Chapter 01 Creating Customer Relationships & Value through Marketing Multiple Choice 1.

Which airline was the first to fly the Airbus A !0" a# $apan Airlines b# %ingapore Airlines c# Cathay &acific Airways '# (mirates e# China (astern Airlines Ans) b *ee'back) %ingapore Airlines+ first in flying the Airbus A !0 allows it to be percei,e' as a tren'setter. &age) -earning .b/ecti,e) 0 0. What is 1risWorl'" a# 2t is a religious weapon use' for prayer ceremony. b# 2t is a 'ance club offering trance music. c# 2t is a courier ser,ice offering 'eli,ery within 03 hours worl'wi'e. '# 2t is the in'i,i'uali4e' in5flight entertainment system of %ingapore Airlines. e# 2t is a series of tra,el gui'e books pro'uce' by a company in %ingapore. Ans: d *ee'back) %ingapore Airlines foun' customi4ation an' choice in in5flight entertainment to be important to airline customers. &age) -earning .b/ecti,e) 0 . What is the basic concern of airline customers" a# Mo,ing in goo' time from point A to point 6. b# 7a,ing more leg room in the plane. c# More pro'ucts for in5flight shopping. '# 8ice foo' an' 'rinks. e# 6eautiful air stewar'ess. Ans: a *ee'back) Mo,ing in goo' time from point A to point 6 is the basic concern of airline customers an' that is why %ingapore Airlines emphasi4es the reliability an' punctuality of its flight operations. &age) 3 -earning .b/ecti,e) 1 3. What is one metho' use' by %ingapore Airlines to fin' out about customers+ ,iews of the company+s performance" a# &assenger opinion sur,eys b# .bser,ation c# 6ookings for their flights '# 9sage an' consumption le,el of the in5flight entertainment system an' be,erages offere'. e# All of the abo,e Ans: a

*ee'back) &assenger opinion sur,eys are con'ucte' in all its flights by %ingapore Airlines to monitor the :uality of its ser,ices. &age) 3 -earning .b/ecti,e) 0 ;. <ou are alrea'y a marketing e=pert because >>>>>>>>>>. a# as a consumer? you ha,e alrea'y been in,ol,e' in marketing 'ecisions b# marketing is really only common sense c# as a college stu'ent? you stu'y marketing '# there is really nothing to learn about marketing e# marketing is innate knowle'ge that all are born with Ans) a *ee'back) 2n many respects you are a marketing e=pert alrea'y because you 'o many marketing acti,ities e,ery 'ay. As a consumer? you ha,e alrea'y been in,ol,e' in thousan's of marketing 'ecisions@but mainly on the buying? not the marketing si'e. &age) ; -earning .b/ecti,e) 1 A. A stu'y of marketing can >>>>>>>>>>. a# enable you to be a more informe' citi4en b# help you in your career c# 'emonstrate how marketing affects your life '# make you a better consumer e# 'o all of the abo,e Ans) e *ee'back) Marketing affects all in'i,i'uals? all organi4ations? all in'ustries an' all countries. Bhe knowle'ge of marketing concepts shoul' make you a better consumer? help you in your career an' enable you to be a more informe' citi4en. &age) A -earning .b/ecti,e) 1 C. Why 'oes %ingapore Airlines continually in,est in research an' 'e,elopment an' in new technology" a# 2ts competitors are 'oing it. b# Bo win more awar's. c# 2t is a young airline an' nee's to catch up. '# 6u'get airlines are becoming a threat. e# %er,ice inno,ation has a short life span. Ans: e *ee'back) Whate,er ser,ice inno,ation intro'uce' by %ingapore Airlines can be copie' by competitors an' so it has short lifespan. %ingapore Airlines ha,e to continually search for new ways to 'ifferentiate itself from its competitors. &age) ; -earning .b/ecti,e) 0 !. Marketing affects >>>>>>>>>>. a# all in'i,i'uals b# all organi4ations c# all in'ustries '# all countries

e# all of the abo,e Ans) e *ee'back) Marketing affects all in'i,i'uals? all organi4ations? all in'ustries an' all countries. &age) A -earning .b/ecti,e) 1 D. >>>>>>>>>> is the acti,ity for creating? communicating? 'eli,ering an' e=changing offerings that benefit the organi4ation? its stakehol'ers an' society at large. a# Creati,e planning b# A',ertising c# %elling '# Marketing e# Consumerism Ans) ' &age) A -earning .b/ecti,e) 1 10. Which of the following statements about small business is most true" a# 2t is impossible to pursue a marketing career in a small business b# %mall businesses are the source of the ma/ority of new /obs in Asia. c# -ess than half of small businesses fail within the first fi,e years of their launch '# %mall business offers the owner a stea'y an' stable source of income with little risk e# All of the abo,e are true Ans) b *ee'back) %mall businesses also offer marketing careers. %mall businesses are the source of the ma/ority of new /obs in Asia. %o you might become your own boss by being an entrepreneur an' starting your own business. Asian entrepreneurship take risks but con,ert inno,ati,e i'eas into thri,ing? successful businesses that pro,i'e thousan's of /obs. More than half of new businesses fail within fi,e years of their launch. &age) A -earning .b/ecti,e) 1 11. Bo ser,e both buyers an' sellers? marketing seeks to >>>>>>>>>> an' satisfy the nee's an' wants of prospecti,e customers. a# change b# take a',antage of c# 'isco,er '# manipulate e# create Ans) c *ee'back) Bo ser,e both buyers an' sellers? marketing seeks E1# to 'isco,er the nee's an' wants of prospecti,e customers an' E0# to satisfy them. &age) ! -earning .b/ecti,e) 1 10. %takehol'ers affecte' by marketing inclu'e >>>>>>>>>>. a# customers b# employees c# suppliers '# sharehol'ers

e# all of the abo,e are stakehol'ers Ans) e *ee'back) Bhe organi4ation 'oing the marketing an' the stakehol'ers affecte'@such as customers? employees? suppliers an' sharehol'ers@an' society shoul' all benefit. &age) C -earning .b/ecti,e) 1 1 . &rospecti,e customers inclu'e >>>>>>>>>>. a# in'i,i'uals buying for themsel,es b# in'i,i'uals buying for their househol's c# organi4ations that buy for their own use Esuch as manufacturers# '# organi4ations that buy for resale Esuch as wholesalers an' retailers# e# all of the abo,e Ans) e *ee'back) &rospecti,e customers inclu'e both in'i,i'uals? buying for themsel,es an' their househol's an' organi4ations that buy for their own use Esuch as manufacturers# or for resale Esuch as wholesalers an' retailers#. &age) C -earning .b/ecti,e) 1 13. &rospecti,e customers for a waterproof marker that can be erase' as simply as if it were a pencil inclu'e >>>>>>>>>>. a# supermarkets that create an' post han'5lettere' signs weekly b# stu'ents who are making signs for a bake sale c# chil'ren who like to 'raw '# 'eli,ery company employees who mark location 4ones on packages e# all of the abo,e Ans) e *ee'back) &rospecti,e customers inclu'e anyone who coul' benefit from owning a pro'uct. &age) C -earning .b/ecti,e) 1 1;. &rospecti,e customers for a cell phone that takes pictures inclu'e >>>>>>>>>>. a# claims a'/ustors for insurance companies b# stu'ents who want to share pictures with their frien's c# teens who want to show their parents where they are '# 'esigners who wish to e=change i'eas with clients e# all of the abo,e Ans) e *ee'back) &rospecti,e customers inclu'e anyone who coul' benefit from owning a pro'uct. &age) C -earning .b/ecti,e) 1 1A. Bhe Bransition is a 1D5foot? two5seater roa'able light5sport aircraft with an anticipate' price of 9%F13!?000. Bhe most likely prospecti,e customers for this flying car inclu'e >>>>>>>>>>. a# stu'ents b# seniors c# business people to whom time is e=tremely important '# teens who like to try new things

e# all of the abo,e Ans) c *ee'back) &rospecti,e customers inclu'e anyone who coul' benefit from owning a pro'uct. &age) C -earning .b/ecti,e) 1 1C. Marketing seeks to 'isco,er the nee's an' wants of prospecti,e customers an' satisfy them. (ssential to this process is the i'ea of e=change. Bo marketing people e=change refers to the >>>>>>>>>>. a# place where people go to 'o business b# place where people return unwante' goo's c# tra'e of things of ,alue between buyer an' seller so that each is better off after the tra'e '# process of locating buyers an' sellers e# ac:uisition of something of ,alue Ans) c &age) ! -earning .b/ecti,e) 1 1!. >>>>>>>>>> is the tra'e of things of ,alue between buyer an' seller so that each is better off after the tra'e. a# (=change b# Ac:uisition c# Consumerism '# 9tility e# %wap Ans) a &age) ! -earning .b/ecti,e) 1 1D. Bhe Malaysian Re' Cross create' a series of a',ertisements encouraging ,iewers to 'onate bloo'. After ,iewing the a',ertisement? Aman'a went to the local Re' Cross office an' 'onate' a pint of bloo'. Afterwar's? Aman'a returne' home feeling satisfie' that she ha' performe' a goo' 'ee'. Was this a marketing e=change" a# 8o? because the Re' Cross is non5profit organi4ation b# <es? because the Re' Cross ran an a',ertisement c# <es? because the 'onate' bloo' was e=change' for a feeling of satisfaction '# 8o? because no money was e=change' e# 8o? because the Re' Cross 'i' not pro,i'e Aman'a with a pro'uct Ans) c *ee'back) Marketers seek to 'isco,er an' satisfy the nee's an' wants of customers. Bhe key to achie,ing these ob/ecti,es is e=change@the tra'e of things of ,alue between buyer an' seller so that each benefits from the e=change. 2n this instance? Aman'a is the customer an' the Re' Cross is the marketer. An e=change occurs) Aman'a e=changes her 'onate' bloo' for a feeling of satisfactionG the Re' Cross recei,es the 'onate' bloo' an' continues its rea'iness to ser,e the nee's of society in times of 'isaster. &age) ! -earning .b/ecti,e) 1

00. A church has put a',ertisements in its weekly bulletins to encourage members of the church to participate in the ser,ices by rea'ing. $ack ,olunteere' an' rea' 'uring a ser,ice. 7e felt satisfie' an' felt he was contributing to his church. Was this a marketing e=change" a# 8o? because the church is non5profit organi4ation b# <es? because the church ran an a',ertisement c# <es? because rea'ing at the ser,ice was e=change' for a feeling of satisfaction '# 8o? because no money was e=change' e# 8o? because the church 'i' not pro,i'e $ack with a pro'uct Ans) c *ee'back) Marketers seek to 'isco,er an' satisfy the nee's an' wants of customers. Bhe key to achie,ing these ob/ecti,es is e=change@the tra'e of things of ,alue between buyer an' seller so that each benefits from the e=change. 2n this instance? $ack is the customer an' the church is the marketer. An e=change occurs) $ack e=changes his rea'ing at the ser,ice for a feeling of satisfactionG the church recei,es a person to rea' at the ser,ice an' continues its weekly ser,ices. &age) ! -earning .b/ecti,e) 1 01. Bhe 2&M2 6usiness %chool in $akarta? 2n'onesia offers an outstan'ing business school e'ucation. Cali pays the tuition to atten' 2&M2 an' earns her M6A with a concentration in %upply Chain Management. 9pon gra'uating? she is offere' a high paying? fulfilling position. Was this a marketing e=change" a# 8o? because the uni,ersity is a pri,ate one b# <es? because the uni,ersity is profitable c# <es? because paying tuition was e=change' for knowle'ge that 'irectly le' to CaliHs fulfilling? new /ob '# 8o? because money was e=change' e# 8o? because the school 'i' not pro,i'e Cali with a pro'uct Ans) c *ee'back) Marketers seek to 'isco,er an' satisfy the nee's an' wants of customers. Bhe key to achie,ing these ob/ecti,es is e=change@the tra'e of things of ,alue between buyer an' seller so that each benefits from the e=change. 2n this instance? Cali is the customer an' Ianiels is the marketer. An e=change occurs) Cali pays tuition an' earns her 'egree? lea'ing to a fulfilling career an' the school recei,es tuition use' to pay operating e=penses so that it may continue to operate. &age) ! -earning .b/ecti,e) 1 00. Cole works for a company that re:ueste' all of its staff to purchase new toys an' bring them into the office 'uring the month of Iecember for holi'ay 'istribution to families in nee'. Cole was e=cite' about choosing some toys for this e,ent? purchase' se,eral an' brought them to work. After Cole 'roppe' the toys off? he felt ,ery happy an' satisfie' that he ha' helpe' others with his 'onation. Was this a marketing e=change" a# 8o? because this re:uest was ta=5'e'uctable b# <es? because the toys were going to families in nee' c# 8o? because Cole bought the toys '# <es? because ColeHs 'onation of the toys was accompanie' by his satisfaction an' happiness e# 8o? because Cole spent money for toys but then ga,e them away. Ans) '

*ee'back) Marketers seek to 'isco,er an' satisfy the nee's an' wants of customers. Bhe key to achie,ing these ob/ecti,es is e=change@the tra'e of things of ,alue between buyer an' seller so that each benefits from the e=change. 2n this instance? Cole is the customer an' the company for which he works is the marketer. An e=change occurs) Cole brings the toys to work for families in nee' an' he recei,e' a feeling of happiness an' satisfaction. &age) ! -earning .b/ecti,e) 1 0 . Iaisuke 2noue? in intro'ucing his early ,ersion of the karaoke machine in early 1DC0s? showe' that >>>>>>>>>>. a# consumers are fully aware of their nee's an' wants an' are often waiting for suitable pro'ucts to appear in the market. b# consumers are fully aware of their nee's an' wants an' may ask pro'ucers for suitable pro'ucts to ser,e their nee's an' wants. c# consumers 'o not always know or be able to 'escribe what they nee' or want? so they nee' to be e'ucate' regar'ing the nee's an' wants met by specific pro'ucts. '# consumers 'o not nee' or want some pro'ucts but buy them after they are influence' by marketing acti,ities. e# consumers 'o not nee' or want some pro'ucts an' will not buy them rea'ily. Ans) c *ee'back) Consumers often 'o not know an' are not able to 'escribe their nee's an' wants. Marketers ha,e to e'ucate them regar'ing their nee's an' wants in the process of marketing certain inno,ati,e pro'ucts or ser,ices. &age) ! -earning .b/ecti,e) 0 03. Bhe >>>>>>>>>> 'epartment of an organi4ation is responsible for facilitating relationships? partnerships an' alliances with the organi4ationHs customers? its sharehol'ers? its suppliers an' other organi4ations. a# purchasing b# marketing c# human resources '# accounting e# information systems Ans) b *ee'back) *igure 151 shows the key people? groups an' forces outsi'e the organi4ation that influence marketing acti,ities. Bhe marketing 'epartment is responsible for facilitating relationships? partnerships an' alliances with the organi4ationHs customers? its sharehol'ers? its suppliers an' other organi4ations. &age) C? figure 151 -earning .b/ecti,e) 1 0;. Which of the following statements about marketing 'epartments is true" a# 2t is the responsibility of the marketing 'epartment to facilitate relationships with the organi4ationHs customers b# 2t is the responsibility of the marketing 'epartment to create partnerships with the organi4ationHs suppliers c# Bhe marketing 'epartment must work closely with a network of other 'epartments an' employees to help pro,i'e the customer5satisfying pro'ucts re:uire' for the organi4ation to sur,i,e an' prosper

