Kotler - Chapter1

Chapter 1 Marketing: Creating and Capturing Customer Value

1) All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers.为顾客创造价值

B) Marketing is managing profitable customer relationships.建立稳固关系 C) Selling and advertising are synonymous with marketing.

D) Marketing involves satisfying customers' needs.为顾客创造价值 E) Marketing is used by for-profit and not-for-profit organizations. Answer: C Diff: 2 Page Ref: 2 and 4 Skill: Concept Objective: 1-1

市场营销(marketing)是企业为从顾客处获得利益回报而为顾客创造价值并与之建立稳固关系的过程。

2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following?

A) maintaining its brand share

B) fostering customers' emotional connections with their product C) advertising their product's benefits

D) comparing the effectiveness of their product to other brands

E) incorporating consumer-generated marketing in the marketing mix Answer: B Diff: 2 Page Ref: 2 Skill: Concept Objective: 1-1

3) According to management guru Peter Drucker, \A) create customer value

B) identify customer demands C) make selling unnecessary

D) set realistic customer expectations E) sell products Answer: C Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1

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4) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating Answer: D Diff: 2 Page Ref: 5 Skill: Concept Objective: 1-1

5) Which steps of the five-step marketing process are about understanding customers, creating customer value, and building strong customer relationships? A) the first two only B) the first three only C) the first four only D) the last three only E) the last four only Answer: C Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept Objective: 1-1

6) According to the simple five-step model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value B) build profitable relationships with customers

C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct key components of a marketing program Answer: D Diff: 2 Page Ref: 5 AACSB: Communication Skill: Concept Objective: 1-2

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7) ________ are human needs as shaped by individual personality and culture. A) Needs B) Wants C) Demands D) Values E) Exchanges Answer: B Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2

8) When backed by buying power, wants become ________. A) social needs B) demands

C) physical needs D) self-esteem needs E) exchanges Answer: B Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2

9) What do companies call a set of benefits that they promise to consumers to satisfy their needs? A) market offering B) value proposition C) demand satisfaction D) need proposition E) evoked set Answer: A Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2

10) Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs? A) selling myopia

B) marketing management C) value proposition D) marketing myopia E) the product concept Answer: D Diff: 1 Page Ref: 6 Skill: Concept Objective: 1-2

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11) When marketers set low expectations for a market offering, the biggest risk they run is ________.

A) disappointing loyal customers B) decreasing customer satisfaction C) failing to attract enough customers

D) failing to understand their customers' needs E) incorrectly identifying a target market Answer: C Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-2

12) ________ is the act of obtaining a desired object from someone by offering something in return.

A) A value proposition B) Exchange C) Bribery

D) Value creation E) Donation Answer: B Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-2

13) A(n) ________ is the set of actual and potential buyers of a product. A) market B) audience C) group D) segment E) exchange Answer: A Diff: 1 Page Ref: 7 Skill: Concept Objective: 1-2

14) Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. A) exchange B) marketing C) management D) production

E) customer relationship management Answer: B Diff: 1 Page Ref: 7 AACSB: Communication Skill: Concept Objective: 1-2

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15) Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?

A) All customers will be delighted.

B) Customer-perceived value will increase.

C) Customer evangelists will become unpaid salespersons for the service or product. D) Not all customers will be satisfied.

E) The company will need to follow up with a demarketing campaign. Answer: D Diff: 3 Page Ref: 9 AACSB: Analytic Skills Skill: Concept Objective: 1-3

16) In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently. A) marketing B) demarketing C) value marketing D) surplusing E) negotiating Answer: B Diff: 1 Page Ref: 9 Skill: Concept Objective: 1-3

17) The art and science of choosing target markets and building profitable relationships with them is called ________.

A) marketing management B) positioning C) segmentation D) selling

E) differentiation Answer: A Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-3

18) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing

E) managing the marketing effort Answer: D Diff: 1 Page Ref: 8 Skill: Concept Objective: 1-3

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35) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. A) customer-driven B) customer-driving C) societal D) production E) product Answer: B Diff: 2 Page Ref: 11 Skill: Concept Objective: 1-3

36) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________. A) short-run costs and profits B) short-run ethics C) long-run welfare D) immediate health E) value propositions Answer: C Diff: 2 Page Ref: 11 AACSB: Ethical Reasoning Skill: Concept Objective: 1-3

37) Which concept holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being? A) marketing B) selling C) product

D) societal marketing E) equity Answer: D Diff: 1 Page Ref: 11 AACSB: Ethical Reasoning Skill: Concept Objective: 1-3

