100 test bank for marketing real people real choices 4th

100 Test Bank for Marketing Real People Real Choices
4th
Edition by Solomon Mutiple Choice Questions - Page 1
As described in the opening vignette of Chapter 1, customers return
to the Yellow Point Lodge each year because it offers comfort and
wonderful memories of years past. This is an example of
________.
1.

a. marketing mix

2.

b. Customer Value

3.

c. Marketing Position

4.

d. Marketing Integration

5.

e. Desired Attributes

In general, companies that focus on a triple bottom line are most
likely to place a priority on which of the following?
1.

a. sustainability

2.

b. the production orientation

3.

c. the selling orientation

4.

d. manufacturing on demand

5.

e. instapreneurship

A ________ is the outcome that motivates a customer's buying
behavior.
1.

a. benefit

2.

b. demand

3.

c. value

4.

d. need


5.

e. want

Marketing of goods and services from one organization to the other
is called ________
1.

a. social marketer

2.

b. business-to-business marketing

3.

c. e-commerce marketer

4.

d. marketing planner

5.

e. instapreneur

Which of the following lists the three components of the triple
bottom line orientation?
1.

2.
3.

a. the financial bottom line, the social bottom line, and the environmental
bottom line
b. the financial bottom line, the social bottom line, and the political bottom line
c. the financial bottom line, the cultural bottom line, and the business bottom
line

4.

d. the value bottom line, the service bottom line, and the business bottom line

5.

e. the product bottom line, the service bottom line, and the relationship bottom
line

________ maintains that marketers must satisfy customers' needs
in ways that also benefit society and are profitable to the firm.
1.

a. Value propositioning

2.

b. Customer relationship management (CRM)

3.

c. The social marketing concept

4.

d. A sales orientation

5.

e. Value chain management


The Internet has created a paradigm shift for businesses, moving
us toward an attention economy in which a company's success will
be measured by its ________.
1.

a. sustainability

2.

b. social responsibility

3.

c. consumer-generated value

4.

d. social network

5.

e. share of mind

For an exchange to occur, ________.
1.

a. at least two people or organizations must be willing to make a trade, and
each must have something the other wants

2.

b. there must be one winner and one loser

3.

c. someone must make a financial profit

4.

d. the item must be tangible

5.

e. time utility must be created

To be part of the ________ for a product, consumers must share a
common need that can be satisfied by the product and have the
resources, willingness, and authority to purchase the product.
1.

a. demand center

2.

b. audience

3.

c. value proposition

4.

d. marketplace

5.

e. market

In which kind of market would a product orientation be most
successful?
1.

a. a buyer's market in which supply exceeds demand


2.
3.

b. a market in which there are more sellers than buyers
c. a seller's market in which the seller focusses on production and distribution
of the product

4.

d. a market that sells only intangible products

5.

e. no market

A(n) ________ is the ultimate user of a good or service.
1.

a. stakeholder

2.

b. market

3.

c. target market

4.

d. marketer

5.

e. consumer

Companies that have a ________ orientation tend to be more
successful at making one-time sales than at building repeat
business.
1.

a. consumer

2.

b. marketing

3.

c. selling

4.

d. societal

5.

e. relationship

Which of the following is NOT a marketing field?
1.

a. supply-channel management

2.

b. accounting

3.

c. brand management

4.

d. advertising

5.

e. new product planning


Marketers first identify consumer needs and then provide products
that satisfy those needs. This practice is referred to as ________.
1.

a. the stakeholder orientation

2.

b. the marketing concept

3.

c. Total Quality Management

4.

d. the production orientation

5.

e. the marketing mix

A consumer paying for their purchases at a retail store with a credit
card illustrates which of the following marketing concepts?
1.

a. Exchange of Value

2.

b. Want

3.

c. Demand

4.

d. Need

5.

e. Drive

________ is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that
have value for customers, clients, partners, and society at large.
1.

a. Demand satisfaction

2.

b. Competitive advantage building

3.

c. Marketing

4.

d. Total Quality Management

5.

e. Value chain management

A perspective that consumer spending, and hence the economy, is
driven by psychological attachment to brands, the relevance
ofinformation, and solutions is called
1.

