Question 1

Customer experience refers to
A) the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
B) the links an organization has to its customers for their mutual long-term benefits.
C) 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.
D) the internal response that customers have to all aspects of an organization and its offerings.
E) the activities in which a firm participates to create a positive buying experience for customers.

Accepted Answer

Customer experience refers to the internal response that customers have to all aspects of an organization and its offerings. It includes all interactions and emotions that a customer has with the organization, ranging from the pre-purchase stage to post-purchase interactions. It reflects how a customer perceives the quality, value, and overall satisfaction with the organization's products and services.

Question 2

An organization that focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value is said to have a
A) product orientation.
B) macroeconomic orientation.
C) market orientation.
D) industry orientation.
E) societal marketing orientation.

Accepted Answer

A market orientation involves gathering information about customers' needs, sharing it across departments, and using it to create customer value.

Question 3

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges made from agave leaves. Customers appreciate this superior product (they don't rust or scratch) and like the fact that their purchase is environmentally responsible, making this an example of
A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) target markets.
E) capitalism.

Accepted Answer

The use of agave leaves in the production of Scotchbrite Greener Clean scrub sponges reflects the societal marketing concept, which emphasizes not only meeting customer needs but also addressing environmental and social issues. By offering a superior product that is also environmentally responsible, 3M is demonstrating a commitment to societal well-being.

Question 4

What kinds of organizations should engage in marketing?
A) only those that can afford to advertise
B) only very large and established for-profit organizations
C) only Fortune 5,000 companies
D) every organization regardless of the kind
E) only if the organization has a profit motivation

Accepted Answer

Every organization, regardless of the kind, should engage in marketing in order to attract and retain customers or clients, communicate their message or mission, and ultimately achieve their goals. Marketing is not limited to only large or for-profit organizations, and can be applied to non-profits, government agencies, and even individuals. The ability to advertise may impact the types of marketing tactics used, but every organization should still engage in some form of marketing. Profit motivation is also not a requirement for marketing, as non-profits may still need to raise funds or awareness through marketing efforts.

Question 5

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?
A) the profit motive since aging baby boomers are a large, profitable market
B) the social responsibility concept
C) the necessity of matching competitors' actions
D) new regulatory Medicare mandates as a result of the Affordable Care Act
E) the mandate by its industry's code of ethics

Accepted Answer

The social responsibility concept explains that Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month. This is done to support the welfare of the society and reflect the company's ethical values.

Question 6

Which of the following organizations engage in marketing?
A) the Chicago Cubs
B) the San Francisco Opera
C) the city of Denver
D) the president of the United States
E) Every organization or individual can engage in marketing to some extent.

Accepted Answer

Every organization or individual can engage in marketing to some extent, as marketing involves promoting and selling products or services, which can apply to sports teams, cultural institutions, cities, political figures, and more.

Question 7

Today, the standards of marketing practice have shifted from the interests of producers to the interests of
A) nonprofit organizations.
B) government.
C) retailers.
D) stockholders.
E) consumers.

Accepted Answer

The question indicates that there has been a shift from the interests of producers, which implies that the focus has moved away from the goals of the business to the goals of another group. Among the given choices, the only group that makes sense as a replacement is consumers. Therefore, the answer is E, consumers. Today's marketing practices prioritize the needs and wants of customers, as satisfying those needs is necessary for business success.

Question 8

The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as
A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) social responsibility.
E) capitalism.

Accepted Answer

The view that an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as the societal marketing concept. This approach to marketing recognizes the importance of considering not just the consumer's needs, but also the well-being of society as a whole. It emphasizes the need for companies to be responsible and ethical in their business practices, and to consider the impact of their actions on the environment, communities, and other stakeholders.

Question 9

Social responsibility is
A) the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
B) the fundamental, passionate, and enduring principles of an organization that guide its conduct over time.
C) the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals.
D) the idea that individuals and organizations are accountable to a larger society.
E) the recognition of the need for organizations to improve the state of people, the planet, and profit simultaneously if they are to achieve sustainable, long-term growth.

