70 test bank for marketing management 1st

70 Test Bank for Marketing Management 1st
Edition by Marshall
Multiple Choice Questions - Page 1
The Clean-O company makes an all-purpose cleaner for the
hospital and nursing home market that is guaranteed to kill 99% of
staphylococcus germs, a major concern for medical facilities. The
company is not interested in pursuing the consumer market. CleanO has adopted a ___________.
1.

A. Market orientation

2.

B. Mass customization orientation

3.

C. Differentiation orientation

4.

D. Relationship orientation

5.

E. Product orientation

Henry Ford is well known to business students for creating the
assembly line that enabled mass production of the Model T. This is
an example of _____________.
1.

A. Production orientation

2.

B. Selling orientation

3.

C. Marketing orientation

4.

D. Buzz marketing orientation

5.

E. Business orientation

Great marketing starts with ______________________.
1.

A. Listening to customers

2.

B. Designing a great product

3.

C. Offering the lowest price


4.

D. Word-of-mouth endorsements

5.

E. Selling a product where customers can easily find it

After a recent 141-day strike, members of the union members in
California went back to work at area grocery stores. The union
negotiated raises, better healthcare benefits, and a one-tier pay
scale. The role of the union may best be described as a ________.
1.

A. Governmental body

2.

B. Stakeholder

3.

C. Vendor

4.

D. Internal customer

5.

E. Management group

Peter Drucker, the father of modern management, stated that the
only purpose of an organization is _____________.
1.

A. To create products

2.

B. To make products affordable and accessible to the majority of the public

3.

C. To improve the quality of life for all people

4.

D. To create a customer

5.

E. To respect the environment

AMA's first official definition of marketing was released in ______.
1.

A. 1925

2.

B. 1948

3.

C. 1967

4.

D. 1985

AMA's current official definition of marketing reflects the view
towards marketing activities as ______.


1.
2.

3.
4.

5.

A. Focused on strategy
B. Focused on tactics like using electronic commerce and new media like You
Tube
C. Focused on relationships with suppliers and customers

D. Focused on value, through creating, communicating, delivering and
exchanging offering that create value
E. A and D

AMA's first official definition reflected its roots in ______.
1.

A. Advertising of all kinds of products

2.

B. Sales of consumer packaged goods

3.

C. Production in factories

4.

D. Distribution of agricultural products

5.

E. Public relations and publicity

Fernandez Brothers, Inc. provides accounting services to small
businesses. Before and after tax season, the partners meet with
each client company. It sends a monthly newsletter to update
clients with tax changes. The firm's business practices revolve
around putting the customer at the center when developing services

and practices. Smith Brothers has adopted a ____approach.
1.

A. Market orientation

2.

B. Mass customization orientation

3.

C. Differentiation orientation

4.

D. Relationship orientation

5.

E. Product orientation

The marketing concept was introduced ______________.
1.

A. After the Civil War

2.

B. After World War I

3.

C. After the Great Depression

4.

D. In the 1950s

5.

E. In the 1960s

Peter Drucker, the father of modern management, believed that
marketing _____________.
1.

A. Should be a separate function within the business

2.

B. That it is the business as seen from an internal point of view

3.

C. That it is the business as seen from the customer's point of view

4.

D. That is so basic that it is a central dimension of the entire business

5.

E. Should improve the quality of life for society

Companies that conduct research using focus groups, consumer
surveys, and in-person interviews most likely have a
____________.
1.

A. Production orientation

2.

B. Selling orientation

3.

C. Marketing orientation

4.

D. Buzz marketing orientation

5.

E. Business orientation

The stereotypical automobile dealership uses tactics like high
pressure and bargaining to get customers to buy. This is an

example of _____________.
1.

A. Production orientation

2.

B. Selling orientation

3.

C. Marketing orientation

4.

D. Buzz marketing orientation

5.

