158 test bank for marketing 3rd edition đề trắc nghiệm marketing

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158 Test Bank for Marketing 3rd Edition

Mutiple Choice Questions - Page 1

The four Ps comprise the marketing mix, which is the set

of activities that the firm uses to respond to the wants of its target

When referring to "exchange," marketers are focusing on:

1 A the location where products and services are traded.

2 B the price charged, adjusted for currency exchange rates.

3 C location-based tactics for creating value.

4 D promotional offers designed to stimulate barter.

5 E the trading of things of value.

Marketing involves all of the following EXCEPT:

Marketing includes offering:

1 A goods.

2 B services.

3 C ideas.

4 D goods, services, and ideas.

5 E goods and services only.

Of primary interest to marketers are _ buyers

Effective promotion enhances a product or service's:

1 A supply chain management system.

2 B wholesaling capabilities.

3 C perceived value.

4 D design features.

5 E all of these.

Local television advertising often includes ads for automobiles

dealerships using actors trying to create a sense of excitement and urgency among consumers These ads are attempting to achieve the promotional goal of _ potential buyers

Delivering the value proposition is also known as:

1 A endless chain marketing.

Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings Four Winds is:

1 A expanding from offering just services to also offering goods.

2 B implementing a market segmentation strategy.

3 C capturing value through multiple pricing strategies.

4 D expanding from offering just goods to also offering services.

5 E increasing customer value through inflated appraisal evaluations.

Supply chain management involves integrating the efforts of:

UPS, FedEx, DHL, and other shipping companies support other

firms' marketing goals

1 A supply chain management

2 B value communication

3 C value capture

4 D retail management

5 E none of these

Marketing efforts designed to get the product or service to the right

customer, when that customer wants it, are called:

1 A supply chain management.

2 B a transactional orientation.

3 C wholesaling.

4 D value cocreation.

5 E endless chain marketing.

Marketers involved in supply chain management are constantly balancing the:

1 A goal of promotional effectiveness against ethical advertising standards.

2 B problem of price maximization against cost efficiency.

3 C goal of minimizing costs against satisfying the service levels customers expect.

4 D desire to achieve against the need for a stable source of supply.

5 E goal of efficiency against the price charged by competitors.

The importance of supply chain management is often overlooked in the study of marketing because:

1 A marketing has no responsibility for supply chain management.

2 B supply chain management doesn't add much value for customers.

3 C companies do not want customers to know anything about the supply chain.

4 D many of the activities take place behind the scenes.

5 E all of these.

The basic difference between a good and a service is that a good:

1 A provides intangible benefits.

2 B can be physically touched.

3 C is always less expensive than a corresponding service.

4 D generates greater interest among consumers.

5 E is more quickly forgotten by consumers.

is communication by a marketer that informs,

persuades, and reminds potential customers about a product to influence their opinions and elicit a response

1 A communicating the value proposition.

2 B supply chain management.

3 C creating value.

4 D capturing value.

5 E price and performance management.

Which of the following is a core aspect of marketing?

1 A Satisfying as many needs as possible.

2 B Creating a product that everyone will want to buy.

3 C Setting prices lower than all competitors.

4 D Making product, place, promotion, and price decisions.

5 E All of these.

Xavier is analyzing potential market segments He should carefully seek potential customers who have both an interest in his products and:

1 A a thorough knowledge of his brand messages.

2 B the ability to buy them.

3 C knowledge of competing products.

4 D the ability to negotiate discounts.

5 E are removed from traditional marketing alternatives.

The price of a product:

1 A is usually expressed in terms of money.

2 B includes the time involved in the purchase decision.

3 C includes the effort and energy involved in researching the product.

4 D is everything the buyer gives up to obtain the product.

5 E all of these

Every Christmas season, Anheuser-Busch runs television ads featuring Clydesdale horses in a winter scene These ads focus on the promotional goal of consumers about Budweiser, the company's brand of beer

Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule She is trying to determine how to offer the classes students need at the times when students need them Yesenia

is struggling with the marketing function of:

1 A communicating the value proposition.

2 B supply chain management.

1 A regulations determining the maximum fees financial advisors can charge.

2 B changes in technology allowing consumers to manage their own affairs.

3 C how different customers perceive the value of her services.

4 D changes in the economy.

5 E how much effort it takes to serve different types of clients.

When considering career choices in marketing, many students overlook supply chain management because:

1 A it is considered too quantitative.

2 B marketing has no responsibility for supply chain management.

3 C companies generally outsource these activities, and so there are rarely supply chain jobs available.

4 D it only takes place in large, urban areas.

5 E many of the activities take place behind the scenes.

Some discount stores put products in large bins and let consumers hunt and find bargains The price these consumers pay includes:

1 A only the actual price they pay at the register.

2 B the value of their time and energy.

3 C the excitement they experience in finding an item they desire.

4 D the savings to the store of not having to display the products neatly on shelves.

5 E all of these

The owner of The Pipe Doctor, a plumbing service, often orders the sinks, faucets, and toilets he installs for his customers Since he is paid for these items and also for the labor to install them, the Pipe Doctor:

1 A is a provider of goods.

2 B is a service provider.

3 C provides both goods and services.

4 D is primarily a marketer of ideas.

5 E offers neither goods nor services.

Julia is considering a career in marketing She is concerned about the image of marketers as fast- talking, high-pressure people When reading about the core aspects of marketing, Julia is relieved to see that in

marketing:

1 A all parties to an exchange should be satisfied.

2 B promotion is the most important consideration, followed by pricing decisions.

3 C decisions are made regarding how a product is designed.

4 D customers are not considered until the product is ready for sale.

5 E distribution is controlled by customers.

Jami sells construction equipment Whenever she calls on her building contractor customers, she asks if they are having any problems In doing

so, Jami is addressing which of the following core aspects of marketing?

1 A Satisfying customer needs and wants

2 B The exchange function of marketing

3 C Product, place, promotion, and price decisions

4 D Decisions regarding in which setting marketing takes place

5 E Creating value

UPS washes its trucks nightly so they are always clean, and requires its delivery people to wear clean, unwrinkled uniforms UPS probably

established these rules because they know that:

1 A consumers want friendly delivery people.

2 B most delivery services do not require uniforms.

3 C consumers' judgment of the benefits they receive from services are tied to the image of the producer.

4 D the goods UPS sells are easily replicated.

3 C the cost to manufacture the product.

4 D the economic outlook.

5 E the product's new advertising campaign.

Which of the following questions must be addressed when making

marketing decisions?

1 A How is the product to be designed?

2 B How much should the product cost?

3 C Where should the product be promoted?

4 D How will the product be delivered to the customer?

5 E All of these

The fundamental goal of marketers when creating goods, services, or combinations of both, is to:

1 A defeat the competition.

2 B serve all consumers.

3 C operate according to government regulations.

4 D stimulate short-term sales.

1 A Developing a promotional plan.

2 B Managing the Exchange function of marketing.

3 C Making product decisions.

4 D Deciding where and how to sell the product.

5 E Pricing the product.

Fiona has developed a new software application that automatically

recalculates and reformats accounting information based on the

standards used in each country Her product is superior to anything that exists on the market Which of the following questions will she have to address when making marketing decisions?

1 A How the software will be promoted?

2 B What price should she charge?

3 C Should she sell her software on the Internet?

4 D In what country should she offer the software for sale first?

5 E All of these

117 Free Test Bank for Marketing 3rd Edition by

Grewal Mutiple Choice Questions - Page 2

The traditional marketing channel through which consumers most often find and purchase goods and services is known as:

To become a more value driven organization, Pokrah University is holding regular coffee-hour discussions with its students and is surveying its graduates regarding students' educational needs and desires Pokrah University is becoming more value driven through:

1 A sharing information across the organization.

2 B balancing their customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E keeping the faculty members happy.

The idea that a good product will sell itself is associated with the

2 B C2C

3 C D2C

4 D C2D

5 E B2C

The "Got Milk" advertising campaign, designed to increase consumption

of milk, was intended to help market a(n):

Melanie works for a small computer software company Her boss is

constantly improving their products but neglecting customers, billing, and promoting the company Her boss is probably stuck in the _ era of marketing

1 A production

2 B sales

3 C marketing

During the marketing era:

1 A a good product would sell itself.

2 B the customer was king.

3 C marketing was more important than production.

4 D advertising and personal selling were emphasized to make the sale.

5 E firms focused on value.

In delivering value, marketing firms attempt to find the most desirable balance between:

1 A the need for value and the perception of value.

2 B explicit versus implicit value.

3 C providing benefits to customers and keeping costs down.

4 D the desire to satisfy customers and the need to keep customers from running the company.

5 E the need for product improvement and the need for advertising.

Christie has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours She is

concerned, because the commissions she is earning on her sales are lower than she had hoped Her colleague Peter, who has been with the agency for several years, is having a great deal of success by working closely with the clients, taking their suggestions and building customized tour packages for each one Peter's approach is based on:

1 A transaction-oriented marketing.

2 B premium pricing.

3 C his seniority at the firm.

4 D special incentives from tour operators.

As owner of a retail franchise food store, Mary Gray purchases supplies based on specials advertised nationally throughout the franchise system One Monday, she was surprised to find customers asking for specials she hadn't been informed of in advance The franchise company failed to live

up to the value-driven principle of:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with customers.

