118 test bank for marketing principles 1st asia pacific edition by pride đề trắc nghiệm marketing

118 Test Bank for Marketing Principles 1st Asia Pacific
Edition by Pride

Mutiple Choice Questions - Page 1
The marketing concept focuses on:
1.

A) achieving the goals of top executives

2.

B) creating maximum visibility for the firm

3.

C) maximising sales

4.

D) maximising market share

5.

E) customer analysis, competitor analysis and integration of the company’s
resources to provide customer value, as well as make the organisation more
valuable for its owners and other stakeholders.

The Australian airline Jetstar Airways, for example, _______ its domestic
flights in Australia to people who want to fly to a destination without
having to pay for meals and other things that are not essential to arriving
at the destination safely and in good spirit.

1.

A)arranges

2.

B) prepares

3.

C) provides

4.

D) targets

A target market:
1.
2.

A) involves a large number of customers
B) is a specific group of customers on whom a company focuses its marketing
efforts

3.

C) already has several competitors vying for customers' business

4.

D) is the same thing as a salesperson's prospective client list


5.

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

For an exchange to occur, four conditions must exist: first, two or more
individuals, groups, or organisations 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.

A) the parties must agree to participate in the trading of ‘something of value’

2.

B) to build trust, parties to the exchange must meet expectations

3.

C) both parties must participate in the trading of the ‘something of value’

4.

D) one party must be willing to compromise

5.

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

The marketing environment is best described as being:
1.

A) composed of controllable variables

2.

B) composed of variables independent of one another

3.

C) an indirect influence on the performance of marketing activities

4.

D) one that can fluctuate quickly and dramatically

5.

E) slow, with infrequent fluctuations.

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

A) product

2.

B) price

3.

C) distribution

4.

D) research

5.

E) promotion


The expanded marketing mix includes:
1.

A) product, price, place, promotion

2.

B) people, physical evidence, process and partnership

3.

C) people, promotion, place, process

4.

D) people, physical evidence, process and promotion

Land Rover’s Freelander, for example, combines a SUV with coordinated
distribution, promotion and price appropriate for the _______ ______of
primarily well-off men and women in their thirties andforties.
1.

A) target market

2.

B) consumer advocates

3.

C) marketing strategy

4.

D) marketing mix

5.

E) marketing tactic

For an exchange to take place, four conditions must exist. If you go to a
Coldplay concert, for example, you go with the expectation of a great

show. This is an example of the _____ condition where each party must
have confidence in the promise of the ‘something of value’ held by the
other.
1.

A) first

2.

B) second

3.

C) third

4.

D) fourth


Apple has benefitted from technological advances in distributing songs
over the Internet via its iTunes store, rather than establishing brick and
mortar venues to sell music. This is an example of which element of the
marketing mix?
1.

A) Price

2.

B) Distribution

3.

C) Product

4.

D) Promotion

When new products—such as Lyrica, a treatment for fibromyalgia pain—
are developed, the companies must develop marketing activities to reach
prescribing medical doctors and communicate the products’ benefits and
side effects. Thus the marketing concept emphasises that marketing
begins and ends with whom?
1.

A) Customers

2.

B) Marketing manager

3.

C) CEO

4.

D) Finance department

The identified change in consumer behaviour towards online shopping
and/or search for information can be described as what force operating in
the dynamic marketing environment?
1.

A) Competitive

2.

B) Economic

3.

C) Political

4.

D) Legal

5.

E) Sociocultural


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.

A) Selling concept

2.

B) Production concept

3.

C) Customer concept

4.

D) Marketing concept

5.

E) Retailing concept

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

A) increase market share

2.

B) increase sales

3.

C) achieve the organisation's goals

4.

D) produce high-quality products

5.

E) coordinate its activities to increase production.

The marketing concept is best defined as:
1.

A) a second definition of marketing

2.

B) a philosophy stating that an organisation should try to satisfy customers' needs
through a coordinated set of activities that allows the organisation to achieve its
goals

3.

