120 test bank for marketing principles 2nd đề trắc nghiệm marketing

120 Test Bank for Marketing Principles 2nd

Multiple Choice Questions - Page 1
The rising number of incidents of drink-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 marketing mix variable?
1.

A) Price

2.

B) Promotion

3.

C) Distribution

4.

D) Product

5.

E) Packaging

In Australia, Campbell’s 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

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

A) their profits.

2.

B) receiving a good bargain on the product.

3.

C) reducing their inventory.


4.

D) one party having to compromise in the exchange.

5.

E) the financial reward or something else of value received.

The definition of marketing implies that __________ should receive
benefits from exchange relationships.
1.

A) only customers

2.

B) only businesses

3.

C) company management

4.

D) both customers and businesses

5.

E) only the most important customers

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.

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.


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

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

3.

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

The forces of the marketing environment include:
1.

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

2.

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

3.

C) legal, regulatory, political and sociocultural forces.

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:
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.

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

3.

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

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

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.

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.

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.


The Australian airline Jetstar Airways __________ 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

The application of human and/or mechanical efforts to people or objects
to provide intangible benefits to customers is:
1.

A) a service.

2.

B) a physical entity.

3.

C) concepts, philosophies, images and issues.

4.

D) a brand name.

Apple has benefitted from technological advances in distributing songs
over the Internet via its iTunes store, rather than establishing-brick andmortar 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

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

A) the creation of brand names.

2.

B) consumer perception of the product price.


3.

C) the development of product packaging.

4.

D) warranty issues.

5.

E) repair services.

Even funerals are changing as a result of customers’ needs and wants.
Some funeral companies are developing new products such as:
1.

A) less environmentally friendly coffins.

2.

B) less economical funeral cars.

3.

C) fewer cremation services.

4.

D) cardboard coffins.

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.

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.


The Ford Focus combines an economical vehicle with coordinated
distribution, promotion and price appropriate for the __________ of
primarily younger drivers who value technology, driving dynamics and
styling.
1.

A) target market

2.

B) consumer advocates

3.

C) marketing strategy

4.

D) marketing mix

5.

E) marketing tactic

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 and promotion.

2.

B) people, physical evidence, process and partnership.

3.

C) people, promotion, place and process.

4.

D) people, physical evidence, process and promotion.

Woolworths works with its primary producers and says they are important
partners in the marketing of Woolworths’ products. Their primary
producers play a key role in:
1.

A) the media.

2.

B) unions and lobby groups.


3.

C) product quality and packaging.

4.

D) government.

5.

E) the local community.

The marketing mix includes four marketing activities except which of the
following?
1.

A) Product

2.

B) Price

3.

C) Political forces

4.

D) Promotion

5.

E) Place

In the expanded marketing mix, which variable refers to the human
element of the product?
1.

A) Physical evidence

2.

B) Processes

3.

C) Promotion

4.

D) People

5.

E) Price

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 an advantage for them.

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 a firm’s objectives.
E) focusing on customers’ needs.


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

A) an operating situation.

2.

B) environmental forces.

3.

C) the surroundings.

4.

D) economic conditions.

5.

E) the technological environment.

Customer satisfaction can come from:
1.

A) lack of service.

2.

B) the bulk and weight of the product being too great.

3.

C) lack of process.

4.

D) anything received when buying and using a product.

5.

E) bad experiences.

To Carlton & United Breweries, the maker of Foster’s Lager and other

products, the proposed increase in the drinking age in Australia to 21
would be an example of:
1.

A) marketing mix.

2.

B) marketing environment.

3.

C) marketing concept.

4.

D) marketing task.

5.

E) product concept.


For an exchange to occur, four conditions must exist: (1) two or more
individuals, groups or organisations must participate, and each must
possess ‘something of value’ that the other desires; (2) the exchange
must provide a benefit or satisfaction to both parties; (3) each must have
confidence in the promise of the ‘something of value’ held by the other;
and (4):
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 ‘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.

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 identified change in consumer behaviour towards online shopping
and/or searching for information can be described as a(n) __________
force operating in the dynamic marketing environment.
1.

A) competitive

2.

B) economic

3.

C) political

4.

D) legal

5.

E) sociocultural


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

Marketers sometimes speak of ‘controllable’ variables in the practice of
marketing. Which of these is not considered a controllable variable?
1.

A) Product

2.

B) Price

3.

C) Distribution

4.

D) Competition

5.

E) Promotion

74 Free Test Bank for Marketing Principles 2nd
Australian Edition by Pride Multiple Choice Questions Page 2
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.


The evolution of the marketing concept has moved from a production
orientation in the 1850s to a(n) __________ orientation today.
1.

A) sales

2.

B) market

3.

