85 test bank for principles of marketing 9th

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85 Test Bank for Principles of Marketing 9th

Edition by Kotler

Multiple Choice Questions - Page 1

Very low expectations set by marketers for a market offering can likely result in

1 disappointment in loyal customers

2 decreased customer satisfaction

3 misidentification of a target market

4 failed understanding of their customers' needs

5 the attraction of too few customers

A company's value proposition should answer this question:

1 "What kind of experience will I have with products and services associated with this brand?"

2 "How does your brand benefit me and society?"

3 "What are the costs and benefits of your brand?"

4 "Why should I buy your brand rather than a competitor's?"

5 "What are the benefits of being a loyal consumer of your brand?"

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability This reflects the concept

1 hosts

1 product and service

2 quality and price

3 customer focus and value

4 sales and promotion

5 advertisement and promotion

The _ is the set of benefits or values a company promises

to deliver to customer to satisfy their needs

3 satisfy customers

4 communicate with customers

5 empower consumers

What is the first step of the five-step marketing process?

1 Design a customer-driven marketing strategy.

2 Set a profitable price.

3 Build profitable relationships.

4 Understand the marketplace and customer needs and wants.

5 Construct a marketing program that delivers superior value.

Which of the following marketing management orientations focuses primarily on improving production and distribution efficiency?

1 Production concept

2 Product concept

3 Selling concept

4 Marketing concept

5 Social marketing concept

A company needs to understand the marketplace and customer needs and wants and then according to the five-step model of the marketing process described in the text

1 determine how to deliver superior value

2 build profitable relationships with customers

3 use customer relationship management to create full partnerships with key customers

4 design a customer-driven marketing strategy

5 construct key components of a marketing program

Which concept calls for aggressive selling and focuses on creating sales transactions rather than on building long-term customer

relationships?

1 Product

2 Production

3 Selling

4 Societal marketing

5 Marketing

Which concept holds that firms must strive to deliver value to

customers in a way that maintains or improves both consumers' and society's well-being?

1 a clear need exists; are difficult to identify

2 customers know what they want; are loyal to the brand

3 a firm can deliver the goods desired; are thoroughly researched

4 a clear need exists; know what they want

5 a need exists; don't know what they want

The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests,and

1 The Internet

2 Marketing

3 Exchange theory

4 Promotion

5 A sales call

Herb Kelleher of Southwest Airlines used the marketing concept in his successful organization Having a customer department rather than a marketing department, as suggested by Kelleher, is an example of a(n) perspective

Though often criticized, the selling concept is particularly

appropriate and effective with which of the following types of

products?

1 Convenience

2 Shopping

3 Specialty

4 Unsought

5 Luxury

Our are the products and services, backed by buying power, that we believe will provide us with benefits that add up to the most value and satisfaction

5 exchange

At which step of the five-step marketing process do we examine fivecore customer and marketplace concepts, including needs and wants, market offerings, value and satisfaction, exchanges and relationships, and markets?

1 The first step

2 The second step

3 The third step

4 The fourth step

5 The fifth step

The product concept says that a company should do which of the following?

1 Improve marketing of its best products

2 Market only those products with high customer appeal

3 Focus on the target market and make products that meet those customers' demands

4 Focus on making continuous product improvements

5 Make promoting products the top priority

A company needs to construct a marketing program that delivers superior value and then according to the five-step model

of the marketing process described in the text

1 design a customer-driven marketing strategy

2 build profitable relationships and create customer delight

3 build strong customer relationships

4 understand the marketplace and customer needs and wants

5 create customer value

The societal marketing concept seeks to establish a balance

between consumer short-run wants and consumer

1 short-run costs and profits

2 short-run ethics

3 long-run welfare

4 immediate health

5 value propositions

Greg Williams now has the buying power to purchase the computer system he has wanted for the past six months Greg's want now has become a(n)

Which of the following reflects the marketing concept?

1 "The supplier is king."

2 "Marketing should be viewed as hunting and not gardening."

3 "This is what I make; won't you please buy it?"

4 "We don't have a marketing department; we have a customer department."

5 "Customers need to be told where they want to go."

"Build a better mousetrap, the world will beat a path to your door" reflects the concept

According to the production concept, consumers will favour

products that are and

1 satisfying; quality focused

Which concept holds that achieving organizational goals depends

on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

5 the product concept

The following is an accurate description of modern marketing:

1 Marketing is maximizing profits.

2 Selling and advertising are synonymous with marketing.

3 Marketing is all about sales.

4 Marketing involves satisfying customers' needs in a socially responsible and ethical manner.

5 Marketing is used only by for-profit organizations.

Which of the following reflects the marketing concept philosophy?

1 "We don't have a marketing department; we have a customer department."

2 "We're in the business of making and selling superior products."

3 "We build them so you can buy them."

4 "When it's profits versus customers' needs, profits will always win out."

5 "You won't find a better deal anywhere."

The art and science of choosing target markets and building

profitable relationships with them is called

5 customer relationship management

According to management guru Peter Drucker, "The aim of

marketing is to ."

