119 free test bank for MKTG 7th edition

Unlike a production-orientated firm, a firm embracing a sales orientation focuses on customer wants and needs so it can develop the best product at the lowest cost that will require very

25 Free Test Bank for MKTG 7th Edition by Lamb True - False Questions

94 Free Test Bank for MKTG 7th Edition by Lamb

Mutiple Choice Questions

By creating cookies geared toward specific markets, such as Dulce

de Leche, the Girl Scouts tried to provide a good that people did not want

1 True

2 False

Retailers who give their sales clerks the authority to handle

customer complaints without having to get approval from a

supervisor are using empowerment

1 True

2 False

In the early 1920s, Ford promised its customers any color vehicle they wanted as long as it was black Ford’s management assumed anyone buying a car would accept the color black, so it made

products affordable by offering only one variety in large quantities Ford is an example of a market-oriented firm

partnership between 3D Systems and its customers is relationship marketing

Unlike a production-orientated firm, a firm embracing a sales

orientation focuses on customer wants and needs so it can develop the best product at the lowest cost that will require very little selling effort

1 True

2 False

Salespeople who work for market-oriented organizations are

generally perceived by their customers as problem solvers and important links to supply sources and new products

Sara Lee Industries spent considerable money and time developing

a crustless bread Prior to the introduction, the company had not conducted market research among its customers, but it was

confident that its science and technology department had produced

a successful new product Based on this example, Sara Lee is a good example of a production-oriented company

1 True

2 False

The societal marketing concept considers society’s long-term best interests along with the satisfaction of customers’ wants and needs

While most marketing organizations rely on various forms of

promotion to succeed, sales-oriented organizations make the most effective use of their entire marketing mix

Girl Scout cookies are sold to benefit a not-for-profit So, no

marketing is really involved

1 True

2 False

A local grocer recently began grouping its customers into specific groups based on what they bought and when they shopped The grocer then began to schedule shipments of specific items based

on these customer segments and to offer different promotions to different shopper groups This is an example of CRM

The marketing concept states that the social and economic

justification for an organization’s existence is the satisfaction of customers’ wants and needs while meeting organizational

94 Free Test Bank for MKTG 7th Edition by Lamb

Mutiple Choice Questions - Page 1

The Girl Scouts have been selling cookies for a century and have that “long-term, mutually rewarding relationship” with America’s sweet tooth So why have their sales been lagging in the last decade?

1 a.Girl Scout cookies are too expensive.

2 b.The Great Recession is entirely to blame.

3 c.People don’t like the new flavors.

4 d.Not enough Girl Scouts equals not enough “sales representatives.”

5 e.none of the above

All of the following are necessary for exchange to occur EXCEPT:

1 a.each party is capable of communication and delivery

2 b.each party signs a contract before exchange occurs

3 c.each party believes it is appropriate or desirable to deal with the others

4 d.each party is free to accept or reject the exchange offer

5 e.each party must have something the other party considers to be valuableWhich marketing orientation assumes people will buy more goods and services if aggressive marketing techniques are used?

_ is a set of activities used to implement a management

orientation that stresses customer satisfaction

The concept of exchange is important to marketing because:

1 a.if all the conditions for an exchange are in place, then the exchange will be completed

2 b.exchange provides money to marketers

3 c.marketing activities help to create exchange

4 d.marketing activities are a requirement for exchange to take place

5 e.money is the only medium of exchange for business marketers

Fujifilm Computer Products has improved the efficiency and

productivity of its plant, which manufactures printing technology For the new fiscal year, the company projects a production increase of

25 percent It has instructed its sales force to aggressively distribute and promote its printers The CEO is sure the market will absorb more product if the sales force is determined and assertive Fujifilm appears to have a _ orientation

sales-1 a.Still the same as any business, to make a profit.

2 b.Profits are secondary The real goal is to teach business skills to Girl

One facet of marketing is that it is:

1 a.an approach that focuses on maximizing sales

2 b.a short-term oriented approach to profit maximization

3 c.an approach that requires diversity

4 d.a philosophy that stresses customer satisfaction

5 e.independent of value creation

A marketing consultant hired by the Girl Scouts suggests they justify the smaller boxes of cookies as “portion control” packaging to

combat obesity Would this be in keeping with the Girl Scouts

strategies of selling more cookies and its broader purpose of

teaching scouts?

