179 test bank for contemporary marketing 16th edition đề trắc nghiệm marketing

179 Test Bank for Contemporary Marketing 16th
Edition

Mutiple Choice Questions - Page 1
Assume you want to increase the number of customers by applying the
marketing concept. Which of the following strategies would be most
consistent with this approach?
1.

a.Reduce product costs

2.

b.Offer more product variety than competitors

3.

c.Target markets

4.

d.Employ inexpensive labor

A buyer’s market is characterized by:
1.

a.more goods and services than buyers to buy them.

2.

b.a small number of firms dominating the production of goods offered.

3.

c.practically no competition in the marketplace.

4.

d.a single firm producing a major share of the products or services offered.

An alliance between a not-for-profit organization and a for-profit
organization:
1.

a.rarely benefits either party.

2.

b.often benefits both parties.

3.

c.typically benefits the not-for-profit more than the for-profit.

4.

d.typically benefits the for-profit more than the not-for-profit.

Which of the following is an example of person marketing?
1.

a.A firm creating awareness of the importance of using public transport.


2.

b.A country promoting its sightseeing spots and cuisines.

3.

c.A mall being inaugurated by a popular commercial actor.

4.

d.A firm promoting an inter-state soccer match.

Which of the following is true of a company with strong market
orientation?
1.

2.

a.It designs products with advantages and levels of quality compatible with its
competitors.
b.It assumes that customers will resist purchasing non-essential goods.

3.

c.It stresses on efficiency in producing a quality product, with the attitude toward
marketing that “a good product will sell itself.”

4.

d.It has a focus on new-product development and the introduction of innovative
products.

Noel Pvt. Ltd. combines metal, rubber, and other components in the
production of appliances. In doing so the company creates _____ utility.
1.

a.ownership

2.

b.form

3.

c.place

4.

d.time

The term ‘bottom line’ is a reference to:
1.

a.overall company profitability.

2.

b.a firm’s social responsibility.

3.

c.the limits on marketing budgets.

4.

d.the ethical and social viability of marketing.

The basic objective of place marketing is to:
1.

a.attract visitors or new businesses to a particular area.

2.

b.influence others to accept the goals of the sponsoring organization.


3.

c.convince people to attend a sporting or cultural event.

4.

d.bring to the attention of the public some charitable issue.

A company produces a high-quality product, with a maximum monthly
output of 10,000 units. Production levels are constant and the company

relies on its marketing department to find customers for its output. This
approach is consistent with which era in marketing history?
1.

a.Production era

2.

b.Relationship era

3.

c.Marketing era

4.

d.Sales era

A market in which there are more buyers for fewer goods and services is
known as a:
1.

a.seller’s market.

2.

b.monopoly.

3.

c.buyer’s market.

4.

d.oligopoly.

In not-for-profit organizations, _____ may interfere with the organization’s
marketing program.
1.

a.stockholders

2.

b.the government

3.

c.service-users

4.

d.major contributors

Which of the following would be visible in relationship marketing?
1.

a.Focus on producing high quality goods

2.

b.Sales orientation


3.

c.Company wide consumer orientation

4.

d.Strategic alliances

The utility of a product or service is its:
1.

a.want-satisfying power.

2.

b.re-usability.

3.

c.function as a commodity.

4.

d.design quality.

Fame-us is a talent hunt agency focusing on the youth looking to enter

Hollywood. As part of their marketing strategy, Fame-us generate time and
place utility by:
1.
2.

a.creating a nationwide advertising campaign to attract applicants.
b.launching roadshows across cities and conduct talent hunts at campuses during
Thanksgiving.

3.

c.endorsing their services using famous celebrities from Hollywood.

4.

d.opening a well-equipped studio with pre and post-production facilities.

Which of the following statements concerning the global marketplace is
true?
1.

a.The global marketplace is diminishing because of Internet technology.

2.

b.The global marketplace is growing because of trade agreements.

