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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?
(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?
(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.
Graders Info :
Market research involves gathering, interpreting, and applying information to uncover

opportunities and challenges. The goal is better marketing decisions: more value for
consumers and more profits for businesses that deliver.
Companies use market research in a number of different areas:

• To identify external opportunities and threats (from competition to social trends).
• To monitor and predict customer behaviour.
• To evaluate and improve each area of the marketing mix.
181. Describe the different tools you would use to promote an art exhibit on your college
campus. Be sure to include the overall goal of promotion.
Graders Info :
Promotion Strategy. This area includes all of the ways that marketers communicate about
their products. The list of possibilities is long and growing, especially as the Internet
continues to evolve at breakneck speed. Key elements today include:
Advertising. Students could promote the art exhibit by distributing posters and flyers and
by placing ads in the school newspaper.
Personal selling. Organizers could hand out tickets or ticket books to individuals, who in
turn would sell them on a person-to-person basis.
Sales promotion. Students could offer bulk sales pricing; for example, if a student buys
three tickets, he or she gets the fourth ticket free.
Public relations. Students could write press releases promoting the exhibit to the
community.
Word-of-mouth. Exhibit organizers could encourage all their friends to tell other students
about the event.
Successful promotional strategies typically evolve in response to both customer needs and
competition.
182. Define the benefits and drawbacks to primary and secondary data. Give examples of
each in your answer.
Graders Info :
Please see below:

Secondary data-Existing data that Primary data-New data that
marketers gather or purchase: marketers compile for the first time:
Tends to be lower cost Tends to be more expensive
May not meet your specific needs Customized to meet your needs
Frequently outdated Fresh, new data
Available to your competitors Proprietary-no one else has it
Examples: Your own surveys, focus
Examples: Census data, newspapers,
groups, customer comments, mall
magazines, your product sales history
interviews
183. There are two basic categories of primary research: observation research and survey
research. Describe both observation research and survey research. For each category, give
one specific example of the method, and describe the role the researcher plays in collecting
data.
Graders Info :
Observation research happens when the researcher does not directly interact with the
research subject. The key advantage of watching versus asking is that what people actually
do often differs from what they say-sometimes quite innocently. For instance, if an
amusement park employee stands outside an attraction and records which way people turn
when they exit, he may be conducting observation research to determine where to place a
new lemonade stand. Watching would be better than asking, because many people could not
honestly say which way they'd likely turn. Examples of observation research include:
• Scanner data from retail sales.
• Traffic counters to determine where to place billboards.
• Garbage analysis to measure recycling compliance.
Observation research can be both inexpensive and very effective. A car dealership, for
instance, can survey the pre-set radio stations on every car that comes in for service. That
information helps them choose which stations to use for advertising. But the biggest
downside of observation research is that it doesn't yield any information on consumer
motivation-the reasons behind consumer decisions. The pre-set radio stations wouldn't
matter, for example, if the bulk of drivers listen only to CDs in the car.
Survey research happens when the researcher does interact with research subjects. The
key advantage is that you can secure information about what people are thinking and
feeling, beyond what you can observe. For example, a carmaker might observe that the
majority of its purchasers are men. They could use this information to tailor their
advertising to men, or they could do survey research and possibly learn that while men do
the actual purchasing, women make the purchase decision … a very different scenario! But
the key downside of survey research is that many people aren't honest or accurate about
their experiences, opinions, and motivations, which can make survey research quite
misleading. Examples of survey research include:
- Telephone and online questionnaires.
- Door-to-door interviews.
- Mall-intercept interviews.
- Focus groups.
- Mail-in questionnaires.
184. You are promoting your lawn-mowing business and are considering serving additional
neighbourhoods. Describe the primary research tools you might use to determine if you
should expand your service area.
Graders Info :
Students' answers should include the use of observation research and/or survey research.
Observation research happens when the researcher does not directly interact with the
research subject. The key advantage of watching versus asking is that what people actually
do often differs from what they say.
In this example, you might watch other lawn-mowing businesses and determine whether
they have expanded their service area. Are there signs that the demand for lawn mowing
services is growing? For example, are more homes being built in the area? Are more
commercial businesses moving into the area?
Survey research happens when the researcher does interact with research subjects. The
key advantage is that you can secure information about what people are thinking and
feeling, beyond what you can observe. Examples of survey research include:
• Telephone surveys
• Door-to-door interviews
• Mail-in questionnaires
• Coupon mailings to call for free estimates
In this example, you might go door-to-door in the neighbourhoods into which you're thinking
about expanding and ask potential customers if they would be interested in lawn-mowing
services. You could use this information to tailor your offering to the new neighbourhoods.
Another possibility would be to mail questionnaires to the new neighbourhoods you are
considering including in your business growth plan.
185. Toyota is considered to be a green marketer. What is green marketing, and what does
it accomplish? Describe why Toyota qualifies as a green marketer.
Graders Info :
Companies are green marketers when they actively promote the ecological benefits of their
products. Green marketing items are aimed at a growing number of consumers who make
purchase decisions based (at least in part) on their convictions.
Powered (in part) by rising gas prices, Toyota has been especially successful promoting the
green benefits of their Prius. Their strategy highlights fuel economy AND performance,
implying that consumers can "go green" without making any real sacrifices.
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The Project Gutenberg eBook of The charm of
Reynolds
This ebook is for the use of anyone anywhere in the United States
and most other parts of the world at no cost and with almost no
restrictions whatsoever. You may copy it, give it away or re-use it
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you are located before using this eBook.
Title: The charm of Reynolds
Author: James Mason
Release date: July 10, 2022 [eBook #68490]
Language: English
Original publication: United Kingdom: T.C. & E.C. Jack, 1911
Credits: Al Haines
*** START OF THE PROJECT GUTENBERG EBOOK THE CHARM