1 sell products instead of services

2 identify customer needs

3 make selling unnecessary

4 set high customer expectations

5 make advertising unnecessary

85 Free Test Bank for Principles of Marketing 9th

Canadian Edition by Kotler Multiple Choice Questions - Page 2

refers to the brand exchanges create by consumers themselves—both invited and uninvited—through which consumers are playing an increasing role in shaping their own brand

experiences and those of other consumers

One of Seagull Terrace's regular guests has created a blog devoted

to her summer stays at the resort This has the potential to attract new guests to Seagull Terrace and is an example of

Members of the sales team at Dekko International visit only

prospective customers who purchase a minimum of $50 000 of insulated wire per year Dekko is using

1 selective relationship management

2 a frequency marketing program

3 a club marketing program

4 basic relationships

5 full partnerships

Which of the following has not contributed to the deeper, more

interactive nature of today's customer relationships?

Afia, a team leader in charge of customer relationship management,

is planning strategies for improving the profitability of her firm's leastprofitable but loyal customers She is also examining methods for

"firing" customers in this group who cannot be made profitable To which of the following customer relationship groups do these

Harley-Davidson sponsors the Harley Owners Group (H.O.G.)

worldwide clubs, which gives Harley owners "an organized way to

share their passion and show their pride." This is an example of which of the following?

1 A frequency marketing program

2 A basic customer relationship

3 A club marketing program

4 A partner relationship

5 A structural benefit provided for top customers

Of the following, which is the most important concept of modern marketing?

1 Customer relationship management

1 consumer-generated marketing

2 database marketing

3 attractive website design

4 customer equity

5 partner relationship management

The set of marketing tools a firm uses to implement its marketing strategy is called the

You are an assistant marketing director for a firm in a market with many low-margin customers What type of relationship would it be most profitable for you to develop with these customers?

Amazon.com leverages relationships with its 88 million customers

by offering them music, videos, gifts, toys, consumer electronics, and office products, among other items Based on previous

purchase history, the company recommends related CDs, books, videos, or other products that might interest a customer This most directly helps Amazon.com capture a greater

1 customer lifetime value

Customers can be classified into four relationship groups according

to their profitability and projected loyalty Which type of customer has the highest profit potential and strong loyalty?

UPS's three-pronged corporate sustainability mission stresses

economic prosperity, social responsibility, and

1 human welfare

2 customer satisfaction

3 community hominy

4 environmental stewardship

5 continuous product improvement

Greater consumer control means that companies must rely more onmarketing by than by

3 political

4 social

5 financial

Stew Leonard, the owner of a highly successful regional

supermarket chain, reacts adversely to losing a single customer sale He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area Stew Leonard's concern is an illustration of which of the following?

1 Share of customer

2 Market share

3 Profitability

4 Customer lifetime value

5 Market share maintenance

Which of the following is an example of consumer-generated

marketing?

1 Honda's "Everybody Knows Somebody Who Loves a Honda" Facebook page

2 Dell's monitoring Twitter-based discussions

3 PepsiCo's Doritos brand's "Crash the Super Bowl" contest

4 P&G's assigning customer development teams to each of its major retailer accounts

5 American Express's offering to some of its members $300 in exchange for closing their accounts

A potentially highly profitable, short-term customer is a

1 marketing

2 all

3 sales and technology

4 management and marketing

5 marketing, sales, and customer-support

A church targeting different demographic groups to increase

is one of the best ways to increase share of customer

1 Targeting new customers

2 Using bait and switch

5 customer lifetime value

FedEx offers its customers fast and reliable package delivery

When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service, they are acting upon

1 loyalty

2 relationship marketing

3 customer-perceived value

4 social relationships

5 a societal marketing campaign

Companies can build customer relationships at many levels,

depending on the nature of the

1 shopping habits

2 consumer expectation

3 product and service

4 customer perceived value

5 target market

It is most accurate to say that customers buy from stores and firms that offer which of the following?

1 The highest value for the dollar

2 The highest customer-perceived value

3 The highest level of customer satisfaction

4 The most attractive company image

5 The most concern for society's interests

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a

1 frequency marketing program

2 basic customer relationship

3 club marketing program

4 partner relationship management technique

5 structural benefit provided for top customers

Nike wants to create through its sales representatives' working closely with Sport Chek, Source For Sports, Foot Locker, and other large retailers

1 business networks

2 full partnerships

3 a good reputation

1 company performance; competition

2 company performance; competitive prices

3 relationship building; performance tools

4 company performance; unique products

5 customer expectations; company performance

Customer-perceived value is determined by a customer's

of the difference between all benefits and all costs of a market

offering relative to those of competing offers

4 customer satisfaction

5 customer ownership

Building and maintaining profitable customer relationships by

delivering superior customer value and satisfaction is called

1 customer lifetime value

2 customer perceived value

3 customer relationship management

4 database marketing

5 societal marketing

The final step in the marketing process is

1 capturing value from customers

2 creating customer loyalty

3 creating customer lifetime value

4 understanding the marketplace

5 designing a customer-driven marketing strategy

Beyond simply retaining good customers, marketers want to

constantly increase their "share of customer." What does this mean

in marketing terms?

1 Marketers want to increase their market share.

2 Marketers want to increase the portion they get of the customer's purchasing

in their product categories.

3 Marketers want to increase the profit margin with this target market.

4 Marketers want to continuously increase their customers' levels of

satisfaction.

5 Marketers want to turn satisfied customers into delighted customers.

The ultimate aim of customer relationship management is to

produce

1 high customer equity

2 high market share

3 high sales volume

4 a reliable database

5 higher profit margins

Through , many companies today are strengthening their connections to all partners, from providers of raw materials to

components to final products that are delivered to final buyers

1 supply chain management

UPS seeks more than just sales and profits Its three-pronged

corporate sustainability mission stresses economic prosperity,

social responsibility, and environmental stewardship UPS applies the philosophy