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Exam 1: The Field of Marketing

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Question 21

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Marriott has a program for guests that stay frequently at Marriott hotels and resorts. The program gives guests access to easier check-ins, free stays at its resort hotels, and discounts on various Marriott services. The purpose of this type of _____ is to build long-term bonds with its customers.

A) customer relationship marketing
B) mass customization
C) societal marketing
D) total quality management
E) individualized marketing

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Question 22

Multiple Choice

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Bittersweets is a Valentine's Day candy for the dejected and dysfunctional. Bittersweets are similar to "conversation hearts," but contain messages like, "JUST A FRIEND," "HE HAS A JOB," "I MISS MY EX,"' and "RETURN MY CDS." This candy is made by Despair, Inc. and is only available at its online store. The development of Bittersweets is most closely associated with which element of the marketing mix?

A) product
B) production
C) communications
D) promotion
E) distribution

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Question 23

Multiple Choice

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Which of the following activities would most likely create image utility?

When Napa Valley wine is shipped from California to retailers in New England, _______ utility has been created.

Which of the following statements about ethics and ethical behavior is True?

A(n) ______ consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it.

The magazine ad encouraging tourists to spend their next vacation in Texas because "it's like a whole other country." was creating _____ utility.

With _____ _____ _____, a company is hoping to establish a feeling of goodwill with its customers, suppliers, employees, and competitors as well as a sense that the firm cares about more than making a sale.

Edun is a newly-launched line of top-quality clothing that is designed to reflect the strong beliefs its owners have in helping those in less-developed countries. Finding retailers that support this goal will be closely associated with which element of the marketing mix?

The tools marketers use to influence the behavior of customers include:

Assume a shoe manufacturer when asked, "What business are you in?" responded, "We cradle our customer's feet in luxury and comfort." This response indicates a marketing orientation.

In years past, marketers have classified marketing expenditures as _____, but today they are more likely to classify them as _____.

Bittersweets is a Valentine's Day candy for the dejected and dysfunctional. Bittersweets are similar to "conversation hearts," but contain messages like, "JUST A FRIEND," "HE HAS A JOB," "I MISS MY EX,"' and "RETURN MY CDS." This candy is made by Despair, Inc. and is only available at its online store. The fact Bittersweets can only be purchased at www.despair.com is most closely associated with which element of the marketing mix?

Which of the following statements about service marketing is true?

Every Monday night, Tomas has a pizza delivered to his sporting equipment store so he can catch up recording the weekend sales. The pizza delivery driver creates _____ utility.

Russell Corp. is the largest manufacturer of team wear in the United States. It provides uniforms for high schools, colleges, and professional teams as well as individual apparel, active, and sports leisurewear. The billion-dollar company, which was founded in 1902, controls every step of its manufacturing processes from weaving raw fibers into fabric to dyeing, cutting, and sewing the fabric into the clothes it sells. The Russell plant in Alabama annually provides 7,000 Major League Baseball uniforms at the start of spring season. Each uniform is made to the exact personal specifications of the players. For example, San Francisco player Barry Bonds requires long pants that cover his shoes, and New York pitcher Steve Karsay wants his shirts to be billowing. -By manufacturing uniforms to the specifications of individual Major League Baseball players, Russell Corp. is creating _____ utility.

Image utility is most often associated with high-status products like designer jeans, luxury automobiles, and purebred pets.

Which of the following policies best illustrates how a veterinarian could use the marketing concept?

Which of the following answers to the question, "What business are you in?" best reflects a market-orientation?

According to the _____, all planning within an organization should be customer-oriented.