OF REYNOLDS ***
Portrait of Two Gentlemen
(National Gallery)
This picture was given to the National Gallery in 1866.
The figure on the left is the Rev Geo. Huddersford, who,
before he took orders, studied art with Sir Joshua. The other
figure, with violin in right hand, is J. C. W. Bamfylde. It is a
representative picture enough, showing how closely the
painter observed his sitters and how complete and skilful was
his characterisation.
THE CHARM
OF
REYNOLDS
By JAMES MASON
The Charm of Reynolds
Published by T. C. & E. C. Jack

London and Edinburgh
List of Illustrations
Portrait of Two Gentlemen ... Frontispiece

(National Gallery)
Nelly O'Brien
(Wallace Collection)
Age of Innocence
(National Gallery)
Duchess of Devonshire and Child

(Chatsworth)
The Charm of Reynolds
I. HIS ART AND CHARACTER
Portraits painted by Sir Joshua Reynolds are a national asset, and appeal
to the general public in this light almost as strongly as they appeal to the
smaller section that takes a definite interest in pictures. The value of the
portraits varies considerably; it is probable that the artist produced between
four and five thousand in his time, sometimes completing three or four in a
week for years on end, and even in his more leisured times producing six or
seven per month, so it was of course inevitable that their value should not be
equal. The very early work painted in Devonshire is of little worth. Italy
opened the eyes of Joshua Reynolds as it has opened the eyes of so many
British artists since his time. Fortunate in his life the painter was; in a certain
sense, unfortunate in his art. The beauty he has committed to canvas had
begun to pass before the artist's days were numbered, and many of his most
successful works are to-day no more than a pale reflection of their former
selves, a remnant most forlorn of what they were. One of his most
painstaking biographers and soundest critics, Sir Walter Armstrong, has
written, "Speaking roughly, Sir Joshua's early pictures darken, the works of
his middle period fade, those of his late maturity crack."
"Despite these drawbacks, the painter's position is unassailable, for it
appeals alike to the historian, to the philosopher who looks to the outward
semblance for reflection of the spirit behind the mask, and to the artist who
finds so much to delight him in the point of achievement to which Reynolds
raised portrait painting and can appreciate the larger aspect of work that is
visible in some degree to everybody.
The man was a sturdy Briton, he worked hard all the days of his life, he
had a large measure of shrewd common sense, great gifts, high ideals, and
sufficient human weakness to make him what the Spaniards call "hombre
como alquier otro," a man like any other. His art may stand upon a pedestal
but he never did, he was too busy and too unaffected to pose. "I'll be a
painter if you'll give me a chance to be quite a good one," he is reported to
have said, when a little boy, to his father, the Plympton school-master, and
once a painter he worked on and on, enjoying life but never abusing it, until
1789, when he was sixty-six, and apparently in the mellow autumn of his
days. Then as he was painting in his studio one July morning, the sight of
one eye failed him suddenly. Quite quietly he laid his brushes down. "All
things have an end," he said; "I have come to mine." Some two and a half
years were left to him but he would not paint any more; he preferred to be
judged by the tasks he had accomplished in the light of health. He continued
to address the students of the Royal Academy; he consented to remain titular
head of that body though Sir William Chambers and Benjamin West, who
was regarded as a great painter in his day, looked after the actual work of the
high office. He was not a mere cipher in the counsels of the Academy on that
account; to the end he had his own way. Very masterful, very human, very
