90 test bank for marketing an introduction 5th

90 Test Bank for Marketing An Introduction 5th
Canadian Edition by Armstrong Multiple Choice
Questions - Page 1
According to management guru Peter Drucker, "The aim of
marketing is to ________."
1.

create customer demands

2.

identify customer demands

3.

make selling unnecessary

4.

set realistic customer expectations

5.

sell products

Dollarama stores focus on serving buyers who have relatively
modest means. This is an example of ________.
1.

convenience

2.

value pricing

3.

market segmentation

4.

target marketing

5.

value packing

When marketers set low expectations for a market offering, they are
most likely to run the risk of which of the following?
1.

disappointing loyal buyers

2.

decreasing buyers satisfaction

3.

failing to attract enough buyers

4.

failing to understand their buyers' needs

5.

incorrectly identifying a target market


Which of the following marketing management concepts is most
closely aligned with the philosophy of continuous product
improvement and the belief that customers will choose products
that offer high quality, performance, and innovative features?
1.

product

2.

production

3.

customer

4.

marketing

5.

promotion

According to the simple five-step model of the marketing process, a
company needs to ________ before designing a customer-driven
marketing strategy.
1.

determine how to deliver superior value

2.

build profitable relationships with customers

3.

use customer relationship management to create full partnerships with key
customers

4.

understand the marketplace and customer needs and wants

5.

construct key components of a marketing program

The ________ concept holds that achieving organizational goals
depends on knowing the needs and wants of target markets and
delivering the desired satisfaction better than competitors do.

1.

product

2.

production

3.

selling

4.

equity

5.

marketing


________ is the act of obtaining a desired object from someone by
offering something in return.
1.

A value proposition

2.

Exchange

3.

Bribery

4.

Value

5.

Donation

"Build a better mousetrap and the world will beat a path to your
door" reflects the ________ concept.
1.

production

2.

marketing

3.

selling

4.

product

5.

target marketing

________ refers to sellers that pay more attention to their own
products than to the benefits and experiences produced by these
products.
1.

Selling myopia

2.

Marketing management

3.

Value proposition

4.

Marketing myopia

5.

The product concept

In addition to attracting new customers and creating transactions,
the goal of marketing is to ________ customers and grow the

company's business.
1.

encourage


2.

entertain

3.

retain

4.

recognize

5.

educate

Which of the following marketing management orientations focuses
primarily on improving efficiencies along the supply chain?
1.

production concept

2.

product concept

3.

selling concept

4.

marketing concept

5.

societal marketing concept

________ are human needs as shaped by individual personality
and culture.
1.

Deprivations

2.

Wants

3.

Demands

4.

Values

5.

Exchanges

If this is the only marketing management concept adopted,
manufacturers can develop to marketing myopia?
1.

customer-driven marketing

2.

customer-driving marketing

3.

societal marketing

4.

selling

5.

product


The art and science of choosing target markets and building

profitable relationships with them is called ________.
1.

marketing management

2.

positioning

3.

segmentation

4.

selling

5.

societal marketing

Selecting which segments of a population of customers to serve is
called ________.
1.

market segmentation

2.

positioning

3.

customization

4.

target marketing

5.

choosing a value proposition

When it comes to communicating with customers, marketers have
traditionally asked the question, "How can we reach our
customers?" Because of new interactive media, effective marketers
now ask:
1.

"How can we apply the production concept?"

2.

"How can we reach our customers and how should they reach us?"

3.

"How can we apply the selling concept online?"

4.

"How can we apply the selling concept using social media?"

5.

"How can we apply the product concept online?"

An effective value proposition answers the question
_______________.
1.

"Why should I buy your brand rather than a competitor's?"


2.

"How does your brand benefit me and society?"

3.

"What are the costs and benefits of your brand?"

4.

5.

"What kind of experience will I have with products and services associated
with this brand?"
"What are the benefits of being a loyal consumer of your brand?"

________ is defined as a social and managerial process by which
individuals and organizations obtain what they need and want
through creating and exchanging value with others.
1.

