79 free test bank for MKTG 8th edition by lam1

79 Test Bank for MKTG 8th Edition by Lamb
Multiple Choice Questions - Page 1
Which marketing orientation assumes people will buy more goods

and services if aggressive marketing techniques are used?
1.

a. Sales

2.

b. Production

3.

c. Market

4.

d. Customer

5.

e. Marketplace

Toyota found that consumers wanted cars to last longer and be
more environmentally friendly. GM, however, enjoyed being the top
U.S. car producer and focused more on how many cars and trucks
it could manufacture, not on what customers wanted from a vehicle.

GM had more of a orientation.

1.

a. sales

2.

b. production

3.

c. market

4.

d. product

5.

e. customer

Which of the following occurs when people give up something in

order to receive something they would rather have?


1.

a. Exchange

2.

b. Synergy

3.

c. Transformation

4.

d. Leveraging

5.

e. Reciprocity

At The Container Store, every employee is trained to serve
customers. Full-time salespeople receive 240 hours of training. The
Container Store works to hire people who are self-motivated and
have a passion for customer service. The Container Store has a

orientation.
1.

a. sales

2.

b. market

3.

c. product

4.

d. societal

5.

e. production

SAP, the world’s largest business software company, has pledged
to put the “customer at the center” of their universe. SAP has

captured the idea of:
1.

a. the 80/20 rule

2.

b. Maslow’s hierarchy of needs

3.

c. the marketing concept

4.

d. the sales orientation philosophy

5.

e. the societal concept


Which marketing management philosophy focuses on the question,

“What can we make or do best?”
1.

a. Production

2.

b. Marketing

3.

c. Sales

4.

d. Societal

5.

e. Internal

Companies that rely on the marketing concept and that have

implemented a market orientation strategy recognize that:
1.

a. price is the most important variable for customers

2.

b. sales depend predominantly on an aggressive sales force

3.

c. what the customer thinks he or she is buying is what is important

4.

d. a company has to apply scientific management techniques to survive

5.

e. selling and marketing are essentially the same thing

The marketing concept stresses that the social and economic
justification for an organization’s existence is the satisfaction of

customer needs and wants while:
1.

a. producing a good or service at the lowest possible cost

2.

b. improving the general standard of living

3.

c. constantly increasing sales volumes

4.

d. applying scientific management techniques to improve efficiency


5.

e. simultaneously meeting organization objectives

Barry collects antique watches and has decided to sell a few of
them on eBay. Some of the watches he wants to sell are rare and
very valuable. What condition is necessary for an exchange to

occur between Barry and a buyer?
1.

a. His watch should have a certificate of authenticity.

2.

b. The opening bid must be lower than other watches being sold on the site.

3.

c. Buyers must provide payment before the item is shipped.

4.

d. Delivery must take place within 2 days of the purchase.

5.

e. Potential buyers must be able to see the watch and understand its qualities.

A company that sets its goals and strategies based on what its
current equipment can produce, what products engineering can
design, and what the company itself can do best, has a(n)

orientation.
1.

a. marketplace

2.

b. sales

3.

c. market

4.

d. exchange

5.

e. production

A business is concerned with many day-to-day activities. Some of
the most important of these activities are the planning and
development of a product, its ability to communicate value, its


pricing policy, and the distribution strategy. These activities are all a

part of:
1.

a. a control system

2.

b. marketing

3.

c. accounting

4.

d. production

5.

e. human resources

All of the following are necessary for exchange to occur

EXCEPT:
1.

a. each party is capable of communication and delivery

2.

b. each party signs a contract before exchange occurs

3.

c. each party believes it is appropriate or desirable to deal with the others

4.

d. each party is to accept or reject the exchange offer

5.

e. each party must have something the other party considers to be valuable

A newspaper ad for a hospital that states, “We have the most
modern delivery rooms and stateofthe art medical equipment,” is an

indication of which marketing management philosophy?
1.

a. Sales

2.

b. Customer

3.

c. Market

4.

d. Societal


5.

e. Production

For an exchange to take place:
1.

