73 test bank for foundations of marketing 6th edition

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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

as a marketing tool

1. a promotional

2. b distributional

3. c pricing

4. d targeting

5. e production

A marketing manager decides what combination of variables is

needed to satisfy customers' needs for a general type of product What are the essential variables that the marketing manager

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

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

1. a marketing mix

2. b marketing strategy

3. c target market

4. d marketing tactic

5. e consumer advocates

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

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

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

3. c product

4. d promotion

5. e distribution

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

1. a service

2. b good

3. c idea

4. d concept

5. e philosophy

Consumers buying products online have dramatically affected the variable of the marketing mix

1. a product

2. b price

3. c distribution

4. d research

5. e promotion

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

Issues of inventory levels and storage costs are both concerns relating to the variable of the marketing mix

1. a distribution

2. b product

3. c exchange

4. d price

5. e promotion

Which of the following is essentially an uncontrollable factor in

developing a marketing mix?

1. a Product adaptations

2. b Pricing strategies

3. c Government regulations

4. d Advertising campaigns

5. e Retail locations

Making modifications to packaging or brand names involves the component of the marketing mix

1. a price

2. b promotion

3. c market

4. d distribution

5. e product

Changing the hours of operation for a service business involves the component of the marketing mix

1. a product

2. b price

3. c distribution

4. d promotion

5. e marketing concept

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 target market

2. b consumer advocates

3. c marketing strategy

4. d marketing mix

5. e marketing tactic

Which of the following is an element of the marketing mix that is used to increase the level of awareness of a product or company?

1. a Communication

2. b Product

3. c Price

4. d Distribution

5. e Promotion

Marketing facilitates exchange relationships between buyers and sellers What is the intended outcome for this relationship in

marketing?

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

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

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

Which of the following best characterizes the forces of the

marketing environment?

1. a The forces are relatively stable over time and are interrelated with one another

2. b There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another

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

When Ikea Inc showcases rooms of furniture on its website, it lists each item in the room However, if customers like all of the items, they can purchase them as a bundle Which of the following

aspects of the marketing mix is being adopted by Ikea?

1. a Price

2. b Promotion

3. c Distribution

4. d Product

5. e Target market

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

1. a distribution; promotion

2. b distribution; product

3. c product; price

4. d product; promotion

5. e promotion; price

The marketing mix is built around the:

1. a product

2. b company

3. c customer

4. d employee

5. e retail outlet

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 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

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest He is considering purchasing his own fleet of trucks to deliver the equipment instead

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 change in the minimum drinking age in any given state illustrates

a change in the for Miller Brewing

1. a marketing mix

2. b marketing environment

3. c marketing concept

4. d marketing task

5. e product concept

Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of

alcohol MADD primarily markets:

1. a goods

2. b ideas

3. c services

4. d political figures

5. e applications

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

Which of the following is an idea marketer?

1. a Car salesperson

2. b Airline pilot

3. c Attorney

4. d Abuse counselor

5. e Orthodontist

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

4. d good

5. e service

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

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

When DuPont develops new carpet fibers that are highly

stain-resistant and durable, it must educate consumers about the

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

1. a Price

2. b Promotion

3. c Distribution

4. d Product

5. e Packaging

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 focal point of all marketing activities is its:

1. a products

2. b marketing mix

3. c profits

4. d sales.

5. e customers

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children The Church is using the process

of marketing to promote its:

1. a goods

2. b services

3. c experiences

4. d production

5. e ideas

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

Long-term relationships with profitable customers are the key

objective of:

1. a personal selling

2. b customer relationship management

3. c production oriented firms

4. d e-marketing

5. e distribution channels

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

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

U.S Electric Inc., the maker of a highly innovative xenon light bulb used in large manufacturing facilities, finds that it has excess

inventory The firm increases its direct marketing budget by 20

percent and adds three new sales representatives Which of the following orientations has been adopted by this company?

1. a Production

2. b Sales

3. c Market

4. d Customer

5. e Societal

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

During the Industrial Revolution demand for manufactured goods was:

1. a weak

2. b non-existent

3. c declining

4. d strong

5. e paltry

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

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

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, and shortening the duration of relationships with existing customers

2. b enhancing the profitability of existing customers, eliminating customers who provide 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

The marketing concept focuses on:

1. a achieving the goals of top executives

2. b creating maximum visibility for the firm

3. c maximizing sales

4. d maximizing market share

5. e satisfying customers' needs in a way that helps to achieve organizational objectives

Ben is responsible for managing the customer satisfaction of

Hampton Inn motel guests Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes Which of the following would be the beginning of a CRM program and the area Ben should consider first?

1. a Communicating with current customers via Facebook

2. b Offering new types of hotel rooms for frequent guests

3. c Expanding the number and locations of Hampton Inns

4. d Providing information to customers through the web, Facebook, or in

person

5. e Increasing the promotion budget with new sweepstakes for frequent

customers

Marketing activities are: