114 test bank for m marketing 2nd edition by grewal

Decisions regarding in which setting marketing takes place 5.. Making pricing decisions Supply chain management involves ______________ the efforts of suppliers, manufacturers, warehouse

114 Test Bank for M Marketing 2nd Edition by Grewal Mutiple Choice Questions - Page 1

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 A Satisfying customer needs and wants

2 B Exchange function of marketing

3 C Making product decisions

4 D Decisions regarding in which setting marketing takes place

5 E Making pricing decisions

Supply chain management involves the efforts of suppliers, manufacturers, warehouses and stores

The fundamental goal of marketers when creating goods, services,

or combinations of both, is to:

1 A differentiate themselves from the competition.

2 B overwhelm consumers.

3 C provide what is needed as defined by government regulations.

4 D stimulate short-term sales.

5 E create value.

Whenever Jami calls on his building contractor customers he asks ifthey are having any problems In doing so, Jami is addressing

which of the following core aspects of marketing?

1 A Satisfying customer needs and wants

2 B Exchange function of marketing

3 C Product, place, promotion, and price decisions

4 D Decisions regarding in which setting marketing takes place

5 E Creating value objective of marketing

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

1 A supply chain management.

2 B situational distribution efficiency.

3 C wholesaling.

4 D marketing myopia.

5 E endless chain marketing.

The importance of supply chain management is often overlooked because:

1 A it is considered boring.

2 B pricing strategy is more fun.

3 C companies do not want organization members to understand the problems involved.

4 D many of the activities take place behind the scenes.

5 E it is more properly an operations management issue.

is communication by a marketer that informs, persuades, and reminds potential customers

1 A Pricing

1 A How the software will be promoted?

2 B What price to charge?

3 C What distribution channels to use?

4 D Where to introduce the software?

5 E How many software products typically fail?

The four Ps comprise the _, which is the

controllable set of activities that the firm uses to respond to the wants of its target markets

1 A elements of practice

2 B internal operation focus

3 C needs response mechanism

4 D marketing mix

5 E functional marketing discipline

Four Winds Art Gallery recently began offering appraisals of

customers' art collections Four Winds is:

1 A expanding from offering just service to offering goods.

2 B implementing a market segmentation strategy.

3 C capturing value through multiple pricing strategies.

4 D expanding from offering just goods to offering services.

5 E increasing customer value through inflated appraisal evaluations.

When referring to "exchange," marketers are focusing on:

1 A location where products and services are traded.

2 B price charged adjusted for currency exchange rates.

3 C creating value.

4 D promotional offers designed to stimulate barter.

5 E the trading of things of value.

The goal of promotion is to inform, persuade and remind

about a product or service

1 A competitors

2 B distributors

3 C sales representatives

4 D potential buyers

5 E television - including cable - networks

Julia is considering a career in marketing She is concerned about the image of marketers as fast-talking, high-pressure people When reading about the core aspects of marketing, Julia is relieved to seethat in marketing:

1 A all parties to an exchange should be satisfied.

2 B promotion is foremost, followed by pricing decisions.

3 C decisions are made regarding how a product is designed.

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

5 E distribution is controlled by customers.

The owner of The House Doctor, a home repair business, often helped potential customers evaluate alternative ways to fix

problems Since he got paid for materials and labor when doing repairs, the House Doctor:

1 A was only offering a product.

2 B was offering only a service.

3 C provided both a service and a product.

4 D was primarily a marketer of ideas.

5 E focused on supply chain management.

Which of the following is NOT true about marketing ideas?

1 A Opinions, philosophies, intellectual concepts and even thoughts can be effectively marketed.

2 B Marketing ideas does not involve real exchange of value.

3 C Ideas can be "purchased" by convincing someone to change his or her behavior.

4 D Marketing can be directed toward primary and secondary targets to

increase knowledge and change behavior.

