Question 1

If you wanted a new pair of shoes during the Civil War,you traced the outline of your foot on a piece of paper and gave it to a shoemaker.There was no distinction between the right and left foot because you wanted your shoes as quickly as possible,and the shoemaker knew that you would buy them even if they just "sort of" fit.This is an example of a transaction that would have occurred during the ________ era in U.S.business history.
A)marketing concept
B)sales
C)production
D)social entrepreneurship
E)market orientation

Accepted Answer

In the production era,goods were scarce and buyers were willing to accept virtually any goods that were available and make do with them.

Question 2

With respect to the history of American business,the ________ era covered the early years of the United States up until the 1920s.
A)sales
B)marketing concept
C)customer relationship
D)market orientation
E)production

Accepted Answer

Key term definition-production era.

Question 3

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that
A)the market segments for Post-it Flag Highlighters and Post-it Flag Pens are identical.
B)the market segments for Post-it Flag Highlighters and Post-it Flag Pens are not realistic.
C)the Post-it Flag Highlighters and Post-it Flag Pens are priced unreasonably for the target markets.
D)the prices for 3M's Post-it Flag Highlighters and Post-it Flag Pens are set to maximize 3M's profits,not its distributors' profits.
E)the promotion strategy is designed to increase awareness among potential users.

Accepted Answer

3M's promotional strategy is to increase awareness among potential users.

Question 4

The ________ concept means that an organization strives to satisfy consumer needs while achieving its goals.
A)marketing
B)sales
C)production
D)societal benefit
E)customer relationship

Accepted Answer

Starting in the late 1950s,marketing became the motivating force among many American firms.The marketing concept is the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals.

Question 5

The place strategy in 3M's marketing program made it convenient for ________ to buy Post-it Flag Highlighters and Post-it Flag Pens.
A)external salespeople only
B)college students only
C)office workers only
D)college students and office workers
E)teachers only

Accepted Answer

The Post-it Flag Highlighter and the Post-it Flag Pens were distributed in locations to make it easy for the target markets (college students and office workers)to buy,such as college bookstores and office retailers,respectively.

Question 6

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible
A)marketing strategy.
B)macromarketing agenda.
C)micromarketing agenda.
D)marketing program.
E)marketing concept.

Accepted Answer

Effective relationship marketing strategies help marketing managers discover what prospective customers need.They must translate this information into some concepts for products the firm might develop.These concepts must then be converted into a tangible marketing program.

Question 7

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team
A)that Scotch tape had outgrown its usefulness to students.
B)to make new products that were more environmentally friendly.
C)that the average backpack was already too heavy.
D)that it would be reasonable to put Post-it Flags together with a highlighter.
E)to determine the ratio of sales of 3M products to those of competitors' study aid products.

Accepted Answer

Windorski had to first discover students' studying needs.To answer this question,Windorski worked with a team of four college students.Their task was to observe and question dozens of students about their study behavior,such as how they used their textbooks,took notes,wrote term papers,and reviewed for exams.Often,they watched students highlight a passage and then mark the page with a Post-it Note or the smaller Post-it Flag.Windorski realized there was an opportunity to merge the functions of two products into one to help students study.

Question 8

In marketing,each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.
A)market segment
B)demographic cluster
C)organizational buyer group
D)ultimate consumer group
E)qualified prospect group

Accepted Answer

Market segments are the relatively homogenous groups of prospective buyers that (1)have common needs and (2)will respond similarly to a marketing action.Thus members of the segment are relatively similar to each other in terms of their consumption behavior.

Question 9

Market segments refer to
A)the relatively heterogeneous groups of prospective buyers that result from the market segmentation process.
B)all buyers of a product or service who have previously purchased a particular firm's products or services and who intend to repeat that purchase sometime in the future.
C)the smallest number of buyers that have similar needs but do not react similarly in a buying situation.
D)the relatively homogenous groups of prospective buyers that have common needs and will respond similarly to a marketing action.
E)all potential buyers of a product or service who intend to purchase a firm's products or services but who have not yet done so.

Accepted Answer

Key term definition-market segments.

Question 10

With respect to the history of American business,the ________ era covered the years from the 1920s to the 1960s.
A)production
B)sales
C)marketing concept
D)customer relationship
E)market orientation

Accepted Answer

Key term definition-sales era.

Question 11

In the movie Tin Men,two rival salesmen engaged in a variety of dishonest and unethical practices in order to sell aluminum siding to homeowners in 1963.Their job was difficult,in part,because the supply of aluminum siding surpassed the demand for the product and competition was intense.This situation is indicative of the ________ era of U.S.business history.
A)goods
B)sales
C)production
D)market orientation
E)societal marketing

Accepted Answer

In the sales era from the 1920s to the 1960s,manufacturers found they could produce more goods than buyers could consume.Competition grew.The usual solution was to hire more salespeople to find new buyers.

Question 12

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history).Which of the following statements would you most likely expect management to make if sales of this new candy bar were much lower than expected?
A)"We'd better do some market testing to determine why people are dissatisfied."
B)"Perhaps we should make candy bars with raisins."
C)"Let's put more aggressive salespeople in the field."
D)"Let's lower the price and change the name."
E)"Don't worry about it;we're the largest candy manufacturer in the area.Sooner or later they'll get hungry enough that they'll come to us."

Accepted Answer

In the sales era from the 1920s to the 1960s,manufacturers found they could produce more goods than buyers could consume.Competition grew.The usual solution was to hire more salespeople to find new buyers.

