Title: What Is Marketing?
Course: Question Banks

Q: The term that best describes the process of identifying, satisfying, and maintaining customer relationships is:
- advertising
- accounting
- marketing
A: marketing

Q: A process in marketing involving a provider, a customer, a product, and a transaction is known as the:
- advertising process
- value chain
- exchange process
A: exchange process

Q: A business has developed a product, but is unsure where to focus its efforts to sell the product. Marketing can help this company by:
- creating a good management team
- identifying product supply shortages
- identifying potential customers
A: identifying potential customers

Q: As a marketer you are creating an exchange process for a company. What is your main responsibility?
- the building maintenance
- the accounting process
- the entire environment in which the value exchange takes place
A: the entire environment in which the value exchange takes place

Q: Easy Walk, a pet leash company, doesn’t conduct customer surveys. If it had it would discover that one of its main leash lines frequently snags and breaks, and customers are dissatisfied. The product defect is not addressed and nothing changes for the customer, so the customer leaves. Because the company did not have good marketing, it failed to
- identify customers
- deliver the product to customers
- retain customers
A: retain customers

Q: You need a new phone. You liked your old Android phone but aren’t sure you want to stay with the same brand. After visiting a phone carrier store you walk away confused about your options, annoyed at the hour it took to get all your questions answered, and without a new phone. You just experienced an example of:
- a comprehensive and effective marketing strategy to satisfy and retain customers
- an emotional connection to the brand that makes you feel more confident
- a poor marketing strategy process
A: a poor marketing strategy process

Q: The paid announcement in various media forms calling public attention to a need, product, service, or company for the purpose of selling something is the description of which marketing tool?
- exchange of value
- branding
- advertising
A: advertising

Q: Jose needs a new mountain bike since his old one was run over by the garbage truck. He has seen the Trek bike company sponsoring races and seen its logos worn by top riders, so he decides to purchase a Trek bike. Jose was influenced by which marketing tool?
- advertising
- sales
- branding
A: branding

Q: Abby is going on a business trip next week. She needs a new pair of pants. After going to the mall and trying on a few pairs, she takes one up to the register and pays for it. Abby’s purchase is an example of which marketing tool?
- branding
- advertising
- sales
A: sales

Q: It is summer break and you are at the beach. Walking down the boardwalk, you notice a sign-spinner flashing the way to a local ice cream shop. He is dressed like a homeless person, and this makes you question the quality of the ice cream being sold. You quickly move on down the boardwalk. This is an example of a marketing strategy that:
- does not intrude on daily life
- provides information that customers want
- ignores customer perception
A: ignores customer perception

Q: A company’s strategy stems from the ideology that “the customer is king,” and the company tries to understand its customer as much as possible. Which concept is the company using to drive its success?
- production concept
- product concept
- marketing concept
A: marketing concept

Q: A company like Gillette, which focuses on producing the best possible disposable razors, is an example of a company following which orientation concept?
- sales concept
- marketing concept
- product concept
A: product concept

Q: An online software company sends daily spam emails urging you to buy their latest antivirus software. You have declined this email at least ten times, but continue to receive emails. What orientation concept is this company using?
- product concept
- production concept
- sales concept
A: sales concept

Q: Henry Ford is credited for famously saying, “Any customer can have a car painted any color that he wants so long as it is black.” Which orientation concept is used by Ford’s philosophy?
- sales concept
- marketing concept
- product concept
A: product concept

Q: Which of these steps assist a business in making its products more effective?
- locating information in one department only
- not using collected information to improve their offerings
- gathering data through one large one-time survey and acting upon findings
A: gathering data through one large one-time survey and acting upon findings

Q: Marketing strategy uses customer relationship management to help organizations:
- identify potential customers
- manage customers after the transaction is complete
- retain their customers
A: retain their customers

Q: High lifetime value customers bring more money to a company when managed well. How do you manage these customers to bring more value to your company?
- Recognize what brought the customer to the door initially and shape ongoing sales strategy around that occurrence
- Create categories of customer types and treat every customer of that type similarly
- Measure and improve their satisfaction
A: Measure and improve their satisfaction

Q: The value that predicts how much profit is associated with a customer during their lifetime relationship with a company is the definition of:
- customer response value
- consumer financial value
- customer lifetime value
A: customer lifetime value

Q: A new homeless housing nonprofit begins a social media campaign to build general population awareness for its services. This organization is focusing on what area of relationship management?
- sustaining a committed relationship stage
- providing a satisfying experience stage
- meeting and getting acquainted stage
A: meeting and getting acquainted stage

