Question 1

Chobani used all of the following tactics to promote its Greek yogurt except
A)sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Champions Tubes.
B)created a website to provide consumers with recipes that use Chobani yogurt.
C)sponsored the 2012 and 2014 U.S. Olympic Teams.
D)used social networks Facebook, Twitter, Pinterest, and Instagram.
E)relied on word of mouth in its early years.

Accepted Answer

Chobani did not sponsor the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV show with its Chobani Champions Tubes.

Question 2

The founder of Chobani, who won the 2013 Ernst & Young World Entrepreneur of the Year award, is
A)Mark Zuckerberg.
B)"Trader" Joe Demapolis.
C)Hamdi Ulukaya.
D)Robert M. McMath.
E)David Windorski.

Accepted Answer

Hamdi Ulukaya is the founder of Chobani, a popular yogurt brand. He won the Ernst & Young World Entrepreneur of the Year award in 2013 for his contributions to the food industry and his commitment to philanthropy.

Question 3

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Accepted Answer

The answer of Why are you, as a student, already...

Question 4

Describe the marketing mix actions mentioned in the textbook that Chobani has taken since its founding in 2005.

Accepted Answer

The answer of Describe the marketing mix actions mentioned in...

Question 5

In China, many people are removing their money from the state banks and lending it out themselves. The interest rate earned in a state bank account is about one-half the rate of inflation. On the other hand, lending money to friends, relatives, and even unrelated entrepreneurs can often earn the investor a rate at least double the inflation rate. The gray market, an underground network of investors and private businesses, moves the cash from lenders to businesses. Did marketing occur here? Explain your answer.

Accepted Answer

The answer of In China, many people are removing their...

Question 6

Define needs and wants. Can marketing shape a person's wants? Explain your answer.

Accepted Answer

The answer of Define needs and wants. Can marketing shape...

Question 7

Which of the following is an example of possession utility?
A)an iPhone with a large selection of new apps
B)the local dairy that offers to deliver bottles of milk to a customer's doorstep
C)disposable diapers that come equipped with resealable tabs
D)a gourmet food store that carries a line of ready-made salads
E)a mobile phone company that offers six-month financing, same as cash

Accepted Answer

Possession utility is the value to the consumer of making an item easy to purchase so consumers can use it.The mobile phone company offers six-month financing,same as cash terms to consumers,thus increasing ease of purchase.

Question 8

Describe two different target markets for two different products or services you, your friends, or your family have recently purchased or used.

Accepted Answer

The answer of Describe two different target markets for two...

Question 9

Explain the difference between a market and a target market. Provide a specific example of each.

Accepted Answer

The answer of Explain the difference between a market and...

Question 10

All of the following are points of difference for Chobani yogurt except
A)its shorter, wider cup that is more visible on retailers' shelves.
B)it is preservative-free.
C)it is a bit lower in protein than regular yogurt.
D)it uses a proprietary animal-based thickener to make its Greek-style yogurts.
E)it uses a straining process that removes excess liquid whey.

Accepted Answer

The answer of All of the following are points of...

Question 11

The difference between "Greek" yogurt and "American" yogurt is that the latter
A)has a gritty texture.
B)has a thin consistency.
C)is not sweet enough for health-conscience palettes.
D)is only sold in health or natural food stores.
E)has high protein content.

Accepted Answer

American yogurt typically has a thinner consistency compared to Greek yogurt, which is thicker and creamier due to the straining process that removes whey.

Question 12

Some people may assume that for a marketer, the only thing of value for which he or she would "exchange" would be monetary (check, credit/debit, currency, and/or coin transactions). But what else can be exchanged? Provide an example of a nonmonetary transaction that still fits the criteria of exchange.

Accepted Answer

The answer of Some people may assume that for a...

Question 13

What is the abridged American Marketing Association definition of marketing according to the textbook? How does this differ from your previous notion of marketing before beginning this course?

Accepted Answer

The answer of What is the abridged American Marketing Association...

Question 14

Robert was running low on cash and could not buy his textbook by the first day of class if the bookstore did not accept his credit card. Luckily, the bookstore accepted his VISA card, so the bookstore created __________ utility for Robert.
A)form
B)time
C)price
D)possession
E)place

Accepted Answer

Possession utility refers to the value that a product or service provides by allowing the customer to take ownership or possession of the product. In this case, the acceptance of Robert's VISA card allowed him to possess the textbook despite being low on cash, thus creating possession utility for him.

Question 15

What four factors are required for marketing to occur?

Accepted Answer

The answer of What four factors are required for marketing...

Question 16

All of the following are current or prospective distribution channels for Chobani yogurt except
A)convenience stores.
B)drugstores.
C)mass merchandisers.
D)supermarkets.
E)vending machines.

Accepted Answer

Vending machines are not currently listed as a distribution channel for Chobani yogurt.

Question 17

Add your own personal experience and creativity to what you have learned about marketing. Formulate a plan to assess the needs of either (1) students who have too many textbooks to carry to and from class or (2) executives who are too busy to keep up with the latest information in their field.

Accepted Answer

The answer of Add your own personal experience and creativity...

Question 18

In addition to consumers, what other people, groups, and environmental forces interact to influence an organization's marketing activities?

Accepted Answer

The answer of In addition to consumers, what other people,...

Question 19

What are the three components of a person's ability to buy an offering?

Accepted Answer

The answer of What are the three components of a...

Question 20

What are the two key objectives of marketing? Define "exchange" and explain how it supports these objectives.

Accepted Answer

The answer of What are the two key objectives of...

Quiz 1: Creating Customer Relationships and Value Through Marketing

Chobani used all of the following tactics to promote its Greek yogurt except

The founder of Chobani, who won the 2013 Ernst & Young World Entrepreneur of the Year award, is

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.

Describe the marketing mix actions mentioned in the textbook that Chobani has taken since its founding in 2005.

Define needs and wants. Can marketing shape a person's wants? Explain your answer.

Which of the following is an example of possession utility?

Describe two different target markets for two different products or services you, your friends, or your family have recently purchased or used.

Explain the difference between a market and a target market. Provide a specific example of each.

All of the following are points of difference for Chobani yogurt except

The difference between "Greek" yogurt and "American" yogurt is that the latter