158 test bank for marketing 3rd edition đề trắc nghiệm marketing

158 Test Bank for Marketing 3rd Edition

Mutiple Choice Questions - Page 1
The four Ps comprise the marketing mix, which is the ______________ set
of activities that the firm uses to respond to the wants of its target
markets.
1.

A. unpredictable

2.

B. external

3.

C. internal

4.

D. controllable

5.

E. global

When referring to "exchange," marketers are focusing on:
1.

A. the location where products and services are traded.

2.

B. the price charged, adjusted for currency exchange rates.

3.

C. location-based tactics for creating value.

4.

D. promotional offers designed to stimulate barter.

5.

E. the trading of things of value.

Marketing involves all of the following EXCEPT:
1.

A. conducting exchanges

2.

B. satisfying customer needs and wants

3.

C. creating value

4.

D. efforts by individuals and organizations

5.

E. production scheduling


Marketing includes offering:
1.

A. goods.

2.

B. services.

3.

C. ideas.

4.

D. goods, services, and ideas.

5.

E. goods and services only.

Of primary interest to marketers are ___________________ buyers.

1.

A. centrally controlled

2.

B. unqualified and underserved

3.

C. qualified potential

4.

D. first-time

5.

E. C2C

Whenever Valerie has a new massage therapy customer, she invites the
person to be on her e-mail distribution list. In the process, in addition to
exchanging her massage therapy service for payment, Valerie is
gathering:
1.

A. information.

2.

B. promotional capital.

3.

C. pricing data.

4.

D. value cocreation.

5.

E. all of these.

Effective promotion enhances a product or service's:
1.

A. supply chain management system.

2.

B. wholesaling capabilities.

3.

C. perceived value.


4.

D. design features.

5.

E. all of these.

Local television advertising often includes ads for automobiles
dealerships using actors trying to create a sense of excitement and
urgency among consumers. These ads are attempting to achieve the
promotional goal of _____________ potential buyers.
1.

A. informing

2.

B. persuading

3.

C. reminding

4.

D. all of these

5.

E. none of these

Marketing traditionally has been divided into a set of four interrelated
decisions known as the marketing mix, or four Ps, including all of the
following EXCEPT:
1.

A. product

2.

B. place

3.

C. performance

4.

D. promotion

5.

E. price

Delivering the value proposition is also known as:
1.

A. endless chain marketing.

2.

B. a transactional orientation.

3.

C. wholesaling.

4.

D. product design.

5.

E. supply chain management.


Four Winds Art Gallery recently began offering appraisals of customers'
art collections, in addition to continuing to sell paintings. Four Winds is:
1.

A. expanding from offering just services to also offering goods.

2.

B. implementing a market segmentation strategy.

3.

C. capturing value through multiple pricing strategies.

4.

D. expanding from offering just goods to also offering services.

5.

E. increasing customer value through inflated appraisal evaluations.

Supply chain management involves integrating the efforts of:
1.

A. suppliers.

2.

B. manufacturers.

3.

C. warehouses.

4.

D. stores.

5.

E. All of these.

When a tee shirt manufacturer states, "We only sell it in black because
that way we can buy plenty of black fabric and run our plant efficiently,"

their statement reflects the views that were popular in which era of the
evolution of marketing?
1.

A. Production-oriented

2.

B. Sales-oriented

3.

C. Market-oriented

4.

D. Value-based marketing

5.

E. Economic-oriented

UPS, FedEx, DHL, and other shipping companies support other
firms'________________ marketing goals.
1.

A. supply chain management


2.

B. value communication

3.

C. value capture

4.

D. retail management

5.

E. none of these

Marketing efforts designed to get the product or service to the right
customer, when that customer wants it, are called:
1.

A. supply chain management.

2.

B. a transactional orientation.

3.

C. wholesaling.

4.

D. value cocreation.

5.

E. endless chain marketing.

Marketers involved in supply chain management are constantly balancing
the:
1.