Accepted Answer

Social responsibility is the idea that individuals and organizations are accountable to a larger society in terms of not only fulfilling their obligations to stakeholders but also contributing to the social good. It involves taking actions that improve the well-being of both the organization and society at large. This can include initiatives related to sustainability, ethical practices, community engagement, and more.

Question 10

The idea that individuals and organizations are accountable to a larger society is known as
A) the societal marketing concept.
B) social responsibility.
C) consumerism.
D) sustainable development.
E) capitalism.

Accepted Answer

Social responsibility is the idea that individuals and organizations have a responsibility to act in ways that benefit society as a whole, beyond their own self-interest. This includes taking accountability for their actions, being transparent, and ensuring that their activities contribute to the well-being of society. The other options, while related, do not fully capture the concept of social responsibility.

Question 11

Customer relationship management refers to
A) the view that organizations should satisfy the needs of consumers in a way that provides for society's well-being.
B) the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose them in the marketplace.
C) the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals.
D) the links an organization has to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit.
E) the cluster of benefits that an organization promises customers to satisfy their needs.

Accepted Answer

Customer relationship management (CRM) involves identifying prospective buyers, understanding them deeply, and developing long-term positive perceptions of the organization and its offerings to encourage buyers to choose them in the marketplace.

Question 12

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a
A) production orientation.
B) sales orientation.
C) customer relationship orientation.
D) service orientation.
E) market orientation.

Accepted Answer

These firms have achieved success by focusing on understanding and meeting the needs and wants of their customers, which is the essence of a market orientation.

Question 13

An organization with a market orientation
A) focuses its efforts on continuously collecting information about the environment, keeping abreast of competitors' actions, and using this information to create product innovation.
B) identifies prospective buyers, understands them intimately, and develops favorable long-term perceptions of the organization and its offerings so that they will choose it in the marketplace.
C) strives to satisfy the needs of consumers while also trying to achieve its goals.
D) satisfies the needs of consumers in a way that provides for society's well-being.
E) focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value.

Accepted Answer

An organization with a market orientation focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value. This approach puts the customer at the center of the organization's strategies and operations, leading to better customer satisfaction and long-term success in the marketplace.

Question 14

The United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold mine of donor data. Unfortunately, UWGT was not certain how to use that information to its greatest advantage. UWGT could blanket past donors with generic mailings, but it could not offer donors information that would convince them to donate to UWGT over other charities. Which of the following tools would be most useful for the nonprofit organization to use?
A) a flexible marketing system
B) a database warehouse
C) customer relationship management
D) competitive intelligence
E) a profit-oriented marketing program

Accepted Answer

Customer relationship management (CRM) would be most useful for UWGT to effectively use its donor data to retain and attract more donors. With a CRM system, the nonprofit can track and analyze donor interactions and data across different channels, personalize communication and marketing efforts, and identify opportunities for increased engagement and donations. This approach would be much more effective than just generic mailings and would enable UWGT to gain a competitive advantage in the crowded nonprofit sector.

Question 15

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river. Oil manufacturers know this is not an isolated occurrence, so should they be concerned?
A) No, you paid for the oil and you can dispose of it as you like.
B) No, the oil company will someday add a premium to the price to pay for oil cleanup in the environment.
C) Yes, this is the type of situation that can get "big oil" a lot of bad press.
D) Yes, this is an issue of social responsibility because the polluted water affects others in the society at large.
E) No, this is an issue solely between you and your neighbors.

Accepted Answer

Dumping used oil down the sewer drain is an issue of social responsibility because it can potentially harm others in the society at large. It is important for oil manufacturers to be concerned about this behavior and take steps to prevent it, such as educating consumers on proper oil disposal methods. Additionally, if oil companies are associated with environmental pollution, it can result in bad press and damage to their reputation.