'# Bhe marketing 'epartment is responsible for establishing alliances with the organi4ationHs sharehol'ers an' other organi4ations e# All of the abo,e statements about marketing 'epartments are true Ans) e *ee'back) Bhe marketing 'epartment of an organi4ation is responsible for facilitating relationships? partnerships an' alliances with the organi4ationHs customers? its sharehol'ers? its suppliers an' other organi4ations. &age) C? figure 151 -earning .b/ecti,e) 1 0A. Which of the following statements about marketing acti,ities is true" a# Marketing is affecte' by society an' in return affects society as a whole b# Bhe marketing 'epartment works closely with other 'epartments an' employees to implement marketing acti,ities c# Marketing acti,ities pro,i'e the customer5satisfying pro'ucts re:uire' for the organi4ation to sur,i,e an' prosper '# (n,ironmental factors affect marketing acti,ities e# All of the abo,e statements about marketing acti,ities are true Ans) e *ee'back) Although an organi4ationHs marketing acti,ity focuses on assessing an' satisfying consumer nee's? countless other people? groups an' forces interact to shape the nature of its acti,ities E*igure 150#. Bhe marketing 'epartment works closely with a network of other 'epartments an' employees to help pro,i'e the customer5satisfying pro'ucts re:uire' for the organi4ation to sur,i,e an' prosper. (n,ironmental forces also shape an organi4ationHs marketing acti,ities. *inally? an organi4ationHs marketing 'ecisions are affecte' by an'? in turn? often ha,e an important impact on society as a whole. &age) C? ! -earning .b/ecti,e) 1 0C. Bhe four outsi'e groups that e=ert important 'irect influences on an organi4ation consist of >>>>>>>>>>. a# politicians? regulators? minority groups an' consumer monitoring groups b# competitors? in'ustry tra'e associations? non5profit organi4ations an' go,ernmental agencies? such as the (&A an' *BC c# senior management? the legal 'epartment? the marketing 'epartment an' other employees of the organi4ation '# other organi4ations? suppliers? sharehol'ers Eowners# an' customers e# owners? employees? regulatory groups an' competitors Ans) ' *ee'back) Bhe marketing 'epartment of an organi4ation is responsible for facilitating relationships? partnerships an' alliances with the organi4ationHs customers? its sharehol'ers? its suppliers an' other organi4ations. &age) C -earning .b/ecti,e) 1 0!. Which of the following con'itions is necessary for marketing to occur" a# A physical location for an e=change to occur b# A tangible e=change c# A',ertising to e=press unreali4e' nee's '# Bwo or more parties with unsatisfie' nee's

e# All of the abo,e Ans) ' *ee'back) *or marketing to occur? at least four factors are re:uire') E1# two or more parties Ein'i,i'uals or organi4ations# with unsatisfie' nee's? E0# a 'esire an' ability on their part to be satisfie'? E # a way for the parties to communicate an' E3# something to e=change. &age) C? ! -earning .b/ecti,e) 1 0D. Which of the following con'itions must e=ist in or'er for marketing to occur" a# Bwo or more people? a metho' of assessing nee's? a way to communicate an' an e=change b# Bwo or more people? a pro'uct? a reasonable price an' a place to make an e=change c# Bwo or more parties with unsatisfie' nee's? a 'esire an' ability to satisfy them? a way to communicate an' something to e=change '# Bwo or more parties with unsatisfie' nee's? a 'esire to satisfy them? a satisfactory pro'uct an' something to e=change e# A pro'uct? a price? a metho' of promotion?an' a way to place the pro'uct with the customer Ans) c *ee'back) *or marketing to occur? at least four factors are re:uire') E1# two or more parties Ein'i,i'uals or organi4ations# with unsatisfie' nee's? E0# a 'esire an' ability on their part to be satisfie'? E # a way for the parties to communicate an' E3# something to e=change. &age) C? ! -earning .b/ecti,e) 1 0. <our neighbor is tire' of con,entional soft 'rinks an' wants something 'ifferent. Coinci'entally? Ca'bury 6e,erages? 2nc. has begun 'istributing Country Bime lemona'e through the supermarket at a price comparable to that of soft 'rinks. Which of the con'itions nee'e' for marketing to occur is 'escribe' in this situation" a# Bhe creation of unreali4e' nee's b# Bwo parties with unsatisfie' nee's c# .ne5way communication '# A physical location for an e=change to take place e# Bime an' place utility Ans) b *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy them? E # a way for the parties to communicate an' E3# something to e=change. 2n this e=ample? the nee's are) the consumer 'esires a new be,erage an' Ca'bury wishes to sell one. &age) C? ! -earning .b/ecti,e) 1 1. <ou ha,e 'e,elope' a 'esire for information about how computer an' telecommunications are interacting to reshape the workplace an' you 'onHt know that Asia Computer Weekly maga4ine e=ists. %e,eral copies of Asia Computer Weekly maga4ine are on the shelf at your nearest bookstore? waiting to be purchase'. Which of the con'itions nee'e' for marketing to occur is 'escribe' in this situation" a# Bwo or more parties ha,e unsatisfie' nee's b# A 'esire to satisfy your nee' for information 'oes not e=ist c# Bhere is nothing to e=change '# Bhere is no way for the parties in,ol,e' to communicate

e# Bhere has been no assessment of consumersH wants an' nee's Ans) a *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy them? E # a way for the parties to communicate an' E3# something to e=change. Bhis is an e=ample of two parties with unmet nee's) you? with a nee' for technology5relate' information an' your bookstore owner? nee'ing someone to buy a copy of ComputerWorl'. &age) !? D -earning .b/ecti,e) 1 0. A stu'ent woul' like to buy a sports car from the local 'ealer? but she cannot affor' one. Marketing 'oes not occur in this situation because >>>>>>>>>>. a# two or more parties ha,e unsatisfie' nee's b# there is no 'esire on the part of either party to satisfy its nee's c# one of the in,ol,e' parties 'oes not ha,e the ability to satisfy its nee's '# there is no way to communicate e# there has been no assessment of consumer wants an' nee's Ans) c *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy them? E # a way for the parties to communicate an' E3# something to e=change. 2n this e=ample? the stu'ent has the 'esire but not the ability to participate in the marketing acti,ity? which is to buy the sports car. &age) C? ! -earning .b/ecti,e) 1 . %uppose you are a college stu'ent taking a full course loa'? working 00 hours per week an' fin'ing it necessary to fun' a portion of your tuition an' li,ing e=penses with a stu'ent loan. 7owe,er? you see a -e=us sports coupe an' 'esperately woul' like to own one. What factorEs# are most likely to pre,ent you from engaging in a marketing transaction" a# Bhe local -e=us 'ealer 'oes not ha,e any sports coupes in stock b# <ou 'o not ha,e the resources to :ualify for a F;0?000 auto loan to purchase the car c# <ou 'o not ha,e the time to get to the -e=us 'ealer because of your class? work an' stu'y sche'ule '# <ou canHt get to the -e=us 'ealer easily since it is not on a bus route e# All of the abo,e are likely to pre,ent you from engaging in a marketing transaction Ans) b *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy them? E # a way for the parties to communicate an' E3# something to e=change. 2n this e=ample the most likely factor pre,enting you from engaging in a marketing transaction is that you 'o not ha,e the resources to :ualify for a loan to purchase the car. &age) C? ! -earning .b/ecti,e) 1 3. Can'i'ates are running for office an' woul' ,ery much like to ha,e your ,ote. Bhey all promise that they will Jmake the country betterJ. <ou 'onHt trust any politicians an' 'eci'e not to ,ote at all. Marketing will not occur in this situation because >>>>>>>>>>. a# marketing 'oesnHt apply to the ,oting process b# the 'esire an' ability to satisfy nee's is missing

c# a way for the parties to communicate is missing '# something to e=change is missing e# all of the abo,e are true Ans) b *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy them? E # a way for the parties to communicate an' E3# something to e=change. 2n this e=ample? you 'onHt ha,e the 'esire to ,ote? though the politicians woul' like your ,ote in e=change for their promise to Jmake the country betterJ. &age) ! -earning .b/ecti,e) 1 ;. Bhe 7otel Westin in %ingapore is ne=t to Raffles City? a ,ast shopping mall. Bhe hotel wants to market its location an' many other amenities to con,ention5goers from other states. What re:uirements will be nee'e' for marketing to occur" a# A way to communicate with con,ention atten'ees b# %omething to e=change c# Bwo or more parties with unsatisfie' nee's '# Iesire an' ability to satisfy unmet nee's e# All of the abo,e Ans) e *ee'back) *or marketing to occur there must be E1# two or more parties Eorgani4ations or in'i,i'uals# with unsatisfie' nee's? E0# a 'esire an' an ability to satisfy the nee's? E # a way for the parties to communicate an' E3# something to e=change. 7otel Westcourt will nee' to show the con,ention5goers that they ha,e unsatisfie' nee's that the 7otel can fulfill an' the atten'ees ha,e the ability to purchase. Bhe hotel will likely communicate this ,ia a',ertising to these people within the mall. 2f the hotel is successful? the atten'ees will purchase pro'ucts an'Kor ser,ices from the hotel using cash? check? cre'it or? other forms of payment. &age) C? ! -earning .b/ecti,e) 1 A. An economics stu'ent woul' like to buy a mini5scooter? but she cannot affor' one. Which of the following reasons e=plain why marketing fails to occur here" a# Bwo or more parties with unsatisfie' nee's are missing b# A 'esire to satisfy nee's is missing c# 8o assessments of consumer wants an' nee's ha,e been ma'e '# A way to communicate is missing e# Bhe ability to satisfy nee's is missing Ans) e *ee'back) Bhe stu'ent has the 'esire but not the ability Ebecause she 'oesnHt ha,e the money# to participate in the marketing acti,ity? which is to buy the mini5scooter. &age) C? ! -earning .b/ecti,e) 1 C. Bhe te=t e=plains that the two central concerns of marketing are >>>>>>>>>>. a# market share an' customer satisfaction b# 'isco,ering an' satisfying nee's c# promotion an' sales '# ma=imi4ing an organi4ationHs sales an' pro'ucts e# nee's an' wants

Ans) b *ee'back) Marketing seeks to E1# 'isco,er the nee's of prospecti,e customers an' E0# satisfy those nee's. &age) !? D -earning .b/ecti,e) 0 !. Bhe first ob/ecti,e in marketing is to >>>>>>>>>>. a# 'isco,er the nee's of prospecti,e consumers b# 'isco,er the nee's of competitors c# 'isco,er the nee's of sellers '# satisfy the nee's of regulators e# satisfy the 'esires of ,arious segments Ans) a *ee'back) Marketing seeks to E1# 'isco,er the nee's of prospecti,e customers an'? E0# satisfy those nee's. &age) !? D -earning .b/ecti,e) 0 D. Bhe first ob/ecti,e in marketing is to 'isco,er consumer >>>>>>>>>>. a# 'i,ersity b# ability to pay c# ob/ecti,es '# nee's e# synergy Ans) ' *ee'back) Marketing seeks to E1# 'isco,er the nee's of prospecti,e customers an'? E0# satisfy those nee's. &age) !? D -earning .b/ecti,e) 0 30. Which of the following woul' be goo' a',ice for a marketer who was preparing to launch a new consumer health be,erage" a# Li,e the pro'uct a lengthy name that e=plains all of its benefits b# Li,e the pro'uct a mysterious name that is unrelate' to its benefits to pro,oke curiosity c# %tu'y past pro'uct failures '# Create unusual packaging that has special shel,ing re:uirements e# Io all of the abo,e Ans) c *ee'back) Robert M. McMath? who has stu'ie' more than C0?000 new5pro'uct launches? has two key suggestions for marketers) E1# focus on what the customer benefit is an'? E0# learn from the past. &age) D? 10 -earning .b/ecti,e) 0 31. When shoul' a marketer make a careful stu'y of pro'uct failures" a# When preparing to launch a new pro'uct b# After a new pro'uct has faile' to meet sales pre'ictions c# When repositioning a well5known bran' '# When looking for a new market for an e=isting pro'uct e# 2n any or all of the abo,e con'itions

