Question 1
1.5 out of 1.5 points
Chobani used all of the following tactics to promote its Greek
yogurt except which?
Selected
Answer: sponsored the Food Network's "Rachael vs. Guy: Kids Kick-Off" TV
show with its Chobani Kids Pouches.
Response
Feedback: correct
MC Qu. 201 Chobani used all of the following tactics to...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 01-04 Explain how organizations build strong
customer relationships and customer value through marketing.
Level of Difficulty: 2 Medium
Topic: The Four Ps
Question 2
1.5 out of 1.5 points
Those who have flown on Singapore Air have experienced firsthand the great
food that is served during the flight, the friendliness of the flight attendants,
and the comfortable seating. Singapore Air creates customer value by providing
its customers with
Selected
Answer: the best in-flight service.
Response
Feedback: correct
MC Qu. 113 Those who have flown on Singapore Air have e...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 01-04 Explain how organizations build strong
customer relationships and customer value through marketing.
Level of Difficulty: 3 Hard
Topic: Product Value Creation
Question 3
1.5 out of 1.5 points
Mizuno designs and sells high quality baseball gloves. Who benefits from the
firm's marketing activities for its gloves?
Selected
Answer: Actually, all stakeholders should be benefit from Mizuno's
marketing efforts, even society at large.
Response
Feedback: correct
MC Qu. 10 Mizuno designs and sells high quality baseba...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 01-01 Define marketing and identify the
diverse factors that influence marketing actions.
Level of Difficulty: 3 Hard
Topic: Define Marketing
Question 4
1.5 out of 1.5 points
In marketing, thoughts about concepts, actions, or causes are referred to as
Selected
Answer: ideas.
Response
Feedback: correct
MC Qu. 165 In marketing, thoughts about concepts, actio...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 01-05 Describe the characteristics of a
market orientation.
Level of Difficulty: 1 Easy
Topic: Components and Classifications of Products and
Services
Question 5
1.5 out of 1.5 points
Which of the following statements about 3M's marketing program for Post-it®
Flag Highlighters and Post-it® Flag Pens is most accurate?
Selected
Answer: David Windorski, a 3M inventor, developed the Post-it® Flag Pen
for the office worker segment.
Response
Feedback: correct
MC Qu. 128 Which of the following statements...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 01-04 Explain how organizations build strong
customer relationships and customer value through marketing.
Level of Difficulty: 2 Medium
Topic: Consumer Needs and Wants
Question 6
1.5 out of 1.5 points
A good, service, or idea consisting of a bundle of tangible and intangible
attributes that satisfies consumers' needs and is received in exchange for
money or something else of value is known as
Selected
Answer: a product.
Response
Feedback: correct
MC Qu. 167 A good, service, or idea consisting of a bun...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 01-05 Describe the characteristics of a
market orientation.
Level of Difficulty: 1 Easy
Topic: Define Marketing
Question 7
1.5 out of 1.5 points
All of the following are points of difference for Chobani yogurt except which?
Selected
Answer: It uses a proprietary animal-based thickener.
Response
Feedback: correct
MC Qu. 199 All of the following are points of differenc...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 01-02 Explain how marketing discovers and
satisfies consumer needs.
Level of Difficulty: 1 Easy
Topic: The Four Ps
Question 8
1.5 out of 1.5 points
All of the following are aspects of Trader Joe's customer
experience except which?
Selected
Answer: It has a large and expensive research and development facility.
Response
Feedback: correct
MC Qu. 150 All of the following are aspects of Trader J...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 01-05 Describe the characteristics of a
market orientation.
Level of Difficulty: 2 Medium
Topic: CRM
Question 9
1.5 out of 1.5 points
A customer value proposition is
Selected
Answer: the cluster of benefits that an organization promises customers
to satisfy their needs.
Response
Feedback: correct
MC Qu. 99 A customer value proposition is
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 01-03 Distinguish between marketing mix
factors and environmental forces.
Level of Difficulty: 1 Easy
Topic: Product Value Creation
Question 10
0 out of 1.5 points
After an assessment of needs, a marketing manager must translate ideas from
consumers into concepts for products that a firm may develop. The concepts
must then be converted into a meaningful
Selected
Answer: marketing concept.
Response
Feedback: incorrect
MC Qu. 122 After an assessment of needs, a marketing ma...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 01-04 Explain how organizations build strong
customer relationships and customer value through marketing.
Level of Difficulty: 2 Medium
Topic: Elements of the Marketing Plan
Question 11
1.5 out of 1.5 points
Alex has just completed measuring the results of her firm's product
performance. Her next step will be to
Selected
Answer: compare the results against the goals specified in the marketing
plan.
