95 test bank for marketing 15th edition by pride

95 Test Bank for Marketing 15th Edition by Pride
Mutiple Choice Questions - Page 1
A change in the minimum drinking age in any given state illustrates
a change in the ___________ for Miller Brewing.
1.

marketing mix

2.

marketing environment

3.

marketing concept

4.

marketing task

5.

product concept

The marketing concept is best defined as___.
1.
2.

3.

a second definition of marketing.

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.

4.

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

5.

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

6.

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

When Burger King offers 99-cent Whoppers to increase store traffic,
it is altering which aspect of the marketing mix?
1.

Price

2.

Promotion

3.

Distribution

4.

Product

5.

Target market


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.

target market selection.

2.

the marketing environment.

3.

the reduction of marketing costs.

4.

marketing mix decisions.

5.

efficiency in marketing activities.

The forces of the marketing environment include____.
1.

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

2.

sociocultural, legal, regulatory, economic, and competitive.

3.

legal, regulatory, political, and sociocultural.

4.

competitive and noncompetitive forces that affect most lifestyles.

5.

fairly static components.

eDuring the Industrial Revolution demand for manufactured goods
was___.
1.

weak.

2.

nonexistent.

3.

declining.

4.

strong.

5.

mediocre.

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

increase market share.

2.

increase sales.


3.

achieve the organization's goals.

4.

produce high-quality products.

5.

coordinate its activities to increase production.

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

2.

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

3.

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

4.

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

5.

view selling activities as the major means of increasing profits.

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

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

2.

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

3.

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

4.

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

5.

The forces change dramatically and quickly, and a change in one force is

likely to affect the other forces.

Which of the following statements about marketing environment
forces is not correct?
1.

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


2.

They may influence customers' reactions to a firm's marketing mix.

3.

They fluctuate slowly and thereby create threats to a firm's marketing mix.

4.

They can fluctuate quickly and dramatically.

5.

They help determine whether and how a marketing manager can perform
certain marketing activities.

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.

promotional

2.

distributional

3.

pricing

4.

targeting

5.

production

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

production

2.

marketing

3.

revolutionary

4.

sales

5.

reduction

For an exchange to occur, four conditions must exist: first, two or
more individuals, groups, or organizations must participate, and
each must possess "something of value" that the other desires;
second, the exchange must provide a benefit or satisfaction to both
parties; third, each must have confidence in the promise of the
"something of value" held by the other; and fourth,


1.

the parties must agree to participate in the trading of "something of value."

2.

to build trust, parties to the exchange must meet expectations.

3.

both parties must participate in the trading of the "something of value."

4.

one party must be willing to compromise.

5.

one party must have sufficient bank credit to finance the exchange.

The marketing concept affects___.
1.

just the marketing department.

2.

all organizational activities.

3.

only marketing and finance.

4.

only production and marketing.

5.

few decisions in an organization.

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

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

2.

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

3.

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

4.

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

5.

We try to encourage company growth.

Marketers often speak of the "controllable" variables in the practice
of marketing. Which of the following is not considered one of the
controlled variables?

1.

Product

2.

Price


3.

Distribution

4.

Competition

5.

Promotion

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

Product adaptations

2.

Pricing strategies

3.

Government regulations

4.

Advertising campaigns

5.

Retail locations

The marketing concept is a management philosophy that
affects___.
1.

only marketing activities.

2.

all efforts of the organization.

3.

mainly the efforts of sales personnel.

4.

mainly customer relations.

5.

only business organizations.

A marketing manager for a small computer manufacturer is
analyzing the potential effects of political, legal, sociocultural, and
economic forces on the firm's operations. The marketing manager
is examining the ___________ that influence(s) the firm's strategy.
1.

operating situation

2.

marketing environment

3.

surroundings

4.

economic conditions

5.

trends

The marketing concept focuses on___.
1.

achieving the goals of top executives.

2.

creating maximum visibility for the firm.

3.

maximizing sales.

4.

maximizing market share.

5.

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

The marketing environment is best described as being___.
1.

composed of controllable variables.

2.

composed of variables independent of one another.

3.

an indirect influence on the performance of marketing activities.

4.

dynamic and changing.