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

4.

D) a philosophy stating that an organisation should attempt to accomplish its goals
with no regard for the needs of customers

5.

E) the inclusion of marketing activities in the activities of an organisation.


Responding to health concerns from consumers, McDonald’s, for
example, revamped their menu to include healthier children’s menu
options, such as fruit bags and chicken wraps instead of fries and
hamburgers. This is an example of marketing mangers responding to
what?
1.

A) Operating situation

2.

B) Environmental forces

3.

C) Surroundings

4.

D) Economic conditions

The forces of the marketing environment include:
1.

A) political, legal and regulatory, sociocultural, technological, economic, and
competitive

2.

B) sociocultural, legal, regulatory, economic, and competitive

3.

C) legal, regulatory, political, and sociocultural

4.

D) competitive and non-competitive forces that affect most lifestyles

5.

E) fairly static components.

The Australia Zoo in Queensland is in the business of what?
1.

A) Establishing zoos

2.

B) Making people happy and giving them memorable experiences

3.

C) Making animals perform

4.

D) Teaching about endangered animals

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

A) service

2.

B) good

3.

C) idea

4.

D) concept


5.

E) philosophy.

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

1.

A) creation of brand names

2.

B) consumer perception of the product price

3.

C) development of product packaging

4.

D) warranty issues

5.

E) repair services.

To maintain an exchange relationship, buyers must be satisfied with the
goods, service, or idea obtained, and sellers must be satisfied with what?
1.

A) Profits for the seller

2.

B) A good bargain on the product for the buyer

3.

C) Reducing the seller's inventory

4.

D) One party having to compromise in the exchange

5.

E) The financial reward or something else of value received

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

3.

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

4.

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

5.

E) Transfer of products that take place only between for-profit organisations

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

A) minimises marketing costs


2.

B) matches what competitors are offering

3.

C) best matches the abilities of the firm

4.

D) matches the needs of the target market

5.

E) generates the highest level sales.

Marketing is the process of:
1.

A) promoting products through personal selling and advertising to facilitate
satisfying exchange relationships

2.

B) maximising returns to stakeholders by developing relationships with valued
customers and creating a differential advantage

3.
4.

5.

C) delivering a standard of living to a society
D) creating, distributing, promoting, and pricing goods, services, and ideas to
facilitate the achievement of the firm's objectives
E) focusing on customers' needs.

Marketing efforts are designed to:
1.

A) distribute “something of value” to buyers and sellers

2.

B) facilitate satisfying exchange relationships

3.

C) produce a product

4.

D) explore customer behaviour

5.

E) promote a product.

Campbell’s in Australia responded to consumer concerns about their
health by introducing a line of reduced sodium soups made with natural
sea salt. This illustrates a change in the ___________ for Campbell’s.
1.

A) marketing mix

2.

B) marketing environment

3.

C) marketing concept

4.

D) marketing task


5.

E) product concept

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

A) Deciding whether a certain product should continue to be sold.
B) Determining whether an advertising message would be more effective on
television or in magazines.

3.

C) Choosing between a company jet or an airline for executive travel.

4.

D) Deciding whether to have retail outlets in addition to a website.

5.

E) Developing a new warranty policy for an existing product.

Marketing mix included four marketing activities except which of the
following?
1.

A) Product

2.

B) Price

3.

C) Political forces

4.

D) Promotion

5.

E) Place

The rising number of incidents of drunk driving in Australia has prompted
the Australian government to launch advertising campaigns showcasing
what can happen when driving under the influence of alcohol. This calls
for activity in which of the following marketing mix variables?
1.

A) Price

2.

B) Promotion

3.

C) Distribution

4.

D) Product

5.

E) Packaging


Red Bull uses Formula 1 racing team and VW Beetles with oversize Red
Bull cans strapped to the roofs. This is most likely used primarily as a
________ tool.
1.

