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Which of the following is the best example of an organizational buyer?


A) a college student buying paper towels in bulk for herself and her roommates
B) a store owner buying hand-woven tablecloths to sell in her store
C) a computer programmer buying the latest game for her Xbox
D) a botanist buying a rare rose bush for his home garden
E) a parent buying a softball glove for a daughter

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A business student is preparing for the Graduate Management Admission Test (GMAT) so he can get into a good graduate business school. He knows that any money he spends on a tutor will be worthwhile if he can improve his scores. He's heard that there is a great tutor in his local community but has no idea who she is. Marketing does not occur in this situation because


A) two or more parties have unsatisfied needs.
B) there is no desire on the part of either party to satisfy its needs.
C) neither of the involved parties have the ability to satisfy its needs.
D) there is no way for the parties to communicate with one another.
E) there has been no assessment of consumer wants and needs.

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


A) that Scotch tape had outgrown its usefulness to students.
B) to make new products that were more environmentally friendly.
C) that the average backpack was already too heavy.
D) that it would be reasonable to put Post-it® Flags together with a highlighter.
E) to determine the ratio of sales of 3M products to those of competitors' study aid products.

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Which of the following organizations engage in marketing?


A) the Chicago Cubs
B) the San Francisco Opera
C) the city of Denver
D) the president of the United States
E) Every organization or individual can engage in marketing to some extent.

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The element of the marketing mix demonstrated when an art gallery suggests a $2 donation at the door is


A) philanthropy.
B) place.
C) product.
D) promotion.
E) price.

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What are the three components of a person's ability to buy an offering?

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The three components...

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


A) There is only one party with unsatisfied needs.
B) The ability to satisfy a need is missing.
C) A desire to satisfy a need is missing.
D) No assessments of consumer wants and needs have been made.
E) There is no way for the parties involved to communicate.

Correct Answer

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The view that holds an organization should satisfy the needs of consumers in a way that also provides for society's well-being is known as


A) the societal marketing concept.
B) the marketing concept.
C) consumerism.
D) social responsibility.
E) capitalism.

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Which of the following is not an environmental force?


A) economic
B) regulatory
C) social
D) commercial
E) technological

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


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

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Twitter is a website that offers a social networking service, enabling its users to send and read other users' messages or conversations called tweets, which are short, text-based posts. Connected to each "tweet" is a rich details pane that provides additional information, deeper context, and embedded media. Companies use Twitter as a tool in their relationship marketing programs. In what ways can Twitter be used to benefit both the customer and the organization?

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One aspect of Twitter is that it allows ...

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The American Red Cross creates advertisements to encourage people to donate blood. After viewing one, Amanda decided to donate a pint of blood. After she did, Amanda felt happy that she had performed a good deed. Did an exchange occur in a marketing sense?


A) Yes, because the blood was donated to the Red Cross based on an advertisement, a marketing activity.
B) Yes, because the donated blood was exchanged for a feeling of satisfaction.
C) No, because the Red Cross is nonprofit organization.
D) No, because no money changed hands.
E) No, because the Red Cross, a service organization, did not provide Amanda with a product.

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Some companies have very restrictive return policies, for example, accepting returns only for store credit or not accepting them at all. Though these policies have a positive effect on sales figures, some customers end up frustrated because they have legitimate reasons for returning merchandise. Very restrictive return policies are likely a violation of


A) the marketing concept.
B) the customer relationship management concept.
C) consumerism.
D) social entrepreneurship.
E) cause marketing.

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


A) There are not two or more parties with unsatisfied needs.
B) A desire to satisfy a need is missing.
C) No assessments of consumer wants and needs have been made.
D) There is no way for the parties involved to communicate.
E) The ability to satisfy a need is missing.

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The ________ element of the marketing mix is demonstrated when Amazon delivers packages to a customer's front porch via the U.S. Postal Service.


A) place
B) product
C) price
D) promotion
E) procurement

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All of the following are examples of products or services that satisfy a consumer need except which?


A) a movie ticket
B) an apple
C) a student dormitory
D) a sales tax
E) a jacket

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


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

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Explain the difference between a market and a target market. Provide a specific example of each.

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Potential consumers make up a market, wh...

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Which of the following people would most likely be the best target market for tickets to the home games of the Indianapolis Colts professional football team?


A) all people with an interest in professional football
B) all people in the Midwest who have an interest in sports
C) all men who played on a varsity football team in high school
D) all people in the Indianapolis and surrounding areas interested in football
E) all people in Indiana who watch football on TV

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Marketing managers use a combination of four tools in order to develop a complete marketing program to reach consumers. Briefly define these four tools.

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To reach consumers, marketing managers u...

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