978-1259924040 Test Bank Chapter 1 Part 3

subject Type Homework Help
subject Pages 14
subject Words 4266
subject Authors Roger Kerin, Steven Hartley

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71) Which of the following people would most likely be the best target market for tickets to the
home games of the Indianapolis Colts professional football team?
A) all people with an interest in professional football
B) all people in the Midwest who have an interest in sports
C) all men who played on a varsity football team in high school
D) all people in the Indianapolis and surrounding areas interested in football
E) all people in Indiana who watch football on TV
72) Which of the following groups would be the least likely target market for a company
producing canned food in single-serving sizes?
A) single adults
B) school kitchens
C) campers
D) senior citizens
E) vending machine owners
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73) TUMI brand briefcases are very expensive, high-end briefcases that are generally sold in
specialty luggage shops. Which of the following groups of people would be the most likely target
market for TUMI briefcases?
A) police officers
B) executives
C) construction workers
D) postal workers
E) students
74) The United States Army was both praised and criticized for its use of a popular video game,
America's Army, which was designed to reach potential recruits. The game's creator, Colonel
Casey Wardynski, wanted to provide a sense of the training and teamwork one could find in the
Army's military environment. The game was designed for "boys 14 years or older," which
represent the Army's
A) mass market.
B) actual recruits.
C) restricted market.
D) target market.
E) untapped market.
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75) A local university offers business courses for a target market of people who currently work
and want to take refresher courses for certification in their business field (marketing, accounting,
etc.). Which of the following would be the most effective way to communicate with the target
market, bearing in mind that communication must be both effective and economical?
A) Put announcements on campus bulletin boards.
B) Distribute promotional materials during classes.
C) Advertise on national television.
D) Advertise on local hip-hop radio shows.
E) Advertise on LinkedIn, a social media network for professionals.
76) The marketing manager's controllable factorsproduct, price, promotion, and placethat
can be used to solve a marketing problem are referred to as
A) the marketing concept.
B) the marketing mix.
C) the marketing program.
D) environmental forces.
E) the marketing toolbox.
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77) The marketing mix refers to
A) the selection of product benefits and attributes that are to be added to or subtracted from a
given product to create variations within a product line.
B) the specific ratio within a budget that divides resources between advertising, sales promotion,
and personal selling.
C) the marketing manager's controllable factorsproduct, price, promotion, and placethat can
be used to solve a marketing problem.
D) the allocation of resources within a firm toward individual marketing programs.
E) the environmental forcessocial, economic, technological, competitive, and regulatorythat
impact the marketing decisions for a particular product at any given time.
78) Which of the following would a marketer use as a synonym for the marketing mix?
A) the four Ps of marketing
B) environmental forces
C) macromarketing forces
D) marketing management factors
E) micromarketing factors
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79) The four Ps of the marketing mix are
A) priorities, personnel, placement, and profits.
B) prediction, production, price, and promotion.
C) product, price, production, and place.
D) product, price, promotion, and place.
E) prediction, production, packaging, and persuasion.
80) All of the following constitute the four Ps of the marketing mix except which?
A) promotion
B) profitability
C) price
D) place
E) product
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81) The four Ps are commonly known as
A) the environmental or uncontrollable forces.
B) the environmental or controllable factors.
C) the marketing mix or controllable factors.
D) the marketing mix or uncontrollable forces.
E) environmental factors, both controllable and uncontrollable.
82) The marketing mix elements are called ________ because they are the responsibility of the
marketing department in an organization.
A) administrative forces
B) profitability factors
C) stakeholder value generators
D) target market segments
E) controllable factors
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83) Jakubowski Farms Gourmet Bread Base is the brand name for a mix designed for use in
bread making machines. The mixes are sold in 2-pound canisters for $14.99 plus shipping.
People learn about the product through word-of-mouth and bread machine demonstrations the
company's founder gives to groups in Wisconsin, where she lives. The products are only
available through the mail. This is a description of the company's
A) action plan.
B) market segmentation strategy.
C) mission statement.
D) marketing mix.
E) target market.
84) The element of the marketing mix that describes a good, service, or idea to satisfy
consumers' needs is known as
A) a product.
B) the price.
C) promotion.
D) the place or distribution.
E) a market segment.
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85) The owners of Old School Brand Authentic Antique Foods researched Civil War records to
come up with recipes used for the old-fashioned cookies the company produces and markets. The
cookies are which part of the company's marketing mix?
A) process
B) price
C) product
D) place
E) people
86) The element of the marketing mix that describes what is exchanged for a product is known as
A) a product.
B) the price.
C) promotion.
D) the place or distribution.
E) productivity.
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87) Which element of the marketing mix is affected when the Mandarin Oriental hotel in New
York increases its weekend rates to $795 per night?
A) product
B) price
C) promotion
D) place
E) production
88) The element of the marketing mix demonstrated when an art gallery suggests a $2 donation
at the door is
A) philanthropy.
B) place.
C) product.
D) promotion.
E) price.
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89) To attend a winter concert presented by the community chorus, every person had to donate
one unwrapped toy at the concert hall door. The donation is most closely related to the ________
element of the marketing mix.
A) product
B) philanthropy
C) price
D) place
E) promotion
90) The element of the marketing mix that describes a means of communication between the
seller and buyer is known as
A) a product.
B) promotion.
C) the price.
D) the place or distribution.
E) advertising.
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91) The owners of Old School Brand Authentic Antique Foods researched Civil War records to
come up with recipes for the heritage products they market. An offer to be featured in an
