Deck 1: Marketing: Customer Value, satisfaction, relationships, and Experiences

Question 1

Ford Canada classifies a group of people with the desire and ability to buy their 2014 Ford explorer as:

A)Prospects.
B)Customers.
C)Markets.
D)Clients.

Answer 1

C

Question 2

By definition,which of the following is not considered a marketing activity?

A)creating offerings
B)communicating offerings
C)delivering offerings
D)selling offerings

Answer 2

D

Question 3

Why did Hot Pockets Snackers fail?

A)Consumer needs were not met
B)The initial product launch had poor advertisements
C)Consumers could not tell the difference between Snackers and the original
D)The target market was not accurately defined

Answer 3

A

Question 4

A church has put advertisements in its weekly bulletins to encourage members of the church to participate in the services by reading.Jack volunteered and read during a service.He felt satisfied and felt he was contributing to his church.Was this a marketing exchange?

A)no, because the church is a non-profit organization.
B)yes, because the church ran an advertisement.
C)yes, because reading at the service was exchanged for a feeling of satisfaction.
D)no, because no money was exchange

Question 5

Effective marketing requires:

A)good common sense.
B)all departments within an organization to work together.
C)intimate knowledge and understanding of consumers and the marketplace.
D)selling unwanted things.

Question 6

Which of the following is NOT required for marketing to occur?

A)two or more parties (individuals or organizations) with unsatisfied needs.
B)unsatisfied needs that can only be satisfied by physical products, not services.
C)a desire and ability on their part to be satisfied.
D)a way for the parties to communicate.

Question 7

Marketing that is designed to influence the behaviour of individuals in which the benefits of the behaviour accrue to those individuals or to the society in general and not to the marketer is

A)organizational marketing.
B)future marketing.
C)green marketing.
D)social marketing.

Question 8

The Canadian Federal Government may be considered what type of marketing buyer?

A)organizational buyer.
B)federal buyer.
C)government buyer.
D)ultimate buyer.

Question 9

To serve both buyers and sellers,marketing seeks to create value through:

A)selling.
B)discovering the needs and wants of prospective customers and satisfying them.
C)exchange.
D)advertising.

Question 10

Which of the following does not appear to be a consumer trend on which Wildplay Element Parks is capitalizing?

A)customer desire for personal and memorable experiences.
B)customer desire to reconnect with nature.
C)customer desire to engage in more physical activities.
D)customer desire to support a rapidly growing company.

Question 11

Marketing occurs when the transaction takes place.Essential to this process is the idea of exchange.To marketing people,exchange refers to the:

A)place where people go to do business.
B)place where people return unwanted goods.
C)process whereby a buyer and seller trade something of value.
D)process of locating buyers and sellers.

Question 12

The Canadian Radio-Television Telecommunications Commission (CRTC)imposes new rules and policies related to wireless mobile phone contracts.This is an example of what type of environmental force?

A)Regulatory
B)Technological
C)Competitive
D)Social

Question 13

Marketing refers to

A)the production or provision of goods or services that will generate the highest return on investment.
B)the strategies used in the advertising and promotion of goods and services.
C)the process of identifying the greatest number of target markets for a good or service.
D)an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Question 14

A local on-campus activity club uses Twitter to disseminate information about an upcoming social located at an on-campus pub,which marketing factor is this is an example of?

A)Promotion
B)Communication
C)Social Media
D)Place

Question 15

Based on the initial success of this venture,Wildplay's intent is to continue growth through:

A)joint venture opportunities.
B)strategic alliances.
C)vertical integration.
D)franchise opportunities.

Question 16

The activity for creating,communicating,delivering,and exchanging offerings that benefit the organization,its stakeholders,and society at large is referred to as _______.

A)Planning
B)Advertising
C)Selling
D)Marketing

Question 17

To serve both buyers and sellers,marketing seeks to discover the needs and wants of prospective customers and to:

A)change them.
B)take advantage of them.
C)satisfy them.
D)manipulate them.

Question 18

The Magic Widget Company trades ice cream scoops to the Cold Creamery Ice Cream Shop,which in turn trades boxes of ice cream back,as a result of the trade of things of value,each is better off after the trade; this is referred to as:

A)exchange
B)acquisition
C)consumerism
D)utility

Question 19

Wildplay Element Parks specifically targets each of the following segments except:

A)corporate groups seeking team-building activities.
B)school and youth groups looking for adventurous field trips.
C)consumers looking to host unique birthday parties and other special events.
D)cancer survivors.

