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Chapter Quiz
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1
All of the following should be determined by the marketing department of a firm except:
A)storing the product.
B)actually making the product.
C)advertising the product.
D)designing the packaging for the product.
E)setting the price of the product.
2
The study of marketing is important for all the following reasons except:
A)marketing plays a big part in economic growth and development.
B)marketing offers exciting and rewarding career opportunities.
C)marketing affects every decision in a person's life.
D)marketing affects the daily life of consumers.
E)marketing has an impact on consumers' standard of living.
3
Macro-marketing is a social process that matches _____ and accomplishes the objectives of society.
A)buyers and sellers
B)supply and demand
C)advertising and promotion
D)brands and buyers
E)needs and wants
4
Which of the following is the best example of management thinking during the "production era"?
A)"We need to make whatever products are easy to produce."
B)"We need to find out what the customer wants."
C)"The more salespeople we have, the more we can sell."
D)"We need to work hard to sell the product to our customers."
E)"If we produce a good product, customers will find us and buy it."
5
The following is true in a command economy:
A)producers and consumers have great freedom of choice.
B)price is not a good indicator of value.
C)consumers decide what is to be produced and by whom—through their dollar "votes."
D)government has a relatively limited role.
E)consumers have no needs.
6
A firm with a marketing orientation is most likely to:
A)view advertising as an unnecessary expense.
B)recognize that effective advertising is the key to sales.
C)advertise how a product meets customers' needs.
D)focus advertising on product features.
E)not use any advertising.
7
From the perspective of the marketing concept, a manager who wants to increase profits needs to:
A)create products that the firm finds interesting.
B)set high prices to give brands a perception of prestige.
C)set prices as low as possible to undercut competition.
D)take the customer's point of view.
E)take advantage of customers.
8
The term "micro-macro dilemma" means that:
A)most people are both producers and consumers.
B)marketing people cannot agree on whether marketing should be viewed as activities or as a social process.
C)macro-marketing is just a small part of a larger micro-marketing system.
D)the micro view of marketing is concerned with the flow of goods and services from producers to consumers--while the macro view is not.
E)what is "good" for some producers and consumers may not be good for society as a whole.
9
Which of the following does not demonstrate social responsibility in marketing?
A)Toyota develops the Prius hybrid-electric vehicle.
B)Walmart keeps stores illuminated with intermittent lighting.
C)McDonald's packages all menu items in biodegradable recycled packaging.
D)Chesapeake Energy recycles wastewater used in natural gas drilling.
E)Google shares user data with third-party service providers and governments.
10
Which of the following criticisms focuses most directly on a macro view of marketing, rather than a micro view?
A)Products often wear our right after the warranty expires.
B)Much TV advertising is annoying.
C)Marketing exploits the poor and the uneducated.
D)Prices for very similar products vary a lot from store to store.
E)Door-to-door salespeople are trained to be pushy.





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