133 test bank for foundations of marketing 6th edition by pride đề trắc nghiệm marketing

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133 Test Bank for Foundations of Marketing 6th Edition by Pride

Multiple Choice Questions - Page 1

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins This decision indicates a response

to concerns about:

1 a target market selection.

2 b the marketing environment.

3 c the reduction of marketing costs.

4 d marketing mix decisions.

5 e efficiency in marketing activities.

Which of the following is an idea marketer?

Marketing managers strive to develop a marketing mix that:

1 a minimizes 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 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 noncompetitive forces that affect most lifestyles.

5 e fairly static components.

Which of the following best characterizes the forces of the marketing environment?

1 a The forces are relatively stable over time and are interrelated with one another.

2 b There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another.

3 c The various forces ensure that the marketing environment will remain fairly certain in the future.

4 d These forces change dramatically over time, but a change in one force is unlikely to impact another force.

5 e The forces change dramatically and quickly, and a change in one force is likely

to affect the other forces.

Making modifications to packaging or brand names involves the component of the marketing mix

Organizations should define themselves not according to the products they produce, but according to:

1 a how profitable they are.

2 b the price of their stock.

3 c the abundance of their product selection.

4 d how they treat employees.

5 e how they satisfy customers.

The Church of the Latter Day Saints has used advertising for many years, airing a commercial TV spot that shows parents actively playing games with their children The Church is using the process of marketing to promote its:

Which of the following is essentially an uncontrollable factor in

developing a marketing mix?

Rob Donaldson runs a successful wholesale business that sells

equipment to restaurants throughout the Midwest He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing This most closely represents

a decision about:

1 a which market he should target.

2 b the best way to distribute his products.

3 c how to effectively promote his business.

4 d the product he provides to his customer.

5 e which supplier he should use.

Kashi Heart to Heart TM cereal is aimed at people concerned about their heart health These people represent the Kashi:

1 a marketing mix.

2 b marketing strategy.

3 c target market.

4 d marketing tactic.

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 Satisfaction for both the buyer and seller

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website This website is most likely used primarily as a marketing tool

2 b They do not influence customers' reactions to a firm's marketing mix.

3 c They fluctuate slowly and do not create threats to a firm's marketing mix.

4 d They never fluctuate quickly.

5 e They do not influence the way a marketing manager performs certain marketing activities.

The marketing mix is built around the:

When DataComp Corp., a producer of software, delayed the introduction

of its new spreadsheet app to modify the package, its scheduled TV

advertisements announcing the new product needed to be revised In this case, a change in the variable caused changes in the variable of the marketing mix

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 as a salesperson's prospective client list.

5 e is a customer group classified as people with similar demographic

characteristics.

Deciding to add gel insoles to its running shoes would be a change in the element of the marketing mix for Nike

4 d both customers and businesses

5 e only selected customers

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

1 a Deciding whether or not 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 Deciding whether or not to provide a percentage of discount for a particular product.

4 d Deciding whether or not to have retail outlets in addition to a website

5 e Developing a new warranty policy for an existing product

Issues of inventory levels and storage costs are both concerns relating to the variable of the marketing mix

1 a distribution

2 b product

3 c exchange

4 d price

5 e promotion

The three basic forms that a product can take are:

1 a markets, products, and images.

2 b goods, ideas, and intangibles.

3 c brands, services, and tangibles.

4 d services, ideas, and goods.

5 e ideas, services, and things.

When Ikea Inc showcases rooms of furniture on its website, it lists each item in the room However, if customers like all of the items, they can purchase them as a bundle Which of the following aspects of the

marketing mix is being adopted by Ikea?

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.

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits Which of the following marketing mix variables is implicated in this

The application of mechanical and human efforts to either people or

objects to provide intangible benefits to customers is known as a(n):

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product What are the essential variables that the marketing manager combines?

1 a Product, price, distribution, and promotion variables

2 b Marketing environment variables

3 c Target market variables

4 d Product, price, and customer variables

5 e Customer and promotion variables

The primary value that a marketer expects to receive from a customer in

an exchange relationship is:

1 a the price charged for the product.

2 b customer satisfaction.

3 c references to other potential customers.

4 d quality merchandise that meets expectations.

5 e few returns of the merchandise purchased.

Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of alcohol MADD primarily markets:

As the Industrial Revolution came to the United States, most firms

operated in a(n) orientation

4 d We try to produce only high-quality, technically efficient products.

5 e We try to encourage company growth.

Which of the following is not an example of the implementation of the marketing concept?