a. customer relationship management


2.

b. Attention Economy

3.

c. market positioning

4.

d. creating sustainability

5.

e. increasing the lifetime value of customers

A ________ orientation is a management philosophy that focuses
on ways to satisfy customers' needs and wants.
1.

a. consumer

2.

b. promotion

3.

c. selling

4.

d. production

5.

e. quality

A ________ is a desire for a particular product a consumer uses to
satisfy a need in a specific way that is culturally and socially
influenced.
1.

a. benefit

2.

b. demand

3.

c. value

4.

d. utility

5.

e. want

A company that focuses on ________ is concerned with meeting
present consumer needs without compromising the ability of future
generations to meet their needs.
1.

a. the selling orientation

2.

b. the production orientation

3.

c. Total Quality Management

4.

d. Sustainable Development

5.

e. return on investment

When a gap exists between a consumer's actual state and some
ideal or desired state, the consumer has a ________.
1.

a. benefit

2.

b. demand

3.

c. need

4.

d. value

5.

e. utility

Carrie is shopping for a new watch. She is looking at a Timex and
at a Rolex. The fact that either watch will give her the correct time is
an example of a ________.
1.

a. Benefit

2.

b. Want

3.

c. Demand

4.

d. Need

5.

e. Drive

________ is about delivering value to everyone who is affected by a
transaction.
1.

a. Demand

2.

b. Competitive advantage

3.

c. Marketing

4.

d. Exchange

5.

e. The value chain

Buyers, sellers, investors, and community residents are all
considered ________ in a company.


1.

a. stakeholders

2.

b. shareholders

3.

c. consumers

4.

d. value chain members

5.

e. social marketers

From a marketing perspective, when one student eats trail mix for
lunch while another eats a cheeseburger and french fries, they are
demonstrating differences in ________.
1.

a. Benefit

2.

b. Wants

3.

c. Demand

4.

d. Need

5.

e. Drive

________ involves systematically tracking consumers' preferences
and behaviors over time in order to tailor the value proposition as

closely as possible to each individual's unique wants and needs.
1.

a. Value propositioning

2.

b. Customer relationship management (CRM)

3.

c. Differential benefit development

4.

d. Sales orientation

5.

e. Value chain management

________ refers to the benefits a customer receives from
purchasing a good or service.
1.

a. Satisfaction

2.

b. Demand

3.

c. Want


4.

d. Promotion

5.

e. Customer Value

A firm that focuses on a ________ orientation is likely to learn an
important lesson the hard way – consumers do not buy
products,they buy benefits.
1.

a. product

2.

b. consumer

3.

c. sustainability

4.

d. CRM

5.

e. TQM

A glitzy shopping mall, a mail-order catalog, a television shopping
network, and an e-commerce Web site are all examples of
________.
1.

a. marketing concepts

2.

b. value chains

3.

c. monopolies

4.

d. marketplaces

5.

e. strategic business units

A customer's desire for a product coupled with the buying power or
resources to obtain that product is called a ________.
1.

a. benefit

2.

b. demand

3.

c. need

4.

d. stake

5.

e. service


100 Free Test Bank for Marketing Real People Real
Choices 4th Canadian Edition by Solomon Mutiple
Choice Questions - Page 2
The relationship between marketing and ___________is a two-way
street. Marketers influence what is popular, but products and the
communication of those products also reflect the key social beliefs
and values of the times.

1.

a. myths

2.

b. social services

3.

c. consumer goods

4.

d. Popular culture

5.

e. value propositions

According to the theory of the wisdom of crowds, under the right
circumstances ________.
1.

a. a mass market approach is favorable to a target market approach

2.

b. a target market approach is favorable to a mass market approach

3.

c. groups are smarter than the smartest people in them

4.

d. companies can make money by giving their products away for free

5.

e. consumers can generate value

Apple relied on its inventive product designers to create a
________, a futuristic looking computer in a multitude of colors.
1.

a. promotion

2.

b. value chain

3.

c. service

4.

d. differential benefit

5.

e. market segment


________ are the tangible products that individuals purchase for
personal or family use.
1.

a. Consumer services

2.

b. Consumer goods

3.

