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Chapter 10 Marketing Building Profitable Customer
Connections

TRUEFALSE

1. Marketing is an activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.

(A) True

(B) False

Answer : (A)

2. Utility is the ability of goods and services to satisfy consumer "wants."

(A) True

(B) False

Answer : (A)

3. The three basic types of utility are product utility, perception utility, and placement
utility.

(A) True

(B) False

Answer : (B)

4. Ownership utility satisfies wants by providing goods and services at a convenient place
for customers.

(A) True

(B) False

Answer : (B)

5. The evolution of marketing includes the production era and the selling era.

(A) True

(B) False

Answer : (A)
6. In recent years, marketing has focused on developing long-term relationships with
customers.

(A) True

(B) False

Answer : (A)

7. In today's relationship era of marketing, the emphasis is on finding ways to quickly reach
new customers.

(A) True

(B) False

Answer : (B)

8. Acquiring new customers can cost five times more than keeping an existing customer.

(A) True

(B) False

Answer : (A)

9. Starbucks aggressively opens conveniently located stores that provide customers with
easy access to gourmet coffee beverages and pastries. This is an example of providing place
utility.

(A) True

(B) False

Answer : (A)

10. Stray Rescue is a not-for-profit organization. Since the organization is not profit driven,
it has no need to focus on marketing.

(A) True

(B) False

Answer : (B)

11. The use of marketing strategies is limited to the development, pricing, promotion, and
distribution of goods and services.
(A) True

(B) False

Answer : (B)

12. Companies use event marketing when they sponsor sporting, cultural, or charitable
events.

(A) True

(B) False

Answer : (A)

13. Marketing has always focused on responding to the needs of customers quickly and
completely.

(A) True

(B) False

Answer : (B)

14. The production era of marketing focused on finding ways to stimulate more demand for
the company's output.

(A) True

(B) False

Answer : (B)

15. Henry Ford was committed to offering consumers the ability to purchase an automobile
by using mass production. His perspective on marketing products was highlighted during
the selling era.

(A) True

(B) False

Answer : (B)

16. The marketing concept was a business philosophy that arose in the era of mass
production when it became necessary for firms to use "hard sell" techniques to convince
customers to buy products that they didn't really want.

(A) True
(B) False

Answer : (B)

17. Throughout the social era of marketing, sales agents worked hard to visit many
consumer households in order to market and sell their companies products.

(A) True

(B) False

Answer : (B)

18. Walt owns a local chain of auto repair shops in Northern Ontario. He tries to go the
extra mile in pleasing his customers with comfortable and attractive waiting rooms, friendly
service, and an exceptional warranty on all repair work. Walt's approach is consistent with
the marketing concept.

(A) True

(B) False

Answer : (A)

19. Using Facebook and Twitter to market products is a strategy used by businesses during
the social era of marketing.

(A) True

(B) False

Answer : (A)

20. Using Pinterest and LinkedIn to market products is a strategy used by businesses during
the selling era of marketing.

(A) True

(B) False

Answer : (B)

21. Customer relationship management is the ongoing process of acquiring, maintaining,

and growing profitable relationships by delivering unmatched value.

(A) True

(B) False
Answer : (A)

22. Low cost creates high value.

(A) True

(B) False

Answer : (B)

23. A business offers value when customers judge that its products deliver a better
relationship between benefits and costs than the competitors' products.

(A) True

(B) False

Answer : (A)

24. Today's businesses use customer relationship management to drive profits upward and
provide unmatched value to the consumer.

(A) True

(B) False

Answer : (A)

25. Businesses use CRM techniques to deliver value to customers while promoting customer
loyalty.

(A) True

(B) False

Answer : (A)

26. Value is based on a customer's perception of quality, appearance, and price.

(A) True

(B) False

Answer : (A)

27. Successful companies strive for customer satisfaction and develop marketing programs
to encourage repeat business from existing customers.
(A) True

(B) False

Answer : (A)

28. One benefit of achieving consumer loyalty is that consumers may be willing to forgive a
company's mistakes.

(A) True

(B) False

Answer : (A)

29. Underpromising is an effective way to generate a large base of highly satisfied

customers because it often results in consumers getting more from a product than they
were led to expect.

(A) True

(B) False

Answer : (B)

30. When it comes to creating customer satisfaction, actual value is more important than
perceived value.

(A) True

(B) False

Answer : (B)

31. Today's businesses compete for customer loyalty, using marketing plans to define
specific strategies.

(A) True

(B) False

Answer : (A)

32. The first step in developing a marketing plan is to identify the individuals most likely to
buy your products.

(A) True
(B) False

Answer : (A)

33. Many firms develop a formal marketing plan to identify their target audience and how
they will reach that audience.

(A) True

(B) False

Answer : (A)

34. The process of dividing an overall market into groups of customers who are similar to
each other but different from everyone else is known as market aggregation.

(A) True

(B) False

Answer : (B)

35. Business marketers direct their efforts to people who purchase their products for
personal use.

(A) True

(B) False

Answer : (B)

36. Business marketers direct their efforts to customers who buy products they use to
produce other products.

(A) True

(B) False

Answer : (A)

37. Demographic market segmentation is based on measurable characteristics of potential

customers, such as age, education, income, ethnicity, and gender.

(A) True

(B) False

Answer : (A)
38. Demographics are measurable characteristics such as age, gender, and income.

(A) True

(B) False

Answer : (A)

39. Demographics are the mix of traits that define individuals.

(A) True

(B) False

Answer : (B)

40. A firm's marketing mix refers to the array of different types of products it has developed
to attract different types of customers.

(A) True

(B) False

Answer : (B)

41. Market share is a key indicator of the conditions in a firm's competitive marketing
environment.

(A) True

(B) False

Answer : (A)

42. Business leaders use target markets, which divide the market into smaller groups based
on attitudes, interests, and values.

(A) True

(B) False

Answer : (B)

43. A business segments the market in order to understand the similarities and differences
in consumers' needs.

(A) True
(B) False

Answer : (A)

44. Strategies about the product, price, promotion, and distribution are all included in a
firm's marketing mix.

(A) True

(B) False

Answer : (A)

45. Although both B2C and B2B marketers segment their markets, they use somewhat
different categories.

(A) True

(B) False

Answer : (A)

46. In B2B marketing, the most common strategies for segmenting a market are based on
geography, customer characteristics, and product-use.

(A) True

(B) False

Answer : (A)

47. Strategies about the best way to incorporate personal selling, public relations, and
word-of-mouth promotion into the marketing of a good are part of the product strategy
component of a firm's marketing mix.

(A) True

(B) False

Answer : (B)

48. The product strategy a firm develops would include not only the physical product or
specific service the firm offers but also its brand name, packaging, and customer service.

(A) True

(B) False
Answer : (A)

49. The laws and regulations affecting marketing practices are a major part of the
social/cultural marketing environment.

(A) True

(B) False

Answer : (B)

50. XLent Computers has one line of computers designed to appeal to hard-core gamers,
another line to appeal to people who like to work with video editing, and yet another
designed for people who simply like to browse, chat, and e-mail their friends. This attempt
to separate the market according to interests and hobbies suggests that XLent is relying
heavily on demographic segmentation.

(A) True

(B) False

Answer : (B)

51. Environmental scanning is the process of segmenting the market into individual
responses to various products. This includes the benefits consumers seek from products and
how consumers use products.

(A) True

(B) False

Answer : (B)

52. Understanding consumer behaviour is not necessary to business survival.

(A) True

(B) False

Answer : (B)

53. Understanding consumer behaviour is a key to successful business-to-business

relationships.