E. Business orientation


Bryan gets reduced fees for his daughter's piano lessons by
maintaining her teacher's web site. Bryan is practicing the central
tenet of marketing called ____________.
1.

A. Value

2.

B. Exchange

3.

C. Growth

4.

D. Sustainability

5.

E. Barter

AMA's current official definition of marketing was released in
______.
1.

A. 1965

2.

B. 1985

3.

C. 2000

4.

D. 2007

The marketing concept was first articulated in writing in the Annual
Report of ______________.
1.

A. Ford Motor Company

2.

B. AT&T

3.

C. RCA

4.

D. General Motors

5.

E. General Electric

Customers may visit the Land's End clothing web site and order a
pair of jeans that will be made especially for them. Land's End has
adopted a ___________ approach.
1.

A. Market orientation

2.

B. Mass customization orientation


3.

C. Differentiation orientation

4.

D. Product orientation

5.

E. Relationship orientation

Nike Air shoes were discovered to have a greenhouse gas in the
heel air pocket. The company did not change the design
_______________.
1.

A. Until some environmental groups found out and complained

2.

B. Since it did not have to change under the law

3.

C. Because engineers were working on more profitable designs

4.

D. Until it spent millions of dollars and many years to get a good new design

5.

E. A and D

Marketing misnomers occur because many people think of
marketing as __________.
1.

A. Pushy salespeople

2.

B. Advertising and celebrity spokespersons

3.

C. The firm's department of advertising

4.

D. Overstated product claims

5.

E. All of the above

__________ is not a marketing function.
1.

A. Research

2.

B. Advertising

3.

C. Brand development

4.

D. Public relations

5.

E. Research and development


Making a change in any of the marketing mix elements will
_______________.
1.

A. Leave the other elements unchanged

2.

B. Possibly have an impact on another element

3.

C. Have a domino effect on the other elements

4.

D. Require the firm to introduce new products

5.

E. Require an increase in promotion

Communicating and delivering value focuses on
_____________________.
1.

A. Supply chain management

2.

B. Branding and positioning

3.

C. retailing

4.

D. integrated marketing communication

5.

E. A, B, and D

When you tell someone you are a marketing major in college, he or
she may think you want a career in ________________.
1.

A. Management

2.

B. Information technology

3.

C. Sales

4.

D. Customer service

5.

E. Financial planning

Value may be defined as the ratio of bundled benefits received to
the cost incurred by the customer to receive those benefits.
____________ is not thought of as one of the costs.
1.

A. Monetary cost


2.

B. Time to shop

3.

C. Skill or expertise

4.

D. Poor service quality

5.

E. Customer satisfaction

AMA's second official definition of marketing reflected the view of
that time towards marketing activities as ______.
1.

A. Advertising

2.

B. Production

3.

C. 4 Ps

4.

D. Selling

5.

E. Distribution

AMA's second official definition of marketing was released in
______.
1.

A. 1925

2.

B. 1948

3.

C. 1967

4.

D. 1985

Creating, communicating, delivering and exchanging offerings that
have value may be thought of as ___________________.
1.

A. The marketing mix or 4 Ps

2.

B. The firm's strategic plan

3.

C. Sales orientation

4.

D. Production orientation

5.

E. Exchange

Creating value focuses on _____________________.

1.

A. Product development

2.

B. Branding and positioning

3.

C. Attention to service

4.

D. Pricing

5.

E. All of the above

Last year, a professional golfer made $100,000,000 dollars from
celebrity endorsements. This illustrates why many people think of
marketing as primarily about ______________.
1.

A. Adding costs to products

2.

B. Overstating claims

3.

C. Advertising

4.

D. Pushy salespeople

5.

E. Celebrities sponsor the best products

It took Nike ____ years to replace the greenhouse gas in the heels
of Nike Air shoes.
1.

A. 3

2.

B. 6

3.

C. 10

4.

D. 14

5.

