Question 1

Relay for Life raises money for the Canadian Cancer Society for cancer research and treatment.This is an example of ________ marketing.

Accepted Answer

This is an example of organization marketing as the focus is on promoting and creating awareness about the Canadian Cancer Society and the work they do for cancer research and treatment.

Question 2

The era in marketing history characterized by the notion that a good product will sell itself is known as the ________ era.

Accepted Answer

The production era (late 1800s to early 1900s) was characterized by the belief that a good product would sell itself and that companies should focus on efficient production and distribution. Marketing was not yet considered a separate business function.

Question 3

Which of the following is the first step in developing a marketing strategy?

Accepted Answer

Identifying a target market is the first step in developing a marketing strategy because it determines the group of consumers that the organization aims to serve and satisfy with its products or services. Based on that target market, the organization can then decide on the appropriate product, promotion, and distribution strategies to reach and appeal to that specific group.

Question 4

A singles business aims its promotions toward singles between the ages of 25 and 40 who reside in a specific county.The business has ________.

Accepted Answer

The business has identified a specific group of people as their target market, which means they have selected a target market.

Question 5

Local officials in a mid-size town used ________ marketing to convince major businesses to move to the area,including advertisements that emphasized low tax rates and accessible transportation.

Accepted Answer

Place marketing focuses on promoting a certain location to attract businesses, residents, and tourists. In this case, local officials used marketing to promote their town as an ideal place for major businesses to relocate, emphasizing factors such as low tax rates and accessible transportation.

Question 6

Some products can be classified as either a business or a consumer product depending on ______.

Accepted Answer

The classification of a product as either a business or consumer product depends on who buys the product and why they buy it. Business products are purchased for use in the operations of a business, while consumer products are purchased by individuals for personal use. The type of product, cost, and location of sale do not necessarily determine whether a product is a business or consumer product.

Question 7

The marketing of a social concern or issue such as preventing child abuse is known as ________ marketing.

Accepted Answer

Cause marketing refers to marketing that promotes social causes or issues, such as preventing child abuse. It involves partnering with a nonprofit organization or cause to create a mutually beneficial marketing campaign. The goal is to raise awareness and funds for the cause while also enhancing the company's brand image and reputation. Place, person, and organization marketing are all focused on promoting specific products or services, rather than promoting social concerns.

Question 8

Juliet is seeking employment in the banking industry.Before her interview with Chase,she conducts thorough research and identifies ways in which she can benefit the company.What type of marketing is Juliet utilizing?

Accepted Answer

Juliet is utilizing personal marketing, which focuses on promoting oneself and emphasizing how their skills and experience can benefit a particular company or industry.

Question 9

The current marketing period where companies emphasize customer satisfaction is referred to as the ________ era.

Accepted Answer

The current marketing period where companies emphasize customer satisfaction is referred to as the relationship era. This era is characterized by building long-term relationships with customers and providing superior customer service to retain them. The other options, production and sales eras, were focused on mass production and aggressive selling respectively, and the marketing era was focused on targeting specific consumer segments with tailored marketing campaigns.

Question 10

Maria is campaigning for city council and talks with prospective voters in her ward about their concerns.Maria is engaged in ________ marketing.

Accepted Answer

Maria is engaging in person marketing, which involves directly interacting with individual consumers to understand and address their needs and concerns.

Question 11

________ strategy focuses on personal selling,advertising,sales promotion tools,and public relations to produce effective communication between the firm and the marketplace.

Accepted Answer

Promotional strategy focuses on personal selling, advertising, sales promotion tools, and public relations to produce effective communication between the firm and the marketplace. Pricing strategy focuses on determining the price of the product, distribution strategy focuses on getting the product to the consumer, and product strategy focuses on developing and improving the product itself.

Question 12

Goods and services such as haircuts,GPS systems,and computers that are purchased for end users are examples of ______.

Accepted Answer

Consumer products are goods and services that are purchased by end consumers for personal use or consumption. Examples include haircuts, GPS systems, and computers. Business products, on the other hand, are goods and services that are purchased by businesses to use in their operations or to resell to other businesses or consumers. Target market refers to the specific group of consumers that a company aims to reach with their marketing efforts, while marketing mix refers to the various elements of a company's marketing strategy, including product, price, promotion, and place (distribution).

Question 13

The era in marketing history characterized by the notion that creative advertising would convince consumers to buy a product is known as the ________ era.

Accepted Answer

The era described fits best with the Sales Era, which was predominant from the early 1900s to the 1940s. During this time, companies believed that the best way to sell their products was through strong salesmanship and aggressive advertising techniques. The mindset was that if you could convince consumers to buy your product, your marketing was successful.

Question 14

Mona designs the packages and chooses the brand names for goods produced by her firm.Mona is involved in which part of the marketing mix?

Accepted Answer

Mona's involvement in designing packages and choosing brand names indicates that she is involved in the product strategy component of the marketing mix.

Question 15

Which of the following marketing decision areas may be subject to government regulation and public scrutiny but can be a powerful competitive tool for a business?

Accepted Answer

Pricing strategy is often subject to government regulation, especially in industries where there is a risk of price fixing or monopolies. However, pricing strategy can also be a powerful competitive tool for businesses, with the ability to attract customers with lower prices or differentiate products with premium pricing. The other decision areas may also face regulation or scrutiny, but they may not necessarily have the same potential as pricing to directly impact a business's competitiveness.

Question 16

An organization's ________ is the group of potential customers toward whom it directs its marketing efforts.

Accepted Answer

Target market refers to the specific group of potential customers towards whom an organization directs its marketing efforts. Marketing demographic and market segment both refer to groups of consumers sharing certain characteristics, but they do not necessarily represent the specific group that an organization is targeting. Product market refers to the market for a specific product or product category, rather than the overall group of potential customers.

Question 17

Companies use ________ to focus on a specific consumer market by combining product,distribution,promotion,and pricing strategies.

Accepted Answer

The marketing mix is a combination of product, distribution, promotion, and pricing strategies that companies use to appeal to a specific consumer market. Market segmentation is a strategy used to divide a larger market into smaller groups based on similar needs or characteristics. The marketing concept is a philosophy that focuses on meeting the needs of customers while also achieving organizational goals. Consumer behavior is the study of how individuals or groups make purchasing decisions and use products and services. Therefore, B is the best choice as it directly relates to the question.

Question 18

As the result of a hurricane heading toward the coastal area of Nova Scotia,residents rushed to purchase plywood to cover their windows.Retailers who carried plywood were operating in a ________.

Accepted Answer

A seller's market occurs when demand is high and supply is low, giving sellers the power to set higher prices and be selective about who they sell to. In this scenario, the demand for plywood is high due to the impending hurricane, and retailers who carry plywood have a limited supply, resulting in a seller's market. A mixed economy refers to an economic system that features both government intervention and private enterprise, which is not relevant in this context. A buyer's market occurs when supply is high and demand is low, giving buyers the power to negotiate lower prices and have a wider selection of products to choose from, which is not the case in this scenario. A regulated market refers to an economic system in which the government enforces certain regulations, such as price controls or safety standards, which is also not relevant in this context.

Question 19

The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials.Dasani bottled water is one of the sponsors,which enables the company to utilize ________ marketing.

Accepted Answer

Dasani bottled water is sponsoring an event, which is the Tour of Hope, to market their brand and align it with a good cause.

Question 20

The era in marketing history characterized by the notion that the customer is always right is known as the ________ era.

Accepted Answer

The era where the customer is always right is the marketing era. This era began in the early 1900s and prioritized the needs and wants of the customer rather than just producing or selling goods.

Quiz 11: Customer-Driven Marketing