Question 1

A chain of convenience stores in a major metropolitan area boasts that it has so many locations that one of its stores is never more than "just a few minutes" away. Which value added by marketing does this illustrate?
A) right place
B) right time
C) right product
D) right promotion

Accepted Answer

This illustrates the value added by marketing of "right place" as the convenience store chain is emphasizing the convenience of having many locations nearby for easy access by consumers.

Question 2

Between the 1920s and the 1950s, emphasis was placed on increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques, representing a strong orientation in which of the following areas?
A) production
B) sales
C) marketing
D) customer

Accepted Answer

The emphasis on increased advertising, enlarged sales forces, and high-pressure selling techniques indicates a strong orientation towards sales, as these strategies are directly aimed at boosting sales figures.

Question 3

When Pepsi decides to develop a soft drink, it creates the product, determines the price for which it will sell, decides how to distribute it to consumers, and develops a promotional campaign for the product. What is the collective term for these activities?
A) market orientation
B) undifferentiated approach
C) market segmentation
D) marketing mix

Accepted Answer

The collective term for these activities is the marketing mix, which includes product, price, place (distribution), and promotion.

Question 4

In order to appeal to a wide, diversified group of consumers, a consumer products company manufactures a variety of deodorants-scented, unscented, for men, for women, clinical strength, spray, and stick. What type of value does this represent?
A) right place
B) right time
C) right product
D) right promotion

Accepted Answer

This represents right product value as the company is manufacturing a variety of deodorants to appeal to different consumers.

Question 5

Which of the following suggests a customer orientation?
A) increasing advertising
B) taking orders from customers
C) distributing goods to customers
D) developing products that fulfil customers' needs

Accepted Answer

Developing products that fulfill customers' needs indicates a customer orientation as it focuses on understanding and meeting customer needs, which is the core principle of customer orientation. The other options, increasing advertising, taking orders from customers, and distributing goods to customers, are important aspects of business operations but do not necessarily indicate a customer orientation.

Question 6

Tarps Unlimited's logo is "Whatever you need, we've got you covered," and it boasts that it carries more sizes, shapes, colours, and styles of tarps than any other company. Which value provided by marketing does this illustrate?
A) right product
B) right time
C) right place
D) right promotion

Accepted Answer

The logo and statement illustrate the value of providing the right product, as Tarps Unlimited offers a wide variety of tarps in different sizes, shapes, colours, and styles to meet customers' needs.

Question 7

Two days before Deepak's midterm paper was due, his laptop broke. He quickly went to the campus bookstore and was able to purchase a new laptop. What value does this represent?
A) right product
B) right promotion
C) right time
D) right place

Accepted Answer

Deepak was able to purchase the laptop just two days before his midterm paper was due, which means he got it at the right time.

Question 8

Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops activities and amenities at its resorts to satisfy those needs. This illustrates Club Med's orientation in which of the following areas?
A) production
B) sales
C) customer
D) mercantile

Accepted Answer

Club Med's focus on assessing and meeting customers' needs demonstrates a customer orientation.

Question 9

Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company. In his role as a marketer, he wants to know what marketing can and cannot control. Which of the following will Joseph find out that marketing can NOT control?
A) the price of the product
B) consumers' social values
C) sales promotion for the product
D) the distribution of the product

Accepted Answer

Marketing cannot control consumers' social values, as these are shaped by various factors such as upbringing, culture, and personal experiences. Marketing can influence consumer behavior and attitudes, but it cannot directly control or change values.

Question 10

Which of the following describes a company that has a production orientation?
A) Smith Company manufactures standard yellow no. 2 pencils, which are sold in retail stores and in bulk to schools and testing centres.
B) Hall Corporation manufactures and produces laundry detergent, which comes in six different scents and four different sizes.
C) ABC Industries employs thousands of independent consultants, who make commission selling a skincare regimen.
D) Bear & Co. produces artificial ficus trees and other artificial plants, which are primarily sold to companies as office decorations.

Accepted Answer

A production orientation focuses on producing large quantities of standardized products at low costs in order to achieve economies of scale. Smith Company's production of standard yellow no. 2 pencils fits this description.

Question 11

Arthur was a salesperson for a manufacturing firm in the mid-1950s. Which of the following would his employer have been MOST likely to ask him to do?
A) Use high-pressure sales technique to sell more of the company's high-production output.
B) Simply take orders from customers and turn them in to the company.
C) Find out what customers really want and how the company can change its products to better meet customer needs.
D) Develop long-term relationships with clients.

Accepted Answer

In the mid-1950s, the focus for many manufacturing firms was on selling as much of their high-production output as possible, often leading to the adoption of high-pressure sales techniques. This period was characterized by a seller's market, where the demand often exceeded supply, allowing companies to focus more on selling rather than tailoring products to meet specific customer needs or developing long-term customer relationships.

Question 12

Which of the following is defined as the organizational function and 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?
A) production
B) marketing
C) distribution
D) dispersion

Accepted Answer

Marketing is the organizational function and 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. Production refers to the process of creating goods or services. Distribution refers to the process of delivering goods or services to customers. Dispersion is not a relevant term in this context.

Question 13

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?
A) right time
B) right place
C) right product
D) right promotion

Accepted Answer

The gas station being conveniently located just up the street is an example of the right place element of the marketing mix.

