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| 1 | |
__________ 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 | |
According to the societal marketing concept, who should discover and satisfy the needs of 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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| 3 | |
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 | |
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 | |
Stark Brothers nursery has patented a group of miniature fruit trees that can grow in containers and produce full-sized fruit 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 | |
Stark Brothers nursery has patented a group of miniature fruit trees that can grow in containers and produce full-sized fruit 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 | |
In a recent agreement with South African Fruit Growers Cooperative, UPS contracted to transport the growers 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 | |
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 | |
In terms of the marketing mix, a political candidate running for the office of U.S. president is an example of a: |
| | A) | place utility. |
| | B) | form utility. |
| | C) | promotion. |
| | D) | product. |
| | E) | price. |
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| 10 | |
Which of the following statements describes an environmental factor? |
| | A) | Tupperware has more than 200,000 independent contractor dealers who market its entire product line. |
| | B) | A car battery comes with a lifetime guarantee. |
| | C) | An automobile dealer offers a $500.00 rebate. |
| | D) | Several states have legislation requiring children under four to use car seats. |
| | E) | A major bottler offers a 10-cent refund on returnable bottles. |
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| 11 | |
Monsanto CEO Robert Shapiro 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 | |
Companies that link to individual customers, employees, suppliers, and other partners for their mutual long-term benefits are practicing: |
| | A) | a marketing chain. |
| | B) | holistic marketing. |
| | C) | synergistic marketing. |
| | D) | relationship marketing. |
| | E) | tactical marketing. |
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| 13 | |
Which of the following acts as a barrier to the development of relationship marketing? |
| | A) | changes in the demographic nature of society |
| | B) | the ever-increasing usage of the Internet for consumer purchases |
| | C) | the onset of new cultural traditions |
| | D) | a population with a median age of 50 |
| | E) | recent terrorists' activities |
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| 14 | |
The __________ is the idea that an organization should seek to satisfy the needs of customers while also trying to achieve the organization's goals. |
| | A) | concept of synergy |
| | B) | marketing concept |
| | C) | principle of consumerism |
| | D) | societal marketing concept |
| | E) | selling concept |
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| 15 | |
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 | |
__________ 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 | |
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 | |
The societal marketing concept is most closely related to: |
| | A) | the controllable forces within an organization's environment. |
| | B) | social responsibility. |
| | C) | micromarketing. |
| | D) | the economic infrastructure. |
| | E) | macromarketing. |
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| 19 | |
In a recent agreement with South African Fruit Growers Cooperative, UPS 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 | |
Few consumers pay cash when they purchase a home. To do so would require the average consumer to save money for many, many years. Instead, most consumers take out a bank mortgage on their home—and make monthly payments until the house is paid off. By offering home mortgages, banks enable consumers to buy homes much sooner than they otherwise could. In essence, the bank is a marketer providing _____ utility. |
| | A) | form |
| | B) | time |
| | C) | price |
| | D) | possession |
| | E) | place |
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