Question 16

Some companies have very restrictive return policies, for example, accepting returns only for store credit or not accepting them at all. Though these policies have a positive effect on sales figures, some customers end up frustrated because they have legitimate reasons for returning merchandise. Very restrictive return policies are likely a violation of
A) the marketing concept.
B) the customer relationship management concept.
C) consumerism.
D) social entrepreneurship.
E) cause marketing.

Accepted Answer

The marketing concept emphasizes satisfying customer needs and wants while meeting organizational goals. Very restrictive return policies can frustrate customers and do not align with this concept.

Question 17

The internal response that customers have to all aspects of an organization and its offerings is referred to as
A) customer experience.
B) relationship marketing.
C) internal customer audit.
D) internal marketing.
E) customer relationship management.

Accepted Answer

The term "customer experience" refers to the overall impression that a customer has of an organization and its offerings, including interactions with employees, the quality of products or services, and any other touchpoints throughout the buying process. This encompasses both the tangible and intangible aspects of the organization, and encompasses how the customer perceives the brand, the level of customer service provided, and overall customer satisfaction.

Question 18

All of the following are aspects of Trader Joe's customer experience except which?
A) It has a large and expensive research and development facility.
B) It offers unusual food products not available from other retailers.
C) Its commitment to customer experience has resulted in its rank as a favorite supermarket.
D) It sets low prices by offering its own brands, not national ones.
E) It provides rare employee "engagement" to help customers.

Accepted Answer

Trader Joe's does not have a large and expensive research and development facility.

Question 19

Recently, Fortune magazine named Trader Joe's "America's hottest retailer" for its outstanding ________, including personal attention from employees in the store.
A) customer value proposition
B) relationship marketing
C) customer experience
D) internal marketing
E) customer relationship management

Accepted Answer

The article specifically mentions Trader Joe's outstanding "customer experience," which includes personal attention from employees, leading to the recognition as "America's hottest retailer."

Question 20

The societal marketing concept
A) is the moral principles and values that govern the actions and decisions of an organization.
B) is the idea that organizations are part of a larger society and are accountable to that society for their actions.
C) actively tries to understand customer needs and satisfy them while satisfying the firm's goals.
D) involves conducting business in a way that protects the natural environment while making economic progress.
E) is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being.

Accepted Answer

The societal marketing concept is the view that an organization should satisfy the needs of consumers in a way that provides for society's well-being. It emphasizes the importance of considering not just the needs and wants of consumers, but also the impact that the organization's actions and decisions will have on society as a whole. This includes taking into account environmental concerns, ethical considerations, and other social responsibilities. By adopting a societal marketing approach, organizations can build long-term relationships with customers while also contributing to the greater good of society.

Quiz 1: Creating Customer Relationships and Value Through Marketing

Customer experience refers to

An organization that focuses its efforts on continuously collecting information about customers' needs, sharing this information across departments, and using it to create customer value is said to have a

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges made from agave leaves. Customers appreciate this superior product (they don't rust or scratch) and like the fact that their purchase is environmentally responsible, making this an example of

What kinds of organizations should engage in marketing?

Which of the following most directly explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?

Which of the following organizations engage in marketing?

Today, the standards of marketing practice have shifted from the interests of producers to the interests of

The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as

Social responsibility is

The idea that individuals and organizations are accountable to a larger society is known as

Customer relationship management refers to

Firms such as Southwest Airlines, Marriott, and Facebook have achieved great success by putting a huge effort into implementing the marketing concept, giving their firms a

An organization with a market orientation

You change the oil in your car yourself and dump the used oil down the sewer drain that ultimately flows into the local river. Oil manufacturers know this is not an isolated occurrence, so should they be concerned?

The internal response that customers have to all aspects of an organization and its offerings is referred to as

All of the following are aspects of Trader Joe's customer experience except which?

Recently, Fortune magazine named Trader Joe's "America's hottest retailer" for its outstanding ________, including personal attention from employees in the store.

The societal marketing concept