Question 1

A student wants to buy a smartphone so she can share pictures with her friends. An insurance claims adjuster wants to buy a smartphone to document accidents (take pictures, write a report, etc.) . If they both purchase the same model smartphone, such as an Apple iPhone, which statement is most accurate?

Accepted Answer

A)   The adjuster is a prospective customer because the smartphone will be used for work; the student is only a secondary user since the purpose of the smartphone is just for entertainment.
B)   Both the adjuster and the student are prospective customers because, in their own way, they both benefit from the smartphone.
C)   Neither the adjuster nor the student is a prospective customer since the company will pay for the adjuster's smartphone and the student's parents will pay for hers.
D)   The student is the prospective customer since there are more students buying smartphones for personal use than there are insurance adjusters buying smartphones for business use.
E)   Only a person who has bought a smartphone previously is a prospective customer because only previous owners of smartphones benefit from buying new ones.F) B) and D)
G) All of the above

Question 2

Which of the following terms best describes the marketing concept?

Accepted Answer

A)   consumer-oriented
B)   production-oriented
C)   sales-oriented
D)   society-oriented
E)   competition-orientedF) A) and C)
G) D) and E)

Question 3

A television advertisement shows several teenagers searching through the pantry for something to satisfy their hunger. The pantry offers the teenagers many alternatives-cereal, chips, cookies, and some Cool Mint Chocolate Clif Bars. The ad, which shows the teens happily selecting the Clif Bars, appeals to the consumers' ________ for sustenance to satisfy their hunger and attempts to shape their ________ for the advertised product.

Accepted Answer

A)   needs; wants
B)   requirements; needs
C)   wants; preferences
D)   demands; needs
E)   needs; preferencesF) B) and E)
G) B) and C)

Question 4

Publix Supermarkets and The Little Clinic signed an exclusive agreement, placing small walk-in health clinics inside selected stores. Publix customers can have simple medical needs addressed in a convenient and familiar environment seven days a week and pick up their prescriptions from the pharmacy without leaving the store. This is an example of

Accepted Answer

A)   supplier management.
B)   customer valuation.
C)   societal marketing.
D)   market aggregation.
E)   relationship marketing.F) A) and E)
G) C) and D)

Question 5

At the BMW website, BMW.com, you can design your own BMW with the exact features you desire. If you choose to use this method to purchase a car, what type of utility(ies) has(have) been created?

Accepted Answer

Form utility comes from the production o...

Question 6

From its inception, Chobani wanted to place its yogurt where?

Accepted Answer

A)   in organic food section of major grocery store chains
B)   in warehouse club stores like Sam's Club or Costco
C)   in the dairy cases of major grocery store chains
D)   in mass merchandise stores like Target
E)   in independent organic cooperatives, farmers' markets, and major organic grocery stores like Whole Foods or SproutsF) A) and D)
G) B) and E)

Question 7

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

Accepted Answer

A)   a market segment.
B)   a target market.
C)   a customer base.
D)   an ultimate consumer.
E)   a prospective customer.F) A) and B)
G) A) and E)

Question 8

The ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

Accepted Answer

A)   product
B)   price
C)   promotion
D)   place
E)   processF) B) and C)
G) None of the above

Question 9

Satisfying consumer needs is accomplished by

Accepted Answer

A)   designing a marketing program.
B)   conducting marketing research.
C)   discovering consumer needs.
D)   developing a distribution strategy.
E)   identifying target markets.F) A) and E)
G) B) and D)

Question 10

Which of the following is not an environmental force?

Accepted Answer

A)   technological
B)   regulatory
C)   administrative
D)   competitive
E)   economicF) B) and E)
G) A) and B)

Question 11

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

Question 12

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

Question 13

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Accepted Answer

A)   production orientation.
B)   sales orientation.
C)   customer relationship orientation.
D)   service orientation.
E)   market orientation.F) B) and E)
G) B) and D)

Question 14

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Accepted Answer

Students are, in a sense, marketing expe...

Question 15

In marketing, thoughts about concepts, actions, or causes are referred to as

Accepted Answer

A)   utilities.
B)   experiences.
C)   values.
D)   ideas.
E)   services.F) B) and D)
G) D) and E)

Question 16

A need that has been shaped by a person's knowledge, culture, and personality results in a

Accepted Answer

A)   desire.
B)   want.
C)   utility.
D)   demand.
E)   requirement.F) C) and E)
G) C) and D)

Question 17

Which of the following would a marketer use as a synonym for the marketing mix?