3.

c.The global marketplace is growing due to the threat of the ability of a single

nation to manufacture, supply, and consume all that it produces.

4.

d.The global marketplace is growing owing to the talent shortage in the home
countries of national companies.

Creating _____ utility is the responsibility of the production function.
1.

a.place

2.

b.form


3.

c.time

4.

d.ownership

The emergence of the marketing concept can best be explained by:
1.

a.higher production levels.

2.

b.greater sophistication in the production of goods.

3.

c.the shift from a seller’s market to a buyer’s market.

4.

d.a focus on product quality.

The most obvious distinction between not-for-profit and for-profit
organizations is:
1.
2.

a.not for-profit organizations have more exact marketing goals.
b.not-for-profit organizations have a different view of what constitutes the bottom
line.

3.

c.customers of not-for-profit organizations have more control.

4.

d.not-for-profit organizations market services not goods.

Which of the following is true regarding marketing?

1.

a.The marketing concept emphasizes creating and maintaining short-term
successful relationships with customers and suppliers.

2.

b.Marketing encompasses such a broad scope of activities and ideas that settling
on one definition is often difficult.

3.

c.Marketing refers to an activity in which two or more parties give something of
value to each other to satisfy perceived needs.

4.

d.The marketing concept is a belief that consumers will resist purchasing
nonessential goods and services.

Melissa is campaigning for Janet, her friend, who is contesting for the
presidency of the student council at Riverdale Junior College. Melissa’s
effort is an example of _____ marketing.
1.

a.cause


2.

b.person

3.

c.place

4.

d.organization

The _____ is a company wide consumer orientation with the objective of
achieving long-run success.
1.

a.marketing myopia

2.

b.exchange process

3.

c.marketing concept

4.

d.seller’s market

Availability of goods and services at convenient locations creates:
1.

a.form utility.

2.

b.time utility.

3.

c.place utility.

4.

d.ownership utility.

The marketing philosophy summarized by the phrase “a high-quality
product will sell itself” is a characteristic of the _____ era.
1.

a.production

2.

b.sales

3.

c.marketing

4.

d.relationship

If a company such as J.B. Trucking wanted to avoid marketing myopia, it
should define its business as:
1.

a.a provider of transportation solutions.

2.

b.a trucking company.

3.

c.a materials handling company.


4.

d.a freight hauling firm.

Banks have recently begun to install ATMs in supermarkets to address
customers’ wants for instant cash when they go shopping. What type of
utility are banks creating for customers?
1.

a.Form

2.

b.Possession

3.

c.Place

4.

d.Ownership

Which of the following statements regarding the marketing era is true?
1.

a.Marketing and selling would no longer be considered synonymous terms.

2.

b.Marketing was relegated to a supplemental role performed after the production
process.

3.

c.The marketing concept was linked to a shift from a buyer’s market to a seller’s
market.

4.

d.Business success often was defined solely in terms of production successes.

Which of the following holds true when not-for-profit organizations are
compared with for-profit organizations?
1.

a.Not-for-profit organizations tend to focus their marketing on just one public-their
customers.

2.

b.Not-for-profit organizations often possess some degree of monopoly power in a
given geographical area.

3.

c.Not-for-profit organizations depend on strategic alliances with for-profits to
provide advertising and visibility.

4.

d. A service user of a not-for-profit organization may have more control over the
organization’s destiny than customers of a profit-seeking firm.

Which of the following factors contributed to the transition from the
production era to the sales era?
1.

a.Increased consumer demand


2.

b.Sophisticated production techniques

3.

c.Increase in urbanization

4.

d.The Great Depression

A company with a _____ orientation assumes that customers will resist
purchasing nonessential goods and services and that the task of personal
selling and advertising is to persuade them to buy.
1.

a.production

2.

b.marketing

3.

c.sales

4.

d.relationship

Which of the following is true regarding the marketing concept?
1.

a.During tough economic times, the marketing concept focuses on the objective of
achieving short-term profits instead of long-run success.