5 E Value can be created through changing behaviors.

In most supermarkets there are numerous almost identical

products, some with brand names and others with store or generic labels In terms of creating product value for the consumer, which ofthe following does not create a difference in value between brandedand generic products?

1 A Brand image

2 B Intrinsic ingredients

3 C Price

4 D Customer relationship between the manufacture and the store manager

5 E How it is sold in the store

Local radio advertising often includes ads for competing

automobiles dealerships using actors trying to create a sense of excitement and urgency among consumers, even if the ads annoy many listeners These ads are attempting to achieve the

promotional goal of _ potential buyers

1 A promotion parameters.

2 B distribution or place drivers.

3 C core product differentiators.

4 D processes consumers must follow.

5 E price.

Marketing traditionally has been divided into a set of four

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

including all of the following EXCEPT:

4 D investigate alternative distribution system stimuli.

5 E design new product offerings for other market segments.

Whenever Valerie has a new massage therapy customer, she asks the person if they want 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 A information.

2 B promotional effective analysis.

3 C pricing data.

4 D value.

5 E names to sell to list brokers.

Which of the following activities does NOT involve marketing?

Delivering the value proposition is also known as:

1 A endless chain marketing.

2 B situational distribution efficiency.

3 C wholesaling.

4 D marketing myopia.

5 E supply chain management.

Henriette offers financial counseling and management on a fee-onlybasis She has found that different customers are willing to pay different rates for her service Henriette recognizes that her pricing decisions primarily depend on:

1 A regulations determining the fees financial advisors can charge.

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

3 C how much customers are willing to pay and are satisfied with their

purchase.

4 D changes in the economy creating recessions or periods of expansion.

5 E how much effort she has to expend in assisting her clients.

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

1 A it is considered too quantitative.

2 B promotion strategy is more fun.

3 C companies do not want organization members to understand the problems involved.

4 D it only takes place in large, urban areas.

5 E many of the activities take place behind the scenes.

UPS, FedEx, and DHL all support other companies'

service company created these policies is because they recognize:

1 A consumers like delivery people who are wearing earth-toned clothing.

2 B their competitors could not do this.

3 C consumers' image of the benefits they receive are tied to their image of the producer.

4 D the goods UPS sells are easily replicated.

5 E cleaner trucks improve fuel efficiency.

Marketing includes offering:

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

1 A provides intangible benefits.

2 B can be physically touched.

3 C is always less expensive than a corresponding service.

4 D generates greater interest among consumers.

5 E depreciates more rapidly in the minds of consumers.

Marketers involved in supply chain management are constantly balancing the:

1 A goal of promotional effectiveness against ethical advertising standards.

2 B problem of price maximization against cost efficiency.

3 C goal of minimizing costs against satisfying the service levels customers expect.

4 D desire to achieve against the need for a stabile source of supply.

5 E goal of efficiency against the goal of profit minimization.

Marketing involves all of the following EXCEPT:

1 A cost of providing the bins.

2 B the value of their time and energy.

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

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

5 E the savings to the store of not having to hire retail sales personnel.

The marketing goal of getting the "right quantities to the right

locations, at the right time" is:

1 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E price and performance management.

Which of the following is a core aspect of marketing?

1 A Satisfying the firm's wants and needs

2 B Creating universal coverage

3 C Instilling self-sufficiency

4 D Making product, place, promotion, and price decisions

5 E Working with the creative people in ad agencies

Every Christmas season, Anheuser-Busch runs television ads featuring Clydesdale horses in a winter scene These ads focus on the promotional goal of consumers about the

Ellen's firm has been installing home entertainment systems for ten years In a new approach, she has started selling a line of imported speakers that offer superior value to her customers when they

upgrade their systems Ellen should focus her marketing efforts on:

1 A the service she provides to customers.

2 B the new merchandise.

3 C a combination of the services and the merchandise.

4 D the speakers until they become profitable than return her focus to the core

of her business - the installation.

