155 test bank for marketing an introduction 10th edition by armstrong đề trắc nghiệm marketing

155 Test Bank for Marketing An Introduction 10th
Edition by Armstrong
Multiple Choice Questions - Page 1
Which of the following is an example of a type of market offering?
1.

A) persons

2.

B) ideas

3.

C) information

4.

D) experiences

5.

E) all of the above

________ is the set of actual and potential buyers of a product.
1.

A) A market

2.

B) An audience

3.

C) A group

4.

D) A segment

5.

E) An exchange

Family Dollar stores profitably focusing on buyers who have relatively
modest means is an example of ________.
1.

A) convenience

2.

B) value pricing

3.

C) market segmentation

4.

D) target marketing

5.

E) value packing


Consumer research, product development, communication, distribution,
pricing, and service are all most accurately described as core ________
activities.
1.

A) exchange

2.

B) marketing

3.

C) management

4.

D) production

5.

E) customer relationship management

The ________ concept holds that achieving organizational goals depends
on knowing the needs and wants of target markets and delivering the
desired satisfaction better than competitors do.
1.

A) product

2.

B) production

3.

C) selling

4.

D) equity

5.

E) marketing

When marketers set low expectations for a market offering, they are most
likely to run the risk of which of the following?
1.

A) disappointing loyal customers

2.

B) decreasing customer satisfaction

3.

C) failing to attract enough customers

4.

D) failing to understand their customers' needs

5.

E) incorrectly identifying a target market

Which of the following is the most likely result of a marketing strategy that
attempts to serve all customers?
1.

A) All customers will be delighted.


2.
3.

B) Customer-perceived value will be increased.
C) Customer evangelists will become unpaid salespersons for the service or
product.

4.

D) Few customers will be satisfied.

5.

E) The company will likely need to follow up with a demarketing campaign.

Which of the following marketing management orientations focuses
primarily on improving efficiencies along the supply chain?
1.

A) production concept

2.

B) product concept

3.

C) selling concept

4.

D) marketing concept

5.

E) societal marketing concept

________ refers to sellers being preoccupied with their own products and

losing sight of underlying consumer needs.
1.

A) Selling myopia

2.

B) Marketing management

3.

C) Value proposition

4.

D) Marketing myopia

5.

E) The product concept

The ________ steps of the five-step marketing process are about
understanding customers, creating customer value, and building strong
customer relationships.
1.

A) first two

2.

B) first three

3.

C) first four

4.

D) last three


5.

E) last four

Which of the following is most essential to any definition of marketing?
1.

A) demand management

2.

B) the production concept

3.

C) customer relationships

4.

D) making a sale

5.

E) making a profit

According to the authors of your text, the ________ concept is a "sense
and respond" philosophy rather than a "make and sell" philosophy.
1.

A) product

2.

B) production

3.

C) marketing

4.

D) retailing

5.

E) societal marketing

The product concept says that a company should ________.
1.

A) improve marketing of its best products

2.

B) market only those products with high customer appeal

3.

C) focus on the target market and make products that meet those customers'
demands

4.

D) devote its energy to making continuous product improvements

5.

E) make promoting products the top priority

Which of the following marketing management concepts is most closely
aligned with the philosophy of continuous product improvement and the
belief that customers will choose products that offer high quality,
performance, and innovative features?
1.

A) product


2.

B) production

3.

C) customer

4.

D) marketing

5.

E) promotion

Which customer question is answered by a company's value proposition?
1.

A) "Why should I buy your brand rather than a competitor's?"

2.

B) "How does your brand benefit me and society?"

3.

C) "What are the costs and benefits of your brand?"

4.

5.

D) "What kind of experience will I have with products and services associated with
this brand?"
E) "What are the benefits of being a loyal consumer of your brand?"

Selecting which segments of a population of customers to serve is called
________.
1.

A) market segmentation

2.

B) positioning

3.

C) customization

4.

D) target marketing

5.

E) choosing a value proposition

According to the simple five-step model of the marketing process, a
company needs to ________ before designing a customer-driven

marketing strategy.
1.

A) determine how to deliver superior value

2.

B) build profitable relationships with customers

3.

4.

C) use customer relationship management to create full partnerships with key
customers
D) understand the marketplace and customer needs and wants


5.

E) construct key components of a marketing program

Which of the following marketing management concepts is most likely to
lead to marketing myopia?
1.

