111) If a bank is known for delivering customer value through its focus on taking great care of
customers, it is most likely focusing on providing its customers with the best
A) assortment.
B) products/services.
C) price.
D) customer service.
E) availability.
112) 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 by providing its customers with
A) the best airport experience.
B) the most convenient flight schedules.
C) the best price for the distance traveled.
D) the best in-flight service.
E) the greatest sense of personal safety.
113) Relationship marketing refers to
A) the selection and the assignment of a firm’s personnel for a specific product or product line to
a group of current or prospective customers.
B) the belief that it is easier and less expensive to find new customers than to retain old ones.
C) the linking of the organization to its individual customers, employees, suppliers, and other
partners for their mutual long-term benefits.
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) exclusive legally binding contractual agreements between retailers and customers in order to
create enhanced value for each party.
114) The linking of the organization to its individual customers, employees, suppliers, and other
partners for their mutual long-term benefit is referred to as
A) relationship marketing.
B) exclusive dealing.
C) loyalty marketing.
D) customer relationship management.
E) symbiotic marketing.
115) Which of the following statements about relationship marketing is most accurate?
A) Relationship marketing has a short-term focus: increasing profits for the firm.
B) Relationship marketing prevents the need to offer unique value to customers.
C) Relationship marketing provides benefits for both customers and the organization.
D) Very few companies today are engaged in relationship marketing.
E) The Internet almost always has a negative impact on a firm’s personal relationships with
customers.
116) In the performing arts world, Tessitura uses box office technology to track every patron
transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in
one database. The information can help symphonies, operas, and theaters develop customer
profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups to engage
in
A) market aggregation.
B) relationship marketing.
C) societal marketing.
D) market mining.
E) mainstream marketing.
117) Publix Supermarkets and The Little Clinic signed an exclusive agreement, placing small
walk-in health clinics inside selected stores. Publix customers can have simple medical needs
addressed in a convenient and familiar environment seven days a week and pick up their
prescriptions from the pharmacy without leaving the store. This is an example of
A) supplier management.
B) customer valuation.
C) societal marketing.
D) market aggregation.
E) relationship marketing.
118) A business traveler joined the Starwood Preferred Guest Program in order to earn points
each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough
points, he can trade his points in for a free night’s stay. As a member of this program, the traveler
receives periodic updates on new hotels and learns of ways to earn additional points. The
marketing term that best describes this scenario is
A) relationship marketing.
B) customer satisfaction promotion.
C) customer relationship management.
D) customer valuation.
E) supplier-consumer partnership.
119) A marketing program refers to
A) a plan that integrates the marketing mix to provide a good, service, or idea to prospective
buyers.
B) the selection of product benefits and attributes that are added to or subtracted from a given
product to create variations within a product line.
C) the marketing manager’s controllable factors—product, price, promotion, and place—that can
be used to solve a marketing problem.
D) the specific ratio within a marketing budget that divides resources between advertising,
promotions, and personal selling.
E) the allocation of resources within a firm toward individual marketing mix elements.
120) A ________ is a plan that integrates the marketing mix to provide a good, service, or idea to
prospective buyers.
A) marketing strategy
B) marketing program
C) macromarketing tactic
D) micromarketing tactic
E) customer relationship management
121) 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 converted into a
tangible
A) marketing strategy.
B) macromarketing agenda.
C) micromarketing agenda.
D) marketing program.
E) marketing concept.
122) Market segments refer to
A) the relatively heterogeneous groups of prospective buyers that result from the market
segmentation process.
B) all buyers of a product or service who have previously purchased a particular firm’s products
or services and who intend to repeat that purchase sometime in the future.
C) the smallest number of buyers that have similar needs but do not react similarly in a buying
situation.
D) the relatively homogenous groups of prospective buyers that have common needs and will
respond similarly to a marketing action.
E) all potential buyers of a product or service who intend to purchase a firm’s products or
services but who have not yet done so.
123) In marketing, each ________ consists of people who are relatively similar to each other in
terms of their consumption behavior.
A) market segment
B) demographic cluster
C) organizational buyer group
D) ultimate consumer group
E) qualified prospect group
124) An inventor for 3M, David Windorski, and a team of four college students, questioned
dozens of students about how they study. They told the research team
A) that Scotch tape had outgrown its usefulness to students.
