Answer: False Degree of difficulty: Medium Page: 11 Take-Away: 3 [QUESTION] 9.. Answer: False Degree of difficulty: Medium Page: 15 Take-Away: 6 [QUESTION] 14.. Answer: False Degree of d
Trang 1True or False Questions
[QUESTION]
1 In the financial markets it is a company’s top line—its sales—that is most important
Answer: False
Degree of difficulty: Medium
Page: 5
Take-Away: 1
[QUESTION]
2 According to management guru Peter Drucker, everything a company does internally is a cost center
Answer: True
Degree of difficulty: Easy
Page: 5
Take-Away: 1
[QUESTION]
3 Decreased division and increased specialization of labor are some of the most important changes that occur as societies move from a primitive economy toward higher levels of
economic development
Answer: False
Degree of difficulty: Medium
Page: 6
Take-Away: 1
[QUESTION]
4 An unsatisfied need is a gap between a person’s actual and desired states on some physical or psychological dimension
Answer: True
Degree of difficulty: Easy
Page: 7
Take-Away: 4
[QUESTION]
5 Marketers and other social forces can create needs deriving from the biological and emotional imperatives of human nature
Answer: False
Degree of difficulty: Medium
Page: 8
Take-Away: 4
[QUESTION]
6 The laws of probability dictate that at least half of all new products should succeed if a
sufficient amount is spent on marketing research
Trang 2Answer: False
Degree of difficulty: Medium
Page: 9
Take-Away: 1
[QUESTION]
7 When people buy products to satisfy their needs, they are really buying the benefits they believe the products provide, rather than the products per se
Answer: True
Degree of difficulty: Easy
Page: 10-11
Take-Away: 2
[QUESTION]
8 Value is a function of extrinsic product features, service, and price
Answer: False
Degree of difficulty: Medium
Page: 11
Take-Away: 3
[QUESTION]
9 Lifetime customer value is the present value of a stream of revenue that can be produced by a customer over time
Answer: True
Degree of difficulty: Easy
Page: 12
Take-Away: 3
[QUESTION]
10 A brand’s value to the company depends on how much value the company thinks the brand provides customers
Answer: False
Degree of difficulty: Easy
Page: 12
Take-Away: 3
[QUESTION]
11 Each market segment seeks a different set of benefits from the same product category
Answer: True
Degree of difficulty: Easy
Page: 13
Take-Away: 6
[QUESTION]
12 The four Cs that need to be analyzed before decisions are made concerning specific
components of the marketing program are customer, cost, category, and the company itself.
Trang 3Answer: False
Degree of difficulty: Medium
Page: 14-15
Take-Away: 5
[QUESTION]
13 IBM has reduced its focus and the proportion of resources it devotes to its traditional
computer hardware businesses and is now seeking future growth and profits by investing heavily
in developing information engineering, software, and business consulting services This change
in emphasis reflects IBM’s new business-level strategy
Answer: False
Degree of difficulty: Medium
Page: 15
Take-Away: 6
[QUESTION]
14 The primary purpose of marketing activities is to facilitate and encourage exchange
transactions with potential customers
Answer: True
Degree of difficulty: Easy
Page: 17
Take-Away: 6
[QUESTION]
15 The controllable elements of a marketing program are the product offering; price; promotion; and place
Answer: True
Degree of difficulty: Easy
Page: 18
Take-Away: 6
[QUESTION]
16 In the first part of a marketing plan, the marketing manager usually details the strategy for the coming period
Answer: False
Degree of difficulty: Medium
Page: 20
Take-Away: 6
[QUESTION]
17 Internal control of the full range of marketing functions and activities is referred to as vertical integration
Answer: True
Degree of difficulty: Medium
Page: 22
Take-Away: 1
Trang 418 Merchant wholesalers sell goods and services directly to final consumers for their personal, nonbusiness use
Answer: False
Degree of difficulty: Easy
Page: 22
Take-Away: 6
[QUESTION]
19 Venus prefers to buy a week’s groceries on a single trip to the supermarket rather than engage
in separate transactions with a butcher, a baker, and a variety of food processors, thereby
increasing transactional efficiency
Answer: True
Degree of difficulty: Medium
Page: 23
Take-Away: 1
[QUESTION]
20 One benefit of an extensive marketing system is that specialization of labor and economies of scale lead to functional efficiency
Answer: True
Degree of difficulty: Medium
Page: 23
Take-Away: 1
[QUESTION]
21 A product has greater place utility for a potential customer when it can be purchased with a minimum of risk and shopping time
Answer: False
Degree of difficulty: Medium
Page: 23
Take-Away: 3
[QUESTION]
22 The title marketing manager is necessarily and intentionally vague because many people are directly involved with an organization’s marketing activities
Answer: True
Degree of difficulty: Medium
Page: 24
Take-Away: 6
[QUESTION]
23 All marketing activities that are performed in-house are within the domain of the marketing department
Answer: False
Trang 5Degree of difficulty: Medium
Page: 24
Take-Away: 1
[QUESTION]
24 Implementing a marketing plan requires cooperation and coordination across many
specialized functional areas, but the final authority should always be the marketing department
In short, marketing should not be “everybody’s business.”