A) promotional

2.

B) distributional

3.

C) pricing

4.

D) targeting

5.

E) production

The focal point of all marketing activities is:
1.

A) products

2.

B) the marketing mix

3.

C) profits

4.

D) sales

5.

E) customers.

Marketers sometimes speak of the “controllable” variables in the practice
of marketing. Which of the following is not considered one of the
controllable variables?
1.

A) Product

2.

B) Price

3.

C) Distribution

4.

D) Competition

5.

E) Promotion

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

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


2.

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

3.

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

4.

D) They can fluctuate quickly and dramatically

5.

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

Those constituents who have a "stake" in some aspect of an
organisation's products, operations, markets, industry, and outcomes are
known as:
1.

A) shareholders

2.

B) stakeholders

3.

C) customers

4.

D) target markets

5.

E) marketers.

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

2.

A) consider short-run objectives and cash flow needs before developing new
products
B) define its business as ‘making a product’

3.

C) provide products that satisfy customers' needs and allow the organisation to
achieve its goals

4.

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

5.

E) view selling activities as the major means of increasing profits.

71 Free Test Bank for Marketing Principles 1st Asia
Pacific Edition by Pride Mutiple Choice Questions Page 2

The strategic bridge between information technology and marketing
strategies aimed at long-term relationships is known as what?
1.

A) Personal selling

2.

B) Customer relationship management

3.

C) Production oriented firms

4.

D) e-Marketing

5.

E) Distribution channels

In today's market environment, you might pay $16 for a new CD.
According to the text approximately how much of that price would go to
activities related to marketing (distribution, retailer expenses, profit
margins)?
1.

A) $1.70

2.

B) $3.75

3.

C) $5.50

4.

D) $9.00

5.

E) $12.75

The marketing concept is:
1.

A) a managerial philosophy

2.

B) synonymous with exchange

3.

C) a component of the marketing mix

4.

D) a function of the marketing environment

5.

E) focused solely on satisfying customer objectives.

Many eBay-based businesses use what type of guarantee to reduce the
risk involved in ordering merchandise sight unseen?
1.

A) Photographs


2.

B) Customer satisfaction ratings

3.

C) Email contacts

4.

D) 100 per cent satisfaction guarantee

5.

E) Monetary price

Today’s society could be described as post-industrial and going through
what type of revolution?
1.

A) Customer driven

2.

B) Research and development.

3.

C) Technological.

4.

D) Slow growth

5.

E) Marketing

Customer benefits include ________ a buyer receives in an exchange.
1.

A) the product

2.

B) the service

3.

C) the value

4.

D) anything

Key trends from today to the future to be acknowledged include the
following except:
1.

A) convergence of telecommunications, media and technology

2.

B) greater focus on protecting the environment

3.

C) focus on quality and long-term customer relationships to increase profitability in
the long term

4.

D) technology is enabling consumers to connect to other consumer and to form
alliances with other consumers world wide

5.

E) greater false advertising.


A mid-level manager has tried for years to get his company to adopt a
marketing orientation. Although many in the company are receptive to his
ideas, it is unlikely that the company will ever truly become marketingoriented without:
1.

A) the support of competitors

2.

B) changes in government regulations

3.

C) increases in tariffs on foreign products

4.

5.

D) the support of executives, marketing managers, non-marketing managers and
customers
E) the consent of assembly-line workers.

The evolution of the marketing concept has moved from production
orientation from the 1850’s to what orientation currently?

1.

A) Sales

2.

B) Market

3.

C) Customer

4.

D) Relationship

5.

E) Economic

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

A) Product's purchase price

2.

B) Time spent purchasing the product

3.

C) Effort spent purchasing the product

4.

D) Benefits received in the exchange for the products

5.

E) Risk of purchasing the product


_________ is the process of establishing performance standards,
comparing actual performance with established standards, and reducing
the difference between desired and actual performance.
1.

A) Internal control analysis

2.

