Deck 1: Creating Customer Value, Relationships, and Experiences Through Marketing

Question 1

Why did Hot Pockets Snackers fail?

A)Consumer needs were not met
B)Consumers could not tell the difference between Snackers and the original
C)The initial product launch had poor advertisements
D)The target market was not accurately defined

Answer 1

A

Question 2

A local on-campus activity club uses Twitter to disseminate information about an upcoming social located at an on-campus pub, which marketing factor is this is an example of?

A)Place
B)Communication
C)Social Media
D)Promotion

Answer 2

D

Question 3

The Canadian Federal Government may be considered what type of marketing buyer?

A)federal buyer.
B)government buyer.
C)ultimate buyer.
D)organizational buyer.

Answer 3

D

Question 4

Though the City of Hamilton was once a manufacturing town, while the steel plant remains, their intent is to continue economic viability through all of the following except:

A)attracting business in web development and app development.
B)international investment.
C)feature film production.
D)health care and scientific research.

Question 5

By definition, which of the following is not considered a marketing activity?

A)communicating offerings
B)creating offerings
C)delivering offerings
D)selling offerings

Question 6

A church has put advertisements in its weekly bulletins to encourage members of the church to participate in the services by reading. Jack volunteered and read during a service. He felt satisfied and felt he was contributing to his church. Was this a marketing exchange?

A)yes, because reading at the service was exchanged for a feeling of satisfaction.
B)no, because the church is a non-profit organization.
C)no, because no money was exchanged.
D)yes, because the church ran an advertisement.

Question 7

City of Hamilton specifically targets each of the following segments except:

A)cancer survivors.
B)corporations seeking a lower cost city to conduct business in.
C)tourists seeking travel with "foodie tours" based on local cuisine.
D)consumers looking for more affordable housing and shorter commute times.

Question 8

Which of the following is NOT required for marketing to occur?

A)two or more parties (individuals or organizations)with unsatisfied needs.
B)a desire and ability on their part to be satisfied.
C)unsatisfied needs that can only be satisfied by physical products, not services.
D)a way for the parties to communicate.

Question 9

To serve both buyers and sellers, marketing seeks to create value through:

A)discovering the needs and wants of prospective customers and satisfying them.
B)selling.
C)exchange.
D)advertising.

Question 10

A local furniture manufacturer purchases rough-cut wood to refine and build into furniture for resale, the manufacturer is known as:

A)original equipment manufacturer
B)organizational buyers
C)middle-consumer
D)end-consumer buyer

Question 11

Ford Canada classifies a group of people with the desire and ability to buy their 2014 Ford explorer as:

A)Markets.
B)Customers.
C)Prospects.
D)Clients.

Question 12

Marketing that is designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer is

A)social marketing.
B)organizational marketing.
C)future marketing.
D)green marketing.

Question 13

Marketing refers to

A)the production or provision of goods or services that will generate the highest return on investment.
B)the strategies used in the advertising and promotion of goods and services.
C)an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
D)the process of identifying the greatest number of target markets for a good or service.

Question 14

Marketing occurs when the transaction takes place. Essential to this process is the idea of exchange. To marketing people, exchange refers to the:

A)process whereby a buyer and seller trade something of value.
B)process of locating buyers and sellers.
C)place where people go to do business.
D)place where people return unwanted goods.

Question 15

In BC, there is a marketing campaign called WorkSafeBC designed to encourage young university and college students to keep safe in the workplace. After viewing various advertisements encouraging students to volunteer their time to give safety seminars, Thomas began paying closer attention to safety issues in his chemistry laboratories at university and decided to volunteer his time to get involved in
Delivering these safety seminars across campus. He felt personally satisfied that he was giving something back to his university. Was this a marketing exchange?

A)yes, because the BC government ran an advertisement.
B)yes, because Thomas' volunteer time and efforts were exchanged for a feeling of satisfaction.
C)no, because the seller is a non-profit organization.
D)no, because no money was exchanged.

Question 16

Which of the following does not appear to be a consumer trend on which the City of Hamilton is capitalizing?

A)customer desire to eat local and enjoy new food experiences.
B)customer desire to support local politicians.
C)customer desire to live closer to work and reduce commute times.
D)customer desire to find more affordable housing and quality of life.

Question 17

Timothy is an employee at Wally's Sporting Goods. He is responsible for facilitating relationships, partnerships, and alliances with the organization's customers, its shareholders (or often representatives of groups served by a non-profit organization), its suppliers, and other organizations. Timothy likely works in which department?

