The societal marketing concept

The societal marketing concept

a. is the moral principles and values that govern the actions and decisions of an organization.
b. is the idea that organizations are part of a larger society and are accountable to that society for their actions.
c. actively tries to understand customer needs and satisfying them while satisfying the firm's goals.
d. involves conducting business in a way that protects the natural environment while making economic progress.
e. is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being.

Answer: E

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?

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?

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
e. the mandate by its industry's code of ethics

Answer: B

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river. Based on this information, is this a transaction between you and the oil manufacturer?

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river. Based on this information, is this a transaction between you and the oil manufacturer?

a. Yes, you paid for the oil and you can do with it as you like.
b. Yes, the oil company adds a premium to the price to pay for oil cleanup in the environment.
c. Yes, the oil will stay in the sewer and not hurt the ecosystem.
d. No, this is an issue of personal social responsibility because the polluted water affects others in the society at large.
e. No, this is an issue solely between you and your neighbors.

Answer: D

Social responsibility is

Social responsibility is

a. the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
b. the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.
c. the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals.
d. the idea that individuals and organizations are accountable to a larger society.
e. the recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth.

Answer: D

All of the following are aspects of Trader Joe's customer experience EXCEPT:

All of the following are aspects of Trader Joe's customer experience EXCEPT:

a. it has stores in all 48 states in the continental United States
b. it offers unusual food products not available from other retailers
c. it stocks yuppie-friendly staples on its shelves
d. it sets low prices by offering its own brands, not national ones
e. it provides rare employee "engagement" to help customers

Answer: A

In 2010, Fortune magazine named Trader Joe's "America's hottest retailer" for its outstanding __________.

In 2010, Fortune magazine named Trader Joe's "America's hottest retailer" for its outstanding __________.

a. customer value proposition
b. relationship marketing
c. customer experience
d. internal marketing
e. customer relationship management

Answer: C

Customer experience refers to

Customer experience refers to

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 will participate in order to create a positive buying experience for the customer.

Answer: D

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?

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?

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

Answer: C

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

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

a. customer relationship
b. production
c. sales
d. marketing concept
e. societal marketing

Answer: A

Customer relationship management refers to

Customer relationship management refers to

a. the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
b. 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.
c. the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization's goals.
d. the links an organization has to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit.
e. the cluster of benefits that an organization promises customers to satisfy their needs.

Answer: B

With respect to the history of American business, the __________ era started in the 1980s in which firms seek continuously to satisfy the high expectations of customers.

With respect to the history of American business, the __________ era started in the 1980s in which firms seek continuously to satisfy the high expectations of customers.

a. production
b. sales
c. marketing concept
d. customer relationship
e. societal marketing

Answer: D

A market orientation refers to

A market orientation refers to

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 for fear of losing 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

Answer: B

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

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

a. marketing concept.
b. customer relationship management concept.
c. consumerism.
d. social entrepreneurship.
e. cause marketing.

Answer: A

Firms such as General Electric, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

Firms such as General Electric, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

a. production orientation.
b. sales orientation.
c. customer relationship orientation.
d. service orientation.
e. market orientation.

Answer: E

In 1952, General Electric's annual report stated, "The concept introduces...marketing...at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

In 1952, General Electric's annual report stated, "The concept introduces...marketing...at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

a. sustainability perspective.
b. age of consumerism.
c. sales concept.
d. marketing concept.
e. customer relationship management concept.

Answer: D

The marketing concept refers to

The marketing concept refers to

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 focus 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 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.

Answer: E

Which of the following terms best describes the marketing concept era?

Which of the following terms best describes the marketing concept era?

a. consumer-oriented
b. production-oriented
c. sales-oriented
d. society-oriented
e. competition-oriented

Answer: A

Which era of U.S. business history does the following statement best describe? "We are in the business of satisfying the needs and wants of consumers."

Which era of U.S. business history does the following statement best describe? "We are in the business of satisfying the needs and wants of consumers."

a. the production era
b. the sales era
c. the market orientation era
d. the marketing concept era
e. the societal marketing era

Answer: D

Which era of U.S. business history does the following statement best describe? "We are in the business of satisfying the needs and wants of consumers while achieving our own goals."

