37) A student would like to buy a cross-over SUV from a local dealer, but she thinks the
payments will be too high. Marketing does not occur in this situation because
A) two or more parties have unsatisfied needs.
B) there is no desire on the part of either party to satisfy its needs.
C) one of the involved parties does not have the ability to satisfy its needs.
D) there is no way for each party to communicate with one another.
E) there has been no assessment of consumer wants and needs.
38) 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, he sees a classmate driving a new Lexus LFA
sports coupe (price: $375,000) and feels he just has to have one for himself. What factor is most
likely to prevent a successful marketing exchange between the student and the local Lexus dealer
located in an affluent suburb about 20 miles from his university?
A) The local Lexus dealer only has one Lexus LFA sports coupe in stock—red, which is the
color he wants.
B) The student does not have the resources to qualify for a $375,000 auto loan.
C) Although the Lexus LFA sports coupe 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.
39) 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
doubt you’ll see real results and 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) there is only one party involved in this situation.
40) The Arizona Biltmore in Phoenix is a resort hotel located less than a mile from the Biltmore
Fashion Park, a large upscale shopping mall. 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 marketing actions 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
fliers.
B) Send a mass mailing to all 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.
41) A farmhand would like to buy a moped scooter to commute to his job at a nearby ranch. He
doesn’t know how to find a dealer though, and he doesn’t have Internet access. 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.
42) Suppose you want a snack after taking this exam. Domino’s is located across the street from
your College of Business classroom. Unfortunately, you forgot your wallet in the haste of getting
to class on time to take the test. Therefore, you have no means to pay for the pizza. Which of the
following reasons explain why marketing fails to occur here between you and Domino’s?
A) There is only one party with unsatisfied needs.
B) The ability to satisfy a need is missing.
C) A desire to satisfy a need is missing.
D) No assessments of consumer wants and needs have been made.
E) There is no way for the parties involved to communicate.
43) Ryan receives a coupon on his iPhone advising him about the location of a Taco Bell store.
This is an example of which requirement for marketing to occur?
A) demonstrating an unmet need
B) discovering a consumer need
C) a foundation for brand loyalty
D) a way for parties to communicate
E) practicing ethics and sustainability
44) Conducting marketing research is an excellent way to address the first objective in
marketing, which is to discover consumers’
A) diversity of opinion to create persuasive advertising messages.
B) income to determine the most lucrative price point for a product.
C) lifetime value of an offering to the organization.
D) characteristics that would be useful to segment markets.
E) needs to create products that could satisfy them.
45) Marketers often discover consumer needs by
A) implementing a marketing program.
B) conducting effective marketing research.
C) balancing the marketing mix elements—the four Ps of the marketing program.
D) advertising to diverse groups of prospective buyers.
E) copying the products and services of competitors.
46) A factor that might doom a product in the marketplace is referred to as
A) an albatross.
B) a land mine.
C) a pitfall.
D) a showstopper.
E) a wild card.
47) Showstoppers refer to
A) creative or innovative members of a marketing team.
B) unexpected alternative uses for a product that result in a sudden increase in sales.
C) factors that might doom a product in the marketplace.
D) a sudden loss of financial backing even though the item is in production.
E) a situation when a competitor’s product suddenly beats a firm’s new product to the
marketplace.
48) Crowdsourcing has been an important method of identifying consumer needs for which of
these products?
A) Amazon Echo
B) Pepsi True
C) LEGO Mars Curiosity Rover
D) Google Glass
E) ZipCar
49) Concerns about privacy might have been a reason for lackluster sales of which of these
products?
A) Amazon Prime
B) Google Glass
C) Apple Newton MessagePad
D) YoYo car subscriptions
E) AirBnB rentals
50) Pepsi True is a new cola from Pepsi-Cola that is sweetened with a combination of sugar and
stevia leaf extract, resulting in a soft drink with the same flavor of Pepsi but only 60 calories. A
potential showstopper for this product is likely to be
A) a lack of advertising on television.
B) that mid-calorie soft drinks such as Pepsi Next (2012) have not been successful in the past.
C) a lower profit margin due to the added costs of expensive ingredients.
D) cannibalization of the company’s existing sodas.
E) the use of a combination of sugar and stevia leaf extract.
51) A ________ occurs when a person feels deprived of basic necessities such as food, clothing,
and shelter.
A) desire
B) need
C) utility
D) want
E) craving
52) A want is ________ that is shaped by a person’s knowledge, culture, and personality.
