147 test bank for m marketing 3rd edition by grewal đề trắc nghiệm marketing

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147 Test Bank for M Marketing 3rd Edition by Grewal

True - False Questions

Understanding a customer's needs and wants is

fundamental to marketing success

1 True

2 False

When a good or service is promoted, the purpose of the

promotion is to inform, persuade, or remind

customers

1 True

2 False

When a car manufacturer sells trucks, cars, and car parts to

the government or military, this is an example of B2C marketing

1 True

2 False

Marketing is an activity that only large firms with specialized

departments can execute

1 True

2 False

By publishing a Code of Ethics, a firm ensures that all

employees will behave ethically

Garage sales and online classified ads are examples of C2C

marketing

1 True

2 False

Because thoughts, opinions, and philosophies are neither

goods nor services, they cannot really be marketed

The power adapters Dell sells with its computers are built by

small companies who specialize in power-related

accessories Dell and the power adapter

manufacturers are engaging in B2B marketing

1 True

2 False

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

Marketers might wish to sell their products to everyone, but

it is not practical to do so

1 True

2 False

The group of firms that makes and delivers a given set of

goods and/or services is called a supply chain

1 True

2 False

Mutiple Choice Questions - Page 1

The price of a product:

1 A is usually expressed in terms of money.

2 B includes the time involved in the purchase decision.

3 C includes the effort and energy involved in researching the product.

4 D is everything the buyer gives up to obtain the product.

5 E all of these.

The goal of promotion is to potential buyers

about a product or service.

1 A the goal of promotional effectiveness against ethical advertising standards.

2 B the problem of price maximization against cost efficiency.

3 C the goal of minimizing costs against satisfying the service levels customers expect.

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

5 E the goal of efficiency against the price charged by competitors.

The marketing goal of getting the "right quantities to the

right locations, at the right time" is:

1 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E price and performance management.

UPS, FedEx, DHL, and other shipping companies support

other firms' marketing goals

1 A supply chain management

2 B value communication

3 C value capture

4 D retail management

5 E none of these

Which of the following questions must be addressed when

making marketing decisions?

1 A How is the product to be designed?

2 B How much should the product cost?

3 C Where should the product be promoted?

4 D How will the product be delivered to the customer?

5 E All of these

Marketing efforts designed to get the product or service to

the right customer, when that customer wants it, are called:

1 A supply chain management.

2 B a transactional orientation.

3 C wholesaling.

4 D value co-creation.

5 E endless chain marketing.

Local television advertising often includes ads for

automobile dealerships using actors trying to create a sense of excitement and urgency among consumers These ads are attempting to achieve the promotional goal of potential buyers.

When referring to "exchange," marketers are focusing on:

1 A the location where products and services are traded.

2 B the price charged, adjusted for currency exchange rates.

3 C location-based tactics for creating value.

4 D promotional offers designed to stimulate barter.

5 E the trading of things of 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

1 A unpredictable

2 B external

3 C internal

4 D controllable

5 E global

By promoting perfume based on youth, style, and sex

appeal, Calvin Klein is attempting to:

1 A influence social norms regarding sexuality.

2 B encourage consumers to participate in product redesign.

3 C stimulate supply chain management cooperation.

4 D increase the perceived value of their products.

5 E none of these.

is communication by a marketer that informs,

persuades, or reminds potential customers about a product

The fundamental goal of marketers when creating goods,

services, or combinations of both, is to:

1 A defeat the competition.

2 B serve all consumers.

3 C operate according to government regulations.

4 D stimulate short-term sales.

5 E create value.

Henriette offers financial counseling and management on a

fee-only basis She has found that different customers are willing to pay different rates for her services This shows that her pricing decisions should depend

primarily on:

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

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

3 C how different customers perceive the value of her services.

4 D changes in the economy.

5 E how much her competitors charge for similar services.

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 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E value co-creation.

Marketers must determine the price of a product carefully,

based on potential buyers' beliefs about:

1 A its value.

2 B the environment.

3 C the cost to manufacture the product.

4 D the economic outlook.

5 E the product's new advertising campaign.

Marketing involves all of the following EXCEPT:

Every Christmas season, Anheuser-Busch runs television

ads featuring Clydesdale horses in a winter scene

These ads focus on the promotional goal of

consumers about Budweiser, the

company's well-known brand of beer

1 A informing

2 B persuading

3 C reminding

4 D all of these

5 E none of these

When a tee shirt manufacturer states, "We only sell it in

black because that way we can buy plenty of black fabric and run our plant efficiently," their statement reflects the views that were popular in which era of the evolution of marketing?

