Deck 1: Marketing: The Art and Science of Satisfying Customers

Question 1

What utility does Purolator create when the company offers a variety of package delivery services?

A) time utility
B) place utility
C) ownership utility
D) form utility

Answer 1

A

Question 2

What BEST explains the emergence of the marketing concept?

A) higher production levels
B) a shift from a production to a sales orientation
C) a shift from a seller's market to a buyer's market
D) a focus on product quality

Answer 2

C

Question 3

When you purchase concert tickets over the Internet, which of the following utilities is NOT created?

A) place utility
B) time utility
C) form utility
D) ownership utility

Answer 3

C

Question 4

What era of marketing history had a marketing philosophy that could be summarized by the phrase "a good product will sell itself"?

A) production era
B) sales era
C) marketing era
D) relationship era

Question 5

What utility is created when a firm converts raw materials and other inputs into finished products?

A) ownership utility
B) time utility
C) form utility
D) place utility

Question 6

Which of the following factors contributed to the transition from the production era to the sales era?

A) significantly increased consumer demand
B) improved production techniques
C) increased urbanization
D) the Great Depression

Question 7

What is the want-satisfying power of a product called?

A) utility
B) price
C) buyer's attraction
D) function

Question 8

What type of relationships do firms focus on in the relationship era?

A) short-term relationships with customers and suppliers
B) long-term relationships with customers and suppliers
C) short-term relationships with customers
D) long-term relationships with customers

Question 9

Which of the following must all organizations create in order to survive?

A) a variety of goods or services
B) utility
C) an environment of ethics and social consciousness
D) advertising, salesmanship, and consumer-focused sales promotion

Question 10

Approximately how much trade crosses the Canada-U.S.border each day?

A) $1.2 million
B) $150 million
C) $500 million
D) $1.4 billion

Question 11

Which of the following is NOT a reason for a growing global marketplace?

A) internet technology
B) trade agreements
C) no single country can manufacture, supply, and consume all that it produces.
D) changing climate patterns

Question 12

When in marketing history did the production era end in North America?

A) late 1800s-with the mass immigration of skilled workers to North America
B) 1920s-with the improvement in production capabilities
C) 1960s-with the establishment of overseas production facilities
D) 21st century-with the introduction of robotics

Question 13

What utility does Cannondale create when the company combines aluminum and other components in the production of bicycles?

A) ownership utility
B) form utility
C) place utility
D) time utility

Question 14

Which of the following BEST applies to a strong market orientation?

A) It reflects the adoption by a firm of a sales orientation.
B) It is consistent with a production orientation.
C) It becomes necessary with a shift from a buyer's market to a seller's market.
D) It generally improves market success and overall performance.

Question 15

What type of orientation does a company have when it assumes that customers will resist purchasing products NOT deemed essential and, therefore, the marketing department must overcome this resistance through personal selling and advertising?

A) production orientation
B) marketing orientation
C) sales orientation
D) relationship orientation

Question 16

What management approach would MOST likely endanger the future growth of a company?

A) when management adopts a consumer orientation
B) when management becomes aware of the scope of its business
C) when management becomes committed to maintaining a product-oriented philosophy
D) when management begins focusing on providing benefits rather than producing products

Question 17

If a company such as J.B.Hunt Trucking wanted to avoid marketing myopia, how should it define its business?

A) as transportation
B) as trucking
C) as materials handling
D) as freight hauling

Question 18

A company produces a high-quality product, with a maximum monthly output of 10,000 units.Production levels are constant and the company relies on its marketing department to find customers.What era of marketing history is this approach consistent with?

A) production era
B) relationship era
C) sales era
D) marketing era

Question 19

When did relationship marketing emerge?

A) right after the end of World War II
B) during the mid-1960s
C) during the mid-1980s
D) during the 1990s

Question 20

What characterizes a buyer's market?

A) more goods and services than buyers
B) more buyers than available goods and services
C) practically no competition in the marketplace
D) slow economic growth

Question 21

An alumni association at a university sends out announcements promoting the upcoming football game and an alumni association function.What two types of marketing is this example a combination of?

A) place and person marketing
B) event and organization marketing
C) person and organization marketing
D) event and place marketing

Question 22

Who often benefits from an alliance between a not-for-profit organization and a for-profit organization?

A) neither party
B) both parties
C) the not-for-profit more than the for-profit
D) the for-profit more than the not-for-profit

Question 23

Some Ontario drivers have licence plates that have the logo of their university on their plate.What type of marketing is this an example of?

A) organization marketing
B) cause marketing
C) place marketing
D) event marketing

Question 24

A biotechnology company and a university medical school work to develop a new drug to treat arthritis.What is this an example of?