(A) True

(B) False
Answer : (B)

54. Consumer behaviour specifically refers to how people act as they buy products for
personal consumption.

(A) True

(B) False

Answer : (A)

55. Cultural, social, personal, and psychological factors all influence a consumer's
purchasing decisions.

(A) True

(B) False

Answer : (A)

56. Cognitive dissonance occurs when a consumer refuses to recognize problems or issues
that arise from the purchase of a good or service.

(A) True

(B) False

Answer : (B)

57. The consumer decision-making process involves need recognition, the search for
information, evaluation of alternatives, the purchase decision, and postpurchase evaluation.

(A) True

(B) False

Answer : (A)

58. Cognitive dissonance is the part of postpurchase behaviour that occurs when buyers
have second thoughts after purchasing a product and begin to worry that they made a bad
decision.

(A) True

(B) False

Answer : (A)
59. Culture refers to the values, attitudes, and customs shared by members of a society.

(A) True

(B) False

Answer : (A)

60. How much money you earn and what you do for a living are major determinants of your
social class.

(A) True

(B) False

Answer : (A)

61. Age, gender, and attitudes are major determinants of your social class.

(A) True

(B) False

Answer : (B)

62. Motivation and attitudes are both major elements of the cultural influences on consumer
decision making.

(A) True

(B) False

Answer : (B)

63. There is little a firm can do to reduce the cognitive dissonance experienced by their
customers.

(A) True

(B) False

Answer : (B)

64. Attitudes are a person's lasting impressions of objects or ideas.

(A) True

(B) False
Answer : (A)

65. Whether they realize it or not, consumers go through all of the steps involved in the
purchase decision process for every purchase they make.

(A) True

(B) False

Answer : (B)

66. A person's culture can have an impact on purchasing behaviour.

(A) True

(B) False

Answer : (A)

67. Consumers are most likely to go through all steps of the purchase decision process when
they are buying goods for which the financial or social implications are significant.

(A) True

(B) False

Answer : (A)

68. Business buyer behaviour is actually quite similar to consumer purchase behaviour.

(A) True

(B) False

Answer : (B)

69. Ricardo recently spent a lot of money buying a new sports car. He thought he would
really enjoy it, but soon after the purchase, he began to question whether it was a smart
move. Ricardo's doubts are an example of cognitive dissonance.

(A) True

(B) False

Answer : (A)

70. Business will only use market research when promoting business-to-business products
and services.

(A) True

(B) False

Answer : (B)

71. Market research involves gathering, interpreting, and applying information to uncover
opportunities and challenges for business.

(A) True

(B) False

Answer : (A)

72. Secondary data is existing data marketers gather about purchasing behaviour.

(A) True

(B) False

Answer : (A)

73. There are many types of primary market research, but one thing they all have in
common is that they involve a direct interaction with the research subject.

(A) True

(B) False

Answer : (B)

74. Primary data is new data gathered and compiled by marketers for the first time.

(A) True

(B) False

Answer : (A)

75. Observation research and survey research are the two broad categories of primary
research.

(A) True

(B) False
Answer : (A)

76. One major disadvantage of primary data is that it is usually outdated even before the
marketer receives it.

(A) True

(B) False

Answer : (B)

77. Marketing research is only important when making decisions about ways to improve the
marketing mix.

(A) True

(B) False

Answer : (B)

78. Primary data is the first type of data marketers obtain. They turn to secondary data only
if the primary data alone is not sufficient.

(A) True

(B) False

Answer : (B)

79. Observation research involves talking to subjects being watched.

(A) True

(B) False

Answer : (B)

80. Survey research involves an interaction between the researcher and the research
subjects.

(A) True

(B) False

Answer : (A)

81. Researchers collecting data from consumers in other countries need to consider the
mode of preferred communication for that consumer group.

(A) True

(B) False

Answer : (A)

82. Online questionnaires are an example of observation research.

(A) True

(B) False

Answer : (B)

83. Observation research can be both inexpensive and highly effective.

(A) True

(B) False

Answer : (A)

84. A strength of survey research is that it almost always yields highly accurate information
because it is based on direct answers to specific questions.

(A) True

(B) False

Answer : (B)

85. Ellie wants to do some marketing research to uncover the attitudes and motivations that
shape consumer choices. The best way to obtain this information would be to use
observation research to obtain primary data.

(A) True

(B) False

Answer : (B)

86. Social responsibility has become a marketing goal for companies in response to
consumer demands for broader community support.

(A) True
(B) False

Answer : (A)

87. The Internet has shifted power from producers to consumers.

(A) True

(B) False

Answer : (A)

88. Green marketing refers to any strategies used by companies to maximize profits through
their promotional efforts.

(A) True

(B) False

Answer : (B)

89. Green marketing has had a major impact on the fashion industry.

(A) True

(B) False

Answer : (A)

90. Through the use of technology, marketers can lower costs and deliver greater value to
consumers.

(A) True

(B) False

Answer : (A)

91. Technology has allowed consumers to become part of the product development process.

(A) True

(B) False

Answer : (A)

92. Mass customization involves developing products made for a particular group of
consumers.
(A) True

(B) False

Answer : (B)

93. Marketers use the Internet to reach larger audiences with 24/7 access.

(A) True

(B) False

Answer : (A)

94. BettaBikes has begun using a strategy known as mass customization. This means that
BettaBikes produces one basic bike style that appeals to a massive customer base.

(A) True

(B) False

Answer : (B)

95. So far, social responsibility and technology have had an impact on the promotion and
distribution elements of the marketing mix but have had little influence on the product and
pricing elements.

(A) True

(B) False

Answer : (B)

96. Honda's efforts to introduce a car powered by fuel cells that eliminate all undesirable
emissions are an example of green marketing.

(A) True

(B) False

Answer : (A)

MULTICHOICE

97. Which of the following refers to a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit
the organization and its stakeholders?

(A) intrapreneurship

(B) utilization

(C) marketing

(D) production

Answer : (C)

98. Which of the following satisfies wants by converting inputs into a finished product?

(A) ownership utility

(B) marketing

(C) form utility

(D) production utility

Answer : (C)

99. Which of the following is an example of how organizations can combine idea marketing
and event marketing?

(A) product promotion, such as "buy one, get one free"

(B) a store's grand opening celebration

(C) buying ad time to be broadcast during the Super Bowl

(D) the Avon Walk for Breast Cancer

Answer : (D)

100. Which of the following stresses customer satisfaction as the central focus of the entire
organization?

(A) scientific management

(B) operations research

(C) psychographic analysis

(D) the marketing concept

Answer : (D)
101. How does the American Marketing Association define marketing?

(A) the creation of profits through effective capital investments

(B) the development of new products on a regular basis

(C) the activity and processes of creating, communicating, and delivering value to the
consumer

(D) the function of using advertising and publicity to promote goods and services

Answer : (C)

102. Which of the following is the process of using strategies to satisfy customer needs
while achieving long-term profitability for the organization?

(A) primary data

(B) segmentation

(C) marketing

(D) consumer behaviour

Answer : (C)

103. Henry Ford's famous quote that customers could have any colour car they wanted "as
long as it is black" best reflects marketing attitudes during which era?

(A) Marketing Era

(B) Production Era

(C) Selling Era

(D) Relationship Era

Answer : (B)

104. In which of the following eras did many companies adopt the philosophy that consumer
satisfaction should be the central focus of the entire organization?

