234 test bank for essentials of marketing 3rd edition đề trắc nghiệm marketing

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234 Test Bank for Essentials of Marketing 3rd Edition Mutiple Choice Questions - Page 1

Satisfaction is

1 a.a match between consumer expectations and good or service performance

2 b.an evaluation of service quality compared to price

3 c.a global measure of service quality performance

4 d.based on the level of service quality as compared to competitive offerings

Marketing is described by management guru Peter Drucker

as

1 a.enhancing consumers’ well-being and quality of life

2 b.the most effective engine of economic development, particular in its ability to develop entrepreneurs and managers

3 c.the process of planning and executing the conception, pricing, promotion, and distribution of goods and services

4 d.the exchange process whereby goods and services are exchanged for money

The marketing concept consists of all of the following

components except

1 a.an integrated marketing approach

2 b.a value-based philosophy

3 c.an organizational goal orientation

4 d.a concern for societal needs

Successful marketers must be able to identify target

consumers as well as their

The selling concept has as its primary goal increasing sales

volume, whereas the _ philosophy has as its

primary goal addressing customer needs and

Basic human requirements such as food, water, clothing,

and shelter would be classified as a

1 a.want

2 b.demand

3 c.need

4 d.market

When the patent on a new drug expires, competing firms will

often develop alternative medicines that offer

consumers the same drug at a cheaper price This

philosophy of marketing is based on the

1 a.production concept

2 b.product concept

3 c.selling concept

4 d.marketing concept

Going on a safari in Kenya or riding an elephant at the zoo

would be examples of

1 a.goods

2 b.services

3 c.products

4 d.ideas and experiences

The central concept behind marketing is

1 a.meeting consumers’ needs and wants

2 b.satisfying the demand of consumers

3 c.the exchange process

4 d.understanding consumers’ needs, wants, and demands

Intangible activities or benefits that individuals acquire, but

that do not result in ownership are called

1 a.goods

2 b.ideas and experiences

3 c.services

4 d.products

Marketing has evolved over time and therefore, a firm can

take different approaches to marketing All of the

following are possible approaches except

1 a.placing a heavy emphasis on producing the best product it can, hoping someone will buy it

2 b.reducing costs through improved manufacturing processes and technological development, thus selling its products at a lower price

3 c.placing a heavy emphasis on the distribution channel, offering customers optimal access to the product

4 d.placing a heavy emphasis on selling its products to consumers and businesses, striving to convince customers of the superiority of its products

In the 4 P’s of marketing, place refers to the

1 a.distribution process

2 b.research process

3 c.exchange process

4 d.integrated process of combining price and promotion

_ is defined as the overall good or service quality,

reliability, and the extent to which it meets consumers’

The _ concept assumes that consumers prefer products

that are of the highest quality and optimal

The 4 P’s of marketing are

1 a.price, promotion, product, and perceived quality

2 b.price, perception, product, place

3 c.price, product, people, promotion

4 d.price, product, promotion, and place

The _ concept assumes that consumers prefer products

that are easily accessible and inexpensive

1 a.production

2 b.product

3 c.selling

4 d.marketing

A need becomes a want when

1 a.it is directed at a particular need

2 b.it is directed at a particular product

3 c.it meets physiological needs such as hunger and thirst

4 d.it is backed by the ability to make a purchase

Value is

1 a.the overall quality of a product

2 b.based on the level of satisfaction with a product

3 c.the overall price given the quality of a product

4 d.based on price, quality, and satisfaction

The sum of all goods and services produced within the

boundaries of a country is the

1 a.national product index (NPI).

2 b.gross domestic product (GDP).

3 c.gross national product (GNP).

4 d.marketing orientation.