Selling

2.

Advertising

3.

Bartering

4.

Marketing

5.

Negotiating

Which of the following is the most likely result of a marketing
strategy that attempts to serve all customers?
1.

All customers will be delighted.

2.

Customer-perceived value will be increased.

3.

Customer evangelists will become unpaid salespersons for the service or
product.

4.

Few customers will be satisfied.

5.

The company will likely need to follow up with a demarketing campaign.

When backed by buying power, wants become ________.
1.

social needs

2.

demands

3.

physical needs

4.

self-esteem needs


5.

exchanges

Which of the following is most essential to any definition of
marketing?
1.

demand management

2.

the production concept

3.

customer relationships

4.

making a sale

5.

making a profit

________ is the set of benefits a company promises to deliver to its
consumers to satisfy their needs.
1.

A money-back guarantee

2.

Low pricing

3.

Good customer service

4.

A value proposition

5.

An attribute

The ________ steps of the five-step marketing process are about
understanding customers, creating customer value, and building
strong customer relationships.
1.

first two

2.

first three

3.

first four

4.

last three

5.

last four

________ is the set of actual and potential buyers of a product.
1.

A market


2.

An audience

3.

A group

4.

A segment

5.

An exchange

According to the authors of your text, the ________ concept is a
"sense and respond" philosophy rather than a "make and sell"
philosophy.
1.

product

2.

production

3.

marketing

4.

retailing

5.

societal marketing

Which of the following best encompasses market offerings?
1.

products

2.

people, places, and ideas

3.

products and information

4.

products and experiences

5.

persons, places, organizations, information, and ideas

Which of the following is an accurate description of modern
marketing today?
1.

Marketing is the creation of products for customers.

2.

Marketing is managing profitable customer relationships.

3.

Selling and advertising are synonymous with marketing.

4.

Marketing involves satisfying producers' needs first.

5.

Marketing is used by for-profit organizations only.


The ________ concept calls for aggressive selling and promotion
effort.
1.

marketing

2.

production

3.

product

4.

selling

5.

societal marketing

The product concept says that a company should ________.
1.

improve marketing of its best products

2.

market only those products with high customer appeal

3.

focus on the target market and make products that meet those customers'
demands

4.

devote its energy to making continuous product improvements

5.

make promoting products the top priority

Consumer research, product development, communication,
distribution, pricing, and service are all most accurately described

as core ________ activities.
1.

exchange

2.

marketing

3.

management

4.

production

5.

customer relationship management

90 Free Test Bank for Marketing An Introduction 5th
Canadian Edition by Armstrong Multiple Choice
Questions - Page 2


Which of the following reflects the marketing concept philosophy?
1.

"We don't have a marketing department, we have a customer department."

2.

"We're in the business of making and selling superior products."

3.

"We build them so you can buy them."

4.

"When it's profits versus customers' needs, profits will always win out."

5.

"You won't find a better deal anywhere."

Phil just started a new habit of eating once a week at Mr. Sub
restaurants. On average, he spends about $10 per meal. Phil says,
"I'm 20 years old and I plan on eating at Mr. Sub until I am 50 years
old." Phil's lifetime value at Mr. Sub could be best estimated by
which calculation?
1.

$10 x 50

2.

$10 x 20

3.

$10 x 52 x 50

4.

$10 x 52 x 30

5.

$10 x 52 x 20

When an airline goes after a "share of travel" from its customers, it
is attempting to increase ________.
1.

its value proposition

2.

share of customer

3.

target markets

4.

customer variety

5.

customer ownership

The marketing world is embracing ________ because consumers
can wield greater power and control in the marketplace through
communication technologies.


1.

partner relationship management

2.

supply chain management

3.

customer-managed relationships

4.

market segmentation

5.

target marketing

The societal marketing concept seeks to establish a balance

between consumer short-run wants and consumer ________.
1.

short-run costs and profits

2.

short-run ethics

3.

long-run welfare

4.

immediate health

5.

value propositions

Which of the following strategies would a company most likely use
to increase customer satisfaction?
1.

decreasing variety of services offered

2.

lengthening the supply chain

3.

lowering prices or increasing its services

4.