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38) The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________. A) human welfare B) want satisfaction C) company profits D) short-run wants E) long-term needs Answer: C Diff: 2 Page Ref: 11 AACSB: Ethical Reasoning Skill: Concept Objective: 1-3

39) The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

A) promotion mix B) product mix C) marketing mix D) TQM

E) marketing effort Answer: C Diff: 2 Page Ref: 12 Skill: Concept Objective: 1-3

40) Of the following, which is the most important concept of modern marketing? A) customer relationship management B) societal marketing

C) consumer-generated marketing D) properly trained salespeople E) low prices Answer: A Diff: 2 Page Ref: 13 AACSB: Communication Skill: Concept Objective: 1-4

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41) Building, keeping, and growing profitable relationships by delivering customer value and satisfaction is called ________. A) customer lifetime value B) customer perceived value

C) customer relationship management D) database marketing E) societal marketing Answer: C Diff: 1 Page Ref: 13 Skill: Concept Objective: 1-4

42) Customer-perceived value is determined by a customer's ________ of the benefits and costs of a market offering relative to those of competing offers. A) personal assessment B) rational expectations C) accurate assessment D) objective evaluation E) emotional understanding Answer: A Diff: 2 Page Ref: 13 Skill: Concept Objective: 1-4

43) It is most accurate to say that customers buy from stores and firms that offer which of the following?

A) the highest value for the dollar

B) the highest customer-perceived value C) the highest level of customer satisfaction D) the most attractive company image E) the most concern for society's interests Answer: B Diff: 3 Page Ref: 13 Skill: Concept Objective: 1-4

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44) ________ is defined as the customer's evaluation of the differences between all the benefits and all the costs of a marketing offer relative to those of competing offers. A) Customer equity

B) Customer satisfaction C) Customer evangelism D) Customer-perceived value E) Marketing myopia Answer: D Diff: 1 Page Ref: 13 Skill: Concept Objective: 1-4

45) Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service? A) satisfied customers B) customer evangelists C) butterflies D) full partners E) social customers Answer: B Diff: 2 Page Ref: 13 AACSB: Communication Skill: Concept Objective: 1-4

46) Which of the following strategies would a company most likely use to increase customer satisfaction?

A) decreasing the variety of offered services B) demarketing C) lowering prices

D) \

E) limiting customer experiences with a brand Answer: C Diff: 3 Page Ref: 16 Skill: Concept Objective: 1-4

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47) A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a ________.

A) frequency marketing program B) basic customer relationship C) club marketing program

D) partner relationship management technique E) structural benefit Answer: A Diff: 2 Page Ref: 16 AACSB: Reflective Thinking Skill: Concept Objective: 1-4

48) iRobot, the makers of Roomba, have involved their customers in product development, marketing, and technical support in an effort to foster which of the following? A) basic relationships B) customer delight

C) selective relationship management D) customer-perceived value E) frequency marketing programs Answer: B Diff: 3 Page Ref: 14-15 Skill: Concept Objective: 1-4

49) In which of the following situations has a company most actively turned its consumers into marketing partners?

A) American Airlines awards frequent flyer points to returning customers. B) Paige Premium Denim jeans provide a superior quality and a perfect fit.

C) iRobot invites enthusiastic Roomba owners to develop and share their own programs and uses for the company's robotic vacuum.

D) Best Buy distinguishes between its best customers, called angels, and its less profitable customers, called demons, stocking merchandise to appeal to separate groups of its angels. E) Toyota develops a marketing presence on social networks and other online communities. Answer: C Diff: 2 Page Ref: 14 AACSB: Reflective Thinking Skill: Concept Objective: 1-4

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65) Beyond simply retaining good customers, marketers want to constantly increase their \customer.\A) Marketers want to increase their market share.

B) Marketers want to increase the share they get of the customer's purchasing in their product categories.

C) Marketers want to increase the profit margin with this target market.

D) Marketers want to continuously increase their customers' levels of satisfaction. E) Marketers want to turn satisfied customers into delighted customers. Answer: B Diff: 3 Page Ref: 22 Skill: Concept Objective: 1-4

66) ________ is one of the best ways to increase share of customer. A) Targeting new customers B) Using bait and switch C) Cross-selling

D) Relationship selling E) Partnership marketing Answer: C Diff: 2 Page Ref: 22 Skill: Concept Objective: 1-4

67) Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other items. Based on previous purchase history, the company recommends related CDs, books, videos, or other

products that might interest a customer. This most directly helps Amazon.com capture a greater ________.

