71 test bank for marketing principles 1st asia pacific edition

71 Test Bank for Marketing Principles 1st Asia Pacific Edition by Pride Mutiple Choice Questions - Page 1 The identified change in consumer behaviour towards online shopping and/or sea

71 Test Bank for Marketing Principles 1st Asia Pacific Edition

by Pride Mutiple Choice Questions - Page 1

The identified change in consumer behaviour towards online

shopping and/or search for information can be described as what force operating in the dynamic marketing environment?

1 A) Competitive

2 B) Economic

3 C) Political

4 D) Legal

5 E) Sociocultural

The rising number of incidents of drunk driving in Australia has prompted the Australian government to launch advertising

campaigns showcasing what can happen when driving under the influence of alcohol This calls for activity in which of the following marketing mix variables?

1 A) Price

2 B) Promotion

3 C) Distribution

4 D) Product

5 E) Packaging

Red Bull uses Formula 1 racing team and VW Beetles with oversize Red Bull cans strapped to the roofs This is most likely used

primarily as a tool

1 A) promotional

2 B) distributional

3 C) pricing

4 D) targeting

5 E) production

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 non-competitive forces that affect most lifestyles

5 E) fairly static components

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

When new products—such as Lyrica, a treatment for fibromyalgia pain—are developed, the companies must develop marketing

activities to reach prescribing medical doctors and communicate the products’ benefits and side effects Thus the marketing concept emphasises that marketing begins and ends with whom?

1 A) Customers

2 B) Marketing manager

3 C) CEO

4 D) Finance department

Marketers sometimes speak of the “controllable” variables in the practice of marketing Which of the following is not considered one

of the controllable variables?

1 A) Product

2 B) Price

3 C) Distribution

4 D) Competition

5 E) Promotion

Those constituents who have a "stake" in some aspect of an

organisation's products, operations, markets, industry, and

outcomes are known as:

1 A) shareholders

2 B) stakeholders

3 C) customers

4 D) target markets

5 E) marketers

Marketing is the process of:

1 A) promoting products through personal selling and advertising to facilitate satisfying exchange relationships

2 B) maximising returns to stakeholders by developing relationships with valued customers and creating a differential advantage

3 C) delivering a standard of living to a society

4 D) creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm's objectives

5 E) focusing on customers' needs

Marketing mix included four marketing activities except which of the following?

1 A) Product

2 B) Price

3 C) Political forces

4 D) Promotion

5 E) Place

The marketing concept is best defined as:

1 A) a second definition of marketing

2 B) a philosophy stating that an organisation should try to satisfy customers' needs through a coordinated set of activities that allows the organisation to achieve its goals

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 organisation 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 organisation.

For an exchange to take place, four conditions must exist If you go

to a Coldplay concert, for example, you go with the expectation of a great show This is an example of the _ condition where each party must have confidence in the promise of the ‘something of value’ held by the other

1 A) first

2 B) second

3 C) third

4 D) fourth

To maintain an exchange relationship, buyers must be satisfied with the goods, service, or idea obtained, and sellers must be satisfied with what?

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) The financial reward or something else of value received

The expanded marketing mix includes:

1 A) product, price, place, promotion

2 B) people, physical evidence, process and partnership

3 C) people, promotion, place, process

4 D) people, physical evidence, process and promotion

For an exchange to occur, four conditions must exist: first, two or more individuals, groups, or organisations must participate, and each must possess ‘something of value’ that the other desires; second, the exchange must provide a benefit or satisfaction to both parties; third, each must have confidence in the promise of the

‘something of value’ held by the other; and fourth:

1 A) the parties must agree to participate in the trading of ‘something of value’

2 B) to build trust, parties to the exchange must meet expectations

3 C) both parties must participate in the trading of the ‘something of value’

4 D) one party must be willing to compromise

5 E) one party must have sufficient bank credit to finance the exchange

The marketing concept focuses on:

1 A) achieving the goals of top executives

2 B) creating maximum visibility for the firm

3 C) maximising sales

4 D) maximising market share

5 E) customer analysis, competitor analysis and integration of the company’s resources to provide customer value, as well as make the organisation more valuable for its owners and other stakeholders

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 thing as a salesperson's prospective client list

5 E) is a customer group classified as people with similar demographic

characteristics

Campbell’s in Australia responded to consumer concerns about their health by introducing a line of reduced sodium soups made with natural sea salt This illustrates a change in the _ for Campbell’s

1 A) marketing mix

2 B) marketing environment

3 C) marketing concept

4 D) marketing task

5 E) product concept

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

1 A) service

2 B) good

3 C) idea

4 D) concept

5 E) philosophy

Marketing managers strive to develop a marketing mix that:

1 A) minimises 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

The concept of ‘exchange’ is fundamental to the definition of

marketing What is the best description of exchange?

1 A) Activities that are performed primarily by producers and manufacturers

2 B) Development of products, distribution channels, promotional strategies, and pricing objectives to satisfy customer requirements

3 C) Transfer of products in return for monetary considerations

4 D) Provision or transfer of goods, services, or ideas in return for something of value

5 E) Transfer of products that take place only between for-profit organisations

The Australian airline Jetstar Airways, for example, _ its domestic flights in Australia to people who want to fly to a

destination without having to pay for meals and other things that are not essential to arriving at the destination safely and in good spirit

1 A)arranges

2 B) prepares

3 C) provides

4 D) targets

The focal point of all marketing activities is:

1 A) products

2 B) the marketing mix

3 C) profits

4 D) sales

5 E) customers

Land Rover’s Freelander, for example, combines a SUV with

coordinated distribution, promotion and price appropriate for the _ of primarily well-off men and women in their thirties andforties

1 A) target market

2 B) consumer advocates

3 C) marketing strategy

4 D) marketing mix

5 E) marketing tactic

Which of the following statements about marketing environment forces is not correct?