c. E-services

4.

d. E-products

5.

e. Industrial goods

More goods and services are sold in the ________ market than in
the ________ market.
1.

a. domestic; international

2.

b. business-to-business; consumer

3.

c. consumer; producer

4.

d. industrial; business-to-business

5.

e. e-commerce; Internet

Social networking is an integral part of which of the following?
1.

a. the triple bottom line orientation

2.

b. lifetime value of a customer

3.

c. the value chain

4.

d. Web 2.0

5.

e. Web 1.0

________ are intangible products that we pay for and use but never
own.
1.

a. Consumer goods

2.

b. Services

3.

c. Industrial goods


4.

d. E-commerce products

5.

e. Value products

When companies calculate the lifetime value of a customer they
look at ________.
1.

a. how much profit they expect to make from a particular customer, including
each and every purchase she will make from them now and in the future

2.

b. the positive word of mouth about the product that the customer can spread
among her family, friends, and acquaintances

3.

c. the lifetime expectancy of the product the customer purchased

4.

d. the age of the customer to see whether she is likely to live long enough to
utilize the product being sold

5.

e. the career path of the customer to see if she may move to a different
geographic area and no longer purchase from the company

Which of the following refers to marketing strategies that support

environmental stewardship by establishing an environmentally
founded differential benefit in the minds of consumers?
1.

a. greenwashing

2.

b. green marketing

3.

c. triple bottom line orientation

4.

d. social marketing

5.

e. social networking

It is most accurate to say that popular culture consists of the
________ that the mass market consumes.
1.

a. myths

2.

b. social services

3.

c. consumer goods

4.

d. forms of entertainment


5.

e. value propositions

Alcoholism and cigarette smoking are both examples of ________.
1.

a. anticonsumption behaviors

2.

b. bait-and-switch behaviors

3.

c. consumer addictions

4.

d. shrinkage

5.

e. consumed consumer behaviors

The main activities of value chain members include all of the
following EXCEPT ________.
1.

a. bringing in materials to make the product

2.

b. converting the materials into the final product

3.

c. providing unbiased information about the product to consumers

4.

d. shipping out the final product

5.

e. servicing the product after purchase

Which of the following is a major marketing decision for most
companies?

1.

a. the type of metrics used to calculate ROI

2.

b. how many people to employ

3.

c. the geographic layout of the factory making the product

4.

5.

d. which products to market to which consumers without turning off other
consumers
e. the accounting method used to report earnings

The ________ is a document that describes the marketing
environment, outlines the marketing objectives and strategy, and
identifies who will be responsible for carrying out each part of the
marketing strategy.


1.

a. marketing mix

2.

b. marketing plan

3.

c. value proposition

4.

d. value chain

5.

e. open source model

The second step in developing a competitive advantage is to turn a
distinctive competency into a ________ that is important to
customers.
1.

a. target market

2.

b. service

3.

c. marketing mix

4.

d. market position

5.

e. differential benefit

A firm's capability that is superior to that of its competition is
referred to as a(n) ________.
1.

a. distinctive competency

2.

b. added value

3.

c. value proposition

4.

d. value chain

5.

e. social benefit

________ marketing is the marketing of goods and services from
one organization to another.
1.

a. Distributive

2.

b. Consumer

3.

c. Customer


4.

d. Business-to-business

5.

e. Target

__________is a physiological or psychological dependency on
goods or services.
1.

a. Being a customer

2.

b. social marketing techniques

3.

c. consumer addiction

4.

d. social networking

5.

e. commodity

Which of the following is true of Web 2.0?
1.

a. It categorizes entries according to a strict taxonomy.

2.

b. It gets updated constantly.

3.

c. It is based on the open source model.

4.

d. It is based on the wisdom of crowds model.

5.

e. It improves as the number of users decreases.

