150 test bank for marketing an introduction 4th canadian edition by armstrong đề trắc nghiệm marketing

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150 Test Bank for Marketing An Introduction 4th

Canadian Edition by Armstrong

True - False Questions

Two important questions underlying marketing strategy are "Who is our target market?" and "What's our value proposition?"

1 True

2 False

Large-scale marketing approaches that foster two-way customer

relationships are made possible by new communication technologies

Customer-perceived value depends on the product's perceived

performance relative to a buyer's expectations

1 True

2 False

Unlike Web 1.0 and 2.0, Web 3.0 is about connecting people with

Marketing management is interested in serving all customers in every way

to remain competitive in today's markets

Marketers should look beyond the attributes of the products and services they sell to also create brand experiences for consumers

1 True

2 False

When sellers focus on existing needs and lose sight of underlying

customer wants, they suffer from marketing myopia

1 True

2 False

Amy's law office has developed a new format and wording for wills The staff believes they offer the most in quality, performance, and innovative features Her law office is practicing the production concept

New communication technologies create challenges as well as

advantages for marketers

Market offerings can include products, services, information, or

experiences offered to a market to satisfy a need or want

The production concept and product concept are orientations that can lead to marketing myopia

1 True

2 False

The major difference between driving marketing and driven marketing is that the customer-driving marketing considers only existing needs

The selling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort

1 True

2 False

Mutiple Choice Questions - Page 1

"Build a better mousetrap and the world will beat a path to your door" reflects the concept

1 A) determine how to deliver superior value

2 B) build profitable relationships with customers

3 C) use customer relationship management to create full partnerships with key customers

4 D) understand the marketplace and customer needs and wants

5 E) construct key components of a marketing program

The concept holds that achieving organizational goals depends

on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do

The steps of the five-step marketing process are about

understanding customers, creating customer value, and building strong customer relationships

2 B) Customer-perceived value will be increased.

3 C) Customer evangelists will become unpaid salespersons for the service or product.

4 D) Few customers will be satisfied.

5 E) The company will likely need to follow up with a demarketing campaign.

Which of the following reflects the marketing concept philosophy?

1 A) "We don't have a marketing department, we have a customer department."

2 B) "We're in the business of making and selling superior products."

3 C) "We build them so you can buy them."

4 D) "When it's profits versus customers' needs, profits will always win out."

5 E) "You won't find a better deal anywhere."

Which customer question is answered by a company's value proposition?

1 A) "Why should I buy your brand rather than a competitor's?"

2 B) "How does your brand benefit me and society?"

3 C) "What are the costs and benefits of your brand?"

4 D) "What kind of experience will I have with products and services associated with this brand?"

5 E) "What are the benefits of being a loyal consumer of your brand?"

Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core activities

The product concept says that a company should

1 A) improve marketing of its best products

2 B) market only those products with high customer appeal

3 C) focus on the target market and make products that meet those customers' demands

4 D) devote its energy to making continuous product improvements

5 E) make promoting products the top priority

A firm that uses the selling concept takes a(n) approach

performance, and innovative features?

Which of the following is an accurate description of modern marketing today?

1 A) Marketing is the creation of products for customers.

2 B) Marketing is managing profitable customer relationships.

3 C) Selling and advertising are synonymous with marketing.

4 D) Marketing involves satisfying producers' needs first.

5 E) Marketing is used by for-profit organizations only.

refers to sellers that pay more attention to their own products than to the benefits and experiences produced by these products

1 A) Selling myopia

2 B) Marketing management

3 C) Value proposition

4 D) Marketing myopia

5 E) The product concept

Which of the following is an example of a type of market offering?

1 A) products, information

2 B) products, ideas

3 C) products, information

4 D) products, experiences

5 E) products, ideas, information, experiences

is defined as a social and managerial process by which

individuals and organizations obtain what they need and want through creating and exchanging value with others

1 A) Selling

2 B) Advertising

1 A) create customer demands

2 B) identify customer demands

3 C) make selling unnecessary

4 D) set realistic customer expectations

5 E) choosing a value proposition

Which of the following marketing management orientations focuses

primarily on improving efficiencies along the supply chain?

If this is the only marketing management concept adopted, manufacturers can develop to marketing myopia?

1 A) disappointing loyal buyers

2 B) decreasing buyers satisfaction

3 C) failing to attract enough buyers

4 D) failing to understand their buyers' needs

5 E) incorrectly identifying a target market

In addition to attracting new customers and creating transactions, the goal of marketing is to customers and grow the company's business

94 Free Test Bank for Marketing An Introduction 4th Canadian Edition by Armstrong Mutiple Choice

1 A) a clear need exists; are difficult to identify

2 B) customers do not know what they want; have limited budgets

3 C) there are few competitors; are concerned about their long-run welfare

4 D) a clear need exists; know what they want

5 E) a want exists; cannot afford it

The final step in the marketing process is

1 A) capturing value from customers

2 B) creating customer loyalty

3 C) creating customer lifetime value

4 D) understanding the marketplace

5 E) designing a customer-driven marketing strategy

Which of the following is an example of consumer-generated marketing?

1 A) Toyota's presence in online communities

2 B) Nike's Nike Plus running Web site

3 C) H J Heinz's use of brand-related consumer videos posted on video-sharing Web sites

4 D) Neiman Marcus's InCircle Rewards program for its best customers

5 E) The Lexus Covenant aimed at creating customer delight

Of the following, which is perhaps the most important concept of modern marketing?