Ans) a *ee'back) Robert M. McMath? who has stu'ie' more than C0?000 new5pro'uct launches? has two key suggestions for marketers) E1# focus on what the customer benefit is an'? E0# learn from the past. &age) D? 10 -earning .b/ecti,e) 0 30. Bo a,oi' new5pro'uct failure? Robert McMath? a new5pro'uct e=pert? suggests >>>>>>>>>>. a# a nationwi'e rollout of the pro'uct b# a thorough stu'y of non5competitors c# a focus on customer benefits an' an e=amination of the past '# an in5'epth 'iscussion with a futurist e# all of the abo,e Ans) c *ee'back) Robert M. McMath? who has stu'ie' more than C0?000 new5pro'uct launches? has two key suggestions for marketers) E1# focus on what the customer benefit is an'? E0# learn from the past. &age) D? 10 -earning .b/ecti,e) 0 3 . Which of the following statements best 'efines nee's an' wants" a# 8ee's occur when a person feels physiologically 'epri,e' of something an'? wants are 'etermine' by a personHs knowle'ge? culture or? personality b# Wants are a subset of nee's c# Wants occur when a person feels physiologically 'epri,e' of something an' nee's are 'etermine' by a personHs knowle'ge? culture or? personality '# 8ee's affect marketing? but wants 'o not e# 6y 'efinition? wants are more socially responsible than nee's Ans) a *ee'back) (,en though not e,eryoneHs nee's are the same? nee's occur when a person feels physiologically 'epri,e' of something such as clothes? foo' or? shelter. A want is a felt nee' that is shape' by a personHs knowle'ge? culture or? in'i,i'ual personality. &age) 10? 11 -earning .b/ecti,e) 0 33. A tele,ision a',ertisement shows se,eral teenagers searching through the refrigerator for something to :uench their thirst. Bhe refrigerator offers the youngsters many alternati,es@ soft 'rinks? fruit 'rinks? sport 'rinks an'? bottles of %unny Ielight 'rink. Bhe a'? which shows the teens happily selecting %unny Ielight o,er all the other pro'uct offerings? appeals to the consumersH >>>>>>>>>> for li:ui' an' attempts to shape consumersH >>>>>>>>>> for the a',ertise' pro'uct. a# wantsG nee's b# wantsG preferences c# preferencesG nee's '# nee'sG wants e# nee'sG preferences Ans) ' *ee'back) A nee' occurs when a person feels physiologically 'epri,e' of a basic necessity Ei.e.? foo'? water? clothing an'? shelter#. A want is a felt nee' that is shape' by a personHs

knowle'ge? e=perience? culture or? personality. A nee' is necessaryG a want is a learne' preference for a specific item that satisfies the consumerHs nee'. &age) 10? 11 -earning .b/ecti,e) 0 3;. Cara has ha' her current cell phone for 1 year. %he saw the i&hone an' 'eci'e' it was perfect for her. Bhe a's she rea' in maga4ines an' saw on BV pointe' out the terrific a',antages of the i&hone o,er her current phone. 6ase' on this information Cara most likely has aEn# >>>>>>>>>> for the i&hone. a# re:uirement b# ,alue c# i'ea '# use e# want Ans) e *ee'back) A nee' occurs when a person feels physiologically 'epri,e' of a basic necessity Ei.e.? foo'? water? clothing an'? shelter#. A want is a nee' that is shape' by a personHs knowle'ge? e=perience? culture or? personality. A nee' is necessaryG a want is a learne' preference for a specific item that satisfies the consumerHs nee'. &age) 10? 11 -earning .b/ecti,e) 0 3A. 2f you feel hungry? marketers woul' say you most likely ha,e 'e,elope' a >>>>>>>>>> to eat something. a# re:uirement b# nee' c# i'ea '# cra,ing e# possibility Ans) b *ee'back) 2f you feel hungry? you ha,e 'e,elope' a basic nee' an' 'esire to eat something. <ou then want to eat an apple or a can'y bar because? base' on your past e=perience an' personality? you know these will satisfy your hunger nee'. &age) 10? 11 -earning .b/ecti,e) 0 3C. Accor'ing to a recent stu'y? more than >>>M of 'ri,ers who ha,e a mobile phone a'mitte' to using it while 'ri,ing. a# 10M b# 00M c# 0M '# 30M e# ;0M Ans) e *ee'back) Bhis high rate of mobile phone usage while 'ri,ing is a social concern which shoul' be a''resse' by mobile phone manufacturers an' marketers. &age) 10 -earning .b/ecti,e) 0

3!. A %wiss stu'y using a mobile phone while 'ri,ing increases the risk of an acci'ent by >>>> times. a# 100 b# 000 c# 00 '# 300 e# ;00 Ans) c *ee'back) Bhis is a serious problem which mobile phone marketers shoul' a''ress in the process of marketing their pro'ucts. &age) 11 -earning .b/ecti,e) 0 3D. Bhe term market is best 'efine' as >>>>>>>>>>. a# people with a nee' an' a want for a pro'uct b# organi4ations with the nee' an' 'esire for a pro'uct c# organi4ations with pro'ucts which satisfy peopleHs nee's an' wants '# people with the 'esire an' ability to buy a specific pro'uct e# people with the 'esire an' the nee' for a pro'uct Ans: d &age) 11? 10 ;0. Bhe market for cosmetic 'entistry Ewhich can cost F1;?000 for straightening an' whitening# is >>>>>>>>>>. a# chil'ren with crooke' teeth b# all former smokers c# any a'ult who has the time? the money an'? the 'esire to un'ergo the proce'ures '# anyone that has e,er ha' any plastic surgery e# a'ults who rely on making a goo' first impression for /ob success Ans: c *ee'back) &otential customers make up a market? which is people with both the 'esire an' the ability to buy a specific pro'uct? in this case any a'ult who has the time? the money an'? the 'esire to un'ergo the proce'ures. &age) 11? 10 -earning .b/ecti,e) 0 ;1. 2n marketing? the most common meaning of market is >>>>>>>>>>. a# a store that sells groceries b# any place consumers can buy things c# a particular line of pro'ucts or specific line of merchan'ise for sale '# a group of companies that ha,e goo's for sale e# people with the 'esire an' with the ability to buy a specific pro'uct Ans) e &age) 11? 10 -earning .b/ecti,e) 0 ;0. All markets ultimately are compose' of >>>>>>>>>>. a# people b# bran's c# pro'ucts

'# organi4ations e# reference groups Ans) a &age) 11? 10 -earning .b/ecti,e) 0 ; . Marketing 'isco,ers consumer nee's by >>>>>>>>>>. a# using the marketing program b# using the 3 &s c# using e=tensi,e research '# a',ertising e# promotion Ans) c *ee'back) Accor'ing to *igure 150 marketing seeks first to 'isco,er consumer nee's through e=tensi,e research on them. 2t then seeks to satisfy those nee's by successfully implementing a marketing program possessing the right combination of the marketing mi=@the four &s. &age) 10? 1 -earning .b/ecti,e) 0 ;3. %oun' an' Cinema is a company that will turn an or'inary basement into a home theater. 2t a',ertises in publications that are maile' to homeowners in sub'i,isions in which the least e=pensi,e home costs F;;0?000. Bhese homeowners are the >>>>>>>>>> for %oun' an' Cinema. a# mass market b# tangent market c# market aggregation '# target market e# promotional market Ans) ' *ee'back) A target market is a specific group of potential consumers towar' which an organi4ation 'irects its marketing program? in this case the homeowners. &age) 10 -earning .b/ecti,e) 0 ;;. 1raft pro'uces -unchables? a prepackage' meal usually consisting of se,eral crackers? small slices of meat an'? small slices of cheese. %ome ,ersions contain Capri %un 'rinks. .thers are calle' JCracker %tackersJ an' J*un *uelJ. Bhe bo= is bright yellow an' the :uantity of foo' containe' within is small. Bhe target market for 1raft -unchables is most likely >>>>>>>>>>. a# moms of school5age chil'ren b# business people looking for a :uick snack c# business tra,elers '# teenagers e# seniors Ans) a *ee'back) A target market is a specific group of potential consumers towar' which an organi4ation 'irects its marketing program. 2n this case -unchables is targete' towar' moms of school5age chil'ren to be use' for the chil'renHs lunch. &age) 1 -earning .b/ecti,e) 0

;A. .ne or more specific groups of potential consumers towar' which an organi4ation 'irects its marketing program is a >>>>>>>>>>. a# mass market b# tangent market c# market aggregation '# target market e# promotional market Ans) ' &age) 10 -earning .b/ecti,e) 0 ;C. Which of the following woul' be the 6(%B the target market for tickets to the home games of *C Bokyo professional football team" a# All people in the Bokyo area b# All people in $apan c# All men in $apan '# &eople in the Bokyo area with an interest in professional football e# All people in $apan with an interest in professional football Ans) ' *ee'back) .nly alternati,e ' 'escribes people with both the 'esire an' ability to easily atten' games in Bokyo? *C BokyoHs target market for home games. &age) 10? 1 -earning .b/ecti,e) 0 ;!. Which of the following is the 6(%B 'escription of the target market for the latest Iisney animate' mo,ie" a# (,eryone who can affor' to buy a mo,ie ticket b# (,eryone who likes mo,ies c# &rofessionals who are parents of chil'ren between the ages of A an' 10 '# &eople who collect mo,ie memorabilia e# &eople who li,e near a mo,ie theater Ans) c *ee'back) Alternati,e c best 'escribes people with the ability an' the 'esire to atten' the Iisney mo,ie. &age) 10? 1 -earning .b/ecti,e) 0 ;D. Which of the following groups shoul' be the -(A%B likely target market for a company pro'ucing canne' foo's in single ser,ing si4es" a# %ingle a'ults b# %chool kitchens c# Campers '# %enior citi4ens e# Ven'ing machine owners Ans) b *ee'back) .f the possible markets liste' abo,e single ser,ing cans meet a special nee' for singles? campers? senior citi4ens an'? ,en'ing machines? the nee' being small? compact ser,ings. %chool kitchens tra'itionally ser,e large :uantities of foo' so the small si4e? though it coul' be use'? woul' not satisfy a specific nee'.

&age) 10? 1 -earning .b/ecti,e) 0 A0. B9M2 bran' briefcases are ,ery e=pensi,e? high5en' briefcases? generally sol' in specialty luggage shops. Which of the following groups woul' be the most likely target market for B9M2 bran' briefcases" a# &olice officers b# (=ecuti,es c# Construction workers '# &ostal workers e# %tu'ents Ans) b *ee'back) Any of the people in the alternati,es coul' use a briefcase. 7owe,er? as a group? e=ecuti,es woul' inclu'e the greatest number of people with the greatest regular nee' for a briefcase. (=ecuti,es woul' also likely ha,e the ability to purchase one of these briefcases. &age) 10? 1 -earning .b/ecti,e) 0 A1. Which of the following groups woul' be the most likely target market for the Boyota 7ighlan'er fuel hybri' %9V" a# <oung single people b# &eople concerne' with fuel efficiency c# &eople who want to 'ri,e %9Vs '# &eople who want to 'ri,e fuel5efficient %9Vs e# Retirees Ans) ' *ee'back) Any of the people in the alternati,es coul' 'ri,e a fuel5hybri' %9V. 7owe,er? as a group? people who want to 'ri,e fuel5efficient %9Vs are the most likely target market. &age) 10? 1 -earning .b/ecti,e) 0 A0. A local uni,ersity offers business courses for a specific target market compose' of people who are currently working who want to take refresher courses or work towar' further 'egrees. Which of the following woul' be the most effecti,e way to communicate with the target market? bearing in min' that communication must be both effecti,e an' economical" a# &ut announcements on campus bulletin boar's b# Iistribute promotional materials 'uring classes c# A',ertise on national tele,ision '# A',ertise on local hip5hop ra'io shows e# A',ertise in the local newspaper Ans) e *ee'back) Alternati,es a? b an'? ' woul' miss the target market. Alternati,e c woul' reach many people not in the target market an' is thus too costly per e=posure. Alternati,e e is the most effecti,e an' economical of the alternati,es. &age) 10? 1 -earning .b/ecti,e) 0 A . Bhe factors un'er a marketing managerHs control@price? pro'uct? promotion an'? place@ are calle' >>>>>>>>>>. a# en,ironmental factors

b# the marketing program c# the marketing mi= '# the marketing concept e# the four utilities Ans) c &age) 10? 1 -earning .b/ecti,e) A3. Bhe four &s are commonly known as >>>>>>>>>>. a# the en,ironmental or uncontrollable factors b# the en,ironmental or controllable factors c# the marketing mi= or controllable factors '# the marketing mi= or uncontrollable factors e# pro'uct? price? promotion an'? process Ans) c &age) 10? 1 -earning .b/ecti,e) A;. Which of the following woul' a marketer use as a synonym for controllable marketing mi= factors" a# Bhe fi,e e=ternal en,ironmental forces b# Macromarketing forces c# Bhe fi,e Cs '# Bhe four &s e# &rice? pro'uct? pro'uction an'? promotion Ans) ' &age) 10? 1 -earning .b/ecti,e) AA. Bhe four &s of the marketing mi= are >>>>>>>>>>. a# personnel? priorities? placement an'? profits b# promotion? pro'uct? personnel an'? place c# pro'uct? place? pro'uction an'? promotion '# pro'uct? promotion? price an'? place e# profitability? pro'ucti,ity? personnel an'? packaging Ans) ' *ee'back) Bhe four &s are the marketing managerHs controllable factors that can be use' to sol,e a marketing problem. &age) 10? 1 -earning .b/ecti,e) AC. $akubowski *arms Lourmet 6rea' 6ase is the bran' name for a mi= 'esigne' for use in brea' machines. Bhe mi=es are sol' in 05poun' canisters for F13. DD plus postage. Bhe pro'ucts are only a,ailable through the mail. &eople learn about the pro'uct through wor'5of5 mouth an' through brea' machine 'emonstrations the companyHs foun'er gi,es to groups in the area of Wisconsin where she li,es. Bhis is a 'escription of the companyHs >>>>>>>>>>. a# action plan b# market segmentation strategy c# mission statement '# marketing mi=

e# target market Ans) ' *ee'back) Bhe brea' mi= is the pro'uct. Bhe place is through the mail. Bhe price is F13. DD plus postage. Bhe promotion is wor'5of5mouth an' public 'emonstrations. Bhese four factors are the marketing mi=@pro'uct? place? price an'? promotion. &age) 101? 1 -earning .b/ecti,e) A!. Bhe owners of .l' %chool 6ran' Authentic Anti:ue *oo's researche' Ci,il War recor's to come up with recipes use' in the ol'5fashione' cookies the company pro'uces an' markets. Bhis statement 'eals with which part of the marketing mi=" a# &ro'uct b# &rocess c# &rice '# &lace e# &romotion Ans) a *ee'back) A pro'uct is a goo'? ser,ice or? i'ea to satisfy consumer nee's? so a cookie is an e=ample of a pro'uct. &age) 10? 1 -earning .b/ecti,e) AD. Which element of the marketing mi= is 'emonstrate' when the Mars Company has a sale on M&MsN bran' can'ies" a# &ro'uct b# &rice c# &romotion '# &lace e# &ro'uction Ans) b *ee'back) Bhe price is what is e=change' for the pro'uct? in this case the sale lowers the price of the pro'uct. &age) 10? 1 -earning .b/ecti,e) C0. Bhe owners of .l' %chool 6ran' Authentic Anti:ue *oo's researche' Ci,il War recor's to come up with recipes for the ol'5fashione' pro'ucts they market. Concern about the >>>>>>>>>> element of the marketing mi= woul' make them eager to be feature' in an upcoming e'ition of Baste of 7ome maga4ine. a# pro'uct b# price c# promotion '# place e# pro'uction Ans) c *ee'back) &romotion is a means of communication between the seller an' buyer. Baste of 7ome maga4ine woul' likely appeal to the target market for ol'5fashione' foo' pro'ucts. &age) 10? 1 -earning .b/ecti,e)

C1. Bhe element of the marketing mi= 'emonstrate' when a company places an a' in the <ellow &ages is >>>>>>>>>>. a# pro'uct b# price c# promotion '# place e# process Ans) c *ee'back) &romotion is a means of communication between the seller an' buyer? such as <ellow &ages a',ertising. &age) 10? 1 -earning .b/ecti,e) C0. Bhe element of the marketing mi= 'emonstrate' when an art gallery suggests a F0. 00 'onation at the 'oor is >>>>>>>>>>. a# pro'uct b# price c# promotion '# place e# pro'uction Ans) b *ee'back) &rice is what is e=change' for the pro'uct@in this case? access to an art gallery. &age) 10? 1 -earning .b/ecti,e) C . Bo atten' the winter concert presente' by the community chorus? e,ery person ha' to 'onate one unwrappe' toy at the concert hall 'oor. Bhis statement is most closely relate' to the >>>>>>>>>> element of the marketing mi=. a# pro'uct b# process c# price '# place e# promotion Ans) c *ee'back) &rice is what is e=change' for the pro'uct@in this case? access to the concert. Bhe toy 'onation was e=change' for the pri,ilege of listening to the music. &age) 10? 1 -earning .b/ecti,e) C3. Bhe element of the marketing mi= 'emonstrate' when a newspaper carrier throws a paper on the front porch is >>>>>>>>>>. a# pro'uct b# price c# promotion '# place e# process Ans) ' *ee'back) &lace refers to the means of getting the pro'uct to the consumer. &age) 0? 1 -earning .b/ecti,e)

