Question 1

You are a style-conscious shopper, even though you live on a tight budget. That's why you buy most of your clothes at Target. However, for the past several months, you've been hearing that the economy is slowing and is predicted to continue to do so in the months ahead. In looking at your options for future clothes purchases, you will most likely:

Accepted Answer

Given the economic slowdown and a tight budget, the most logical choice is to look for stores offering cheaper alternatives to maintain affordability.

Question 2

Edward Don & Company maintains over 12,000 food service and supply items for the hospitality industry as well as any organization that provides food service such as hospitals, schools, or prisons. Customers enjoy the opportunity to streamline their transactions by purchasing a large number of items from a single company. Customers may place orders online or order from their Edward Don sales representative. Edward Don purchases their items directly from the manufacturer and provides them to the business customer. What business function does Edward Don & Company provide?

Accepted Answer

Edward Don & Company acts as a wholesaler by purchasing items directly from manufacturers and then selling them in bulk to businesses within the hospitality industry and other sectors that provide food service.

Question 3

All Chuck E. Cheese's restaurants feature kid-friendly pizza and arcade games. The chain attracts families with young children, which is the organization's:

Accepted Answer

The target market of Chuck E. Cheese's is families with young children, as indicated by their offering of kid-friendly pizza and arcade games designed to attract this specific demographic.

Question 4

According to the text, once a company's customers have become "loyal supporters," the company should seek to further the relationship with those customers so that they become _______.

Accepted Answer

The text suggests that after customers become loyal supporters, the company should aim to develop the relationship further so that these customers become advocates, who actively promote and support the company.

Question 5

Dove Skincare maintains a Facebook page where customers can ask product questions, share testimonials, and discover special promotions. Dove is an example of an organization operating in the ______ era.

Accepted Answer

Dove's use of a Facebook page to interact with customers, allowing for two-way communication, sharing of testimonials, and promotion discovery, is indicative of the social era. This era is characterized by the use of social media platforms to engage with customers directly and build relationships.

Question 6

Used car lots, which rely heavily on flashy newspaper ads and loud commercials for their revenues, are still a great example of the third era of marketing history.

Accepted Answer

The third era of marketing history is characterized by the marketing concept and relationship marketing, focusing on customer needs and long-term customer relationships, rather than heavily relying on flashy ads and loud commercials, which are more indicative of the second era (sales era).

Question 7

All marketing students have heard of the "4 P's" of marketing. Distribution channels are related to which of the 4 P's?

Accepted Answer

Distribution channels are related to "Place" in the 4 P's of marketing, which refers to how a product is distributed and delivered to customers.

Question 8

Austin, Texas is host to a popular festival, South by Southwest (SXSW), which recently celebrated its 30th anniversary. It has released dates for the new year and invites participants for the unique music, film, and interactive events or sessions from March 10th through 19th. Which category of nontraditional marketing would best characterize the marketing activities to attract attendees for the multi-day festival?

Accepted Answer

Event marketing is the correct category because SXSW is a multi-day festival that uses events (music, film, and interactive sessions) as a primary tool to attract attendees.

Question 9

Explain how the economy influences an organization's pricing strategy. Then choose an industry and provide an example of how the economy has affected the pricing strategy of the major players in that industry.

Accepted Answer

The answer of Explain how the economy influences an organization's...

Question 10

Many Audis come equipped with high-end Bose sound systems built in at the factory. In this context, Audi is part of Bose's:

Accepted Answer

Audi is part of Bose's distribution channel because Bose uses Audi vehicles as a means to distribute or deliver its sound systems to the end consumers. By integrating their systems into Audi cars, Bose leverages Audi's distribution to reach customers.

Question 11

As a means of enhancing customer relationships, Verizon Wireless occasionally sends out text messages to its wireless customers promoting special offers. This is an example of:

Accepted Answer

Sending text messages to promote special offers is an example of mobile marketing, as it utilizes mobile devices to reach customers with marketing messages.

Question 12

Tara's old computer has finally died, and she's kind of happy about it. It had problems from the very start, and she's wasted more time online and on the phone with tech support than she cares to remember. The manufacturer is notorious for giving customers the runaround! This time, when she buys her new computer, she's going to make a better choice. The product feature she'll find most appealing is:

Accepted Answer

Given Tara's past frustrations with tech support and the manufacturer's poor customer service, she would value a manufacturer known for good customer service the most for her new computer.

Question 13

You are the marketing director of Blue Ribbon Bakery, a producer of baked goods that are sold across the American South. Of all the ideas your team has come up with to promote your new line of hamburger and hot dog buns, which do you think will be least effective?

Accepted Answer

Sponsoring an essay contest requires more effort and engagement from consumers, which might result in lower participation and effectiveness compared to the other more direct and simpler promotional strategies.

Question 14

The variables in the marketing mix include:

Accepted Answer

The marketing mix traditionally includes four main variables: product, price, distribution (often referred to as place), and promotion. These are known as the 4Ps of marketing.

Question 15

DHL has developed a reputation as an international business specialist enabling companies that produce or distribute products to economically ship finished goods to customers. Which function of marketing does DHL provide to companies?

Accepted Answer

DHL specializes in the transportation of goods, which is a key function of marketing that involves moving products from the producer to the consumer.

Question 16

As the marketing director for Kia Motors, you've been tasked with marketing a new, moderately priced vehicle that runs on gas or electric and meets high safety standards. It seats up to five, holds a lot of cargo, and features an onboard vacuum cleaner. Which of the following market segments will you focus on primarily?

Accepted Answer

The vehicle's features such as seating up to five, holding a lot of cargo, and having an onboard vacuum cleaner, along with being moderately priced, suggest it is designed for practicality and convenience, making it appealing to budget-minded families with growing children.

Question 17

Your marketing instructor has asked you to put together a very detailed description of Starbuck's target market. Which of the following category of information would you NOT include?

Accepted Answer

Including racial background in a target market description is generally considered inappropriate and irrelevant for marketing purposes. Marketing strategies are better focused on factors like preferences, values, and financial status, which directly influence purchasing decisions.

Question 18

During the most recent Thanksgiving holiday weekend in the United States, gasoline retailers increased the price of gas an average of five cents a gallon. Which statement is most likely to be true about gasoline retailers' pricing strategy?

Accepted Answer

The increase in gas prices during a peak travel time like Thanksgiving suggests that retailers were taking advantage of higher demand and a potentially strong economy, where consumers are more willing to pay extra. This is a common pricing strategy in various markets, reflecting an understanding of supply and demand dynamics rather than attributing the action to greed, competition, or economic weakness.

Question 19

Red Robin Gourmet Burgers and Brews offers a tower of onion rings, a foot-high, vertical stack of about a dozen crispy onion rings served on a custom-made stand. This is an example of the company's:

Accepted Answer

The tower of onion rings, served on a custom-made stand, is an example of package design, as it refers to how the product (onion rings) is presented and delivered to the customer, enhancing the dining experience through unique presentation.

Question 20

Which of the following is NOT an element of the marketing strategy for any given product?

Accepted Answer

Competitive companies producing similar products are considered part of the market environment or competitive analysis, not elements of a company's own marketing strategy. Marketing strategy focuses on targeting the right customers (B), choosing the right places to sell (C), and setting the right prices or promotions (D).

Quiz 1: Marketing: the Art of Satisfying Customers