A) customer-driven marketing

2.

B) customer-driving marketing

3.

C) societal marketing

4.

D) selling

5.

E) product

"Build a better mousetrap and the world will beat a path to your door"
reflects the ________ concept.
1.

A) production

2.

B) marketing

3.

C) selling

4.

D) product

5.

E) target marketing

In addition to attracting new customers and creating transactions, the
goal of marketing is to ________ customers and grow the company's
business.
1.

A) encourage

2.

B) entertain

3.

C) retain

4.

D) recognize

5.

E) educate

________ is the set of benefits a company promises to deliver to its
consumers to satisfy their needs.
1.

A) A money-back guarantee

2.

B) Low pricing

3.

C) Good customer service

4.

D) A value proposition

5.

E) An attribute

According to management guru Peter Drucker, "The aim of marketing is to
________."
1.

A) create customer demands

2.

B) identify customer demands

3.

C) make selling unnecessary

4.

D) set realistic customer expectations

5.

E) sell products

________ is the act of obtaining a desired object from someone by
offering something in return.
1.

A) A value proposition

2.

B) Exchange

3.

C) Bribery

4.

D) Value

5.

E) Donation

The art and science of choosing target markets and building profitable
relationships with them is called ________.
1.

A) marketing management

2.

B) positioning


3.

C) segmentation

4.

D) selling

5.

E) societal marketing

________ is defined as a social and managerial process by which

individuals and organizations obtain what they need and want through
creating and exchanging value with others.
1.

A) Selling

2.

B) Advertising

3.

C) Bartering

4.

D) Marketing

5.

E) Negotiating

________ are human needs as shaped by individual personality and
culture.
1.

A) Deprivations

2.

B) Wants

3.

C) Demands

4.

D) Values

5.

E) Exchanges

All of the following are accurate descriptions of modern marketing today,
EXCEPT which one?
1.

A) Marketing is the creation of value for customers.

2.

B) Marketing is managing profitable customer relationships.

3.

C) Selling and advertising are synonymous with marketing.

4.

D) Marketing involves satisfying customers' needs.

5.

E) Marketing is used by for-profit and not-for-profit organizations.


When backed by buying power, wants become ________.
1.

A) social needs

2.

B) demands

3.

C) physical needs

4.

D) self-esteem needs

5.

E) exchanges

The ________ concept calls for aggressive selling and focuses on
generating transactions to obtain profitable sales.

1.

A) marketing

2.

B) production

3.

C) product

4.

D) selling

5.

E) societal marketing

95 Free Test Bank for Marketing An Introduction
10th Edition by Armstrong Multiple Choice
Questions - Page 2
The ________ concept holds that firms must strive to deliver value to
customers in a way that maintains or improves both the consumer's and
society's well being.
1.

A) marketing

2.

B) selling

3.

C) product

4.

D) societal marketing

5.

E) equity


In today's world, marketing should be done by ________ employees in an
organization.
1.

A) marketing

2.

B) marketing, sales, and customer-support

3.

C) sales and technology

4.

D) management

5.

E) all

The societal marketing concept seeks to establish a balance between
consumer short-run wants and consumer ________.
1.

A) short-run costs and profits

2.

B) short-run ethics

3.

C) long-run welfare

4.

D) immediate health

5.

E) value propositions

Which of the following strategies would a company most likely use to
increase customer satisfaction?
1.

A) decreasing variety of services offered

2.

B) lengthening the supply chain

3.

C) lowering prices

4.

D) "firing" unprofitable customers

5.

E) limiting experiences with a brand

When customers don't know what they want or don't even know what's
possible, the most effective strategy is ________ marketing.
1.

A) customer-driven

2.

B) customer-driving


3.

C) societal

4.

D) production

5.

E) product

Partner relationship management focuses on working with ________ to
bring more value to customers.
1.

A) partners inside and outside of the company

2.

B) competitors

3.

C) consumers

4.

D) interest groups

5.

E) all of the above

Which of the following is the term for customers who make repeat
purchases and tell others about their positive experiences with a product
or service?
1.

A) satisfied customers

2.

B) customer evangelists

3.

C) butterflies

4.

D) full partners

5.

E) social customers

Which of the following has NOT contributed to the deeper, more
interactive nature of today's customer relationships?
1.

A) e-mail

2.

B) Web sites

3.

