Question 1

Explain the market research that David Windorski, 3M inventor, did to develop the Post-it^® Flag Highlighter.

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Question 2

FIGURE 1-6 
-Using Figure 1-6 above, identify and explain the five environmental forces that affect an organization.

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-Using Figure 1-6 above, identify...

Question 3

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

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Question 4

While marketers can control their marketing mix factors, there are forces that are mostly beyond their control.List five environmental forces in a marketing decision that executives feel are outside their influence?

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Question 5

The Apple iPod is rated by Consumer Reports as being one of the best music players in the industry.The customer may buy and download music from the Internet.Define customer value.In what ways does the Apple iPod provide value for its customers?

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Question 6

Which of the following statements about 3M's market research, prior to introducing the Post-it^® Flag Highlighter is most accurate? A)Windorski worked with clay and wood models to see how much additional weight students would be willing to carry in their backpacks. B)Windorski asked students to dump the contents of their backpacks to make sure nothing was being stolen. C)Windorski used focus groups, observed students' studying behavior, and even gave out trial Post-it^® Flag Highlighters to students to try for a month. D)Windorski hired students to handout promotional materials at their home universities and colleges. E)Windorski reassigned all personnel over twenty-five to different projects so they could not inadvertently influence younger participants based on their own experiences.

Accepted Answer

The statement that Windorski used focus groups, observed students' studying behavior, and gave out trial Post-it^® Flag Highlighters to students is most accurate based on the information presented in the passage.

Question 7

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

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Question 8

Marketing managers used a combination of four tools in order to develop a complete marketing program to reach consumers.Briefly define these four tools.

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Question 9

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

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Question 10

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

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Question 11

What is the definition of marketing according to the American Marketing Association? How does this differ from your previous notion of marketing before reading this chapter?

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Question 12

Do college students have a choice in which classes they take in order to earn a degree? Use what you have learned about the controllable and uncontrollable aspects of marketing in terms of how they might relate to course selection decision making.Incorporate your marketing terms.

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Question 13

In the future 3M will make use of __________ to attract new customers.
A)product extensions
B)social responsibility
C)post-production promotions
D)focus groups comprised of graduate students
E)macromarketing strategies focusing on "going green"

Accepted Answer

3M is known for innovation and product development, so product extensions are a likely strategy to attract new customers by offering new variations or improvements of existing products.

Question 14

executives who are too busy to keep up with the latest information in their field.

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Question 15

In addition to consumers, what other people, groups, and forces interact to affect marketing activities?

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Question 16

Assume you are a salesperson for a direct marketing firm that does "in-home" parties (such as Tupperware, Discovery Toys, etc.) If most of your hosts or hostesses hold only one party a year, what strategies could you use to build strong customer relationships and customer value? (If you are creating your own business for this example, make sure to describe your product(s) in your introductory sentence.)

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Question 17

Imagine you have the sole marketing rights to a new herbal shampoo that stops hair loss and actually causes new hair growth.You plan to sell your product on an Internet site, which you will advertise on late night television.You are also hoping to obtain free publicity in men's fashion magazines.You are planning to sell a 15-ounce bottle for $24.99 plus $7.99 shipping and handling.Using the information provided, identify each element of your marketing mix.Identify the target market for your shampoo and explain how can you use relationship marketing to increase sales?

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Question 18

An inventor designs a scissor that has interchangeable blades that allow the user to switch from straight cuts to decorative cuts.Identify two possible target markets and justify your answer.

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Question 19

Most people would assume that in marketing the only thing of value to "exchange" would be monetary.What else can be exchanged? Provide an example of a non-monetary transaction that still fits the criteria of exchange.

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Question 20

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

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Quiz 1: Creating Customer Relationships and Value Through Marketing

Explain the market research that David Windorski, 3M inventor, did to develop the Post-it® Flag Highlighter.

FIGURE 1-6 -Using Figure 1-6 above, identify and explain the five environmental forces that affect an organization.