Test Bank For Marketing, 4th Edition

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1-1Chapter 01Overview of MarketingTrue / False Questions1.Marketing is an activity that only large firms with specialized departments can execute.TrueFalse2.Good marketing isnota random activity.TrueFalse3.Understanding a customer's needs and wants is fundamental to marketing success.TrueFalse4.Marketers might wish to sell their products to everyone, but it is not practical to do so.TrueFalse5.The four Ps include product, promotion, planning, and place.TrueFalse6.The group of firms that makes and delivers a given set of goods and/or services is called a supplychain.TrueFalse7.Value is what you get for what you give.TrueFalse8.In value cocreation, the customer participates in the creation of a good or service, which providesadditional value to the customer.TrueFalse

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1-29.Over the past decade or so, marketers have begun to realize that it is best to structure a firm'scustomer orientation in terms of transactions rather than relationships.TrueFalse10.When a good or service is promoted, the purpose of the promotion is to inform, persuade, orremind customers.TrueFalse11.When a car manufacturer sells trucks, cars, and car parts to the government or military, this is anexample of B2C marketing.TrueFalse12.The power adapters Dell sells with its computers are built by small companies who specialize inpower-related accessories. Dell and the power adapter manufacturers are engaging in B2Bmarketing.TrueFalse13.Garage sales and online classified ads are examples of C2C marketing.TrueFalse14.Entrereneurial companies are unable to control their marketing mixes.TrueFalse15.Foursquare is an example of a location-based social media application.TrueFalse16.Thetrade of things of value between the buyer and the seller so that each is better off as a resultis known as an exchange.TrueFalse17.Marketing's fundamental purpose is to create value by developing a variety of offerings that willearn income for the company.TrueFalse18.Margo likes a brand of coffee that is only sold at Starbucks, so she plans her route to work todrive by Starbucks every morning. Margo is being influenced by the "place" element of themarketing mix.TrueFalse

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1-3Multiple Choice Questions19.When a tee shirt manufacturer states, "We only sell it in black because that way we can buyplenty of black fabric and run our plant efficiently," their statement reflects the views that werepopular in which eraof the evolution of marketing?A.Production-orientedB.Sales-orientedC.Market-orientedD.Value-based marketingE.Economic-oriented20.Marketing involves all of the following EXCEPTA.conducting exchanges.B.satisfying customer needs and wants.C.creating value.D.efforts by individuals and organizations.E.production scheduling.21.Jami sells construction equipment. Whenever she calls on her building contractor customers, sheasks ifthey are having any problems. In doing so, Jami is addressing which of the following coreaspects of marketing?A.Satisfying customer needs and wantsB.The exchange function of marketingC.Product, place, promotion, and pricedecisionsD.Decisions about the setting in which marketing takes placeE.Creating value22.Julia is considering a career in marketing. She is concerned about the image of marketers asfast-talking, high-pressure people. When reading about the core aspects of marketing, Julia isrelieved to see that in marketingA.all parties to an exchange should be satisfied.B.promotion is the most important consideration, followed by pricing decisions.C.decisions are made regarding how a product is designed.D.customersare not considered until the product is ready for sale.E.distribution is controlled by customers.

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1-423.Xavier is analyzing potential market segments. He should carefully seek potential customers whohave both an interest in his products andA.a thorough knowledge of his brand messages.B.the ability to buy them.C.knowledge of competing products.D.the ability to negotiate discounts.E.areremoved from traditional marketing alternatives.24.Of primary interest to marketers are __________ buyers.A.centrally controlledB.unqualified and underservedC.qualified potentialD.first-timeE.C2C25.Whenreferring to "exchange," marketers are focusing onA.the location where products and services are traded.B.the price charged, adjusted for currency exchange rates.C.location-based tactics for creating value.D.promotionaloffers designed to stimulate barter.E.the trading of things of value.26.Whenever Valerie has a new massage therapy customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her massage therapy service forpayment, Valerie is gatheringA.information.B.promotional capital.C.pricing data.D.value cocreation.E.feedback.

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1-527.Which of the following is a core aspect of marketing?A.Satisfying as many needs as possibleB.Creating a product that everyone will want to buyC.Setting prices lower than all competitorsD.Making product, place, promotion, and price decisionsE.Increasing the company's profit28.Marketing has traditionally been divided into a set of four interrelated decisions known as themarketing mix, or four Ps, including all of the following EXCEPTA.product.B.place.C.performance.D.promotion.E.price.29.The four Ps make up the marketing mix, which is the __________ set of activities that the firmusesto respond to the wants and needs of its target markets.A.unpredictableB.externalC.internalD.controllableE.global30.The fundamental goal of marketers when creating goods, services, or combinations of both, is to:A.defeat the competition.B.serve all consumers.C.operate according to government regulations.D.stimulate short-term sales.E.create value.

