Question 1

A product

Accepted Answer

A)  consists of the benefits or customer value received by its sellers.
B)  is the cluster of benefits that an organization promises customers to satisfy their needs.
C)  is a good,service,or idea consisting of a bundle of tangible and intangible attributes that satisfy consumers' needs and is received in exchange for money or something else of value.
D)  consists of items that the consumer purchases frequently,conveniently,and with a minimum of shopping effort.
E)  is the set of intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.F) A) and E)
G) None of the above

Question 2

A ________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Accepted Answer

A)  desire
B)  need
C)  utility
D)  want
E)  cravingF) B) and E)
G) C) and D)

Question 3

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 B)
G) A) and E)

Question 4

Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread making machines.The mixes are sold in 2-pound canisters for $14.99 plus shipping.People learn about the product through word-of-mouth and bread machine demonstrations the company's founder gives to groups in Wisconsin,where she lives.The products are only available through the mail.This is a description of the company's

Accepted Answer

A)  action plan.
B)  market segmentation strategy.
C)  mission statement.
D)  marketing mix.
E)  target market.F) B) and D)
G) A) and D)

Question 5

Customer relationship management refers to

Accepted Answer

A)  the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
B)  the process of identifying prospective buyers,understanding them intimately,and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace.
C)  the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals.
D)  the links an organization has to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit.
E)  the cluster of benefits that an organization promises customers to satisfy their needs.F) A) and D)
G) B) and C)

Question 6

Which of the following statements about marketing is most accurate?

Accepted Answer

A)  Unless you take a marketing class,you will never truly know anything about marketing.
B)  Marketing is nothing more than common sense.
C)  Marketing requires an innate sense of creativity;you either have it or you don't.
D)  You can call yourself a marketing expert only if you have sold something.
E)  You have significant marketing expertise since you make marketing-related decisions every day.F) A) and C)
G) A) and D)

Question 7

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)Th...

Question 8

The idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals reflects the

Accepted Answer

A)  concept of synergy.
B)  marketing concept.
C)  principle of customer relationship management.
D)  societal marketing concept.
E)  consumerism concept.F) A) and B)
G) A) and C)

Question 9

Organizational buyers are described as

Accepted Answer

A)  only companies that purchase raw materials and natural resources for manufacturing.
B)  employees who purchase household items for their personal use.
C)  any individual or group making a purchase worth over $100,000.
D)  manufacturers,retailers,or government agencies that buy products for their own use or for resale.
E)  any organization that uses products purchased or meant for a household.F) D) and E)
G) C) and D)

Question 10

A want refers to

Accepted Answer

A)  a sense of personal inadequacy based upon observations by others around you.
B)  a powerful desire that causes a person to take action.
C)  a need that is shaped by a person's knowledge,culture,or personality.
D)  a feeling of being deprived of something,but not fully understanding what it may be.
E)  a feeling of deprivation of basic necessities such as food,clothing,and shelter.F) B) and E)
G) A) and B)

Question 11

The unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and before- and after-sale service at a specific price is called

Accepted Answer

A)  customer value.
B)  target marketing.
C)  benefit proposition.
D)  value-based marketing.
E)  a customer value proposition.F) A) and D)
G) B) and D)

Question 12

FreshCase packaging is the first-ever vacuum package for red meat that maintains the meat's appetizing color,reducing both food and plastic waste.This is an example of creating ________ utility in the case-ready meat category.

Accepted Answer

A)  time
B)  place
C)  form
D)  possession
E)  marketF) A) and E)
G) A) and D)

Question 13

An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Accepted Answer

A)  All should benefit from the marketing of an organization's offering.
B)  Everyone has a say in the ultimate design of a product.
C)  Everyone is legally culpable if something goes wrong with a product.
D)  All have to make some type of direct financial investment in the organization so it can profitably sell its products.
E)  All use the products and/or services marketed by the organization.F) A) and C)
G) B) and C)

Question 14

What kinds of organizations should engage in marketing?

Accepted Answer

A)  only those that can afford to advertise
B)  only very large and established for-profit organizations
C)  only Fortune 5,000 companies
D)  every organization regardless of the kind
E)  only if the organization has a profit motivationF) C) and D)
G) A) and E)

Question 15

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

Accepted Answer

A)  financial remuneration.
B)  exchange.
C)  countertrade.
D)  barter.
E)  marketing.F) C) and D)
G) A) and B)

Question 16

With respect to the history of American business,the ________ era covered the years from the 1920s to the 1960s.

