Figure 1-5
150) In Figure 1-5 above, “A” represents which era in U.S. business history?
A) sales era
B) consumerism era
C) marketing concept era
D) customer relationship era
E) production era
151) In Figure 1-5 above, “B” represents which era in U.S. business history?
A) sales era
B) production era
C) consumerism era
D) marketing concept era
E) customer relationship era
152) In Figure 1-5 above, “C” represents which era in U.S. business history?
A) sales era
B) production era
C) consumerism era
D) marketing concept era
E) customer relationship era
153) In Figure 1-5 above, “D” represents which era in U.S. business history?
A) sales era
B) production era
C) consumerism era
D) marketing concept era
E) customer relationship era
154) Customer relationship management refers to
A) the view that organizations should satisfy the needs of consumers in a way that provides for
society’s well-being.
B) the process of identifying prospective buyers, understanding them intimately, and developing
favorable long-term perceptions of the organization and its offerings so buyers will choose them
in the marketplace.
C) the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also
trying to achieve the organization’s goals.
D) the links an organization has to its individual customers, employees, suppliers, and other
partners for their mutual long-term benefit.
E) the cluster of benefits that an organization promises customers to satisfy their needs.
155) 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?
A) a flexible marketing system
B) a database warehouse
C) customer relationship management
D) competitive intelligence
E) a profit-oriented marketing program
156) The internal response that customers have to all aspects of an organization and its offerings
is referred to as
A) customer experience.
B) relationship marketing.
C) internal customer audit.
D) internal marketing.
E) customer relationship management.
157) Customer experience refers to
A) the practice of building ties to customers based on a salesperson’s attention and commitment
to customer needs over time.
B) the links an organization has to its customers for their mutual long-term benefits.
C) 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.
D) the internal response that customers have to all aspects of an organization and its offerings.
E) the activities in which a firm participates to create a positive buying experience for customers.
158) Recently, Fortune magazine named Trader Joe’s “America’s hottest retailer” for its
outstanding ________, including personal attention from employees in the store.
A) customer value proposition
B) relationship marketing
C) customer experience
D) internal marketing
E) customer relationship management
159) All of the following are aspects of Trader Joe’s customer experience except which?
A) It has a large and expensive research and development facility.
B) It offers unusual food products not available from other retailers.
C) Its commitment to customer experience has resulted in its rank as a favorite supermarket.
D) It sets low prices by offering its own brands, not national ones.
E) It provides employee “engagement” to help customers.
160) Today, the standards of marketing practice have shifted from the interests of producers to
the interests of
A) nonprofit organizations.
B) government.
C) retailers.
D) stockholders.
E) consumers.
161) Social responsibility is
A) the view that organizations should satisfy the needs of consumers in a way that provides for
society’s well-being.
B) the fundamental, passionate, and enduring principles of an organization that guide its conduct
over time.
C) the idea that an organization should strive to satisfy the needs of consumers while also trying
to achieve the organization’s goals.
D) the idea that individuals and organizations are accountable to a larger society.
E) the recognition of the need for organizations to improve the state of people, the planet, and
profit simultaneously if they are to achieve sustainable, long-term growth.
162) The idea that individuals and organizations are accountable to a larger society is known as
A) the societal marketing concept.
B) social responsibility.
C) consumerism.
D) sustainable development.
E) capitalism.
163) You change the oil in your car yourself and dump the used oil down the sewer drain that
ultimately flows into the local river. Oil manufacturers know this is not an isolated occurrence,
so should they be concerned?
A) No, you paid for the oil and you can dispose of it as you like.
B) No, the oil company will someday add a premium to the price to pay for oil cleanup in the
environment.
C) Yes, this is the type of situation that can get “big oil” a lot of bad press.
D) Yes, this is an issue of social responsibility because the polluted water affects others in the
society at large.
E) No, this is an issue solely between you and your neighbors.
164) Which of the following most directly explains why pharmaceutical giant Pfizer offered low-
income senior citizens many of its most widely used prescriptions for $15 each per month?
A) the profit motive since aging baby boomers are a large, profitable market
B) the social responsibility concept
C) the necessity of matching competitors’ actions
D) new regulatory Medicare mandates as a result of the Affordable Care Act
E) the mandate by its industry’s code of ethics
165) The societal marketing concept
A) is the moral principles and values that govern the actions and decisions of an organization.
B) is the idea that organizations are part of a larger society and are accountable to that society for
their actions.
C) actively tries to understand customer needs and satisfy them while satisfying the firm’s goals.
D) involves conducting business in a way that protects the natural environment while making
economic progress.
E) is the view that an organization should satisfy the needs of consumers in a way that provides
for society’s well-being.
166) The view that holds an organization should satisfy the needs of consumers in a way that
also provides for society’s well-being is known as
A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) social responsibility.
E) capitalism.
167) Innovators at 3M developed Scotchbrite Greener Clean scrub sponges from agave leaves.
Customers appreciate this superior product (they don’t rust or scratch) and like the fact that their
purchase is environmentally responsible, making this an example of
A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) target markets.
E) capitalism.
168) What kinds of organizations should engage in marketing?
A) only those that can afford to advertise
B) only very large and established for-profit organizations
C) only Fortune 5,000 companies
D) every organization regardless of the kind
E) only if the organization has a profit motivation
169) 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 to some extent.
170) Which of the following statements best describes a good?
A) Goods are physical objects.
B) Goods are the only currency that can be used in an exchange.
C) Goods are intangible concepts and thoughts about ideas or causes.
D) Goods are the benefits organizations receive for selling products and services.
