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Test Bank Solutions Manual For Marketing 15th Edition By Kerin A+
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Test Bank Solutions Manual For Marketing 15th Edition ByKerin A+
1. Award:
Chobani introduced a Greek-style yogurt in response to
an increased interest in Mediterranean culture.
modern dairy-farming techniques.
a reduced interest in health food.
changing tastes of American consumers.
the marketability of kid-friendly foods.
Chobani introduced a Greek yogurt, a product that is higher in protein, lower in sugar, and thicker and
creamier than typical American yogurt. The timing fit perfectly with the changing tastes of American
consumers.
Difficulty: 1 Easy Learning Objective: 01-02 Explain how
marketing discovers and satisfies
consumer needs.
,From its inception, where did Chobani want to place its yogurt?
in organic foods section of major grocery store chains
in warehouse club stores like Sam's Club or Costco
in the dairy case of major grocery store chains
in mass merchandise stores like Target
in independent organic cooperatives, farmer's markets, and major organic grocery stores like
Whole Foods or Sprouts
Chobani pushed for distribution in major grocery chains rather than smaller niche stores, and
encouraged placement of the product in the main dairy cases of the stores, not in the specialty or
health food sections. Management believed that Americans would really like Greek yogurt if they tried
it, and that they would try it if they had heard about it and could find it easily in their grocery store.
Difficulty: 2 Medium Learning Objective: 01-03 Distinguish
between marketing mix factors and
environmental forces.
Which of the following marketing mix strategies has Chobani used to sell its yogurt?
priced the Chobani yogurt line below Dannon’s to increase market share
sponsored U.S. Olympic and Paralympic teams
offered sweeter products to increase sales over competitor Yoplait
introduced a new line of flavored coffee creamers
stopped airing television ads in order to promote an active lifestyle
Chobani has sponsored Olympic and Paralympic teams. The other items listed are not mentioned in the
text.
Difficulty: 2 Medium Learning Objective: 01-03 Distinguish
between marketing mix factors and
environmental forces.
,Which statement about marketing is most accurate?
Unless you take a marketing class, you will never truly know anything about marketing.
Marketing is nothing more than common sense.
Marketing requires an innate sense of creativity; you either have it or you don't.
You can call yourself a marketing expert only if you have sold something for a profit.
You have significant marketing expertise since you make marketing-related decisions every
day.
You perform many marketing activities and make marketing-related decisions every day. Your
experience in shopping gives you some expertise in marketing. As a consumer, you've been involved in
thousands of marketing decisions, but mostly on the buying and not the selling side.
Difficulty: 2 Medium Learning Objective: 01-01 Define marketing
and identify the diverse factors that
influence marketing actions.
Elon Musk was involved in the inception of all of the following companies except which?
SpaceX
PayPal
Tesla
Neuralink
Elon Musk has been involved in a variety of innovative business ventures, including PayPal, SpaceX,
Tesla, Solar City, OpenAI, Neuralink, and The Boring Company. He was not a part of Facebook's
inception.
Difficulty: 1 Easy Learning Objective: 01-01 Define marketing
and identify the diverse factors that
influence marketing actions.
, Marketing refers to the
research and development of new products that existing customers want to purchase.
expansion of companies into other countries.
process of identifying the best local plants to serve particular geographic markets.
activity involved in getting a product or service from the manufacturer to the ultimate
consumers and organizational buyers.
activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Key term definition—marketing.
Difficulty: 1 Easy Learning Objective: 01-01 Define marketing
and identify the diverse factors that
influence marketing actions.
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large is referred to as
manufacturing.
advertising.
marketing.
selling.
promotion.
Key term definition—marketing.
Difficulty: 1 Easy Learning Objective: 01-01 Define marketing
and identify the diverse factors that
influence marketing actions.
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