Accepted Answer

A)   the four Ps of marketing
B)   environmental forces
C)   macromarketing forces
D)   marketing management factors
E)   micromarketing factorsF) C) and D)
G) A) and D)

Question 18

The idea that individuals and organizations are accountable to a larger society is known as

Accepted Answer

A)   the societal marketing concept.
B)   social responsibility.
C)   consumerism.
D)   sustainable development.
E)   capitalism.F) B) and E)
G) A) and B)

Question 19

In addition to consumers, what other people, groups, and environmental forces interact to influence an organization's marketing activities?

Accepted Answer

Foremost is the organization itself, who...

Question 20

Chobani used all of the following tactics to promote its Greek yogurt except which?

Accepted Answer

A)   sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Kids Pouches.
B)   created a website to provide consumers with recipes that use Chobani yogurt.
C)   sponsored the U.S. Olympic Teams.
D)   used social networks Facebook, Twitter, Pinterest, and Instagram.
E)   relied on word of mouth in its early years.F) None of the above
G) B) and C)

Exam 1: Creating Customer Relationships and Value Through Marketing

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Correct Answer
verified

Correct Answer
verified

Satisfying consumer needs is accomplished by

Correct Answer
verified

Which of the following terms best describes the marketing concept?

Correct Answer
verified

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

Correct Answer
verified

Which of the following would a marketer use as a synonym for the marketing mix?

Correct Answer
verified

A need that has been shaped by a person's knowledge, culture, and personality results in a

Correct Answer
verified

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

Correct Answer
verified

Discovering consumer needs leads directly to

Correct Answer
verified

From its inception, Chobani wanted to place its yogurt where?

Correct Answer
verified

In addition to consumers, what other people, groups, and environmental forces interact to influence an organization's marketing activities?

Correct Answer
verified
Foremost is the organization itself, who...
View Answer

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Correct Answer
verified
Students are, in a sense, marketing expe...
View Answer

Which of the following is not an environmental force?

Correct Answer
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At the BMW website, BMW.com, you can design your own BMW with the exact features you desire. If you choose to use this method to purchase a car, what type of utility(ies) has(have) been created?

Correct Answer
verified
Form utility comes from the production o...
View Answer

Correct Answer
verified

Chobani used all of the following tactics to promote its Greek yogurt except which?

Correct Answer
verified

Correct Answer
verified

The ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

Correct Answer
verified

The idea that individuals and organizations are accountable to a larger society is known as

Correct Answer
verified

In marketing, thoughts about concepts, actions, or causes are referred to as

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Satisfying consumer needs is accomplished by

Correct AnswerverifiedShow Answer

Which of the following terms best describes the marketing concept?

Correct AnswerverifiedShow Answer

The relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

Correct AnswerverifiedShow Answer

Which of the following would a marketer use as a synonym for the marketing mix?

Correct AnswerverifiedShow Answer

A need that has been shaped by a person's knowledge, culture, and personality results in a

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Discovering consumer needs leads directly to

Correct AnswerverifiedShow Answer

From its inception, Chobani wanted to place its yogurt where?

Correct AnswerverifiedShow Answer

In addition to consumers, what other people, groups, and environmental forces interact to influence an organization's marketing activities?

Correct AnswerverifiedForemost is the organization itself, who...View AnswerShow Answer

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Correct AnswerverifiedStudents are, in a sense, marketing expe...View AnswerShow Answer

Which of the following is not an environmental force?

Correct AnswerverifiedShow Answer

At the BMW website, BMW.com, you can design your own BMW with the exact features you desire. If you choose to use this method to purchase a car, what type of utility(ies) has(have) been created?

Correct AnswerverifiedForm utility comes from the production o...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Chobani used all of the following tactics to promote its Greek yogurt except which?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The ________ element of the marketing mix is demonstrated when a company runs a commercial on Hulu.

Correct AnswerverifiedShow Answer

The idea that individuals and organizations are accountable to a larger society is known as

Correct AnswerverifiedShow Answer

In marketing, thoughts about concepts, actions, or causes are referred to as

Correct AnswerverifiedShow 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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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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Foremost is the organization itself, who...
View Answer

Correct Answer
verified
Students are, in a sense, marketing expe...
View Answer

Correct Answer
verified

Correct Answer
verified
Form utility comes from the production o...
View 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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