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Marketing Questions




Question;GENERAL CONCEPT QUESTIONS;Multiple Choice;1. Good marketing is no accident, but a result;of careful planning and ________.;a. execution;b. selling;c.;strategies;d. tactics;e.;research;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;3.;The most;formal definition of marketing is ________.;meeting needs profitablyidentifying and meeting human and social needsthe 4Ps (Product, Price, Place, Promotion)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.improving;the quality of life for consumers;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;5.;A transaction involves ________.;a.;at least two parties;b.;each party has something that might be of value to the;other party;c.;each party is capable of communication and delivery;d.;each party is free to accept or reject the exchange;offer;e.;all of the above;6.;goods;constitute the bulk of most;countries? production and marketing efforts.;a.;Durable;b.;Impulse;c.;Physical;d.;Service;e.;Event;7.;can be produced and marketed as a product.;a.;Information;b.;Celebrities;c.;Durable goods;d.;Organizations;e.;Properties;8.;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;9.;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;10.In;?consumers may share a strong need that cannot be satisfied by an;existing product.;f.;negative demand;g.;latent;demand;h. declining demand;i.;irregular;demand;j.;non-existent;demand;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;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;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;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;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;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;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;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;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;19.;Rising promotion;costs and shrinking profit margins are the result of ________.;a.;changing technology;b.;globalization;c.;deregulation;d.;privatization;e.;heightened competition;20.;Industry boundaries are blurring at an incredible rate;as companies are recognizing that;new opportunities lie at the intersection of two or more;industries?this is called ________.;a.;globalization;b.;customization;c.;industry convergence;d.;heightened competition;e.;acquisition;21.;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.;a.;experience;b.;customer value;c.;customer delight;d.;total service solution;e.;intangible benefit(s);22.;In response to threats from such companies as AOL, Amazon, Yahoo, eBay, E?TRADE, and;dozens of others, established manufacturers and retailers became;?brick-and-click? oriented by adding online services to their existing;offerings. This process became known as ________.;a.;reintermediation;b.;disintermediation;c.;e-commerce;d.;e-collaboration;e.;new market synchronization;23.;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;24.;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;25.;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;26.;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;27.;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;28. 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;29.;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;30.;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;31.;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;32.;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;33. ________ 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;34. 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;35. 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;36.;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;37.;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;38.;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;39. Marketing;is not a department so much as a ________.;a. company orientation;b. philosophy;c.;function;d. branch of management;e.;branch;of economics;40. 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;41. 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;42.;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;43.;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;44.;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;45.;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;46. For;each target market, the firm develops;a ________. The offering is positioned;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;47.;reflects;the perceived tangible and intangible benefits and costs to customers.;a.;Loyalty;b.;Satisfaction;c.;Value;d.;Expectations;e.;Comparison shopping;48. 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;49.;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;50.;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;51. 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;52. 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;53. 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;54. 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;55.;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;56.;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;57.;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;58.;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;59.;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;Chapter 3


Paper#47376 | Written in 18-Jul-2015

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