a. there must be at least two parties involved

2.

b. money must be used in the transaction

3.

c. each party must feel obligated to accept the offer

4.

d. at least one party must have something of value that the other party desires

5.

e. neither party must communicate with the other

If a company uses a sales orientation, consumer complaints would

most likely result in:
1.

a. a modification of the sales presentation

2.

b. product reinvention

3.

c. continuous market research

4.

d. philanthropy

5.

e. attempts to cut production costs

Which marketing management philosophy focuses on the question,

“How can we sell more aggressively?”
1.

a. Production

2.

b. Marketing

3.

c. Sales

4.

d. External


5.

e. Internal

Kellogg’s is offering DVDs to consumers who collect five official
Collection certificates from the back panels of specially marked
packages of Kellogg’s cereals and then mail them with the official
order form. Within 90 days, these consumers will receive the movie
of their choice. A(n) will occur when a movie fan mails in his or her

certificates for a movie.
1.

a. synergy

2.

b. sublimation

3.

c. exchange

4.

d. entropy

5.

e. reciprocity

The concept of exchange is important to marketing

because:
1.

a. if all the conditions for an exchange are in place, then the exchange will be
completed

2.

b. exchange provides money to marketers

3.

c. marketing activities help to create exchange

4.

d. marketing activities are a requirement for exchange to take place

5.

e. money is the only medium of exchange for business marketers

An organization with a(n) believes that it exists not only to satisfy
customer wants and needs and to meet organizational objectives


but also to preserve or enhance individuals’ and society’s longterm

best interests.
1.

a. sales orientation

2.

b. market orientation

3.

c. ethical business mission

4.

d. focused target market strategy

5.

e. societal marketing orientation

Best Buy has become the nation’s largest specialty retailer by
focusing on the customer’s needs and wants. This philosophy is at

the heart of a(n) orientation.
1.

a. sales

2.

b. market

3.

c. retail

4.

d. production

5.

e. exchange

A company adhering to the marketing concept will likely take which
of the following steps if it learned that its customers were

dissatisfied with its product?
1.

a. Hire more salespeople

2.

b. Decrease its organizational overhead

3.

c. Increase its advertising to underserved markets

4.

d. Increase the number of outlets in which the product is sold

5.

e. Conduct research to determine if its customers’ needs have changed

One facet of marketing is that it is:
1.

a. an approach that focuses on maximizing sales

2.

b. a short-term oriented approach to profit maximization

3.

c. an approach that requires diversity

4.

d. a philosophy that stresses customer satisfaction

5.

e. independent of value creation

The American Marketing Association’s definition of

marketing:
1.

a. is limited to promotional activities

2.

b. focuses on the value of empowerment, teamwork, and customer value

3.

c. shows how marketing benefits the marketer

4.

d. relies on the synergy created by exchange

5.

e. includes creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.

Firms with a orientation focus on the internal capabilities of the firm

rather than on the desires and needs of the marketplace.
1.

a. sales

2.

b. production

3.

c. market


4.

d. customer

5.

e. customer-benefit

At the Lands’ End Web site, a customer can chat online with
customer service representatives while shopping. This live help
allows the customer to have questions answered before placing an
order. This focus on meeting customer needs illustrates a(n)

orientation.
1.

a. societal

2.

b. market

3.

c. sales

4.

d. production

5.

e. one-to-one

A company that has a market orientation and adheres to the

marketing concept does NOT:
1.

a. integrate all the activities of the firm to satisfy customer wants

2.

b. focus on consumer needs and wants

3.

c. differentiate the firm’s products from its competitor’s products

4.

d. fuel sales growth through the application of aggressive sales techniques

5.

e. concentrate on long-term goal achievement (such as profits and growth) for
the firm

is a set of activities used to implement a management orientation

that stresses customer satisfaction.


1.

a. Planning strategy

2.

b. Customer management

3.

c. Marketing

4.

d. A control system

5.

e. Reciprocity

After hearing his company criticized for its failure to respond to
consumer needs, the CEO of a bank realized that his company
needs to adhere to the marketing concept and implement a marketoriented strategy. Which of the following actions would be the best

approach to achieving this goal?
1.