5.

slow, with infrequent fluctuations.

The Jackson Hewitt company wants to adopt the marketing concept
as a business philosophy. To be consistent with this decision, it
should adopt which of the following philosophies?
1.

The customer is always right.

2.

Making money is our business.

3.

Sell, sell, sell.

4.

Keep prices low.

5.

Focus on today.

When Campbell's introduced a line of low-sodium soups in
response to customer demand, it was following which one of the
following philosophies?
1.

Selling concept

2.

Production concept


3.

Customer concept

4.

Marketing concept

5.

Retailing concept

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

marketing

2.

societal

3.

sales

4.

evolutionary

5.

production

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

Profits for the seller

2.

A good bargain on the product for the buyer

3.

Reducing the seller's inventory

4.

One party having to compromise in the exchange

5.

Satisfaction for both the buyer and seller

The concept of "exchange" is fundamental to the definition of
marketing. What is the best description of exchange?
1.
2.

3.

Activities that are performed primarily by producers and manufacturers
Development of products, distribution channels, promotional strategies, and
pricing objectives to satisfy customer requirements
Transfer of products in return for monetary considerations

4.

Provision or transfer of goods, services, or ideas in return for something of
value

5.

Transfer of products that takes place only between for-profit organizations


The marketing concept is___.
1.

a management philosophy.

2.

synonymous with exchange.

3.

a component of the marketing mix.

4.

a function of the marketing environment.

5.

focused solely on satisfying customer objectives.

Mark goes to a vending machine, deposits $1.00, and receives a
Sprite. Which one of the following aspects of the definition of
marketing is illustrated here?

1.

Production conception

2.

Satisfaction of organizational goals

3.

Distribution of ideas

4.

Product planning

5.

Exchange

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.

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

2.

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

3.

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

4.

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


5.

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

95 Free Test Bank for Marketing 15th Edition by Pride
Mutiple Choice Questions - Page 2
Which of the following would not be a customer cost considered in
determination of product value?
1.

Product's purchase price

2.

Time spent purchasing the product

3.

Effort spent purchasing the product

4.

Benefits received in the exchange for the products

5.

Risk of purchasing the product

Online sales account for about ____ percent of all retail sales in the
U.S.
1.

5

2.

10

3.

25

4.

30

5.

40

A systematic process of assessing opportunities and resources,
determining marketing objectives, and developing a marketing
strategy and plans for implementation and control describes which
of the following marketing management activities?
1.

Strategic planning

2.

Marketing control

3.

Implementation

4.

Organizing


5.

Planning

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

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

2.

Mar's Candy asks customers to vote online for a new color for its M&M's
candy.

3.

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

4.

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

5.

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

Health Care Systems, Inc. rolls out an innovative nurse-on-call
information system available online. The product is not widely
accepted because patients don't see the need for such a service.

This situation represents a failure in which aspect of implementing
the marketing concept?
1.

The customer information system

2.

The organizational structure

3.

Top-management commitment

4.

Technological advancement

5.

Scanning corporate capabilities

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

value = monetary price customer benefits.

2.

value = customer costs customer benefits.

3.

value = customer benefits customer costs.

4.

value = customer benefits monetary price.

5.

value = customer benefitstime and effort.


Marketing management is defined as a process of___
1.

maintaining an appropriate and efficient marketing mix for a target market.

2.

establishing performance standards and evaluating actual performances
against these standards.

3.

providing products that satisfy customers' needs through a coordinated set of
activities.

4.

facilitating satisfying exchanges between an organization and its customers.

5.

planning, organizing, implementing, and controlling marketing activities.

Marketers use the term "___________" to describe establishing
long-term, mutually satisfying buyer-seller relationships.
1.

relationship marketing

2.

customer service

3.

marketing management

4.

exchange

5.

utility

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 this product's value?
1.

Speed of delivery

2.

Ease of installation

3.

Availability of technical support

4.

Availability of training assistance

5.

Monetary price

______ refers to minimizing the resources an organization must
spend to achieve a specific level of desired exchanges.


1.

Effectiveness

2.

Productivity

3.

Efficiency

4.

Objectivity

5.

Cost cutting

________ is a customer's subjective assessment of benefits
relative to costs in determining the worth of a product.
1.

Marketing orientation

2.

