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Marketing 13th Edition Test Bank

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    1 - 1 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. Chapter 01 Creating Customer Relationships and Value through Marketing Multiple Choice Questions 1. In response to a growing interest in healthful, nutritious, organic products, Chobani created A. an Italian - style ragù sauce. B. a Turkish - style cottage cheese. C. a French - style butter. D. a Greek - style yogurt. E. an Asian - style teriyaki sauce. 2. Where did Hamdi Ulukaya, the creator of Chobani, Inc., want to place Chobani yogurt? A. in organic foods section of major grocery store chains B. in warehouse club stores like Sam's Club or Costco C. in the dairy case of major grocery store chains D. in mass merchandise stores like Target E. in independent organic cooperatives, farmer's markets, and major organic grocery stores like Whole Foods or Sprouts

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    1 - 2 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 3. All of the following are marketing mix strategies that Chobani has used to sell its yogurt except A. sponsor U.S. Olympic and Paralympic teams. B. price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase sales and market share. C. use Facebook, YouTube, and other social media to promote Chobani yogurt. D. rely on word of mouth to reach new customers. E. air a Super Bowl commercial featuring a "yogurt bear." 4. Which of the following statements about marketing is most accurate? A. Unless you take a marketing class, you will never truly know anything about marketing. B. Marketing is nothing more than common sense. C. Marketing requires an innate sense of creativity ; you either have it or you don't. D. You can call yourself a marketing expert only if you have sold something. E. You are already a marketing expert as you make marketing - related decisions every day. 5. Mark Zuckerberg is a co - founder of the social networking website called A. Pinterest. B. Groupon. C. LinkedIn. D. Facebook. E. Twitter. 6. Initially, Facebook targeted which consumer market segment? A. grade school children ages 6 to 12 years old B. high school students C. college students D. adults with professional occupations E. senior adults 55 years and older

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    1 - 3 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 7. Mark Zuckerberg encountered unimaginable success with his launch of "TheFacebook.com" website from his college dorm room. By the second week, it had almost __________ members. A. 100 B. 300 C. 500 D. 1,000 E. 5,000 8. Marketing refers to A. the production of products or services that will generate the highest return on investment. B. the strategies used in the advertising and promotion of products and services to customers around the globe. C. the process of identifying target market segments for a product or service. D. the activity involved in getting a product or service from the manufacturer to ultimate consumers and organizational buyers. E. the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 9. The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is referred to as A. manufacturing. B. advertising. C. marketing. D. selling. E. promotion.

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    1 - 4 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 10. All of the following are true about marketing except A. marketing is a broader activity than advertising. B. marketing stresses the importance of delivering genuine benefits in the offerings of goods, services, and ideas sold to customers. C. marketing persuades people to buy the "wrong" things. D. when an organization engages in marketing, it should also create value for its partners and society. E. marketing is a broader activity than personal selling. 11. To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs and wants of prospective customers. A. change B. create C. manipulate D. discover E. measure 12. To serve both buyers and sellers, marketing seeks to discover and __________ the needs and wants of prospective customers. A. change B. satisfy C. create D. manipulate E. preserve

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    1 - 5 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 13. Whether an individual is buying for personal or household use, or an organization is buying for its own use or for resale, the individual or organization would be considered A. a prospective customer. B. a dual - purpose marketing decision maker. C. a potential distributor. D. an informed buyer. E. an end user. 14. A student wants to buy a smartphone so she can share pictures with her friends. An insurance claims adjuster wants to buy a smartphone to document accidents (take pictures, write a report, etc.). If they both purchase the same model smartphone, such as an Apple iPhone, which statement is most accurate? A. The adjuster is a prospective customer because the smartphone will be used for work ; the student is only a secondary user since the purpose of the smartphone is just for entertainment. B. Both the adjuster and the student are potential customers because in their own way, they both benefit from the smartphone. C. Neither the adjuster nor the student is a prospective customer since the company will pay for the adjuster's smartphone and the student's parents will pay for hers. D. The student is the prospective customer since there are more students buying smartphones for personal use than there are insurance adjusters buying smartphones for business use. E. Only a person who has bought a smartphone previously is a prospective customer because only previous owners of smartphones benefit from buying new ones.

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    1 - 6 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 15. The Terrafugia Transition is a 19 - foot, two - seater, road - drivable, light - sport aircraft with an anticipated price of $279,000. The most likely prospective customers for this flying car would include A. students who attend college at least 500 miles away from home. B. retired seniors receiving Social Security. C. executives for whom time is extremely important. D. teens who like to try new things. E. families in need of a second vehicle. 16. In marketing, the idea of exchange refers to A. the negotiation phase between the manufacturer and the seller. B. the financial remuneration (monetary payment) for a product or service. C. the trade of things of value between buyer and seller so that each is better off after the trade. D. the bartering of products and services between nongovernmental organizations or individuals. E. the practice of swapping products and services for other products and services rather than for money. 17. Marketing seeks to discover the needs and wants of prospective customers and satisfy them. Essential to this process is the idea of exchange, which refers to A. the trade of things of value between buyer and seller so that each is better off after the trade. B. the negotiation phase between the manufacturer and the seller. C. the financial remuneration (monetary payment) for a product or service. D. the transport of tangible goods to new owners. E. the practice of swapping products and services for other products and services rather than for money.

