Question 1

Which of the following reflects the marketing concept?
A) "The supplier is king."
B) "Marketing should be viewed as foraging and not gardening."
C) "This is what I make; won't you please buy it?"
D) "This is what I want; won't you please make it?"
E) "Customers need to be told where they want to go."

Accepted Answer

The marketing concept is focused on a customer-centered approach where businesses aim to satisfy the wants and needs of their target market. Option D reflects this concept by highlighting the importance of identifying what customers want before creating products or services.

Question 2

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Which of the following groups is specifically part of Seabird Terrace's target market?
A) seasonal business travelers
B) families
C) retirees
D) honeymooners
E) athletes

Accepted Answer

Tan's marketing plan was specifically designed to attract business travelers year-round, indicating that they are part of Seabird Terrace's target market. The passage doesn't mention families, retirees, honeymooners, or athletes as the specific target market.

Question 3

Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) Customer evangelists will become unpaid salespersons for the service or product.
D) Not all customers will be satisfied.
E) The company will need to follow up with a service campaign.

Accepted Answer

It is not possible to please all customers as each individual has unique needs and preferences. Attempting to serve everyone may result in a diluted marketing strategy that does not effectively cater to any specific group, leading to dissatisfaction among some customers.

Question 4

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Tan Peng Kia has decided to ask selected guests to participate in an extensive survey about their experience at Seabird Terrace and about their most desired amenities and vacation experiences.By implementing the suggestions he receives from guests,he would be following the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal

Accepted Answer

By asking guests for their input and implementing their suggestions, Tan Peng Kia is following the marketing concept, which focuses on meeting customer needs and wants. The other options (production, product, selling, and societal) do not involve as much direct customer input and focus more on the company's own goals and strategies.

Question 5

FedEx offers its customers fast and reliable package delivery.When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service,they are acting upon ________.
A) loyalty
B) relationship marketing
C) customer-perceived value
D) social relationships
E) a societal marketing campaign

Accepted Answer

Customers are acting upon customer-perceived value, as they are weighing the benefits of fast and reliable delivery against the monetary and other costs of using the service. This is a key aspect of value-based marketing, which emphasizes delivering superior customer value in order to build and maintain long-term relationships with customers.

Question 6

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Tan Peng Kia's use of a "large-scale selling and promotion effort" is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing

Accepted Answer

Tan Peng Kia's approach of using a "large-scale selling and promotion effort" to attract business travelers during the monsoon season aligns with the selling concept, which focuses on aggressive sales techniques to achieve high sales volume.

Question 7

In which of the following situations has a company most actively embraced customer-managed relationships?
A) Malaysia Airlines awards frequent flyer points to returning customers.
B) Levi's jeans provide a superior quality and a perfect fit.
C) iRobot invites enthusiastic Roomba owners to develop and share their own programs and uses for the company's robotic vacuum.
D) Best Denki distinguishes between its best customers, called angels, and its less profitable customers, called demons, stocking merchandise to appeal to separate groups of its angels.
E) Toyota develops a marketing presence on social networks and other online communities.

Accepted Answer

iRobot inviting Roomba owners to develop their own programs and uses for the company's robotic vacuum is an example of actively embracing customer-managed relationships. This approach involves collaborating with customers and valuing their input and feedback in the development of products and services. The other options either involve traditional customer rewards programs (A), offering a superior product (B), segmenting customers based on profitability (D), or utilizing online channels for marketing (E), but do not involve actively collaborating with customers in the same way as option C.

Question 8

Lenovo dominates the highly competitive,price-sensitive Chinese PC market through low labor costs,high production efficiency,and mass distribution.This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing

Accepted Answer

The statement highlights Lenovo's dominance in the Chinese PC market due to its ability to maintain low labor costs, high production efficiency, and mass distribution. These factors are linked to the production concept, which emphasizes a focus on production efficiency, cost-cutting, and mass distribution to ensure that products are widely available and affordable to consumers.

Question 9

Elsie,a marketing manager at a regional chain restaurant,has decided to sponsor a contest calling for customers to create commercials for the restaurant.Winning entries will be posted on the organization's home page.Elisandra's plan is an example of ________.
A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment

Accepted Answer

Elsie's plan to sponsor a contest where customers create commercials for the restaurant is an example of consumer-generated marketing. This is a marketing strategy where customers are actively involved in the creation of promotional content for a brand.

Question 10

Refer to the scenario below to answer the following questions.
Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!"
So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals.
"We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Tan then added, "Actually, there are so many possibilities!"
-Renovations of the guest rooms at the Seabird Terrace are an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing

Accepted Answer

Renovating the guest rooms is an example of the product concept, which focuses on improving the quality of the product or service being offered to better meet the needs and wants of the target market.

Question 11

A church targeting different demographic groups to increase attendance is an example of ________.
A) for-profit marketing
B) not-for-profit marketing
C) societal marketing
D) customer evangelism
E) caring capitalism

Accepted Answer

Not-for-profit marketing refers to marketing efforts by non-profit organizations such as churches, charities and social organizations. The church targeting different demographic groups is an example of not-for-profit marketing as it aims to increase attendance for the church.

Question 12

Sally purchased Brand X lotion.In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion,Sally was measuring her level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) demand
E) customer lifetime value

Accepted Answer

Sally's comparison between her perception and expectations of the lotion is a measure of customer satisfaction, which is the overall feeling of pleasure or disappointment that results from comparing perceived product performance to expectations. The other options, such as share of customer, customer equity, demand, and customer lifetime value, do not apply to Sally's situation in measuring her satisfaction with the Brand X lotion.