A)marketing
B)human resources
C)business development
D)strategic relationships

Question 18

Effective marketing requires:

A)good common sense.
B)selling unwanted things.
C)all departments within an organization to work together.
D)intimate knowledge and understanding of consumers and the marketplace.

Question 19

To serve both buyers and sellers, marketing seeks to discover the needs and wants of prospective customers and to:

A)manipulate them.
B)satisfy them.
C)take advantage of them.
D)change them.

Question 20

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large is referred to as ________.

A)Selling
B)Advertising
C)Planning
D)Marketing

Question 21

An employee, Lindsey, works at Sanofi-Pasteur, a pharmaceutical company, in the marketing department. Her first task of marketing a potential new product is to:

A)discover the needs of consumers.
B)discover the needs of competitors.
C)satisfy the needs of regulators.
D)discover the needs of sellers.

Question 22

A single parent would like to hire a nanny, but s/he cannot afford one. Marketing does not occur in this situation because:

A)there is no desire on the part of either party to satisfy the other.
B)one of the involved parties does not have the ability to satisfy the other.
C)there is no way to communicate.
D)two or more parties have unsatisfied needs.

Question 23

Brandy works at the marketing department for Apple Computers. The two central concerns of her marketing department are:

A)needs and wants.
B)maximizing an organization's sales and products.
C)promotion and sales.
D)discovering and satisfying needs.

Question 24

In a free-enterprise society, the specific groups that benefit from effective marketing include all of the following EXCEPT:

A)consumers who buy
B)the conjunction between these three
C)organizations that sell
D)society as a whole

Question 25

The Hotel Westcourt in Ottawa is next to Metrocentre, a vast shopping mall. The hotel wants to market its location and many other amenities to convention-goers from other provinces and states. What requirement will not be needed for marketing to occur?

A)something to exchange
B)ignoring communication with convention attendees
C)desire and ability to satisfy unmet needs
D)two or more parties with unsatisfied needs

Question 26

Before any new start-up decides to offer a product, their first task is to address a gap in the market. This is often done by discovering consumer:

A)diversity.
B)needs.
C)ability to pay.
D)objectives.

Question 27

While shopping for back-to-school goods, you come across the following items, all of these are marketed except for:

A)Nikon cameras.
B)Crest toothpaste.
C)Advice from TD Waterhouse
D)Apple computers.

Question 28

The four controllable marketing mix factors include all of the following except:

A)Product.
B)Promotion.
C)Penetration.
D)Price.

Question 29

A marketing student would like to buy a quad-bike, but he cannot afford one. Which of the following reasons explain why marketing fails to occur here?

A)an ability on the part of one party to satisfy the other
B)a desire on the part of each to satisfy the other
C)two or more parties with unsatisfied needs
D)no assessments of consumer wants and needs

Question 30

Candidates are running for office and would very much like to have your vote. They all promise that they will "make the country better." You do not trust any politicians and decide not to vote at all. Marketing will not occur in this situation because:

A)marketing doesn't apply to the voting process.
B)there is no direct way for the parties to communicate.
C)something to exchange is missing.
D)the desire and ability to satisfy needs is missing.

Question 31

Which of the following statements about marketing departments is not true?

A)The marketing department is responsible for designing, creating, and building new products that satisfy the needs and wants of consumers.
B)It is the responsibility of the marketing department to facilitate relationships with the organization's customers.
C)It is the responsibility of the marketing department to create partnerships with the organization's suppliers.
D)The marketing department must work closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.

Question 32

The Shangri-La Hotel and Spa in Toronto is setting up a clinic where visiting clients can get a comprehensive physical while staying at the hotel and using the spa facilities.
The largest anticipated issue is the possible unwillingness for people to go to doctors that they do not know. Marketing may fail to occur here because:

A)two or more parties have unsatisfied needs.
B)there may be no desire on the part of the hotel/spa customer to satisfy this need.
C)there is nothing to exchange.
D)there is no way for the parties involved to communicate.

Question 33

The four outside stakeholder groups that exert important direct influences on an organization consist of:

A)other organizations, suppliers, shareholders (owners), and customers.
B)competitors, industry trade associations, non-profit organizations, and governmental agencies.
C)senior management, the legal department, the marketing department, and other employees of the organization.
D)politicians, regulators, minority groups, and consumer monitoring groups.

