118 test bank for marketing principles 1st asia pacific edition by pride đề trắc nghiệm marketing

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118 Test Bank for Marketing Principles 1st Asia Pacific Edition by Pride

Mutiple Choice Questions - Page 1

The marketing concept focuses on:

1 A) achieving the goals of top executives

2 B) creating maximum visibility for the firm

3 C) maximising sales

4 D) maximising market share

5 E) customer analysis, competitor analysis and integration of the company’s resources to provide customer value, as well as make the organisation more valuable for its owners and other stakeholders.

The Australian airline Jetstar Airways, for example, _ its domestic flights in Australia to people who want to fly to

a destination without having to pay for meals and other

things that are not essential to arriving at the destination safely and in good spirit

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 thing as a salesperson's prospective client list

5 E) is a customer group classified as people with similar demographic

characteristics.

For an exchange to occur, four conditions must exist: first, two or more individuals, groups, or organisations must

participate, and each must possess ‘something of value’ that the other desires; second, the exchange must provide a benefit or satisfaction to both parties; third, each must have confidence in the promise of the ‘something of value’ held

by the other; and fourth:

1 A) the parties must agree to participate in the trading of ‘something of value’

2 B) to build trust, parties to the exchange must meet expectations

3 C) both parties must participate in the trading of the ‘something of value’

4 D) one party must be willing to compromise

5 E) one party must have sufficient bank credit to finance the exchange.

The marketing environment is best described as being:

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) one that can fluctuate quickly and dramatically

5 E) slow, with infrequent fluctuations.

Consumers buying products online have dramatically

affected the _ variable of the marketing mix

The expanded marketing mix includes:

1 A) product, price, place, promotion

2 B) people, physical evidence, process and partnership

3 C) people, promotion, place, process

4 D) people, physical evidence, process and promotion

Land Rover’s Freelander, for example, combines a SUV with coordinated distribution, promotion and price appropriate for the _ of primarily well-off men and women

in their thirties andforties

1 A) first

2 B) second

3 C) third

4 D) fourth

Apple has benefitted from technological advances in

distributing songs over the Internet via its iTunes store,

rather than establishing brick and mortar venues to sell

music This is an example of which element of the marketing mix?

1 A) Price

2 B) Distribution

3 C) Product

4 D) Promotion

When new products—such as Lyrica, a treatment for

fibromyalgia pain—are developed, the companies must

develop marketing activities to reach prescribing medical doctors and communicate the products’ benefits and side effects Thus the marketing concept emphasises that

marketing begins and ends with whom?

The marketing concept is a philosophy that states that an organisation should try to satisfy customers' needs and

also:

1 A) increase market share

2 B) increase sales

3 C) achieve the organisation's goals

4 D) produce high-quality products

5 E) coordinate its activities to increase production.

The marketing concept is best defined as:

1 A) a second definition of marketing

2 B) a philosophy stating that an organisation should try to satisfy customers' needs through a coordinated set of activities that allows the organisation to achieve its goals

3 C) the performance of business activities that direct the flow of goods and services from producer to customer or user

4 D) a philosophy stating that an organisation should attempt to accomplish its goals with no regard for the needs of customers

5 E) the inclusion of marketing activities in the activities of an organisation.

Responding to health concerns from consumers,

McDonald’s, for example, revamped their menu to include healthier children’s menu options, such as fruit bags and chicken wraps instead of fries and hamburgers This is an example of marketing mangers responding to what?

1 A) Operating situation

2 B) Environmental forces

3 C) Surroundings

4 D) Economic conditions

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 non-competitive forces that affect most lifestyles

5 E) fairly static components.

The Australia Zoo in Queensland is in the business of what?

1 A) Establishing zoos

2 B) Making people happy and giving them memorable experiences

3 C) Making animals perform

4 D) Teaching about endangered animals

A physical product you can touch is a(n):

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.

To maintain an exchange relationship, buyers must be

satisfied with the goods, service, or idea obtained, and

sellers must be satisfied with what?

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) The financial reward or something else of value received

The concept of ‘exchange’ is fundamental to the definition of marketing What is the best description of exchange?

1 A) Activities that are performed primarily by producers and manufacturers

2 B) Development of products, distribution channels, promotional strategies, and pricing objectives to satisfy customer requirements

3 C) Transfer of products in return for monetary considerations

4 D) Provision or transfer of goods, services, or ideas in return for something of value

5 E) Transfer of products that take place only between for-profit organisations

Marketing managers strive to develop a marketing mix that:

1 A) minimises 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.

Marketing is the process of:

1 A) promoting products through personal selling and advertising to facilitate

satisfying exchange relationships

2 B) maximising returns to stakeholders by developing relationships with valued customers and creating a differential advantage

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.

Marketing efforts are designed to:

1 A) distribute “something of value” to buyers and sellers

2 B) facilitate satisfying exchange relationships

1 A) marketing mix

2 B) marketing environment

1 A) Deciding whether 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 an airline for executive travel.

4 D) Deciding whether to have retail outlets in addition to a website.

5 E) Developing a new warranty policy for an existing product.

Marketing mix included four marketing activities except which of the following?