C;. Bhe ability to buy a so'a from a ,en'ing machine 'emonstrates which element of the marketing mi=" a# &ro'uct b# &rice c# &romotion '# &lace e# &rocess Ans) ' *ee'back) &lace refers to the means of getting the pro'uct to the consumer. &age) 10? 1 -earning .b/ecti,e) CA. With to'ayHs cell phones? you can watch the news? shoot ,i'eos? check the internet? take pictures an'? listen to music. 6ecause of these new features? consumers may want to replace their e=isting phone with a new mo'el or bran'. Bhis increase in 'eman' is in part 'ue to changes in >>>>>>>>>>>? an en,ironmental force. a# the competiti,e lan'scape b# social forces c# technology '# regulations e# the economy Ans) c *ee'back) Bhe en,ironmental forces in a marketing 'ecision are the uncontrollable factors in,ol,ing social? economic? technological? competiti,e an'? regulatory forces. &age) 10? 1 -earning .b/ecti,e) CC. *orces that are largely beyon' the control of the marketing 'epartment an' its organi4ation are calle' >>>>>>>>>>. a# the four &s b# the marketing mi= c# controllable factors '# en,ironmental factors e# utilities Ans) ' *ee'back) Bhe en,ironmental forces in a marketing 'ecision are the uncontrollable factors in,ol,ing social? economic? technological? competiti,e an'? regulatory forces. &age) 10? 1 -earning .b/ecti,e) C!. Bhe fi,e ma/or en,ironmental forces consi'ere' in marketing are >>>>>>>>>>. a# air? water? soil? mineral an'? gas b# consumer? retailer? manufacturer organi4ation an'? society as a whole c# pro'uct? price? promotion? place an'? process '# social? technological? economic? competiti,e an'? regulatory e# natural resources? weather? social awareness? economic factors an'? regulation Ans) ' &age) 10? 1 -earning .b/ecti,e)

CD. Which of the following statements about en,ironmental forces is true" a# (n,ironmental forces may restrict an organi4ationHs opportunities b# (n,ironmental forces may e=pan' an organi4ationHs opportunities c# (n,ironmental forces are also calle' uncontrollable factors '# (n,ironmental forces inclu'e social? economic? technological? competiti,e an'? regulatory forces e# All of the abo,e statements about en,ironmental forces are true Ans) e *ee'back) Bhe fi,e en,ironmental forces may ser,e as accelerators or brakes on marketing? sometimes e=pan'ing an organi4ationHs marketing opportunities an' other times? restricting them. &age) 10? 1 -earning .b/ecti,e) !0. Which of the following statements 'escribes an en,ironmental force" a# Bupperware has more than 000?000 in'epen'ent contractor 'ealers who market its entire pro'uct line b# A car battery comes with a lifetime guarantee c# An automobile offers a F;00. 00 rebate '# %e,eral Asian countries ha,e legislation re:uiring chil'ren un'er four to use car seats e# A ma/or bottler offers a 105cent refun' on returnable bottles Ans) ' *ee'back) Alternati,e ' 'escribes a regulatory en,ironmental force. 2t woul' ha,e a positi,e effect for manufacturers of car seats. 2t might ha,e negati,e Ecostly# effect for 'ay care centers pro,i'ing transportation since they woul' ha,e to purchase car seats for all chil'ren in their care un'er the age of four. &age) 1 -earning .b/ecti,e) !1. Which of the following en,ironmental forceEs# coul' ha,e cause' 7on'a to 'eci'e to buil' a manufacturing plant in Bhailan' instea' of continuing to e=port their cars from $apan" a# A growing tren' in the Bhailan' to J6uy BhaiJ b# Bhe success of Boyota in manufacturing Camry in 6angkok c# A 'ecline in the ,alue of the Bhai 6aht relati,e to the $apanese yen '# 2ncrease' pressure from Bhai.politicians for more restricti,e :uotas on $apanese car imports e# All of the abo,e Ans) e *ee'back) Bhe i'entifie' e=amples represent in or'er social? competiti,e? economic an'? regulatory uncontrollable or en,ironmental forces that are not controllable by 7on'a but coul' influence its 'ecision to buil' a plant in Bhailan'. &age) 10? 1 -earning .b/ecti,e) !0. Lo,ernment legislation restricting 2nternet alcohol sales woul' affect on5line sellers such as Virtual Vineyar's. *or Virtual Vineyar's? this legislation woul' be an e=ample of aEn# >>>>>>>>>> force. a# en,ironmental b# promotional

c# process '# price e# technological Ans) a *ee'back) Lo,ernment regulation is generally consi'ere' to be one of the uncontrollable or en,ironmental forces that inclu'e social? technological? economic? competiti,e an'? regulatory forces. &age) 10? 1 -earning .b/ecti,e) ! . After years of resistance? the &eopleHs Republic of China finally allowe' Coca5Cola to import soft 'rinks into the country. Bhe import restriction was an e=ample of what is calle' in marketing an uncontrollable or? >>>>>>>>>>> force because it relates to forces outsi'e the marketing company. a# en,ironmental b# technological c# epistemological '# heuristic e# synergistic Ans) a *ee'back) Lo,ernment regulation is generally consi'ere' to be one of the uncontrollable or en,ironmental forces that inclu'e social? technological? economic? competiti,e an'? regulatory forces. &age) 10? 1 -earning .b/ecti,e) !3. Many large consulting firms are beginning to sponsor Jwomen5onlyJ networking e,ents. Bhe purpose of these e,ents is to offer an opportunity for women in management to network with other women? either clients or mentorsKprotOgOs. Bhis is an e=ample of how >>>>>>>>>>? an en,ironmental force is impacting the work en,ironment. a# economics b# social tren's c# technology '# competiti,e forces e# legal forces Ans) b *ee'back) Bhere are increasing numbers of women in the workforce? a social tren'. Bhese networking e,ents help women who are a',ancing up the corporate la''er to become connecte' to other women in business. &age) 10? 1 -earning .b/ecti,e) !;. Bhe uni:ue combination of benefits recei,e' by targete' buyers that inclu'es :uality? con,enience? on5time 'eli,ery an'? both before5sale an' after5sale ser,ice at a specific price calle' >>>>>>>>>>. a# target marketing b# benefit segmentation c# customer ,alue '# customer satisfaction e# pro'uct 'issonance

Ans) c &age) 1 ? 13 -earning .b/ecti,e) 3 !A. 2f you e,er talk to anyone who has flown on %ingapore Air? you will no 'oubt hear that in'i,i'ual praise the foo' that was ser,e' 'uring the flight? the frien'liness of the air stewar's an'? the comfortable surroun'ings. *rom this 'escription? you can surmise %ingapore Air creates customer ,alue by pro,i'ing its customers with >>>>>>>>>>. a# the best ser,ice b# the most con,enient flight sche'ules c# the best price '# the best airport e=perience e# all of the abo,e Ans) a *ee'back) .utstan'ing customer ,alue is 'eli,ere' through the implementation of one of three ,alue strategies@best price? best ,alue or? best ser,ice. 8ote that this :uestion 'oes not consi'er price or flight sche'ules. &age) 1 51; -earning .b/ecti,e) 3 !C. Customer ,alue emphasi4es which of the following" a# Con,enience b# &rice c# Puality '# %er,ice Ebefore5sale an' after5sale# e# All of the abo,e Ans) e *ee'back) Customer ,alue is the uni:ue combination of benefits recei,e' by targete' buyers that inclu'es :uality? price? con,enience? on5time 'eli,ery an'? both before5sale an' after5sale ser,ice. &age) 1 51; -earning .b/ecti,e) 3 !!. Which of the following statements about customer ,alue is most true" a# *irms gain loyal customers by pro,i'ing uni:ue ,alue b# -oyal customers are less profitable c# Research suggests that all firms can pro,i'e ,alue to e,eryone '# 2t is impossible to place a 'ollar ,alue on a loyal? satisfie' customer e# .ne of the three ma/or ,alue strategies is best 'eli,ery Ans) a *ee'back) Bhat firms gain loyal customers by pro,i'ing uni:ue ,alue is the essence of successful marketing. &age) 1 51; -earning .b/ecti,e) 3 !D. >>>>>>>>>> links the organi4ation to its in'i,i'ual customers? employees? suppliers an' other partners for their mutual long5term benefits. a# A marketing chain b# 7olistic marketing c# %ynergistic marketing

'# Relationship marketing e# Responsi,e marketing Ans) ' &age) 13 -earning .b/ecti,e) 3 D0. 2n the nonprofit worl' of the performing arts? bo= office technology has essentially remaine' the same since the 1D!0s. A company name' Bessitura is trying to change that. Bessitura is able to track e,ery transaction with patrons on one 'atabase@from tickets an' fun'5raising to ,olunteering an' gift shop purchases. Bhis technology will allow arts groups to 'e,elop 'etaile' customer profiles? which helps symphonies? operas an'? theaters tailor their sales pitches to in'i,i'uals. 2n other wor's? Bessitura is going to allow arts groups to engage in >>>>>>>>>>. a# market aggregation b# relationship marketing c# in'ustry reciprocity '# customer aesthetics e# none of the abo,e Ans) b *ee'back) Relationship marketing links the organi4ation to its in'i,i'ual customers? employees? suppliers an'? other partners for their mutual long5term benefits. &age) 13 -earning .b/ecti,e) 3 D1. Accenture --& is a global partner5ser,ices of %A&? a lea'ing ,en'or of (R& Eenterprise resource planning# business software. Bhese two organi4ations hope to benefit from >>>>>>>>>>. a# relationship marketing b# competition c# the !0K00 principle '# customer ,aluation e# a marketing chain Ans) a *ee'back) Relationship marketing links the organi4ation to its in'i,i'ual customers? employees? suppliers an'? other partners for their mutual long5term benefits. &age) 13 -earning .b/ecti,e) 3 D0. A business tra,eler /oine' the %tarwoo' &referre' Luest &rogram in or'er to earn points each time he staye' o,ernight in a Westin or %heraton hotel. .nce he has accumulate' enough points? he can tra'e his points in for a free nightHs stay. As a member of this program? the tra,eler recei,es perio'ic up'ates on new hotels an' learns of ways to earn a''itional points. Bhis is an e=ample of >>>>>>>>>>. a# relationship marketing b# marketing entropy c# the !0K00 principle '# customer ,aluation e# a marketing chain Ans) a

*ee'back) Relationship marketing links the organi4ation to its in'i,i'ual customers? employees? suppliers an'? other partners for their mutual long5term benefits. &age) 13 -earning .b/ecti,e) 3 D . Which of the following statements about relationship marketing is most true" a# Relationship marketing has a short5term focus on increasing profits b# Relationship marketing is easy to implement c# Relationship marketing is more effecti,e when there is a personal? ongoing relationship between in'i,i'uals in the selling an' buying organi4ations '# Very few companies to'ay are engage' in relationship marketing e# Bhe 2nternet is an i'eal forum for relationship marketing Ans) c *ee'back) Relationship marketing is more effecti,e when there is a personal? ongoing relationship between in'i,i'uals in the selling an' buying organi4ations. .ne of the characteristics of relationship marketing is its long5term focus. Relationship marketing is 'ifficult to implement. Many companies use relationship marketing. 2t is 'ifficult to engage in relationship marketing on the 2nternet because it lacks the personal touch. &age) 13 -earning .b/ecti,e) 3 D3. Which of the following businesses is -(A%B likely to be able to engage in relationship marketing" a# A beach shop that sells tourist mementos b# A local restaurant that speciali4es in home cooking c# A con,enience store '# A mo,ie theater e# A ,eterinarian Ans) a *ee'back) Alternati,es b? c? ' an'? e 'escribe businesses that can count on multiple ,isits from its customers. 2t is unlikely that a tourist woul' make more than one or two ,isits to a shop selling items for the tourist market? thus it woul' be nearly impossible to engage in relationship marketing between the shop an' the tourist. &age) 13 -earning .b/ecti,e) 3 D;. Which of the following acts as a barrier to the 'e,elopment of relationship marketing" a# Bhe large number of one5to5one relationships customers are aske' to sustain b# Bhe large number of pro'ucts on the market c# Bhe increasing number of retail stores that are closing '# Bhe changing regulatory en,ironment e# Iilute' cultural 'i,ersity Ans) a *ee'back) Researchers obser,e that the number of one5on5one relationships that companies ask consumers to maintain is untenable. &age) 1351; -earning .b/ecti,e) 3 DA. Which of the following acts as a barrier to the 'e,elopment of relationship marketing" a# Changes in the 'emographic nature of society

b# Bhe e,er5increasing usage of the 2nternet for consumer purchases c# Bhe onset of new cultural tra'itions '# A population with a me'ian age of ;0 e# Recent terroristsH acti,ities Ans) b *ee'back) With to'ayHs 2nternet purchases? you will probably ha,e 'ifficulty achie,ing the same personal? ten'er5lo,ing5care connection that you once ha' with your own special book or music store. &age) 1351; -earning .b/ecti,e) 3 DC. A >>>>>>>>>> is a plan that integrates the marketing mi= to pro,i'e a goo'? ser,ice or? i'ea to prospecti,e buyers. a# marketing strategy b# marketing program c# macromarketing program '# micromarketing program e# sales promotion Ans) b &age) 1351A -earning .b/ecti,e) 3 D!. After an assessment of nee's? a marketing manager must translate i'eas from consumers into concepts for pro'ucts that a firm may 'e,elop. Bhe concepts must then be con,erte' into a tangible >>>>>>>>>>. a# marketing strategy b# marketing program c# macromarketing program '# micromarketing program e# marketing concept Ans) b *ee'back) (ffecti,e relationship marketing strategies help marketing managers 'isco,er what prospecti,e customers nee'. Bhey must translate this information into some concepts for pro'ucts the firm might 'e,elop. Bhese concepts must then be con,erte' into a tangible marketing program. &age) 1351A -earning .b/ecti,e) 3 DD. After 'isco,ering consumersH nee's? marketingHs ne=t task is to >>>>>>>>>>. a# create a target market mission statement b# 'etermine consumer 'emographics c# translate information about consumer nee's into pro'ucts that stimulate further 'isco,ery of consumer nee's '# 'esign pro'uct prototypes e# 'e,elop a ,alue strategy Ans) c *ee'back) A marketing program is 'efine' as a plan that integrates the marketing mi= to pro,i'e a goo'? ser,ice or? i'ea to prospecti,e buyers. Consumer nee's trigger pro'uct concepts that are translate' into actual pro'ucts that stimulate further 'isco,ery of consumer nee's.

