Marketing 13th Edition Test Bank

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1-1Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.Chapter 01Creating Customer Relationships and Value through MarketingMultiple Choice Questions1.In response to a growing interest in healthful, nutritious, organic products, Chobani createdA.an Italian-style ragù sauce.B.aTurkish-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 ofmajor grocery store chainsB.in warehouse club stores like Sam's Club or CostcoC.in the dairy case of major grocery store chainsD.in mass merchandise stores like TargetE.in independent organic cooperatives, farmer's markets, andmajor organic grocery storeslike Whole Foods or Sprouts

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1-2Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.3.All of the following are marketing mix strategies that Chobani has used to sell its yogurtexceptA.sponsor U.S. Olympic and Paralympic teams.B.price the Chobani yogurt linebelow its major competitors (Yoplait and Dannon) to increasesales 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 Bowlcommercial 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 makemarketing-related decisions every day.5.Mark Zuckerberg is a co-founder of the social networking website calledA.Pinterest.B.Groupon.C.LinkedIn.D.Facebook.E.Twitter.6.Initially, Facebook targeted whichconsumer market segment?A.grade school children ages 6 to 12 years oldB.high school studentsC.college studentsD.adults with professional occupationsE.senior adults 55 years and older

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1-3Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.7.Mark Zuckerberg encounteredunimaginable success with his launch of "TheFacebook.com"website from his college dorm room. By the second week, it had almost __________members.A.100B.300C.500D.1,000E.5,0008.Marketing refers toA.theproduction 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 customersaround the globe.C.the process of identifying target marketsegments for a product or service.D.the activity involved in getting a product or service from the manufacturer to ultimateconsumers and organizational buyers.E.the activity, set of institutions, and processes for creating, communicating, delivering, andexchanging offerings that have value for customers, clients, partners, and society at large.9.The activity, set of institutions, and processes for creating, communicating, delivering, andexchanging offerings that have value forcustomers, clients, partners, and society at large isreferred to asA.manufacturing.B.advertising.C.marketing.D.selling.E.promotion.

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1-4Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.10.All of the following are true about marketingexceptA.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 andsociety.E.marketing is a broader activity than personal selling.11.To serve both buyers andsellers, marketing seeks to __________ and satisfy the needs andwants of prospective customers.A.changeB.createC.manipulateD.discoverE.measure12.To serve both buyers and sellers, marketing seeks to discover and__________ the needs andwants of prospective customers.A.changeB.satisfyC.createD.manipulateE.preserve

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1-5Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.13.Whether an individual is buying for personal or household use, or an organization is buyingfor its own use orfor resale, the individual or organization would be consideredA.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 asmartphone so she can share pictures with her friends. Aninsurance 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 AppleiPhone, which statement is most accurate?A.The adjuster is a prospective customer because the smartphone will be used for work;thestudent is only a secondary user since the purpose of the smartphone is just forentertainment.B.Both the adjuster and thestudent are potential customers because in their own way, theyboth benefit from the smartphone.C.Neither the adjuster nor the student is a prospective customer since the company will payfor 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 buyingsmartphones for personal use than there are insurance adjusters buying smartphones forbusiness use.E.Only a person who has bought a smartphonepreviously is a prospective customer becauseonly previous owners of smartphones benefit from buying new ones.

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1-6Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.15.The Terrafugia Transition is a 19-foot, two-seater, road-drivable, light-sport aircraft with ananticipated price of $279,000. The most likely prospective customers for this flying car wouldincludeA.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 wholike to try new things.E.families in need of a second vehicle.16.In marketing, the idea of exchange refers toA.the negotiation phase between the manufacturer and the seller.B.the financial remuneration (monetary payment) for aproduct or service.C.the trade of things of value between buyer and seller so that each is better off after thetrade.D.the bartering of products and services between nongovernmental organizations orindividuals.E.the practice ofswapping products and services for other products and services rather thanfor 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 toA.the trade of things of value between buyer and seller so that each is better off after thetrade.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 thanfor money.

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1-7Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.18.The trade of things of value between buyer and seller so that each is better off afterthe tradeis referred to as __________.A.financial remunerationB.exchangeC.countertradeD.barterE.marketing19.The American Red Cross creates advertisements to encourage people to donate blood. Afterviewing one,Amanda decided to donate a pint of blood. After she did, Amanda felt happy thatshe 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, amarketing 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 serviceorganization, did not provide Amanda with a product.20.A church put advertisements in its weekly bulletins to encourage its members to participatein the services by telling a brief, positive story about how fellow members have helped themduring times of need. Jack volunteered and shared his story during a service. Afterward, hefelt 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 withoutany 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 didnot provide Jack with a tangible product or service.

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1-8Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.21.A local college of business offers an outstanding graduate business school educationprogram. Marissa pays the tuition to attend and earns her MBA with a concentration inmarketingmanagement. 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 comefrom her employer, not the graduate school.C.No, because the school did not provide Marissa with a tangible product, only the potentialof an education.D.Yes, because the university promised Marissa she wouldgraduate on time, and she did.E.Yes, because paying tuition was exchanged for knowledge that directly led to Marissa'shigh-paying, fulfilling new job.22.A typical marketing department both shapes and ____________ its relationship with internaland external groups.A.is shaped byB.organizesC.motivatesD.determinesE.dominates23.An organization's marketing department relates toA.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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1-9Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.24.________________ is/are responsible for establishing the organization's mission andobjectives.A.Other organizationsB.SuppliersC.CustomersD.Senior managementE.Shareholders25.Although an organization's marketing activity focuses on assessing and satisfying consumerneeds, an organization must also_______________ the interests of countless other people,groups, and forces that interact to shape the nature of its actions.A.resistB.strike a balance amongC.maximizeD.be responsible forE.minimize26.Which of thefollowing 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 andexternal groups.C.Marketing activities are the sole responsibility of the marketing department;otherdepartments 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 monitorsits environment through rigorous market research.E.Marketing is essentially developing the right product and convincing potential customersthat they "need" it, not just "want" it.

