150 test bank for marketing real people real choices 4th edition by solomon đề trắc nghiệm marketing

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150 Test Bank for Marketing Real People Real

Choices 4th Edition by Solomon

True - False Questions

Providing service to the customer after a purchase is not an activity associated with the value chain

An entertainer such as Garth Brooks, a television show, and

a magazine subscription are all examples of products

1 True

2 False

The elements of the marketing mix are the four Ps

1 True

2 False

Ria, a college sophomore, writes a daily blog that typically has over 50,000 readers each week This is an example of consumer generated content

1 True

2 False

A marketer who wants to achieve a competitive advantage over her rivals cannot use the marketing mix to achieve this goal

Marketers define a need as the difference between a

consumer's actual state and some ideal or desired state

1 True

2 False

The customer relationship management concept maintains that marketers must satisfy customers' needs in ways that also benefit society

1 True

A firm has a distinctive competency when it is able to

outperform the competition, providing customers with a desired benefit the competition does not

Many not-for-profit organizations practice the marketing concept

1 True

2 False

To calculate lifetime value, a company would estimate the amount of money a person would spend with the company over a lifetime and then subtract what it will cost the

company to maintain this relationship

Mutiple Choice Questions - Page 1

A is a desire for a particular product a consumer uses to satisfy a need in a specific way that is culturally and socially influenced

purchase the product

3 c need

4 d stake

5 e service

A perspective that consumer spending, and hence the

economy, is driven by psychological attachment to brands, the relevance ofinformation, and solutions is called

1 a customer relationship management

2 b Attention Economy

3 c market positioning

4 d creating sustainability

5 e increasing the lifetime value of customers

As described in the opening vignette of Chapter 1,

customers return to the Yellow Point Lodge each year

because it offers comfort and wonderful memories of years past This is an example of

1 a marketing concepts

2 b value chains

3 c monopolies

4 d marketplaces

5 e strategic business units

Marketers first identify consumer needs and then provide products that satisfy those needs This practice is referred to

as

1 a the stakeholder orientation

2 b the marketing concept

3 c Total Quality Management

4 d the production orientation

5 e the marketing mix

In general, companies that focus on a triple bottom line are most likely to place a priority on which of the following?

1 a sustainability

2 b the production orientation

3 c the selling orientation

4 d manufacturing on demand

5 e instapreneurship

For an exchange to occur,

1 a at least two people or organizations must be willing to make a trade, and each must have something the other wants

2 b there must be one winner and one loser

3 c someone must make a financial profit

4 d the item must be tangible

5 e time utility must be created

Which of the following lists the three components of the triple bottom line orientation?

1 a the financial bottom line, the social bottom line, and the environmental bottom line

2 b the financial bottom line, the social bottom line, and the political bottom line

3 c the financial bottom line, the cultural bottom line, and the business bottom line

4 d the value bottom line, the service bottom line, and the business bottom line

5 e the product bottom line, the service bottom line, and the relationship bottom line

A orientation is a management philosophy that focuses on ways to satisfy customers' needs and wants

5 e new product planning

A firm that focuses on a orientation is likely to learn an important lesson the hard way – consumers do not buy products,they buy benefits

Companies that have a orientation tend to be more successful at making one-time sales than at building repeat business

1 a the selling orientation

2 b the production orientation

3 c Total Quality Management

A(n) is the ultimate user of a good or service

1 a Value propositioning

2 b Customer relationship management (CRM)

3 c The social marketing concept

4 d A sales orientation

5 e Value chain management

involves systematically tracking consumers'

preferences and behaviors over time in order to tailor the value proposition as closely as possible to each individual's unique wants and needs

1 a Value propositioning

2 b Customer relationship management (CRM)

3 c Differential benefit development

4 d Sales orientation

5 e Value chain management

is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

1 a Demand satisfaction

2 b Competitive advantage building

3 c Marketing

4 d Total Quality Management

5 e Value chain management

Marketing of goods and services from one organization to the other is called

A consumer paying for their purchases at a retail store with

a credit card illustrates which of the following marketing concepts?

1 a a buyer's market in which supply exceeds demand

2 b a market in which there are more sellers than buyers

3 c a seller's market in which the seller focusses on production and distribution of the product

4 d a market that sells only intangible products

5 e no market

is about delivering value to everyone who is

5 e The value chain

Carrie is shopping for a new watch She is looking at a Timex and at a Rolex The fact that either watch will give her the correct time is an example of a

The main activities of value chain members include all of the following EXCEPT

1 a bringing in materials to make the product

2 b converting the materials into the final product

3 c providing unbiased information about the product to consumers

4 d shipping out the final product

5 e servicing the product after purchase

are the tangible products that individuals purchase for personal or family use

1 a Consumer services

2 b Consumer goods

3 c E-services

1 a marketing mix

2 b marketing plan

3 c value proposition

4 d value chain

5 e open source model

More goods and services are sold in the market than in the market

1 a domestic; international

2 b business-to-business; consumer

3 c consumer; producer

4 d industrial; business-to-business

5 e e-commerce; Internet

The relationship between marketing and _is a two-way street Marketers influence what is popular, but products and the communication of those products also reflect the key social beliefs and values of the times

Which of these statements about mass marketing is true?

1 a A mass marketing strategy is always preferable to a target marketing strategy.

2 b The success of any organization's marketing efforts depends on its ability to engage in mass marketing.

3 c Mass marketing can be cost effective.

4 d Mass marketing allows marketers to develop products to satisfy the specific needs and wants of specific groups of customers.

