Question 1

Kim,the Chief Marketing Officer for Pepsi,considers the controllable factors - product,price,promotion,and place - as the company's:

Accepted Answer

A) environmental factors. 
B) marketing program. 
C) marketing mix factors. 
D) marketing concept.

Question 2

The market for facial cosmetic surgery (which can cost between $5,000 to $10,000 for basic rhinoplasty to chin and cheek implants)is:

Accepted Answer

A) children with odd-shaped nostrils. 
B) all former boxers. 
C) any adult who has the time, the money, and the desire to undergo the procedures. 
D) anyone that has ever had any cosmetic dentistry.

Question 3

By definition,which of the following is not considered a marketing activity?

Accepted Answer

A) creating offerings 
B) communicating offerings 
C) delivering offerings 
D) selling offerings

Question 4

Magazines such as Time,Sports Illustrated,and People have launched kid and teen editions.Children and teens are the product line's _________.

Accepted Answer

A) market aggregation 
B) target market 
C) marketing program 
D) marketing mix

Question 5

When a person feels physiologically deprived of basic necessities,such as food,clothing,and shelter,they are missing critical __________.

Accepted Answer

A) wants 
B) needs 
C) purchases 
D) complaints

Question 6

When Dove asked customers to create new ads for a novel environmentally friendly product they were releasing,with the winner being used nationwide,this was an example of:

Accepted Answer

A) interactive marketing 
B) consumer submissions 
C) online marketing 
D) green marketing

Question 7

Figure: 1-5 
-In Figure 1-5,letter "D" represents which stage in the life of market-oriented manufacturing firms?

Accepted Answer

A) Market orientation era 
B) Production era 
C) Age of consumerism 
D) Marketing concept era

Question 8

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is:

Accepted Answer

A) product. 
B) price. 
C) promotion. 
D) place.

Question 9

What are the moral principles and values that govern the actions and decisions of an individual or group called?

Accepted Answer

A) ethics 
B) social responsibilities 
C) modes of behaviour 
D) legal codes

Question 10

Which of the following statements about customer relationship management is true?

Accepted Answer

A) Customer relationship management has a short-term focus on increasing profits. 
B) Customer relationship management is easy to implement. 
C) In an ideal setting, customer relationship management is a personal, ongoing relationship. 
D) Very few companies today are engaged in customer relationship management.

Question 11

What element of the marketing mix for WildPlay Element Parks is described by its four British Columbia locations?

Accepted Answer

A) product 
B) promotion 
C) place 
D) price

Question 12

Working in the customer service department at a local clothing retailer,Candice ensures that customer value is realized by consumers.Which of the following is not an area of her concern?

Accepted Answer

A) convenience. 
B) online availability. 
C) quality. 
D) distribution (before-sale).

Question 13

Every day,buyers from large utility companies and sellers from energy companies visit an online exchange dealing in wholesale electricity and gas to negotiate prices for the energy that heats and lights many homes and businesses.The exchange knows there are competitors vying for its customers so it relies heavily on technology to build and retain strong,one-on-one relationships with each customer.The exchange uses _____ to know its customer and to win their allegiance.

Accepted Answer

A) a flexible marketing system 
B) a database warehouse 
C) customer relationship management 
D) competitive intelligence

Question 14

Ethics serve as:

Accepted Answer

A) guidelines on how to act correctly and justly. 
B) tools for improving ROI. 
C) guidelines on understanding how potential customers buy. 
D) guidelines on how to allocate resources.

Question 15

A local furniture manufacturer purchases rough-cut wood to refine and build into furniture for resale,the manufacturer is known as:

Accepted Answer

A) end-consumer buyer 
B) original equipment manufacturer 
C) middle-consumer 
D) organizational buyers

Question 16

Marketing refers to

Accepted Answer

A) the production or provision of goods or services that will generate the highest return on investment. 
B) the strategies used in the advertising and promotion of goods and services. 
C) the process of identifying the greatest number of target markets for a good or service. 
D) an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Question 17

The use by marketers of YouTube,Twitter,and Instagram to promote their brands or organizations is known as ___________.

Accepted Answer

A) e-marketing 
B) interactive marketing 
C) customer relationship management 
D) social media marketing

Question 18

In November and December,kiosk stores appear in many malls.Typically the kiosks sell gift boxes of cheese,jewelry,and other items people think are appropriate seasonal gifts.In January these kiosk retailers vanish.Is it possible for such a kiosk retailer to use customer relationship management? Explain your answer.

Accepted Answer

The answer of In November and December,kiosk stores appear in...

Question 19

According to Robert M.McMath,what are two things marketers can do to help new-product launches succeed? Give an example of each.

Accepted Answer

The answer of According to Robert M.McMath,what are two things...

Question 20

Google uses environmentally friendly Prius vehicles to do their driving around cities to collect data for Google Maps Streetview.This is an illustration of the issue of:

Accepted Answer

A) CRM 
B) ethics 
C) macromarketing 
D) social responsibility

Exam 1: Marketing: Customer Value, satisfaction, relationships, and Experiences