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Exam 1: Creating Customer Value, Relationships, and Experiences Through Marketing

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Question 71

Multiple Choice

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Thirkell Farms Gourmet Ice Cream Enhancer is the brand name for a mix designed for use in ice cream machines. The mixes are sold in 500 gram vacu-packs for $5.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and through ice cream machine demonstrations the company's founder gives to groups in the area of Kingston where he lives. This is a description of the company's:

A) market segmentation strategy.
B) marketing mix.
C) action plan.
D) mission statement.

E) A) and D)
F) B) and C)

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Question 72

Multiple Choice

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Janelle works in the marketing department in a public organization in Iqaluit, Nunavut, whose responsibility is public safety. Which of the following statements is not true?

A) Marketing activities provide the customer-satisfying products required for the organization to survive and prosper.
B) Environmental factors affect marketing activities.
C) The marketing department works closely with other departments and employees to implement marketing activities.
D) Marketing activities are not used in public organizations.

E) A) and B)
F) None of the above

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Question 73

Multiple Choice

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Marketing occurs when the transaction takes place. Essential to this process is the idea of exchange. To marketing people, exchange refers to the:

Which of the following statements about the marketing concept era is true?

In BC, there is a marketing campaign called WorkSafeBC designed to encourage young university and college students to keep safe in the workplace. After viewing various advertisements encouraging students to volunteer their time to give safety seminars, Thomas began paying closer attention to safety issues in his chemistry laboratories at university and decided to volunteer his time to get involved in Delivering these safety seminars across campus. He felt personally satisfied that he was giving something back to his university. Was this a marketing exchange?

The Hotel Westcourt in Ottawa is next to Metrocentre, a vast shopping mall. The hotel wants to market its location and many other amenities to convention-goers from other provinces and states. What requirement will not be needed for marketing to occur?

Supply exceeded demand; products could be differentiated from each other; and producers determined different consumer wants and needs. This statement most likely refers to which era in business history?

Disney calculates the total profit generated by their customers' purchases and visits to be over $20,000 CDN over the customers' lifetime. They refer to this as:

Which element of the marketing mix is demonstrated when a company manufactures an electrolyte-rich recovery drink for post-workout consumption?

A local university offers business courses for a specific target market composed of people who are currently working who want to take refresher courses or work toward further degrees. 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?

Google uses environmentally friendly Prius vehicles to do their driving around cities to collect data for Google Maps Streetview. This is an illustration of the issue of:

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 a month?

Managing the customers' interactions with the organization at all levels and at all touchpoints so that the customer has a positive impression of the organization, is satisfied with the experience, and will remain loyal to the organization is referred to as:

Suppose you are a university student taking a full course load, working 15-20 hours per week, and finding it necessary to fund the majority of your tuition and living expenses with a student loan. However, you see an ad for a two-week all-inclusive 'young person' holiday package to a resort in the Caribbean and you would desperately like to purchase a ticket for this vacation. What factor is not likely to prevent you from engaging in a marketing transaction?

3M innovators developed Scotchbrite Never Rust Wool Soap Pads from recycled plastic bottles. These soap pads are more expensive than competitors (S.O.S. and Brillo) but also superior to them because Scotchbrite Never Rust Wool Soap Pads don't rust or scratch. Which statement most accurately reflects this solution?

City of Hamilton specifically targets each of the following segments except:

In November and December, kiosk stores appear in many malls. Typically the kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts. In January these kiosk retailers vanish. Is it possible for such a kiosk retailer to use customer relationship management? Explain your answer.

Though the City of Hamilton was once a manufacturing town, while the steel plant remains, their intent is to continue economic viability through all of the following except:

Which of the following is the best example of an organizational buyer?

A plan that integrates the elements of the marketing mix to provide goods, services, or ideas to the consumer and prospective buyers is referred to as: