Question 1

The American Red Cross created a series of advertisements to encourage people to donate blood.After viewing an ad,Amanda went to the local Red Cross office and donated a pint of her blood.Amanda returned home feeling happy that she had performed a good deed.Was this an exchange in a marketing sense?

Accepted Answer

A)  Yes,because the blood was donated to the Red Cross based on an advertisement,a marketing activity.
B)  Yes,because the donated blood was exchanged for a feeling of satisfaction.
C)  No,because the Red Cross is nonprofit organization.
D)  No,because no money changed hands.
E)  No,because the Red Cross,a service organization,did not provide Amanda with a product.F) B) and C)
G) B) and E)

Question 2

Mizuno designs and sells high quality baseball gloves.Who does NOT 
benefit 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 Sports Authority salesperson who sells a player a Mizuno glove
C)  the supplier who provided the leather to Mizuno
D)  the shareholder of Mizuno that designs and manufactures the gloves
E)  all stakeholders should be benefit from Mizuno's marketing efforts,even society at largeF) None of the above
G) A) and D)

Question 3

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

Accepted Answer

A)  Pinterest
B)  Groupon
C)  LinkedIn
D)  Facebook
E)  TwitterF) A) and E)
G) A) and C)

Question 4

Utility refers to

Accepted Answer

A)  the number of alternative uses or benefits that can be provided by a single product or service.
B)  the adaptability of a marketing program to adjust to changes in the marketing environment.
C)  the benefits or customer value received by users of the product.
D)  the fixed costs associated with the production of a single unit of a product within a product line.
E)  the variable costs associated with the production of a single unit of a product within a product line.F) None of the above
G) B) and C)

Question 5

The four Ps of the marketing mix are

Accepted Answer

A)  priorities,personnel,placement,and profits.
B)  prediction,production,pricing,and promotion.
C)  product,price,production,and place.
D)  product,price,promotion,and place.
E)  predict,produce,package,and persuade.F) B) and E)
G) B) and C)

Question 6

Explain the marketing program that 3M used to reach the student target market for the Post-it Flag Highlighter and the rationale used for each element of the marketing mix.

Accepted Answer

Answers should address all four "Ps." (1...

Question 7

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight,the friendliness of the flight attendants,and the comfortable seating.Singapore Air creates customer value by providing its customers with

Accepted Answer

A)  the best airport experience.
B)  the most convenient flight schedules.
C)  the best price for the distance traveled.
D)  the best in-flight service.
E)  the greatest sense of personal safety.F) A) and C)
G) A) and E)

Question 8

Which of the following is the best example of an organizational buyer?

Accepted Answer

A)  a mother buying milk for her young son
B)  a computer programmer buying the latest game for his Xbox.
C)  a store owner buying hand-painted slate signs to sell in her store
D)  a botanist buying a rose bush for his home garden
E)  a parent buying a softball glove for a daughterF) All of the above
G) A) and D)

Question 9

In the nonprofit world of the performing arts,box office technology has essentially remained the same since the 1980s.A company called Tessitura is trying to change that.Tessitura is able to track every transaction with its patrons in one database.This information collected includes ticket purchases,fund-raising,volunteering,and gift shop purchases that will help symphonies,operas,and theaters develop customer profiles in order to tailor their sales messages to specific individuals.In other words,Tessitura will allow arts groups to engage in

Accepted Answer

A)  market aggregation.
B)  relationship marketing.
C)  societal marketing.
D)  market mining.
E)  mainstream marketing.F) A) and B)
G) C) and D)

Question 10

The four Ps are commonly known as

Accepted Answer

A)  the environmental or uncontrollable forces.
B)  the environmental or controllable factors.
C)  the marketing mix or controllable factors.
D)  the marketing mix or uncontrollable forces.
E)  predict,produce,package,and persuade.F) B) and E)
G) B) and C)

Question 11

Explain the difference between a market and a target market.Provide a specific example of each.

Accepted Answer

Potential consumers make up a market,whi...

Question 12

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) __________; (3) a way for the parties to communicate; and (4) something to exchange.

Accepted Answer

A)  a healthy competitive environment
B)  government approval
C)  an affordable and actionable advertising campaign
D)  a desire and ability on their part to be satisfied
E)  an ability to see hidden potential within an environmental forceF) B) and E)
G) D) and E)

Question 13

A local university offers business courses for a specific target market composed of people who currently work and want to take refresher courses to obtain a higher degree.Which of the following would be the most effective way to communicate with the target market,bearing in mind that communication must be both effective and economical?

Accepted Answer

A)  put announcements on campus bulletin boards
B)  distribute promotional materials during classes
C)  advertise on national television
D)  advertise on local hip-hop radio shows
E)  advertise in the local newspaperF) B) and E)
G) A) and E)

Question 14

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) None of the above
G) A) and D)

Question 15

Which of the following statements best describes a good?