2.

b.The marketing concept believes that consumers will resist purchasing
nonessential goods and services.

3.

c.The marketing concept emphasizes cutting costs and boosting revenues during
tough economic times.

4.

d.A firm’s survival and growth are built into the marketing concept.

The organizational function and set of processes that creates,
communicates, and delivers value to customers and manages customer
relationships in ways that benefit the organization and its stakeholders is
called _____.
1.

a.marketing

2.

b.financing

3.

c.operations

4.

d.administration


In the relationship era, firms focus on:
1.

a.short-term relationships with suppliers.

2.

b.long-term relationships with customers and suppliers.

3.

c.short-term relationships with customers and suppliers.

4.

d.short-term relationships with customers.

The ability to transfer title to goods or services from marketer to buyer is
described as:

1.

a.ownership utility.

2.

b.form utility.

3.

c.time utility.

4.

d.place utility.

The future growth of a company is endangered when management:
1.

a.adopts a consumer orientation.

2.

b.is aware of the scope of its business.

3.

c.is committed to maintaining a product-oriented philosophy.

4.

d.is focused on converting customer needs to wants.

Which of the following refers to marketing myopia?
1.

a.A company wide consumer orientation with the objective of achieving long-run
success

2.

b.A market in which there are more buyers for fewer goods and services

3.

c.A management’s failure to recognize the scope of its business

4.

d.A market in which there are more goods and services than people willing to buy
them


Indigo Ltd. wanted to increase its customers by applying the marketing
concept. Which of the following would be an appropriate way to apply this
approach?
1.

a.Maximize production of goods

2.

b.Focus on meeting the needs of the consumers

3.

c.Offer more product variety than competitors

4.

d.Produce high quality goods

The business philosophy incorporating the marketing concept that
emphasizes first determining unmet consumer needs and then designing
a system for satisfying them is known as:
1.

a.customer persuasion.

2.

b.consumer orientation.

3.

c.aggressive marketing.

4.

d.sales orientation.

Which of the following statements is correct regarding not-for-profit
organizations?
1.

a.The sole common factor between not-for-profit organizations and for-profit firms
is the financial bottom line.

2.

b.Not-for-profit organizations hope to generate as much revenue as possible to
support their causes.

3.
4.

c.Not-for-profit organizations are all found in the public sector.
d.Historically, not-for-profit firms have had more exact goals and marketing
objectives than for-profit firms.

80 Free Test Bank for Contemporary Marketing 16th
Edition by Boone Mutiple Choice Questions - Page 2


The Tour de Cure is a bicycle ride, not a race, to raise money for the
American Diabetes Association and is held in 40 states nationwide. This is
an example of:
1.

a.event marketing.

2.

b.organization marketing.

3.

c.person marketing.

4.

d.place marketing.

Interactive marketing refers to:
1.

a.sequential marketing efforts beginning with frontline salespersons and
proceeding to detailed instructions by a technical expert.

2.

b.marketing efforts vis-a-vis interactive programs where customers can post their
queries directly to the management.

3.

c.buyer–seller communications in which the customer controls the amount and
type of information received from a marketer.

4.

d.software-controlled marketing strategy which uses central databases to segment
the market on various demographic and psychographic factors.

When marketers apply quantity control standards, they are:
1.

a.engaging in the process of exchange.

2.

b.reducing the need for purchasers to inspect each item they purchase.

3.

c.determining the amount an individual will be allowed to buy on credit.

4.

d.developing channels of distribution for a product.

Manufacturers create goods and services based on research and their
belief that consumers need them. In doing so, what marketing function are
they performing?
1.

a.Financing

2.

b.Standardizing and grading

3.

c.Risk taking


4.

d.Physical distribution

Which of the following is a combination of person, cause, and
organization marketing?
1.

a.Tiger Woods’ endorsement of Nike, a sports company and Accenture, a
consulting company

2.

b.The Nobel Peace Prize for Al Gore for his work on global warming

3.

c.UNICEF’s work to improve the living conditions of children across the world

4.

d.Angelina Jolie’s role as a UN Goodwill Ambassador for refugees

A university sells customized sweat shirts, pull overs, and jerseys to its
students and staff. This is an example of _____.
1.

a.cause marketing

2.

b.organization marketing

3.

c.person marketing

4.

d.event marketing

Products that can be produced, used, and disposed of with minimal
impact on the environment are called:
1.

a.non-renewable products.