Q: A sales associate at Ann Taylor Loft, Karina, has developed a relationship with Jeanne over the years—so much so that she only shops for her clothes at Ann Taylor Loft. Even when there are sales at other stores, she continues to buy at Ann Taylor Loft. What advantage is managing a customer relationship well having on the store?
- customer exposure advantage
- customer recommendation advantage
- competitive advantage
A: competitive advantage

Q: According to marketers, what happens when a frozen yogurt customer, Radley, goes on social media promoting his preference about a yogurt shop’s service and flavor offerings?
- he becomes less engaged with the organization and product
- he quickly lose interest in that position on an issue or product
- he potentially generates new business
A: he potentially generates new business

Q: Nick purchased a book store gift card for his sister Agatha’s birthday. Agatha takes the gift card and purchases a book she’s wanted to get. Agatha is a:
- marketer
- customer
- consumer
A: consumer

Q: Joe receives a new hat for his birthday from his friend Nate. In this example Nate is a:
- consumer
- marketer
- customer
A: customer

Q: An organization called The Road Home provides people otherwise without a place to stay temporary shelter for a night at no cost to them. This organization is an example of a:
- business-to-business (B2B) organization
- for profit organization
- non-profit organization
A: non-profit organization

Q: The Geneva Steel company sells its raw steel to WEXCO, an automotive windshield wiper manufacturing company. This transaction is known as a:
- consumer-to-business (C2B) transaction
- business to consumer (B2C) transaction
- business-to-business (B2B) transaction
A: business-to-business (B2B) transaction

Q: A toy retailer attends a toy convention and solidifies a relationship with a new yo-yo manufacturer. The toy retailer requires a deep discount on the first large order in order to solidify the new relationship. This is an example of marketing with the:
- business to consumer (B2C) emphasis
- dual emphasis
- business-to-business (B2B) emphasis
A: business-to-business (B2B) emphasis

Q: The local professional soccer team stadium displays an advertisement for Domino’s pizza at halftime. What type of marketing it this?
- business-to-business (B2B)
- dual emphasis
- business to consumer (B2C)
A: business to consumer (B2C)

Q: Three times a year previous donors receive donation cards in the mail from the local zoo. This organization also markets to visitors by sponsoring Make-A-Wish visits from the regional hospitals. What type of marketing did the zoo use?
- business-to-business (B2B) emphasis
- business to consumer (B2C) emphasis
- dual emphasis
A: dual emphasis

Q: After looking through the Container Store catalogue you discover the perfect components you didn’t know you needed to make your small living room closet more useful for you. Marketing just highlighted a benefit for:
- you the organization
- you the society
- you the consumer
A: you the consumer

Q: When marketing is effective a company receives the benefit of:
- efficient hiring practices
- innovative accounting procedures
- product or service improvements
A: product or service improvements

Q: A place where consumers and organizations connect, build relationships, and bring to market unique solutions to problems or needs is Indiegogo. What type of societal benefit does its marketing awareness bring?
- invigorating the local economy
- has no effect on the quality of life
- creates products that satisfies and delights people
A: creates products that satisfies and delights people

Q: Your coworker Zander is looking for a product that helps him plan and record his year effectively. He wants it to also tie in his overall goals with yearly goals. You remember seeing a social media post about a planner by FranklinCovey that meets all of Zander’s criteria. You tell Zander and he buys the planner. You just experienced how marketing can:
- intrude upon social relationships
- provide a benefit to society
- highlight solutions to problems
A: highlight solutions to problems

Q: Through a variety of movies, lectures, and magazine articles, Nick has become more aware of environmental problems. It is time for him to purchase a new car. With the environmental impacts in mind, Nick looks at the various cars available and decides to purchase a hybrid car from Toyota since they communicated the best value to him. This is an example of how marketing can:
- streamline the research process for major purchases
- drive service or product improvements
- affect decisions Nick makes in daily life
A: affect decisions Nick makes in daily life

Q: A national TV company that owns several affiliate stations is taking a Saturday in January and having its stations broadcast a fundraising marathon to raise awareness and collect donations for the Multiple Sclerosis Society. This is an example of marketing providing what benefit for society?
- providing a break from the normal routine
- offering an alternative way of making donations
- highlighting an area in society that is in need of a raised awareness
A: highlighting an area in society that is in need of a raised awareness