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116) 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.
117) 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.
118) 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.
119) 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 in his points 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.
120) 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.
121) 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
122) 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
meaningful
A) marketing strategy.
B) macromarketing agenda.
C) micromarketing agenda.
D) marketing program.
E) marketing concept.
123) 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 homogeneous 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.
124) The relatively homogeneous groups of prospective buyers that have common needs and will
respond similarly to a marketing action is referred to as
A) a market segment.
B) a target market.
C) a customer base.
D) an ultimate consumer.
E) a prospective customer.
125) 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
126) 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.
127) 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.
128) 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.
129) 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.
130) The 3M Post-it® Flag Highlighter and Pen marketing programs described in the text 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
131) 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
132) 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.
133) All of the following statements about the overall marketing program for 3M's Post-it® Flag
Highlighters and the Post-it® Flag Pens are true except which?
A) Office workers were the primary target marketing for the Post-it® Flag Pen.
B) Students were initially the intended target market for the Post-it® Flag Highlighter.
C) Low price was the primary consideration in choosing among distribution options for both
Post-it® Flag Highlighters and the Post-it® Flag Pens.
D) David Windorski, the designer of the Post-it® Flag Highlighter, appeared on "The Oprah
Winfrey Show" so Winfrey could thank him in person for "his most incredible invention."
E) 3M recently introduced the 3-in-1 combination Post-it® Flag + Highlighter & Pen.
134) In U.S. business history, the marketing concept was introduced 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.
135) 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
136) 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.
137) 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.
138) 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.
139) 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
140) 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.
141) Firms such as Southwest Airlines, 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.
142) Some companies have very restrictive return policies, for example, accepting returns only
for store credit or not accepting them at all. Though these policies have a positive effect on sales
figures, some customers end up frustrated because they have legitimate reasons for returning
merchandise. Very restrictive return policies are likely a violation of
A) the marketing concept.
B) the customer relationship management concept.
C) consumerism.
D) social entrepreneurship.
E) cause marketing.
143) 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.
144) 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
A) product orientation.
B) macroeconomic orientation.
C) market orientation.
D) industry orientation.
E) societal marketing orientation.
145) 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 strive to satisfy the needs of consumers 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.
146) 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
147) 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.
148) 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.
149) 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
150) 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 rare employee "engagement" to help customers.
151) 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.
152) 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.
153) 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.
154) 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.
155) 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
