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73 Test Bank for Foundations of Marketing 6th Edition

by Pride Multiple Choice Questions - Page 1

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website This website is most likely used primarily

of marketing to promote its:

combines?

1. a Product, price, distribution, and promotion variables

2. b Marketing environment variables

3. c Target market variables

4. d Product, price, and customer variables

5. e Customer and promotion variables

Which of the following statements about marketing environment forces is correct?

1. a They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products

2. b They do not influence customers' reactions to a firm's marketing mix

3. c They fluctuate slowly and do not create threats to a firm's marketing mix

4. d They never fluctuate quickly

5. e They do not influence the way a marketing manager performs certain marketing activities

A commercial for the drink “SunnyD” explains how nutritious it is in comparison to other, more “sugary” drinks While children under 12 are the most likely consumers of SunnyD, the commercial is aimed

at mothers These mothers represent SunnyD's:

1. a Profits for the seller

2. b A good bargain on the product for the buyer

3. c Reducing the seller's inventory

4. d One party having to compromise in the exchange

5. e Satisfaction for both the buyer and seller

The marketing mix is built around the:

Deciding to add gel insoles to its running shoes would be a change

in the element of the marketing mix for Nike

1. a price

2. b good

Organizations should define themselves not according to the

products they produce, but according to:

1. a how profitable they are

2. b the price of their stock

3. c the abundance of their product selection

4. d how they treat employees

5. e how they satisfy customers

Which of the following scenarios involves the distribution element of the marketing mix?

1. a Deciding whether or not a certain product should continue to be sold

2. b Determining whether an advertising message would be more effective on television or in magazines

3. c Deciding whether or not to provide a percentage of discount for a particular product

4. d Deciding whether or not to have retail outlets in addition to a website

5. e Developing a new warranty policy for an existing product

Which of the following is essentially an uncontrollable factor in

developing a marketing mix?

of relying on a shipper as he is currently doing This most closely represents a decision about:

1. a which market he should target

2. b the best way to distribute his products

3. c how to effectively promote his business

4. d the product he provides to his customer

5. e which supplier he should use

A target market:

1. a involves a large number of customers

2. b is a specific group of customers on whom a company focuses its marketing efforts

3. c already has several competitors vying for customers' business

4. d is the same as a salesperson's prospective client list

5. e is a customer group classified as people with similar demographic

characteristics

The primary value that a marketer expects to receive from a

customer in an exchange relationship is:

1. a the price charged for the product

2. b customer satisfaction

3. c references to other potential customers

4. d quality merchandise that meets expectations

5. e few returns of the merchandise purchased

A physical product you can touch is a(n):

1. a service

2. b good

Marketing managers strive to develop a marketing mix that:

1. a minimizes marketing costs

2. b matches what competitors are offering

3. c best matches the abilities of the firm

4. d matches the needs of the target market

5. e generates the highest level sales

Distribution, price, promotion, and product are all elements of:

1. a marketing strategy

2. b the marketing mix.

3. c a target market

4. d a consumer good

5. e a business strategy

The definition of marketing implies that should receive

benefits from exchange relationships

1. a only customers

2. b only businesses

3. c company management

4. d both customers and businesses

5. e only selected customers

When DuPont develops new carpet fibers that are highly resistant and durable, it must educate consumers about the

stain-product's benefits Which of the following marketing mix variables is implicated in this regard?

3. c The various forces ensure that the marketing environment will remain fairly certain in the future.

4. d These forces change dramatically over time, but a change in one force is unlikely to impact another force

5. e The forces change dramatically and quickly, and a change in one force is likely to affect the other forces

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins This decision indicates a response to concerns about:

1. a target market selection

2. b the marketing environment

3. c the reduction of marketing costs

4. d marketing mix decisions

5. e efficiency in marketing activities

The product variable of the marketing mix can include all of the following except:

1. a creation of brand names

2. b consumer perception of the product price

3. c development of product packaging

4. d warranty issues

5. e repair services

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n):

1. a issue

2. b experience

3. c idea

When DataComp Corp., a producer of software, delayed the

introduction of its new spreadsheet app to modify the package, its scheduled TV advertisements announcing the new product needed

to be revised In this case, a change in the variable caused changes in the variable of the marketing mix

A change in the minimum drinking age in any given state illustrates

a change in the for Miller Brewing

Kashi Heart to Heart TM cereal is aimed at people concerned about their heart health These people represent the Kashi:

aspects of the marketing mix is being adopted by Ikea?

The three basic forms that a product can take are:

1. a markets, products, and images

2. b goods, ideas, and intangibles

3. c brands, services, and tangibles

4. d services, ideas, and goods

5. e ideas, services, and things

The forces of the marketing environment include:

1. a political, legal and regulatory, sociocultural, technological, economic, and competitive

2. b sociocultural, legal, regulatory, economic, and competitive

3. c legal, regulatory, political, and sociocultural.

4. d competitive and noncompetitive forces that affect most lifestyles

5. e fairly static components

73 Free Test Bank for Foundations of Marketing 6th Edition by Pride Multiple Choice Questions - Page 2

_ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product

3. c the performance of business activities that direct the flow of goods and services from producer to customer or user

4. d a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers

5. e the inclusion of marketing activities in the activities of an organization

Marketing activities are:

1. a used by all sizes of organizations including for-profit, nonprofit, and

government agencies

2. b limited to use by larger for-profit and nonprofit organizations

3. c implemented only to increase profits for the organization and to expand the scope of its customer base.

