120 test bank for marketing principles 2nd đề trắc nghiệm marketing

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120 Test Bank for Marketing Principles 2nd

Multiple Choice Questions - Page 1

The rising number of incidents of drink-driving in Australia has prompted the Australian government to launch

advertising campaigns showcasing what can happen when driving under the influence of alcohol This calls for activity

in which marketing mix variable?

To maintain an exchange relationship, buyers must be

satisfied with the goods, service or idea obtained, and

sellers must be satisfied with:

1 A) their profits.

2 B) receiving a good bargain on the product.

3 C) reducing their inventory.

4 D) one party having to compromise in the exchange.

5 E) the financial reward or something else of value received.

The definition of marketing implies that should receive benefits from exchange relationships

1 A) only customers

2 B) only businesses

3 C) company management

4 D) both customers and businesses

5 E) only the most important customers

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.

A target market:

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.

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

The forces of the marketing environment include:

1 A) political, legal and regulatory, sociocultural, technological, economic and competitive forces.

2 B) sociocultural, legal, regulatory, economic and competitive forces.

3 C) legal, regulatory, political and sociocultural forces.

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:

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.

Which of the following scenarios involves the distribution element of the marketing mix?

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

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.

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.

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.

The Australian airline Jetstar Airways 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

The application of human and/or mechanical efforts to

people or objects to provide intangible benefits to customers is:

1 A) a service.

2 B) a physical entity.

3 C) concepts, philosophies, images and issues.

4 D) a brand name.

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) the creation of brand names.

2 B) consumer perception of the product price.

3 C) the development of product packaging.

4 D) warranty issues.

5 E) repair services.

Even funerals are changing as a result of customers’ needs and wants Some funeral companies are developing new products such as:

1 A) less environmentally friendly coffins.

2 B) less economical funeral cars.

3 C) fewer cremation services.

4 D) cardboard coffins.

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

The focal point of all marketing activities is:

The expanded marketing mix includes:

1 A) product, price, place and promotion.

2 B) people, physical evidence, process and partnership.

3 C) people, promotion, place and process.

4 D) people, physical evidence, process and promotion.

Woolworths works with its primary producers and says they are important partners in the marketing of Woolworths’

products Their primary producers play a key role in:

1 A) the media.

2 B) unions and lobby groups.

3 C) product quality and packaging.

4 D) government.

5 E) the local community.

The marketing mix includes four marketing activities except which of the following?

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 an advantage for them.

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 a firm’s objectives.

5 E) focusing on customers’ needs.

Responding to health concerns from consumers,

McDonald’s revamped its menu to include healthier

children’s menu options, such as fruit and chicken wraps instead of fries and hamburgers This is an example of marketing mangers responding to:

1 A) an operating situation.

2 B) environmental forces.

3 C) the surroundings.

4 D) economic conditions.

5 E) the technological environment.

Customer satisfaction can come from:

For an exchange to occur, four conditions must exist: (1) two

or more individuals, groups or organisations must

participate, and each must possess ‘something of value’ that the other desires; (2) the exchange must provide a benefit or satisfaction to both parties; (3) each must have confidence

in the promise of the ‘something of value’ held by the other; and (4):

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 ‘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.

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

For an exchange to take place, four conditions must exist If you go to a Coldplay concert, for example, you go with the expectation of a great show This is an example of the

condition, where each party must have

confidence in the promise of the ‘something of value’ held

74 Free Test Bank for Marketing Principles 2nd

Australian Edition by Pride Multiple Choice Questions Page 2

-Marketing activities:

1 A) are aimed at persuading customers through advertising.

2 B) involve mainly distribution and promotion decisions.

3 C) and selling activities are basically the same.

4 D) are important only when a firm is developing new products or entering new markets.

5 E) help sell an organisation’s products and generate financial resources for the firm.

The evolution of the marketing concept has moved from a production orientation in the 1850s to a(n)

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.

The hard-sell days of the 1950s saw ‘vacuum cleaner

salesmen’ arriving at front doors with a charming smile and

a product demonstration that would ‘make life easier’ for housewives Which orientation were they following?

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

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 marketing management activity?

Marketing activities are:

1 A) used by organisations of all sizes, including non-profit organisations 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, except non-profit organisations.

5 E) used mostly by small businesses and small non-profit organisations.

Which element of the marketing mix can be used to enhance perceptions of value through images?

1 A) Product

2 B) Price

3 C) Place

4 D) Promotion

3 C) achieve the organisation’s goals.

4 D) produce high-quality products.

5 E) coordinate its activities to increase production.

When new products – such as Lyrica, a treatment for

fibromyalgia (nerve) pain – are developed, 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:

What type of guarantee do many eBay-based businesses use

to reduce the risk involved in ordering merchandise sight unseen?

1 A) Photographs

2 B) Customer satisfaction ratings

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.

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.

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

At the most basic level, profits can be obtained through

relationships in the following ways, except by:

1 A) acquiring new customers.

2 B) enhancing the profitability of existing customers.

3 C) continually selling to only old customers and markets.

4 D) extending the duration of customer relationships.

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

Businesspeople who believe that personal selling,

advertising and distribution are the most important

marketing activities are operating in a(n)

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

5 E) External analysis

Which of the following would not be a customer cost

considered in determining product value?

1 A) 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

When Campbell’s introduced a line of low-sodium soups in response to customer demand, it was following which of the following philosophies?

Customer relationship management focuses on using

about customers to create marketing strategies

1 A) internal communications

2 B) information

3 C) purchasing power insights

4 D) marketing mix knowledge

5 E) implementation knowledge

marketing plans hinges on coordination of

marketing activities, motivation of marketing personnel and effective communication within the marketing unit

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 and to make the organisation more valuable for its owners and other stakeholders.

For most firms, the costs of marketing activities consume approximately what portion of the consumer’s dollar?

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

3 C) to provide products that satisfy customers’ needs and allow the organisation to achieve its goals.

4 D) to put most of its emphasis on marketing activities and be less concerned with finance, accounting and personnel.

5 E) to view selling activities as the major means of increasing profits.

How does marketing fuel the global economy?

1 A) Profits are put towards developing new products and technologies.

2 B) Lack of profits results in lower standards of living.

3 C) There is a decrease in economic growth.

4 D) Only local acceptance of brands occurs.

5 E) No one buys local brands anymore.