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| 1 | |
The "15% Rule" is used by |
| | A) | engineers at Boeing aircraft. |
| | B) | quality control people at Toyota. |
| | C) | purchasing agents at IBM. |
| | D) | inventors at 3M. |
| | E) | all of the above. |
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| 2 | |
Which of the following statements about marketing is true? |
| | A) | A person is not a marketing expert unless he or she has studied the subject in college. |
| | B) | Only large organizations practice marketing. |
| | C) | Marketing is easy to master. |
| | D) | Marketing delivers benefits to society. |
| | E) | Marketing is not affected by the business environment. |
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| 3 | |
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 stands alone. |
| | C) | Advertising and personal selling are the two marketing activities. |
| | D) | Environmental factors do not affect marketing activities. |
| | E) | Marketing serves only sellers. |
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| 4 | |
Which of the following is a factor that influences marketing? |
| | A) | the government |
| | B) | the world economy |
| | C) | the Internet |
| | D) | the customer |
| | E) | All of the above factors influence marketing. |
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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 | |
By matching various Rollerblade products to each of four key segments, Rollerblade is building a |
| | A) | marketing strategy. |
| | B) | marketing program. |
| | C) | macromarketing program. |
| | D) | micromarketing program. |
| | E) | marketing concept. |
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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 forces is true? |
| | A) | Environmental forces do not shape an organization's activities. |
| | B) | Environmental forces include the weather. |
| | C) | Environmental forces can be controlled by the organization. |
| | D) | Environmental factors include social, economic, technological, competitive, and regulatory forces. |
| | E) | Society is not affected by environmental forces. |
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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 segments does 3M currently choose to target with its Post-it® flag highlighters and pens? |
| | A) | college students and office workers |
| | B) | stay-at-home moms and college students |
| | C) | children and elementary school teachers |
| | D) | entrepreneurs and high school students |
| | E) | production workers and executives |
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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 __________ to consumers' interests. |
| | A) | social responsibilities |
| | B) | government regulation |
| | C) | producers' interests |
| | D) | suppliers' interests |
| | E) | competitive activity |
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| 16 | |
Which of the following describes a market? |
| | A) | people who are aware of their unmet needs |
| | B) | people who are aware of their unmet needs and have the desire to buy the product |
| | C) | people who have the authority to buy |
| | D) | people with the desire and ability to buy the product |
| | E) | people with the time to buy the product |
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| 17 | |
Which of the following is the best example of an organizational buyer? |
| | A) | a mother buying milk for her young son |
| | 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 botanist buying a rose bush for his home garden |
| | 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 types of markets? |
| | 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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