&age) 1;51C -earning .b/ecti,e) 3 100. %ingapore Airlines get to know their customers an' un'erstan' their nee's an' wants by >>>>>>>>>>. a# get fee'back from a ran'om sample of passengers in its flights b# carefully stu'y benchmarking stu'ies carrie' out by 2nternational Air Bransport A Association c# sen' out researchers to check on competitors+ airlines an' their flights '# track an' analy4es all the fee'back it recei,es e# all of the abo,e Ans: e *ee'back) %ingapore Airlines uses 'i,erse metho's to get to know their customers an' their nee's an' wants. &age) 1; -earning .b/ecti,e) 0 101. %ingapore Airlines get ahea' of competitors by >>>>>>>>>>. a# focusing on the basic functionality of air tra,el b# negotiating aggressi,ely for lan'ing rights in ma/or cities an' countries c# buying new planes an' selling ol'er planes '# e=amining the current lifestyles of customers an' trying to anticipate their future lifestyles e# focusing on bran'ing an' utili4ing the concept of the %ingapore Lirl Ans: d *ee'back) 9n'erstan'ing customer nee's an' wants an' anticipating their future re:uirements is key to achie,ing competiti,e a',antages. &age) 1A -earning .b/ecti,e) 0 100. Bo better un'erstan' its customers? what main action is carrie' out by %ingapore Airlines" a# Breat all its customers as one group an' 'o e=tensi,e research on them. b# Ii,i'e its customers into three groups an' e=amine the 'ifferent nee's an' wants of each group c# &urchase sur,eys un'ertaken by 2nternational Air Bransport Association on passenger beha,iors of all groups '# *ocus on business customers an' 'o regular focus groups on them e# *ocus on fre:uent tra,elers an' e=amine its 'atabase of these tra,ellers Ans: b *ee'back) Bhis is the practice of 'ifferentiate' marketing an' in,ol,es e=amining 'ifferent customer groups separately to un'erstan' their 'ifferent nee's an' wants better an' then assembling 'ifferent marketing mi=es for each group. &age) 1A -earning .b/ecti,e) 3 10 . %ingapore Airlines a'opt which core strategy" a# Iifferentiation b# Mass c# 8iche '# Cost -ea'ership

e# *ocus Ans: a *ee'back) %ingapore Airlines a'opt the 'ifferentiation strategy un'er the generic strategy framework 'e,elope' by Michael &orter. &age) 1A -earning .b/ecti,e) 3 103. Which of the following with regar' to %ingapore Airlines+ air stewar'esses is true" a# Bhey ha,e to get their super,isors+ appro,al before atten'ing to customers+ special re:uests b# Bhey ha,e to follow strict stan'ar' operating proce'ures c# Bhey are gi,en the authority to make 'ecisions an' take actions in relation to customers+ re:uests or complaints '# Bhey are traine' to gently tell customers Qno+ for 'ifficult re:uests e# Bhey are young an' so more easily traine' to follow or'ers Ans: c *ee'back) %ingapore Airlines stewar'esses are gi,en 'iscretion an' empowerment to 'o their /ob. Bhis is one reason for their ser,ice e=cellence. &age) 1A -earning .b/ecti,e) 3 10;. %ingapore Airlines belie,e non5stop 'irect flights appeal more to which group of tra,elers" a# 6usiness tra,elers b# 2n'i,i'ual leisure tra,elers c# Lroup tour tra,elers '# %tu'ents e# Retire' Ans: a *ee'back) 6usiness tra,ellers will benefit most from non5stop 'irect flights an' they will be most willing to pay more for such flights Esince they can get their company to pay for business trips#. &age) 1C -earning .b/ecti,e) 3 10A. *or group tours? %ingapore Airlines shoul' focus their marketing an' selling efforts on >>>>>>>>>>. a# stu'ents b# young people c# retire' people '# tra,el agents e# go,ernment 'epartments Ans: d *ee'back) (n' consumers usually book group tours through tra,el agents? so airlines shoul' focus their marketing efforts on tra,el agents. &age) 1C51! -earning .b/ecti,e) 3 10C. 2f you wante' a new pair of shoes 'uring the Ci,il War? you trace' the outline of your foot on a piece of paper an' ga,e it to a shoemaker. Bhere was no 'istinction between right

an' left foot because you wante' your shoes as :uickly as possible an' the shoemaker knew that you woul' buy them e,en if they /ust sort of fit. Bhis is an e=ample of a transaction that woul' ha,e occurre' 'uring the >>>>>>>>>> era in business history. a# pro'uction b# sales c# marketing concept '# societal marketing concept e# market orientation Ans: a *ee'back) 2n the pro'uction era in business history goo's were scarce an' buyers were willing to accept ,irtually any goo's that were pro'uce' an' make 'o with them as best they coul'. Bhe central notion was that pro'ucts woul' sell themsel,es? so the ma/or concern of business firms was pro'uction? not marketing. &age) 1D -earning .b/ecti,e) ; 10!. Iuring the >>>>>>>>>> era in 9.%. business history? the primary function of the &illsbury Company was to mill :uality flour. a# pro'uction b# sales c# marketing concept '# societal marketing concept e# market orientation Ans) a *ee'back) Robert 1eith? a &illsbury presi'ent? 'escribe' his company at this stage) JWe are professional flour millers. ....ur basic function is to mill :uality flour. JBhis sort of thinking typifie' the pro'uction era. &age) 1D -earning .b/ecti,e) ; 10D. Although it was thought in the 1Dth century that pro'uction creates its own 'eman'? by the early 00th century American? (uropean an' $apanese companies began to pro'uce more goo's than their regular buyers coul' consume. At the same time? competition became more significantG the usual solution was to hire more salespeople to fin' new buyers. Bhis 'escribes the >>>>>>>>>> era. a# pro'uct b# pro'uction c# sales '# marketing concept e# market orientation Ans) c *ee'back) Iuring the sales era many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1D -earning .b/ecti,e) ; 110. Iuring an' after Worl' War 22? Matsushita ha' to compete with %anyo an' foreign pro'ucers for or'ers of pro'ucts such as electrical components an' appliances. While 'eman' kept up with pro'uction at first? sales force was nee'e' to sell e=cess pro'uct to

manufacturing companies in the area. Bhis is a goo' e=ample of beha,ior one woul' e=pect in the >>>>>>>>>> era of $apan+s business history. a# marketing concept b# market orientation c# pro'uction '# sales e# societal marketing concept Ans) ' *ee'back) Iuring the sales era many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1D -earning .b/ecti,e) ; 111. Which of the following statements is the primary reason that e=plains why $apanese an' Asian businesses mo,e' from the pro'uction era to the sales era" a# Bhe population was mo,ing away from urban areas b# Bhere were too many customers to ser,e c# Competition grew an' the pro'uction of goo's increase' '# A',ertising was becoming a ma/or marketing force e# Bechnology was in a 'ormant stage Ans) c *ee'back) Iuring the pro'uction era firms coul' sell as many pro'ucts as they coul' manufacture. 7owe,er? 'uring the sales era many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1D -earning .b/ecti,e) ; 110. 2magine a confectionary company has intro'uce' a new nutty can'y bar 'uring the 1D 0s. Which of the following statements woul' you most likely e=pect management to make if sales of this new can'y bar were much lower than e=pecte'" a# WeH' better 'o some market testing to 'etermine why people are 'issatisfie' b# &erhaps we shoul' make can'y bars with raisins c# -etHs put more aggressi,e salespeople in the fiel' '# -etHs forget the whole thing e# IonHt worry about itG weHre the largest can'y manufacturer in the area. %ooner or later theyHll get hungry enough that theyHll come to us Ans) c *ee'back) Iuring the sales era many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1! -earning .b/ecti,e) ; 11 . Bhe perio' of $apanese business history when firms coul' pro'uce more than they coul' sell an' the focus was on hiring more salespeople to seek out new markets an' customers was the >>>>>>>>>> era. a# marketing concept b# pro'uction

c# sales '# societal marketing concept e# consumerism Ans) c *ee'back) Iuring the sales era? many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1D -earning .b/ecti,e) ; 113. Bhe >>>>>>>>>> is the i'ea that an organi4ation shoul' E1# stri,e to satisfy the nee's of consumers E0# while also trying to achie,e the organi4ationHs goals. a# concept of synergy b# marketing concept c# principle of consumerism '# societal marketing concept e# consumer5organi4ational concept Ans) b &age) 1D -earning .b/ecti,e) ; 11;. JWe are in the business of satisfying nee's an' wants of consumersJ is a statement that e=emplifies what has come to be known as the >>>>>>>>>>. a# har'5sell strategy b# soft5sell strategy c# sales concept '# marketing concept e# marketing mi= An') I *ee'back) 2n the 1DA0s? marketing became the moti,ating force among many American firms. Bhen the policy became? Jwe are in the business of satisfying nee's an' wants of consumersJ. Bhis is really a brief statement of what has come to be known as the marketing concept? the i'ea that an organi4ation shoul' E1# stri,e to satisfy the nee's of consumers E0# while also trying to achie,e the organi4ationHs goals. &age) 1D -earning .b/ecti,e) ; 11A. 2n 1D;0? Leneral (lectricHs annual report containe' this statement) JBhe concept intro'ucesmarketingat the beginning rather than the en' of the pro'uction cycle an' integrates marketing into each phase of the businessJ. Bhis is a brief statement of what has come to be known as the >>>>>>>>>>. a# har'5sell strategy b# soft5sell strategy c# sales concept '# marketing concept e# marketing mi= Ans) ' *ee'back) Bhe statement of a firmHs commitment to satisfying consumer wants an' nee's that probably launche' the marketing concept appeare' in a 1D;0 annual report of Leneral

(lectric) JBhe concept intro'uces...Marketing...At the beginning rather than the en' of the pro'uction cycle an' integrates marketing into each phase of the businessJ. &age) 1D -earning .b/ecti,e) ; 11C. Many companies subscribe to being JgreenJ because they feel that this is ,alue' by the consumer. <et often in these same firms office computers are left on 03 hours a 'ay? office paper is not recycle' an'? employees are not encourage' to take public transportation to work. Bhis e=ample in'icates it is not always easy for firms to act in accor'ance with the >>>>>>>>>>. a# marketing concept b# marketing mi= c# organi4ational strategy '# en,ironmental strategy e# green strategy Ans) a *ee'back) Bhe marketing concept is the i'ea that an organi4ation shoul' E1# stri,e to satisfy the wants of consumers E0# while also trying to achie,e the organi4ationHs goals. 2n this e=ample the organi4ation woul' like consumers to ,iew it as green? yet it is unable to carry out policies that will help achie,e that goal. &age) 1D500 -earning .b/ecti,e) ; 11!. Which of the following statements about the marketing concept era is true" a# Iuring the marketing concept era? companies trie' to satisfy the nee's of consumers while also achie,ing the organi4ationHs goals b# Iuring the marketing concept era? companies trie' to satisfy the wants of the consumer no matter what c# Iuring the marketing concept era? companies belie,e' if you pro'uce' as much as you can? at the highest :uality le,el? for the lowest price? the pro'uct will sell itself '# All Asian firms are now operating with a marketing concept era philosophy e# Bhe marketing concept era can actually trace its roots to early Lreek culture Ans) a *ee'back) Bhe marketing concept is the i'ea that an organi4ation shoul' E1# stri,e to satisfy the wants of consumers E0# while also trying to achie,e the organi4ationHs goals. &age) 1D500 -earning .b/ecti,e) ; 11D. Which of the following terms best 'escribes the marketing concept era" a# &ro'uction oriente' b# %ales oriente' c# %ociety oriente' '# Consumer oriente' e# Competition oriente' Ans) ' *ee'back) Bhe marketing concept is the i'ea that an organi4ation shoul' E1# stri,e to satisfy the wants of consumers E0# while also trying to achie,e the organi4ationHs goals. &age) 1D500 -earning .b/ecti,e) ;

100. Bhe Asian business perio' that attempts to satisfy consumer nee's while achie,ing organi4ational goals is calle' the >>>>>>>>>> era. a# sales b# pro'uction c# marketing concept '# societal marketing concept e# consumerism Ans) c *ee'back) 2n the 1DA0s? marketing became the moti,ating force among many Asian firms. Bhe policy of those seeking to satisfy the nee's an' wants of consumers while achie,ing organi4ational goals has come to be known as the marketing concept. &age) 1D500 -earning .b/ecti,e) ; 101. Which era of Asian business history 'oes the following statement best 'escribe" JWe are in the business of satisfying nee's an' wants of consumersJ. a# Bhe pro'uction era b# Bhe sales era c# Bhe marketing concept era '# Bhe marketing orientation era e# Bhe societal marketing era Ans) c *ee'back) 2n the 1DA0s? marketing became the moti,ating force among many Asian firms. Bhe policy of those seeking to satisfy the nee's an' wants of consumers while achie,ing organi4ational goals has come to be known as the marketing concept. &age) 1D500 -earning .b/ecti,e) ; 100. 2n the perio' known as the >>>>>>>>>> era? Leneral (lectric emphasi4e' that marketing i'eas are fe' into the pro'uction cycle before an item is 'esigne'? rather than after it is pro'uce'. a# pro'uction b# sales c# marketing concept '# in'ustrial re,olution e# micromarketing Ans) c *ee'back) Bhe statement of a firmHs commitment to satisfying consumer wants an' nee's that probably launche' the marketing concept appeare' in a 1D;0 annual report of Leneral (lectric) JBhe concept intro'uces...Marketing...At the beginning rather than the en' of the pro'uction cycle an' integrates marketing into each phase of the businessJ. Bhis statement emphasi4es that marketing i'eas are fe' into the pro'uction cycle before an item is 'esigne'? rather than after it is pro'uce'. &age) 1D500 -earning .b/ecti,e) ; 10 . 6eginning in the 1DA0s? many companies en'orse' the marketing concept an' 'efine' the purpose of their business as the creation an' retention of satisfie' customers. 2mplementation of the concept >>>>>>>>>>. a# occurre' as a natural outgrowth of that 'efinition of purpose

b# followe' :uickly as employees a'/uste' rapi'ly to the new orientation c# took roughly to ; years to complete '# pro,e' to be ,ery 'ifficult e# has not yet been achie,e' Ans) ' *ee'back) Clearly the marketing concept is a focus on the consumer. 9nfortunately? many companies foun' that actually implementing the concept was ,ery 'ifficult. &age) 1D500 -earning .b/ecti,e) ; 103. 2n the mo,ie? Bhe Bin Men? two ri,al salesmen engage' in a ,ariety of 'ishonest an' unethical practices in or'er to sell aluminum si'ing to homeowners. Bheir /ob was 'ifficult? in part? because the supply of aluminum si'ing surpasse' the 'eman' for the pro'uct an' competition was intense. Bhis situation is in'icati,e of the >>>>>>>>>> era of 9.%. business history. a# pro'uction b# sales c# marketing concept '# market orientation e# societal marketing Ans) b *ee'back) Iuring the sales era many firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. &age) 1D -earning .b/ecti,e) ; 10;. An organi4ation that focuses its efforts on continuously collecting information about customersH nee's an' competitorsH capabilities? sharing this information across 'epartments an'? using the information to create customer ,alues is sai' to >>>>>>>>>>. a# stress the societal marketing concept b# ha,e a focus on macromarketing c# ha,e a nonprofit orientation '# ha,e a market orientation e# be utili4ing consumerism Ans) ' *ee'back) An organi4ation that has a market orientation focuses its efforts on E1# continuously collecting information about customersH nee's? E0# sharing this information across 'epartments an'? E # using it to create customer ,alue. &age) 00 -earning .b/ecti,e) ; 10A. Bo'ayHs >>>>>>>>>> era is one in which firms seek continuously to satisfy the high e=pectations of customers. a# pro'uction b# sales c# marketing concept '# customer relationship e# green marketing Ans) '