5 e Automakers typically use a mass marketing strategy.

is the buying and selling of products over the Internet

1 a The marketing mix

2 b Total Quality Management

3 c Understand the Opportunity

4 d Customer relationship management

5 e Value proposition creation

A is a group of people that have different needs, wants, or preferences from other groups of people and would seek a different value Proposition (solution)

is a physiological or psychological dependency

1 a the type of metrics used to calculate ROI

2 b how many people to employ

3 c the geographic layout of the factory making the product

4 d which products to market to which consumers without turning off other

consumers

5 e the accounting method used to report earnings

marketing is the marketing of goods and services from one organization to another

is a decision process in which marketing

managers determine the strategies that will help the firm meet its long-term objectives and then execute those

strategies using the tools they have at their disposal

1 a Total Quality Management

2 b Sustainability

3 c Return on investment

4 d Marketing

5 e The open source model

A social movement directed at protecting consumers from harmful business practices is called

The direct financial impact of a firm's expenditure on

marketing activities is called the

provides reasons for customers to pay a premium for a firm's products and exhibit a strong brand preference

1 a An exchange

2 b A differential benefit

3 c An industrial good

4 d A promotion position

5 e A customer lifetime value

A is a series of activities involved in designing, producing, marketing, delivering, and supporting any

1 a the triple bottom line orientation

2 b lifetime value of a customer

3 c the value chain

4 d Web 2.0

5 e Web 1.0

_ is outsourcing tasks to an undefined, large group

of people or community by posting an open call for

assistance on the Internet

3 c the lifetime expectancy of the product the customer purchased

4 d the age of the customer to see whether she is likely to live long enough to utilize the product being sold

5 e the career path of the customer to see if she may move to a different

geographic area and no longer purchase from the company

Which of the following is true of Web 2.0?

1 a It categorizes entries according to a strict taxonomy.

2 b It gets updated constantly.

3 c It is based on the open source model.

4 d It is based on the wisdom of crowds model.

5 e It improves as the number of users decreases.

According to the theory of the wisdom of crowds, under the right circumstances

1 a a mass market approach is favorable to a target market approach

2 b a target market approach is favorable to a mass market approach

3 c groups are smarter than the smartest people in them

4 d companies can make money by giving their products away for free

5 e consumers can generate value

A firm's capability that is superior to that of its competition

4 d socially responsible marketing

5 e the marketing concept

looks at how much profit they expect to make from a particular customer, including each and every purchase he or she will make from them now and in the future

100 Free Test Bank for Marketing Real People Real Choices 4th Canadian Edition by Solomon Mutiple Choice Questions - Page 3

Which of the following is an example of a transaction that might occur in business-to-business marketing?

1 a Maurice buys a new razor on his way home from work.

2 b The amateur gardener buys a new wheelbarrow.

3 c The retail outlet buys athletic shoes to sell in its store.

4 d The professional chef bakes a birthday cake for her son.

5 e Robyn's mother hires a math tutor to help Robyn pass algebra.

A flour producer that identifies its mission as "the milling of finest flour” most likely has a orientation

Which of the following is the best example of a service?

1 a the medical examination Jonathon had yesterday

2 b the sheet music purchased by the piano teacher

3 c the software Monica purchased from the Web site

4 d the cleaning supplies purchased for the veterinarian's office

5 e the t-shirt you got for running in a 5K race

When comparing itself to its competitors, Hidden Valley describes its Ranch dressing as the original This is the the manufacturer has selected for the product

The consists of the tools an organization uses to create a desired response among a set of predefined

1 a the wisdom of crowds

2 b the production concept

3 c the selling orientation

4 d open source modeling

5 e consumer-generated content

Two teachers purchased art supplies for their classes One paid $103.45 for eight large boxes of crayons The other teacher purchased ten identical boxes for $105.55 The

second teacher got more for her money because she took advantage of a quantity discount This relates to element of marketing mix

Which of the following is a true statement about the Four Ps

of the marketing mix?

1 a A decision about one of the Ps affects every other marketing-mix decision.

2 b Product is always the most important of the Four Ps.

3 c Place is typically the least important of the Four Ps.

4 d The Four Ps have little effect on a product's market position.

5 e The Four Ps are used to determine a product's target market.

A is a good, service, idea, place, or

person whatever is offered for sale in the exchange

A market positioning refers to

1 a the organization's decision to use no more than two elements of the marketing mix

2 b the location where the organization sells its products

3 c the specific means the organization uses to distribute its products

4 d how the target market perceives a product in relation to competitors' products

5 e the strategic planning and execution of the marketing mix

is the assignment of a product's value, or the

amount the consumer must exchange to receive the

Chris just landed her dream job but realizes that her college wardrobe is not going to work for her new professional

position In this situation, Chris has a(n)

Seth's mother didn't want to have a climbing wall as a

permanent feature in her backyard, but it was certainly

convenient to rent one from the company that catered Seth's twelfth birthday party This is an example of providing

5 e creation and possession

Alex paid for a(n) when he took his car to the

carwash to be washed and waxed

An organic farmer has identified three distinct groups who might be interested in his products: vegetarians, people who are concerned about chemicals in their foods, and people who consider themselves innovators and trendsetters

These three groups are

IBM manager Celia Moore coordinates IBM's long-standing

"Reinventing Education" program that involves intensive research into how educational institutions can use the fruits

of new technologies to transform what they do In the

process, the program is a

1 a environmental

2 b financial bottom line

3 c selling

4 d production

5 e triple bottom line

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(n)

Which element of the marketing mix is most closely

associated with a company's supply chain?

A(n) occurs when Rhonda Albers trades Max

Lynch three hours of babysitting his three-year-old daughter for fixing the hole in her porch roof

Conveniently located vending machines around your college

or university campus make it easy for you to buy a soda and

a snack between classes This is an example of the element of the marketing mix

is this company seeking to convey in this television

commercial?

1 a the product's time utility

2 b the product's distinctive competency