E. 18

Entrepreneurs and Fortune 500 firms alike should recognize that
marketing efforts _____________.
1.

A. Need to instill basic marketing orientation in the entire organization
including engineering, finance, and administrative staffs

2.

B. Include telling other people in the firm need to know what the marketing
department is doing but others have no marketing responsibility


3.

C. Should be the job for the "marketing department". Other departments
should only be concerned with their core activities like manufacturing or finance

4.

D. Should include training only people who interact with customers to have a
marketing focus

5.

E. None of the above

Don Peppers and Martha Rogers promote the idea of
____________.
1.

A. Market orientation

2.

B. Mass customization orientation

3.

C. Differentiation orientation

4.

D. One-to-one marketing orientation

5.

E. Relationship orientation

Companies that promote sustainability practices like Starbucks, that
has a stringent recycling program, or General Electric, that makes
compact fluorescent light bulbs (CFLs), are practicing
______________.
1.

A. Green marketing

2.

B. Public relations

3.

C. Publicity

4.

D. Shotgun marketing

5.

E. One-to-one marketing

The _____________ aspect of a firm is generally the most visible to
people outside the organization.
1.

A. Financial management

2.

B. Accounting

3.

C. Marketing

4.

D. Information technology


5.

E. Operations management

High pressure selling _____________.
1.

A. Is practiced today by many companies

2.

B. Has a marketing orientation

3.

C. Sparked laws to protect consumers

4.

D. A and C

5.

E. None of the above

70 Free Test Bank for Marketing Management 1st
Edition by Marshall Multiple Choice Questions - Page 2
__________ is not one of the new market realities identified by Fred
Wiersema.
1.

A. Increase in demand

2.

B. Customers have less time than ever

3.

C. Information overwhelms and depreciates

4.

D. All secrets are open secrets

5.

E. Competitors proliferate

High tech media options like cell phones and the internet have had
a huge impact the ________ aspect of marketing
1.

A. Product

2.

B. Promotion

3.

C. Price

4.

D. Distribution

5.

E. Research


Jim got over 21 million hits when he visited a search engine to find
out how to build his own web site. This trend is identified by
Wiersema's new market reality of _____________________.
1.

A. Easy growth makes hard times

2.

B. Customers have less time than ever

3.

C. Information overwhelms and depreciates

4.

D. All secrets are open secrets

5.

E. Competitors proliferate

Today many CEOs and shareholders expect to measure results of
marketing efforts because ___________.
1.

A. Marketing metrics today are designed to assign specific results to specific
marketing programs

2.

B. They are unrealistic in believing that all marketing is measurable

3.

C. It is easy to do

4.

D. All of the above

5.

E. A and C

When Chili's, TGI Friday's , Outback Steakhouse and other fastcasual restaurants began offering curbside delivery for call-in
customers, the trend seemed unnoticed by the ‘fast-food' chains
like McDonalds. This illustrates Fred Wiersema's new market reality
of ____________________.
1.

A. Competitors proliferate

2.

B. All secrets are open secrets

3.

C. Innovation is universal

4.

D. Information overwhelms and depreciates

5.

E. Easy growth makes hard times

(Little m) marketing includes ____________.


1.

A. Marketing strategy

2.

B. Advertising

3.

C. Brand image

4.

D. A and C

5.

E. B and C

Walk into almost any grocery store today and the first thing you may
see is ready-to-eat meals. This trend is identified by Wiersema's
new market reality of _____________________.
1.

A. Increase in demand

2.

B. Customers have less time than ever

3.

C. Information overwhelms and depreciates

4.

D. All secrets are open secrets

5.

E. Competitors proliferate

In a series of chatty podcasts called "Talking About the Benjamins",
Michael Patrick Duffy, CEO of a credit union, offered tips on money
management to increase membership. Most likely these talks were
aimed at ___________.
1.

A. Tweens

2.

B. Gen X

3.

C. Gen Y

4.

D. Silent Generation

5.