C) online social networks

4.

D) traditional advertising

5.

E) video sharing


Of the following, which is the most important concept of modern
marketing?
1.

A) customer relationship management

2.

B) e-mail advertising

3.

C) mass marketing

4.

D) properly trained sales people

5.

E) low prices

Which of the following best explains why consumers have greater power
and control in today's marketplace?
1.

A) The production concept and competition have lowered prices.

2.

B) Implementation of the product concept has resulted in continually improving
products.

3.

C) Customer-driving marketing creates products and services that meet

customers' future needs.

4.

D) More companies are implementing societal marketing and weighing long-run
costs and benefits.

5.

E) Through new communication technologies, customers have more access to
information and more methods of sharing their opinions with other customers.

To capture the full essence of customer relationship management, which
of the following should a marketing manager take into consideration?
1.

A) owning customers for life

2.

B) capturing a customer's lifetime value

3.

C) building overall customer equity

4.

D) creating a sense of community surrounding a brand

5.

E) all of the above


Which of the following is determined by a customer's personal evaluation
of the benefits and costs of a market offering relative to those of
competing offers?
1.

A) customer-perceived value

2.

B) customer satisfaction

3.

C) customer-perceived performance

4.

D) customer relationship management

5.

E) market segmentation

Customer-driven marketing is most likely to work well when ________ and
when customers ________.

1.

A) a clear need exists; are difficult to identify

2.

B) customers do not know what they want; have limited budgets

3.

C) there are few competitors; are concerned about their long-run welfare

4.

D) a clear need exists; know what they want

5.

E) a want exists; cannot afford it

A firm that uses the selling concept takes a(n) ________ approach.
1.

A) outside-in

2.

B) customer-driven

3.

C) inside-out

4.

D) marketing concept

5.

E) customer service

Through ________, many companies today are strengthening their
connections to all partners, from providers of raw materials and
components to final buyers who purchase final products.
1.

A) supply chain management


2.

B) direct marketing

3.

C) partnership relationship marketing

4.

D) customized marketing

5.

E) deviated marketing

Which of the following is an example of consumer-generated marketing?
1.

A) Toyota's presence in online communities

2.

B) Nike's Nike Plus running Web site

3.

C) BMW's use of brand-related consumer videos posted on video-sharing Web
sites

4.

D) Neiman Marcus's InCircle Rewards program for its best customers

5.

E) The Lexus Covenant aimed at creating customer delight

Greater consumer control means that companies must rely more on
marketing by ________ than by ________.
1.

A) interruption; involvement

2.

B) attraction; intrusion

3.

C) socialization; information

4.

D) producing; selling

5.

E) inspiration; competition

The set of marketing tools a firm uses to implement its marketing strategy
is called the ________.
1.

A) promotion mix

2.

B) product mix

3.

C) marketing mix

4.

D) TQM

5.

E) marketing effort


Frequent flyer programs offered by airlines are an example of a ________.
1.

A) frequency marketing program

2.

B) basic customer relationship

3.

C) club marketing program

4.

D) consumer-generated marketing program

5.

E) structural benefit provided for top customers

Building and maintaining profitable value-laden relationships with
customers of a company is called ________.
1.

A) customer lifetime value

2.

B) customer perceived value

3.

C) customer relationship management

4.

D) database marketing

5.

E) societal marketing

The three areas of consideration that should be balanced in the societal
marketing concept are consumer wants, society's interests, and
________.
1.

A) human welfare

2.

B) want satisfaction

3.

C) company profits

4.

D) short-run wants

5.

E) long-term needs

FedEx offers its customers fast and reliable package delivery. When
FedEx customers weigh these aforementioned benefits against the
monetary and psychic costs of using the service, they are acting upon
________.
1.

A) loyalty


2.

B) relationship marketing

3.

C) customer-perceived value

4.

D) social relationships

5.

E) a societal marketing campaign

It is most accurate to say that a customer will buy from the company that
offers the highest ________.
1.

A) value for the dollar

2.

B) customer perceived value

3.

C) level of customer satisfaction

4.

D) company image

5.

E) concern for society's interests

Which of the following reflects the marketing concept philosophy?
1.

A) "We don't have a marketing department, we have a customer department."

2.

B) "We're in the business of making and selling superior products."

3.

C) "We build them so you can buy them."

4.

