Question 1

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 2

Which of the following groups would be the LEAST likely target market for a company producing canned food in single serving sizes?

Accepted Answer

A) single adults 
B) school kitchens 
C) campers 
D) senior citizens 
E) vending machine owners

Question 3

The idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals reflects the

Accepted Answer

A) concept of synergy. 
B) marketing concept. 
C) principle of customer relationship management. 
D) societal marketing concept. 
E) consumerism concept.

Question 4

Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room. By the end of the second week, it had almost __________ members.

Accepted Answer

A) 100 
B) 300 
C) 500 
D) 1,000 
E) 5,000

Question 5

All of the following are environmental forces that affect an organization EXCEPT:

Accepted Answer

A) economic 
B) geographical 
C) social 
D) regulatory 
E) technological

Question 6

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 7

A local candidate running for office would very much like to have your vote. She promises that she will "make the country better." Because all candidates for public office say this, you doubt you'll see real results and decide not to vote for her. Marketing will not occur in this situation because __________.

Accepted Answer

A) marketing doesn't apply to the voting process 
B) the desire and ability to satisfy needs is missing 
C) there is no direct way for the parties to communicate 
D) something to exchange is missing 
E) there is only one party involved in this situation

Question 8

New-product experts generally estimate that up to __________ percent of the more than 40,000 new consumable products introduced in the United States annually "don't succeed in the long run."

Accepted Answer

A) 33 
B) 50 
C) 67 
D) 75 
E) 94

Question 9

The Apple iPhone is rated by Consumer Reports as being one of the best smartphones in the industry. Define customer value. In what ways do you think the Apple iPhone provides value for its customers?

Accepted Answer

The answer of The Apple iPhone is rated by Consumer...

Question 10

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Accepted Answer

A) stay ahead of trends and focus its marketing program on only one segment. 
B) stay ahead of trends and focus its marketing program on two mutually inclusive segments. 
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes. 
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product. 
E) help college students with their studying.

Question 11

A local university offers business courses for a target market of people who currently work and want to take refresher courses for certification in their business field (marketing, accounting, etc.). 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) distribute promotional materials during classes 
C) advertise on national television 
D) advertise on local hip-hop radio shows 
E) advertise in the local newspaper

Question 12

-In Figure 1-1 above, D represents an organization's relationships with

Accepted Answer

A) other organizations. 
B) suppliers. 
C) shareholders. 
D) customers. 
E) other departments.

Question 13

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges from spiky agave plant leaves. Customers appreciate this superior product (they don't rust or scratch) and like the fact that their purchase is environmentally responsible, making this an example of

Accepted Answer

A) the societal marketing concept. 
B) the marketing concept. 
C) consumerism. 
D) target markets. 
E) capitalism.

Question 14

All of the following are points of difference for Chobani Greek Yogurt EXCEPT:

Accepted Answer

A) a shorter, wider cup that is more visible on retailers' shelves. 
B) preservative-free. 
C) a bit lower in protein than regular yogurt. 
D) proprietary animal-based thickener to make its "Greek-style" yogurts. 
E) a straining process that removes excess liquid whey.

Question 15

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes used in the old-fashioned cookies the company produces and markets. This statement deals with which part of the marketing mix?

Accepted Answer

A) process 
B) price 
C) product 
D) place 
E) people

Question 16

Many companies subscribe to being "green" because they feel that consumers value this. Yet, in many of these same firms, office computers are left on 24 hours a day and office paper is not recycled. This example indicates it is not always easy for firms to act in accordance with the

Accepted Answer

A) marketing concept. 
B) customer relationship management concept. 
C) consumerism. 
D) social entrepreneurship. 
E) cause marketing.

Question 17

Define the marketing concept.

Accepted Answer

The answer of Define the marketing concept....

Question 18

Explain the marketing program that 3M used to reach the student target market for the Post-it Flag Highlighter and the rationale used for each element of the marketing mix.

Accepted Answer

The answer of Explain the marketing program that 3M used...

Question 19

In U.S. business history, the marketing concept became a motivating force during __________.

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 20

A student would like to buy cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Accepted Answer

A) two or more parties have unsatisfied needs. 
B) there is no desire on the part of either party to satisfy its needs. 
C) one of the involved parties does not have the ability to satisfy its needs. 
D) there is no way for each party to communicate with one another. 
E) there has been no assessment of consumer wants and needs.

Exam 1: Creating Customer Relationships and Value Through Marketing