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1-631.Brian is struggling with the choice of publishing his new book,HowtoCookPolishBarbeque, asan e-book or a paperback. Brian is addressing which core marketing aspect?A.Developing a promotional planB.Managing the exchange function of marketingC.Making product decisionsD.Deciding where and how to sell the productE.Pricing the product32.The basic difference between a good and a service is that a goodA.providesintangible benefits.B.can be physically touched.C.is always less expensive than a corresponding service.D.generates greater interest among consumers.E.is more quickly forgotten by consumers.33.Four Winds Art Gallery recently began offering appraisals of customers' art collections, in additionto continuing to sell paintings. Four Winds isA.expanding from offering just services to also offering goods.B.implementinga market segmentation strategy.C.capturing value through multiple pricing strategies.D.expanding from offering just goods to also offering services.E.increasingcustomer value through inflated appraisal evaluations.34.Marketers must determine the price of a product carefully, based on potential buyers' beliefsaboutA.its value.B.the environment.C.thecost to manufacture the product.D.the economic outlook.E.the product's new advertising campaign.

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1-735.Some discount stores put products in large bins and let consumers hunt and find bargains. Theprice these consumers pay includesA.only the actual price they pay at the register.B.thevalue of their time and energy.C.the excitement they experience in finding an item they desire.D.the savings to the store of not having to display the products neatly on shelves.E.thetime the product was full price and didn't sell.36.Henriette offers financial counseling and management on a fee-only basis. She has found thatdifferent customers are willing to pay different rates for her services. This shows that her pricingdecisions should depend primarily onA.choosing an average price that she will charge all her clients.B.changes in technology allowing consumers to manage their own affairs.C.how different customersperceive the value of her services.D.changes in the economy.E.how much her competitors charge for similar services.37.Delivering the value proposition is also known asA.endless chain marketing.B.atransactional orientation.C.wholesaling.D.product design.E.supply chain management.38.Marketing efforts designed to get the product or service to the right customer, when that customerwants it, are calledA.supplychain management.B.a transactional orientation.C.wholesaling.D.value cocreation.E.endless chain marketing.

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1-839.Yesenia, the new university course scheduling manager, is struggling with adjustments to the fallschedule. She is trying to determine how to offer the classes students need at the times whenstudents need them. Yesenia is struggling with the marketing function ofA.communicating the value proposition.B.supply chain management.C.creating value.D.capturing value.E.value cocreation.40.The marketing goal of getting the "right quantities to the right locations, at the right time"is:A.communicating the value proposition.B.supply chain management.C.creating value.D.capturing value.E.price and performance management.41.Marketers involved in supply chain management are constantly balancingA.the goal of promotional effectiveness against ethical advertising standards.B.the problem of price maximization against cost efficiency.C.the goalof minimizing costs against satisfying the service levels customers expect.D.the desire to achieve against the need for a stable source of supply.E.the goal of efficiency against the price charged by competitors.42.The importance of supply chain management is often overlooked in the study of marketingbecauseA.marketing has no responsibility for supply chain management.B.supplychain management doesn't add much value for customers.C.companies do not want customers to know anything about the supply chain.D.many of the activities take place behind the scenes.E.supplychain management is already transparent.

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1-943.When considering career choices in marketing, many students overlook supply chainmanagement becauseA.it is considered too quantitative.B.marketinghas no responsibility for supply chain management.C.companies generally outsource these activities, and so there are rarely supply chain jobsavailable.D.it only takes place in large, urban areas.E.manyof the activities take place behind the scenes.44.UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketinggoals.A.supply chain managementB.value communicationC.value captureD.retailmanagementE.none of these45.__________ is communication by a marketer that informs, persuades, or reminds potentialcustomers about a product.A.PricingB.PromotionC.PlacementD.A relational orientationE.Valuecocreation46.Effective promotion enhances a product or service'sA.supply chain management system.B.wholesaling capabilities.C.perceived value.D.design features.E.trialability.