1 a.Yes, it is a perfect example of the merit of a societal marketing orientation.

2 b.No, this would not be good business ethics.

3 c.Yes, there is both a social and an economic justification that benefits the customer and the seller alike.

4 d.Yes, this is a good way of delivering what people don’t know they want.

5 e.No, the smaller packages only have the purpose of saving on cutting

For an exchange to take place:

1 a.there must be at least two parties involved

2 b.money must be used in the transaction

3 c.each party must feel obligated to accept the offer

4 d.at least one party must have something of value that the other party desires

5 e.neither party must communicate with the other

Researchers at PPG Industries spent considerable time, effort, and money developing a bluish windshield that would let in filtered

sunlight but block out the heat Little market research was done, but the scientists were convinced this new product would be

significantly better than existing windshields even though it was more expensive and of a different color than the current models on the market This scenario suggests PPG most likely has a(n) _ orientation

A newspaper ad for a hospital that states, “We have the most

modern delivery rooms and state-of-the art medical equipment,” is

an indication of which marketing management philosophy?

4 d.philanthropy

5 e.attempts to cut production costs

A firm that adopts a(n) _ orientation to marketing will fail to consider whether what the firm produces most efficiently also meets the needs of the marketplace

development of a product, its ability to communicate value, its

pricing policy, and the distribution strategy These activities are all a part of:

1 a.a control system

occur between Barry and a buyer?

1 a.His watch should have a certificate of authenticity.

2 b.The opening bid must be lower than other watches being sold on the site.

3 c.Buyers must provide payment before the item is shipped.

4 d.Delivery must take place within 2 days of the purchase.

5 e.Potential buyers must be able to see the watch and understand its qualities.

All of the following are marketing management philosophies

, the same thing he tells adult sales forces when he teaches them

1 a.market orientation

2 b.professionalism

3 c.brand focus

4 d.goal setting

5 e.all of the above

Toyota found that consumers wanted cars to last longer and be more environmentally friendly GM, however, enjoyed being the top U.S car producer and focused more on how many cars and trucks

it could manufacture, not on what customers wanted from a vehicle

GM had more of a _ orientation

Colorado Silversmith creates and markets silver and turquoise

jewelry, which it sells to retailers in the western United States The company’s management believes its retail customers will stock more jewelry if its salespeople use aggressive marketing

techniques, so the company provides strong incentives for

salespeople and promotional allowances to resellers to get

distribution for its jewelry In other words, the company has a _ orientation

The American Marketing Association’s definition of marketing:

1 a.is limited to promotional activities

2 b.focuses on the value of empowerment, teamwork, and customer value

3 c.shows how marketing benefits the marketer

4 d.relies on the synergy created by exchange

5 e.includes creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

The _ orientation assumes people will buy more if aggressive selling techniques are used

A company that sets its goals and strategies based on what its

current equipment can produce, what products engineering can design, and what the company itself can do best, has a(n) _ orientation

Which marketing management philosophy is often adopted by

organizations that sell unsought products such as life insurance, retirement plans, and preplanned funeral services?

of their choice A(n) _ will occur when a movie fan mails in his

or her certificates for a movie

1 a.synergy

2 b.sublimation

5 e.none of the above

A firm with a production orientation is most likely to survive if:

1 a.there are many small competitors in the marketplace

2 b.demand for the product it produces exceeds supply

3 c.the needs of the marketplace are constantly shifting

4 d.supply for the product it produces exceeds demand

5 e.any of these conditions exist

94 Free Test Bank for MKTG 7th Edition by Lamb

Mutiple Choice Questions - Page 2

A company adhering to the marketing concept will likely take which

of the following steps if it learned that its customers were

dissatisfied with its product?

