150 test bank for marketing 15th edition by pride đề trắc nghiệm marketing

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150 Test Bank for Marketing 15th Edition by Pride

Mutiple Choice Questions - Page 1

According to the marketing concept, an organization should

try to _

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

products.

2 define its business as "making a product."

3 provide products that satisfy customers' needs and allow the organization to achieve its goals.

4 put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel.

5 view selling activities as the major means of increasing profits.

The marketing concept is a philosophy that states that an

organization should try to satisfy customers' needs and also _

1 increase market share.

2 increase sales.

3 achieve the organization's goals.

4 produce high-quality products.

5 coordinate its activities to increase production.

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 statements about marketing

environment forces is not correct?

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

2 They may influence customers' reactions to a firm's marketing mix.

3 They fluctuate slowly and thereby create threats to a firm's marketing mix.

4 They can fluctuate quickly and dramatically.

5 They help determine whether and how a marketing manager can perform certain marketing activities.

For an exchange to occur, four conditions must exist: first,

two or more individuals, groups, or organizations must participate, and each must possess "something of

value" that the other desires; second, the exchange must provide a benefit or satisfaction to both parties; third, each must have confidence in the promise of the

"something of value" held by the other; and fourth,

1 the parties must agree to participate in the trading of "something of value."

2 to build trust, parties to the exchange must meet expectations.

3 both parties must participate in the trading of the "something of value."

4 one party must be willing to compromise.

5 one party must have sufficient bank credit to finance the exchange.

Which one of the following statements by a company

president best reflects the marketing concept?

1 We have organized our business to make certain that customers get what they want.

2 We believe that the marketing department must organize to sell what we produce.

3 We have organized an aggressive sales force in our company to promote our products.

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

5 We try to encourage company growth.

The forces of the marketing environment include

1 political, legal and regulatory, sociocultural, technological, economic, and

competitive.

2 sociocultural, legal, regulatory, economic, and competitive.

3 legal, regulatory, political, and sociocultural.

4 competitive and noncompetitive forces that affect most lifestyles.

5 fairly static components.

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

The concept of "exchange" is fundamental to the definition

of marketing What is the best description of

exchange?

1 Activities that are performed primarily by producers and manufacturers

2 Development of products, distribution channels, promotional strategies, and

pricing objectives to satisfy customer requirements

3 Transfer of products in return for monetary considerations

4 Provision or transfer of goods, services, or ideas in return for something of value

5 Transfer of products that takes place only between for-profit organizations

Which of the following is essentially an uncontrollable factor

in developing a marketing mix?

The Jackson Hewitt company wants to adopt the marketing

concept as a business philosophy To be consistent with this decision, it should adopt which of the

following philosophies?

1 The customer is always right.

2 Making money is our business.

3 Sell, sell, sell.

4 Keep prices low.

5 Focus on today.

The marketing concept focuses on _

1 achieving the goals of top executives.

2 creating maximum visibility for the firm.

3 maximizing sales.

4 maximizing market share.

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

objectives.

When Burger King offers 99-cent Whoppers to increase store

traffic, it is altering which aspect of the marketing

eDuring the Industrial Revolution demand for manufactured

The marketing concept is best defined as _

1 a second definition of marketing.

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

3 allows the organization to achieve its goals.

4 the performance of business activities that direct the flow of goods and services from producer to customer or user.

5 a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.

6 the inclusion of marketing activities in the activities of an organization.

The marketing environment is best described as being _

1 composed of controllable variables.

2 composed of variables independent of one another.

3 an indirect influence on the performance of marketing activities.

4 dynamic and changing.

5 slow, with infrequent fluctuations.

As the Industrial Revolution came to the United States, most

firms operated in a(n) _ orientation

Marketers often speak of the "controllable" variables in the

practice of marketing Which of the following is not considered one of the controlled variables?

Mark goes to a vending machine, deposits $1.00, and

receives a Sprite Which one of the following aspects

of the definition of marketing is illustrated here?

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

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

3 The various forces ensure that the marketing environment will remain fairly certain

in the future.

4 These forces change dramatically over time, but a change in one force is unlikely

to impact another force.

5 The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.

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 target market selection.

2 the marketing environment.

3 the reduction of marketing costs.

4 marketing mix decisions.

5 efficiency in marketing activities.

The marketing concept is a management philosophy that

affects _

1 only marketing activities.

2 all efforts of the organization.

3 mainly the efforts of sales personnel.

4 mainly customer relations.

5 only business organizations.

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 affect a marketing manager's decisions and actions by influencing buyers'

reactions to the firm's marketing mix.

2 dictate that changes be made to the existing marketing mix despite any negative reactions from customers.

3 make most new products obsolete very quickly so that research and development must continually develop new products.

4 cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.

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

A change in the minimum drinking age in any given state

illustrates a change in the _ for Miller

The marketing concept affects _

1 just the marketing department.

2 all organizational activities.

3 only marketing and finance.

4 only production and marketing.

5 few decisions in an organization.

The marketing concept is _

1 a management philosophy.

2 synonymous with exchange.

3 a component of the marketing mix.

4 a function of the marketing environment.

5 focused solely on satisfying customer objectives.