E) Goods can be either tangible or intangible.
171) Which of the following statements best describes a service?
A) Services are physical objects.
B) Services are intangible items.
C) Services are thoughts about concepts, actions, or causes.
D) Services are the benefits organizations receive in exchange for selling products.
E) Services comprise the subset of tangible features of products.
172) Organizations such as American Airlines, U.S. Bank, and the Red Cross each provide
customers with a product that is typically called
A) a utility.
B) a performance.
C) a service.
D) a value.
E) an idea.
173) A live theater performance cannot be touched like a physical object, but is still considered a
product. To a marketer, this is an example of
A) a utility.
B) a production.
C) a value.
D) a service.
E) an idea.
174) In marketing, thoughts about concepts, actions, or causes are referred to as
A) utilities.
B) experiences.
C) values.
D) ideas.
E) services.
175) A product
A) consists of the benefits or customer value received by its sellers.
B) is the cluster of benefits that an organization promises customers to satisfy their needs.
C) is a good, service, or idea consisting of a bundle of tangible and intangible attributes that
satisfy consumers’ needs and is received in exchange for money or something else of value.
D) consists of items that the consumer purchases frequently, conveniently, and with a minimum
of shopping effort.
E) is the set of intangible activities or benefits that an organization provides to satisfy consumers’
needs in exchange for money or something else of value.
176) 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
A) a utility.
B) an item.
C) a service.
D) a marketing program.
E) a product.
177) Which answer reflects (in this order) a good, a service, and an idea that can be marketed?
A) a candy bar, a wastepaper basket, and a vending machine
B) a CD, a concert, and a souvenir T-shirt
C) a political candidate, democracy, and freedom
D) an iPhone, an iPad, and an Apple Watch
E) a toothbrush, laser teeth whitening, and dental hygiene
178) The Hermitage, a famous Russian art museum, was experiencing a decrease in visitors that
was blamed on low awareness of the museum’s treasures. The Hermitage partnered with IBM to
create an online virtual tour of a sampling of paintings, sculptures, artifacts, etc., hopefully
encouraging visitors to make a trip to experience it all. The Hermitage is a(n) ________ that uses
online virtual tours to market itself worldwide.
A) good
B) idea
C) service
D) assembly
E) charity
179) All of the following are examples of ideas that can be marketed except which?
A) State governments in Arizona and Florida marketing the notion of taking a warm, sunny
winter vacation 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 a large national deficit
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
180) Ultimate consumers are
A) the people who use the products and services purchased for a household.
B) people who have already purchased a firm’s product at least once, have been satisfied, and are
likely to make repeat purchases.
C) people or organizations that have used a competitor’s product and who have been dissatisfied,
and who are still seeking a product or service to satisfy their needs.
D) those manufacturers, wholesalers, retailers, and government agencies that buy goods and
services for their own use or for resale.
E) one or more specific groups of potential customers toward whom an organization directs its
marketing program.
181) The people who use the products and services purchased for a household are called
A) organizational buyers.
B) household prospects.
C) ultimate consumers.
D) a target market.
E) sellers.
182) Hudson News Distribution owners Lisa and James Cohen recently launched a quarterly art
and interior design magazine, Galerie, to be distributed exclusively in their retail stores. Who is
the ultimate consumer for this magazine?
A) the person who buys the magazine to read at home
B) the person who stocks the magazine rack at Hudson News
C) any person who owns Hudson News stock
D) the salesperson at Hudson News
E) All those who benefit from the magazine, from the owners and writers, to the seller, to the
reader at home, are the ultimate consumers.
183) Which of the following is an example of an ultimate consumer?
A) a newspaper reporter who books a plane ticket to Washington, D.C., to cover the presidential
inauguration
B) a schoolteacher who bought a ticket to the Summer Olympics opening ceremonies
C) an office receptionist who renews the magazines that are found in the office waiting room
D) a retailer who buys banners for an upcoming store sale
E) a landscaping firm employee who buys a new wheelbarrow to use to haul mulch
184) Entities such as manufacturers, retailers, and government agencies that buy goods and
services for their own use or for resale are referred to as
A) intermediate buyers.
B) selling agents.
C) organizational buyers.
D) manufacturing agents.
E) brokers.
185) Organizational buyers are described as
A) only companies that purchase raw materials and natural resources for manufacturing.
B) employees who purchase household items for their personal use.
C) any individual or group making a purchase worth over $100,000.
D) manufacturers, retailers, or government agencies that buy products for their own use or for
resale.
E) any organization that uses products purchased or meant for a household.
186) Which of the following is the best example of an organizational buyer?
A) a college student buying paper towels in bulk for herself and her roommates
B) a store owner buying hand-woven tablecloths to sell in her store
C) a computer programmer buying the latest game for her Xbox
D) a botanist buying a rose bush for his home garden
E) a parent buying a softball glove for a daughter
187) Effective marketing benefits society because it
A) reduces competition, making the playing field more even.
B) improves the quality of products and services regardless of the cost.
C) allows companies to charge whatever price they want, regardless of product quality.
D) makes countries more competitive in world markets while simultaneously reducing
competition in their home markets.
E) enhances competition, which improves the quality of products and services and lowers prices.
188) Utility refers to
A) the number of alternative uses or benefits that can be provided by a single product or service.
B) the adaptability of a marketing program to adjust to changes in the marketing environment.
C) the benefits or customer value received by users of the product.
D) the fixed costs associated with the production of a single unit of a product within a product
line.
E) the variable costs associated with the production of a single unit of a product within a product
line.