Question 20

In BC,there is a marketing campaign called WorkSafeBC designed to encourage young university and college students to keep safe in the workplace.After viewing various advertisements encouraging students to volunteer their time to give safety seminars,Thomas began paying closer attention to safety issues in his chemistry laboratories at university and decided to volunteer his time to get involved in delivering these safety seminars across campus.He felt personally satisfied that he was giving something back to his university.Was this a marketing exchange?

A)no, because the seller is a non-profit organization.
B)yes, because the BC government ran an advertisement.
C)yes, because Thomas' volunteer time and efforts were exchanged for a feeling of satisfaction.
D)no, because no money was exchange

Question 21

Janelle works in the marketing department in a public organization in Iqaluit,Nunavut,whose responsibility is public safety.Which of the following statements is not true?

A)Marketing activities are not used in public organizations.
B)The marketing department works closely with other departments and employees to implement marketing activities.
C)Marketing activities provide the customer-satisfying products required for the organization to survive and prosper.
D)Environmental factors affect marketing activities.

Question 22

Which of the following conditions must exist in order for marketing to occur?

A)two or more parties with unsatisfied needs, a desire and ability to satisfy them, a way to communicate, and something to exchange
B)two or more people, a product, a reasonable price, and a place to make an exchange
C)two or more people, a method of assessing needs, a way to communicate, and an exchange
D)two or more parties with unsatisfied needs, a desire to satisfy them, a satisfactory product, and something to exchange

Question 23

While shopping for back-to-school goods,you come across the following items,all of these are marketed except for:

A)Advice from TD Waterhouse
B)Crest toothpaste.
C)Nikon cameras.
D)Apple computers.

Question 24

Which of the following statements about marketing departments is not true?

A)It is the responsibility of the marketing department to facilitate relationships with the organization's customers.
B)It is the responsibility of the marketing department to create partnerships with the organization's suppliers.
C)The marketing department must work closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.
D)The marketing department is responsible for designing, creating, and building new products that satisfy the needs and wants of consumers.

Question 25

The Shangri-La Hotel and Spa in Toronto is setting up a clinic where visiting clients can get a comprehensive physical while staying at the hotel and using the spa facilities.The largest anticipated issue is the possible unwillingness for people to go to doctors that they do not know.Marketing may fail to occur here because:

A)there may be no desire on the part of the hotel/spa customer to satisfy this need.
B)two or more parties have unsatisfied needs.
C)there is nothing to exchange.
D)there is no way for the parties involved to communicate.

Question 26

An employee,Lindsey,works at Sanofi-Pasteur,a pharmaceutical company,in the marketing department.Her first task of marketing a potential new product is to:

A)discover the needs of consumers.
B)discover the needs of competitors.
C)discover the needs of sellers.
D)satisfy the needs of regulators.

Question 27

The four controllable marketing mix factors include all of the following except:

A)Product.
B)Penetration.
C)Price.
D)Promotion.

Question 28

All of the below are conditions that are necessary for marketing to occur,except:

A)a physical location for an exchange to occur
B)something to exchange
C)a way to communicate
D)two or more parties with unsatisfied needs

Question 29

Suppose you are a university student taking a full course load,working 15-20 hours per week,and finding it necessary to fund the majority of your tuition and living expenses with a student loan.However,you see an ad for a two-week all-inclusive 'young person' holiday package to a resort in the Caribbean and you would desperately like to purchase a ticket for this vacation.What factor is not likely to prevent you from engaging in a marketing transaction?

A)The promoters of this vacation package have been overwhelmed with responses to the ad and there is now a waiting list.
B)You do not have the resources to qualify for a $3,000 personal loan in order to pay for the ticket.
C)You do not have the time to get to the one travel agency in town that requires an appointment to be able to go through the booking process because of your class, work, and study schedule.
D)Your parents are able to loan you the money.

Question 30

Timothy is an employee at Wally's Sporting Goods.He is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,its shareholders (or often representatives of groups served by a non-profit organization),its suppliers,and other organizations.Timothy likely works in which department?

A)business development
B)marketing
C)human resources
D)strategic relationships

Question 31

The Hotel Westcourt in Ottawa is next to Metrocentre,a vast shopping mall.The hotel wants to market its location and many other amenities to convention-goers from other provinces and states.What requirement will not be needed for marketing to occur?