A. goal of promotional effectiveness against ethical advertising standards.

2.

B. problem of price maximization against cost efficiency.

3.

C. goal of minimizing costs against satisfying the service levels customers expect.

4.

D. desire to achieve against the need for a stable source of supply.

5.

E. goal of efficiency against the price charged by competitors.

The importance of supply chain management is often overlooked in the

study of marketing because:
1.

A. marketing has no responsibility for supply chain management.

2.

B. supply chain management doesn't add much value for customers.

3.

C. companies do not want customers to know anything about the supply chain.

4.

D. many of the activities take place behind the scenes.

5.

E. all of these.


The basic difference between a good and a service is that a good:
1.

A. provides intangible benefits.

2.

B. can be physically touched.

3.

C. is always less expensive than a corresponding service.

4.

D. generates greater interest among consumers.

5.

E. is more quickly forgotten by consumers.

________________ is communication by a marketer that informs,
persuades, and reminds potential customers about a product to influence
their opinions and elicit a response.
1.

A. Pricing

2.

B. Promotion

3.

C. Placement

4.

D. A relational orientation

5.

E. Value cocreation

The marketing goal of getting the "right quantities to the right locations, at
the right time" is:
1.

A. communicating the value proposition.

2.

B. supply chain management.

3.

C. creating value.

4.

D. capturing value.

5.

E. price and performance management.

Which of the following is a core aspect of marketing?
1.

A. Satisfying as many needs as possible.

2.

B. Creating a product that everyone will want to buy.

3.

C. Setting prices lower than all competitors.


4.

D. Making product, place, promotion, and price decisions.

5.

E. All of these.

Xavier is analyzing potential market segments. He should carefully seek
potential customers who have both an interest in his products and:
1.

A. a thorough knowledge of his brand messages.

2.

B. the ability to buy them.

3.

C. knowledge of competing products.

4.

D. the ability to negotiate discounts.

5.

E. are removed from traditional marketing alternatives.

The price of a product:
1.

A. is usually expressed in terms of money.

2.

B. includes the time involved in the purchase decision.

3.

C. includes the effort and energy involved in researching the product.

4.

D. is everything the buyer gives up to obtain the product.

5.

E. all of these

Every Christmas season, Anheuser-Busch runs television ads featuring
Clydesdale horses in a winter scene. These ads focus on the promotional
goal of __________ consumers about Budweiser, the company's brand of
beer.
1.

A. informing

2.

B. persuading

3.

C. reminding

4.

D. all of these

5.

E. none of these


Yesenia, the new university course scheduling manager, is struggling with
adjustments to the fall schedule. She is trying to determine how to offer

the classes students need at the times when students need them. Yesenia
is struggling with the marketing function of:
1.

A. communicating the value proposition.

2.

B. supply chain management.

3.

C. creating value.

4.

D. capturing value.

5.

E. value cocreation.

Henriette offers financial counseling and management on a fee-only basis.
She has found that different customers are willing to pay different rates
for her services. This shows that her pricing decisions should depend
primarily on:
1.

A. regulations determining the maximum fees financial advisors can charge.

2.

B. changes in technology allowing consumers to manage their own affairs.

3.

C. how different customers perceive the value of her services.

4.

D. changes in the economy.

5.

E. how much effort it takes to serve different types of clients.

When considering career choices in marketing, many students overlook
supply chain management because:
1.

A. it is considered too quantitative.

2.

B. marketing has no responsibility for supply chain management.

3.

C. companies generally outsource these activities, and so there are rarely supply
chain jobs available.

4.

D. it only takes place in large, urban areas.

5.

E. many of the activities take place behind the scenes.


Some discount stores put products in large bins and let consumers hunt
and find bargains. The price these consumers pay includes:
1.

A. only the actual price they pay at the register.

2.

B. the value of their time and energy.

3.

C. the excitement they experience in finding an item they desire.

4.

