73 test bank for foundations of marketing 6th editio1

73 Test Bank for Foundations of Marketing 6th Edition
by Pride Multiple Choice Questions - Page 1
Boca Burger's website features information about products, recipes,
and nutritional values, but customers cannot actually purchase
products from the website. This website is most likely used primarily
as a ____ marketing tool.
1.

a. promotional

2.

b. distributional

3.

c. pricing

4.

d. targeting

5.

e. production

The Church of the Latter Day Saints has used advertising for many
years, airing a commercial TV spot that shows parents actively
playing games with their children. The Church is using the process
of marketing to promote its:
1.

a. goods.

2.

b. services.

3.

c. experiences.

4.

d. production.

5.

e. ideas.

A marketing manager decides what combination of variables is
needed to satisfy customers' needs for a general type of product.
What are the essential variables that the marketing manager
combines?
1.

a. Product, price, distribution, and promotion variables

2.

b. Marketing environment variables

3.

c. Target market variables


4.

d. Product, price, and customer variables

5.

e. Customer and promotion variables

Which of the following statements about marketing environment
forces is correct?
1.

a. They influence customers by affecting their lifestyles, standards of living,
and preferences and needs for products.

2.

b. They do not influence customers' reactions to a firm's marketing mix.

3.

c. They fluctuate slowly and do not create threats to a firm's marketing mix.

4.

d. They never fluctuate quickly.

5.

e. They do not influence the way a marketing manager performs certain
marketing activities.

A commercial for the drink “SunnyD” explains how nutritious it is in
comparison to other, more “sugary” drinks. While children under 12
are the most likely consumers of SunnyD, the commercial is aimed
at mothers. These mothers represent SunnyD's:
1.

a. target market.

2.

b. consumer advocates.

3.

c. marketing strategy.

4.

d. marketing mix.

5.

e. marketing tactic.

Marketing facilitates exchange relationships between buyers and
sellers. What is the intended outcome for this relationship in
marketing?
1.

a. Profits for the seller

2.

b. A good bargain on the product for the buyer

3.

c. Reducing the seller's inventory

4.

d. One party having to compromise in the exchange


5.

e. Satisfaction for both the buyer and seller

The marketing mix is built around the:
1.

a. product.

2.

b. company.

3.

c. customer.

4.

d. employee.

5.

e. retail outlet.

Making modifications to packaging or brand names involves the
____ component of the marketing mix.
1.

a. price

2.

b. promotion

3.

c. market

4.

d. distribution

5.

e. product

Which of the following is an element of the marketing mix that is
used to increase the level of awareness of a product or company?
1.

a. Communication

2.

b. Product

3.

c. Price

4.

d. Distribution

5.

e. Promotion

Deciding to add gel insoles to its running shoes would be a change
in the ____ element of the marketing mix for Nike.
1.

a. price

2.

b. good


3.

c. product

4.

d. promotion

5.

e. distribution

Issues of inventory levels and storage costs are both concerns
relating to the ____ variable of the marketing mix.
1.

a. distribution

2.

b. product

3.

c. exchange

4.

d. price

5.

e. promotion

Which of the following is an idea marketer?
1.

a. Car salesperson

2.

b. Airline pilot

3.

c. Attorney

4.

d. Abuse counselor

5.

e. Orthodontist

Mothers Against Drunk Driving (MADD) is a group that works to
change attitudes and laws about driving under the influence of
alcohol. MADD primarily markets:
1.

a. goods.

2.

b. ideas.

3.

c. services.

4.

d. political figures.

5.

e. applications.

Organizations should define themselves not according to the
products they produce, but according to:
1.

a. how profitable they are.

2.

b. the price of their stock.

3.

c. the abundance of their product selection.

4.

d. how they treat employees.

5.

e. how they satisfy customers.

Which of the following scenarios involves the distribution element of
the marketing mix?
1.

a. Deciding whether or not a certain product should continue to be sold

2.

b. Determining whether an advertising message would be more effective on
television or in magazines

3.

c. Deciding whether or not to provide a percentage of discount for a particular
product.

4.

d. Deciding whether or not to have retail outlets in addition to a website

5.

e. Developing a new warranty policy for an existing product

Which of the following is essentially an uncontrollable factor in
developing a marketing mix?
1.

a. Product adaptations

2.

b. Pricing strategies

3.

c. Government regulations

4.

d. Advertising campaigns

5.

e. Retail locations

Rob Donaldson runs a successful wholesale business that sells
equipment to restaurants throughout the Midwest. He is considering
purchasing his own fleet of trucks to deliver the equipment instead


of relying on a shipper as he is currently doing. This most closely
represents a decision about:
1.

a. which market he should target.