A) customer lifetime value B) share of customer C) profit margin D) share of market E) customer equity Answer: B Diff: 2 Page Ref: 23 AACSB: Reflective Thinking Skill: Concept Objective: 1-4

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68) Which of the following is the total combined customer lifetime values of all a company's current and potential customers? A) share of customer

B) customer lifetime value C) customer equity D) profitability E) share of market Answer: C Diff: 2 Page Ref: 23 Skill: Concept Objective: 1-4

69) The ultimate aim of customer relationship management is to produce ________. A) customer equity B) market share C) sales volume

D) a reliable database E) higher profit margins Answer: A Diff: 3 Page Ref: 23 Skill: Concept Objective: 1-4

70) A potentially highly profitable, short-term customer is a ________. A) true friend B) butterfly C) stranger D) barnacle E) true believer Answer: B Diff: 2 Page Ref: 24 Skill: Concept Objective: 1-4

71) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Which type of customers have the highest profit potential and strong loyalty? A) barnacles B) strangers C) butterflies D) true friends E) big fish Answer: D Diff: 2 Page Ref: 24 Skill: Concept Objective: 1-4

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72) Which of the following statements about the Internet is most accurate?

A) Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike.

B) After the dot-com meltdown of 2000, fewer consumers are buying products and/or services online.

C) The Internet makes it easy for consumers to view, interact with, and create marketing content. D) Consumer e-commerce looks promising, but business-to-business e-commerce is declining. E) Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.

Answer: C Diff: 2 Page Ref: 26 AACSB: Use of IT Skill: Concept Objective: 1-5

73) Which of the following is currently the fastest-growing form of marketing? A) consumer-generated marketing B) online marketing

C) mass media marketing D) social marketing

E) word-of-mouth marketing Answer: B Diff: 3 Page Ref: 26 AACSB: Use of IT Skill: Concept Objective: 1-5

74) Today almost every company, small and large, is affected in some way by which of the following?

A) the societal marketing concept B) not-for-profit marketing C) global competition

D) customer-generated marketing E) caring capitalism Answer: C Diff: 2 Page Ref: 26 Skill: Concept Objective: 1-5

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75) Governmental agencies are becoming more involved in marketing as the years pass. When a local government advertises keeping the area's streams and water supply cleaner, it is involved in ________.

A) green marketing

B) social marketing campaigns C) demarketing

D) environmental marketing E) partnership marketing Answer: B Diff: 2 Page Ref: 29 Skill: Concept Objective: 1-5

76) Selling is managing profitable customer relationships. Answer: FALSE Diff: 1 Page Ref: 2 Skill: Concept Objective: 1-1

77) Human needs are shaped by culture and individual personality. Answer: FALSE Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2

78) The difference between human needs and wants is that needs are not influenced by marketers. Answer: TRUE Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2

79) When backed by buying power, needs become demands. Answer: FALSE Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2

80) Market offerings are limited to physical products. Answer: FALSE Diff: 2 Page Ref: 6 Skill: Concept Objective: 1-2

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81) An experience such as a vacation can be defined as a market offering. Answer: TRUE Diff: 2 Page Ref: 6 AACSB: Reflective Thinking Skill: Application Objective: 1-2

82) When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia. Answer: FALSE Diff: 3 Page Ref: 6 Skill: Concept Objective: 1-2

83) Only sellers of products, services, and ideas practice marketing; buyers do not. Answer: FALSE Diff: 2 Page Ref: 8 Skill: Concept Objective: 1-2

84) Market segmentation is the process of seeking fewer customers and reduced demand for profit maximization only. Answer: FALSE Diff: 3 Page Ref: 9 Skill: Concept Objective: 1-3

85) Demarketing is a marketing philosophy focused upon product differentiation and positioning. Answer: FALSE Diff: 2 Page Ref: 9 Skill: Concept Objective: 1-3

86) When it becomes necessary to reduce demand for a product or service, an organization may use demarketing to reduce or shift the number of customers. Answer: TRUE Diff: 1 Page Ref: 9 Skill: Concept Objective: 1-3

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107) In a short essay, discuss the challenges and advantages that new communication technologies have created for marketers.

Answer: Through the Internet and related technologies, people can now interact in direct and surprisingly personal ways with large groups of others, from neighbors within a local community to people across the world. With communication technologies such as e-mail, blogs, Web sites, online communities, and online social networks, today's marketers incorporate interactive

approaches that help build targeted, two-way customer relationships. Marketers can create deeper consumer involvement and a sense of community surrounding a brand, making a brand a

meaningful part of consumers' conversations and lives. However, while new communication tools create relationship-building opportunities for marketers, they also create challenges. They give consumers a greater voice, and therefore greater power and control in the marketplace. Today's consumers have more information about brands than ever before, and they have a wealth of

platforms for airing and sharing their brand views with other consumers. This benefits companies when views of its products are positive, but can be damaging when customers share stories of negative experiences with a company's products. Diff: 2 Page Ref: 18 AACSB: Use of IT Skill: Application Objective: 1-4

108) Define customer equity and explain how a company can increase it.

