151 test bank for marketing 2012 16th edition by pride đề trắc nghiệm marketing

151 Test Bank for Marketing 2012 16th Edition by
Pride
Mutiple Choice Questions - Page 1
Which of the following is most likely to be an idea marketer?
1.

A) Car salesperson

2.

b) Airline pilot

3.

c) Attorney

4.

d) Abuse counselor

5.

e) Orthodontist

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

A) markets, products, and images.

2.

b) goods, ideas, and intangibles.

3.

c) brands, services, and tangibles.

4.

d) services, ideas, and goods.

5.

e) ideas, services, and things.

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

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.

Kashi Heart to HeartTM cereal is aimed at people concerned about their
heart health. These people represent the Kashi

1.

A) marketing mix.

2.

b) marketing strategy.

3.

c) target market.

4.

d) marketing tactic.

5.

e) consumer advocates.

The marketing mix is built around the
1.

A) product.

2.

b) company.

3.

c) customer.

4.

d) employee.

5.

e) retail outlet.

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

A) marketing strategy.

2.

b) the marketing mix.

3.

c) a target market.

4.

d) a consumer good.

5.

e) a business strategy.


Mothers Against Drunk Driving (MADD) is a group that works to change
attitudes and laws about driving under the influence of alcohol. MADD
primarily markets
1.

A) goods.

2.

b) ideas.

3.

c) services.

4.

d) political figures.

5.

e) applications.

Changing the hours of operation for a service business involves the _____
component of the marketing mix.
1.

A) product

2.

b) price

3.

c) distribution

4.

d) promotion

5.

e) marketing concept

Deciding to add gel insoles to its running shoes would be a change in the
_____ element of the marketing mix for Nike.
1.

A) price

2.

b) good

3.

c) product

4.

d) promotion

5.

e) distribution

Making modifications to packaging or brand names involves the _____
component of the marketing mix.
1.

A) price


2.

b) promotion

3.

c) market

4.

d) distribution

5.

e) product

Rob Donaldson runs a successful wholesale business that sells
equipment to restaurants throughout the Midwest. He is considering
purchasing his own fleet of trucks to deliver the equipment instead of
relying on a shipper as he is currently doing. This most closely represents
a decision about
1.

A) which market he should target.

2.

b) the best way to distribute his products.

3.

c) how to effectively promote his business.

4.

d) the product he provides to his customer.

5.

e) which supplier he should use.

The primary value that a marketer expects to receive from a customer in
an exchange relationship is

1.

A) the price charged for the product.

2.

b) customer satisfaction.

3.

c) references to other potential customers.

4.

d) quality merchandise that meets expectations.

5.

e) few returns of the merchandise purchased.

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

A) FedEx

2.

b) Sony

3.

c) Abercrombie & Fitch


4.

d) The Democratic Party

5.

e) General Electric

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

A) service.

2.

b) good.

3.

c) idea.

4.

d) concept.

5.

e) philosophy.

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

A) Price

2.

b) Promotion

3.

c) Distribution

4.

d) Product

5.

e) Target market

When DuPont develops new carpet fibers that are highly stain-resistant
and durable, it must educate consumers about the product's benefits. 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


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.

Marketing managers strive to develop a marketing mix that
1.

A) minimizes 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.

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.

A) promotional

2.

b) distributional

3.

c) pricing

4.

d) targeting

5.

e) production

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

A) distribution


2.

b) product

3.

c) exchange

4.

d) price

5.

e) promotion

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 as a salesperson's prospective client list.

5.

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

Organizations should define themselves not according to the products
they produce but according to
1.

A) how profitable they are.

2.

b) the price of their stock.

3.

c) the abundance of their product selection.

4.

d) how they treat employees.

5.

e) how they satisfy customers.

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

A) Deciding whether or not 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 the airlines for executive travel

4.

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


5.

e) Developing a new warranty policy for an existing product

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

A) target market.

2.

b) consumer advocates.

3.

c) marketing strategy.

4.

d) marketing mix.

