goods and services purchased for a household are collectively referred to as:

Accepted Answer

A) nonprofessional buyers. 
B) household buyers. 
C) ultimate consumers. 
D) family buyers.

Question 4

An employee, Lindsey, works at Sanofi-Pasteur, a pharmaceutical company, in the marketing department. Her first task of marketing a potential new product is to:

Accepted Answer

A) discover the needs of consumers. 
B) discover the needs of competitors. 
C) satisfy the needs of regulators. 
D) discover the needs of sellers.

Question 5

Which of the following is not considered one of the five major environmental factors in marketing?

Accepted Answer

A) consumer 
B) social 
C) technologic al 
D) competitive

Question 6

Walmart emails a two-for-one coupon for baby wipes to a consumer who has consistently made the previous purchases of diapers, baby clothes, baby toys, and baby food over the last three weeks. Walmart is likely using a_________ the coupon.

Accepted Answer

A) Coupon-Based Incentives (CBI) 
B) Customer Relationship Management (CRM) 
C) Coupon Relationship Management (CRM) 
D) New Parent Management (NPM)

Question 7

Kim, the Chief Marketing Officer for Pepsi, considers the controllable factors - product, price, promotion, and place - as the company's:

Accepted Answer

A) environmental factors. 
B) marketing program. 
C) marketing concept. 
D) marketing mix factors.

Question 8

The City of Hamilton uses Twitter, Facebook, and in particular, YouTube to share with consumers the benefits their city has to offer. These platforms are commonly referred to as:

Accepted Answer

A) customer relationship management (CRM) 
B) social media marketing 
C) social communication marketing 
D) online marketing

Question 9

According to the societal marketing concept, who is most important in deciding what needs and wants are good for consumers in the long run?

Accepted Answer

A) regulatory bodies 
B) the organization itself 
C) the individual consumers 
D) marketing researchers

Question 10

Which of the following environmental factor(s)could have caused Toyota to decide to build a manufacturing plant in Canada instead of continuing to export their cars from Japan?

Accepted Answer

A) a growing trend in Canada to "Buy Canadian" 
B) a rise in the value of the Canadian dollar relative to the Japanese yen 
C) the failure of Honda in manufacturing Accords in Alliston, Ontario 
D) decreased pressure from auto makers on the government for more restrictive quotas on Japanese car imports

Question 11

A recent study indicated that ______ percent of executives believed that improving customer experience was critical to the future growth of their companies.

Accepted Answer

A) 80 
B) 90 
C) 60 
D) 70

Question 12

The view that an organization should discover and satisfy the needs of its consumers in a way that also provides for society's well-being is known as

Accepted Answer

A) Customer relationship management 
B) Macromarketing 
C) Ethics 
D) The societal marketing concept

Question 13

To attend an outdoor summer concert festival presented by local musicians, every person attending had to donate one non-perishable food item at the entrance to the location. This statement is most closely related to the_________ element of the market
Mix)

Accepted Answer

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

Question 14

A market orientation towards consumers and competitors requires:

Accepted Answer

A) a firm to engage in industrial espionage. 
B) involvement of managers and employees throughout the firm. 
C) the development of multiple target markets and marketing mixes. 
D) considerable corporate downsizing.

Question 15

WestJet markets their flights to both businesspeople and consumers, this is an example of:

Accepted Answer

A) an organization's marketing efforts 
B) a multi-use product 
C) tiered pricing for economy and first class 
D) a diversified product

Question 16

A marketing student would like to buy a quad-bike, but he cannot afford one. Which of the following reasons explain why marketing fails to occur here?

Accepted Answer

A) an ability on the part of one party to satisfy the other 
B) a desire on the part of each to satisfy the other 
C) two or more parties with unsatisfied needs 
D) no assessments of consumer wants and needs

Question 17

Effective marketing requires:

Accepted Answer

A) good common sense. 
B) selling unwanted things. 
C) all departments within an organization to work together. 
D) intimate knowledge and understanding of consumers and the marketplace.

Question 18

Which of the following does not appear to be a consumer trend on which the City of Hamilton is capitalizing?

Accepted Answer

A) customer desire to eat local and enjoy new food experiences. 
B) customer desire to support local politicians. 
C) customer desire to live closer to work and reduce commute times. 
D) customer desire to find more affordable housing and quality of life.

Question 19

The discipline that addresses broad issues such as whether marketing costs too much, whether advertising is wasteful, and what resource scarcities and pollution side effects result from the marketing system is called:

Accepted Answer

A) financial marketing. 
B) societal marketing. 
C) micromarketing. 
D) macromarketing.

Question 20

Customer relationship management (CRM)is most closely related to the _________era in the evolution of marketing.

Accepted Answer

A) sales 
B) customer experience management 
C) production 
D) societal marketing

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