D) "When it's profits versus customers' needs, profits will always win out."

5.

E) "You won't find a better deal anywhere."

The final step in the marketing process is ________.
1.

A) capturing value from customers

2.

B) creating customer loyalty

3.

C) creating customer lifetime value

4.

D) understanding the marketplace

5.

E) designing a customer-driven marketing strategy


The marketing world is embracing ________ because consumers can
wield greater power and control in the marketplace through
communication technologies.
1.

A) partner relationship management

2.

B) supply chain management

3.

C) customer-managed relationships

4.

D) market segmentation

5.

E) target marketing

95 Free Test Bank for Marketing An Introduction
10th Edition by Armstrong Multiple Choice
Questions - Page 3
Elisandra, a marketing manager at a regional chain restaurant, has
decided to create a contest calling for customers to create commercials
for the restaurant. Winning entries will be posted on the organization's
home page. Elisandra's plan is an example of ________.
1.

A) consumer-generated marketing

2.

B) partner relationship management

3.

C) customer lifetime value

4.

D) community development around a brand

5.

E) share of customer

Which of the following phrases reflects the marketing concept?
1.

A) The supplier is king.

2.

B) Marketing should be viewed as hunting and not gardening.

3.

C) This is what I make, won't you please buy it?

4.

D) This is what I want, won't you please make it?

5.

E) none of the above

The first four steps of the marketing process focus on ________.
1.

A) understanding the market

2.

B) delivering customer service

3.

C) creating value for customers

4.

D) understanding customer demands and needs

5.

E) capturing value from customers

Stew Leonard, owner/operator of supermarkets, reacts adversely to losing
a single customer sale. He feels that this amounts to losing the entire
stream of future purchases that a customer is likely to make if he or she
remains in the area. This is an illustration of ________.
1.

A) share of customer

2.

B) market share

3.

C) profitability

4.

D) customer lifetime value

5.

E) market share maintenance

You have just taken a new position in an organization and you're learning
about the job functions of your new colleagues. You observe that your
marketing manager is heavily involved in the process of building and
maintaining profitable customer relationships. Your marketing manager
frequently speaks about the need to deliver superior customer value and
satisfaction. Your manager is concerned with which one of the following?
1.

A) database management

2.

B) Web site hits

3.

C) the societal marketing concept

4.

D) not-for-profit marketing

5.

E) customer relationship management


The ultimate aim of customer relationship management is to produce
________.
1.

A) high customer equity

2.

B) high current market share

3.

C) steady sales volume

4.

D) a reliable database

5.

E) satisfied customers

Jolene's firm believes that consumers will not buy enough of its products
unless the firm undertakes a large-scale selling and promotion effort.
Jolene's firm is practicing the ________.
1.

A) production concept

2.

B) marketing concept

3.

C) selling concept

4.

D) relationship concept

5.

E) social advertising campaign

________ is the total combined customer lifetime values of all the
company's current and potential customers.
1.

A) Share of customer

2.

B) Customer lifetime value

3.

C) Customer equity

4.

D) Profitability

5.

E) Share of market

A highly profitable, short-term customer is a ________.
1.

A) true friend

2.

B) butterfly


3.

C) stranger

4.

D) barnacle

5.

E) true believer

Members of the sales team at Dekko International visit only prospective
customers who purchase a minimum of $50,000 of insulated wire per year.
Dekko is using ________.
1.

A) customer profitability analysis

2.

B) customer-managed relationships

3.

C) a club marketing program

4.

D) partner relationship management

5.

E) supply chain management

When the economy tightens, customer loyalty and customer retention
become ________ for marketers.
1.

A) more important

2.

B) less important

3.

C) impossible

4.

D) long-term but not short-term goals

5.

E) short-term but not long-term goals

Railroads were once operated based on the thinking that users wanted
trains rather than transportation, overlooking the challenge of other
modes of transportation. This reflects the ________.
1.

A) product concept

2.

B) production concept

3.

C) selling concept

4.

D) marketing concept

5.

E) societal marketing concept


Some fast-food restaurants offer tasty and convenient food at affordable
prices, but in doing so they contribute to a national obesity epidemic and
environmental problems. These fast-food restaurants overlook the
________ philosophy.
1.

A) marketing concept

2.

B) product concept

3.

C) production concept

4.

D) societal marketing concept

5.