*ee'back) An organi4ation that has a market orientation focuses its efforts on E1# continuously collecting information about customersH nee's? E0# sharing this information across 'epartments an'? E # using it to create customer ,alue. Bhe result is to'ayHs Jcustomer relationship eraJ? in which firms seek continuously to satisfy the high e=pectations of customers. &age) 00 -earning .b/ecti,e) ; 10C. >>>>>>>>>> is the process of i'entifying prospecti,e buyers? un'erstan'ing them intimately an'? 'e,eloping fa,orable long5term perceptions of the organi4ation an' its offerings so that buyers will choose them in the marketplace. a# *le=ible marketing b# Iatabase warehouse management c# Customer relationship management '# Competiti,e intelligence gathering e# Customer orientation Ans) c &age) 00 -earning .b/ecti,e) ; 10!. %ingapore 8ational 1i'ney *oun'ation E%81*#? like many charities is? sitting on a gol' mine of 'onor 'ata. -ocke' up in its computer an' paper files are recor's of millions of companies? groups an'? in'i,i'uals that ha,e 'onate' in past years. Also like most philanthropic organi4ations? %81* was ha,ing a rough time using that information efficiently. 2t coul' blanket past 'onors with generic mailings? but it coul' not offer its 'onors anything that woul' make a person 'onate to it instea' of other charities. Which of the following tools woul' be most useful for the nonprofit organi4ation to use" a# A fle=ible marketing system b# A 'atabase warehouse c# Customer relationship management '# Competiti,e intelligence e# A customer5oriente' marketing mi= Ans) c *ee'back) Customer relationship management ECRM# is the process of i'entifying prospecti,e buyers? un'erstan'ing them intimately an'? 'e,eloping fa,orable long5term perceptions of the organi4ation E9WLB# an' its offerings so that buyers E'onors# will choose them in the marketplace. &age) 00 -earning .b/ecti,e) ; 10D. Customer relationship management ECRM# is most closely relate' to the >>>>>>>>>> era in Asian business history. a# pro'uction b# sales c# marketing concept '# customer relationship e# societal marketing Ans) '

*ee'back) Customer relationship management is most closely relate' to the customer relationship era in 9.%. business history because it ai's businesses in practicing a market orientation. &age) 00 -earning .b/ecti,e) ; 1 0. As organi4ations ha,e change' their orientation? societyHs e=pectations of marketers ha,e also change'. Bo'ay? the emphasis of marketing practice has shifte' from >>>>>>>>>> to consumersH interests. a# social responsibility b# go,ernment regulation c# pro'ucersH interests '# suppliersH interests e# competiti,e acti,ity Ans) c *ee'back) As organi4ations ha,e change' their orientation? societyHs e=pectations of marketers ha,e also change'. Bo'ay? the stan'ar's of marketing practice ha,e shifte' from an emphasis on pro'ucersH interests to consumersH interests. &age) 1D500 -earning .b/ecti,e) ; 1 1. %ocial responsibility is >>>>>>>>>>. a# the moral principles an' ,alues that go,ern the actions an' 'ecisions of an entire group b# the i'ea that organi4ations are accountable to a larger society for their actions c# acti,ely trying to un'erstan' customer nee's an' satisfying them as well as the firmHs goals '# seeking greater influence about the :uality of pro'ucts an' the amount of information recei,e' from sellers e# the ,iew that an organi4ation shoul' 'isco,er an' satisfy the nee's of its consumers in a way that also pro,i'es for societyHs well5being Ans) b *ee'back) While many ethical issues in,ol,e only the buyer an' seller? others in,ol,e society as a whole. %ocial responsibility is the i'ea that organi4ations are accountable to a larger society. &age) 00501 -earning .b/ecti,e) ; 1 0. Which of the following most 'irectly e=plains why pharmaceutical giant &fi4er offere' low5income senior citi4ens many of its most wi'ely use' prescriptions for F1; each a month" a# Bhe profit moti,e b# Bhe social responsibility concept c# All of the competition 'oes it '# Regulations re:uire this e# Corporate 'ownsi4ing Ans) b *ee'back) %ocial responsibility is the i'ea that organi4ations are accountable to a larger society for their actions. &age) 00501 -earning .b/ecti,e) ;

1 . When (astman 1o'ak Company concerns itself with 'isposal of its film packages in national parks by promoting the slogan JBake only pictures? lea,e only footprintsJ? it is acting in accor'ance with >>>>>>>>>>. a# the profit moti,e b# the societal marketing concept c# its internal en,ironment '# its regulatory en,ironment e# corporate 'ownsi4ing Ans) b *ee'back) %ocietal marketing is the ,iew that organi4ations shoul' satisfy the nee's of consumers in a way that pro,i'es for societyHs well5being. 1o'ak is encouraging national park ,isitors to 'ispose of film packages properly? thus protecting the parks an' societyHs greater well5being. &age) 00501 -earning .b/ecti,e) ; 1 3. M inno,ators 'e,elope' %cotchbriteN 8e,er Rust Wool %oap &a's from recycle' plastic bottles. Bhese soap pa's are more e=pensi,e than competitors E%...%. An' 6rillo# but also superior to them because %cotchbrite 8e,er Rust Wool %oap &a's 'onHt rust or scratch. Bhis solution >>>>>>>>>>. a# is en,ironmentally frien'ly? socially responsible an'? competiti,e b# pro,i'es for societyHs well5being c# increases consumer ,alue '# is ethical an' socially responsible e# is accurately 'escribe' by all of the abo,e Ans) e *ee'back) With its inno,ati,e pro'uct M both offsets the costs of recycling an' increases consumer ,alue. Bhus? consumers ha,e been willing to pay a premium. &age) 00501 -earning .b/ecti,e) ; 1 ;. When you change the oil in your car yourself an' 'ump the use' oil 'own the sewer 'rain Ewhich flows into the local ri,er# base' on this information is? this a transaction between you an' the oil manufacturer" a# <es? you pai' for the oil an' can 'o as you like with it b# <es? the oil company a''s a premium to the price to pay for oil cleanup in the en,ironment c# <es? the oil will stay in the sewer an' not hurt anything '# 8o? this is an issue of social responsibility e# 8o? this is an issue between you an' your neighbors Ans) ' *ee'back) Bhe use' oil will contaminate the ri,er? so society will bear a portion of the cost of your beha,ior. Bhis e=ample illustrates the issue of social responsibility? the i'ea that organi4ations are accountable to a larger society. &age) I -earning .b/ecti,e) ; 1 A. Bhe societal marketing concept is >>>>>>>>>>. a# the moral principles an' ,alues that go,ern the actions an' 'ecisions of an entire group b# the i'ea that organi4ations are a part of a larger society an' are accountable to society for their actions

c# acti,ely trying to un'erstan' customer nee's an' satisfying them as well as the firmHs goals '# seeking greater influence about the :uality of pro'ucts an' the amount of information recei,e' from sellers e# the ,iew that an organi4ation shoul' satisfy the nee's of consumers in a way that pro,i'es for societyHs well5being Ans) e *ee'back) Marketing e=perts stress the societal marketing concept? the ,iew that organi4ations shoul' satisfy the nee's of consumers in a way that pro,i'es for societyHs well5 being. &age) 00501 -earning .b/ecti,e) ; 1 C. Bhe ,iew? which hol's that an organi4ation shoul' satisfy the nee's of consumers in a way that also pro,i'es for societyHs well being is known as >>>>>>>>>>. a# the societal marketing concept b# the marketing concept c# consumerism '# en,ironmental responsibility e# capitalism Ans) a *ee'back) Marketing e=perts stress the societal marketing concept? the ,iew that organi4ations shoul' satisfy the nee's of consumers in a way that pro,i'es for societyHs well5 being. &age) 00501 -earning .b/ecti,e) ; 1 !. >>>>>>>>>> is the stu'y of the aggregate flow of a nationHs goo's an' ser,ices to benefit society. a# Micromarketing b# Macromarketing c# %ocietal marketing '# *inancial marketing e# (conomics Ans) b &age) 01 -earning .b/ecti,e) A 1 D. Bhe 'iscipline that a''resses broa' issues such as whether marketing costs too much? whether a',ertising is wasteful an'? what resource scarcities an' pollution si'e effects result from the marketing system is calle' >>>>>>>>>>. a# micromarketing b# macromarketing c# societal marketing '# financial marketing e# the marketing concept Ans) b &age) 01 -earning .b/ecti,e) A

130. Which of the following statements best 'istinguishes between macromarketing an' micromarketing" a# Macromarketing uses a marketing program an'? micromarketing 'oes not b# Macromarketing is affecte' by en,ironmental factors? but micromarketing is not c# Micromarketing is affecte' by en,ironmental factors? but macromarketing is not '# Macromarketing looks at the flow of an entire nationHs goo's an' ser,ices an'? micromarketing concerns itself with the marketing acti,ities of an in'i,i'ual organi4ation e# Micromarketing looks at the flow of an entire nationHs goo's an' ser,ices an'? macromarketing concerns the marketing acti,ities of an in'i,i'ual organi4ation Ans) ' *ee'back) Macromarketing a''resses broa' issues such as whether marketing costs too much? while micromarketing a''resses how an in'i,i'ual organi4ation allocates its resources to benefit its customers. &age) 01 -earning .b/ecti,e) A 131. 7ow an in'i,i'ual organi4ation 'irects its marketing acti,ities an' allocates its resources to benefit its customers is known as >>>>>>>>>>. a# micromarketing b# market restructuring c# cultural marketing '# macromarketing e# megamarketing Ans) a &age) 01 -earning .b/ecti,e) A 130. Bhe te=t concentrates on what is calle' >>>>>>>>>>? which relates to how an in'i,i'ual organi4ation 'irects its marketing acti,ities an' allocates its resources to benefit its customers. a# micromarketing b# macromarketing c# marketing infrastructure '# marketing functionality e# megamarketing Ans) a &age) 01 -earning .b/ecti,e) A 13 . Which of the following groups woul' utili4e marketing" a# &rofessionals such as 'octors or lawyers b# Ma/or corporations c# 8onprofit organi4ations '# &oliticians e# All of the abo,e groups woul' use marketing Ans) e *ee'back) (,ery organi4ation markets. 6usiness firms in,ol,e' in manufacturing? retailing? pro,i'ing ser,ices an' nonprofit organi4ations engage in marketing. &laces? special e,ents or causes an'? political can'i'ates use marketing as well. &age) 01

-earning .b/ecti,e) A 133. What kin's of organi4ations engage in marketing" a# .nly those that can affor' national a',ertising b# .nly ,ery large an' establishe' nonprofit organi4ations c# (=clusi,ely *ortune 1000 companies '# (,ery organi4ation markets e# Virtually no organi4ations use marketing Ans) ' *ee'back) (,ery organi4ation markets. 6usiness firms in,ol,e' in manufacturing? retailing? pro,i'ing ser,ices an' nonprofit organi4ations engage in marketing. &laces? special e,ents or causes an'? political can'i'ates use marketing as well. &age) 01 -earning .b/ecti,e) A 13;. Which of the following organi4ations engage in marketing" a# *C Bokyo EBokyo *ootball Club# b# %ingapore %ymphonic .rchestra c# 1orean Bourism Association '# $apan e# All of the abo,e Ans) e *ee'back) (,ery organi4ation markets. 6usiness firms in,ol,e' in manufacturing? retailing? pro,i'ing ser,ices an' nonprofit organi4ations engage in marketing. &laces? special e,ents or causes an'? political can'i'ates use marketing as well. &age) 01 -earning .b/ecti,e) A 13A. Which of the following items are likely markete'" a# Boothpaste b# *inancial a',ice c# &olitical can'i'ates '# Belephone ser,ices e# All of the abo,e are likely markete' Ans) e *ee'back) Loo's? ser,ices an'? i'eas are markete'. Loo's are physical ob/ects? such as toothpaste? cameras or? computers that satisfy consumer nee's. %er,ices are intangible items such as airline trips? financial a',ice or? art museums. 2'eas are intangibles in,ol,ing thoughts about actions or causes. &age) 01 -earning .b/ecti,e) A 13C. Bhe 7ermitage is a famous Russian art museum that is suffering financial 'ifficulties as the result of lost fun'ing an' a 'ecrease in tourists. Bhe 'ecrease in ,isitors is blame' on a lack of awareness of the treasures containe' in the museum. As a result? the 7ermitageHs 'irector has use' strategic alliances to create a website where people can go an' ,iew some of the won'ers of the 7ermitage. 2t is hope' that this sampling will encourage ,isitors an' ensure the 7ermitage is able to maintain its collections. Bhe museum is aEn# >>>>>>>>>>? which is markete' through the ,irtual tours it offers online. a# goo'

