Question 1

Which of the following statements best describes a service?

Accepted Answer

A)  Services are physical objects. 
B)  Services are intangible items. 
C)  Services are thoughts about concepts, actions, or causes. 
D)  Services are the benefits organizations receive in exchange for selling products. 
E)  Services comprise the subset of tangible features of products.

Question 2

Steve wants to eat a Cool Mint Chocolate Clif Bar because, based on his past experience, he knows it will satisfy his hunger

Accepted Answer

A)  preference. 
B)  need. 
C)  utility. 
D)  perception. 
E)  expression.

Question 3

People with both the desire and ability to buy a specific offering are referred to as

Accepted Answer

A)  shoppers. 
B)  a customer base. 
C)  a market. 
D)  qualified prospects. 
E)  candidates.

Question 4

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

Accepted Answer

The answer of In our free enterprise society, which three...

Question 5

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 is 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.

Question 6

In U.S. business history, the marketing concept was introduced in

Accepted Answer

A)  the early years of the Civil War. 
B)  the 1920s. 
C)  the 1950s. 
D)  the mid-1980s. 
E)  the first few years of the 21st century.

Question 7

Which answer reflects (in this 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 iPhone, an iPad, and Apple Watch 
E)  a toothbrush, laser teeth whitening, and dental hygiene

Question 8

Which of the following statements about marketing departments is most accurate?

Accepted Answer

A)  The marketing department typically works as an independent unit, mostly interacting with other parts of the business only to direct product promotion. 
B)  The marketing department should set the firm's objectives, based on its knowledge of the market and environmental forces. 
C)  The marketing department is only responsible for two of the four Ps. 
D)  The marketing department is only responsible for market research, supervision of product development, and product promotion. 
E)  The marketing department must work closely with other departments and employees to help provide the customer-satisfying products.

Question 9

In marketing, each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Accepted Answer

A)  market segment 
B)  demographic cluster 
C)  organizational buyer group 
D)  ultimate consumer group 
E)  qualified prospect group

Question 10

The Hermitage, a famous Russian art museum, was experiencing a decrease in visitors that was blamed on low awareness of the museum's treasures. The Hermitage partnered with IBM to create an online virtual tour of a sampling of paintings, sculptures, artifacts, etc., hopefully encouraging visitors to make a trip to experience it all. 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

Question 11

Which of the following statements best distinguishes between consumer needs and wants?

Accepted Answer

A)  Needs are far more influential than wants with respect to marketing decision making. 
B)  Wants affect marketing decisions primarily for planned purchases while needs affect marketing decisions primarily for impulse purchases. 
C)  Wants occur when a person feels deprived of luxury items while needs are solely possessions required to maintain relationships. 
D)  Needs and wants are psychologically the same, but needs are those that a consumer can be guaranteed to satisfy. 
E)  Needs occur when a person feels deprived of basic necessities such as food, clothing, and shelter while wants are determined by a person's knowledge, culture, or personality.

Question 12

Which of the following statements about environmental forces is most accurate?

Accepted Answer

A)  Environmental forces are almost always controllable if the marketing department correctly scans them. 
B)  An organization that incorporates the marketing concept can exert just as much influence on environmental forces as they can exert on that organization. 
C)  Environmental forces consistently result in negative outcomes for an organization. 
D)  Some environmental forces can actually enhance a firm's marketing opportunities. 
E)  Environmental forces can almost always be predicted.

Question 13

After an assessment of needs, a marketing manager must translate ideas from consumers into concepts for products that a firm may develop. The concepts must then be converted into a meaningful

Accepted Answer

A)  marketing strategy. 
B)  macromarketing agenda. 
C)  micromarketing agenda. 
D)  marketing program. 
E)  marketing concept.

Question 14

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.

Question 15

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase, depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Accepted Answer

The answer of What are the primary differences between an...

Question 16

A ________ is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.

Accepted Answer

A)  marketing strategy 
B)  marketing program 
C)  macromarketing tactic 
D)  micromarketing tactic 
E)  customer relationship management

Question 17

An organization that focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value is said to have a

Accepted Answer

A)  product orientation. 
B)  macroeconomic orientation. 
C)  market orientation. 
D)  industry orientation. 
E)  societal marketing orientation.

Question 18

The people who use the products and services purchased for a household are called

Accepted Answer

A)  organizational buyers. 
B)  household prospects. 
C)  ultimate consumers. 
D)  a target market. 
E)  sellers.

Question 19

The ________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

Accepted Answer

A)  marketing 
B)  sales 
C)  production 
D)  societal benefit 
E)  customer relationship

Question 20

All of the following are examples of ideas that can be marketed except which?

Accepted Answer

A)  state governments in Arizona and Florida suggesting the notion of taking a warm, sunny winter vacation in their states 
B)  Apple using a TV ad to explain the features of an iPad mini (camera, screen resolution, user interface, etc.) 
C)  the Nature Conservancy describing the importance of protecting the environment 
D)  conservative politicians attempting to persuade voters of the need to slash government spending to reduce a large national deficit 
E)  charities like the Red Cross positing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society

Exam 1: Creating Customer Relationships and Value Through Marketing