128 test bank for essentials of marketing 14th edition part 2

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128 Test Bank for Essentials of Marketing 14th Edition Part 2

by Perreault Multiple Choice Questions - Page 1

Which of the following is the BEST example of management

thinking during the "production era"?

1 A "The more we advertise a product, the more we can sell."

2 B "We need to increase our sales effort-to sell what we can produce."

3 C "If we can produce it, customers will buy it."

4 D "We need to be selective and produce what customers want."

5 E "The lower we price a product, the more we can sell."

When marketing people do long-range planning and the whole company is guided by the "marketing concept," the company has entered the era

1 A Simple trade, production, sales, marketing company, marketing department

2 B Subsistence, production, sales, entrepreneurial, marketing company

3 C Simple trade, production, sales, marketing department, international

trading

4 D Simple trade, production, sales, entrepreneurial, marketing company

5 E Simple trade, production, sales, marketing department, marketing company

During the sales era

1 A families traded or sold their surplus output to local distributors

2 B characteristic management thinking said, "If we can make it, it will sell."

3 C all marketing activities were brought under the control of one department.

4 D increased competition made firms focus on winning customers

5 E marketing people did both short-run and long-run marketing planning

The text discusses the evolution of business through five "eras." Which of the following is NOT one of these eras?

1 A Simple trade era

1 A more emphasis on selling and advertising in the marketing department era

2 B whether the president of the firm has a background in marketing

3 C more emphasis on short-run planning in the marketing company era

4 D whether the whole company is customer-oriented

The _ era is a time when a company

emphasizes selling because of the increased competition in the external environment

1 A supply

2 B demand

3 C production

4 D marketing

5 E sales

Myra Martinez was just named Treasure Island, Inc.'s "marketing manager"-with responsibilities for short-run policy planning of the firm's advertising, sales, marketing research, purchasing, and

distribution efforts Apparently, Treasure Island is operating in the era

1 A To set rules to protect individual rights and freedom

2 B To supervise the economy

3 C To provide things such as mass transportation and highways, national defense, police and fire protection, and public health services

4 D To control interest rates and the supply of money

5 E To determine prices-and thereby allocate resources and distribute income

The text considers five "eras" of marketing evolution Which of the following shows the logical order in which these eras occur?

1 A Marketing department, production, sales, simple trade, marketing company

2 B Sales, production, marketing department, marketing company, simple trade

3 C Sales, simple trade, marketing company, production, marketing department

4 D Simple trade, production, sales, marketing company, marketing department

5 E Simple trade, production, sales, marketing department, marketing company

Which of the following statements about a market-directed

economic system is True?

1 A Consumers enjoy substantial freedom of choice

2 B Profit, growth and survival are guaranteed

3 C Government has no role

4 D There is very little interaction between producers and consumers.

Identify the incorrect statement about market-directed economies

1 A A market-directed economy adjusts itself

2 B The American economy is completely market-directed

3 C Consumers in a market-directed economy decide what is to be produced and by whom-through their dollar "votes."

4 D Consumers in a market-directed economy enjoy great freedom of choice

Which era of marketing is characterized by families who sold their surpluses to local distributors?

1 A The simple trade era

2 B The production era

3 C The sales era

4 D The marketing department era

5 E The marketing company era

Which of the following statements is MOST characteristic of the

"production era"?

1 A "If we sell harder, we will sell more."

2 B "We need to cater to the diverse needs of consumers."

3 C "There is no limit on what we can sell if we produce efficiently."

4 D "The more options we offer consumers, the better."

5 E "Advertising is the key to our success."

Whether a macro-marketing system is fair or effective depends on

1 A goods and services being evenly distributed across the population

2 B discrepancies of quantity

3 C the emphasis given to military spending

4 D the marketing orientation of individual firms

5 E the objectives of the society

In the era, families traded or sold their "surplus" output to local distributors

1 A production

2 B pure subsistence

3 C sales

4 D simple trade

5 E marketing company

Which of the following is the BEST example of management

thinking during the "production era"?

