Question 1

A plan that integrates the elements of the marketing mix to provide goods, services, or ideas to the consumer and prospective buyers is referred to as:

Accepted Answer

A marketing program is a comprehensive plan that integrates the different elements of the marketing mix (product, price, place, and promotion) to offer goods, services, or ideas to the target market. It defines the marketing objectives, identifies the target audience, establishes the marketing mix strategies, and outlines the action plans to implement and monitor the program. A marketing program is a central component of a company's marketing efforts and helps to ensure that it delivers value to the customers while achieving its business goals.

Question 2

Which of the following statements about customer relationship management is true?

Accepted Answer

Customer relationship management is all about building a strong, ongoing relationship with customers. It involves understanding their needs and preferences, and tailoring products and services to meet those needs. It is a long-term strategy for building customer loyalty and trust. While some companies may not be actively engaged in customer relationship management, it is becoming an increasingly important focus for businesses of all sizes. Additionally, implementing effective customer relationship management can be complex and challenging.

Question 3

Rollerblade's decision to feature its inline skates in sports competition and magazines like Shape and Mademoiselle is most closely related to which element of the marketing mix?

Accepted Answer

Rollerblade's decision to feature its inline skates in sports competition and magazines like Shape and Mademoiselle is a part of its promotional strategy to create awareness and interest in its product among potential customers. Therefore, it is related to the promotion element of the marketing mix.

Question 4

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era). How would you expect the company to react if sales of this new candy bar were much lower than expected?

Accepted Answer

During the sales era (1930s), companies focused on selling what they produced through aggressive sales techniques rather than adapting their products based on consumer feedback or market research.

Question 5

After an assessment of needs, a marketing manager must translate ideas from consumers into concepts for products that a firm may develop. The result is called the:

Accepted Answer

The result of translating consumer ideas into product concepts is called the marketing program. A marketing strategy refers to the overall plan of action for achieving marketing objectives, while micromarketing and macromarketing programs refer to specific marketing initiatives targeted at individual consumers or a broader market system, respectively.

Question 6

Which of the following statements is the primary reason that explains why businesses moved from the production era to the sales era?

Accepted Answer

The production era was characterized by a focus on mass production and efficiency, which led to an overproduction of goods. As a result, firms had to shift their focus to selling and promoting their products to consumers in order to outcompete other firms and maintain profitability. This transition marked the beginning of the sales era, which was characterized by a greater emphasis on marketing and advertising.

Question 7

Although it was thought in the 19th century that production creates its own demand, in the first third of the 20th century, North American companies began to produce more goods than their regular buyers could consume. At the same time, competition became more significant, and the problems of reaching the market became more complex. It was for these reasons the_________ era began.

Accepted Answer

The correct answer is the sales era, which began in the first third of the 20th century when companies started producing more goods than their regular buyers could consume, leading to increased competition and the need for more aggressive sales techniques to reach consumers.

Question 8

The primary function of the Pillsbury Company was to mill quality flour during the __________ era.

Accepted Answer

The primary function of the Pillsbury Company during the mentioned era was to mill quality flour, which falls under the production concept of marketing. The production concept focuses on producing quality products at a large scale and making them available at an affordable price.

Question 9

Manugistics and i2 Technologies, two top vendors of supply chain management software, have recently launched their own online trading exchange aimed at creating a supply chain for their customers to make distribution of products and ideas easier for all involved. These two organizations hope to benefit from:

Accepted Answer

The launch of an online trading exchange is a strategy to improve customer relationship management through electronic means, hence the use of eCRM. The other options, the 80/20 principle, entropy, and a marketing chain, are not applicable in this context.

Question 10

What was the major reason competition increased during the sales era in North American business history?

Accepted Answer

During the sales era, businesses were focusing on mass production of goods, which led to oversupply and competition increased as firms could produce more than they could sell. This resulted in companies lowering their prices to attract customers, leading to a cut-throat competition.

Question 11

Rollerblade developed the Junior line of skates that can be modified to fit a child's foot as it grows. The_________ for this product line is children.

Accepted Answer

The target market refers to the specific group of people or customers that the product or service is intended for. In this case, Rollerblade has developed the Junior line of skates specifically for children, making the target market for this product line children.

