Question 1

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 2

The founder of Chobani Greek Yogurt,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

The founder of Chobani Greek Yogurt is Hamdi Ulukaya.

Question 3

The difference between "Greek" yogurt and "American" yogurt is that the latter
A)has a thick texture.
B)is too thin.
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 is generally thinner than Greek yogurt, which is known for its thick texture.

Question 4

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 somewhat of...

Question 5

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,groups,and environmental...

Question 6

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...

Question 7

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

Accepted Answer

The answer of An inventor designs a scissors that has...

Question 8

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 9

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,loaning 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 money...

Question 10

What four factors are required for marketing to occur?

Accepted Answer

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

Question 11

Chobani used all of the following tactics to promote its Chobani Greek Yogurt EXCEPT:
A)sponsored the Food Network's Rachel vs.Guy Kids Kick-Off TV show with its Chobani Champions Tubes.
B)created a website to provide consumers with recipes that use Chobani Greek Yogurt.
C)sponsored the 2012 U.S.Olympic Team.
D)used its CHOmobile to offer samples of its Greek Yogurt to first-time customers.
E)relied on word-of-mouth in its early years.

Accepted Answer

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

Question 12

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 13

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

Accepted Answer

The answer of Marketing managers used a combination of four...

Question 14

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 15

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

Accepted Answer

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

Question 16

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 17

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 18

All of the following current or prospective distribution channels for Chobani Greek Yogurt EXCEPT:
A)convenience stores.
B)drug stores.
C)mass merchandisers.
D)supermarkets.
E)vending machines.

Accepted Answer

Vending machines are not currently mentioned or anticipated as a distribution channel for Chobani Greek Yogurt. The other options (convenience stores, drug stores, mass merchandisers, and supermarkets) are all either current or potential distribution channels for the yogurt brand.

Question 19

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 a...

Question 20

Add your own personal experience and creativity to what you have just 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...

Quiz 1: Creating Customer Relationships and Value Through Marketing