134 test bank for marketing 5th canadian edition by lamb đề trắc nghiệm marketing

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134 Test Bank for Marketing 5th Canadian Edition by Lamb

True - False Questions

Marketing is a job that should be handled by marketers

People in management, accounting, and finance

should focus on their own specialties

1 True

2 False

Both production and sales orientations are focused inward

on the organization’s needs

A marketing-oriented firm defines its business in terms of

the benefits it offers to its customers

1 True

2 False

Firms try to achieve customer satisfaction and value by

ensuring that customer expectations are met or

exceeded

1 True

2 False

The societal marketing concept considers society’s

long-term best interests along with the satisfaction of customers’ wants and needs

1 True

2 False

Sales-oriented organizations do not seek to generate sales

volume through intensive promotional activities

1 True

Marketing is an organizational function and a set of

processes for creating, communicating, and delivering value to customers and for managing customer

relationships in ways that benefit the organization and its stakeholders

1 True

2 False

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

The ultimate goal of most marketing-oriented firms is

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

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

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 consultation that gives its salespeople intimate knowledge about exactly what its customers want This partnership entails relationship marketing

1 True

2 False

A market-oriented organization targets its products to the

Salespeople who work for market-oriented organizations are

generally perceived by their customers to be order takers

1 True

2 False

Natural Bakery spent considerable money and time

developing a crustless bread The company has 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, Natural Bakery is a good

example of a production-oriented company

1 True

2 False

Encyclopedia Britannica marketed full sets of encyclopedias

that cost a minimum of $1,500, weighed 118 pounds, and required four and a half feet of shelf space For many years, the company had successfully sold its products door-to-door and defined its business as a book publisher Encyclopedia Britannica had a market orientation

1 True

2 False

In the early 1920s, Ford promised its customers any colour

that they wanted as long as it was black Ford’s

management assumed that anyone buying a car would accept the colour 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

The marketing concept states that the social and economic

justification for an organization’s existence is the

satisfaction of customer’s wants and needs while

meeting organizational objectives

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 marketing mix

1 True

2 False

Mutiple Choice Questions - Page 1

If the local chapter of the Canadian Diabetes Association

(CDA) sponsors a free lifesaving course, city residents will not have to pay to take the class Why will an

exchange take place?

1 a The CDA does not have to communicate with class participants.

2 b People who take the course have to give nothing of value in return.

3 c Both the CDA and the people taking the course will trade something of value.

4 d People can decide the course has no value.

For many years, Procter & Gamble (P&G) viewed its Ivory

soap as just plain old soap—and not as a cleansing product that could provide other benefits as well

When it came to Ivory soap, P&G focused on how well

it made the soap and not on what customers wanted from a bar of soap What sort of orientation did P&G have?

1 a customer

2 b product

3 c sales

4 d market

What does achieving a market orientation involve?

1 a implementing actions to provide satisfaction for employees

2 b determining how to deliver superior customer value

3 c doing research on suppliers and competitors

4 d establishing and maintaining mutually satisfying relationships with suppliers

If a company uses a sales orientation, what will consumer

complaints most likely result in?

1 a attempts to cut production costs

2 b product reinvention

3 c continuous market research

4 d a modification of the sales presentation

Why is the concept of exchange important to marketing?

1 a Marketing activities help to create exchange.

2 b Money is the only medium of exchange for business marketers.

3 c Exchange provides money to marketers.

4 d Marketing activities are a requirement for exchange to take place.

Firms with which of the following orientations focus on the

internal capabilities of the firm rather than on the

desires and needs of the marketplace?

1 a production

2 b customer

3 c marketing

4 d sales

Lawler Landscaping Company sells all kinds of ornamental

plants Lawler’s management believes that its

customers will buy more plants if its salespeople use aggressive marketing techniques because ornamental plants are nonessential items for most homeowners What type of orientation does Lawler have?

1 a production

2 b marketing

3 c sales

4 d customer

The idea that people give up something in order to receive

something that they would rather have is a key

ingredient in marketing What is this called?

1 a exchange

2 b synergy

3 c reciprocity

4 d promotion

What does a company do if it has a market orientation and

adheres to the marketing concept?

1 a integrate all the activities of the firm to satisfy customer wants

2 b differentiate a firm’s current products from its past products

3 c focus on consumer complaints

4 d fuel sales growth through the application of aggressive sales techniques

Which of the following orientations to marketing fails to

consider whether what the firm produces most

efficiently also meets the needs of the marketplace?

1 a customer

2 b production

3 c market

4 d product

Which of the following is a set of activities used to

implement a management orientation that stresses customer satisfaction?

1 a a control system

2 b customer management

3 c planning strategy

4 d marketing

Which orientation of people will buy more goods and

services if aggressive marketing techniques are used?

1 a sales

2 b production

3 c customer

4 d marketing

Because organizations that sell unsought products, such as

cemetery plots, are marketing products that most

people do not want, which sort of orientation might the companies adopt?

1 a product

2 b customer

3 c marketing

4 d sales

Walmart has become the leading discount retailer in Canada

and the world by focusing on the customer’s needs and wants This philosophy is at the heart of which orientation?