More than 30 million Americans work entirely or in part in

assisting the marketing system, with _ accounting

for the largest segment

1 a.salespeople

2 b.advertising

3 c.brand managers

4 d.business-to-business buyers

The process of developing and nurturing relationships with

the parties participating in the transactions involving a

company’s products is called

1 a.relationship marketing

2 b.marketing

3 c.promotion

4 d.the marketing concept

_ is/are defined as all of the actual and potential

consumers of a company’s products

1 a.Markets

2 b.Marketing

3 c.Needs

4 d.Wants

When a pharmaceutical company such as Pfizer works to

develop a new drug for cancer or other major illness, it

All of the following are examples of services except

a

1 a.facial at a beauty salon

2 b.trip to the beach

3 c.a dental check-up

4 d.taxi ride to a sporting event

Goods refer to

1 a.tangible products such as clothing

2 b.intangible products such as a hair cut

3 c.concepts and experiences such as a trip to the ocean

4 d.products that are sold through retail outlets

The _ concept assumes that a company can compete

more effectively if it first researches consumers’

generic needs, wants, preferences, as well as product

or service-related attitudes, and personal

The key to whether consumers or businesses will purchase a

product again is the

The _ concept assumes that consumers left alone will

normally not purchase the products the firm is selling,

or not purchase enough products

1 a.production

2 b.product

3 c.selling

4 d.marketing

When a Burger King offers $1.00 off coupons for their

Whopper sandwich in an insert in the Sunday

newspaper, Burger King is using the

1 a.product concept

2 b.production concept

3 c.selling concept

4 d.marketing concept

With the _, the focus is on persuading consumers to

make a purchase rather than offering them the

products that best fit their needs and interests

1 a.production concept

2 b.selling concept

3 c.marketing concept

4 d.societal marketing concept

101 Free Test Bank for Essentials of Marketing 3rd

Edition by Lascu Mutiple Choice Questions - Page 2

Data mining involves computer analysis of

1 a.channel data to determine what products are selling at which stores

2 b.customer data to determine patterns, profiles, or relationships for the purpose of profiling or predicting purchase behavior

3 c.customer data to determine the best direct marketing methods

4 d.customer data to determine consumer needs, wants, and desires in order to successfully create marketing communications directed to each customer

An example of a _ is the purchase of a bicycle by a

college student for transportation to and from

1 a.the lower prices that emerged from following the product concept

2 b.understanding consumers’ needs and wants

3 c.excess supply caused by overproduction

4 d.understanding the relationship between supply and demand

The overall price given the quality of the product; perceived

as important in the purchase decision, is the definition

In the process of adopting the societal marketing concept,

many companies will

1 a.partner with nonprofit firms to engage in cause-related marketing

2 b.utilize the production concept to reduce costs and thereby allow more members

of society to purchase its products

3 c.utilize only domestic suppliers to reduce the dependence on the world economy

4 d.focus on providing post-purchase service to the buyer

At the heart of marketing is

1 a.planing and executing price, promotion, and distribution

2 b.value, quality and satisfaction

3 c.exchange

4 d.satisfying consumer’s needs

A want becomes a demand when

1 a.it is backed by the ability to buy the respective good or service

2 b.it is directed toward a particular product

3 c.it meets a physiological, safety, social, self-esteem, or self-actualization need

4 d.it is shaped by one’s culture

Quality is defined as the

1 a.overall level of performance relative to price

2 b.overall product quality, reliability, and extent to which the product meets the consumer’s needs

3 c.performance of a product relative to consumer expectations of an ideal service

4 d.match between consumer expectations and consumer satisfaction

Successful companies that adopt a value-base philosophy

are also likely to

1 a.use green marketing

2 b.use a selling concept

3 c.invest in society, primarily for altruistic reasons, that benefit society

4 d.use a product orientation

In the 1950s, the marketing philosophy(s) that emerged

was/were the

1 a.product/production concepts

2 b.selling concept

3 c.marketing concept

4 d.societal marketing concept

The marketing philosophy(ies) that were predominant in the

United States between 1870 and 1930 was/were

During the selling era, which was from 1930 to 1950,

1 a.retailers and wholesalers were only of peripheral concern since products

practically sold themselves

2 b.firms attempted to fit products within their production capabilities rather than on customer needs