A)ignoring communication with convention attendees
B)something to exchange
C)two or more parties with unsatisfied needs
D)desire and ability to satisfy unmet needs

Question 32

In a free-enterprise society,the specific groups that benefit from effective marketing include all of the following EXCEPT:

A)consumers who buy
B)organizations that sell
C)society as a whole
D)the conjunction between these three

Question 33

The four outside stakeholder groups that exert important direct influences on an organization consist of:

A)politicians, regulators, minority groups, and consumer monitoring groups.
B)competitors, industry trade associations, non-profit organizations, and governmental agencies.
C)senior management, the legal department, the marketing department, and other employees of the organization.
D)other organizations, suppliers, shareholders (owners), and customers.

Question 34

Brandy works at the marketing department for Apple Computers.The two central concerns of her marketing department are:

A)discovering and satisfying needs.
B)needs and wants.
C)promotion and sales.
D)maximizing an organization's sales and products.

Question 35

Candidates are running for office and would very much like to have your vote.They all promise that they will "make the country better." You do not trust any politicians and decide not to vote at all.Marketing will not occur in this situation because:

A)marketing doesn't apply to the voting process.
B)the desire and ability to satisfy needs is missing.
C)there is no direct way for the parties to communicate.
D)something to exchange is missing.

Question 36

A local furniture manufacturer purchases rough-cut wood to refine and build into furniture for resale,the manufacturer is known as:

A)end-consumer buyer
B)original equipment manufacturer
C)middle-consumer
D)organizational buyers

Question 37

Before any new start-up decides to offer a product,their first task is to address a gap in the market.This is often done by discovering consumer:

A)diversity.
B)ability to pay.
C)objectives.
D)needs.

Question 38

A marketing student would like to buy a quad-bike,but he cannot afford one.Which of the following reasons explain why marketing fails to occur here?

A)two or more parties with unsatisfied needs
B)a desire on the part of each to satisfy the other
C)no assessments of consumer wants and needs
D)an ability on the part of one party to satisfy the other

Question 39

A single parent would like to hire a nanny,but s/he cannot afford one.Marketing does not occur in this situation because:

A)two or more parties have unsatisfied needs.
B)there is no desire on the part of either party to satisfy the other.
C)one of the involved parties does not have the ability to satisfy the other.
D)there is no way to communicate.

Question 40

Your father is tired of conventional light beers,and wants something different.Coincidentally,a newly-opened micro-brewery has begun distributing a new organic light beer through local beer stores and liquor stores and it is only slightly more expensive than conventional light beers.Which of the conditions needed for marketing to occur are described in this situation?

A)the creation of unrealized needs
B)two parties with unsatisfied needs
C)one-way communication
D)a physical location for an exchange to take place

Question 41

A new employee in the marketing department at BMW asks his manager to provide an executive summary of the controllable marketing mix factors for the BMW 6 Series Convertible that he will be working on.His manager gives him a puzzled look,and says: "At BMW,we refer to those factors as ___________."

A)the five external environmental forces
B)macromarketing forces
C)the five Cs
D)the four Ps

Question 42

At a round-table marketing meeting for a food distributor,Kyle explains the most common meaning of a market to the new employees; his definition would be:

A)an open-air gathering of farmers selling their produce.
B)people with the desire and with the ability to buy a specific product.
C)a particular line of products or specific line of merchandise for sale.
D)a group of companies that have goods for sale.

Question 43

Jo is eight years old and loves chocolate.Her mother will often give her some chocolate along with fresh fruit.To get more chocolate,she must eat her fresh fruit.In marketing terms,the chocolate is an example of a _____ because it is something she has learned to like.

A)desire
B)need
C)want
D)preference

Question 44

Micromarketing,most commonly refers to individual organizations that:

A)direct their efforts towards selling small things (like toasters)
B)directs and allocates resources to benefit customers
C)direct their effort to selling in one local area (like a street block)
D)direct their effort to selling intangible services

Question 45

Which of the following statement best defines needs and wants?

A)Needs occur when a person feels physiologically deprived of something like food, clothing, and shelter whereas wants are felt needs that are shaped by a person's knowledge, culture, or personality.
B)Wants are a subset of needs.
C)Wants occur when a person feels physiologically deprived of something, and needs are determined by a person's knowledge, culture, or personality.
D)Needs affect marketing, but wants do not.

Question 46

Which of the following is the BEST description of the target market for the latest Disney movie?