1 a production

2 b market

3 c sales

4 d retail

Four competing philosophies strongly influence the role of

marketing and marketing activities within an

organization Which if the following is a marketing

management philosophy?

1 a accounting orientation

2 b sales orientation

3 c profitability orientation

4 d social networking orientation

What is the definition of marketing?

1 a planning sales campaigns

2 b selling

3 c advertising and promotion activities

4 d a philosophy that stresses customer satisfaction

World Wrestling Entertainment (formerly the World Wrestling

Federation) is very focused on what its fans want in terms of product licensing and, more importantly, in terms of plot lines and character development All of the company’s activities are integrated so that no

employee ever loses sight of the company’s desire to satisfy its fans What sort of orientation does World Wrestling Entertainment have?

1 a sales

2 b production

3 c product

4 d market

For an exchange to take place, what must happen?

1 a At least one person must have something of value.

2 b Each party must feel obligated to accept the offer.

3 c Money must be present.

4 d There must be at least two parties.

What must happen in order for exchange to occur?

1 a Each party must have something of value to the other party.

2 b A profit-oriented organization must be involved.

3 c Organized marketing activities must also occur.

4 d Money or other legal tender is required.

Researchers at PPG Industries spent considerable time,

effort, and money developing a bluish windshield that would let in filtered sunlight but block out heat Little market research was done, but the scientists were

convinced that this new product would be significantly better than existing windshields even though they

were more expensive and of a different colour than the current models on the market What type of orientation does PPG most likely have?

1 a sales

2 b customer

3 c production

4 d promotion

The owner of a company that produces copy paper once

said, “People buy whatever copy paper is the

cheapest, so I spend my time trying to find ways I can cut my price.” What kind of orientation toward

marketing does this owner have?

1 a production

2 b sales

3 c discount

4 d customer

Marketing is an organizational function and a set of

processes for creating, communicating, and delivering which one of the following to customers?

1 a sales

2 b benefits

3 c satisfaction

4 d value

Which of the following statements about a typical

sales-oriented business is true?

1 a The company directs its products to specific groups of people.

2 b The company is in business to satisfy customers’ wants and needs and deliver superior value.

3 c The company invests the majority of its resources in promoting its products and services.

4 d The primary goal of the company is profit through customer satisfaction.

Which orientation assumes that people are resistant to

buying products that are not absolutely necessary?

1 a sales

2 b marketing

3 c customer

4 d production

A company that sets its goals and strategies based on what

the current plant equipment can produce, what

products engineering can design, and what the

company itself can do best, has which of the following types of orientation?

1 a exchange

2 b sales

3 c market

4 d production

What do the marketing concept and market orientation

recognize?

1 a Sales depend predominantly on an aggressive sales force.

2 b What the customer thinks he is buying is what is important.

3 c Price is the most important variable for customers.

4 d Selling and marketing are essentially the same thing.

The statement “Marketing should be introduced at the

beginning rather than the end of the production cycle and integrated into each phase of the business” is

consistent with which orientation?

1 a market

2 b sales

3 c enterprise

4 d production

For years, the slogan used in all the advertising done by

British Airways was “Putting people first.” In this short phase, what did British Airways capture the idea of?

1 a the marketing concept

2 b the societal concept

3 c Maslow’s hierarchy of needs

4 d the sales orientation philosophy

In which of the following situations is a firm with a

production orientation most likely to survive?

1 a when supply for the product it produces exceeds demand

2 b when demand for the product it produces exceeds supply

3 c when there are many small competitors in the marketplace

4 d when needs of the marketplace are shifting

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

Some of the most important are the planning and

conception of the product or service, its pricing policy, and the distribution strategy What are these activities part of?

1 a human resources

2 b production

3 c marketing

4 d accounting

95 Free Test Bank for Marketing 5th Canadian Edition

by Lamb Mutiple Choice Questions - Page 2

Canada Post argues that its express service is comparable

to that offered by FedEx and that its prices are much lower Yet FedEx dominates with more than a 45

percent share of the express- delivery market Which

of the following statements most accurately describes this situation?

1 a Customer value is not an issue in deciding which express-delivery service to use.

2 b FedEx is perceived as offering greater customer value.

3 c Canada Post is perceived as offering greater customer value.

4 d Canada Post should lower its prices even further to increase market share.

Levi Strauss developed a Naturals line of jeans that do not

use any chemical dyes to colour the pants Consumers liked the look of the pants, and Levi’s use of all-natural dyes is good for the environment What type of

orientation would the production of the Naturals line

The marketing concept stresses that the social and

economic justification for an organization’s existence

is the satisfaction of customer needs and wants while doing which of the following?

1 a simultaneously meeting organization objectives

2 b applying scientific management techniques to improve efficiency

3 c producing a good or service at the lowest possible cost

4 d constantly increasing sales volumes

What is the collaborative effort of people to achieve common

3 c relationship marketing

4 d a marketing network

What is created when customer expectations regarding

product quality, service quality, and value- based price are met or exceeded?

