Question 1

A local candidate running for office would very much like to have your vote.She promises that she will "make the country better." Because all candidates for public office say this,you doubt you'll see real results and decide not to vote for her.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.
E)there is only one party involved in this situation.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.In this example,your vote is the "something of value" that is exchanged.Here,you will not engage in the "exchange" process with this candidate because you doubt you will receive something of value in return.

Question 2

Which of the following conditions are necessary for marketing to occur?
A)a changing environment,a method of assessing needs,a way to communicate,and an exchange location
B)parties with cash or credit,a product,a reasonable price,and a place to make an exchange
C)a quality product,a fair price,a clever method of promotion,and a place where a customer can buy the product
D)two or more parties with unsatisfied needs,a desire and an ability to satisfy them,a way to communicate,and something to exchange
E)an ability to see a trend within an environmental force,a product,and an affordable and actionable advertising campaign

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.

Question 3

Which of the following statements about marketing activities is most accurate?
A)Marketing is affected by society but rarely,if ever,affects society as a whole.
B)The marketing department works closely with other departments and employees to implement marketing activities.
C)Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall).
D)Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research.
E)Marketing directs the activities of all other departments in a business.

Accepted Answer

Although an organization's marketing activity focuses on assessing and satisfying consumer needs,countless other people,groups,and forces interact to shape the nature of its activities.The marketing department works closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.

Question 4

One challenge faced by organizations is the need to focus on consumer needs while also ________ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.
A)resisting
B)striking a balance among
C)developing
D)being responsible for
E)minimizing

Accepted Answer

Refer to Figure 1-2.The organization must strike a balance among the sometimes differing interests of stakeholder groups.For example,it is not possible to simultaneously provide the lowest-priced and highest-quality products to customers and pay the highest prices to suppliers,the highest wages to employees,and the maximum dividends to shareholders.

Question 5

The marketing department of an organization is responsible for facilitating
A)relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations.
B)healthy competition with other product manufacturers.
C)financial contracts with banks and other lending institutions.
D)alliances with firms with noncompetitive products that target similar markets.
E)the coordination between the various departments within the entire firm.

Accepted Answer

The marketing department is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations.

Question 6

Which of the following is not an environmental force?
A)economic
B)regulatory
C)social
D)commercial
E)technological

Accepted Answer

Environmental forces involving social,economic,technological,competitive,and regulatory considerations also shape an organization's marketing activities.

Question 7

A business student is preparing for the Graduate Management Admission Test (GMAT)so he can get into a good graduate business school.He knows that any money he spends on a tutor will be worthwhile if he can improve his scores.He's heard that there is a great tutor in his local community but has no idea who she is.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 its needs.
C)neither of the involved parties has the ability to satisfy its needs.
D)there is no way for each party to communicate with one another.
E)there has been no assessment of consumer wants and needs.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.In this example,the student has been unable to communicate with the tutor he'd like to use.

Question 8

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be
A)people who are nostalgic about childhood lemonade stands they had during hot summers.
B)people with a desire for a cool beverage other than soda or water.
C)product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets.
D)a local distributor of alcoholic beverages.
E)a nutritionist promoting the health benefits of adequate hydration.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.In this example,consumers may want/need a new beverage alternative and Dr.Pepper Snapple Group wishes to sell them one-Country Time lemonade.

Question 9

A student would like to buy a cross-over SUV from a local dealer,but she thinks the payments will be too high.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 its needs.
C)one of the involved parties does not have the ability to satisfy its needs.
D)there is no way for each party to communicate with one another.
E)there has been no assessment of consumer wants and needs.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.In this example,the student has the desire but not the ability-she lacks the funds-to buy the cross-over SUV.

Question 10

The ________ department of an organization is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations.
A)purchasing
B)marketing
C)human resources
D)accounting
E)information systems

Accepted Answer

The marketing department is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations.

Question 11

A typical marketing department both shapes and ________ its relationship with internal and external groups.
A)is shaped by
B)organizes
C)motivates
D)determines
E)dominates

Accepted Answer

Figure 1-2 shows the key people,groups,and forces inside and outside the organization that influence its marketing activities.The marketing department is engaged in facilitating relationships,partnerships,and alliances with the organization's customers,shareholders/owners (or often representatives of groups served by a nonprofit organization),suppliers,and other organizations.The marketing department interacts with these internal and external groups in a dynamic relationship (note the two-way arrows).

Question 12

________ is/are responsible for establishing the organization's mission and objectives.
A)Marketers
B)Suppliers
C)Customers
D)Senior management
E)Shareholders

Accepted Answer

An organization's mission and objectives determine what business it is in and what goals it seeks.Within the organization,management is responsible for establishing these goals.The marketing department works closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.

Question 13

Which of the following statements about marketing activities is most accurate?
A)Marketing is affected by society but rarely,if ever,affects society as a whole.
B)The marketing department both shapes and is shaped by its relationship with internal and external groups.
C)Marketing activities are the sole responsibility of the marketing department;other departments are involved only if there is an emergency (such as a product recall).
D)Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research.
E)Marketing is essentially developing the right product and convincing potential customers that they "need" it,not just "want" it.

