Connect: Marketing - Chapter 1 HW

Marketing Mix (4 P's)

Product, Price, Place, Promotion

Zipcar traditionally focused on marketing toward individuals without cars as a convenient form of alternative transportation. Zipcar has now begun to also focus its marketing toward businesses and organizations to use Zipcar for their employees. This is an example of A. A2C marketing B. B2B marketing C. C2C marketing D. B2C marketing

B. B2B marketing

Which of the following statements about Zipcar illustrates how marketing can help to enrich society? a. One of Zipcar's core missions is to "exchange the world through urban and environment transformation b. Zipcar focuses on creating a convenient experience for its members c. Zipcar has become the world's largest car-sharing service d. Zipcar's fleet comprises Audi, BMW, Ford, Honda, Nissan, and Toyota d. Co-founders Robin Chase and Antje Danielson were inspired by the success of Europe's car sharing service

a. One of Zipcar's core missions is to "exchange the world through urban and environment transformation

Zipcar's goal is to have an available zipcar located within 10-15 minutes of its members. This is an example of what component of the marketing mix? a. Place b. Product c. Position d. Promotion e. Price

a. Place

Promotion: Goods Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

a. image ad

If Mom places the highest value on convenience when looking for a cup of coffee, which of the marketing mix components is she most concerned with? a. place b. promotion c. price d. program e. product

a. place

Joe to Go offers donuts with its simple cup of black coffee that customers serve themselves. In doing so, the company is attempting to create value for Dad and other customers through which element of the four Ps? a. product b. place c. price d. program e. promotion (NOT)

a. product

At the beginning of the bottled water movement in the United States, it was primarily purchased by a. status-conscious consumers. b. bargain hunters. c. the elderly. d. hospitals. e. large families.

a. status-conscious consumers.

Price: Goods Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

b. sales-oriented

Dunkin' Donuts offers some localized programs; for example, offering free coffee to all customers if a local sports team wins an important game. This is an example of which of the four Ps? a. Place b. Price c. Promotion d. Product e. People

c. Promotion

Marketers of the original Levi's jeans met the needs of consumers in the late 1800s by offering _____ as the key benefit. a. comfort b. style c. durability d. fashion e. sex appeal

c. durability

Companies that get celebrities to be seen in their designer jean brands relates to which of the marketing mix variables? a. price b. product c. promotion d. place e. distribution

c. promotion

Product: Service Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

c. travel packages

In the DDPerks loyalty program, customers earn points for each purchase and are awarded free coffee each time they earn 200 points. Loyalty programs are part of a(n) a. transactional orientation. b. marketing channel. c. supply chain. d. CRM program. e. value cocreation effort.

d. CRM program.

Zipcar is an example of what type of market orientation? a. Production marketing b. Sales marketing (NOT) c. Exchange marketing (NOT) d. Value-based marketing e. Providence marketing

d. Value-based marketing

Many consumers believe bottled water is ________ tap water. a. identical to (NOT) b. less available than c. cheaper than (NOT) d. better than e. not as safe as

d. better than

The Coffee Collective is seeking to identify customers who want a unique coffee drinking experience and are open to a loyalty rewards program. In doing so, the Coffee Collective is identifying its target a. market orientation. (NOT) b. market program. c. marketing concept. (NOT) d. market segment. e. marketing mix. (NOT)

d. market segment.

Although blue jeans are made of the same basic fabric, how a brand of jeans is _____ determines how the brand will be positioned in the marketplace, and ultimately who will buy it a. sold b. manufactured c. warranted d. marketed e. developed

d. marketed

The bottled water industry has experienced ________ than the carbonated beverage industry. a. about the same growth b. much less growth c. slightly less growth d. much greater growth e. slightly greater growth

d. much greater growth

Dunkin' Donuts uses 100% Arabica beans in its coffee and tests the quality of the coffee beans before using them. The companies who provide coffee beans to Dunkin' Donuts are part of its a. CRM program. b. transactional orientation. c. value cocreation. d. supply chain. e. B2C marketing.

d. supply chain.

Product: Good Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

d. travel backpacks

Which of the following statements shows how Dunkin Donuts considers the "Place" element of the four Ps? a. Dunkin Donuts often runs local promotions tied to local sports teams. b. Dunkin Donuts' is an everyday destination because it offers reasonable pricing. c. Dunkin Donuts has a strong coffee culture, so the source of their coffee beans is very important. d. Dunkin Donuts is the place to go for your favorite latte or breakfast sandwich. (NOT) e. Dunkin Donuts studies where people work, play, live and go to school.

e. Dunkin Donuts studies where people work, play, live and go to school.

Place: Services Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

e. e-commerce

Dunkin' Donuts offers coffee and donuts that are "familiar with a twist"—popular items that are available all the time, and seasonal specials like pumpkin spice coffee and heart shaped donuts. This "familiar with a twist" approach is an example of which of the four Ps? a. people b. promotion c. place d. price e. product

e. product

In the late 1970s, manufacturers of designer blue jeans opened up a new market by appealing to consumers on the basis of a. comfort b. style c. durability d. fashion e. sex appeal

e. sex appeal

Price: Services Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

f. competitor-oriented

The exponential growth of the bottled water industry can be attributed largely to a. water shortages. b. rising prices. c. environmentalists. e. high-end restaurants. f. the power of marketing.

f. the power of marketing.

Promotion: Services Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

g. lovebird special

Place: Goods Company a. image ad b. sales-oriented c. travel packages d. travel backpacks e. e-commerce f. competitor-oriented g. lovebird special h. sporting goods store

h. sporting goods store