D. the savings to the store of not having to display the products neatly on shelves.

5.

E. all of these

The owner of The Pipe Doctor, a plumbing service, often orders the sinks,
faucets, and toilets he installs for his customers. Since he is paid for
these items and also for the labor to install them, the Pipe Doctor:
1.

A. is a provider of goods.

2.

B. is a service provider.

3.

C. provides both goods and services.

4.

D. is primarily a marketer of ideas.

5.

E. offers neither goods nor services.

Julia is considering a career in marketing. She is concerned about the
image of marketers as fast- talking, high-pressure people. When reading
about the core aspects of marketing, Julia is relieved to see that in
marketing:
1.

A. all parties to an exchange should be satisfied.

2.

B. promotion is the most important consideration, followed by pricing decisions.

3.

C. decisions are made regarding how a product is designed.

4.

D. customers are not considered until the product is ready for sale.

5.

E. distribution is controlled by customers.


Jami sells construction equipment. Whenever she calls on her building
contractor customers, she asks if they are having any problems. In doing
so, Jami is addressing which of the following core aspects of marketing?
1.

A. Satisfying customer needs and wants

2.

B. The exchange function of marketing

3.

C. Product, place, promotion, and price decisions

4.

D. Decisions regarding in which setting marketing takes place

5.

E. Creating value

UPS washes its trucks nightly so they are always clean, and requires its
delivery people to wear clean, unwrinkled uniforms. UPS probably
established these rules because they know that:
1.

A. consumers want friendly delivery people.

2.

B. most delivery services do not require uniforms.

3.

C. consumers' judgment of the benefits they receive from services are tied to the
image of the producer.

4.

D. the goods UPS sells are easily replicated.

5.

E. all of these

Marketers must determine the price of a product carefully on the basis of
the potential buyers' beliefs about:
1.

A. its value.

2.

B. the environment.

3.

C. the cost to manufacture the product.

4.

D. the economic outlook.

5.

E. the product's new advertising campaign.

Which of the following questions must be addressed when making
marketing decisions?
1.

A. How is the product to be designed?

2.

B. How much should the product cost?

3.

C. Where should the product be promoted?

4.

D. How will the product be delivered to the customer?

5.

E. All of these

The fundamental goal of marketers when creating goods, services, or
combinations of both, is to:
1.

A. defeat the competition.

2.

B. serve all consumers.

3.

C. operate according to government regulations.

4.

D. stimulate short-term sales.

5.

E. create value.

The goal of promotion is to _______________ potential buyers about a
product or service.
1.

A. inform

2.

B. persuade

3.

C. remind

4.

D. all of these

5.

E. none of these

Brian is struggling with the choice of publishing his new book, "How to
cook Polish Barbeque" as an e-book or a paperback. Brian is addressing
which core marketing aspect?
1.

A. Developing a promotional plan.


2.

B. Managing the Exchange function of marketing.

3.

C. Making product decisions.

4.

D. Deciding where and how to sell the product.

5.

E. Pricing the product.

Fiona has developed a new software application that automatically
recalculates and reformats accounting information based on the
standards used in each country. Her product is superior to anything that
exists on the market. Which of the following questions will she have to
address when making marketing decisions?
1.

A. How the software will be promoted?

2.

B. What price should she charge?

3.

C. Should she sell her software on the Internet?

4.

D. In what country should she offer the software for sale first?

5.

E. All of these

117 Free Test Bank for Marketing 3rd Edition by
Grewal Mutiple Choice Questions - Page 2
The traditional marketing channel through which consumers most often
find and purchase goods and services is known as:
1.

A. B2B

2.

B. C2C

3.

C. D2C

4.

D. C2D

5.

E. B2C


To become a more value driven organization, Pokrah University is holding
regular coffee-hour discussions with its students and is surveying its
graduates regarding students' educational needs and desires. Pokrah
University is becoming more value driven through:
1.

A. sharing information across the organization.

2.

