Question 1

the nonprofit world of the performing arts,box office technology has essentially remained the same since the 1980s.A company called Tessitura is trying to change that.Tessitura is able to track every transaction with its patrons in one database.This information collected includes ticket purchases,fund-raising,volunteering,and gift shop purchases that will help symphonies,operas,and theaters develop customer profiles in order to tailor their sales messages to specific individuals.In other words,Tessitura is going to allow arts groups to engage in
A) market aggregation.
B) relationship marketing.
C) societal marketing.
D) market mining.
E) mainstream marketing.

Accepted Answer

Tessitura is allowing arts groups to develop customer profiles and tailor their sales messages to specific individuals, which aligns with the principles of relationship marketing.

Question 2

Starbucks,Nike,and Johnson & Johnson provide customer value by providing its customers with the best
A) assortment.
B) products/services.
C) price.
D) customer service.
E) availability.

Accepted Answer

The question asks about how these companies provide customer value. Out of the choices given, the option that best aligns with providing value is offering the best products/services. Starbucks, Nike, and Johnson & Johnson are all known for their high-quality products and services, which customers are willing to pay a premium for. While customer service and availability are important, they are not unique to these companies and do not necessarily set them apart in terms of providing exceptional customer value.

Question 3

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 quite distinct. B) the target 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 unfairly for its 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. 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 Pens is focused on increasing awareness among potential users, as stated in option E. There is no information provided in the question to support options A, B, C, or D.

Question 4

Relationship marketing refers to
A) the selection and the assignment of a firm's personnel for a specific product or product line to a group of current or prospective customers.
B) the belief that it is easier and less expensive to find new customers than to retain old ones.
C) the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
D) the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
E) exclusive legally binding contractual agreements between retailers and customers in order to create enhanced value for each party.

Accepted Answer

Relationship marketing refers to the linking of the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits. Its focus is on building long-term relationships with customers, and it aims to create customer loyalty and repeat business. The other options, including personnel selection (A), customer acquisition (B), buyer identification (D), and exclusive contracts (E) do not fully capture the essence of relationship marketing.

Question 5

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

The partnership between Publix Supermarkets and The Little Clinic is an example of relationship marketing, where the focus is on building long-term relationships with customers by providing them with convenient and valuable services. By placing small walk-in health clinics inside selected stores, Publix is not just selling groceries but also providing a one-stop-shop for its customers' medical needs. This helps to strengthen the bond between Publix and its customers and increases the likelihood that they will continue to shop at Publix in the future.

Question 6

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

This scenario describes a relationship between the business traveler and the hotel company (Starwood) where the traveler is incentivized to stay at specific hotels in exchange for earning points and receiving updates on new hotels and ways to earn additional points. This is a classic example of relationship marketing, where a company seeks to build and maintain long-term relationships with its customers by providing incentives, personalized communication, and added value beyond just the product or service itself.

Question 7

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 on two mutually inclusive segments. 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 purpose of the introduction of 3M Post-it^®...

Question 8

Post-it^® Flag Highlighters marketing program was designed for A) the initial introduction of two new 3M products. B) specific promotions to be used for long-range strategies. C) segmenting the market into twelve specific target market segments. D) marketing 3M products to foreign markets. E) positioning the products relative to major competitors.

Accepted Answer

The program was specifically designed for the initial introduction of two new 3M products - Post-it Flag Highlighters.

Question 9

Starbucks Ad
-According to the Starbucks ad above,what customer value strategy does Starbucks Coffee Company provide to its customers?
A) best product/service
B) best customer service
C) best value
D) best assortment
E) best price

Accepted Answer

Starbucks focuses on providing the best product/service by offering high-quality coffee and a unique customer experience.

Question 10

Starbucks Ad
-you ever talk to anyone who has flown on Singapore Air,you will no doubt hear about the great food that is served during the flight,the friendliness of the flight attendants,and the comfortable seating.From this description,you can surmise that Singapore Air creates customer value by providing its customers with
A) the best airport experience.
B) the most convenient flight schedules.
C) the best price for the distance traveled.
D) the best in-flight service.
E) the greatest sense of personal safety.

Accepted Answer

The description mentions the great food, friendly flight attendants, and comfortable seating, indicating that Singapore Air creates customer value through its in-flight service.

Question 11

__________ 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 program
D) micromarketing program
E) customer relationship management

Accepted Answer

A marketing program is a comprehensive plan that integrates the marketing mix elements (product, price, place, promotion) to deliver a good, service, or idea to prospective buyers.

Question 12

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 tangible
A) marketing strategy.
B) macromarketing program.
C) micromarketing program.
D) marketing program.
E) marketing concept.

