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Multiple Choice Quiz
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1
The aim of _____ is to communicate directly or indirectly with individuals, groups, and organizations to facilitate exchanges.
A)promotion
B)a marketing strategy
C)a marketing plan
D)a marketing approach
E)a marketing mix
2
As a part of the marketing mix, a product is defined as:
A)a type of manufactured good.
B)a service which benefits the purchasing consumer.
C)anything that can be sold in the store.
D)a mix of tangible and intangible attributes that provide satisfaction and benefits.
E)an idea that creates customer satisfaction and value.
3
Because HP markets computers and other products that appeal to a variety of tastes and incomes, it illustrates:
A)the total-market approach.
B)the concentration approach.
C)the multi-segment approach.
D)the target segment approach.
E)the marketing concept approach.
4
Because Gucci emphasizes the haute couture segment of the fashion market, its marketing strategy appears to be the:
A)concentration approach.
B)multi-segment approach.
C)total-market approach.
D)narrow-focus approach.
E)expensive approach.
5
Which of the following is used to focus on specific target markets so that a satisfactory marketing strategy can be developed?
A)Concentration approach
B)Total-market approach
C)Customer segmentation
D)Audience segmentation
E)Market segmentation
6
The idea behind market segmentation is to:
A)serve a group with similar needs, so it can be reached with a more effective strategy.
B)appeal to the total market.
C)group a number of segments.
D)spend less money.
E)spend more money on advertising.
7
People visiting a ski resort would be viewed by a ski equipment storeowner as the business's:
A)marketing research panel.
B)members of the channel.
C)market.
D)competition.
E)owners.
8
If a company is focusing on developing the right combination of price, promotion, distribution, and product, the company is developing a:
A)marketing niche.
B)marketing mix.
C)marketing policy.
D)marketing research experiment.
E)marketing discount.
9
A plan of action for developing, pricing, distributing, and promoting products that meet the needs of specific customers is a:
A)multi-segment approach.
B)marketing strategy.
C)market segmentation approach.
D)concentration strategy.
E)multiple target market approach.
10
Which of the following is a social variable of buying behavior?
A)Perception
B)Motivation
C)Learning
D)Culture
E)Attitude
11
If a store manager provides a refund when a customer is unhappy with a product for any reason, and the store's customers return to shop at this store because of this customer satisfaction policy, the store is demonstrating application of:
A)the marketing concept.
B)marketing research.
C)form utility.
D)product appeal.
E)product utility.
12
Marketing is a group of activities designed to expedite ____ by creating, distributing, pricing, and promoting goods and services.
A)channels
B)customers
C)transactions
D)acceptance
E)profits
13
The ___ function of marketing is made up of activities in advertising, sales promotion, publicity and packaging.
A)marketing
B)production
C)management
D)selling
E)grading
14
The ____ function of marketing refers to standardizing products and displaying and labeling them for consumers, sometimes to a set of standards set by state or federal government.
A)marketing
B)production
C)management
D)selling
E)grading
15
The _________________ is the idea that an organization should try to satisfy a customer's needs through coordinated activities that also allow it to achieve its own goals.
A)stakeholder orientation
B)marketing concept
C)consumerism
D)marketing research
E)product orientation
16
The ____ orientation took precedence in the early 20th century, when supply exceeded demand and businesses had to focus on more than just production.
A)marketing
B)human resource
C)production
D)sales
E)union
17
Warehousing is one element in the ____ element of the marketing mix.
A)production
B)pricing
C)distribution
D)promotion
E)TQM
18
____ marketing research involves passive observation.
A)Cheap
B)Ethnographic
C)Mandatory
D)Artistic
E)Systematic
19
Marketers must understand what, where, when and how consumers buy as they do, so they research and study ___.
A)buying behavior
B)primary data
C)secondary data
D)promotion
E)distribution
20
A person asking friends to recommend a family doctor is employing ____ groups.
A)team
B)reference
C)situational
D)social
E)hierarchical







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