B) Marketing control

3.

C) Market flow regulation

4.

D) Environmental market analysis

5.

E) External analysis

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

A) Marketing orientation

2.

B) Monetary price

3.

C) Product assessment

4.

D) Price assessment

5.

E) Value

Establishing long-term, mutually satisfying buyer-seller relationships is
known as:

1.

A) marketing synthesis

2.

B) relationship marketing

3.

C) a marketing orientation

4.

D) the marketing concept

5.

E) strategic marketing.

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

A) internal communication


2.

B) information

3.

C) purchasing power insights

4.

D) marketing mix knowledge

5.

E) implementation knowledge

Marketing management is defined as a process of:
1.

A) maintaining an appropriate and efficient marketing mix for a target market

2.

B) establishing performance standards and evaluating actual performances
against these standards

3.

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

4.

D) facilitating satisfying exchanges between an organisation and its customers

5.

E) planning, organising, implementing, and controlling marketing activities to
facilitate exchanges effectively and efficiently.

As a concept, customer relationship management (CRM) begins its focus
on customers with:
1.

A) information

2.

B) product

3.

C) distribution

4.

D) communication

5.

E) price.

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.

A) Strategic planning

2.

B) Marketing control

3.

C) Implementation


4.

D) Organising

5.

E) Planning

Businesspeople who believe that personal selling, advertising, and
distribution are the most important marketing activities are operating in
a(n) ___________ orientation.
1.

A) marketing

2.

B) societal

3.

C) sales

4.

D) evolutionary

5.

E) production

Marketing knowledge and skills:
1.
2.

A) are not necessary for a non-profit organisation
B) enhance consumer awareness and help provide people with satisfying goods
and services

3.

C) constitute the marketing mix

4.

D) were most important during the production era

5.

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

Amazon, the provider of books, CDs, DVDs, toys and many other products
online, follows buyers’ purchases and recommends related topics. The
firm is exhibiting characteristics associated with which of the following
orientations?
1.

A) Production

2.

B) Sales

3.

C) Marketing

4.

D) Social

5.

E) Development


As the Industrial Revolution came during the second half of the nineteenth
century, firms operated in a(n) ___________ orientation.
1.

A) marketing

2.

B) societal

3.

C) sales

4.

D) evolutionary

5.

E) production

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

A) researching customers' needs

2.

B) focusing on the marketing department only

3.

C) generating marketing intelligence for use in the organisation

4.

D) being responsive to customers' ever-changing wants and needs

5.

E) disseminating marketing intelligence across departments within the
organisation.

The 1950s saw the ‘vacuum cleaner salesman’ arrive at the housewife’s
front door with a charming smile and a product demonstration that ‘makes
life easier’—those were the hard sell days. They were following which
orientation?
1.

A) Production

2.

B) Sales

3.

C) Marketing

4.

D) Customer

5.

E) Societal


Marketing activities are:
1.

2.

A) used by all sizes of organisations including non-profit, and government
agencies
B) limited to use by larger for-profit and non-profit organisations

3.

C) implemented only to increase profits for the organisation and to expand the
scope of its customer base

4.

D) used by all types and sizes of businesses but are not used by non-profit

organisations

5.

E) used by small businesses and small non-profits the most.

An Apple iPod has average marketing costs and sells for $299.
Approximately how many buyers’ dollars go toward marketing costs?
1.

A) $50

2.

B) $90

3.

C) $150

4.

D) $175

5.

E) $199

All of the following are marketing management tasks except:
1.

A) planning

2.

B) implementing

3.

C) organising

4.

D) analysing target markets

5.

E) controlling.

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

A) Marketing control

2.

B) Implementation

3.

C) Organising

4.

D) Planning

5.

E) Managing

At the most basic level, profits can be obtained through relationships in
which of the following ways, except which of the following?
1.

A) By acquiring new customers

2.

B) By enhancing the profitability of existing customers

3.

