Question 1

By promoting perfume based on youth,style,and sex appeal,Calvin Klein is attempting to

Accepted Answer

By promoting their perfume based on youth, style, and sex appeal, Calvin Klein is attempting to create a perceived value of their products that is irresistible to consumers. By associating their brand with these appealing characteristics, they hope to increase demand for their products, leading to increased sales and profits.

Question 2

Henriette offers financial counseling and management on a fee-only basis.She has found that different customers are willing to pay different rates for her services.This shows that her pricing decisions should depend primarily on

Accepted Answer

The willingness of different customers to pay different rates indicates that the pricing decision should depend primarily on how different customers perceive the value of Henriette's services. The price should reflect the perceived value of the services offered to each individual customer, rather than a one-size-fits-all approach.

Question 3

Value-oriented marketers constantly measure

Accepted Answer

Value-oriented marketers aim to provide benefits to customers that outweigh the costs of their offerings. Therefore, they constantly measure perceived customer benefits against the costs of their products to ensure they are providing a good value for the customer.

Question 4

__________ is communication by a marketer that informs,persuades,and reminds potential buyers about a product or service so as to influence their opinions and elicit a response.

Accepted Answer

Promotion involves various forms of communication used by marketers to inform, persuade, and remind potential buyers about their products or services. It includes advertising, personal selling, sales promotion, public relations, and direct marketing. The goal of promotion is to influence consumers' opinions and elicit a response, such as purchasing the product or service. The other options, pricing, placement, a relational orientation, and value cocreation are not specific forms of communication used for promotion.

Question 5

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students.These bulletin boards increase __________ marketing.

Accepted Answer

The bulletin boards provided by universities facilitate the exchange of goods and services among students, which falls under consumer-to-consumer (C2C) marketing. Therefore, the bulletin boards increase C2C marketing.

Question 6

The "onboard,online retail business" refers to

Accepted Answer

The phrase "onboard, online retail business" indicates that passengers can shop online while on the plane, which is the option described in choice D.

Question 7

___________ represents all the activities necessary to get the product to the right customer when that customer wants it.

Accepted Answer

The answer of ___________ represents all the activities necessary to...

Question 8

Not only does GIS technology help Starbucks determine the ideal locations for new stores,but it also can enable the company to decide

Accepted Answer

GIS technology helps Starbucks decide which kinds of stores to open by analyzing geographic data and demographics, enabling them to tailor store types to specific areas.

Question 9

Which element of the marketing mix deals with supply chain management?

Accepted Answer

The element of the marketing mix that deals with supply chain management is place. Place refers to the distribution channels and supply chain logistics necessary to get the product/service from the producer to the customer. This involves managing the movement of goods from the manufacturer to the warehouse, to the retailer, and finally to the end consumer. Therefore, the correct answer is E, place.

Question 10

The "Milk Life" advertising campaign,designed to increase awareness of the health benefits of milk,was intended to help market a(n)

Accepted Answer

The "Milk Life" advertising campaign was aimed at promoting the health benefits of milk in general, not a specific brand or product, thereby marketing the dairy industry as a whole.

Question 11

Effective promotion enhances a product or service's

Accepted Answer

Effective promotion can help to increase the perceived value of a product or service in the minds of the target audience. This can be achieved by highlighting the benefits and features in a way that resonates with customers and showcases the value proposition of the offering.

Question 12

By allowing consumers to sell their unwanted goods to other consumers,auction sites like eBay and Etsy cater to __________ marketing.

Accepted Answer

C2C stands for consumer-to-consumer marketing, which is exactly what eBay and Etsy allow for. These sites facilitate transactions between individual consumers rather than between a business and a consumer (B2C) or between businesses (B2B).

Question 13

When retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts it is considered _______ marketing.

Accepted Answer

B2C (business-to-consumer) marketing involves retailers selling directly to individual consumers.

Question 14

Marketing channel management is also known as

Accepted Answer

Marketing channel management is the process of managing activities and relationships between a company and its distributors or intermediaries. It involves the planning, coordination, and execution of tasks involved in delivering products or services from the manufacturer to the end consumer. This process is also known as supply chain management, which refers to managing the flow of goods and services from the point of origin to the point of consumption.

Question 15

The marketing goal of getting the "right quantities to the right locations,at the right time" relates to

Accepted Answer

Managing the supply chain involves ensuring that the right quantities of a product are delivered to the right locations at the right time. This is key to maintaining efficient operations and meeting customer demand.

Question 16

Some discount stores put products in large bins and let consumers hunt and find bargains.The price these consumers pay includes

Accepted Answer

Consumers who hunt for bargains in large bins at discount stores spend their time and energy searching for products. Therefore, the price they pay includes the value of their time and energy.

Question 17

The idea that a good product will sell itself is associated with the __________ era of marketing.

Accepted Answer

The idea that a good product will sell itself is associated with the production-oriented era of marketing. In this era, companies focused on producing high-quality products and believed that their products would simply sell themselves without the need for extensive marketing efforts.

Question 18

UPS,FedEx,DHL,and other shipping companies support other firms' __________ marketing goals.

Accepted Answer

Shipping companies play a crucial role in supply chain management by ensuring the efficient delivery of products from the manufacturer to the end consumer.

Question 19

As use of the Internet took off,car manufacturers were tempted to sell directly to consumers,but decided instead to continue to sell through their existing dealer networks.The car manufacturers considered switching from __________ to __________ marketing.

Accepted Answer

The question indicates that the car manufacturers were considering selling directly to consumers (B2C), but ultimately decided to continue selling through their existing dealer networks (B2B). Therefore, the switch being considered was from a B2B to a B2C marketing strategy.

Question 20

Many marketing students initially overlook the importance of marketing channel management because

Accepted Answer

Many marketing channel management activities take place behind the scenes, such as logistics, distribution, and inventory management. As a result, marketing students may initially overlook this area of marketing. However, managing marketing channels is crucial for companies to ensure that their products are available to customers at the right time and place, which ultimately increases customer satisfaction and loyalty.

Quiz 1: Overview of Marketing