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38) 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
39) 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 and 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.
40) Suppose you want a snack after taking this exam. Dominos 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 Dominos?
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.
41) 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) the foundation of brand loyalty
D) a way for parties to communicate
E) practicing ethics and sustainability
42) 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.
43) 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.
44) 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
45) Studies of new product launches indicate that about ________ percent of the products fail.
A) 33
B) 40
C) 67
D) 75
E) 90
46) To avoid new-product failure, new-product expert Robert M. McMath suggests
A) implementing a regional rather than a nationwide rollout of a new product.
B) building a hierarchical organizational structure so that more people have a chance to spot
product problems.
C) focusing on customer benefits and learning from the past.
D) increasing the marketing budget, since "success comes to those who can outspend the
competition."
E) releasing several different versions of a new product at the same time to see which one is most
successful.
47) If you followed the suggestions of Robert M. McMath, which of the following provides the
best advice for a marketer for Colgate, when launching a new version of the toothpaste?
A) Anticipate the future five years out in terms of product form, ingredients, and packaging—to
invent the "toothpaste of tomorrow!"
B) Give the product a mysterious name that is unrelated to the product's benefits but instead
provokes consumer curiosity.
C) Initiate a Facebook campaign against beverages sweetened with high fructose corn syrup,
which can contribute to tooth decay.
D) Create unusual packaging that has special shelving requirements.
E) Study past toothpaste product failures and learn from them.
48) 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.
49) 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.
50) 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
51) The new Nutritional Fact label requirements taking effect in 2020 will provide more
information about added sugars. In anticipation, Coca-Cola is testing Coca-Cola Stevia, which
will be sweetened only with stevia. A potential showstopper for this product is likely to be
A) a lack of advertising on television.
B) previous products with stevia sweetener had a bitter aftertaste.
C) a lower profit margin due to the added costs of expensive ingredients.
D) cannibalization of the company's existing sodas.
E) pressure from the cane sugar and corn industries.
52) 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
53) 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
54) A need that has been shaped by a person's knowledge, culture, and personality results in a
A) desire.
B) want.
C) utility.
D) demand.
E) requirement.
55) 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) perception.
E) expression.
56) 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.
57) All of the following are examples of products or services that satisfy a consumer need except
which?
A) a movie ticket
B) an apple
C) a student dormitory
D) a sales tax
E) a jacket
58) 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.
59) 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.
60) 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
61) 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.
62) 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.
63) All markets ultimately are composed of
A) people.
B) brands.
C) products.
D) organizations.
E) locations.
34
64) 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 a job interview.
Figure 1-2
65) In Figure 1-2, "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
66) 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.
67) 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.
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) business people looking for a satisfying breakfast at the office.
C) business travelers on the run.
D) teenagers who are have missed a meal due to after-school activities.
E) baby boomers who are trying to lose weight.
71) Which of the following people would most likely be the best target market for tickets to the
home games of the Indianapolis Colts professional football team?
A) all people with an interest in professional football
B) all people in the Midwest who have an interest in sports
C) all men who played on a varsity football team in high school
D) all people in the Indianapolis and surrounding areas interested in football
E) all people in Indiana who watch football on TV
72) Which of the following groups would be the least likely target market for a company
producing canned food in single-serving sizes?
A) single adults
B) school kitchens
C) campers
D) senior citizens
E) vending machine owners
73) TUMI brand briefcases are very expensive, high-end briefcases that are generally sold in
specialty luggage shops. Which of the following groups of people would be the most likely target
market for TUMI briefcases?
A) police officers
B) executives
C) construction workers
D) massage therapists
E) students
74) The United States Army was both praised and criticized for its use of a popular video game,
America's Army, which was designed to reach potential recruits. The game's creator, Colonel
Casey Wardynski, wanted to provide a sense of the training and teamwork one could find in the
Army's military environment. The game was designed for "boys 14 years or older," which
represent the Army's
A) mass market.
B) actual recruits.
C) restricted market.
D) target market.
E) untapped market.
75) A local university offers business courses for a target market of people who currently work
and want to take refresher courses for certification in their business field (marketing, accounting,
etc.). Which of the following would be the most effective way to communicate with the target
market, bearing in mind that communication must be both effective and economical?
A) put announcements on campus bulletin boards
B) distribute promotional materials during classes
C) advertise on national television
D) advertise on local hip-hop radio shows
E) advertise on LinkedIn, social media for professionals
