Question 1

What is the societal marketing concept?

Accepted Answer

The societal marketing concept focuses on satisfying consumer needs in a way that also benefits society's well-being, balancing company profits, consumer desires, and societal interests.

Question 2

Ultimate consumers are

Accepted Answer

Ultimate consumers are the individuals who use the products and services purchased for a household, as described in choice A.

Question 3

Which concept most likely explains why pharmaceutical giant Pfizer offered low-income senior citizens many of its most widely used prescriptions for $15 each per month?

Accepted Answer

Pfizer's decision to offer low-income senior citizens prescriptions at a reduced cost aligns with the social responsibility concept, which involves companies taking actions that benefit society and contribute to the welfare of the community.

Question 4

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges made from agave leaves. Customers appreciate this superior product (they don't rust or scratch) and like the fact that their purchase is environmentally responsible, making this an example of

Accepted Answer

The societal marketing concept focuses on delivering value to customers in a way that maintains or improves both the consumer's and society's well-being, which aligns with the environmentally responsible aspect of the product.

Question 5

Which statement best describes a good?

Accepted Answer

Goods are physical objects that can be touched and owned, such as products or commodities.

Question 6

The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as

Accepted Answer

The societal marketing concept is the idea that a company should make marketing decisions by considering consumers' wants, the company's requirements, and society's long-term interests.

Question 7

What is the best definition of a product?

Accepted Answer

A product is defined as a good, service, or idea that includes both tangible and intangible attributes, designed to satisfy consumer needs and exchanged for value.

Question 8

Which answer reflects (in this order) a good, a service, and an idea that can be marketed?

Accepted Answer

A toothbrush is a tangible product (good), laser teeth whitening is a service, and dental hygiene is an idea that can be marketed.

Question 9

Hudson News Distribution owners Lisa and James Cohen recently launched a quarterly art and interior design magazine, Galerie, to be distributed exclusively in their retail stores. Who is the ultimate consumer for this magazine?

Accepted Answer

The ultimate consumer is the person who buys the magazine to read at home, as they are the end user of the product.

Question 10

Oil manufacturers know that some consumers change the oil in their cars themselves and dump the used oil down sewer drains that ultimately flow into local rivers. Which is the most appropriate response, assuming the oil company is concerned with social responsibility?

Accepted Answer

The oil company should take action to prevent improper disposal of oil as part of its social responsibility, since polluted water affects society at large.

Question 11

A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is known as

Accepted Answer

A product is defined as a bundle of tangible and intangible attributes that satisfies consumers' needs and is exchanged for money or something else of value.

Question 12

What kinds of organizations should engage in marketing?

Accepted Answer

Every kind of organization should engage in marketing because it helps them communicate their value, reach their target audience, and achieve their goals, whether they are for-profit, non-profit, large, small, or otherwise.

Question 13

All of the following are examples of ideas that can be marketed except which?

Accepted Answer

Explanation: Apple using a TV ad to explain the features of an iPad mini is marketing a product, not an idea. The other options involve marketing concepts or causes, which are ideas.

Question 14

A skydiving experience cannot be touched like a physical object, but is still considered a product. To a marketer, this is an example of

Accepted Answer

A skydiving experience is considered a service because it is an intangible activity or benefit that is provided to consumers, rather than a physical product.

Question 15

Which of these engages in marketing? Choose the best answer.

Accepted Answer

Every organization or individual can engage in marketing to some extent, as marketing involves promoting and selling products or services, which can apply to sports teams, cultural institutions, cities, political figures, and more.

Question 16

Russia's world-class, 1,000-room State Hermitage Museum wanted to find a way to market itself to potential first-time visitors. So it developed a free app to guide visitors through the museum and provide information about events and exhibits. The Hermitage is ________ that uses an app to market itself worldwide.

Accepted Answer

The Hermitage Museum is providing a service by using an app to enhance the visitor experience and market itself globally.

Question 17

Organizations such as Uber, Citibank, and St. Jude Children's Research Hospital each provide customers with a product that is typically called

Accepted Answer

These organizations primarily offer services: Uber provides transportation services, Citibank offers financial services, and St. Jude Children's Research Hospital provides healthcare services.

Question 18

In marketing, thoughts about concepts, actions, or causes are referred to as

Accepted Answer

In marketing, thoughts about concepts, actions, or causes are referred to as "ideas."

Question 19

The people who use the products and services purchased for a household are called

Accepted Answer

Ultimate consumers are the individuals who actually use the products and services purchased for a household.

Question 20

Which statement best describes a service?

Accepted Answer

Services are intangible items, meaning they cannot be touched or owned like physical products. They are actions or activities provided to customers.

Quiz 1: Creating Customer Relationships and Value Through Marketing