108 test bank for a framework for marketing management 1st đề trắc nghiệm marketing

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108 Test Bank for A Framework for Marketing

Management 1st

Mutiple Choice Question - Page 1

When Bob sells a TV to Roger and receives $400 in cash, a(n) has just occurred

Which is NOT true about the selling concept?

1 A) The selling concept is practiced most aggressively with unsought goods.

2 B) Firms tend to practice the selling concept when they have overcapacity.

3 C) It always takes into account the greater societal good.

4 D) It focuses on the needs of the seller.

5 E) It assumes that consumers must be coaxed into buying.

is based on the development, design, and implementation of marketing programs,

processes, and activities that recognizes their breadth and interdependen cies It recognizes that everything ʺ matters ʺ with marketing

Under which of the following company orientations toward the marketplac

e would we expect to find the better ʺ mousetrap ʺ fallacy?

is(are) an organizational function(s) and a set of processes for creating, communicating,

and delivering value to customers and for managing customer relationshi

ps in ways that benefit the organization and its shareholders

1 A) not monitoring their competitors.

2 B) not monitoring their customers.

3 C) not lowering prices sufficiently.

4 D) taking a short-term, sales-driven view of their business.

5 E) failing to continuously improve.

Producers of unsought products like burial insurance would normally emp loy the concept

The holistic marketing concept rests on which four sets of forces?

1 A) Products, integrated marketing, sales volume, and competition.

2 B) Customer needs, competition, sales volume, and profit.

3 C)

Internal marketing, socially responsible marketing, integrated marketing, and relatio nship

4 marketing.

5 D) Customer needs, target market, integrated marketing, and profitability.

6 E) Product, price, promotion, and place.

Which of the following represents the product concept?

1 A) Selling more products will allow for lower production costs and higher profits.

2 B) It is a customer-centered, sense ʺ and respond ʺ philosophy.

3 C) It is both a proactive and a reactive form of marketing.

4 D) Consumers, if left alone, will not buy enough of the organization s ʹ product.

5 E) A better mousetrap will lead people to beat a path to the marketer s ʹ door.

When IKEA noticed that people wanted good furniture at a substantially lo wer price and created

knockdown furniture, they demonstrated marketing savvy and turned a pri vate or social need into a(n)

Which is NOT necessary in order for exchange to exist?

1 A) Each party has something that might be of value to the other party.

2 B) Each party is free to accept or reject the offer.

3 C) At least two parties.

4 D) Satisfaction by both parties.

5 E) Each party believes it is appropriate or desirable to deal with the other party.

Which of the following is NOT generally true of marketing networks?

1 A) Customers are independent of marketing networks.

2 B) Suppliers are considered part of a company s ʹ marketing network.

3 C) Building effective marketing networks will result in profit.

4 D) Competition is not between companies but between marketing networks.

5 E) A marketing network consists of the company and its supporting stakeholders.

marketing aims to build long-term, mutually satisfying relation ships with key parties,

customers, suppliers, distributors in  order to earn and retain their term preference and business

Companies selling mass consumer goods and services such as soft drink

s, cosmetics, air travel, and

athletic shoes and equipment spend a great deal of time trying to establis

h a superior brand image in markets called

Companies that practice both a reactive and proactive marketing orientati

on are implementing a(n)

and are likely to be the most successful

1 A) external focus

2 B) confrontation process

3 C) total market orientation

4 D) competitive, customer focus

5 E) customer focus

Which of the following is an example of a transfer?

1 A) Andi places the winning bid on a vase at an auction.

2 B) Anna donates money to the American Cancer Society.

3 C) Ms Kelly gives Bonnie a dozen cookies for walking her dog.

4 D) Quentin buys a sweater at a flea market.

5 E) All of the above are examples of transfers.

Which of the following is probably the best definition of marketing?

1 A)

Using marketing savvy to turn private or social needs into profitable business opport unities.

2 B) The ʺ art of selling products ʺ

3 C) Meeting ʺ needs profitably ʺ

Marketing is the art and science of choosing target markets a

nd getting, keeping, and

growing customers through creating, delivering, and communicating supe rior customer value

A is someone seeking a response (attention, a purchase, a vot

e, a donation) from another party, called the

4 D) a seminar on time management

5 E) All of the above

Good marketing is no accident, but a result of careful planning and

1 A) execution.

2 B) research.

5 E) a company has a social responsibility for the effects of its products.

Nestle Canada began to incorporate peanuts into more of its confectioner

y items This action shows the company was practising a

1 A) reactive market orientation.

2 B) total market orientation.

3 C) proactive marketing orientation.

4 D) both reactive and proactive marketing orientation.

5 E) marketing network.

When 3M, HP, and Motorola practice researching or imaging latent needs

of consumers through a probe-and- ʺ

learn ʺ process, they are most likely using which of the following marketin

g orientations with respect to their consumers?

