Question 1

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team
A) that Scotch tape had outgrown its usefulness to students.
B) to make new products that were more environmentally friendly.
C) that the average backpack was already too heavy.
D) that it would be reasonable to put Post-it Flags together with a highlighter.
E) to determine the ratio of sales for 3M products to the study aid products of other competitors.

Accepted Answer

The article states that the research team was told that it would be reasonable to put Post-it Flags together with a highlighter.

Question 2

Publix Supermarkets and The Little Clinic signed an exclusive agreement,placing small walk-in health clinics inside selected stores.Publix customers can have simple medical needs addressed in a convenient and familiar environment seven days a week and pick up their prescriptions from the pharmacy without leaving the store.This is an example of
A) supplier management.
B) customer valuation.
C) societal marketing.
D) market aggregation.
E) relationship marketing.

Accepted Answer

This agreement between Publix and The Little Clinic focuses on creating a relationship with customers by offering convenient and accessible healthcare services within the supermarket. This is an example of relationship marketing, which aims to build long-term connections with customers by understanding their needs and providing customized solutions.

Question 3

The pricing strategy for 3M's Post-it Flag Highlighters was to
A) match its principal competitors' highlighters' prices.
B) charge a price that would provide genuine value to the target customer segment.
C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated.
D) place the product in discount office supply retailers to make it easier to purchase.
E) use the same pricing strategy as its 3M's Post-it Flag and Post-it Note offerings.

Accepted Answer

The question states that the pricing strategy for 3M's Post-it Flag Highlighters was to "charge a price that would provide genuine value to the target customer segment." Matching competitors' prices (A) or using a "penetration pricing" strategy (C) are not mentioned as options. Placing the product in discount retailers (D) is a distribution strategy, not a pricing strategy. Using the same pricing strategy as other products in the Post-it line (E) is not mentioned as an option and may not be the most effective pricing strategy for this particular product.

Question 4

In the performing arts world,box office technology has remained virtually unchanged since the 1980s.Tessitura is trying to change that by tracking every patron transaction,including ticket purchases,fund-raising,volunteering,and gift shop purchases,in one database.The information can help symphonies,operas,and theaters develop customer profiles to tailor sales messages to specific individuals.Tessitura will allow arts groups to engage in
A) market aggregation.
B) relationship marketing.
C) societal marketing.
D) market mining.
E) mainstream marketing.

Accepted Answer

Tessitura's use of customer data to tailor sales messages to specific individuals is an example of relationship marketing, which focuses on building long-term relationships with customers by meeting their unique needs and preferences.

Question 5

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a meaningful
A) marketing strategy.
B) macromarketing agenda.
C) micromarketing agenda.
D) marketing program.
E) marketing concept.

Accepted Answer

The concepts generated from consumer needs must be converted into a marketing program, which is a detailed plan outlining the specific marketing tactics and activities that will be used to bring the product to the market. The marketing program includes elements such as product design, pricing, promotion, and distribution. Therefore, the correct answer is D.

Question 6

The 3M Post-it Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?
A) the initial launch of two new 3M products
B) specific promotions to be used for long-range strategies
C) segmenting the market into 12 specific target market segments
D) marketing 3M products to foreign markets
E) positioning the products relative to major competitors

Accepted Answer

The marketing programs were designed for the initial launch of two new 3M products, the Post-it Flag Highlighter and Pen.

Question 7

Market segments refer to
A) the relatively heterogeneous groups of prospective buyers that result from the market segmentation process.
B) all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future.
C) the smallest number of buyers that have similar needs but do not react similarly in a buying situation.
D) the relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action.
E) all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

Accepted Answer

Market segments refer to relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action. This means that members of a segment have similar interests, characteristics, lifestyles, and values that differentiate them from other segments. A marketers can develop targeted marketing strategies for each segment to ensure that their needs are addressed, which can lead to higher sales, profits, and customer satisfaction.