A ________ is a group of people that have different needs, wants,
or preferences from other groups of people and would seek a
different value. Proposition (solution).
1.

a. product position

2.

b. market segment

3.

c. mass market

4.

d. value proposition

5.

e. target market

________ is the first step in the process of decision making process
in Marketing.


1.

a. The marketing mix

2.

b. Total Quality Management

3.

c. Understand the Opportunity

4.

d. Customer relationship management

5.

e. Value proposition creation

________ is a decision process in which marketing managers
determine the strategies that will help the firm meet its long-term
objectives and then execute those strategies using the tools they
have at their disposal.
1.

a. Total Quality Management

2.

b. Sustainability

3.

c. Return on investment

4.

d. Marketing

5.

e. The open source model

Coca-Cola's unique and skillful marketing communications
represent the company's ________.
1.

a. consumer-generated value

2.

b. production orientation

3.

c. distinctive competency

4.

d. return on investments

5.

e. lifetime value

_________ is outsourcing tasks to an undefined, large group of
people or community by posting an open call for assistance on the
Internet.
1.

a. microcelebrities

2.

b. Crowdsourcing


3.

c. folksonomists

4.

d. open sourcers

5.

e. instapreneurs

A ________ consists of all possible customers in a market
regardless of the differences in their specific needs and wants.
1.

a. popular culture

2.

b. value chain

3.

c. marketing mix

4.

d. marketing concept

5.

e. mass market

The direct financial impact of a firm's expenditure on marketing
activities is called the ________.
1.

a. value chain

2.

b. value proposition

3.

c. differential benefit

4.

d. return on investment (ROI)

5.

e. utility function

A social movement directed at protecting consumers from harmful
business practices is called____________.
1.

a. demarketing

2.

b. exploitative consumption

3.

c. addictive consumption

4.

d. shrinkage

5.

e. Consumerism


The phenomenon of ________ includes consumers creating their
own ads and buying and selling products on eBay.
1.

a. production orientation

2.

b. the triple bottom line orientation

3.

c. consumer-generated content

4.

d. socially responsible marketing

5.

e. the marketing concept

A ________ is a series of activities involved in designing,
producing, marketing, delivering, and supporting any product.
1.

a. value proposition

2.

b. production orientation

3.

c. value chain

4.

d. marketing concept

5.

e. market position

________ is the buying and selling of products over the Internet.
1.

a. Consumer-generated marketing

2.

b. Consumer relationship management

3.

c. E-commerce

4.

d. Social marketing

5.

e. Social networking

______________looks at how much profit they expect to make from
a particular customer, including each and every purchase he or she
will make from them now and in the future.
1.

a. bait-and-switch

2.

b. anticonsumption


3.

c. demarketing

4.

d. shrinkage

5.

e. lifetime value of a customer

________ provides reasons for customers to pay a premium for a
firm's products and exhibit a strong brand preference.
1.

a. An exchange

2.

b. A differential benefit

3.

c. An industrial good

4.

d. A promotion position

5.

e. A customer lifetime value

Which of these statements about mass marketing is true?
1.

a. A mass marketing strategy is always preferable to a target marketing
strategy.

2.

b. The success of any organization's marketing efforts depends on its ability to
engage in mass marketing.

3.
4.

5.

c. Mass marketing can be cost effective.
d. Mass marketing allows marketers to develop products to satisfy the specific
needs and wants of specific groups of customers.
e. Automakers typically use a mass marketing strategy.

In addition to marketing activities, the ________ includes business
functions such as human resource management and technology
development.
1.

a. value chain

2.

b. marketing mix

3.

c. utility function

4.

d. customer relationship management process


5.

e. market position

100 Free Test Bank for Marketing Real People Real
Choices 4th Canadian Edition by Solomon Mutiple
Choice Questions - Page 3
Which of the following is an example of a not-for-profit organization
that would use marketing principles?
1.

a. a fast-food restaurant

2.

b. a manufacturer of bicycles

3.

c. a software developer

4.

d. an amusement park

5.

e. the Red Cross

A flour producer that identifies its mission as "the milling of finest
flour” most likely has a ________ orientation.
1.

a. customer

2.

b. marketing

3.

c. selling

4.

d. product

5.

e. new era

Kao Corp., which makes Ban deodorant, invited teenage girls to
make an ad that would encourage other girls to buy the product.
This program is an example of ________.
1.

a. the wisdom of crowds

2.

b. the production concept

3.

c. the selling orientation

4.

d. open source modeling


5.

