Test bank for marketing an introduction 11th edition by armstrong

B a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests 3.. Her organization under

Test Bank for Marketing An Introduction 11th Edition by Armstrong

Mutiple Choice Questions

is defined as a social and managerial process by which individuals and organizations obtain what they need and want

through creating and exchanging value with others

1 A) Value reengineering

2 B) Human resource management

3 C) Financing

4 D) Marketing

5 E) Root cause analysis

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability This reflects the

1 A) customer-driving marketing concept

2 B) marketing concept

3 C) societal marketing concept

4 D) production concept

5 E) selling concept

refers to the portion of the customer's purchase that a company gets in its product categories

1 A) Value proposition

2 B) Share of customer

3 C) Brand equity

4 D) Customer ownership

5 E) Customer equity

Customer-driven marketing is most likely to work well when

and when customers

1 A) a clear need exists; are difficult to identify

2 B) customers do not know what they want; have limited budgets

3 C) there are few competitors; are concerned about their long-run welfare

4 D) a clear need exists; know what they want

5 E) a want exists; cannot afford it

The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a

1 A) frequency marketing program

2 B) customer-driven marketing event

3 C) club marketing program

4 D) consumer-generated marketing program

5 E) sustainable marketing event

Abel now has the buying power to purchase the computer that he wanted for the last six months Abel's want has now become a(n)

1 A) need

2 B) necessity

3 C) demand

4 D) exigency

5 E) desire

The art and science of choosing target markets and building

profitable relationships with them is called

1 A) marketing management

2 B) market capitalization

3 C) marketing liquidity

4 D) market buzz

5 E) marketing liberalization

The final step in the marketing process is

1 A) capturing value from customers

2 B) constructing an integrated marketing program

3 C) building profitable relationships with the customers

4 D) understanding the marketplace

5 E) designing a customer-driven marketing strategy

The production concept holds that

1 A) consumers will not buy enough of the firm's products unless the firm

undertakes a large-scale selling and promotion effort

2 B) a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests

3 C) consumers will favor products that are available and highly affordable

4 D) achieving organizational goals depends on knowing the needs and wants

of target markets and delivering the desired satisfactions better than

competitors do

5 E) consumers will favor products that offer the most in quality, performance, and innovative features

Sally purchased the newly launched "Jolie" lotion By attempting to find out if the lotion's perceived performance matches her

expectations, Sally was measuring her level of customer

1 A) perceived value

2 B) satisfaction

3 C) equity

4 D) engagement

5 E) lifetime value

Which of the following marketing management concepts is most likely to lead to marketing myopia?

1 A) the customer-driven marketing concept

2 B) the customer-driving marketing concept

3 C) the societal marketing concept

4 D) the selling concept

5 E) the production concept

describes a longer channel, stretching from raw materials

to components to final products that are carried to final buyers

1 A) The supply chain

2 B) Direct marketing

3 C) Partnership relationship marketing

4 D) DSS

5 E) CRM

Customers can be classified into four relationship groups, according

to their profitability and projected loyalty Based on this

classification, you should avoid and shouldn't invest anything in them

1 A) barnacles

2 B) strangers

3 C) butterflies

4 D) true believers

5 E) true friends

The BakeWay Bite is a popular cookie sandwich marketed by the Posco Division of Home Foods It is famous for its white cream-filled center Home Foods created a different version of these

biscuits for consumers in Germany To appeal to German

consumers, Home Food created dark chocolate filling for the same cookie sandwiches This is an example of

1 A) bulk breaking

2 B) cost leadership

3 C) diversification

4 D) target marketing

5 E) vertical integration

Some fast-food restaurants offer tasty and convenient food at

affordable prices, but in doing so they contribute to the national obesity epidemic and environmental problems These fast-food restaurants overlook the concept

1 A) marketing

2 B) product

3 C) production

4 D) societal marketing

5 E) selling

Josie enjoys her work at Futuristic Designs Inc Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet existing and latent needs, now and in the future Josie's firm practices marketing

1 A) product concept

2 B) customer-driving

3 C) societal

4 D) donor

5 E) production concept

Which of the following has been the most common consumer response to the economic downturn that began in 2008?

1 A) spending more on luxury items

2 B) discontinuing any spending on luxury items

3 C) spending less and choosing products more carefully

4 D) spending more on leisure and travel

5 E) saving more and spending more on grocery items

Which of the following terms refers to the customers who make repeat purchases and tell others about their positive experiences with a product or service?

1 A) hyper-satisfied customers

2 B) customer evangelists

3 C) viral marketing

4 D) relationship partners

5 E) social customers

The first step in the marketing process is

1 A) capturing value from customers to create profits and customer equity

2 B) constructing an integrated marketing program that delivers superior value

3 C) building profitable relationships and creating customer delight

4 D) understanding the marketplace and customer needs and wants

5 E) designing a customer-driven marketing strategy

Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills These new watches were

promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions Such a measure to entice customers

to buy one's products aims at creating

1 A) customer equity

2 B) relationship marketing campaign

3 C) customer-perceived value

4 D) equitable relationship

5 E) societal marketing campaign

Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions The key to achieving this goal is to match the customer-perceived performance of his product with

1 A) company projections

2 B) customer values

3 C) customer expectations

4 D) customer relationship levels

5 E) company expectations

With its marketing strategy chosen, the company constructs an integrated marketing program consisting of a blend of marketing mix elements called the , that transforms the marketing strategy into real value for customers

1 A) three stars

2 B) customer values

3 C) four Ps

4 D) perceived attributes

5 E) five domains

You are an assistant marketing director for a firm in a market with many low-margin customers Which of the following types of

relationships would be most profitable for you to develop with these customers?

