130 test bank for THINK marketing 1st đề trắc nghiệm marketing

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130 Test Bank for THINK Marketing 1st

Mutiple Choice Questions - Page 1

The marketing mix does NOT include

Advances in Internet technologies and e-commerce are

encouraging development of more

1 A) price discounts.

2 B) global distribution.

3 C) communications strategies.

4 D) direct channels of distribution.

5 E) generic marketing strategies.

Sports car enthusiasts 18-24 years old from Ontario are

Shell Canada's television commercials featuring Shell

employees solving environmentally sensitive

challenges in sustainable ways do not seek to directly sell Shell products, but to enhance the company's public image They are therefore which type of

3 C) brand advertising

4 D) targeted advertising

5 E) corporate advertising

What is it called when a CRM system uses customer

information about preferences when buying, to create individualized marketing programs to meet unique customer needs?

1 A) target marketing program

2 B) loyalty program

3 C) direct marketing program

4 D) customer relationship management program

5 E) integrated marketing communications program

What does the term, Customer Relationship Management,

3 C) Privacy legislation for collection of personal information.

4 D) The personal selling process.

5 E) Effective relationship development between brands and customers.

Bell Canada's sponsorship of the 2010 Olympics is an

The target market for a daycare which looks after children

aged 1-5 years would be

1 A) couples aged 21-45 years.

2 B) parents with young children.

3 C) working parents with children aged 0-5 years, or expecting.

4 D) anyone who knows young mothers.

5 E) children aged 1-5 years.

Managers making pricing decisions for a product that

exhibits low differentiation relative to its competition will generally

1 A) set prices higher than competitive products.

2 B) set prices below competitive products.

3 C) set prices according to cost of manufacturing.

4 D) be subject to monopolistic pricing laws.

5 E) have little flexibility in setting prices.

"Mama's Diner" emphasizes its unique recipes,

home-cooked taste, and fresh preparation in its marketing plan What strategy is "Mama's" executing?

Decisions involving transactions between manufacturers

and wholesalers relate to which marketing mix

You have been hired to create a marketing communication

program for Brendo Toys You will be

1 A) selecting an appropriate advertising campaign.

2 B) monitoring profit per unit.

3 C) suggesting new product features.

4 D) deciding on alternate distribution methods.

5 E) setting a competitive price.

What is an essential investment required in order for a firm

to be able to collect, analyze, and manage customer information?

1 A) marketing mix, IMC strategy, size of target market, age of consumer

2 B) durability of packaging, production costs, distributor relationships, and push strategy

3 C) cost of manufacture, customer location, desired profits, and degree of

competition

4 D) pull strategy, product longevity, intangible value, and competitor's costs

5 E) service mix, desired profits, applicable taxes, and goals of sales force

When you purchase goods at Canadian Tire you receive

"Canadian Tire money" to be used to give you a

discount on your next purchase What is the name for this type of marketing activity?

The premise that it is important for a company to present a

clear and consistent message in each medium to

achieve the highest possible impact, is referred to as

1 A) standardized marketing communications

2 B) integrated marketing communications

3 C) direct marketing

4 D) target marketing

5 E) customer relationship marketing

Pricing strategy decisions include consideration of

1 A) test marketing, warranties, and consumer loyalty.

2 B) profits only.

3 C) costs only.

4 D) loyalty programs, communications media and channel factors.

5 E) trade allowances, discount programs and credit terms.

Organizations which resell a product along a distribution

channel are known as

What category would considerations of media and message

5 E) Integrated marketing communications.

Apple separates itself from its competition by offering

unique products that deliver combinations of benefits that are unlike other market offerings This is called

What is it called, when companies build relationships with

other companies in a distribution channel to support each other in delivering value to customers?

What is the name of the CRM tool which offers incentives to

customers to motivate repeat purchases?

When the elements of the marketing mix are combined

effectively, the resulting marketing strategy should

1 A) leverage the company's brand image.

2 B) satisfy the needs of the target market and achieve organizational objectives.

3 C) maximize the company's profits and minimize advertising expenditures.

4 D) ensure the company dominates its niche market.

5 E) capitalize on technological advances and simplify distribution.

A series of firms or individuals that participate in the flow of

goods and services from producer to final users is known as a

How is most CRM information captured?