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    1 - 7 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 18. The trade of things of value between buyer and seller so that each is better off after the trade is referred to as __________. A. financial remuneration B. exchange C. countertrade D. barter E. marketing 19. The American Red Cross creates advertisements to encourage people to donate blood. After viewing one, Amanda decided to donate a pint of blood. After she did, Amanda felt happy that she had performed a good deed. Did an exchange occur in a marketing sense? A. Yes, because the blood was donated to the Red Cross based on an advertisement, a marketing activity. B. Yes, because the donated blood was exchanged for a feeling of satisfaction. C. No, because the Red Cross is nonprofit organization. D. No, because no money changed hands. E. No, because the Red Cross, a service organization, did not provide Amanda with a product. 20. A church put advertisements in its weekly bulletins to encourage its members to participate in the services by telling a brief, positive story about how fellow members have helped them during times of need. Jack volunteered and shared his story during a service. Afterward, he felt joyous. Was this an exchange in a marketing sense? A. Yes, because the church ran an advertisement, a marketing activity. B. No, because the church is nonprofit organization and these actions are expected without any expectation of "exchange." C. No, because no money was exchanged. D. Yes, because sharing his story at a service was exchanged for a feeling of joy. E. No, because the church did not provide Jack with a tangible product or service.

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    1 - 8 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 21. A local college of business offers an outstanding graduate business school education program. Marissa pays the tuition to attend and earns her MBA with a concentration in marketing management. Upon graduating, she is offered a high - paying, fulfilling position. Was this a marketing exchange? A. No, because the university earned a profit from Marissa's tuition. B. No, because money was exchanged in the form of tuition and Marissa's income will come from her employer, not the graduate school. C. No, because the school did not provide Marissa with a tangible product, only the potential of an education. D. Yes, because the university promised Marissa she would graduate on time, and she did. E. Yes, because paying tuition was exchanged for knowledge that directly led to Marissa's high - paying, fulfilling new job. 22. A typical marketing department both shapes and ____________ its relationship with internal and external groups. A. is shaped by B. organizes C. motivates D. determines E. dominates 23. An organization's marketing department relates to A. satisfying primarily consumer needs. B. many people, organizations, and forces. C. the needs and wants mostly of shareholders. D. customers before other entities. E. other internal departments.

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    1 - 9 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 24. ________________ is/are responsible for establishing the organization's mission and objectives. A. Other organizations B. Suppliers C. Customers D. Senior management E. Shareholders 25. Although an organization's marketing activity focuses on assessing and satisfying consumer needs, an organization must also _______________ the interests of countless other people, groups, and forces that interact to shape the nature of its actions. A. resist B. strike a balance among C. maximize D. be responsible for E. minimize 26. Which of the following statements about marketing activities is most accurate? A. Marketing is affected by society but rarely, if ever, affects society as a whole. B. The marketing department both shapes and is shaped by its relationship with internal and external groups. C. Marketing activities are the sole responsibility of the marketing department ; other departments are involved only if there is an emergency (such as a product recall). D. Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. E. Marketing is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it.

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    1 - 10 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 27. Which of the following statements about marketing activities is most accurate? A. Marketing is affected by society but rarely, if ever, affects society as a whole. B. The marketing department works closely with other departments and employees to help implement an organization's marketing activities. C. Marketing activities are the sole responsibility of the marketing department ; other departments are involved only if there is an emergency (such as a product recall). D. Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. E. Marketing is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it. 28. All of the following are departments within a typical organization except A. finance. B. manufacturing. C. information systems. D. human resources. E. suppliers. 29. The __________ department of an organization is responsible for facilitating relationships, partnerships, and alliances with the organization's customers, shareholders, suppliers, and other organizations. A. purchasing B. marketing C. human resources D. accounting E. information systems

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    1 - 11 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 30. The marketing department of an organization is responsible for facilitating A. relationships, partnerships, and alliances with the organization's customers, shareholders, suppliers, and other organizations. B. healthy competition with other product manufacturers. C. financial contracts with banks and other lending institutions. D. alliances with firms with noncompetitive products that target similar markets. E. the coordination between the various departments within the entire firm. 31. Which of the following statements about marketing departments is most accurate? A. The marketing department should work solely with people within its own department. B. The marketing department should suggest where a firm should invest its money based on its knowledge of the market and environmental forces. C. The marketing department is only responsible for the four Ps, not the seven Ps. D. The marketing department is only responsible for market research, supervision of product development, and product promotion. E. The marketing department must work closely with other departments and employees to help provide the customer - satisfying products required for the organization to survive and prosper. 32. All of the following are environmental forces that affect an organization except A. economic. B. geographical. C. social. D. regulatory. E. technological.