5.

e) marketing tactic.

The element of the marketing mix used to increase awareness of a
product or company is
1.

A) communication.

2.

b) product.

3.

c) price.

4.

d) distribution.

5.

e) promotion.

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.

A) Product, price, distribution, and promotion variables

2.

b) Marketing environment variables

3.

c) Product and promotion variables

4.

d) Product, price, and customer variables

5.

e) Product, price, customer, and promotion variables


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 application of mechanical and human efforts to either people or
objects to provide intangible benefits to customers is known as a(n)
1.

A) issue.

2.

b) experience.

3.

c) idea.

4.

d) good.

5.

e) service.

Marketing is the process of
1.

A) promoting products through personal selling and advertising to develop and
maintain favorable relationships with customers and stakeholders.

2.

b) creating, distributing, promoting, and pricing products to facilitate satisfying
exchange relationships with customers and to develop and maintain favorable
relationships with stakeholders in a dynamic environment.

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.

The Church of the Latter Day Saints has used advertising for many years
to market its
1.

A) goods.


2.

b) services.

3.

c) experiences.

4.

d) production.

5.

e) ideas.

96 Free Test Bank for Marketing 2012 16th Edition by
Pride Mutiple Choice Questions - Page 2
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 takes place only between for-profit organizations

According to the marketing concept, an organization 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 organization 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.

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

A) market


2.

b) societal

3.

c) sales

4.

d) evolutionary

5.

e) production

Which of the following statements about marketing environment forces is
correct?
1.

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

2.

b) They do not 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 never fluctuate quickly.

5.

e) They do not influence the way a marketing manager performs certain marketing
activities.

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

A) Product adaptations

2.

b) Pricing strategies

3.

c) Government regulations

4.

d) Advertising campaigns

5.

e) Retail locations

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 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.

A) The customer is always right.

2.

b) Making money is our business.

3.

c) Sell, sell, sell.

4.

d) Keep prices low.

5.

e) Focus on today.

A change in the minimum drinking age in any given state illustrates a
change in the ___________ for Miller Brewing.
1.

A) marketing mix

2.

b) marketing environment

3.

c) marketing concept

4.

d) marketing task

5.

e) product concept

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.

A) Product

2.

b) Price

3.

c) Distribution

4.

d) Competition

5.

e) Promotion

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 noncompetitive forces that affect most lifestyles.

5.

e) fairly static components.

The marketing concept is best defined as
1.

A) a second definition of marketing.

2.

b) 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.

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 organization 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 organization.

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.

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

2.

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

3.

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

4.

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


5.

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

The marketing concept is
1.

A) a management 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.

During the Industrial Revolution demand for manufactured goods was
1.

A) weak.

2.

b) nonexistent.

3.

c) declining.

4.

d) strong.

5.

e) mediocre.

The marketing concept is a philosophy that states that an organization

should try to satisfy customers' needs and also
1.

A) increase market share.

2.

b) increase sales.

3.

c) achieve the organization's goals.

4.

d) produce high-quality products.

5.

e) coordinate its activities to increase production.

Marketing facilitates exchange relationships between buyers and sellers.
What is marketing's intended outcome for this relationship?
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) Satisfaction for both the buyer and seller

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

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

2.

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

3.

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

4.

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

5.

e) The forces change dramatically and quickly, and a change in one force is likely
to affect the other forces.

The marketing concept affects
1.

A) just the marketing department.

2.

b) all organizational activities.

3.

c) only marketing and finance.

4.

d) only production and marketing.

5.

e) few decisions in an organization.

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.

A) Production conception

2.

b) Satisfaction of organizational goals

3.

c) Distribution of ideas

4.

d) Product planning


5.

e) Exchange

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

A) We have organized our business to make certain that customers get what they

want.

2.

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

3.

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

4.

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

5.

e) We try to encourage company growth.

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

A) production

2.

b) market

3.

c) revolutionary

4.

d) sales

5.

e) reduction

The marketing concept is a management philosophy that affects
1.

