Question 1

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Accepted Answer

A)   stay ahead of trends and focus its marketing program on only one segment.
B)   stay ahead of trends and focus its marketing program expanding distribution.
C)   increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes.
D)   preempt a competitive move by Sanford's Sharpie to introduce a similar product.
E)   help college students with their studying.F) A) and B)
G) B) and C)

Question 2

All of the following are points of difference for Chobani yogurt except which?

Accepted Answer

A)   It uses a shorter, wider cup that is more visible on retailers' shelves.
B)   It is preservative-free.
C)   It is higher in protein than regular yogurt.
D)   It uses a proprietary animal-based thickener.
E)   It uses a straining process that removes excess liquid whey.F) None of the above
G) A) and B)

Question 3

A need that has been shaped by a person's knowledge,culture,and personality results in a

Accepted Answer

A)   desire.
B)   want.
C)   utility.
D)   demand.
E)   requirement.F) A) and D)
G) D) and E)

Question 4

All of the following statements about the overall marketing program for 3M's Post-it Flag Highlighters are true except which?

Accepted Answer

A)   David Windorski, a 3M inventor, designed the second generation of Post-it Flag Highlighters and Pens without the rotating cover to make it easier to insert replacement flags.
B)   Students were initially the intended target market for the Post-it Flag Highlighter.
C)   In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market.
D)   David Windorski, the designer of the Post-it Flag Highlighter, appeared on "The Oprah Winfrey Show" so Winfrey could thank him in person for "his most incredible invention."
E)   3M recently introduced additions to the Post-it Flag+ line: a Post-it Flag Gel Pen and a Post-it Flag Permanent Marker.F) A) and B)
G) C) and D)

Question 5

The marketing concept refers to

Accepted Answer

A)   the activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large.
B)   the belief that an organization should continuously collect information about customers' needs, share this information across departments, and use it to create customer value.
C)   the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
D)   the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
E)   the idea that an organization should (1)  strive to satisfy the needs of consumers (2)  while also trying to achieve the organization's goals.F) B) and E)
G) C) and E)

Question 6

The idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals reflects the

Accepted Answer

A)   concept of synergy.
B)   marketing concept.
C)   principle of customer relationship management.
D)   societal marketing concept.
E)   consumerism concept.F) A) and D)
G) All of the above

Question 7

Which of the following statements about environmental forces is most accurate?

Accepted Answer

A)   Environmental forces are almost always controllable if the marketing department correctly scans them.
B)   An organization that incorporates the marketing concept can exert just as much influence on environmental forces as they can exert on that organization.
C)   Environmental forces consistently result in negative outcomes for an organization.
D)   Some environmental forces can actually enhance a firm's marketing opportunities.
E)   Environmental forces can almost always be predicted.F) A) and D)
G) D) and E)

Question 8

The __________ element of the marketing mix is demonstrated when a company places an ad on a highway billboard.

Accepted Answer

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

Question 9

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 adds a diesel fuel pump to its three unleaded gasoline pumps
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 "multi-touch" user interface for easy navigationF) B) and C)
G) B) and D)

Question 10

Which of the following is a factor required for marketing to occur?

Accepted Answer

A)   a healthy competitive environment
B)   an affordable and actionable advertising campaign
C)   a sense of social responsibility
D)   an ability to see hidden potential within an environmental force
E)   a way for interested parties to communicateF) A) and B)
G) B) and E)

Question 11

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) All of the above
G) None of the above

Question 12

The idea that individuals and organizations are accountable to a larger society is known as

Accepted Answer

A)   the societal marketing concept.
B)   social responsibility.
C)   consumerism.
D)   sustainable development.
E)   capitalism.F) A) and B)
G) B) and E)

Question 13

The 3M Post-it Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?

Accepted Answer

A)   the initial launch of two new 3M products
B)   specific promotions to be used for long-range strategies
C)   segmenting the market into 12 specific target market segments
D)   marketing 3M products to foreign markets
E)   positioning the products relative to major competitorsF) C) and D)
G) B) and E)

Question 14

Customer experience refers to

Accepted Answer

A)   the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
B)   the links an organization has to its customers for their mutual long-term benefits.
C)   the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
D)   the internal response that customers have to all aspects of an organization and its offerings.
E)   the activities in which a firm participates to create a positive buying experience for customers.F) D) and E)
G) None of the above