upcoming edition of Taste of Home magazine would be considered part of the ________ element
of the marketing mix.
A) product
B) price
C) production
D) promotion
E) place
92) The ________ element of the marketing mix is demonstrated when a company places an ad
on a highway billboard.
A) product
B) price
C) promotion
D) place
E) process
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93) When a company uses advertising on Instagram, the action is a tactic of the ________
element of the marketing mix.
A) product
B) price
C) promotion
D) place
E) process
94) The element of the marketing mix that describes a means of getting the product to the
consumer is known as
A) a product.
B) the price.
C) promotion.
D) the place.
E) the process.
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95) The ________ element of the marketing mix is demonstrated when Amazon delivers
packages to a customer's front porch via the U.S. Postal Service.
A) place
B) product
C) price
D) promotion
E) procurement
96) The ability to buy a soda from a vending machine demonstrates which element of the
marketing mix?
A) product
B) price
C) promotion
D) place
E) process
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97) The cluster of benefits that an organization promises customers to satisfy their needs is
referred to as a
A) core benefit proposal.
B) product protocol.
C) marketing program.
D) marketing mix.
E) customer value proposition.
98) A customer value proposition is
A) the unique combination of benefits received by targeted buyers that includes quality,
convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
B) a statement that, before product development begins, identifies (1) a well-defined target
market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be
and do to satisfy consumers.
C) a unique strength relative to competitors that provides superior returns, often based on quality,
time, cost, or innovation.
D) the characteristics of a product that make it superior to competitive substitutes.
E) the cluster of benefits that an organization promises customers to satisfy their needs.
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99) Michelin's ________ can be summed up as "providing safety-conscious parents greater
security in tires at a premium price."
A) customer value proposition
B) protocol
C) mission statement
D) core values
E) marketing program
100) The uncontrollable forces in a marketing decision involving social, economic,
technological, competitive, and regulatory forces are referred to as
A) the 5 Fs of marketing.
B) environmental forces.
C) business conditions.
D) a marketing ecosystem.
E) a business sphere.
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101) Which of the following is not an environmental force?
A) technological
B) regulatory
C) administrative
D) competitive
E) economic
102) Environmental forces refer to
A) the internal strengths of a company that enable the firm to remain competitive.
B) the marketing manager's uncontrollable factorsproduct, price, promotion, and placethat
can be used to solve marketing problems.
C) the unpredictable or uncontrollable availability of natural resources that can enhance or
restrain a company's growth.
D) the marketing manager's uncontrollable forces in a marketing decision involving social,
economic, technological, competitive, and regulatory forces.
E) the marketing manager's controllable forces in a marketing decision involving social,
economic, technological, competitive, and regulatory forces.
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103) The five major environmental forces in a marketing decision are
A) climate change, natural resources, pollution, natural disasters, and global conflict.
B) social, technological, economic, competitive, and regulatory.
C) corporate ownership, internal management, supplier partnerships, strategic alliances, and
customer relationships.
D) product, price, promotion, place, and people.
E) ethics, sustainability, cultural awareness, diversity, and values.
104) Which of the following statements about environmental forces is most accurate?
A) Environmental forces are almost always controllable if the marketing department correctly
scans them.
B) An organization that incorporates the marketing concept can exert just as much influence on
environmental forces as they can exert on that organization.
C) Environmental forces consistently result in negative outcomes for an organization.
D) Some environmental forces can actually enhance a firm's marketing opportunities.
E) Environmental forces can almost always be predicted.
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105) Which of the following statements describes an environmental force?
A) Several states have legislation that requires people transporting children to use age- and
height-appropriate car seats.
B) Tupperware has more than 200,000 independent dealers who market its entire product line.
C) A car battery comes with a lifetime guarantee.
D) An automobile dealer offers a $500 rebate during the month of July.
E) A major bottler offers a 10-cent refund on returnable bottles.
106) The unique combination of benefits received by targeted buyers that includes quality,
convenience, on-time delivery, and before- and after-sale service at a specific price is called
A) customer value.
B) target marketing.
C) benefit proposition.
D) value-based marketing.
E) a customer value proposition.
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107) Customer value refers to
A) the need of a customer to receive the highest quality product at the lowest possible price.
B) the least expensive product that will provide customers with most of the basic benefits.
C) a statement that, before product development begins, identifies (1) a well-defined target
market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be
and do to satisfy consumers.
D) the unique combination of benefits received by targeted buyers that includes quality,
convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
E) the cluster of benefits that an organization promises customers to satisfy their needs.
108) Which of the following statements about customer value is most accurate?
A) Target customers assess customer value in terms of the combination of benefits (quality,
convenience, etc.), regardless of the price.
B) Loyal customers are less profitable to firms in the long run since they expect lower prices
over time in order to remain loyal.
C) Research suggests that firms can be most successful by being all things to all consumers.
D) It is impossible to place a dollar value on a loyal, satisfied customer.
E) By providing unique value for targeted buyers, firms can build long-term relationships with
them.
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109) According to the text, Target has been successful by offering consumers the best
A) experience.
B) products/services.
C) customer service.
D) availability.
E) price.
110) According to the tex, Starbucks provides its customers with the best
A) branding.
B) products/services.
C) price.
D) customer service.
E) availability.

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