Red Bull uses Formula 1 racing team and VW Beetles with oversize Red Bull cans strapped to the roofs This is most likely used primarily as a tool

Which of the following statements about marketing

environment forces is not correct?

1 A) They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products

2 B) They may 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 can fluctuate quickly and dramatically

5 E) They help determine whether and how a marketing manager can perform certain marketing activities

Those constituents who have a "stake" in some aspect of an organisation's products, operations, markets, industry, and outcomes are known as:

2 B) define its business as ‘making a product’

3 C) provide products that satisfy customers' needs and allow the organisation 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.

71 Free Test Bank for Marketing Principles 1st Asia Pacific Edition by Pride Mutiple Choice Questions - Page 2

The strategic bridge between information technology and marketing strategies aimed at long-term relationships is known as what?

1 A) Personal selling

2 B) Customer relationship management

3 C) Production oriented firms

4 D) e-Marketing

5 E) Distribution channels

In today's market environment, you might pay $16 for a new

CD According to the text approximately how much of that price would go to activities related to marketing (distribution, retailer expenses, profit margins)?

2 B) synonymous with exchange

3 C) a component of the marketing mix

4 D) a function of the marketing environment

5 E) focused solely on satisfying customer objectives.

Many eBay-based businesses use what type of guarantee to reduce the risk involved in ordering merchandise sight

Customer benefits include a buyer receives in an exchange

1 A) convergence of telecommunications, media and technology

2 B) greater focus on protecting the environment

3 C) focus on quality and long-term customer relationships to increase profitability in the long term

4 D) technology is enabling consumers to connect to other consumer and to form alliances with other consumers world wide

5 E) greater false advertising.

A mid-level manager has tried for years to get his company

to adopt a marketing orientation Although many in the

company are receptive to his ideas, it is unlikely that the company will ever truly become marketing-oriented without:

1 A) the support of competitors

2 B) changes in government regulations

3 C) increases in tariffs on foreign products

4 D) the support of executives, marketing managers, non-marketing managers and customers

5 E) the consent of assembly-line workers.

The evolution of the marketing concept has moved from production orientation from the 1850’s to what orientation currently?

1 A) Sales

2 B) Market

3 C) Customer

4 D) Relationship

5 E) Economic

Which of the following would not be a customer cost

considered in determination of product value?

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

_ is the process of establishing performance

standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance

1 A) Internal control analysis

2 B) Marketing control

3 C) Market flow regulation

4 D) Environmental market analysis

Customer relationship management focuses on using

_ about customers to create marketing

strategies

1 A) internal communication

2 B) information

3 C) purchasing power insights

4 D) marketing mix knowledge

5 E) implementation knowledge

Marketing management is defined as a process of:

1 A) maintaining an appropriate and efficient marketing mix for a target market

2 B) establishing performance standards and evaluating actual performances against these standards

3 C) providing products that satisfy customers' needs through a coordinated set of activities

4 D) facilitating satisfying exchanges between an organisation and its customers

5 E) planning, organising, implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently.

As a concept, customer relationship management (CRM) begins its focus on customers with:

A systematic process of assessing opportunities and

resources, determining marketing objectives, and

developing a marketing strategy and plans for

implementation and control describes which of the following marketing management activities?

1 A) Strategic planning

2 B) Marketing control

3 C) Implementation

4 D) Organising

5 E) Planning

Businesspeople who believe that personal selling,

advertising, and distribution are the most important

marketing activities are operating in a(n) _

Marketing knowledge and skills:

1 A) are not necessary for a non-profit organisation

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.

Amazon, the provider of books, CDs, DVDs, toys and many other products online, follows buyers’ purchases and

recommends related topics The firm is exhibiting

characteristics associated with which of the following

As the Industrial Revolution came during the second half of the nineteenth century, firms operated in a(n) _ orientation

1 A) researching customers' needs

2 B) focusing on the marketing department only

3 C) generating marketing intelligence for use in the organisation

4 D) being responsive to customers' ever-changing wants and needs

5 E) disseminating marketing intelligence across departments within the

organisation.

The 1950s saw the ‘vacuum cleaner salesman’ arrive at the housewife’s front door with a charming smile and a product demonstration that ‘makes life easier’—those were the hard sell days They were following which orientation?

Marketing activities are:

1 A) used by all sizes of organisations including non-profit, and government agencies

2 B) limited to use by larger for-profit and non-profit organisations

3 C) implemented only to increase profits for the organisation and to expand the scope of its customer base

4 D) used by all types and sizes of businesses but are not used by non-profit organisations

5 E) used by small businesses and small non-profits the most.

An Apple iPod has average marketing costs and sells for

$299 Approximately how many buyers’ dollars go toward marketing costs?

At the most basic level, profits can be obtained through

relationships in which of the following ways, except which of the following?

1 A) By acquiring new customers

2 B) By enhancing the profitability of existing customers

3 C) Continually selling to only old customers and markets

4 D) By extending the duration of customer relationships