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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Marketing's Role Within Organizations

Quiz Questions


1	Marketing creates task utility, but not time or place utility
		A)	True
		B)	False


2	Macro-marketing emphasizes how the whole marketing system works.
		A)	True
		B)	False


3	Changes in the demographic, social, political, economic, and technological environments have altered people's preferences for how they want their needs to be satisfied.
		A)	True
		B)	False


4	Adopting the marketing concept requires that a company eliminate all functional departments.
		A)	True
		B)	False


5	Farmers going to the local village market to sell their crops were in the simple trade era.
		A)	True
		B)	False


6	Micro-marketing:
		A)	anticipates customer needs and directs need-satisfying goods and services from producer to customer.
		B)	applies to Nortel (a for-profit company).
		C)	applies to Mountain Equipment Co-op (a non-profit co-operative)
		D)	is more than persuading customers.
		E)	all of the above.


7	A company adopting new "gee whiz" technology:
		A)	always greatly benefits consumers.
		B)	increases its credibility with older consumers.
		C)	is guaranteed to gain more customers.
		D)	may lose sight of its customers and their needs.
		E)	is innovative in its marketing practices.


8	During the sales era:
		A)	a company emphasized selling because of decreased competition.
		B)	the emphasis was on "getting people to buy what we make."
		C)	production techniques were very flexible.
		D)	companies thought "if we can make it, it will sell."
		E)	all marketing activities are brought under the control of one department.


9	Which of the following is NOT likely to be found in a company with a marketing orientation? The company:
		A)	sells whatever it can make.
		B)	designs its packaging as a selling tool.
		C)	uses marketing research to see if it is satisfying its customers.
		D)	sees delivery as a service.
		E)	focuses on locating new opportunities.


10	Both production and marketing contribute to providing:
		A)	possession utility.
		B)	place utility.
		C)	form and task utility.
		D)	time and place utility.
		E)	none of the above.


11	Marketing is:
		A)	a very broad set of activities required to ensure that consumers can get the products and services they want and need.
		B)	limited to only selling and advertising.
		C)	purchasing goods and services that most consumers don't need using aggressive tactics to overcome consumer resistance.
		D)	making a good product that sells itself.
		E)	producing goods and/or services.


12	The marketing concept says that a business firm should:
		A)	produce those products that it can make at lowest cost.
		B)	place heavy emphasis on developing new products.
		C)	place heavy emphasis on advertising and selling.
		D)	aim all its efforts at satisfying its customers—at a profit.
		E)	aim all its efforts at meeting society's needs—regardless of profitability


13	Complete acceptance of the "marketing concept" would require:
		A)	having all production, finance, accounting, and human resource managers report directly to the marketing manager.
		B)	placing less emphasis on profit as the objective of the firm.
		C)	trying to satisfy the needs of each and every customer.
		D)	making sure that all departments focus their efforts on satisfying customer needs.
		E)	all of the above.


14	The main difference between the "marketing department era" and the "marketing company era" is:
		A)	there is no difference.
		B)	more emphasis on short-run planning in the marketing company era.
		C)	whether the whole company is customer-oriented.
		D)	whether the president of the firm has a background in marketing.
		E)	more emphasis on selling and advertising in the marketing department era.


15	A major company is well known for market-oriented long-range planning. This company is probably operating in the _______________ era.
		A)	marketing research
		B)	marketing department
		C)	marketing company
		D)	marketing concept
		E)	long-range planning


16	Customer value:
		A)	will be the same for all consumers.
		B)	is easy to calculate in a numerical formula.
		C)	is thought about a lot by customers.
		D)	is a cost-to-benefit analysis by consumers
		E)	means consumers always select the lowest-priced product.


17	One way of helping to build a long-term relationship with existing customers is:
		A)	introducing new products for new target markets.
		B)	having everyone in an organization work together to provide customer value before and after each purchase.
		C)	slashing prices.
		D)	aggressively attacking competitors with negative publicity.
		E)	by introducing a policy that "all sales are final" to reduce costs.


18	Non-profit organizations:
		A)	may provide services to people paid for by others.
		B)	have the same measures of success as a for-profit business.
		C)	do not have a profit objective, so the marketing concept does not apply.
		D)	are fundamentally different from business firms; so they should adopt a production orientation rather than a marketing orientation.
		E)	do not face competition.


19	Social responsibility is best explained as:
		A)	a firm's willingness to go the extra mile for its customers.
		B)	a firm's safety record measured by number of accidents per year caused by its products.
		C)	a firm's obligation to increase its positive effects on society and reduce its negative effects.
		D)	a firm's willingness to increase profits at the expense of others.
		E)	a firm being nice to its competitors.


20	Being socially responsible:
		A)	is easy to do because everyone agrees what activities are socially responsible.
		B)	may cause a company to produce harmful products.
		C)	must be done to be in compliance with the law.
		D)	may conflict with a firm's profit objective.
		E)	means there are no choices to be made.

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