"firing" unprofitable customers

5.

limiting experiences with a brand

Which of the following best explains why consumers have greater
power and control in today's marketplace?
1.

The production concept and competition have lowered prices.

2.

Implementation of the product concept has resulted in continually improving
products.

3.

Customer-driving marketing creates products and services that meet
customers' future needs.

4.

More companies are implementing societal marketing and weighing long-run
costs and benefits.

5.

Through new communication technologies, customers have more access to
information and more methods of sharing their opinions with other customers.

Which of the following is the term for customers who make repeat
purchases and tell others about their positive experiences with a
product or service?
1.

satisfied customers

2.

customer evangelists

3.

butterflies

4.

full partners

5.

social customers

When customers don't know what they want or don't even know
what's possible, the most effective strategy is ________ marketing.
1.

customer-driven

2.

customer-driving

3.

societal

4.

production

5.

product

The authors of the text would argue that __________ is the most
fundamental concept of modern marketing.
1.

customer relationship management

2.

social media

3.

broadcast advertising

4.

properly trained sales people

5.

low prices


Which of the following is determined by a customer's personal
evaluation of the benefits and costs of a market offering relative to
those of competing offers?
1.

customer-perceived value

2.

customer satisfaction

3.

customer-perceived performance

4.

customer relationship management

5.

market segmentation

Customer-driven marketing is most likely to work well when
________ and when customers ________.
1.

a clear need exists; are difficult to identify

2.

customers do not know what they want; have limited budgets

3.

there are few competitors; are concerned about their long-run welfare

4.

a clear need exists; know what they want

5.

a want exists; cannot afford it

The set of marketing tools a firm uses to implement its marketing
strategy is called the ________.
1.

promotion mix

2.

product mix

3.

marketing mix

4.

TQM

5.

marketing effort

Through ________, many companies today are strengthening their
connections to all partners, from providers of raw materials and
components to final buyers who purchase final products.
1.

supply chain management


2.

direct marketing

3.

partnership relationship marketing

4.

customized marketing

5.

deviated marketing

When the economy tightens, customer loyalty and customer
retention become ________ for marketers.
1.

even more important

2.

less important

3.

impossible

4.

long-term but not short-term goals

5.

short-term but not long-term goals

Which of the following consumer products would likely be marketed
using the selling concept?
1.

laundry detergent

2.

funeral services

3.

chocolate bars

4.

hair stylist services

5.

computer tablets

The ________ concept holds that firms must strive to deliver value
to customers in a way that maintains or improves both the
consumer's and society's well being.
1.

marketing

2.

selling

3.

product

4.

societal marketing


5.

equity

The final step in the marketing process is ________.
1.

capturing value from customers

2.

creating customer loyalty

3.

creating customer lifetime value

4.

understanding the marketplace

5.

designing a customer-driven marketing strategy

FedEx offers its customers fast and reliable package delivery.
When FedEx customers weigh these aforementioned benefits
against the monetary and psychic costs of using the service, they
are acting upon ________.
1.

loyalty

2.

relationship marketing

3.

customer-perceived value

4.

social relationships

5.

a societal marketing campaign

The three areas of consideration that should be balanced in the
societal marketing concept are consumer wants, society's interests,
and ________.
1.

human welfare

2.

want satisfaction

3.

company profits

4.

short-run wants

5.

long-term needs

Stew Leonard, owner/operator of supermarkets, reacts adversely to
losing a single customer sale. He feels that this amounts to losing


the entire stream of future purchases that a customer is likely to
make if he or she remains in the area. This is an illustration of
________.
1.

share of customer

2.

market share

3.

profitability

4.

customer lifetime value

5.

market share maintenance

Building and maintaining profitable value-laden relationships with
customers of a company is called ________.
1.

customer lifetime value

2.

customer perceived value

3.

customer relationship management

4.

database marketing

5.

societal marketing

Frequent flyer programs offered by airlines are an example of a
________.
1.

frequency marketing program

2.

basic customer relationship

3.

club marketing program

4.

consumer-generated marketing program

5.

structural benefit provided for top customers

Which of the following is an example of consumer-generated
marketing?
1.