Accepted Answer

A)  Goods are physical objects.
B)  Goods are the only currency that can be used in an exchange.
C)  Goods are intangible concepts and thoughts about ideas or causes.
D)  Goods are the benefits organizations receive for selling products and services.
E)  Goods can be either tangible or intangible.F) A) and E)
G) A) and C)

Question 16

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________.

Accepted Answer

A)  an affordable and actionable advertising campaign
B)  something to exchange
C)  a healthy competitive environment
D)  government approval
E)  an ability to see hidden potential within an environmental forceF) D) and E)
G) A) and B)

Question 17

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

Accepted Answer

To reach consumers,marketing managers us...

Question 18

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products they market.Concern about the __________ element of the marketing mix would make them eager to be featured in an upcoming edition of  Taste of Home magazine.

Accepted Answer

A)  product
B)  price
C)  production
D)  promotion
E)  placeF) A) and B)
G) A) and D)

Question 19

Marketing refers to

Accepted Answer

A)  the production of products or services that will generate the highest return on investment.
B)  the strategies used in the advertising and promotion of products and services to customers around the globe.
C)  the process of identifying target market segments for a product or service.
D)  the activity involved in getting a product or service from the manufacturer to ultimate consumers and organizational buyers.
E)  the activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large.F) A) and B)
G) A) and D)

Question 20

3M's place strategy in its marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

Accepted Answer

A)  external salespeople only
B)  college students only
C)  office workers only
D)  college students and office workers
E)  teachers onlyF) C) and D)
G) A) and C)

Exam 1: Creating Customer Relationships and Value Through Marketing

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products they market.Concern about the __________ element of the marketing mix would make them eager to be featured in an upcoming edition of Taste of Home magazine.

Correct Answer
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Correct Answer
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Mizuno designs and sells high quality baseball gloves.Who does NOT benefit from the firm's marketing activities for its gloves?

Correct Answer
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Which of the following is the best example of an organizational buyer?

Correct Answer
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Which of the following groups would be the LEAST LIKELY target market for a company producing canned food in single serving sizes?

Correct Answer
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The four Ps of the marketing mix are

Correct Answer
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Marketing refers to

Correct Answer
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Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________.

Correct Answer
verified

Utility refers to

Correct Answer
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Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) __________; (3) a way for the parties to communicate; and (4) something to exchange.

Correct Answer
verified

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight,the friendliness of the flight attendants,and the comfortable seating.Singapore Air creates customer value by providing its customers with

Correct Answer
verified

Explain the marketing program that 3M used to reach the student target market for the Post-it Flag Highlighter and the rationale used for each element of the marketing mix.

Correct Answer
verified
Answers should address all four "Ps." (1...
View Answer

The four Ps are commonly known as

Correct Answer
verified

Which of the following statements best describes a good?

Correct Answer
verified

3M's place strategy in its marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

Correct Answer
verified

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

Correct Answer
verified
To reach consumers,marketing managers us...
View Answer

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

Correct Answer
verified

Correct Answer
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The American Red Cross created a series of advertisements to encourage people to donate blood.After viewing an ad,Amanda went to the local Red Cross office and donated a pint of her blood.Amanda returned home feeling happy that she had performed a good deed.Was this an exchange in a marketing sense?

Correct Answer
verified

Explain the difference between a market and a target market.Provide a specific example of each.

Correct Answer
verified
Potential consumers make up a market,whi...
View Answer

Exam 1: Creating Customer Relationships and Value Through Marketing

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products they market.Concern about the __________ element of the marketing mix would make them eager to be featured in an upcoming edition of Taste of Home magazine.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Mizuno designs and sells high quality baseball gloves.Who does NOT benefit from the firm's marketing activities for its gloves?

Correct AnswerverifiedShow Answer

Which of the following is the best example of an organizational buyer?

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

The four Ps of the marketing mix are

Correct AnswerverifiedShow Answer

Marketing refers to

Correct AnswerverifiedShow Answer

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________.

Correct AnswerverifiedShow Answer

Utility refers to

Correct AnswerverifiedShow Answer

Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) __________; (3) a way for the parties to communicate; and (4) something to exchange.

Correct AnswerverifiedShow Answer

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight,the friendliness of the flight attendants,and the comfortable seating.Singapore Air creates customer value by providing its customers with

Correct AnswerverifiedShow Answer

Explain the marketing program that 3M used to reach the student target market for the Post-it Flag Highlighter and the rationale used for each element of the marketing mix.

Correct AnswerverifiedAnswers should address all four "Ps." (1...View AnswerShow Answer

The four Ps are commonly known as

Correct AnswerverifiedShow Answer

Which of the following statements best describes a good?

Correct AnswerverifiedShow Answer

3M's place strategy in its marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

Correct AnswerverifiedShow Answer

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

Correct AnswerverifiedTo reach consumers,marketing managers us...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the difference between a market and a target market.Provide a specific example of each.

Correct AnswerverifiedPotential consumers make up a market,whi...View AnswerShow 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
verified
Answers should address all four "Ps." (1...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To reach consumers,marketing managers us...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified
Potential consumers make up a market,whi...
View Answer