95 test bank for marketing 15th edition by pride

a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that 3.. The marketing concept is a philosophy that states that a

95 Test Bank for Marketing 15th Edition by Pride

Mutiple Choice Questions - Page 1

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

a change in the _ for Miller Brewing

The marketing concept is best defined as _

1. a second definition of marketing

2. a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that

3. allows the organization to achieve its goals

4. the performance of business activities that direct the flow of goods and

services from producer to customer or user

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

6. the inclusion of marketing activities in the activities of an organization

When Burger King offers 99-cent Whoppers to increase store traffic,

it is altering which aspect of the marketing mix?

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. target market selection

2. the marketing environment

3. the reduction of marketing costs

4. marketing mix decisions

5. efficiency in marketing activities

The forces of the marketing environment include

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

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

3. legal, regulatory, political, and sociocultural

4. competitive and noncompetitive forces that affect most lifestyles

5. fairly static components

eDuring the Industrial Revolution demand for manufactured goods was _

The marketing concept is a philosophy that states that an

organization should try to satisfy customers' needs and also _

1. increase market share

2. increase sales

3. achieve the organization's goals.

4. produce high-quality products

5. coordinate its activities to increase production

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

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

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

3. provide products that satisfy customers' needs and allow the organization to achieve its goals

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

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

Which of the following best characterizes the forces of the

marketing environment?

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

another

2. There are few overlapping aspects of these forces; therefore, a change in one

is unlikely to result in a change in another

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

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

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

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

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

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

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

4. They can fluctuate quickly and dramatically

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

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

"something of value" held by the other; and fourth,

1. the parties must agree to participate in the trading of "something of value."

2. to build trust, parties to the exchange must meet expectations

3. both parties must participate in the trading of the "something of value."

4. one party must be willing to compromise

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

The marketing concept affects _

1. just the marketing department

2. all organizational activities

3. only marketing and finance

4. only production and marketing

5. few decisions in an organization

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

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

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

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

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

5. We try to encourage company growth

Marketers often speak of the "controllable" variables in the practice

of marketing Which of the following is not considered one of the controlled variables?

1. Product

2. Price

1. only marketing activities.

2. all efforts of the organization

3. mainly the efforts of sales personnel

4. mainly customer relations

5. only business organizations

A marketing manager for a small computer manufacturer is

analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations The marketing manager

is examining the _ that influence(s) the firm's strategy

The marketing concept focuses on _

1. achieving the goals of top executives

2. creating maximum visibility for the firm

3. maximizing sales

4. maximizing market share

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

The marketing environment is best described as being _

1. composed of controllable variables

2. composed of variables independent of one another

3. an indirect influence on the performance of marketing activities

4. dynamic and changing

5. slow, with infrequent fluctuations

The Jackson Hewitt company wants to adopt the marketing concept

as a business philosophy To be consistent with this decision, it should adopt which of the following philosophies?

1. The customer is always right

2. Making money is our business

3. Sell, sell, sell

4. Keep prices low

5. Focus on today

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. Selling concept

2. Production concept

1. Profits for the seller

2. A good bargain on the product for the buyer

3. Reducing the seller's inventory

4. One party having to compromise in the exchange

5. Satisfaction for both the buyer and seller

The concept of "exchange" is fundamental to the definition of

marketing What is the best description of exchange?

1. Activities that are performed primarily by producers and manufacturers

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

3. Transfer of products in return for monetary considerations

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

5. Transfer of products that takes place only between for-profit organizations

The marketing concept is _

1. a management philosophy

2. synonymous with exchange

3. a component of the marketing mix

4. a function of the marketing environment

5. focused solely on satisfying customer objectives

Mark goes to a vending machine, deposits $1.00, and receives a Sprite Which one of the following aspects of the definition of

marketing is illustrated here?

The forces of the marketing environment primarily affect marketers

in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they _

1. affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix

2. dictate that changes be made to the existing marketing mix despite any negative reactions from customers

3. make most new products obsolete very quickly so that research and

development must continually develop new products

4. cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces

5. change a customer's decisions about the appropriate marketing mix for the company and its various products.