A) only marketing activities.

2.

b) all efforts of the organization.

3.

c) mainly the efforts of sales personnel.

4.

d) mainly customer relations.

5.

e) only business organizations.

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) dynamic and changing.

5.

e) slow, with infrequent fluctuations.

The marketing concept focuses on
1.

A) achieving the goals of top executives.

2.

b) creating maximum visibility for the firm.

3.

c) maximizing sales.

4.

d) maximizing market share.

5.

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

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.

A) target market selection.

2.

b) the marketing environment.

3.

c) the reduction of marketing costs.

4.

d) marketing mix decisions.

5.

e) efficiency in marketing activities.

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.

A) Production

2.

b) Sales

3.

c) Market


4.

d) Customer

5.

e) Societal

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.

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.

When DataComp Corp., a producer of computer software, delayed the
introduction of its new spreadsheet program to modify the package, its
scheduled magazine advertisements announcing the new product needed
to be revised. In this case, a change in the ___________ variable caused
changes in the ___________ variable of the marketing mix.
1.

A) distribution; promotion

2.

b) distribution; product

3.

c) product; price

4.

d) product; promotion

5.

e) promotion; price


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.

A) operating situation

2.

b) marketing environment

3.

c) surroundings

4.

d) economic conditions

5.

e) trends

96 Free Test Bank for Marketing 2012 16th Edition by
Pride Mutiple Choice Questions - Page 3
Initiatives intended to improve an organization's positive impact on
society and the natural environment are called
1.

A) environmental marketing

2.

b) green marketing

3.

c) socially-responsible marketing

4.

d) energy-conscious marketing

5.

e) socially-conscious marketing

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.

A) cost-cutting measures.

2.

b) continually selling to new customers and markets.

3.

c) creating and maintaining satisfying exchange relationships.


4.

d) high-volume, low-margin sales.

5.

e) increasing shelf space for their brands.

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

_________ 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) Organizing

4.

d) Marketing control

5.

e) Strategic planning

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

A) personal selling.

2.

b) customer relationship management.

3.

c) production oriented firms.

4.

d) e-marketing.

5.

e) distribution channels.


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

A) 25 to 33 percent

2.

b) 81 to 92 percent

3.

c) 42 to 50 percent

4.

d) 64 to 76 percent

5.

e) 10 to 20 percent

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

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 organization and its customers.

5.

e) planning, organizing, implementing, and controlling marketing activities.

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

A) communication.

2.

b) product.


3.

c) distribution.

4.

d) information.

5.

e) promotion.

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.

A) Production

2.

b) Sales

3.

c) Market

4.

d) Social

5.

e) Development

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) Organizing

5.

e) Planning

_________ 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

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.

A) $1.70

2.

b) $3.40

3.

c) $5.10

4.

d) $7.50

5.

e) $12.75

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.

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

2.

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

3.

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

4.

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

5.

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

Which of the following statements describes the best use of the Internet
by a marketer?
1.

A) Gain information.

2.

b) Relay product information.

3.

c) Facilitate the marketing process.


4.
5.

d) Accumulate as many friends as possible.
e) Facilitate the marketing exchange, obtain customer feedback, and providing
product information.

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

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

2.

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

3.

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

4.

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

5.

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

When Wonder introduced a new bread made with white whole wheat in
response to customer demand, it was following which of the following
philosophies?
1.

A) selling concept

2.

b) production concept

3.

c) marketing concept

4.

d) customer concept

5.

e) retailing concept

______ is the degree to which an exchange helps achieve an
organization's objectives.
1.

A) Controlling

2.

b) Effectiveness

3.

c) Success rate


4.

d) Efficiency

5.

e) Objectivity

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.

A) Strategic planning

2.

b) Planning

3.

c) Organizing

4.

d) Implementation

5.

e) Marketing control

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

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

2.

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

3.

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

4.

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

5.

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

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.

A) decrease customer benefits.

2.

b) increase customer costs.

3.

c) increase customer value.

4.

d) increase distribution expenses.