2.

a. Reorganizing the company and making marketing its most important
department
b. Hiring new salespeople to find new customers

3.

c. Expanding the advertising budget to make potential customers more aware
of its product offerings

4.

d. Creating cross-functional teams and instructing them to focus on creating
greater customer value

5.

e. Hiring a new product development manager

Which marketing management philosophy assumes that a sale

does not depend on an aggressive sales force but rather on a

customer’s decision to purchase a product?
1.

a. Sales

2.

b. Production

3.

c. Product

4.

d. Market


5.

e. Exchange

All of the following are marketing management philosophies

EXCEPT:
1.

a. sales orientation

2.

b. societal marketing orientation

3.

c. market orientation

4.

d. profitability orientation

5.

e. production orientation

A firm that adopts a(n) orientation to marketing will fail to consider
whether what the firm produces most efficiently also meets the

needs of the marketplace.
1.

a. customer

2.

b. exchange

3.

c. product

4.

d. market

5.

e. production

The orientation assumes people will buy more if aggressive selling

techniques are used.
1.

a. market

2.

b. sales

3.

c. customer


4.

d. production

5.

e. exchange

Which marketing management philosophy focuses on the question,

“What do customers want and need?”
1.

a. Sales

2.

b. Production

3.

c. Product

4.

d. Market

5.

e. Internal

At www.mystarbucksidea.com, customers are encouraged to share
their ideas and thoughts about how Starbucks can better serve its

customers. Starbucks customers told management that they
wanted to be recognized for choosing Starbucks coffee. So
Starbucks instituted the My Starbucks Reward program with
money-saving benefits to their Starbuck cardholders. Starbucks is

an example of a company with a -oriented philosophy.
1.

a. transaction

2.

b. sales

3.

c. product

4.

d. society

5.

e. market


Which marketing management philosophy is often adopted by
organizations that sell unsought products such as life insurance,

retirement plans, and preplanned funeral services?
1.

a. Sales orientation

2.

b. Production orientation

3.

c. Marketing orientation

4.

d. Product orientation

5.

e. Customer orientation

Minor League Baseball (MiLB) suffers from sluggish attendance. To
attract more fans to MiLB games, owners often resort to
gimmicks–– hot dog nights, events designed to get into the
Guinness World Records, and celebrity visits. Since baseball fans
are seldom asked what would make them want to attend more
games, this suggests most MiLB teams do not have a(n)

orientation.
1.

a. sales

2.

b. empowerment

3.

c. community

4.

d. societal

5.

e. market

A company that wants to implement a market orientation would

need to:
1.

a. do research on its customers, competitors, and markets


2.

b. determine how to deliver superior customer value

3.

c. establish and maintain mutually satisfying relationships with customers

4.

d. implement actions that provide value to customers

5.

e. do all of the activities listed

A firm with a production orientation is most likely to survive

if:
1.

a. there are many small competitors in the marketplace

2.

b. demand for the product it produces exceeds supply

3.

c. the needs of the marketplace are constantly shifting

4.

d. supply for the product it produces exceeds demand

5.

e. there are many large competitors in the marketplace

Indonesian logging companies harvest the rain forests for timber
and assume that a market exists for their products. The typical

Indonesian logging company has a(n) orientation.
1.

a. exchange

2.

b. product

3.

c. production

4.

d. sales

5.

e. environmental

The marketing concept involves:


1.

a. focusing on customers’ wants and needs so that the organization can
distinguish its product (or products) from competitors’ products

2.

b. satisfying management’s needs and wants with the idea of maximizing
profits in the short run

3.

c. selling as much product as possible under the assumption people will buy
more goods and services if aggressive selling techniques are used

4.

d. selling as much as possible under the assumption consumers will buy more
at lower prices

5.

e. focusing on production in order to increase product quality and lower prices

79 Test Bank for MKTG 8th Edition by Lamb Multiple
Choice Questions - Page 2

Market-oriented firms primarily focus their efforts upon:
1.