2.

b.bio-gradable products.

3.

c.sustainable products.

4.

d.modulated effluents.

Mobile marketing refers to:
1.

a.running promotional campaigns on transport media like trains and airplanes.

2.

b.marketing messages transmitted via wireless technology.

3.

c.promoting associated products or services alongside mobile technologies.

4.

d.the use of online social media as a communications channel for marketing
messages.


The facilitating functions of marketing include:
1.

a.securing marketing information and financing.

2.

b.buying and selling.

3.

c.securing market information and storage.

4.

d.risk taking and transporting.

The revenues and intangible benefits accrued to the firm, minus the
investment to attract and keep a customer is known as the:
1.

a.gradient of return on investment.

2.

b.intangible benefit stream.

3.

c.investment-benefit differential.

4.

d.lifetime value of the customer.

Which of the following is true of relationship marketing?
1.

a.It focuses on finding new customers.

2.

b.It prefers not to maintain existing customers due to high costs.

3.

c.It does not believe in generating repeat sales.

4.

d.It believes in maintaining existing customers.

What is the role of marketing in sustainability efforts?
1.

a.Firms stand to exploit newer markets that are opened up to them.

2.

b.Firms gain credibility from their efforts to protect the environment.

3.

c.Firms can expect to save on costs incurred in discarding older, ineffective
technology in favor of newer, state-of-the-art technology.

4.

d.Firms can increase their profitability by enhancing their carbon-footprint.

_____ involves marketing philosophies, policies, procedures, and actions
whose primary objective is the enhancement of society.
1.

a.Social responsibility


2.

b.Customer orientation

3.

c.Ethics

4.

d.Relationship marketing

Relationship marketing focuses more attention on _____ customers
because new customers are _____ to acquire compared to existing
customers.
1.

a.existing; less expensive

2.

b.new; less expensive

3.

c.existing; more expensive

4.

d.new; more expensive

A gaming corporation and a mobile manufacturer work together to
develop unique games which are made available on the applications of the
phones. This is an example of:
1.

a.an exchange function.

2.

b.marketing research.

3.

c.social marketing.

4.

d.a strategic alliance.

As an official sponsor of the Olympics, the Coca-Cola Company engages
in _____ marketing.
1.

a.place

2.

b.event

3.

c.person

4.

d.organization

The financing function of marketing involves:
1.

a.making sufficient quantities of goods available in the marketplace.


2.

b.ensuring products meet established quality and quantity standards.

3.

c.providing funds to buyers for building inventories prior to sales.

4.

d.using advertising, personal selling, and sales promotion to match goods and
services to customers.

ACB Ltd. provides credit to dealers, as well as buyers of Alfresco
Automobiles. The marketing function performed in this case is:
1.

a.financing.

2.

b.exchange.

3.

c.distribution.

4.

d.risk taking.

When a firm contributes to environment protection and human welfare
programs, which type of behavior is it exhibiting?
1.

a.Relationship marketing

2.

b.Social responsibility

3.

c.Economic neutrality

4.

d.One-to-one marketing

Relationship marketing relies heavily on:
1.

a.mass marketing and global promotions.

2.

b.technology to store customer data and to customize products/services.

3.

c.strategic alliances and creating competitive advantage.

4.

d.aligning business goals with a social cause.

Ethics are:
1.

a.beliefs or customs taught by one generation to the next, often orally.

2.

b.the social causes promoted by the company.

3.

c.established patterns of behavior that can be objectively verified within a
particular social setting.