Answer: Customer equity is the sum of the lifetime values of all a company's current and potential customers. Customer equity is dependent upon customer loyalty from a firm's profitable customers. Because customer equity is a reflection of a company's future, companies must manage it carefully, viewing customers as assets that need to be maximized. To increase customer equity, companies should work to delight their customers and establish full relationships with their most profitable customers. Diff: 1 Page Ref: 23 AACSB: Analytic Skills Skill: Application Objective: 1-4

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109) In a short essay, describe and compare the four types of customers classified by their potential profitability to an organization. Explain how an organization should manage each type of customer.

Answer: The four types of customers are strangers, butterflies, true friends, and barnacles.

\a stranger's wants and demands. Companies should not invest in building a relationship with this type of customer. Another type of customer in which a company should not invest is the

\their needs and the company's offerings. The company might be able to improve barnacles'

profitability by selling them more, raising their fees, or reducing service to them. However, if they cannot be made profitable, they should be \However, they are potentially profitable because there is a good fit between the company's offerings and their needs. Like real butterflies, this type of customer will come and go without becoming a permanent, loyal consumer of a company's products. Companies should use

promotional blitzes to attract these customers, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. The final type of customers is \company's offerings, so the company should make continuous relationship investments in an effort to go beyond satisfying and to delight these customers. A company should try to convert true friends into customer evangelists who tell others about their good experiences with the company. Diff: 3 Page Ref: 24 AACSB: Analytic Skills Skill: Application Objective: 1-4

110) Explain how the Internet has transformed the way in which we do business today.

Answer: The Internet links individuals and businesses of all types to each other. The Internet allows firms access to exciting new marketspaces. The Internet has spawned an entirely new breed of \–the \

introduced companies that are both savvy and face promising futures. These companies use a set of new Web technologies to reach customers, including blogs (web logs), vlogs (video-based logs), and social networking sites. \companies, with online presences aimed at attracting new customers and strengthening bonds with current customers. Approximately 65% of American Internet users now shop online, making a Web presence a necessity for any organization. Diff: 1 Page Ref: 26 AACSB: Use of IT Skill: Application Objective: 1-5

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111) Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want now has become a(n) ________. A) need B) necessity C) demand D) exchange E) transaction Answer: C Diff: 1 Page Ref: 6 AACSB: Reflective Thinking Skill: Application Objective: 1-2

112) To avoid traffic gridlock in large metro areas, a community might use ________ to discourage travelers from driving during peak commuting hours. A) target marketing B) market segmentation C) demarketing D) marketing

E) the production concept Answer: C Diff: 1 Page Ref: 9 AACSB: Reflective Thinking Skill: Application Objective: 1-3

113) Cathy's Clothes is a small retail chain successfully selling women's clothing and accessories with a profitable focus on buyers who have relatively modest means. This is an example of ________.

A) convenience B) social marketing C) market segmentation D) target marketing E) value packing Answer: D Diff: 2 Page Ref: 8 AACSB: Reflective Thinking Skill: Application Objective: 1-3

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114) Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm is most likely practicing the ________. A) production concept B) marketing concept C) selling concept

D) relationship concept

E) societal marketing concept Answer: C Diff: 2 Page Ref: 10 AACSB: Reflective Thinking Skill: Application Objective: 1-3

115) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________ concept. A) product B) production C) selling D) marketing

E) societal marketing Answer: B Diff: 2 Page Ref: 9 AACSB: Reflective Thinking Skill: Application Objective: 1-3

116) Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________ concept. A) product B) production C) selling D) marketing

E) societal marketing Answer: A Diff: 3 Page Ref: 10 AACSB: Reflective Thinking Skill: Application Objective: 1-3

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117) Which of the following reflects the marketing concept? A) \

B) \C) \D) \E) \Answer: D Diff: 3 Page Ref: 10 AACSB: Reflective Thinking Skill: Application Objective: 1-3

118) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ philosophy. A) marketing concept B) product concept C) production concept

D) societal marketing concept E) selling concept Answer: D Diff: 1 Page Ref: 11 AACSB: Reflective Thinking Skill: Application Objective: 1-3

119) Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using ________. A) selective relationship management B) a frequency marketing program C) a club marketing program D) demarketing

