89 test bank for m marketing 4th edition by grewa1

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89 Test Bank for M Marketing 4th Edition by Grewal Multiple Choice Questions - Page 1

The evolution of marketing progressed along the following

continuum:

1 sales, marketing, value-based marketing, production.

2 marketing, value-based marketing, production, sales.

3 value-based marketing, production, sales, marketing.

4 production, sales, marketing, value-based marketing.

5 sales, value-based marketing, marketing, production.

Near the end of the model year, Move-Them-Out automobile

dealership had an unusually high inventory level The manager increased her advertising spending and gave extra incentives to its salespeople Move-Them-Out operates as if it were in the

2 the value of their time and energy.

3 the excitement they experience in finding an item they desire.

4 the savings to the store of not having to display the products neatly on

shelves.

5 the time the product was full price and didn't sell.

Many U.S companies first discovered marketing during the

1 defeat the competition.

2 serve all consumers.

3 operate according to government regulations.

4 stimulate short-term sales.

5 create value.

Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students.These bulletin boards increase marketing

The marketing goal of getting the right quantities to the right

locations at the right time relates to

1 communicating the value proposition.

2 supply chain management.

3 service marketing.

4 capturing value.

5 price and performance management.

Which of the following is a core aspect of marketing?

1 satisfying as many needs as possible

2 creating a product that everyone will want to buy

3 setting prices lower than all competitors

4 making product, place, promotion, and price decisions

5 increasing the company's profit

Henry Ford's statement, "Customers can have any color they want

so long as it's black," typified the era of marketing

When a T-shirt manufacturer states, "We only sell it in black

because that way we can buy plenty of black fabric and run our plant efficiently," its statement reflects the views that were popular

in which era of the evolution of marketing?

considered switching from to marketing

3 the cost to manufacture the product.

4 the economic outlook.

5 the product's new advertising campaign.

The importance of supply chain management is often overlooked in the study of marketing because

1 marketing has no responsibility for supply chain management.

2 supply chain management doesn't add much value for customers.

3 companies do not want customers to know anything about the supply chain.

4 many of the activities take place behind the scenes.

5 supply chain management is already transparent.

The prevailing marketing strategy of the era was to find customers for inventories that went unsold

Marketing has traditionally been divided into a set of four

interrelated decisions known as the marketing mix, or four Ps,

including all of the following EXCEPT

During the market-oriented era,

1 a good product would sell itself.

2 the customer was king.

3 marketing was more important than production.

4 advertising and personal selling were emphasized to make the sale.

5 firms focused on value.

During the era, manufacturers and retailers recognizedthey needed to give their customers greater value than their

Henriette offers financial counseling and management on a fee-onlybasis She has found that different customers are willing to pay different rates for her services This shows that her pricing

decisions should depend primarily on

1 choosing an average price that she will charge all her clients.

2 changes in technology allowing consumers to manage their own affairs.

3 how different customers perceive the value of her services.

4 changes in the economy.

5 how much her competitors charge for similar services.

Jami sells construction equipment Whenever she calls on her

building contractor customers, she asks whether they are having any problems In doing so, Jami is addressing which of the followingcore aspects of marketing?

1 Satisfying customer needs and wants

2 The exchange function of marketing

3 Product, place, promotion, and price decisions

4 Decisions about the setting in which marketing takes place

5 Creating value

Effective promotion enhances a product or service's

1 supply chain management system.

2 wholesaling capabilities.

3 perceived value.

4 design features.

5 trialability.

Whenever Valerie has a new massage therapy customer, she

invites the person to be on her e-mail distribution list In the

process, in addition to exchanging her massage therapy service for payment, Valerie is gathering

1 information.

2 promotional capital.

3 pricing data.

4 value cocreation.

5 feedback.

Four Winds Art Gallery recently began offering appraisals of

customers' art collections, in addition to continuing to sell paintings Four Winds is

1 expanding from offering just services to also offering goods.

2 implementing a market segmentation strategy.

3 capturing value through multiple pricing strategies.

4 expanding from offering just goods to also offering services.

5 increasing customer value through inflated appraisal evaluations.

When considering career choices in marketing, many students overlook supply chain management because

1 it is considered too quantitative.

2 marketing has no responsibility for supply chain management.

3 companies generally outsource these activities, so there are rarely supply chain jobs available.

4 it only takes place in large, urban areas.

5 many of the activities take place behind the scenes.

The Got Milk advertising campaign, designed to increase

consumption of milk, was intended to help market a(n)

1 promotional effectiveness with ethical advertising standards.

2 the problem of price maximization with cost efficiency.

3 customer benefits with costs of their offerings.

4 the desire to achieve with the need for a stable source of supply.

5 the goal of efficiency with the price charged by competitors.

Auction sites like eBay have increased opportunities for

The basic difference between a good and a service is that a good

1 provides intangible benefits.

2 can be physically touched.

3 is always less expensive than a corresponding service.

4 generates greater interest among consumers.

5 is more quickly forgotten by consumers.

Brian is struggling with the choice of publishing his new book, How

to Cook Polish Barbeque, as an e-book or a paperback Brian is addressing which core marketing aspect?

1 developing a promotional plan

2 managing the exchange function of marketing

3 making product decisions

4 deciding where and how to sell the product

5 pricing the product

Marketing channel management is also known as

1 endless chain marketing.

2 a transactional orientation.

3 wholesaling.

4 product design.

5 supply chain management.

When referring to exchange, marketers are focusing on

1 the location where products and services are traded.

2 the price charged, adjusted for currency exchange rates.

3 location-based tactics for creating value.

4 promotional offers designed to stimulate barter.

5 the trading of things of value.

Marketing involves all of the following EXCEPT

aspects of marketing, Julia is relieved to see that in marketing

1 all parties to an exchange should be satisfied.

