Exam 1: Creating Customer Relationships and Value Through Marketing

Correct Answer

verified

A marketing program integrates the marke...

View Answer

Show Answer

A) an iPhone with a large selection of new apps
B) the local dairy that offers to deliver bottles of milk to a customer's doorstep
C) disposable diapers that come equipped with resealable tabs
D) a gourmet food store that carries a line of ready-made salads
E) a mobile phone company that offers six-month financing, same as cash

Correct Answer

verified

Show Answer

A) people who could purchase a product regardless of who ultimately uses it.
B) one or more specific groups of potential consumers toward which an organization directs its marketing program.
C) former customers who now use competitors' products.
D) the cluster of benefits that an organization develops to satisfy consumers' needs.
E) people with both the desire and the ability to buy a specific offering.

Correct Answer

verified

Show Answer

A) state governments in Arizona and Florida marketing the notion of taking a warm, sunny winter vacation in their states
B) Apple using a TV ad to explain the features of an iPad mini (camera, screen resolution, user interface, etc.)
C) the Nature Conservancy marketing the cause of protecting the environment
D) conservative politicians attempting to persuade voters of the need to slash government spending to reduce a large national deficit
E) charities like the Red Cross marketing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society

Correct Answer

verified

Show 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.

Correct Answer

verified

Show Answer

A) purchasing
B) marketing
C) human resources
D) accounting
E) information systems

Correct Answer

verified

Show Answer

A) There are not two or more parties with unsatisfied needs.
B) A desire to satisfy a need is missing.
C) No assessments of consumer wants and needs have been made.
D) There is no way for the parties involved to communicate.
E) The ability to satisfy a need is missing.

Correct Answer

verified

Show Answer

A) branding.
B) products/services.
C) price.
D) customer service.
E) availability.

Correct Answer

verified

Show Answer

A) the internal strengths of a company that enable the firm to remain competitive.
B) the marketing manager's uncontrollable factors-product, price, promotion, and place-that can be used to solve marketing problems.
C) the unpredictable or uncontrollable availability of natural resources that can enhance or restrain a company's growth.
D) the marketing manager's uncontrollable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces.
E) the marketing manager's controllable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces.

Correct Answer

verified

Show Answer

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.

Correct Answer

verified

Show Answer

A) form; place
B) form; time
C) place; time
D) time; possession
E) form; possession

Correct Answer

verified

C

A) relationship marketing.
B) customer satisfaction promotion.
C) customer relationship management.
D) customer valuation.
E) supplier-consumer partnership.

Correct Answer

verified

Show Answer

A) experience.
B) products/services.
C) customer service.
D) availability.
E) price.

Correct Answer

verified

Show Answer

Correct Answer

verified

One aspect of Twitter is that it allows ...

View Answer

Show Answer

A) In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market.
B) Paralegals were initially the intended target market for the Post-it Flag Highlighter.
C) David Windorski, a 3M inventor, also developed the Post-it Flag Pen for the office worker segment.
D) The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product line.
E) In development of the Post-it Flag Highlighter, David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "wow" factor.

Correct Answer

verified

Show 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.

Correct Answer

verified

Show Answer

Correct Answer

verified

The Chobani product strategy stresses its authentic straining process that removes excess liquid whey.This results in a thicker,creamier yogurt that yields 13 to 18 grams of protein per single-serve cup,depending on the flavor.Chobani yogurt is free of milk protein concentrate and animal-based thickeners,which some manufacturers add to make Greek-style yogurts.Chobani uses three pounds of milk to make one pound of Chobani yogurt.Some other features that make its yogurt "nothing but good," to quote its tagline: (1)higher in protein than regular yogurt; (2)made with real fruit and only natural ingredients; (3)preservative-free; (4)no artificial flavors or artificial sweeteners; and (5)contains five live and active cultures,including three probiotics.Chobani also uses European-style cups with a circular opening exactly 95 millimeters across.This made for a shorter,wider cup that was more visible on retailers' shelves.Moreover,instead of painted-on labels,Chobani uses shrink-on plastic sleeves that adhere to the cup and offer eye-popping colors.Today,Chobani offers its hallmark Chobani yogurt in single-serve and multi-serve sizes,while expanding its authentic strained Greek yogurt to new occasions and forms (Chobani Bite,to reach the "indulgent" segment wanting a healthy snack; Chobani Champions Tubes,targeted at kids; and Chobani Flip,a two-compartment package that lets consumers "flip" mix-ins like granola into the yogurt compartment).

A) utilities.
B) experiences.
C) values.
D) ideas.
E) services.

Correct Answer

verified

D