3 c.firms focused on the physical production and the production process

4 d.supply exceeded demand

According to the American Marketing Association, marketing

is defined as an organization function and a set of

processes for creating, communicating, and

4 d.value to consumers and businesses through the delivery of goods and services

to meet individual and corporate needs

An example of a _ is a discerning adult that has the

financial resources to purchase an expensive sports

The marketing concept(s) which are most likely to lead to

marketing myopia is(are) the

1 a.marketing concept

2 b.societal marketing concept

3 c.selling, product, and production concepts

4 d.product and production concepts

If expectations of a good or service are greater than

performance, consumers are likely to be

1 a.satisfied and will likely purchase the good or service again

2 b.somewhat satisfied, but would switch to another good or service without much persuasion

3 c.dissatisfied and will likely engage in negative word-of-mouth communications and firm switching behavior

A match between consumer expectations and good or

service performance, is the definition of

1 a.quality

2 b.demand

3 c.value

4 d.satisfaction

The _ concept assumes that the company will have an

advantage over competitors if it applies the marketing concept in a manner that maximizes society’s well

Through data mining, retailers hope to do all of the following

except

1 a.increase sales from a company’s existing customers, and hence solidify and increase market share

2 b.determine purchase habits of consumers with regard to price preferences, sale

or regular prices, fashion, and size

3 c.obtain information about products, services, and marketing practices of the competition

4 d.determine the best direct marketing techniques to use with each individual customer

Key elements of the societal marketing concept are all of the

following except

1 a.data mining

2 b.an integrated marketing approach

3 c.a focus on consumer needs and the needs of society

4 d.a value-based philosophy

Markets are defined as

1 a.basic human requirements such as food and water

2 b.wants based by the ability to buy the good or service brand

3 c.the execution of the production, pricing, promotion, and distribution of a product

4 d.all of the actual and potential consumers of a company’s products

Customer relationship management does all of the following

except

1 a.use technology for mining data related to customer preferences and behaviors

2 b.boost customer satisfaction by providing consistent, seamless, quality

experiences

3 c.enhance efficiency and effectiveness of customer contacts

4 d.provide the ultimate organizational goal for an organization

A company-wide culture that creates the necessary

behaviors for delivering superior values to buyers is

called

1 a.the societal marketing concept

2 b.an integrated marketing approach

3 c.a market orientation

4 d.marketing myopia

The gross domestic product is the sum of all goods

1 a.produced within the boundaries of a country

2 b.and services produced within the boundaries of a country

3 c.and services produced by a country regardless of where it is produced

4 d.produced by a country regardless of where it is produced

The tendency of marketing efforts to focus on products,

production, or sales and ignore specific consumer

needs or important markets is called

1 a.marketing myopia

2 b.the marketing concept

3 c.societal marketing concept

4 d.relationship marketing

The marketing concept(s) that predominated in the United

States between 1930 and 1950 was/were the

Customer relationship management is the

1 a.holistic process of identifying, attracting, differentiating, and retaining customers

2 b.estimated profitability of a customer over his or her entire relationship with the company

3 c.estimated profitability of a customer over his or her lifetime

4 d.holistic multichannel approach to marketing to customers when and where they want to make purchases

The ultimate organizational goal is to create profit for the

company

1 a.and wealth for its shareholders

2 b.and jobs for its employees

3 c.and meet the needs of society in which it operates

4 d.while meeting the needs of society

The process of reducing demand for your own product when

it is in the best interest of society is called

1 a.that they ignore the concept of supply and demand

2 b.that they may lead to marketing myopia

3 c.the excess supply caused by overproduction

4 d.the lack of product variety

101 Free Test Bank for Essentials of Marketing 3rd

Edition by Lascu Mutiple Choice Questions - Page 3

Communication in the form of advertising, personal selling,

sales promotions, and public relations is the _

2 b.determine purchase habits of consumers with regard to price preferences, sale

or regular prices, fashion, and size

3 c.which manufacturers offer the highest margin products

4 d.find out who customers are, what they buy, and how often

All of the following statements are true about the production

era (from 1870 to 1930), except the fact that

1 a.firms attempted to fit products within their production capabilities rather than on customer needs