b# i'ea c# ser,ice '# pro'uct e# e,ent Ans) c *ee'back) A ser,ice is an intangible item such as an airline trip? financial a',ice or? art museums like the 7ermitage. &age) 01 -earning .b/ecti,e) A 13!. Bhe people who use the goo's an' ser,ices purchase' for a househol' are calle' >>>>>>>>>>. a# organi4ational buyers b# househol' buyers c# ultimate consumers '# nonprofessional buyers e# family members Ans) c &age) 00 -earning .b/ecti,e) A 13D. What is the marketing term for people who use goo's an' ser,ices purchase' for a househol'@whether they are !0 years or ! months ol'" a# %ituational buyers b# &rimary buyers c# 9ltimate consumers '# &urchasing agents e# 6uying groups Ans) c &age) 01500 -earning .b/ecti,e) A 1;0. Bime 2nc. has publishe' a new maga4ine? All <ou? solely 'istribute' in Wal5Mart stores. Who is the ultimate consumer for this maga4ine" a# Bhe woman who buys the maga4ine to rea' at home b# Bhe woman who works at Wal5Mart an' rea's the maga4ine at work c# Bhe woman who is the Wal5Mart buyer an' purchase' the maga4ine to sell at Wal5Mart '# Bhe woman who is the salesperson for Bime 2nc. that sol' the maga4ine to Wal5Mart e# All of the abo,e are ultimate consumers of All <ou Ans) a *ee'back) An ultimate consumer is the person who uses the goo's or ser,ices purchase' for the househol'. .nly the woman in choice JaJ purchases the maga4ine to rea' at home. &age) 01500 -earning .b/ecti,e) A 1;1. Which of the following is an e=ample of an ultimate consumer" a# A newspaper reporter who buys a plane ticket to Washington? IC? to co,er the presi'ential inauguration b# A school teacher who bought a ticket to the 0000 Winter .lympics opening ceremonies in %alt -ake City

c# An office receptionist who renews the maga4ines that are foun' in the office waiting room '# A retailer who buys poster boar' to make signs for an upcoming store sale e# A lan'scaping firm employee who buys a new wheelbarrow to use to haul mulch at a new /ob site Ans) b *ee'back) An ultimate consumer is the person who uses the goo's or ser,ices purchase' themsel,es. .nly Alternati,e b 'escribes an in'i,i'ual who will not be using his or her purchase in a /ob5relate' task. &age) 00 -earning .b/ecti,e) A 1;0. 9nits such as manufacturers? retailers or? go,ernment agencies that buy for their own use or for resale are calle' >>>>>>>>>>. a# interme'iate buyers b# selling agents c# organi4ational buyers '# professional buyersH organi4ations e# manufacturing agents Ans) c &age) 00 -earning .b/ecti,e) A 1; . .rgani4ational buyers are most accurately 'escribe' as >>>>>>>>>>. a# buyers of high cost items b# buyers of househol' items c# manufacturers? retailers or? go,ernment agencies buying for their own use or for resale '# any in'i,i'ual or group making a purchase worth o,er F100?000 e# any man? woman or? chil' who uses goo's purchase' for a househol' Ans) c &age) 00 -earning .b/ecti,e) A 1;3. Which of the following is the best e=ample of an organi4ational buyer" a# A mother buying milk for her young son b# A computer programmer buying the latest game for his &laystation c# A store owner buying han'5painte' slate signs to sell in her store '# A botanist buying a rose bush for his home gar'en e# A baseball player buying a t5ball set for his 'aughter Ans) c *ee'back) .rgani4ational buyers are manufacturers? retailers or? go,ernment agencies buying for their own use or for resale. .nly Alternati,e c 'escribes an in'i,i'ual who will not use his or her purchases for personal use. &age) 00 -earning .b/ecti,e) A 1;;. (ffecti,e marketing benefits society because >>>>>>>>>>. a# it enhances competition b# it impro,es the :uality of pro'ucts an' ser,ices c# it lowers the price of :uality pro'ucts an' ser,ices '# it makes countries more competiti,e in worl' markets

e# it 'oes all of the abo,e Ans) e *ee'back) (ffecti,e marketing benefits society. 2t enhances competition? which impro,es both the :uality of pro'ucts an' ser,ices an' lowers their prices. Bhis makes countries more competiti,e in worl' markets an' pro,i'es /obs an' a higher stan'ar' of li,ing for their citi4ens. &age) 0050 -earning .b/ecti,e) A 1;A. Bhe benefits or customer ,alue recei,e' by users of a pro'uct is calle' >>>>>>>>>>. a# consumerism b# beneficial marketing c# utility '# utils e# synergy Ans) c &age) 0050 -earning .b/ecti,e) A 1;C. Bhe four utilities are >>>>>>>>>>. a# pro'uct? price? promotion an'? place b# form? place? pro'uct an'? :uality c# monopoly? monopolistic competition? pure competition an'? oligopoly '# form? place? time an'? possession e# gas? oil? electricity an'? water. Ans) ' &age) 0 -earning .b/ecti,e) A 1;!. Which of the following statements is an e=ample of form utility" a# A new motor oil container comes e:uippe' with a 'isposable pouring spout b# %tamp ,en'ing machines are locate' in 'rug stores c# A ser,ice station has a 035hour ice machine a,ailable for use e,en when the station is close' '# A waterbe' company offers si=5month financing? same as cash e# A gourmet shop offers a home 'eli,ery ser,ice Ans) a *ee'back) Bhe ,alue to consumers that comes from the pro'uction or alteration of a goo' or ser,ice constitutes form utility. Bhe 'isposable spout a''s an e=tra benefit to the original pro'uct making it more ,aluable to the consumer. &age) 0 -earning .b/ecti,e) A 1;D. Bhe ,alue to consumers that comes from the pro'uction or alteration of a goo' or ser,ice constitutes >>>>>>>>>> utility. a# time b# place c# possession '# market e# form

Ans) e &age) 0 -earning .b/ecti,e) A 1A0. Bhe owners of .l' %chool 6ran' Authentic Anti:ue *oo's researche' Ci,il War5era 'ocuments to come up with recipes for the ol'5fashione' pro'ucts the company pro'uces an' markets. Bheir concern with the authenticity of their recipes reflects a concern with >>>>>>>>>> utility. a# time b# place c# possession '# market e# form Ans) e *ee'back) Bhe ,alue to consumers that comes from the pro'uction or alteration of a goo' or ser,ice constitutes form utility. Bhe authenticity of the recipes a''s an e=tra benefit to the original pro'uct making it more ,aluable to the consumer. &age) 0 -earning .b/ecti,e) A 1A1. Bhe process of taking wool off sheep an' using it to make soft sweaters shows how manufacturing can create >>>>>>>>>> utility. a# time b# place c# possession '# market e# form Ans) e *ee'back) Bhe ,alue to consumers that comes from the pro'uction or alteration of a goo' or ser,ice constitutes form utility. Bhe pro'uction of the sweater constitutes form utility. &age) 0 -earning .b/ecti,e) A 1A0. Bhe process of turning corn into ethanol shows how manufacturing can create >>>>>>>>>> utility. a# time b# place c# possession '# market e# form Ans) e *ee'back) Bhe ,alue to consumers that comes from the pro'uction or alteration of a goo' or ser,ice constitutes form utility. Bhe pro'uction of the ethanol constitutes form utility. &age) 0 -earning .b/ecti,e) A 1A . Bhe ,alue to consumers that comes from ha,ing a goo' or ser,ice a,ailable when nee'e' constitutes >>>>>>>>>> utility. a# time b# place

c# possession '# market e# form Ans) a &age) 0 -earning .b/ecti,e) A 1A3. Bhe utility that a 'eli,ery firm pro,i'es by 'eli,ering new CI releases to music stores in time for the Bues'ay release 'ay is >>>>>>>>>>. a# time utility b# place utility c# possession utility '# market utility e# form utility Ans) e *ee'back) Bime utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable when nee'e'. Bhe 'eli,ery firm is 'eli,ering by the Bues'ay release 'ate? thus pro,i'ing ,alue to consumers that comes from ha,ing the CIs a,ailable when nee'e'. &age) 0 -earning .b/ecti,e) A 1A;. IickHs %porting Loo's carries baseballs all year aroun'. Bhe same is true for footballs an' tennis e:uipment. IickHs %porting Loo's offers >>>>>>>>>> utility for these pro'ucts. a# time b# place c# possession '# market e# form Ans) a *ee'back) Bime utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable when nee'e'. IickHs %porting Loo's offers time utility because you can purchase sporting e:uipment e,en when the sport is Jout of seasonJ. &age) 0 -earning .b/ecti,e) A 1AA. Which of the following statements is an e=ample of time utility" a# A new motor oil container comes e:uippe' with a 'isposable pouring spout b# %upermarkets are a''ing restaurants c# A ser,ice station has a 035hour ice machine a,ailable for use e,en when the station is close' '# A waterbe' company offers si=5month financing? same as cash e# Iisposable 'iapers come e:uippe' with resealable tabs Ans) c *ee'back) Bime utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable when nee'e'. Bhe ice machine allows consumers access to ice regar'less of the time. &age) 0 -earning .b/ecti,e) A 1AC. Ven'ing machines in 'ormitories most 'irectly create >>>>>>>>>> utilities. a# time an' place

b# form an' place c# possession an' time '# time an' form e# form an' possession Ans) a *ee'back) &lace utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable where nee'e'? whereas time utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable when nee'e'. Ven'ing machines most 'irectly create both time an' place utilities. &age) 0 -earning .b/ecti,e) A 1A!. Which of the following statements is an e=ample of place utility" a# A new motor oil container comes e:uippe' with a 'isposable pouring spout b# %tamp ,en'ing machines are locate' in post office lobbies c# A ser,ice station sells both regular gasoline an' 'iesel fuel '# A waterbe' company offers si=5month financing? same as cash e# Iisposable 'iapers come e:uippe' with resealable tabs Ans) b *ee'back) &lace utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable where nee'e'. Bhe stamps are a,ailable in the post office lobby where the letters will be maile'. &age) 0 -earning .b/ecti,e) A 1AD. Bhe ,alue to consumers of ha,ing a goo' or ser,ice a,ailable where nee'e' constitutes >>>>>>>>>> utility. a# time b# place c# possession '# market e# form Ans) b &age) 0 -earning .b/ecti,e) A 1C0. Which of the following statements is an e=ample of place utility" a# A new motor oil container comes e:uippe' with a 'isposable pouring spout b# Airlines allow you to print your own boar'ing passes at home c# A ser,ice station sells both regular gasoline an' 'iesel fuel '# A waterbe' company offers si=5month financing? same as cash e# Iisposable 'iapers come e:uippe' with resealable tabs Ans) b *ee'back) &lace utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable where nee'e'. &rinting the boar'ing pass at home simplifies a tra,elerHs life by making the pass a,ailable where nee'e'. &age) 0 -earning .b/ecti,e) A 1C1. Which of the following statements is an e=ample of possession utility" a# A new motor oil container comes e:uippe' with a 'isposable pouring spout b# Bhe local 'airy offers 'eli,ery to the customerHs 'oorstep

c# Iisposable 'iapers come e:uippe' with resealable tabs '# A gourmet foo' store carries a line of rea'y5ma'e sala's e# A waterbe' company offers si=5month financing? same as cash Ans) e *ee'back) &ossession utility is the ,alue to the consumer of making an item easy to purchase so consumers can use it. Bhe waterbe' company offers terms to consumers? thus increasing ease of purchase. &age) 0 -earning .b/ecti,e) A 1C0. Robert coul' not buy his principles of marketing te=t this semester by the first 'ay of class if the bookstore 'i' not accept cre'it car's. With his cre'it car'? he was able to ha,e the book for his first marketing class. Bhe cre'it car' create' >>>>>>>>>>> utility for Robert. a# form b# time c# price '# possession e# place Ans) ' *ee'back) &ossession utility is the ,alue to the consumer of making an item easy to purchase so consumers can use it. Bhe bookstore accepts cre'it car's thus increasing ease of purchase. &age) 0 -earning .b/ecti,e) A %hort Answer 1C . (=plain the general approach use' by %ingapore Airlines to compete in the airline in'ustry as a relati,ely late entrant. Ans) Bhe general approach use' by %ingapore Airlines is to be an in'ustry tren'setter. %ingapore Airlines change' the way airlines catere' to customer nee's an' wants. 2n the 1DC0s? it offere' free 'rinks? choice of meals an' complimentary hea'set in the economy class. -ong haul customers were gi,en a complimentary bag of toiletries. %ingapore Airlines later intro'uce' 1risWorl'? an in5flight entertainment system with in'i,i'uali4e' screens for each customer. Bhis was followe' by satellite in5flight telephone ser,ices? gourmet cuisine an' non5stop commercial flights. &age) -earning .b/ecti,e) 0 1C3. 6esi'es mo,ing from point A to point 6? what other critical aspect of air tra,el 'oes %ingapore Airlines consi'er important" Ans) %ingapore Airlines consi'er in5flight ser,ice to be a critical aspect of air tra,el. Bhe company? thus? seek to 'eli,er memorable e=periences through its emphasis on ser,ice e=cellence. Cabin crew is well traine'. %er,ice :uality is monitore' through regular sur,ey of passengers. &age) 3 -earning .b/ecti,e) 3 1C;. What is the key element of %ingapore Airlines+ emphasis on ser,ice e=cellence" Ans) Bhe key element of %ingapore Airlines+ emphasis on ser,ice e=cellence is people. %ingapore Airlines create' the icon of the %ingapore Lirl. Cabin crew was carefully selecte'

in the recruitment process an' they go through stringent training. Bhey were gi,en strict co'es of personal care such as abstinence from onion an' alcoholic 'rinks before flights. &age) 3 -earning .b/ecti,e) 0 1CA. Why are you? as a stu'ent? alrea'y somewhat of an e=pert in marketing before taking this course" Ans) %tu'ents are? in a sense? marketing e=perts because they 'o many marketing acti,ities e,ery 'ay. (=perience in shopping for pro'ucts gi,es stu'ents great insights into the worl' of marketing. As consumers stu'ents ha,e been in,ol,e' in thousan's of marketing 'ecisions. &age) ; -earning .b/ecti,e) 1 1CC. What is the 'efinition of marketing accor'ing to the American Marketing Association" Ans) Jmarketing is the acti,ity for creating? communicating? 'eli,ering an' e=changing offerings that benefit the organi4ation? its stakehol'ers an' society at largeJ. &age) A -earning .b/ecti,e) 1 1C!. What are the two key ob/ecti,es of marketing" Iefine e=change an' e=plain how it supports these ob/ecti,es. Ans) Bo ser,e both buyers an' sellers? marketing seeks E1# to 'isco,er the nee's an' wants of prospecti,e customers an' E0# to satisfy them. Bhe key to achie,ing these two ob/ecti,es is the i'ea of e=change? which is the tra'e of things of ,alue between buyer an' seller so that each is better off after the tra'e. 2f an e=change takes place? then marketers will ha,e been successful in achie,ing these two ob/ecti,es? since each party must be better off after the tra'e. &age) A -earning .b/ecti,e) 1 1CD. 2n a''ition to consumers? what other people? groups an'? forces interact to affect marketing acti,ities" Ans) *oremost is the organi4ation itself? whose mission an' ob/ecti,es 'etermine what business it is in an' what goals it seeks. Within the organi4ation? management is responsible for establishing these goals. Bhe marketing 'epartment works closely with a network of other 'epartments an' employees to help pro,i'e the customer5satisfying pro'ucts re:uire' for the organi4ation to sur,i,e an' prosper. Bhe marketing 'epartment is responsible for facilitating relationships? partnerships an'? alliances with the organi4ationHs customers? its sharehol'ers Eor often representati,es of groups ser,e' by a non5profit organi4ation#? its suppliers an'? other organi4ations. (n,ironmental forces such as social? economic? technological? competiti,e an'? regulatory forces also shape an organi4ationHs marketing acti,ities. *inally? an organi4ationHs marketing 'ecisions are affecte' by an'? in turn? often ha,e an important impact on society as a whole. Bhe organi4ation must strike an acceptable balance among all these influences. %ee also *igure 150. &age) 1? figure 151 -earning .b/ecti,e) 1 1!0. At least four factors are re:uire' for marketing to occur. What are they" Ans) *or marketing to occur? at least four factors are re:uire')