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    1 - 12 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 33. Which of the following is not an environmental force? A. economic B. regulatory C. social D. commercial E. technological 34. Which of the following statements about marketing activities is most accurate? A. Marketing is affected by society but rarely, if ever, affects society as a whole. B. The marketing department works closely with other departments and employees to implement marketing activities. C. Marketing activities are the sole responsibility of the marketing department ; other departments are involved only if there is an emergency (such as a product recall). D. Environmental forces do not affect marketing activities as long as a firm closely monitors its environment through rigorous market research. E. Marketing, after all is said and done, is essentially developing the right product and convincing potential customers that they "need" it, not just "want" it. 35. All of the following are factors required for marketing to occur except A. a desire and ability on the part of two or more parties (individuals or organizations) to be satisfied. B. something to exchange between two or more parties (individuals or organizations). C. two or more parties (individuals or organizations) with the same wants. D. two or more parties (individuals or organizations) with unsatisfied needs. E. a way for the parties (individuals or organizations) to communicate.

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    1 - 13 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 36. Four factors are required for marketing to occur: (1) __________; (2) a desire and ability of parties to be satisfied; (3) a way for the parties to communicate; and (4) something to exchange. A. a healthy competitive environment B. an affordable and actionable advertising campaign C. a sense of social responsibility D. an ability to see hidden potential within an environmental force E. two or more parties (individuals or organizations) with unsatisfied needs 37. Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) __________; (3) a way for the parties to communicate; and (4) something to exchange. A. a healthy competitive environment B. government approval C. an affordable and actionable advertising campaign D. a desire and ability on their part to be satisfied E. an ability to see hidden potential within an environmental force 38. Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) __________; and (4) something to exchange. A. a way for the parties to communicate B. a healthy competitive environment C. an affordable and actionable advertising campaign D. a sense of social responsibility E. an ability to see hidden potential within an environmental force

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    1 - 14 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 39. Four factors are required for marketing to occur: (1) two or more parties (individuals or organizations) with unsatisfied needs; (2) a desire and ability on their part to be satisfied; (3) a way for the parties to communicate; and (4) __________. A. an affordable and actionable advertising campaign B. something to exchange C. a healthy competitive environment D. government approval E. an ability to see hidden potential within an environmental force 40. Which of the following conditions are necessary for marketing to occur? A. a changing environment, a method of assessing needs, a way to communicate, and an exchange location B. parties with cash or credit, a product, a reasonable price, and a place to make an exchange C. a quality product, a fair price, a clever method of promotion, and a place where a customer can buy the product D. two or more parties with unsatisfied needs, a desire and an ability to satisfy them, a way to communicate, and something to exchange E. an ability to see a trend within an environmental force, a product, and an affordable and actionable advertising campaign 41. For marketing to occur, there must be two or more parties with unsatisfied needs. Dr. Pepper Snapple Group distributes Country Time lemonade in cans through supermarkets at a price comparable to that of soft drinks. The most likely "second" party needed for marketing to occur would be A. people who are nostalgic about childhood lemonade stands they had during hot summers. B. people with a desire for a beverage other than soda or water. C. product demonstrators who offer samples of Country Time lemonade to shoppers at local supermarkets. D. a local distributor of alcoholic beverages. E. a nutritionist promoting the benefits of fresh fruit in people's diets.

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    1 - 15 Copyright © 2017 McGraw - Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw - Hill Education. 42. A student would like to buy a cross - over SUV from a local dealer, but she thinks the payments will be too high. Marketing does not occur in this situation because A. two or more parties have unsatisfied needs. B. there is no desire on the part of either party to satisfy its needs. C. one of the involved parties does not have the ability to satisfy its needs. D. there is no way for each party to communicate with one another. E. there has been no assessment of consumer wants and needs. 43. A college student is taking a full course load, working 20 hours per week, and still has to take out a student loan to cover tuition. One day, he sees a classmate driving a new Lexus LFA sports coupe (price: $375,000) and feels he just has to have one for himself. What factor is most likely to prevent a successful marketing exchange between the student and the local Lexus dealer located in an affluent suburb about 20 miles from his university? A. The local Lexus dealer only has one Lexus LFA sports coupe in stock — red, which is the color he wants. B. The student does not have the resources to qualify for a $375,000 auto loan. C. Although the Lexus LFA sports coupe is a great car, there may be other cars with better gas mileage and resale value. D. He's afraid that if someone at school sees him with the car, he might lose his student loan. E. His girlfriend wants him to drive a Kia Soul. 44. A local candidate running for office would very much like to have your vote. She promises that she will "make the country better." Because all candidates for public office say this, you doubt you'll see real results and decide not to vote for her. Marketing will not occur in this situation because A. marketing doesn't apply to the voting process. B. the desire and ability to satisfy needs is missing. C. there is no direct way for the parties to communicate. D. something to exchange is missing. E. there is only one party involved in this situation.

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