Question 12

When Rollerblade's marketing department designs a strategy to make it easy for inline skate buyers to buy them at a retail outlet that is convenient to them and where they feel comfortable shopping, it is concerned with the_________ element of the marketing
Mix)

Accepted Answer

The element of the marketing mix that deals with making the product available to consumers in the right place and at the right time is called distribution, or "place." This includes decisions about which channels of distribution to use (e.g. retail stores, online sales), how many outlets to make the products available in, and how to get the products to these outlets. In this case, Rollerblade's marketing department is focused on finding ways to make it easy for consumers to find and purchase inline skates at retail outlets that are convenient and comfortable for them to shop in. This means they are primarily concerned with the "place" element of the marketing mix.

Question 13

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. This is an example of:

Accepted Answer

This scenario describes the use of customer relationship management (CRM) strategies to build and maintain a positive relationship with the business traveler. By joining the loyalty program and receiving updates on new hotels and ways to earn additional points, the traveler feels valued and connected to the brand. This helps to foster loyalty, increase customer retention, and ultimately drive revenue for the hotel chain.

Question 14

Magazines such as Time, Sports Illustrated, and People have launched kid and teen editions. Children and teens are the product line's __________.

Accepted Answer

The target market refers to the specific group of consumers that a product or service is designed and marketed towards. In this case, the magazines are creating editions specifically for children and teens, making them the target market. The other choices may be related to marketing strategies or tactics, but do not accurately describe the specific group of consumers being targeted.

Question 15

The City of Hamilton uses Twitter, Facebook, and in particular, YouTube to share with consumers the benefits their city has to offer. These platforms are commonly referred to as:

Accepted Answer

The use of Twitter, Facebook, and YouTube to share benefits and engage with customers is a clear example of social media marketing, which refers to the use of social media platforms for marketing and promotional purposes. Option A, customer relationship management (CRM), typically involves managing customer interactions and data to improve the customer experience and drive loyalty. Option C, social communication marketing, is not a commonly used term in the marketing industry, and its meaning is unclear. Option D, online marketing, is a broader term that encompasses various marketing strategies that use the internet, including social media marketing.

Question 16

Walmart emails a two-for-one coupon for baby wipes to a consumer who has consistently made the previous purchases of diapers, baby clothes, baby toys, and baby food over the last three weeks. Walmart is likely using a_________ the coupon.

Accepted Answer

Walmart is using customer relationship management (CRM) to send the targeted coupon to a consumer who has consistently made purchases in the baby category. By analyzing the consumer's purchase history, Walmart is able to tailor their marketing efforts to the individual, which is the goal of CRM. The other choices, coupon-based incentives (CBI), coupon relationship management (CRM), and new parent management (NPM), are not established marketing concepts.

Question 17

Shortly after World War II, Sam Jackson developed an idea for a biodegradable lubricant that was superior to anything currently on the market. He was excited about his new idea, and he has persuaded a number of his friends to help produce samples. He hired a salesforce to sell the device to manufacturing companies in the area. This is a good example of behaviour one would expect in the_________era.

Accepted Answer

The focus seems to be on producing the lubricant and then hiring salespeople to sell it, which indicates a sales orientation. There is no mention of a customer focus or market research, which are key components of the marketing concept and market orientation eras. The production era was focused on producing goods as efficiently as possible, so that is not applicable here.

Question 18

Which of the following businesses is LEAST likely to be able to engage in customer relationship management?

Accepted Answer

A beach shop that sells tourist mementos is least likely to engage in customer relationship management because it typically deals with transient customers who are unlikely to return, making it difficult to build long-term relationships.

Question 19

Disney calculates the total profit generated by their customers' purchases and visits to be over $20,000 CDN over the customers' lifetime. They refer to this as:

Accepted Answer

The term used to describe the total profit generated by customers' purchases and visits over their lifetime is known as customer lifetime value (CLV). Option A and B are not related terms, and option C refers to a marketing strategy focused on building and maintaining long-term relationships with customers, which is related to CLV but not the specific term used to calculate profit. Therefore, the best choice is D.

Question 20

Which step in a marketing program can sometimes experience communication issues between different departments?

Accepted Answer

Translating information about consumer needs into products that satisfy them often involves multiple departments (e.g., marketing, product development, and research), which can lead to communication issues due to differing objectives, terminologies, and priorities.

Quiz 1: Creating Customer Value, Relationships, and Experiences Through Marketing