A) a desire
B) a need
C) a utility
D) a demand
E) an option
53) A need that has been shaped by a person’s knowledge, culture, and personality results in a
A) standard
B) want
C) utility
D) demand
E) preference
54) Steve wants to eat a Cool Mint Chocolate Clif Bar because, based on his past experience, he
knows it will satisfy his hunger
A) preference.
B) need.
C) utility.
D) want.
E) expression.
55) A need refers to
A) a sense of personal inadequacy based upon observations by others around you.
B) a sense of urgency, which causes a person to take action.
C) a feeling that is shaped by a person’s knowledge, culture, or personality.
D) a feeling of vague lacking, but not fully understanding what may be required.
E) a feeling of deprivation of basic necessities such as food, clothing, and shelter.
56) All of the following are examples of products or services that satisfy a consumer need except
which?
A) a pair of jeans
B) an apple
C) a student dormitory
D) a sales tax
E) a jacket
57) Which of the following statements best distinguishes between consumer needs and wants?
A) Needs are far more influential than wants with respect to marketing decision making.
B) Wants affect marketing decisions primarily for planned purchases while needs affect
marketing decisions primarily for impulse purchases.
C) Wants occur when a person feels deprived of luxury items while needs are solely possessions
required to maintain relationships.
D) Needs and wants are psychologically the same, but needs are those that a consumer can be
guaranteed to satisfy.
E) Needs occur when a person feels deprived of basic necessities such as food, clothing, and
shelter while wants are determined by a person’s knowledge, culture, or personality.
58) A want refers to
A) a sense of personal inadequacy based upon observations by others around you.
B) a powerful desire 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 feeling of deprivation of basic necessities such as food, clothing, and shelter.
59) A television advertisement shows several teenagers searching through the pantry for
something to satisfy their hunger. The pantry offers the teenagers many alternatives—cereal,
chips, cookies, and some Cool Mint Chocolate Clif Bars. The ad, which shows the teens happily
selecting the Clif Bars, appeals to the consumers’ ________ for sustenance to satisfy their hunger
and attempts to shape their ________ for the advertised product.
A) needs; wants
B) requirements; needs
C) wants; preferences
D) demands; needs
E) needs; preferences
60) 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 operation of supply and demand.
61) People with both the desire and ability to buy a specific offering are referred to as
A) shoppers.
B) a customer base.
C) a market.
D) qualified prospects.
E) candidates.
62) All markets ultimately are composed of
A) people.
B) brands.
C) products.
D) organizations.
E) locations.
63) The best description of the market for cosmetic dentistry, where costs can be as much as
$15,000 for teeth 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 an event.
64) In Figure 1-3, “A” represents ________ and “B” represents ________.
A) decisions by management; purchases by customers
B) employees efforts; stakeholder rewards
C) sales department; manufacturing department
D) suppliers; distributors
E) discovering consumer needs; satisfying consumer needs
65) Discovering consumer needs leads directly to
A) purchases by customers.
B) stakeholder rewards.
C) sales and manufacturing department outcomes.
D) supplier and distributor outcomes.
E) concepts for new products.
66) Satisfying consumer needs is accomplished by
A) designing a marketing program.
B) conducting marketing research.
C) discovering consumer needs.
D) developing a distribution strategy.
E) identifying target markets.
67) Product, price, promotion, and place are all components of
A) the firm’s required ongoing activities.
B) the marketing mix.
C) factors used to examine competitors’ products.
D) the cluster of benefits that an organization develops to satisfy consumers’ needs.
E) people with both the desire and the ability to buy a specific offering.
68) A target market refers to
A) customers who have already purchased a firm’s product at least once, have been satisfied, and
are likely to be repeat purchasers.
B) both existing and potential customers who have used a competitor’s product, are dissatisfied,
and who now seek a different product or service to satisfy their needs.
C) a specific group of current consumers toward which an organization directs its advertising.
D) existing or potential consumers who are seeking a product for which there are no current
substitutes.
E) one or more specific groups of potential consumers toward which an organization directs its
marketing program.
69) One or more specific groups of potential consumers toward which an organization directs its
marketing program is referred to as a
A) mass market.
B) base market.
C) potential market.
D) target market.
E) promotional market.
70) Kraft produces Lunchables, a prepackaged meal usually consisting of several crackers, small
slices of meat, and small slices of cheese. Other items in the product line contain small bottles of
Chiquita Strawberry Banana Fruit smoothie, Capri-Sun juice, or Kool-Aid. 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) businesspeople 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.