Accepted Answer

A marketing department relates to many people,organizations,and forces.Note that the marketing department both shapes and is shaped by its relationship with these internal and external groups (

Question 14

Which of the following is a factor required for marketing to occur?
A)a healthy competitive environment
B)an affordable and actionable advertising campaign
C)a sense of social responsibility
D)an ability to see hidden potential within an environmental force
E)a way for interested parties to communicate

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.

Question 15

Which of the following statements about marketing departments is most accurate?
A)The marketing department typically works as an independent unit,mostly interacting with other parts of the business only to direct product promotion.
B)The marketing department should suggest where a firm should invest its money based on its knowledge of the market and environmental forces.
C)The marketing department is only responsible for two of the four Ps.
D)The marketing department is only responsible for market research,supervision of product development,and product promotion.
E)The marketing department must work closely with other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.

Accepted Answer

The marketing department works closely with a network of other departments,like R&d and manufacturing,to help provide the customer-satisfying products required for the organization to survive and prosper.

Question 16

All of the following are environmental forces that affect an organization except which?
A)economic
B)geographic
C)social
D)regulatory
E)technological

Accepted Answer

Environmental forces involving social,economic,technological,competitive,and regulatory considerations also shape an organization's marketing actions.

Question 17

All of the following are departments within a typical organization except which?
A)finance
B)manufacturing
C)information systems
D)human resources
E)suppliers

Accepted Answer

Figure 1-2 shows the key people,groups,and forces outside the organization that influence its marketing activities.The marketing department is one of several departments in a typical organization.Other departments include human resources,information systems,finance,manufacturing,and research and development (R&D).Suppliers exist outside the organization.

Question 18

All of the following are factors required for marketing to occur except which?
A)a desire and ability on the part of two or more parties (individuals or organizations)to be satisfied
B)something to exchange between two or more parties (individuals or organizations)
C)two or more parties (individuals or organizations)with the same wants
D)two or more parties (individuals or organizations)with unsatisfied needs
E)a way for the parties (individuals or organizations)to communicate

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.

Question 19

A college student is taking a full course load,working 20 hours per week,and still has to take out a student loan to cover tuition.One day,he sees a classmate driving a new Lexus LFA sports coupe (price: $375,000)and feels he just has to have one for himself.What factor is most likely to prevent a successful marketing exchange between the student and the local Lexus dealer located in an affluent suburb about 20 miles from his university?
A)The local Lexus dealer only has one Lexus LFA sports coupe in stock-red,which is the color he wants.
B)The student does not have the resources to qualify for a $375,000 auto loan.
C)Although the Lexus LFA sports coupe is a great car,there may be other cars with better gas mileage and resale value.
D)He's afraid that if someone at school sees him with the car,he might lose his student loan.
E)His girlfriend wants him to drive a Kia Soul.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.In this example,the most likely factor preventing the student from engaging in a marketing transaction is that he does not have the resources to qualify for a loan to purchase the car.

Question 20

The Arizona Biltmore in Phoenix is a resort hotel located less than a mile from the Biltmore Fashion Park,a large upscale shopping mall.The hotel wants to promote its proximity to the shopping center as well as its many other amenities to convention-goers from other states.Which of the following marketing actions would most likely help The Arizona Biltmore communicate with potential convention attendees?
A)Place an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers.
B)Send a mass mailing to all local businesses.
C)Set up information kiosks at several locations within the Biltmore Fashion Park.
D)Offer free made-to-order breakfasts for guests staying at the hotel on business.
E)Offer special discount rates to guests coming from the East Coast.

Accepted Answer

Four factors are required for marketing to occur: (1)two or more parties (individuals or organizations)with unsatisfied needs;(2)a desire and ability on their part to be satisfied;(3)a way for the parties to communicate;and (4)something to exchange.The Arizona Biltmore needs to concentrate on "communication."

Quiz 1: Creating Customer Relationships and Value Through Marketing

A local candidate running for office would very much like to have your vote.She promises that she will "make the country better." Because all candidates for public office say this,you doubt you'll see real results and decide not to vote for her.Marketing will not occur in this situation because

Which of the following conditions are necessary for marketing to occur?

Which of the following statements about marketing activities is most accurate?

One challenge faced by organizations is the need to focus on consumer needs while also ________ the interests of countless other people,groups,and forces that interact to shape the nature of its actions.

The marketing department of an organization is responsible for facilitating

Which of the following is not an environmental force?

For marketing to occur,there must be two or more parties involved.Dr.Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks.The most likely "second" party needed for marketing to occur would be

A student would like to buy a cross-over SUV from a local dealer,but she thinks the payments will be too high.Marketing does not occur in this situation because

The ________ department of an organization is responsible for facilitating relationships,partnerships,and alliances with the organization's customers,shareholders,suppliers,and other organizations.

A typical marketing department both shapes and ________ its relationship with internal and external groups.

________ is/are responsible for establishing the organization's mission and objectives.

Which of the following statements about marketing activities is most accurate?

Which of the following is a factor required for marketing to occur?

Which of the following statements about marketing departments is most accurate?

All of the following are environmental forces that affect an organization except which?

All of the following are departments within a typical organization except which?

All of the following are factors required for marketing to occur except which?