135 test bank for m marketing 4th edition by grewal đề trắc nghiệm marketing

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135 Test Bank for M Marketing 4th Edition by Grewal True - False Questions

Over the past decade or so, marketers have begun to realize that it is best

to structure a firm's customer orientation in terms of transactions rather than relationships

Firms have come to realize that good corporate citizenship through

socially responsible actions should be a priority because it will help their bottom line in the long run

1 True

2 False

The power adapters Dell sells with its computers are built by small

companies that specialize in power-related accessories Dell and the power adapter manufacturers are engaging in B2B marketing

2 False

A group of firms that makes and delivers a given set of goods and

services is known as a distribution channel

Marketing's fundamental purpose is to create value by developing a

variety of offerings that will earn income for the company

1 True

2 False

The trade of things of value between the buyer and the seller so that each

is better off as a result is known as an exchange

1 True

2 False

The text highlights one entrepreneur who was a billionaire by the age of

50 This person is Warren Buffet

1 True

2 False

When a good or service is promoted, the purpose of the promotion is to inform, persuade, or remind customers

Margo likes her morning coffee, and she always stops at Starbucks

because it is on her way to work Margo is being influenced by the place element of the marketing mix

Multiple Choice Questions - Page 1

Many U.S companies first discovered marketing during the era

Marketing channel management is also known as

1 endless chain marketing.

2 a transactional orientation.

3 wholesaling.

4 product design.

5 supply chain management.

The importance of supply chain management is often overlooked in the study of marketing because

1 marketing has no responsibility for supply chain management.

2 supply chain management doesn't add much value for customers.

3 companies do not want customers to know anything about the supply chain.

4 many of the activities take place behind the scenes.

5 supply chain management is already transparent.

is communication by a marketer that informs, persuades, or reminds potential customers about a product

1 Pricing

1 choosing an average price that she will charge all her clients.

2 changes in technology allowing consumers to manage their own affairs.

3 how different customers perceive the value of her services.

4 changes in the economy.

5 how much her competitors charge for similar services.

The marketing goal of getting the right quantities to the right locations at the right time relates to

1 communicating the value proposition.

2 supply chain management.

3 service marketing.

4 capturing value.

5 price and performance management.

UPS, FedEx, DHL, and other shipping companies support other firms' marketing goals

1 supply chain management

2 value communication

3 value capture

4 retail management

5 promotion

Whenever Valerie has a new massage therapy customer, she invites the person to be on her e-mail distribution list In the process, in addition to exchanging her massage therapy service for payment, Valerie is gathering

1 it is considered too quantitative.

2 marketing has no responsibility for supply chain management.

3 companies generally outsource these activities, so there are rarely supply chain jobs available.

4 it only takes place in large, urban areas.

5 many of the activities take place behind the scenes.

Julia is considering a career in marketing She is concerned about the image of marketers as fast-talking, high-pressure people who only care about making a sale When reading about the core aspects of marketing, Julia is relieved to see that in marketing

1 all parties to an exchange should be satisfied.

2 promotion is the most important consideration, followed by pricing decisions.

3 decisions are made regarding how a product is designed.

4 customers are not considered until the product is ready for sale.

5 distribution is controlled by customers.

Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings Four Winds is

1 expanding from offering just services to also offering goods.

2 implementing a market segmentation strategy.

3 capturing value through multiple pricing strategies.

4 expanding from offering just goods to also offering services.

5 increasing customer value through inflated appraisal evaluations.

Henry Ford's statement, "Customers can have any color they want so long

as it's black," typified the era of marketing

Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule She is trying to determine how to offer the classes students need at the times when students need them Yesenia

is struggling with the marketing function of

1 communicating the value proposition.

2 supply chain management.

Near the end of the model year, Move-Them-Out automobile dealership had an unusually high inventory level The manager increased her

advertising spending and gave extra incentives to its salespeople Them-Out operates as if it were in the era

Which of the following is a core aspect of marketing?

1 satisfying as many needs as possible

2 creating a product that everyone will want to buy

3 setting prices lower than all competitors

4 making product, place, promotion, and price decisions

5 increasing the company's profit

During the era, manufacturers and retailers recognized they needed to give their customers greater value than their competitors did

Melanie works for a small computer software company Her boss is

constantly improving its products but neglecting customers, billing, and promoting the company Her boss is probably stuck in the era

1 influence social norms regarding sexuality.

2 encourage consumers to participate in product redesign.

3 stimulate supply chain management cooperation.

4 increase the perceived value of its products.

5 demonstrate social responsibility.

During the era, manufacturers and retailers began to focus on what consumers wanted and needed before they designed, made, or attempted to sell their products

As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks The car manufacturers considered

switching from to marketing

1 developing a promotional plan

2 managing the exchange function of marketing

3 making product decisions

4 deciding where and how to sell the product

5 pricing the product

Jami sells construction equipment Whenever she calls on her building contractor customers, she asks whether they are having any problems In doing so, Jami is addressing which of the following core aspects of

marketing?

1 Satisfying customer needs and wants

2 The exchange function of marketing

3 Product, place, promotion, and price decisions

4 Decisions about the setting in which marketing takes place

5 Creating value

The basic difference between a good and a service is that a good

1 provides intangible benefits.

2 can be physically touched.

3 is always less expensive than a corresponding service.

4 generates greater interest among consumers.

5 is more quickly forgotten by consumers.

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT

During the market-oriented era,

1 a good product would sell itself.

2 the customer was king.

3 marketing was more important than production.

4 advertising and personal selling were emphasized to make the sale.