2.

b. the best way to distribute his products.

3.

c. how to effectively promote his business.

4.

d. the product he provides to his customer.

5.

e. which supplier he should use.

A target market:
1.
2.

a. involves a large number of customers.
b. is a specific group of customers on whom a company focuses its marketing
efforts.

3.

c. already has several competitors vying for customers' business.

4.

d. is the same as a salesperson's prospective client list.

5.

e. is a customer group classified as people with similar demographic
characteristics.

The primary value that a marketer expects to receive from a
customer in an exchange relationship is:
1.

a. the price charged for the product.

2.

b. customer satisfaction.

3.

c. references to other potential customers.

4.

d. quality merchandise that meets expectations.

5.

e. few returns of the merchandise purchased.

A physical product you can touch is a(n):
1.

a. service.

2.

b. good.


3.

c. idea.

4.

d. concept.

5.

e. philosophy.

Changing the hours of operation for a service business involves the
____ component of the marketing mix.
1.

a. product

2.

b. price

3.

c. distribution

4.

d. promotion

5.

e. marketing concept

The focal point of all marketing activities is its:
1.

a. products.

2.

b. marketing mix.

3.

c. profits.

4.

d. sales.

5.

e. customers.

Marketing managers strive to develop a marketing mix that:
1.

a. minimizes marketing costs.

2.

b. matches what competitors are offering.

3.

c. best matches the abilities of the firm.

4.

d. matches the needs of the target market.

5.

e. generates the highest level sales.

Distribution, price, promotion, and product are all elements of:
1.

a. marketing strategy.


2.

b. the marketing mix.

3.

c. a target market.

4.

d. a consumer good.

5.

e. a business strategy.

The definition of marketing implies that ____ should receive
benefits from exchange relationships.
1.

a. only customers

2.

b. only businesses

3.

c. company management

4.

d. both customers and businesses

5.

e. only selected customers

When DuPont develops new carpet fibers that are highly stainresistant and durable, it must educate consumers about the

product's benefits. Which of the following marketing mix variables is
implicated in this regard?
1.

a. Price

2.

b. Promotion

3.

c. Distribution

4.

d. Product

5.

e. Packaging

Which of the following best characterizes the forces of the
marketing environment?
1.

a. The forces are relatively stable over time and are interrelated with one
another.

2.

b. There are few overlapping aspects of these forces; therefore, a change in
one is unlikely to result in a change in another.


3.

c. The various forces ensure that the marketing environment will remain fairly
certain in the future.

4.

d. These forces change dramatically over time, but a change in one force is
unlikely to impact another force.

5.

e. The forces change dramatically and quickly, and a change in one force is
likely to affect the other forces.

StarKist Tuna announced a dolphin-safe policy and stopped buying
tuna from fishing vessels that net dolphins. This decision indicates a
response to concerns about:
1.

a. target market selection.

2.

b. the marketing environment.

3.

c. the reduction of marketing costs.

4.

d. marketing mix decisions.

5.

e. efficiency in marketing activities.

The product variable of the marketing mix can include all of the
following except:
1.

a. creation of brand names.

2.

b. consumer perception of the product price.

3.

c. development of product packaging.

4.

d. warranty issues.

5.

e. repair services.

The application of mechanical and human efforts to either people or
objects to provide intangible benefits to customers is known as
a(n):
1.

a. issue.

2.

b. experience.

3.

c. idea.


4.

d. good.

5.

e. service.

Consumers buying products online have dramatically affected the

____ variable of the marketing mix.
1.

a. product

2.

b. price

3.

c. distribution

4.

d. research

5.

e. promotion

When DataComp Corp., a producer of software, delayed the
introduction of its new spreadsheet app to modify the package, its
scheduled TV advertisements announcing the new product needed
to be revised. In this case, a change in the ____ variable caused
changes in the ____ variable of the marketing mix.
1.

a. distribution; promotion

2.

b. distribution; product

3.

c. product; price

4.

d. product; promotion

5.

e. promotion; price

A change in the minimum drinking age in any given state illustrates
a change in the ____ for Miller Brewing.
1.

a. marketing mix

2.

b. marketing environment

3.

c. marketing concept

4.

d. marketing task

5.

e. product concept


Kashi Heart to Heart TM cereal is aimed at people concerned about
their heart health. These people represent the Kashi:
1.

a. marketing mix.

