Question 1

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?

Accepted Answer

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 program

Question 2

Time Inc.has published a new magazine,All You,which is distributed only in Walmart stores.Who is the ultimate consumer for this magazine?

Accepted Answer

A)  the person who buys the magazine to read at home
B)  the person who stocks the magazine rack at Walmart
C)  the person who browses the magazine in the store but does not buy it
D)  the salesperson for Time Inc.who sold the magazine to Walmart
E)  All people,from the writer,to the seller,to the reader at home,are the ultimate consumers.

Question 3

Insisting upon a market orientation within one's firm first occurred during which era in U.S.business history?

Accepted Answer

A)  the production era
B)  the sales era
C)  the reduction era
D)  the marketing concept era
E)  the societal marketing era

Question 4

Which of the following statements about relationship marketing is MOST ACCURATE?

Accepted Answer

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 occurs when there is a personal,ongoing relationship between an organization and its customers.
D)  Very few companies today are engaged in relationship marketing.
E)  The Internet has allowed marketers to establish more personal relationships with customers.

Question 5

All of the following are examples of ideas EXCEPT:

Accepted Answer

A)  State governments in Arizona and Florida marketing the notion of taking a warm,sunny winter vacations in their states.
B)  Apple using a TV ad to explain the features of an iPad mini (camera,screen resolution,user interface,etc. ) .
C)  the Nature Conservancy marketing the cause of protecting the environment.
D)  conservative politicians who attempt to persuade voters of the need to slash government spending to reduce the $17 trillion debt.
E)  Charities like the Red Cross marketing the idea that it's worthwhile for you to donate your time or money to their causes to benefit society.

Question 6

Explain the marketing program 3M used to reach the office worker segment with its Post-it® Flag Pen.

Accepted Answer

A marketing program integrates the marke...

Question 7

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.

Question 8

The relatively homogenous groups of prospective buyers that (1) have common needs and (2) will respond similarly to a marketing action is referred to as a(n) __________.

Accepted Answer

A)  market segment
B)  target market
C)  customer base
D)  ultimate consumer
E)  preferred customer

Question 9

Innovators at 3M developed Scotch-Brite® Never Rust Wool Soap Pads from recycled plastic bottles.Even though these soap pads are more expensive than competitive brands (Brillo and SOS) ,customers are willing to pay the premium price.Customers appreciate the value of a superior product (they don't rust or scratch) and appreciate the fact that their purchase is environmentally responsible.This demonstrates that

Accepted Answer

A)  an organization can be environmentally conscious while still satisfying its customers and remaining competitive in the market.
B)  an organization can use a customer's sense of social responsibility to its own advantage even though the effects are minimal.
C)  if a company uses recycled materials,it can always charge more than what a product is actually worth.
D)  it is more important to act in a socially responsible manner than to consider the profits and goals of the organization.
E)  the first brand that creates a new product gets to charge the highest price and make the greatest profits.

Question 10

Twitter is a website that offers a social networking service,enabling its users to send and read other users' messages or conversations called tweets,which are text-based posts of up to 140 HYPERLINK "http://en.wikipedia.org/wiki/Character_(computing)"characters displayed on the user's HYPERLINK "http://en.wikipedia.org/wiki/User_profile"profile page.Connected to each "tweet" is a rich details pane that provides additional information,deeper context,and embedded media.Companies are just beginning to use Twitter as a tool in their relationship marketing programs.In what ways could Twitter be used to benefit both the customer and the organization?

Accepted Answer

One aspect of Twitter is that it allows ...

Question 11

An inventor designs a scissors that has interchangeable blades that allow the user to switch from straight cuts to decorative cuts.Identify two possible target markets and explain your answer.

Accepted Answer

A target market is a specific group of p...

Question 12

An organization with a market orientation

Accepted Answer

A)  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)  identifies prospective buyers,understands them intimately,and develops favorable long-term perceptions of the organization and its offerings so that they will choose it in the marketplace.
C)  strives to satisfy the needs of consumers while also trying to achieve its goals.
D)  satisfies the needs of consumers in a way that provides for society's well being.
E)  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.

Question 13

The value to consumers that comes from the production or alteration of a product or service constitutes __________ utility.