95 Free Test Bank for Marketing 15th Edition by Pride Mutiple Choice Questions - Page 2

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

1. Product's purchase price

2. Time spent purchasing the product

3. Effort spent purchasing the product

4. Benefits received in the exchange for the products

5. Risk of purchasing the product

Online sales account for about percent of all retail sales in the U.S

strategy and plans for implementation and control describes which

of the following marketing management activities?

1. Strategic planning

2. Marketing control

3. Implementation

4. Organizing

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

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

5. Saab introduces pop-up rollover bars in its convertibles to protect its

consumers in the event of a serious collision

Health Care Systems, Inc rolls out an innovative nurse-on-call information system available online The product is not widely accepted because patients don't see the need for such a service This situation represents a failure in which aspect of implementing the marketing concept?

1. The customer information system

2. The organizational structure

3. Top-management commitment

4. Technological advancement

5. Scanning corporate capabilities

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

1. value = monetary price customer benefits

2. value = customer costs customer benefits

3. value = customer benefits customer costs

4. value = customer benefits monetary price

5. value = customer benefitstime and effort

Marketing management is defined as a process of _

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

2. establishing performance standards and evaluating actual performances against these standards

3. providing products that satisfy customers' needs through a coordinated set of activities

4. facilitating satisfying exchanges between an organization and its customers

5. planning, organizing, implementing, and controlling marketing activities

Marketers use the term " _" to describe establishing long-term, mutually satisfying buyer-seller relationships

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 this product's value?

1. Speed of delivery

2. Ease of installation

3. Availability of technical support

4. Availability of training assistance

5. Monetary price

refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges

is a customer's subjective assessment of benefits

relative to costs in determining the worth of a product

A junior marketing executive at MegaGrain Cereals suggests

increasing the package size and price of its best-selling brand

without increasing the amount of cereal inside the box Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on

1. cost-cutting measures

2. continually selling to new customers and markets

3. creating and maintaining satisfying exchange relationships

4. high-volume, low-margin sales

5. increasing shelf space for their brands

The Internet has been used as a search engine to find information about a marketer's product or service by about percent of adults in the U.S

1. 65

For most firms, the costs of marketing activities consume

approximately what portion of the consumer's dollar?

Customer relationship management focuses on using _ about customers to create marketing strategies

1. internal communication

2. information

3. purchasing power insights

4. marketing mix knowledge

5. implementation knowledge

Marketing activities _

1. are aimed at persuading customers through advertising

2. involve mainly distribution and promotion decisions

3. and selling activities are basically the same

4. are important only when a firm is developing new products or entering new markets

5. help sell an organization's products and generate financial resources for the firm

Which of the following best describes the acceptance of the

marketing concept by American organizations?

1. The marketing concept has yet to be fully accepted by all organizations

2. All organizations fully utilize the marketing concept to run their businesses

3. Nearly half of all organizations are still in the sales orientation and have not implemented the marketing concept

4. Most organizations have really not accepted the marketing concept because

of its many costs and problems

5. Although American organizations fully accept the marketing concept, many foreign companies do not

_ is the process of establishing performance standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance

1. Internal control analysis

2. Marketing control

3. Market flow regulation

4. Environmental market analysis

to which of the following marketing management activities?

Marketing knowledge and skills

1. are not necessary for a nonprofit organization

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

3. constitute the marketing mix

4. were most important during the production era

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

wholesalers and distributors

American Express implements a program of calling its current

cardholders to find out what changes they would like to see in the services provided The firm is exhibiting characteristics associated with which of the following orientations?

1. researching customers' needs

2. focusing on the marketing department only

3. generating marketing intelligence for use in the organization.

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

5. disseminating marketing intelligence across departments within the

1. decrease customer benefits

2. increase customer costs

3. increase customer value

4. increase distribution expenses

5. decrease promotion expenses

Developing the internal structure of a firm's marketing unit relates to which of the following marketing management activities?

Marketing activities are _

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

government agencies

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

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