C) customer

4.

D) relationship

5.

E) economic

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.

The hard-sell days of the 1950s saw ‘vacuum cleaner salesmen’ arriving at

front doors with a charming smile and a product demonstration that would
‘make life easier’ for housewives. Which orientation were they following?
1.

A) Production

2.

B) Sales

3.

C) Marketing

4.

D) Customer

5.

E) Societal

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.

Today’s society could be described as post-industrial and in the middle of
a _________ revolution.
1.

A) customer driven

2.

B) research-and-development

3.

C) technological

4.

D) slow growth

5.

E) marketing

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 marketing
management activity?
1.

A) Strategic planning

2.

B) Marketing control

3.

C) Implementation

4.

D) Organising

5.

E) Planning

Marketing activities are:
1.

2.
3.

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

5.

E) used mostly by small businesses and small non-profit organisations.

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

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.

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

When new products – such as Lyrica, a treatment for fibromyalgia (nerve)
pain – are developed, 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:
1.

A) customers.

2.

B) marketing managers.

3.

C) the CEO.

4.

D) the finance department.

5.

E) nurses.

What type of guarantee do many eBay-based businesses use 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

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.

Marketing knowledge and skills:
1.

A) are not necessary for a non-profit organisation.


2.

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.

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

A) information.

2.

B) product.

3.

C) distribution.

4.

D) communication.

5.

E) price.

At the most basic level, profits can be obtained through relationships in
the following ways, except by:
1.

A) acquiring new customers.

2.

B) enhancing the profitability of existing customers.

3.

C) continually selling to only old customers and markets.

4.

D) extending the duration of customer relationships.

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


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.

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

__________ 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

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

A) 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

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

A) Selling concept

2.

B) Production concept

3.

C) Customer concept

4.

D) Marketing concept

5.

E) Retailing concept

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

A) internal communications

2.

B) information

3.

C) purchasing power insights

4.

D) marketing mix knowledge

5.

E) implementation knowledge

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

A) Implementing

2.

B) Designing

3.

C) Organising

4.

D) Creating


5.

E) Strategically planning

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 and to make the organisation more valuable
for its owners and other stakeholders.

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

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

2.

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

3.

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

4.

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

5.

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

How does marketing fuel the global economy?
1.

A) Profits are put towards developing new products and technologies.


2.

B) Lack of profits results in lower standards of living.

3.

C) There is a decrease in economic growth.

4.

D) Only local acceptance of brands occurs.

5.

E) No one buys local brands anymore.

__________ 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

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

A) $2.00

2.

B) $4.00

3.

C) $5.00

4.

D) $9.00

5.

E) $13.00

The strategic bridge between information technology and marketing

strategies aimed at long-term relationships is known as:
1.

A) personal selling.

2.

B) customer relationship management.

3.

C) production oriented firms.

4.

D) e-marketing.


5.

E) distribution channels.

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.

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

A) the product

2.

B) the service

3.

C) the value

4.

D) anything

Amazon, the online provider of books, music, movies, toys and many
other products, follows buyers’ purchases and recommends related
topics. The firm is exhibiting characteristics associated with the ________
orientation.
1.

A) production

2.

B) sales

3.

C) marketing

4.

D) social

5.

E) development


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.

D) the support of executives, managers, and customers.

5.

E) the consent of assembly-line workers.

Existing key trends that will likely continue in the future include the
following except:
1.

A) the convergence of telecommunications, media and technology.

2.

B) greater focus on protecting the environment.

3.

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

4.

D) technology enabling consumers to connect and form alliances with other
consumers worldwide.

5.

E) greater false advertising.

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.


Green marketing is:
1.

2.
3.

4.

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.
C) when a company only uses the Internet to advertise and has no paper-based
activities.
D) when a company meets legislative requirements for waste management.


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

True

2.

False

Knowing about marketing can help you evaluate the types of corrective
measures needed to stop questionable marketing practices.
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 in order to receive the
‘something of value’ held by the other individual, group or organisation.
1.

True

2.

False

Marketing consists primarily of 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


To implement the marketing concept, an organisation must first establish
an information system to discover customers’ real needs and then use the
information to create products to satisfy those needs.
1.

True

2.

False

The distribution variable in a marketing mix is directed towards making
products available in the quantities desired to as many target market

customers as possible and keeping the total inventory, transportation and
storage costs as low as possible.
1.

True

2.

False

Customers are the focal point of all marketing activities.
1.

True

2.

False

It is impossible for a company to satisfy its customers at a profitable
level.
1.

True

2.

False

Marketing management is the process of planning, organising,

implementing and controlling marketing activities to facilitate and
expedite exchanges effectively and efficiently.
1.

True

2.

False