Question 14

Aaron is interested in purchasing a new cell phone case. When he gets to the store, he finds he has about 20 choices in a variety of colours and designs. What value does this represent?
A) right product
B) right place
C) right time
D) right promotion

Accepted Answer

The fact that Aaron has 20 choices in a variety of colours and designs indicates that the store has the right product for him to choose from.

Question 15

From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward which of the following?
A) assessing customer needs
B) the production of goods
C) the development of new markets
D) the promotion of products

Accepted Answer

During the Industrial Revolution until the early twentieth century, businesses were primarily focused on improving their manufacturing processes and producing goods more efficiently. There was less emphasis on assessing customer needs, developing new markets or promoting products, as mass production was the dominant approach to business.

Question 16

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers, but rather were in the business of doing which of the following?
A) satisfying customers' needs
B) increasing output and efficiency
C) producing goods they expected customers to want
D) promoting products through effective advertising

Accepted Answer

The development of the marketing concept during the 1950s recognized that businesses were in the business of satisfying customers' needs. This means that businesses shifted their focus from being primarily producers or sellers to understanding and meeting the needs of their customers in order to achieve success.

Question 17

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?
A) marketing orientation
B) sales orientation
C) production orientation
D) industrial orientation

Accepted Answer

Henry Ford's statement reflects a production orientation where the focus is on mass-producing a standardized product at a low cost. The company produces the product first and then looks for customers to purchase it, without much consideration for their specific needs and wants. This is in contrast to a marketing orientation, which emphasizes identifying and satisfying customer needs and preferences.

Question 18

A retailer increases its hours of operation so that customers can shop for goods when it is convenient for them. What value does this represent?
A) right position
B) right product
C) right place
D) right time

Accepted Answer

Increasing hours of operation represents the concept of "right time" as it allows customers to shop when it is convenient for them.

Question 19

Which of the following companies spends the most on advertising in Canada?
A) Rogers
B) Bell
C) Procter & Gamble
D) General Motors

Accepted Answer

Procter & Gamble consistently ranks as the top spender on advertising in Canada, with an estimated advertising expenditure of over $590 million in 2019. Rogers and Bell, while significant advertisers, do not spend as much on advertising as Procter & Gamble. General Motors is also a major advertiser, but their advertising expenditures in Canada are not as high as Procter & Gamble's.

Question 20

In the 1920s producers had to shift to a new sales orientation, which was characterized by all of the following EXCEPT which one?
A) promoting products through personal selling
B) increasing advertising
C) determining what goods consumers wanted
D) enlarging the sales force

Accepted Answer

In the 1920s, producers shifted to a new sales orientation in response to increased competition and more sophisticated consumers. This new orientation focused on determining what goods consumers wanted and then promoting those products through a combination of personal selling, advertising, and an enlarged sales force. Therefore, all of the choices except for C are characteristic of this new sales orientation.

Quiz 12: Building Customer Relationships Through Effective Marketing

A chain of convenience stores in a major metropolitan area boasts that it has so many locations that one of its stores is never more than "just a few minutes" away. Which value added by marketing does this illustrate?

Between the 1920s and the 1950s, emphasis was placed on increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques, representing a strong orientation in which of the following areas?

When Pepsi decides to develop a soft drink, it creates the product, determines the price for which it will sell, decides how to distribute it to consumers, and develops a promotional campaign for the product. What is the collective term for these activities?

In order to appeal to a wide, diversified group of consumers, a consumer products company manufactures a variety of deodorants-scented, unscented, for men, for women, clinical strength, spray, and stick. What type of value does this represent?

Which of the following suggests a customer orientation?

Tarps Unlimited's logo is "Whatever you need, we've got you covered," and it boasts that it carries more sizes, shapes, colours, and styles of tarps than any other company. Which value provided by marketing does this illustrate?

Two days before Deepak's midterm paper was due, his laptop broke. He quickly went to the campus bookstore and was able to purchase a new laptop. What value does this represent?

Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops activities and amenities at its resorts to satisfy those needs. This illustrates Club Med's orientation in which of the following areas?

Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company. In his role as a marketer, he wants to know what marketing can and cannot control. Which of the following will Joseph find out that marketing can NOT control?

Which of the following describes a company that has a production orientation?

Arthur was a salesperson for a manufacturing firm in the mid-1950s. Which of the following would his employer have been MOST likely to ask him to do?

Which of the following is defined as the organizational function and 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?

Corie was thankful the local gas station carries milk. She was babysitting her nephew and needed milk for his bottle. The closest grocery store is over three kilometres away, but the gas station is just up the street. What value does this represent?

Aaron is interested in purchasing a new cell phone case. When he gets to the store, he finds he has about 20 choices in a variety of colours and designs. What value does this represent?

From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly toward which of the following?

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers, but rather were in the business of doing which of the following?

In the early twentieth century, a time when the focus was on mass production and not customization, Henry Ford said that "Customers can have any colour they want, as long as it's black." Which orientation is alluded to in this famous quote?

A retailer increases its hours of operation so that customers can shop for goods when it is convenient for them. What value does this represent?

Which of the following companies spends the most on advertising in Canada?

In the 1920s producers had to shift to a new sales orientation, which was characterized by all of the following EXCEPT which one?