Question 8

All of the following statements about the overall marketing program for 3M's Post-it Flag Highlighters are true except which?
A) David Windorski, a 3M inventor, designed the second generation of Post-it Flag Highlighters and Pens without the rotating cover to make it easier to insert replacement flags.
B) Students were initially the intended target market for the Post-it Flag Highlighter.
C) In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market.
D) David Windorski, the designer of the Post-it Flag Highlighter, appeared on "The Oprah Winfrey Show" so Winfrey could thank him in person for "his most incredible invention."
E) 3M recently introduced additions to the Post-it Flag+ line: a Post-it Flag Gel Pen and a Post-it Flag Permanent Marker.

Accepted Answer

This statement is false. In his first attempt, David Windorski actually designed the Post-it Flag Highlighter with a rotating cover, but later removed it in the second generation to make it easier to insert replacement flags.

Question 9

The relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as
A) a market segment.
B) a target market.
C) a customer base.
D) an ultimate consumer.
E) a preferred customer.

Accepted Answer

A market segment refers to a group of people with similar needs or characteristics who are likely to respond in a similar way to marketing actions. This allows a company to tailor its marketing efforts to the specific needs and preferences of each group, increasing the effectiveness of its campaigns.

Question 10

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that
A) the market segments for Post-it Flag Highlighters and Post-it Flag Pens are identical.
B) the market segments for Post-it Flag Highlighters and Post-it Flag Pens are not realistic.
C) the Post-it Flag Highlighters and Post-it Flag Pens are priced unreasonably for the target markets.
D) the prices for 3M's Post-it Flag Highlighters and Post-it Flag Pens are set to maximize 3M's profits, not its distributors' profits.
E) the promotion strategy is designed to increase awareness among potential users.

Accepted Answer

The marketing program developed by 3M for its Post-it Flag Highlighters and Post-it Flag Pens is focused on increasing awareness among potential users, implying a promotion strategy designed to create interest and increase demand. There is no mention of identical or unrealistic market segments, unreasonable prices, or prioritizing 3M's profits over its distributors' profits.

Question 11

The purpose of the introduction of 3M Post-it Flag Highlighters was to
A) stay ahead of trends and focus its marketing program on only one segment.
B) stay ahead of trends and focus its marketing program expanding distribution.
C) increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes.
D) preempt a competitive move by Sanford's Sharpie to introduce a similar product.
E) help college students with their studying.

Accepted Answer

The answer of The purpose of the introduction of 3M...

Question 12

A marketing program refers to
A) a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
B) the selection of product benefits and attributes that are added to or subtracted from a given product to create variations within a product line.
C) the marketing manager's controllable factors-product, price, promotion, and place-that can be used to solve a marketing problem.
D) the specific ratio within a marketing budget that divides resources between advertising, promotions, and personal selling.
E) the allocation of resources within a firm toward individual marketing mix elements.

Accepted Answer

A marketing program refers to a plan that integrates the marketing mix (product, price, promotion, and place) to provide a good, service, or idea to prospective buyers. It involves developing strategies and tactics to reach the target market and achieve specific marketing objectives.

Question 13

In U.S.business history,the marketing concept became a motivating force during
A) the early years of the Civil War.
B) the 1920s.
C) the 1950s.
D) the mid-1980s.
E) the first few years of the 21st century.

Accepted Answer

The marketing concept became a motivating force in the 1950s in the United States. This was a time when the economy was booming and there was a significant increase in consumer spending. Businesses realized that they needed to focus on the needs and wants of consumers in order to be successful, which led to the development of the marketing concept. This approach emphasized the importance of understanding the needs and preferences of target customers and creating products and services that would meet those needs. It also involved a focus on building long-term relationships with customers through effective branding, advertising, and customer service.

Question 14

The place strategy in 3M's marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.
A) external salespeople only
B) college students only
C) office workers only
D) college students and office workers
E) teachers only

Accepted Answer

The question mentions Post-it Flag Highlighters and Post-it Flag Pens, which are products that are commonly used by college students and office workers. Therefore, the place strategy would need to target these two groups in order to make it convenient for them to buy the products. Option A (external salespeople only) and Option E (teachers only) do not seem relevant to the question. Option B (college students only) is too narrow as it leaves out office workers. Therefore, the best choice is D (college students and office workers).

