31. ________ can be seen as the development, design, and
implementation of marketing programs, processes, and activities that recognizes
the breadth and interdependencies of their effects.
a. Niche marketing
b. Holistic marketing
c. Relationship marketing
d. Supply-chain marketing
e. Demand-centered marketing
Answer: b
32. ________ marketing has the aim of building mutually
satisfying long-term relations with key parties such as customers, suppliers,
distributors, and other marketing partners in order to earn and retain their
business.
a. Holistic
b. Demand-based
c. Direct
d. Relationship
e. Synthetic
Answer: d
33. Companies who form a ________ collect information on
each customer’s past transactions, demographics, psychographics, and media and
distribution preferences.
a. sales network
b. holistic union
c. marketing network
d. supply-chain network
e. integrated network
Answer: c
34. The ability of a company to deal with customers one at
a time has become practical as a result of advances in ________, computers, the
Internet, and database marketing software.
a. improved communication flow
b. information technology
c. just-in-time manufacturing
d. factory customization
e. customer-centered strategies
Answer: d
35. One traditional depiction of marketing activities is in
terms of the marketing mix or four Ps. The four Ps are characterized as being
________.
a. product, positioning, place, and price
b. product, production, price, and place
c. promotion, place, positioning, and price
d. place, promotion, production, and positioning
e. product, price, promotion,
and place
Answer: e
36. The four Ps represent the sellers’ view of the
marketing tools available for influencing buyers. From a buyer’s point of view,
each marketing tool is designed to deliver a customer benefit. Robert
Lauterborn suggested that the sellers’ four Ps correspond to the customers’
four Cs. The four Cs are ________.
a. customer focus, cost, convenience, and communication
b. customer solution, customer
cost, convenience, and communication
c. convenience, control, competition, and cost
d. competition, cost, convenience, and communication
e. category control, cost, concept development, and
competition
Answer: b
37. Holistic marketing incorporates ________, ensuring that
everyone in the organization embraces appropriate marketing principles,
especially senior management.
a. profit objectives
b. share of customer
c. internal marketing
d. the marketing mix
e. strategic planning
Answer: c
38. Marketing is not a department so much as a ________.
a. company orientation
b. philosophy
c. function
d. branch of management
e. branch of economics
Answer: a
39. Holistic marketing incorporates ________ and
understanding broader concerns and the ethical, environmental, legal, and
social context of marketing activities and programs.
a. safe product design
b. cultural marketing
c. social responsibility
marketing
d. cross-functional teams
e. direct sales policies
Answer: c
40. The ________ holds that the organization’s task is to
determine the needs, wants, and interests of target markets and to deliver the
desired satisfactions more effectively and efficiently than competitors in a
way that preserves or enhances the consumer’s and the society’s well-being.
a. customer-centered business
b. focused business model
c. societal marketing concept
d. ethically responsible marketing manager
e. production-centered business
Answer: c
41. Companies see ________ as an opportunity to enhance
their corporate reputation, raise brand awareness, increase customer loyalty,
build sales, and increase press coverage.
a. cause-related marketing
b. brand marketing
c. equity marketing
d. direct marketing
e. recognition marketing
Answer: a
42. When a customer has a(n) ________ need he/she wants a
car whose operating cost, not its initial price, is
low.
a. stated
b. real
c. unstated
d. delight
e. secret
Answer: b
43. When a customer has a(n) ________ need the customer
wants to be seen by friends as a savvy consumer.
a. real
b. unstated
c. delight
d. secret
e. stated
Answer: d
44. During market segmentation analysis, the marketer
identifies which segments present the greatest opportunity. These
segments are called ________.
a. target markets
b. primary markets
c. tertiary markets
d. demographic markets
e. focused markets
Answer: a
45. For each target market, the firm develops a ________.
The offering ispositioned in the minds of the target buyers
as delivering some central benefit(s).
a. value offering
b. niche offering
c. market offering
d. segment offering
e. social offering
Answer: c
46. ________ reflects the perceived
tangible and intangible benefits and costs to customers.
a. Loyalty
b. Satisfaction
c. Value
d. Expectations
e. Comparison shopping
Answer: c
47. If a marketer decides to use warehouses, transportation
companies, banks, and insurance companies to facilitate transactions with
potential buyers, the marketer is using what is called a ________.
a. service channel
b. distribution channel
c. brand channel
d. relationship channel
e. intermediary channel
Answer: a
48. ________ includes all the actual and potential rival
offerings and substitutes that a buyer might consider.
a. Competition
b. The product offering
c. A value proposition
d. The supply chain
e. The marketing environment
Answer: a
49. The ________ includes the immediate actors involved in
producing, distributing, and promoting the offering. The main actors are
the company, suppliers, distributors, dealers, and the target customers.
a. operations environment
b. management environment
c. strategic environment
d. task environment
e. tactical environment
Answer: d
50. The ________ process consists of analyzing marketing
opportunities; selecting target markets; designing marketing strategies;
developing marketing programs; and managing the marketing effort.
a. marketing planning
b. strategic planning
c. market research
d. opportunity analysis
e. share of customer
Answer: a
51. David Packard of Hewlett-Packard once said, “Marketing
is far too important to leave to ________.”
a. the advertising boys
b. uninformed managers
c. novices
d. the CEO
e. the marketing department
Answer: e
52. Some companies are now switching from being solely
product-centered (with product managers and product divisions to manage
them) to being more ________ centered.
a. competency
b. strategy
c. marketing
d. customer-segment
e. sales
Answer: d
53. Companies are recognizing that much of their market
value comes from ________, particularly their brands, customer base,
employees, distributor and supplier relations, and intellectual capital.
a. variable assets
b. the value proposition
c. intangible assets
d. tangible assets
e. customer preferences
Answer: c
54. ________ can increasingly be conducted electronically,
with buyer and seller seeing each other on their computer screens in real
time.
a. Public relations
b. E-commerce
c. Advertising
d. Personal selling
e. Mass marketing
Answer: d
55. Top management is going beyond sales revenue alone to
examine the marketing scorecard to interpret what is happening to
________.
a. market share
b. customer loss rate
c. customer satisfaction
d. product quality
e. all of the above
Answer: e
56. At the heart of any marketing program is the
________—the firm’s tangible offering to the market.
a. service offer
b. product
c. sales support team
d. packaging
e. auxiliary offer
Answer: b
57. ________ activities are the means by which firms
attempt to inform, persuade, and remind consumers directly or indirectly
about the brands they sell.
a. Consumer behavior
b. Market segmentation
c. Marketing research
d. Marketing communication
e. New product development
Answer: d
58. Marketing evaluation and ________ processes are
necessary to understand the efficiency and effectiveness of marketing
activities and how both could be improved.
a. control
b. analysis
c. measurement
d. feedback
e. consumer behavior
Answer: a
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