140 test bank for marketing 2014 17th

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product.. These mothers represent SunnyD's A marketing manager for a

85 FreeTest Bank for Marketing 2014 17th Edition by Pride Mutiple Choice Questions

55 FreeTest Bank for Marketing 2014 17th Edition by Pride True – False Questions

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

a change in the for Miller Brewing

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.

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.

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?

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

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

Marketing facilitates exchange relationships between buyers and sellers What is marketing's intended outcome for this relationship?

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

Which of the following is most likely to be an idea marketer?

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

in the element of the marketing mix for Nike

The definition of marketing implies that should receive

benefits from exchange relationships

1 a.only customers

2 b.only businesses

4 d.both customers and businesses

5 e.only the most important customers

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

1 a.FedEx

3 c.Abercrombie & Fitch

4 d.The Democratic Party

1 a.creation of brand names.

2 b.consumer perception of the product price.

3 c.development of product packaging.

4 d.warranty issues.

5 e.repair services.

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children The Church is using marketing to promote its

Which of the following is essentially an uncontrollable factor in

developing a marketing mix?

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.

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.

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins This decision indicates aresponse to concerns about

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.

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

A physical product you can touch is a(n)

1 a.service.

2 b.good.

3 c.idea.

4 d.concept.

5 e.philosophy.

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 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.

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

A commercial for the drink SunnyD explains how nutritious it is in comparison to other, more “sugary” drinks While children under 12 are the most likely consumers of SunnyD, the commercial is aimed

at mothers These mothers represent SunnyD's

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

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

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 of the following scenarios involves the distribution element ofthe marketing mix?

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

The focal point of all marketing activities is

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.

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 marketing efforts.

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

characteristics.

Kashi Heart to HeartTM cereal is aimed at people concerned about their heart health These people represent the Kashi

When DataComp Corp., a producer of software, delayed the

introduction of its new spreadsheet app to modify the package, its scheduled TV 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

2 b.the marketing mix.

3 c.a target market.

4 d.a consumer good.

5 e.a business strategy.

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.

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.Price

2 b.Promotion

3 c.Distribution

4 d.Product

For most firms, the costs of marketing activities consume

approximately what portion of the consumer's dollar?

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.

The H&R Block company wants to adopt the marketing concept as

a business philosophy To be consistent with this decision, which of the following philosophies is most appropriate?

1 a.The customer is always right.

2 b.Making money is our business.

3 c.Sell, sell, sell.

4 d.Keep prices low.

5 e.Focus on today.

Marketing knowledge and skills

1 a.are not necessary for a nonprofit organization.

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

3 c.constitute the marketing mix.

4 d.were most important during the production era.

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

wholesalers and distributors.

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 with finance, accounting, and personnel.

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

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

1 a.value = monetary price - customer benefits.

2 b.value = customer costs - customer benefits.

3 c.value = customer benefits - customer costs.

4 d.value = customer benefits - monetary price.

5 e.value = customer benefits - time and effort.

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

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.

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.

In managing customer relationships, the three primary ways profits can be obtained are by

1 a.acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.

2 b.enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.

3 c.extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.

4 d.eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.

5 e.enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.

In today's market environment, you might pay $15 for a physical CD

by your favorite musical artist Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins)?

Marketing activities are

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

government agencies.

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

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

4 d.used by all types and sizes of businesses but are not used by nonprofit organizations.

5 e.used by small businesses and small nonprofit organizations the most.

If a family spends $2,000 a month on goods and services, how much of that $2,000 goes for marketing activities?

the promotional guidelines online in the offer so consumers

understand it fully This relates to which of the following marketing management activities?

Ben is responsible for managing the customer satisfaction of

Hampton Inn motel guests Ben is currently analyzing the customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making changes Which of the following would be the beginning of a CRM program, and

therefore the area Ben should consider first?

1 a.communicating with current customers via Facebook.

2 b.offering new types of hotel rooms for frequent guests.

3 c.expanding the number and locations of Hampton Inns.

4 d.providing information to customers through the web, Facebook, or in

person.

5 e.increasing the promotion budget with a new sweepstakes for frequent customers.

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.

U.S Electric, the maker of a highly innovative xenon light bulb used

in large, manufacturing facilities, finds that it has excess inventory The firm increases its direct marketing budget by 20 percent and adds three new sales representatives This company is operating

as if it were in which of the following orientations?

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

5 e.We try to encourage company growth.

is a customer's subjective assessment of benefits relative to costs in determining the worth of a product

During the Industrial Revolution demand for manufactured goods was

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

The marketing concept is

1 a.a management philosophy.

2 b.synonymous with exchange.

3 c.a component of the marketing mix.