a. improving the technological skills and competitive advantages of the firm

2.

b. satisfying the organization’s needs for low overhead

3.

c. achieving the company’s societal responsibilities inexpensively

4.

d. distributing goods and services

5.

e. satisfying the wants and needs of their customers

Walker Farms heard from many of its customers that they would
like organic produce. As a result, Walker Farms became a certified
organic farm. Walker realized that while not all consumers were
willing to pay the higher prices for organic produce, his customers

wanted the organic produce. Walker realized:
1.

a. he missed sales by not concentrating on the average customer

2.

b. different customer groups have different needs and wants

3.

c. he is a sales-oriented farm


4.

d. his business is about selling the cheapest vegetables

5.

e. his aim is a goal of profit through maximum sales volume

A firm that wants to develop a deeper understanding of its
customers may optimize profitiablity, revenue, and customer
satisfaction by focusing on highly defined and precise customer

groups. This is:
1.

a. Customer optimization

2.

b. Customer Relationship Management

3.

c. Sales Orientation

4.

d. Sales Maximization

5.

e. Social orientation

Which marketing management philosophy focuses on the question,
“What do customers want and need, and how can we benefit

society?”
1.

a. Internal

2.

b. External

3.

c. Sales

4.

d. Societal marketing

5.

e. Production

Fujifilm Computer Products has improved the efficiency and
productivity of its plant, which manufactures printing technology. For
the new fiscal year, the company projects a production increase of
25 percent and has instructed its sales force to aggressively
distribute and promote the product. The CEO is sure the market will


absorb more product if the sales force is determined and assertive.

Apparently Fujifilm:
1.

a. has an outward organizational focus on its customers wants and
preferences

2.

b. seeks its goals primarily through the use of intensive promotion

3.

c. directs its products to specific groups of people

4.

d. is in the business of satisfying customers

5.

e. profits through customer satisfaction

Which of the following is the customers’ evaluation of a good or
service in terms of whether that good or service has met their needs

and expectations?
1.

a. Value

2.

b. Perception

3.

c. Attitude

4.

d. Dissonance

5.

e. Satisfaction

Marketers interested in offering customer value can:
1.

a. offer products that it is skilled at making.

2.

b. sell to customers using facts and other sales pitches.

3.

c. offer organization-wide commitment to service and after-the-sale support.

4.

d. price as high as the market will bear.


5.

e. offer a large sales team to make cold calls.

The Geek Squad is a tech support station located inside every Best
Buy electronics retail store. Best Buy gives intensive training to the

Geeks. The purpose of this training is to:
1.

a. improve customer service

2.

b. give higher education benefits to employees

3.

c. promote the company image by increasing public awareness

4.

d. reduce the need of empowerment

5.

e. increase employment levels

is the primary tool used by a sales-oriented organization to achieve

its corporate goals.
1.

a. Price

2.

b. Promotion

3.

c. Product design

4.

d. Place (distribution)

5.

e. Production

What is the fundamental objective of most businesses?
1.

a. employee empowerment, teamwork, and relationship marketing

2.

b. satisfied stakeholders

3.

c. low costs and high quality

4.

d. customer loyalty and retention


5.

e. survival, profits, and growth

is a strategy that focuses on keeping and improving relationships

with current customers.
1.

a. Commitment selling

2.

b. Relationship marketing

3.

c. Transactional marketing

4.

d. Market engineering

5.

e. Organization-customer synergy

One way to identify the orientation of a firm is to examine its primary
goal. If a firm seeks to achieve profitability through sales volume, it

would probably be:

1.

a. promotion-oriented

2.

b. price-oriented

3.

c. sales-oriented

4.

d. production-oriented

5.

e. retail-oriented

gives customers the feeling their concerns are being addressed and
at the same time gives employees the feeling their expertise

matters to management.
1.

a. Management-employee synergy

2.

b. Organizational entropy


3.

c. Managerial reciprocity

4.

d. Empowerment

5.

e. Delegation

A market-oriented firm defines its business in terms of:
1.

