Marketing , 5th Edition Test Bank

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NETA TEST BANKto accompanyPrepared byMichael WadeSeneca College of Applied Arts and Technology

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iiiTable of ContentsChapter 1An Overview of Marketing................................................................................... 1-1Chapter 2Strategic Planning for Competitive Advantage ................................................... 2-1Chapter 3Ethics and the Marketing Environment ............................................................... 3-1Chapter 4Consumer Decision Making ................................................................................ 4-1Chapter 5Business Marketing .............................................................................................. 5-1Chapter 6Segmenting and Targeting Markets ..................................................................... 6-1Chapter 7Decision Support Systems and Marketing Research ........................................... 7-1Chapter 8Product Concepts ................................................................................................. 8-1Chapter 9Developing and Managing Products .................................................................... 9-1Chapter10Services and Nonprofit Organization Marketing ............................................. 10-1Chapter 11Marketing Channels and Supply Chain Management ...................................... 11-1Chapter 12Retailing ........................................................................................................... 12-1Chapter 13Integrated Marketing Communications ........................................................... 13-1Chapter 14Advertising and Public Relations .................................................................... 14-1Chapter 15Sales Promotion and Personal Selling .............................................................. 15-1Chapter 16Pricing Concepts............................................................................................... 16-1Chapter 17Setting the Right Price ..................................................................................... 17-1Chapter 18Customer Relationship Management (CRM) ................................................... 18-1Chapter 19Marketing on the Web ..................................................................................... 19-1

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vPrefaceTheNelson Education Teaching Advantage (NETA) programis deliver research-basedresources that promote student engagement and higher-order thinking and enable the success ofCanadian students and educators. The primary NETA components are aGuide for ClassroomEngagementand ourTesting Advantageresources.NETA Test BankNelson Education Ltd. understands that a good quality multiple-choice test bank can provide themeans to measurehigher-level thinkingskills as well as recall. Recognizing the importance ofmultiple-choice testing in today’s classroom, we have created the Nelson Education TestingAdvantage program (NETA) to ensure the value of our high quality test banks.The test bank forMarketing, fifth Canadian edition, waspreparedby Michael Wade, SenecaCollege of Applied Arts and Technology, and was developed through the NETA training byAckroyd/ Macdonald/McCollum/Montague/Morante/Ogilvie/Venkateswaran. This test bankoffers the Premium Nelson Education Testing Advantage. NETA was created in partnership withDavid DiBattista, a 3M National Teaching Fellow, professor of psychology at Brock University,and researcher in the area of multiple-choice testing. NETA ensures that subject-matter expertswho author test banks have had training in two areas: avoiding common errors in testconstruction, and developing multiple-choice test questions that “get beyond remembering” toassess higher-level thinking. In addition, Professor DiBattista confirms the subject-matterexpert’s understanding of and adherence to the NETA principles through a review.All Premium NETA test banks include David DiBattista’s guide for instructors, “MultipleChoice Tests: Getting Beyond Remembering.” This guide has been designed to assist you inusing Nelson test banks to achieve your desired outcomes in your course.This test bank also contains over 3300 questions in multiple-choice, true/false, and essay typeformat. Answers (ANS) are provided along with text page references (REF); a rationale (RAT),if needed; Learning Objective (OBJ) tied to the text; difficulty type (DIF); a grading point (PTS);and the Bloom Taxonomy Category (BLM) for each question.

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1-1Chapter 1—An Overview of MarketingMULTIPLE CHOICE1.What is the definition of marketing?a.planning sales campaignsb.sellingc.advertising and promotion activitiesd.a philosophy that stresses customer satisfactionANS:DPTS:1DIF:DefinitionREF:p. 4OBJ:1BLM: Remember2.A business is concerned with many day-to-day activities. Some of the most important are theplanning and conception of the product or service, its pricing policy, and the distribution strategy.What are these activities part of?a.human resourcesb.productionc.marketingd.accountingANS:CThis description contains three of the four main activities included in the marketing function.Many students may mistakenly believe that marketing is concerned only with promotion.PTS:1DIF:ComprehensionREF:p. 4OBJ:1BLM: Remember3.Which of the following is a set of activities used to implement a management orientation thatstresses customer satisfaction?a.a control systemb.customer managementc.planning strategyd.marketingANS:DPTS:1DIF:DefinitionREF:p. 4OBJ:1BLM: Remember4.Marketing is an organizational function and a set of processes for creating, communicating, anddelivering which one of the following to customers?a.salesb.benefitsc.satisfactiond.valueANS:DPTS:1DIF:DefinitionREF:p. 4OBJ:1BLM: Remember

