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1 | |
Kimberly-Clark is not happy when a novel writer has her heroine reaching for a Kleenex to dab her teary eyes. Kimberly-Clark has attorneys on staff to send reminders to the author and others that Kleenex is a brand name and not a generic term. Why? |
| | A) | If Kimberly-Clark does not make an effort, then the federal government will not actively protect its patent. |
| | B) | The Kleenex name is worth millions, and the company is responsible for protecting its own brand integrity. |
| | C) | Kimberly-Clark is simply showing its muscle as the number one paper manufacturer in the world. |
| | D) | By law, Kimberly-Clark is required to protect its copyrighted brand strategy. |
| | E) | None of the above explains why Kimberly-Clark would maintain lawyers who would send reminders on how to use the brand name. |
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2 | |
Which of the following statements about marketing activities is true? |
| | A) | Marketing is affected by society and in return affects society as a whole |
| | B) | The marketing department works closely with other departments and employees to implement marketing activities. |
| | C) | Marketing activities provide the customer-satisfying products required for the organization to survive and prosper. |
| | D) | Environmental factors affect marketing activities. |
| | E) | All of the above statements about marketing activities are true. |
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3 | |
A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refrigerator offers the youngsters many alternatives—soft drinks, fruit drinks, sport drinks and bottles of Sunny Delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other product offerings, appeals to the consumers' _____ for liquid and attempts to shape consumers' _____ for the advertised product. |
| | A) | wants; needs |
| | B) | wants; preferences |
| | C) | preferences; needs |
| | D) | needs; wants |
| | E) | needs; preferences |
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4 | |
In terms of the marketing mix, a television show like The Drew Carey Show is an example of |
| | A) | place. |
| | B) | form utility. |
| | C) | promotion. |
| | D) | product. |
| | E) | price. |
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5 | |
Which of the following businesses is LEAST likely to be able to engage in relationship marketing? |
| | A) | a beach shop that sells tourist mementos |
| | B) | a local restaurant that specializes in home-cooking |
| | C) | a convenience store |
| | D) | a movie theater |
| | E) | a veterinarian |
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6 | |
Marketing programs are most closely related to |
| | A) | customer relationship management. |
| | B) | the ease with which relationship management can be implemented. |
| | C) | the four utilities. |
| | D) | the marketing mix. |
| | E) | mass marketing strategy. |
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7 | |
As organizations have changed their orientation, society's expectations of marketers have also changed. Today, the emphasis of marketing practice has shifted from _____ to consumers' interests. |
| | A) | social responsibilities |
| | B) | government regulation |
| | C) | producers' interests |
| | D) | suppliers' interests |
| | E) | competitive activity |
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8 | |
According to the societal marketing concept, who is most important in deciding what needs and wants are good for consumers in the long run? |
| | A) | the organization itself |
| | B) | the individual consumers |
| | C) | regulatory bodies like the Federal Trade Commission |
| | D) | marketing researchers |
| | E) | competitive forces |
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9 | |
Which of the following is the best example of an organizational buyer? |
| | A) | a mother buying milk for her young son |
| | B) | a computer programmer buying the latest game for his Playstation |
| | C) | a store owner buying hand-painted slate signs to sell in her store |
| | D) | a botanist buying a rose bush for his home garden |
| | E) | a baseball player buying a t-ball set for his daughter |
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10 | |
The paper manufacturer sells rolls of paper to the newspaper publishing company so that the newspaper can publish a daily paper, which is purchased from newspaper boxes by people who are interested in reading about news, entertainment, sports, etc. The people who buy the newspapers to read are examples of what types of markets? |
| | A) | ultimate consumers |
| | B) | institutional markets |
| | C) | organizational buyers |
| | D) | government markets |
| | E) | resellers |
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11 | |
The creation of pottery from a mound of wet clay is an example of _____ utility. |
| | A) | time |
| | B) | place |
| | C) | process |
| | D) | production |
| | E) | form |
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