4.

d.the moral standards of behavior expected by society.

Which function of marketing helps marketers determine what consumers
want and need and how to offer goods and services to satisfy them?
1.

a.Financing

2.

b.Securing market information

3.

c.Risk taking

4.

d.Standardizing and grading

Wild Escape advertises jungle safaris, chimpanzee tracking, and gorilla
tracking tours. This is an example of _____.
1.

a.form utility creation

2.

b.place marketing

3.

c.organization utility

4.

d.sports marketing

Which of the following is a facilitating function of marketing?
1.

a.Buying

2.

b.Selling

3.

c.Standardization and grading

4.

d.Distribution

Buying and selling are:
1.

a.the two exchange functions of marketing.

2.

b.physical distribution functions.

3.

c.exchange and distribution functions, respectively.

4.

d.distribution and exchange functions, respectively.

What is the ultimate objective of relationship marketing?
1.

a.Find new customers

2.

b.Create regular purchasers

3.

c.Turn customers into advocates

4.

d.Turn customers into loyal supporters

Many hotel chains offer free stays and other perks to repeat customers.
This is an example of:
1.

a.relationship marketing.

2.

b.transaction-based marketing.

3.

c.interactive marketing.

4.

d.social marketing.

Which of the following holds true regarding relationship marketing?
1.

a.It applies only to individual consumers and employees.

2.

b.It affects distributors as well as other types of corporate partnerships.

3.

c.It does not allow marketers and customers to customize their communication.

4.

d.It is a buyer–seller communication in which the marketer controls the amount
and type of information received from a customer.

In the practice of relationship marketing, the definition of a customer is
taken to another level. Which of the following best illustrates how a
company practicing relationship marketing is different from a traditional
transaction-based marketer?
1.

a.The city pool allows kids 12 years and younger to swim for free on Fridays.

2.

b.A local coffee shop distributes coupons for $.50 off each cup of coffee.

3.

c.The purchasing department of a defense contractor invites its suppliers to attend
an annual golf outing.

4.

d.The heads of the financial departments meet with the Chief Financial Officer to
discuss year-end financial reporting.


Phoebe was asked to bring a can of food for the local food bank as the
“price of admission” for a certain ceremony. This is an example of _____.
1.

a.person marketing

2.

b.organization marketing

3.

c.ownership utility

4.

d.cause marketing

State bureaus of tourism and conventions typically engage in _____
marketing.
1.

a.organization

2.

b.person

3.

c.place

4.

d.cause

Financing is one of the _____ functions of marketing.
1.

a.exchange

2.

b.distribution

3.

c.decisional

4.

d.facilitating

By converting indifferent customers into loyal ones through relationship
marketing, companies can:
1.

a.increase the cost of maintaining existing customers.

2.

b.start a process by which customers become bound contractually to the business.

3.

c.avoid the necessity of improving customer service in the long run.

4.

d.generate repeat sales.

William Cutlery Inc. sells its products at its stores and via door-to-door
sales. Selling, order taking, delivery, and limited customer service are all
conducted by the drivers. Which two marketing functions overlap as a
result of the drivers’ required responsibilities?
1.

a.Facilitation and distribution

2.

b.Exchange and facilitating

3.

c.Distribution and exchange

4.

d.Exchange and financing

What are the subfunctions of physical distribution?
1.

a.Buying, selling, and financing

2.

b.Risk taking and market research

3.

c.Storing and transporting

4.

d.Standardizing and grading

Some Florida drivers have license plates that say “Save the Manatee.”
This is an example of _____ marketing.
1.

a.organization

2.

b.cause

3.

c.place

4.

d.event

Which of the following functions of marketing involves advertising?
1.

a.Standardizing

2.

b.Buying

3.

c.Selling

4.

d.Storing


Which of the following forms the first half of the exchange process?
1.

a.Standardizing

2.

b.Buying

3.

c.Selling

4.

d.Storing

Fred Foods Inc. provides free cereals and biscuits to support a program
that aims to end hunger in various emerging nations. This is an example
of _____ marketing.
1.

a.organization

2.

b.person

3.

c.cause

4.

d.place

The application of relationship marketing requires attention to levels of
customer loyalty. Which of the following is the highest level as defined by
this type of marketing?
1.

a.Loyal supporter of the company and its goods and services.