1 A "We need to make whatever products are easy to produce."

2 B "We need to find out what the customer wants."

3 C "The more salespeople we have, the more we can sell."

4 D "We need to work hard to sell the product to our customers."

5 E "If we produce a good product, customers will find us and buy it."

Asa Meyer was just named FireFly Products sales manager, with responsibilities for all marketing planning FireFly's president told him that his job is to "outsell the competition." Apparently, FireFly is operating in the era

1 A It exposes firms that make false or exaggerated product claims

2 B It acts as a forum for consumers to report product dissatisfaction reviews

3 C It lets consumers easily access environmental product information and reviews

4 D It is a consumer watchdog group that pressures food companies to make healthier products

5 E It lets technology firms play by the socially accepted rules of the game

The president of a financial services company says that her new marketing manager has changed things a lot-making long-range

plans about where the firm should focus its effort, and coordinating the decisions about what services to offer and how they should be promoted and priced It seems that this company is just moving into the:

1 A marketing company era

2 B sales era

3 C production era

4 D marketing department era

5 E simple trade era

Which of the following statements about economic systems is NOT true?

1 A Government has less of a role in market-directed economies than in

command economies

2 B A market-directed economy self-adjusts through producer and consumer choices

3 C Producers always make a profit in a market-directed system

4 D A command economy is more likely to work if the variety of goods and services is small

5 E Both market-directed and command economies need a macro-marketing system

The president of a company that produces cardboard boxes is

concerned about the large number of competitors with extra

capacity As he put it, "our best shot is in the hands of our sales manager-she makes all of our marketing decisions and is creative enough to figure out how to sell more boxes." It seems that this company is run as if it were in the:

1 A production era

2 B marketing company era

3 C simple trade era

4 D sales era

5 E marketing department era

Which of the following statements regarding the "sales era" is true?

1 A The emphasis was on producing.

2 B A business problem was to decide where to put the company's effort

3 C More production capability was available than ever before

4 D It followed the marketing department era

From the Industrial Revolution until the 1920s, most companies were in the

1 A marketing department era

2 B production era

3 C simple trade era

4 D marketing company era

3 C Marketing department era

4 D Marketing company era

5 E Advertising era

The owner of a company that produces electronic circuit boards sees many competitors with extra capacity and says, "the only hope

is that our sales manager, who makes all of our marketing

decisions, will find a way to sell more boards." It seems that this company is run as if it were in the:

1 A production era

2 B sales era

3 C excess capacity era

4 D marketing company era

5 E marketing department era

The text discusses the evolution of business through five "eras." Which of the following is NOT one of these eras?

1 A Diversification era

2 B Sales era

3 C Production era

4 D Marketing company era

5 E Simple trade era

Because of increased competition during the _ era, firms put new effort into winning customers

During the era, concern about increased

competition lead firms to focus on selling to attract customers

5 E none of these is a correct answer

Which of the following statements does not describe a command economy?

1 A Government bureaucrats decide what and how much is to be produced.

2 B A command economy is sometimes called a "planned economy."

3 C Prices are set by the law of supply and demand

4 D Producers offer a highly limited assortment of goods and services

5 E The economy is found in countries like Iran and North Korea

A company where the marketing people do both short-run and range planning is operating in the

long-1 A marketing company era

2 B sales era

3 C simple trade era

4 D marketing department era

5 E production era

Which of the following is a consequence of consumers easily

finding product satisfaction information through consumer reviews

on the Internet?