Accepted Answer

A)  production
B)  sales
C)  marketing concept
D)  customer relationship
E)  market orientationF) C) and E)
G) A) and E)

Question 17

A local candidate running for office would very much like to have your vote.She promises that she will "make the country better." Because all candidates for public office say this,you doubt you'll see real results and decide not to vote for her.Marketing will not occur in this situation because

Accepted Answer

A)  marketing doesn't apply to the voting process.
B)  the desire and ability to satisfy needs is missing.
C)  there is no direct way for the parties to communicate.
D)  something to exchange is missing.
E)  there is only one party involved in this situation.F) A) and E)
G) B) and E)

Question 18

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

Accepted Answer

A)  a college student buying paper towels in bulk for herself and her roommates
B)  a store owner buying hand-woven tablecloths to sell in her store
C)  a computer programmer buying the latest game for her Xbox
D)  a botanist buying a rose bush for his home garden
E)  a parent buying a softball glove for a daughterF) A) and D)
G) B) and D)

Question 19

The marketing mix elements are called ________ because they are the responsibility of the marketing department in an organization.

Accepted Answer

A)  administrative forces
B)  profitability factors
C)  stakeholder value generators
D)  target market segments
E)  controllable factorsF) A) and B)
G) A) and C)

Question 20

All of the following are true about marketing except which?

Accepted Answer

A)  Marketing is a broader activity than advertising.
B)  Marketing stresses the importance of delivering genuine benefits in the offerings of goods,services,and ideas sold to customers.
C)  Successful marketing usually results in one "winner" and one or more "losers."
D)  When an organization engages in marketing,it should also create value for its partners and society.
E)  Marketing is a broader activity than personal selling.F) A) and D)
G) A) and E)

Exam 1: Creating Customer Relationships and Value Through Marketing

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)Th...
View Answer

Organizational buyers are described as

Correct Answer
verified

A local candidate running for office would very much like to have your vote.She promises that she will "make the country better." Because all candidates for public office say this,you doubt you'll see real results and decide not to vote for her.Marketing will not occur in this situation because

Correct Answer
verified

Correct Answer
verified

The unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and before- and after-sale service at a specific price is called

Correct Answer
verified

What kinds of organizations should engage in marketing?

Correct Answer
verified

A ________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Correct Answer
verified

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

Correct Answer
verified

FreshCase packaging is the first-ever vacuum package for red meat that maintains the meat's appetizing color,reducing both food and plastic waste.This is an example of creating ________ utility in the case-ready meat category.

Correct Answer
verified

A product

Correct Answer
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Customer relationship management refers to

Correct Answer
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A want refers to

Correct Answer
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All of the following are true about marketing except which?

Correct Answer
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An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Correct Answer
verified

With respect to the history of American business,the ________ era covered the years from the 1920s to the 1960s.

Correct Answer
verified

Which of the following statements about marketing is most accurate?

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

The marketing mix elements are called ________ because they are the responsibility of the marketing department in an organization.

Correct Answer
verified

The idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals reflects the

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

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)Th...View AnswerShow Answer

Organizational buyers are described as

Correct AnswerverifiedShow Answer

A local candidate running for office would very much like to have your vote.She promises that she will "make the country better." Because all candidates for public office say this,you doubt you'll see real results and decide not to vote for her.Marketing will not occur in this situation because

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and before- and after-sale service at a specific price is called

Correct AnswerverifiedShow Answer

What kinds of organizations should engage in marketing?

Correct AnswerverifiedShow Answer

A ________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Correct AnswerverifiedShow Answer

The trade of things of value between buyer and seller so that each is better off after the trade is referred to as

Correct AnswerverifiedShow Answer

FreshCase packaging is the first-ever vacuum package for red meat that maintains the meat's appetizing color,reducing both food and plastic waste.This is an example of creating ________ utility in the case-ready meat category.

Correct AnswerverifiedShow Answer

A product

Correct AnswerverifiedShow Answer

Customer relationship management refers to

Correct AnswerverifiedShow Answer

A want refers to

Correct AnswerverifiedShow Answer

All of the following are true about marketing except which?

Correct AnswerverifiedShow Answer

An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Correct AnswerverifiedShow Answer

With respect to the history of American business,the ________ era covered the years from the 1920s to the 1960s.

Correct AnswerverifiedShow Answer

Which of the following statements about marketing is most accurate?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The marketing mix elements are called ________ because they are the responsibility of the marketing department in an organization.

Correct AnswerverifiedShow Answer

The idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals reflects the

Correct AnswerverifiedShow Answer

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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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