90 free test bank for MM 4th edition

False Great marketing is based on sound, logical—emotional and physical—laws of human and organization behavior... False The 5Cs, STP, and 4Ps diagram is used at the beginning of every c

40 Free Test Bank for MM 4th Edition by Iacobucci

Mutiple Choice Questions

40 Free Test Bank for MM 4th Edition by Iacobucci True

- False Questions

10 Free Test Bank for MM 4th Edition by Iacobucci Free Text Questions

The outcome orientation perspective of ethics is called

1 a.psychological

2 b.philosophical

3 c.deontological

4 d.consequentialism

The book gives a clear knowledge of marketing at both the strategic and conceptual level as well as the

1 a.virtual level

2 b.tactical, hands-on level

3 c.lower level

4 d.psychological level

Marketers help/work with all of the following EXCEPT:

1 a.athletes

2 b.hotels

3 c.department stores

4 d.pets

The 4Ps include all of the following EXCEPT:

1 a.positioning

2 b.price

3 c.product

4 d.place

Which of the following is NOT part of the 5Cs?

1 a.context

2 b.customer

3 c.corporation

4 d.competitors

The process orientation perspective of ethics is called

1 a.psychological

2 b.philosophical

3 c.deontological

4 d.consequentialism

The questions and issues that the reader can expect to understand better in each chapter is revisited at the end of the chapter in a list format called _

1 a.Managerial Recap

2 b.Managerial Checklist

3 c.Question Recap

4 d.Marketing Recap

Which of the following is NOT a part of STP?

1 a.segmentation

2 b.positioning

3 c.targeting

4 d.All are part of STP

What order is correct for the marketing framework?

1 a.5Cs, 4Ps, STP

2 b.4Ps, 5Cs, STP

3 c.5Cs, STP, 4Ps

4 d.STP, 5Cs, 4Ps

What did the early marketplace primarily focus on?

1 a.product

2 b.promotion

3 c.price

4 d.place

A company’s marketing executives should assess the _ in

terms of a general analysis of a business problem or opportunity the company is facing

1 a.business situation

2 b.5Cs

3 c.STP

4 d.ARA

What is today’s marketplace focused more on?

1 a.business

2 b.customers

3 c.product

4 d.price

Why do accounting and finance need to acknowledge the

importance of marketing?

1 a.because marketing generates sales

2 b.because the CEOs do

3 c.because marketing generates buzz

4 d.because a monopoly is the only way to make a profit

If you ask the average person, “What is marketing?,” one of the things you might hear is:

1 a.Marketing is sales and advertising

2 b.Marketing is fun

3 c.Marketing is the backbone of all business

4 d.Marking is not profitable

Great marketing is based on laws of human and

organization behavior

1 a.philosophical

2 b.feelings about

3 c.intuitive

4 d.economic and psychological

What is marketing NOT all about?

1 a.finding out what customers like

2 b.providing what customers like

3 c.making a profit

4 d.organizing the structure of a business

The question, “Will customers want what your company is prepared

to produce?,” best describes with of these 4Ps?

1 a.product

2 b.price

3 c.place

4 d.promotion

If companies are good and if they’re lucky, the exchange continues iterating between the customer and the company, _ the tie between them

1 a.strengthening

2 b.weakening

3 c.distracting

4 d.exhausting

One reason marketers want to quantify how effective their programs are is to show that they increase profits The other reason

marketers want to quantify their effectiveness is to _

1 a.try to raise their rank among the function

2 b.have a seat at the table with the CEO, CFO, etc.

3 c.be able to direct sales

4 d.make more effective promotions

The textbook uses the over and over so that you will pick it up

by osmosis

1 a.marketing background

2 b.customer model

3 c.5Cs, STP, and 4Ps

4 d.Maslow model

Marketers try to figure out what want and then they try

to figure out how to provide it and make money doing so

1 a.business owners

2 b.customers

3 c.advertisers

4 d.companies

The textbook will assume that _ will be used for data intake in

a company

1 a.experts

2 b.the Internet

3 c.polls

4 d.focus groups

What is the best way to stay 5 steps ahead of the competition?

1 a.focus on profits

2 b.remain customer centric

3 c.focus on what the CEO wants

4 d.study the competition

Which of the following is defined to be an exchange between a firm and its customers?

1 a.advertising

2 b.consumer behavior

3 c.marketing

4 d.finance

What do the letters CMO represent?

1 a.Chief Management Officer

2 b.Central Marketing Organization

3 c.Central Management Officer

4 d.Chief Marketing Officer

Great marketing is NOT

1 a.soft

2 b.economic

3 c.logical

4 d.psychological

In each chapter you will see _ over and over again

1 a.consequentialism ethics

2 b.marketing terminology

3 c.the 5Cs, STP, and 4Ps

4 d.marketing concepts

Due to marketing’s success in business, what do management gurus think about marketing’s role in a company?

1 a.they think its role is to direct sales

2 b.it takes no special skill to be a good marketer anymore

3 c.that it’s not just a function anymore

4 d.it’s the most important aspect

What is one of the largest factors stressing out marketers these days?