1 a expectation satisfaction

2 b planning excellence

3 c customer satisfaction

4 d a value line

What does Xerox emphasize by replacing at its own expense

any dissatisfied customer’s equipment?

1 a direct selling

2 b transactional marketing

3 c management–customer synergy

4 d customer satisfaction

Taxi companies in many large metropolitan areas are

requiring newly licensed taxi drivers to undergo a day training seminar during which they learn basic etiquette and acquire a familiarity with common

two-landmarks and street names What is the purpose of this training?

1 a to increase employment levels

2 b to promote company image by increasing public awareness

3 c to improve customer service

4 d to reduce the need of empowerment

The marketing concept includes a goal orientation to remind

managers of which of the following?

1 a The only reason for any business to exist is to make a profit.

2 b Achieving long-term organizational goals is as important as satisfying

customers.

3 c The objective is to find a target market that differs from that of the competition.

4 d Customers must be satisfied no matter what the organizational costs.

What is the main focus of a marketing-oriented firm?

1 a outward upon the wants and needs of customers

2 b inward upon the abilities to deliver goods and services

3 c outward upon societal responsibilities

4 d inward upon the organization’s needs

Canada Post argues that its express service is comparable

to that offered by FedEx and that its prices are much lower Yet FedEx dominates with more than a 45

percent share of the express-delivery market Which of the following statements most accurately describes this situation?

1 a Canada Post should lower its prices even further to increase market share.

2 b FedEx is perceived as offering greater customer value.

3 c Customer value is not an issue in deciding which express-delivery service to use.

4 d Canada Post is perceived as offering greater customer value.

What does the marketing concept involve?

1 a selling as much product as possible under the assumption that people will buy more goods and services if aggressive selling techniques are used

2 b satisfying management’s needs and wants with the idea of maximizing profits in the short run

3 c focusing on customers’ wants so that the organization can distinguish its

product (or products) from the competitors’ products

4 d selling as much as possible under the assumption that consumers will buy more

at lower prices

Some marketing-oriented firms give employees expanded

authority to solve customer problems on the spot

What is this known as?

1 a mediating

2 b deregulation

3 c training

4 d empowerment

Which of the following measures would be the best indicator

of whether your organization’s personnel have a

customer orientation?

1 a Test employees on their knowledge of customer service techniques.

2 b Assess each employee’s impact on the profitability of the firm.

3 c Ask each employee’s boss if that person is customer oriented.

4 d Survey customers on how oriented the organization’s personnel are to customer needs and desire.

Canada Post argues that its express service is comparable

to that offered by FedEx and that its prices are much lower Yet FedEx dominates with more than a 45

percent share of the express-delivery market Which of the following statements most accurately describes this situation?

1 a FedEx is perceived as offering greater customer value.

2 b Customer value is not an issue in deciding which express-delivery service to use.

3 c Canada Post is perceived as offering greater customer value.

4 d Canada Post should lower its prices even further to increase market share.

Which of the following is a viable method a company can use

to become more marketing oriented?

1 a Implement employee-only meetings.

2 b Make sure all employees are customer oriented.

3 c Train employees to focus on profit maximization.

4 d Train employees in the latest aggressive selling techniques.

Suppose an organization 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 What type of orientation does it have?

2 b The societal marketing concept is very different from the market concept.

3 c Marketers try to deliver all benefits sought by customers even if that results in a negative effect on the environment.

4 d Organizations have either a social or economic justification for their existence.

What gives customers the feeling that their concerns are

being addressed and gives employees the feeling that their expertise matters?

1 a empowerment

2 b management–employee synergy

3 c a hierarchically responsive organization

4 d delegation

Which of the following measures would be the best indicator

of whether your organization’s personnel have a

customer orientation?

1 a Test employees on their knowledge of customer service techniques.

2 b Assess each employee’s impact on the profitability of the firm.

3 c Ask each employee’s boss if that person is customer oriented.

4 d Survey customers on how oriented the organization’s personnel are to customer needs and desire.

What is the objective of one-to-one marketing?

1 a to reduce customer satisfaction

2 b to build and maintain customer loyalty

3 c to decrease revenue

4 d to increase costs

What does Xerox emphasize by replacing at its own expense

any dissatisfied customer’s equipment 87.Canada Post argues that its express service is comparable to that offered by FedEx and that its prices are much lower Yet FedEx dominates with more than a 45 percent

share of the express-delivery market Which of the

following statements most accurately describes this situation?

1 a Canada Post should lower its prices even further to increase market share.

2 b Canada Post is perceived as offering greater customer value.

3 c FedEx is perceived as offering greater customer value.

4 d Customer value is not an issue in deciding which express-delivery service to use.

Frequent-flyer programs are an example of financial

incentives to customers in exchange for their

continuing patronage After flying a certain number of miles or flying a specified number of times, the

frequent-flyer program participant earns a free flight or some other award such as free lodging What are

airlines that use frequent-flyer programs practising?

1 a relationship marketing

2 b transformational marketing

3 c commitment selling

4 d marketing engineering