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151 Test Bank for Marketing 2012 16th Edition by

Pride

Mutiple Choice Questions - Page 1

Which of the following is most likely to be an idea marketer?

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 definition of marketing implies that should

receive benefits from exchange relationships

1 A) only customers

2 b) only businesses

3 c) company management

4 d) both customers and businesses

5 e) only the most important customers

The focal point of all marketing activities is

Kashi Heart to HeartTM cereal is aimed at people concerned about their heart health These people represent the Kashi

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

Changing the hours of operation for a service business

involves the _ component of the marketing mix

1 A) product

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.

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.

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

1 A) FedEx

2 b) Sony

3 c) Abercrombie & Fitch

4 d) The Democratic Party

about the product's benefits This calls for activity in which

of the following marketing mix variables?

1 A) Price

2 b) Promotion

3 c) Distribution

4 d) Product

5 e) Packaging

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.

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.

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 marketing tool

Issues of inventory levels and storage costs are both

concerns relating to the _ variable of the marketing mix

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.

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.

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

SunnyD is aimed at mothers with children under age twelve These mothers represent SunnyD's

The element of the marketing mix used to increase

awareness of a product or company is

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 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.

The Church of the Latter Day Saints has used advertising for many years to market its

The concept of “exchange” is fundamental to the definition

of marketing What is the best description of exchange?

1 A) Activities that are performed primarily by producers and manufacturers

2 b) Development of products, distribution channels, promotional strategies, and pricing objectives to satisfy customer requirements

3 c) Transfer of products in return for monetary considerations

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

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

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.

As the Industrial Revolution came to the United States, most firms operated in a(n) _ orientation

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.

Which of the following is essentially an uncontrollable factor

in developing a marketing mix?

When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one of the following philosophies?

philosophies?

1 A) The customer is always right.

2 b) Making money is our business.

3 c) Sell, sell, sell.

4 d) Keep prices low.

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 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 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.

The marketing concept is

1 A) a management philosophy.

2 b) synonymous with exchange.

3 c) a component of the marketing mix.

4 d) a function of the marketing environment.

5 e) focused solely on satisfying customer objectives.

During the Industrial Revolution demand for manufactured goods was

3 c) achieve the organization's goals.

4 d) produce high-quality products.

5 e) coordinate its activities to increase production.

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

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 marketing concept affects

1 A) just the marketing department.

2 b) all organizational activities.

3 c) only marketing and finance.

4 d) only production and marketing.

5 e) few decisions in an organization.

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?

Which one of the following statements by a company

president best reflects the marketing concept?

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

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

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

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

5 e) We try to encourage company growth.

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

goods decreased, leading to the orientation

1 A) only marketing activities.

2 b) all efforts of the organization.

3 c) mainly the efforts of sales personnel.

4 d) mainly customer relations.

5 e) only business organizations.

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.

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.

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.

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?

by the other; and fourth,

1 A) the parties must agree to participate in the trading of “something of value.”

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

3 c) both parties must participate in the trading of the “something of value.”

4 d) one party must be willing to compromise.

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

When DataComp Corp., a producer of computer software, delayed the introduction of its new spreadsheet program to modify the package, its scheduled magazine 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

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.

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

_ of marketing plans hinges on coordination of marketing activities, motivation of marketing personnel, and effective communication within the marketing unit

2 b) customer relationship management.

3 c) production oriented firms.

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.

Marketing management is defined as a process of

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

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

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

4 d) facilitating satisfying exchanges between an organization and its customers.

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

Customer relationship management (CRM) begins its focus