155 test bank for marketing an introduction 10th edition by armstrong đề trắc nghiệm marketing

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155 Test Bank for Marketing An Introduction 10th Edition by Armstrong

Multiple Choice Questions - Page 1

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

1 A) persons

2 B) ideas

3 C) information

4 D) experiences

5 E) all of the above

is the set of actual and potential buyers of a product

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

1 A) exchange

2 B) marketing

3 C) management

4 D) production

5 E) customer relationship management

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

1 A) disappointing loyal customers

2 B) decreasing customer satisfaction

3 C) failing to attract enough customers

4 D) failing to understand their customers' needs

5 E) incorrectly identifying a target market

Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?

1 A) All customers will be delighted.

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 marketing management orientations focuses primarily on improving efficiencies along the supply chain?

1 A) production concept

2 B) product concept

3 C) selling concept

4 D) marketing concept

5 E) societal marketing concept

refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs

1 A) Selling myopia

2 B) Marketing management

3 C) Value proposition

4 D) Marketing myopia

5 E) The product concept

The steps of the five-step marketing process are about

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

1 A) first two

2 B) first three

3 C) first four

4 D) last three

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

Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality,

performance, and innovative features?

1 A) product

2 B) production

3 C) customer

4 D) marketing

5 E) promotion

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?"

Selecting which segments of a population of customers to serve is called .

1 A) market segmentation

2 B) positioning

3 C) customization

4 D) target marketing

5 E) choosing a value proposition

According to the simple five-step model of the marketing process, a

company needs to before designing a customer-driven

marketing strategy

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

Which of the following marketing management concepts is most likely to lead to marketing myopia?

is the set of benefits a company promises to deliver to its

consumers to satisfy their needs

1 A) create customer demands

2 B) identify customer demands

3 C) make selling unnecessary

4 D) set realistic customer expectations

5 E) sell products

is the act of obtaining a desired object from someone by

offering something in return

3 C) segmentation

4 D) selling

5 E) societal marketing

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) Marketing is the creation of value for customers.

2 B) Marketing is managing profitable customer relationships.

3 C) Selling and advertising are synonymous with marketing.

4 D) Marketing involves satisfying customers' needs.

5 E) Marketing is used by for-profit and not-for-profit organizations.

When backed by buying power, wants become

The concept calls for aggressive selling and focuses on

generating transactions to obtain profitable sales

In today's world, marketing should be done by employees in an organization

1 A) marketing

2 B) marketing, sales, and customer-support

3 C) sales and technology

1 A) decreasing variety of services offered

2 B) lengthening the supply chain

3 C) lowering prices

4 D) "firing" unprofitable customers

5 E) limiting experiences with a brand

When customers don't know what they want or don't even know what's possible, the most effective strategy is marketing

1 A) customer-driven

2 B) customer-driving

5 E) all of the above

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

purchases and tell others about their positive experiences with a product

Which of the following has NOT contributed to the deeper, more

interactive nature of today's customer relationships?

Of the following, which is the most important concept of modern

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.

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) capturing a customer's lifetime value

3 C) building overall customer equity

4 D) creating a sense of community surrounding a brand

5 E) all of the above

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

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

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

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

2 B) direct marketing

3 C) partnership relationship marketing

4 D) customized marketing

5 E) deviated marketing

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) BMW'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

Greater consumer control means that companies must rely more on

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

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

2 B) relationship marketing

3 C) customer-perceived value

4 D) social relationships

5 E) a societal marketing campaign

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

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."

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

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) consumer-generated marketing

2 B) partner relationship management

3 C) customer lifetime value

4 D) community development around a brand

5 E) share of customer

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

The first four steps of the marketing process focus on

1 A) understanding the market

2 B) delivering customer service

3 C) creating value for customers

4 D) understanding customer demands and needs

5 E) capturing value from customers

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

You have just taken a new position in an organization and you're learning about the job functions of your new colleagues You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction Your manager is concerned with which one of the following?

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

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

4 D) a reliable database

5 E) satisfied customers

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

is the total combined customer lifetime values of all the

company's current and potential customers

1 A) customer profitability analysis

2 B) customer-managed relationships

3 C) a club marketing program

4 D) partner relationship management

5 E) supply chain management

When the economy tightens, customer loyalty and customer retention become for marketers

1 A) more important

2 B) less important

3 C) impossible

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

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

Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other

modes of transportation This reflects the

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

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

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

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

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

At Gina's Nails, the posted policy is "Without our customers, we don't exist." Gina and her staff aim to delight each customer, and they are quick

to offer discounts or extra services whenever a customer is anything less than satisfied Instead of focusing on each individual transaction, Gina and her staff put a priority on

1 A) maintaining customer-perceived value

2 B) managing partner relationships

3 C) attracting "butterflies"

4 D) converting "strangers"

5 E) capturing customer lifetime value

Sally purchased Brand X lotion In comparing her perception of how the lotion performed to her expectations for Brand X lotion, Sally was

measuring her level of

1 A) customer perceived value

2 B) customer satisfaction

3 C) exchange

4 D) demand

5 E) customer lifetime value

You are an assistant marketing director for a firm in a market with many low-margin customers What type of relationship would it be most

profitable for you to develop with these customers?

The authors of your text classify customers into four relationship groups, according to the customers' profitability and projected loyalty are the customers with the highest profit potential and strong loyalty

Suzie Chan strengthens her company's connections by treating suppliers

of raw materials, vendors, and distributors as partners in delivering

customer value What type of management is she practicing?

Your state's department of education has budgeted a significant amount

of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educational and professional, of reading every day This is an example of a(n) campaign