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1-1047.By promoting perfume basedon youth, style, and sex appeal, Calvin Klein is attempting toA.influence social norms regarding sexuality.B.encourage consumers to participate in product redesign.C.stimulatesupply chain management cooperation.D.increase the perceived value of their products.E.none of these.48.The traditional marketing channel through which consumers most often find and purchase goodsand services is known asA.B2B.B.C2C.C.D2C.D.C2D.E.B2C.49.Retailers accumulate merchandise from producers in large amounts and sell to consumers insmaller amounts. Retailers function asA.market intermediaries.B.monopolists.C.regulatorsof consumer demand.D.wholesale specialists.E.intermediate promoters.50.Auction sites like eBay have increased opportunities for __________ marketing.A.B2BB.C2CC.D2CD.C2DE.B2G

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1-1151.As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, butdecided instead to continue to sell through their existing dealer networks. The car manufacturersconsidered switching from __________ to __________ marketing.A.B2C; B2BB.B2C; C2CC.B2B; B2CD.B2B; C2CE.C2C; B2C52.Many universities provide physical or electronic bulletin boards to facilitate ride-sharing andexchange of used books among students. These bulletin boardsincrease __________marketing.A.B2CB.C2BC.B2BD.C2CE.underground53.Which of the following is NOT true about marketing ideas?A.Opinions, philosophies, intellectual concepts, and even thoughts can beeffectively marketed.B.The marketing of ideas does not involve true exchange of value.C.Ideas can be "purchased" by convincing someone to change his or her behavior.D.Marketing can be directed toward primary and secondary targets toincrease knowledge andchange behavior.E.Value can be created through changing behaviors.54.The "Got Milk" advertising campaign, designed to increase consumption of milk, was intended tohelp market a(n)A.individual.B.firm.C.industry.D.organization.E.specific product.

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1-1255.The evolution of marketing progressed along the following continuum:A.sales, marketing, value-based marketing, production.B.marketing, value-based marketing, production,sales.C.value-based marketing, production, sales, marketing.D.production, sales, marketing, value-based marketing.E.sales, value-based marketing, marketing, production.56.The idea that a good product will sell itself isassociated with the __________ era of marketing.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented57.Henry Ford's statement, "Customers can have any color they want solong as it's black," typifiedthe __________ era of marketing.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented58.Melanie works for a small computer software company. Her boss is constantly improving theirproducts but neglecting customers, billing, and promoting the company. Her boss is probablystuck in the __________ era of marketing.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented

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1-1359.During the __________ era, firms had excess capacity and used personal selling and advertisingto generate customers.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented60.The prevailing marketing strategy of the __________ era was to find customers for inventoriesthat went unsold.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented61.Near theend of the model year, Move-Them-Out automobile dealership had an unusually highinventory level. The manager increased her advertising spending and gave extra incentives to itssalespeople. Move-Them-Out operates as if it were in the __________ era.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented62.Many U.S. companies first discovered marketing during the __________ era.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented

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1-1463.During the market-oriented eraA.a good product would sell itself.B.the customer was king.C.marketingwas more important than production.D.advertising and personal selling were emphasized to make the sale.E.firms focused on value.64.During the __________ era manufacturers and retailers began to focus on what consumerswanted andneeded before they designed, made, or attempted to sell their products.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented65.During the __________ eramanufacturers and retailers recognized they needed to give theircustomers greater value than their competitors did.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented66.Value isA.the lowest cost option.B.represented by brand names.C.the highest priced alternative.D.everyday low prices.E.what you get for what you give.

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1-1567.Trey sells consumerelectronics. He knows his customers weigh the costs versus the benefitsassociated with the different options available. He decides which products to offer and whatprices to charge based on the way his customers think. Trey operates in the __________ era.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented68.Serena studies her customer profiles, market research data, complaints, and other information,attempting to better understand what her customers want. Serena operates in the __________era of marketing.A.production-orientedB.sales-orientedC.market-orientedD.value-based marketingE.retailing-oriented69.In delivering value, marketing firms attempt to find the most desirable balance betweenA.theneed for value and the perception of value.B.explicit versus implicit value.C.providing benefits to customers and keeping costs down.D.the desire to satisfy customers and the need to keep customers from running the company.E.theneed for product improvement and the need for advertising.70.Yolanda is the new restaurant manager in a major hotel. When considering changes in therestaurant to improve benefits to customers, Yolanda will likely attempt to either provide the samequality at a lower cost orA.improve products and services at the same cost.B.increase prices to increase revenue.C.offset higher hotel rates with lower restaurant prices.D.reducecustomer expectations through reduced service.E.any of these.

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