(A) Laissez Faire Era

(B) Marketing Era

(C) Selling Era

(D) Production Era

Answer : (B)

105. The last few decades have brought about an increased emphasis on customer service
due to growing consumer choice and purchasing power. Which of the following best
describes the philosophy that customer satisfaction is the central focus of a business?

(A) behavioural segmentation

(B) survey research

(C) marketing concept

(D) ownership utility

Answer : (C)

106. Comfi-Rester Furniture buys wood, padding, upholstery and other inputs, and then
cuts, sews, and assembles these materials in a way that results in high-quality, comfortable
chairs and sofas. Which type of utility does this process create?

(A) relationship utility

(B) place utility

(C) form utility

(D) production utility

Answer : (C)

107. EZ Eats is a local fast food restaurant that is open 24/7. Management guarantees that
customers will be served within five minutes after placing an order for any item on its menu.
Which type of utility is EZ Eats focusing on?

(A) selection utility

(B) time utility

(C) comparative utility

(D) form utility

Answer : (B)

108. MyWays produces GPS navigation units. It sells these units online, over the phone, and
in its own outlet stores. It also accepts all major credit cards and offers a variety of
attractive financing arrangements and free shipping. Which type of utility is MyWays
making a strong effort to provide?
(A) transactional utility

(B) cost utility

(C) ownership utility

(D) tracking utility

Answer : (C)

109. Which of the following statements is most consistent with the marketing view of the
relationship era?

(A) The customer can have our product in any colour, as long as it is grey.

(B) The key to success is to constantly expand the customer base by recruiting new buyers.

(C) In this era of surging demand, the main focus should be on producing as much as
possible.

(D) It is much less expensive to keep existing customers than it is to develop new customers.

Answer : (D)

110. Which of the following is the customer's perception that a product has a better
relationship than any competitor between the cost and the benefits?

(A) utility

(B) customer satisfaction

(C) marketing

(D) value

Answer : (D)

111. Customer relationship management is an ongoing process. When does it work best?

(A) when the company focuses primarily on being the low-cost seller in a competitive market

(B) when the company limits its efforts to a select few customers who are major purchasers

(C) when the company combines marketing communication with one-on-one personalization

(D) when the company uses mass production techniques and needs to have a guaranteed
market for large quantities of its goods

Answer : (C)
112. Which of the following occurs when a customer's perception of a good or service is that
it delivers value above and beyond expectation?

(A) consumer empathy

(B) consumer fidelity

(C) consumer satisfaction

(D) consumer marketing

Answer : (C)

113. Which of the following is key to successful customer relationship management?

(A) collecting, managing, and applying the right data at the right time to the right customer

(B) helping customers identify new needs-even if they are met by other firms

(C) developing marketing strategies that are universal

(D) focusing most marketing resources on the pricing and distribution functions of the
marketing mix

Answer : (A)

114. In customer relationship management, what do firms selling big-ticket items with small
customer bases often find it advantageous to do?

(A) develop full partnership relationships with their major customers

(B) have a soft-sell approach

(C) develop a limited relationship with every customer

(D) have exclusive relationships with the two or three largest customers

Answer : (A)

115. In the context of relationship marketing, which of the following is an example of a

limited relationship?

(A) when the marketer maintains an extensive database with information about limited
customers

(B) when a firm asks a key client to participate in product development

(C) when a firm outsources some (but not all) of its marketing functions to a wholesaler or
retailer in order to streamline its marketing efforts
(D) when a company sends newsletters and special offers to customers via regular e-mails

Answer : (D)

116. Which of the following is the relevant concept of value in marketing based on?

(A) the ability to satisfy basic consumer needs at the lowest possible cost

(B) the form utility of the product

(C) the belief of customers that a product is uniquely able to meet their needs

(D) objective measures of quality and price

Answer : (C)

117. Which of the following is a common error committed by marketers when they are
trying to generate customer satisfaction?

(A) putting too much emphasis on the marketing concept

(B) underpromising, thus setting consumer expectations too low

(C) focusing on value rather than price

(D) developing relationships with individual customers rather than focusing on the market as
a whole

Answer : (B)

118. Johnson & Johnson communicates with individual customers through e-mail and toll-
free access to a customer support phone centre. They also have company representatives
dedicated to developing close, ongoing relationships with large chain stores. Which of the
following does this process demonstrate?

(A) the application of both limited relationships and full partnership relationships

(B) the similarity between perceived value and actual value

(C) the difference between customer satisfaction and customer loyalty

(D) the impact PERT has had on customer relationships

Answer : (A)

119. Gatyam Appliances is trying to build customer satisfaction. Which of the following
strategies is most likely to help them achieve this goal?
(A) They should be very conservative, underpromising on product claims. It is better to have
customers expect too little and end up being pleasantly surprised than to have them expect
too much and end up being disappointed.

(B) They should build a close full partnership with every customer.

(C) They should focus on creating favourable customer perceptions but keep the claims
honest and realistic.

(D) They should overpromise on the quality and performance of the appliances in order to
generate the greatest possible interest.

Answer : (C)

120. What will many firms develop to answer the question "Who is your target market, and
how do you plan to reach them?"

(A) a formal marketing priority list

(B) a formal market vision statement

(C) a formal marketing mix

(D) a formal marketing plan

Answer : (D)

121. Which type of segmentation is the vital starting point for most marketers?

(A) demographic segmentation

(B) use-pattern segmentation

(C) cultural segmentation

(D) psychographic segmentation

Answer : (A)

122. Which of the following is defined as the group of consumers most likely to purchase an
organization's goods and services?

(A) market segment

(B) consumer metric

(C) market objective

(D) target market

Answer : (D)

123. When firms in B2C markets divide up the market according to values, attitudes, and
lifestyles, what type of segmentation are they using?

(A) interest-based segmentation

(B) psychographic segmentation

(C) user-defined segmentation

(D) demographic segmentation

Answer : (B)

124. When B2B marketers divide the market based on the characteristics of customers,
what type of segmentation are they using?

(A) product-use market segmentation

(B) demographic segmentation

(C) psychographic segmentation

(D) customer-based market segmentation

Answer : (D)

125. Which of the following is the continual collection of information from various sources to
assist businesses in product development and providing customer satisfaction?

(A) environmental scanning

(B) distribution strategy

(C) global marketing mix

(D) business market segmentation

Answer : (A)

126. Which set of terms describes approaches used by B2C marketers to segment their
markets?

(A) reactive, adaptive, and resistant responders

(B) opportunistic, altruistic, and grassroots buyers

(C) bleeding-edge, leading-edge, and seeding-edge customers

(D) demographic, psychographic, and behavioural factors

Answer : (D)

127. Which of the following are magazines such as InStyle, O Magazine, and Sports
Illustrated usually geared toward?

(A) the B2C sector

(B) a specific profit target

(C) the B2B sector

(D) a specific psychographic segment

Answer : (D)

128. Which of the following statements applies to psychographic segmentation?

(A) It is most often used in the B2B market.

(B) It is seldom used as the core basis for segmentation but instead complements other types
of market segmentation in B2C markets.

(C) It is the single most important approach to market segmentation for both the B2B and
B2C markets.

(D) It is the vital starting point for most efforts to segment B2C markets but is seldom used
in the B2B market.