Julia is considering a career in marketing She is concerned

about the image of marketers as fast-talking,

high-pressure people When reading about the core aspects

of marketing, Julia is relieved to see that in marketing:

1 A all parties to an exchange should be satisfied.

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

3 C decisions are made regarding how a product is designed.

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

5 E distribution is controlled by customers.

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:

Jami sells construction equipment Whenever she calls on

her building contractor customers, she asks if they are having any problems In doing so, Jami is addressing which of the following core aspects of marketing?

1 A Satisfying customer needs and wants

2 B The exchange function of marketing

3 C Product, place, promotion, and price decisions

4 D Decisions about the setting in which marketing takes place

5 E Creating value

Effective promotion enhances a product or service's:

1 A supply chain management system.

2 B wholesaling capabilities.

3 C perceived value.

4 D design features.

5 E all of these.

Brian is struggling with the choice of publishing his new

book, "How to cook Polish Barbeque" as an e-book or

a paperback Brian is addressing which core marketing aspect?

1 A Developing a promotional plan

2 B Managing the Exchange function of marketing

3 C Making product decisions

4 D Deciding where and how to sell the product

5 E Pricing the product

The owner of The Pipe Doctor, a plumbing service, often

orders the sinks, faucets, and toilets he installs for his customers Since his customers pay him for these

items and also for the labor to install them, the Pipe Doctor:

1 A is a provider of goods.

2 B is a service provider.

3 C provides both goods and services.

4 D is primarily a marketer of ideas.

5 E offers neither goods nor services.

Four Winds Art Gallery recently began offering appraisals of

customers' art collections, in addition to continuing to sell paintings Four Winds is:

1 A expanding from offering just services to also offering goods.

2 B implementing a market segmentation strategy.

3 C capturing value through multiple pricing strategies.

4 D expanding from offering just goods to also offering services.

5 E increasing customer value through inflated appraisal evaluations.

Marketing includes offering:

1 A goods.

2 B services.

3 C ideas.

4 D goods, services, and ideas.

5 E goods and services only.

Delivering the value proposition is also known as:

1 A endless chain marketing.

2 B a transactional orientation.

3 C wholesaling.

4 D product design.

5 E supply chain management.

Fiona has developed a new software application that

automatically recalculates and reformats accounting information based on the standards used in each

country Her product is superior to anything that exists

on the market Which of the following questions will she have to address when making marketing

decisions?

1 A How the software will be promoted?

2 B What price should she charge?

3 C Should she sell her software on the Internet?

4 D In what country should she offer the software for sale first?

5 E All of these

UPS washes its trucks nightly so they are always clean, and

requires its delivery people to wear clean, unwrinkled uniforms UPS probably established these rules

because they know that:

1 A consumers want friendly delivery people.

2 B most delivery services do not require uniforms.

3 C consumers' judgment of the benefits they receive from services are tied to the image of the producer.

4 D the goods UPS sells are easily replicated.

5 E all of these.

Some discount stores put products in large bins and let

consumers hunt and find bargains The price these consumers pay includes:

1 A only the actual price they pay at the register.

2 B the value of their time and energy.

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

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

2 B can be physically touched.

3 C is always less expensive than a corresponding service.

4 D generates greater interest among consumers.

5 E is more quickly forgotten by consumers.

Which of the following is a core aspect of marketing?

1 A Satisfying as many needs as possible

2 B Creating a product that everyone will want to buy

3 C Setting prices lower than all competitors

4 D Making product, place, promotion, and price decisions

5 E All of these

Xavier is analyzing potential market segments He should

carefully seek potential customers who have both an interest in his products and:

1 A a thorough knowledge of his brand messages.

2 B the ability to buy them.

3 C knowledge of competing products.

4 D the ability to negotiate discounts.

5 E are removed from traditional marketing alternatives.

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:

110 Free Test Bank for M Marketing 3rd Edition by

Grewal Mutiple Choice Questions - Page 2

Even though they operate from out-of-the-way airports and

offer few extra services, discount airlines like Ryanair and EasyJet have been successful Consumers

obviously consider:

1 A the schedules these airlines offer to be the most convenient in the industry.

2 B the long-term relationships established by these airlines to be a critical benefit.

3 C the prices to be slightly lower, but not low enough to have much influence.

4 D the benefit of lower prices to be greater than the cost of reduced services and less convenience.

5 E the major airlines to be worthless.

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 Move-Them-Out operates as if it were in the era