Question 15

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters is most accurate?
A) In his first attempt, David Windorski, a 3M inventor, designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market.
B) Paralegals were initially the intended target market for the Post-it Flag Highlighter.
C) David Windorski, a 3M inventor, also developed the Post-it Flag Pen for the office worker segment.
D) The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product line.
E) In development of the Post-it Flag Highlighter, David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "wow" factor.

Accepted Answer

The answer of Which of the following statements about 3M's...

Question 16

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals.
A) marketing
B) sales
C) production
D) societal benefit
E) customer relationship

Accepted Answer

The marketing concept is the philosophy that an organization should strive to satisfy the needs of consumers while also achieving its own goals. This involves understanding consumer needs and wants, and designing products, services, and marketing campaigns that meet those needs while also driving revenue and profit for the organization. The other options (sales, production, societal benefit, and customer relationship) do not fully capture this dual focus on consumer satisfaction and organizational success.

Question 17

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.
A) market segment
B) demographic cluster
C) organizational buyer group
D) ultimate consumer group
E) qualified prospect group

Accepted Answer

A market segment is a group of people who share similar consumption behavior, such as their preferences or buying habits. Demographic clusters refer to groups of people who share similar demographic characteristics, like age or income, but this does not necessarily imply similar consumption behavior. Organizational buyer groups refer specifically to groups of buyers within a business or organization. Ultimate consumer groups refer specifically to the final consumers of a product or service. Qualified prospect groups refer to potential customers who have already been identified as potential buyers but have not yet made a purchase.

Question 18

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of
A) demographic clusters.
B) organizational buyers.
C) ultimate consumers.
D) market segments.
E) qualified prospects.

Accepted Answer

The phrase "relatively homogeneous collections of prospective buyers" is commonly used to describe market segments, which are groups of customers with similar needs, characteristics, or behaviors that a company can target with a marketing mix. Demographic clusters, organizational buyers, ultimate consumers, and qualified prospects may also share some degree of homogeneity but they are not typically referred to as market segments.

Question 19

A __________ is a plan that integrates the marketing mix to provide a good,service,or idea to prospective buyers.
A) marketing strategy
B) marketing program
C) macromarketing tactic
D) micromarketing tactic
E) customer relationship management

Accepted Answer

Key term definition-marketing program.

Question 20

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel.Once he has accumulated enough points,he can trade his points in for a free night's stay.As a member of this program,the traveler receives periodic updates on new hotels and learns of ways to earn additional points.The marketing term that best describes this scenario is
A) relationship marketing.
B) customer satisfaction promotion.
C) customer relationship management.
D) customer valuation.
E) supplier-consumer partnership.

Accepted Answer

The scenario described here fits the concept of relationship marketing, which involves building long-term and mutually beneficial relationships with customers through regular communication and personalized offers. The program's focus on rewarding loyal customers with points and updates is a clear example of relationship marketing tactics in action.

Quiz 1: Creating Customer Relationships and Value Through Marketing

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team

The pricing strategy for 3M's Post-it Flag Highlighters was to

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a meaningful

The 3M Post-it Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?

Market segments refer to

All of the following statements about the overall marketing program for 3M's Post-it Flag Highlighters are true except which?

The relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action is referred to as

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that

The purpose of the introduction of 3M Post-it Flag Highlighters was to

A marketing program refers to

In U.S.business history,the marketing concept became a motivating force during

The place strategy in 3M's marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters is most accurate?

The __________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

In marketing,each __________ consists of people who are relatively similar to each other in terms of their consumption behavior.

The phrase "relatively homogeneous collections of prospective buyers" is most descriptive of

A __________ is a plan that integrates the marketing mix to provide a good,service,or idea to prospective buyers.