Which era of U.S. business history does the following statement best describe? "We are in the business of satisfying the needs and wants of consumers while achieving our own goals."

a. the production era
b. the sales era
c. the marketing concept era
d. the marketing orientation era
e. the societal marketing era

Answer: C

With respect to the history of American business, the __________ era began in the late 1950s when marketing became the motivating force among many firms.

With respect to the history of American business, the __________ era began in the late 1950s when marketing became the motivating force among many firms.

a. production
b. sales
c. customer relationship
d. market orientation
e. marketing concept

Answer: E

The American business period that strives to satisfy consumer needs while achieving an organization's goals is called the __________ era.

The American business period that strives to satisfy consumer needs while achieving an organization's goals is called the __________ era.

a. marketing concept
b. sales
c. production
d. societal marketing concept
e. customer relationship

Answer: A

The marketing concept era occurred from __________.

The marketing concept era occurred from __________.

a. the early years of the U.S. to the 1920s
b. the 1920s to the 1960s
c. the late 1950s to the late 1990s
d. the mid-1960s to the present
e. the mid-1980s to the present

Answer: C

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S. business history). Which of the following statements would you MOST LIKELY expect management to make if sales of this new candy bar were much lower than expected?

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S. business history). Which of the following statements would you MOST LIKELY expect management to make if sales of this new candy bar were much lower than expected?

a. "We'd better do some market testing to determine why people are dissatisfied."
b. "Perhaps we should make candy bars with raisins."
c. "Let's put more aggressive salespeople in the field."
d. "Let's lower the price and change the name."
e. "Don't worry about it; we're the largest candy manufacturer in the area. Sooner or later they'll get hungry enough that they'll come to us."

Answer: C

In the movie Tin Men, two rival salesmen engaged in a variety of dishonest and unethical practices in order to sell aluminum siding to homeowners in 1963. Their job was difficult, in part, because the supply of aluminum siding surpassed the demand for the product and competition was intense. This situation is indicative of the __________ era of U.S. business history.

In the movie Tin Men, two rival salesmen engaged in a variety of dishonest and unethical practices in order to sell aluminum siding to homeowners in 1963. Their job was difficult, in part, because the supply of aluminum siding surpassed the demand for the product and competition was intense. This situation is indicative of the __________ era of U.S. business history.

a. goods
b. sales
c. production
d. market orientation
e. societal marketing

Answer: B

Shortly after World War II, Sam Jackson developed an idea for a biodegradable lubricant that was superior to anything currently on the market. He was excited about his new idea and persuaded a number of his friends to help produce samples. While demand kept up with production at first, he soon found that he had to hire a sales force to sell excess product to manufacturing companies in the area. He decided this was primarily because his company had several strong competitors that had recently come into the industry. This is an example of marketing behavior that would occur during the __________ era of U.S. business history.

Shortly after World War II, Sam Jackson developed an idea for a biodegradable lubricant that was superior to anything currently on the market. He was excited about his new idea and persuaded a number of his friends to help produce samples. While demand kept up with production at first, he soon found that he had to hire a sales force to sell excess product to manufacturing companies in the area. He decided this was primarily because his company had several strong competitors that had recently come into the industry. This is an example of marketing behavior that would occur during the __________ era of U.S. business history.

a. marketing concept
b. production
c. goods
d. sales
e. societal marketing concept

Answer: D

In the 19th century, the belief was that production creates its own demand. By the early 20th century, American companies began to produce more goods than buyers could consume. At the same time, competition became more significant. The usual solution was to hire more salespeople to find new buyers. This describes the __________ era.

In the 19th century, the belief was that production creates its own demand. By the early 20th century, American companies began to produce more goods than buyers could consume. At the same time, competition became more significant. The usual solution was to hire more salespeople to find new buyers. This describes the __________ era.

a. goods
b. production
c. sales
d. marketing concept
e. market orientation

Answer: C

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new markets and customers is referred to as the __________ era.

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new markets and customers is referred to as the __________ era.

a. sales
b. marketing concept
c. production
d. goods
e. market orientation

Answer: A

With respect to the history of American business, the __________ era covered the years from the 1920s to the 1960s.

