Question 1

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)T...

Question 2

The founder of Chobani,who won the 2013 Ernst & Young World Entrepreneur of the Year award,is

Accepted Answer

A)   Mark Zuckerberg.
B)   Joe Demapolis.
C)   Hamdi Ulukaya.
D)   Robert M. McMath.
E)   David Windorski.F) B) and D)
G) A) and B)

Question 3

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) C) and E)
G) C) and D)

Question 4

Ultimate consumers are

Accepted Answer

A)   the people who use the products and services purchased for a household.
B)   people who have already purchased a firm's product at least once, have been satisfied, and are likely to make repeat purchases.
C)   people or organizations that have used a competitor's product and who have been dissatisfied, and who are still seeking a product or service to satisfy their needs.
D)   those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale.
E)   one or more specific groups of potential customers toward whom an organization directs its marketing program.F) B) and C)
G) All of the above

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

The American Marketing Association defin...

Question 7

Which element of the marketing mix is affected when the Mandarin Oriental hotel in New York increases its weekend rates to $795 per night?

Accepted Answer

A)   product
B)   price
C)   promotion
D)   place
E)   productionF) D) and E)
G) A) and B)

Question 8

One challenge faced by organizations is that each must ______ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

Accepted Answer

A)   resist
B)   strike a balance among
C)   develop
D)   be responsible for
E)   minimizeF) A) and E)
G) B) and D)

Question 9

.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.

Accepted Answer

The shampoo is the product element.The I...

Question 10

Effective marketing benefits society because it

Accepted Answer

A)   reduces competition, making the playing field more even.
B)   improves the quality of products and services regardless of the cost.
C)   allows companies to charge whatever price they want, regardless of product quality.
D)   makes countries more competitive in world markets while simultaneously reducing competition in their home markets.
E)   enhances competition, which improves the quality of products and services and lowers prices.F) A) and B)
G) B) and C)

Question 11

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?

Accepted Answer

A)   the profit motive since aging baby boomers are a large, profitable market
B)   the social responsibility concept
C)   the necessity of matching competitors' actions
D)   new regulatory Medicare mandates as a result of the Affordable Care Act
E)   the mandate by its industry's code of ethicsF) A) and B)
G) D) and E)

Question 12

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

Accepted Answer

A)   people who are nostalgic about childhood lemonade stands they had during hot summers.
B)   people with a desire for a cool beverage other than soda or water.
C)   product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets.
D)   a local distributor of alcoholic beverages.
E)   a nutritionist promoting the health benefits of adequate hydration.F) D) and E)
G) A) and B)

Question 13

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

Accepted Answer

A)   the 5 Fs of marketing.
B)   environmental forces.
C)   business conditions.
D)   a marketing ecosystem.
E)   a business sphere.F) C) and D)
G) B) and E)

Question 14

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Accepted Answer

A)   time
B)   place
C)   market
D)   possession
E)   formF) A) and E)
G) A) and C)

Question 15

Conducting marketing research is an excellent way to address the first objective in marketing,which is to discover consumers'

Accepted Answer

A)   diversity of opinion, to create persuasive advertising messages.
B)   income, to determine the most lucrative price point for a product.
C)   lifetime value of an offering to the organization.
D)   characteristics, that would be useful to segment markets.
E)   needs, to create products that could satisfy them.F) B) and E)
G) B) and D)

Question 16

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?

Accepted Answer

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) D) and E)
G) B) and D)

Question 17

All of the following are environmental forces that affect an organization except which?

Accepted Answer

A)   economic
B)   geographical
C)   social
D)   regulatory
E)   technologicalF) B) and E)
G) C) and E)

Question 18

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) B) and E)
G) C) and D)

Question 19

All of the following constitute the four Ps of the marketing mix except which?

Accepted Answer

A)   promotion
B)   profitability
C)   price
D)   place
E)   productF) A) and D)
G) All of the above

Question 20

A local university offers business courses for a target market of people who currently work and want to take refresher courses for certification in their business field (marketing,accounting,etc.) .Which of the following would be the most effective way to communicate with the target market,bearing in mind that communication must be both effective and economical?

Accepted Answer

A)   put announcements on campus bulletin boards
B)   distribute promotional materials during classes
C)   advertise on national television
D)   advertise on local hip-hop radio shows
E)   advertise in the local newspaperF) A) and B)
G) A) and C)

Exam 1: Creating Customer Relationships and Value Through Marketing

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Correct Answer
verified

Organizational buyers are described as

Correct Answer
verified

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?

Correct Answer
verified

The founder of Chobani,who won the 2013 Ernst & Young World Entrepreneur of the Year award,is

Correct Answer
verified

All of the following are environmental forces that affect an organization except which?

Correct Answer
verified

All of the following constitute the four Ps of the marketing mix except which?

Correct Answer
verified

One challenge faced by organizations is that each must ______ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

Correct Answer
verified

Ultimate consumers are

Correct Answer
verified

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)T...
View 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 Answer
verified

Correct Answer
verified
The shampoo is the product element.The I...
View Answer

Effective marketing benefits society because it

Correct Answer
verified

Conducting marketing research is an excellent way to address the first objective in marketing,which is to discover consumers'

Correct Answer
verified

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

Correct Answer
verified

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

Correct Answer
verified

Correct Answer
verified

Which element of the marketing mix is affected when the Mandarin Oriental hotel in New York increases its weekend rates to $795 per night?

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified
The American Marketing Association defin...
View Answer

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

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes __________ utility.

Correct AnswerverifiedShow Answer

Organizational buyers are described as

Correct AnswerverifiedShow Answer

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?

Correct AnswerverifiedShow Answer

The founder of Chobani,who won the 2013 Ernst & Young World Entrepreneur of the Year award,is

Correct AnswerverifiedShow Answer

All of the following are environmental forces that affect an organization except which?

Correct AnswerverifiedShow Answer

All of the following constitute the four Ps of the marketing mix except which?

Correct AnswerverifiedShow Answer

One challenge faced by organizations is that each must ______ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

Correct AnswerverifiedShow Answer

Ultimate consumers are

Correct AnswerverifiedShow Answer

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)T...View AnswerShow 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

Correct AnswerverifiedThe shampoo is the product element.The I...View AnswerShow Answer

Effective marketing benefits society because it

Correct AnswerverifiedShow Answer

Conducting marketing research is an excellent way to address the first objective in marketing,which is to discover consumers'

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which element of the marketing mix is affected when the Mandarin Oriental hotel in New York increases its weekend rates to $795 per night?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedThe American Marketing Association defin...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified
The shampoo is the product element.The I...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The American Marketing Association defin...
View Answer

Correct Answer
verified