B) to make new products that were more environmentally friendly.
C) that the average backpack was already too heavy.
D) that it would be reasonable to put Post-it Flags together with a highlighter.
E) to determine the ratio of sales of 3M products to those of competitors’ study aid products.
125) The purpose of the introduction of 3M Post-it Flag Highlighters was to
A) stay ahead of trends and focus its marketing program on only one segment.
B) stay ahead of trends and focus its marketing program on expanding distribution.
C) increase production economies of scale by reducing manufacturing and marketing costs for
Post-it Flags and Post-it Notes.
D) preempt a competitive move by Sanford’s Sharpie to introduce a similar product.
E) help college students with their studying.
126) Which of the following statements about 3M’s marketing program for Post-it Flag
Highlighters and Post-it Flag Pens is most accurate?
A) In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag Highlighter in
exactly the right way to appeal to its target market.
B) Paralegals were initially the intended target market for the Post-it Flag Highlighter.
C) David Windorski, a 3M inventor, developed the Post-it Flag Pen for the office worker
segment.
D) The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product
line.
E) In development of the Post-it Flag Highlighter, David Windorski examined similar products
of 3M’s major competitors and simply made changes that would provide the “wow” factor.
127) The pricing strategy for 3M’s Post-it Flag Highlighters was to
A) match its principal competitors’ highlighters’ prices.
B) charge a price that would provide genuine value to the target customer segment.
C) set an initially low price with the intent of bringing down the price even further later if sales
were less than anticipated.
D) place the product in discount office supply retailers to make it easier to purchase.
E) use the same pricing strategy as its 3M’s Post-it Flag and Post-it Note offerings.
128) The 3M Post-it Flag Highlighter and Pen marketing programs were designed for what
primary objective?
A) the initial launch of two new 3M products
B) specific promotions to be used for long-range strategies
C) segmenting the market into 12 specific target market segments
D) marketing 3M products to foreign markets
E) positioning the products relative to major competitors
129) The place strategy in 3M’s marketing program made it convenient for ________ to buy
Post-it Flag Highlighters and Post-it Flag Pens.
A) external salespeople only
B) college students only
C) office workers only
D) college students and office workers
E) teachers only
130) Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it
Flag Pens, one can conclude that
A) the market segments for Post-it Flag Highlighters and Post-it Flag Pens are identical.
B) the market segments for Post-it Flag Highlighters and Post-it Flag Pens are not realistic.
C) the Post-it Flag Highlighters and Post-it Flag Pens are priced unreasonably for the target
markets.
D) the prices for 3M’s Post-it Flag Highlighters and Post-it Flag Pens are set to maximize 3M’s
profits, not its distributors’ profits.
E) the promotion strategy is designed to increase awareness among potential users.
131) With respect to the history of American business, the ________ era covered the early years
of the United States up until the 1920s.
A) sales
B) marketing concept
C) customer relationship
D) market orientation
E) production
132) If you wanted a new pair of shoes during the Civil War, you traced the outline of your foot
on a piece of paper and gave it to a shoemaker. There was no distinction between the right and
left foot because you wanted your shoes as quickly as possible, and the shoemaker knew that you
would buy them even if they just “sort of” fit. This is an example of a transaction that would
have occurred during the ________ era in U.S. business history.
A) marketing concept
B) sales
C) production
D) social entrepreneurship
E) market orientation
133) With respect to the history of American business, the ________ era covered the years from
the 1920s to the 1960s.
A) production
B) sales
C) marketing concept
D) customer relationship
E) market orientation
134) The period of American business history when firms could produce more goods than they
could sell and the focus was on hiring more salespeople to seek out new customers is referred to
as the ________ era.
A) sales
B) marketing concept
C) production
D) goods
E) market orientation
135) Shortly after World War II, John Jackson developed an idea for a machine lubricant that
was superior to anything currently on the market. He persuaded friends to help him begin
producing it for sale. While demand kept up with production at first, he soon found that he had to
hire a sales force to sell excess product to manufacturing companies in the area. He decided this
was primarily because of several strong competitors that had recently come into the industry.
This is an example of marketing behavior that would occur during the ________ era of U.S.
business history.
