Question 1

The Hotel Westcourt in Ottawa is next to Metrocentre, a vast shopping mall. The hotel wants to market its location and many other amenities to convention-goers from other provinces and states. What requirement will not be needed for marketing to occur?

Accepted Answer

A) something to exchange 
B) ignoring communication with convention attendees 
C) desire and ability to satisfy unmet needs 
D) two or more parties with unsatisfied needs

Question 2

Supply exceeded demand; products could be differentiated from each other; and producers determined different consumer wants and needs. This statement most likely refers to which era in business history?

Accepted Answer

A) industrial revolution 
B) production 
C) marketing concept 
D) sales

Question 3

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each a month?

Accepted Answer

A) the societal marketing concept 
B) the profit motive 
C) its regulatory environment 
D) its internal environment

Question 4

3M innovators developed Scotchbrite Never Rust Wool Soap Pads from recycled plastic bottles. These soap pads are more expensive than competitors (S.O.S. and Brillo)but also superior to them because Scotchbrite Never Rust Wool Soap Pads don't rust or scratch. Which statement most accurately reflects this solution?

Accepted Answer

A) is environmentally friendly, socially responsible, and competitive. 
B) is ethical and socially responsible. 
C) was seen as too expensive by their target market. 
D) offsets the sale of their cheaper products.

Question 5

Which of the following is the best example of an organizational buyer?

Accepted Answer

A) a computer programmer buying the latest game for his Playstation 
B) a mother buying milk for her young son 
C) a botanist buying a rose bush for his home garden 
D) a store owner buying hand-painted slate signs to sell in her store

Question 6

Google uses environmentally friendly Prius vehicles to do their driving around cities to collect data for Google Maps Streetview. This is an illustration of the issue of:

Accepted Answer

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

Question 7

Suppose you are a university student taking a full course load, working 15-20 hours per week, and finding it necessary to fund the majority of your tuition and living expenses with a student loan. However, you see an ad for a two-week all-inclusive 'young person' holiday package to a resort in the Caribbean and you would desperately like to purchase a ticket for this vacation. What factor is not likely to prevent you from engaging in a marketing transaction?

Accepted Answer

A) You do not have the time to get to the one travel agency in town that requires an appointment to be able to go through the booking process because of your class, work, and study schedule. 
B) Your parents are able to loan you the money. 
C) You do not have the resources to qualify for a $3,000 personal loan in order to pay for the ticket. 
D) The promoters of this vacation package have been overwhelmed with responses to the ad and there is now a waiting list.

Question 8

In November and December, kiosk stores appear in many malls. Typically the kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts. In January these kiosk retailers vanish. Is it possible for such a kiosk retailer to use customer relationship management? Explain your answer.

Accepted Answer

The answer of In November and December, kiosk stores appear...

Question 9

Marketing occurs when the transaction takes place. Essential to this process is the idea of exchange. To marketing people, exchange refers to the:

Accepted Answer

A) process whereby a buyer and seller trade something of value. 
B) process of locating buyers and sellers. 
C) place where people go to do business. 
D) place where people return unwanted goods.

Question 10

A local university offers business courses for a specific target market composed of people who are currently working who want to take refresher courses or work toward further degrees. Which of the following would be the most effective way to
Communicate with the target market, bearing in mind that communication must be both effective and economical?

Accepted Answer

A) put announcements on campus bulletin boards. 
B) advertise in the local newspaper. 
C) advertise on national television. 
D) distribute promotional materials during classes.

Question 11

A plan that integrates the elements of the marketing mix to provide goods, services, or ideas to the consumer and prospective buyers is referred to as:

Accepted Answer

A) macromarketing program 
B) micromarketing program 
C) marketing program 
D) marketing strategy

Question 12

In BC, there is a marketing campaign called WorkSafeBC designed to encourage young university and college students to keep safe in the workplace. After viewing various advertisements encouraging students to volunteer their time to give safety seminars, Thomas began paying closer attention to safety issues in his chemistry laboratories at university and decided to volunteer his time to get involved in
Delivering these safety seminars across campus. He felt personally satisfied that he was giving something back to his university. Was this a marketing exchange?

Accepted Answer

A) yes, because the BC government ran an advertisement. 
B) yes, because Thomas' volunteer time and efforts were exchanged for a feeling of satisfaction. 
C) no, because the seller is a non-profit organization. 
D) no, because no money was exchanged.

Question 13

City of Hamilton specifically targets each of the following segments except:

Accepted Answer

A) cancer survivors. 
B) corporations seeking a lower cost city to conduct business in. 
C) tourists seeking travel with "foodie tours" based on local cuisine. 
D) consumers looking for more affordable housing and shorter commute times.

Question 14

Though the City of Hamilton was once a manufacturing town, while the steel plant remains, their intent is to continue economic viability through all of the following except:

Accepted Answer

A) attracting business in web development and app development. 
B) international investment. 
C) feature film production. 
D) health care and scientific research.

Question 15

Thirkell Farms Gourmet Ice Cream Enhancer is the brand name for a mix designed for use in ice cream machines. The mixes are sold in 500 gram vacu-packs for $5.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and through ice cream machine demonstrations the company's founder gives to groups in the area of Kingston where he lives. This is a description of the company's:

Accepted Answer

A) market segmentation strategy. 
B) marketing mix. 
C) action plan. 
D) mission statement.

Question 16

Disney calculates the total profit generated by their customers' purchases and visits to be over $20,000 CDN over the customers' lifetime. They refer to this as:

Accepted Answer

A) Synergistic profit 
B) Holistic profit 
C) Customer relationship management 
D) Customer lifetime value

Question 17

Which of the following statements about the marketing concept era is true?

Accepted Answer

A) During the marketing concept era, companies believed if you produced as much as you can, at the highest quality level, for the lowest price, the product will sell itself. 
B) During the marketing concept era, companies tried to satisfy the needs of consumers while also achieving the organization's goals. 
C) During the marketing concept era, companies tried to satisfy the wants of the consumer no matter what. 
D) All firms are now operating with a marketing concept era philosophy.

Question 18

Which element of the marketing mix is demonstrated when a company manufactures an electrolyte-rich recovery drink for post-workout consumption?

Accepted Answer

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

Question 19

Janelle works in the marketing department in a public organization in Iqaluit, Nunavut, whose responsibility is public safety. Which of the following statements is not true?

Accepted Answer

A) Marketing activities provide the customer-satisfying products required for the organization to survive and prosper. 
B) Environmental factors affect marketing activities. 
C) The marketing department works closely with other departments and employees to implement marketing activities. 
D) Marketing activities are not used in public organizations.

Question 20

Managing the customers' interactions with the organization at all levels and at all touchpoints so that the customer has a positive impression of the organization, is satisfied with the experience, and will remain loyal to the organization is referred to as:

Accepted Answer

A) marketing management 
B) customer loyalty 
C) customer relationship management 
D) customer experience management

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