2 b.retailers and wholesalers were only of peripheral concern since products

practically sold themselves

3 c.supply exceeded demand

4 d.firms focused on the physical production and the production process

Marketing has evolved over time and therefore, a firm can

take different approaches to marketing All of the

following are possible approaches except

1 a.placing a heavy emphasis on producing the best product it can, hoping someone will buy it

2 b.finding out how customers can be reached, then develop promotional materials that will be the most effective at reaching customers

3 c.finding out what customers want first, then develop products to meet those wants

4 d.finding out what customers want, then produce products in such a way that will benefit society as well as the customer

Key elements of the societal marketing concept includes all

of the following, except

1 a.an organizational goal orientation

2 b.integration through customer relationship management (CRM)

3 c.a focus on international markets

4 d.an integrated marketing approach

When Wal-Mart searches for ways to reduce distribution

costs so they can reduce the price of products they

sell to consumers, Wal-Mart is using the

1 a.production concept

2 b.product concept

3 c.selling concept

4 d.marketing concept

The American Consumer Satisfaction Index is a national

economic indicator of the quality of

1 a.goods and services from national and international companies within the United States

2 b.services from companies producing about one-third of the GDP

3 c.goods from companies producing about one-third of the GDP

4 d.goods and services from companies producing about one-third of the GDP

The main disadvantage of the product and the production

orientation is that the focus is the product and

production process rather than

1 a.the distribution channels

2 b.the 4 P’s of marketing

3 c.the consumer

4 d.the selling process

The sales era was the period between _ when the

primary focus of marketing was on selling

Customer lifetime value is the estimated

1 a.income of a customer over the course of his or her entire relationship with a company

2 b.income of a customer over the course of his or her entire lifetime

3 c.profitability of a customer over the course of his or her entire relationship with a company

4 d.profitability of a customer over the course of his or her entire lifetime

Customer relationship management does all of the following

except

1 a.incorporate an organizational focus on the behavior of and communication with the customer

2 b.use technology for mining data related to customer preferences and behaviors

3 c.develop direct marketing approaches to maximize customer lifetime value

4 d.share collected data across the entire company

The production era was the period between _ when the

primary focus of marketing was on producing the best

products possible at the lowest possible price

1 a.1870 and 1930

2 b.1930 and 1950

3 c.1950 and 1980

4 d.1950 until the present

The production concept assumes that

1 a.consumers prefer products that are easily accessible and inexpensive

2 b.consumers, if left alone, will normally not purchase products a firm is selling

3 c.consumers prefer products that are of the highest quality and optimal

performance

4 d.a company can compete more effectively if it first researches the needs, wants, and preferences of consumers

When a telemarketer tries to convince you to sign up for a

particular credit card, he or she is using the

1 a.production concept

2 b.product concept

3 c.selling concept

4 d.marketing concept

When a retail store has a big back-to-school sale in August,

the store is using the

1 a.production concept

2 b.product concept

3 c.selling concept

4 d.marketing concept

The main disadvantage of the selling orientation is that the

focus is on persuading consumers to make a purchase

rather than

1 a.offering the products that best fit the consumer’s needs and wants

2 b.focusing on reducing costs of production and lower prices for consumers

3 c.focusing on high quality products

4 d.where the product can be sold

Convenient locations, attractive products, appropriate

pricing, and well-targeted promotions are indicative of

a firm using the

1 a.marketing concept

2 b.product concept

3 c.production concept

4 d.selling concept

If performance of a good or service matches expectations,

consumers are likely to be

1 a.satisfied and will likely purchase the good or service again

2 b.somewhat satisfied, but would switch to another good or service without much persuasion

3 c.dissatisfied and will likely engage in negative word-of-mouth communications and firm switching behavior