1 A) proactive marketing orientation

2 B) supply-side orientation

3 C) promotion orientation

4 D) selling orientation

5 E) reactive market orientation

The computer consists of the manufacturers of computer me mory chips, monitors,

keyboards, coaxial cables, modems, software, storage systems (disks, har

d drives, portable USB

media), and those who install, repair, and maintain systems and software

Dinetah Shoes collects information on its customers ʹ past purchases, thei

r demographics and

psychographics, and their media use and preferences The goal is to capt ure a higher share of

future purchases and developing stronger loyalty among its most importa

nt target segments Dinetah Shoes is using

prospective buyers in a simple marketing system, it expects i

n return if the exchange process is really working

Which of the following is NOT true?

1 A) Careful marketing homework often results in lots of consumer demand.

2 B) The most important part of marketing is not selling.

3 C) All that is needed for success is to make a good product or service available.

4 D) Ideally, marketing should result in a customer who is ready to buy.

5 E)

Famous business guru Peter Drucker said, The ʺ aim of marketing is to make selling superfluous ʺ

Which of the following is correct?

1 A) A megamarket includes only suppliers.

2 B) A metamediary is a physical marketplace.

3 C) A metamarket is a huge store.

4 D) A marketspace is a stall in a flea market.

5 E) A marketspace is a digital shopping area ʺ ʺ

Which of the following is most closely associated with a proactive marketi

ng orientation?

1 A) The marketer focuses on the customersʹ latent needs.

2 B) It involves delivering superior value.

3 C) It is about understanding and meeting customers ʹ expressed needs.

4 D) It is preoccupied with the need to turn the product into cash.

5 E) It represents the make ʺ and sell ʺ philosophy.

Which of the following is NOT an entity that can be marketed?

The first computers originated for home use were only sold in kit form to t echnical enthusiasts who

did their own assembly Demand was high and so were prices At that time , the firm offering these

kits would likely have been using the concept

Mutiple Choice Question - Page 2

Which of the following is NOT one of the customer s ʹ four ʺ Cs ʺ as defined

2 B) cause-related

3 C) nonprofit

4 D) service

5 E) pro bono

Marta has a(n) need; she is expecting admiration of her fashio

n sense from her friends

because she has just purchased a skirt in this spring s ʹ hottest colour

Which of the following is NOT true about cause-related marketing?

1 A) It may result in increased consumer loyalty.

2 B) It is generally considered the same thing as the societal marketing concept.

3 C) It provides an opportunity to enhance corporate reputation.

4 D) It can be used to raise brand awareness.

5 E) It can help build sales.

June and Henry produce and sell garden artwork They are debating over

a description of the

potential customers for their artwork Jane and Henry are debating

1 A) who their market is.

2 B) relationship marketing.

3 C) what constitutes an exchange.

4 D) customer satisfaction.

5 E) the definition of customer value.

One traditional depiction of marketing activities is in terms of the marketin

g mix or four Ps The four Ps are characterized as being

1 A) place, promotion, production, and positioning.

2 B) promotion, place, positioning, and price.

3 C) product, price, promotion, and place.

4 D) product, positioning, place, and price.

5 E) product, production, price, and place.

A few years ago, Target Corporation (then called Dayton-Hudson) decided that it would no longer sell tobacco products, giving up a

very profitable line for them at the time At the time, liability and corporate responsibility were cited as the reasons for this move Even if a Target co nsumerwanted to buy tobacco products, no physical

product exchange could take place Why?

1 A) There are not two parties.

2 B)

One of the parties believes it is inappropriate or undesirable to deal with the other p arty.

3 C) One of the parties cannot accept or reject the exchange.

4 D) One of the parties is incapable of communicating or delivering.

5 E) One of the parties lacks the something that could be of value to the other.

Which of the following is a part of the distribution channel for a producer

of bottled water?

