Question 1

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Convenience products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Accepted Answer

The passage does not mention convenience products specifically, and instead focuses on the expansion of Delgado's product line and customer service strategy.

Question 2

________ marketing involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.

Accepted Answer

Place marketing, also known as destination marketing, is focused on promoting a specific place or region. It aims to create positive associations and attitudes towards the location and encourage people to visit, invest or live there. This type of marketing is commonly used by tourism boards, economic development agencies, and government organizations.

Question 3

Rhodia invites tourists from all over the world to experience its pristine nature, clear skies, and beautiful summertime climate. This exemplifies ________.

Accepted Answer

Rhodia is promoting a specific location or place, which is known as place marketing.

Question 4

Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.

Accepted Answer

Social marketing is defined as the use of commercial marketing techniques to promote the adoption of behavior that will improve the well-being of individuals and society. Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity all fall under the category of social marketing as they aim to promote healthy behaviors and improve the overall well-being of society. Internal marketing focuses on promoting an individual or organization's culture and values to its employees, organization marketing promotes an organization's products and services, person marketing promotes an individual's skills and abilities, and place marketing promotes a physical location as a tourist destination or a place to do business.

Question 5

The advertising slogan, "We bring good things to life," used by General Electric to market itself, is an example of ________ marketing.

Accepted Answer

The advertising slogan, "We bring good things to life," used by General Electric is an example of corporate image marketing. This type of marketing is used to promote the overall image and values of a company rather than specific products or services.

Question 6

Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its ad campaigns to help sell its products. This is an example of ________ marketing.

Accepted Answer

Using professional athletes in ad campaigns is an example of person marketing, which focuses on promoting a specific person, such as a celebrity, to endorse a product or service.

Question 7

Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________ marketing.

Accepted Answer

Social marketing aims to promote social causes and issues of public interest such as health care, education, environmental sustainability, human rights, and personal safety. It is different from corporate image marketing, which focuses on building and maintaining a positive brand image for the company, and internal marketing, which targets employees within the organization. Place marketing is aimed at promoting a specific location or destination, while person marketing focuses on promoting an individual or personal brand.

Question 8

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Accepted Answer

Capital items are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Question 9

________ marketing consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.

Accepted Answer

The description best fits organizational marketing, which aims to influence the target market's attitudes and behavior toward the organization. Social network marketing refers to using social media platforms for marketing efforts, niche marketing targets a specific segment of the market, location marketing considers the location of the business in its marketing efforts, and concentrated marketing focuses on one or a few specific products or market segments.

Question 10

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-A service refers to an activity, benefit, or satisfaction offered for sale that is essentially intangible and does not result in the ownership of anything.

Accepted Answer

The definition given in the last sentence matches the definition of a service.

Question 11

Lubricants, coal, paper, and pencils are examples of ________.

Accepted Answer

Operating supplies are materials and goods that are consumed during the production process and do not become part of the final product. Lubricants, coal, paper, and pencils are all examples of operating supplies. Capital items are expensive, long-lasting goods like machinery and buildings. Raw materials are the basic materials that are used to make a product. Specialty products are unique items that are typically customized or tailored to specific customer needs. Installations are the machines, equipment, and facilities used to produce goods.

Question 12

________ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.

Accepted Answer

The description best matches with personal marketing which involves creating or maintaining attitudes towards individuals rather than companies, places, organizations, or social causes.

Question 13

Installations consist of ________.

Accepted Answer

Installations refer to major purchases such as elevators, machinery, and other large equipment that are essential to a business or organization's operations. Highly priced luxury goods, portable office equipment, portable factory equipment, and products such as insurance are not considered installations.

Question 14

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-An easier, more comfortable, more stylish transfer of thought onto paper refers to the ________ of Ruben's offerings.

Accepted Answer

The phrase "easier, more comfortable, more stylish transfer of thought onto paper" suggests that the core customer value of Ruben's offerings is the improvement of the writing experience.

Question 15

A company that uses well-known celebrities to help sell its products is using ________ marketing.

Accepted Answer

Person marketing involves using a specific person, such as a celebrity or athlete, to help promote and sell a product. This type of marketing is often used to capitalize on the popularity and influence of well-known individuals.

Question 16

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-The augmented product is the actual product plus the various services and benefits offered with it, such as a warranty, free delivery, installation, and maintenance.

Accepted Answer

The scenario discusses Ruben Delgado's expansion of his product lines and the addition of salespeople to provide top-notch customer service, which are examples of augmented products.

Question 17

________ are the major marketing factors in the sale of most manufactured materials and parts.

Accepted Answer

Price and service are the major marketing factors in the sale of most manufactured materials and parts. While branding, advertising, sales promotion, packaging, public relations, and brand management are important, they do not hold as much weight as the price and service offered. Customers are often highly price-sensitive when it comes to purchasing materials and parts, and the level of service provided can significantly impact their decision-making process.

Question 18

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Which type of product does Delgado manufacture?

Accepted Answer

Delgado manufactures specialty wooden writing utensils with customized engravings, as well as other personalized stationery and business cards.

Question 19

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Unsought products are products that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort.

Accepted Answer

The passage does not mention anything about the frequency or immediacy of purchasing Delgado's products, so we cannot determine whether they are unsought products or not.

Question 20

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________ marketing.

Accepted Answer

The campaign "There's nothing like Australia" is specifically promoting the place/location, making it an example of place marketing.

Quiz 8: Products, Services, and Brands: Building Customer Value