2.

b. marketing strategy.

3.

c. target market.

4.

d. marketing tactic.

5.

e. consumer advocates.

When Ikea Inc. showcases rooms of furniture on its website, it lists
each item in the room. However, if customers like all of the items,
they can purchase them as a bundle. Which of the following
aspects of the marketing mix is being adopted by Ikea?
1.

a. Price

2.

b. Promotion

3.

c. Distribution

4.

d. Product

5.

e. Target market

The three basic forms that a product can take are:
1.

a. markets, products, and images.

2.

b. goods, ideas, and intangibles.

3.

c. brands, services, and tangibles.

4.

d. services, ideas, and goods.

5.

e. ideas, services, and things.

The forces of the marketing environment include:
1.

2.

a. political, legal and regulatory, sociocultural, technological, economic, and
competitive.
b. sociocultural, legal, regulatory, economic, and competitive.


3.

c. legal, regulatory, political, and sociocultural.

4.

d. competitive and noncompetitive forces that affect most lifestyles.

5.

e. fairly static components.

73 Free Test Bank for Foundations of Marketing 6th
Edition by Pride Multiple Choice Questions - Page 2
_____ is a customer's subjective assessment of benefits relative to
costs in determining the worth of a product.
1.

a. Marketing orientation

2.

b. Monetary price

3.

c. Product assessment

4.

d. Price assessment

5.

e. Value

The marketing concept is best defined as:
1.

a.
a customer’s subjective assessment of benefits relative to costs in determining
the worth of a product.

2.

b. a philosophy stating that an organization should try to satisfy customers'
needs through a coordinated set of activities that allows the organization to
achieve its goals.

3.

c. the performance of business activities that direct the flow of goods and
services from producer to customer or user.

4.

d. a philosophy stating that an organization should attempt to accomplish its
goals with no regard for the needs of customers.

5.

e. the inclusion of marketing activities in the activities of an organization.

Marketing activities are:

1.

2.

a. used by all sizes of organizations including for-profit, nonprofit, and
government agencies.
b. limited to use by larger for-profit and nonprofit organizations.


3.

c. implemented only to increase profits for the organization and to expand the
scope of its customer base.

4.

d. used by all types and sizes of businesses but are not used by nonprofit
organizations.

5.

e. used by small businesses and small nonprofit organizations the most.

Managing customer relationships requires identifying patterns of
_____ and then using that information to focus on the most
promising and profitable customers.
1.

a. demographics

2.

b. buying behavior

3.

c. retailer information

4.

d. personality differences

5.

e. stock market cycles

Wonder Inc. introduced a new bread made with light whole wheat
and packaged in smaller loaves as a response to the number of
health-conscious customers who live alone. In this case, Wonder
Inc. was most likely following the_____.
1.

a. selling concept

2.

b. production concept

3.

c. marketing concept

4.

d. customer concept

5.

e. retailing concept

From the 1920s to the 1950s, demand for manufactured goods
decreased, leading to the ____ orientation.
1.

a. production

2.

b. market

3.

c. revolutionary


4.

d. sales

5.

e. reduction

locations to increase its product availability and convenience. One
reason Taco Bell is doing so is to:
1.

a. decrease customer benefits.

2.

b. increase customer costs.

3.

c. increase customer value.

4.

d. increase distribution expenses.

5.

e. decrease promotion expenses.

Campbell has introduced a line of low-sodium soups in response to
customer demand. Which of the following philosophies has been
incorporated by Campbell?
1.

a. Selling concept

2.

b. Production concept

3.

c. Customer concept

4.

d. Marketing concept

5.

e. Retailing concept

The H&R Block company intends to adopt the marketing concept as
a business philosophy. To be consistent with this decision, which of
the following philosophies is most appropriate?
1.

a. The customer is always right

2.

b. Making money is our business

3.

c. Sell, sell, sell

4.

d. Keep prices low

5.

e. Focus on today


Which one of the following statements by a company president best
reflects the marketing concept?
1.

a. We have organized our business to make certain that customers get what
they want.

2.

b. We believe that the marketing department must organize to sell what we
produce.

3.

c. We have organized an aggressive sales force in our company to promote
our products.

4.

d. We try to produce only high-quality, technically efficient products.

5.

e. We try to encourage company growth.

During the Industrial Revolution demand for manufactured goods
was:
1.

a. weak.

2.

b. non-existent.