4. d used by all types and sizes of businesses but are not used by nonprofit organizations

5. e used by small businesses and small nonprofit organizations the most

Managing customer relationships requires identifying patterns of _ and then using that information to focus on the most

promising and profitable customers

1. a demographics

2. b buying behavior

3. c retailer information

4. d personality differences

5. e stock market cycles

Wonder Inc introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone In this case, Wonder Inc was most likely following the _

4. d sales

5. e reduction

locations to increase its product availability and convenience One reason Taco Bell is doing so is to:

1. a decrease customer benefits

2. b increase customer costs

3. c increase customer value

4. d increase distribution expenses

5. e decrease promotion expenses

Campbell has introduced a line of low-sodium soups in response to customer demand Which of the following philosophies has been incorporated by Campbell?

The H&R Block company intends to adopt the marketing concept as

a business philosophy To be consistent with this decision, which of the following philosophies is most appropriate?

1. a The customer is always right

2. b Making money is our business

3. c Sell, sell, sell

4. d Keep prices low

5. e Focus on today

Which one of the following statements by a company president best reflects the marketing concept?

1. a We have organized our business to make certain that customers get what they want

2. b We believe that the marketing department must organize to sell what we produce

3. c We have organized an aggressive sales force in our company to promote our products

4. d We try to produce only high-quality, technically efficient products

5. e We try to encourage company growth

During the Industrial Revolution demand for manufactured goods was:

1. a cost-cutting measures

2. b continually selling to new customers and markets

3. c creating and maintaining satisfying exchange relationships

4. d high-volume, low-margin sales

5. e increasing shelf space for their brands

Which of the following would not be a customer cost considered in the determination of product value?

1. a Product's purchase price

2. b Time spent purchasing the product

3. c Effort spent purchasing the product

4. d Benefits received in the exchange for the products

5. e Risk of purchasing the product

Which of the following is not an example of the implementation of the marketing concept?

1. a Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork

2. b

Ford asks customers to vote online for a new color for next year’s Ford Focus

3. c Burger King reduces the labor costs to produce its sausage-egg biscuits

4. d Microsoft offers rewards for users who can find flaws in its new software

5. e Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision

Scott, a buyer for a medium-sized company, is assessing the value

of competing software products for use in his firm Which of the following would not be a customer benefit considered in his

determination of the value of software products?

1. a Speed of delivery

2. b Ease of installation

3. c Availability of technical support

4. d Availability of training assistance

5. e Monetary price

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides The most obvious

customer cost is:

2. b customer relationship management

3. c production oriented firms

4. d e-marketing

5. e distribution channels

Marketing knowledge and skills:

1. a are not necessary for a nonprofit organization

2. b enhance consumer awareness and help provide people with satisfying goods and services

3. c constitute the marketing mix

4. d were most important during the production era

5. e are most valuable for advertising executives but less important for

wholesalers and distributors

The marketing environment is best described as being:

1. a composed of controllable variables

2. b composed of variables independent of one another

3. c an indirect influence on the performance of marketing activities.

4. d dynamic and changing

5. e slow, with infrequent fluctuations

In managing customer relationships, the three primary ways profits can be obtained are by:

1. a acquiring new customers, enhancing the profitability of new customers, andshortening the duration of relationships with existing customers

2. b enhancing the profitability of existing customers, eliminating customers whoprovide smaller profits, and finding new customers

3. c extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers

4. d eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers

5. e enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers

According to the marketing concept, an organization should try to:

1. a consider short-run objectives and cash flow needs before developing new products

2. b define its business as "making a product."

3. c provide products that satisfy customers' needs and allow the organization toachieve its goals

4. d put most of its emphasis on marketing activities and be less concerned withfinance, accounting, and personnel

5. e view selling activities as the major means of increasing profits

Health Care Systems, Inc rolls out an innovative nurse-on-call data system available online The product is not widely accepted

because patients don't see the need for such a service According

to the marketing concept, this situation represents a failure in

_

1. a an information system to determine customer needs

2. b the organizational structure

3. c top-management commitment

4. d technological advancement

5. e scanning corporate capabilities

Which of the following statements describes the best use of the Internet by John, a marketer, to establish his business units across the globe ?

1. a Reach out to buyers

2. b Relay product information

3. c Facilitate the marketing process

4. d Accumulate as many friends as possible

5. e Facilitate the marketing exchange, obtain customer feedback, and provide product information

The equation a buyer applies to assess a product's value is:

1. a value = monetary price - customer benefits

2. b value = customer costs - customer benefits

3. c value = customer benefits - customer costs

4. d value = customer benefits - monetary price

5. e value = customer benefits - time and effort

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement

through the creation of more satisfying exchanges is known as:

1. a marketing synthesis

2. b relationship marketing

3. c a marketing orientation

4. d the marketing concept.

5. e strategic marketing

TMobile Corp TM implements a program of texting its current customers to find out what changes they would like to see in the services provided The firm is exhibiting characteristics associated with _ orientation

The marketing concept is a philosophy that states that an

organization should try to satisfy customers' needs and also:

1. a increase market share

2. b increase sales

3. c achieve the organization's goals

4. d produce high-quality products

5. e coordinate its activities to increase production

Initiatives intended to improve an organization's positive impact on society and the natural environment are called: