Scenario 1.1.

Denise works as a direct seller for Avon. She is determined to sell as many products to as many
people as possible. Although she generally has a good relationship with customers, she has been
known to be overly aggressive in trying to sell products. She often convinces consumers to purchase
more expensive products even after they say they are not interested. As a result of Denise's high
sales, she has become a top performer.
Recently, however, Denise's sponsor has been informed of complaints that customers have levied
against Denise accusing her of "badgering" them into buying products. The sponsor meets with
Denise and tells her it is unacceptable to pressure consumers into purchasing items they do not
want.
Refer to Scenario 1.1. Which variable of the marketing mix does this issue involve?

A: Promotion

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Scenario 1.2.
Apple is known for its innovation. It conducts in-depth marketing research to determine what
customers want. Its electronic devices are constantly upgraded so customers can purchase the
newest models. The company creates buzz around its product offerings by discussing new product
months before they are launched. This anticipation builds up until the product is launched, resulting
in wide-scale sales that often result in stores selling out of the newest product.
Refer to Scenario 1.2. Apple's emphasis on marketing research is used to enhance
product
the    variable of the marketing mix, while its skills at creating buzz for its newest
promotion
product offering months before its release is an example of the    variable.

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customer satisfaction
What is the major focus of the marketing concept? 

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relationship marketing
  deepens the buyer's trust in the company, and as the
customer's confidence grows, this, in turn, increases the firm's understanding of the customer's
needs.
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Refer to Scenario 1.3. Jameson has asked you, a marketing consultant, to give him advice. He cannot
understand how a cell-phone company with the best product offering in the cell-phone service
industry could get such low satisfaction ratings simply because the customer service is not up to par.
You suggest that Jameson has a narrowly defined view of the company's product offering. You tell
Jameson that successful marketers should define their products as what they
___________________.
A: do to satisfy customers
Refer to Scenario 1.3. On your advice, Jameson decides to invest more in customer service training
and hiring. Satisfaction increases, but not to the level Jameson thinks it should be. He conducts a
marketing research study and found that while most consumers like the product, many would like
to see additional services available. However, what type of service customers want tends to vary by
customer. Jameson has come to believe that customers just do not know how to assess value
correctly. Jameson appears to believe that determining value is a (n) _______________
process, while in reality the process of assessing value is highly ______________.
A: objective subjective
Denise works as a direct seller for Avon. She is determined to sell as many products to as many
people as possible. Although she generally has a good relationship with customers, she has been
known to be overly aggressive in trying to sell products. She often convinces consumers to
purchase more expensive products even after they say they are not interested. As a result of
Denise's high sales, she has become a top performer.
Recently, however, Denise's sponsor has been informed of complaints that customers have levied
against Denise accusing her of "badgering" them into buying products. The sponsor meets with
Denise and tells her it is unacceptable to pressure consumers into purchasing items they do not
want.
Refer to Scenario 1.1. Denise's sponsor tells her that it is important for her to determine her
customer's needs and then find the product that best meets those needs, regardless of price. She
recommends that Denise adopt the ____________. In other words, Denise should move from a
_____________, where she is focused on using her aggressive direct selling talents to maximize
profits, toward embracing the more customer-centric ________________.
A: Marketing concept, sales orientation, market orientation

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Apple is known for its innovation. It conducts in-depth marketing research to determine what
customers want. Its electronic devices are constantly upgraded so customers can purchase the
newest models. The company creates buzz around its product offerings by discussing the product
months before it is launched. This anticipation builds up until the product is launched, resulting in
wide-scale sales that often result in stores selling out of the newest product.
Refer to Scenario 1.2. From the information provided about Apple and its marketing strategies,
Apple most likely embraces a _______________.

A: Market orientation

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Which of the following institutions would be most likely to market an idea as their main product?
A: Greenpeace

Which of the following marketing mix variables has Walmart generally emphasized in its marketing
activities?
b.) price
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Shannon is driving in downtown Santa Fe. She is not very familiar with the area and is running late
for her appointment. She heads to a nearby paid parking lot and is told that it costs $10 to park.
Shannon is irritated by the price. Although there are likely other paid parking lots that are less
expensive, Shannon pays the price to park there. Different cost considerations impacted Shannon's
decision, but clearly one stood out over all the others. Which cost exerted the most influence over
Shannon's decision to park in the $10 parking lot?

A: Non-monetary cost of time

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REI has a 100% satisfaction guarantee on its items. It allows customers to return products up to one
year after purchase. This is an attempt by REI to reduce what type of cost?
A: risk
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Which of the following statements about the marketing environment is false?
A: Marketing environment is uncontrollable
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The marketing environment includes ___________, economic, political, legal and regulatory,
technological, and __________ forces.
A: Competitive, sociocultural
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When Panera Bread decided to eliminate artificial flavorings and preservatives from its products, it
was most likely responding to which of the following?
A: Marketing environment forces
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Jim manages a small factory that produces circuit boards. Jim operates from the belief that a good
product creates demand. He focuses much of his energy on developing operational efficiencies and
increasing output. The company's salesperson Darlene, however, views customer relationships and
personal selling as being the highest priority. Between the two of them, the firm has become known
for its quality products and excellent customer relationships.
A: Production
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Jim manages a small factory that produces circuit boards. Jim operates from the belief that a good
product creates demand. He focuses much of his energy on developing operational efficiencies and
increasing output. The company's salesperson Darlene, however, views customer relationships and
personal selling as being the highest priority. Between the two of them, the firm has become known
for its quality products and excellent customer relationships.
Refer to Scenario 1.4. Recently, Darlene has found that they have begun to reach market saturation.
She is having trouble finding new customers. One solution would be to increase the company's reach,
perhaps by opening up locations in other areas. However, she knows this will be expensive. After
noticing that many of their customers are planning on expanding and purchasing bigger facilities,
Darlene feels that the best option is to increase the company's ________________.
A: Share of customer
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The Brandenburg family makes $3,500 per month. About $900 goes toward taxes and savings. They
spend $2,600 on goods and services. Based upon the information in the text, about how much of
their money goes toward marketing activities?
A: $1,300
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Which of the following statements is true about marketing?
A: all types of organizations need marketing
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Which of the following statements describes a benefit that marketing offers?
A: It enhances cultural awareness
Green marketing  is a strategic process involving stakeholder assessment to create meaningful long-
term relationships with customers while maintaining, supporting, and enhancing the natural
environment.
Marketers have complete control over mix market variables.
A: F
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Valerie works at a pharmaceutical firm that develops medicines for rare diseases. The company
develops a new medication for a disease that very few people have. In fact, less than 100
people are said to have this disease in the entire country. As a result, the drug will be priced
high, but the firm will work closely with insurance companies to get the medicine to the right
people without sacrificing much revenue. Her friend Rick, who is taking business classes, tells
her that this is too small to be a target market. Is Rick's statement true?
A: False
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Customers consciously calculate the value of a product in benefits and costs for most
purchases.
A: False
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