115 test bank for marketing 11th edition by lamb đề trắc nghiệm marketing

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115 Test Bank for Marketing 11th Edition by Lamb

True - False Questions

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

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

1 True

2 False

3D Systems is a company that uses computers to generate

new product prototypes It has generated loyal

business clients by providing the best customer

support in the industry The company also provides direct sales consultations that gives its salespeople intimate knowledge about what exactly its customers want This partnership between 3D Systems and its customers entails relationship marketing

1 True

2 False

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

1 True

2 False

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

The ultimate goal of most market-oriented firms is

profitability that results from satisfying the wants and needs of its consumers

1 True

2 False

According to the American Marketing Association, marketing

is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large

1 True

2 False

Marketing is important to business, so marketing should be

part of the job of everyone in the organization, not just those in marketing

1 True

2 False

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

Customer value is the relationship between company profits

and company costs

Approximately 50 percent of the U.S civilian work force

performs marketing activities

1 True

2 False

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 objectives

Personnel in sales-oriented firms tend to be “outward

looking,” focusing on selling what the market wants

1 True

2 False

The way to achieve customer satisfaction and value is to

offer the lowest price

1 True

2 False

An exchange cannot take place unless each party in the

exchange has something that the other party values

1 True

2 False

The societal marketing concept considers society's

long-term best interests along with the satisfaction of

customers' wants and needs

Mutiple Choice Questions - Page 1

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 valuable

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

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 underserved 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

At the Lands End web site a customer can chat on-line with

customer service representatives while shopping This live help allows customers to have questions

answered before placing an order This focus on

meeting customer needs illustrate a(n) _

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 marketing concept involves:

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 at lower prices

5 e.focusing on production in order to increase product quality and lower prices

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

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 and not on what customers wanted from

a vehicle GM had more of a _ orientation

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(n) _

A business is concerned with many day-to-day activities

Some of the most important of these activities are the planning and development of a product, its pricing policy, and the distribution strategy These activities are all a part of:

1 a.a control system

2 b.marketing

3 c.accounting

4 d.production

5 e.human resources

Minor League Baseball (MiLB) suffers from sluggish

attendance To attract more fans to MiLB games,

owners often resort to gimmicks free hot dog nights, events designed to get into the Guinness Book of

Records, and celebrity visits Since baseball fans are seldom asked what would make them want to attend more games, this suggests most MiLB teams do not have a(n) _ orientation

Best Buy has become the nation's largest specialty retailer

by focusing on the customer's needs and wants This philosophy is at the heart of a(n) _ orientation

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

Which marketing management philosophy assumes that a

sale does not depend on an aggressive sales force but rather on a customer’s decision to purchase a

Which of the following occurs when people give up

something in order to receive something that they

would rather have?

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

An organization with a(n) _ believes that it exists not

only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or

enhance individuals' and society's long-term best

interests

1 a.sales orientation

2 b.market orientation

3 c.ethical business mission

4 d.focused target market strategy

5 e.societal orientation

Which marketing management philosophy is often adopted

by organizations that sell unsought products such as life insurance, retirement plans, and pre-planned

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

SAP, the world’s largest business software company, has

pledged to put the “customer at the center” of their universe SAP has captured the idea of:

1 a.the 80/20 rule

2 b.Maslow's hierarchy of needs

3 c.the marketing concept

4 d.the sales orientation philosophy

5 e.the societal concept

The _ orientation assumes people will buy more if

aggressive selling techniques are used

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

Firms with a _ orientation focus on the internal

capabilities of the firm rather than on the desires and needs of the marketplace

Indonesian logging companies harvest the rain forests for

timber and assume that a market exists for their

products The typical Indonesian logging company has a(n) _ 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

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 The company has a _ orientation

At www.mystarbucksidea.com customers are encouraged to

share their ideas and thoughts about how Starbucks can better serve their customers Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee So Starbucks instituted the Starbucks Reward program with money saving benefits to their Starbuck card-holders Starbucks is

an example of a company with a _ oriented

Kellogg’s is offering free DVDs to consumers who collect 5

official Collection certificates from the back panels of specially marked packages of Kellogg’s cereals and mail them with the official order form Within 90 days, these consumers will receive the movie of their choice A(n) _ will occur when a movie fan mails in his or her certificates for a movie

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 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

1 a.customer

2 b.exchange

3 c.product

4 d.market

5 e.production

Barry collects antique watches and decided to sell a few of

them on eBay Some of the watches he wants to sell are rare and very valuable What condition is

necessary for an exchange to 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.

Which marketing orientation assumes people will buy more

goods and services if aggressive marketing

techniques are used?

If a company uses a sales orientation, consumer complaints

would most likely result in:

1 a.a modification of the sales presentation

2 b.product reinvention

3 c.continuous market research

4 d.philanthropy

5 e.attempts to cut production costs

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

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.reorganize the company and make marketing its most important department

2 b.hire new salespeople to find new customers

3 c.expand the advertising budget to make potential customers more aware of its product offerings

4 d.create cross-functional teams and instruct them to focus on creating greater customer value

5 e.hire a new product development manager

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

_ is a set of activities used to implement a management

orientation that stresses customer satisfaction

78 Free Test Bank for Marketing 11th Edition by Lamb

Mutiple Choice Questions - Page 2

Which marketing management philosophy focuses on the

question, “What do customers want and need, and how can we benefit society?”

Ninety-six percent of USAA home insurance policy holders

report that USAA representatives meets their

commitment in calling back customers quickly about claims The most likely result of USAA’s efforts is:

_ gives customers the feeling their concerns are being

addressed and at the same time gives employees the feeling their expertise matters to management

The sales and market orientations differ on all of the

following characteristics EXCEPT:

1 a.those to whom the product is directed

2 b.firm’s performance

3 c.firm’s business

4 d.firm’s primary goal

5 e.tools to achieve goals

A market-oriented firm defines its business in terms of:

1 a.goods and services

2 b.the benefits its customers seek

3 c.employee empowerment

4 d.competitive position

5 e.customer satisfaction