Marketing Chapter 1 Cengage Questions and Correct Answers/ Latest Update / Already Graded

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? Ans: Promotion Scenario 1.3. All rights reserved © 2025/ 2026 | Page | 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 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. Ans: product, promotion What is the major focus of the marketing concept? Ans: 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. Ans: Relationship marketing Scenario 1.1 All rights reserved © 2025/ 2026 | Page | 3 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 servi