Q: Which of the following is an idea marketer?
A: Car salesperson
B: Airline pilot
C: Attorney
D: Abuse counselor
E: Orthodontist
Q: Which of the following is essentially an uncontrollable factor in developing a marketing mix?
A: Product adaptations
B: Pricing strategies
C: Government regulations
D: Advertising campaigns
E: Retail locations
A: target market.
B: consumer advocates.
C: marketing strategy.
D: marketing mix.
E: marketing tactic.
A: price
B: good
C: product
D: promotion
E: distribution
A: marketing mix
B: marketing environment
C: marketing concept
D: marketing task
E: product concept
A: product
B: price
C: distribution
D: promotion
E: marketing concept
A: distribution; promotion
B: distribution; product
C: product; price
D: product; promotion
E: promotion; price
A: how profitable they are.
B: the price of their stock.
C: the abundance of their product selection.
D: how they treat employees.
E: how they satisfy customers.
A: Price
B: Promotion
C: Distribution
D: Product
E: Packaging
A: issue.
B: experience.
C: idea.
D: good.
E: service.
A: price
B: promotion
C: market
D: distribution
E: product
Q: The product variable of the marketing mix can include all of the following except:
A: creation of brand names.
B: consumer perception of the product price.
C: development of product packaging.
D: warranty issues.
E: repair services.
A: distribution
B: product
C: exchange
D: price
E: promotion
A: only customers
B: only businesses
C: company management
D: both customers and businesses
E: only selected customers
Q: The focal point of all marketing activities is its:
A: products.
B: marketing mix.
C: profits.
D: sales.
E: customers.
A: Product, price, distribution, and promotion variables
B: Marketing environment variables
C: Target market variables
D: Product, price, and customer variables
E: Customer and promotion variables
Q: Marketing managers strive to develop a marketing mix that:
A: minimizes marketing costs.
B: matches what competitors are offering.
C: best matches the abilities of the firm.
D: matches the needs of the target market.
E: generates the highest level sales.
A: product
B: price
C: distribution
D: research
E: promotion
A: Profits for the seller
B: A good bargain on the product for the buyer
C: Reducing the seller's inventory
D: One party having to compromise in the exchange
E: Satisfaction for both the buyer and seller
A: the price charged for the product.
B: customer satisfaction.
C: references to other potential customers.
D: quality merchandise that meets expectations.
E: few returns of the merchandise purchased.
A: Communication
B: Product
C: Price
D: Distribution
E: Promotion
Q: The forces of the marketing environment include:
A: political, legal and regulatory, sociocultural, technological, economic, and competitive.
B: sociocultural, legal, regulatory, economic, and competitive.
C: legal, regulatory, political, and sociocultural.
D: competitive and noncompetitive forces that affect most lifestyles.
E: fairly static components.
A: marketing mix.
B: marketing strategy.
C: target market.
D: marketing tactic.
E: consumer advocates.
Q: Which of the following scenarios involves the distribution element of the marketing mix?
A: Deciding whether or not a certain product should continue to be sold
B: Determining whether an advertising message would be more effective on television or in magazines
C: Deciding whether or not to provide a percentage of discount for a particular product.
D: Deciding whether or not to have retail outlets in addition to a website
E: Developing a new warranty policy for an existing product
Q: The marketing mix is built around the:
A: product.
B: company.
C: customer.
D: employee.
E: retail outlet.
Q: A physical product you can touch is a(n):
A: service.
B: good.
C: idea.
D: concept.
E: philosophy.
A: target market selection.
B: the marketing environment.
C: the reduction of marketing costs.
D: marketing mix decisions.
E: efficiency in marketing activities.
Q: Which of the following best characterizes the forces of the marketing environment?
A: The forces are relatively stable over time and are interrelated with one another.
B: There are few overlapping aspects of these forces; therefore, a change in one is unlikely to result in a change in another.
C: The various forces ensure that the marketing environment will remain fairly certain in the future.
D: These forces change dramatically over time, but a change in one force is unlikely to impact another force.
E: The forces change dramatically and quickly, and a change in one force is likely to affect the other forces.
A: promotional
B: distributional
C: pricing
D: targeting
E: production
Q: Distribution, price, promotion, and product are all elements of:
A: marketing strategy.