Question 34

Terence, an employee at a financial institution is designing a marketing program for their products and services. One or more specific groups of potential consumers toward which the financial institution directs its marketing program is known as a
________.

A)marketing mix
B)target market
C)sub-market
D)generic market

Question 35

Which of the following statement best defines needs and wants?

A)Wants occur when a person feels physiologically deprived of something, and needs are determined by a person's knowledge, culture, or personality.
B)Needs occur when a person feels physiologically deprived of something like food, clothing, and shelter whereas wants are felt needs that are shaped by a person's knowledge, culture, or personality.
C)Wants are a subset of needs.
D)Needs affect marketing, but wants do not.

Question 36

Which of the following conditions must exist in order for marketing to occur?

A)two or more parties with unsatisfied needs, a desire to satisfy them, a satisfactory product, and something to exchange
B)two or more people, a product, a reasonable price, and a place to make an exchange
C)two or more parties with unsatisfied needs, a desire and ability to satisfy them, a way to communicate, and something to exchange
D)two or more people, a method of assessing needs, a way to communicate, and an exchange

Question 37

Janelle works in the marketing department in a public organization in Iqaluit, Nunavut, whose responsibility is public safety. Which of the following statements is not true?

A)Marketing activities provide the customer-satisfying products required for the organization to survive and prosper.
B)Environmental factors affect marketing activities.
C)The marketing department works closely with other departments and employees to implement marketing activities.
D)Marketing activities are not used in public organizations.

Question 38

A television advertisement shows several teenagers searching through a store drinks cooler for something to quench their thirst. The refrigerator offers the youngsters many alternatives - soft drinks, fruit drinks, sport drinks, and water. The ad, which shows the teens happily selecting a particular energy drink over all the other product offerings, appeals to the consumers' for liquid and attempts to shape consumers'
________ for the advertised product.

A)preferences; needs
B)needs; wants
C)wants; needs
D)wants; preferences

Question 39

Your father is tired of conventional light beers, and wants something different. Coincidentally, a newly-opened micro-brewery has begun distributing a new organic light beer through local beer stores and liquor stores and it is only slightly more
Expensive than conventional light beers. Which of the conditions needed for marketing to occur are described in this situation?

A)a physical location for an exchange to take place
B)the creation of unrealized needs
C)one-way communication
D)two parties with unsatisfied needs

Question 40

Suppose you are a university student taking a full course load, working 15-20 hours per week, and finding it necessary to fund the majority of your tuition and living expenses with a student loan. However, you see an ad for a two-week all-inclusive 'young person' holiday package to a resort in the Caribbean and you would desperately like to purchase a ticket for this vacation. What factor is not likely to prevent you from engaging in a marketing transaction?

A)You do not have the time to get to the one travel agency in town that requires an appointment to be able to go through the booking process because of your class, work, and study schedule.
B)Your parents are able to loan you the money.
C)You do not have the resources to qualify for a $3,000 personal loan in order to pay for the ticket.
D)The promoters of this vacation package have been overwhelmed with responses to the ad and there is now a waiting list.

Question 41

Which of the following are marketed?

A)Goods, services, and ideas.
B)Services and ideas only.
C)Goods and services only.
D)Goods, services, ideas and experiences.

Question 42

Dove Beauty Products directs the marketing program for its anti-aging skin serum to older individuals using in-store product placement. Dove considers this group of potential customers to be their:

A)baby-boomer demographic market.
B)desired market.
C)target market.
D)focused market.

Question 43

Micromarketing, most commonly refers to individual organizations that:

A)directs and allocates resources to benefit customers
B)direct their effort to selling in one local area (like a street block)
C)direct their efforts towards selling small things (like toasters)
D)direct their effort to selling intangible services

Question 44

The market for facial cosmetic surgery (which can cost between $5,000 to $10,000 for basic rhinoplasty to chin and cheek implants)is:

A)all former boxers.
B)any adult who has the time, the money, and the desire to undergo the procedures.
C)children with odd-shaped nostrils.
D)anyone that has ever had any cosmetic dentistry.

Question 45

Which of the following groups would be the most likely target market for a company manufacturing cufflinks?

A)businessmen
B)construction workers
C)postal workers
D)police officers

Question 46

Because the organization obviously cannot satisfy all consumer needs, it must concentrate its efforts on certain needs of a specific group of potential consumers. This is the _.