Answer: False
Degree of difficulty: Medium
Page: 24
Take-Away: 1
[QUESTION]
25 A service can be defined as “any activity or benefit that one party can offer another that is essentially intangible and that does not result in the ownership of anything.”
Answer: True
Degree of difficulty: Easy
Page: 25
Take-Away: 3
[QUESTION]
26 The intangible nature of many services can create unique challenges for marketers
Answer: True
Degree of difficulty: Easy
Page: 25
Take-Away: 3
[QUESTION]
27 Available data suggests that roughly 80 percent of Internet revenues are from Business-to-Consumer (B2C) transactions
Answer: False
Degree of difficulty: Easy
Page: 26
Take-Away: 1
[QUESTION]
28 Auction sites, such as eBay, QXL are examples of Consumer-to-Consumer (C2C) channels Answer: True
Degree of difficulty: Easy
Page: 27
Take-Away: 1
[QUESTION]
29 Information available over the Internet is affecting consumer purchase patterns even when the purchases are made in traditional retail outlets
Trang 6Answer: True
Degree of difficulty: Easy
Page: 27
Take-Away: 6
[QUESTION]
30 Though the boundaries between functional areas still remain, marketing programs are
increasingly becoming a group activity
Answer: False
Degree of difficulty: Medium
Page: 28
Take-Away: 1
Multiple Choice Questions
[QUESTION]
31 The most important characteristic of marketing as a business function is its focus on:
A interfunctional responsibilities
B customer needs
C barter exchange requirements
D production efficiencies
E technological trends
Answer: B
Degree of difficulty: Easy
Page: 5
Take-Away: 5
[QUESTION]
32 A society cannot reap the full benefits of specialization until it develops the means to
facilitate:
A importation of essentials from other societies
B production of essentials by each member of society
C the trade and exchange of surpluses among its members
D countertrade with other societies
E production of goods in addition to services
Answer: C
Degree of difficulty: Easy
Page: 6
Take-Away: 1
[QUESTION]
33 “A social process involving the activities necessary to enable individuals and organizations to obtain what they need and want through exchanges with others” is a definition of:
A distribution
B marketing
Trang 7C barter.
D countertrade
E industrialization
Answer: B
Degree of difficulty: Easy
Page: 6
Take-Away: 1
[QUESTION]
34 The utilization of marketing approaches by hospitals, theaters, universities and nonprofit organizations:
A has not changed compared to practices in the past
B has increased substantially in the recent past
C is outside the domain of marketing per se
D is only appropriate in for-profit situations
E has decreased substantially in the past decade
Answer: B
Degree of difficulty: Medium
Page: 7
Take-Away: 6
[QUESTION]
35 Those who buy goods and services for their own personal use or the use of others in their immediate household are:
A utilitarian consumers
B organizational customers
C intermediaries
D industrial customers
E ultimate consumers
Answer: E
Degree of difficulty: Medium
Page: 7
Take-Away: 2
[QUESTION]
36 Those who buy goods and services for resale, as inputs to production of other goods or services, or for use in the day-to-day operations of the organization are:
A intermediaries
B ultimate consumers
C organizational customers
D utilitarian consumers
E countertraders
Answer: C
Degree of difficulty: Medium
Page: 7
Take-Away: 2
Trang 837 A gap between a person’s actual and desired state on some physical or psychological
dimension is a(n):
A unsatisfied need
B want state
C market inefficiency
D demand function
E intermediary
Answer: A
Degree of difficulty: Easy
Page: 7
Take-Away: 4
[QUESTION]
38 Factors not created by marketers or other social forces, but flowing from basic biological and psychological human makeup, are:
A needs
B wants
C demands
D urges
E requirements
Answer: A
Degree of difficulty: Easy
Page: 7
Take-Away: 4
[QUESTION]
39 When a non-profit organization, like a university, purchases copying paper for its
photocopying machines, what is it purchasing?
A A consumer good
B A consumer service
C An industrial good
D An industrial service
E An emotional good
Answer: C
Degree of difficulty: Easy
Page: 7
Take-Away: 1
[QUESTION]