kind, he stands out the most prominent figure in an age that produced both
Gainsborough and Romney.
Nelly O'Brien
(Wallace Collection)
Reynolds painted three portraits of this famous courtesan,
all of which have been engraved. The one reproduced here,
in which she wears a straw hat that throws a skilfully
expressed shadow over her face, and in which she has a
Maltese terrier on her lap, is said to be the best. It has been
engraved at least three times.
The latter half of the eighteenth century owes a heavy debt to Sir Joshua,
so too do we who turn to his many canvases for a glimpse of the men who
bore rule and the women they delighted to honour—or dishonour. He has
preserved for us all that was notable—statesmen, soldiers, sailors,
churchmen, men of letters, actors, fair women, frail women, delightful
children—they are all there, and if we cannot see them all quite in their habit
as they lived, there is enough left to give a very fair idea. The modern
market carefully nursed by a ring of astute professionals will give almost any
price for portraits of fair women by Sir Joshua, though it may be suggested
that his greatest success was in the treatment of men or at least that he saw
far more in men than in women. But Reynolds had not studied classic figures
for nothing, he could give his fair sitters some suggestion of direct
association with those goddesses of old time whom he had admired in Italy,
and to this treatment no exception was taken. It is very rarely that Reynolds
makes his women human. Nellie O'Brien, whose portrait hangs in the
Wallace Collection, is one of the exceptions, and an attempt is made to make
the "Duchess of Devonshire and Child," now at Chatsworth, equally
feminine, but one cannot escape the thought that the mother's gesture as
expressed on the canvas is altogether exceptional. She could not have played
for long with such a strong healthy baby without ruffling the delightful
costume or the carefully arranged hair, and this, one feels, would have been
unendurable. Turn, on the other hand, to the portraits of the men—how
significantly their faces speak of their outstanding habits, labours or desires.
Few people could see so closely into his sitters as Sir Joshua did, though in
very many cases they were not with him for more than a couple of days. Yet
he seemed able in that short time to enter into their life history to produce
something that was a fine portrait and yet more than a portrait—a
psychological study, not over elaborated, not insisted upon, not in any way
intruding upon the purely artistic side of the work, but there, nevertheless, to
be seen to-day by those who have eyes to see. To quote his own words, he
looked upon his sitters "with a dilated eye"; there was just enough
imagination to give an attractive setting to the essentials; there was no need
for the classical or symbolical background to whose doubtful charms the
painter surrendered now and again, but we may consider that these
affectations were a part of the art of his time, and that, while he left many
conventions behind him, he could not trample upon them all.
It is well to remember that Sir Joshua was not a heaven-sent genius, and
that he arrived at the perfection of his achievement by the addition of hard
labour to a considerable natural gift. He started out with few advantages save
those that come to the young man who finds a patron early in life; he had
many natural errors of taste to correct. Students of his life and
correspondence will find many evidences to prove that the first President of
the Royal Academy mastered his self-control, taste, and bearing towards
patrons as he mastered his art, slowly and not without difficulty, but that as
soon as a lesson was mastered it was retained for all time. The raw country
lad from Devonshire could not become all at once one of the prominent
figures in the society of his time.
This is as it was bound to be—the people who make no mistakes, who