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1-25.The idea that people give up something in order to receive something that they would rather haveis a key ingredient in marketing. What is this called?a.exchangeb.synergyc.reciprocityd.promotionANS:APTS:1DIF:DefinitionREF:p. 4OBJ:1BLM: Remember6.What must happen in order for exchange to occur?a.Each party must have something of value to the other party.b.A profit-oriented organization must be involved.c.Organized marketing activities must also occur.d.Money or other legal tender is required.ANS:AExchange involves the trade of items of value, but does not necessarily involve formalorganizations, profit, or money/legal tender.PTS:1DIF:ComprehensionREF:p. 4OBJ:1BLM: Remember7.For an exchange to take place, what must happen?a.At least one person must have something of value.b.Each party must feel obligated to accept the offer.c.Money must be present.d.There must be at least two parties.ANS:DPTS:1DIF:ComprehensionREF:p. 4OBJ:1BLM: Remember8.Why is the concept of exchange important to marketing?a.Marketing activities help to create exchange.b.Money is the only medium of exchange for business marketers.c.Exchange provides money to marketers.d.Marketing activities are a requirement for exchange to take place.ANS:AMarketing activities help the exchange to take place, but marketing can occur without anexchange.PTS:1DIF:ComprehensionREF:p. 4OBJ:1BLM: Remember

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1-39.Kurt Meyer wants to sell a Model T Ford that he inherited from his grandfather. A preliminaryinvestigation has shown many people would be interested in this type of automobile. He has takenout an advertisement in his local auto trade paper and provided customers with a toll-free numberto make an appointment to drive the car. He has also read in the auto trade papers that similar carsto the one that he owns are selling for about $4,000. Before selling his Model T, what else shouldMeyer find out?a.whether the car can meet the demands of potential customersb.how to promote the car to generate significant visibility for the adc.where the car should be located to secure optimum drive-up businessd.how to price the car so that customers will seek out his vehicleANS:AFor an exchange to take place, each party must have something the other values, the parties mustbe able to communicate, and each party must believe that it is appropriate to deal with the other.PTS:1DIF:ApplicationREF:p. 4OBJ:1BLM: Higher order10.If the local chapter of the Canadian Diabetes Association (CDA) sponsors a free lifesaving course,city residents will not have to pay to take the class. Why will an exchange take place?a.The CDA does not have to communicate with class participants.b.People who take the course have to give nothing of value in return.c.Both the CDA and the people taking the course will trade something of value.d.People can decide the course has no value.ANS:CIf the course has no value, then an exchange cannot occur. Without communication, the exchangeof knowledge for time and energy cannot occur. In an exchange, each participant has something ofvalue to the other. For an exchange to occur, each party must believe it is desirable.PTS:1DIF:ApplicationREF:p. 4OBJ:1BLM: Higher order11.Four competing philosophies strongly influence the role of marketing and marketing activitieswithin an organization. Which if the following is a marketing management philosophy?a.accounting orientationb.sales orientationc.profitability orientationd.social networking orientationANS:BPTS:1DIF:ComprehensionREF:p. 5OBJ:2BLM: Remember

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1-412.Firms with which of the following orientations focus on the internal capabilities of the firm ratherthan on the desires and needs of the marketplace?a.productionb.customerc.marketingd.salesANS:APTS:1DIF:DefinitionREF:p. 5OBJ:2BLM: Remember13.A company that sets its goals and strategies based on what the current plant equipment canproduce, what products engineering can design, and what the company itself can do best, haswhich of the following types of orientation?a.exchangeb.salesc.marketd.productionANS:DPTS:1DIF:DefinitionREF:p. 5OBJ:2BLM: Remember14.Researchers at PPG Industries spent considerable time, effort, and money developing a bluishwindshield that would let in filtered sunlight but block out heat. Little market research was done,but the scientists were convinced that this new product would be significantly better than existingwindshields even though they were more expensive and of a different colour than the currentmodels on the market. What type of orientation does PPG most likely have?a.salesb.customerc.productiond.promotionANS:CThe questions asked before starting their new product were “What can we do best?” and “Whatcan we make with the equipment we already own?” This is a production orientation.PTS:1DIF:ApplicationREF:p. 5OBJ:2BLM: Higher order15.The owner of a company that produces copy paper once said, “People buy whatever copy paper isthe cheapest, so I spend my time trying to find ways I can cut my price.” What kind of orientationtoward marketing does this owner have?a.productionb.salesc.discountd.customerANS:AA focus on lowering costs and prices is typical of a production orientation.PTS:1DIF:ApplicationREF:p. 5OBJ:2BLM: Higher order

