154 test bank for marketing an introduction 5th edition by armstrong

societal marketing concept According to the simple five-step model of the marketing process, a company needs to ________ before designing a driven marketing strategy.. societal marketing

90 Free Test Bank for Marketing An Introduction 5th Edition by Armstrong

Multiple Choice Questions –

34 Free Test Bank for Marketing An Introduction 5th Canadian Edition

by Armstrong True – False Questions

29 Free Test Bank for Marketing An Introduction 5th Canadian Edition

by Armstrong Free Text Questions

is the act of obtaining a desired object from someone

by offering something in return

1 disappointing loyal buyers

2 decreasing buyers satisfaction

3 failing to attract enough buyers

4 failing to understand their buyers' needs

5 incorrectly identifying a target market

Which of the following marketing management orientations

focuses primarily on improving efficiencies along the supply

5 societal marketing concept

According to the simple five-step model of the marketing process,

a company needs to before designing a driven marketing strategy

customer-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 understand the marketplace and customer needs and wants

5 construct key components of a marketing program

refers to sellers that pay more attention to their own products than to the benefits and experiences produced by these products

1 Selling myopia

3 Value proposition

4 Marketing myopia

5 The product concept

When backed by buying power, wants become

According to the authors of your text, the concept is a

"sense and respond" philosophy rather than a "make and sell" philosophy

Selecting which segments of a population of customers to serve

5 choosing a value proposition

are human needs as shaped by individual personality and culture

1 Marketing is the creation of products for customers.

2 Marketing is managing profitable customer relationships.

3 Selling and advertising are synonymous with marketing.

4 Marketing involves satisfying producers' needs first.

5 Marketing is used by for-profit organizations only.

The concept calls for aggressive selling and promotion effort

2 production

3 product

4 selling

5 societal marketing

The product concept says that a company should

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 devote its energy to making continuous product improvements

5 make promoting products the top priority

Dollarama stores focus on serving buyers who have relatively modest means This is an example of

According to management guru Peter Drucker, "The aim of

marketing is to ."

1 create customer demands

2 identify customer demands

3 make selling unnecessary

4 set realistic customer expectations

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

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

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

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

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

Which of the following is the most likely result of a marketing strategy that attempts to serve all customers?

1 All customers will be delighted.

2 Customer-perceived value will be increased.

3 Customer evangelists will become unpaid salespersons for the service or product.

4 Few customers will be satisfied.

5 The company will likely need to follow up with a demarketing campaign.

is the set of benefits a company promises to deliver to its consumers to satisfy their needs

The art and science of choosing target markets and building

profitable relationships with them is called

Which of the following is most essential to any definition of

Consumer research, product development, communication,

distribution, pricing, and service are all most accurately described

5 customer relationship management

When it comes to communicating with customers, marketers havetraditionally asked the question, "How can we reach our

customers?" Because of new interactive media, effective

marketers now ask:

1 "How can we apply the production concept?"

2 "How can we reach our customers and how should they reach us?"

3 "How can we apply the selling concept online?"

4 "How can we apply the selling concept using social media?"

5 "How can we apply the product concept online?"

In addition to attracting new customers and creating transactions, the goal of marketing is to customers and grow the company's business

If this is the only marketing management concept adopted,

manufacturers can develop to marketing myopia?

2 people, places, and ideas

3 products and information

4 products and experiences

5 persons, places, organizations, information, and ideas

90 Free Test Bank for Marketing An Introduction 5th Canadian Edition by Armstrong Multiple Choice

4 long-term but not short-term goals

5 short-term but not long-term goals

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

interests, and

1 decreasing variety of services offered

2 lengthening the supply chain

3 lowering prices or increasing its services

4 "firing" unprofitable customers

5 limiting experiences with a brand

When customers don't know what they want or don't even know what's possible, the most effective strategy is

1 supply chain management

1 Toyota's presence in online communities

2 Nike's Nike Plus running Web site

3 H J Heinz's use of brand-related consumer videos posted on

video-sharing websites

4 Neiman Marcus's InCircle Rewards program for its best customers

5 The Lexus Covenant aimed at creating customer delight

Building and maintaining profitable value-laden relationships with customers of a company is called

1 customer lifetime value

2 customer perceived value

3 customer relationship management

4 database marketing

5 societal marketing

The marketing world is embracing because consumerscan wield greater power and control in the marketplace through communication technologies

1 partner relationship management

3 customer-managed relationships

5 target marketing

Which of the following consumer products would likely be

marketed using the selling concept?

1 loyalty

2 relationship marketing

3 customer-perceived value

4 social relationships

5 a societal marketing campaign

When an airline goes after a "share of travel" from its customers,

1 The production concept and competition have lowered prices.

2 Implementation of the product concept has resulted in continually improving products.

3 Customer-driving marketing creates products and services that meet

customers' future needs.