With respect to the history of American business, the __________ era covered the years from the 1920s to the 1960s.

a. production
b. sales
c. marketing concept
d. customer relationship
e. market orientation

Answer: B

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

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

a. marketing strategy.
b. macromarketing program.
c. micromarketing program.
d. marketing program.
e. marketing concept.

Answer: D

A marketing program refers to

A marketing program refers to

a. a plan that integrates the marketing mix to provide a product, service, or idea to prospective buyers.
b. the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line.
c. the marketing manager's controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem.
d. the specific ratio within a marketing budget that divides resources between advertising, promotions, and personal selling.
e. the allocation of resources within a firm towards individual marketing mix elements

Answer: A

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. The marketing term that best describes this scenario is

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. The marketing term that best describes this scenario is

a. relationship marketing.
b. customer satisfaction promotion.
c. customer relationship management.
d. customer valuation.
e. supplier-consumer partnership.

Answer: A

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

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

a. supplier management.
b. customer valuation.
c. societal marketing.
d. market aggregation.
e. relationship marketing.

Answer: E

In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s. A company called Tessitura is trying to change that. Tessitura is able to track every transaction with its patrons in one database. This information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals. In other words, Tessitura is going to allow arts groups to engage in

In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s. A company called Tessitura is trying to change that. Tessitura is able to track every transaction with its patrons in one database. This information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals. In other words, Tessitura is going to allow arts groups to engage in

a. market aggregation.
b. relationship marketing.
c. societal marketing.
d. market mining.
e. mainstream marketing.

Answer: B

Which of the following statements about relationship marketing is most accurate?

Which of the following statements about relationship marketing is most accurate?

a. Relationship marketing has a short-term focus: increasing profits for the firm.
b. Relationship marketing begins before and ends after the sale.
c. Relationship marketing is more effective when there is a personal, ongoing relationship between an organization's employees and its customers in the selling and buying organizations.
d. Very few companies today are engaged in relationship marketing.
e. The Internet has allowed marketers to establish personal, "tender-loving care" relationships with customers.

Answer: C

Relationship marketing refers to

Relationship marketing refers to

a. the selection and the assignment of a firm's personnel for a specific product or product line to a group of current or prospective customers.
b. the belief that it is easier and less expensive to find new customers than to retain old ones.
c. the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
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. exclusive legally binding contractual agreements between retailers and customers in order to create enhanced value for each party.

Answer: C

Outstanding customer value is delivered through the implementation of one of what three value strategies?

Outstanding customer value is delivered through the implementation of one of what three value strategies?

1)best price
2) best product
3) best service

Marriott, Lands' End, and Home Depot deliver customer value by providing its customers with the best

Marriott, Lands' End, and Home Depot deliver customer value by providing its customers with the best

a. assortment.
b. products/services.
c. price.
d. customer service.
e. availability.

Answer: D

Starbucks, Nike, and Johnson & Johnson provide customer value by providing its customers with the best

Starbucks, Nike, and Johnson & Johnson provide customer value by providing its customers with the best

a. assortment.
b. products/services.
c. price.
d. customer service.
e. availability.

Answer: B

Walmart, Southwest Airlines, and Costco all have been successful by offering consumers the best

Walmart, Southwest Airlines, and Costco all have been successful by offering consumers the best

a. experience.
b. products/services.
c. price.
d. customer service.
e. availability.

Answer: C

Pending federal legislation will require all online retailers to collect state sales taxes from customers. This would affect online sellers such as Virtual Vineyards, which now only collects state sales taxes from customers who reside in California—its home state. This pending legislation would be an example of which environmental force?

Pending federal legislation will require all online retailers to collect state sales taxes from customers. This would affect online sellers such as Virtual Vineyards, which now only collects state sales taxes from customers who reside in California—its home state. This pending legislation would be an example of which environmental force?

a. social
b. economic
c. technological
d. competitive
e. regulatory

Answer: E

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 is called

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 is called

a. customer value.
b. target marketing.
c. benefit segmentation.
d. value-based marketing.
e. a customer value proposition.