C) Continually selling to only old customers and markets

4.

D) By extending the duration of customer relationships

Green marketing is:
1.

2.

A) a strategic process involving stakeholder assessment to create meaningful long
term relationships with customers while maintaining, supporting and enhancing the
natural environment
B) when a company applies recycling principles in their production

3.

C) when a company only uses the internet to advertise and no paper-based
activities

4.

D) when a company meets legislative requirements for waste management.

_________ of marketing plans hinges on coordination of marketing
activities, motivation of marketing personnel, and effective
communication within the marketing unit.
1.

A) Implementation

2.

B) Planning

3.

C) Organising

4.

D) Marketing control

5.

E) Strategic planning


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

A) risk

2.

B) time

3.

C) monetary price

4.

D) effort

5.

E) availability.

Which element of the marketing mix can be used to enhance perceptions
of value through images?
1.

A) Product

2.

B) Price

3.

C) Place

4.

D) Promotion

5.

E) People

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

A) One-half

2.

B) One-fifth

3.

C) One-fourth

4.

D) One-third

5.

E) One-sixth

The marketing concept is not a second definition of marketing, it is a
marketing philosophy guiding:
1.

A) marketing activities

2.

B) an organisation’s overall activities

3.

C) the efforts of sales personnel

4.

D) customer relations

5.

E) only business organisations.

If McDonald's runs a promotion advertising Big Macs for 99 cents, 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.

A) Strategic planning

2.

B) Planning

3.

C) Organising

4.

D) Implementation

5.

E) Marketing control

Marketing activities:
1.

A) are aimed at persuading customers through advertising

2.

B) involve mainly distribution and promotion decisions

3.

C) and selling activities are basically the same

4.

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

5.

E) help sell an organisation's products and generate financial resources for the
firm.

True - False Questions
Customer relationship management is the use of information about
customers to create marketing strategies that develop and sustain
desirable customer relationships.
1.

True

2.

False

The marketing concept developed out of a sequence of three eras: the
production orientation, the marketing orientation, and the industrial
orientation.
1.

True

2.

False

For an exchange to occur, at least one of the parties must be willing to
give up his or her ‘something of value’.
1.

True

2.

False

The term relationship marketing refers to ‘long-term, mutually beneficial
arrangements in which both the buyer and seller focus on value
enhancement through the creation of more satisfying exchanges’.
1.

True

2.

False

In the private sector, non-profit organisations also use marketing
activities to create, price, distribute and promote programs that benefit
particular segments of society.
1.

True

2.

False


The marketing concept is a management philosophy, not a second
definition of marketing.
1.

True

2.

False

The marketing concept directly affects marketing activities but should
have negligible impact on other organisational activities.
1.

True

2.

False

The marketing concept is a philanthropic philosophy aimed at helping
customers at the expense of the business organisation.
1.

True

2.

False

The marketing concept deals only with marketing activities.
1.

True

2.

False

For an exchange situation to arise, only one condition must exist: two or
more individuals, groups, or organisations must each possess something
that they value and are willing to give up to receive the ‘something of
value’ held by the other individual, group, or organisation.
1.

True

2.

False

The broadest and simplest definition of marketing states that it is the
development and efficient distribution of products for consumer
segments.
1.

True

2.

False


To satisfy customers' objectives as well as its own, a company must

coordinate all its activities.
1.

True

2.

False

In marketing, a product can be a good or a service but not an idea.
1.

True

2.

False

A family that organises and advertises a garage sale is performing
marketing activities.
1.

True

2.

False

Products can be goods, services, or ideas.
1.

True

2.

False

During the marketing orientation era, businesspeople realised that
products, which by this time could be made relatively efficiently, would
have to be promoted through much personal selling and advertising.
1.

True

2.

False

The outcomes of a marketer's decisions and actions may be affected by
the variables in the marketing environment.
1.

True

2.

False

Marketing costs consume about one-quarter of a buyer's dollar.
1.

True