1 A It allows firms to make exaggerated claims about its products

2 B It allows government agencies to control interest rates and the supply of money

3 C It allows firms to monopolize markets

4 D It lets firms evaluate macro-marketing strategies in terms of society's objectives

5 E It lets firms play by the socially accepted "rules of the game."

As a firm moves from the sales era to the marketing department era

it is likely to:

1 A have marketing people who develop long range plans-sometimes 5 or more years ahead

2 B begin to integrate all the firm's marketing activities

3 C place less emphasis on earning a profit and more emphasis on what customers will buy

4 D adopt a more narrow view of marketing

5 E be more concerned with its ability to produce enough to meet demand

Until recently, good PC software for producing digital videos was not available, but was much in demand by businesses The first companies to produce a specific type of program had good sales even though they did little promotion and their programs were not

"user-friendly." It seems that many of these "innovators" operated

as if they were in the:

1 A simple trade era

2 B marketing department era

3 C sales era

4 D marketing company era

5 E production era

The various economic systems around the world are:

1 A equally effective at providing for the needs of citizens

2 B always shaped by the free decisions of producers and consumers

3 C known collectively as the "command economy."

4 D heavily influenced by a society's political institutions

5 E based on the ideal of a pure subsistence economy

Which item famously originated in the production era?

1 A Laptop computers

2 B Home movie rentals

3 C Chariots

4 D Automobiles

5 E Compact fluorescent light bulbs

_ NOT the government's job in a market-directed economy

1 A Protecting property and enforcing contracts are

2 B Regulating radio and television broadcasting is

3 C Setting import and export rules is

4 D Determining what and how much is to be produced is

5 E Controlling interest rates and the supply of money are

Which of the following BEST describes what is necessary for a country's MACRO-marketing system to be "fair and effective"?

1 A No low quality or dangerous products are sold.

2 B Product shortages never exist

3 C There is a big choice of goods and services

4 D All consumers get the same opportunity to enjoy a high standard of living

5 E There is not enough information to select an answer

Which of the following would be relevant in the marketing company era?

1 A Bringing all marketing activities together under the control of one

department

2 B Planning for five or more years ahead

3 C Reselling goods to consumers and intermediaries

5 E The president has a marketing background

An important step in applying the marketing concept is:

1 A changing the firm's organizational structure

2 B changing the firm's management methods and procedures

3 C appointing someone with a marketing management background to be the firm's president

4 D hiring a marketing consultant

5 E committing to customer satisfaction

Which of the following illustrates the marketing concept in action?

1 A Three pediatricians set up a group practice-so that at least one is always available for emergencies.

2 B Bank ATMs that dispense cash are placed in fast-food restaurants

3 C The Nevada auto registration office mails license tags to people, to reduce inconvenient waiting in line

4 D A veterinarian has office hours in the evening to see pets whose owners must work during the day

5 E All of these illustrate the marketing concept in action

A manager with a "production orientation" is likely to think that:

1 A customers exist to buy the firm's output

2 B customers' needs should guide decisions about what the firm produces

3 C the company should find out what product customers want to buy, and thenproduce that product

4 D production managers should handle all marketing activities

5 E people in the production department should work closely with people from all the firm's other departments

Complete acceptance of the "marketing concept" would require:

1 A making sure that all departments focus their efforts on satisfying customer needs

2 B having all production, finance, accounting, and personnel managers report directly to the marketing manager

3 C placing less emphasis on profit as the objective of the firm

4 D trying to satisfy the needs of each and every customer

An organization practicing aims all its efforts at satisfying its customers-at a profit

1 A the sales concept

2 B a production orientation

3 C in the marketing department era

4 D profit maximization economics

5 E the marketing concept

The total system view of the marketing concept builds on the idea that

1 A sales should be the firm's high-level objective.

2 B a company should not have specialized departments

3 C each department in an organization should do what it does best

4 D all departments-not just marketing-should be guided by customer needs

5 E none of these responses is correct

The "marketing concept" says that a business firm should aim all of its efforts at:

