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Exam 1: Creating Customer Relationships and Value Through Marketing

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Question 51

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All of the following are aspects of Trader Joe's customer experience except which?

A) It has a large and expensive research and development facility.
B) It offers unusual food products not available from other retailers.
C) Its commitment to customer experience has resulted in its rank as a favorite supermarket.
D) It sets low prices by offering its own brands, not national ones.
E) It provides rare employee "engagement" to help customers.

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

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Question 52

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The marketing mix refers to

A) the multiple sales and advertising strategies that can be used to promote a product.
B) the dynamic forces-social, economic, technological, competitive, and regulatory-to which a marketing manager must constantly adapt.
C) the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.
D) the marketing manager's controllable factors that can be used to solve marketing problems.
E) a set of complementary products that when sold together generate more sales than when sold separately.

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

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Question 53

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During October,kiosk or "pop-up" stores appear in many malls for the holiday season.Typically,these kiosks sell gift boxes of cheese,jewelry,and other items people think are appropriate seasonal gifts.In January,these retailers vanish.Is it possible for such a retailer to use relationship marketing? Explain your answer.

Marketing refers to

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?

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

Innovations in the textile industry have led to fabrics that help regulate body temperature,reduce wind resistance,and control muscle vibration,all of which help improve athletic performance.This shows how manufacturing can create __________ utility.

Many companies subscribe to being "green" because they feel that consumers value this.Yet,in many of these same firms,office computers are left on 24 hours a day and office paper is not recycled.This example indicates it is not always easy for firms to act in accordance with the

In China,many people are removing their money from the state banks and lending it out themselves.The interest rate earned in a state bank account is about one-half the rate of inflation.On the other hand,lending money to friends,relatives,and even unrelated entrepreneurs can often earn the investor a rate at least double the inflation rate.The gray market,an underground network of investors and private businesses,moves the cash from lenders to businesses.Did marketing occur here? Explain your answer.

Hudson News Distribution owners Lisa and James Cohen recently launched a quarterly art and interior design magazine,Galerie,to be distributed exclusively in their retail stores.Who is the ultimate consumer for this magazine?

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

The Hermitage,a famous Russian art museum,was experiencing a decrease in visitors that was blamed on low awareness of the museum's treasures.The Hermitage partnered with IBM to create an online virtual tour of a sampling of paintings,sculptures,artifacts,etc.,hopefully encouraging visitors to make a trip to experience it all.The Hermitage is a(n) __________ that uses online virtual tours to market itself worldwide.

Dick's Sporting Goods carries baseballs year-round.The same is true for footballs and tennis equipment.With this strategy,Dick's Sporting Goods offers __________ utility for these products.

What are the three components of a person's ability to buy an offering?

The element of the marketing mix that describes a means of communication between the seller and buyer is known as

Studies of new product launches indicate that about __________ percent of the products fail.

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

What four factors are required for marketing to occur?

Showstoppers refer to

Which of the following statements best describes a service?