A)everyone who can afford to buy a movie ticket
B)everyone who likes movies
C)professionals who are parents of children between the ages of 3 and 12
D)people who collect Mickey Mouse memorabilia

Question 47

Which of the following groups would be the most likely target market for a company manufacturing cufflinks?

A)police officers
B)businessmen
C)construction workers
D)postal workers

Question 48

Dove Beauty Products directs the marketing program for its anti-aging skin serum to older individuals using in-store product placement.Dove considers this group of potential customers to be their:

A)focused market.
B)baby-boomer demographic market.
C)desired market.
D)target market.

Question 49

Which of the following are marketed?

A)Goods and services only.
B)Goods, services, ideas and experiences.
C)Services and ideas only.
D)Goods, services, and ideas.

Question 50

Because the organization obviously cannot satisfy all consumer needs,it must concentrate its efforts on certain needs of a specific group of potential consumers.This is the _________.

A)mass market
B)tangent market
C)market aggregation
D)target market

Question 51

Kim,the Chief Marketing Officer for Pepsi,considers the controllable factors - product,price,promotion,and place - as the company's:

A)environmental factors.
B)marketing program.
C)marketing mix factors.
D)marketing concept.

Question 52

A local university offers business courses for a specific target market composed of people who are currently working who want to take refresher courses or work toward further degrees.Which of the following would be the most effective way to communicate with the target market,bearing in mind that communication must be both effective and economical?

A)put announcements on campus bulletin boards.
B)distribute promotional materials during classes.
C)advertise on national television.
D)advertise in the local newspaper.

Question 53

Which of the following groups should be the LEAST likely target market for a company producing canned foods in single serving sizes?

A)single adults
B)school kitchens
C)campers
D)senior citizens

Question 54

Clark works at a Yoga Studio,every Saturday he goes door-to-door marketing the Studio's services.His goal is to find people with both the desire and ability to purchase a monthly yoga pass.These people are referred to as a:

A)customer pool
B)customer base
C)market
D)sales set

Question 55

Which of the following would be the BEST target market for tickets to the home games of the Ottawa Senators professional hockey team?

A)all people in the greater Ottawa area.
B)all people in Canada.
C)all men in Ontario.
D)people in the Ottawa area with an interest in professional hockey.

Question 56

Terence,an employee at a financial institution is designing a marketing program for their products and services.One or more specific groups of potential consumers toward which the financial institution directs its marketing program is known as a _______.

A)marketing mix
B)generic market
C)sub-market
D)target market

Question 57

Books and movies like the Twilight saga are designed to appeal to teens and young adults interested in vampire love stories.This is the _____ for these shows.

A)target market
B)tangent market
C)market aggregation
D)mass market

Question 58

The market for facial cosmetic surgery (which can cost between $5,000 to $10,000 for basic rhinoplasty to chin and cheek implants)is:

A)children with odd-shaped nostrils.
B)all former boxers.
C)any adult who has the time, the money, and the desire to undergo the procedures.
D)anyone that has ever had any cosmetic dentistry.

Question 59

The four Ps are commonly known as:

A)the environmental or uncontrollable factors.
B)the environmental or controllable factors.
C)the marketing mix or controllable factors.
D)the marketing mix or uncontrollable factors.

Question 60

A television advertisement shows several teenagers searching through a store drinks cooler for something to quench their thirst.The refrigerator offers the youngsters many alternatives - soft drinks,fruit drinks,sport drinks,and water.The ad,which shows the teens happily selecting a particular energy drink over all the other product offerings,appeals to the consumers' ________ for liquid and attempts to shape consumers' ________ for the advertised product.

A)wants; needs
B)wants; preferences
C)preferences; needs
D)needs; wants

Question 61

Which of the following environmental factor(s)could have caused Toyota to decide to build a manufacturing plant in Canada instead of continuing to export their cars from Japan?

A)a growing trend in Canada to "Buy Canadian"
B)the failure of Honda in manufacturing Accords in Alliston, Ontario
C)a rise in the value of the Canadian dollar relative to the Japanese yen
D)decreased pressure from auto makers on the government for more restrictive quotas on Japanese car imports

Question 62

Which element of the marketing mix is demonstrated when a company manufactures an electrolyte-rich recovery drink for post-workout consumption?

A)product
B)price
C)production
D)place

Question 63

Which of the following statements about environmental factors is not true?

A)Environmental factors may restrict an organization's opportunities.
B)Environmental factors may enhance an organization's opportunities.
C)Environmental factors are also called controllable factors.
D)Environmental factors include social, economic, technological, competitive, and regulatory forces.