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

2 B) They may influence customers' reactions to a firm's marketing mix

3 C) They fluctuate slowly and thereby create threats to a firm's marketing mix

4 D) They can fluctuate quickly and dramatically

5 E) They help determine whether and how a marketing manager can perform certain marketing activities

The Australia Zoo in Queensland is in the business of what?

1 A) Establishing zoos

2 B) Making people happy and giving them memorable experiences

3 C) Making animals perform

4 D) Teaching about endangered animals

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

1 A) Deciding whether 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) Choosing between a company jet or an airline for executive travel

4 D) Deciding whether to have retail outlets in addition to a website

5 E) Developing a new warranty policy for an existing product

When Campbell's introduced a line of low-sodium soups in

response to customer demand, it was following which one of the following philosophies?

1 A) Selling concept

2 B) Production concept

3 C) Customer concept

4 D) Marketing concept

5 E) Retailing concept

Apple has benefitted from technological advances in distributing songs over the Internet via its iTunes store, rather than establishing brick and mortar venues to sell music This is an example of which element of the marketing mix?

1 A) Price

2 B) Distribution

3 C) Product

4 D) Promotion

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

Marketing efforts are designed to:

1 A) distribute “something of value” to buyers and sellers

2 B) facilitate satisfying exchange relationships

3 C) produce a product

4 D) explore customer behaviour

5 E) promote a product

According to the marketing concept, an organisation 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 organisation

to achieve its goals

4 D) put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel

5 E) view selling activities as the major means of increasing profits

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) one that can fluctuate quickly and dramatically

5 E) slow, with infrequent fluctuations

The marketing concept is a philosophy that states that an

organisation should try to satisfy customers' needs and also:

1 A) increase market share

2 B) increase sales

3 C) achieve the organisation's goals

4 D) produce high-quality products

5 E) coordinate its activities to increase production

Responding to health concerns from consumers, McDonald’s, for example, revamped their menu to include healthier children’s menu options, such as fruit bags and chicken wraps instead of fries and hamburgers This is an example of marketing mangers responding

to what?

1 A) Operating situation

2 B) Environmental forces

3 C) Surroundings

4 D) Economic conditions

71 Free Test Bank for Marketing Principles 1st Asia

Pacific Edition by Pride Mutiple Choice Questions -

Page 2

Marketing management is defined as a process of:

1 A) maintaining an appropriate and efficient marketing mix for a target market

2 B) establishing performance standards and evaluating actual performances against these standards

3 C) providing products that satisfy customers' needs through a coordinated set

of activities

4 D) facilitating satisfying exchanges between an organisation and its

customers

5 E) planning, organising, implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently

A systematic process of assessing opportunities and resources, determining marketing objectives, and developing a marketing

strategy and plans for implementation and control describes which

of the following marketing management activities?

1 A) Strategic planning

2 B) Marketing control

3 C) Implementation

4 D) Organising

5 E) Planning

Customer benefits include a buyer receives in an

exchange

1 A) the product

2 B) the service

3 C) the value

4 D) anything

In today's market environment, you might pay $16 for a new CD According to the text approximately how much of that price would

go to activities related to marketing (distribution, retailer expenses, profit margins)?

1 A) $1.70

2 B) $3.75

3 C) $5.50

4 D) $9.00

5 E) $12.75

Which element of the marketing mix can be used to enhance

perceptions of value through images?

1 A) Product

2 B) Price

3 C) Place

4 D) Promotion

5 E) People

Amazon, the provider of books, CDs, DVDs, toys and many other products online, follows buyers’ purchases and recommends

related topics The firm is exhibiting characteristics associated with which of the following orientations?

1 A) Production

2 B) Sales

3 C) Marketing

4 D) Social

5 E) Development

The marketing concept is not a second definition of marketing, it is

a marketing philosophy guiding:

1 A) marketing activities

2 B) an organisation’s overall activities

3 C) the efforts of sales personnel

4 D) customer relations

5 E) only business organisations

A marketing orientation is an organisation-wide effort that includes all of the following activities except:

1 A) researching customers' needs

2 B) focusing on the marketing department only

3 C) generating marketing intelligence for use in the organisation

4 D) being responsive to customers' ever-changing wants and needs

5 E) disseminating marketing intelligence across departments within the

organisation

Green marketing is:

1 A) a strategic process involving stakeholder assessment to create meaningful long term relationships with customers while maintaining, supporting and enhancing the natural environment

2 B) when a company applies recycling principles in their production

3 C) when a company only uses the internet to advertise and no paper-based activities

4 D) when a company meets legislative requirements for waste management

For most firms, the costs of marketing activities consume

approximately what portion of the consumer's dollar?

1 A) One-half

2 B) One-fifth

3 C) One-fourth

4 D) One-third

5 E) One-sixth

The marketing concept is:

1 A) a managerial philosophy

2 B) synonymous with exchange

3 C) a component of the marketing mix

4 D) a function of the marketing environment

5 E) focused solely on satisfying customer objectives