E. Young Boomers

6.

F. Older Boomers

The purpose of marketing metrics is to ____________ key
benchmarks for improvement just as financial metrics guide the
financial management of the firm.


1.

A. identify

2.

B. track

3.

C. evaluate

4.

D. provide

5.

E. all of the above

Generational shifts impact marketing in terms of human resources.
Older and younger generations may have _________________.
1.

A. Different attitudes towards work life versus family life

2.

B. Expectations about job satisfaction and rewards

3.

C. Preferred modes of learning and working

4.

D. All of the above

5.

E. None of the above

The wristwatch industry was surprised when consumers began
telling time by looking at their cell phones. This trend is identified by
Wiersema's new market reality of _____________________.
1.

A. Increase in demand

2.

B. Customers have less time than ever

3.

C. Information overwhelms and depreciates

4.

D. All secrets are open secrets

5.

E. Competitors proliferate

Customer orientation must be understood by _____________.
1.

A. The sales force

2.

B. Top management

3.

C. Top management and middle management

4.

D. Frontline personnel


5.

E. Everyone in the organization

All internal organizational practices should be aligned around ____.
1.

A. The billing system

2.

B. Management

3.

C. Manufacturing

4.

D. The customer

5.

E. Information technology

Relationship-oriented firms are _______________;
1.
2.

A. Driven by meeting this quarter's financial projections
B. Seeking the most profitable customers who are highly satisfied with the
firm's offering

3.

C. Constantly investing in new customers and hope they become long-term

4.

D. Often scrambling to replace lost customers

5.

E. Trying to retain all customers

XYZ department store advertises the "biggest sale of the year"
every weekend and offers extra bargains to early bird customers.
ABC department store advertises seasonal sales and employees

send handwritten notes to customers who spend more than a
certain amount of money. This implies that
_______________________.
1.

A. XYZ is short-term oriented and ABC is long-term oriented

2.

B. XYZ is focused on selling and ABC is focused on relationship building

3.

C. Both firms are trying to achieve the same goal of profitability so tactics do
not matter.

4.

D. XYZ must be more successful since it advertises every week

5.

E. Both a and b


State Farm Insurance offers products through a network of 16,000
independent agents. Assume that the company wants to launch a
marketing campaign towards college students. Which marketing
tactic would you recommend?
1.

A. TV advertising during the evening news

2.

B. Sponsoring National Public Radio during morning drive time

3.

C. Setting up a My Space contest to win gas money

4.

D. Sponsorship of a Rolling Stones concert tour

5.

E. Direct mail

_____________ is not part of the marketing mix.
1.

A. Product

2.

B. Distribution

3.

C. Promotion

4.

D. Price

5.

E. Manufacturing

_______________ is an example a market-driving firm.
1.

A. Apple

2.

B. Microsoft

3.

C. Disney

4.

D. None of the above

5.

E. A, B, and C

Sheila and Barbara are billing department managers in a call
center. Senior management has given employees only a limited
amount of time to spend with each customer who phones. Sheila
and Barbara want to make strategic marketing changes. They must
have the support of ____________ in order to succeed.


1.

A. The sales force

2.

B. Top management

3.

C. Top management and middle management

4.

D. Frontline personnel

5.

E. Everyone in the organization

Marketing today is ____________.
1.

A. Essentially the same as 20 years ago

2.

B. Not impacted by the rest of the world

3.

C. Seeks to add value by understanding the past of marketing and change
drivers for the future

4.

D. So confusing no one understands it

5.

E. Accountable only to shareholders and management

The long-term objective of strategic marketing is ____________.
1.

A. Customer satisfaction at all costs

2.

B. Profitability through building a customer-oriented organization

3.

C. Understanding where the company with be in 10, 20, 30 years

4.

D. Getting ahead while doing well in society

5.

E. Studying the competition

Jack wants to get his new computer from the most famous mass
customization marketer. He should purchase from __________.
1.