e. consumer-generated content

There are several different sports watches for cyclists. When
compared to its competitors, the Bike Nashbar watch is the least

expensive. The Acumen Basicis the only one designed for older
cyclists who prefer a larger display. Each of these watches is
providing a____________________.
1.

a. marketing mixes

2.

b. mass marketing strategies

3.

c. Differential benefit

4.

d. consumer orientations

5.

e. selling orientations

Which element of the marketing mix is most closely associated with
a company's supply chain?
1.

a. production

2.

b. place

3.

c. price

4.

d. profit

5.

e. promotion

A catalog retailer has identified African-American professionals
between the ages of thirty-five and forty-five as the group of
customers within the larger market that is a potential market for its
products. This is an example of___________.
1.

a. targeting

2.

b. marketing mix

3.

c. product mix

4.

d. mass market

5.

e. market aggregation


When comparing itself to its competitors, Hidden Valley describes
its Ranch dressing as the original. This is the ________ the
manufacturer has selected for the product.
1.

a. marketing mix

2.

b. market segment

3.

c. Posistioning

4.

d. marketing concept

5.

e. value chain

A ________ is a good, service, idea, place, or person--whatever is
offered for sale in the exchange.
1.

a. product

2.

b. place

3.

c. utility

4.

d. benefit

5.

e. demand

Which of the following is part of the product element of the
marketing mix?
1.

a. a quality discount

2.

b. a store coupon

3.

c. a newspaper advertisement

4.

d. the packaging

5.

e. publicity releases

Conveniently located vending machines around your college or
university campus make it easy for you to buy a soda and a snack
between classes. This is an example of the ________ element of
the marketing mix.


1.

a. production

2.

b. place

3.

c. price

4.

d. profit

5.

e. promotion

Which of the following is the best example of a service?
1.

a. the medical examination Jonathon had yesterday

2.

b. the sheet music purchased by the piano teacher

3.

c. the software Monica purchased from the Web site

4.

d. the cleaning supplies purchased for the veterinarian's office

5.

e. the t-shirt you got for running in a 5K race

Which of the following is a true statement about the Four Ps of the
marketing mix?
1.

a. A decision about one of the Ps affects every other marketing-mix decision.

2.

b. Product is always the most important of the Four Ps.

3.

c. Place is typically the least important of the Four Ps.

4.

d. The Four Ps have little effect on a product's market position.

5.

e. The Four Ps are used to determine a product's target market.

Ruth Terry is a realtor. In her ads, Terry offers the free use of a
moving truck to every customer she helps either buy or sell a
house. This free use of a moving truck is an example of a(n)
________.

1.

a. benefit

2.

b. demand

3.

c. social marketing concept


4.

d. need

5.

e. production orientation

When Tony rented a loft apartment where he would live for the
summer, he acted as a(n) ________.
1.

a. consumer

2.

b. shareholder

3.

c. producer

4.

d. marketer

5.

e. retailer

________ is the assignment of a product's value, or the amount the
consumer must exchange to receive the offering.
1.

a. Promotion

2.

b. Price

3.

c. Benefit

4.

d. Need

5.

e. Utility

A(n) ________ occurs when Rhonda Albers trades Max Lynch
three hours of babysitting his three-year-old daughter for fixing the
hole in her porch roof.
1.

a. differential benefit

2.

b. promotion

3.

c. exchange

4.

d. reciprocal loss

5.

e. virtual trade


The ________ element of the marketing mix communicates the

value proposition using forms such as personal selling, advertising,
coupons, and publicity.
1.

a. production

2.

b. place

3.

c. price

4.

d. distribution

5.

e. Communication (promotion)

The ________ consists of the tools an organization uses to create a
desired response among a set of predefined consumers.
1.

a. distinctive competency

2.

b. market position

3.

c. value proposition

4.

d. differential benefit

5.

e. marketing mix

A ________ is a distinctive group of customers within a larger
market who are similar to one another in some way and whose
needs differ from other customers in the larger market.
1.

a. market segment

2.

b. popular culture

3.

c. mass market

4.

d. market mix

5.

e. market position

An organic farmer has identified three distinct groups who might be
interested in his products: vegetarians, people who are concerned