Toyota's presence in online communities


2.
3.

Nike's Nike Plus running Web site
H. J. Heinz's use of brand-related consumer videos posted on video-sharing
websites

4.

Neiman Marcus's InCircle Rewards program for its best customers

5.

The Lexus Covenant aimed at creating customer delight

It is most accurate to say that a customer will buy from the company
that offers the highest ________.
1.

value for the dollar

2.

customer-perceived value

3.

level of customer satisfaction

4.

company image

5.

concern for society's interests

90 Free Test Bank for Marketing An Introduction 5th
Canadian Edition by Armstrong Multiple Choice
Questions - Page 3
Which of the following has contributed to the deeper, more
interactive nature of today's customer relationships?
1.

digital technologies

2.

television advertising

3.

newspaper ads

4.

radio advertising

5.

outdoor ads

You are an assistant marketing director for a firm in a market with
many low-margin customers. What type of relationship would it be
most profitable for you to develop with these customers?
1.

full partnerships


2.

basic relationships

3.

club programs

4.

selective relationships

5.

community relationships

Which of the following phrases reflects the marketing concept?
1.

The supplier is king.

2.

Marketing should be viewed as hunting and not gardening.

3.

This is what I make, won't you please buy it?

4.

This is what I want, won't you please make it?

5.

none of the above

Pete Sanchez, a recent graduate of business school, has a different
approach than his marketing manager, who believes in keeping
customers at arm's length and using mass media advertising. Pete
knows that today few successful firms still practice this type of true
________ and are instead turning to selective relationship
management.
1.

club marketing

2.

frequency marketing

3.

mass marketing

4.

customer satisfaction

5.

marketing segmenting

Your local department of education has budgeted a significant
amount of money for a radio, print, television, and online advertising
campaign emphasizing the long-term benefits, both educational and
professional, of reading every day. This is an example of a(n)
________ campaign.
1.

ethical


2.

social marketing

3.

for-profit

4.

consumer-generated

5.

differentiated

Sally purchased Brand X lotion. In comparing her perception of how
the lotion performed to her expectations for Brand X lotion, Sally
was measuring her level of ________.
1.

customer-perceived value

2.

customer satisfaction

3.

exchange

4.

demand

5.

customer lifetime value

The Niketown running club that organizes twice weekly evening
runs for Nike customers is an example of a ________.
1.

frequency marketing program

2.

basic customer relationship

3.

club marketing program

4.

consumer-generated marketing program

5.

structural benefit provided for top customers

Tommy Gray attempts to deliver customer satisfaction every day in
his Audio Expressions installation business. The key to this goal is
to match the customer-perceived performance of his product with
________.
1.

company-perceived performance

2.

customer values

3.

customer expectations


4.

relationship levels

5.

company expectations

Some fast-food restaurants offer tasty and convenient food at
affordable prices, but in doing so they contribute to a national
obesity epidemic and environmental problems. These fast-food
restaurants overlook the ________ philosophy.
1.

marketing concept

2.

product concept

3.

production concept

4.

societal marketing concept

5.

selling concept

________ is the total combined customer lifetime values of all the
company's current and potential customers.
1.

Share of customer

2.

Customer lifetime value

3.

Customer equity

4.

Profitability

5.

Share of market

Which of the following is currently the fastest growing form of
marketing?