1 A) full partnerships

2 B) basic relationships

3 C) categorical partnerships

4 D) selective relationships

5 E) community relationships

are human needs as shaped by individual personality and culture

1 A) Offerings

2 B) Wants

3 C) Demands

4 D) Values

5 E) Exchanges

Your state's department of health has budgeted a significant

amount of money for a radio, print, television, and online advertising campaign emphasizing the ill effects of smoking This is an example

of a(n) campaign

1 A) ethical

2 B) social marketing

3 C) for-profit

4 D) consumer-generated

5 E) differentiated

When backed by buying power, wants become

1 A) social needs

2 B) demands

3 C) physical needs

4 D) self-esteem needs

5 E) exchanges

Which of the following reflects the marketing concept philosophy?

1 A) We don't have a marketing department, we have a customer department.

2 B) We're in the business of making and selling superior products.

3 C) We build them so you can buy them.

4 D) When it's profits versus customers' needs, profits will always win out.

5 E) You won't find a better deal anywhere else.

The societal marketing concept holds that

1 A) consumers will not buy enough of the firm's products unless the firm

undertakes a large-scale selling and promotion effort

2 B) a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests

3 C) the society will favor products that are available and highly affordable

4 D) achieving organizational goals depends on knowing the needs and wants

of target markets and delivering the desired satisfactions better than

competitors do

5 E) consumers will favor products that offer the most in quality, performance, and innovative features

The concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do

1 A) marketing

2 B) product

3 C) production

4 D) selling

5 E) societal marketing

The societal marketing concept seeks to establish a balance

between consumer short-run wants and consumer

1 A) short-run costs

2 B) short-run benefits

3 C) long-run welfare

4 D) long-run costs

5 E) long-run reputation

Which of the following is an example of consumer-generated

marketing?

1 A) Toyota's page on Facebook which provides information about its upcoming cars to its customers

2 B) Nike's Nike Plus Web site which helps its customers to customize their shoes

3 C) BMW's use of brand-related videos posted on video-sharing Web sites by its customers

4 D) Neiman Marcus's InCircle Rewards program for its best customers

5 E) the Lexus Covenant aimed at creating customer delight

is the total combined customer lifetime values of all the company's current and potential customers

1 A) Share of customer

2 B) Customer payoff

3 C) Customer equity

4 D) Customer cardinality

5 E) Customer perceived value

A brand's is the set of benefits or values it promises to deliver to consumers to satisfy their needs

1 A) dominant affect

2 B) fringe benefit

3 C) cardinality

4 D) value proposition

5 E) fundamental benefit

Customers can be classified into four relationship groups, according

to their profitability and projected loyalty According to this

classification, a highly profitable, short-term customer is known as a

1 A) true friend

2 B) butterfly

3 C) stranger

4 D) barnacle

5 E) true believer

When customers don't know what they want or don't even know what's possible, the most effective strategy is marketing

1 A) customer-driven

2 B) customer-driving

3 C) societal

4 D) production

5 E) product

Carla, a team leader in charge of customer relationship

management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers She is also examining methods for "firing" customers in this group who cannot be made profitable To which of the following customer relationship groups

do these customers belong?

1 A) butterflies

2 B) true friends

3 C) strangers

4 D) barnacles

5 E) short-term customers

Companies can build customer relationships at many levels,

depending on the nature of the target market Hence, a company with few customers and high margins is most likely to seek to

develop with key customers

1 A) full partnerships

2 B) basic relationships

3 C) selective relationships

4 D) categorical partnerships

5 E) community relationships

Bill recently bought a BMW M3 Bill had several preconceived

notions on the elegance and reliability of the car After the

purchase, he discovered that the car had a lot more attributes than

he initially perceived Hence, it created an emotional relationship with the car resulting in

1 A) customer delight

2 B) customer satiety

3 C) customer equity

4 D) customer value

5 E) customer engagement

marketing is socially and environmentally responsible marketing that meets the present needs of consumers and

businesses while also preserving or enhancing the ability of future generations to meet their needs

1 A) Customer-driven

2 B) Mass

3 C) Sustainable

4 D) Customer-driving

5 E) Differential

Customers can be classified into four relationship groups, according

to their profitability and projected loyalty With reference to this classification, a firm should turn true friends into , who come back regularly and tell others about their good experiences with the company

1 A) barnacles

2 B) butterflies

3 C) strangers

4 D) true believers

5 E) stars

The ultimate aim of customer relationship management is to

produce

1 A) high customer equity

2 B) high current market share

3 C) steady sales volume

4 D) high customer payoff

5 E) profit maximization

According to the product concept, a company should

1 A) improve marketing of its best products only

2 B) market only those products that have high customer appeal

3 C) focus on the target market and make products that meet those customers' demands

4 D) devote its energy to making continuous product improvements

5 E) make promoting products the company's top priority

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction

is called

1 A) customer lifetime management

2 B) societal marketing

3 C) customer relationship management

4 D) database marketing

5 E) sustainable customer management

refers to the mistake of paying more attention to the specific products a company offers than to the benefits and

experiences produced by these products

1 A) Buyer's remorse

2 B) Out-of-home advertising

3 C) Caveat emptor

4 D) Marketing myopia

5 E) Winner's curse

At Ken's boutique, the policy statement posted in the reception states that "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer

discounts or extra services whenever a customer is anything less than satisfied Instead of focusing on each individual transaction, Ken and his staff are putting a priority on