say and do the right thing under all circumstances, who are, so to speak,
ready made and with every modern equipment, are for the most part the
creation of their biographers. They have not and never had a real existence
as paragons of progress and propriety. There was a time when Joshua
Reynolds was not very competent, and but incompletely educated; he
became highly accomplished and well read. There was a time when he
exhibited the tendencies of a snob; he learned to lay them aside, and once
abandoned he had no further use for them. Unceasing endeavour stimulated
and refined him, he achieved greatness not for himself alone but also for
British art. Before his day the most of the fashionable portrait painters were
foreigners. Rubens and Van Dyck had many successors and followers though
they had no peers, but after Reynolds had made his mark it was no longer
considered necessary to employ foreign talent. The commanding ability of
the painter was associated with the easy authority of the man of the world.
Leaders of English society found that Sir Joshua, despite his deafness, was a
fascinating companion. He shot and hunted with them, he ate and drank with
them, he entertained them in fashion that smacked more of the country than
of the town. Dr Johnson would suggest that he sometimes took more than
was absolutely necessary for his well-being, but then the doctor thought that
all drinking, save tea-drinking, was gross indulgence. From his close
acquaintance with men of mark and women of social distinction came the
intimacy that the portraits reveal, the quality that counts for so much in
portraiture. There were other attractions greatly admired then and lost now,
for Sir Joshua gave his pictures a fine glaze that is said to have added much
to the beauty of the colouring, but was, alas, ephemeral. It was purely
experimental, and when we consider the scientific resources of the middle
eighteenth century it is hardly surprising to find that the charm did not
endure. For all we know to the contrary this purely evanescent quality
constituted one of the charms of Reynolds while he lived, but his fame rests
upon more enduring foundations. We look in vain to the spoken and written
word or to the written word alone to sum up eighteenth century men of
thought and action as clearly and definitely as Sir Joshua has done; his is a
sincerity devoid of prejudice. We see men as they were even if the most of
his women are seen as they would have wished to be. Here then is a part at
least of the charm of Sir Joshua Reynolds, the man was very human and very
discreet. He was by no means free from jealousy notably where
Gainsborough and Romney were concerned; he knew well enough that they
were great competitors and formidable. He lived a bachelor, and despite all
the Paul Prys among his contemporaries the story of his amours (if any)
remains untold. Here at least is a fine and ample discretion. It is with
Angelica Kauffmann that his name has been associated. We know he was her
friend and admirer, and that she was one of the two lady members of the
Royal Academy as first constituted, but there is little more than this at the
disposal of the conscientious biographer. Sir Joshua was not the only man to
succumb to her charms; in years to come Goethe himself was to
acknowledge them. It is pleasant to think that whatever the great painter's
private affairs may have been, they have remained private for all time. What
a wealth of moralising this condition has enabled us to escape! We are left to
concern ourselves solely with his progress as artist and as man, and there is
quite enough in this as may be gathered from study of the artist's leading
biographers. Sir Walter Armstrong, Sir Claude Phillips among the moderns,
and Northcote and Leslie and Taylor among those nearer to the artist, are
men who have left little for those who endeavour to glean in the field of
biography. They have done more than write the story of one man's life—they
have given us a valuable glimpse of contemporary history. It is a grateful
task to write at considerable length of Sir Joshua, because of his association
with so many leaders of contemporary thought and action. Detail is out of
the question in this brief note, but the outlines of the strenuous and
honourable life may be set out here.
II. HIS LIFE AND TIMES
Joshua Reynolds was born at Plympton in Devonshire in the month of