A)market aggregation
B)target market
C)tangent market
D)mass market

Question 47

The cluster of benefits that an organization promises customers to satisfy their needs is called:

A)customer promises.
B)customer satisfaction benefits.
C)customer value proposition.
D)customer value clusters.

Question 48

Books and movies like the Twilight saga are designed to appeal to teens and young adults interested in vampire love stories. This is the for these shows.

A)market aggregation
B)mass market
C)target market
D)tangent market

Question 49

Kim, the Chief Marketing Officer for Pepsi, considers the controllable factors - product, price, promotion, and place - as the company's:

A)environmental factors.
B)marketing program.
C)marketing concept.
D)marketing mix factors.

Question 50

Clark works at a Yoga Studio, every Saturday he goes door-to-door marketing the Studio's services. His goal is to find people with both the desire and ability to purchase a monthly yoga pass. These people are referred to as a:

A)sales set
B)market
C)customer pool
D)customer base

Question 51

The four Ps are commonly known as:

A)the marketing mix or uncontrollable factors.
B)the environmental or controllable factors.
C)the marketing mix or controllable factors.
D)the environmental or uncontrollable factors.

Question 52

Calvin is creating the marketing mix for a new type of apple sauce. Which four Ps are the most important for him?

A)product, place, distribution, and advertising.
B)personnel, priorities, placement, and profits.
C)product, promotion, price, and place.
D)promotion, product, personnel, and place.

Question 53

Which of the following is the BEST description of the target market for the latest Disney movie?

A)everyone who likes movies
B)professionals who are parents of children between the ages of 3 and 12
C)everyone who can afford to buy a movie ticket
D)people who collect Mickey Mouse memorabilia

Question 54

Jo is eight years old and loves chocolate. Her mother will often give her some chocolate along with fresh fruit. To get more chocolate, she must eat her fresh fruit. In marketing terms, the chocolate is an example of a because it is something she has learned to like.

A)need
B)want
C)desire
D)preference

Question 55

Thirkell Farms Gourmet Ice Cream Enhancer is the brand name for a mix designed for use in ice cream machines. The mixes are sold in 500 gram vacu-packs for $5.99 plus postage. The products are only available through the mail. People learn about the product through word-of-mouth and through ice cream machine demonstrations the company's founder gives to groups in the area of Kingston where he lives. This is a description of the company's:

A)market segmentation strategy.
B)marketing mix.
C)action plan.
D)mission statement.

Question 56

A local university offers business courses for a specific target market composed of people who are currently working who want to take refresher courses or work toward further degrees. 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)advertise in the local newspaper.
C)advertise on national television.
D)distribute promotional materials during classes.

Question 57

A new employee in the marketing department at BMW asks his manager to provide an executive summary of the controllable marketing mix factors for the BMW 6 Series Convertible that he will be working on. His manager gives him a puzzled look, and
Says: "At BMW, we refer to those factors as _ ."

A)the four Ps
B)the five Cs
C)the five external environmental forces
D)macromarketing forces

Question 58

Which of the following would be the BEST target market for tickets to the home games of the Ottawa Senators professional hockey team?

A)all people in the greater Ottawa area.
B)people in the Ottawa area with an interest in professional hockey.
C)all men in Ontario.
D)all people in Canada.

Question 59

At a round-table marketing meeting for a food distributor, Kyle explains the most common meaning of a market to the new employees; his definition would be:

A)a particular line of products or specific line of merchandise for sale.
B)an open-air gathering of farmers selling their produce.
C)a group of companies that have goods for sale.
D)people with the desire and with the ability to buy a specific product.

Question 60

Which of the following groups should be the LEAST likely target market for a company producing canned foods in single serving sizes?

A)campers
B)senior citizens
C)school kitchens
D)single adults

Question 61

To attend an outdoor summer concert festival presented by local musicians, every person attending had to donate one non-perishable food item at the entrance to the location. This statement is most closely related to the element of the market
Mix)

A)promotion
B)product
C)price
D)process

Question 62

The unique combination of benefits received by targeted buyers that include quality, price, convenience, on-time delivery, and both before-sale and after-sale service is called:

A)customer satisfaction.
B)target marketing.
C)benefit segmentation.
D)customer value.

Question 63

Which of the following statements about environmental factors is not true?

A)Environmental factors include social, economic, technological, competitive, and regulatory forces.
B)Environmental factors are also called controllable factors.
C)Environmental factors may restrict an organization's opportunities.
D)Environmental factors may enhance an organization's opportunities.

