Question 1

Kraft produces Lunchables,a prepackaged meal usually consisting of several crackers,small slices of meat,and small slices of cheese.Other items in the product line contain small bottles of Chiquita Strawberry Banana Fruit smoothie,Capri-Sun juice,or Kool-Aid.The box is bright yellow and the quantity of food contained within it is small.The target market for Kraft Lunchables is MOST LIKELY:

Accepted Answer

A)  moms with school-age children who pack a simple healthy lunch for them.
B)  business people looking for a fulfilling breakfast at the office.
C)  business travelers on the run.
D)  teenagers who are hungry for an after-school snack.
E)  baby boomers who are trying to lose weight.F) A) and D)
G) B) and E)

Question 2

The United States Army recently has been both praised and criticized for its use of a popular video game,America's Army,which is designed to reach potential recruits.The game's creator,Colonel Casey Wardynski,wanted to provide a sense of the training and teamwork one could find in the Army's military environment.The game is designed for "boys 14 years or older," which represent the Army's __________.

Accepted Answer

A)  mass market
B)  actual recruits
C)  restricted market
D)  target market
E)  untapped marketF) All of the above
G) B) and C)

Question 3

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Accepted Answer

A)  desire
B)  need
C)  utility
D)  want
E)  cravingF) All of the above
G) A) and E)

Question 4

A church put advertisements in its weekly bulletins to encourage its members to participate in the services by telling a brief,positive story about how fellow members have helped them during times of need.Jack volunteered and shared his story during a service.Afterwards,he felt joyous.Was this an exchange in a marketing sense?

Accepted Answer

A)  Yes,because the church ran an advertisement,a marketing activity.
B)  No,because the church is nonprofit organization and these actions are expected without any expectation of "exchange."
C)  No,because no money was exchanged.
D)  Yes,because sharing his story at a service was exchanged for a feeling of joy.
E)  No,because the church did not provide Jack with a tangible product or service.F) D) and E)
G) A) and E)

Question 5

Showstoppers refer to

Accepted Answer

A)  creative or innovative members of a marketing team.
B)  unexpected alternative uses for a product that result in a sudden increase in sales.
C)  factors that might doom a product in the marketplace.
D)  a sudden loss of financial backing even though the item is in production.
E)  a situation when a competitor's product suddenly beats a firm's new product to the marketplace.F) B) and D)
G) A) and C)

Question 6

Which of the following statements best distinguishes between consumer needs and wants?

Accepted Answer

A)  Needs are far more influential than wants with respect to marketing decision making.
B)  Wants affect marketing decisions primarily for planned purchases while needs affect marketing decisions primarily for impulse purchases.
C)  Wants occur when a person feels deprived of basic necessities such as food,clothing,and shelter while needs are determined by a person's knowledge,culture,or personality.
D)  Needs occur when a person feels deprived of basic necessities such as food,clothing,and shelter while wants are determined by a person's knowledge,culture,or personality.
E)  Needs and wants are psychologically the same.F) A) and E)
G) All of the above

Question 7

Customer value refers to

Accepted Answer

A)  the need of a customer to receive the highest quality product at the lowest possible price.
B)  the least expensive product that will provide it with most of the basic benefits.
C)  a statement that,before product development begins,identifies (1) a well-defined target market; (2) specific customers' needs,wants,and preferences;and (3) what the product will be and do to satisfy consumers.
D)  the unique combination of benefits received by targeted buyers that includes quality,convenience,on-time delivery,and both before-sale and after-sale service at a specific price.
E)  the cluster of benefits that an organization promises customers to satisfy their needs.F) A) and C)
G) A) and B)

Question 8

As shown in the ad above,Target has been successful by offering consumers the best

Accepted Answer

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

Question 9

Define the marketing concept.

Accepted Answer

The marketing concept is the i...

Question 10

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

Accepted Answer

A)  a mother buying milk for her young son
B)  a store owner buying hand-painted slate signs to sell in her store
C)  a computer programmer buying the latest game for his Xbox.
D)  a botanist buying a rose bush for his home garden
E)  a parent buying a softball glove for a daughterF) B) and E)
G) A) and B)

Question 11

If you wanted a new pair of shoes during the Civil War,you traced the outline of your foot on a piece of paper and gave it to a shoemaker.There was no distinction between the right and left foot because you wanted your shoes as quickly as possible,and the shoemaker knew that you would buy them even if they just "sort of" fit.This is an example of a transaction that would have occurred during the __________ era in U.S.business history.

Accepted Answer

A)  marketing concept
B)  sales
C)  production
D)  societal marketing concept
E)  market orientationF) A) and B)
G) C) and D)

Question 12

List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

Accepted Answer

The five environmental forces mainly bey...