Answer: A

With today's smartphones, you can watch the news, shoot videos, browse the Internet, take pictures, and listen to music. And more and improved new features are added with each new smartphone introduced from Apple, Samsung, BlackBerry, etc. As a result, consumers may want to replace their existing smartphones with new models or brands. This increase in demand is due in part to changes in ___________, an environmental force.

With today's smartphones, you can watch the news, shoot videos, browse the Internet, take pictures, and listen to music. And more and improved new features are added with each new smartphone introduced from Apple, Samsung, BlackBerry, etc. As a result, consumers may want to replace their existing smartphones with new models or brands. This increase in demand is due in part to changes in ___________, an environmental force.

a. competition
b. social culture
c. technology
d. regulations
e. the economy

Answer: C

Many large consulting firms are beginning to sponsor "women-only" networking events. The purpose of these events is to offer an opportunity for women in management to network with other businesswomen, either as clients, mentors, or protégés. This is an example of which environmental force?

Many large consulting firms are beginning to sponsor "women-only" networking events. The purpose of these events is to offer an opportunity for women in management to network with other businesswomen, either as clients, mentors, or protégés. This is an example of which environmental force?

a. social
b. economic
c. technological
d. competitive
e. regulatory

Answer: A

A growing trend to "Buy American" has caused U.S. automakers to increase political pressure on Washington to pass legislation for more restrictive quotas on Japanese car imports. In addition, a decline in the value of the U.S. dollar would be instrumental in Toyota's decision to build a manufacturing plant in the United States instead of continuing to export cars from Japan. If Toyota builds the plant, its decision would reflect

A growing trend to "Buy American" has caused U.S. automakers to increase political pressure on Washington to pass legislation for more restrictive quotas on Japanese car imports. In addition, a decline in the value of the U.S. dollar would be instrumental in Toyota's decision to build a manufacturing plant in the United States instead of continuing to export cars from Japan. If Toyota builds the plant, its decision would reflect

a. a reactive strategy that would impact the competitive environmental force.
b. a proactive maneuver to manipulate and impact the social environmental force.
c. a positive result from regulatory and economic environmental forces.
d. a positive response to a technological environmental force.
e. a negative impact as a result of adverse competitive, regulatory, and technological environmental forces.

Answer: C

Newspaper readership has significantly declined in recent years. Not only are traditional newspapers losing subscribers, they are also losing advertisers. To combat these trends, many newspaper publishers now offer online versions of their printed newspapers. This is MOST LIKELY an example of

Newspaper readership has significantly declined in recent years. Not only are traditional newspapers losing subscribers, they are also losing advertisers. To combat these trends, many newspaper publishers now offer online versions of their printed newspapers. This is MOST LIKELY an example of

a. a reaction to a growing economy.
b. a trend that will soon reverse itself because most consumers want a printed newspaper to read during breakfast, on the bus to work, etc.
c. a technological environmental force that restricts the marketing opportunities of newspaper publishers.
d. a social environmental force as a result of changing consumer preferences for information delivered online.
e. a response to an increase in government regulation.

Answer: D

Which of the following statements describes an environmental force?

Which of the following statements describes an environmental force?

a. Several states have legislation that requires people transporting children to use age- and height-appropriate car seats.
b. Tupperware has more than 200,000 independent dealers who market its entire product line.
c. A car battery comes with a lifetime guarantee.
d. An automobile dealer offers a $500 rebate during the month of July.
e. A major bottler offers a 10-cent refund on returnable bottles.

Answer: A

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

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

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.

Answer: D

Environmental forces refer to

Environmental forces refer to

a. the internal strengths of a company that enable the firm to remain competitive.
b. the marketing manager's uncontrollable factors—product, price, promotion, and place—that can be used to solve marketing problems.
c. the unpredictable or uncontrollable availability of natural resources that can enhance or restrain a company's growth.
d. the marketing manager's uncontrollable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces.
e. the marketing manager's controllable forces in a marketing decision involving social, economic, technological, competitive, and regulatory forces.

Answer: D

Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."

Michelin's __________ can be summed up as "providing safety-conscious parents greater security in tires at a premium price."

a. customer value proposition
b. protocol
c. mission statement
d. core values
e. marketing program

Answer: A

A customer value proposition is

A customer value proposition is

a. 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.
b. 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.
c. a unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation.
d. the characteristics of a product that make it superior to competitive substitutes.
e. the cluster of benefits that an organization promises customers to satisfy their needs.

Answer: E

The ability to buy a soda from a vending machine demonstrates which element of the marketing mix?

The ability to buy a soda from a vending machine demonstrates which element of the marketing mix?

a. product
b. price
c. promotion
d. place
e. process

Answer: D

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the front porch.

The __________ element of the marketing mix is demonstrated when a newspaper carrier throws a paper on the front porch.

a. place
b. product
c. price
d. promotion
e. procurement

Answer: A

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

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

a. a product.
b. the price.
c. promotion.
d. the place or distribution.
e. transportation.

Answer: D

The __________ element of the marketing mix is demonstrated when a company places an ad in the Yellow Pages.

The __________ element of the marketing mix is demonstrated when a company places an ad in the Yellow Pages.

a. product
b. price
c. promotion
d. place
e. process

Answer: C

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products they market. Concern about the __________ element of the marketing mix would make them eager to be featured in an upcoming edition of Taste of Home magazine.

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes for the old-fashioned products they market. Concern about the __________ element of the marketing mix would make them eager to be featured in an upcoming edition of Taste of Home magazine.

a. product
b. price
c. production
d. promotion
e. place

Answer: D

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

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

a. a product.
b. promotion.
c. the price.
d. the place or distribution.
e. advertising.

Answer: B

To attend a winter concert presented by the community chorus, every person had to donate one unwrapped toy at the concert hall door. This statement is most closely related to the __________ element of the marketing mix.

To attend a winter concert presented by the community chorus, every person had to donate one unwrapped toy at the concert hall door. This statement is most closely related to the __________ element of the marketing mix.

a. product
b. philanthropy
c. price
d. place
e. promotion

Answer: C

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is __________.

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is __________.

a. philanthropy
b. place
c. product
d. promotion
e. price

Answer: E

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

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

a. a product.
b. the price.
c. promotion.
d. the place or distribution.
e. money.

Answer: B

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes used in the old-fashioned cookies the company produces and markets. This statement deals with which part of the marketing mix?

The owners of Old School Brand Authentic Antique Foods researched Civil War records to come up with recipes used in the old-fashioned cookies the company produces and markets. This statement deals with which part of the marketing mix?

a. product
b. process
c. price
d. place
e. people

Answer: A

The element of the marketing mix that describes a good, service, or idea to satisfy consumers' needs is known as

The element of the marketing mix that describes a good, service, or idea to satisfy consumers' needs is known as

a. a product.
b. the price.
c. promotion.
d. the place or distribution.
e. a market segment.

Answer: A

Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2-pound canisters for $14.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and bread machine demonstrations the company's founder gives to groups in Wisconsin where she lives. This is a description of the company's

Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread machines. The mixes are sold in 2-pound canisters for $14.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and bread machine demonstrations the company's founder gives to groups in Wisconsin where she lives. This is a description of the company's

a. action plan.
b. market segmentation strategy.
c. mission statement.
d. marketing mix.
e. target market.

Answer: D

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

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

a. marketing concept
b. marketing mix
c. marketing program
d. environmental forces
e. marketing toolbox

Answer: B

A local university offers business courses for a specific target market composed of people who currently work and want to take refresher courses to obtain a higher degree. 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?

A local university offers business courses for a specific target market composed of people who currently work and want to take refresher courses to obtain a higher degree. 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?

a. put announcements on campus bulletin boards
b. distribute promotional materials during classes
c. advertise on national television
d. advertise on local hip-hop radio shows
e. advertise in the local newspaper

Answer: E

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 military environment. The game is designed for "boys 14 years or older," which represent the Army's __________.

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 military environment. The game is designed for "boys 14 years or older," which represent the Army's __________.

a. mass market
b. actual recruits
c. restricted market
d. target market
e. untapped market

Answer: D

TUMI brand briefcases are very expensive, high-end briefcases that are generally sold in specialty luggage shops. Which of the following groups would be the most likely target market for TUMI brand briefcases?

