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

Accepted Answer

The answer of A local candidate running for office would...

Question 2

A farmhand would like to buy a moped scooter to commute to his job at a nearby ranch. He doesn't know how to find a dealer though, and doesn't have Internet access. Which of the following reasons explain why marketing fails to occur here?

Accepted Answer

The main reason marketing fails to occur here is that there is no way for the farmhand and potential dealers to communicate. Without communication, it is impossible to assess the consumer's wants and needs, create a desire to satisfy a need, or determine the ability to satisfy that need. All the other options require some form of communication or interaction between parties, which is lacking in this scenario.

Question 3

Which of the following products failed in the marketplace because of perceived limited usefulness for consumers?

Accepted Answer

The Apple Newton, a personal digital assistant released in the 1990s, failed in the marketplace largely due to limited usefulness and functionality for consumers. It was expensive, unreliable, and had limited capabilities compared to modern smartphones and tablets.

Question 4

A want is a ____ that is shaped by a person's knowledge, culture, and personality.

Accepted Answer

The answer of A want is a ____ that is...

Question 5

Showstoppers refer to

Accepted Answer

Showstoppers are factors that might doom a product in the marketplace, such as negative reviews, flaws in design or functionality, lack of consumer interest, or strong competition. They are potential obstacles that can hinder the success of a product launch or marketing campaign.

Question 6

The founders of StuffDOT, a social e-commerce site that seeks to reward consumers for their online shopping and sharing activity, believe that consumers deserve to share in payments from e-retailers that are generated by referring shoppers to their products. This requires consumers to understand the benefits well enough so that they

Accepted Answer

The statement mentions that consumers need to understand the benefits of sharing in payments from e-retailers, which suggests that they may need to change their shopping habits to take advantage of the opportunity. This aligns with choice C. The other options are not directly related to the idea of earning rewards from e-retailers.

Question 7

If you followed the suggestions of Robert M. McMath, which of the following provides the best advice for a marketer, such as Colgate, when launching a new consumer product, such as toothpaste?

Accepted Answer

Robert M. McMath recommends studying past product failures and learning from them. This advice would be the best choice for a marketer like Colgate when launching a new consumer product like toothpaste. By studying past product failures, Colgate could identify potential pitfalls and make informed decisions to avoid them, resulting in a more successful launch.

Question 8

Suppose you want a snack after taking this exam. Dominos is located across the street from your College of Business classroom. Unfortunately, you forgot your wallet in the haste of getting to class on time to take the test. Therefore, you have no means to pay for the pizza. Which of the following reasons explain why marketing fails to occur here between you and Dominos?

Accepted Answer

The ability to satisfy a need is missing, as the individual does not have any means to pay for the pizza, even though they may have the desire to consume it.

Question 9

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?

Accepted Answer

Placing an ad in the in-flight magazines of all the major airlines targeting business/first-class fliers is the most effective way to reach potential convention attendees. These travelers are likely to have the budget and interest in staying at a luxury resort like The Arizona Biltmore, and reading about the resort's proximity to the Biltmore Fashion Park could be a deciding factor in their lodging choice. Sending a mass mailing to local businesses would not be effective as the target audience is convention-goers from out of state. Setting up information kiosks at the Biltmore Fashion Park would only reach people who are already at the mall, not those who are planning their trip. Offering free made-to-order breakfasts or special discount rates can be effective, but not as likely to reach a large audience beyond those staying at the hotel.

Question 10

Steve wants to eat a Cool Mint Chocolate Clif Bar because, based on his past experience, he knows it will satisfy his hunger

Accepted Answer

Steve's hunger is a physiological requirement and thus a need.

Question 11

A factor that might doom a product in the marketplace is referred to as

Accepted Answer

The answer of A factor that might doom a product...

Question 12

John receives a coupon on his iPhone advising him about the location of a Domino's Pizza store.

Accepted Answer

This is an example of a way for parties to communicate as John is receiving a coupon through his iPhone.

Question 13

Studies of new product launches indicate that about __________ percent of the products fail.

Accepted Answer

The answer of Studies of new product launches indicate that...

Question 14

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

Accepted Answer

Marketing involves two or more parties with unsatisfied needs, but in this situation, the student is unable to satisfy her need because she believes the payments will be too high. Therefore, marketing does not occur because one of the involved parties does not have the ability to satisfy its needs.

Question 15

For marketing to occur, there must be two or more parties with unsatisfied needs. 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

Accepted Answer

The second party needed for marketing to occur in this scenario are people with a desire for a beverage other than soda or water. Dr. Pepper Snapple Group is targeting individuals who are looking for alternative drink options to quench their thirst. The nostalgia factor (A), product demonstrators (C), and a local distributor of alcoholic beverages (D) are not necessary for the basic marketing process to occur. A nutritionist promoting the benefits of fresh fruit (E) may play a role in the overall promotion of the product, but is not necessarily the second party needed for marketing to occur.

Question 16

Marketing discovers consumer needs by

Accepted Answer

Marketing research is the process of gathering and analyzing information about customer preferences and needs, as well as the competition and the marketplace. Effective marketing research enables businesses to identify opportunities and develop strategies that meet customer needs and desires.

Question 17

Domino's Pizza has addressed the first objective in marketing, which is to discover consumers'

Accepted Answer

Discovering consumers' needs is the first objective in marketing, and Domino's Pizza has focused on it by creating products that cater to consumers' needs.

Question 18

To avoid new-product failure, new-product expert Robert M. McMath suggests

Accepted Answer

McMath suggests focusing on customer benefits and learning from the past to avoid new-product failure. This means that companies should make sure that their new products meet the needs and wants of their target customers and also learn from the mistakes and successes of previous products. This can help to avoid common pitfalls and increase the chances of success. The other options (A, B, D, and E) do not have as much evidence to support their effectiveness in avoiding new-product failure.

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?

Accepted Answer

The student does not have the financial resources to qualify for a $375,000 auto loan, making it unlikely that a successful marketing exchange will occur. The other factors mentioned (limited stock in the desired color, concerns about gas mileage and resale value, fear of losing the student loan, and pressure from a girlfriend) may also be barriers to a successful exchange, but the student's lack of financial resources is the most significant factor.

Question 20

At the 2014 Clinton Global Initiative, PepsiCo and Coca-Cola announced an agreement to reduce the calorie content of their products by 20 percent before 2025. The new cola from Pepsi-Cola is sweetened with a combination of sugar and stevia leaf extract, resulting in a soft drink with the same flavor of Pepsi but only 60 calories. A potential showstopper for this product is likely to be

Accepted Answer

Mid-calorie soft drinks like Pepsi Next have historically not been successful, which could indicate a similar challenge for the new product.

Quiz 1: Creating Customer Relationships and Value Through Marketing