Answer : (B)

129. What are decisions about advertising, publicity, and product placement known as?

(A) distribution

(B) promotion

(C) competitive

(D) product

Answer : (B)

130. Which of the following are marketers unable to control?

(A) distribution of their product

(B) market supply

(C) external environment

(D) economic environment in which they operate

Answer : (C)

131. Analysis of market share is a key to understanding which of the following about the
firm?

(A) its promotion strategy

(B) its competitive environment

(C) its social and cultural environment

(D) its demographic strengths

Answer : (B)

132. Marketing research suggests that the spending habits of immigrants to Canada differ
from most other consumers, so many marketers develop strategies for this rapidly growing
consumer market. What type of segmentation does this exemplify?

(A) density growth segmentation

(B) demographic segmentation

(C) product-user segmentation

(D) psychographic segmentation

Answer : (B)

133. What becomes apparent when comparing the marketing approaches of B2C marketers
with those of B2B marketers?

(A) B2C and B2B marketers actually use virtually identical approaches to segment their
markets, with both focusing primarily on benefit and behavioural factors.

(B) Both B2C and B2B marketers usually segment their markets, but they use somewhat
different strategies for doing so.

(C) B2C marketers usually try to appeal to a mass market, but most B2B marketers break
their markets into distinct segments based on geographic and psychographic factors.
(D) Most B2C marketers must segment their market, but most B2B marketers must sell to a
mass market.

Answer : (B)

134. Marketing in foreign markets requires altering the goods or services offered to meet
the tastes of local customers. Therefore, what must business leaders develop to meet
customer needs in each key market?

(A) a global database

(B) a high level of technological expertise

(C) a global marketing environment

(D) a global marketing mix

Answer : (D)

135. Jim works in the marketing department of a large firm. He recently spent much of his
time working on new packaging ideas for one of his company's products. Which of the
following would this work contribute to?

(A) competitive strategy

(B) product strategy mix

(C) design component

(D) pricing strategy

Answer : (B)

136. The ability of firms to take advantage of mass customization and just-in-time inventory
methods demonstrates the importance of which elements in a firm's marketing mix?

(A) economic elements

(B) technological elements

(C) promotion elements

(D) distribution elements

Answer : (B)

137. Which of the following refers specifically to how people act when buying goods and
services for personal consumption?
(A) cognitive dissonance

(B) utility maximization

(C) consumer behaviour

(D) customer purchasing

Answer : (C)

138. Which of the following sequences comes after need recognition in the consumer
decision-making process?

(A) Information search, alternative evaluation, purchase decision, and postpurchase

behaviour

(B) Information search, learning, and postpurchase behaviour

(C) Product search, benefit analysis, price analysis, and value analysis

(D) Cognitive dissonance, alternative evaluation, and learning

Answer : (A)

139. Which type of behaviour describes how people act when buying products to use
directly or indirectly to produce other products?

(A) consumer buyer behaviour

(B) business buyer behaviour

(C) customer buyer behaviour

(D) technology buyer behaviour

Answer : (B)

140. Which of the following encompasses the values, attitudes, and customs shared by
members of a society?

(A) social empathy

(B) nationality

(C) ethnicity

(D) culture

Answer : (D)
141. Which of the following are psychological influences that affect consumer behaviour?

(A) motivation, attitudes, and perceptions

(B) age, gender, and income

(C) selection, organization, and interpretation

(D) values, attitudes, and customs

Answer : (A)

142. What is the most significant difference between the consumer buyer and the business
buyer?

(A) The consumer buyer is more likely to negotiate on prices and features.

(B) The consumer buyer is unlikely to do any research.

(C) The business buyer bases purchases on specifications rather than on personal judgment.

(D) The business buyer has more flexibility.

Answer : (C)

143. Tina is an engineering major who has decided she needs a new laptop computer. She
has asked several friends what they like and dislike about their computers and has read
several articles in computer magazines and online sites describing the latest features in
laptops. As a result, she now has a good idea about what she wants. What is Tina's most
likely next step?

(A) undergoing a credit evaluation

(B) evaluating specific laptop alternatives

(C) doing a competitive analysis

(D) experiencing cognitive dissonance

Answer : (B)

144. Suzanne purchased her first car and drove it home to show her family. Her father has
been asking her questions about the financing she applied for from the credit union. She is
now wondering if she researched her options in enough detail. What is Suzanne
experiencing?

(A) cognitive dissonance

(B) need recognition

(C) buyer behaviour

(D) consumer behaviour

Answer : (A)

145. In order to help customers feel comfortable with their decision to purchase a new car,
manufacturers are offering extended warranties, free oil changes, and maintenance checks.
This is an effort to offset which of the following?

(A) cognitive dissonance

(B) demand elasticity

(C) buyer retroaction

(D) consumer proactivity

Answer : (A)

146. Samuel works in the purchasing department of Emerson Electric. Which of the
following best describes what will happen with Samuel when he is making purchasing
decisions for his company?

(A) He is likely to apply rational criteria to the purchase decision, and has minimal
opportunity to apply personal judgment.

(B) He will typically confront sellers unwilling to negotiate on prices or terms of sale.

(C) He will have a lot of flexibility in the criteria he uses to select the goods.

(D) He is likely to have a problem with cognitive dissonance.

Answer : (A)

147. Brooke and Katie have rented an apartment and are shopping for some cleaning
supplies. Brooke chooses name brand items before going to the cashier. Katie notices the
price difference between name brand and store brand and asks her friend about her
choices. Brooke explains that her mother always uses name brands and taught her that
store brands just don't clean as well. Which of the following factors appears to be a major
influence on Brooke's choices?

(A) psychological factors

(B) social factors

(C) cultural factors

(D) demographic factors

Answer : (B)

148. What does market research involve?

(A) creating new opportunities from secondary data sources

(B) gathering, interpreting, and applying information to uncover opportunities and

challenges

(C) analyzing, interpreting, and disseminating information to market leaders

(D) collecting, analyzing, and interpreting information to uncover market challenges

Answer : (B)

149. Which of the following involves gathering, interpreting, and applying information to
uncover opportunities and challenges?

(A) market research

(B) market interrogation

(C) market preparation

(D) market segmentation analysis

Answer : (A)

150. Using scanner data collected from past retail sales is an example of which of the
following?

(A) undirected data

(B) secondary research

(C) survey research

(D) observation research

Answer : (D)

151. What are the two main approaches used in primary marketing research?

(A) observation research and survey research

(B) the econometric approach and the empirical approach

(C) longitudinal research and historical research

(D) private research and public research

Answer : (A)

152. Which type of data are proprietary and often expensive to gather?

(A) observation data

(B) primary data

(C) survey data

(D) secondary data

Answer : (B)

153. How can a company acquire secondary data?

(A) by organizing focus groups

(B) by researching relevant magazine and newspaper articles

(C) by conducting online surveys

(D) by analyzing garbage

Answer : (B)

154. What is an advantage of secondary data when compared to primary data?

(A) It is usually more confidential.

(B) It is usually more relevant.

(C) It is usually less biased.

(D) It is usually less costly.

Answer : (D)

155. How does primary data differ from secondary data?

(A) Primary data is less expensive and more difficult to gather.

(B) Primary data is less expensive and less difficult to gather.

(C) Primary data is more expensive and more difficult to gather.

(D) Primary data is more expensive and less difficult to gather.

Answer : (C)

156. Focus groups and mail-in questionnaires are examples of what kind of research?

(A) observation

(B) secondary

(C) survey

(D) organizational

Answer : (C)

157. Which of the following could a company use to obtain primary data?

(A) focus groups, mall interviews, and online surveys

(B) editorials in newspapers and rankings by consumer magazines

(C) publications by Statistics Canada, surveys published by charitable organizations, and

research papers written by university professors

(D) articles in newspapers, magazines, and professional journals

Answer : (A)

158. What is a disadvantage of observation research?

(A) It yields little or no insight into the motivation behind the observed behaviour.