TUMI brand briefcases are very expensive, high-end briefcases that are generally sold in specialty luggage shops. Which of the following groups would be the most likely target market for TUMI brand briefcases?

a. police officers
b. executives
c. construction workers
d. postal workers
e. students

Answer: B

Which of the following groups would be the LEAST LIKELY target market for a company producing canned food in single serving sizes?

Which of the following groups would be the LEAST LIKELY target market for a company producing canned food in single serving sizes?

a. single adults
b. school kitchens
c. campers
d. senior citizens
e. vending machine owners

Answer: B

Which of the following people would MOST LIKELY be the best target market for tickets to the home games of the Indianapolis Colts professional football team?

Which of the following people would MOST LIKELY be the best target market for tickets to the home games of the Indianapolis Colts professional football team?

a. all people with an interest in professional football
b. all people in the Midwest who have an interest in sports
c. all men who played on a varsity football team in high school
d. all people in the Indianapolis and surrounding areas interested in football
e. all people in Indiana who watch football on TV

Answer: D

Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some items in the product line contain Capri Sun drinks, water, or a small portion of Dole fruit. The box is bright yellow and the quantity of food contained within it is small. The target market for Kraft Lunchables is MOST LIKELY:

Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small slices of meat, and small slices of cheese. Some items in the product line contain Capri Sun drinks, water, or a small portion of Dole fruit. The box is bright yellow and the quantity of food contained within it is small. The target market for Kraft Lunchables is MOST LIKELY:

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.

Answer: A

A target market refers to

A target market refers to

a. people who could purchase a product regardless of who ultimately uses it.
b. one or more specific groups of potential consumers toward which an organization directs its marketing program.
c. former customers who now use competitors' products.
d. the cluster of benefits that an organization focuses on to satisfy consumers' needs.
e. people with both the desire and the ability to buy a specific offering.

Answer: B

The most likely market for cosmetic dentistry, which can cost $15,000 for straightening and whitening, is

The most likely market for cosmetic dentistry, which can cost $15,000 for straightening and whitening, is

a. toddlers with crooked baby teeth, when crooked teeth run in the family.
b. all former smokers who have been smoke free for at least one year.
c. anyone who has the time, the money, and the desire to undergo the procedures.
d. anyone who has dental insurance.
e. adults who want to make a good first impression for a job interview.

Answer: C

All markets ultimately are composed of __________.

All markets ultimately are composed of __________.

a. people
b. brands
c. products
d. organizations
e. reference groups

Answer: A

In a marketing context, a market refers to

In a marketing context, a market refers to

a. people with a similar want for a particular product or service.
b. people with both the desire and ability to buy a specific offering.
c. the central location for all buying and selling of products and services.
d. an open space or covered building where vendors convene to sell their offerings.
e. the free the operation of supply and demand.

Answer: B

People with both the desire and ability to buy a specific offering are referred to as [a(n)] __________.

People with both the desire and ability to buy a specific offering are referred to as [a(n)] __________.

a. shoppers
b. customer base
c. market
d. bazaar
e. emporium

Answer: C

A want refers to

A want refers to

a. a sense of personal inadequacy based upon observations by others around you.
b. a sense of urgency that causes a person to take action.
c. a need that is shaped by a person's knowledge, culture, or personality.
d. a feeling of being deprived of something, but not fully understanding what it may be.
e. a situation when a person feels deprived of basic necessities such as food, clothing, and shelter.

Answer: C

A __________ is a need that is shaped by a person's knowledge, culture, and personality.

A __________ is a need that is shaped by a person's knowledge, culture, and personality.

a. desire
b. demand
c. utility
d. want
e. craving

Answer: D

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

All of the following are examples of products or services that satisfy a consumer need EXCEPT:

a. a pair of jeans.
b. an apple.
c. a student dormitory.
d. a sports car.
e. a jacket.