2.

b.Advocate who not only buys the products but recommends them to others.

3.

c.Regular purchaser of the company's products.

4.

d.Stockholder who literally buys into the organization and its mission.

Sally Myers, head of marketing at Sally’s Salon, serviced six new
customers over the past two weeks. Through a feedback form, Sally learnt
that all of them had acted upon the opinions of their friends and family
members. What Sally encountered is an example of:
1.

a.transaction-based marketing.

2.

b.sales orientation.

3.

c.marketing myopia.


4.

d.buzz marketing.

An example of interactive marketing would be:

1.

a.a customer creating their own products, as in the case of Subway or Build-aBear.

2.

b.an intermediary wholesaler who links sale of goods from manufacturer to
consumer.

3.

c.buyer-seller communication through the Internet and virtual reality kiosks.

4.

d.sponsoring local sports teams.


True - False Questions - Page 1
While many firms claim to have adopted the marketing concept, there is
little evidence that a strong market orientation contributes to market
success and overall performance.
1.

True

2.

False

A service user of a not-for-profit organization has more control over the
organization’s destiny than customers of a profit-seeking firm.
1.

True

2.

False

Buying an iPod generates ownership utility; however, buying a concert
ticket does not.
1.

True

2.

False

Not-for-profit organizations face complex decision-making issues about
the correct markets to target as they often must market to multiple
publics.
1.

True

2.

False

The marketing era is the successive historical outcome of the production
era.
1.

True

2.

False


It can be said that Glen Inc., a woolen products manufacturing company
based in Switzerland, is a firm that uses a market-driven strategy because
it produces goods based on local customers’ experiences, needs, and
preferences.
1.

True

2.

False

Firms that narrowly define their organizational goals can avoid the
problem of marketing myopia.
1.

True

2.

False

In the sales era, firms attempted to match their output to the potential
number of customers who would want it.
1.

True

2.

False

The establishment of the WTO, the passage of NAFTA, and the creation of
the Euro are examples of protectionism on the part of nations concerned
with increased globalization of the marketplace.
1.

True

2.

False

Marketing myopia occurs when management fails to recognize the scope
of its business.
1.

True

2.

False

Form utility refers to conversion of raw materials and components into
finished goods and services.
1.

True


2.

False

The emergence of the marketing concept can be linked to the shift from a
seller’s market to a buyer’s market.
1.

True

2.

False

Information technologies give organizations fast new ways to interact and
develop long-term relationships with their customers and suppliers.
1.

True

2.

False

Not-for-profit organizations are generally less concerned with the bottom
line than for-profit organizations.
1.

True

2.

False

On account of their unselfish goals of serving society, not-for-profit
organizations are not required to have marketing objectives.
1.

True

2.

False

Owen buys a car for himself. Owen has created ownership utility.
1.

True

2.

False

The expanded concept of marketing activities permeates all functions in
businesses and not-for profit organizations.
1.

True

2.

False


An exchange process is an activity in which two or more parties give
something of value to each other to satisfy perceived needs.
1.

True

2.

False

The private sector has an even greater array of not-for-profit organizations
than the public sector.
1.

True

2.

False

Production orientation is a business philosophy that stresses on the
importance of quantity of products rather than the quality of products.
1.

True

2.

False

The most obvious distinction between not-for-profit organizations and forprofit firms is the focus on generating revenues above and beyond the
costs.
1.

True

2.

False

A seller’s market is one in which there are more goods and services than
people willing to buy them.
1.

True

2.

False

A firm with a fully developed marketing concept is one with a companywide consumer orientation with the objective of achieving long-term
success.
1.

True

2.

False