Question 1

An inventor designs a scissors that has interchangeable blades that allow the user to switch from straight cuts to decorative cuts.Identify two possible target markets and explain your answer.

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Question 2

Explain the marketing program 3M used to reach the office worker segment with its Post-it Flag Pen.

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Question 3

What are the three components of a person's ability to buy an offering?

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Question 4

Goods,services,and ideas all can be marketed.Define goods,services,and ideas and give at least one example of each.

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Question 5

The Apple iPhone is rated by Consumer Reports as being one of the best smartphones in the industry.Define customer value.In what ways do you think the Apple iPhone provides value for its customers?

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Question 6

Explain the difference between a market and a target market.Provide a specific example of each.

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Question 7

Twitter is a website that offers a social networking service,enabling its users to send and read other users' messages or conversations called tweets,which are text-based posts,or tweets,of up to 140 characters displayed on the user's profile page.Connected to each tweet is a rich details pane that provides additional information,deeper context,and embedded media.Companies are using Twitter as a tool in their relationship marketing programs.In what ways can Twitter be used to benefit both the customer and the organization?

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Question 8

Marketing managers use a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

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Question 9

Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss and actually causes new hair growth.You plan to sell your product on an Internet website,which you will advertise on late-night television.You are also hoping to obtain free publicity to place stories in men's fashion magazines.You are planning to sell online a 15-ounce bottle for $24.99 plus $7.99 shipping and handling.Using the information provided,identify each element of your marketing mix.

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Question 10

Why do some marketers feel that environmental forces are not entirely outside their influence?

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Question 11

Do college students have a choice in which classes they take to earn a degree? Use what you have learned about the controllable and uncontrollable aspects of marketing in terms of how they might relate to course selection decision making.Incorporate marketing terms in your response.

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Question 12

During October,kiosk or "pop-up" stores appear in many malls for the holiday season.Typically,these kiosks sell gift boxes of cheese,jewelry,and other items people think are appropriate seasonal gifts.In January,these retailers vanish.Is it possible for such a retailer to use relationship marketing? Explain your answer.

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Question 13

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase,depending on whether it was purchased by an ultimate consumer or an organizational buyer.

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Question 14

Describe two different target markets for two different products or services you,your friends,or your family have recently purchased or used.

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Question 15

Define the marketing concept.

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Question 16

Assume you are a salesperson for a direct marketing firm that does in-home jewelry parties.If most of your hosts or hostesses hold only one party a year,what strategies could you use to build strong customer relationships? If you are creating your own business for this example,make sure to describe your product(s)in your introductory sentence.

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Question 17

In our free enterprise society,which three specific groups benefit from effective marketing?

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Question 18

Explain the marketing program that 3M used to reach the student target market for the Post-it Flag Highlighter and the rationale used for each element of the marketing mix.

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Question 19

Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.

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Question 20

List the five environmental forces in a marketing decision that generally are outside the control of marketing managers.

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Quiz 1: Creating Customer Relationships and Value Through Marketing