July 1723. His father, the Rev. Samuel Reynolds, master of the local
grammar school, was a scholar, and gave his boy the best education at his
command, intending to make him a doctor when he grew up. But the lad's
talent developed early, his hands were busy with the pencil at a very early
age, and at a time when to most lads reading is a labour rather than a
pastime, he was mastering the elements of perspective and studying a
"Theory of Painting" by one Richardson. This precocious interest in art was
not to be overlooked, and the Rev. Samuel Reynolds giving up the idea of
the medical profession for his son, sent him in his seventeenth year to
London as pupil to a portrait painter named Thomas Hudson, a man of some
temporary repute. He stayed there for three years, and then a series of
troubles with his master culminated in a final quarrel, and the boy, for he
was hardly more, left London for his native county, and set up in Devonport
as a portrait painter. His gift was already sufficient to gain recognition, and
the patronage of local people was neither denied nor delayed. Among them
was Lord Mount Edgecumbe, who was not content to have his portrait
painted, but, being convinced that the young artist had talent, did all that in
him lay to help its development. Portraits were painted in large numbers at
Devonport, many are known to-day, but for the most part they are not
classed with the master's great achievements. A natural gift and three years'
association with Thomas Hudson could not make the Reynolds we know and
admire. It was for Italy to do this and Lord Mount Edgecumbe made Italy
possible by introducing his protégé to Commodore Keppel, a distinguished
sailor, who, on receiving a Mediterranean command in 1749, invited his
clever friend to accompany him. Naturally the offer was not slighted; by the
summer of 1749 the young painter was in the Eternal City copying
masterpieces. But he did not copy in any slavish fashion; it was his firm
belief, and one he was to expound to students in days to come, that copying
is a delusive industry and keeps the gifts of composition and invention
dormant, so that for lack of proper exercise they lose their vitality. His mind
was at once synthetical and analytical; he set himself to discover the
foundation of the excellence of the masterpieces, and many of his copies
were in a sense mere notes for his own future guidance. He wanted
assistance to develop himself; he had no wish to speak in the language of
any of the mighty dead. Yet his power of making an effective copy must
have been remarkable. Sir Walter Armstrong, to whose life of Reynolds
reference has been made already, thinks that one of the Rembrandts in our
National Gallery is no more than the copy by Sir Joshua of an original. For
three years the painter laboured diligently, not only among the
Michelangelos in Rome, but among the works of lesser men in Padua, Turin,
Milan, and Paris. He had learned enough in England to call the old masters
to his aid on the Continent, he could appreciate all their canvases could tell
him and, when he returned home in his thirtieth year, he was fully equipped
to take a high place among his fellow artists and to pave the way to a
supremacy that only Gainsborough and Romney could challenge.
He had not come unscathed through more than three years of foreign
travel, a fall from his horse in the island of Minorca left his face permanently
scarred. Far more serious was the chill contracted in the Vatican that brought
about the deafness from which he suffered for the rest of his life. He reached
Devonshire in the autumn of 1752, took a brief holiday there, and then, on
the advice of his patron Lord Mount Edgecumbe, decided to try his fortune
in London. Some of his biographers say he went to Great Newport Street,
but it is more correct to say that his first studio was in St Martin's Street,
from which he moved to Great Newport Street, staying there till 1760, when
he made his last change to 47 Leicester Square, a house still standing and
largely devoted to auction rooms to-day.
Age of Innocence
(National Gallery)
This delightful study of a little barefooted girl, wearing a
white dress and seated on the grass, was bought for the
Nation at the sale of Mr Harman's pictures. It has been
engraved by S. W. Reynolds, Chas. Turner, and others, but
the sitter has not been traced.
One of his first London portraits was a full length study of his sailor
friend Keppel, and that piece of work seems to have been the foundation of
his London fortunes; he never looked back. Soon the studio was crowded;
one sitter succeeded another; the painter had no time to do more than work.
His household affairs were watched by his sister Frances, who does not
appear to have been an ideal housekeeper when the work of the house grew
and it became necessary to entertain and be prepared to receive friends at
any reasonable hour. The painter grew rich rapidly, and when he moved, in
1760, to the house in Leicester Square, sister Frances would drive about the
town in a gilded coach with coachman and footman in staring liveries.
Presumably the equipage served to advertise the painter's prosperity.
For many men the rapid success would not have been good, they would
have ceased to strive and would have been content to repeat themselves, but
Joshua Reynolds, with his high ideals and genuine enthusiasm for work, was
only stimulated by prosperity; it was powerless to spoil him. While his work
was increasing in power he was selecting friends from the ranks of the most
distinguished scholars and thinkers in town, and while his labours were
making him a bigger artist, the association with great intellects was making
him a bigger man. The friendship of Edmund Burke and Dr Samuel Johnson
alone would have been enough to have lent distinction to the painter's life.
He was a great admirer of the lexicographer, and has left an appreciation of
his character, while the old man's last words to him were an exhortation to
read the Bible regularly and not to paint on Sundays.
To many people Reynolds is known best as the first President of the