Question 13

The Nike town running club that organizes twice weekly evening runs and follow-up meetings in the Nike Store is an example of which of the following?
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) a partner relationship
E) a structural benefit provided for top customers

Accepted Answer

The Nike town running club is a club marketing program as it involves organizing a community of customers who share a similar interest in running, with the aim of building relationships and brand loyalty. The program is not solely focused on providing benefits to top customers or establishing partner relationships, and there is no indication that it involves a frequency marketing program, which typically rewards customers for making frequent purchases.

Question 14

Railroads were once operated based on the thinking that users wanted trains rather than transportation,overlooking the challenge of other modes of transportation.This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing

Accepted Answer

The product concept focuses on the idea that consumers will favor products that offer the most quality, performance, or innovative features, which can lead to overlooking broader customer needs and preferences, such as the need for transportation rather than just trains.

Question 15

Kao Corp.,which makes Ban deodorant,invited teenage girls to make an ad that would encourage other girls to buy the product.This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling orientation
D) partner relationship management
E) consumer-generated content

Accepted Answer

This program is an example of consumer-generated content, as it involves the brand inviting consumers (teenage girls) to create content (an ad) that promotes the product.

Question 16

Your government has budgeted a significant amount of money for a radio,print,television,and online advertising campaign emphasizing the long-term benefits,both educationally and professionally,of reading every day.This is an example of a(n)________ campaign.
A) ethical
B) social marketing
C) for-profit
D) consumer-generated
E) differentiated

Accepted Answer

This is an example of a social marketing campaign because it aims to promote a behavior (reading every day) that will benefit individuals and society in the long run, rather than trying to sell a product or service for profit.

Question 17

Some fast-food restaurants offer tasty and convenient food at affordable prices,but in doing so they contribute to a national obesity epidemic and environmental problems.These fast-food restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept

Accepted Answer

The societal marketing concept takes into consideration not only the customers' wants and needs, but also the long-term well-being of society and the environment. This concept could guide fast-food restaurants to offer healthier options and reduce their negative impact on the environment, while still providing affordable and convenient food. The marketing concept, product concept, and selling concept prioritize profit and immediate customer satisfaction over societal and environmental concerns. The production concept focuses solely on maximizing production and efficiency.

Question 18

At Gina's Nails,the posted policy is "Without our customers,we don't exist." Gina and her staff aim to delight each customer,and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied.Gina and her staff strive to make every customer a repeat customer.It is most accurate to say that instead of focusing on each individual transaction,Gina and her staff put a priority on ________.
A) partner relationship management
B) enlisting customer evangelists
C) attracting "butterflies"
D) converting "strangers"
E) capturing customer lifetime value

Accepted Answer

Gina and her staff prioritize capturing customer lifetime value, which means they focus on creating a positive and lasting relationship with each customer in hopes of gaining their loyalty and repeat business. They offer discounts and extra services to ensure customer satisfaction and aim to make every customer a repeat customer, indicating a focus on long-term relationships rather than individual transactions.

Question 19

When the economy tightens,customer loyalty and customer retention become ________ for marketers.
A) more important
B) less important
C) impossible
D) long-term but not short-term goals
E) short-term but not long-term goals

Accepted Answer

When the economy tightens, customers become more price-sensitive and may switch to competitors offering better deals. As a result, it becomes more important for marketers to focus on customer loyalty and retention to keep their current customers from defecting to competitors.

Question 20

Ben & Jerry's challenges all stakeholders,including employees,top management,and even ice cream scoopers in their stores,to consider individual and community welfare in their day-to-day decisions.Actions such as this by companies seizing the opportunity to do well by doing good reflects ________.
A) environmentalism
B) social responsibility
C) profit marketing
D) partnership management
E) myopia

Accepted Answer

Ben & Jerry's challenge to consider individual and community welfare reflects the concept of social responsibility, which involves companies taking actions that promote societal and environmental well-being beyond their profits and legal obligations.

Quiz 1: Marketing: Managing Profitable Customer Relationships

Which of the following reflects the marketing concept?

Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?

FedEx offers its customers fast and reliable package delivery.When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service,they are acting upon ________.

In which of the following situations has a company most actively embraced customer-managed relationships?

Lenovo dominates the highly competitive,price-sensitive Chinese PC market through low labor costs,high production efficiency,and mass distribution.This reflects the ________ concept.

Elsie,a marketing manager at a regional chain restaurant,has decided to sponsor a contest calling for customers to create commercials for the restaurant.Winning entries will be posted on the organization's home page.Elisandra's plan is an example of ________.

A church targeting different demographic groups to increase attendance is an example of ________.

Sally purchased Brand X lotion.In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion,Sally was measuring her level of ________.

The Nike town running club that organizes twice weekly evening runs and follow-up meetings in the Nike Store is an example of which of the following?

Railroads were once operated based on the thinking that users wanted trains rather than transportation,overlooking the challenge of other modes of transportation.This reflects the ________ concept.

Kao Corp.,which makes Ban deodorant,invited teenage girls to make an ad that would encourage other girls to buy the product.This program is an example of ________.

Your government has budgeted a significant amount of money for a radio,print,television,and online advertising campaign emphasizing the long-term benefits,both educationally and professionally,of reading every day.This is an example of a(n) ________ campaign.

Some fast-food restaurants offer tasty and convenient food at affordable prices,but in doing so they contribute to a national obesity epidemic and environmental problems.These fast-food restaurants overlook the ________ philosophy.

When the economy tightens,customer loyalty and customer retention become ________ for marketers.

Ben & Jerry's challenges all stakeholders,including employees,top management,and even ice cream scoopers in their stores,to consider individual and community welfare in their day-to-day decisions.Actions such as this by companies seizing the opportunity to do well by doing good reflects ________.