A) a joint marketing agreement
B) marketing research
C) a one-to-one marketing program
D) a strategic alliance

Question 25

Which of the following statements BEST applies when comparing not-for-profit organizations to for-profit organizations?

A) Not-for-profit organizations cannot be impacted by contributors' personal agendas.
B) Not-for-profit organizations may only market intangibles.
C) Not-for-profit organizations depend on strategic alliances with for-profits.
D) Not-for-profit organizations must try to find ways to market only their services.

Question 26

What are companies able to do by converting indifferent customers into loyal ones through relationship marketing?

A) minimize lifetime value
B) start a process by which customers become bound contractually to the business
C) avoid the necessity of improving customer service in the long run
D) generate repeat sales

Question 27

What type of marketing is an example of traditional marketing, as opposed to non-traditional marketing?

A) political marketing
B) cause marketing
C) event marketing
D) organization marketing

Question 28

What is the MOST obvious distinction between not-for-profit and for-profit organizations?

A) for-profits have more exact marketing goals
B) not-for-profits have a different view of what constitutes the bottom line
C) customers of not-for-profits have more control
D) not-for-profits market services, not goods

Question 29

A music star promotes her concerts, but also uses her concerts to promote a charitable cause.What two types of marketing is this example a combination of?

A) event and person marketing
B) cause and person marketing
C) cause and event marketing
D) person and organization marketing

Question 30

How many not-for-profit organizations are there in Canada?

A) under 100 000
B) between 100 000 and 124 000
C) between 125 000 and 159 000
D) over 160 000

Question 31

Mars Inc.'s M&M's division donates 50 cents of specially marked candy sales to the Special Olympics.What is this an example of?

A) event marketing
B) person marketing
C) cause marketing
D) place marketing

Question 32

Schwann's Foods sells its products through both grocery stores and door-to-door sales.Selling, order taking, delivery, and limited customer service are all conducted by the drivers.What two marketing functions overlap as a result of the drivers' required responsibilities?

A) facilitation and distribution
B) exchange and facilitation
C) distribution and exchange
D) exchange and financing

Question 33

Melissa is managing the campaign of her friend for the presidency of the student council.What type of marketing is Melissa's effort an example of?

A) cause marketing
B) person marketing
C) place marketing
D) organization marketing

Question 34

What is the basic objective of place marketing?

A) to attract visitors or new businesses to a particular area
B) to influence others to accept the goals of the sponsoring organization
C) to convince people to attend a sporting or cultural event
D) to bring to the attention of the public some charitable issue

Question 35

The application of relationship marketing requires attention to levels of customer loyalty.What is the highest level, as defined by this type of marketing?

A) loyal supporter of the company and its goods and services
B) advocate who buys the products and recommends them to others
C) regular purchaser of the company's products
D) shareholder who literally buys into the organization and its mission

Question 36

What statement would suggest that the firm has avoided marketing myopia?

A) We write computer software.
B) We make our customers' dreams come true.
C) We manufacture high-quality machine tools.
D) We handle freight for our customers.

Question 37

What type of marketing does the Coca-Cola Company engage in as an official sponsor of the Olympics?

A) place marketing
B) event marketing
C) person marketing
D) organization marketing

Question 38

You receive a flyer urging you to attend a rally for a local political candidate.You're asked to bring a can of food for the local food bank as the "price of admission." What two types of marketing is this a combination of?

A) event and person marketing
B) event and organization marketing
C) organization and cause marketing
D) cause and person marketing

Question 39

Many hotel chains offer free stays and other perks to repeat customers.What is this an example of?

A) relationship marketing
B) transaction-based marketing
C) team marketing
D) a strategic alliance

Question 40

What type of marketing do federal and provincial departments of tourism typically engage in?

A) organization marketing
B) person marketing
C) place marketing
D) cause marketing

Question 41

Why do marketers apply quantity control standards?

A) to engage in the process of exchange
B) to reduce the need for purchasers to inspect each item they purchase
C) to determine the amount an individual will be allowed to buy on credit
D) to develop channels of distribution for a product

Question 42

According to a Canadian group called Network for Business sustainability, how much of a premium are customers willing to pay for sustainable products?

A) 6%
B) 8%
C) 10%
D) 12%

Question 43

What are the physical distribution functions of marketing?

A) storing and transporting
B) standardization and grading
C) financing and risk taking
D) buying and selling

Question 44

By combining fabric, thread, wood, springs, and other components, a furniture maker creates time utility for its consumers.

Question 45

What type of behaviour do Walmart stores exhibit by contributing to local scholarships and community programs?

A) relationship marketing
B) social responsibility
C) green marketing
D) one-to-one marketing

Question 46

Which of the following are included in the facilitating functions of marketing?