Answer: D

To avoid new-product failure, new-product expert Robert M. McMath suggests

To avoid new-product failure, new-product expert Robert M. McMath suggests

a. implementing a regional rather than a nationwide rollout of the product.
b. building a hierarchical organizational structure so that more people can spot product problems.
c. a focus on customer benefits and to learn from the past.
d. "doing what it takes" by spending as much as possible on new product marketing program development and execution because in the end, "success comes to those who can outspend its competition."
e. releasing several different prototypes at the same time to see which one is most successful.

Answer: C

New-product experts generally estimate that up to __________ percent of the more than 40,000 new consumable products introduced in the United States annually "don't succeed in the long run."

New-product experts generally estimate that up to __________ percent of the more than 40,000 new consumable products introduced in the United States annually "don't succeed in the long run."

a. 33
b. 50
c. 67
d. 75
e. 94

Answer: E

Marketing discovers consumer needs by

Marketing discovers consumer needs by

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.

Answer: B

The first objective in marketing is to discover consumer __________.

The first objective in marketing is to discover consumer __________.

a. diversity of opinion to create advertising messages
b. income to determine the ability to pay
c. lifetime value
d. characteristics to segment markets
e. needs to identify reasons for buying

Answer: E

The two central concerns of marketing are __________.

The two central concerns of marketing are __________.

a. increasing market share and making profits
b. holding down costs while increasing profits
c. developing products and finding suppliers
d. discovering and satisfying consumer needs
e. practicing ethics and sustainability

Answer: D

An economics student would like to buy a mini-scooter but she cannot afford one. Which of the following reasons explain why marketing fails to occur here?

An economics student would like to buy a mini-scooter but she cannot afford one. Which of the following reasons explain why marketing fails to occur here?

a. There are not two or more parties with unsatisfied needs.
b. A desire to satisfy a need is missing.
c. No assessments of consumer wants and needs have been made.
d. There is no way for the parties involved to communicate.
e. The ability to satisfy a need is missing.

Answer: E

The Arizona Biltmore in Phoenix is next to the Biltmore Fashion Park, a large shopping mall located less than a mile away. The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states. Which of the following would MOST LIKELY help The Arizona Biltmore communicate with potential convention attendees?

The Arizona Biltmore in Phoenix is next to the Biltmore Fashion Park, a large shopping mall located less than a mile away. The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states. Which of the following would MOST LIKELY help The Arizona Biltmore communicate with potential convention attendees?

a. Place an ad in the in-flight magazines of all the major airlines targeting business/first class flyers.
b. Send a mass mailing to all the local businesses.
c. Set up information kiosks at several locations within the Biltmore Fashion Park.
d. Offer free made-to-order breakfasts for guests staying at the hotel on business.
e. Offer special discount rates to guests coming from the East Coast.

Answer: A

A local candidate running for office would very much like to have your vote. She promises that she will "make the country better." Because all candidates for public office say this, you decide not to vote for her. Marketing will not occur in this situation because __________.

A local candidate running for office would very much like to have your vote. She promises that she will "make the country better." Because all candidates for public office say this, you decide not to vote for her. Marketing will not occur in this situation because __________.

a. marketing doesn't apply to the voting process
b. the desire and ability to satisfy needs is missing
c. there is no direct way for the parties to communicate
d. something to exchange is missing
e. the candidate's message is compelling

Answer: D

A college student is taking a full course load, working 20 hours per week, and still has to take out a student loan to cover tuition. One day, the student sees a classmate driving a Lexus sports coupe and feels he just has to have one of his own. What factor is MOST LIKELY to prevent a successful marketing exchange between the student and a Lexus dealer?

A college student is taking a full course load, working 20 hours per week, and still has to take out a student loan to cover tuition. One day, the student sees a classmate driving a Lexus sports coupe and feels he just has to have one of his own. What factor is MOST LIKELY to prevent a successful marketing exchange between the student and a Lexus dealer?

a. The local Lexus dealer does not have any sports coupes in stock.
b. The student does not have the resources to qualify for a $50,000 auto loan.
c. Although the Lexus is a great car, there may be other cars with better gas mileage and resale value.
d. He's afraid that if someone at school sees him with the car, he might lose his student loan.
e. His girlfriend wants him to drive a Kia Soul.

Answer: B