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| 1.
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When Rollerblade's marketing director decided to reposition Rollerblade, she: |
| | A) | declared war on the competition and began capturing customers by any means possible. |
| | B) | used communication techniques developed in jungle warfare. |
| | C) | took an environmentally balanced approach to reach potential customers. |
| | D) | changed the image in people's mind from in-line skating as training to in-line skating as fun.. |
| | E) | mailed product information to all potential customers who otherwise could not be reached. |
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| 2.
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Rollerblade's competition includes: |
| | A) | more than 30 other skate manufacturers. |
| | B) | snowboard manufacturers. |
| | C) | skateboard manufacturers. |
| | D) | bike manufacturers. |
| | E) | All of the above. |
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| 3.
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Which of the following statements about marketing activities is true? |
| | A) | Marketing is affected by society and in return affects society as a whole |
| | B) | The marketing department works closely with other departments and employees to implement marketing activities. |
| | C) | Marketing activities provide the customer-satisfying products required for the organization to survive and prosper. |
| | D) | Environmental factors affect marketing activities. |
| | E) | All of the above statements about marketing activities are true. |
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| 4.
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Which of the following conditions is necessary for marketing to occur? |
| | A) | a physical location for an exchange to occur |
| | B) | a tangible exchange |
| | C) | advertising to express unrealized needs |
| | D) | two or more parties with unsatisfied needs |
| | E) | all of the above |
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| 5.
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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.
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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.
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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.
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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.
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In terms of the marketing mix, a television show like The Drew Carey Show is an example of: |
| | A) | place. |
| | B) | form utility. |
| | C) | promotion. |
| | D) | product. |
| | E) | price. |
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| 10.
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Which of the following statements about environmental factors is true? |
| | A) | Environmental factors have no influence over an organization's opportunities. |
| | B) | Recent studies have shown that an action-oriented firm still cannot affect environmental factors in any way. |
| | C) | Environmental factors are also called controllable 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.
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BellSouth is a telecommunications company in nine southeastern U.S. states. The organization is concerned about its profits for the upcoming year. One of the problems it is facing is the fact that federal law requires it to open its Southeastern markets to competition before being able to offer its own long distance service. This would be and example of a(n) __________ factor. |
| | A) | environmental |
| | B) | promotional |
| | C) | process |
| | D) | price |
| | E) | technological |
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| 12.
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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.
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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.
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__________ is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service. |
| | A) | The marketing concept |
| | B) | The price-quality trade-off |
| | C) | Customer value |
| | D) | The societal marketing concept |
| | E) | Consumerism |
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| 15.
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__________ links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits. |
| | A) | Social responsibility |
| | B) | Government regulation |
| | C) | Producers' interests |
| | D) | Suppliers' interests |
| | E) | Relationship marketing |
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| 16.
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According to the societal marketing concept, who is most involved in deciding what needs and wants are good for consumers in the long run? |
| | 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.
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Which of the following is the best example of an ultimate consumer? |
| | A) | a teacher purchasing construction paper to use in the classroom |
| | B) | a computer programmer purchasing a computer to use in game-design |
| | C) | a store owner buying hand-painted slate signs to sell in her store |
| | D) | a botanist buying a rose bush for his home garden |
| | E) | a university professor purchasing books to use for research |
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| 18.
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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 types of markets? |
| | A) | ultimate consumers |
| | B) | institutional markets |
| | C) | organizational buyers |
| | D) | government markets |
| | E) | resellers |
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| 19.
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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.
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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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