3.

c. declining.

4.

d. strong.

5.

e. paltry.

Laura, a junior marketing executive at MegaGrain Cereals suggests

increasing the package size and price of its best-selling brand
without increasing the amount of cereal inside the box. Her superior
warns that this might be a bad idea because MegaGrain's long-term
survival, like most companies, depends on:
1.

a. cost-cutting measures.

2.

b. continually selling to new customers and markets.

3.

c. creating and maintaining satisfying exchange relationships.

4.

d. high-volume, low-margin sales.

5.

e. increasing shelf space for their brands.


Which of the following would not be a customer cost considered in
the determination of product value?
1.

a. Product's purchase price

2.

b. Time spent purchasing the product

3.

c. Effort spent purchasing the product

4.

d. Benefits received in the exchange for the products

5.

e. Risk of purchasing the product

Which of the following is not an example of the implementation of
the marketing concept?
1.

a. Jimmy Dean's Sausage introduces turkey sausage patties for a healthier
alternative to pork.

2.

b.
Ford asks customers to vote online for a new color for next year’s Ford Focus.

3.

c. Burger King reduces the labor costs to produce its sausage-egg biscuits.

4.

d. Microsoft offers rewards for users who can find flaws in its new software.

5.

e. Volkswagen introduces pop-up rollover bars in its convertibles to protect its
consumers in the event of a serious collision.

Scott, a buyer for a medium-sized company, is assessing the value
of competing software products for use in his firm. Which of the
following would not be a customer benefit considered in his
determination of the value of software products?
1.

a. Speed of delivery

2.

b. Ease of installation

3.

c. Availability of technical support

4.

d. Availability of training assistance

5.

e. Monetary price


Customer costs include anything the buyer must give up in order to
obtain the benefits the product provides. The most obvious
customer cost is:
1.

a. risk.

2.

b. time.

3.

c. monetary price.

4.

d. effort.

5.

e. availability.

Long-term relationships with profitable customers are the key
objective of:
1.

a. personal selling.

2.

b. customer relationship management.

3.

c. production oriented firms.

4.

d. e-marketing.

5.

e. distribution channels.

Marketing knowledge and skills:
1.
2.

a. are not necessary for a nonprofit organization.
b. enhance consumer awareness and help provide people with satisfying
goods and services.

3.

c. constitute the marketing mix.

4.

d. were most important during the production era.

5.

e. are most valuable for advertising executives but less important for
wholesalers and distributors.

The marketing environment is best described as being:
1.

a. composed of controllable variables.

2.

b. composed of variables independent of one another.


3.

c. an indirect influence on the performance of marketing activities.

4.

d. dynamic and changing.

5.

e. slow, with infrequent fluctuations.

In managing customer relationships, the three primary ways profits
can be obtained are by:
1.

a. acquiring new customers, enhancing the profitability of new customers, and
shortening the duration of relationships with existing customers.

2.

b. enhancing the profitability of existing customers, eliminating customers who
provide smaller profits, and finding new customers.

3.

c. extending the length of relationships with customers, cutting organizational
costs, and enhancing the profitability of new customers.

4.

d. eliminating long-term customers who have decreased purchases, finding
new customers, and increasing sales to existing customers.

5.

e. enhancing the profitability of existing customers, extending the duration of

relationships with customers, and obtaining new customers.

According to the marketing concept, an organization should try to:
1.

2.

a. consider short-run objectives and cash flow needs before developing new
products.
b. define its business as "making a product."

3.

c. provide products that satisfy customers' needs and allow the organization to
achieve its goals.

4.

d. put most of its emphasis on marketing activities and be less concerned with
finance, accounting, and personnel.

5.

e. view selling activities as the major means of increasing profits.

Health Care Systems, Inc. rolls out an innovative nurse-on-call data
system available online. The product is not widely accepted
because patients don't see the need for such a service. According
to the marketing concept, this situation represents a failure in
_____.

1.

a. an information system to determine customer needs

2.

b. the organizational structure

3.

c. top-management commitment

4.

d. technological advancement

5.

e. scanning corporate capabilities

Which of the following statements describes the best use of the
Internet by John, a marketer, to establish his business units across
the globe ?
1.

a. Reach out to buyers

2.

b. Relay product information

3.

c. Facilitate the marketing process

4.

d. Accumulate as many friends as possible

5.

e. Facilitate the marketing exchange, obtain customer feedback, and provide
product information

The equation a buyer applies to assess a product's value is:
1.

a. value = monetary price - customer benefits.