Accepted Answer

A)  time
B)  place
C)  possession
D)  market
E)  form

Question 14

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

Accepted Answer

A)  production
B)  sales
C)  marketing concept
D)  customer relationship
E)  market orientation

Question 15

In a marketing context,a market refers to

Accepted Answer

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.

Question 16

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 certification in their chosen business field (marketing,accounting,etc. ) .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?

Accepted Answer

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

Question 17

In Figure 1-5 above,"A" represents which era in U.S.business history?

Accepted Answer

A)  sales era
B)  production era
C)  age of consumerism
D)  marketing concept era
E)  customer relationship era

Question 18

Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in bread making 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

Accepted Answer

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

Question 19

Which of the following is an example of possession utility?

Accepted Answer

A)  an iPhone with a large selection of new "apps"
B)  the local dairy that offers to deliver bottles of milk to a customer's doorstep
C)  disposable diapers that come equipped with resealable tabs
D)  a gourmet food store that carries a line of ready-made salads
E)  a mobile phone company that offers six-month financing,same as cash

Question 20

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Accepted Answer

A)  time
B)  form
C)  place
D)  possession
E)  market

Exam 1: Creating Customer Relationships and Value Through Marketing

Time Inc.has published a new magazine,All You,which is distributed only in Walmart stores.Who is the ultimate consumer for this magazine?

Correct Answer
verified

The relatively homogenous groups of prospective buyers that (1) have common needs and (2) will respond similarly to a marketing action is referred to as a(n) __________.

Correct Answer
verified

In Figure 1-5 above,"A" represents which era in U.S.business history?

Correct Answer
verified

An organization with a market orientation

Correct Answer
verified

Correct Answer
verified

Explain the marketing program 3M used to reach the office worker segment with its Post-it^® Flag Pen.

Correct Answer
verified
A marketing program integrates the marke...
View Answer

Which of the following is an example of possession utility?

Correct Answer
verified

Correct Answer
verified

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Correct Answer
verified

All of the following are examples of ideas EXCEPT:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Insisting upon a market orientation within one's firm first occurred during which era in U.S.business history?

Correct Answer
verified

In a marketing context,a market refers to

Correct Answer
verified

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

Correct Answer
verified

The value to consumers that comes from the production or alteration of a product or service constitutes __________ utility.

Correct Answer
verified

An inventor designs a scissors that has interchangeable blades that allow the user to switch from straight cuts to decorative cuts.Identify two possible target markets and explain your answer.

Correct Answer
verified
A target market is a specific group of p...
View Answer

Correct Answer
verified
One aspect of Twitter is that it allows ...
View Answer

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

Correct Answer
verified

Which of the following statements about relationship marketing is MOST ACCURATE?

Correct Answer
verified

Exam 1: Creating Customer Relationships and Value Through Marketing

Time Inc.has published a new magazine,All You,which is distributed only in Walmart stores.Who is the ultimate consumer for this magazine?

Correct AnswerverifiedShow Answer

The relatively homogenous groups of prospective buyers that (1) have common needs and (2) will respond similarly to a marketing action is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

In Figure 1-5 above,"A" represents which era in U.S.business history?

Correct AnswerverifiedShow Answer

An organization with a market orientation

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the marketing program 3M used to reach the office worker segment with its Post-it® Flag Pen.

Correct AnswerverifiedA marketing program integrates the marke...View AnswerShow Answer

Which of the following is an example of possession utility?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can create __________ utility.

Correct AnswerverifiedShow Answer

All of the following are examples of ideas EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Insisting upon a market orientation within one's firm first occurred during which era in U.S.business history?

Correct AnswerverifiedShow Answer

In a marketing context,a market refers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The value to consumers that comes from the production or alteration of a product or service constitutes __________ utility.

Correct AnswerverifiedShow Answer

An inventor designs a scissors that has interchangeable blades that allow the user to switch from straight cuts to decorative cuts.Identify two possible target markets and explain your answer.

Correct AnswerverifiedA target market is a specific group of p...View AnswerShow Answer

Correct AnswerverifiedOne aspect of Twitter is that it allows ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements about relationship marketing is MOST ACCURATE?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Explain the marketing program 3M used to reach the office worker segment with its Post-it^® Flag Pen.

Correct Answer
verified
A marketing program integrates the marke...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified
A target market is a specific group of p...
View Answer

Correct Answer
verified
One aspect of Twitter is that it allows ...
View Answer

Correct Answer
verified

Correct Answer
verified