E) selling concept

Pete Sanchez, a recent graduate of business school, has a different
approach than his marketing manager, who believes in keeping customers
at arm's length and using mass media advertising. Pete knows that today
few successful firms still practice this type of true ________ and are
instead turning to selective relationship management.
1.

A) club marketing

2.

B) frequency marketing

3.

C) mass marketing

4.

D) customer satisfaction

5.

E) marketing segmenting

Which version of the Internet has introduced small, fast, and customizable
applications that can be accessed through multifunction mobile devices?
1.

A) Web 1.0

2.

B) Web 2.0

3.

C) Web 3.0

4.

D) Web 4.0

5.

E) Web 5.0

Shania works hard to foster an emotional relationship between her
Internet customers and the beauty products and services that she and her
staff sell. By promoting a company culture that values exceptional value
and service, Shania aims to create ________ by going beyond the
expected.
1.

A) customer delight

2.

B) customer satisfaction

3.

C) customer equity

4.

D) customer value

5.

E) customer loyalty

Greg Williams now has the buying power to purchase the computer
system he has wanted for the last six months. Greg's want now has
become a ________.

1.

A) need

2.

B) necessity

3.

C) demand

4.

D) satisfier

5.

E) transaction

The Niketown running club that organizes twice weekly evening runs for
Nike customers is an example of a ________.
1.

A) frequency marketing program

2.

B) basic customer relationship

3.

C) club marketing program

4.

D) consumer-generated marketing program

5.

E) structural benefit provided for top customers


At Gina's Nails, the posted policy is "Without our customers, we don't
exist." Gina and her staff aim to delight each customer, and they are quick
to offer discounts or extra services whenever a customer is anything less
than satisfied. Instead of focusing on each individual transaction, Gina
and her staff put a priority on ________.
1.

A) maintaining customer-perceived value

2.

B) managing partner relationships

3.

C) attracting "butterflies"

4.

D) converting "strangers"

5.

E) capturing customer lifetime value

Sally purchased Brand X lotion. In comparing her perception of how the
lotion performed to her expectations for Brand X lotion, Sally was
measuring her level of ________.
1.

A) customer perceived value

2.

B) customer satisfaction

3.

C) exchange

4.

D) demand

5.

E) customer lifetime value

You are an assistant marketing director for a firm in a market with many
low-margin customers. What type of relationship would it be most
profitable for you to develop with these customers?
1.

A) full partnerships

2.

B) basic relationships

3.

C) club programs

4.

D) selective relationships

5.

E) community relationships


The authors of your text classify customers into four relationship groups,
according to the customers' profitability and projected loyalty. ________
are the customers with the highest profit potential and strong loyalty.
1.

A) Barnacles

2.

B) Strangers

3.

C) Butterflies

4.

D) True friends

5.

E) Big fish

Suzie Chan strengthens her company's connections by treating suppliers
of raw materials, vendors, and distributors as partners in delivering
customer value. What type of management is she practicing?
1.

A) outside partnering

2.

B) inside partnering

3.

C) marketing

4.

D) supply chain

5.

E) customer development

Your state's department of education has budgeted a significant amount
of money for a radio, print, television, and online advertising campaign
emphasizing the long-term benefits, both educational and professional, of
reading every day. This is an example of a(n) ________ campaign.
1.

A) ethical

2.

B) social marketing

3.

C) for-profit

4.

D) consumer-generated

5.

E) differentiated


When an airline goes after a "share of travel" from its customers, it is
attempting to increase ________.
1.

A) its value proposition

2.

B) share of customer

3.

C) target markets

4.

D) customer variety

5.

E) customer ownership

Afia, a team leader in charge of customer relationship management, is
planning strategies for improving the profitability of her firm's least

profitable but loyal customers. She is also examining methods for "firing"
customers in this group who cannot be made profitable. To which of the
following customer relationship groups do these customers belong?
1.

A) butterflies

2.

B) true friends

3.

C) strangers

4.

D) barnacles

5.

E) short-term customers

Amazon.com leverages relationships with its 35 million customers by
offering them music, videos, gifts, toys, consumer electronics, and office
products, among other product items. Based on previous purchase
history, the company recommends related CDs, books, or videos that
might be of interest. This helps Amazon.com capture a greater ________.
1.

A) value proposition

2.

B) customer ownership

3.

C) share of customer

4.

D) social network

5.

E) customer base