2 promotion is the most important consideration, followed by pricing decisions.

3 decisions are made regarding how a product is designed.

4 customers are not considered until the product is ready for sale.

5 distribution is controlled by customers.

Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called

1 supply chain management.

2 a transactional orientation.

3 wholesaling.

4 value cocreation.

5 endless chain marketing.

Xavier is analyzing potential market segments He should carefully seek potential customers who have both an interest in his products and a thorough knowledge of his brand messages

1 the ability to buy them.

2 knowledge of competing products.

3 the ability to negotiate discounts.

4 are removed from traditional marketing alternatives.

Retailers accumulate merchandise from producers in large amountsand sell to consumers in smaller amounts Retailers function as

By promoting perfume based on youth, style, and sex appeal,

Calvin Klein is attempting to

1 influence social norms regarding sexuality.

2 encourage consumers to participate in product redesign.

3 stimulate supply chain management cooperation.

4 increase the perceived value of its products.

5 demonstrate social responsibility.

is communication by a marketer that informs,

persuades, or reminds potential customers about a product

Yesenia, the new university course scheduling manager, is

struggling with adjustments to the fall schedule She is trying to determine how to offer the classes students need at the times whenstudents need them Yesenia is struggling with the marketing

function of

1 communicating the value proposition.

2 supply chain management.

89 Free Test Bank for M Marketing 4th Edition by

Grewal Multiple Choice Questions - Page 2

Leah is the marketing manager for an electronics company While

on vacation in Ecuador, she visited electronics stores in the major malls in Quito, the capital city Most of her company's products were available, except for smart phones When she returned to work, she mentioned this observation to her international sales manager Leah was providing the important marketing function of

1 advising production on how much product to make.

2 alerting the logistics department when to ship products.

3 engaging customers, developing long-term relationships.

4 identifying opportunities to expand.

5 synthesizing and interpreting sales, accounting, and customer-profile data.Marketing enriches society by

1 focusing solely on maximizing profits.

2 sponsoring charitable events.

3 recognizing that the firm can do very little by itself, so it should stay focused

on its own core competencies.

4 facilitating the smooth flow of goods through the supply chain.

5 coordinating marketing functions with other functional areas in the company.

Marketing provides the critical function of when

companies expand globally

1 managing production efficiency

2 understanding customers

3 managing personnel

4 forecasting economic growth

5 evaluating government stability

Many firms with complex products have missionary salespeople who assist customers with problems and implementation programs These salespeople rarely sell products but often become involved inand knowledgeable about specific customers' needs and wants These salespeople focus on a(n) orientation with their customers

In the past, manufacturers' representatives did not have

up-to-minute data about the products they were selling Today,

manufacturers' representatives are often provided online access to inventory data for the companies they represent These online

inventory systems allow companies to become more value-driven

by

1 sharing information across the organization.

2 balancing customers' benefits and costs.

3 evaluating strategic competitive partnerships.

4 building relationships with government regulators of marketing institutions.

5 keeping prices below those charged by competitors.

A friend of yours comments, "I'm starting my own business I have aperfect product that no one else can touch, but I have no use for marketing That's just for the mega-corporations." Which of the following arguments would you NOT use in talking about

marketing?

1 Marketing helps new ventures organize, operate, and assess risk.

2 Marketers help address unmet customer needs, regardless of the size of the firm.

3 Marketing focuses on the product, but only as one element Three other areas are Promotion, Price, and Place.

4 Marketers are skilled at communicating the value of the product to potential customers.

5 Marketing isn't essential now, but it will be in a year or two when the product takes off.

Even though they operate from out-of-the-way airports and offer fewextra services, discount, no-frill airlines like Ryanair and EasyJet have been successful Consumers obviously consider

1 the schedules these airlines offer to be the most convenient in the industry.

2 the long-term relationships established by these airlines to be a critical

benefit.

3 the prices to be slightly lower, but not low enough to have much influence.

4 the benefit of lower prices to be greater than the cost of reduced services and less convenience.

5 the major airlines to be worthless.

The goal of customer relationship management is to manage every customer relationship differently

1 manage every customer relationship to maximum short-term profitability.

2 eliminate customers who are profitable, but not highly profitable.

3 identify and build loyalty among a firm's customers.

4 generate relationships with all of a firm's customers.

Janine was tired of her winter coat, so she sold it to her friend,

Marissa This is an example of marketing

1 improve products and services at the same cost.

2 increase prices to increase revenue.

3 offset higher hotel rates with lower restaurant prices.

4 reduce customer expectations through reduced service.

5 lower the quality and the price.

Internet sites, physical stores, and kiosks are most closely

associated with which element of the marketing mix?

customers asking for specials she hadn't been informed of in

advance The franchise company failed to live up to the

value-driven activity of

1 sharing information across the organization.

2 balancing customers' benefits and costs.

3 evaluating strategic competitive partnerships.

4 building relationships with customers.

5 keeping prices below those charged by competitors.

One of the benefits of value-driven marketing is that attention to customer needs and wants will likely result in

1 higher prices than the market leader charges.

When an accounting firm provides an online training module

showcasing real-life decision lapses and their negative effect on thecompany, it is trying to encourage what type of behavior from its employees?

1 sharing information across the organization.

2 balancing its customers' benefits and costs.

3 evaluating strategic competitive partnerships.

4 building relationships with customers.

5 keeping the faculty members happy.

If a radio station holds an online contest in which you must log in to its website and submit personal details such as name, phone

number, and email to participate, the radio station is

1 offering an exchange.

2 behaving unethically.

3 hoping to receive feedback.

4 implementing a CRM program.

5 overstepping its role.

Marketing was once an afterthought to

1 accounting.

2 economics.

3 production.

4 finance.