Response
Feedback: correct
MC Qu. 318 Alex has just completed measuring the result...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 02-07 Discuss how managers identify and
act on deviations from plans.
Level of Difficulty: 3 Hard
Topic: Elements of a Marketing Plan
Question 12
1.5 out of 1.5 points
________ is the visual computer display of the essential information related to
achieving a marketing objective.
Selected
Answer: A marketing dashboard
Response
Feedback: correct
MC Qu. 144 ________ is the visual computer display of t...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 02-03 Explain why managers use marketing
dashboards and marketing metrics.
Level of Difficulty: 1 Easy
Topic: Marketing Metrics
Question 13
1.5 out of 1.5 points
A measure of the quantitative value or trend of a marketing activity or result is
referred to as
Selected
Answer: a marketing metric.
Response
Feedback: correct
MC Qu. 149 A measure of the quantitative value or trend...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 02-03 Explain why managers use marketing
dashboards and marketing metrics.
Level of Difficulty: 1 Easy
Topic: Marketing Metrics
Question 14
1.5 out of 1.5 points
Bill McDermott is the CEO of SAP, which is a company that sells expensive
enterprise resource planning software to large and mid-sized companies.
McDermott operates at the ________ level of his organization.
Selected
Answer: corporate
Response
Feedback: correct
MC Qu. 42 Bill McDermott is the CEO of SAP, which is a...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 02-01 Describe three kinds of organizations
and the three levels of strategy in them.
Level of Difficulty: 3 Hard
Topic: Strategic Marketing Planning
Question 15
1.5 out of 1.5 points
NexGenVest works to solve which societal problem?
Selected
Answer: It gives information and advice to students navigating the
financial and student loan market.
Response
Feedback: correct
MC Qu. 27 NexGenVest works to solve which societal pro...
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 02-01 Describe three kinds of organizations
and the three levels of strategy in them.
Level of Difficulty: 2 Medium
Topic: Corporate Social Responsibility
Question 16
1.5 out of 1.5 points
In marketing, an offering refers to
Selected
Answer: a good, service, or idea that creates value for both the organization
and its customers by satisfying their needs and wants.
Response
Feedback: correct
MC Qu. 8 In marketing, an offering refers to
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 02-01 Describe three kinds of organizations
and the three levels of strategy in them.
Level of Difficulty: 1 Easy
Topic: Strategic Marketing Planning
Question 17
1.5 out of 1.5 points
When using a ________ strategy, there is no change in either the basic product
line or the markets served. Instead, increased sales are generated by selling
either more products through better promotion or distribution or the same
number of products at a higher price.
Selected
Answer: market penetration
Response
Feedback: correct
MC Qu. 216 When using a ________ strategy, there is no ...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 02-04 Discuss how an organization assesses
where it is now and where it seeks to be.
Level of Difficulty: 2 Medium
Topic: Developing a Competitive Strategy
Question 18
1.5 out of 1.5 points
Organizational strategies vary in two ways, depending on
Selected
Answer: the strategy's level in the organization and the offerings it
provides to its customers.
Response
Feedback: correct
MC Qu. 140 Organizational strategies vary in two ways, ...
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 02-02 Describe core values, mission,
organizational culture, business, and goals.
Level of Difficulty: 2 Medium
Topic: Developing a Competitive Strategy
Question 19
1.5 out of 1.5 points
The top consumer complaint about bananas is how soon they start getting
brown spots. Dole, a multinational agricultural company, most likely set ________
goal when it recently began adding stickers to bananas to promote the use of
overripe bananas in the Yonanas machine (Dole owns 30 percent of the firm) to
make a creamy, guilt-free dessert.
Selected
Answer: a customer satisfaction
Response
Feedback: correct
MC Qu. 130 The top consumer complaint about bananas is ...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 02-02 Describe core values, mission,
organizational culture, business, and goals.
Level of Difficulty: 3 Hard
Topic: Enhancing Customer Satisfaction
Question 20
1.5 out of 1.5 points
A marketing ________ is defined as the means by which a marketing goal is to be
achieved, usually characterized by a specified target market and a marketing
program to reach it.
Selected
Answer: strategy
Response
Feedback: correct
MC Qu. 295 A marketing ________ is defined as the means...
AACSB: Reflective Thinking
Blooms: Remember
Learning Objective: 02-06 Describe the four components of the
implementation phase of the strategic marketing process.
Level of Difficulty: 1 Easy
Topic: Strategic Marketing Planning
Question 21
0 out of 1.5 points
Olay, a personal care product firm, offers anti-aging and restoration products
like its Total Effects cleansing cloths that are best targeted toward
Selected
Answer: baby busters.
