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100 Test Bank for Marketing An Introduction 12th

Edition by Armstrong

True - False Questions

Xenon Corp releases frequent updates to improve its expensive software products This marketing approach used by the firm is most likely based

on the production concept

1 True

2 False

Customer-perceived value is defined as a customer's evaluation of the perceived difference between all the benefits and all the costs of a market offering relative to those of competing offers

1 True

2 False

Since less than ten percent of smartphone owners use their phones for shopping-related activities, mobile marketing is a slow growing digital marketing platform

Organizations that follow the societal marketing concept most likely

practice socially and environmentally responsible marketing

1 True

A greater focus on underlying customer needs than on existing customer wants leads to marketing myopia

1 True

2 False

Customer relationship management focuses on retaining existing

customers but not on acquiring new customers

1 True

2 False

Multiple Choice Questions - Page 1

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

According to the product concept, a company should

1 A) make products that contribute to the long-term welfare of society

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

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

4 D) devote its energy to making continuous product improvements

5 E) make product promotion a top priority

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

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on

1 A) consumers' brand experiences

2 B) competitors' threats

3 C) consumers' existing wants

4 D) competitors' strengths

5 E) consumers' future demands

are the form human needs take as they are shaped by culture and individual personality

at reasonable prices Voize most likely follows the

1 A) customer-driving marketing concept

2 B) marketing concept

3 C) societal marketing concept

4 D) production concept

5 E) selling concept

is the act of obtaining a desired object from someone by

offering something in return

1 A) Targeting

1 A) The marketing concept focuses on customer needs, whereas the selling

concept focuses on existing products.

2 B) The marketing concept focuses on customer conquest, whereas the selling concept focuses on targeting the right customers.

3 C) The marketing concept takes an inside-out perspective, whereas the selling concept takes an outside-in perspective.

4 D) The marketing concept is product-centered, whereas the selling concept is production-centered.

5 E) The marketing concept focuses on short-term sales, whereas the selling concept strives to build long-term customer relationships.

Futuristic Designs Inc., a furniture retail chain, understands and

anticipates customer needs even better than customers themselves do and creates products and services to meet their existing and future needs Which of the following has Futuristic Designs followed in this case?

1 A) the product concept

2 B) customer-driving marketing

3 C) the societal marketing concept

4 D) customer-driven marketing

5 E) the production concept

Customer-driven marketing is most effective when

1 A) a clear need exists among customers, but the need is difficult to identify

2 B) customers do not know what they want but are easily persuaded

3 C) customers seek new products and technological innovations

4 D) clear needs exist and customers know what their needs are

5 E) customers have wants but cannot afford them

The concept holds that consumers will favor goods and services that offer the most in quality, performance, and innovative features

2 B) Ideas

3 C) Demands

4 D) Values

5 E) Exchanges

Abel now has the buying power to purchase the computer that he wanted

to buy six months ago Abel's want has most likely become a(n)

1 A) the product concept

2 B) the marketing concept

3 C) the production concept

4 D) the selling concept

5 E) the distribution concept

The societal marketing concept holds that

1 A) consumers will not buy enough of a firm's products unless the firm undertakes a large-scale selling and promotion effort

2 B) a company's marketing decisions should focus on creating economic value in a way that also creates value for the surrounding environment

3 C) the society will only 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

Henry Ford's philosophy was to perfect the Model-T so that its cost could

be reduced further for increased consumer affordability This most likely 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

Cylog, a leading provider of personal computer systems, began

manufacturing tablet devices after predicting a future consumer need for portability Which of the following was most likely implemented by Cylog?

1 A) the selling concept

2 B) customer-driving marketing

3 C) the product concept

4 D) sustainable marketing

5 E) the production concept

Dividing a market into several sections of customers is known as

The production concept holds that

1 A) consumers will not buy enough of a 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

Selecting particular segments of a population of customers to serve is called

1 A) the marketing concept

2 B) the product concept

3 C) the societal marketing concept

4 D) the selling concept

5 E) the production concept

The selling concept holds that

1 A) consumers will not buy enough of a firm's products unless the firm undertakes large-scale persuasion and promotion efforts

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 only 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

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

GT Grand, a manufacturer of ultra-luxury cars, supplies customized

vehicles based on the specific demands of customers in affluent market segments The company's approach is most likely referred to as

3 C) societal

4 D) production

5 E) product

Which of the following concepts calls for sustainable marketing?

1 A) the societal marketing concept

2 B) the marketing concept

3 C) the selling concept

4 D) the production concept

5 E) the product concept

According to the five-step model of the marketing process, the first step in marketing 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

60 Free Test Bank for Marketing An Introduction 12th Edition by Armstrong Multiple Choice Questions -

Page 2

In which of the following circumstances is an organization likely to

engage in full partnerships with key consumers?