a. goods and services

2.

b. the benefits its customers seek

3.

c. employee empowerment

4.

d. competitive position

5.

e. customer satisfaction

Xerox emphasizes by replacing at its own expense any dissatisfied
customer’s equipment within a period of three years after

purchase.
1.

a. management empowerment

2.

b. management-customer synergy

3.

c. customer satisfaction

4.

d. transactional marketing

5.

e. direct selling

Life is good® developed the “Good Karma” line of environmentally
friendly 100% organic cotton apparel. The production of the Good

Karma line is consistent with a orientation.
1.

a. societal marketing


2.

b. supplier

3.

c. sales

4.

d. production

5.

e. philanthropic

When customer expectations regarding product quality, service
quality, and value-based price are met or exceeded, _____ is

created.
1.

a. a value line

2.

b. a quality rift

3.

c. planning excellence

4.

d. customer satisfaction

5.

e. expectation satisfaction

Target shoppers can enroll in the Take Charge of
Education® program so that Target will donate 1 percent of
purchases made with a consumer’s REDcard, a Target credit card.
The more money customers spend, the larger the donation to the
consumer’s school of choice. By instituting the Take Charge of
Education® program to help local schools, Target has shown a

orientation.
1.

a. societal marketing

2.

b. supplier

3.

c. sales

4.

d. production

5.

e. philanthropic


TUFF SHED, Inc. is one of the leading suppliers of installed storage
buildings and garages in the United States. TUFF SHED mandates
that sales, management, and construction teams work together to
anticipate and eliminate potential problems. They make sure
customers get the right buildings for their needs, and they all are
built well and in a timely manner. By using teamwork, TUFF

SHED:
1.

a. operates successfully using a production orientation

2.

b. provides its customer with a high level of satisfaction

3.

c. has a high employee turnover rate

4.

d. does not deliver superior customer service

5.

e. has a sales orientation

is the collaborative efforts of people to achieve common

objectives.
1.

a. Effort training

2.

b. Teamwork

3.

c. Empowerment

4.

d. OJT training

5.

e. Mediation

Frequent-flyer programs are an example of financial incentives to
customers in exchange for their continuing patronage. After flying a
certain number of miles or flying a specified number of times, the
frequent-flyer program participant earns a flight or some other


award such as lodging. Airlines that use frequent-flyer programs

are practicing:
1.

a. commitment selling

2.

b. transaction marketing

3.

c. transformational marketing

4.

d. marketing engineering

5.

e. relationship marketing

Which of the following statements about a typical sales-oriented

business is TRUE?
1.

2.

a. The company develops its products to meet the needs of specific groups of
people.
b. The primary goal of the company is profit through customer satisfaction.

3.

c. The company invests the majority of its resources in promoting its products
and services.

4.

d. The company is in business to satisfy customer wants and needs and
deliver superior value.

5.

e. the company focuses on what it is good at making.

All of the following are good reasons to study marketing

EXCEPT:
1.
2.

3.

a. Marketing creates consumer needs.
b. Marketing plays an important role in society, coordinating the huge
numbers of transactions needed to provide goods and services.
c. Marketing is a key function in business.


4.

d. Marketing offers outstanding career opportunities.

5.

e. Marketing affects your day-to-day life as a consumer.

All of the following are basic marketing mix decisions

EXCEPT:
1.

a. sales

2.

b. price

3.

c. product design

4.

d. place (distribution)

5.

e. promotion

Which of the following statements about the societal orientation is

FALSE?
1.

a. Companies that protect the environment by using all-natural materials in
their products are showing a societal marketing orientation.

2.

b. Marketers cannot deliver all benefits sought by customers, as these
benefits may not be in the long-term best interests of the customers.

3.

c. The societal marketing concept is an important refinement of the market
concept.

4.

d. Organizations have both a social and economic justification for their
existence.

5.

e. The majority of consumers support environmentally friendly companies and
willingly paying more for these products.

One of the reasons given for the decline of the passenger rail
industry in the United States is that the industry defined its mission