(B) It generates secondary data rather than primary data.

(C) It focuses on what people say rather than what they actually do.

(D) It tends to be very expensive.

Answer : (A)

159. Many companies want to collect data internationally. What are they most likely to find?

(A) Doing so is more expensive than it is worth.

(B) Telephone interviews are almost always the best (and least expensive) way to obtain the
desired data.
(C) They get better results by hiring research firms with a strong local presence in the areas
where the data will be collected.

(D) It yields little additional insight, because American cultural influences on consumption
are so dominant.

Answer : (C)

160. CDz 4U wants to build a new store in your community but needs to research the
opportunity. Which of the following is likely the most cost-effective way to gather the
needed data?

(A) beginning by collecting secondary data to narrow the list of possible locations and then
using the results to focus primary research efforts on a limited number of possible locations

(B) relying exclusively on primary data collection because it can be customized to ensure
relevance

(C) relying exclusively on secondary data, because it is less expensive and quicker to obtain,
thus allowing the firm to free up both time and financial resources for the design and
development of the actual store

(D) beginning by collecting primary data-the reason it's called "primary" is because it should
be collected first; then, once the primary data is collected, use secondary sources to refine
and verify the results

Answer : (A)

161. In an effort to broaden its business, music retailer CDz 4U now rents DVDs online. In
order to spot trends in consumer interest, CDz 4U has decided to evaluate clickstream data
that shows all of the DVDs individual customers click on when visiting their website. What is
this company attempting to obtain?

(A) primary data

(B) tertiary data

(C) secondary data

(D) survey data

Answer : (A)

162. While Suzanne is shopping for school supplies, she is approached in the mall by a
woman with a clipboard asking questions about her preference for jeans. What has Suzanne
become involved in?

(A) weighted response data collection

(B) survey research collection

(C) observation research collection

(D) secondary research collection

Answer : (B)

163. Which of the following is an example of observation research?

(A) sending a mail survey to all customers in a local market area

(B) recording all of the items a customer clicks on when visiting a Website

(C) scanning major newspapers and magazines for articles on the subject of the research

(D) conducting door-to-door interviews

Answer : (B)

164. Within the last few decades, which of the following has greatly impacted marketing?

(A) a decline in the effectiveness of environmental scanning

(B) an increasing reliance on secondary sources of data

(C) the observation method of collecting consumer information

(D) a call for greater social responsibility and the increase in the use of technology

Answer : (D)

165. Which of the following demands that marketers actively contribute to the needs of the
broader community?

(A) green marketing

(B) primary data

(C) social responsibility

(D) observation research

Answer : (C)

166. The Prius is Toyota's hybrid sedan on the market today. Why is this product is a key
player for Toyota?
(A) It is a key player in their efforts to achieve mass customization.

(B) It is a key player in their plan to implement environmental scanning.

(C) It is a key player in their use of primary marketing.

(D) It is a key player in their green marketing strategy.

Answer : (D)

167. What have rapid improvements in digital technology and the rise of the Internet over
the past 20 years resulted in?

(A) They have led to a decrease in the costs of marketing new products and services.

(B) They have caused an increase in the costs of marketing new products and services.

(C) They have shifted the balance of power away from customers and toward producers.

(D) They have contributed to a movement away from mass customization and toward more
emphasis on demographic marketing.

Answer : (A)

ESSAY

168. Define utility, and describe how each of the four types of utility impacts the marketing
process.

Graders Info :

Utility is the ability of goods and services to satisfy consumer wants. And since there is a
wide range of wants, products can provide utility in a number of different ways:

Form utility satisfies wants by converting inputs into a finished form. Clearly, the vast
majority of products provide some kind of form utility. Examples: Jamba Juice pulverizes
fruit, juices, and yogurt into yummy smoothies. McDonald's slices, dices, and sizzles
potatoes into French fries.

Time utility satisfies wants by providing goods and services at a convenient time for
customers. Examples: FedEx delivers some parcels on Sunday. LensCrafters makes
eyeglasses in about an hour. 7-Eleven opens early and closes late. And e-commerce, of
course, provides the ultimate 24/7 convenience.

Place utility satisfies wants by providing goods and services at a convenient place for
customers. Examples: ATMs offer banking services in many large supermarkets. Motel 6
lodges tired travellers at the bottom of highway off-ramps. Vending machines refuel tired
students at virtually every college campus.

Ownership utility satisfies wants by smoothly transferring ownership of goods and

services from seller to buyer. Virtually every product provides some degree of ownership
utility, but some more than others. Apple Computers, for example, has created a hassle-free
purchase process that customers can follow by phone, by computer, and in-person.

169. Define and describe how marketing has evolved through five eras in North America
over the past 100 years.

Graders Info :

Production Era. Marketing didn't always begin with the customer. In fact, in the early
1900s, the customer was practically a joke. Henry Ford summed up the prevailing mindset
when he reportedly said, "You can have your Model T in any colour you want as long as it's
black." This attitude made sense from a historical perspective, since consumers didn't have
the overwhelming number of choices that are currently available; most products were
purchased as soon as they were produced and distributed to consumers. In this context, the
top business priority was to produce large quantities of goods as efficiently as possible.

Selling Era. By the 1920s, production capacity had increased dramatically. For the first
time, supply in many categories exceeded demand, which caused the emergence of the hard
sell. The selling focus gained momentum in the 1930s and 1940s, when the Depression and
World War II made consumers even more reluctant to part with their limited money.

Marketing Era. But the landscape changed dramatically in the 1950s. Many factories that
had churned out military supplies converted to consumer production, flooding the market
with choices in virtually every product category. An era of relative peace and prosperity
emerged, and-as soldiers returned from World War II-marriage and birthrates soared. To
compete for the consumer's dollar, marketers attempted to provide goods and services that
met customer needs better than anything else on the market. As a result, the marketing
concept materialized in the 1950s. The marketing concept is a philosophy that makes
customer satisfaction-now and in the future-the central focus of the entire organization.
Companies that embrace this philosophy strive to delight customers, integrating this goal
into all business activities. The marketing concept holds that delivering unmatched value to
customers is the only effective way to achieve long-term profitability.

Relationship Era. The marketing concept has gathered momentum across the economy,
leading to the current era, unfolding over the last decade, which zeros in on long-term
customer relationships. Acquiring a new customer can cost five times more than keeping an
existing customer. Retaining your current customers-and getting them to spend additional
dollars-is clearly cost-effective. Moreover, satisfied customers can develop into advocates
for your business, becoming powerful generators of positive "word-of-mouth."
Social Era. The social era began shortly after the introduction of the Internet and, by the
middle of the second decade of the 21st century, its impact on marketing has become
ubiquitous. In its early years, the Internet was viewed simply as another communications
tool and an enabler of ecommerce, but the development of social media has demonstrated
that it can facilitate not only promotion and online business, but also marketing research
and relationship building. Businesses and consumers are able to develop and exchange
information, ideas, and audio-visual content through virtual communities and networks
using Facebook, YouTube, LinkedIn, Instagram, Pinterest, Snapchat, and other mobile and
Web-based social media tools. Businesses now routinely connect with consumers through
social media as a way to market goods and services, and to more deeply understand
consumer attitudes and behaviours.

170. Define customer relationship management. Discuss "limited relationships" and "full
partnerships" and provide an example of each.