2.

b. value = customer costs - customer benefits.

3.

c. value = customer benefits - customer costs.

4.

d. value = customer benefits - monetary price.

5.

e. value = customer benefits - time and effort.

Today, establishing long-term, mutually beneficial arrangements in
which both the buyer and seller focus on value enhancement
through the creation of more satisfying exchanges is known as:
1.

a. marketing synthesis.

2.

b. relationship marketing.

3.

c. a marketing orientation.


4.

d. the marketing concept.

5.

e. strategic marketing.

TMobile Corp. TM implements a program of texting its current
customers to find out what changes they would like to see in the
services provided. The firm is exhibiting characteristics associated
with _____ orientation.
1.

a. production

2.

b. sales

3.

c. market

4.

d. social

5.

e. development

The marketing concept is a philosophy that states that an
organization should try to satisfy customers' needs and also:
1.

a. increase market share.

2.

b. increase sales.

3.

c. achieve the organization's goals.

4.

d. produce high-quality products.

5.

e. coordinate its activities to increase production.

Initiatives intended to improve an organization's positive impact on
society and the natural environment are called:
1.

a. environmental marketing.

2.

b. green marketing.

3.

c. socially-responsible marketing.

4.

d. energy-conscious marketing.

5.

e. socially-conscious marketing.


Ben is responsible for managing the customer satisfaction of
Hampton Inn motel guests. Ben is currently analyzing the customer
relationship management (CRM) program at Hampton Inn and is
contemplating where he should begin making changes. Which of
the following would be the beginning of a CRM program and the
area Ben should consider first?
1.

a. Communicating with current customers via Facebook

2.

b. Offering new types of hotel rooms for frequent guests

3.

c. Expanding the number and locations of Hampton Inns

4.

d. Providing information to customers through the web, Facebook, or in
person

5.

e. Increasing the promotion budget with new sweepstakes for frequent
customers

U.S. Electric Inc., the maker of a highly innovative xenon light bulb
used in large manufacturing facilities, finds that it has excess
inventory. The firm increases its direct marketing budget by 20
percent and adds three new sales representatives. Which of the
following orientations has been adopted by this company?
1.

a. Production

2.

b. Sales

3.

c. Market

4.

d. Customer

5.

e. Societal

As the Industrial Revolution came to the United States, most firms
operated in a(n) ____ orientation.
1.

a. market

2.

b. societal

3.

c. sales


4.

d. evolutionary

5.

e. production

The forces of the marketing environment primarily affect marketers
in three ways: They influence customers by affecting their lifestyles
and preferences for products; they determine whether or how a
marketing manager can perform certain marketing activities; and

they:
1.

a. affect a marketing manager's decisions and actions by influencing buyers'
reactions to the firm's marketing mix.

2.

b. dictate that changes be made to the existing marketing mix despite any
negative reactions from customers.

3.

c. make most new products obsolete very quickly so that research and
development must continually develop new products.

4.

d. cause most advertising to be ineffective at communicating product benefits
due to rapidly changing environmental forces.

5.

e. change a customer's decisions about the appropriate marketing mix for the
company and its various products.

The marketing concept focuses on:
1.

a. achieving the goals of top executives.

2.

b. creating maximum visibility for the firm.

3.

c. maximizing sales.

4.

d. maximizing market share.

5.

e. satisfying customers' needs in a way that helps to achieve organizational
objectives.

The public is becoming more aware of how marketers' activities
affect the welfare of consumers and society. As a result, more firms
are working to:
1.

a. raise prices in order to increase their profits so that they can contribute to
philanthropic causes.


2.

b. reduce the quality of their products in order to save money and provide less

expensive products to their consumers.

3.

c. reduce their profits by donating more time and money to improve social
welfare and environmental conditions.

4.

d. enact laws requiring companies to work toward the welfare of customers
and society.

5.

e. create a responsible approach to developing long-term relationships with
customers and society.

Marketing activities:
1.

a. are aimed at persuading customers through advertising.

2.

b. involve mainly distribution and promotion decisions.

3.

c. and selling activities are basically the same.

4.

d. are important only when a firm is developing new products or entering new
markets.

5.

e. help sell an organization's products and generate financial resources for the
firm.

The marketing concept is a management philosophy that affects:
1.

a. only marketing activities.

2.

b. all efforts of the organization.

3.

c. mainly the efforts of sales personnel.

4.

d. mainly customer relations.

5.

e. only business organizations.