B. balancing their customers' benefits and costs.

3.

C. evaluating strategic competitive partnerships.

4.

D. building relationships with customers.

5.

E. keeping the faculty members happy.

The idea that a good product will sell itself is associated with the
_______________ era of marketing.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. retailing

During the ______________ era, firms had excess capacity and used
personal selling and advertising to generate customers.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. retailing

Auction sites like eBay have increased opportunities for ________
marketing.

1.

A. B2B


2.

B. C2C

3.

C. D2C

4.

D. C2D

5.

E. B2C

The "Got Milk" advertising campaign, designed to increase consumption
of milk, was intended to help market a(n):
1.

A. individual.

2.

B. firm.

3.

C. industry.

4.

D. organization.

5.

E. all of these.

Serena studies her customer profiles, market research data, complaints,
and other information attempting to better understand what her customers
want. Serena operates in the __________ era of marketing.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. retailing

Melanie works for a small computer software company. Her boss is
constantly improving their products but neglecting customers, billing, and
promoting the company. Her boss is probably stuck in the _____________
era of marketing.
1.

A. production

2.

B. sales

3.

C. marketing


4.

D. value-based marketing

5.

E. retailing

One of the benefits of value-driven marketing is that attention to customer
needs and wants will likely result in:
1.

A. higher prices than the market leader charges.

2.

B. increased competition.

3.

C. long-term loyalties.

4.

D. strong connections among competing firms in the marketplace.

5.

E. all of these.

During the ____________ era manufacturers and retailers recognized they
needed to give their customers greater value than their competitors did.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. all of these

During the marketing era:
1.

A. a good product would sell itself.

2.

B. the customer was king.

3.

C. marketing was more important than production.

4.

D. advertising and personal selling were emphasized to make the sale.

5.

E. firms focused on value.

In delivering value, marketing firms attempt to find the most desirable
balance between:
1.

A. the need for value and the perception of value.


2.

B. explicit versus implicit value.

3.

C. providing benefits to customers and keeping costs down.

4.

5.

D. the desire to satisfy customers and the need to keep customers from running
the company.
E. the need for product improvement and the need for advertising.

Christie has just started with a travel agency, and she has been offering

clients and prospective clients a range of packaged tours. She is
concerned, because the commissions she is earning on her sales are
lower than she had hoped. Her colleague Peter, who has been with the
agency for several years, is having a great deal of success by working
closely with the clients, taking their suggestions and building customized
tour packages for each one. Peter's approach is based on:
1.

A. transaction-oriented marketing.

2.

B. premium pricing.

3.

C. his seniority at the firm.

4.

D. special incentives from tour operators.

5.

E. value cocreation.

Near the end of the model year, Move-Them-Out automobile dealership
had an unusually high inventory level. The manager increased her
advertising spending and gave extra incentives to its salespeople. MoveThem-Out operates as if it were in the __________ era.
1.

A. production

2.

B. sales

3.

C. marketing-oriented

4.

D. value-based

5.

E. retailing


As owner of a retail franchise food store, Mary Gray purchases supplies
based on specials advertised nationally throughout the franchise system.
One Monday, she was surprised to find customers asking for specials she
hadn't been informed of in advance. The franchise company failed to live
up to the value-driven principle of:
1.

A. sharing information across the organization.

2.

B. balancing customers' benefits and costs.

3.

C. evaluating strategic competitive partnerships.

4.

D. building relationships with customers.

5.

E. keeping prices below those charged by competitors.

Some consumers will try to get a lot of merchandise for a small amount of
money. In marketing, this is known as:
1.

A. the marketing paradox.

2.

B. the outer limits of pricing

3.

C. customers seeking value.

4.

D. excess valuation.

5.

E. marketing myopia.

Many universities provide physical or electronic bulletin boards to
facilitate ride-sharing and exchange of used books among students.
These bulletin boards increase _________ marketing.
1.

A. B2C

2.

B. C2B

3.

