96 free test bank for marketing 2012 16th edition

e consumer advocates.A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product.. c provide products that satisfy custo

96 Free Test Bank for Marketing 2012 16th Edition

by Pride Mutiple Choice Questions - Page 1

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 marketingefforts

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

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

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

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

5 e) consumer advocates.

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) Product and promotion variables

4 d) Product, price, and customer variables

5 e) Product, price, customer, and promotion variables

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 physical product you can touch is a(n)

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

it is altering which aspect of the marketing mix?

1 A) Price

2 b) Promotion

3 c) Distribution

4 d) Product

5 e) Target market

When DuPont develops new carpet fibers that are highly

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

product's benefits This calls for activity in which of the following marketing mix variables?

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 the most important customers

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

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

Deciding to add gel insoles to its running shoes would be a change

in the _ element of the marketing mix for Nike

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

Which of the following companies is the best example of a service marketer?

1 A) FedEx

2 b) Sony

3 c) Abercrombie & Fitch

4 d) The Democratic Party

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) Choosing between a company jet or the airlines for executive travel

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

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

Marketing is the process of

1 A) promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders

2 b) creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment

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

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

Marketers often speak of the “controllable” variables in the practice

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

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

According to the marketing concept, an organization 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 organization

to achieve its goals

4 d) put most of its emphasis on marketing activities and be less concerned withfinance, accounting, and personnel

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

For an exchange to occur, four conditions must exist: first, two or more individuals, groups, or organizations 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 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) dynamic and changing

5 e) slow, with infrequent fluctuations

As the Industrial Revolution came to the United States, most firms operated in a(n) _ orientation

The marketing concept affects

1 A) just the marketing department

2 b) all organizational activities

3 c) only marketing and finance

4 d) only production and marketing

5 e) few decisions in an organization

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

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

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

development must continually develop new products

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

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

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

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

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

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

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

5 e) We try to encourage company growth

The marketing concept is best defined as

1 A) a second definition of marketing.

2 b) a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization 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 organization 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 organization

Which of the following is essentially an uncontrollable factor in developing a marketing mix?

The marketing concept is a management philosophy that affects

1 A) only marketing activities

2 b) all efforts of the organization

3 c) mainly the efforts of sales personnel

4 d) mainly customer relations

5 e) only business organizations

When DataComp Corp., a producer of computer software, delayed the introduction of its new spreadsheet program to modify the

package, its scheduled magazine 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

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 thereby 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

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) 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 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, andpricing 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 takes place only between for-profit organizations

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 A) The customer is always right

2 b) Making money is our business

3 c) Sell, sell, sell

4 d) Keep prices low

3 c) revolutionary

4 d) sales

5 e) reduction

The marketing concept is a philosophy that states that an

organization should try to satisfy customers' needs and also

1 A) increase market share

2 b) increase sales

3 c) achieve the organization's goals

4 d) produce high-quality products

5 e) coordinate its activities to increase production

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

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

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

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

a change in the _ for Miller Brewing

3 c) a component of the marketing mix.

4 d) a function of the marketing environment

5 e) focused solely on satisfying customer objectives

96 Free Test Bank for Marketing 2012 16th Edition by Pride Mutiple Choice Questions - Page 3

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

1 A) Product's purchase price

2 b) Time spent purchasing the product

3 c) Effort spent purchasing the product

4 d) Benefits received in the exchange for the products

5 e) Risk of purchasing the product

When Wonder introduced a new bread made with white whole wheat in response to customer demand, it was following which of the following philosophies?

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

A market orientation is an organization-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 organization

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

5 e) disseminating marketing intelligence across departments within the

1 A) demographics

2 b) buying behavior

3 c) retailer information

4 d) personality differences

5 e) stock market cycles

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

1 A) Internal control analysis

2 b) Marketing control

3 c) Market flow regulation

4 d) Environmental market analysis

5 e) External analysis

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 organization and its

customers

5 e) planning, organizing, implementing, and controlling marketing activities

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 A) Speed of delivery

2 b) Ease of installation

3 c) Availability of technical support

4 d) Availability of training assistance