1 a.the pressure increase stock price

2 b.the pressure to prove they are valuable

3 c.the pressure to show results

4 d.the pressure to produce more money than R&D

Advertising's goal is to enhance _

1 a.brand image

2 b.profit

3 c.marketing

4 d.purchases

Marketing can make customers happier, which makes companies

1 a.more profitable

2 b.less vulnerable

3 c.more operational

4 d.more ductile

What can be marketed?

1 a.vacation destinations

2 b.professional athletes

3 c.just about anything

4 d.clothes

Each chapter in the textbook answers what question?

1 a.Which of the 5Cs is covered in this chapter?

2 b.What is the topic in this chapter?

3 c.What makes a great marketer?

4 d.What do you need to do to market your own business?

Marketing is thought to be evidence of an evolved

1 a.society

2 b.business

3 c.customer

4 d.market

_ and _ are the central players in the marketing

exchange

1 a.Context, customer

2 b.Collaborator, competitor

3 c.Context, company

4 d.Customer, company

What is the result companies see from happier customers due to marketing?

1 a.Companies are less profitable

2 b.Companies market less

3 c.Companies are more profitable

4 d.Companies see no results

Which of the following is NOT a question that each chapter in the textbook answers?

1 a.Why does it matter?

2 b.What is the topic in this chapter?

3 c.How do I do this?

4 d.What do you need to do to market your own business?

Fundamentally, the best marketers put themselves in the place of their _

1 a.company

2 b.customers

3 c.competitors

4 d.friends

A company has its best chance at keeping its customers happy if it’s in close with them

1 a.context

2 b.communication

3 c.cooperation

4 d.support

The marketing framework can be used when you’re

1 a.buying a car

2 b.working on a case for class

3 c.trying to decide where to eat lunch

4 d.doing your taxes

40 Free Test Bank for MM 4th Edition by Iacobucci True

- False Questions

These days we live in a truly oriented and

product-empowered marketing world

1 True

2 False

“How do I do this—show me what to do so I can be successful!,” is one of the issues that is covered in each chapter of the textbook

1 True

2 False

A marketer for the American Heart Association would be

responsible for their push of the message to eat foods lower in fat

1 True

2 False

Most companies perform the marketing function easily

1 True

2 False

Angela, who owns her own green cleaning service, is a marketer when she promotes her business to new clients

1 True

2 False

Great marketing is based on sound, logical—emotional and

physical—laws of human and organization behavior

1 True

2 False

John, an MBA student, finds the textbook useful because each

chapter is organized by a framework that shows how all the

marketing pieces come together to form the whole picture

1 True

2 False

Customers typically do not mind paying for purchases, if they like what they are purchasing

1 True

2 False

Meredith owns a consulting firm that advises on intellectual

property She would hire a marketer but she doesn’t because you cannot market a consulting firm

1 True

2 False

Some things that can be marketed include goods, services,

experiences, events, and people

1 True

2 False

Most companies would agree that taking in profits is much more important than keeping customers happy

1 True

2 False

When you try to find out how customers vary in their preferences, needs, and resources you are in the “Targeting” phase of STP

1 True

2 False

Sara works for a golf products company In order for Sara to best answer the question, “What do my customers want?,” she plays golf and tries out the equipment

1 True

2 False

One of the factors currently stressing marketers is the pressure to show results

1 True

2 False

The outcome orientation style of ethics is called deontological

ethics

1 True

2 False

You’ll always be a step ahead of your competition if you simply think about your company

1 True

2 False

Diana is the marketing vice president at Company ABC As she assesses any particular business problem or opportunity in terms of general analysis, she should review the 5Ps

1 True

2 False

A context question in a situational analysis might be: “What is

happening in our industry that might reshape our future business?”

1 True

2 False

Many management gurus believe that marketing has succeeded so well that it really isn’t a function in an organization anymore

1 True

2 False

The 5Cs, STP, and 4Ps diagram is used at the beginning of every chapter so that students can see a framework depicting how all the marketing pieces come together to form the whole picture

1 True

2 False

Marketers try to figure out what customers want and then they try to figure out how to provide it and make money doing so

1 True

2 False

In order for marketing to have an equal vote in company decisions,

it needs to quantify the effectiveness of marketing programs All other departments in a company translate progress into financial terms, and marketing needs to do this as well

1 True

2 False

In an exchange, the customer wants something from the company but the company wants nothing from the customer

1 True

2 False

The term “market” sounds like it involves selling simple, tangible goods, but as you know, hardly anything can be marketed

1 True

2 False

Optimal business solutions should reflect a complete knowledge of how the 5Cs, STP and 4Ps change with changes in customers, competitors, and the legal environment

1 True

2 False

Pfizer does not use direct-to-consumer ads to push their

pharmaceutical drugs, as it is unlikely patients will ask their doctor for a particular brand name

1 True

2 False

John is a marketer for Verizon He puts together sales promotions and advertisements for a new cell phone He is applying the

“product” part of the 4Ps

1 True

2 False

Marketing can be used to educate the public

1 True

2 False

Marketing management is the overseeing of the processes of the 5Cs, STP, and 4Ps components

1 True

2 False

Marketers are under a lot of pressure to show results There are a lot of marketing activities for which results can be measured

1 True

2 False

The 5Cs, STP, and 4Ps operate interdependently

1 True

2 False

If you ask the average person, “What is marketing?” you might hear something like, “Marketers make people buy stuff they don’t need and can’t afford.”