Question 13

The 3M Post-it Flag Highlighter and Pen marketing programs were designed for what primary objective?
A)the initial launch of two new 3M products
B)specific promotions to be used for long-range strategies
C)segmenting the market into 12 specific target market segments
D)marketing 3M products to foreign markets
E)positioning the products relative to major competitors

Accepted Answer

The marketing programs for the initial introduction of two new 3M Post-it brand products (Post-it Flag Highlighters and Post-it Flag Pens)targeted two distinctly different customer segments: college students and office workers.

Question 14

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new customers is referred to as the ________ era.
A)sales
B)marketing concept
C)production
D)goods
E)market orientation

Accepted Answer

In the sales era from the 1920s to the 1960s,manufacturers found they could produce more goods than buyers could consume.Competition grew.The usual solution was to hire more salespeople to find new buyers.

Question 15

Shortly after World War II,John Jackson developed an idea for a machine lubricant that was superior to anything currently on the market.He persuaded friends to help him begin producing it for sale.While demand kept up with production at first,he soon found that he had to hire a sales force to sell excess product to manufacturing companies in the area.He decided this was primarily because of several strong competitors that had recently come into the industry.This is an example of marketing behavior that would occur during the ________ era of U.S.business history.
A)marketing concept
B)production
C)goods
D)sales
E)social entrepreneurship

Accepted Answer

In the sales era from the 1920s to the 1960s,manufacturers found they could produce more goods than buyers could consume.Competition grew.The usual solution was to hire more salespeople to find new buyers.

Question 16

Which of the following statements about the marketing concept is most accurate?
A)The marketing concept can trace its roots to early Greek culture.
B)In using the marketing concept,both companies and consumers are able to satisfy needs simultaneously.
C)In using the marketing concept,companies focus on sales and advertising.
D)The marketing concept is most effective when production is limited and the product will sell itself.
E)All U.S.firms are now operating with a marketing concept philosophy.

Accepted Answer

Starting in the late 1950s,marketing became the motivating force among many American firms.The marketing concept is the idea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organization's goals.

Question 17

In U.S.business history,the marketing concept era began in
A)the early years of the Civil War.
B)the 1920s.
C)the 1950s.
D)the mid-1980s.
E)the first few years of the 21st century.

Accepted Answer

Marketing became the motivating force among many American firms in the 1950s,which led to the marketing concept-the idea that an organization should (1)strive to satisfy the needs of consumers while also (2)trying to achieve the organization's goals.

Question 18

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters and Post-it Flag Pens is most accurate?
A)In his first attempt,David Windorski,a 3M inventor,designed the Post-it Flag Highlighter in exactly the right way to appeal to its target market.
B)Paralegals were initially the intended target market for the Post-it Flag Highlighter.
C)David Windorski,a 3M inventor,developed the Post-it Flag Pen for the office worker segment.
D)The Post-it Flag Highlighter was not successful and was deleted from the Post-it Flag product line.
E)In development of the Post-it Flag Highlighter,David Windorski examined similar products of 3M's major competitors and simply made changes that would provide the "wow" factor.

Accepted Answer

David Windorski developed the Post-it Flag Pen for the office worker segment.

Question 19

The purpose of the introduction of 3M Post-it Flag Highlighters was to
A)stay ahead of trends and focus its marketing program on only one segment.
B)stay ahead of trends and focus its marketing program on expanding distribution.
C)increase production economies of scale by reducing manufacturing and marketing costs for Post-it Flags and Post-it Notes.
D)preempt a competitive move by Sanford's Sharpie to introduce a similar product.
E)help college students with their studying.

Accepted Answer

The purpose of the introduction of the Post-it Flag Highlighter was to help college students with their studying.

Question 20

The pricing strategy for 3M's Post-it Flag Highlighters was to
A)match its principal competitors' highlighters' prices.
B)charge a price that would provide genuine value to the target customer segment.
C)set an initially low price with the intent of bringing down the price even further later if sales were less than anticipated.
D)place the product in discount office supply retailers to make it easier to purchase.
E)use the same pricing strategy as its 3M's Post-it Flag and Post-it Note offerings.

Accepted Answer

The company charged a price to distributors that it hoped would provide value to students and an acceptable profit to distributors and 3M.In this case,the price of $3.99 to $4.99 for a single Post-it Flag Highlighter or $5.99 to $7.99 for a three-pack are the specified prices at which targeted buyers and distributors receive their respective value and profits.

Quiz 1: Creating Customer Relationships and Value Through Marketing

With respect to the history of American business,the ________ era covered the early years of the United States up until the 1920s.

Based on the marketing program 3M developed for its Post-it Flag Highlighters and Post-it Flag Pens,one can conclude that

The ________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

The place strategy in 3M's marketing program made it convenient for ________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

After an assessment of needs,a marketing manager must translate ideas from consumers into concepts for products that a firm may develop.The concepts must then be converted into a tangible

An inventor for 3M,David Windorski,and a team of four college students,questioned dozens of students about how they study.They told the research team

In marketing,each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.

Market segments refer to

With respect to the history of American business,the ________ era covered the years from the 1920s to the 1960s.

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S.business history) .Which of the following statements would you most likely expect management to make if sales of this new candy bar were much lower than expected?

The 3M Post-it Flag Highlighter and Pen marketing programs were designed for what primary objective?

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new customers is referred to as the ________ era.

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

In U.S.business history,the marketing concept era began in

Which of the following statements about 3M's marketing program for Post-it Flag Highlighters and Post-it Flag Pens is most accurate?

The purpose of the introduction of 3M Post-it Flag Highlighters was to

The pricing strategy for 3M's Post-it Flag Highlighters was to