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| 1.
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__________ is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. |
| | A) | Creative planning |
| | B) | Advertising |
| | C) | Selling |
| | D) | Marketing |
| | E) | Consumerism |
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| 2.
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Your neighbor is tired of conventional soft drinks, and wants something different. Coincidentally, Cadbury Beverages, Inc., has begun distributing Country Time lemonade through the supermarket at a price comparable to that of soft drinks. Which of the conditions needed for marketing to occur is described in this situation? |
| | A) | the creation of unrealized needs |
| | B) | two parties with unsatisfied needs |
| | C) | one-way communication |
| | D) | a physical location for an exchange to take place |
| | E) | time and place utility |
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| 3.
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The first objective in marketing is: |
| | A) | brainstorming. |
| | B) | promotion of product to make consumers aware of its existence. |
| | C) | product innovation. |
| | D) | creating a mission statement. |
| | E) | discovering the needs of prospective consumers. |
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| 4.
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Alex is three-years old and has a very limited number of foods that he will eat. His mother will often fill his plate with one small helping of an item that he really likes and one small helping of an item he doesn't like. To get more macaroni and cheese, he must eat his green beans. In marketing terms, the macaroni and cheese is an example of a __________ because it is something he has learned to like. |
| | A) | desire |
| | B) | need |
| | C) | predilection |
| | D) | preference |
| | E) | want |
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| 5.
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Stark Brothers nursery has patented a group of miniature fruit trees that can grow and produce full-sized fruit in containers as long as they are able to get full sunlight. The __________ for this miniature fruit tree is gardeners who do not have the space for a full-size tree because they either live in an apartment or a home with a very small lot. |
| | A) | marketing mix |
| | B) | market aggregation strategy |
| | C) | marketing program |
| | D) | service-orientation. |
| | E) | target market |
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| 6.
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Stark Brothers nursery has patented a group of miniature fruit trees that can grow and produce full-sized fruit in containers as long as they are able to get full sunlight. The catalog the nursery sends out to tell prospective customers about the miniature trees is part of the __________ element of the marketing mix. |
| | A) | promotion |
| | B) | price |
| | C) | place |
| | D) | product |
| | E) | process |
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| 7.
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In a 2001 agreement with South African fruit growers cooperative, UPS has contracted to transport its produce to supermarkets in Great Britain. This directly relates to the __________ element of the marketing mix. |
| | A) | promotion |
| | B) | price |
| | C) | place |
| | D) | product |
| | E) | form |
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| 8.
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The four Ps are commonly known as: |
| | A) | the environmental or uncontrollable factors. |
| | B) | the environmental or controllable factors. |
| | C) | the marketing mix or controllable factors. |
| | D) | the marketing mix or uncontrollable factors. |
| | E) | product, price, promotion, and process. |
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| 9.
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In terms of the marketing mix, a political candidate running for the office of U.S. president is an example of a: |
| | 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 describes an environmental factor? |
| | A) | Airline tickets are marketed directly through the airline, as well as through travel agencies. |
| | B) | A car battery comes with a lifetime guarantee. |
| | C) | An automobile offers a $500.00 rebate. |
| | D) | Several states have legislation requiring automobile passengers to wear seatbelts. |
| | E) | A major bottler offers a 10-cent refund on returnable bottles. |
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| 11.
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Monsanto CEO Hugh Grant believes the world is a closed system whose limits are already pushing in on us. As a result, he wants to transform Monsanto into a biotech powerhouse capable of helping feed the planet's exploding population at the same time it heals a damaged environment. This desire means that he: |
| | A) | wants the organization to adopt the societal marketing concept. |
| | B) | does not consider all the elements of the marketing mix to be equally important. |
| | C) | is more concerned with time, place, and possession utilities than form utility. |
| | D) | has a production-orientation. |
| | E) | does not worry about the competition. |
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| 12.
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Companies such as ClickRewards.com offer their members the chance to earn currency, such as airlines miles by shopping at retail sites that advertise at www.clickrewards.com. This is an example of: |
| | A) | a marketing chain. |
| | B) | holistic marketing. |
| | C) | synergistic marketing. |
| | D) | relationship marketing. |
| | E) | tactical marketing. |
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| 13.
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Which of the following acts as a barrier to the development of relationship marketing? |
| | A) | the large number of one-to-one relationships customers are asked to sustain |
| | B) | the large number of products on the market |
| | C) | the increasing number of retail stores that are closing |
| | D) | changing regulatory environments |
| | E) | diluted cultural diversity |
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| 14.
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__________ is the trade of things of value between buyer and seller so that each is better off after the trade. |
| | A) | The concept of synergy |
| | B) | The marketing concept |
| | C) | The principle of consumerism |
| | D) | Exchange |
| | E) | Selling |
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| 15.
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Which of the following statements about the sales era of U.S. business history is true? |
| | A) | During the sales era, demand and supply were equal. |
| | B) | Customer relationship management first appeared during the sales era. |
| | C) | The selling concept that appeared during the sales era states that an organization should strive to sell all that it could make. |
| | D) | During the sales era, organizations typically had a market orientation. |
| | E) | During the sales era, supply was greater than demand. |
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| 16.
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__________ is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so buyers will choose it in the marketplace. |
| | A) | A flexible marketing system |
| | B) | A database warehouse |
| | C) | Customer relationship management |
| | D) | Competitive intelligence |
| | E) | A customer-oriented marketing mix |
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| 17.
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The period of American business history when firms could produce more than they could sell and the focus was on hiring more salespeople to seek out new markets and customers was the __________ era. |
| | A) | marketing concept |
| | B) | production |
| | C) | sales |
| | D) | societal marketing concept |
| | E) | consumerism |
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| 18.
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The societal marketing concept is most closely related to: |
| | A) | the controllable forces within an organization's environment. |
| | B) | the sociocultural environment. |
| | C) | micromarketing. |
| | D) | the economic infrastructure. |
| | E) | macromarketing. |
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| 19.
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In a 2001 agreement with South African fruit growers cooperative, UPS has contracted to transport its produce to supermarkets in Great Britain. In marketing terminology, the supermarkets are an example of __________, and the people who buy the fruit are examples of ___________. |
| | A) | markets; households |
| | B) | organizational buyers; ultimate consumers |
| | C) | broad markets; narrow markets |
| | D) | organizational users; individual users |
| | E) | ultimate consumers; organizational buyers |
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| 20.
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Over the years many people accumulate tee-shirts as souvenirs from different events in their life. A seamstress who transforms a pile of tee-shirts into a useful quilt for a fee is a marketer providing __________ utility. |
| | A) | form |
| | B) | time |
| | C) | price |
| | D) | possession |
| | E) | place |
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