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Feb 20, 2024

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CHAPTER 1: 1. In addition to selling food, drink, and a variety of items that feature its popular logo, Eskimo Joe’s offers its customers a valuable experience, known as its market offering. 2. Eskimo Joe’s is an important part of the community, including customers’ lives and customer involvement, which indicates Eskimo Joe’s is involved in customer engagement marketing. 3. Eskimo Joe’s offers food, spirits, and logo merchandise to customers, who in turn, offer Eskimo Joe’s money. What is this relationship known as? Exchange. 4. Eskimo Joe’s food, logo products, and overall experience keeps customers loyal and coming back time and time again. Such customer loyalty increases customer lifetime value . 5. The owners of Eskimo Joe’s understand the customers’ needs and wants by sensing and responding to those needs, indicating that Eskimo Joe’s assumes which philosophy? Marketing concept . CHAPTER 2: 1. Under the previous CEO, Konica/Minolta’s management determined it was time to invest in product development by offering new products to the technology market. 2. Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up one of Konica/Minolta’s market segment . 3. Prior to changing its product offerings and realigning its business units, managers at Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or realigned? Perform a portfolio analysis. 4. Kevin Kern described Konica/Minolta’s use of commercials, newspapers, social media, and other media to control the marketing message. Which marketing concept was he referring to? Marketing mix . 5. Konica/Minolta hopes to create customer value through its mission, strategic goals and objectives, marketing mix, and other marketing tools. This collective effort is known as Konica/Minolta’s marketing strategy. CHAPTER 3: 1. Burger King's Satisfries are most likely marketed to which type of customer market? Consumer . 2. Burger King's offering of healthier French fries is most closely related to building relationships with which of the following microenvironment actors? The customers. 3. Burger King's target demographic for its Satisfries was most notably mothers of young children. Which of the following demographics was Burger King most likely targeting? Millennials.

4. In its efforts to offer healthier options, Burger King hopes to attract mothers away from McDonald's and into Burger King. By providing the Satisfries, Burger King is reacting to which of the following environments? The competitive environment. 5. The decision to offer Satisfries to customers is most closely aligned with their understanding of the changes in which of the following environments? The cultural environment. CHAPTER 4: 1. Nielsen gathers consumer insights through a variety of ways, including consumer tracking and panels. Which type of research is Nielsen engaged in during these examples? Online marketing research. 2. A marketer who wishes to gain insight into the demographics and attitudes of consumers who buy their product would likely ask Nielsen to perform which type of research? Descriptive research. 3. Nielsen is engaged in the collection and analysis of information about consumers, competitors, and developments in the marketplace. This systematic monitoring is known as competitive marketing intelligence . 4. The specific data that Nielsen provides to its clients for a specific purpose that has not been completed before, is most likely which type of data? Primary. 5. Nielsen gathers data on millions of people to help marketers gain __________ to use to create strategic marketing decisions. customer insights. CHAPTER 5: 1. IMG World provides college students with new, relevant media, making which stage of the consumer buyer behavior process easier for the consumer? Information search. 2. Students purchasing items with the college logo most likely represent consumers involved in which type of buying behavior? Habitual . 3. IMG World’s products and services are geared toward colleges and students, the students of which may be considered young achievers. This designation can be best described as which influential factor of consumer buying behavior? Age and life stages . 4. A popular football player at a college who is able to influence the buying decisions of fans would best be described as a(n) opinion leader influence . 5. The most basic determinant of a person’s wants and behavior are embedded in a consumers culture . CHAPTER 6: 1. What is the unique positioning of Sprout? The channel is marketed to both children and their parents and airs 24 hours a day.

2. Sprout segmented the market by targeting parents of preschoolers who wished to have an educational and entertaining experience for and with their children. Which type of segmentation does this describe? Benefits sought. 3. Sprout markets to preschool-aged children and their parents. Which type of segmentation is Sprout most likely using? Demographic. 4. Which of the following best describes Sprouts competitive advantage? Sprout’s overall customer value. 5. Sprout has created a unique market offering by integrating its programs with both children and parents. This unique offering that creates superior customer value is known as differentiating . CHAPTER 7: 1. Which of the following best describes the type of product Plymouth Rock Assurance offers? Unsought product. 2. Prior to becoming Plymouth Rock Assurance, the company marketed three different insurance companies: High Point, Plymouth Rock, and Pallasades. Rebranding the three names into one, Plymouth Rock Assurance, was one part of the overall objective of constantly improving the quality of services and business products. This overall process is known as which of the following? Total quality management. 3. Prior to the merging of three distinct insurance company names into one new name, which of the following best describes the branding strategy used? Mulitbrands. 4. The company’s choice of its name, Plymouth Rock Assurance, and its motto, “More Than Just Insurance,” indicates the company is attempting to position itself in a particular manner. Which of the following would most likely be the intended position of the company? Superior customer service through its products and services. 5. The name Plymouth Rock Assurance identifies the company as the seller of its services and products, which is also known as which of the following? Brand. CHAPTER 9: 1. In which type of competition do fast-food restaurants operate? Monopolistic competition . 2. A fast-food restaurant determines the cost of producing its chicken nuggets then adds a percentage to that cost to determine the price charged to consumers. This indicates that the restaurant is utilizing which of the following pricing strategies? Cost-plus pricing . 3. With regard to supply and demand, which of the following best represents the intentions of the fast-food company’s slash on prices? Demand will increase for its products. 4. Which of the following best describes the highest price that a customer is willing to pay for a fast-food chain’s products? Customer perception .