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1-516.In which of the following situations is a firm with a production orientation most likely to survive?a.when supply for the product it produces exceeds demandb.when demand for the product it produces exceeds supplyc.when there are many small competitors in the marketplaced.when needs of the marketplace are shiftingANS:BThe production orientation can survive in the short term under a variety of conditions; however, ifmarket needs change, long-term survival is difficult.PTS:1DIF:ComprehensionREF:p. 5OBJ:2BLM: Higher order17.Which of the following orientations to marketing fails to consider whether what the firm producesmost efficiently also meets the needs of the marketplace?a.customerb.productionc.marketd.productANS:BThe production orientation forces a company to build whatever it builds best, that is, whatever ithas the experience and expertise in doing.PTS:1DIF:ComprehensionREF:p. 5OBJ:2BLM: Remember18.Mimi Couturier is a design company that specializes in formalwear for women. The company’sfashion innovators use computer-assisted design software to create what they think women shouldwear. The company regularly hires industry experts to examine construction work areas to findwaste and inefficiencies that can be eliminated. However, for the last two years Mimi Couturierhas lost money, and it has had to lay off some of its work force. What should the company do toavoid this occurrence in future?a.increase its sales force to find more potential customers for the firmb.hire more retail efficiency experts to trace down any production problemsc.have someone to study its target market to see what needs and wants should be met byMimi Couturierd.cut prices so that its prices are at least 10 percent below those of its competitorsANS:CMimi Couturier has been production oriented. It should develop a marketing orientation, whichmeans the firm will produce only those items needed by its target market.PTS:1DIF:ApplicationREF:p. 5OBJ:2BLM: Higher order

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1-619.Which orientation assumes that people are resistant to buying products that are not absolutelynecessary?a.salesb.marketingc.customerd.productionANS:AThe sales orientation assumes that aggressive selling is what is needed to increase demand.PTS:1DIF:ComprehensionREF:p. 5OBJ:2BLM: Remember20.Which orientation of people will buy more goods and services if aggressive marketing techniquesare used?a.salesb.productionc.customerd.marketingANS:APTS:1DIF:DefinitionREF:p. 5OBJ:2BLM: Remember21.Lawler Landscaping Company sells all kinds of ornamental plants. Lawler’s management believesthat its customers will buy more plants if its salespeople use aggressive marketing techniquesbecause ornamental plants are nonessential items for most homeowners. What type of orientationdoes Lawler have?a.productionb.marketingc.salesd.customerANS:COnly the sales orientation assumes that aggressive sales techniques will sell more product,regardless of customer desires and needs.PTS:1DIF:DefinitionREF:p. 5OBJ:2BLM: Higher order22.If a company uses a sales orientation, what will consumer complaints most likely result in?a.attempts to cut production costsb.product reinventionc.continuous market researchd.a modification of the sales presentationANS:DThe sales orientation relies on aggressive sales techniques to fuel business.PTS:1DIF:ComprehensionREF:p. 5OBJ:2BLM: Remember