Question 15

The founders of StuffDOT,a social e-commerce site that seeks to reward consumers for their online shopping and sharing activity,believe that consumers deserve to share in payments from e-retailers that are generated by referring shoppers to their products.This requires consumers to understand the benefits well enough so that they

Accepted Answer

A)   carefully evaluate their needs rather than their wants.
B)   have a chance to spot product problems.
C)   change their shopping habits to take advantage of the opportunity.
D)   are prepared to share credit card and other details with StuffDOT.
E)   evaluate several different products at the same time.F) C) and D)
G) B) and E)

Question 16

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that

Accepted Answer

A)   the market segments for Post-it Flag Highlighters and Post-it Flag Pens are identical.
B)   the market segments for Post-it Flag Highlighters and Post-it Flag Pens are not realistic.
C)   the Post-it Flag Highlighters and Post-it Flag Pens are priced unreasonably for the target markets.
D)   the prices for 3M's Post-it Flag Highlighters and Post-it Flag Pens are set to maximize 3M's profits, not its distributors' profits.
E)   the promotion strategy is designed to increase awareness among potential users.F) B) and E)
G) B) and D)

Question 17

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 18

People with both the desire and ability to buy a specific offering are referred to as

Accepted Answer

A)   shoppers.
B)   a customer base.
C)   a market.
D)   qualified prospects.
E)   candidates.F) A) and E)
G) A) and C)

Question 19

The element of the marketing mix that describes what is exchanged for a product is known as

Accepted Answer

A)   a product.
B)   the price.
C)   promotion.
D)   the place or distribution.
E)   productivity.F) A) and E)
G) A) and D)

Question 20

Which of the following would a marketer use as a synonym for the marketing mix?

Accepted Answer

A)   the four Ps of marketing
B)   environmental forces
C)   macromarketing forces
D)   marketing management factors
E)   micromarketing factorsF) A) and D)
G) B) and E)

Exam 1: Creating Customer Relationships and Value Through Marketing

People with both the desire and ability to buy a specific offering are referred to as

Correct Answer
verified

Customer experience refers to

Correct Answer
verified

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

Correct Answer
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The idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals reflects the

Correct Answer
verified

Correct Answer
verified

Which of the following statements about environmental forces is most accurate?

Correct Answer
verified

Which of the following would a marketer use as a synonym for the marketing mix?

Correct Answer
verified

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

The 3M Post-it Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?

Correct Answer
verified

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Correct Answer
verified

All of the following statements about the overall marketing program for 3M's Post-it Flag Highlighters are true except which?

Correct Answer
verified

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that

Correct Answer
verified

The marketing concept refers to

Correct Answer
verified

Which of the following is a factor required for marketing to occur?

Correct Answer
verified

The idea that individuals and organizations are accountable to a larger society is known as

Correct Answer
verified

A need that has been shaped by a person's knowledge,culture,and personality results in a

Correct Answer
verified

All of the following are points of difference for Chobani yogurt except which?

Correct Answer
verified

The element of the marketing mix that describes what is exchanged for a product is known as

Correct Answer
verified

The __________ element of the marketing mix is demonstrated when a company places an ad on a highway billboard.

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

People with both the desire and ability to buy a specific offering are referred to as

Correct AnswerverifiedShow Answer

Customer experience refers to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals reflects the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about environmental forces is most accurate?

Correct AnswerverifiedShow Answer

Which of the following would a marketer use as a synonym for the marketing mix?

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

The 3M Post-it Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?

Correct AnswerverifiedShow Answer

The purpose of the introduction of 3M Post-it Flag Highlighters was to

Correct AnswerverifiedShow Answer

All of the following statements about the overall marketing program for 3M's Post-it Flag Highlighters are true except which?

Correct AnswerverifiedShow Answer

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that

Correct AnswerverifiedShow Answer

The marketing concept refers to

Correct AnswerverifiedShow Answer

Which of the following is a factor required for marketing to occur?

Correct AnswerverifiedShow Answer

The idea that individuals and organizations are accountable to a larger society is known as

Correct AnswerverifiedShow Answer

A need that has been shaped by a person's knowledge,culture,and personality results in a

Correct AnswerverifiedShow Answer

All of the following are points of difference for Chobani yogurt except which?

Correct AnswerverifiedShow Answer

The element of the marketing mix that describes what is exchanged for a product is known as

Correct AnswerverifiedShow Answer

The __________ element of the marketing mix is demonstrated when a company places an ad on a highway billboard.

Correct AnswerverifiedShow Answer

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The five environmental forces mainly bey...
View Answer

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