Marketing Chapter 1 Cengage Exam Questions with Correct Answers Latest Update
2025/2026
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 1.2. Which variable of the marketing mix does this issue involve? - Answers
Promotion
Scenario 1.3.
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 1.3. Apple's emphasis on marketing research is used to enhance the
___________ variable of the marketing mix, while its skills at creating buzz for its newest product
offering months before its release is an example of the ___________variable. - Answers product,
promotion
What is the major focus of the marketing concept? - Answers Customer Satisfaction
_____________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. - Answers Relationship
marketing
Scenario 1.1
Jameson manages a well-known cell phone company. This company has been voted as having
the best cell-phone service. Consumers appreciate the fact that they can call from almost
, anywhere in the world and the service still gets through. Jameson knows that the company's
product far surpasses that of the competition. One thing has been bothering him, though. In
order to put so many resources into ensuring the best service, Jameson has cut back on
employees at the firm's customer call center. Recently, consumers have begun complaining
about long wait times when they call in with a problem or concern. Although its cell phone
service is still considered one of the best, customer satisfaction with the firm's customer
service has plummeted. Jameson does not understand why consumers are getting so upset. He
believes the exceptional cell phone service more than makes up for long waiting periods and
other issues wit - Answers c. do to satisfy customers
Scenario 1.1
Jameson manages a well-known cell phone company. This company has been voted as having
the best cell-phone service. Consumers appreciate the fact that they can call from almost
anywhere in the world and the service still gets through. Jameson knows that the company's
product far surpasses that of the competition. One thing has been bothering him, though. In
order to put so many resources into ensuring the best service, Jameson has cut back on
employees at the firm's customer call center. Recently, consumers have begun complaining
about long wait times when they call in with a problem or concern. Although its cell phone
service is still considered one of the best, customer satisfaction with the firm's customer
service has plummeted. Jameson does not understand why consumers are getting so upset. He
believes the exceptional cell phone service more than makes up for long waiting periods and
other issues wit - Answers d. objective; subjective
Scenario 1.2
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 1.2. 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 rec - Answers b. marketing concept; sales orientation; market orientation
2025/2026
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 1.2. Which variable of the marketing mix does this issue involve? - Answers
Promotion
Scenario 1.3.
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 1.3. Apple's emphasis on marketing research is used to enhance the
___________ variable of the marketing mix, while its skills at creating buzz for its newest product
offering months before its release is an example of the ___________variable. - Answers product,
promotion
What is the major focus of the marketing concept? - Answers Customer Satisfaction
_____________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. - Answers Relationship
marketing
Scenario 1.1
Jameson manages a well-known cell phone company. This company has been voted as having
the best cell-phone service. Consumers appreciate the fact that they can call from almost
, anywhere in the world and the service still gets through. Jameson knows that the company's
product far surpasses that of the competition. One thing has been bothering him, though. In
order to put so many resources into ensuring the best service, Jameson has cut back on
employees at the firm's customer call center. Recently, consumers have begun complaining
about long wait times when they call in with a problem or concern. Although its cell phone
service is still considered one of the best, customer satisfaction with the firm's customer
service has plummeted. Jameson does not understand why consumers are getting so upset. He
believes the exceptional cell phone service more than makes up for long waiting periods and
other issues wit - Answers c. do to satisfy customers
Scenario 1.1
Jameson manages a well-known cell phone company. This company has been voted as having
the best cell-phone service. Consumers appreciate the fact that they can call from almost
anywhere in the world and the service still gets through. Jameson knows that the company's
product far surpasses that of the competition. One thing has been bothering him, though. In
order to put so many resources into ensuring the best service, Jameson has cut back on
employees at the firm's customer call center. Recently, consumers have begun complaining
about long wait times when they call in with a problem or concern. Although its cell phone
service is still considered one of the best, customer satisfaction with the firm's customer
service has plummeted. Jameson does not understand why consumers are getting so upset. He
believes the exceptional cell phone service more than makes up for long waiting periods and
other issues wit - Answers d. objective; subjective
Scenario 1.2
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 1.2. 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 rec - Answers b. marketing concept; sales orientation; market orientation
