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Exam 1: Creating Customer Relationships and Value Through Marketing

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Question 71

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Which of the following statements about marketing activities is most accurate?

A) Marketing is affected by society but rarely,if ever,affects society as a whole.
B) The marketing department works closely with other departments and employees to implement marketing activities.
C) Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall) .
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research.
E) Marketing directs the activities of all other departments in a business.

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

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Question 72

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You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river.Oil manufacturers know this is not an isolated occurrence,so should they be concerned?

A) No,you paid for the oil and you can dispose of it as you like.
B) No,the oil company will someday add a premium to the price to pay for oil cleanup in the environment.
C) Yes,this is the type of situation that can get "big oil" a lot of bad press.
D) Yes,this is an issue of social responsibility because the polluted water affects others in the society at large.
E) No,this is an issue solely between you and your neighbors.

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

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Question 73

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Crowdsourcing has been an important method of identifying consumer needs for which of these products?

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes used for the old-fashioned cookies the company produces and markets.The cookies are which part of the company's marketing mix?

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

The uncontrollable forces in a marketing decision involving social,economic,technological,competitive,and regulatory forces are referred to as

Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss and actually causes new hair growth.You plan to sell your product on an Internet website,which you will advertise on late-night television.You are also hoping to obtain free publicity to place stories in men's fashion magazines.You are planning to sell online a 15-ounce bottle for $24.99 plus $7.99 shipping and handling.Using the information provided,identify each element of your marketing mix.

The element of the marketing mix demonstrated when an art gallery suggests a $2 donation at the door is

Concerns about privacy might have been a reason for lackluster sales of which of these products?

A need refers to

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new customers is referred to as the ________ era.

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

A typical marketing department both shapes and ________ its relationship with internal and external groups.

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

Whether an individual is considering a purchase for personal or household use,or an organization is buying for its own use or for resale,the individual or organization would be considered

The value to consumers that comes from the production or alteration of a product or service constitutes ________ utility.

The marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem are referred to as

The United States Army was both praised and criticized for its use of a popular video game,America's Army,which was designed to reach potential recruits.The game's creator,Colonel Casey Wardynski,wanted to provide a sense of the training and teamwork one could find in the Army's military environment.The game was designed for "boys 14 years or older," which represent the Army's

Which of the following is an example of form utility?

A ________ is a plan that integrates the marketing mix to provide a good,service,or idea to prospective buyers.