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Today, the standards of marketing practice have shifted from the interests of producers to the interests of


A) nonprofit organizations.
B) government.
C) retailers.
D) stockholders.
E) consumers.

F) B) and C)
G) A) and E)

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If you followed the suggestions of Robert M. McMath, which of the following provides the best advice for a marketer for Colgate, when launching a new version of the toothpaste?


A) Anticipate the future five years out in terms of product form, ingredients, and packaging-to invent the "toothpaste of tomorrow!"
B) Give the product a mysterious name that is unrelated to the product's benefits but instead provokes consumer curiosity.
C) Initiate a Facebook campaign against beverages sweetened with high fructose corn syrup, which can contribute to tooth decay.
D) Create unusual packaging that has special shelving requirements.
E) Study past toothpaste product failures and learn from them.

F) A) and E)
G) B) and C)

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What are the two key objectives of marketing? Define "exchange" and explain how it supports these objectives.

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To serve both buyers and sellers, market...

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A marketing program refers to


A) a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
B) the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line.
C) the marketing manager's controllable factors-product, price, promotion, and place-that can be used to solve a marketing problem.
D) the specific ratio within a marketing budget that divides resources between advertising, promotions, and personal selling.
E) the allocation of resources within a firm toward individual marketing mix elements.

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

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What is the definition of marketing according to the textbook? How does this differ from your previous notion of marketing before beginning this course?

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The American Marketing Association defin...

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The 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?


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

F) A) and B)
G) None of the above

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The societal marketing concept


A) is the moral principles and values that govern the actions and decisions of an organization.
B) is the idea that organizations are part of a larger society and are accountable to that society for their actions.
C) actively tries to understand customer needs and satisfy them while satisfying the firm's goals.
D) involves conducting business in a way that protects the natural environment while making economic progress.
E) is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being.

F) A) and D)
G) A) and C)

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The best description of the market for cosmetic dentistry, where costs can be as much as $15,000 for teeth straightening and whitening, is


A) toddlers with crooked baby teeth, when crooked teeth run in the family.
B) all former smokers who have been smoke-free for at least one year.
C) anyone who has the time, the money, and the desire to undergo the procedures.
D) anyone who has dental insurance.
E) adults who want to make a good first impression for a job interview.

F) A) and B)
G) All of the above

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


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

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

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All of the following are departments within a typical organization except which?


A) finance
B) manufacturing
C) information systems
D) human resources
E) shareholders

F) A) and B)
G) A) and E)

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


A) a product.
B) the price.
C) promotion.
D) the place.
E) the process.

F) B) and D)
G) B) and C)

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Explain the marketing program 3M used to reach the office worker segment with its Post-it® Flag Pen.

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A marketing program integrates the marke...

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Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Other items in the product line contain small bottles of Chiquita Strawberry Banana Fruit smoothie, Capri-Sun juice, or Kool-Aid. The box is bright yellow and the quantity of food contained within it is small. The target market for Kraft Lunchables is most likely


A) moms with school-age children who pack a simple, healthy lunch for them.
B) business people looking for a satisfying breakfast at the office.
C) business travelers on the run.
D) teenagers who are have missed a meal due to after-school activities.
E) baby boomers who are trying to lose weight.

F) C) and E)
G) A) and D)

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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.

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

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