Question 1

Why did Hot Pockets Snackers fail?

Accepted Answer

According to the case study, Snackers failed because "Consumer needs were not met." The product was not able to deliver on the promise of being a "quick and easy snack" and did not appeal to the target audience's taste preferences.

Question 2

A local on-campus activity club uses Twitter to disseminate information about an upcoming social located at an on-campus pub, which marketing factor is this is an example of?

Accepted Answer

This is an example of promotion, as the club is using Twitter to promote their upcoming social event at the on-campus pub.

Question 3

The Canadian Federal Government may be considered what type of marketing buyer?

Accepted Answer

The Canadian Federal Government is an example of an organizational buyer since it is a government entity that procures goods and services for its operations.

Question 4

Though the City of Hamilton was once a manufacturing town, while the steel plant remains, their intent is to continue economic viability through all of the following except:

Accepted Answer

The City of Hamilton's strategic plan focuses on attracting investment in web and app development, international investment opportunities, and health care/scientific research. While there may be some feature film production in the city, it is not listed as a key area of focus for economic growth.

Question 5

By definition, which of the following is not considered a marketing activity?

Accepted Answer

Selling offerings is a part of the broader marketing process, but by definition, marketing encompasses creating, communicating, and delivering value, rather than just the act of selling.

Question 6

A church has put advertisements in its weekly bulletins to encourage members of the church to participate in the services by reading. Jack volunteered and read during a service. He felt satisfied and felt he was contributing to his church. Was this a marketing exchange?

Accepted Answer

This was a marketing exchange as the church had advertised in their bulletin to encourage members to participate in the service by reading. Jack volunteered to read and in return felt satisfied and felt he contributed to his church. This exchange of reading in the service for a feeling of satisfaction acts as a marketing exchange.

Question 7

City of Hamilton specifically targets each of the following segments except:

Accepted Answer

The City of Hamilton does not specifically target cancer survivors as part of its strategic segments for economic development or tourism. The other options (B, C, D) are plausible targets as they relate to business attraction, tourism, and residential appeal, which are common focuses for city marketing and development efforts.

Question 8

Which of the following is NOT required for marketing to occur?

Accepted Answer

Unsatisfied needs can be satisfied by both physical products and services. The other options are required for marketing to occur.

Question 9

To serve both buyers and sellers, marketing seeks to create value through:

Accepted Answer

Marketing's main goal is to create value for both the buyer and the seller. This is accomplished by discovering the needs and wants of prospective customers and satisfying them with products and services that meet those needs. Selling, exchange, and advertising are all important components of marketing, but they are only effective when they are focused on creating value for the customer.

Question 10

A local furniture manufacturer purchases rough-cut wood to refine and build into furniture for resale, the manufacturer is known as:

Accepted Answer

The local furniture manufacturer is an organizational buyer, as they are purchasing raw materials for production and resale rather than for personal use as an end-consumer would. They are not an original equipment manufacturer as they are not producing the raw materials themselves, nor are they a middle-consumer as there are no intermediaries between them and the raw material supplier.

Question 11

Ford Canada classifies a group of people with the desire and ability to buy their 2014 Ford explorer as:

Accepted Answer

The answer of Ford Canada classifies a group of people...

Question 12

Marketing that is designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer is

Accepted Answer

Social marketing aims to promote positive behavioural changes in individuals or society as a whole, without necessarily benefiting the marketer or the organization directly. It focuses on improving social welfare and addressing social issues through marketing techniques. Organizational marketing, future marketing, and green marketing, on the other hand, primarily benefit the marketer or the organization in some way.

Question 13

Marketing refers to

Accepted Answer

Marketing involves more than just advertising and promotion. It is a multifaceted process that involves creating, communicating, delivering, and managing customer value. This process is focused on building strong and long-lasting relationships with customers that benefit the organization and its stakeholders. Marketing is a vital organizational function that helps companies understand their target audience and develop products and services that meet their needs and desires.

Question 14

Marketing occurs when the transaction takes place. Essential to this process is the idea of exchange. To marketing people, exchange refers to the:

Accepted Answer

Exchange refers to the process of trading something of value between a buyer and a seller. This is essential to the marketing process as it is the moment when the transaction takes place. The other options do not accurately reflect the concept of exchange in marketing.

Question 15

In BC, there is a marketing campaign called WorkSafeBC designed to encourage young university and college students to keep safe in the workplace. After viewing various advertisements encouraging students to volunteer their time to give safety seminars, Thomas began paying closer attention to safety issues in his chemistry laboratories at university and decided to volunteer his time to get involved in
Delivering these safety seminars across campus. He felt personally satisfied that he was giving something back to his university. Was this a marketing exchange?

Accepted Answer

This is a marketing exchange because Thomas exchanged his volunteer time and effort for a feeling of personal satisfaction. It is not necessary for money to be exchanged in order for it to be considered a marketing exchange. The fact that the promotion encouraged Thomas to get involved in promoting safety seminars shows that the marketing campaign was successful in achieving its goal.

Question 16

Which of the following does not appear to be a consumer trend on which the City of Hamilton is capitalizing?

Accepted Answer

The City of Hamilton is capitalizing on consumer trends related to food experiences, reduced commute times, and affordable housing. However, there is no indication in the passage that the city is capitalizing on consumer desire to support local politicians.

Question 17

Timothy is an employee at Wally's Sporting Goods. He is responsible for facilitating relationships, partnerships, and alliances with the organization's customers, its shareholders (or often representatives of groups served by a non-profit organization), its suppliers, and other organizations. Timothy likely works in which department?

Accepted Answer

The answer of Timothy is an employee at Wally's Sporting...

Question 18

Effective marketing requires:

Accepted Answer

Effective marketing requires a deep understanding of the consumers and the marketplace to develop strategies that will appeal to them. This knowledge enables companies to create targeted, impactful campaigns that resonate with their target audience. While common sense can be helpful, it's not enough without a solid understanding of the market. Selling unwanted things is not effective marketing, and while cooperation among departments is important, it's not the only factor in successful marketing.

Question 19

To serve both buyers and sellers, marketing seeks to discover the needs and wants of prospective customers and to:

Accepted Answer

Marketing aims to satisfy the needs and wants of prospective customers, not manipulate them, take advantage of them or change them. By satisfying the needs and wants of customers, marketing builds trust and loyalty, which is beneficial for both buyers and sellers.

Question 20

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large is referred to as ________.

Accepted Answer

Selling and advertising are components of marketing, but they do not encompass the entire marketing process. Planning is a part of marketing, but it is not the sole activity that defines marketing. Therefore, the best choice is D, marketing.

Quiz 1: Creating Customer Value, Relationships, and Experiences Through Marketing