141.Customer relationship management refers to
A the creation of personal relationships with customers through one-on-one personal encounters after each
. sale is concluded in order to maintain customer loyalty.
Bthe process of identifying prospective buy
129.Which of the following statements about the marketing concept era is most accurate?
A. The marketing concept era can actually trace its roots to early Greek culture.
B.During the marketing concept era, companies tried to satisfy the needs of consumers
206.Do college students have a choice in which classes they take to earn a degree? Use what you have learned
about the controllable and uncontrollable aspects of marketing in terms of how they might relate to course
selection decision-making. Incorporate
201.Explain the difference between a market and a target market. Provide a specific example.
202.Describe two different target markets, for two different products or services you, your friends, or your
family have recently purchased or used.
191.Explain the market research that David Windorski, 3M inventor, did to develop the Post-it Flag
192.Why are you, as a student, already somewhat of an expert in marketing before taking this course? Provide
a specific example from your own p
112.A _ is a plan that integrates the marketing mix to provide a good, service, or idea to
A. marketing strategy
B. marketing program
C. macromarketing program
D. micromarketing program
E. customer relationship management
184.The value to consumers of having a good or service available where needed constitutes _
185.Which of the following statements is an example of place utility?
A. airlines that allow you to print
196.Most people would assume that in marketing the only thing of value to "exchange" would be monetary
(check, credit/debit, currency and/or coin transactions). What else can be exchanged? Provide an example
of a nonmonetary transaction that still fits th
177.The process of taking wool off sheep and using it to make soft sweaters shows how manufacturing can
create _ utility.
178.The process of turning corn into ethanol shows how manufacturing can create _ ut
211.Explain the marketing program that 3M used to reach the student target market for the Post-it Flag
Highlighter and the rationale used for each element of the marketing mix.
212.Explain the marketing program 3M used to reach the office worker segment w
217.What are the primary differences between an ultimate consumer and an organizational buyer. Select one
product and explain the differences in either its use or purchase, dependent on whether it was purchased
by an ultimate consumer or an organizational
213. (p. 16) (1) During the production era, which covered the early years of the United States up until the 1920s, goods were scarce so buyers were
willing to accept virtually any goods that were produced and made do with what was available. The central n
189. (p. 21) C
190. (p. 21) A
191. (p. 3, 21-23) During the new-product development process, Windorski and 3M did a lot of marketing research on students. Working with a
team of four college students, Windorski and the team observed and questioned dozens
Another interesting answer is to examine how one product, such as a Toyota 4-Runner, can have two different target markets. One target market
might be the adventurous outdoor mountain biker that uses the car to transport his or her equipment to the mounta
31. In Figure 1-1 above, the marketing department of an organization is responsible for facilitating
A. healthy competition with other product manufacturers
B. financial contracts with banks and other lending institutions
C. relationships, partnerships
37. Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations)
with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to
communicate; and (4) _.
A. a sense of
43. A local candidates 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 sit
50. If you followed the suggestions of Robert M. McMath, which answer provides the best advice for a
marketer preparing to launch a new consumer health beverage?
A. Give the product a scientific sounding name that explains its chief benefit.
B. Give the p
26. In Figure 1-1 above, "A" represents a firm's relationships with
D. other departments
E. other organizations
27. In Figure 1-1 above, "B" represents a firm's partnerships with
A. other organizations
169.Organizational buyers are most accurately described as
A. only purchasers of raw materials and natural resources.
B. employees who purchase household items for their personal use.
C. manufacturers, retailers, or government agencies buying for their ow
151.Innovators at 3M developed Scotchbrite 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 apprecia
87. The element of the marketing mix demonstrated when a newspaper carrier throws a paper on the front
porch is _.
88. The ability to buy a soda from a vending machine demonstrates which element of
57. In Figure 1-2 above, "A" represents _ and "B" represents _.
A. management; shareholders
B. manufacturers; stakeholders
C. marketing department; retailers
D. manufacturers; customers
E. discovering consumer needs; satisfying consumer needs
75. The four Ps are commonly known as
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, a
69. 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
63. All markets ultimately are composed of _.
E. reference groups
64. Marketing discovers consumer needs by
A. implementing a marketing program.
B. balancing the elements of the 4 Ps.
C. using extensive pre
Jawed Karim believed that college students have many innovative ideas but don't have the money and
know how to get started. As a result, he and two friends
A. sponsored an annual contest offering $50,000 for the best new Web site idea.
B. established Y
20. Marketing seeks to discover the needs and wants of prospective customers and satisfy them. Essential to
this process is the idea of exchange, which refers to
A. the negotiation phase between the manufacturer and the seller.
B. the financial remunerati
14. To serve both buyers and sellers, marketing seeks to _ and satisfy the needs and wants of
15. Which of the following statements about stakeholders is most accurate?
94. Newspaper readership has significantly declined in recent years. Not only are traditional newspapers
losing subscribers, they are also losing advertisers. To combat this, many newspaper publishers now offer
online versions of their printed newspapers.