Monetary price

3.

Product assessment

4.

Price assessment

5.

Value

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.

cost-cutting measures.

2.

continually selling to new customers and markets.

3.

creating and maintaining satisfying exchange relationships.

4.

high-volume, low-margin sales.

5.

increasing shelf space for their brands.

The Internet has been used as a search engine to find information
about a marketer's product or service by about ____ percent of
adults in the U.S.
1.

65


2.

78

3.

82

4.

91

5.

99

______ is the degree to which an exchange helps achieve an
organization's objectives.

1.

Controlling

2.

Effectiveness

3.

Success rate

4.

Efficiency

5.

Objectivity

For most firms, the costs of marketing activities consume
approximately what portion of the consumer's dollar?
1.

One-half

2.

One-fifth

3.

One-fourth

4.

One-third

5.

One-sixth

Customer relationship management (CRM) begins its focus on
customers with___.
1.

communication.

2.

product.

3.

distribution.

4.

information.

5.

promotion.


Customer relationship management focuses on using ___________
about customers to create marketing strategies.
1.

internal communication

2.

information

3.

purchasing power insights

4.

marketing mix knowledge

5.

implementation knowledge

Marketing activities___.
1.

are aimed at persuading customers through advertising.

2.

involve mainly distribution and promotion decisions.

3.

and selling activities are basically the same.

4.

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

5.

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

Which of the following best describes the acceptance of the
marketing concept by American organizations?
1.

The marketing concept has yet to be fully accepted by all organizations.

2.

All organizations fully utilize the marketing concept to run their businesses.

3.

Nearly half of all organizations are still in the sales orientation and have not
implemented the marketing concept.

4.

Most organizations have really not accepted the marketing concept because
of its many costs and problems.

5.

Although American organizations fully accept the marketing concept, many
foreign companies do not.

_________ is the process of establishing performance standards,
comparing actual performance with established standards, and
reducing the difference between desired and actual performance.


1.

Internal control analysis

2.

Marketing control

3.

Market flow regulation

4.

Environmental market analysis

5.

External analysis

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.

marketing synthesis.

2.

relationship marketing.

3.

a marketing orientation.

4.

the marketing concept.

5.

strategic marketing.

In today's market environment, you might pay $15 for a CD by your
favorite musical artist. Approximately how much of that price goes
to activities related to marketing (promotion, distribution, profit
margins)?
1.

$1.70

2.

$3.40

3.

$5.10

4.

$7.50

5.

$12.75

________ of marketing plans hinges on coordination of marketing
activities, motivation of marketing personnel, and effective
communication within the marketing unit.

1.

Implementation


2.

Planning

3.

Organizing

4.

Marketing control

5.

Strategic planning

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

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

2.

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

3.

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

4.

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

5.

enhancing the profitability of existing customers, extending the duration of
relationships with customers, and obtaining new customers.

If McDonald's runs a promotion advertising Big Macs for $1.50, it
must ensure that each of the company's restaurants has sufficient
staff and product on hand to handle expected demand. This relates
to which of the following marketing management activities?
1.

Strategic planning

2.

Planning

3.

Organizing

4.

Implementation

5.

Marketing control

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.

risk.

2.

time.

3.

monetary price.

4.

effort.

5.

availability.

Marketing knowledge and skills__
1.
2.

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

3.

constitute the marketing mix.

4.

were most important during the production era.

5.

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

American Express implements a program of calling its current
cardholders to find out what changes they would like to see in the

services provided. The firm is exhibiting characteristics associated
with which of the following orientations?
1.

Production

2.

Sales

3.

Marketing

4.

Social

5.

Development

A marketing orientation is an organization-wide effort that includes
all of the following activities except
1.

researching customers' needs.

2.

focusing on the marketing department only.


3.

generating marketing intelligence for use in the organization.

4.

being responsive to customers' ever-changing wants and needs.

5.

disseminating marketing intelligence across departments within the
organization.

Taco Bell is introducing some of its products into supermarkets,
vending machines, college campuses, and other locations to
increase its product availability and convenience. One reason Taco
Bell is doing so is to__
1.

decrease customer benefits.