5 E economic trends in the country where the speakers are manufactured.

Yesenia, the new university course scheduling manager, is

struggling with adjustments to the fall schedule She is trying to determine how to offer what the students need at the times studentsneed them Yesenia is struggling with the marketing function of:

1 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E tormenting students.

Which of the following is NOT one of the key questions which must

be asked when making marketing decisions?

1 A How is the product to be designed?

2 B How much should the product cost?

3 C Where should the product be promoted?

4 D How will the product be delivered to the customer?

5 E Whose responsibility is it to ensure customer service representatives handle returned merchandise properly?

114 Free Test Bank for M Marketing 2nd Edition by Grewal Mutiple Choice Questions - Page 2

Value is:

1 A the lowest cost option.

2 B represented by brand names.

3 C the highest priced alternative.

4 D everyday low prices.

5 E what you get for what you give.

Many U.S companies first discovered marketing during the

The evolution of marketing progressed along the continuum:

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

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

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

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

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

To become a better value driven organization, the manager of BestBulk clothing store directed her staff to _ customers, competitors, complaints and inventories

1 A second-guess the needs of

2 B avoid being overwhelmed by

3 C place organizational priorities above those of

4 D develop their own capacities to control

5 E share information about

In the past, manufacturer's representatives did not have

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

manufacturer's representatives are often provided Intranet access

to inventory data for the companies they represent Intranet

systems allow companies to become more value driven through:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with government regulators of marketing institutions.

5 E demonstrations of technical competencies.

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

era

1 A influence social norms regarding sexuality.

2 B increase price resistance.

3 C stimulate supply chain management cooperation.

4 D increase the perceived value of their products.

5 E avoid interference from the Federal Trade Commission.

The traditional marketing channel through which consumers find and purchase goods and services is known as:

1 A B2B.

2 B C2C.

3 C D2C.

4 D C2D.

5 E B2C.

Effective promotion enhances a product's or service's:

1 A supply chain management system.

2 B wholesaling capabilities.

3 C perceived value.

4 D cost.

5 E retailing potential.

The prevailing marketing strategy of the era was

to find customers for inventories that went unsold

_ depends on knowing what customer perceive

as key benefits and balancing them with reasonable costs while looking at quality from the customer's perspective

1 A Supply chain management

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E avoiding major announcements over high-traffic weekends.

Yolanda is the new restaurant manager in a major hotel When considering changes in the restaurant to improve benefits to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or:

1 A improve products and services at the same cost.

2 B increase prices to increase revenue.

3 C offset higher hotel rates with lower restaurant prices.

4 D reduce customer benefit expectations through reduced service.

5 E cut back slightly on portion sizes and reduce the number of wait staff through attrition.

When preparing for and engaging in a job interview, potential employees engage in marketing most closely associated with _ marketing

In delivering value, marketing firms attempt to find the most

desirable balance between:

1 A the need for value and the perception of value.

2 B explicit versus implicit value.

3 C providing benefits to customers and keeping costs down.

4 D the desire to satisfy customers and the need to keep customers from running the company.

5 E the need for product improvement and the need for advertising.

Fiona, the new manager of Common Ground Coffee House, is

assessing vendor performance, customer complaints, advertising effectiveness, and all aspects of her business Fiona recognizes value-based marketing:

1 A is based primarily on consumer perceptions.

2 B offers insights into competitor's actions.

3 C should be at the core of every firm's functions.

4 D depends on constantly changing global pressures.

5 E forces consumers to constantly change their perceptions.

In 2006, the film Supersize Me provided a critical view of

McDonalds Company and their products The company was caught off guard and had to quickly develop a response In terms of value-based marketing, McDonalds faced the potential problem of:

1 A consumer perceptions change quickly.

2 B competitors constantly enter markets.

3 C global pressures continually reshape market opportunities.

4 D marketers' understanding of consumers is complete.

5 E product placement in films.

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