Question 1

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

Accepted Answer

Relay for Life is raising money for an organization (American Cancer Society) rather than a specific product or service, making it an example of organization marketing.

Question 2

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 sales era in marketing history, lasting from the 1920s to the 1940s, was characterized by the belief that aggressive advertising and personal selling were the keys to achieving high sales volume. The focus was on persuasion and creating a sense of urgency to buy, rather than building relationships with customers or emphasizing product quality.

Question 3

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 is sponsoring the Tour of Hope, which is an event designed to raise awareness about cancer clinical trials. Therefore, Dasani is utilizing event marketing.

Question 4

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

Accepted Answer

The classification of a product as a business or consumer product depends on who buys the product and why. If the product is purchased for personal use, it is a consumer product. If it is bought for business purposes, it is a business product. The type of product/service, cost, and place of sale do not necessarily determine its classification.

Question 5

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

Accepted Answer

Cause marketing refers to promoting or supporting a social cause or issue, typically through a partnership between a for-profit company and a nonprofit organization or charity. Preventing child abuse is a social concern, and promoting it through marketing efforts is an example of cause marketing.

Question 6

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

Accepted Answer

Mona's job involves designing the packaging and selecting brand names for her firm's products. This falls under the product strategy element of the marketing mix, which focuses on developing the right mix of products, features, and branding to meet the needs of the target market. The other answer choices (A, B, and D) all relate to different elements of the marketing mix - promotion, distribution, and pricing - but do not apply to Mona's role.

Question 7

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

Accepted Answer

The target market is the specific group of potential customers that an organization focuses its marketing efforts on. The other options are not as precise or accurate in describing this concept.

Question 8

Examples of private not-for-profit organizations include all of the following EXCEPT ________.

Accepted Answer

The Michigan State Department of Natural Resources is a government agency, not a private not-for-profit organization. The other options listed are all private not-for-profit organizations.

Question 9

A 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 consumers, singles between ages 25 and 40 who reside in a specific county, as its target market.

Question 10

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 helps to determine the specific needs, preferences, and behaviors of the target audience. This information is crucial in deciding how to develop the right product, promotion strategy, and distribution channel to effectively reach and satisfy the target market.

Question 11

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

Accepted Answer

The answer of As the result of a hurricane heading...

Question 12

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 by researching and highlighting her own skills and how they can benefit Chase in her interview.

Question 13

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 in marketing history, which lasted from the late 19th century to the 1920s, was characterized by the belief that a good product will naturally sell itself. This era was focused on manufacturing efficiency and mass production, and little attention was paid to marketing or consumer needs.

Question 14

The era in marketing history characterized by the notion that the consumer is king is known as the ________ era.

Accepted Answer

The marketing era is characterized by the notion that the consumer is king, emphasizing satisfying the needs and wants of the target market. This era emerged after the production and sales eras, which were focused on maximizing production efficiency and persuading customers to buy existing products, respectively. The relationship era, on the other hand, emphasizes building long-term relationships with customers through personalized communication and service.

Question 15

Companies use _____ to fit the needs and preferences of a specific target market by combining product, distribution, promotion, and pricing strategies.

Accepted Answer

The marketing mix refers to the blend of product, distribution, promotion, and pricing strategies designed to fit the needs and preferences of a specific target market. This concept has been widely used by companies to develop effective marketing strategies.

Question 16

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

Accepted Answer

The customer satisfaction era is also known as the relationship era, as it emphasizes building long-term relationships with customers instead of merely prioritizing sales or production.

Question 17

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

The answer of Which of the following marketing decision areas...

Question 18

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

Accepted Answer

The use of advertisements emphasizing low tax rates and accessible transportation indicates that the local officials used place marketing to entice major businesses to move to their town. Place marketing involves promoting a specific location or geographic area to attract business investment, tourism, or new residents.

Question 19

Maria is campaigning for the city council's initiative related to general public safety. She talks to the public about their concerns. Maria is engaged in _____ marketing.

Accepted Answer

Maria is promoting a cause, specifically the city council's initiative related to general public safety. Therefore, she is engaged in cause marketing.

Question 20

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 or services that are purchased by end users for personal use or consumption. Examples include food, clothes, electronics, and beauty products. The other options are not relevant to the given context.

Quiz 11: Customer-Driven Marketing