Graders Info :

Customer relationship management (CRM) is the ongoing process of acquiring,

maintaining, and growing profitable customer relationships by delivering unmatched value.
There are two major categories of CRM relationships:

Limited relationships. Clearly the scope of your relationships will depend not just on the
data you gather but also on your industry. Colgate-Palmolive, for example, can't forge a
close personal bond with every person who buys a bar of Irish Spring soap. However, they
do invite customers to call their toll-free line with questions or comments, and they maintain
a vibrant website with music, an e-newsletter, special offers, and an invitation to contact the
company. You can bet that they actively gather data and pursue a connection with
customers who do initiate contact.

Full partnerships. If you have a high-ticket product and a smaller customer base, you're
much more likely to pursue a full partnership with each of your key clients. Colgate-
Palmolive, for instance, has dedicated customer service teams working with key accounts
such as Walmart and Costco. With a full partnership, the marketer gathers and leverages
extensive information about each customer and often includes the customer in key aspects
of the product development process.

171. Define, compare, and contrast customer satisfaction and customer loyalty. List and
describe the two most common pitfalls marketers fall into when trying to achieve customer
satisfaction.

Graders Info :

Customer Satisfaction. You know you've satisfied your customers when you deliver
perceived value above and beyond their expectations. But achieving customer satisfaction
can be tricky. Less savvy marketers frequently fall into one of two traps:

The first trap is overpromising. Even if you deliver more value than anyone else, your
customers will be disappointed if your product falls short of overly high expectations. You
can use the messages that you send regarding your product to influence expectations-keep
those expectations real!

The second trap is underpromising. If you don't set expectations high enough, too few
customers will be willing to try your product. The result will be a tiny base of highly
satisfied customers, which usually isn't enough to sustain a business.

Customer Loyalty. This is the payoff from delivering value and generating satisfaction.
Loyal customers purchase from you again and again-and they sometimes even pay more for
your product. They forgive your mistakes. They provide valuable feedback. They may
require less service. They refer their friends (and sometimes even strangers). Moreover,
studying your loyal customers can give you a competitive edge for acquiring new ones,
because people with a similar profile would likely be a great fit for your products.

172. Discuss how B2C and B2B marketers approach these markets and the differences
between the markets.

Graders Info :

Consumer marketers (B2C) direct their efforts to people who are buying products for
personal consumption, whereas business marketers (B2B) direct their efforts to customers
who are buying products to use either directly or indirectly to produce other products. Keep
in mind that the distinction between the market categories is not in the products
themselves; rather, it lies in how the buyer will use the product. Both B2C and B2B
marketers needs to choose the best target, but they tend to follow slightly different
approaches.

173. List and describe three ways in which consumer markets (B2C) might be segmented.
Provide an example for each.

Graders Info :

Students should discuss three of the following.

Demographic segmentation refers to dividing the market based on measurable

characteristics about people, such as age, income, ethnicity, and gender. Demographics are
a vital starting point for most marketers. Chapstick, for instance, targets young women with
the Shimmer version of its lip balm, and Chevy Camaro targets young men who have money.

Geographic segmentation refers to dividing the market based on where consumers live. This
process can incorporate countries, cities, or population density as key factors. For instance,
Ford Expedition does not concentrate on European markets, where tiny, winding streets and
nonexistent parking are common in many cities.

Psychographic segmentation refers to dividing the market based on consumer attitudes,

interests, values, and lifestyles. Toyota Prius, for instance, targets consumers who care
about protecting the environment. A number of companies have found a highly profitable
niche providing upscale wilderness experiences for people who seek all the pleasure with
none of the pain.

Behavioural segmentation refers to dividing the market based on how people behave toward
various products. This category includes both the benefits that consumers seek from
products and how consumers use the product. The Neutrogena Corporation, for example,
built a multimillion-dollar hair-care business by targeting consumers who wanted an
occasional break from their favourite shampoo.

174. Explain the global marketing mix and its impact on businesses.

Graders Info :

The Global Marketing Mix is the blending of product, price, promotion and distribution
strategies. When a firm markets its products globally, it must evaluate whether it needs to
change its mix for each country-and if so, how it should change. Many business goods
simply don't require much change in the marketing mix, because their success isn't
dependent on culture. Examples include heavy machinery, cement, and farming equipment.
However, because of differences in language, culture, laws, and customs, consumer
products often require completely new marketing mixes to effectively reach their
consumers.

175. Describe the following three ways in which business markets (B2B) are segmented:
geographic, customer-based, product use-based. Provide an example for each.

Graders Info :

Geographic segmentation refers to dividing the market based on the concentration of

customers. Many industries tend to be highly clustered in certain areas, such as technology
in Waterloo, Ontario, and oil exploration in Alberta and in Newfoundland and Labrador.
Geographic segmentation, of course, is especially common on an international basis where
variables such as language, culture, income, and regulatory differences can play a crucial
role.

Customer-based segmentation refers to dividing the market based on the characteristics of

customers. This approach includes a range of possibilities. Some B2B marketers segment
based on customer size. Others segment based on customer type. Johnson & Johnson, for
example, has a group of salespeople dedicated exclusively to retail accounts such as
Shoppers Drug Mart and Walmart, while other salespeople focus solely on motivating
doctors to recommend their products. Other potential B2B markets include institutions-
schools and hospitals, for instance, are key segments for Heinz Ketchup-and the
government.

Product use-based segmentation refers to dividing the market based on how customers will
use the product. Small and mid-sized companies find this strategy especially helpful in
narrowing their target markets. Possibilities include the ability to support certain software
packages or production systems or the desire to serve certain customer groups such as
long-distance truckers or restaurants that deliver food.

176. Explain the steps a business leader takes when developing a marketing strategy. The
following terms should be included: marketing plan, target market, market segmentation,
marketing mix, and environmental scanning.

Graders Info :

Many successful firms begin the process of developing a marketing strategy by coming up
with a formal marketing plan, which they update on a yearly basis, while other firms
handle their planning on a more informal basis. But regardless of the specific approach, the
first step in planning your marketing strategy should be to determine where to target your
efforts. Who are those people who are most likely to buy your products? In other words, who
is your target market?

The next step in devising a marketing strategy would be market segmentation-dividing

your market into groups of people, or segments. These are people who are similar to one
another and different from everyone else. Segmentation in consumer markets (B2C
marketing) can be based on many different criteria, such as geography, demographics,
psychographics, and behaviour. Business marketers (B2B) also segment their markets, but
they use somewhat different criteria; geographic, consumer-based, and product-use-based
are among the most common approaches to segmentation in B2B markets.

Once you've clearly defined your target market, your next challenge is to develop
compelling strategies for product, price, distribution, and promotion. The blending of these
elements becomes your marketing mix.

While marketers actively influence the elements of the marketing mix, they must anticipate
and respond to the elements of the external environment, which they typically cannot
control. Environmental scanning is a key tool; the goal is simply to continually collect
information from sources that range from informal networks, to industry newsletters, to the
general press, to customers, to suppliers, to the competition, among others.

177. Define and describe the four basic influences on the consumer behaviour decision-
making process.

Graders Info :

Students' answers may vary, but they should list and describe the terms cultural, social,
personal, and psychological.

Influence Description
Culture: The values, attitudes, customs shared by members of a
society
Cultural Subculture: A smaller division of the broader culture
Social class: Societal position driven largely by income and
occupation
Family: A powerful force in consumption choices
Friends: Another powerful force, especially for high-profile
Social purchases
Reference groups: Groups that give consumers a point of
comparison
Demographics: Measurable characteristics such as age, gender,
Personal income
Personality: The mix of traits that determine who you are
Motivation: Pressing needs that tend to generate action
Attitudes: Lasting evaluations of (or feelings about) objects or
ideas
Psychological
Perceptions: How people select, organize, and interpret
information
Learning: Changes in behaviour based on experience

178. Your friend Stanley is concerned about the environment. But he just got a new job, and
given the lack of public transportation, he desperately needs a car.

