1. A study of marketing can
A. help you in your career.
B. demonstrate how marketing affects your life.
C. make you a better consumer.
D. do all of the above.
2. __________ is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders and society at large.
A. Creative planning
3. Which of the following statements about small business is most true?
A. It is impossible to pursue a marketing career in a small business.
B. Small businesses are the source of the majority of new U.S. jobs.
C. Less than half of small businesses fail within the first five years of their launch.
D. Small business offers the owner a steady and stable source of income with little risk.
E. All of the above are true.
4. To serve both buyers and sellers, marketing seeks to __________ and satisfy the needs and wants of prospective customers.
B. take advantage of
5. Prospective customers include
A. individuals buying for themselves.
B. individuals buying for their households.
C. organizations that buy for their own use (such as manufacturers).
D. organizations that buy for resale (such as wholesalers and retailers).
E. all of the above.
6. Prospective customers for a waterproof marker that can be erased as simply as if it were a pencil include
A. supermarkets that create and post hand-lettered signs weekly.
B. students who are making signs for a bake sale.
C. children who like to draw.
D. delivery company employees who mark location zones on packages.
E. all of the above.
7. The Transition is a 19-foot, two-seater road able light-sport aircraft with an anticipated price of US$148,000. The most likely prospective customers for this flying car include
C. business people to whom time is extremely important.
D. teens who like to try new things.
E. all of the above.
8. Marketing seeks to discover the needs and wants of prospective customers and satisfy them. Essential to this process is the idea of exchange. To marketing people exchange refers to the
a. place where people go to do business.
b. place where people return unwanted goods.
c. trade of things of value between buyer and seller so that each is better off after the trade.
d. process of locating buyers and sellers.
e. acquisition of something of value.
9. Which of the following statements about marketing departments is true?
A. It is the responsibility of the marketing department to facilitate relationships with the organization's customers.
B. It is the responsibility of the marketing department to create partnerships with the organization's suppliers.
C. The marketing department must work closely with a network of other departments and employees to help provide the customer-satisfying products required for the organization to survive and prosper.
D. The marketing department is responsible for establishing alliances with the organization's shareholders and other organizations.
E. All of the above statements about marketing departments are true.
10. The four outside groups that exert important direct influences on an organization that consist of politicians, regulators, minority groups, and consumer monitoring groups are:
A. competitors, industry trade associations, non-profit organizations, and governmental agencies, such as the EPA and FTC.
B. senior management, the legal department, the marketing department, and other employees of the organization.
C. other organizations, suppliers, shareholders (owners), and customers.
D. owners, employees, regulatory groups, and competitors.
11. 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
12. Suppose you are a college student taking a full course load, working 20 hours per week, and finding it necessary to fund a portion of your tuition and living expenses with a student loan. However, you see a Lexus sports coupe and desperately would like to own one. What factor(s) are most likely to prevent you from engaging in a marketing transaction?
A. The local Lexus dealer does not have any sports coupes in stock.
B. You do not have the resources to qualify for a $50,000 auto loan to purchase the car.
C. You do not have the time to get to the Lexus dealer because of your class, work, and study schedule.
D. You can't get to the Lexus dealer easily since it is not on a bus route.
E. All of the above are likely to prevent you from engaging in a marketing transaction.
13. Candidates are running for office and would very much like to have your vote. They all promise that they will "make the country better." You don't trust any politicians and decide not to vote at all. Marketing will not occur in this situation because
A. marketing doesn't apply to the voting process.
B. the desire and ability to satisfy needs is missing.
C. a way for the parties to communicate is missing.
D. something to exchange is missing.
E. all of the above are true.
14. The text explains that the two central concerns of marketing are
A. market share and customer satisfaction.
B. discovering and satisfying needs.
C. promotion and sales.
D. maximizing an organization's sales and products.
E. needs and wants.
15. Which of the following would be good advice for a marketer who was preparing to launch a new consumer health beverage?
A. Give the product a lengthy name that explains all of its benefits.
B. Give the product a mysterious name that is unrelated to its benefits to provoke curiosity.
C. Study past product failures.
D. Create unusual packaging that has special shelving requirements.
E. Do all of the above.
16. 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
17. Thousands of students in the United States have at least one credit card. What percentage of these students pay off the credit card balance each month?
18. Marketing discovers consumer needs by
A. using the marketing program.
B. using the 4 Ps.??
C. using extensive research.
19. Sound and Cinema is a company that will turn an ordinary basement into a home theater. It advertises in publications that are mailed to homeowners in subdivisions in which the least expensive home costs $550,000. These homeowners are the __________ for Sound and Cinema.
A. mass market
B. tangent market
C. market aggregation
D. target market
E. promotional market
20. Demographic characteristics of the population and its values are known as
A. census information.
B. regulatory forces.
C. social forces.
21. The social forces of the environment include the demographic characteristics of the population and its __________. Changes in these forces can have a dramatic impact on marketing strategy.
A. living standards
B. social class
22. Environmental scans have shown that the population of the United States is undergoing dramatic change. Generally the population is becoming larger, older, and more diverse. The number of people who are 65 years of age or older will soon make up 20 percent of the U.S. population. This change in the U.S. population is an example of __________ changes to which marketers must respond.
A. cyclical population growth
D. situational segment
E. target market
23. The country expected to have the largest population in 2050 is
A. the United States.
D. South Africa.
24. The factors under a marketing manager's control-price, product, promotion, and place-are called
A. environmental factors.
B. the marketing program.
C. the marketing mix.
D. the marketing concept.
E. the four utilities.
25. The four Ps of the marketing mix are
A. personnel, priorities, placement, and profits.
B. promotion, product, personnel, and place.
C. product, place, production, and promotion.
D. product, promotion, price, and place.
E. profitability, productivity, personnel, and packaging.
26. Which element of the marketing mix is demonstrated when the Mars Company has a sale on M&Ms® brand candies?
27. After years of resistance, the People's Republic of China finally allowed Coca-Cola to import soft drinks into the country. The import restriction was an example of what is called in marketing an uncontrollable, or ___________ force because it relates to forces outside the marketing company.
28. The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price called
A. target marketing.
B. benefit segmentation.
C. customer value.
D. customer satisfaction.
E. product dissonance.
29. A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade his points in for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. This is an example of
A. relationship marketing.??
B. marketing entropy.
C. the 80/20 principle.
D. customer valuation.
E. a marketing chain.
30. A __________ is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
A. marketing strategy
B. marketing program
C. macromarketing program
D. micromarketing program
E. sales promotion
1. 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
D. societal marketing concept
2. The __________ is the idea that an organization should (1) strive to satisfy the needs of consumers (2) 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. consumer-organizational concept `
3. __________ is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
A. Flexible marketing
B. Database warehouse management
C. Customer relationship management
D. Competitive intelligence gathering
E. Customer orientation
Multiple choice marketing questions.