1 A) through company websites

2 B) from credit card statement data

3 C) at point of purchase

4 D) through personal sales reps

5 E) from government census data

When Colgate introduced Colgate 2in1 Toothpaste &

Mouthwash, the company considered market demand, sales volume potential, and resource availability The company was engaging in

Event marketing is of benefit to companies because it offers

1 A) an opportunity to network with celebrities.

2 B) profit maximization security.

3 C) the ability to reach a target audience directly.

4 D) positive imaging.

5 E) low cost communications.

What is the name for the marketing activity which sees the

development of strategies that are in the best interests

of everyone in the entire channel of distribution?

This marketing activity involves monitoring the effective

implementation of marketing strategies, and ensuring successful achievement of marketing goals

1 A) evaluation & control

2 B) target market review

3 C) marketing analysis

4 D) customer needs assessment

5 E) customer relationship strategy development

BMW's decision to produce the Mini Cooper was a

What area of the marketing mix would the decision to focus

on selling more on e-commerce than through

traditional channels fall?

1 A) aligning with a celebrity

2 B) operating in a socially responsible manner.

3 C) communicating socially responsible initiatives.

4 D) offering services valued by its customers.

5 E) supporting causes which are recognized and valued by the customers.

64 Free Test Bank for THINK Marketing 1st Canadian

Edition by Tuckwell Mutiple Choice Questions - Page 2

What was the ‘orientation’ that applied to Henry Ford’s

business?

1 A) marketing orientation

2 B) societal orientation

3 C) affordability orientation

4 D) production orientation

5 E) selling orientation

When a company conducts a consumer analysis, it

considers all of the following EXCEPT

A clothing manufacturer with 300 cases of out-of-fashion

sweaters provided a broker with a discounted price to sell the clothes in Europe This is an example of

1 A) a marketing orientation.

2 B) socially responsible marketing.

3 C) the societal marketing concept.

4 D) a selling orientation.

5 E) a production orientation.

Which of the following is NOT characteristic of an

organization exhibiting the marketing orientation as its business philosophy?

1 A) building ongoing customer/company relationships

2 B) communicating product attributes to convince customers to buy

3 C) delivering better customer value than competitors

4 D) establishing close working relationships between the organization's

departments

5 E) determining and satisfying customer needs

Mrs Romuldi has perfected the process to replace the

ribbon in typewriter cartridges, therefore allowing

them to be reused She expects her business to be successful because her process is so cost effective and efficient What is Mrs Romuldi's approach to

The overall role of marketing is twofold In addition to

constantly assessing changing conditions it also

requires the following:

1 A) incorporating technology into the marketing mix.

2 B) providing expertise to develop appropriate strategies to take advantage of these changes.

3 C) working to prevent these changes from interfering with the company's existing plans.

4 D) developing product and service improvements to meet changing customer needs.

5 E) communicating the company’s social responsibility initiatives to the target markets.

Cause marketing includes which of the following?

1 A) CIBC Run for the Cure

2 B) Maple Leaf, Listeria outbreak

3 C) Avon direct marketing

4 D) Tupperware in-home sales events

5 E) Zellers low price strategy

What is the name for the business philosophy where

managers are concerned that their business decisions are balancing the expectations of customers,

shareholders, the environment and society at large

When a company’s executive carefully consider the impact

of their decisions on employees, the community, and the country, what is its orientation?

For one day each month, a locally owned bookstore donates

the proceeds of the day's children's book sales to the local early years literacy project fund What is the best way to describe this?

1 A) unprofitable

2 B) the marketing concept

3 C) charitable marketing

4 D) cause marketing

5 E) philosophical marketing

What ‘orientation’ does a snack food manufacturer that

conducts frequent taste tests in order to respond to consumers' preferences use?

An organization cannot satisfy the needs of all consumers,

so it concentrates its efforts on a segment of the

population that offers the most promise This group is called the

What orientation is described by the following? Seagram's

Distilleries covers the cost of taking public

transportation New Year's Eve

1 A) Production

2 B) Advanced selling

3 C) Socially responsible marketing

4 D) Publicity marketing

5 E) Non-profit cause marketing

The definition of marketing of ideas, goods and services

includes all but one of the following:

In addition to customer satisfaction, what is the other

cornerstone of contemporary marketing?