Outline and describe the steps Stanley should take in purchasing his new car and the
factors he is likely to consider. Be sure to include programs and tactics a dealership could
use to offset any feelings of cognitive dissonance. What type of car is Stanley likely to buy?

Graders Info :

Students' answers will vary, but they should include the five steps of (1) need recognition;
(2) information search; (3) evaluation of alternatives; (4) purchase decision; and (5)
postpurchase behaviour (cognitive dissonance).

Need recognition. Stanley needs a new car to get to work, but he also wants to be
environmentally responsible in his choice.
Information search. Stanley talks to friends and family, reads Consumer Reports on
hybrid vehicles, visits a few dealerships, and calls his bank to investigate financing options.
Much of his research will probably be aimed at helping him find a car that gets good gas
mileage and/or has other features that are environmentally friendly.

Evaluation of alternatives. Stanley narrows his choice down to two new models that he
can afford. He makes a list of the strengths and weaknesses of each model. Students might
mention some of those strengths and weaknesses, with a focus on cost, gas mileage,
efficiency, and other environmental factors.

Purchase decision. Many students are likely to suggest that Stanley will probably buy a
Toyota Prius (or some other hybrid) because such cars are environmentally friendly and get
good gas mileage. Other students might suggest other fuel-efficient cars or perhaps cars
employing even newer technology, such as the fuel cell cars that Honda, General Motors,
and other automakers appear close to introducing.

Postpurchase behaviour. Buyers such as Stanley sometimes have second thoughts and
wonder if they made the right decision-a situation known as cognitive dissonance. Students
should be able to suggest several things the dealership can do to offset these second
thoughts. For example, they could send Stanley e-mails mentioning all of the environmental
awards his new car has received, or they could offer him free oil changes and car washes.

179. Define and describe the differences between the customer behaviour of consumer
buyers and that of business buyers.

Graders Info :

Consumer behaviour refers specifically to how people act when they are buying products
for their own personal consumption. The decisions they make often seem spontaneous but
often result from a complex set of influences including cultural, social, personal, and
psychological pressures.

Business buyer behaviour refers to how people act when they're buying products to use
either directly or indirectly to produce other products (e.g., chemicals, copy paper,
computer servers). Business buyers typically have purchasing training and apply rational
criteria to their decision-making process. They usually buy according to purchase
specifications and objective standards, with a minimum of personal judgment or whim.
Often, business buyers are integrating input from a number of internal sources, based on a
relatively formal process. And finally, business buyers tend to seek (and often secure) highly
customized goods, services, and prices.

