Question 1

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.F) A) and B)
G) A) and C)

Question 2

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Accepted Answer

A)   single adults
B)   school kitchens
C)   campers
D)   senior citizens
E)   vending machine ownersF) B) and D)
G) D) and E)

Question 3

Describe Chobani's distribution (place) strategy.

Accepted Answer

From the beginning, Chobani pushed for d...

Question 4

One difference between "Greek" yogurt and "American" yogurt is that the latter

Accepted Answer

A)   has a gritty texture.
B)   has a thin consistency.
C)   is not sweet enough for health-conscience palettes.
D)   is only sold in health or natural food stores.
E)   has high protein content.F) A) and C)
G) B) and E)

Question 5

The five major environmental forces in a marketing decision are

Accepted Answer

A)   climate change, natural resources, pollution, natural disasters, and global conflict.
B)   social, technological, economic, competitive, and regulatory.
C)   corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships.
D)   product, price, promotion, place, and people.
E)   ethics, sustainability, cultural awareness, diversity, and values.F) A) and D)
G) A) and C)

Question 6

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

A)   Relationship marketing has a short-term focus: increasing profits for the firm.
B)   Relationship marketing prevents the need to offer unique value to customers.
C)   Relationship marketing provides benefits for both customers and the organization.
D)   Very few companies today are engaged in relationship marketing.
E)   The Internet almost always has a negative impact on a firm's personal relationships with customers.F) All of the above
G) A) and B)

Question 7

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Accepted Answer

A)   two or more parties have unsatisfied needs.
B)   there is no desire on the part of either party to satisfy its needs.
C)   one of the involved parties does not have the ability to satisfy its needs.
D)   there is no way for each party to communicate with one another.
E)   there has been no assessment of consumer wants and needs.F) D) and E)
G) A) and E)

Question 8

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile from the Biltmore Fashion Park, a large upscale shopping mall. The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states. Which of the following marketing actions would most likely help The Arizona Biltmore communicate with potential convention attendees?

Accepted Answer

A)   place an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers
B)   send a mass mailing to all local businesses
C)   set up information kiosks at several locations within the Biltmore Fashion Park
D)   offer free made-to-order breakfasts for guests staying at the hotel on business
E)   offer special discount rates to guests coming from the East CoastF) A) and D)
G) B) and D)

Question 9

What four factors are required for marketing to occur?

Accepted Answer

For marketing to occur, four factors are...

Question 10

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.F) A) and C)
G) None of the above

Question 11

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Accepted Answer

A)   diversity of opinion to create persuasive advertising messages.
B)   income to determine the most lucrative price point for a product.
C)   lifetime value of an offering to the organization.
D)   characteristics that would be useful to segment markets.
E)   needs to create products that could satisfy them.F) A) and E)
G) All of the above

Question 12

Showstoppers refer to

Accepted Answer

A)   creative or innovative members of a marketing team.
B)   unexpected alternative uses for a product that result in a sudden increase in sales.
C)   factors that might doom a product in the marketplace.
D)   a sudden loss of financial backing even though the item is in production.
E)   a situation when a competitor's product suddenly beats a firm's new product to the marketplace.F) B) and C)
G) C) and E)

Question 13

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

Accepted Answer

A)   a utility.
B)   a performance.
C)   a service.
D)   a value.
E)   an idea.F) C) and D)
G) A) and E)

Question 14

Which of the following is an example of time utility?

Accepted Answer

A)   an iPhone with a "multitouch" user interface for easy navigation
B)   Goodwill's 24-hour drop-off box for clothing donations
C)   a dry cleaner located inside a supermarket
D)   a mobile phone company that offers six-month financing, same as cash
E)   a new herbal supplement that offers a 30-day free trialF) C) and E)
G) A) and E)

Question 15

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

Accepted Answer

A)   product
B)   price
C)   promotion
D)   place
E)   processF) A) and D)
G) C) and D)

Question 16

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

Accepted Answer

A)   a baseball or softball player who purchases a new Mizuno glove
B)   the Dick's Sporting Goods salesperson who sells a customer a Mizuno glove
C)   the supplier who provided the leather to Mizuno
D)   the shareholders of Mizuno, the company that designs and manufactures the gloves
E)   Actually, all stakeholders should be benefit from Mizuno's marketing efforts, even society at large.F) B) and C)
G) C) and E)

Question 17

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.F) D) and E)
G) A) and B)

Question 18

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.F) A) and E)
G) A) and D)

Question 19

Ultimate consumers are

Accepted Answer

A)   the people who use the products and services purchased for a household.
B)   people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases.
C)   people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs.
D)   those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale.
E)   one or more specific groups of potential customers toward whom an organization directs its marketing program.F) A) and D)
G) C) and D)

Question 20

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.F) B) and C)
G) B) and E)

Exam 1: Creating Customer Relationships and Value Through Marketing

One difference between "Greek" yogurt and "American" yogurt is that the latter

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Which of the following is an example of time utility?

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements describes an environmental force?

Correct Answer
verified

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Correct Answer
verified

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Correct Answer
verified

What four factors are required for marketing to occur?

Correct Answer
verified
For marketing to occur, four factors are...
View Answer

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

Correct Answer
verified

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

Correct Answer
verified

The five major environmental forces in a marketing decision are

Correct Answer
verified

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

Correct Answer
verified

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Correct Answer
verified

Showstoppers refer to

Correct Answer
verified

Describe Chobani's distribution (place) strategy.

Correct Answer
verified
From the beginning, Chobani pushed for d...
View Answer

Which of the following statements about relationship marketing is most accurate?

Correct Answer
verified

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

Correct Answer
verified

Ultimate consumers are

Correct Answer
verified

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

One difference between "Greek" yogurt and "American" yogurt is that the latter

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is an example of time utility?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements describes an environmental force?

Correct AnswerverifiedShow Answer

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

Correct AnswerverifiedShow Answer

Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?

Correct AnswerverifiedShow Answer

What four factors are required for marketing to occur?

Correct AnswerverifiedFor marketing to occur, four factors are...View AnswerShow Answer

The ability to buy an energy drink from a vending machine demonstrates which element of the marketing mix?

Correct AnswerverifiedShow Answer

Organizations such as Uber, U.S. Bank, and the Red Cross each provide customers with a product that is typically called

Correct AnswerverifiedShow Answer

The five major environmental forces in a marketing decision are

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A student would like to buy a cross-over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because

Correct AnswerverifiedShow Answer

Showstoppers refer to

Correct AnswerverifiedShow Answer

Describe Chobani's distribution (place) strategy.

Correct AnswerverifiedFrom the beginning, Chobani pushed for d...View AnswerShow Answer

Which of the following statements about relationship marketing is most accurate?

Correct AnswerverifiedShow Answer

Mizuno designs and sells high quality baseball gloves. Who benefits from the firm's marketing activities for its gloves?

Correct AnswerverifiedShow Answer

Ultimate consumers are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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For marketing to occur, four factors are...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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From the beginning, Chobani pushed for d...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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