74 test bank for marketing principles 2nd

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74 Test Bank for Marketing Principles 2nd

Edition by Pride Multiple Choice Questions

Even funerals are changing as a result of customers’ needs and wants Some funeral companies are developing new products such as:

1 A) less environmentally friendly coffins

2 B) less economical funeral cars

3 C) fewer cremation services

4 D) cardboard coffins

The expanded marketing mix includes:

1 A) product, price, place and promotion

2 B) people, physical evidence, process and partnership

3 C) people, promotion, place and process

4 D) people, physical evidence, process and promotion

Woolworths works with its primary producers and says they are important partners in the marketing of Woolworths’ products Their primary producers play a key role in:

1 A) the media

2 B) unions and lobby groups

3 C) product quality and packaging

4 D) government

5 E) the local community

To maintain an exchange relationship, buyers must be satisfied with the goods, service or idea obtained, and sellers must be satisfied with:

1 A) their profits

2 B) receiving a good bargain on the product

3 C) reducing their inventory

4 D) one party having to compromise in the exchange

5 E) the financial reward or something else of value received.

The focal point of all marketing activities is:

1 A) products

2 B) the marketing mix

3 C) profits

4 D) sales

5 E) customers

Consumers buying products online have dramatically affected the variable of the marketing mix

1 A) product

2 B) price

3 C) distribution

4 D) research

5 E) promotion

The concept of exchange is fundamental to the definition of

marketing What is the best description of exchange?

1 A) Activities that are performed primarily by producers and manufacturers

2 B) Development of products, distribution channels, promotional strategies and pricing objectives to satisfy customer requirements

3 C) Transfer of products in return for monetary considerations

4 D) Provision or transfer of goods, services or ideas in return for something of value

5 E) Transfer of products that take place only between for-profit organisations

The marketing environment is best described as being:

1 A) composed of controllable variables

2 B) composed of variables independent of one another

3 C) an indirect influence on the performance of marketing activities

4 D) one that can fluctuate quickly and dramatically

5 E) slow, with infrequent fluctuations

Marketing is the process of:

1 A) promoting products through personal selling and advertising to facilitate satisfying exchange relationships

2 B) maximising returns to stakeholders by developing relationships with valued customers and creating an advantage for them

3 C) delivering a standard of living to a society

4 D) creating, distributing, promoting and pricing goods, services and ideas to facilitate the achievement of a firm’s objectives

5 E) focusing on customers’ needs

For an exchange to occur, four conditions must exist: (1) two or more individuals, groups or organisations must participate, and each must possess ‘something of value’ that the other desires; (2) the exchange must provide a benefit or satisfaction to both parties; (3) each must have confidence in the promise of the ‘something of value’ held by the other; and (4):

1 A) the parties must agree to participate in the trading of ‘something of value’

2 B) to build trust, parties to the exchange must meet expectations

3 C) both parties must participate in the trading of ‘something of value’

4 D) one party must be willing to compromise

5 E) one party must have sufficient bank credit to finance the exchange

The Ford Focus combines an economical vehicle with coordinated distribution, promotion and price appropriate for the of primarily younger drivers who value technology, driving dynamics and styling

1 A) target market

2 B) consumer advocates

3 C) marketing strategy

4 D) marketing mix

5 E) marketing tactic

The rising number of incidents of drink-driving in Australia has

prompted the Australian government to launch advertising

campaigns showcasing what can happen when driving under the

influence of alcohol This calls for activity in which marketing mix variable?

1 A) Price

2 B) Promotion

3 C) Distribution

4 D) Product

5 E) Packaging

In the expanded marketing mix, which variable refers to the human element of the product?

1 A) Physical evidence

2 B) Processes

3 C) Promotion

4 D) People

5 E) Price

Those constituents who have a stake in some aspect of an

organisation’s products, operations, markets, industry and

outcomes are known as:

1 A) shareholders

2 B) stakeholders

3 C) customers

4 D) target markets

5 E) marketers

In Australia, Campbell’s responded to consumer concerns about their health by introducing a line of reduced sodium soups made with natural sea salt This illustrates a change in the for Campbell’s

1 A) marketing mix

2 B) marketing environment

3 C) marketing concept

4 D) marketing task

5 E) product concept

The Australian airline Jetstar Airways its domestic flights in Australia to people who want to fly to a destination without having to pay for meals and other things that are not essential to arriving at the destination safely and in good spirit

1 A) arranges

2 B) prepares

3 C) provides

4 D) targets

Apple has benefitted from technological advances in distributing songs over the Internet via its iTunes store, rather than

establishing-brick and-mortar venues to sell music This is an

example of which element of the marketing mix?