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5. Which of the following best describes Burger King’s pricing strategy regarding its chicken nuggets during McDonald’s Monopoly promotion? Competition-based pricing . CHAPTER 10: 1. Prior to 1945, Progressive, like all insurance companies, used which of the following marketing channels? Direct. 2. Which of the following is true regarding Progressive’s advantage of adding a direct marketing channel in the 1980s? Increased market share through streamlined marketing. 3. In the 1990s, which distribution channel did Progressive add? Online, direct channel. 4. During the 1980s, Progressive added which type of marketing channel? Direct. 5. Which of the following best describes the value that was added when agents were added to Progressive’s marketing channel? Increased customer service. CHAPTER 11 : 1. By offering free shipping, which of the following retail marketing mix elements is Kmart not focusing on? Product and services assortment . 2. Which of the following is least likely to be a competitor of Kmart? Tiffany’s. 3. Which of the following best describes the type of buyer Kmart is trying to reach with its free shipping? The omni-channel buyer. 4. Within each retail establishment of Kmart, external vendors stock and maintain the magazine department of the stores, but do not actually take possession of the product. Which type of wholesaler best describes these vendors? Limited-service wholesalers. 5. Kmart would be classified best as which type of retailer? Department store . CHAPTER 12: 1. Kmart did not create the “Ship My Pants” and “Big Gas Savings” commercials. Instead, they hired a(n) advertising agency named Draftfcb. 2. Although Kmart received praise for creating one of the funniest commercials of its time, the company was also criticized for it, causing marketers to combat the negativity through press releases. Which of the following marketing mix elements is mostly aligned with the marketers’ decision to issue press releases? Public relations. 3. Which of the following best describes the advertising media first used with Kmart’s “Big Gas Savings” and “Shipped My Pants” commercials? Social media .

4. The Kmart commercials depicted in the video utilized both advertising and entertainment. This is known as which of the following? Madison & Vine . 5. Which of the following best describes Kmart’s execution style in its advertisements? Mood . CHAPTER 13 : 1. First Flavor does not use online, mobile, or social media to engage customers, indicating that First Flavor is not engaged in which of the following? Social selling . 2. First Flavor would best be described as assisting companies in which of the marketing mix elements? Sales promotion . 3. When First Flavor promotes its products to other organizations as a marketing tool, the company may wish to showcase its product to numerous potential customers at once. Which promotional tool would you recommend to First Flavor? Trade shows . 4. It is likely that salespeople at First Flavor try to identify potential business customers to utilize the Peel-n-Taste product in their marketing campaigns. Which of the following best describes this step of personal selling process? Prospecting . 5. Which of the following would best describe the marketing objective of a company utilizing First Flavor samples? Urging short-term customer buying . CHAPTER 14: 1. NutriSystem maintains a website that engages consumers and includes videos, blogs, activities, and other features that build closer customer relationships and generate engagement. This indicates that NutriSystem employs a(n) brand community website . 2. As with many companies, NutriSystem’s marketing strategy hopes to achieve a brand community. Which of the following would be an example of NutriSystem’s brand community? Its customer interaction through social media, blogs, and website content. 3. Which of the following was likely not a reason NutriSystem decided to use direct and digital media? Consumers spend less time and money online than ever before. 4. NutriSystem includes Facebook, Twitter, blogs, and Instagram in its marketing strategy. This indicates that NutriSystem is involved in which type of marketing? Social media. 5. NutriSystem uses direct-mail marketing for its products geared toward men. Which of the following is not an advantage of direct-mail marketing? It is less expensive than mass media. CHAPTER 15:

1. Monster.com offers job boards for employers and potential employees around the world. The number of available jobs fluctuates as global income distribution fluctuates. Which of the following environmental forces best describes this situation? Economic . 2. Monster.com’s products and services strategy around the globe is best described as which of the following? Product adaptation . 3. Monster.com provides more of a transactional service to clients outside of the United States. Which of the following is most likely the reason it markets differently outside of the United States? Cultural differences . 4. Monster.com takes the marketing approach of changing its strategy to better suit each separate target markets. Which of the following best describes the marketing strategy of Monster.com? Adapted global marketing . 5. Which of the following approaches did Monster.com use to enter the Chinese market? Joint venture . CHAPTER 16: 1. Honest Tea does not advertise its products on television, in magazines, or on billboards. As such, the company does not interrupt important television programs or litter pages of magazines, indicating that the company is not involved in which of the following criticisms of marketing? Cultural pollution. 2. Honest Tea puts its money back into the communities where it purchases its ingredients. This might indicate that Honest Tea is helping to combat which social issue of marketing? Poor service to disadvantaged customers. 3. Honest Tea’s mission statement is “Honest Tea seeks to create and promote great-tasting, organic beverages. We strive to grow our business with the same honesty and integrity we use to craft our products, with sustainability and great taste for all.” Additionally, the company uses only natural ingredients and promotes and practices fair trade with its suppliers. All of these combined suggests that Honest Tea is involved in which of the following sustainable marketing principles? Sense-of-mission marketing. 4. Honest Tea organizes its marketing activities from the point of view of the consumer, indicating they market by which principle? Consumer-oriented marketing . 5. At Honest Tea, there are no salespeople who attempt to coerce consumers into buying their product. Instead they rely on word-of-mouth, which indicates the company is not involved in which of the following criticisms of marketing? High-pressure selling .

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