Question 64

The owners of Authentic Indigenous Foods interviewed hundreds of native Canadians in order to identify recipes using the food products the company produces and markets. Which marketing mix element would make the owners eager to be featured in an upcoming edition of Taste of Home magazine?

A)promotion
B)place
C)product
D)price

Question 65

Government legislation restricting Internet alcohol sales would affect online sellers such as Virtual Vineyards. For Virtual Vineyards, this legislation would be an example of a(n)factor.

A)price
B)promotional
C)environmental
D)process

Question 66

If you ever talk to anyone who has flown on Singapore Air, you will no doubt hear that individual praise the food that was served during the flight, the friendliness of the air stewards, and the comfortable surroundings. From this description, you can surmise Singapore Air creates customer value by providing its customers with all of the
Following except:

A)the best employees.
B)the best service.
C)the cheapest price.
D)the most convenient flight schedules.

Question 67

Working in the customer service department at a local clothing retailer, Candice ensures that customer value is realized by consumers. Which of the following is not an area of her concern?

A)convenience.
B)distribution (before-sale).
C)online availability.
D)quality.

Question 68

An advertising company includes flyers in the next round of mail that Canada Post delivers. Some people receive their mail directly at their house in their mailbox; other residents have to pick up their mail from a central location. This pick-up location
Demonstrates which aspect of the marketing mix?

A)product.
B)price.
C)place.
D)promotion.

Question 69

The owners of Authentic Indigenous Foods interviewed hundreds of native Canadians in order to identify recipes using the food products the company produces and markets. This statement deals with which part of the marketing mix?

A)product
B)place
C)price
D)promotion

Question 70

The process of building and developing long-term relationships with customers by delivering customer value and satisfaction is known as:

A)Synergistic marketing
B)Customer Relationship Management
C)Holistic marketing
D)Customer Lifetime Value

Question 71

Which of the following environmental factor(s)could have caused Toyota to decide to build a manufacturing plant in Canada instead of continuing to export their cars from Japan?

A)a growing trend in Canada to "Buy Canadian"
B)a rise in the value of the Canadian dollar relative to the Japanese yen
C)the failure of Honda in manufacturing Accords in Alliston, Ontario
D)decreased pressure from auto makers on the government for more restrictive quotas on Japanese car imports

Question 72

Which of the following is not considered one of the five major environmental factors in marketing?

A)consumer
B)social
C)technologic al
D)competitive

Question 73

Japan has the highest concentration of vending machines anywhere in the world, ranging from hot food, to beer, to video games, to other electronics. It may be a safe assumption that having a focus on THIS element of the marketing mix is important to marketers in Japan.

A)promotion
B)price
C)place
D)product

Question 74

Forces that are largely beyond the control of the marketing department and its organization are called:

A)the marketing mix.
B)the four Ps.
C)controllable factors.
D)environmental factors.

Question 75

Michael's Craft Store places an advertisement on the banner of the website Etsy. Which element of the marketing mix is demonstrated?

A)promotion.
B)price.
C)place.
D)product.

Question 76

Which element of the marketing mix is demonstrated when a company manufactures an electrolyte-rich recovery drink for post-workout consumption?

A)product
B)place
C)production
D)price

Question 77

Which of the following statements describes an environmental factor?

A)A car battery comes with a lifetime guarantee.
B)Several provinces have legislation requiring children under four to use car seats.
C)Tupperware has more than 200,000 independent contractor dealers who market its entire product line.
D)An automobile offers a $500.00 rebate.

Question 78

After years of resistance, the People's Republic of China finally allowed Coca-Cola to import soft drinks into the country. The import restriction was an example of what is called in marketing an uncontrollable or factor because it relates to forces outside the marketing company.

A)technological
B)heuristic
C)environmental
D)epistemological

Question 79

Which of the following statements about environmental forces is most accurate?

A)Environmental forces are almost always controllable if the marketing department properly balances its marketing mix.
B)Although many consider environmental forces a negative impact on a firm's marketing plans, some environmental forces can actually enhance a firm's marketing opportunities.
C)Environmental forces consistently result in negative outcomes for an organization.
D)Organizations that use the marketing concept can exert just as much influence on environmental forces as environmental forces can exert on an organization.

Question 80

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is:

A)promotion.
B)price.
C)product.
D)place.