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1-723.Which of the following statements about a typical sales-oriented business is true?a.The company directs its products to specific groups of people.b.The company is in business to satisfy customers’ wants and needs and deliver superiorvalue.c.The company invests the majority of its resources in promoting its products and services.d.The primary goal of the company is profit through customer satisfaction.ANS:CPTS:1DIF:ComprehensionREF:p. 5OBJ:3BLM: Remember24.For many years, Procter & Gamble (P&G) viewed its Ivory soap as just plain old soap—and not asa cleansing product that could provide other benefits as well. When it came to Ivory soap, P&Gfocused on how well it made the soap and not on what customers wanted from a bar of soap. Whatsort of orientation did P&G have?a.customerb.productc.salesd.marketANS:CPTS:1DIF:ApplicationREF:p. 5OBJ:2BLM: Higher order25.Because organizations that sell unsought products, such as cemetery plots, are marketing productsthat most people do not want, which sort of orientation might the companies adopt?a.productb.customerc.marketingd.salesANS:DAggressive selling is sometimes used by companies that sell products their customers do not wantto buy.PTS:1DIF:ApplicationREF:p. 5OBJ:2BLM: Remember26.For years, the slogan used in all the advertising done by British Airways was “Putting peoplefirst.” In this short phase, what did British Airways capture the idea of?a.the marketing conceptb.the societal conceptc.Maslow’s hierarchy of needsd.the sales orientation philosophyANS:AThe marketing concept justifies a company’s existence by its ability to satisfy customers.PTS:1DIF:ApplicationREF:p. 6OBJ:2BLM: Higher order

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1-827.When a homeowner visited The Home Depot to buy what he thought he needed to fix a leakingtoilet, he gathered up materials totalling almost $70. One his way to checkout, an employee askedhim what was he trying to fix. After some discussion, the employee convinced the homeowner thata $5.99 replacement part would fix the problem better than the materials he thought he needed andwith less trouble. This sort of discussion between employees and customers is commonplace atThe Home Depot. What sort of orientation does the retail store have?a.marketb.salesc.productiond.productANS:APTS:1DIF:ApplicationREF:p. 6OBJ:2BLM: Higher order28.World Wrestling Entertainment (formerly the World Wrestling Federation) is very focused onwhat its fans want in terms of product licensing and, more importantly, in terms of plot lines andcharacter development. All of the company’s activities are integrated so that no employee everloses sight of the company’s desire to satisfy its fans. What sort of orientation does WorldWrestling Entertainment have?a.salesb.productionc.productd.marketANS:DPTS:1DIF:ApplicationREF:p. 6OBJ:2BLM: Higher order29.What does achieving a market orientation involve?a.implementing actions to provide satisfaction for employeesb.determining how to deliver superior customer valuec.doing research on suppliers and competitorsd.establishing and maintaining mutually satisfying relationships with suppliersANS:BPTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Remember30.Walmart has become the leading discount retailer in Canada and the world by focusing on thecustomer’s needs and wants. This philosophy is at the heart of which orientation?a.productionb.marketc.salesd.retailANS:BPTS:1DIF:ApplicationREF:p. 6OBJ:2BLM: Remember

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1-931.What do the marketing concept and market orientation recognize?a.Sales depend predominantly on an aggressive sales force.b.What the customer thinks he is buying is what is important.c.Price is the most important variable for customers.d.Selling and marketing are essentially the same thing.ANS:BThe perceived product and perceived value are what the customer is buying, and the marketingconcept and market orientation have attempted to understand those perceptions.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Remember32.What does a company do if it has a market orientation and adheres to the marketing concept?a.integrate all the activities of the firm to satisfy customer wantsb.differentiate a firm’s current products from its past productsc.focus on consumer complaintsd.fuel sales growth through the application of aggressive sales techniquesANS:AIntegrating all the firm’s activities around the marketing concept is essential to its success.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Remember33.The statement “Marketing should be introduced at the beginning rather than the end of theproduction cycle and integrated into each phase of the business” is consistent with whichorientation?a.marketb.salesc.enterprised.productionANS:AUnderstanding the competitive arena and competitors’ strengths and weaknesses is a criticalcomponent of market orientation.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Higher order