Question 13

Whether an individual is buying for personal or household use,or an organization is buying for its own use or for resale,the individual or organization would be considered

Accepted Answer

A)  a prospective customer.
B)  a dual-purpose marketing decision maker.
C)  a potential distributor.
D)  an informed buyer.
E)  an end-user.F) A) and E)
G) None of the above

Question 14

If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as 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 the product's benefits but 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) A) and D)
G) A) and B)

Question 15

In Figure 1-2 above,"A" represents an organization's alliances with

Accepted Answer

A)  suppliers.
B)  customers.
C)  shareholders.
D)  other departments.
E)  other organizations.F) B) and D)
G) B) and E)

Question 16

The four Ps are commonly known as

Accepted Answer

A)  the environmental or uncontrollable forces.
B)  the environmental or controllable factors.
C)  the marketing mix or controllable factors.
D)  the marketing mix or uncontrollable forces.
E)  predict,produce,package,and persuade.F) B) and E)
G) A) and E)

Question 17

The marketing mix refers to

Accepted Answer

A)  the selection of product benefits and attributes that are to be added to or subtracted from a given product to create variations within a product line.
B)  the specific ratio within a budget that divides resources between advertising,sales promotion,and personal selling.
C)  the marketing manager's controllable factors-product,price,promotion,and place-that can be used to solve a marketing problem.
D)  the allocation of resources within a firm towards individual marketing programs.
E)  the environmental forces-social,economic,technological,competitive,and regulatory-that impact the marketing decisions for a particular product at any given time.F) D) and E)
G) C) and D)

Question 18

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 legislation
E)  the mandate by its industry's code of ethicsF) C) and E)
G) B) and E)

Question 19

An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Accepted Answer

A)  All are stakeholders and should benefit from the marketing of an organization's offering.
B)  Everyone has a say in the ultimate design of a product.
C)  Everyone is legally culpable if something goes wrong with a product.
D)  All have to make some type of direct financial investment in the organization so it can profitably sell its products.
E)  All use the products and/or services marketed by the organization.F) None of the above
G) A) and B)

Question 20

A market orientation refers to

Accepted Answer

A)  the orientation of an organization that focuses its efforts on: (1) continuously collecting information about the environment; (2) keeping abreast of the actions of its competitors;and (3) using this information to create customer value.
B)  the orientation of an organization that focuses its efforts on: (1) continuously collecting information about customers' needs; (2) sharing this information across departments;and (3) using it to create customer value.
C)  the belief that the buying environment for any given industry is volatile and therefore all marketing decisions should be short-term and easily adaptable to change.
D)  the belief that the buying environment for any given industry is relatively stable and therefore all marketing decisions should be long-term to prevent loss of focus.
E)  the point of view that holds that there is always someone who needs or can benefit from your product,and if one segment fails,there is an even better one somewhere in the "market."F) B) and D)
G) B) and E)

Exam 1: Creating Customer Relationships and Value Through Marketing

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Correct Answer
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Define the marketing concept.

Correct Answer
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The marketing concept is the i...
View Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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Whether an individual is buying for personal or household use,or an organization is buying for its own use or for resale,the individual or organization would be considered

Correct Answer
verified

The marketing mix refers to

Correct Answer
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If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as toothpaste?

Correct Answer
verified

An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Correct Answer
verified

In Figure 1-2 above,"A" represents an organization's alliances with

Correct Answer
verified

As shown in the ad above,Target has been successful by offering consumers the best

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

Which of the following statements best distinguishes between consumer needs and wants?

Correct Answer
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Customer value refers to

Correct Answer
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List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

Correct Answer
verified
The five environmental forces mainly bey...
View Answer

Correct Answer
verified

A market orientation refers to

Correct Answer
verified

Correct Answer
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The four Ps are commonly known as

Correct Answer
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Showstoppers refer to

Correct Answer
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Exam 1: Creating Customer Relationships and Value Through Marketing

A __________ occurs when a person feels deprived of basic necessities such as food,clothing,and shelter.

Correct AnswerverifiedShow Answer

Define the marketing concept.

Correct AnswerverifiedThe marketing concept is the i...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Whether an individual is buying for personal or household use,or an organization is buying for its own use or for resale,the individual or organization would be considered

Correct AnswerverifiedShow Answer

The marketing mix refers to

Correct AnswerverifiedShow Answer

If you followed the suggestions of Robert M.McMath,which of the following provides the best advice for a marketer,such as Colgate,when launching a new consumer product,such as toothpaste?

Correct AnswerverifiedShow Answer

An organization's stockholders,its suppliers,its employees,its customers,and society at large all share what in common with regard to an organization?

Correct AnswerverifiedShow Answer

In Figure 1-2 above,"A" represents an organization's alliances with

Correct AnswerverifiedShow Answer

As shown in the ad above,Target has been successful by offering consumers the best

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

Which of the following statements best distinguishes between consumer needs and wants?

Correct AnswerverifiedShow Answer

Customer value refers to

Correct AnswerverifiedShow Answer

List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

Correct AnswerverifiedThe five environmental forces mainly bey...View AnswerShow Answer

Correct AnswerverifiedShow Answer

A market orientation refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The four Ps are commonly known as

Correct AnswerverifiedShow Answer

Showstoppers refer to

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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The marketing concept is the i...
View 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
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Correct Answer
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The five environmental forces mainly bey...
View 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
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