Question 1

Goods,services,and ideas all can be marketed.Define goods,services,and ideas and give at least one example of each.

Accepted Answer

Goods are physical objects,such as tooth

Question 2

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes ________ utility.

Accepted Answer

A) time 
B) place 
C) market 
D) possession 
E) form 
A) time 
B) place 
C) market 
D) possession 
E) form

Question 3

Which of the following statements describes an environmental force?

Accepted Answer

A) Several states have legislation that requires people transporting children to use age- and height-appropriate car seats. 
B) Tupperware has more than 200,000 independent dealers who market its entire product line. 
C) A car battery comes with a lifetime guarantee. 
D) An automobile dealer offers a $500 rebate during the month of July. 
E) A major bottler offers a 10-cent refund on returnable bottles. 
A) Several states have legislation that requires people transporting children to use age- and height-appropriate car seats. 
B) Tupperware has more than 200,000 independent dealers who market its entire product line. 
C) A car battery comes with a lifetime guarantee. 
D) An automobile dealer offers a $500 rebate during the month of July. 
E) A major bottler offers a 10-cent refund on returnable bottles.

Question 4

American Express cardholders have access to early presales for Rihanna concert tickets in many cities.What utility does American Express offer in this instance?

Accepted Answer

A) time utility 
B) place utility 
C) possession utility 
D) market utility 
E) form utility 
A) time utility 
B) place utility 
C) possession utility 
D) market utility 
E) form utility

Question 5

In U.S.business history,the marketing concept era began 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. 
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 6

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. 
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 7

Which of the following is not an environmental force?

Accepted Answer

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

Question 8

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(n)

Accepted Answer

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

Question 9

Twitter is a website that offers a social networking service,enabling its users to send and read other users' messages or conversations called tweets,which are text-based posts,or tweets,of up to 140 characters displayed on the user's profile page.Connected to each tweet is a rich details pane that provides additional information,deeper context,and embedded media.Companies are using Twitter as a tool in their relationship marketing programs.In what ways can Twitter be used to benefit both the customer and the organization?

Accepted Answer

One aspect of Twitter is that it allows

Question 10

The internal response that customers have to all aspects of an organization and its offerings is referred to as

Accepted Answer

A) customer experience. 
B) relationship marketing. 
C) internal customer audit. 
D) internal marketing. 
E) customer relationship management. 
A) customer experience. 
B) relationship marketing. 
C) internal customer audit. 
D) internal marketing. 
E) customer relationship management.

Question 11

All of the following are examples of products or services that satisfy a consumer need except which?

Accepted Answer

A) a pair of jeans 
B) an apple 
C) a student dormitory 
D) a sales tax 
E) a jacket 
A) a pair of jeans 
B) an apple 
C) a student dormitory 
D) a sales tax 
E) a jacket

Question 12

The value to consumers that comes from having the offering available where consumers need it constitutes ________ utility.

Accepted Answer

A) time 
B) place 
C) possession 
D) market 
E) form 
A) time 
B) place 
C) possession 
D) market 
E) form

Question 13

Discovering consumer needs leads directly to

Accepted Answer

A) purchases by customers. 
B) stakeholder rewards. 
C) sales and manufacturing department outcomes. 
D) supplier and distributor outcomes. 
E) concepts for new products. 
A) purchases by customers. 
B) stakeholder rewards. 
C) sales and manufacturing department outcomes. 
D) supplier and distributor outcomes. 
E) concepts for new products.

Question 14

TUMI brand briefcases are very expensive,high-end briefcases that are generally sold in specialty luggage shops.Which of the following groups of people would be the most likely target market for TUMI briefcases?

Accepted Answer

A) police officers 
B) executives 
C) construction workers 
D) postal workers 
E) students 
A) police officers 
B) executives 
C) construction workers 
D) postal workers 
E) students

Question 15

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

Accepted Answer

A) people who are nostalgic about childhood lemonade stands they had during hot summers. 
B) people with a desire for a cool beverage other than soda or water. 
C) product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D) a local distributor of alcoholic beverages. 
E) a nutritionist promoting the health benefits of adequate hydration. 
A) people who are nostalgic about childhood lemonade stands they had during hot summers. 
B) people with a desire for a cool beverage other than soda or water. 
C) product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. 
D) a local distributor of alcoholic beverages. 
E) a nutritionist promoting the health benefits of adequate hydration.

Question 16

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

Accepted Answer

A) State governments in Arizona and Florida marketing 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 marketing the cause of protecting the environment 
D) Conservative politicians who attempt to persuade voters of the need to slash government spending to reduce a large national deficit 
E) Charities like the Red Cross marketing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society 
A) State governments in Arizona and Florida marketing 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 marketing the cause of protecting the environment 
D) Conservative politicians who attempt to persuade voters of the need to slash government spending to reduce a large national deficit 
E) Charities like the Red Cross marketing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society

Question 17

All of the following are points of difference for Chobani yogurt except which?

Accepted Answer

A) It uses a shorter,wider cup that is more visible on retailers' shelves 
B) It is preservative-free 
C) It is higher in protein than regular yogurt 
D) It uses a proprietary animal-based thickener 
E) It uses a straining process that removes excess liquid whey 
A) It uses a shorter,wider cup that is more visible on retailers' shelves 
B) It is preservative-free 
C) It is higher in protein than regular yogurt 
D) It uses a proprietary animal-based thickener 
E) It uses a straining process that removes excess liquid whey

Question 18

If a bank is known for delivering customer value through its focus on taking great care of customers,it is most likely focusing on providing its customers with the best

Accepted Answer

A) assortment. 
B) products/services. 
C) price. 
D) customer service. 
E) availability. 
A) assortment. 
B) products/services. 
C) price. 
D) customer service. 
E) availability.

Question 19

The pricing strategy for 3M's Post-it Flag Highlighters was to

Accepted Answer

A) match its principal competitors' highlighters' prices. 
B) charge a price that would provide genuine value to the target customer segment. 
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D) place the product in discount office supply retailers to make it easier to purchase. 
E) use the same pricing strategy as its 3M's Post-it Flag and Post-it Note offerings. 
A) match its principal competitors' highlighters' prices. 
B) charge a price that would provide genuine value to the target customer segment. 
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. 
D) place the product in discount office supply retailers to make it easier to purchase. 
E) use the same pricing strategy as its 3M's Post-it Flag and Post-it Note offerings.

Question 20

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. 
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.

Exam 1: Creating Customer Relationships and Value Through Marketing

Goods,services,and ideas all can be marketed.Define goods,services,and ideas and give at least one example of each.

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes ________ utility.

Which of the following statements describes an environmental force?

American Express cardholders have access to early presales for Rihanna concert tickets in many cities.What utility does American Express offer in this instance?

In U.S.business history,the marketing concept era began in

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

Which of the following is not an environmental force?

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(n)

The internal response that customers have to all aspects of an organization and its offerings is referred to as

All of the following are examples of products or services that satisfy a consumer need except which?

The value to consumers that comes from having the offering available where consumers need it constitutes ________ utility.

Discovering consumer needs leads directly to

TUMI brand briefcases are very expensive,high-end briefcases that are generally sold in specialty luggage shops.Which of the following groups of people would be the most likely target market for TUMI briefcases?

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

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

All of the following are points of difference for Chobani yogurt except which?

If a bank is known for delivering customer value through its focus on taking great care of customers,it is most likely focusing on providing its customers with the best

The pricing strategy for 3M's Post-it Flag Highlighters was to

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

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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