2.

increase customer costs.

3.

increase customer value.

4.

increase distribution expenses.

5.

decrease promotion expenses.

Developing the internal structure of a firm's marketing unit relates to
which of the following marketing management activities?
1.

Marketing control

2.

Implementation

3.

Organizing

4.

Planning

5.

Managing

Marketing activities are___.
1.

2.
3.

used by all sizes of organizations including for-profit, nonprofit, and
government agencies.
limited to use by larger for-profit and nonprofit organizations.
implemented only to increase profits for the organization and to expand the
scope of its customer base.


4.

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

5.

used by small businesses and small nonprofit organizations the most.

Long-term relationships with profitable customers is the key
objective of___
1.

personal selling.

2.

customer relationship management.

3.

production oriented firms.

4.

e-marketing.

5.

distribution channels.

U.S. Electric, the maker of a highly innovative xenon light bulb, finds
that it has excess inventory. The firm increases its advertising
budget by 50 percent and doubles its sales staff. This company is
operating as if it were in which of the following orientations?
1.

Production

2.

Sales

3.

Marketing

4.

Customer

5.

Societal

Approximately what percentage of civilian workers in the United
States performs marketing activities?
1.

25 to 33 percent

2.

81 to 92 percent

3.

42 to 50 percent

4.

64 to 76 percent

5.

10 to 20 percent


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

environmental marketing

2.

green marketing

3.

socially-responsible marketing

4.

energy-conscious marketing

5.

socially-conscious marketing

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.

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

2.

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

3.

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

4.

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

5.

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

95 Free Test Bank for Marketing 15th Edition by Pride
Mutiple Choice Questions - Page 3
The definition of marketing implies that ______ should receive
benefits from exchange relationships.
1.

only customers

2.

only businesses

3.

company management

4.

both customers and businesses


5.

only the most important customers

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

distribution

2.

product

3.

exchange

4.

price

5.

promotion

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

service.

2.

good.

3.

idea.

4.

concept.

5.

philosophy.

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

marketing strategy.

2.

the marketing mix.

3.

a target market.

4.

a consumer good.

5.

a business strategy.

When DuPont develops new carpet fibers that are highly stainresistant and durable, it must educate consumers about the
product's benefits. This calls for activity in which of the following
marketing mix variables?
1.

Price

2.

Promotion

3.

Distribution

4.

Product

5.

Packaging

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

creation of brand names.

2.

consumer perception of the product price.

3.

development of product packaging.

4.

warranty issues.

5.

repair services.

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.

Product, price, distribution, and promotion variables

2.

Marketing environment variables

3.

Product and promotion variables

4.

Product, price, and customer variables

5.

Product, price, customer, and promotion variables

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

the price charged for the product.

2.

customer satisfaction.

3.

references to other potential customers.

4.

quality merchandise that meets expectations.


5.

few returns of the merchandise purchased.

Which of the following scenarios involves the distribution element of
the marketing mix?
1.
2.

Deciding whether or not a certain product should continue to be sold
Determining whether an advertising message would be more effective on
television or in magazines

3.

Choosing between a company jet or the airlines for executive travel

4.

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

5.

Developing a new warranty policy for an existing product

The marketing mix is built around the.
1.

product.

2.

company.

3.

customer.

4.

employee.

5.

retail outlet.

The focal point of all marketing activities is_______.
1.

products.

2.

the marketing mix.

3.

profits.

4.

sales.

5.

customers.

Which of the following companies is the best example of a service
marketer?

1.

FedEx

2.

Sony


3.

Abercrombie & Fitch

4.

The Democratic Party

5.

General Electric

SunnyD is aimed at mothers with children under age twelve. These
mothers represent SunnyD's_____.
1.

target market.

2.

consumer advocates.

3.

marketing strategy.

4.

marketing mix.

5.

marketing tactic.

The three basic forms that a product can take are____.
1.

markets, products, and images.

2.

goods, ideas, and intangibles.

3.

brands, services, and tangibles.

4.

services, ideas, and goods.

5.

ideas, services, and things.

Consumers buying products online have dramatically affected the
___________ variable of the marketing mix.
1.

product

2.

price

3.

distribution

4.

research

5.

promotion

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