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| 1 | |
At its core, marketing is: |
| | A) | a place where a person can buy items. |
| | B) | a transaction or exchange. |
| | C) | a long-term relationship. |
| | D) | a time for people to have direct communications with each other. |
| | E) | none of the above. |
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| 2 | |
Marketing is: |
| | A) | a method of promoting a product so that financial advisors can set optimal prices. |
| | B) | a scientific method of distinguishing prospective customers from a market aggregation. |
| | C) | synonymous with personal selling. |
| | D) | a functional department that has little contact with other parts of the typical organization. |
| | E) | a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets in order to achieve organizational objectives. |
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| 3 | |
Several small U.S. book publishers have failed during the years because they believed customers would seek out their well-written and lovingly crafted books as long as the books were reasonably priced and offered in limited editions. These failed publishers were convinced they knew what their customers wanted and could satisfy customers' wants efficiently without wasting money on promotion. These small book publishers operated at the _____ stage of marketing evolution. |
| | A) | product-orientation |
| | B) | market-orientation |
| | C) | customer-orientation |
| | D) | production-orientation |
| | E) | sales-orientation |
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| 4 | |
Which of the following statements about the market-orientation stage of marketing evolution is true? |
| | A) | During the market-orientation stage, the top marketing executive becomes responsible for inventory control and warehousing. |
| | B) | To increase effectiveness during the market-orientation stage, input from the marketplace is sought before a product is produced. |
| | C) | Firms in the market-orientation stage are marketing rather than simply selling. |
| | D) | Every organization needs to have a market-orientation in order to prosper. |
| | E) | All of the above statements about the market-orientation stage are true. |
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| 5 | |
According to the marketing concept, all organizational planning and operations should be customer-oriented. This customer-orientation planning and operations is necessary for an organization to achieve its objectives. In addition, all marketing activities should be: |
| | A) | segregated. |
| | B) | ambiguous. |
| | C) | coordinated. |
| | D) | performed by non-marketing personnel. |
| | E) | performed in isolation from each other. |
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| 6 | |
Rozenberg Spa Dentistry patients are treated to a hand massage, neck wrap, and a cooling eye mask before they ever see a dentist. Its methods are viewed as a way to relieve people's anxiety about dental work. According to spokesperson for American Dental Association (ADA), "The treatment at the Rozenberg Spa Dentistry Clinic isn't just an exercise in distraction, it's the natural evolution of caring for patients." According to this statement, the ADA: |
| | A) | supports in a sales orientation. |
| | B) | does not support establishing long-term relationships with customers. |
| | C) | has a product-orientation. |
| | D) | supports the implementation of the marketing concept. |
| | E) | is in the production-orientation stage of marketing evolution. |
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| 7 | |
In October, Heinz offered a coupon, which gave the user a free bag of Halloween candy for a purchase of five different Heinz brand products. In addition, to support the company's new slogan, "All About Family," the company established a Web site where family members could go to register to win the Ultimate Family Night sweepstakes. Heinz also did a promotion where it gave out in-pack coupons for $3-off the rental fee of the movie Scooby-Doo as another way to support families. The Heinz Company's multidimensional connections with its customers illustrates: |
| | A) | a value chain. |
| | B) | customer relationship management (CRM). |
| | C) | the societal marketing concept. |
| | D) | the implementation of total quality management (TQM). |
| | E) | the marketing mix. |
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| 8 | |
The fact that customers can visit the Mars candies' Web site, www.colorworks.com, and order an 8-ounce bag for $4.50 of M&M's in colors to show their school spirit is an example of: |
| | A) | mass customization. |
| | B) | market aggregation. |
| | C) | synergy. |
| | D) | product metrics. |
| | E) | total quality management. |
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| 9 | |
Campbell's Chunky soup, which is the official soup of NFL, features football players in its ads and uses the slogan, "Help Tackle Hunger." As part of the soup company's implementation of the _____, it donated $100,000 to America's Second Harvest food banks and food-rescue organizations in 2002. |
| | A) | sales-orientation philosophy |
| | B) | performance metrics |
| | C) | non-profit orientation |
| | D) | ethical dilemma |
| | E) | societal marketing concept |
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| 10 | |
Hotels are noticing an increase in the number of female business travelers and are responding to the security demands of this _____. They are providing double locks and spy-holes in doors for this group and promoting safety and other benefits that female travelers have requested. |
| | A) | value segment |
| | B) | target market |
| | C) | marketing mix |
| | D) | value chain |
| | E) | cause-related segment |
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| 11 | |
Givenchy's L'Interdit perfume is only available at stores owned and operated by Federated Department Stores. This statement describes which element of the perfume's marketing mix? |
| | A) | product |
| | B) | production |
| | C) | price |
| | D) | distribution |
| | E) | promotion |
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| 12 | |
Customers can visit the Mars candies' Web site, www.colorworks.com, and order a five-pound bag of one color candy for $39.90. The company offers volume discounts for orders of more than $300. What elements of the marketing mix are primarily described here? |
| | A) | distribution and pricing |
| | B) | production, promotion, and distribution |
| | C) | promotion, price, and target market |
| | D) | distribution, price, and promotion |
| | E) | all of them |
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| 13 | |
In 2002, the four largest European concrete manufacturers were accused of deliberately setting prices in order to put smaller producers out of business. Which of the following words BEST describes the actions of these four concrete manufacturers? |
| | A) | value creation |
| | B) | mass customization |
| | C) | cause-related marketing |
| | D) | total quality management |
| | E) | unethical behavior |
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| 14 | |
To instill an ethical orientation in their companies, organizations are doing all of the following EXCEPT: |
| | A) | clearly communicating the organization's ethical standards to employees. |
| | B) | creating a senior-level position of ethics officer. |
| | C) | ensuring that employee requirements of goals and deadlines are reasonable. |
| | D) | assuming that if laws are obeyed, the organization will be also acting ethically. |
| | E) | commending ethical behavior and dealing decisively with unethical behavior. |
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| 15 | |
The five types of product utility are: |
| | A) | product, production, promotion, distribution, and price. |
| | B) | mass, personal, global, market segment, and national. |
| | C) | form, time, place, information, and possession. |
| | D) | external, internal, hierarchical, functional, and individual. |
| | E) | economic, technology, demographic, political/legal, and sociocultural. |
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| 16 | |
Rozenberg Spa Dentistry patients are treated to a hand massage, neck wrap, and a cooling eye mask before they ever see a dentist. Its methods are viewed as a way to relieve people's anxiety about dental work. Rozenberg Spa Dentistry is an example of a: |
| | A) | service marketer. |
| | B) | non-promotable company. |
| | C) | not-for-profit marketer. |
| | D) | product source like a museum or a theater. |
| | E) | synergistic marketer. |
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