1. List four marketing mix variables and describe each one of them.
2. Describe the three different types of products with suitable examples.
Chapter 1 – Customer-Driven Strategic Marketing
3. Describe several activities encompassed by the distribution variable.
4. Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.
Chapter 1 – Customer-Driven Strategic Marketing
5. What are the three ways that marketing environment forces affect a marketer’s ability to create satisfying
exchange relationships?
6. Define the term target market.
7. Define the term value. Explain how people determine a product’s value.
Chapter 1 – Customer-Driven Strategic Marketing
8. Discuss the evolution of the marketing concept through the various types of orientation.
9. Whatismeantbytheterm”marketingconcept”?
Chapter 1 – Customer-Driven Strategic Marketing
10. What is meant by the term “relationship marketing”? How does relationship marketing affect a customer?
11. Why is marketing important to businesses and to the economy?
Chapter 1 – Customer-Driven Strategic Marketing
12. Explain how knowledge of marketing enhances consumer awareness.
13. Discuss the concept of green marketing and why it is important to marketers.
Chapter 1 – Customer-Driven Strategic Marketing
14. The focal point of all marketing activities is its:
a. products.
b. marketing mix.
c. profits.
d. sales.
e. customers.
15. Organizations should define themselves not according to the products they produce, but according to:
a. how profitable they are.
b. the price of their stock.
c. the abundance of their product selection.
d. how they treat employees.
e. how they satisfy customers.
Chapter 1 – Customer-Driven Strategic Marketing
16. The definition of marketing implies that ____ should receive benefits from exchange relationships.
a. only customers
b. only businesses
c. company management
d. both customers and businesses
e. only selected customers
17. The primary value that a marketer expects to receive from a customer in an exchange relationship is:
a. the price charged for the product.
b. customer satisfaction.
c. references to other potential customers.
d. quality merchandise that meets expectations.
e. few returns of the merchandise purchased.
Chapter 1 – Customer-Driven Strategic Marketing
18. A target market:
a. involves a large number of customers.
b. is a specific group of customers on whom a company focuses its marketing efforts.
c. already has several competitors vying for customers’ business.
d. is the same as a salesperson’s prospective client list.
e. is a customer group classified as people with similar demographic characteristics.
19. Kashi Heart to HeartTM
cereal is aimed at people concerned about their heart health. These people represent the
Kashi:
a. marketing mix.
b. marketing strategy.
c. target market.
d. marketing tactic.
e. consumer advocates.
Chapter 1 – Customer-Driven Strategic Marketing
20. Acommercialforthedrink“SunnyD”explainshownutritiousitisincomparisontoother,more“sugary”drinks.
While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers. These
mothers represent SunnyD’s:
a. target market.
b. consumer advocates.
c. marketing strategy.
d. marketing mix.
e. marketing tactic.
21. Distribution, price, promotion, and product are all elements of:
a. marketing strategy.
b. the marketing mix.
c. a target market.
d. a consumer good.
e. a business strategy.
Chapter 1 – Customer-Driven Strategic Marketing
22. A marketing manager decides what combination of variables is needed to satisfy customers’ needs for a general
type of product. What are the essential variables that the marketing manager combines?
a. Product, price, distribution, and promotion variables
b. Marketing environment variables
c. Target market variables
d. Product, price, and customer variables
e. Customer and promotion variables
23. The marketing mix is built around the:
a. product.
b. company.
c. customer.
d. employee.
e. retail outlet.
Chapter 1 – Customer-Driven Strategic Marketing
24. Marketing managers strive to develop a marketing mix that:
a. minimizes marketing costs.
b. matches what competitors are offering.
c. best matches the abilities of the firm.
d. matches the needs of the target market.
e. generates the highest level sales.
25. The product variable of the marketing mix can include all of the following except:
a. creation of brand names.
b. consumer perception of the product price.
c. development of product packaging.
d. warranty issues.
e. repair services.
Chapter 1 – Customer-Driven Strategic Marketing
26. The three basic forms that a product can take are:
a. markets, products, and images.
b. goods, ideas, and intangibles.
c. brands, services, and tangibles.
d. services, ideas, and goods.
e. ideas, services, and things.
27. A physical product you can touch is a(n):
a. service.
b. good.
c. idea.
d. concept.
e. philosophy.
Chapter 1 – Customer-Driven Strategic Marketing
28. The application of mechanical and human efforts to either people or objects to provide intangible benefits to
customers is known as a(n):
a. issue.
b. experience.
c. idea.
d. good.
e. service.
29. Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under
the influence of alcohol. MADD primarily markets:
a. goods.
b. ideas.
c. services.
d. political figures.
e. applications.
Chapter 1 – Customer-Driven Strategic Marketing
30. The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows
parents actively playing games with their children. The Church is using the process of marketing to promote its:
a. goods.
b. services.
c. experiences.
d. production.
e. ideas.
31. Which of the following is an idea marketer?
a. Car salesperson
b. Airline pilot
c. Attorney
d. Abuse counselor
e. Orthodontist
Chapter 1 – Customer-Driven Strategic Marketing
32. Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for
Nike.
a. price
b. good
c. product
d. promotion
e. distribution
33. Making modifications to packaging or brand names involves the ____ component of the marketing mix.
a. price
b. promotion
c. market
d. distribution
e. product
Chapter 1 – Customer-Driven Strategic Marketing
34. Issues of inventory levels and storage costs are both concerns relating to the ____ variable of the marketing mix.
a. distribution
b. product
c. exchange
d. price
e. promotion
35. Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest.
He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is
currently doing. This most closely represents a decision about:
a. which market he should target.
b. the best way to distribute his products.
c. how to effectively promote his business.
d. the product he provides to his customer.
e. which supplier he should use.
Chapter 1 – Customer-Driven Strategic Marketing
36. Consumers buying products online have dramatically affected the ____ variable of the marketing mix.
a. product
b. price
c. distribution
d. research
e. promotion
37. Changing the hours of operation for a service business involves the ____ component of the marketing mix.
a. product
b. price
c. distribution
d. promotion
e. marketing concept
Chapter 1 – Customer-Driven Strategic Marketing
38. Which of the following scenarios involves the distribution element of the marketing mix?
a. Deciding whether or not a certain product should continue to be sold
b. Determining whether an advertising message would be more effective on television or in magazines
c. Deciding whether or not to provide a percentage of discount for a particular product.
d. Deciding whether or not to have retail outlets in addition to a website
e. Developing a new warranty policy for an existing product
39. Which of the following is an element of the marketing mix that is used to increase the level of awareness of a
product or company?
a. Communication
b. Product
c. Price
d. Distribution
e. Promotion
Chapter 1 – Customer-Driven Strategic Marketing
40. When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers
about the product’s benefits. Which of the following marketing mix variables is implicated in this regard?
a. Price
b. Promotion
c. Distribution
d. Product
e. Packaging
41. Boca Burger’s website features information about products, recipes, and nutritional values, but customers cannot
actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.
a. promotional
b. distributional
c. pricing
d. targeting
e. production
Chapter 1 – Customer-Driven Strategic Marketing