1.

consumer-generated marketing

2.

online marketing

3.

mass media marketing

4.

promotional sampling

5.

word-of-mouth marketing


The first four steps of the marketing process focus on ________.
1.

understanding the market

2.

delivering customer service

3.

creating value for customers

4.

understanding customer demands and needs

5.

capturing value from customers

Segmenting customers into 4 categories (butterflies, true friends,
strangers, and barnacles) essentially evaluates customers on which
two dimensions?
1.

profitability and revenue

2.

revenue and customer loyalty

3.

profitability and customer loyalty

4.

revenue and communications costs

5.

profit and communications costs

Elisandra, a marketing manager at a regional chain restaurant, has
decided to create a contest calling for customers to create
commercials for the restaurant. Winning entries will be posted on
the organization's home page. Elisandra's plan is an example of
________.
1.

consumer-generated marketing

2.

partner relationship management

3.

customer lifetime value

4.

community development around a brand

5.

share of customer

The ultimate aim of customer relationship management is to
produce ________.


1.

customer delight

2.

customer satisfaction

3.

steady sales volume

4.

a reliable database

5.

sustainable business

A church targeting different demographic groups to increase
attendance is an example of ________.
1.

for-profit marketing

2.

not-for-profit marketing

3.

mindless marketing

4.

ethics in marketing

5.

societal marketing

At Gina's Nails, the posted policy is "Without our customers, we
don't exist." Gina and her staff aim to delight each customer, and
they are quick to offer discounts or extra services whenever a
customer is anything less than satisfied. Instead of focusing on
each individual transaction, Gina and her staff put a priority on
________.
1.

maintaining customer-perceived value

2.

managing partner relationships

3.

attracting "butterflies"

4.

converting "strangers"

5.

capturing customer lifetime value

As part of the rapid globalization of today's economy, companies
are selling more locally produced goods in international markets
and ________.
1.

taking a local view of their industry


2.

purchasing more supplies abroad

3.

reducing competition within their industry

4.

downplaying concerns for social responsibility

5.

competing solely in traditional marketplaces

It is most accurate to say that today almost every company, small
and large, is affected in some way by which of the following?
1.

the societal marketing concept

2.

customer relationship management

3.

global competition

4.

not-for-profit marketing

5.

customer-generated marketing

Railroads were once operated based on the thinking that users
wanted trains rather than transportation, overlooking the challenge

of other modes of transportation. This reflects the ________.
1.

product concept

2.

production concept

3.

selling concept

4.

marketing concept

5.

societal marketing concept

The authors of your text classify customers into four relationship
groups, according to the customers' profitability and projected
loyalty. ________ are the customers with the highest profit potential
and strong loyalty.
1.

Barnacles

2.

Strangers

3.

Butterflies


4.

True friends

5.

Big fish

As the economy emerges from the recent recession and heads into
the post-recession era, one dominant consumer trend that has
taken shape is _________.
1.

ultra-frugality

2.

sensible consumption

3.

purchase reticence

4.

"keeping up with the Jones'" consumption

5.

conspicuous consumption

Greg Williams now has the buying power to purchase the computer
system he has wanted for the last six months. Greg's want now has
become a ________.
1.

need

2.

necessity

3.

demand

4.

satisfier

5.

transaction

The social-responsibility and environmental movements are
expected to ________ in the future.
1.

demand more from companies

2.

demand less from companies

3.

move away from sustainable marketing

4.

move toward partner relationship management

5.

move away from using social networking


Which of the following trends is not part of the changing marketing
landscape?
1.

growing not-for-profit marketing

2.

a surge in globalization

3.

conspicuous consumption

4.

consumer desire for more sustainable marketing practices

5.

growth in digital/online marketing

Which of the following statements is not true about social media as
a marketing tool?
1.

Social media is a fast way to collect consumer research.

2.

Social media is a relatively inexpensive way to collect market research.

3.

Social media can be a highly interactive tool to engage with customers.

4.

Social media usage is declining.

5.

Social media can be employed by for-profits firms, government organizations,
and non-profit organizations.

The concept of "saving money by firing your customers" refers to
which type of customer?
1.

customers that lay complaints

2.

unprofitable customers

3.

old customers

4.

new customers

5.

no customer should ever be fired

Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her
organization understands and anticipates customer needs even
better than customers themselves do and creates products and
services to meet current and future wants and demands. Marie's
firm practices ________ marketing.