1 A) the insurance company that insures the company in the event of litigation

2 B) the bank where it borrowed the money to purchase its filtration system

3 C) the warehouse where empty plastic bottles are stored

4 D) the print media that runs its advertisements

5 E) the toll-free number it uses for customer orders

The tasks of hiring, training, and motivating employees to embrace a thin ʺ

k customer ʺ perspective are all a part of marketing

Companies see as an opportunity to enhance their corporate r eputation, raise brand

awareness, increase customer loyalty, build sales, and increase press cov erage

e for them at the time At the time, liability and corporate responsibility we

re cited as the reasons for this move Which component of the broad envir onment likely had the most impact on

Target s ʹ decision to delete tobacco products from its product line-up?

3 C) the customer concept.

4 D) the value proposition.

5 E) the selling orientation.

A brand name such as BMW carries many associations in the minds of pe ople: speed, expensive,

engineering, status, the BMW logo These associations make up BMWs ʹ

1 A) brand strength.

2 B) brand image.

3 C) value proposition.

4 D) effective demand.

5 E) customer value triad.

The holds that the organization s ʹ task is to determine the nee

ds, wants, and interests of

target markets and to deliver the desired satisfactions more effectively an

d efficiently than

competitors in a way that preserves or enhances the consumer s ʹ and the society s ʹ well-being

1 A) SWOT concept

2 B) comparative advantage concept

3 C) holistic marketing concept

4 D) societal marketing concept

5 E) customer is king concept

A is an offering from a known source

A few years ago, Target Corporation (then called Dayton-Hudson) decided that it would no longer sell tobacco products, giving up avery profitable lin

e for them at the time At the time, liability and corporate responsibility we

re cited as the reasons for this move This decision by Target illustrates w hich of the following?

1 A) the marketing concept

Which of the following best represents the societal marketing concept?

1 A) Nordstrom strives at all costs to give the customers what they want.

2 B) McDonald s ʹ develops a new, brighter package for the Filet-O-Fish.

3 C) Wal-Mart promises to sell at the lowest price.

1 A) Needs preexist marketers.

2 B) Demand strictly means desire for some object.

3 C)

Wants become needs when they are directed at specific objects that might satisfy t

he want.

4 D) Marketers create needs.

5 E) A person s ʹ need for food or shelter is a creation of marketers.

When the design and implementation of any one marketing activity is don

e with all other activities in mind, this is called

5 E) The marketing environment

Which of the following is NOT one of the major shifts in marketing manage ments ʹ responsibilities?

1 A) Stakeholders are the new focus.

2 B) Marketers are partnering with fewer but better suppliers.

3 C) Every employee is now recognized to impact the marketing effort.

4 D)

Brand building is now accomplished through strong and effective advertising alone.

5 E) There is a movement from local to both global and local.

When an athletic apparel marketer such as Sporthill ensures that direct an

d indirect channels work

together to maximize sales and brand equity, they are practising which ap proach to holistic marketing?

1 A) relationship marketing

2 B) internal marketing

3 C) integrated marketing

4 D) global marketing

5 E) socially responsible marketing

Which of the following is NOT true?

1 A) Marketing channels connect the marketer to the target buyer.

2 B) The supply chain includes the final customer.

3 C)

The supply chain for women s ʹ leather purses includes the supplier of the hides and the tanning process.

4 D)

The distribution channel is used to display or deliver the physical product or service

s to the buyer or user.

5 E) The supply chain is longer than the marketing channel.

When Caitlin Peterson began OldeTowne Spice Company, she had one pr oduct, an all -purpose

seasoning mix called OldeTowne Special Blend for adding flavor to bland casseroles She sold 5.5-

ounce bottles of her seasoning mix for $6.95 Her only outlets were booths

at craft fairs throughout the Northeast She relied on

word-of-mouth advertising and a few feature articles in

regional newspapers to tell people about her product The above describe

s OldeTowne Spice Company s ʹ

1 A) method of exchange.

2 B) marketing mix.

3 C) transfer marketing.

4 D) transaction marketing.

5 E) marketing tactics.

is a combination of quality, service, and price

1 A) The consumer cost-benefit ratio

2 B) Benefit evaluation

3 C) A customer satisfaction level

4 D) Price-setting

5 E) The customer value triad

The environment includes the immediate actors involved in pr oducing, distributing,

and promoting the offering such as the company, suppliers, distributors, d ealers, and the target customers

Free Text Questions

discuss the marketer s ʹ argument for why an organization should embrace the marketing concept.

Answer Given