69 test bank for marketing management 2nd edition by marshall

Test Bank with answers for M Advertising 2 Free Test Bank for Consumer Behavior 10th Edition Test Bank for Marketing An Introduction 12th Free Test Bank for Retailing Management Free Test Bank for A Preface to Marketing Management 14th Free Test Bank for A Preface to Marketing Management Test Bank for Foundations of Marketing 6th Edition Test Bank with Answer for Consumer Behavior 11th Edition Đề thi trắc nghiệm Marketing có đáp án, Câu hỏi trắc nghiệm Marketing, Marketing Management Exam, Mutiple Choice Questions, câu hỏi lựa chọn Marketing, Examination Marketing

69 Test Bank for Marketing Management 2nd Edition by Marshall

Multiple Choice Questions - Page 1

Companies that promote sustainability practices like Starbucks, which has a stringent recycling program, or General Electric, which makes compact fluorescent lightbulbs (CFLs), are practicing

1 A Green marketing

2 B Public relations

3 C Publicity

4 D Shotgun marketing

5 E One-to-one marketing

Companies that conduct research using focus groups, consumer surveys, and in-person interviews most likely have a

1 A Production orientation

2 B Selling orientation

3 C Marketing orientation

4 D Buzz marketing orientation

5 E Business orientation

Marketing misnomers occur because many people think of

marketing as

1 A Pushy salespeople

2 B Advertising and celebrity spokespersons

3 C The firm's department of advertising

4 D Overstated product claims

5 E All of these

is not a marketing function

1 A Research

2 B Advertising

3 C Brand development

4 D Public relations

5 E Research and development

The marketing concept was first articulated in writing in the Annual Report of

1 A Ford Motor Company

2 B AT&T

3 C RCA

4 D General Motors

5 E General Electric

The _ aspect of a firm is generally the most visible to people outside the organization

1 A Financial management

2 B Accounting

3 C Marketing

4 D Information technology

5 E Operations management

Studying marketing today is relevant to any business student

because _

1 A It has much to offer anyone whether or not marketing is in a job title

2 B It will enhance a person's effectiveness as a leader

3 C It will impact the performance of a work group

4 D Mastering marketing is useful for anyone

5 E All of these

From a customer's perspective, value is defined as

_

1 A Getting the cheapest price

2 B Liking a product, no matter the price

3 C Shopping at Walmart

4 D Receiving the benefits for the burdens endured

5 E Getting the best of the seller

Value may be defined as the ratio of bundled benefits received to the cost incurred by the customer to receive those benefits

is not thought of as one of the costs

1 A Monetary cost

2 B Time to shop

3 C Skill or expertise

4 D Poor service quality

5 E Customer satisfaction

Peter Drucker, the father of modern management, believed that marketing _

1 A Should be a separate function within the business

2 B Is the business as seen from an internal point of view

3 C Is the business as seen from the customer's point of view

4 D Is so basic that it is a central dimension of the entire business

5 E Should improve the quality of life for society

Creating value focuses on _

1 A Product development

2 B Branding and positioning

3 C Attention to service

4 D Pricing

5 E All of these

Making a change in any of the marketing mix elements will

_

1 A Leave the other elements unchanged

2 B Possibly have an impact on another element

3 C Have a domino effect on the other elements

4 D Require the firm to introduce new products

5 E Require an increase in promotion

When JCPenney department store (JCP) changed its

_ strategy, it discovered that customers did not like it and left

1 A Pricing

2 B Promotion

3 C Distribution

4 D Product

5 E Customer satisfaction

A medieval knight could not go to the armor maker and pick out a size 44 Long suit of armor to protect him in battle Nor could a person go to the cobbler and get a pair of shoes in a few minutes This period before the advent of marketing is known as the

_

1 A Industrial revolution

2 B Mass production era

3 C Dark Ages

4 D Pre-industrial revolution

5 E Sales orientation era

Bryan gets reduced fees for his daughter's piano lessons by

maintaining her teacher's website Bryan is practicing the central tenet of marketing called

1 A Value

2 B Exchange

3 C Growth

4 D Sustainability

5 E Barter

The concept of exchange relates to _

1 A Monetary price

2 B The hassle factor involved in making a choice

3 C Skill or intellectual capital

4 D Time used in shopping

5 E All of these

The Clean-O company makes an all-purpose cleaner for the

hospital and nursing home market that is guaranteed to kill 99

percent of Staphylococcus germs, a major concern for medical facilities The company is not interested in pursuing the consumer market Clean-O has adopted a _