5 E keeping prices below those charged by competitors.

Some consumers will try to get a lot of merchandise for a small amount of money In marketing, this is known as:

1 A the marketing paradox.

2 B the outer limits of pricing

3 C customers seeking value.

4 D excess valuation.

5 E marketing myopia.

Many universities provide physical or electronic bulletin boards to

facilitate ride-sharing and exchange of used books among students

These bulletin boards increase _ marketing

By promoting perfume based on youth, style, and sex appeal, Calvin Klein

is attempting to:

1 A influence social norms regarding sexuality.

2 B encourage consumers to participate in product redesign.

3 C stimulate supply chain management cooperation.

4 D increase the perceived value of their products.

5 E none of these.

The evolution of marketing progressed along the following continuum:

1 A sales, marketing, value-based marketing, production

2 B marketing, value-based marketing, production, sales

3 C value-based marketing, production, sales, marketing

4 D production, sales, marketing, value-based marketing

5 E sales, value-based marketing, marketing, production

Value-driven firms constantly measure the _ that customers perceive, compared to the prices of their offerings

Value-based marketing depends on:

1 A knowing what the customer perceives as the key benefits of a product or service.

2 B balancing customer benefits with reasonable costs.

3 C knowing what benefits customers would do without to keep prices down.

4 D looking at quality from the customer's perspective.

5 E All of these.

Valerie's firm researched what its employees wanted from their jobs It then communicated a brand image for the firm and worked to ensure that the employees' experiences matched what was advertised The firm is using:

1 A human resources marketing.

2 B employee relations mediation.

3 C human factors analysis.

4 D employment marketing.

5 E human asset branding.

Trey sells consumer electronics He knows his customers weigh the costs versus the benefits associated with the different options available He decides which products to offer and what prices to charge based on the way his customers think Trey operates in the _ marketing era

McDonald's The company was caught off guard and had to move quickly

to develop a response In terms of value-based marketing, McDonald's faced what potential problem?

1 A Consumer perceptions change quickly.

2 B Competitors constantly enter markets.

3 C Global pressures continually reshape market opportunities.

4 D Marketers' understanding of consumers is complete.

5 E Consumers do not know what they want.

Janine has a new clothing design she would like to market, but she knows that creating and delivering value to consumers is a challenge She has seen other designers' successful products copied by other firms soon after they were introduced For Janine, the major problem she faces in creating and delivering value is probably that:

1 A consumer perceptions change quickly.

2 B competitors constantly enter markets.

3 C global pressures continually reshape market opportunities.

4 D marketers' understanding of consumers is complete.

5 E consumers do not know what they want.

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts Retailers function as:

Henry Ford's statement, "Customers can have any color they want so long

as it's black," typified the era of marketing

1 A production

2 B sales

3 C marketing

4 D value-based marketing

5 E retailing

Even though they operate from out-of-the-way airports and offer few extra services, discount airlines like Ryanair and EasyJet have been successful Consumers obviously consider:

1 A the schedules these airlines offer to be the most convenient in the industry.

2 B the long-term relationships established by these airlines to be a critical benefit.

3 C the prices to be slightly lower, but not low enough to have much influence.

4 D the benefit of lower prices to be greater than the cost of reduced services and less convenience.

5 E the major airlines to be worthless.

To become value-driven, firms should:

1 A share information across the entire organization about customers and

competitors.

2 B prioritize relationships with customers above individual transactions.

3 C balance benefits with costs to create value for customers.

4 D All of these.

5 E None of these

Joseph is about to graduate near the top of his class and has been

looking at some forward-thinking firms He had expected the job market to

be tight, but found that some firms were using employment marketing to attract the candidates they want and need He noticed these firms used all

of the following approaches EXCEPT:

1 A using marketing research to understand what future employees want from a position.

2 B using advertising agencies to focus creatively on the targeted job seekers.

3 C developing an employee-oriented brand image.

4 D assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.

5 E working to ensure the employment experiences match the candidates'

companies to become more value driven through:

1 A sharing information across the organization.

2 B balancing customers' benefits and costs.

3 C evaluating strategic competitive partnerships.

4 D building relationships with government regulators of marketing institutions.

5 E keeping prices below those charged by competitors.

As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided to maintain their existing dealer

networks The car manufacturers considered switching from _ to _ marketing

BestBulk clothing store is striving to become a more value-driven

organization Its managers should ensure that the staff shares information about:

1 A customers

2 B competitors

3 C complaints

4 D inventories

5 E all of these

During the era manufacturers and retailers began to focus

on what consumers wanted and needed before they designed, made, or attempted to sell their products

Yolanda is the new restaurant manager in a major hotel When

considering changes in the restaurant to improve benefits to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or:

1 A improve products and services at the same cost.

2 B increase prices to increase revenue.

3 C offset higher hotel rates with lower restaurant prices.

4 D reduce customer expectations through reduced service.

5 E any of the above.

Many U.S companies first discovered marketing during the _ era

Value is:

1 A the lowest cost option.

2 B represented by brand names.

3 C the highest priced alternative.

4 D everyday low prices.

5 E what you get for what you give.

The prevailing marketing strategy of the era was to find customers for inventories that went unsold

Which of the following is NOT true about marketing ideas?

1 A Opinions, philosophies, intellectual concepts and even thoughts can be effectively marketed.

2 B The marketing of ideas does not involve true exchange of value.

3 C Ideas can be "purchased" by convincing someone to change his or her behavior.

4 D Marketing can be directed toward primary and secondary targets to increase knowledge and change behavior.

5 E Value can be created through changing behaviors.

117 Free Test Bank for Marketing 3rd Edition by

Grewal Mutiple Choice Questions - Page 3