E) a value proposition Answer: A Diff: 2 Page Ref: 17 AACSB: Reflective Thinking Skill: Application Objective: 1-4

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120) You have just taken a new position in an organization and you're learning about the job

functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? A) database management B) Web site hits

C) the societal marketing concept D) partner relationship management E) customer relationship management Answer: E Diff: 1 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4

121) Sally purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations for Brand X lotion, Sally was measuring her level of ________. A) customer-perceived value B) customer satisfaction C) customer equity D) demand

E) customer lifetime value Answer: B Diff: 3 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4

122) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon ________. A) loyalty

B) relationship marketing C) customer-perceived value D) social relationships

E) a societal marketing campaign Answer: C Diff: 3 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4

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123) Tommy Gray attempts to deliver customer satisfaction every day in his Audio Expressions installation business. He is a smart operator who knows that the key to this goal is to match ________ with ________.

A) company performance; competition

B) company performance; competitive prices C) relationship building; performance tools D) company performance; unique products

E) customer expectations; company performance Answer: E Diff: 2 Page Ref: 13 AACSB: Analytic Skills Skill: Application Objective: 1-4

124) Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create ________ by going beyond the expected.

A) customer delight B) customer satisfaction C) customer value D) customer equity

E) customer involvement Answer: A Diff: 1 Page Ref: 13 AACSB: Reflective Thinking Skill: Application Objective: 1-4

125) You are an assistant marketing director for a firm in a market with many low-margin customers. What type of relationship would it be most profitable for you to develop with these customers?

A) full partnerships B) basic relationships C) basic partnerships D) club programs

E) selective relationships Answer: B Diff: 2 Page Ref: 16 AACSB: Reflective Thinking Skill: Application Objective: 1-4

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126) Elisandra, a marketing manager at a regional chain restaurant, has decided to sponsor a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________. A) consumer-generated marketing B) partner relationship management C) customer lifetime value

D) community development around a brand E) selective relationship management Answer: A Diff: 2 Page Ref: 19 AACSB: Reflective Thinking Skill: Application Objective: 1-4

127) At Gina's Nails, the posted policy is \staff aim to delight each customer, and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Gina and her staff strive to make every customer a repeat customer. It is most accurate to say that instead of focusing on each individual transaction, Gina and her staff put a priority on ________. A) maintaining customer-perceived value B) enlisting customer evangelists C) attracting \D) converting \

E) capturing customer lifetime value Answer: E Diff: 3 Page Ref: 22 AACSB: Reflective Thinking Skill: Application Objective: 1-4

128) Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for \following customer relationship groups do these customers belong? A) butterflies B) true friends C) strangers D) barnacles

E) short-term customers Answer: D Diff: 2 Page Ref: 24 AACSB: Reflective Thinking Skill: Application Objective: 1-4

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129) A church targeting different demographic groups to increase attendance is an example of ________.

A) for-profit marketing B) not-for-profit marketing C) societal marketing D) customer evangelism E) caring capitalism Answer: B Diff: 2 Page Ref: 28 AACSB: Reflective Thinking Skill: Application Objective: 1-5

130) Ben & Jerry's challenges all stakeholders, including employees, top management, and even ice cream scoopers in their stores, to consider individual and community welfare in their

day-to-day decisions. Actions such as this by companies seizing the opportunity to do well by doing good reflects ________. A) environmentalism B) social responsibility C) profit marketing

D) partnership management E) myopia Answer: B Diff: 1 Page Ref: 27 AACSB: Reflective Thinking Skill: Application Objective: 1-5

131) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign. A) ethical

B) social marketing C) for-profit

D) consumer-generated E) differentiated Answer: B Diff: 3 Page Ref: 29 AACSB: Reflective Thinking Skill: Application Objective: 1-5

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Refer to the scenario below to answer the following questions. Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. \towns, very little year-round competition, and our close proximity to Portland,\couldn't understand why seasonality had to hit Seagull Terrace so hard!\ So Carol spent her first winter devising a new marketing plan. She put together a

promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmickto be implemented from early winter to late spring–that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers–both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals. \but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results.\\weekend get-aways throughout winter.\

132) Which of the following groups is specifically part of Seagull Terrace's target market? A) seasonal business travelers B) young families C) retirees

D) summer campers E) athletes Answer: A Diff: 1 Page Ref: 8 AACSB: Reflective Thinking Skill: Application Objective: 1-3

133) Carol Veldt's use of \A) selling B) marketing C) product D) production

E) societal marketing Answer: A Diff: 2 Page Ref: 10 AACSB: Reflective Thinking Skill: Application Objective: 1-4

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