A) securing marketing information and risk taking
B) buying and selling
C) transportation and storage
D) typing and separation

Question 47

What function is Future Shop performing when it sells a person a new television or DVD player?

A) facilitation
B) buying
C) distribution
D) risk taking

Question 48

Marketers are responsible for functions such as identifying customer needs and designing products to meet these needs.Pricing decisions are typically left to finance or accounting departments.

Question 49

What are moral standards of behaviour expected by society called?

A) social responsibilities
B) marketing concepts
C) facilitating functions of marketing
D) ethics

Question 50

Taylor purchased a new TV at Best Buy.Later that evening he invited his cousin, Marshall, to watch a baseball game.Impressed with the TV's performance, Marshall went home and purchased the same TV on Best Buy's website.Time, place, and ownership utility were created for Marshall.

Question 51

Production and marketing of goods and services are two basic functions that create utility.

Question 52

The final marketing function includes which of the following?

A) Securing marketing information
B) Financing
C) Risk-taking
D) Buying

Question 53

What is involved in the selling function of marketing?

A) making sufficient quantities of goods available in the marketplace
B) ensuring products meet established quality and quantity standards
C) securing marketing information
D) using advertising, personal selling, and sales promotion

Question 54

Which of the following involves marketing philosophies, policies, procedures, and actions whose primary objective is the enhancement of society?

A) social responsibility
B) green marketing
C) ethics
D) relationship marketing

Question 55

Successful marketing specialists must approach the marketplace in a three-step method: determine consumer wants, calculate an organization's ability to service these wants, and put in place the processes to create the goods or services to change consumers into customers.

Question 56

General Motors Acceptance Corporation provides credit to GM dealers, as well as buyers.What function is this an example of?

A) financing
B) exchange
C) distribution
D) securing marketing information

Question 57

What function is financing a part of?

A) exchange
B) pricing
C) commercial
D) facilitating

Question 58

All organizations must create utility to survive.

Question 59

Buying an iPod generates ownership utility; however, buying a concert ticket does not.

Question 60

Approximately what percentage of large companies offer some sort of ethics training for workers?

A) less than one-quarter
B) around one-third
C) around one-half
D) more than one-half

Question 61

Relationship marketing begins once the sales transaction is completed.

Question 62

Defined in its most historical and simplest form, marketing is essentially an exchange process in which one party, the consumer, receives something to satisfy a perceived need.

Question 63

The public sector in Canada has a more diverse array of not-for-profit organizations than does the private sector.

Question 64

The expanded concept of marketing assumes the marketing effort will proceed in a socially responsible manner and the needs of society will be addressed before the needs of the shareholders.

Question 65

The existence of the World Trade Organization, the passage of the North American Free Trade Agreement, and the creation of the euro are examples of protectionism on the part of nations concerned with increased globalization of the marketplace.

Question 66

Production-era marketing paid close attention to the different needs of the consumer.

Question 67

Firms that narrowly define their organizational goals can avoid the problem of marketing myopia.

Question 68

When management shifts its focus from product orientation to customer orientation, future growth is endangered.

Question 69

An increase in output, as a result of improvements in production techniques, helped usher in the marketing era in the 1950s.

Question 70

A trade dispute in Nigeria, a pipeline rupture in Alberta, or a tsunami in Asia can impact the price of everything from cars to clothing.The increased costs can be attributed solely to the cost of the gasoline used to deliver these goods.

Question 71

In the global marketplace, brand standardization is the most effective way to market products.For example, having a single product name, such as Coke, Toshiba, or BMW, allows a company to create a universal marketing program that can be implemented to attract consumers from all the countries in which it markets.

Question 72

A firm with a fully developed marketing concept is one with a company-wide consumer orientation with the objective of achieving long-term success.

Question 73

A focus on maintaining and satisfying existing customers and suppliers is consistent with the relationship era.

Question 74

The marketing era is defined by the shift in focus from products and sales to satisfying a consumer's needs.

Question 75

If WestJet describes itself as a transportation company rather than an airline, it is suffering from marketing myopia.

Question 76

Marketing myopia exists when management fails to recognize the scope of its business.

Question 77

International markets are becoming more important but less interdependent than in years past.This trend is due to growth in electronic commerce and other computer technologies that have simplified the way business is conducted.

Question 78

The marketing era was characterized by the phrase "the consumer rules."

Question 79

Studies have shown that approximately 50 percent of all new products introduced into the marketplace will eventually succeed; most of these are the highest-quality products.

Question 80

The definition of marketing includes the assumption that the marketing processes will be conducted ethically and will serve the best interests of society, as well as the organization.