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1-10Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.27.Which of thefollowing 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 helpimplement an organization's marketing activities.C.Marketing activities are the sole responsibility of the marketing department;otherdepartments are involved only if there is an emergency (such as a product recall).D.Environmental forces do notaffect marketing activities as long as a firm closely monitorsits environment through rigorous market research.E.Marketing is essentially developing the right product and convincing potential customersthat they "need" it, not just "want" it.28.All of the following are departments within a typical organizationexceptA.finance.B.manufacturing.C.information systems.D.human resources.E.suppliers.29.The __________ department of an organization isresponsible for facilitating relationships,partnerships, and alliances with the organization's customers, shareholders, suppliers, andother organizations.A.purchasingB.marketingC.human resourcesD.accountingE.information systems

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1-11Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.30.The marketing department of an organization is responsible for facilitatingA.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 thevarious 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 marketingdepartment should suggest where a firm should invest its money based onits 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 onlyresponsible for market research, supervision of productdevelopment, and product promotion.E.The marketing department must work closely with other departments and employees tohelp provide the customer-satisfying products required for the organization to survive andprosper.32.All of the following are environmental forces that affect an organizationexceptA.economic.B.geographical.C.social.D.regulatory.E.technological.

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1-12Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.33.Which of the following isnotan environmental force?A.economicB.regulatoryC.socialD.commercialE.technological34.Which of the following statements about marketing activities is most accurate?A.Marketing isaffected by society but rarely, if ever, affects society as a whole.B.The marketing department works closely with other departments and employees toimplement marketing activities.C.Marketing activities are the sole responsibility of themarketing department;otherdepartments 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 monitorsits environment through rigorous market research.E.Marketing, after all is said and done, is essentially developing the right product andconvincing potential customers that they "need" it, not just "want" it.35.All of the following are factors required for marketing to occurexceptA.a desire and ability on the part of two or more parties (individuals or organizations) to besatisfied.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 ororganizations) to communicate.

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1-13Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.36.Four factors are required for marketing to occur: (1) __________; (2) a desire and ability ofparties to be satisfied; (3) a way for the parties to communicate; and (4) something toexchange.A.a healthy competitive environmentB.an affordable and actionable advertising campaignC.a sense of social responsibilityD.an ability to see hidden potential within an environmental forceE.two or more parties (individuals or organizations) withunsatisfied needs37.Four factors are required for marketing to occur: (1) two or more parties (individuals ororganizations) with unsatisfied needs; (2) __________; (3) a way for the parties tocommunicate; and (4) something to exchange.A.a healthy competitive environmentB.government approvalC.an affordable and actionable advertising campaignD.a desire and ability on their part to be satisfiedE.an ability to see hidden potential within an environmental force38.Four factors are required for marketing to occur: (1) two or more parties (individuals ororganizations) 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 communicateB.a healthy competitive environmentC.an affordable and actionable advertising campaignD.a sense of social responsibilityE.an ability to see hidden potential within an environmental force

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1-14Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.39.Four factors arerequired for marketing to occur: (1) two or more parties (individuals ororganizations) 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 campaignB.something to exchangeC.a healthy competitive environmentD.government approvalE.an ability to see hidden potential within an environmental force40.Which of the following conditions arenecessary for marketing to occur?A.a changing environment, a method of assessing needs, a way to communicate, and anexchange locationB.parties with cash or credit, a product, a reasonable price, and a place to make an exchangeC.aquality product, a fair price, a clever method of promotion, and a place where a customercan buy the productD.two or more parties with unsatisfied needs, a desire and an ability to satisfy them, a wayto communicate, and something to exchangeE.an ability to see a trend within an environmental force, a product, and an affordable andactionable advertising campaign41.For marketing to occur, there must be two or more parties with unsatisfied needs. Dr. PepperSnapple Groupdistributes Country Time lemonade in cans through supermarkets at a pricecomparable to that of soft drinks. The most likely "second" party needed for marketing tooccur would beA.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 localsupermarkets.D.a local distributor of alcoholic beverages.E.anutritionist promoting the benefits of fresh fruit in people's diets.

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1-15Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent ofMcGraw-Hill Education.42.A student would like to buy a cross-over SUV from a local dealer, but she thinks thepayments will be too high. Marketing does not occur in this situation becauseA.twoor 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 tocommunicate 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 takeout a student loan to cover tuition. One day, he sees a classmate driving a new Lexus LFAsports coupe (price: $375,000) and feels he just has to have one for himself. What factor ismost likely to prevent a successful marketing exchange between the student and the localLexus 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 thecolor he wants.B.The student does not have the resources to qualify for a $375,000 auto loan.C.Although theLexus LFA sports coupe is a great car, there may be other cars with bettergas 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 KiaSoul.44.A local candidate running for office would very much like to have your vote. She promisesthat she will "make the country better." Because all candidates for public office say this, youdoubt you'll see real results and decide not to vote for her. Marketing will not occur in thissituation becauseA.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 toexchange is missing.E.there is only one party involved in this situation.

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