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 shou
Rationale: The Post-it Flag Highlighter and the Post-it Flag Pens were distributed in locations
to make it easy for the target markets (college students and office workers) to buy, like college
bookstores and office retailers, respectively. See Figure 1-4
1-127 CUSTOMER VALUE
Those who have flown on Singapore Air have experienced firsthand the great food that is served
during the flight, the friendliness of the flight attendants, and the comfortable seating. Singapore
Air creates customer value
Foremost is the organization itself, whose mission and objectives determine what business it is in
and what goals it seeks. Within the organization, management is responsible for establishing
these goals. The marketing department works closely with a netw
Rationale: Organizations such as American Airlines, U.S. Bank, and The Red Cross provide
customers with products that are typically called a service.
1-193 WHAT IS MARKETED?
e. the activities in which a firm will participate in order to create a positive buying experience
for the customer.
Rationale: Text term definitioncustomer experience. Alternative a is the definition o
1-213 FORM UTILITY
FreshCase packaging is the first-ever vacuum package for red meat that maintains the meats
appetizing color, reducing both food and plastic waste. This is an example of creating
_ utility in the case-ready meat category.
The benefits or customer value received by users of a product is called _.
d. cost-benefit ratio
e. customer lifetime value
Rationale: Key term definitionutility.
1-206 ORGANIZATIONAL BUYERS
Which of the following is the best example of an organizational buyer?
a. a mother buying milk for her young son
b. a computer programmer buying the latest game for his Xbox.
c. a store owner buying hand-painted s
c. the person who browses the magazine in the store but does not buy it
d. the salesperson for Time Inc. that sold the magazine to Walmart
e. All people, from the writer, to the seller, to the reader at home, are the ultimate consumers.
1-199 ULTIMATE CONSUMERS
Ultimate consumers refer to
a. the people who use the products and services purchased for a household.
b. people who have already purchased a firms product at least once, have been satisfied, and
are likely to make repea
The value to consumers that comes from having the offering available where consumers need it
constitutes _ utility.
Rationale: Text term definitionplace utility.
Rationale: Time utility is the value to consumers of having a product or service available when
needed. UPS is delivering DVDs to Best Buy stores by the Tuesday release date, thus providing
value to con
Rationale: Place utility is the value to consumers of having a product or service available where
needed, whereas time utility is the value to consumers of having a product or service available
when needed. Redbox vending machines create both time and pla
David Windorski, an inventor at 3M, did some of his early marketing research on the Post-it
Flags Highlighter by
a. making sure new 3M products were available at mass merchandisers such as Walmart.
b. specifying the tolerances for injection molded parts.
Rationale: 3M and David Windorski did a lot of marketing research on students during the newproduct development process. They used all of the methods (and more) listed in alternative c in
order to understand students reactions and consider suggestions for
CHAPTER 1: MASTER TEST BANK
CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
SHORT ESSAY QUESTIONS
1-231 CHAPTER OPENER: 3M
Explain the market research that David Windorski, 3M inventor, did to develop the Post-it Flag
The American Marketing Association represents marketing professionals. Combining its 2004
and 2007 definitions, Marketing is the activity for creating, communicating, delivering, and
exchanging offerings that benefit its customers, the organizatio
1-239 DISCOVERING NEEDS
Add your own personal experience and creativity to what you have just learned about marketing.
Formulate a plan to assess the needs of either (1) students who have too many textbooks to carry
to and from class or (2) ex
A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies
consumers needs and is received in exchange for money or something else of value is known as
1-189 WHO MARKETS?
Which of the following organizations engage in marketing?
a. the Chicago Cubs
b. the San Francisco Opera
c. the City of Denver
d. the President of the United States
e. Every organization or individual can engage in marketing
e. market orientation
Rationale: In the sales era from the 1920s to the 1960s, manufacturers found they could produce
more goods than buyers could consume. Competition grew. The usual solution was to
LIKELY expect management to make if sales of this new candy bar were much lower than
a. Wed better do some market testing to determine why people are dissatisfied.
b. Perhaps we should make candy bars with raisins.
c. Lets put more aggressive sa
d. societal marketing concept
e. market orientation
Rationale: The production era covers the early years of the United States from the 1860s until the
1920s. During this period in U.S. business history,
Rationale: David Windorski also developed the Post-it Flag Pen for the office worker segment.
1-139 3Ms MARKETING PROGRAM
3Ms pricing strategy for its Post-it Flag Highlighters was as follows:
a. match its principal competitors highlighters pr
Rationale: Relationship marketing links the organization to its individual customers, employees,
suppliers, and other partners for their mutual long-term benefit.
1-133 RELATIONSHIP MARKETING
Rationale: Key term definitionmarketing program.
1-136 MARKETING PROGRAM
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 conv
intimately, and developing favorable long-term perceptions of the organization and its offerings
so that buyers will choose them in the marketplace.
1-130 RELATIONSHIP MARKETING
Which of the following statements about relationship marketing
1-125 CUSTOMER VALUE
Marriott, Lands End, and Home Depot deliver customer value by providing its customers with
d. customer service.
c. customer relationship
d. market orientation
e. marketing concept
Rationale: The sales era continued into the 1960s for many American firms, eventually being
replaced by the marketing concept era