1 A doing more advertising and selling than competitors

2 B selling what the company produces

3 C satisfying customers-regardless of profitability

4 D satisfying its customers-at a profit

5 E producing those products which it can make at lowest cost

MetroTech Corporation has been experiencing declining profits The accounting department blames the MetroTech marketing staff for "out of control" sales costs The salespeople blame the

warehouse for being slow to fill orders And the warehouse

manager says that the production department can't meet its

schedule MetroTech seems to have

1 A implemented the marketing concept

1 A There are "fences" around individual departments

2 B Not all departments impact customer satisfaction

3 C The firm lacks a central focus

4 D Departments-even very specialized ones-are guided by what customers want

5 E The firm is more production-oriented than marketing-oriented

A "production-oriented" firm typically:

1 A views customer credit as a customer service.

2 B sets inventory requirements with customer needs in mind

3 C tries to sell the products it can make easily

4 D focuses advertising on need-satisfying product benefits

5 E operates as an integrated unit

Regarding the five stages in marketing evolution,

1 A in the marketing department era, firms do both short-run and long-run planning

2 B the first era to evolve was the sales era

3 C in the marketing company era, firms do short-run planning only

4 D most firms operate in the production era

5 E None of these responses is true

The triple bottom line is a measure of a firm's success based on multiple criteria commonly referred to as:

1 A product, price, and promotion

2 B people, planet, and profit

3 C partnership, planning, and positioning

4 D segmentation, targeting, and positioning

5 E brands, buyers, and bucks

A local symphony group that has adopted the marketing concept would be most likely to

1 A lower ticket prices until all its concerts sell out

2 B advertise so consumers know about the quality of the musicians who play

in its concerts

3 C find out what kind of music local residents want to hear

4 D use only its best musicians to handle solo performances

Compared with other approaches to business, the marketing

concept is distinct in that it:

1 A focuses on profits

2 B produces new products and services

3 C creates a broad assortment of products

4 D produces quality products

5 E focuses on satisfying customers' needs.

Which of the following illustrates the marketing concept in action?

1 A A young lawyer gives free legal advice to poor people

2 B A local police department organizes a "community crime watch" program in

a neighborhood that has had many burglaries

3 C Several lawyers set up a group practice-so that the costs of the office and equipment can be shared

4 D None of these illustrate the marketing concept in action

A firm with a marketing orientation:

1 A has little need for salespeople

2 B sells what it can make easily

3 C tries to determine customers' needs before developing its product

4 D focuses advertising on product features

Accepting the "marketing concept" means that a firm should have a orientation

1 A the marketing orientation

2 B the production orientation

3 C the profit orientation

4 D macro-marketing

5 E the triple bottom line

In a firm operating as a total "system" to implement the marketing concept:

1 A the whole company is customer-oriented

2 B there are no departments.

3 C product planning is under the control of the production or engineering departments

4 D the marketing manager directs and controls all company activities

5 E None of these is true

A producer with a marketing orientation is MOST likely to:

1 A Distribute the product according to the needs customers have for product availability

2 B Distribute the product in as many retail outlets as possible

3 C Provide overnight express shipping

4 D Use e-commerce as a key element in distribution

5 E Distribute directly from the producer to the consumer

Which of the following is MOST LIKELY to be found in a oriented firm?

production-1 A Agreements among departments about how to improve customer

satisfaction

2 B Making products that are easy to produce

3 C Producing goods that exactly meet the customer's needs

4 D A focus on profit rather than sales

5 E None of these is likely to be found in a production-oriented firm

The "marketing concept" says that a business firm should:

1 A Aim all its efforts at meeting society's needs-regardless of profitability

2 B Aim all its efforts at satisfying its customers-at a profit

3 C Sell those products which it can make at lowest cost

4 D Place heavy emphasis on developing new products

5 E Treat advertising and selling as its priority

When a firm considers a triple bottom line as a measure of term success, this means that it measures outcomes in which of the following three different areas:

long-1 A economic success, social impact, and political change

2 B firm profitability, customer satisfaction, and behavioral change

3 C economic success, social impact, and environmental impact