Question 1

In the performing arts world, Tessitura uses box office technology to track 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 allows arts groups to engage in relationship marketing by using detailed customer data to create personalized marketing strategies and build long-term relationships with patrons.

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 is an example of relationship marketing, as it involves creating a partnership between Publix Supermarkets and The Little Clinic to enhance customer convenience and satisfaction by providing integrated services.

Question 3

Which statement about relationship marketing is most accurate?
A) Relationship marketing has a short-term focus: increasing profits for the firm.
B) Relationship marketing prevents the need to offer unique value to customers.
C) Relationship marketing provides benefits for both customers and the organization.
D) Very few companies today are engaged in relationship marketing.
E) The Internet almost always has a negative impact on a firm's personal relationships with customers.

Accepted Answer

Relationship marketing focuses on building long-term relationships with customers, providing mutual benefits for both the customers and the organization by fostering loyalty and repeat business.

Question 4

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 in his points 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 segmentation.
D) customer valuation.
E) supplier-consumer partnership.

Accepted Answer

Relationship marketing focuses on building long-term relationships with customers, encouraging loyalty and repeat business, which is exemplified by the Starwood Preferred Guest Program.

Question 5

According to the text, Target has been successful by offering consumers the best
A) experience.
B) products/services.
C) customer service.
D) availability.
E) price.

Accepted Answer

The answer of According to the text, Target has been...

Question 6

The 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 other partners for mutual benefit.

Question 7

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight, the friendliness of the flight attendants, and the comfortable seating. 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

Singapore Air creates customer value by offering exceptional in-flight service, which includes great food, friendly flight attendants, and comfortable seating.

Question 8

Which statement describes an environmental force?
A) Several states have legislation that requires people transporting children to use age- and height-appropriate car seats.
B) A direct sales cosmetic company has more than 200,000 independent dealers who market its entire product line.
C) A car battery comes with a lifetime guarantee.
D) An automobile dealer offers a $500 rebate during the month of July.
E) A major bottler offers a 10-cent refund on returnable bottles.

Accepted Answer

Legislation requiring the use of car seats is an example of an environmental force, specifically a legal or regulatory force, as it involves government regulations impacting how products must be used.

Question 9

The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and before- and after-sale service at a specific price is called
A) customer value.
B) target marketing.
C) benefit proposition.
D) value-based marketing.
E) a customer value proposition.

Accepted Answer

The answer of The unique combination of benefits received by...

Question 10

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 are groups of prospective buyers that are relatively homogeneous, meaning they have common needs and are likely to respond similarly to marketing actions.

Question 11

According to the text, Starbucks provides its customers with the best
A) branding.
B) products.
C) price.
D) customer service.
E) availability.

Accepted Answer

The answer of According to the text, Starbucks provides its...

Question 12

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 focuses on creating long-term relationships with customers, employees, suppliers, and other partners for mutual benefits, rather than just short-term transactions.

Question 13

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) mission statement.
B) macromarketing agenda.
C) micromarketing agenda.
D) marketing program.
E) marketing concept.

Accepted Answer

A marketing program is a plan that includes the development of a product, its pricing, promotion, and distribution, turning consumer ideas into tangible offerings.

Question 14

Which statement about environmental forces is most accurate?
A) Environmental forces are almost always controllable if the marketing department correctly scans them.
B) An organization that incorporates the marketing concept can exert just as much influence on environmental forces as they can exert on that organization.
C) Environmental forces consistently result in negative outcomes for an organization.
D) Some environmental forces can actually enhance a firm's marketing opportunities.
E) Environmental forces can almost always be predicted.

Accepted Answer

Some environmental forces, such as technological advancements or changes in consumer preferences, can create new opportunities for a firm to market its products or services more effectively.

Question 15

Customer value refers to
A) the need of a customer to receive the highest-quality product at the lowest possible price.
B) the least expensive product that will provide customers with most of the basic benefits.
C) a statement that, before product development begins, identifies a well-defined target market; specific customers' needs, wants, and preferences; and what the product will be and do to satisfy consumers.
D) the unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
E) the cluster of benefits that an organization promises customers to satisfy their needs.

Accepted Answer

Customer value is the unique combination of benefits received by targeted buyers, including quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.

Question 16

Which statement about customer value is most accurate?
A) Target customers assess customer, regardless of the price.
B) Loyal customers are less profitable to firms in the long run since they expect lower prices over time in order to remain loyal.
C) Research suggests that firms can be most successful by being all things to all consumers.
D) It is impossible to place a dollar value on a loyal, satisfied customer.
E) By providing unique value for targeted buyers, firms can build long-term relationships with them.

Accepted Answer

By providing unique value for targeted buyers, firms can build long-term relationships with them, which is a key aspect of customer value.

Question 17

The five major environmental forces affecting marketing decisions are
A) climate change, natural resources, pollution, natural disasters, and global conflict.
B) social, technological, economic, competitive, and regulatory.
C) corporate ownership, internal management, supplier partnerships, strategic alliances, and customer relationships.
D) product, price, promotion, place, and people.
E) ethics, sustainability, cultural awareness, diversity, and values.

Accepted Answer

The five major environmental forces affecting marketing decisions are social, technological, economic, competitive, and regulatory. These forces shape the market environment and influence how companies strategize and operate.

Question 18

If a bank is known for delivering customer value through its focus on taking great care of customers, it is most likely focusing on providing its customers with the best
A) assortment.
B) products.
C) price.
D) customer service.
E) availability.

Accepted Answer

The bank is focusing on delivering customer value by taking great care of customers, which aligns with providing excellent customer service.

Question 19

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

Question 20

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 profile

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.

Quiz 1: Creating Customer Relationships and Value Through Marketing

Which statement about relationship marketing is most accurate?

According to the text, Target has been successful by offering consumers the best

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

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight, the friendliness of the flight attendants, and the comfortable seating. Singapore Air creates customer value by providing its customers with

Which statement describes an environmental force?

The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and before- and after-sale service at a specific price is called

Market segments refer to

According to the text, Starbucks provides its customers with the best

Relationship marketing refers 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 tangible

Which statement about environmental forces is most accurate?

Customer value refers to

Which statement about customer value is most accurate?

The five major environmental forces affecting marketing decisions are

If a bank is known for delivering customer value through its focus on taking great care of customers, it is most likely focusing on providing its customers with the best

A marketing program refers to

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