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1-1034.The manufacturer of Rossignol brand skis has a market orientation and adheres to the marketingconcept. What would the company most likely do first when reacting to consumer dissatisfaction?a.hire more salespeopleb.increase the number of sporting goods stores that carry Rossignol skisc.increase its advertising to underserved marketsd.conduct research to determine if its customers’ needs have changedANS:DA marketing concept and market-oriented philosophy is based on the consumer’s wants and needs,and the organization will focus its activities on satisfying these customers by listening to them andrevising strategies as necessary.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Higher order35.What does the marketing concept involve?a.selling as much product as possible under the assumption that people will buy more goodsand services if aggressive selling techniques are usedb.satisfying management’s needs and wants with the idea of maximizing profits in the shortrunc.focusing on customers’ wants so that the organization can distinguish its product (orproducts) from the competitors’ productsd.selling as much as possible under the assumption that consumers will buy more at lowerpricesANS:CPTS:1DIF:DefinitionREF:p. 6OBJ:2BLM: Remember36.What is the main focus of a marketing-oriented firm?a.outward upon the wants and needs of customersb.inward upon the abilities to deliver goods and servicesc.outward upon societal responsibilitiesd.inward upon the organization’s needsANS:AMarketing-oriented firms are focused outward toward their customers.PTS:1DIF:ComprehensionREF:p. 6OBJ:3BLM: Remember37.Which of the following is a viable method a company can use to become more marketingoriented?a.Implement employee-only meetings.b.Make sure all employees are customer oriented.c.Train employees to focus on profit maximization.d.Train employees in the latest aggressive selling techniques.ANS:BThe marketing orientation relies on customer satisfaction rather than the latest sales techniques.PTS:1DIF:ComprehensionREF:p. 6OBJ:3BLM: Remember

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1-1138.Which of the following measures would be the best indicator of whether your organization’spersonnel have a customer orientation?a.Test employees on their knowledge of customer service techniques.b.Assess each employee’s impact on the profitability of the firm.c.Ask each employee’s boss if that person is customer oriented.d.Survey customers on how oriented the organization’s personnel are to customer needs anddesire.ANS:DThe key to assessing how customer-oriented a firm’s personnel are is to ask the customer. Only thecustomer can provide this type of information.PTS:1DIF:ComprehensionREF:p. 6OBJ:3BLM: Higher order39.The marketing concept includes a goal orientation to remind managers of which of the following?a.The only reason for any business to exist is to make a profit.b.Achieving long-term organizational goals is as important as satisfying customers.c.The objective is to find a target market that differs from that of the competition.d.Customers must be satisfied no matter what the organizational costs.ANS:BThe goal orientation refers to the company’s goals, such as profit, growth, service, and survival.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Remember40.The marketing concept stresses that the social and economic justification for an organization’sexistence is the satisfaction of customer needs and wants while doing which of the following?a.simultaneously meeting organization objectivesb.applying scientific management techniques to improve efficiencyc.producing a good or service at the lowest possible costd.constantly increasing sales volumesANS:AThe marketing concept holds that the needs and wants of both the customer and the firm must beserved.PTS:1DIF:ComprehensionREF:p. 6OBJ:2BLM: Remember

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1-1241.You are in charge of the marketing program at Cedarstream, a manufacturer of recreationalvehicles, and have been asked to create a company that acts in compliance with the marketingconcept and has a market orientation. What will you most likely do as your first action?a.hire new salespeople to find new customers for Cedarstream vehiclesb.create cross-functional entrepreneurial teams to overcome the difficulty of getting peoplefrom different functional areas to work together in developing new products.c.reorganize the company and make marketing the most important departmentd.expand the advertising budget so that potential customers will be more aware ofCedarstream’s productsANS:BMarket-oriented companies are successful in getting all business functions working together todeliver customer value.PTS:1DIF:ApplicationREF:p. 6OBJ:2BLM: Higher order42.Suppose an organization believes that it exists not only to satisfy customer wants and needs and tomeet organizational objectives but also to preserve or enhance individuals’ and society’s long-termbest interests. What type of orientation does it have?a.sales orientationb.marketing orientationc.focused target market strategyd.societal orientationANS:DPTS:1DIF:DefinitionREF:p. 7OBJ:2BLM: Remember43.Most companies become sensitized to community issues after they’ve done enough damage todraw the locals’ anger. Dofasco, Inc., a highly successful steel company in Ontario, tries to getahead of business and community issues by annually bringing together representatives from thelocal area and deciding what projects to improve the local environment will be implemented. Whattype of orientation does Dofasco have as indicated by this annual community-wide meeting?a.salesb.societal marketingc.productiond.productANS:BSocietal marketing orientation is the idea that an organization exists not only to satisfy customerwants and needs and to meet organizational objectives but also to preserve individuals’ andsociety’s long-term best interest.PTS:1DIF:ApplicationREF:p. 7OBJ:2BLM: Higher order

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