Question 1

A single parent would like to hire a nanny, but s/he cannot afford one. Marketing does not occur in this situation because:

Accepted Answer

A)  there is no desire on the part of either party to satisfy the other.
B)  one of the involved parties does not have the ability to satisfy the other.
C)  there is no way to communicate.
D)  two or more parties have unsatisfied needs.E) All of the above
F) B) and C)

Question 2

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

Accepted Answer

A)  customer relationship management
B)  social media marketing
C)  interactive marketing
D)  e-marketingE) None of the above
F) All of the above

Question 3

Jo is eight years old and loves chocolate. Her mother will often give her some chocolate along with fresh fruit. To get more chocolate, she must eat her fresh fruit. In marketing terms, the chocolate is an example of a ________because it is something she has learned to like.

Accepted Answer

A)  need
B)  want
C)  desire
D)  preferenceE) C) and D)
F) B) and D)

Question 4

An ultimate consumer is considered someone who:

Accepted Answer

A)  who returns the goods purchased to a local goodwill thrift store
B)  who resells the goods purchased to new consumers
C)  uses the goods or services purchased for an organization
D)  uses the goods or services purchased for the householdE) None of the above
F) A) and C)

Question 5

Books and movies like the Twilight saga are designed to appeal to teens and young adults interested in vampire love stories. This is the_________ for these shows.

Accepted Answer

A)  market aggregation
B)  mass market
C)  target market
D)  tangent marketE) None of the above
F) A) and C)

Question 6

Which step in a marketing program can sometimes experience communication issues between different departments?

Accepted Answer

A)  design product prototypes.
B)  translate information about consumer needs into products that satisfy them.
C)  create a target market mission statement.
D)  determine consumer demographics.E) B) and C)
F) C) and D)

Question 7

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

Accepted Answer

A)  wants
B)  complaints
C)  needs
D)  purchasesE) B) and D)
F) B) and C)

Question 8

The interactive marketing concept refers to:

Accepted Answer

A)  electronic two-way communication between buyer and seller in which the buyer cannot control the kind and amount of information received from the seller
B)  the idea that an organization's marketing plans must include a highly interactive marketing campaign, such as posting photos on Twitter of your experience using the product
C)  electronic two-way communication between buyer and seller in which the buyer can control the kind and amount of information received from the seller
D)  the idea that organizations are only successful if they tell buyers what they need to knowE) C) and D)
F) B) and D)

Question 9

What element of the marketing mix for the City of Hamilton is described by the lower cost of residential and commercial real estate?

Accepted Answer

A)  price
B)  product
C)  place
D)  promotionE) All of the above
F) None of the above

Question 10

Who benefits from marketing in our society, and how?

Accepted Answer

The answer of Who benefits from marketing in our society,...

Question 11

A person living on the street in Winnipeg during the winter likely has a(n) ________ for shelter.

Accepted Answer

A)  ability to pay for
B)  want and need
C)  want
D)  needE) A) and C)
F) All of the above

Question 12

The four Ps are commonly known as:

Accepted Answer

A)  the marketing mix or uncontrollable factors.
B)  the environmental or controllable factors.
C)  the marketing mix or controllable factors.
D)  the environmental or uncontrollable factors.E) C) and D)
F) B) and C)

Question 13

Describe three different target markets, for three different products or services you, your friends, or family have recently purchased or used.

Accepted Answer

The answer of Describe three different target markets, for three...

Question 14

All of the following are examples of an organization marketing a service EXCEPT:

Accepted Answer

A)  TD Bank discussing mortgage rates.
B)  Long-distance telephone calls offered by the Telus Group.
C)  Price Waterhouse Coopers discussing an audit.
D)  Cell phones offered by the Telus Group.E) A) and C)
F) A) and D)

Question 15

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era) . How would you expect the company to react if sales of this new candy bar were much lower than expected?

