mktg 351 test 1

Which of the following companies is the best example of a service marketer?

Fedex

Which of the following is most likely to be an idea marketer?

abuse counslor

Organizations should define themselves not according to the products they produce but according to

how they satisfy customers

The primary value that a marketer expects to receive from a customer in an exchange relationship is

the price charged for the product

For an exchange to occur, four conditions must exist: first, two or more individuals, groups, or organizations must participate, and each must possess "something of value" that the other desires; second, the exchange must provide a benefit or satisfaction to both parties; third, each must have confidence in the promise of the "something of value" held by the other; and fourth,

to build trust, parties to the exchange must meet expectations.

The concept of "exchange" is fundamental to the definition of marketing. What is the best description of exchange?

Provision or transfer of goods, services, or ideas in return for something of value

The definition of marketing implies that ______ should receive benefits from exchange relationships.

both customers and businesses

Marketers often speak of the "controllable" variables in the practice of marketing. Which of the following is not considered one of the controlled variables?

competition

The product variable of the marketing mix can include all of the following except

consumer perception of the product price.

Marketing is the process of

creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.

The marketing mix is built around the

customer

The focal point of all marketing activities is

customers

Which of the following scenarios involves the distribution element of the marketing mix?

d) Deciding whether or not to have retail outlets in addition to a website

Consumers buying products online have dramatically affected the ___________ variable of the marketing mix.

distribution

Issues of inventory levels and storage costs are both concerns relating to the _____ variable of the marketing mix.

distribution

Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. MADD primarily markets

ideas

The Church of the Latter Day Saints has used advertising for many years to market its

ideas

a target market

is a specific group of customers whom a company focuses its marketing efforts

Distribution, price, promotion, and product are all elements of

marketing mix

Marketing managers strive to develop a marketing mix that

matches the needs of a target market

A marketing manager decides what combination of variables is needed to satisfy customers needs for a general type of product. What are the essential variables that the marketing manager combines?

price, product, distribution, and promotion variables

Deciding to add gel insoles to its running shoes would be a change in the _____ element of the marketing mix for Nike.

product

Making modifications to packaging or brand names involves the _____ component of the marketing mix.

product

When DataComp Corp., a producer of computer software, delayed the introduction of its new spreadsheet program to modify the package, its scheduled magazine advertisements announcing the new product needed to be revised. In this case, a change in the ___________ variable caused changes in the ___________ variable of the marketing mix.

product; promotion

Boca Burgers website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ______ marketing tool.

promotional

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

service

The three basic forms that a product can take are

services, ideas, and goods

Kashi Heart to Heart TM cereal is aimed at people concerned about their heart health. These people represent the Kashi

target market

SunnyD is aimed at mothers with children under age twelve. These mothers represent SunnyD

target market