1 A) Price

2 B) Distribution

3 C) Product

4 D) Promotion

The application of human and/or mechanical efforts to people or objects to provide intangible benefits to customers is:

1 A) a service

2 B) a physical entity

3 C) concepts, philosophies, images and issues

4 D) a brand name

Marketers sometimes speak of ‘controllable’ variables in the

practice of marketing Which of these is not considered a

controllable variable?

1 A) Product

2 B) Price

3 C) Distribution

4 D) Competition

5 E) Promotion

The definition of marketing implies that should receive benefits from exchange relationships

1 A) only customers

2 B) only businesses

3 C) company management

4 D) both customers and businesses

5 E) only the most important customers

Customer satisfaction can come from:

1 A) lack of service

2 B) the bulk and weight of the product being too great

3 C) lack of process

4 D) anything received when buying and using a product

5 E) bad experiences

The identified change in consumer behaviour towards online

shopping and/or searching for information can be described as a(n) force operating in the dynamic marketing

environment

1 A) competitive

2 B) economic

3 C) political

4 D) legal

5 E) sociocultural

Which of the following scenarios involves the distribution element of the marketing mix?

1 A) Deciding whether a certain product should continue to be sold

2 B) Determining whether an advertising message would be more effective on television or in magazines

3 C) Choosing between a company jet or an airline for executive travel

4 D) Deciding whether to have retail outlets in addition to a website

5 E) Developing a new warranty policy for an existing product

To Carlton & United Breweries, the maker of Foster’s Lager and other products, the proposed increase in the drinking age in

Australia to 21 would be an example of:

1 A) marketing mix

2 B) marketing environment

3 C) marketing concept

4 D) marketing task

5 E) product concept

The marketing mix includes four marketing activities except which

of the following?

1 A) Product

2 B) Price

3 C) Political forces

4 D) Promotion

5 E) Place

The product variable of the marketing mix can include all of the following except:

1 A) the creation of brand names

2 B) consumer perception of the product price

3 C) the development of product packaging

4 D) warranty issues

5 E) repair services

The Australia Zoo in Queensland is in the business of:

1 A) establishing zoos

2 B) making people happy and giving them memorable experiences

3 C) making animals perform

4 D) teaching about endangered animals

A target market:

1 A) involves a large number of customers

2 B) is a specific group of customers on whom a company focuses its marketing efforts

3 C) already has several competitors vying for customers’ business.

4 D) is the same thing as a salesperson’s prospective client list

5 E) is a customer group classified as people with similar demographic

characteristics

Responding to health concerns from consumers, McDonald’s

revamped its menu to include healthier children’s menu options, such as fruit and chicken wraps instead of fries and hamburgers This is an example of marketing mangers responding to:

1 A) an operating situation

2 B) environmental forces

3 C) the surroundings

4 D) economic conditions

5 E) the technological environment

Which of the following statements about marketing environment forces is not correct?

1 A) They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products

2 B) They may influence customers’ reactions to a firm’s marketing mix

3 C) They fluctuate slowly and thereby create threats to a firm’s marketing mix

4 D) They can fluctuate quickly and dramatically

5 E) They help determine whether and how a marketing manager can perform certain marketing activities

A physical product you can touch is a(n):

1 A) service

2 B) good

3 C) idea

4 D) concept

5 E) philosophy

The forces of the marketing environment include:

1 A) political, legal and regulatory, sociocultural, technological, economic and competitive forces

2 B) sociocultural, legal, regulatory, economic and competitive forces

3 C) legal, regulatory, political and sociocultural forces.

4 D) competitive and non-competitive forces that affect most lifestyles

5 E) fairly static components

The marketing concept is best defined as:

1 A) a second definition of marketing

2 B) a philosophy stating that an organisation should try to satisfy customers’ needs through a coordinated set of activities that allows the organisation to achieve its goals

3 C) the performance of business activities that direct the flow of goods and services from producer to customer or user

4 D) a philosophy stating that an organisation should attempt to accomplish its goals with no regard for the needs of customers