Question 64

Government legislation restricting Internet alcohol sales would affect online sellers such as Virtual Vineyards.For Virtual Vineyards,this legislation would be an example of a(n)_____ factor.

A)environmental
B)promotional
C)process
D)price

Question 65

To attend an outdoor summer concert festival presented by local musicians,every person attending had to donate one non-perishable food item at the entrance to the location.This statement is most closely related to the _____ element of the market mix.

A)product
B)process
C)price
D)promotion

Question 66

After years of resistance,the People's Republic of China finally allowed Coca-Cola to import soft drinks into the country.The import restriction was an example of what is called in marketing an uncontrollable or ______ factor because it relates to forces outside the marketing company.

A)epistemological
B)technological
C)environmental
D)heuristic

Question 67

Thirkell Farms Gourmet Ice Cream Enhancer is the brand name for a mix designed for use in ice cream machines.The mixes are sold in 500 gram vacu-packs for $5.99 plus postage.The products are only available through the mail.People learn about the product through word-of-mouth and through ice cream machine demonstrations the company's founder gives to groups in the area of Kingston where he lives.This is a description of the company's:

A)action plan.
B)market segmentation strategy.
C)marketing mix.
D)mission statement.

Question 68

Calvin is creating the marketing mix for a new type of apple sauce.Which four Ps are the most important for him?

A)personnel, priorities, placement, and profits.
B)promotion, product, personnel, and place.
C)product, place, distribution, and advertising.
D)product, promotion, price, and place.

Question 69

Which of the following statements about environmental forces is most accurate?

A)Environmental forces are almost always controllable if the marketing department properly balances its marketing mix.
B)Organizations that use the marketing concept can exert just as much influence on environmental forces as environmental forces can exert on an organization.
C)Environmental forces consistently result in negative outcomes for an organization.
D)Although many consider environmental forces a negative impact on a firm's marketing plans, some environmental forces can actually enhance a firm's marketing opportunities.

Question 70

Michael's Craft Store places an advertisement on the banner of the website Etsy.Which element of the marketing mix is demonstrated?

A)product.
B)price.
C)promotion.
D)place.

Question 71

An advertising company includes flyers in the next round of mail that Canada Post delivers.Some people receive their mail directly at their house in their mailbox; other residents have to pick up their mail from a central location.This pick-up location demonstrates which aspect of the marketing mix?

A)product.
B)price.
C)promotion.
D)place.

Question 72

Which of the following statements describes an environmental factor?

A)Tupperware has more than 200,000 independent contractor dealers who market its entire product line.
B)A car battery comes with a lifetime guarantee.
C)An automobile offers a $500.00 rebate.
D)Several provinces have legislation requiring children under four to use car seats.

Question 73

The element of the marketing mix demonstrated when an art gallery suggests a $2.00 donation at the door is:

A)product.
B)price.
C)promotion.
D)place.

Question 74

The owners of Authentic Indigenous Foods interviewed hundreds of native Canadians in order to identify recipes using the food products the company produces and markets.This statement deals with which part of the marketing mix?

A)product
B)promotion
C)price
D)place

Question 75

Forces that are largely beyond the control of the marketing department and its organization are called:

A)the four Ps.
B)the marketing mix.
C)controllable factors.
D)environmental factors.

Question 76

Which of the following is not considered one of the five major environmental factors in marketing?

A)social
B)consumer
C)competitive
D)technological

Question 77

Working in the customer service department at a local clothing retailer,Candice ensures that customer value is realized by consumers.Which of the following is not an area of her concern?

A)convenience.
B)online availability.
C)quality.
D)distribution (before-sale).

Question 78

The owners of Authentic Indigenous Foods interviewed hundreds of native Canadians in order to identify recipes using the food products the company produces and markets.Which marketing mix element would make the owners eager to be featured in an upcoming edition of Taste of Home magazine?

A)product
B)promotion
C)price
D)place

Question 79

The unique combination of benefits received by targeted buyers that include quality,price,convenience,on-time delivery,and both before-sale and after-sale service is called:

A)target marketing.
B)benefit segmentation.
C)customer value.
D)customer satisfaction.

Question 80

Japan has the highest concentration of vending machines anywhere in the world,ranging from hot food,to beer,to video games,to other electronics.It may be a safe assumption that having a focus on THIS element of the marketing mix is important to marketers in Japan.

A)product
B)price
C)promotion
D)place