Question 1

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

Accepted Answer

The definition describes a service, which involves providing intangible benefits to customers through the application of mechanical and human efforts. The other choices do not fit this definition - an issue refers to a problem or topic being discussed, an experience can be tangible or intangible but doesn't necessarily involve efforts to provide intangible benefits, an idea is a concept or thought, and a good refers to a tangible product.

Question 2

Issues of inventory levels and storage costs are both concerns relating to the ____ variable of the marketing mix.

Accepted Answer

Inventory levels and storage costs are logistical concerns that fall under the distribution variable of the marketing mix, which involves getting the product to the customer in a timely and cost-effective manner. The distribution variable includes decisions related to warehousing, transportation, and inventory management to ensure that the right products are available to customers when and where they want them.

Question 3

When DataBytes, a producer of software, delayed the introduction of its new spreadsheet app to modify the package, its scheduled TV advertisements announcing the new product needed to be revised. In this case, a change in the ____ variable caused changes in the ____ variable of the marketing mix.

Accepted Answer

The delayed introduction of the new spreadsheet app means a change in the product variable of the marketing mix, as the package was modified. This change affected the promotion variable, as the scheduled TV advertisements needed to be revised to reflect the updated product. Therefore, the correct answer is D) product; promotion.

Question 4

Marketing facilitates exchange relationships between buyers and sellers. What is marketing's intended outcome for this relationship?

Accepted Answer

Marketing's intended outcome for exchange relationships is satisfaction for both the buyer and seller. This creates a positive impression and encourages more future transactions, ultimately resulting in long-term profitability for the seller.

Question 5

The three basic forms that a product can take are

Accepted Answer

The three basic forms that a product can take are services, ideas, and goods. This is the most widely accepted and recognized classification of products in the field of marketing.

Question 6

When Ashley HomeStoreshowcases rooms of furniture on its website, it lists each item in the room. However, if customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the marketing mix is Ashley HomeStorelikely altering?

Accepted Answer

By offering a bundle of furniture items, Ashley HomeStore is likely altering the pricing aspect of the marketing mix, as the bundle price may be lower than the total cost of purchasing each item separately. This can be seen as a pricing strategy to encourage customers to purchase multiple items at once and increase sales.

Question 7

Which of the following is most likely to be an idea marketer?

Accepted Answer

The answer of Which of the following is most likely...

Question 8

Which of the following companies is the best example of a service marketer?

Accepted Answer

FedEx is a company that provides a service of delivering packages and documents from one location to another, making it the best example of a service marketer. The other options (Sony, Abercrombie & Fitch, The Democratic Party, and General Electric) are all primarily product-based companies or organizations.

Question 9

Students Against Drunk Driving (SADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. SADD primarily markets

Accepted Answer

SADD works towards changing attitudes and laws, which are ideas rather than goods, services, political figures, or applications. Therefore, it primarily markets ideas.

Question 10

The product variable of the marketing mix can include all of the following except

Accepted Answer

The product variable of the marketing mix includes creation of brand names, development of product packaging, warranty issues, and repair services. However, consumer perception of the product price falls under the price variable.

Question 11

A physical product you can touch is a(n)

Accepted Answer

A physical product that can be touched and held is known as a good.

Question 12

Consumers buying products online have dramatically affected the ____ variable of the marketing mix.

Accepted Answer

Consumers buying products online have dramatically impacted the distribution strategy of the marketing mix, as it has shifted from traditional brick-and-mortar stores to e-commerce websites and delivery services.

Question 13

Don Jacobson runs a successful wholesale business that sells equipment to restaurants throughout the Southwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about

Accepted Answer

This decision is about the best way to distribute his products. Don Jacobson is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper. This is a distribution decision, not a decision about target market, promotion, product, or supplier.

Question 14

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children. The Church is using marketing to promote its

Accepted Answer

The Church of the Latter Day Saints is using marketing to promote its ideas, specifically the idea of family values and the importance of spending time with children. The TV spot shows parents actively engaging with their children, which aligns with the Church's values and beliefs.

Question 15

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Adidas.

Accepted Answer

The product element of the marketing mix includes features, design, packaging, quality, options, and accessories. By adding gel insoles to its running shoes, Adidas would be enhancing the features and options available for its product, which is a change in the product element of the marketing mix. Price, promotion, and distribution elements refer to the cost, advertising, and delivery of the product, respectively, and adding gel insoles does not affect those elements.

Question 16

When Home Depot develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?

Accepted Answer

Promotion is the marketing mix variable that involves communication with the target market about the benefits of a product. In this case, Home Depot would need to educate consumers about the benefits of their new carpet fibers, which falls under the category of promotion.

Question 17

The element of the marketing mix used to increase awareness of a product or company is

Accepted Answer

Promotion is the element of the marketing mix that is used to increase awareness of a product or company. Promotion includes advertising, personal selling, sales promotion, public relations, and direct marketing efforts aimed at increasing awareness and generating interest in the product or company. The other elements of the marketing mix – product, price, and distribution – are important in their own right, but promotion is specifically designed to create awareness and generate interest in the first place.

Question 18

Which of the following scenarios involves the distribution element of the marketing mix?

Accepted Answer

The decision of whether or not to have retail outlets in addition to a website, involves the distribution element of the marketing mix.

Question 19

Changing the hours of operation for a service business involves the ____ component of the marketing mix.

Accepted Answer

The hours of operation of a service business determine the distribution component of the marketing mix, as they are related to how the service is distributed to the target customers. The product, price, and promotion components do not consider the business's hours of operation. The marketing concept is a philosophy that guides the entire marketing strategy, not a specific component of the marketing mix.

Question 20

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

Accepted Answer

Modifying packaging or brand names falls under the product component of the marketing mix, which involves the design, features, and packaging of a product.

Quiz 1: Customer-Driven Strategic Marketing