1 a.Hire more salespeople

2 b.Decrease its organizational overhead

3 c.Increase its advertising to under-served markets

4 d.Increase the number of outlets in which the product is sold

5 e.Conduct research to determine if its customers’ needs have changed

_ is defined as the relationship between benefits and the

sacrifice necessary to obtain those benefits

Which marketing management philosophy focuses on the question,

“How can we sell more aggressively?”

1 a.Production

2 b.Marketing

3 c.Sales

4 d.External

5 e.Internal

Most companies become sensitized to community issues after

they’ve done enough damage to draw the locals’ anger Dofasco, Inc., a highly successful steel company in Ontario, tries to get

ahead of business and community issues by annually bringing

together representatives from the local area and deciding which projects to improve the local environment will be implemented This annual community-wide meeting indicates Dofasco has a _ orientation

The marketing concept stresses that the social and economic

justification for an organization’s existence is the satisfaction of customer needs and wants while:

1 a.producing a good or service at the lowest possible cost

2 b.improving the general standard of living

3 c.constantly increasing sales volumes

4 d.applying scientific management techniques to improve efficiency

5 e.simultaneously meeting organization objectives

A company that wants to implement a market orientation would need to:

1 a.do research on its customers, competitors, and markets

2 b.determine how to deliver superior customer value

3 c.establish and maintain mutually satisfying relationships with customers

4 d.implement actions that provide value to customers

5 e.do all of the activities listed

Which marketing management philosophy focuses on the question,

“What can we make or do best?”

At The Container Store, every employee is trained to serve

customers Full-time salespeople receive 240 hours of training The

Container Store works to hire people who are self-motivated and have a passion for customer service The Container Store has a _ orientation

1 a.Offering products that perform

2 b.Earning of trust

3 c.Avoiding unrealistic pricing

4 d.Giving facts

5 e.Co-creation

Target shoppers can enroll in the Take Charge of

Education® program so that Target will donate 1 percent of

purchases made with a consumer’s REDcard, a Target credit card The more money customers spend, the larger the donation to the consumer’s school of choice By instituting the Take Charge of Education® program to help local schools, Target has shown a _ orientation

1 a.focusing on customers’ wants and needs so that the organization can

distinguish its product (or products) from competitors’ products

2 b.satisfying management’s needs and wants with the idea of maximizing profits in the short run

3 c.selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used

4 d.selling as much as possible under the assumption consumers will buy more

value According to Torres, “If something doesn’t move, that’s the last time you see it.” By focusing on customer’ wants, the chocolate company exhibits a(n) _ orientation

1 a.Value

2 b.Perception

3 c.Attitude

4 d.Dissonance

5 e.Satisfaction

A company that has a market orientation and adheres to the

marketing concept does NOT:

1 a.integrate all the activities of the firm to satisfy customer wants

2 b.focus on consumer needs and wants

3 c.differentiate the firm’s products from its competitor’s products

4 d.fuel sales growth through the application of aggressive sales techniques

5 e.concentrate on long-term goal achievement (such as profits and growth) for the firm

The U.S Postal Service (USPS) argues that its express service is comparable to what is offered by FedEx and that its prices are

much lower Yet, FedEx dominates with more than a 45 percent share of the express-delivery market Which of the following

statements describes this situation?

1 a.The USPS is perceived as offering greater customer value.

2 b.FedEx is perceived as offering greater customer value.

3 c.FedEx and the USPS offer the same customer value.

4 d.Customer value is not an issue in deciding which express-delivery service to use.

5 e.The USPS should lower its prices even further to increase market share.Companies that rely on the marketing concept and that have

implemented a market orientation strategy recognize that:

1 a.price is the most important variable for customers

2 b.sales depend predominantly on an aggressive sales force

3 c.what the customer thinks he or she is buying is what is important

4 d.a company has to apply scientific management techniques to survive

5 e.selling and marketing are essentially the same thing

After hearing his company criticized for its failure to respond to

consumer needs, the CEO of a bank realized that his company needs to adhere to the marketing concept and implement a market-oriented strategy Which of the following actions would be the best approach to achieving this goal?

1 a.Reorganizing the company and making marketing its most important

department

2 b.Hiring new salespeople to find new customers

3 c.Expanding the advertising budget to make potential customers more aware

of its product offerings