1 A) customer relationship management

5 E) a societal marketing campaign

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer

1 A) short-run costs and profits

2 B) short-run ethics

3 C) long-run welfare

1 A) decreasing variety of services offered

2 B) lengthening the supply chain

3 C) lowering prices or increasing its services

4 D) "firing" unprofitable customers

5 E) limiting experiences with a brand

It is most accurate to say that a customer will buy from the company that offers the highest

1 A) value for the dollar

2 B) customer perceived value

3 C) level of customer satisfaction

4 D) company image

5 E) concern for society's interests

Stew Leonard, owner/operator of supermarkets, reacts adversely to losing

a single customer sale He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area This is an illustration of

1 A) share of customer

2 B) market share

3 C) profitability

4 D) customer lifetime value

5 E) market share maintenance

The marketing world is embracing because consumers can wield greater power and control in the marketplace through

communication technologies

1 A) partner relationship management

2 B) supply chain management

1 A) The production concept and competition have lowered prices.

2 B) Implementation of the product concept has resulted in continually improving products.

3 C) Customer-driving marketing creates products and services that meet

customers' future needs.

4 D) More companies are implementing societal marketing and weighing long-run costs and benefits.

5 E) Through new communication technologies, customers have more access to information and more methods of sharing their opinions with other customers.

Through , many companies today are strengthening their

connections to all partners, from providers of raw materials and

components to final buyers who purchase final products

1 A) supply chain management

Frequent flyer programs offered by airlines are an example of a

1 A) frequency marketing program

2 B) basic customer relationship

3 C) club marketing program

4 D) consumer-generated marketing program

5 E) structural benefit provided for top customers

The concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being

1 A) marketing

2 B) marketing, sales, and customer-support

3 C) sales and technology

4 D) management

5 E) everyone

To capture the full essence of customer relationship management, which

of the following should a marketing manager take into consideration?

1 A) owning customers for life

2 B) owning customers for life, capturing a customer's lifetime value

3 C) owning customers for life, capturing a customer's lifetime value, building overall customer equity

4 D) owning customers for life, building overall customer equity, creating a sense of community surrounding a brand

5 E) owning customers for life, capturing a customer's lifetime value, building overall customer equity, creating a sense of community surrounding a brand

Partner relationship management focuses on working with to bring more value to customers

1 A) partners inside and outside of the company

2 B) competitors

3 C) consumers

4 D) interest groups

5 E) all of the above

Building and maintaining profitable value-laden relationships with

customers of a company is called

1 A) customer lifetime value

2 B) customer perceived value

3 C) customer relationship management

Which of the following is determined by a customer's personal evaluation

of the benefits and costs of a market offering relative to those of

Greater consumer control means that companies must rely more on marketing by than by

4 D) long-term but not short-term goals

5 E) short-term but not long-term goals

Which of the following is the term for customers who make repeat

purchases and tell others about their positive experiences with a product

The ultimate aim of customer relationship management is to produce

1 A) high customer equity

2 B) high current market share

3 C) steady sales volume

Greg Williams now has the buying power to purchase the computer

system he has wanted for the last six months Greg's want now has

become a

1 A) need

1 A) frequency marketing program

2 B) basic customer relationship

3 C) club marketing program

4 D) consumer-generated marketing program

5 E) structural benefit provided for top customers

When an airline goes after a "share of travel" from its customers, it is attempting to increase

1 A) its value proposition

1 A) product concept

2 B) production concept

3 C) selling concept

4 D) marketing concept

5 E) societal marketing concept

Jolene's firm believes that consumers will not buy enough of its products unless the firm undertakes a large-scale selling and promotion effort Jolene's firm is practicing the

1 A) production concept

2 B) marketing concept

3 C) selling concept

4 D) relationship concept

5 E) social advertising campaign

The social-responsibility and environmental movements are expected to in the future

1 A) demand more from companies

2 B) demand less from companies

3 C) move away from sustainable marketing

4 D) move toward partner relationship management

5 E) move away from using social networking

Marie Ortiz enjoys her work at Futuristic Designs, Inc Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands Marie's firm practices marketing

Which of the following has been the most common consumer response to the economic downturn that began in 2008?

1 A) spending more on luxury items

2 B) discontinuing any spending on luxury items

3 C) spending less and choosing products more wisely

4 D) spending less but choosing products less wisely

5 E) saving more but spending more on credit cards

Shania works hard to foster an emotional relationship between her

Internet customers and the beauty products and services that she and her staff sell By promoting a company culture that values exceptional value and service, Shania aims to create by going beyond the

Pete Sanchez, a recent graduate of business school, has a different

approach than his marketing manager, who believes in keeping customers

at arm's length and using mass media advertising Pete knows that today few successful firms still practice this type of true and are

instead turning to selective relationship management

A church targeting different demographic groups to increase attendance

Which of the following phrases reflects the marketing concept?

1 A) The supplier is king.

2 B) Marketing should be viewed as hunting and not gardening.

3 C) This is what I make, won't you please buy it?

4 D) This is what I want, won't you please make it?

5 E) none of the above

Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems These fast-food restaurants overlook the

philosophy

1 A) marketing concept

2 B) product concept

1 A) the societal marketing concept

2 B) customer relationship management

1 A) database management

2 B) Web site hits

3 C) the societal marketing concept

4 D) not-for-profit marketing

5 E) customer relationship management

Elisandra, a marketing manager at a regional chain restaurant, has

decided to create a contest calling for customers to create commercials for the restaurant Winning entries will be posted on the organization's home page Elisandra's plan is an example of

1 A) consumer-generated marketing

2 B) partner relationship management