B: the marketing mix.
C: a target market.
D: a consumer good.
E: a business strategy.
A: which market he should target.
B: the best way to distribute his products.
C: how to effectively promote his business.
D: the product he provides to his customer.
E: which supplier he should use.
Q: Which of the following statements about marketing environment forces is correct?
A: They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.
B: They do not influence customers' reactions to a firm's marketing mix.
C: They fluctuate slowly and do not create threats to a firm's marketing mix.
D: They never fluctuate quickly.
E: They do not influence the way a marketing manager performs certain marketing activities.
A: involves a large number of customers.
B: is a specific group of customers on whom a company focuses its marketing efforts.
C: already has several competitors vying for customers' business.
D: is the same as a salesperson's prospective client list.
E: is a customer group classified as people with similar demographic characteristics.
Q: The three basic forms that a product can take are:
A: markets, products, and images.
B: goods, ideas, and intangibles.
C: brands, services, and tangibles.
D: services, ideas, and goods.
E: ideas, services, and things.
A: goods.
B: ideas.
C: services.
D: political figures.
E: applications.
A: Price
B: Promotion
C: Distribution
D: Product
E: Target market
A: goods.
B: services.
C: experiences.
D: production.
E: ideas.
Q: Which of the following is not an example of the implementation of the marketing concept?
A: Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork.
B: Ford asks customers to vote online for a new color for next year’s Ford Focus.
C: Burger King reduces the labor costs to produce its sausage-egg biscuits.
D: Microsoft offers rewards for users who can find flaws in its new software.
E: Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a serious collision.
A: used by all sizes of organizations including for-profit, nonprofit, and government agencies.
B: limited to use by larger for-profit and nonprofit organizations.
C: implemented only to increase profits for the organization and to expand the scope of its customer base.
D: used by all types and sizes of businesses but are not used by nonprofit organizations.
E: used by small businesses and small nonprofit organizations the most.
A: cost-cutting measures.
B: continually selling to new customers and markets.
C: creating and maintaining satisfying exchange relationships.
D: high-volume, low-margin sales.
E: increasing shelf space for their brands.
A: The customer is always right
B: Making money is our business
C: Sell, sell, sell
D: Keep prices low
E: Focus on today
A: production
B: sales
C: market
D: social
E: development
Q: Marketing knowledge and skills:
A: are not necessary for a nonprofit organization.
B: enhance consumer awareness and help provide people with satisfying goods and services.
C: constitute the marketing mix.
D: were most important during the production era.
E: are most valuable for advertising executives but less important for wholesalers and distributors.
A: Reach out to buyers
B: Relay product information
C: Facilitate the marketing process
D: Accumulate as many friends as possible
E: Facilitate the marketing exchange, obtain customer feedback, and provide product information
Q: The marketing environment is best described as being:
A: composed of controllable variables.
B: composed of variables independent of one another.
C: an indirect influence on the performance of marketing activities.
D: dynamic and changing.
E: slow, with infrequent fluctuations.
A: risk.
B: time.
C: monetary price.
D: effort.
E: availability.
A: Selling concept
B: Production concept
C: Customer concept
D: Marketing concept
E: Retailing concept
Q: The marketing concept focuses on:
A: achieving the goals of top executives.
B: creating maximum visibility for the firm.
C: maximizing sales.
D: maximizing market share.
E: satisfying customers' needs in a way that helps to achieve organizational objectives.
A: marketing synthesis.
B: relationship marketing.
C: a marketing orientation.
D: the marketing concept.
E: strategic marketing.
A: increase market share.
B: increase sales.
C: achieve the organization's goals.
D: produce high-quality products.
E: coordinate its activities to increase production.
A: Speed of delivery
B: Ease of installation
C: Availability of technical support
D: Availability of training assistance
E: Monetary price
Q: The marketing concept is a management philosophy that affects:
A: only marketing activities.
B: all efforts of the organization.
C: mainly the efforts of sales personnel.
D: mainly customer relations.
E: only business organizations.
Q: Long-term relationships with profitable customers are the key objective of:
A: personal selling.
B: customer relationship management.
C: production oriented firms.