1 True

2 False

STP stands for segmentation, targeting and positioning

1 True

2 False

R&D people don’t understand marketing because they are too

concerned with making the latest and greatest invention

1 True

2 False

Marketing shows the evolution of markets This is the change from

an industry just having production and sales to having true

relationships with its customers

1 True

2 False

There are many contingencies that modify marketing plans

1 True

2 False

Marketing will both enhance your career and make the world a

better place

1 True

2 False

Marketers help athletes, celebrities, and politicians with their

images in their respective marketplaces (to fans and agents,

intelligentsia, or the public)

1 True

2 False

Marketing is defined as an exchange between a firm and its

customers

1 True

2 False

John just purchased a new Honda Civic from the local Honda

dealership Even though John was happy and Honda made a profit, this was not a symbiotic relationship

1 True

2 False

10 Free Test Bank for MM 4th Edition by Iacobucci Free

Text Questions

Define marketing’s exchange relationship

Answer Given

Marketing is defined to be an exchange between a firm and its customers The

customer wants something from the firm, and the firm wants something from the customer Marketers try to figure out what customers want and then they try to figure out how to provide it and make money doing so.

Define STP and explain how it influences the marketing process

Answer Given

STP stands for segmentation, targeting, and positioning The STP part of marketing refers to the fact that we are very unlikely to be all things to all people, so it’s best to identify groups, or segments, of customers who share similar needs and wants Once we understand the different segments’ preferences, and we presumably can identify our own company’s strengths, we can identify the segment we should target with our marketing efforts We then strike up a conversation and relationship with that target segment by positioning our product to them in the marketplace via the 4Ps.

Describe the main layout of the textbook

Answer Given

The textbook focuses on how a product benefits customers The textbook presents

on a global basis because the world is running on a global scale due to the Internet The textbook trains you to think like a marketer Marketing is based on logical,

measurable behavior, not art or intuition The textbook teaches you how to think about marketing in a scientific way.

Describe how different functions in a business interact with

marketing, and why they should understand marketing

Answer Given

- Accounting and finance need to understand the importance of marketing because the CEO does With competition you always need to be thinking about your

customers; - Sales people understand marketing They know that if their company makes products the customer wants, their job will be easier; - R&D people

appreciate marketing because they know they if their inventions become popular and sell, they will have success.

Why is it important not to go overboard on effects to quantify

marketing’s results? Describe why segmentation strategy and advertising’s results should not be over analyzed

Answer Given

If you go overboard to quantify marketing’s results, you will get skewed results of reality For example, suppose you are trying to asses the value of a segmentation strategy If the segments are poorly defined, then the results of the segmentation study may not be accurate Also, it is difficult to measure the results of advertising in the short term The main goal of advertising should be to enhance brand image, and that takes a lot longer than short-term sales.

List 3 of the 5 main points from this chapter

Answer Given

- marketing is customer focused and it should be profitable; - marketing is a

relationship between customers and a company; - anything can be marketed; - the marketing framework is based on the 5Cs, STP, 4Ps; - if you remain

customer-centric you will stay ahead of the competition.

List and describe the 4Ps

Answer Given

The 4Ps are product, price, promotion, and place A marketer's responsibilities are to create a product that customers are likely to need or want; price the product

appropriately; promote it via advertising and sales promotions to help customers understand the product’s benefits and value; and make the product available for purchase in easily accessed places.

Describe the evolution of marketing

Answer Given

At first marketing was simply product or production-focused Over time, simply

building a better version of a previous product was not good enough Marketers had

to start really listening to their customers and providing what they wanted In today’s age, companies seek a true relationship with their customers instead of just trying to sell them something.

List at least 5 categories of items that can be marketed

Answer Given

- tangible goods like soap or cereal; - high-end items like jewelry; - services like hotels and restaurants; - experiences like theme parks; - people, like athletes and politicians; - a town or city; - causes; for example, a non profit’s goal; - yourself; for example, in an interview.

List and describe the 5Cs

Answer Given

The 5Cs are customer, company, context, collaborators, and competitors These Cs help us assess any particular business problem or opportunity in terms of a general analysis of the entire business situation The customer and company are obviously the central players in the marketing exchange The context includes things like the macro environment: How are our economy and that of our suppliers doing? What legal constraints might we face? What cultural differences do our global segments manifest? The collaborators and competitors are the companies and people we work with vs those we compete against, although drawing the line is sometimes difficult in today’s global, networked economy.