A) marketing concept
B) production
C) goods
D) sales
E) social entrepreneurship
136) In the movie Tin Men, two rival salesmen engaged in a variety of dishonest and unethical
practices in order to sell aluminum siding to homeowners in 1963. Their job was difficult, in
part, because the supply of aluminum siding surpassed the demand for the product and
competition was intense. This situation is indicative of the ________ era of U.S. business
history.
A) goods
B) sales
C) production
D) market orientation
E) societal marketing
137) Imagine a confectionary company has introduced a new nutty candy bar during the 1930s
(the sales era in U.S. business history). Which of the following statements would you most likely
expect management to make if sales of this new candy bar were much lower than expected?
A) “We’d better do some market testing to determine why people are dissatisfied.”
B) “Perhaps we should make candy bars with raisins.”
C) “Let’s put more aggressive salespeople in the field.”
D) “Let’s lower the price and change the name.”
E) “Don’t worry about it; we’re the largest candy manufacturer in the area. Sooner or later they’ll
get hungry enough that they’ll come to us.”
138) In U.S. business history, the marketing concept era began in
A) the early years of the Civil War.
B) the 1920s.
C) the 1950s.
D) the mid-1980s.
E) the first few years of the 21st century.
139) The ________ concept means that an organization strives to satisfy consumer needs while
achieving its goals.
A) marketing
B) sales
C) production
D) societal benefit
E) customer relationship
140) Which of the following statements about the marketing concept is most accurate?
A) The marketing concept can trace its roots to early Greek culture.
B) In using the marketing concept, both companies and consumers are able to satisfy needs
simultaneously.
C) In using the marketing concept, companies focus on sales and advertising.
D) The marketing concept is most effective when production is limited and the product will sell
itself.
E) All U.S. firms are now operating with a marketing concept philosophy.
141) The idea that an organization should strive to satisfy the needs of consumers while also
trying to achieve the organization’s goals reflects the
A) concept of synergy.
B) marketing concept.
C) principle of customer relationship management.
D) societal marketing concept.
E) consumerism concept.
142) The marketing concept refers to
A) the activity for creating, communicating, delivering, and exchanging offerings that benefit its
customers, the organization, its stakeholders, and society at large.
B) the belief that an organization should continuously collect information about customers’
needs, share this information across departments, and use it to create customer value.
C) the view that organizations should satisfy the needs of consumers in a way that provides for
society’s well-being.
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 should strive to satisfy the needs of consumers while also trying
to achieve the organization’s goals.
143) Which of the following terms best describes the marketing concept?
A) consumer-oriented
B) production-oriented
C) sales-oriented
D) society-oriented
E) competition-oriented
144) In 1952, General Electric’s annual report stated, “The concept introduces…marketing…at the
beginning rather than the end of the production cycle and integrates marketing into each phase of
the business.” This is a brief statement of what has come to be known as the
A) sustainability perspective.
B) age of consumerism.
C) sales concept.
D) marketing concept.
E) customer relationship management concept.
145) Firms such as General Electric, Marriott, and Facebook have achieved great success by
putting a huge effort into implementing the marketing concept, giving their firms a
A) production orientation.
B) sales orientation.
C) customer relationship orientation.
D) service orientation.
E) market orientation.
146) Many companies subscribe to being “green” because they feel that consumers value this.
Yet, in many of these same firms, office computers are left on 24 hours a day and office paper is
not recycled. This example indicates it is not always easy for firms to act in accordance with the
A) marketing concept.
B) customer relationship management concept.
C) consumerism.
D) social entrepreneurship.
E) cause marketing.
147) An organization with a market orientation
A) focuses its efforts on continuously collecting information about the environment, keeping
abreast of competitors’ actions, and using this information to create product innovation.
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 continuously collecting information about customers’ needs, sharing this
information across departments, and using it to create customer value.
148) An organization that focuses its efforts on continuously collecting information about
customers’ needs, sharing this information across departments, and using it to create customer
value is said to have a(n)
A) product orientation.
B) macroeconomic orientation.
C) market orientation.
D) industry orientation.
E) societal marketing orientation.
149) With respect to the history of American business, today’s firms operate in the ________ era
as they must continuously seek to satisfy the high expectations of customers.
A) production
B) sales
C) marketing concept
D) customer relationship
E) societal marketing