Question 1

Figure 1-5
-Figure 1-5 above,letter "C" represents which era in U.S.business history?

Accepted Answer

A)  sales era 
B)  production era 
C)  age of consumerism 
D)  marketing concept era 
E)  customer relationship era

Question 2

Figure 1-3
-Figure 1-3 above,"B" is accomplished by __________.

Accepted Answer

A)  designing a marketing program 
B)  developing the 5 Ps 
C)  discovering consumer needs 
D)  developing a marketing plan 
E)  identifying target markets

Question 3

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

Accepted Answer

A)  change 
B)  satisfy 
C)  create 
D)  manipulate 
E)  weigh

Question 4

element of the marketing mix that describes a means of getting the product to the consumer is known as

Accepted Answer

A)  a product. 
B)  the price. 
C)  promotion. 
D)  the place or distribution. 
E)  transportation.

Question 5

Customer relationship management (CRM)is most closely related to the __________ era in U.S.business history.

Accepted Answer

A)  customer relationship 
B)  production 
C)  sales 
D)  marketing concept 
E)  societal marketing

Question 6

Zuckerberg is a co-founder of the social networking website called __________.

Accepted Answer

A)  MySpace 
B)  Groupon 
C)  LinkedIn 
D)  Facebook 
E)  Twitter

Question 7

Initially,Facebook targeted which market segment of consumers?

Accepted Answer

A)  grade school children ages 6 to 12 years old 
B)  high school students 
C)  college students 
D)  adults with professional occupations 
E)  senior adults 55 years and older

Question 8

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it^®Flag Highlighter could be manufactured and marketed.

Accepted Answer

The answer of Identify the six prelaunch issues that 3M...

Question 9

__________ of all new businesses fail within five years of their launch.

Accepted Answer

A)  Only 5 percent 
B)  Only 10 percent 
C)  Only 25 percent 
D)  About 40 percent 
E)  Over 50 percent

Question 10

Marketing discovers consumer needs by

Accepted Answer

A)  implementing a marketing program. 
B)  conducting extensive marketing research. 
C)  balancing the marketing mix elements-the 4 Ps of the marketing program. 
D)  advertising to diverse groups of prospective buyers. 
E)  copying the products and services of its competitors.

Question 11

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Accepted Answer

A)  marketing strategy. 
B)  macromarketing program. 
C)  micromarketing program. 
D)  marketing program. 
E)  marketing concept.

Question 12

Which of the following statements is an example of place utility?

Accepted Answer

A)  airlines that allow you to print your own boarding pass at home 
B)  a service station that sells both unleaded gasoline and diesel fuel 
C)  a mobile phone company that offers six-month financing, same as cash 
D)  cold cut packages that can be zipped close for reuse 
E)  an iPhone with a "multitouch" user interface for easy navigation

Question 13

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Accepted Answer

A)  relationship marketing. 
B)  exclusive dealing. 
C)  loyalty marketing. 
D)  customer relationship management. 
E)  symbiotic marketing.

Question 14

Apple iPhone 4S 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 4S provides value for its customers?

Accepted Answer

The answer of Apple iPhone 4S is rated by Consumer...

Question 15

During October,kiosk or "pop-up" stores often appear in many malls for the holiday season.Typically,these kiosks sell gift boxes of cheese,jewelry,and other items people think are appropriate seasonal gifts.In January,these "pop-up" retailers vanish.Is it possible for such a retailer to use relationship marketing? Explain your answer.

Accepted Answer

The answer of During October,kiosk or "pop-up" stores often appear...

Question 16

United Way of Greater Toronto (UWGT),like many charities,was sitting on a gold mine of donor data.Unfortunately,UWGT was not certain how to use that information to its greatest advantage.UWGT could blanket past donors with generic mailings,but it could not offer donors information that would convince them to donate to UWGT over other charities.Which of the following tools would be most useful for the nonprofit organization to use?

Accepted Answer

A)  a flexible marketing system 
B)  a database warehouse 
C)  a customer relationship management plan 
D)  a competitive intelligence framework 
E)  a customer-oriented marketing mix program

Question 17

factors are required for marketing to occur: (1)__________; (2)a desire and ability on their part to be satisfied; (3)a way for the parties to communicate; and (4)something to exchange.

Accepted Answer

A)  a healthy competitive environment 
B)  government approval 
C)  a sense of social responsibility 
D)  an ability to see hidden potential within an environmental force 
E)  two or more parties (individuals or organizations) with unsatisfied needs

Question 18

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Accepted Answer

A)  Terrafugia Transition 
B)  Pepsi Max 
C)  Hot Pockets Snackers 
D)  3M Post-it Flag+ Highlighter 
E)  Dr. Care toothpaste

Question 19

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

Accepted Answer

The answer of Companies are just beginning to use Twitter...

Question 20

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Accepted Answer

A)  No, because the university earned a profit from Cali's tuition. 
B)  No, because money was exchanged in the form of tuition and Cali's income will come from her employer, not the graduate school. 
C)  No, because the school did not provide Cali with a tangible product, only the potential of an education. 
D)  Yes, because the university promised Cali she would graduate on time, and she did. 
E)  Yes, because paying tuition was exchanged for knowledge that directly led to Cali's high paying, fulfilling new job.

Exam 1: Creating Customer Relationships and Value Through Marketing

Figure 1-5 -Figure 1-5 above,letter "C" represents which era in U.S.business history?

Figure 1-3 -Figure 1-3 above,"B" is accomplished by __________.

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

element of the marketing mix that describes a means of getting the product to the consumer is known as

Customer relationship management (CRM) is most closely related to the __________ era in U.S.business history.

Zuckerberg is a co-founder of the social networking website called __________.

Initially,Facebook targeted which market segment of consumers?

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it^®Flag Highlighter could be manufactured and marketed.

__________ of all new businesses fail within five years of their launch.

Marketing discovers consumer needs by

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Which of the following statements is an example of place utility?

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Apple iPhone 4S 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 4S provides value for its customers?

factors are required for marketing to occur: (1) __________; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Exam 1: Creating Customer Relationships and Value Through Marketing

Figure 1-5 -Figure 1-5 above,letter "C" represents which era in U.S.business history?

Figure 1-3 -Figure 1-3 above,"B" is accomplished by __________.

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

element of the marketing mix that describes a means of getting the product to the consumer is known as

Customer relationship management (CRM) is most closely related to the __________ era in U.S.business history.

Zuckerberg is a co-founder of the social networking website called __________.

Initially,Facebook targeted which market segment of consumers?

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it® Flag Highlighter could be manufactured and marketed.

__________ of all new businesses fail within five years of their launch.

Marketing discovers consumer needs by

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Which of the following statements is an example of place utility?

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Apple iPhone 4S 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 4S provides value for its customers?

factors are required for marketing to occur: (1) __________; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it^®Flag Highlighter could be manufactured and marketed.