1 A Market orientation

2 B Mass customization orientation

3 C Differentiation orientation

4 D Relationship orientation

5 E Product orientation

Creating, communicating, delivering, and exchanging offerings that have value may be thought of as _

1 A The marketing mix, or 4Ps

2 B The firm's strategic plan

3 C Sales orientation

4 D Production orientation

5 E Exchange

High pressure selling _

1 A Is practiced today by many companies

2 B Has a marketing orientation

3 C Sparked laws to protect consumers

4 D Both is practiced today by many companies and sparked laws to protect consumers

5 E None of these

The stereotypical automobile dealership uses tactics like high

pressure and bargaining to get customers to buy This is an

example of _

1 A Production orientation

2 B Selling orientation

3 C Marketing orientation

4 D Buzz marketing orientation

5 E Business orientation

Communicating and delivering value focuses on

_

1 A Supply chain management

2 B Branding and positioning

3 C Retailing

4 D Integrated marketing communications

5 E Supply chain management, Branding and positioning, and Integrated marketing communications

In 2012, product endorsements earned a professional golfer $78 million, a top football quarterback $49 million, and a pro basketball player $62 million This illustrates why many people think of

marketing as primarily about .

1 A Adding costs to products

2 B Overstating claims

3 C Advertising

4 D Pushy salespeople

5 E Celebrities sponsoring the best products

The most visible business function of the firm is , as

demonstrated by a web page, good customer service, or a TV

advertisement

1 A Marketing

2 B Finance

3 C Production

4 D Operations management

5 E Human resources

When you tell someone you are a marketing major in college, he or she may think you want a career in

1 A Management

2 B Information technology

3 C Sales

4 D Customer service

5 E Financial planning

After a recent 141-day strike, the union members in California went back to work at area grocery stores The union negotiated raises, better health care benefits, and a one-tier pay scale The role of the union may best be described as a(n) .

1 A Governmental body

2 B Stakeholder

3 C Vendor

4 D Internal customer

5 E Management group

Purpose marketing, or pro-social marketing, as practiced by Panera Bread _.

1 A Is an insignificant part of its image

2 B Is a for-profit part of the business

3 C Focuses on public relations

4 D Engages with the consumer in a meaningful way as it works to feed the hungry

5 E Has no impact on consumers who care about social issues

Henry Ford is well known to business students for creating the

assembly line that enabled mass production of the Model T This is

an example of _

1 A Production orientation

2 B Selling orientation

3 C Marketing orientation

4 D Buzz marketing orientation

5 E Business orientation

Peter Drucker, the father of modern management, stated that the only purpose of an organization is _

1 A To create products

2 B To make products affordable and accessible to the majority of the public

3 C To improve the quality of life for all people

4 D To create a customer

5 E To respect the environment

_ is the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

1 A Business

2 B Marketing

3 C Management

4 D Finance

5 E Economics

AMA's current official definition of marketing reflects the view

toward marketing activities as

1 A Focused on strategy

2 B Focused on tactics like using electronic commerce and new media like YouTube

3 C Focused on relationships with suppliers and customers

4 D Focused on value through creating, communicating, delivering, and

exchanging offerings that have value

5 E Both focused on strategy and focused on value through creating,

communicating, delivering, and exchanging offerings that have value

The marketing concept was introduced

1 A After the Civil War

2 B After World War I

3 C After the Great Depression

4 D In the 1950s

5 E In the 1960s

According to Peter Drucker, the father of modern management, the business enterprise has only two functions: and _

1 A Sales; service

2 B New product development; sales

3 C Marketing; innovation

4 D Management; marketing

5 E Sales; innovation

69 Free Test Bank for Marketing Management 2nd

Edition by Marshall Multiple Choice Questions - Page 2

The way a firm looks at strategy and tactics is reflected in the

_ change driver impacting the future of marketing

1 A Shift to product glut and customer shortage

2 B Shift in power from marketer to customer

3 C Shift in generational values and preferences

4 D A shift to distinguishing Marketing (Big M) from marketing (little m)

5 E Shift to justifying the relevance and payback of the marketing investment

The concept of supply chain management and logistics is

considered to be the of the marketing mix

1 A Product

2 B Price

3 C Promotion

4 D Place

5 E Brand

_, a clothing retailer, had declining sales In an effort to offer trendier clothes, it started carrying colorful jeans in some stores and

a "Mad Men" collection in others Customers have responded and revenue per product has increased

