140 test bank for marketing 2014 17th edition đề trắc nghiệm marketing

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140 Test Bank for Marketing 2014 17th Edition

Pride Mutiple Choice Questions - Page 1

Deciding to add gel insoles to its running shoes would be a

change in the element of the marketing mix for Nike

A commercial for the drink SunnyD explains how nutritious it

is in comparison to other, more “sugary” drinks While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers These mothers represent SunnyD's

Kashi Heart to HeartTM cereal is aimed at people concerned

about their heart health These people represent the Kashi

2 b.the marketing mix.

3 c.a target market.

4 d.a consumer good.

5 e.a business strategy.

Changing the hours of operation for a service business

involves the component of the marketing mix

The product variable of the marketing mix can include all of

the following except

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.

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.Choosing between a company jet or the airlines for executive travel

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

Which of the following is essentially an uncontrollable factor

in developing a marketing mix?

1 a.Product adaptations

2 b.Pricing strategies

3 c.Government regulations

4 d.Advertising campaigns

5 e.Retail locations

Which of the following statements about marketing

environment forces is correct?

1 a.They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.

2 b.They do not 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 never fluctuate quickly.

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

Marketing facilitates exchange relationships between buyers

and sellers What is marketing's intended outcome for this relationship?

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

Marketing is the process of

1 a.promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders.

2 b.creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.

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 the firm's objectives.

5 e.focusing on customers' needs.

When DuPont develops new carpet fibers that are highly

stain-resistant and durable, it must educate

consumers about the product's benefits This calls for activity in which of the following marketing mix

A change in the minimum drinking age in any given state

illustrates a change in the for Miller Brewing

3 c.Abercrombie & Fitch

4 d.The Democratic Party

5 e.General Electric

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.

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.

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.

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.

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 as a salesperson's prospective client list.

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

characteristics.

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.Product and promotion variables

4 d.Product, price, and customer variables

5 e.Product, price, customer, and promotion variables

Consumers buying products online have dramatically

affected the variable of the marketing mix

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.

Making modifications to packaging or brand names involves

the component of the marketing mix

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

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.

A marketing manager for a small computer manufacturer is

analyzing the potential effects of political, legal,

sociocultural, and economic forces on the firm's

operations The marketing manager is examining the that influence(s) the firm's strategy

The definition of marketing implies that should receive

benefits from exchange relationships

1 a.only customers

2 b.only businesses

4 d.both customers and businesses

5 e.only the most important 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 marketing to promote its

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

The application of mechanical and human efforts to either

people or objects to provide intangible benefits to

customers is known as a(n)

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

The element of the marketing mix used to increase

awareness of a product or company is

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.

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.

The forces of the marketing environment primarily affect

marketers in three ways: They influence customers by affecting their lifestyles and preferences for products; they determine whether or how a marketing manager can perform certain marketing activities; and they

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.

Issues of inventory levels and storage costs are both

concerns relating to the variable of the marketing mix

When Ikea 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 Ikea likely altering?

85 FreeTest Bank for Marketing 2014 17th Edition by

Pride Mutiple Choice Questions - Page 2

Which of the following statements describes the best use of

the Internet by a marketer?

1 a.Gain information.

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 providing product information.

Ben is responsible for managing the customer satisfaction of

Hampton Inn motel guests Ben is currently analyzing the customer relationship management (CRM) program

at Hampton Inn and is contemplating where he should begin making changes Which of the following would

be the beginning of a CRM program, and therefore the area Ben should consider first?

1 a.communicating with current customers via Facebook.

2 b.offering new types of hotel rooms for frequent guests.

3 c.expanding the number and locations of Hampton Inns.

4 d.providing information to customers through the web, Facebook, or in person.

5 e.increasing the promotion budget with a new sweepstakes for frequent

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.

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.

Long-term relationships with profitable customers is 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.

The marketing concept is best defined as

1 a.a second definition of marketing.

2 b.a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization 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 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.

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.dynamic and changing.

5 e.slow, with infrequent fluctuations.

Health Care Systems, Inc rolls out an innovative

nurse-on-call information system available online The product

is not widely accepted because patients don't see the need for such a service This situation represents a failure in which aspect of implementing the marketing concept?

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

Wonder 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 was most likely following the

For most firms, the costs of marketing activities consume

approximately what portion of the consumer's dollar?

1 a.One-half

2 b.One-fifth

3 c.One-fourth

4 d.One-third

5 e.One-sixth

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.

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.

Taco Bell is introducing some of its products into

supermarkets, vending machines, college campuses, and other locations to increase its product availability and convenience One reason Taco Bell is doing so is

to

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.

The marketing concept is a philosophy that states that an

organization should try to satisfy customers' needs and also

1 a.increase market share.

2 b.increase sales.

3 c.achieve the organization's goals.

4 d.produce high-quality products.

5 e.coordinate its activities to increase production.

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 organization's products and generate financial resources for the firm.

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.

A market orientation is an organization-wide effort that

includes all of the following activities except

1 a.researching customers' needs.

2 b.focusing on the marketing department only.

3 c.generating marketing intelligence for use in the organization.

4 d.being responsive to customers' ever-changing wants and needs.

5 e.disseminating marketing intelligence across departments within the organization.

When Campbell's introduced a line of low-sodium soups in

response to customer demand, it was following which one of the following philosophies?

Which of the following would not be a customer cost

considered in determination of product value?

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