1. Good marketing is no accident, but a
result of careful planning and ________.
a. execution
b. selling
c. strategies
d. tactics
e. research
Answer: a
2. Marketing is both an “art” and a
“science” there is constant tension between the formulated side of marketing
and the ________ side.
a. creative
b. selling
c. management
d. forecasting
e. behavior
Answer: a
3. The most formal definition of
marketing is ________.
a. meeting needs profitably
b. identifying and meeting human and
social needs
c. the 4Ps (Product, Price, Place,
Promotion)
d. an organizational function and a set of
processes for creating, communicating, and delivering, value to customers, and
for managing customer relationships in ways that benefit the organization and
its stake holders.
e. improving the quality of life for
consumers
Answer: d
4. Marketing management is ________.
a. managing the marketing process
b. monitoring the profitability of the
companies products and services
c. selecting target markets
d. developing marketing strategies to
move the company forward
e. the art and science of choosing target
markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior customer value
Answer: e
5.________ goods constitute the bulk of
most countries’ production and marketing efforts.
a. Durable
b. Impulse
c. Physical
d. Service
e. Event
Answer: c
6. ________ can be produced and marketed
as a product.
a. Information
b. Celebrities
c. Durable goods
d. Organizations
e. Properties
Answer: a
7. Charles Revson of Revlon observed:
“In the factory, we make cosmetics; in the store, ________.”
a. we make profits
b. we challenge competitors
c. we implement ads
d. we sell hope
e. we sell quality
Answer: d
8. A ________ is someone seeking a
response (attention, a purchase, a vote, a donation) from another party,
called the ________.
a. salesperson, customer
b. fund raiser, contributor
c. politician, voter
d. marketer, prospect
e. celebrity, audience
Answer: d
9. In ________ consumers may share a
strong need that cannot be satisfied by an existing product.
a. negative demand
b. latent demand
c. declining demand
d. irregular demand
e. non-existent demand
Answer: b
10. In ________more customers would like
to buy the product than can be satisfied.
a. latent demand
b. irregular demand
c. overfull demand
d. excessive
e. negative demand
Answer: c
11. Marketers often use the term
________ to cover various groupings of customers.
a. people
b. buying power
c. demographic segment
d. social class position
e. market
Answer: e
12. Companies selling mass consumer
goods and services such as soft drinks, cosmetics, air travel, and athletic
shoes and equipment spend a great deal of time trying to establish a superior
brand image in markets called ________.
a. business markets
b. global markets
c. consumer markets
d. nonprofit and governmental markets
e. service markets
Answer: c
13. In business markets, advertising can
play a role, but a stronger role may be played by the sales force, ______, and
the company’s reputation for reliability and quality.
a. brand image
b. distribution
c. promotion
d. price
e. performance
Answer: d
14. Global marketers must decide
________.
a. which countries to enter
b. how to enter each country (as an
exporter, licenser, joint venture partner, contract manufacturer, or solo
manufacturer)
c. how to adapt their product and
service features to each country
d. how to price their products in
different countries
e. all of the above
Answer: e
15. Mohan Sawhney has proposed the
concept of ________ to describe a cluster of complementary products and
services that are closely related in the minds of consumers but are spread
across a diverse set of industries.
a. metamarket
b. vertical integration
c. horizontal integration
d. betamarket
e. synchronized marketing
Answer: a
16. The ________ promises to lead to
more accurate levels of production, more targeted communications, and more
relevant pricing.
a. Age of Globalization
b. Age of Deregulation
c. Industrial Age
d. Information Age
e. Production Age
Answer: d
17. Many countries have ________
industries to create greater competition and growth opportunities.
a. open-market
b. deregulated
c. regulated
d. scientifically segmented
e. created mass market
Answer: b
18. Customers are showing greater price
sensitivity in their search for ________.
a. the right product
b. the right service
c. the right store
d. value
e. relationships
Answer: d
19. Rising promotion costs and shrinking
profit margins are the result of ________.
a. changing technology
b. globalization
c. deregulation
d. privatization
e. heightened competition
Answer: e
20. In response to giant retailers and
category killers, entrepreneurial retailers are building entertainment into
stores with coffee bars, lectures, demonstrations, and performances. They are
marketing a(n) ________ rather than a product assortment.
experience
a. customer value
b. customer delight
c. total service solution
d. intangible benefit(s)
Answer: a
22. Many brick-and-click competitors
became stronger contenders in the marketplace than the pure-click firms because
they had a larger pool of resources to work with and ________.
a. better prices
b. greater value
c. well-established brand names
d. one-on-one communications
e. direct selling capability
Answer: c
23. The ________ is practiced most
aggressively with unsought goods, goods that buyers normally do not think of
buying, such as insurance, encyclopedias, and funeral plots.
a. marketing concept
b. selling concept
c. production concept
d. product concept
e. holistic marketing concept
Answer: b
24. The ________ concept holds that
consumers will favor those products that offer the most quality, performance,
or innovative features.
a. product
b. marketing
c. production
d. selling
e. holistic marketing
Answer: a
25. The ________ concept holds that
consumers and businesses, if left alone, will ordinarily not buy enough of the
organization’s products.
a. production
b. selling
c. marketing
d. product
e. holistic marketing
Answer: b
26. Several scholars have found that
companies who embrace the marketing concept achieve superior performance. This
was first demonstrated for companies practicing a ________ understanding and
meeting customers’ expressed needs.
a. reactive market orientation
b. proactive marketing orientation
c. total market orientation
d. impulsive market orientation
e. holistic market orientation
Answer: a
27. According to Theodore Levitt, who
drew a perceptive contrast between the selling and marketing concepts, ________
is preoccupied with the need to convert products into cash.
a. marketing
b. selling
c. direct marketing
d. holistic marketing
e. service marketing
Answer: b
28. In the course of converting to a
marketing orientation, a company faces three hurdles _______.
a. organized resistance, slow learning,
and fast forgetting
b. management, customer reaction,
competitive response
c. decreased profits, increased R&D,
additional distribution
d. forecasted demand, increased sales
expense, increased inventory costs
e. customer focus, profitability, slow
learning
Answer: a
29. Companies that practice both a
reactive and proactive marketing orientation are implementing a ________ and
are likely to be the most successful.
a. total market orientation
b. external focus
c. customer focus
d. competitive, customer focus
e. confrontation process
Answer:
a
30. Marketers argue for a ________ in
which all functions work together to respond to, serve, and satisfy the
customer.
a. cross-functional team orientation
b. collaboration model
c. customer orientation
d. management-driven organization
e. total quality model
Answer: c
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