40 For some brand loyal customers what does wearing Levi’s 501 jeans provide that other jeans cannot?
A Need fulfillment
B Need creation
C Need recognition
Trang 9D Want satisfaction
E Want recognition
Answer: D
Degree of difficulty: Medium
Page: 7
Take-Away: 4
[QUESTION]
41 The desire to drink a Coke instead of orange juice is an example of a(n):
A necessity
B need
C demand
D want
E requirement
Answer: D
Degree of difficulty: Easy
Page: 7
Take-Away: 4
[QUESTION]
42 In addition to being provided with physical objects, people’s needs may be satisfied in a less tangible form through:
A differential forms
B products
C goods
D services
E product modifications
Answer: D
Degree of difficulty: Medium
Page: 10
Take-Away: 4
[QUESTION]
43 When people buy products to satisfy their wants and needs, instead of buying the products per se, they are buying:
A performance features
B product attributes
C benefits
D physical attributes
E goods
Answer: C
Degree of difficulty: Easy
Page: 10
Take-Away: 2
[QUESTION]
Trang 1044 Studies have shown that, if their complaints were handled satisfactorily, percent of those who complain would do business with the same company again
A 30
B 10
C 50
D 70
E 90
Answer: C
Degree of difficulty: Easy
Page: 12
Take-Away: 3
[QUESTION]
45 When the market is sufficiently homogeneous, a company can practice marketing approaches that are:
A pre-emptive
B differentiated
C segmented
D situational
E undifferentiated
Answer: E
Degree of difficulty: Medium
Page: 12
Take-Away: 5
[QUESTION]
46 “Individuals and organizations who are interested and willing to buy a particular product to obtain benefits that will satisfy a specific need or want, and who have the resources to engage in such a transaction” is the definition of a(n):
A industrial buyer
B segment
C opportunity
D focus group
E market
Answer: E
Degree of difficulty: Easy
Page: 12
Take-Away: 1
[QUESTION]
47 When the total market for a given product category is fragmented into several groups of people having relatively homogeneous needs, wants, and sought after benefits, these groups are termed:
A market fragmentation
B a differentiated market
C a counter-market
Trang 11D a market segment.
E market homogenization
Answer: D
Degree of difficulty: Medium
Page: 13
Take-Away: 5
[QUESTION]
48 When a company is attempting to determine what markets to target their product towards as part of its strategic marketing planning activities, which of the following is it attempting to define?
A Why its competitors have not already exploited this niche
B What the best promotion vehicle would be for this market
C Which segments have to be targeted
D How to position the product
E What its distribution strategy would be
Answer: C
Degree of difficulty: Hard
Page: 13
Take-Away: 5
[QUESTION]
49 Haier, the rapidly growing Chinese manufacturer of washing machines discussed in the text, modifies its product designs and marketing programs to the needs of customers in Saudi Arabia The company is:
A trying to provide a unique benefit to a segment of the washing machine market
B trying to provide a unique benefit to the overall market for washing machines
C production oriented
D trying to position its product as a me-too type of washing machine
E trying to build economies of scale
Answer: A
Degree of difficulty: Hard
Page: 13
Take-Away: 2
[QUESTION]
50 What is the focus of marketing management?
A Analysis
B Coordination
C Beneficial exchange
D Distribution
E Execution
Answer: C
Degree of difficulty: Easy
Page: 14
Take-Away: 1
Trang 1251 “The process of analyzing, planning, implementing, coordinating, and controlling programs involving the conception, pricing, promotion, and distribution of products, services, and ideas designed to create and maintain beneficial exchanges with target markets for the purpose of achieving organizational objectives” is a definition of:
A marketing communications
B marketing management
C marketing strategy
D strategic management
E marketing tactics
Answer: B
Degree of difficulty: Easy
Page: 14
Take-Away: 5
[QUESTION]
52 Analyzing the 4Cs is necessary to provide the foundation for a good strategic marketing plan Which of the following is NOT one among them?
A Company
B Context
C Customers
D Cost
E Competitors
Answer: D
Degree of difficulty: Medium
Page: 14
Take-Away: 6
[QUESTION]
53 Which aspect of the marketing management process does environmental and competitor analysis represent?
A Marketing program components
B Implementing and controlling marketing programs
C Formulating strategic marketing programs
D Market opportunity analysis
E Strategic market communication
Answer: D
Degree of difficulty: Medium
Page: 15
Take-Away: 5
[QUESTION]
54 What type of strategy states the company’s mission and its strengths and policies for growth?
A Business-level strategy
B Functional strategy
Trang 13C Marketing strategy
D Corporate strategy
E Segmentation strategy
Answer: D
Degree of difficulty: Medium
Page: 15
Take-Away: 5
[QUESTION]
55 What type of decision is reflected in an organization’s business-level strategy?
A Choosing suppliers
B Picking an advertising slogan
C Deciding how to compete in its business
D Deciding which products to sell
E Defining its overall purpose
Answer: C
Degree of difficulty: Medium
Page: 16
Take-Away: 6
[QUESTION]
56 When PepsiCo attempts to define which products, promotions, prices, and distribution arrangements to include in its snacks food line, what type of strategy is it pursuing?
A Marketing strategy
B Functional-level strategy
C Corporate strategy
D Operational strategy
E Market segmentation strategy
Answer: A
Degree of difficulty: Medium
Page: 16
Take-Away: 5
[QUESTION]
57 When a company is attempting to differentiate its products to distinguish them from
competitors’ products, in which aspect of strategic management planning is the company engaged?
A Market segmentation strategy
B Distribution strategy
C Targeting strategy
D Pricing strategy
E Positioning strategy
Answer: E
Degree of difficulty: Hard
Page: 17
Take-Away: 5