Accepted Answer

The concepts generated from consumer ideas need to be transformed into a marketing program - a set of planned activities that the company uses to promote its products/services to reach its target market. Therefore, the correct choice is (D) marketing program.

Question 13

Walmart,Southwest Airlines,and Costco all have been successful by offering consumers the best
A) experience.
B) products/services.
C) price.
D) customer service.
E) availability.

Accepted Answer

Walmart, Southwest Airlines, and Costco are known for offering competitive pricing to their customers, which has contributed to their success. They have mastered the art of providing quality products and services at affordable prices, which is why customers keep coming back. While customer service, availability, and experience are all important factors, low pricing has been a key differentiator for these companies.

Question 14

Marriott,Lands' End,and Home Depot deliver customer value by providing its customers with the best
A) assortment.
B) products/services.
C) price.
D) customer service.
E) availability.

Accepted Answer

Marriott, Lands' End, and Home Depot deliver customer value by providing its customers with the best customer service.

Question 15

marketing program refers to
A) a plan that integrates the marketing mix to provide a product, 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 towards 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 product, service, or idea to prospective buyers. It is a comprehensive approach that outlines the specific actions that a business will take to reach its marketing objectives.

Question 16

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as
A) relationship marketing.
B) exclusive dealing.
C) loyalty marketing.
D) customer relationship management.
E) symbiotic marketing.

Accepted Answer

Relationship marketing focuses on building long-term relationships with customers, employees, suppliers, and partners for mutual benefit.

Question 17

pricing strategy for its Post-it^® Flag Highlighters was as follows: A) match its principal competitors' highlighters' prices. B) charge $3.99 to $4.99 for a single Post-it Flag Highlighter or $5.99 to $7.99 for a three-pack, which would give a reasonable bookstore price to students and an acceptable profit to distributors and 3M. C) set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated. D) make the product easier to purchase by placing the Post-it^® Flag Highlighter in discount office supply retailers. E) use the same pricing strategy as its 3M's Post-it^®Flag and Post-it^®Note offerings.

Accepted Answer

Setting a reasonable price range for the product would attract students and also provide a profit for both the company and the distributors. This will also ensure that the price is not too high to discourage potential customers. Placing the product in discount office supply retailers will also make it more accessible to customers. Option A and E both rely on the pricing strategy of competitors or other products, which may not be the best approach for this specific product. Option C is not a sound strategy as it involves compromising profits and sending a message that the product is not valuable.

Question 18

place strategy made it convenient for __________ to buy Post-it^® Flag Highlighters. A) everyone B) college students only C) office workers only D) college students and office workers E) teachers

Accepted Answer

The answer of place strategy made it convenient for __________...

Question 19

Which of the following statements about relationship marketing is most accurate?
A) Relationship marketing has a short-term focus: increasing profits for the firm.
B) Relationship marketing begins before and ends after the sale.
C) Relationship marketing is more effective when there is a personal, ongoing relationship between an organization's employees and its customers in the selling and buying organizations.
D) Very few companies today are engaged in relationship marketing.
E) The Internet has allowed marketers to establish personal, "tender-loving care" relationships with customers.

Accepted Answer

Relationship marketing is most effective when there is a personal, ongoing relationship between an organization's employees and its customers, as it focuses on long-term engagement and customer loyalty.

Question 20

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

Accepted Answer

Windorski developed the Post-it® Flag Pen to cater to the needs of the smaller office worker segment, indicating a targeted approach in 3M's marketing program.

Quiz 1: Creating Customer Relationships and Value Through Marketing

Starbucks,Nike,and Johnson & Johnson provide customer value by providing its customers with the best

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

Relationship marketing refers to

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

Post-it® Flag Highlighters marketing program was designed for

Starbucks Ad -According to the Starbucks ad above,what customer value strategy does Starbucks Coffee Company provide to its customers?

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

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 tangible

Walmart,Southwest Airlines,and Costco all have been successful by offering consumers the best

Marriott,Lands' End,and Home Depot deliver customer value by providing its customers with the best

marketing program refers to

linking of the organization to its individual customers,employees,suppliers,and other partners for their mutual long-term benefit is referred to as

pricing strategy for its Post-it® Flag Highlighters was as follows:

place strategy made it convenient for __________ to buy Post-it® Flag Highlighters.

Which of the following statements about relationship marketing is most accurate?

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

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

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

Post-it^® Flag Highlighters marketing program was designed for

pricing strategy for its Post-it^® Flag Highlighters was as follows:

place strategy made it convenient for __________ to buy Post-it^® Flag Highlighters.

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