C. B2B

4.

D. C2C

5.

E. underground

By promoting perfume based on youth, style, and sex appeal, Calvin Klein
is attempting to:
1.

A. influence social norms regarding sexuality.

2.

B. encourage consumers to participate in product redesign.

3.

C. stimulate supply chain management cooperation.

4.

D. increase the perceived value of their products.

5.

E. none of these.

The evolution of marketing progressed along the following continuum:
1.

A. sales, marketing, value-based marketing, production

2.

B. marketing, value-based marketing, production, sales

3.

C. value-based marketing, production, sales, marketing

4.

D. production, sales, marketing, value-based marketing

5.

E. sales, value-based marketing, marketing, production

Value-driven firms constantly measure the ___________ that customers
perceive, compared to the prices of their offerings.
1.

A. information

2.

B. benefits

3.

C. relationships

4.

D. rebates

5.

E. merchandise

Value-based marketing depends on:
1.

A. knowing what the customer perceives as the key benefits of a product or
service.

2.

B. balancing customer benefits with reasonable costs.

3.

C. knowing what benefits customers would do without to keep prices down.


4.

D. looking at quality from the customer's perspective.

5.

E. All of these.

Valerie's firm researched what its employees wanted from their jobs. It

then communicated a brand image for the firm and worked to ensure that
the employees' experiences matched what was advertised. The firm is
using:
1.

A. human resources marketing.

2.

B. employee relations mediation.

3.

C. human factors analysis.

4.

D. employment marketing.

5.

E. human asset branding.

Trey sells consumer electronics. He knows his customers weigh the costs
versus the benefits associated with the different options available. He
decides which products to offer and what prices to charge based on the
way his customers think. Trey operates in the _________ marketing era.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based

5.

E. retailing

In 2006, the film "Supersize Me" provided a critical view of McDonald's
and its products that caused some consumers to stop eating at
McDonald's. The company was caught off guard and had to move quickly
to develop a response. In terms of value-based marketing, McDonald's
faced what potential problem?
1.

A. Consumer perceptions change quickly.

2.

B. Competitors constantly enter markets.

3.

C. Global pressures continually reshape market opportunities.

4.

D. Marketers' understanding of consumers is complete.

5.

E. Consumers do not know what they want.

Janine has a new clothing design she would like to market, but she knows
that creating and delivering value to consumers is a challenge. She has
seen other designers' successful products copied by other firms soon
after they were introduced. For Janine, the major problem she faces in
creating and delivering value is probably that:
1.

A. consumer perceptions change quickly.

2.

B. competitors constantly enter markets.

3.

C. global pressures continually reshape market opportunities.

4.

D. marketers' understanding of consumers is complete.

5.

E. consumers do not know what they want.

Retailers accumulate merchandise from producers in large amounts and
sell to consumers in smaller amounts. Retailers function as:
1.

A. market intermediaries.

2.

B. monopolists.

3.

C. regulators of consumer demand.

4.

D. wholesale specialists.

5.

E. intermediate promoters.

Henry Ford's statement, "Customers can have any color they want so long
as it's black," typified the ____________ era of marketing.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing


5.

E. retailing

Even though they operate from out-of-the-way airports and offer few extra
services, discount airlines like Ryanair and EasyJet have been successful.
Consumers obviously consider:
1.

A. the schedules these airlines offer to be the most convenient in the industry.

2.

B. the long-term relationships established by these airlines to be a critical benefit.

3.

C. the prices to be slightly lower, but not low enough to have much influence.

4.

5.

D. the benefit of lower prices to be greater than the cost of reduced services and
less convenience.
E. the major airlines to be worthless.

To become value-driven, firms should:
1.

A. share information across the entire organization about customers and
competitors.

2.

B. prioritize relationships with customers above individual transactions.

3.

C. balance benefits with costs to create value for customers.

4.

D. All of these.

5.

