Exam 1: Marketing: the Art of Satisfying Customers

Which of the following is NOT an element of the marketing strategy for any given product?

Your boss, the CEO of a restaurant chain, is very bullish on nontraditional marketing. He has instructed you to implement some of his team's ideas in the next six months, but first, to flag any of the ideas that are inaccurate applications of nontraditional marketing. Which of the following should you flag?

At the health food product manufacturer where you work, your boss, the Chief Marketing Officer, has just asked you to develop a strategic plan for introducing a new high-energy protein bar. You've just come up with a great idea: to give away free samples on college campuses, which are loaded with busy people on the go who need more energy. If they like the product, it's guaranteed that this market segment will talk about your product on social media, thus creating a buzz. In which section of your strategic plan does your idea belong?

Banks have recently begun to install ATMs in supermarkets to address customers' wants for instant cash when they go shopping. What type of utility are banks creating for customers?

Many Audis come equipped with high-end Bose sound systems built in at the factory. In this context, Audi is part of Bose's:

On average, marketing expenses account for half of the costs involved in a product.

In the relationship era, firms focus on:

The Tour de Cure is a bicycle ride, not a race, to raise money for the American Diabetes Association and is held in 40 states nationwide. This is an example of:

Netflix has become a popular media streaming company and provides consumers with the opportunity to view programming at their leisure whenever it's convenient for them. In addition, consumers can stream programming on smart TVs, tablets, computers, or smartphones. What type of utility is Netflix offering?

You are the marketing director of Blue Ribbon Bakery, a producer of baked goods that are sold across the American South. Of all the ideas your team has come up with to promote your new line of hamburger and hot dog buns, which do you think will be least effective?

All Chuck E. Cheese's restaurants feature kid-friendly pizza and arcade games. The chain attracts families with young children, which is the organization's:

You are about to open a dog grooming business. Which of the following activities best represents your efforts to secure market information?

Noel Pvt. Ltd. combines metal, rubber, and other components in the production of appliances. In doing so, the company creates _____ utility.

Production and marketing of goods and services are two basic functions that create utility.

Promotional events designed to attract visitors to a particular area or to improve the image of a city, state, or nation would be examples of event marketing.

Tara's old computer has finally died, and she's kind of happy about it. It had problems from the very start, and she's wasted more time online and on the phone with tech support than she cares to remember. The manufacturer is notorious for giving customers the runaround! This time, when she buys her new computer, she's going to make a better choice. The product feature she'll find most appealing is:

DHL has developed a reputation as an international business specialist enabling companies that produce or distribute products to economically ship finished goods to customers. Which function of marketing does DHL provide to companies?

Define relationship marketing and explain its characteristics.

List and describe the five categories of marketing. Give an example of each.

You are the marketing director for Ladybug, a boutique girl's clothing manufacturer, and you love brainstorming growth ideas with the rest of the executive team. As a group, you've been focused on product strategy lately, specifically expanding your product line. Which of the following ideas do you think will work best for achieving your goals?