Question 1

A firm that sufficiently extends the breadth and time dimensions of its marketing goals to fulfill its social responsibility is practicing:

Accepted Answer

The societal marketing concept holds that a company should make marketing decisions not only by considering consumers' wants, the company's requirements, but also society's long-term interests. It extends beyond traditional marketing by aiming to fulfill the needs of the current generation without compromising the ability of future generations to meet their needs, thus incorporating social responsibility into its core goals.

Question 2

Edun is a line of clothes launched by U2's Bono and his wife. Its goal is "to support manufacturers in Africa. It also aims to develop world farmers by championing organic, environmentally sustainable cotton products" Edun is practicing:

Accepted Answer

Edun's goal of supporting manufacturers in Africa and promoting organic, environmentally sustainable cotton products aligns with the societal marketing concept, which emphasizes the welfare of society and the environment in addition to consumer needs and wants.

Question 3

A home cleaning service that wished to extend the breadth of its marketing concept should:

Accepted Answer

The home cleaning service should recognize that its market includes not only home owners but also environmentalists who want to protect the earth from harsh chemicals. This will help the service to extend the breadth of its marketing concept by appealing to a wider range of customers.

Question 4

An organization that adopts the societal marketing concept is LEAST likely to:

Accepted Answer

The societal marketing concept focuses on delivering value to customers in a way that maintains or improves both the consumer's and society's well-being. Aggressive selling methods aimed solely at increasing sales volume without regard for societal impact do not align with this concept.

Question 5

Adoption of which of the following practices would demonstrate that a manufacturer of beauty aids had moved past the marketing concept to the societal marketing concept?

Accepted Answer

The societal marketing concept emphasizes not only meeting the needs of customers but also valuing societal well-being, which includes environmental concerns such as the proper disposal of production wastes.

Question 6

When the marketing concept's breadth is extended, a company recognizes that:

Accepted Answer

The marketing concept's breadth is extended when a company recognizes that its market includes not only the buyers of its product, but also anyone directly affected by its operations. This includes employees, suppliers, distributors, and the community.

Question 7

A(n) ______ consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it.

Accepted Answer

A market segment consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it.

Question 8

Brose, a German manufacturer is the world's biggest producer of the components that sit inside car doors and do the job of adjusting windows, locks, wing mirrors, and hi-fi systems. Brose sells primarily to European car manufacturers. Its target market is:

Accepted Answer

Brose's target market is European car manufacturers, as they are the primary customers for the components Brose produces.

Question 9

Edun is a line of clothes launched by U2's Bono and his wife. The company's goal is "to respect the people producing its products, for places where its products are produced, for materials used, and for consumers. Its owners believe that the line of top-quality clothing will be appreciated by younger consumers who do care about how and where the clothes they buy are made. These young consumers are Edun's:

Accepted Answer

The target market refers to the specific group of consumers that a company aims to capture with its products, in this case, young consumers who care about ethical production.

Question 10

During the first quarter of 2005, the price of Kimberly-Clark's stock declined due to the high level of competition in the diaper industry. To deal with a competitor's introduction of a new line of diapers, Kimberly-Clark had to use more coupons to reach the same level of sales it had prior to the introduction of the new diapers. Even though the sales were the same, the company earned less revenue as a result of changes in which element of its marketing mix?

Accepted Answer

The use of more coupons to maintain sales levels indicates a change in the pricing strategy, which affects the revenue.

Question 11

The tourism board for the island of Bermuda describes its _____ as people between the ages 35 and 55 with an average annual income of $150,000.

Accepted Answer

The correct term for the group of people that a company aims its products or services at is "target market." In this context, Bermuda's tourism board is focusing on individuals aged 35 to 55 with a certain income level, making them the target market for their tourism efforts.

Question 12

Lancaster Farms makes and sells an olive oil and garlic dressing. An attractive 10-ounce bottle of the dressing can be purchased through the mail for $8.95 plus $2.50 for shipping and handling. Mail-order is the only way the dressing is sold. Promotion of the dressing is through word-of-mouth, through mailings to former customers, and through a small monthly ad in several neighborhood shoppers in the areas near the farm. The preceding information described the _____ for Lancaster Farms.

Accepted Answer

The marketing mix is described, which includes product (olive oil and garlic dressing), price ($8.95 plus $2.50 for shipping and handling), place (mail-order only), and promotion (word-of-mouth, mailings, and small monthly ads).

Question 13

The tools marketers use to influence the behavior of customers include:

Accepted Answer

All of the options listed (A through D) are tools marketers use to influence customer behavior. These encompass various aspects of the marketing mix, often referred to as the 4Ps: Product (C), Price (B), Place (D), and Promotion (A). Each element is strategically used to appeal to the target market and influence purchasing decisions.

Question 14

The magazine ad invites everyone to vacation in Texas because "it's like a whole other country." This ad sponsored by the Texas Board of Tourism is an example of how marketing uses the _____ element of the marketing mix.

Accepted Answer

The ad is an example of promotion, which is a component of the marketing mix focused on communicating and advertising to attract customers.

Question 15

Bittersweets is a Valentine's Day candy for the dejected and dysfunctional. Bittersweets are similar to "conversation hearts," but contain messages like, "JUST A FRIEND," "HE HAS A JOB," "I MISS MY EX,"' and "RETURN MY CDS." This candy is made by Despair, Inc. and is only available at its online store. The development of Bittersweets is most closely associated with which element of the marketing mix?

Accepted Answer

Bittersweets are a specific product offering by Despair, Inc., tailored for a unique market segment, making the development of this candy most closely associated with the product element of the marketing mix.

Question 16

The brand name Olivetti was one of the most important names in Italian industry for years. The company began in 1905 and early became the leader in quality manufacturing of typewriters. During the 1970s, the brand name was abandoned even though many still saw recognized the name as a source of quality. In 2005, the brand name was reintroduced on a line of inkjet printers. The decision to reuse the brand name illustrates the use of which element of the marketing mix?

Accepted Answer

The decision to reuse the brand name Olivetti on a new line of products (inkjet printers) is related to the 'product' element of the marketing mix, as it involves branding and product strategy.

Question 17

Edun is a newly-launched line of top-quality clothing that is designed to reflect the strong beliefs its owners have in helping those in less-developed countries. Finding retailers that support this goal will be closely associated with which element of the marketing mix?

Accepted Answer

Distribution involves selecting retailers and channels that align with the brand's values and goals, such as supporting less-developed countries.

Question 18

Bittersweets is a Valentine's Day candy for the dejected and dysfunctional. Bittersweets are similar to "conversation hearts," but contain messages like, "JUST A FRIEND," "HE HAS A JOB," "I MISS MY EX,"' and "RETURN MY CDS." This candy is made by Despair, Inc. and is only available at its online store. The fact Bittersweets can only be purchased at www.despair.com is most closely associated with which element of the marketing mix?

Accepted Answer

Bittersweets being available only at the online store www.despair.com relates to the distribution element of the marketing mix, as it specifies where the product can be purchased.

Question 19

Which of the following statements about ethics and ethical behavior is True?

Accepted Answer

There is considerable disagreement over what is and what is not ethical behavior because ethics can vary greatly between cultures, societies, and individuals, leading to different interpretations and standards.

Question 20

Ethics are:

Accepted Answer

Ethics are standards of behavior that are generally accepted by a society, guiding what is considered right or wrong.

Quiz 1: The Field of Marketing