Question 1

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

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Question 2

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 3

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 4

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 5

At the BMW website, BMW.com, you can design your own BMW with the exact features you desire. If you choose to use this method to purchase a car, what type of utility(ies) has(have) been created?

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Question 6

Describe Chobani's distribution (place) strategy.

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Question 7

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

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Question 8

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

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Question 9

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

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Question 10

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

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Question 11

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 12

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 13

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 14

Explain Chobani's product strategy that makes Chobani yogurt different from its principal competitors.

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Question 15

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 16

It is said that goods, services, and ideas are marketed. Define goods, services, and ideas and give at least one example of each.

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Question 17

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 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 just beginning to use Twitter as a tool in their relationship marketing programs. In what ways could Twitter be used to benefit both the customer and the organization?

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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

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 20

Define the marketing concept.

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Quiz 1: Creating Customer Relationships and Value Through Marketing