Which of the following examples illustrates the fundamental marketing insight that people make purchases not to possess goods or services, but to derive the benefits that possession delivers?

a.Georgia, facing a job interview, decides to purchase a new outfit so that she feels confident in her appearance at the meeting.

b.Betsy continues to visit the same hair stylist she has used for 20 years, even though the stylist's prices have increased dramatically while her styling skill has not.

c.Josh needs to replenish cleaning supplies for his job as a janitor. Rather than comparison-shop, he simply visits the store nearest his workplace.

d.Roger wants to buy a home theater system but, because his apartment is small and so is his budget, he decides not to make the purchase.

Which of the following lists contains all three of the outcomes defined as components of the triple bottom line?

a.The financial, social, and environmental effects of a company's actions.

b.The fiscal, social, and economic effects of a company's actions.

c.The impact of consumers' demand for engagement, globalization, and participation in creative work.

d.The effects of faster communications, transportation, and financial transactions on a company's actions.

Choose the statement that BEST defines the concept of service-dominant logic.

a.Value-in-use separates producers of intangibles from producers of tangible goods.

b.Service-dominant logic places value on needs essential to survival or nonessential desires.

c.Benefits accrue to buyers and sellers equally in a buying exchange, leading to co-creation of value.

d.All firms are in the business of providing value by rendering services, for the benefit of both buyers and sellers.

Kotler stated that all of the following affect businesses in the Marketing 3.0 era, EXCEPT for______

a.Concerns of globalization

b.Increasingly sophisticated technology

c.Emergence of an increasingly creative society

d.Consumer's demand for participation in the marketing process