Question 1

Which of the following is not an example of the implementation of the marketing concept?

Accepted Answer

A) Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork. 
B) Ford asks customers to vote online for a new color for next year's Ford Focus. 
C) Burger King reduces the labor costs to produce its sausage-egg biscuits. 
D) Microsoft offers rewards for users who can find flaws in its new software. 
E) Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision. 
A) Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork. 
B) Ford asks customers to vote online for a new color for next year's Ford Focus. 
C) Burger King reduces the labor costs to produce its sausage-egg biscuits. 
D) Microsoft offers rewards for users who can find flaws in its new software. 
E) Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision.

Question 2

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

Accepted Answer

A) True 
 B)False

Question 3

Kashi Heart to Heart cereal is aimed at people concerned about their heart health. These people represent the Kashi

Accepted Answer

A) marketing mix. 
B) marketing strategy. 
C) target market. 
D) marketing tactic. 
E) consumer advocates. 
A) marketing mix. 
B) marketing strategy. 
C) target market. 
D) marketing tactic. 
E) consumer advocates.

Question 4

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on

Accepted Answer

A) cost-cutting measures. 
B) continually selling to new customers and markets. 
C) creating and maintaining satisfying exchange relationships. 
D) high-volume, low-margin sales. 
E) increasing shelf space for their brands. 
A) cost-cutting measures. 
B) continually selling to new customers and markets. 
C) creating and maintaining satisfying exchange relationships. 
D) high-volume, low-margin sales. 
E) increasing shelf space for their brands.

Question 5

A change in the minimum drinking age in any given state illustrates a change in the ____ for Miller Brewing.

Accepted Answer

A) marketing mix 
B) marketing environment 
C) marketing concept 
D) marketing task 
E) product concept 
A) marketing mix 
B) marketing environment 
C) marketing concept 
D) marketing task 
E) product concept

Question 6

Which of the following best describes the acceptance of the marketing concept by American organizations?

Accepted Answer

A) The marketing concept has yet to be fully accepted by all organizations. 
B) All organizations fully utilize the marketing concept to run their businesses. 
C) Nearly half of all organizations are still in the sales orientation and have not implemented the marketing concept. 
D) Most organizations have really not accepted the marketing concept because of its many costs and problems. 
E) Although American organizations fully accept the marketing concept, many foreign companies do not. 
A) The marketing concept has yet to be fully accepted by all organizations. 
B) All organizations fully utilize the marketing concept to run their businesses. 
C) Nearly half of all organizations are still in the sales orientation and have not implemented the marketing concept. 
D) Most organizations have really not accepted the marketing concept because of its many costs and problems. 
E) Although American organizations fully accept the marketing concept, many foreign companies do not.

Question 7

The product variable of the marketing mix can include all of the following except

Accepted Answer

A) creation of brand names. 
B) consumer perception of the product price. 
C) development of product packaging. 
D) warranty issues. 
E) repair services. 
A) creation of brand names. 
B) consumer perception of the product price. 
C) development of product packaging. 
D) warranty issues. 
E) repair services.

Question 8

____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.

Accepted Answer

A) Marketing orientation 
B) Monetary price 
C) Product assessment 
D) Price assessment 
E) Value 
A) Marketing orientation 
B) Monetary price 
C) Product assessment 
D) Price assessment 
E) Value

Question 9

​The successful marketer understands that the key to her success is the relationships her firm is able to develop with current customers and potential customers. Moreover, her goal is to achieve the full potential of each of these relationships for the benefit of the firm.This marketer clearly understands

Accepted Answer

A) that the only way for the firm to increase profits is to constantly acquire new customers. 
B) that customers' needs, desires and habits are homogeneous. 
C) that customer loyalty leads to increasing long-term profitability for the firm. 
D) that data is of limited use in helping the firm understand the needs of customers. 
E) that customer lifetime value only includes the value of what customers purchase from the firm. 
A) that the only way for the firm to increase profits is to constantly acquire new customers. 
B) that customers' needs, desires and habits are homogeneous. 
C) that customer loyalty leads to increasing long-term profitability for the firm. 
D) that data is of limited use in helping the firm understand the needs of customers. 
E) that customer lifetime value only includes the value of what customers purchase from the firm.

Question 10

Customer benefits include time and effort.

Accepted Answer

A) True 
 B)False

Question 11

When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one of the following philosophies?

Accepted Answer

A) Selling concept 
B) Production concept 
C) Customer concept 
D) Marketing concept 
E) Retailing concept 
A) Selling concept 
B) Production concept 
C) Customer concept 
D) Marketing concept 
E) Retailing concept

Question 12

​The marketing environment is the arena in which the marketer executes marketing strategies and techniques designed to build relationships with customers. It includes a host of forces that surround the customer and affects the marketing mix.The marketing environment:

Accepted Answer

A) changes periodically, but at a slow enough pace for the skillful marketer to respond to effectively. 
B) creates risks for the marketer, but seldom creates opportunities. 
C) is not impacted by technology to any significant degree. 
D) can be completely controlled by a skillful marketer using well-thought-out strategies. 
E) includes legal and regulatory forces that affect the marketing mix. 
A) changes periodically, but at a slow enough pace for the skillful marketer to respond to effectively. 
B) creates risks for the marketer, but seldom creates opportunities. 
C) is not impacted by technology to any significant degree. 
D) can be completely controlled by a skillful marketer using well-thought-out strategies. 
E) includes legal and regulatory forces that affect the marketing mix.