E. None of these

Joseph is about to graduate near the top of his class and has been
looking at some forward-thinking firms. He had expected the job market to
be tight, but found that some firms were using employment marketing to
attract the candidates they want and need. He noticed these firms used all
of the following approaches EXCEPT:
1.

A. using marketing research to understand what future employees want from a
position.

2.

B. using advertising agencies to focus creatively on the targeted job seekers.

3.

C. developing an employee-oriented brand image.

4.

D. assuming that the right candidates will learn about the firm and apply for jobs
without any encouragement.

5.

E. working to ensure the employment experiences match the candidates'
expectations.

In the past, manufacturer's representatives did not have up-to-minute data
about the products they were selling. Today, manufacturer's
representatives are often provided online access to inventory data for the
companies they represent. These online inventory systems allow
companies to become more value driven through:
1.

A. sharing information across the organization.

2.

B. balancing customers' benefits and costs.

3.

C. evaluating strategic competitive partnerships.

4.

D. building relationships with government regulators of marketing institutions.

5.

E. keeping prices below those charged by competitors.

As use of the Internet took off, car manufacturers were tempted to sell
directly to consumers, but decided to maintain their existing dealer
networks. The car manufacturers considered switching from _____ to
_____ marketing.
1.

A. B2C; B2B

2.

B. B2C; C2C

3.

C. B2B; B2C

4.

D. B2B; C2C

5.

E. C2C; B2C

BestBulk clothing store is striving to become a more value-driven
organization. Its managers should ensure that the staff shares information
about:
1.

A. customers

2.

B. competitors

3.

C. complaints


4.

D. inventories

5.

E. all of these

During the ____________ era manufacturers and retailers began to focus
on what consumers wanted and needed before they designed, made, or
attempted to sell their products.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. all of these

Yolanda is the new restaurant manager in a major hotel. When
considering changes in the restaurant to improve benefits to customers,
Yolanda will likely attempt to either provide the same quality at a lower
cost or:
1.

A. improve products and services at the same cost.

2.

B. increase prices to increase revenue.

3.

C. offset higher hotel rates with lower restaurant prices.

4.

D. reduce customer expectations through reduced service.

5.

E. any of the above.

Many U.S. companies first discovered marketing during the _________
era.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. retailing

Value is:
1.

A. the lowest cost option.

2.

B. represented by brand names.

3.

C. the highest priced alternative.

4.

D. everyday low prices.

5.

E. what you get for what you give.

The prevailing marketing strategy of the ______________ era was to find
customers for inventories that went unsold.
1.

A. production

2.

B. sales

3.

C. marketing

4.

D. value-based marketing

5.

E. retailing

Which of the following is NOT true about marketing ideas?
1.

2.

A. Opinions, philosophies, intellectual concepts and even thoughts can be
effectively marketed.
B. The marketing of ideas does not involve true exchange of value.

3.

C. Ideas can be "purchased" by convincing someone to change his or her
behavior.

4.

D. Marketing can be directed toward primary and secondary targets to increase

knowledge and change behavior.

5.

E. Value can be created through changing behaviors.

117 Free Test Bank for Marketing 3rd Edition by
Grewal Mutiple Choice Questions - Page 3


Melinda, a marketing executive, is trying to explain customer relationship
management (CRM) to her parents. She explains that CRM is a way of
thinking that translates into ___________________ to identify and build
long-term relationships with her customers.
1.

A. a set of strategies

2.

B. programs

3.

C. efforts

4.

D. systems

5.

E. all of these

A(n) _________ is the trade of things of value between the buyer and the
seller so that each is better off as a result.
1.

A. exchange

2.

B. market segment

3.

C. promotional plan

4.

D. transactional orientation

5.

E. relational orientation

Traditionally, marketing activities have been divided into product, price,
place and promotion. Select the term that best describes the four Ps.
1.

A. Marketing mix

2.

B. Marketing channel

3.

C. Marketing plan

4.

D. Marketing era

5.

E. Marketing implementation