180. What is market research? Define and describe how companies use market research to
make better marketing decisions.
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A 18
15 Oct
11268 Kain Pat
A 21
2 Nov
11767 Kelly J S
D 3
12 Nov
11949 Kennedy J
A 10
12205 Kahl Chas Art 2 Dec
M 1
2 Jan
12532 Kemp J W 65
K 27
6 Mar
55 Love Wm, S’t 64
F 17
16 June
2282 Larreby G
D 20
19 July
2774 Little J
E 21
16 July
3999 Lackey J
B 26
10 Aug
4453 Langstaff R
F 1
4 Aug
5711 Lake Horace Cav
K 15
18 Aug
5891 Lynch B
E 16
12 Aug
6116 Lattin E
A 19
11 Aug
6300 Lawrence C
E 20
Aug
6352 Lyons E Sig - -
21
19 Aug
6561 Little R
F 23
14 Sept
9732 Larqdell Wm, S’t
A 25
4 Oct
10317 Louby O Cav
H 3
Lockwood H, 8 Oct
10379
(neg) D 5
11038 Lyons R Cav 1 Oct
 E 17
18 Oct
11543 Lyman O S
A 27
8 Nov
11973 Lewis Wm P
B 12
6 Mar
180 McCoy Augustus
M 26
6 Mar
267 McClellan J Cav
D 31
12 May
828 Mason C H
I 1
12 May
948 Murphy D
B 8
13 May
1012 McEvers T L
C 10
3 May
1043 McGuire J
C 12
May
1332 Murray Thos Art 1 I
24
May
1471 Mulhall Peter, S’t Mar - -
30
12 June
1823 Marze Jas
D 10
2 June
1946 McLaughlin J
H 14
June
1965 McConaghy P Mar - -
14
6 June
2444 Meadow Jno Cav 64
E 25
June
3054 Muller J Mar - -
30
6 July
2920 Miller C H Cav
E 5
3054 McKinney J Mar - - July
9
19 July
3083 Maloney B
B 9
14 July
3950 Merkill Peter
H 25
11 Aug
4712 Murch Wm
C 4
18 Aug
4823 McClintock J S
H 5
Aug
4863 Martin M Mar - -
6
1 Aug
5303 Martin J Cav
K 11
12 Aug
5364 McCann B
B 11
1 Aug
5456 Michols R Cav
K 12
17 Aug
5581 McLean P
C 14
1 Aug
5769 McCoslin Robt Art
B 15
4 Aug
6073 McDonald Cav
E 18
11 Aug
6081 McClair R
G 18
12 Aug
6313 Munson C
D 20
4 Aug
6407 Mulhern C Cav
C 22
15 Aug
6515 Mantle J M, Cor
F 22
6851 Marston B SS 51 Aug
 G 25
Aug
6973 McKinley E W Mar - -
27
12 Aug
7341 McGuire J
D 30
18 Sept
8293 Munn W
H 9
4 Sept
8473 McGinnis A Art
E 11
13 Sept
9110 Montgomery C
G 18
Sept
9231 McCoy J M, S’t Mar - -
19
2 Sept
9368 Miller H Art
- 20
18 Sept
9472 Morris G J
I 21
18 Sept
9830 McDermott H
E 26
15 Oct
10135 Manning J
A 1
4 Oct
10321 McCoy J
F 3
15 Oct
10457 Mills A
G 7
14 Oct
10554 McCord G
E 9
2 Oct
10855 McGee P, Cor
- 13
17 Oct
11008 Murray Jas
G 16
Nov
12148 Mizner W Sig -K
24
12151 Moran J 4 Nov
F 24
12 Aug
7341 McGuire J
D 31
17 Dec
12364 McGorren J
C 31
4 July
2876 Northrup H E
H 3
18 Aug
6803 Newcombe Jno
G 20
12 Aug
6954 Nichols H, Cor
A 26
15 Oct
10240 North Jacob
A 3
6 Jan
12386 Neise J 65
F 2
1 Apr
12833 Naff ——, Bugler Art
B 16
18 Mch
12790 Newel L
G 17
O’Reilly 3 June
2368 64
Theodore, S’t K 23
10 Aug
7036 Ott Jno
A 27
Nov
11846 Osrans J Cav 4 I
5
Apr
492 Partridge J W Sig - -
12
18 June
1607 Pace J F
C 4
1 June
1893 Pulliam Wm Cav
- 13
3219 Pigot J Mar - - July
 12
July
3669 Ponter —— Art 1 I
18
40 Aug
4631 Pearson S C
C 3
1 Aug
5309 Pratt C E Art
M 11
5 Aug
5729 Pike Wm, Cor Cav
G 15
19 Aug
5731 Poulton Henry
A 15
18 Aug
6392 Page J E
B 21
14 Aug
7008 Phillips C
D 27
19 Aug
7267 Pruet Jas M
A 30
2 Aug
7311 Plummer G SS
D 30
June
2611 Preston Jno Mar - -
28
3 Sept
7752 Pratt J
B 3
1 Sept
9571 Post A Art
F 23
15 Oct
10951 Palmer Wm E
F 14
11 Oct
11170 Pattit J S
F 19
15 Nov
12142 Puck C 64
G 24
18 July
4022 Quinback J
G 26
 11 Ross —— 19 Mch
A 5
14 Mch
194 Rooney Mark
F 27
13 April
404 Reardon D
G 6
April
702 Reynolds Edwd Mar - -
23
18 July
3355 Roney F J
E 15
5 July
3820 Ritzer Geo A Cav
H 23
6 July
4276 Robison W R “
H 30
18 Aug
4957 Rhodes A
B 7
2 Aug
5210 Rinkle Geo Cav
G 10
10 Aug
5934 Ronke J
D 17
2 Aug
7151 Richards Theo Cav
D 29
18 Sept
8438 Rogers Wm
G 14
4 Sept
9268 Reynolds D Cav
C 19
3 Oct
10792 Reilly J
B 2
16 June
2701 Rawson J
K 30
2 April
363 Striff Jno
F 2
1236 Shelton C 8 May
 F 20
3 May
1253 Spaulding Wm Cav
B 21
5 May
1295 Scripter C E “
D 23
19 June
1647 Sweitzer M
H 5
15 June
1714 Smith H W
C 7
16 June
2073 Stoltz ——, S’t
C 17
16 June
2082 Smith Jas
D 17
13 June
2298 Styles J N
A 22
19 June
2550 Sumser J
G 27
13 July
3110 Spaulding Jas
B 10
13 July
3114 Skinner L
C 10
Smartkash C, 15 July
3838
Cor C 23
4 July
3978 Somers P Cav
C 26
1 July
4238 Seybert J S, Cor SS
H 29
4 July
4310 Smith Allen
H 30
18 Aug
4666 Striper M
D 4
16 Aug
5022 Sutgee F
C 8
5305 Sorg A Art 1 Aug
M 11
4 Aug
5393 Swagger H Cav
D 12
4 Aug
5801 Sisson J
D 15
15 Aug
6620 Slaughterback B
H 23
16 Aug
6833 Sutgen F
C 25
14 Aug
7377 Smith F
E 31
2 Sept
7606 Starr Darius, S’t SS
F 2
11 Sept
7874 Snider J
B 5
2 Sept
8839 Scott Jas H Cav
B 15
Sept
9215 Stansbury E Mar - -
19
15 Sept
9514 Souls J H
F 22
11 Oct
10214 Sullivan T
C 2
15 Oct
11144 Schroder F
C 19
8 Oct
11301 Smith J
D 22
14 Oct
11333 Stanton R
K 23
2 Oct
11664 Spencer J H
D 30
11690 Shortman J 14 Oct
 E 31
16 Nov
12186 Streeter J
B 28
Dec
12211 Stanton C 2 I
2
13 Mch
92 Tooley Michael
G 21
17 April
489 Taylor Amos
H 12
18 June
2603 Thompson Wm
G 28
5 June
2662 Truman J Cav
D 29
14 July
3466 Tyson E S
B 17
Tredridge A, 13 Aug
4716
Musician - 4
18 Aug
7366 Taylor M D
E 31
18 Sept
7801 Turk H
H 4
1 Sept
8258 Thomas J Cav
D 9
6 Sept
8259 Trainer M
F 9
8 Sept
8279 Thomas L, negro
D 9
18 Sept
9115 Taylor E, Cor
I 18
11 Oct
11393 Topper J
B 24
1 Sept
7829 Unmuch C Art 64
K 4
3657 Volmore J 3 July
K 18
16 Aug
7042 Vancotten Wm
D 27
1 Aug
7135 Vickery Wm
H 28
16 Nov
12041 Van Buren W H
B 16
6 May
1259 Walker Wm
D 21
5 May
1299 Worster Chas B C
- 23
1 July
2752 White Thos
D 1
18 July
4023 Williams D
D 26
16 July
4248 Warner S
E 20
4 July
4306 Williams Jno
D 30
10 Aug
5425 Walmor ——
D 12
16 Aug
6125 Wickham G H
B 19
15 Aug
6637 Wills S
E 23
12 Aug
7048 Wright C S
C 27
12 Aug
7109 Wadsworth B H
C 28
2 Aug
7254 Warner H
D 30
9105 Whitney J W, Cor Cav 4 Sept
 K 18
8 Sept
9131 White Samuel
F 18
Walker Jno, 8 Sept
9677
negro F 24
17 Sept
9854 Walter I
B 27
17 Oct
10355 Wigley E
C 5
8 Oct
10374 Waters ——, S’t
C 5
1 Oct
10756 Waldo J M Art
K 12
1 Oct
11137 Williams C Art
K 19
2 Oct
11395 Wizmaker G
M 24
15 Nov
12009 Wilson C W
A 14
6 Nov
12027 Wise G B
F 15
18 Aug
6496 Yarger A
- 22
1 Aug
7101 Young Robt Cav
K 28
2 Oct
10754 Young F B Art
M 12
19 Oct
11373 Young J C
A 23
17 Sept
7793 Zimmerman J
D 4
10 Oct
10423 Zing P, S’t
C 6
10450 Zimmerman M 14 Oct
I 7
Total 399.
 UNITED STATES NAVY.
June
2619 Atkinson A, Nepsia 64
27
4698 Anker Geo, Norman Aug 4
Anderson C, Southfield Sept
8071
7
2919 Bradley Jno, “ July 3
3475 Broderick W July 17
5072 Bowers W H, W Witch Aug 8
12047 Boucher W, Shawsheen Nov 16
June
1914 Carnes Wm
18
June
2149 Conant G S, Southfield
18
June
2580 Carter W J, Montg’y
27
6201 Collins Thos, Southfield Aug 10
7144 Corbet E Aug 29
Sept
7508 Connor J
1
Sept
9544 Culbert J
23
164 Dillingham J N, Housa’c Mar 26
6437 Duffney J Aug 22
3086 Ellis J H, Columbine July 9
4134 Evans Jno, Shawsheen July 28
4462 Earl J H, Paym’r Stew’d Aug 1
5419 Foley Dan’l, Southfield Aug 12
4605 Green G C, Southfield Aug 3
8871 Goundy Thos Sept
15
1087 Heald W, Canandaigua Apr 14
1469 Hunter Jno, Seaman May 30
June
2215 Hilton Jno, Johana
20
3448 Hodges L, Norman July 17
3793 Hughes Benj, Wabash July 22
5875 Heald H H, Merchantm’n Aug 16
Sept
9284 Holas Thos, W’r Witch 64
19
1432 Jones Wm, Underwriter May 28
June
2178 Jones Theo, “
19
June
2206 Journeay Jno, Fireman
19
6417 Jackson J, Shawsheen Aug 22
Sept
8291 Johnson G P
9
Sept
8858 James F A
15
Sept
9392 Johnson M
20
10218 Joseph F Oct 2
602 Keefe Jno, Housatonic Apr 18
698 Kultz A T, Ward Apr 23
June
1546 Kelley Jas, Underwriter
1
3850 Kinney J, Water Witch July 24
7375 Lodi Jno Aug 31
2813 Lindersmith E, Montg’y July 3
4201 Lawton Jas, Ladona July 30