4 More companies are implementing societal marketing and weighing run costs and benefits.

long-5 Through new communication technologies, customers have more access to information and more methods of sharing their opinions with other

customers.

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

Stew Leonard, owner/operator of supermarkets, 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 This is an

illustration of

1 share of customer

2 market share

3 profitability

4 customer lifetime value

5 market share maintenance

Which of the following is the term for customers who make repeatpurchases and tell others about their positive experiences with a product or service?

The concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being

1 frequency marketing program

2 basic customer relationship

3 club marketing program

4 consumer-generated marketing program

5 structural benefit provided for top customers

It is most accurate to say that a customer will buy from the

company that offers the highest

1 value for the dollar

2 customer-perceived value

3 level of customer satisfaction

5 concern for society's interests

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."

Phil just started a new habit of eating once a week at Mr Sub restaurants On average, he spends about $10 per meal Phil says, "I'm 20 years old and I plan on eating at Mr Sub until I am

50 years old." Phil's lifetime value at Mr Sub could be best

estimated by which calculation?

Customer-driven marketing is most likely to work well when

and when customers

1 a clear need exists; are difficult to identify

2 customers do not know what they want; have limited budgets

3 there are few competitors; are concerned about their long-run welfare

4 a clear need exists; know what they want

5 a want exists; cannot afford it

90 Free Test Bank for Marketing An Introduction 5th Canadian Edition by Armstrong Multiple Choice

Questions - Page 3

Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell By promoting a company culture that

values exceptional value and service, Shania aims to create by going beyond the expected

Tommy Gray attempts to deliver customer satisfaction every day

in his Audio Expressions installation business The key to this goal is to match the customer-perceived performance of his

Which of the following has contributed to the deeper, more

interactive nature of today's customer relationships?

1 digital technologies

potential and strong loyalty

advertising Pete knows that today few successful firms still practice this type of true and are instead turning to selective relationship management

Which of the following phrases 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 This is what I want, won't you please make it?

5 none of the above

Jolene's firm believes that consumers will not buy enough of its products unless the firm undertakes a large-scale selling and promotion effort Jolene's firm is practicing the

1 production concept

2 marketing concept

3 selling concept

4 relationship concept

5 social advertising campaign

A church targeting different demographic groups to increase attendance is an example of

1 for-profit marketing

2 not-for-profit marketing

3 mindless marketing

4 ethics in marketing

5 societal marketing

The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a

1 frequency marketing program

2 basic customer relationship

3 club marketing program

4 consumer-generated marketing program

5 structural benefit provided for top customers

Sally purchased Brand X lotion In comparing her perception of how the lotion performed to her expectations for Brand X lotion, Sally was measuring her level of

1 customer-perceived value

2 customer satisfaction

5 customer lifetime value

Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the

challenge of other modes of transportation This reflects the

Elisandra, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant Winning entries will be posted on the organization's home page Elisandra's plan is an example of

1 consumer-generated marketing

2 partner relationship management

3 customer lifetime value

4 community development around a brand

1 taking a local view of their industry

2 purchasing more supplies abroad

3 reducing competition within their industry

4 downplaying concerns for social responsibility

5 competing solely in traditional marketplaces

Your local department of education has budgeted a significant amount of money for a radio, print, television, and online

advertising campaign emphasizing the long-term benefits, both educational and professional, of reading every day This is an example of a(n) campaign

Amazon.com leverages relationships with its 35 million customers

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

previous purchase history, the company recommends related CDs, books, or videos that might be of interest This helps

Amazon.com capture a greater

Marie Ortiz enjoys her work at Futuristic Designs, Inc Her

organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands Marie's firm practices marketing

1 shared value

2 customer-driving

3 societal

5 none of the above

Which of the following is currently the fastest growing form of marketing?

Greg Williams now has the buying power to purchase the

computer system he has wanted for the last six months Greg's want now has become a

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

1 maintaining customer-perceived value

2 managing partner relationships

3 attracting "butterflies"

4 converting "strangers"

5 capturing customer lifetime value

The first four steps of the marketing process focus on

1 understanding the market

2 delivering customer service

3 creating value for customers

4 understanding customer demands and needs

5 capturing value from customers

Afia, a team leader in charge of customer relationship

management, is planning strategies for improving the profitability

of her firm's least profitable 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 customers belong?

1 Social media is a fast way to collect consumer research.

2 Social media is a relatively inexpensive way to collect market research.

3 Social media can be a highly interactive tool to engage with customers.

4 Social media usage is declining.

5 Social media can be employed by for-profits firms, government

organizations, and non-profit organizations.

Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to a national