Accepted Answer

A)  Let's put more aggressive salespeople in the field.
B)  We'd better do some market testing to determine why people are dissatisfied.
C)  Perhaps, we should make candy bars with raisins.
D)  Let's forget the whole thing.E) B) and C)
F) None of the above

Question 16

The societal marketing concept is most closely related to:

Accepted Answer

A)  the controllable forces within an organization's environment.
B)  micromarketing.
C)  the sociocultural environment.
D)  macromarketing.E) All of the above
F) B) and C)

Question 17

When the City of Hamilton encourages their consumers to post pictures of their foodie tour experience on Instagram, Facebook, and Twitter, the City of Hamilton is embracing which marketing concept?

Accepted Answer

A)  promotion
B)  consumer-driven marketing
C)  online marketing
D)  social media marketingE) C) and D)
F) None of the above

Question 18

Dove Beauty Products directs the marketing program for its anti-aging skin serum to older individuals using in-store product placement. Dove considers this group of potential customers to be their:

Accepted Answer

A)  baby-boomer demographic market.
B)  desired market.
C)  target market.
D)  focused market.E) A) and D)
F) A) and C)

Question 19

Which of the following activities is the LEAST objectionable from the standpoint of ethics?

Accepted Answer

A)  supplying a product that satisfies a natural urge but ultimately becomes an addiction
B)  producing children's toys from a material that causes rashes among many people
C)  producing and selling a product that some medical experts believe has dangerous long run health risks
D)  running ads that point out the weaknesses of competitive productsE) C) and D)
F) A) and C)

Question 20

Marketing that is designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer is

Accepted Answer

A)  social marketing.
B)  organizational marketing.
C)  future marketing.
D)  green marketing.E) None of the above
F) A) and D)

Exam 1: Creating Customer Value, Relationships, and Experiences Through Marketing

The four Ps are commonly known as:

Correct AnswerverifiedShow Answer

A single parent would like to hire a nanny, but s/he cannot afford one. Marketing does not occur in this situation because:

Correct AnswerverifiedShow Answer

The societal marketing concept is most closely related to:

Correct AnswerverifiedShow Answer

Describe three different target markets, for three different products or services you, your friends, or family have recently purchased or used.

Correct AnswerverifiedShow Answer

Which of the following activities is the LEAST objectionable from the standpoint of ethics?

Correct AnswerverifiedShow Answer

Who benefits from marketing in our society, and how?

Correct AnswerverifiedShow Answer

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era) . How would you expect the company to react if sales of this new candy bar were much lower than expected?

Correct AnswerverifiedShow Answer

A person living on the street in Winnipeg during the winter likely has a(n) ________ for shelter.

Correct AnswerverifiedShow Answer

Books and movies like the Twilight saga are designed to appeal to teens and young adults interested in vampire love stories. This is the_________ for these shows.

Correct AnswerverifiedShow Answer

When the City of Hamilton encourages their consumers to post pictures of their foodie tour experience on Instagram, Facebook, and Twitter, the City of Hamilton is embracing which marketing concept?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

All of the following are examples of an organization marketing a service EXCEPT:

Correct AnswerverifiedShow Answer

What element of the marketing mix for the City of Hamilton is described by the lower cost of residential and commercial real estate?

Correct AnswerverifiedShow Answer

The interactive marketing concept refers to:

Correct AnswerverifiedShow Answer

Dove Beauty Products directs the marketing program for its anti-aging skin serum to older individuals using in-store product placement. Dove considers this group of potential customers to be their:

Correct AnswerverifiedShow Answer

An ultimate consumer is considered someone who:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which step in a marketing program can sometimes experience communication issues between different departments?

Correct AnswerverifiedShow Answer

Marketing that is designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer is

Correct AnswerverifiedShow Answer

Jo is eight years old and loves chocolate. Her mother will often give her some chocolate along with fresh fruit. To get more chocolate, she must eat her fresh fruit. In marketing terms, the chocolate is an example of a ________because it is something she has learned to like.

Correct AnswerverifiedShow Answer

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