1 A) when the market has few customers and high margins

2 B) when the market has a huge number of customers

3 C) when the firm has a frequency marketing program

4 D) when the firm has a large number of low-margin customers

5 E) when the firm has few marketing resources at its disposal

are customers who show low potential profitability and little projected loyalty

3 C) customer relationship management

4 D) partner relationship management

5 E) enterprise resource planning

In which of the following customer relationship groups do organizations generally avoid investing?

refers to a channel stretching from raw materials to components

to final products that are carried to final buyers

1 A) A supply chain

2 B) A marketing channel

3 C) A market segment

4 D) A demand chain

5 E) A marketing-mix channel

Customers who are classified as true believers

1 A) are attracted to a company's competitor's deals and offers

2 B) have needs and wants that do not fit a company's offerings

3 C) are not very profitable for a company

4 D) tell others about their good experiences with a company

5 E) are projected to be less loyal to any brand

Some fast food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to the soaring obesity rates and environmental problems In this case, these fast-food restaurants have overlooked the concept

5 E) Customer equity

Which of the following terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers?

1 A) customer-perceived value

2 B) customer equity

3 C) share of customer

4 D) customer profitability

5 E) customer lifetime value

The state department of health has allotted a significant amount of money for an advertising campaign that emphasizes the ill effects of smoking and spans radio, print, television, and online media This is an example of marketing

1 A) more free-spending on expensive products

2 B) more demand for credit and debit cards

3 C) more sensible and mindful consumption

4 D) less interest in frugality and value

5 E) less emphasis on sustainable marketing

Which of the following transforms marketing strategies into real values for consumers?

1 A) share of customer

2 B) customer equity

3 C) the four Ps of marketing

4 D) a firm's value proposition

5 E) customer satisfaction surveys

At Ken's boutique, the policy statement posted in the reception states:

"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 individual transactions, Ken and his staff are putting a priority on

1 A) decreasing customer-perceived value

2 B) managing partner relationships

3 C) attracting "butterflies"

4 D) converting "strangers" into "butterflies"

5 E) capturing customer lifetime value

marketing is defined as 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

Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest asking the public to create commercials for the

restaurant Winning entries will be posted on the organization's home page Ellis' plan is an example of

Customer evangelists are those who

1 A) use personal selling methods to market products and services

2 B) tell others about their good experiences with a brand or product

3 C) use their expertise to influence people about specific products

4 D) work with quality-assurance teams to improve product safety

5 E) evaluate newly launched products in the marketplace

Which of the following is an example of consumer-generated marketing?

1 A) Cristal, a jewelry store, uses its page on Facebook to provide information about its upcoming products to its customers.

2 B) Figa, a leading provider of athletic shoes, helps its customers customize their shoes on its Web site and choose personalized settings.

3 C) Fun & Run, a local amusement park, promotes its services by allowing

consumers to upload videos and write reviews about the park.

4 D) Barton's, a local pet supply store, rewards frequent buyers with vouchers and exclusive offers.

5 E) Energix, a manufacturer of soft drinks, attracts customers through televised advertisements.

Fine Corp., a consumer electronics manufacturer, targets a market with many low-margin customers Which of the following types of associations would be most profitable for the firm to develop with these customers?

3 C) club marketing program

4 D) consumer-generated marketing program

5 E) strategic alliance

The concept of shared value focuses on

1 A) creating economic value in a way that also creates value for society

2 B) maximizing profits to satisfy shareholders

3 C) creating sales transactions instead of long-term customer relationships

4 D) building strategic supplier partnerships to create more value for investors

5 E) providing more financial incentives to sales team members

is the total combined customer lifetime values of all the

company's current and potential customers

Which of the following is true of mobile marketing?

1 A) Few American adults today own a smartphone.

2 B) A smartphone is a highly impersonal medium with a low scope for engagement.

3 C) Marketers use mobile channels to stimulate immediate buying.

4 D) Mobile marketing is a traditional marketing method.

5 E) Mobile marketing is the slowest-growing digital marketing platform.

The ultimate aim of customer relationship management is to

1 A) produce high customer equity

2 B) divide markets into distinct segments

3 C) evaluate customer lifetime value

4 D) turn "strangers" into "butterflies"

5 E) evaluate current sales share

Raymond purchased a Honda Civic six months ago because he perceived Honda's superiority over the competition Raymond has been more than satisfied with his purchase and now has an emotional relationship with the Honda brand Raymond's relationship with Honda is best referred to

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