Trey sells consumer electronics He knows his customers

weigh the costs versus the benefits associated with the different options available He decides which

products to offer and what prices to charge based on the way his customers think Trey operates in the

Janine has a new clothing design she would like to market,

but she knows that creating and delivering value to consumers is a challenge She has seen other

designers' successful products copied by other firms soon after they were introduced For Janine, the major problem she faces in creating and delivering value is probably that:

1 A consumer perceptions change quickly.

2 B competitors constantly enter markets.

3 C global pressures continually reshape market opportunities.

4 D marketers' understanding of consumers is complete.

5 E consumers do not know what they want.

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

want so long as it's black," typified the era

of marketing

1 A production-oriented

2 B sales-oriented

During the era, firms had excess capacity and

used personal selling and advertising to generate

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

During the market-oriented era:

1 A a good product would sell itself.

2 B the customer was king.

3 C marketing was more important than production.

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

5 E firms focused on value.

Value-based marketing depends on:

1 A knowing what the customer perceives as the key benefits of a product or

service.

2 B balancing customer benefits with reasonable costs.

3 C knowing what benefits customers would do without to keep prices down.

4 D looking at quality from the customer's perspective.

5 E all of these.

Valerie's firm researched what its employees wanted from

their jobs It then communicated a brand image for the firm and worked to ensure that the employees'

experiences matched what was advertised The firm is using:

1 A human resources marketing.

2 B employee relations mediation.

3 C human factors analysis.

4 D employment marketing.

5 E human asset branding.

In delivering value, marketing firms attempt to find the most

desirable balance between:

1 A the need for value and the perception of value.

2 B explicit versus implicit value.

3 C providing benefits to customers and keeping costs down.

4 D the desire to satisfy customers and the need to keep customers from running the company.

5 E the need for product improvement and the need for advertising.

Melanie works for a small computer software company Her

boss is constantly improving their products but

neglecting customers, billing, and promoting the

company Her boss is probably stuck in the

During the era manufacturers and retailers

recognized they needed to give their customers

greater value than their competitors did

In the past, manufacturer's representatives did not have

up-to-minute data about the products they were selling Today, manufacturer's representatives are often

provided online access to inventory data for the

companies they represent These online inventory systems allow companies to become more value- driven through:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with government regulators of marketing institutions.

5 E keeping prices below those charged by competitors.

Which of the following is NOT true about marketing ideas?

1 A Opinions, philosophies, intellectual concepts and even thoughts can be effectively marketed.

2 B The marketing of ideas does not involve true exchange of value.

3 C Ideas can be "purchased" by convincing someone to change his or her behavior.

4 D Marketing can be directed toward primary and secondary targets to increase knowledge and change behavior.

5 E Value can be created through changing behaviors.

Many U.S companies first discovered marketing during the

Value-driven firms constantly measure the that

customers perceive, compared to the prices of their offerings

Serena studies her customer profiles, market research data,

complaints, and other information attempting to better understand what her customers want Serena operates

in the era of marketing

One of the benefits of value-driven marketing is that

attention to customer needs and wants will likely result in:

1 A higher prices than the market leader charges.

2 B increased competition.

3 C long-term loyalties.

4 D strong connections among competing firms in the marketplace.

5 E all of these.

As owner of a retail franchise food store, Mary Gray

purchases supplies based on specials advertised

nationally throughout the franchise system One

Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance The franchise company failed to live up to the value- driven principle of:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E keeping prices below those charged by competitors.

Value is:

1 A the lowest cost option.

2 B represented by brand names.

3 C the highest priced alternative.

4 D everyday low prices.

5 E what you get for what you give.

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

Many universities provide physical or electronic bulletin

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

In 2006, the film Supersize Me provided a critical view of

McDonald's and its products that caused some

consumers to stop eating at McDonald's The company was caught off guard and had to move quickly to

develop a response In terms of value-based

marketing, McDonald's faced what potential problem?

1 A Consumer perceptions change quickly.

2 B Competitors constantly enter markets.

3 C Global pressures continually reshape market opportunities.

4 D Marketers' understanding of consumers is complete.

5 E Consumers do not know what they want.

To become value-driven, firms should:

1 A share information across the entire organization about customers and

competitors.

2 B prioritize relationships with customers above individual transactions.

3 C balance benefits with costs to create value for customers.

4 D all of these.

5 E none of these.