A. Compaq

2.

B. Hewlett–Packard

3.

C. Apple

4.

D. Dell

5.

E. Gateway


The average consumer is exposed to about ___________ paid
commercial messages every day.
1.

A. 500—1,000

2.

B. 1,000—2,000

3.

C. 600—3,000

4.

D. 2,000—4,000

5.

E. over 4,000

The Internet has made it easy for customers to access information,
disinformation, post their opinions and read other people's opinions.
From a marketer's point of view, this has caused _______.
1.

A. A shift to product glut and customer shortage

2.

B. A shift in generational values and preferences

3.

C. A shift in power from marketers to consumers

4.

D. A shift to demanding return on marketing investment

5.

E. A shift to Marketing (Big M) and marketing (little m)

The concept of engaging in a learning relationship with customers
and directing the firm's resources to making each product or service
to feel tailored is known as ____.
1.

A. Market orientation

2.

B. Product orientation

3.

C. Differentiation orientation

4.

D. One-to-one marketing orientation

5.

E. Relationship orientation

Strategic marketing refers to __________________.
1.

A. The firm's commitment to long-term growth through internal focus on
production and customer satisfaction


2.
3.

B. Working with competitors, when appropriate, and with suppliers
C. Understanding the market, competitors, and other external forces, and
focus on internal capabilities to plan for the future

4.

D. Making a non-wavering commitment on which customers to serve

5.

E. The study of promotion, distribution, delivery, and production

Kraft Foods planned to introduce more than 80 new products in
2008. This illustrates Fred Wiersema's new market reality of
____________________.
1.

A. Competitors proliferate

2.

B. All secrets are open secrets

3.

C. Innovation is universal

4.

D. Information overwhelms and depreciates

5.

E. Easy growth makes hard times

In order for Marketing (Big M) to succeed, it must be championed
by __________.
1.

A. The sales force

2.

B. Top management

3.

C. Top management and middle management

4.

D. Frontline personnel

5.

E. Everyone in the organization

Many companies today pay their advertising agencies based on
how much sales or market share increase after a particular
advertising campaign is executed. This most likely occurs because
_____________.
1.
2.

A. Marketing is viewed internally as an investment
B. There has been an increased demand for marketing accountability by
CEOs and shareholders

3.

C. Effective planning requires metrics

4.

D. If it can't be measured, it can't be managed

5.

E. All of the above

Starbucks does not use advertising to promote its stores. This
decision most likely reflects the company's _____________.
1.

A. Advertising budget

2.

B. Marketing (Big M)

3.

C. Marketing (little m)

4.

D. Relationship orientation

5.

E. Sales orientation

In 2008, Verizon announced its intentions to purchase Alltel
Wireless. This illustrates Fred Wiersema's new market reality of
____________________.
1.

A. Competitors proliferate

2.

B. All secrets are open secrets

3.

C. Innovation is universal

4.

D. Information overwhelms and depreciates

5.

E. Easy growth makes hard times

Customer Relationship Management is designed to __________.
1.

A. Assign a sales representative to a particular customer

2.

B. Allow software to manage marketing

3.

C. Facilitate higher levels of customer satisfaction

4.

D. Identify the most profitable customers

5.

E. C and D

The average American eats out ___ times a week.


1.

A. 3

2.

B. 5

3.

C. 7

4.

D. 8

5.

E. 12

There are about ___________ of new packaged goods products
introduced each year.
1.

A. 10,000

2.

B. 25,000

3.

C. 50,000

4.

D. 100,000

5.

E. over 500,000

Southwest Air was the only airline in the U.S. that did not lose
money in the year following the 9/11 terrorist attacks on the United
States in 2001. This decision most likely reflects the company's
_____________.
1.

A. Advertising budget

2.

B. Marketing (Big M)

3.

C. Marketing (little m)

4.

D. Relationship orientation

5.

E. Sales orientation