1 a Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork.

2 b Ford asks customers to vote online for a new color for next year’s Ford Focus.

3 c Burger King reduces the labor costs to produce its sausage-egg biscuits.

4 d Microsoft offers rewards for users who can find flaws in its new software.

5 e Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision.

The marketing concept is best defined as:

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 organization 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 organization.

During the Industrial Revolution demand for manufactured goods was:

1 a decrease customer benefits.

2 b increase customer costs.

3 c increase customer value.

4 d increase distribution expenses.

5 e decrease promotion expenses.

_ is a customer's subjective assessment of benefits relative to costs

in determining the worth of a product

Which of the following statements describes the best use of the Internet

by John, a marketer, to establish his business units across the globe ?

1 a Reach out to buyers

2 b Relay product information

3 c Facilitate the marketing process

4 d Accumulate as many friends as possible

5 e Facilitate the marketing exchange, obtain customer feedback, and provide product information

Scott, a buyer for a medium-sized company, is assessing the value of competing software products for use in his firm Which of the following would not be a customer benefit considered in his determination of the value of software products?

1 a Speed of delivery

2 b Ease of installation

3 c Availability of technical support

4 d Availability of training assistance

5 e Monetary price

Long-term relationships with profitable customers are the key objective of:

1 a personal selling.

2 b customer relationship management.

3 c production oriented firms.

4 d e-marketing.

5 e distribution channels.

U.S Electric Inc., the maker of a highly innovative xenon light bulb used in large manufacturing facilities, finds that it has excess inventory The firm increases its direct marketing budget by 20 percent and adds three new sales representatives Which of the following orientations has been

adopted by this company?

According to the marketing concept, an organization should try to:

1 a consider short-run objectives and cash flow needs before developing new products.

2 b define its business as "making a product."

3 c provide products that satisfy customers' needs and allow the organization 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.

Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the

creation of more satisfying exchanges is known as:

1 a affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix.

2 b dictate that changes be made to the existing marketing mix despite any

negative reactions from customers.

3 c make most new products obsolete very quickly so that research and

development must continually develop new products.

4 d cause most advertising to be ineffective at communicating product benefits due

to rapidly changing environmental forces.

5 e change a customer's decisions about the appropriate marketing mix for the company and its various products.

Wonder Inc introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-

conscious customers who live alone In this case, Wonder Inc was most likely following the _

1 a selling concept

2 b production concept

3 c marketing concept

4 d customer concept

5 e retailing concept

Managing customer relationships requires identifying patterns of _ and then using that information to focus on the most promising and profitable customers

1 a demographics

2 b buying behavior

3 c retailer information

4 d personality differences

5 e stock market cycles

Campbell has introduced a line of low-sodium soups in response to customer demand Which of the following philosophies has been

The marketing concept focuses on:

1 a achieving the goals of top executives.

2 b creating maximum visibility for the firm.

3 c maximizing sales.

4 d maximizing market share.

5 e satisfying customers' needs in a way that helps to achieve organizational objectives.

Laura, a junior marketing executive at MegaGrain Cereals suggests

increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box Her superior warns that this might be a bad idea because MegaGrain's long-term survival, like most companies, depends on:

1 a cost-cutting measures.

2 b continually selling to new customers and markets.

3 c creating and maintaining satisfying exchange relationships.

4 d high-volume, low-margin sales.

5 e increasing shelf space for their brands.

In managing customer relationships, the three primary ways profits can be obtained are by:

1 a acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.

2 b enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.

3 c extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.

4 d eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.

5 e enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.

Marketing knowledge and skills:

1 a are not necessary for a nonprofit organization.

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.

Initiatives intended to improve an organization's positive impact on

society and the natural environment are called:

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

The H&R Block company intends to adopt the marketing concept as a business philosophy To be consistent with this decision, which of the following philosophies is most appropriate?

1 a The customer is always right

2 b Making money is our business

3 c Sell, sell, sell

4 d Keep prices low

5 e Focus on today

Customer costs include anything the buyer must give up in order to

obtain the benefits the product provides The most obvious customer cost is:

3 c achieve the organization's goals.

4 d produce high-quality products.

5 e coordinate its activities to increase production.

Health Care Systems, Inc rolls out an innovative nurse-on-call data

system available online The product is not widely accepted because patients don't see the need for such a service According to the marketing concept, this situation represents a failure in _

1 a an information system to determine customer needs

2 b the organizational structure

3 c top-management commitment

4 d technological advancement

5 e scanning corporate capabilities