5 E) the inclusion of marketing activities in the activities of an organisation

Marketing managers strive to develop a marketing mix that:

1 A) minimises marketing costs

2 B) matches what competitors are offering

3 C) best matches the abilities of the firm

4 D) matches the needs of the target market

5 E) generates the highest level sales

For an exchange to take place, four conditions must exist If you go

to a Coldplay concert, for example, you go with the expectation of a great show This is an example of the condition, where each party must have confidence in the promise of the ‘something

of value’ held by the other

1 A) first

2 B) second

3 C) third

4 D) fourth

74 Free Test Bank for Marketing Principles 2nd

Australian Edition by Pride Multiple Choice Questions - Page 2

Marketing activities:

1 A) are aimed at persuading customers through advertising

2 B) involve mainly distribution and promotion decisions

3 C) and selling activities are basically the same

4 D) are important only when a firm is developing new products or entering new markets

5 E) help sell an organisation’s products and generate financial resources for the firm

Customer costs include anything the buyer must give up to obtain the benefits the product provides The most obvious customer cost is:

1 A) risk

2 B) time

3 C) monetary price

4 D) effort

5 E) availability

marketing plans hinges on coordination of marketing activities, motivation of marketing personnel and effective

communication within the marketing unit

1 A) Implementing

2 B) Designing

3 C) Organising

4 D) Creating

5 E) Strategically planning

The marketing concept is:

1 A) a managerial philosophy

2 B) synonymous with exchange

3 C) a component of the marketing mix

4 D) a function of the marketing environment

5 E) focused solely on satisfying customer objectives

At the most basic level, profits can be obtained through

relationships in the following ways, except by:

1 A) acquiring new customers

2 B) enhancing the profitability of existing customers

3 C) continually selling to only old customers and markets

4 D) extending the duration of customer relationships

When Campbell’s introduced a line of low-sodium soups in

response to customer demand, it was following which of the

following philosophies?

1 A) Selling concept

2 B) Production concept

3 C) Customer concept

4 D) Marketing concept

5 E) Retailing concept

Establishing long-term, mutually satisfying buyer–seller

relationships is known as:

1 A) marketing synthesis

2 B) relationship marketing

3 C) a marketing orientation

4 D) the marketing concept

5 E) strategic marketing

Which of the following would not be a customer cost considered in determining product value?

1 A) A product’s purchase price

2 B) Time spent purchasing the product

3 C) Effort spent purchasing the product

4 D) Benefits received in the exchange for the products

5 E) Risk of purchasing the product

When new products – such as Lyrica, a treatment for fibromyalgia (nerve) pain – are developed, companies must develop marketing activities to reach prescribing medical doctors and communicate the

products’ benefits and side effects Thus, the marketing concept emphasises that marketing begins and ends with:

1 A) customers

2 B) marketing managers

3 C) the CEO

4 D) the finance department

5 E) nurses

Customer benefits include a buyer receives in an exchange

1 A) the product

2 B) the service

3 C) the value

4 D) anything

For most firms, the costs of marketing activities consume

approximately what portion of the consumer’s dollar?

1 A) One-half

2 B) One-fifth

3 C) One-fourth

4 D) One-third

5 E) One-sixth

Amazon, the online provider of books, music, movies, toys and many other products, follows buyers’ purchases and recommends related topics The firm is exhibiting characteristics associated with the orientation

1 A) production

2 B) sales

3 C) marketing

4 D) social

5 E) development

All of the following are marketing management tasks except:

1 A) planning.

2 B) implementing

3 C) organising

4 D) analysing target markets

5 E) controlling

Which element of the marketing mix can be used to enhance

perceptions of value through images?

1 A) Product

2 B) Price

3 C) Place

4 D) Promotion

5 E) People

Customer relationship management focuses on using about customers to create marketing strategies

1 A) internal communications

2 B) information

3 C) purchasing power insights

4 D) marketing mix knowledge

5 E) implementation knowledge

The strategic bridge between information technology and marketing strategies aimed at long-term relationships is known as:

1 A) personal selling

2 B) customer relationship management

3 C) production oriented firms

4 D) e-marketing

5 E) distribution channels

As the Industrial Revolution came during the second half of the nineteenth century, firms operated in a(n) orientation

1 A) marketing

2 B) societal

3 C) sales

4 D) evolutionary