5 firms focused on value.

The four Ps make up the marketing mix, which is the set of activities that the firm uses to respond to the wants and needs of its target markets

Marketers involved in value-oriented marketing are constantly balancing

1 promotional effectiveness with ethical advertising standards.

2 the problem of price maximization with cost efficiency.

3 customer benefits with costs of their offerings.

4 the desire to achieve with the need for a stable source of supply.

5 the goal of efficiency with the price charged by competitors.

The fundamental goal of marketers when creating goods, services, or combinations of both, is to

1 defeat the competition.

2 serve all consumers.

3 operate according to government regulations.

4 stimulate short-term sales.

5 create value.

Xavier is analyzing potential market segments He should carefully seek potential customers who have both an interest in his products and a thorough knowledge of his brand messages

1 the ability to buy them.

2 knowledge of competing products.

3 the ability to negotiate discounts.

4 are removed from traditional marketing alternatives.

The prevailing marketing strategy of the era was to find customers for inventories that went unsold

1 production-oriented

2 sales-oriented

3 market-oriented

3 the cost to manufacture the product.

4 the economic outlook.

5 the product's new advertising campaign.

Many universities provide physical or electronic bulletin boards to

facilitate ride-sharing and exchange of used books among students These bulletin boards increase marketing

1 only the actual price they pay at the register.

2 the value of their time and energy.

3 the excitement they experience in finding an item they desire.

4 the savings to the store of not having to display the products neatly on shelves.

5 the time the product was full price and didn't sell.

The evolution of marketing progressed along the following continuum:

1 sales, marketing, value-based marketing, production.

2 marketing, value-based marketing, production, sales.

3 value-based marketing, production, sales, marketing.

4 production, sales, marketing, value-based marketing.

5 sales, value-based marketing, marketing, production.

When referring to exchange, marketers are focusing on

1 the location where products and services are traded.

2 the price charged, adjusted for currency exchange rates.

3 location-based tactics for creating value.

4 promotional offers designed to stimulate barter.

5 the trading of things of value.

Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called

1 supply chain management.

2 a transactional orientation.

3 wholesaling.

4 value cocreation.

5 endless chain marketing.

Auction sites like eBay have increased opportunities for marketing

1 B2B

2 C2C

3 D2C

4 C2D

5 B2G

Effective promotion enhances a product or service's

1 supply chain management system.

2 wholesaling capabilities.

3 perceived value.

4 design features.

5 trialability.

89 Free Test Bank for M Marketing 4th Edition by

Grewal Multiple Choice Questions - Page 2

Leah is the marketing manager for an electronics company While on vacation in Ecuador, she visited electronics stores in the major malls in Quito, the capital city Most of her company's products were available, except for smart phones When she returned to work, she mentioned this observation to her international sales manager Leah was providing the important marketing function of

1 advising production on how much product to make.

2 alerting the logistics department when to ship products.

3 engaging customers, developing long-term relationships.

4 identifying opportunities to expand.

5 synthesizing and interpreting sales, accounting, and customer-profile data.

Value is

1 the lowest cost option.

2 represented by brand names.

3 the highest priced alternative.

4 everyday low prices.

5 what you get for what you give.

Yolanda is the new restaurant manager in a major hotel When

considering changes in the restaurant that will increase value to

customers, Yolanda will likely attempt to either provide the same quality at

a lower cost or

1 improve products and services at the same cost.

2 increase prices to increase revenue.

3 offset higher hotel rates with lower restaurant prices.

4 reduce customer expectations through reduced service.

5 lower the quality and the price.

In the broadest terms, the marketplace refers to

1 wholesale and retail environments.

2 brick-and-mortar stores and the Internet.

3 the four Ps.

4 channels that are accessible to a given customer.

5 the world of trade.

The activity, set of institutions, and process for creating, capturing,

communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called

1 Marketing helps create value.

2 Marketing is about satisfying customer wants and needs.

3 Marketing involves an exchange.

4 Marketing can be performed by both individuals and organizations.

5 Marketing occurs in many settings.

The goal of customer relationship management is to manage every

customer relationship differently

1 manage every customer relationship to maximum short-term profitability.

2 eliminate customers who are profitable, but not highly profitable.

3 identify and build loyalty among a firm's customers.

4 generate relationships with all of a firm's customers.

Which marketing activity is most directly served by the promotion element

of the marketing mix?

The process of value , in which customers collaborate in product design, often provides additional value to the firm's customers

4 forecasting economic growth

5 evaluating government stability

Franco uses a database software system to remind him when his

customers should be ready to reorder his industrial cleaning products With this reminder system, Franco contacts his customers when they are most likely to be in the buying mode Franco's system is part of

1 C2C marketing.

2 customer relationship management.

3 a transactional marketing orientation.

4 supply chain management.

5 typical production era marketing practices.

At one point in the evolution of marketing, the United States entered a buyer's market and the customer became king Which era is being

Marketing enriches society by

1 focusing solely on maximizing profits.

2 sponsoring charitable events.

3 recognizing that the firm can do very little by itself, so it should stay focused on its own core competencies.

4 facilitating the smooth flow of goods through the supply chain.

5 coordinating marketing functions with other functional areas in the company.

When an accounting firm provides an online training module showcasing real-life decision lapses and their negative effect on the company, it is trying to encourage what type of behavior from its employees?

1 ethical

After the previous sales representative in his territory infuriated an

important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern Finally, after more than two years, the customer gave Benjamin an order Benjamin was providing the important marketing function of

1 advising production on how much product to make.