1 A) profit maximization

2 B) technological leadership

3 C) competitive pricing

4 D) building customer relationships

5 E) creative promotion

Which of the following trends does the text suggest are

creating more complex and ever changing business environments for marketers

1 A) increased Internet use, higher taxes, and rising household debt

2 B) smaller families, globalization, and political uncertainty

3 C) technology, aging populations, and increasing globalization

4 D) conflicting strategic priorities, falling ethical standards, and increased pollution

5 E) reduced consumer spending, decreasing brand loyalty and growing

smartphone use

Which of the following is an essential element of marketing

practice today?

1 A) Building quality products at the most affordable price.

2 B) Assessing customers’ needs and finding ways to satisfy those needs.

3 C) Communicating product benefits so convincingly that customers buy.

4 D) Developing new and innovative products before customers recognize their need for them.

5 E) Offering the best customer service.

An airline that gets customer input about new routes is

Which of the following statements best describes the

relationship between philosophy and marketing?

1 A) Marketing should fully embrace the corporation’s philosophy.

2 B) Philosophy and marketing are like oil and water.

3 C) Philosophy should lead all business decisions.

4 D) Marketing is about business success and philosophy is about theory.

5 E) The philosophy of social responsibility will enhance the success of any

business.

When conducting a needs assessment, an organization

1 A) reviews its finances and human resources to determine what it needs to

develop new products.

2 B) sends surveys to shareholders to determine whether they are able to supply the investment that the company needs.

3 C) considers factors such as market demand, production capabilities and

To target a younger market, such as generation Y, which of

the following would be relevant?

1 A) They engage deeply with social media.

2 B) Their parents read newspapers.

3 C) They watch a lot of TV.

4 D) They read local newspapers avidly.

5 E) They are very socially responsible.

What does a company focus on when it embraces a

marketing orientation?

1 A) leadership in socially responsible marketing

2 B) promotions to maximize market share

3 C) maximization of customer options

4 D) satisfying customer needs and building ongoing relationships

5 E) selling product benefits as the key to greatest profitability

Cause marketing is illustrated by which of the following

examples?

1 A) Molson Breweries selling its product at an AIDS fund raiser

2 B) General Motors installing driver and passenger-side air bags

3 C) Maple syrup highlighting the ‘Organic’ message

4 D) Imperial Oil donating to youth literacy programs

5 E) The Body Shop using all-natural ingredients in its products

If a company works on the assumption that customers will

purchase their products so long as they can afford it, what is its ‘orientation’?

What is the underlying belief in a selling orientation?

1 A) Selling the highest margin products will bring success.

2 B) Selling to niche markets is most effective.

3 C) Satisfying customer needs leads to the greatest sales.

4 D) Selling the highest volume leads to the greatest profits.

5 E) Selling product benefits rather than features is the key to greatest profitability.

Which of the following is a prime driver of the growing

importance of socially responsible marketing?

1 A) Consumers’ belief that companies are primarily greenwashing.

2 B) Consumer pressure through social media.

3 C) The fact that younger demographics watch little TV.

4 D) International boycotting of Shell.

5 E) Canadian’s tendency to pay more for green products.

Which of the following best describes one of the toughest

challenges facing a business today?

1 A) increasing customer loyalty

2 B) cost reductions

3 C) currency fluctuations

4 D) attracting new customers

5 E) managing rapid change

Molson Breweries' support of the "Dancers for Life" AIDS

fundraising event is an example of

1 A) issues marketing

2 B) public relations marketing

3 C) socially responsible marketing

4 D) corporate citizenship

5 E) niche marketing

A consumer market is a group of people who

1 A) purchase only from retailers.

2 B) are the least price-sensitive when purchasing.

3 C) have the same degree of need for a product or service.

4 D) have a similar need for a product or service.

5 E) live in the same geographical area.

True - False Questions

One focus of Fairmont Hotels' relationship management

efforts is to understand the business travelers’ needs

to identify priorities with which to reward them for their loyalty

1 True

2 False

Experiential marketing is designed to engage new users to

the brand in a more personal way

1 True

2 False

Customer relationship management refers to personal

relationships developed by sales personnel

The concept of "exchange" involves the identification of

needs and development of the product that meets

Public Relations and publicity decisions are part of a

company's marketing communications plan

1 True