Question 1

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

Accepted Answer

A) customer satisfaction. 
B) target marketing. 
C) benefit segmentation. 
D) customer value.

Question 2

Forces that are largely beyond the control of the marketing department and its organization are called:

Accepted Answer

A) the marketing mix. 
B) the four Ps. 
C) controllable factors. 
D) environmental factors.

Question 3

Consumer-generated online marketing efforts to negatively promote brands and companies for which they are non-fans are known as __________.

Accepted Answer

A) social media marketing 
B) customer relationship management 
C) e-marketing 
D) interactive marketing

Question 4

Which of the following businesses is LEAST likely to be able to engage in customer relationship management?

Accepted Answer

A) a local restaurant that specializes in home-cooking 
B) a beach shop that sells tourist mementos 
C) a library 
D) an online store

Question 5

Christopher, a marketer with Pepsi, asks the company's followers on Twitter to post homemade advertisements for a new version of Pepsi called Pepsi Chill. Christopher is engaging in what type of marketing?

Accepted Answer

A) online 
B) interactive 
C) Twitter 
D) social

Question 6

Which of the following is an example of an organization marketing a good?

Accepted Answer

A) Financial advice from TD Waterhouse. 
B) Canadian Museum of Civilization. 
C) Donating to the Salvation Army. 
D) Apple Computers.

Question 7

In the past, Burger King, Wendy's, and McDonald's used to market their burgers in non-biodegradable Styrofoam containers. In response to calls from the public to use more environmentally friendly materials, most fast food marketers use paper containers for their burgers. Indeed, many such containers are made from recycled materials. This is an example of:

Accepted Answer

A) reverse marketing. 
B) the societal marketing concept. 
C) consumer advocacy. 
D) macromarketing by the fast food chains.

Question 8

Which of the following groups would be the most likely target market for a company manufacturing cufflinks?

Accepted Answer

A) businessmen 
B) construction workers 
C) postal workers 
D) police officers

Question 9

Which of the following statements about customer relationship management is true?

Accepted Answer

A) In an ideal setting, customer relationship management is a personal, ongoing relationship. 
B) Very few companies today are engaged in customer relationship management. 
C) Customer relationship management has a short-term focus on increasing profits. 
D) Customer relationship management is easy to implement.

Question 10

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is:

Accepted Answer

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

Question 11

By definition, which of the following is not considered a marketing activity?

Accepted Answer

A) communicating offerings 
B) creating offerings 
C) delivering offerings 
D) selling offerings

Question 12

The primary function of the Pillsbury Company was to mill quality flour during the __________ era.

Accepted Answer

A) production 
B) sales 
C) societal marketing concept 
D) marketing concept

Question 13

Candidates are running for office and would very much like to have your vote. They all promise that they will "make the country better." You do not trust any politicians and decide not to vote at all. Marketing will not occur in this situation because:

Accepted Answer

A) marketing doesn't apply to the voting process. 
B) there is no direct way for the parties to communicate. 
C) something to exchange is missing. 
D) the desire and ability to satisfy needs is missing.

Question 14

During the marketing concept era, it is noted that most marketing ideas are fed into the production cycle from after an item is produced to_________ it is designed.

Accepted Answer

A) after 
B) when 
C) before 
D) at the same time

Question 15

Which of the following statements about environmental factors is not true?

Accepted Answer

A) Environmental factors include social, economic, technological, competitive, and regulatory forces. 
B) Environmental factors are also called controllable factors. 
C) Environmental factors may restrict an organization's opportunities. 
D) Environmental factors may enhance an organization's opportunities.

Question 16

Manugistics and i2 Technologies, two top vendors of supply chain management software, have recently launched their own online trading exchange aimed at creating a supply chain for their customers to make distribution of products and ideas easier for all involved. These two organizations hope to benefit from:

Accepted Answer

A) eCRM. 
B) the 80/20 principle. 
C) entropy. 
D) a marketing chain.

Question 17

What was the major reason competition increased during the sales era in North American business history?

Accepted Answer

A) more sales people were hired 
B) firms could produce more than they could sell 
C) prices increased 
D) barriers to enter were lowered

Question 18

The four controllable marketing mix factors include all of the following except:

Accepted Answer

A) Product. 
B) Promotion. 
C) Penetration. 
D) Price.

Question 19

Many environmentally friendly products have been costly to produce, and consumers have not been willing to pay a premium for them. As a result, companies often question if they can be both _________and competitive.

Accepted Answer

A) technologically advanced 
B) fiscally responsible 
C) compliant with demand 
D) socially responsible

Question 20

What is the marketing concept?

Accepted Answer

The answer of What is the marketing concept?...

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