Question 13

The marketing environment is a set of static, unchanging surroundings.

Accepted Answer

A) True 
 B)False

Question 14

Marketing costs consume about one-quarter of a buyer's dollar.

Accepted Answer

A) True 
 B)False

Question 15

Target markets can be people who buy the product but do not necessarily use the product.

Accepted Answer

A) True 
 B)False

Question 16

The marketing mix is built around the

Accepted Answer

A) product. 
B) company. 
C) customer. 
D) employee. 
E) retail outlet. 
A) product. 
B) company. 
C) customer. 
D) employee. 
E) retail outlet.

Question 17

Scenario 1.2 Use the following to answer the questions.Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws has an interactive website where customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat. Paws and Claws has several unexpected services, such as a 600-square foot swimming pool, complete with slide and dog-friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open 24 hours a day, 365 days each year so that customers can pick up their pet at any time.The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service, and require an two-day minimum for overnight stays.​
​
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws and Claws was more interested in competing based on its prices.
-Refer to Scenario 1.2. Paws and Claws' target market is most likely to be which of the following?

Accepted Answer

A) The dogs and cats who stay there 
B) Pet owners who go on vacation frequently 
C) Families with small children and several pets 
D) Suburban families with two-income households 
E) Urban professionals who travel often 
A) The dogs and cats who stay there 
B) Pet owners who go on vacation frequently 
C) Families with small children and several pets 
D) Suburban families with two-income households 
E) Urban professionals who travel often

Question 18

A target market

Accepted Answer

A) involves a large number of customers. 
B) is a specific group of customers on whom an organization focuses its marketing efforts. 
C) already has several competitors vying for customers' business. 
D) is the same as a salesperson's prospective client list. 
E) is a customer group classified as people with similar demographic characteristics. 
A) involves a large number of customers. 
B) is a specific group of customers on whom an organization focuses its marketing efforts. 
C) already has several competitors vying for customers' business. 
D) is the same as a salesperson's prospective client list. 
E) is a customer group classified as people with similar demographic characteristics.

Question 19

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

Accepted Answer

A) price 
B) good 
C) product 
D) promotion 
E) distribution 
A) price 
B) good 
C) product 
D) promotion 
E) distribution

Question 20

When Ikea showcases rooms of furniture on its website, it lists each item in the room. However, if customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the marketing mix is Ikea likely altering?

Accepted Answer

A) Price 
B) Promotion 
C) Distribution 
D) Product 
E) Target market 
A) Price 
B) Promotion 
C) Distribution 
D) Product 
E) Target market

Which of the following is not an example of the implementation of the marketing concept?

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

Kashi Heart to Heart cereal is aimed at people concerned about their heart health. These people represent the Kashi

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on

A change in the minimum drinking age in any given state illustrates a change in the ____ for Miller Brewing.

Which of the following best describes the acceptance of the marketing concept by American organizations?

The product variable of the marketing mix can include all of the following except

____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.

Customer benefits include time and effort.

When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one of the following philosophies?

The marketing environment is the arena in which the marketer executes marketing strategies and techniques designed to build relationships with customers. It includes a host of forces that surround the customer and affects the marketing mix.The marketing environment:

The marketing environment is a set of static, unchanging surroundings.

Marketing costs consume about one-quarter of a buyer's dollar.

Target markets can be people who buy the product but do not necessarily use the product.

The marketing mix is built around the

A target market

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

When Ikea showcases rooms of furniture on its website, it lists each item in the room. However, if customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the marketing mix is Ikea likely altering?

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 1: An Overview of Strategic Marketing

Which of the following is not an example of the implementation of the marketing concept?

For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."

Kashi Heart to Heart cereal is aimed at people concerned about their heart health. These people represent the Kashi

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on

A change in the minimum drinking age in any given state illustrates a change in the ____ for Miller Brewing.

Which of the following best describes the acceptance of the marketing concept by American organizations?

The product variable of the marketing mix can include all of the following except

____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.

Customer benefits include time and effort.

When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one of the following philosophies?

​The marketing environment is the arena in which the marketer executes marketing strategies and techniques designed to build relationships with customers. It includes a host of forces that surround the customer and affects the marketing mix.The marketing environment:

The marketing environment is a set of static, unchanging surroundings.

Marketing costs consume about one-quarter of a buyer's dollar.

Target markets can be people who buy the product but do not necessarily use the product.

The marketing mix is built around the

A target market

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

When Ikea showcases rooms of furniture on its website, it lists each item in the room. However, if customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the marketing mix is Ikea likely altering?

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

The marketing environment is the arena in which the marketer executes marketing strategies and techniques designed to build relationships with customers. It includes a host of forces that surround the customer and affects the marketing mix.The marketing environment: