Question 1

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

Accepted Answer

A)   a product.
B)   the price.
C)   promotion.
D)   the place or distribution.
E)   transportation.

Question 2

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Accepted Answer

A)   No, because the university earned a profit from Cali's tuition.
B)   No, because money was exchanged in the form of tuition and Cali's income will come from her employer, not the graduate school.
C)   No, because the school did not provide Cali with a tangible product, only the potential of an education.
D)   Yes, because the university promised Cali she would graduate on time, and she did.
E)   Yes, because paying tuition was exchanged for knowledge that directly led to Cali's high paying, fulfilling new job.

Question 3

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?

Accepted Answer

A)   a flexible marketing system
B)   a database warehouse
C)   a customer relationship management plan
D)   a competitive intelligence framework
E)   a customer-oriented marketing mix program

Question 4

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

Accepted Answer

Twitter allows organizations to get cust...

Question 5

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it® Flag Highlighter could be manufactured and marketed.

Accepted Answer

The six prelaunch issues included techni...

Question 6

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Accepted Answer

A)   Terrafugia Transition
B)   Pepsi Max
C)   Hot Pockets Snackers
D)   3M Post-it Flag+ Highlighter
E)   Dr. Care toothpaste

Question 7

Marketing discovers consumer needs by

Accepted Answer

A)   implementing a marketing program.
B)   conducting extensive marketing research.
C)   balancing the marketing mix elements-the 4 Ps of the marketing program.
D)   advertising to diverse groups of prospective buyers.
E)   copying the products and services of its competitors.

Question 8

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

Accepted Answer

A)   change
B)   satisfy
C)   create
D)   manipulate
E)   weigh

Question 9

factors are required for marketing to occur: (1) __________; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.

Accepted Answer

A)   a healthy competitive environment
B)   government approval
C)   a sense of social responsibility
D)   an ability to see hidden potential within an environmental force
E)   two or more parties (individuals or organizations)  with unsatisfied needs

Question 10

Initially,Facebook targeted which market segment of consumers?

Accepted Answer

A)   grade school children ages 6 to 12 years old
B)   high school students
C)   college students
D)   adults with professional occupations
E)   senior adults 55 years and older

Question 11

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Accepted Answer

A)   marketing strategy.
B)   macromarketing program.
C)   micromarketing program.
D)   marketing program.
E)   marketing concept.

Question 12

Figure 1-3
-Figure 1-3 above,"B" is accomplished by __________.

Accepted Answer

A)   designing a marketing program
B)   developing the 5 Ps
C)   discovering consumer needs
D)   developing a marketing plan
E)   identifying target markets

Question 13

During October,kiosk or "pop-up" stores often 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 "pop-up" retailers vanish.Is it possible for such a retailer to use relationship marketing? Explain your answer.

Accepted Answer

Generally,students will say "no" based o...

Question 14

Which of the following statements is an example of place utility?

Accepted Answer

A)   airlines that allow you to print your own boarding pass at home
B)   a service station that sells both unleaded gasoline and diesel fuel
C)   a mobile phone company that offers six-month financing, same as cash
D)   cold cut packages that can be zipped close for reuse
E)   an iPhone with a "multitouch" user interface for easy navigation

Question 15

Apple iPhone 4S is rated by Consumer Reports as being one of the best smartphones in the industry.Define customer value.In what ways do you think the Apple iPhone 4S provides value for its customers?

Accepted Answer

Customer value is the unique combination...

Question 16

Zuckerberg is a co-founder of the social networking website called __________.

Accepted Answer

A)   MySpace
B)   Groupon
C)   LinkedIn
D)   Facebook
E)   Twitter

Question 17

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Accepted Answer

A)   relationship marketing.
B)   exclusive dealing.
C)   loyalty marketing.
D)   customer relationship management.
E)   symbiotic marketing.

Question 18

__________ of all new businesses fail within five years of their launch.

Accepted Answer

A)   Only 5 percent
B)   Only 10 percent
C)   Only 25 percent
D)   About 40 percent
E)   Over 50 percent

Question 19

Customer relationship management (CRM) is most closely related to the __________ era in U.S.business history.

Accepted Answer

A)   customer relationship
B)   production
C)   sales
D)   marketing concept
E)   societal marketing

Question 20

Figure 1-5
-Figure 1-5 above,letter "C" represents which era in U.S.business history?

Accepted Answer

A)   sales era
B)   production era
C)   age of consumerism
D)   marketing concept era
E)   customer relationship era

Exam 1: Creating Customer Relationships and Value Through Marketing

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Correct Answer
verified

Initially,Facebook targeted which market segment of consumers?

Correct Answer
verified

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Correct Answer
verified

Zuckerberg is a co-founder of the social networking website called __________.

Correct Answer
verified

__________ of all new businesses fail within five years of their launch.

Correct Answer
verified

Figure 1-5 -Figure 1-5 above,letter "C" represents which era in U.S.business history?

Correct Answer
verified

factors are required for marketing to occur: (1) __________; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.

Correct Answer
verified

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it^®Flag Highlighter could be manufactured and marketed.

Correct Answer
verified
The six prelaunch issues included techni...
View Answer

Figure 1-3 -Figure 1-3 above,"B" is accomplished by __________.

Correct Answer
verified

Correct Answer
verified
Generally,students will say "no" based o...
View Answer

Marketing discovers consumer needs by

Correct Answer
verified

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Correct Answer
verified

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

Correct Answer
verified
Twitter allows organizations to get cust...
View Answer

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

Correct Answer
verified

Customer relationship management (CRM) is most closely related to the __________ era in U.S.business history.

Correct Answer
verified

Apple iPhone 4S is rated by Consumer Reports as being one of the best smartphones in the industry.Define customer value.In what ways do you think the Apple iPhone 4S provides value for its customers?

Correct Answer
verified
Customer value is the unique combination...
View Answer

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Correct Answer
verified

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

Correct Answer
verified

Which of the following statements is an example of place utility?

Correct Answer
verified

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

Correct AnswerverifiedShow Answer

Initially,Facebook targeted which market segment of consumers?

Correct AnswerverifiedShow Answer

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

Correct AnswerverifiedShow Answer

Zuckerberg is a co-founder of the social networking website called __________.

Correct AnswerverifiedShow Answer

__________ of all new businesses fail within five years of their launch.

Correct AnswerverifiedShow Answer

Figure 1-5 -Figure 1-5 above,letter "C" represents which era in U.S.business history?

Correct AnswerverifiedShow Answer

factors are required for marketing to occur: (1) __________; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange.

Correct AnswerverifiedShow Answer

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it® Flag Highlighter could be manufactured and marketed.

Correct AnswerverifiedThe six prelaunch issues included techni...View AnswerShow Answer

Figure 1-3 -Figure 1-3 above,"B" is accomplished by __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedGenerally,students will say "no" based o...View AnswerShow Answer

Marketing discovers consumer needs by

Correct AnswerverifiedShow Answer

local college of business offers an outstanding graduate business school education program.Cali pays the tuition to attend and earns her MBA with a concentration in marketing management.Upon graduating,she is offered a high paying,fulfilling position.Was this a marketing exchange?

Correct AnswerverifiedShow Answer

Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter benefit both customers and organizations?

Correct AnswerverifiedTwitter allows organizations to get cust...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Customer relationship management (CRM) is most closely related to the __________ era in U.S.business history.

Correct AnswerverifiedShow Answer

Apple iPhone 4S is rated by Consumer Reports as being one of the best smartphones in the industry.Define customer value.In what ways do you think the Apple iPhone 4S provides value for its customers?

Correct AnswerverifiedCustomer value is the unique combination...View AnswerShow Answer

Which of the following products mentioned in Chapter 1 of the textbook failed in the marketplace?

Correct AnswerverifiedShow Answer

serve both buyers and sellers,marketing seeks to discover and __________ the needs and wants of prospective customers.

Correct AnswerverifiedShow Answer

Which of the following statements is an example of place utility?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it^®Flag Highlighter could be manufactured and marketed.

Correct Answer
verified
The six prelaunch issues included techni...
View Answer

Correct Answer
verified

Correct Answer
verified
Generally,students will say "no" based o...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Twitter allows organizations to get cust...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Customer value is the unique combination...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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