Response
Feedback: incorrect
MC Qu. 43 Olay, a personal care product firm, offers a...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 03-02 Describe social forces such as
demographics and culture.
Level of Difficulty: 3 Hard
Topic: Demographic Environment
Question 22
1.5 out of 1.5 points
The set of values, ideas, and attitudes that are learned and shared among the
members of a group is referred to as
Selected
Answer: culture.
Response
Feedback: correct
MC Qu. 68 The set of values, ideas, and attitudes that...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 03-02 Describe social forces such as
demographics and culture.
Level of Difficulty: 1 Easy
Topic: Sociocultural Influences
Question 23
1.5 out of 1.5 points
Levi Strauss & Co. uses eight recycled plastic bottles in each pair of Waste<Less jeans,
which are composed of at least 20 percent recycled plastic. This is an example of
Selected
Answer:
green
marketing.
Response
Feedback: correct
MC Qu. 315 Levi Strauss & Co. uses eight recycled p...
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 03-08 Describe the different concepts of
social responsibility.
Level of Difficulty: 2 Medium
Topic: Corporate Social Responsibility
Question 24
1.5 out of 1.5 points
Which of the following is an example of green marketing?
Selected
Answer:
Walmart implemented buying practices that encourage its suppliers to
use containers and packing made from corn, not petroleum-based resins.
Response
Feedback: correct
MC Qu. 316 Which of the following is an example of gree...
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 03-08 Describe the different concepts of
social responsibility.
Level of Difficulty: 3 Hard
Topic: Corporate Social Responsibility
Question 25
1.5 out of 1.5 points
In ________ economy, if prices rise faster than consumer incomes, the number of
items consumers can buy decreases.
Selected
Answer: an inflationary
Response
Feedback: correct
MC Qu. 83 In ________ economy, if prices rise faster t...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 03-03 Discuss how economic forces affect
marketing.
Level of Difficulty: 2 Medium
Topic: Economic Environment
Question 26
1.5 out of 1.5 points
Many large consulting firms are beginning to sponsor "women-only" networking
events. The purpose of these events is to offer an opportunity for women in
management to network with other businesswomen, either as clients, mentors,
or protégés. This is an example of which environmental force?
Selected
Answer: social
Response
Feedback: correct
MC Qu. 14 Many large consulting firms are beginning to...
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 03-01 Explain the purpose of
environmental scanning.
Level of Difficulty: 3 Hard
Topic: Environmental Influences on Marketing
Question 27
1.5 out of 1.5 points
The use of coupons is a frequently used marketing tactic for which form of
competition?
Selected
Answer: monopolistic competition
Response
Feedback: correct
MC Qu. 145 The use of coupons is a frequently used mark...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Learning Objective: 03-05 Discuss the forms of competition that
exist in a market.
Level of Difficulty: 2 Medium
Topic: Competitive Environment
Question 28
1.5 out of 1.5 points
Genzyme, the maker of Cerdelga, a drug that treats a genetic illness called Gaucher's
disease that affects 10,000 people worldwide, has been criticized for charging up to
$300,000 for a year's worth of Cerdelga. This is an example of the manufacturer
adhering to its
Selected
Answer:
profit
responsibility.
Response
Feedback: correct
MC Qu. 299 Genzyme, the maker of Cerdelga, a drug that ...
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 03-08 Describe the different concepts of
social responsibility.
Level of Difficulty: 3 Hard
Topic: Corporate Social Responsibility
Question 29
0 out of 1.5 points
Most paint is neither biodegradable nor friendly to the environment because it is made
with petroleum solvents. A builder who decided to build a subdivision with 500 homes
and paint each with an environmentally friendly, soy-based paint (even though it costs
more) would be practicing
Selected
Answer:
profit
responsibility.
Response
Feedback: incorrect
MC Qu. 307 Most paint is neither biodegradable nor frie...
AACSB: Ethics
Accessibility: Keyboard Navigation
Blooms: Apply
Learning Objective: 03-08 Describe the different concepts of
social responsibility.
Level of Difficulty: 3 Hard
Topic: Corporate Social Responsibility
Question 30
1.5 out of 1.5 points
In marketing, the form of competition that occurs when only one firm sells the
product is referred to as
Selected
Answer: a pure monopoly.
Response
Feedback: correct
MC Qu. 155 In marketing, the form of competition that o...
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Learning Objective: 03-05 Discuss the forms of competition that
exist in a market.
Level of Difficulty: 1 Easy
Topic: Competitive Environment