Royal Academy, and it is necessary in dealing, however briefly, with the
story of his life to point out how the Academy came into being. Down to the
middle of the eighteenth century exhibitions of modern work would appear
to have been unknown. London's interest in fine arts was strictly limited.
People with plenty of money hired an artist to paint their portrait much as we
should hire a painter and decorator to put a house in good order. Artists had
comparatively little standing and no representative institution; art was
patronised by a small section of the wealthy classes, and the masses knew
little and cared less about the existence of even leading men. The Society of
Arts was founded about 1754, and a Society of Artists was founded soon
afterwards. Hogarth had given some pictures to the gallery of the Foundling
Hospital, established by his great friend Captain Coram. Reynolds' former
master, Thomas Hudson, Reynolds himself, and several others sent pictures;
the gallery was open to the public and people visited it with interest and
pleasure. The possibilities of regular exhibitions of modern work became
suddenly apparent then, and members began to form associations for the
development of common interests. The Society of Artists received in 1765 a
certificate of Incorporation from King George III., and became the
Incorporated Society of Artists of Great Britain with a membership of more
than two hundred. Now in this country it is only necessary to establish one
society in order that several other societies may establish themselves in
opposition, emulation, imitation or something of the kind, and it was quite in
the order of things for the Free Society of Artists to enter into competition
with the Incorporated Society. There were many intrigues, and some of the
men who had the ear of the King, chief among them, it is said, William
Chambers the Architect and Benjamin West, brought about the establishment
of the Royal Academy. King George signed the Constitution of the new
body, which started with thirty-six members including two ladies, Angelica
Kauffmann and Mary Moser. William Chambers accepted the office of
Treasurer, while Goldsmith and Dr Johnson represented Ancient History and
Ancient Literature respectively. To the astonishment of many people the
Presidency was offered to Joshua Reynolds. His brother artists wanted him,
but King George III., who was not remarkable for his artistic perceptions,
preferred the work of Benjamin West, and is said to have been unable at first
to subscribe to the Academy's choice. The part Reynolds played in the
business that led to the collapse of the Incorporated Society and the
establishment of the R.A. remain unknown to this hour. To all outward
seeming he stood quite aloof from the intrigues, for a part of the time of their
occurrence he was travelling on the Continent; yet those who have studied
his life history closely and noted the abundant and subtle diplomacy that
marked his public as well as his private life, suspect that his influence was
behind many of the developments of those stirring years. Be this as it may
the fact remains that he did not at once accept the offer of the Presidency; he
asked time to consider and to consult his friends, and Benjamin West was
sent to persuade him before he would give a favourable answer. What a pity
that there was no painter at hand to defeat Benjamin West persuading Joshua
Reynolds to become first President of the Royal Academy! Certainly, if the
latter was pulling the wires he did the work in fashion quite inimitable.
Having held out sufficiently he gave in, and a year later received from King
George the honour of Knighthood.
It is characteristic of Sir Joshua Reynolds that, having become President,

he should be at great pains to justify his new position. It was not an empty
honour, the annual exhibition would need and demand proof of his
accomplishment and industry, while, as the Academy was to be a teaching
Institution, he saw himself face to face with the necessity of finding time to
prepare addresses for the benefit of the students. Perhaps the best praise to
be given to these discourses on art is the reminder that they are still in steady
demand, indeed, they are the most accessible guide to their author's methods.
His grasp of principles, his breadth of view and critical insight are all the
more attractive because of the ease and fluency with which they are
expressed. To the man who has never held a paint brush as well as to the
novice in art and the old experienced hand, there is a definite appeal. He
shows one and all that his triumph as a portrait painter is not a mere affair of
happy chance, but the logical outcome of certain principles followed without
concession. Many moderns will not see eye to eye with him, they may ever
hold that he was quite mistaken in many of his views, but the change of
fashion and the modification of thought are of less importance than the fact
that Sir Joshua accepted, followed, and taught certain theories and lived in
the light of them. Nearly one hundred and fifty years have passed since the
Academy was established, but it has not produced another teacher like
Reynolds. He had not exhausted his honours when he came to be President;
in years to come he was to become painter in ordinary to the King and to be
entrusted with a considerable commission by that remarkable woman the
Empress Catherine of Russia. He was a welcome guest at many of the most
beautiful homes in England and he travelled abroad extensively, but nothing
kept him from his Presidential duties until the last year of his life brought
sickness in their train.

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