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1 | |
Which of the following represents a prospective customer in the marketing process? |
| | A) | Alan, a bachelor who wants to buy a new computer |
| | B) | Michelle, a homemaker and mother of three shopping for groceries |
| | C) | IBM, which purchases office supplies |
| | D) | Kroger Foods, which works with many vendors to stock the shelves of their stores |
| | E) | needs; styles |
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2 | |
Which of the following statements correctly state part of in-line skating history? |
| | A) | The first roller skates were invented by attaching spools in a single row to a pair of shoes. |
| | B) | Roller skates were invented by a Dutch inventor in the early 1700s. |
| | C) | In-line skates have been used by off-season hockey players in the 1980s. |
| | D) | "Rollerblade skates" were first sold out of the back of a truck to off-season skiers. |
| | E) | All of the above statements are part of in-line skating history. |
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3 | |
When Eastman Kodak Company concerns itself with disposal of its film packages in national parks by promoting the slogan "Take only pictures, leave only footprints," it is acting in accordance with: |
| | A) | the profit motive. |
| | B) | the social responsibility concept. |
| | C) | its internal environment. |
| | D) | its regulatory environment. |
| | E) | corporate downsizing. |
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4 | |
Which of the following statements did in-line skaters agree with in the mid-1980s? |
| | A) | In-line skating did not give a good aerobic workout. |
| | B) | In-line skating did not affect skater strength and health. |
| | C) | In-line skating would appeal to more than just off-season ice hockey skaters. |
| | D) | In-line skating is exactly the same as traditional roller skating. |
| | E) | All of the above are statements agreed with by in-line skaters in the mid-1980s. |
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5 | |
A television advertisement shows several teenagers searching through the refrigerator for something to quench their thirst. The refrigerator offers the youngsters many alternatives-soft drinks, fruit drinks, sport drinks and bottles of Sunny Delight drink. The ad, which shows the teens happily selecting Sunny Delight over all the other product offerings, appeals to the consumers' __________ for liquid and attempts to shape consumers' __________ for the advertised product. |
| | A) | wants; needs |
| | B) | wants; preferences |
| | C) | preferences; needs |
| | D) | needs; wants |
| | E) | needs; preferences |
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6 | |
A marketing manager's controllable factors--product, price, promotion, and place--are the company's: |
| | A) | environmental factors. |
| | B) | marketing program. |
| | C) | marketing mix factors. |
| | D) | marketing concept. |
| | E) | four utilities. |
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7 | |
Fans of Los Angeles' professional basketball and hockey teams can buy team merchandise through a new catalog retailer called Team LA. The catalog carries everything a fan might want from lapel pins priced at $5 to leather jackets priced at $4,800. The catalog was mailed to males between the ages of 23 and 44 who live in Southern California. These males describe the catalog's: |
| | A) | marketing mix. |
| | B) | market aggregation strategy. |
| | C) | marketing program. |
| | D) | service-orientation. |
| | E) | target market. |
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8 | |
Fans of Los Angeles' professional basketball and hockey teams can buy team merchandise through a new catalog retailer called Team LA. Concern about how to make sure fans are anticipating their receipt of this catalog would most likely involve the __________ element of the marketing mix. |
| | A) | price |
| | B) | process |
| | C) | place |
| | D) | production |
| | E) | promotion |
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9 | |
3M innovators developed Scotchbrite Never Rust Wool Soap Pads from recycled plastic bottles. These soap pads are more expensive than competitors (S.O.S. and Brillo) but also superior to them because Scotchbrite Never Rust Wool Soap Pads don't rust or scratch. This solution: |
| | A) | is environmentally friendly, socially responsible, and competitive. |
| | B) | offsets the cost of improving environmental impact. |
| | C) | increases consumer value. |
| | D) | is ethical and socially responsible. |
| | E) | is accurately described by all of the above. |
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10 | |
Which of the following statements about environmental factors is true? |
| | A) | Environmental factors may restrict an organization's opportunities. |
| | B) | Environmental factors may enhance an organization's opportunities. |
| | C) | Environmental factors are also called uncontrollable factors. |
| | D) | Environmental factors include social, economic, technological, competitive, and regulatory forces. |
| | E) | All of the above statements about environmental factors are true. |
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11 | |
The American business period that attempts to satisfy consumer needs while achieving organizational goals is called the _________ era. |
| | A) | sales |
| | B) | production |
| | C) | marketing concept |
| | D) | societal marketing concept |
| | E) | consumerism |
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12 | |
Which of the following businesses is LEAST likely to be able to engage in relationship marketing? |
| | A) | a beach shop that sells tourist mementos |
| | B) | a local restaurant that specializes in home-cooking |
| | C) | a convenience store |
| | D) | a movie theater |
| | E) | a veterinarian |
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13 | |
Marketing programs are most closely related to: |
| | A) | customer relationship management. |
| | B) | the ease with which relationship management can be implementeD. |
| | C) | the four utilities. |
| | D) | the marketing mix. |
| | E) | mass marketing strategy. |
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14 | |
Which skating segments does Rollerblade, Inc. currently choose to target? |
| | A) | aggressive, fitness, recreational, children segments |
| | B) | ice hockey players, aggressive, fitness, recreational segments |
| | C) | quad skaters, fitness, recreational, children segments |
| | D) | ice hockey players, quad skaters, fitness, recreational segments |
| | E) | quad skaters, fitness, recreational, children segments |
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15 | |
As organizations have changed their orientation, society's expectations of marketers have also changed. Today, the emphasis of marketing practice has shifted from emphasizing __________ to consumers' interests. |
| | A) | social responsibilities |
| | B) | government regulation |
| | C) | producers' interests |
| | D) | suppliers' interests |
| | E) | competitive activity |
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16 | |
According to the societal marketing concept, who or what should discover and satisfy the needs of the consumers in a way that also provides for society's well-being? |
| | A) | the organization itself |
| | B) | the individual consumers |
| | C) | regulatory bodies like the Federal Trade Commission |
| | D) | marketing researchers |
| | E) | competitive forces |
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17 | |
Which of the following is the best example of an organizational buyer? |
| | A) | a teacher buying paper to use at home |
| | B) | a computer programmer buying the latest game for his Playstation |
| | C) | a store owner buying hand-painted slate signs to sell in her store |
| | D) | a store owner buying a hand-made piece of furniture for her living room |
| | E) | a baseball player buying a t-ball set for his daughter |
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18 | |
The paper manufacturer sells rolls of paper to the newspaper publishing company so that the newspaper can publish a daily paper, which is purchased from newspaper boxes by people who are interested in reading about news, entertainment, sports, etc. The people who buy the newspapers to read are examples of what type of market? |
| | A) | ultimate consumers |
| | B) | institutional markets |
| | C) | organizational buyers |
| | D) | government markets |
| | E) | resellers |
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19 | |
The creation of pottery from a mound of wet clay is an example of _____ utility. |
| | A) | time |
| | B) | place |
| | C) | process |
| | D) | production |
| | E) | form |
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20 | |
Nita is a big fan of the Los Angeles Clippers. She lives in Buffalo, New York, and was unable to buy team merchandise unless she traveled to Los Angeles. She recently learned that the NBA team had a catalog from which she could purchase team-related merchandise. For Nita, the catalog for Los Angeles Clippers merchandise created __________ utility. |
| | A) | form |
| | B) | place |
| | C) | possession |
| | D) | price |
| | E) | promotion |
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