Marketing facilitates exchange relationships between buyers

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

1 Profits for the seller

2 A good bargain on the product for the buyer

3 Reducing the seller's inventory

4 One party having to compromise in the exchange

5 Satisfaction for both the buyer and seller

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

From the 1920s to the 1950s, demand for manufactured

goods decreased, leading to the orientation

95 Free Test Bank for Marketing 15th Edition by Pride

Mutiple Choice Questions - Page 2

is the degree to which an exchange helps achieve an

The public is becoming more aware of how marketers'

activities affect the welfare of consumers and society

As a result, more firms are working to _

1 raise prices in order to increase their profits so that they can contribute to

5 create a responsible approach to developing long-term relationships with

customers and society.

Which of the following would not be a customer cost

considered in determination of product value?

1 Product's purchase price

2 Time spent purchasing the product

3 Effort spent purchasing the product

4 Benefits received in the exchange for the products

5 Risk of purchasing the product

Customer relationship management focuses on using

_ about customers to create marketing

strategies

1 internal communication

2 information

3 purchasing power insights

4 marketing mix knowledge

5 implementation knowledge

For most firms, the costs of marketing activities consume

approximately what portion of the consumer's dollar?

If McDonald's runs a promotion advertising Big Macs for

$1.50, it must ensure that each of the company's

restaurants has sufficient staff and product on hand to handle expected demand This relates to which of the following marketing management activities?

1 Strategic planning

2 Planning

3 Organizing

4 Implementation

5 Marketing control

Developing the internal structure of a firm's marketing unit

relates to which of the following marketing

Initiatives intended to improve an organization's positive

impact on society and the natural environment are called

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 _

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 The customer information system

2 The organizational structure

3 Top-management commitment

4 Technological advancement

5 Scanning corporate capabilities

In today's market environment, you might pay $15 for a CD

by your favorite musical artist Approximately how much of that price goes to activities related to

marketing (promotion, distribution, profit margins)?

2 customer relationship management.

3 production oriented firms.

4 e-marketing.

5 distribution channels.

The Internet has been used as a search engine to find

information about a marketer's product or service by about percent of adults in the U.S

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 decrease customer benefits.

2 increase customer costs.

3 increase customer value.

4 increase distribution expenses.

5 decrease promotion expenses.

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 this

product's value?

1 Speed of delivery

2 Ease of installation

3 Availability of technical support

4 Availability of training assistance

5 Monetary price

Which of the following best describes the acceptance of the

marketing concept by American organizations?

1 The marketing concept has yet to be fully accepted by all organizations.

2 All organizations fully utilize the marketing concept to run their businesses.

3 Nearly half of all organizations are still in the sales orientation and have not

implemented the marketing concept.

4 Most organizations have really not accepted the marketing concept because of its many costs and problems.

5 Although American organizations fully accept the marketing concept, many foreign companies do not.

of marketing plans hinges on coordination of

marketing activities, motivation of marketing

personnel, and effective communication within the marketing unit

refers to minimizing the resources an organization

must spend to achieve a specific level of desired

U.S Electric, the maker of a highly innovative xenon light

bulb, finds that it has excess inventory The firm

increases its advertising budget by 50 percent and doubles its sales staff This company is operating as if

it were in which of the following orientations?

Which of the following is not an example of the

implementation of the marketing concept?

1 Jimmy Dean's Sausage introduces turkey sausage patties for a healthier

alternative to pork.

2 Mar's Candy asks customers to vote online for a new color for its M&M's candy.

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

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

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

Marketing knowledge and skills

1 are not necessary for a nonprofit organization.

2 enhance consumer awareness and help provide people with satisfying goods and services.

3 constitute the marketing mix.

4 were most important during the production era.

5 are most valuable for advertising executives but less important for wholesalers and distributors.

Marketing management is defined as a process of _

1 maintaining an appropriate and efficient marketing mix for a target market.

2 establishing performance standards and evaluating actual performances against these standards.

3 providing products that satisfy customers' needs through a coordinated set of activities.

4 facilitating satisfying exchanges between an organization and its customers.

5 planning, organizing, implementing, and controlling marketing activities.

Approximately what percentage of civilian workers in the

United States performs marketing activities?

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 cost-cutting measures.

2 continually selling to new customers and markets.

3 creating and maintaining satisfying exchange relationships.

4 high-volume, low-margin sales.

5 increasing shelf space for their brands.

Marketing activities are _

1 used by all sizes of organizations including for-profit, nonprofit, and government agencies.

2 limited to use by larger for-profit and nonprofit organizations.

3 implemented only to increase profits for the organization and to expand the scope

of its customer base.

4 used by all types and sizes of businesses but are not used by nonprofit

organizations.

5 used by small businesses and small nonprofit organizations the most.

Customer costs include anything the buyer must give up in

order to obtain the benefits the product provides The most obvious customer cost is

_ is the process of establishing performance

standards, comparing actual performance with

established standards, and reducing the difference between desired and actual performance

1 Internal control analysis

2 Marketing control

3 Market flow regulation

4 Environmental market analysis

5 External analysis

A marketing orientation is an organization-wide effort that

includes all of the following activities except

1 researching customers' needs.

2 focusing on the marketing department only.

3 generating marketing intelligence for use in the organization.

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

5 disseminating marketing intelligence across departments within the organization.

Marketers use the term " _" to describe

establishing long-term, mutually satisfying

American Express implements a program of calling its

current cardholders to find out what changes they would like to see in the services provided The firm is exhibiting characteristics associated with which of the following orientations?

is a customer's subjective assessment of benefits

relative to costs in determining the worth of a product

1 Marketing orientation

2 Monetary price

3 Product assessment