1 A JCPenney

2 B Target

3 C H&M

4 D Gap

5 E Hollister

Today customers have limitless access to information about

companies, products, competitors, other customers, and even

detailed elements of marketing plans and strategies This is

reflected in the _ change driver impacting the future of marketing

1 A Shift to product glut and customer shortage

2 B Shift in power from marketer to customer

3 C Shift in generational values and preferences

4 D Shift to distinguishing Marketing (Big M) from marketing (little m)

5 E Shift to justifying the relevance and payback of the marketing investment

Bazooka Bubble Gum revamped its package inserts by changing from comic strips to quizzes and brainteasers that direct kids to digital content This is reflected in the _ change driver impacting the future of marketing

1 A Shift to product glut and customer shortage

2 B Shift in power from marketer to customer

3 C Shift in generational values and preferences

4 D Shift to distinguishing Marketing (Big M) from marketing (little m)

5 E Shift to justifying the relevance and payback of the marketing investment

High-tech media options as well as traditional advertising are part of the aspect of the marketing mix

1 A Product

2 B Price

3 C Promotion

4 D Place

5 E Brand

The Girl Scouts introduced a cookie finder app in 2013 This is reflected in the _ change driver impacting the future of marketing

1 A Shift to product glut and customer shortage

2 B Shift in power from marketer to customer

3 C Shift in generational values and preferences

4 D Shift to distinguishing Marketing (Big M) from marketing (little m)

5 E Shift to justifying the relevance and payback of the marketing investment

Customer relationship management (CRM) is designed to

1 A Assign a sales representative to a particular customer

2 B Allow software to manage marketing

3 C Facilitate higher levels of customer satisfaction

4 D Identify the most profitable customers

5 E Both facilitate higher levels of customer satisfaction and identify the most profitable customers

The 4Ps of marketing refers to _

1 A Product, price, place, and promotion

2 B The marketing mix

3 C How a company can achieve distinction by offering a unique combination

of these elements

4 D The basic building blocks of marketing

5 E All of these

The purpose of marketing metrics is to key

benchmarks for improvement just as financial metrics guide the financial management of the firm

1 A Identify

2 B Track

3 C Evaluate

4 D Provide

5 E All of these

Starbucks does not use advertising to promote its stores This decision most likely reflects the company's _

1 A Advertising budget

2 B Marketing (Big M)

3 C Marketing (little m)

4 D Relationship orientation

5 E Sales orientation

Little m marketing is also known as

1 A Long-term planning

2 B Tactical marketing

3 C Strategic marketing

4 D A mission statement

5 E Differentiation orientation

Relationship-oriented firms _

1 A Are driven by meeting this quarter's financial projections

2 B Seek the most profitable customers who are highly satisfied with the firm's offering

3 C Constantly invest in new customers and hope they become long-term

4 D Often scramble to replace lost customers

5 E Try to retain all customers

Customers may visit the Levi's clothing website or some company-owned stores and order a pair of jeans that will be made especially for them Levi's has adopted a _ approach

1 A Market orientation

2 B Mass customization orientation

3 C Differentiation orientation

4 D Product orientation

5 E Relationship orientation

Little m marketing includes

1 A Marketing strategy

2 B Advertising

3 C Brand image

4 D Both marketing strategy and brand image

5 E Both advertising and brand image

An offering today is considered to be the _ of the

marketing mix

1 A Product

2 B Price

3 C Promotion

4 D Place

5 E Brand

Today many CEOs and shareholders expect to measure results of marketing efforts because _

1 A Marketing metrics today are designed to assign specific results to specific marketing programs

2 B They are unrealistic in believing that all marketing is measurable

3 C It is easy to do

4 D All of these

5 E Both marketing metrics today are designed to assign specific results to specific marketing programs and it is easy to do

Southwest Airlines was the only airline in the United States that did not lose money in the year following the 9/11 terrorist attacks in

2001 This decision most likely reflects the company's

_

1 A Advertising budget

2 B Marketing (Big M)

3 C Marketing (little m)

4 D Relationship orientation

5 E Sales orientation

Big M Marketing is also known as _

1 A Long-term planning

2 B Tactical marketing

3 C Strategic marketing

4 D A mission statement

5 E Differentiation orientation

High-tech media options like cell phones and the Internet have had

a huge impact on the aspect of marketing

1 A Product

2 B Promotion

3 C Price

4 D Distribution

5 E Research