E1# two or more parties Ein'i,i'uals or organi4ations# with unsatisfie' nee's? E0# a 'esire an' ability on their parts to satisfy those nee's? E # a way for the parties to communicate E3# something to e=change. &age) C5! -earning .b/ecti,e) 1 1!1. 2n China? many people are remo,ing their money from the state banks an' len'ing it out themsel,es. Bhe interest rate earne' in a state bank account is about one5half the rate of inflation. .n the other han'? loaning money to frien's? relati,es an'? e,en unrelate' entrepreneurs can often earn the in,estor 'ouble or more o,er the inflation rate. Bhe gray market? an un'ergroun' network of in,estors an' pri,ate businesses? mo,es the cash from len'ers to businesses. Ii' marketing occur here" (=plain your answer. Ans) Bo answer this :uestion? stu'ents will nee' to know the four factors that are re:uire' for marketing to occur. E1# Bhere must be two or more parties with unsatisfie' nee's. Bhe len'ers want to recei,e a higher interest rate on their fun's an' the businesses nee' short5term loans. E0# Bhere must be a 'esire an' an ability to satisfy those nee's. Bhe len'ers want to recei,e a higher interest rate on their fun's an' the businesses nee' short5term loans. Bhe money is a,ailable? since the len'ers remo,e' it from the state banks. E # Bhere must be a way for the parties to communicate. Wor'5of5mouth from the gray market? an un'ergroun' network? allows communication between the len'ers an' businesses. E3# Bhere must be something to e=change. Cash was e=change' in the form of loans? repai' with interest. %tu'ents shoul' be able to see that marketing 'i' in'ee' occur. &age) C5! -earning .b/ecti,e) 1 1!0. Iefine nee's an' wants. Can marketing shape a personHs wants" (=plain your answer. Ans) a nee' occurs when a person feels 'epri,e' of basic necessities like foo'? clothing an'? shelter. A want is a nee' that is shape' by a personHs knowle'ge? culture an'? personality. (ffecti,e marketing? in the form of creating an awareness of goo' pro'ucts at con,enient locations? can clearly shape a personHs wants. Certainly? marketing tries to influence what we buy. A principal acti,ity of a firmHs marketing 'epartment is to scrutini4e its consumers to un'erstan' what they nee' an' want an' the tren's an' factors that shape them. &age) 10511 -earning .b/ecti,e) 0 1! . (=plain the 'ifference between a market an' a target market. Ans) &otential consumers make up a market? which is people with both the 'esire an' the ability to buy a specific pro'uct. All markets ultimately are people. A target market is one or more specific groups of potential consumers towar' which an organi4ation 'irects its marketing program. &age) 11510 -earning .b/ecti,e) 0 1!3. Iescribe two 'ifferent target markets? for two 'ifferent pro'ucts or ser,ices you? your frien's or? your family ha,e recently purchase' or use'. Ans) a target market is a specific group of potential consumers towar' which an organi4ation 'irects its marketing program.

2n response to this :uestion? stu'ents might 'efine the target market for a local baseball team as people who li,e in the area? somewhat skewe' towar' males? perhaps an'? 0; to A; years of age. Another interesting answer is to e=amine how one pro'uct? such as a Boyota 35Runner? can ha,e two 'ifferent target markets. .ne target market might be the a',enturous out'oor mountain biker that uses the car to transport his or her e:uipment to the mountains to bike. Bhe other target market might be a Jsoccer momJ with chil'ren? animals an'? e:uipment to transport to the local soccer fiel' for practice. Bhis :uestion offers a goo' opportunity for class 'iscussion of the more interesting e=amples an' obser,ations of stu'ents. &age) 10 -earning .b/ecti,e) 0 1!;. 2magine you ha,e the sole marketing rights to a new herbal shampoo that stops hair loss an' actually causes new hair growth. <ou plan to sell your pro'uct on an 2nternet site? which you will a',ertise on late night tele,ision. <ou are also hoping to obtain free publicity in menHs fashion maga4ines. <ou are planning to sell a 1A5ounce bottle for F03. DD plus FC. DD shipping an' han'ling. 9sing the information pro,i'e'? i'entify each element of your marketing mi=. 2'entify the target market for your shampoo. 7ow can you use relationship marketing to increase sales" Ans) Bhe shampoo is the pro'uct element. Bhe 2nternet is the place element. Bhe a's on late night tele,ision an' the publicity are the promotion element. Bhe price element is the F03. DD price plus the FC.DD for shipping an' han'ling. Bhe target market is men an' women with hair loss. 6etter stu'ents will note that not e,eryone will be able to affor' the pro'uct an' that the target market shoul' also inclu'e some kin' of an income base. %ince you are selling on the 2nternet? you coul' use relationship marketing by sen'ing monthly e5mail newsletters pro,i'ing information about issues of interest to your target market. <ou coul' also offer a free 11th bottle of shampoo after a consumer buys 10 bottles o,er a perio' of time. %tu'ents shoul' acknowle'ge that it is 'ifficult to use relationship marketing successfully o,er the 2nternet. %tu'ents? of course? may come up with other e:ually ,iable i'eas. &age) 10? 1351A -earning .b/ecti,e) -earning .b/ecti,e) 3 1!A. Why 'o some e=ecuti,es feel that en,ironmental factors are 8.B entirely outsi'e their influence" Ans) Bra'itionally? many marketing e=ecuti,es ha,e treate' these en,ironmental factors as rigi'? absolute constraints that are entirely outsi'e their influence. 7owe,er? recent stu'ies an' marketing successes ha,e shown that a forwar'5looking? action5oriente' firm can often affect some en,ironmental factors? for e=ample? by achie,ing technological or competiti,e breakthroughs. &age) 1051 -earning .b/ecti,e) 1!C. Bhe Apple i&o' is rate' by Consumer Reports as being one of the best music players in the in'ustry. Bhe customer may buy an' 'ownloa' music by the song from the 2nternet. Iefine customer ,alue. 2n what ways 'oes the Apple i&o' pro,i'e ,alue for its customers"

Ans) customer ,alue is the uni:ue combination of benefits recei,e' by targete' buyers that inclu'es :uality? con,enience? on5time 'eli,ery an'? both before5sale an' after5sale ser,ice at a specific price. Many successful firms ha,e chosen to 'eli,er outstan'ing customer ,alue with one of three ,alue strategies) best price? best pro'uct or? best ser,ice. Apple uses the best pro'uct an' best ser,ice strategies for its i&o'. Bhe i&o' is rate' by Consumer Reports as one of the best music players on the market. 2t pro,i'es :uality of the player as well as con,enience an' great ser,ice by the a,ailable sites to 'ownloa' music. &age) 1 513 -earning .b/ecti,e) 3 1!!. About 7alloween? kiosk stores appear in many malls. Bypically the kiosks sell gift bo=es of cheese? /ewelry an'? other items people think are appropriate seasonal gifts. 2n $anuary these kiosk retailers ,anish. 2s it possible for such a kiosk retailer to use relationship marketing" (=plain your answer. Ans) Lenerally? stu'ents will say JnoJ base' on the 'efinition of relationship marketing. Bhe te=t 'efines relationship marketing as linking the organi4ation to its in'i,i'ual customers? employees? suppliers an'? other partners for their mutual long5term benefits. 2n an i'eal setting? relationship marketing in,ol,es a personal? ongoing relationship between the organi4ation an' an in'i,i'ual customer. 7owe,er? this is base' on the i'ea that the kiosks are not there long enough to establish a long5term relationship. Very insightful stu'ents may see an opportunity for these retailers Ewho return year after year# to 'e,elop long5term multi5 year relationships. Iatabases woul' allow 'irect mail notifications each fall that the pri4e' gifts are again a,ailable. &age) 13 -earning .b/ecti,e) 3 1!D. (=plain the marketing program %ingapore Airlines use' to reach out to business tra,elers an' contrast it to those it use' to reach out to group tra,elers. Ans) a marketing program integrates the marketing mi= elements to pro,i'e a goo'? ser,ice or? i'ea to prospecti,e buyers. *rom *igure 153? we can see that the pro'uct or ser,ice? price? promotion an' place are :uite 'ifferent for business tra,elers an' group tra,elers. &age) 1C? figure 153 -earning .b/ecti,e) 3 1D0. Many market5oriente'? ol'er? manufacturing organi4ations ha,e e=perience' four 'istinct stages in the life of their firms. 6eginning with the early years of the 9nite' %tates? list an' 'efine each of the eras culminating with the customer relationship era. Ans) 'uring the pro'uction era? goo's were scarce so buyers were willing to accept ,irtually any goo's that were pro'uce' an' ma'e 'o with what was a,ailable. Bhe central notion was that pro'ucts woul' sell themsel,es? so the ma/or concern of business firms was pro'uction? not marketing. Bhe ne=t era was the sales era. Iuring that time? firms 'isco,ere' that they coul' pro'uce more goo's than their regular buyers coul' consume. Competition grew. Bhe usual solution was to hire more salespeople to fin' new buyers. Bhe thir' era is the marketing concept era when marketing became the moti,ating force among many American firms. Iuring the marketing era the marketing concept was 'e,elope'? which is the i'ea that an organi4ation shoul' stri,e to satisfy the nee's of consumers while also trying to achie,e the organi4ationHs goals.

*inally? the last era is the customer relationship era? when firms practice a market orientation by focusing efforts on continuously collecting information about customersH nee's? sharing the information across 'epartments an'? using it to create customer ,alue. &age) 1D500 -earning .b/ecti,e) ; 1D1. Iefine the marketing concept. Ans) Bhe marketing concept is the i'ea that an organi4ation shoul' stri,e to satisfy the nee's of consumers? while also trying to achie,e the organi4ationHs goals. &age) 1D500 -earning .b/ecti,e) ; 1D0. What is the 'ifference between micromarketing an' macromarketing" Ans) Micromarketing focuses on how an in'i,i'ual organi4ation uses the strategic marketing process to 'irect its marketing acti,ities an' allocate its resources to benefit its customers. Macromarketing looks at the aggregate flow of a nationHs goo's an' ser,ices to benefit society. While micromarketing ten's to be internal? macromarketing a''resses broa'er societal issues such as whether marketing costs too much or whether a',ertising is wasteful. &age) 01 -earning .b/ecti,e) A 1D . 2t is sai' that goo's? ser,ices an'? i'eas are markete'. Iefine goo's? ser,ices an'? i'eas an' gi,e at least one e=ample of each. Ans) Loo's are physical ob/ects? such as toothpaste? cameras or? computers that satisfy consumer nee's. %er,ices are intangible items such as airline trips? financial a',ice or? art museums. 2'eas are intangibles in,ol,ing thoughts about actions or causes such as 'onating to a charity or ,oting for a political can'i'ate. &age) 01 -earning .b/ecti,e) A 1D3. Iefine an ultimate consumer an' an organi4ational buyer. Iescribe an e=ample of a purchase from a caterer for each type of buyer. Ans) %tu'entsH e=amples will 'iffer? but each e=ample shoul' be 'escripti,e of the 'efinition. 9ltimate consumers are the people who use the goo's an' ser,ices purchase' for a househol'. .ne e=ample of a purchase from a caterer for househol' use might be a we''ing reception or a we''ing rehearsal 'inner. .rgani4ational buyers are those manufacturers? wholesalers? retailers an'? go,ernment agencies that buy goo's an' ser,ices for their own use or for resale. An e=ample of a purchase from a caterer woul' be purchase' by an organi4ational buyer woul' be an awar's ban:uet for a companyHs lea'ing salesperson. &age) 00 -earning .b/ecti,e) A 1D;. 2n our free5enterprise society? which three specific groups benefit from effecti,e marketing" Ans) Bhe three specific groups that benefit from effecti,e marketing are) consumers who buy Ethey can obtain the best pro'uct at the lowest price? lea'ing to consumer satisfaction#

organi4ations that sell Erecei,e rewar's? profits? growth? etc. if they pro,i'e nee'5satisfying pro'ucts with effecti,e marketing programs# society as a whole Ethrough enhance' competition? pro,i'ing /obs an' a higher stan'ar' of li,ing for its citi4ens#. &age) 00 -earning .b/ecti,e) A 1DA. Who benefits from marketing in Asian societies an'? how" Ans) Virtually e,eryone benefits from marketing in Asian societies) consumers who buy or?gani4ations that sell an'? society as a whole. Brue competition between pro'ucts an' ser,ices in the marketplace ensures we consumers can fin' ,alue from the best pro'ucts? the lowest prices or? e=ceptional ser,ice. &ro,i'ing choices lea's to the consumer satisfaction an' :uality of life that we ha,e come to e=pect from our economic system. EAn e=ten'e' answer coul' relate to utilities of form? place? time an'? possession. Bhis :uestion can be use' to prompt stimulating class 'iscussion. # &age) 00 -earning .b/ecti,e) A 1DC. (=plain the four utilities create' by marketing. Ans) Marketing creates utility? the benefits or customer ,alue recei,e' by users of the pro'uct. Bhis utility is the result of the marketing e=change process an' the way society benefits from marketing. Bhe four utilities inclu'e) form? place? time an'? possession. Bhe pro'uction or alteration of goo's or ser,ices constitutes form utility. &lace utility means ha,ing a goo' or ser,ice a,ailable where nee'e'? whereas time utility is the ,alue to consumers of ha,ing a goo' or ser,ice a,ailable when nee'e'. &ossession utility is the ,alue to consumers of making an item easy to purchase so consumers can use it &age) 0050 -earning .b/ecti,e) A 1D!. At the 6MW website? BMW.com? you can 'esign your own personal 6MW. 2f you choose to 'o this an' purchase the car? what type of utility has been create'" Ans) *orm utility comes from the pro'uction or alteration of a goo' or ser,ice that pro,i'es ,alue to consumers. *orm utility is create' as you ha,e 'esigne' the car that 6MW will then buil' for you. &age) 0050 -earning .b/ecti,e) A