The marketing concept assumes that

1 a.a company will have an advantage over competitors if it applies the marketing concept in a manner that maximizes society’s well-being

2 b.consumers, if left alone, will normally not purchase products a firm is selling

3 c.consumers prefer products that are of the highest quality and optimal

For optimal performance in the marketplace, firms must

adopt a marketing strategy using the 4 P’s to address consumer needs This requires that a company does

all of the following except

1 a.offer goods and services that best satisfy consumer needs

2 b.offer a price the consumer perceives is fair in return for the value received

3 c.make the product available at retailers that are conveniently located close to the consumer

4 d.use cause-related marketing efforts that are endorsed by the consumer

The marketing era was the period from _ when the

primary focus of marketing shifted to the needs and

wants of consumers and society

1 a.tangible products such as clothing

2 b.intangible products such as a hair cut

3 c.concepts and experiences such as a trip to the ocean

4 d.products that are sold through retail outlets

When Arby’s produces sandwiches that are preferred by

their target audience, they are using the

1 a.selling concept

2 b.product concept

3 c.societal marketing concept

4 d.marketing concept

When Intel develops a newer, better computer chip because

they believe consumers want faster computers, it is

When Arby’s becomes involved in supporting the Boys &

Girls Club of America as part of their marketing

strategy, it is using the

Marketing myopia is the tendency to focus on

1 a.products, production, or sales and ignore specific consumer needs or important markets

2 b.individual consumer needs and ignore societal needs

3 c.consumer needs and wants and ignore business needs and wants

4 d.local or domestic markets and ignore international needs

Relationship marketing is the process of developing and

nurturing relationships with

1 a.a firm’s end-users or customers

2 b.a firm’s target market

3 c.a firm’s suppliers, vendors, and contractors

4 d.all the parties participating in the transactions involving a company’s products

The product concept assumes that

1 a.consumers prefer products that are easily accessible and inexpensive

2 b.consumers, if left alone, will normally not purchase products a firm is selling

3 c.consumers prefer products that are of the highest quality and optimal

The holistic process of identifying, attracting, differentiating,

and retaining customers is

1 a.customer lifetime value

2 b.customer relationship management

3 c.multichannel marketing

4 d.value-based philosophy

The societal marketing concept assumes that

1 a.a company will have an advantage over competitors if it applies the marketing concept in a manner that maximizes society’s well-being

2 b.consumers, if left alone, will normally not purchase products a firm is selling

3 c.consumers prefer products that are of the highest quality and optimal

performance

4 d.a company can compete more effectively if it first researches the needs, wants, and preferences of consumers

If a good or service performs better than expected,

consumers are likely to be

1 a.satisfied and will likely purchase the good or service again

2 b.somewhat satisfied, but would switch to another good or service without much persuasion

3 c.dissatisfied and will likely engage in negative word-of-mouth communications and firm switching behavior

The selling concept assumes that

1 a.consumers prefer products that are easily accessible and inexpensive

2 b.consumers, if left alone, will normally not purchase products a firm is selling

3 c.consumers prefer products that are of the highest quality and optimal

3 c.of encouraging consumers to purchase a product through price incentives

4 d.of using alternative channels of distribution rather than retail stores

Having a CPA prepare your federal income taxes would be an

_ involves computer analysis of customer data to

determine patterns, profiles, or relationships for the purpose of customer profiling or predicting purchase

True - False Questions - Page 1

Quality is defined as the overall good or service quality,

reliability, and the extent to which the product meets

The tendency of marketing efforts to focus on products,

production, or sales and ignore specific consumer needs or important markets is known as marketing

myopia

1 True

2 False

Firms at the forefront of technology introducing new

products to the market are most likely to adopt the

Through data mining, retailers hope to find out who

customers are, what they buy, where they buy, and

how often they buy

1 True

2 False

When Anheuser Busch airs a television advertisement

encouraging individuals under 21 not to drink, they are

involved in demarketing

1 True

2 False