D: e-marketing.
E: distribution channels.
A: selling concept
B: production concept
C: marketing concept
D: customer concept
E: retailing concept
A: demographics
B: buying behavior
C: retailer information
D: personality differences
E: stock market cycles
Q: According to the marketing concept, an organization should try to:
A: consider short-run objectives and cash flow needs before developing new products.
B: define its business as "making a product."
C: provide products that satisfy customers' needs and allow the organization to achieve its goals.
D: put most of its emphasis on marketing activities and be less concerned with finance, accounting, and personnel.
E: view selling activities as the major means of increasing profits.
U)S. Electric Inc., the maker of a highly innovative xenon light bulb used in large manufacturing facilities, finds that it has excess inventory. The firm increases its direct marketing budget by 20 percent and adds three new sales representatives. Which of the following orientations has been adopted by this company?
A: Production
B: Sales
C: Market
D: Customer
E: Societal
Q: During the Industrial Revolution demand for manufactured goods was:
A: weak.
B: non-existent.
C: declining.
D: strong.
E: paltry.
Q: Which one of the following statements by a company president best reflects the marketing concept?
A: We have organized our business to make certain that customers get what they want.
B: We believe that the marketing department must organize to sell what we produce.
C: We have organized an aggressive sales force in our company to promote our products.
D: We try to produce only high-quality, technically efficient products.
E: We try to encourage company growth.
A: decrease customer benefits.
B: increase customer costs.
C: increase customer value.
D: increase distribution expenses.
E: decrease promotion expenses.
Q: In managing customer relationships, the three primary ways profits can be obtained are by:
A: acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.
B: enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.
C: extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.
D: eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.
E: enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.
Q: The equation a buyer applies to assess a product's value is:
A: value = monetary price - customer benefits.
B: value = customer costs - customer benefits.
C: value = customer benefits - customer costs.
D: value = customer benefits - monetary price.
E: value = customer benefits - time and effort.
A: are aimed at persuading customers through advertising.
B: involve mainly distribution and promotion decisions.
C: and selling activities are basically the same.
D: are important only when a firm is developing new products or entering new markets.
E: help sell an organization's products and generate financial resources for the firm.
A: raise prices in order to increase their profits so that they can contribute to philanthropic causes.
B: reduce the quality of their products in order to save money and provide less expensive products to their consumers.
C: reduce their profits by donating more time and money to improve social welfare and environmental conditions.
D: enact laws requiring companies to work toward the welfare of customers and society.
E: create a responsible approach to developing long-term relationships with customers and society.
A: production
B: market
C: revolutionary
D: sales
E: reduction
A: Communicating with current customers via Facebook
B: Offering new types of hotel rooms for frequent guests
C: Expanding the number and locations of Hampton Inns
D: Providing information to customers through the web, Facebook, or in person
E: Increasing the promotion budget with new sweepstakes for frequent customers
A: environmental marketing.
B: green marketing.
C: socially-responsible marketing.
D: energy-conscious marketing.
E: socially-conscious marketing.
A: an information system to determine customer needs
B: the organizational structure
C: top-management commitment
D: technological advancement
E: scanning corporate capabilities
A: affect a marketing manager's decisions and actions by influencing buyers' reactions to the firm's marketing mix.
B: dictate that changes be made to the existing marketing mix despite any negative reactions from customers.
C: make most new products obsolete very quickly so that research and development must continually develop new products.
D: cause most advertising to be ineffective at communicating product benefits due to rapidly changing environmental forces.
E: change a customer's decisions about the appropriate marketing mix for the company and its various products.
A: Product's purchase price
B: Time spent purchasing the product
C: Effort spent purchasing the product
D: Benefits received in the exchange for the products
E: Risk of purchasing the product
A: market
B: societal
C: sales
D: evolutionary
E: production
A: Marketing orientation
B: Monetary price
C: Product assessment
D: Price assessment
E: Value
Q: The marketing concept is best defined as:
A: a customer’s subjective assessment of benefits relative to costs in determining the worth of a product.
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.
C: the performance of business activities that direct the flow of goods and services from producer to customer or user.
D: a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.
E: the inclusion of marketing activities in the activities of an organization.