42. Burlington Coat Factory manufactures its winter jackets in April but does not display them in its stores until early
September. Burlington recognizes the importance of utility.
a. form
b. time
c. production
d. space
e. possession
43. When John returned a shirt he had purchased at JCPenney for a refund, he essentially reversed the effect of which
type of utility?
a. Form
b. Possession
c. Time
d. Transfer
e. Place
44. The marketing activities associated with time, place, and possession utility account for about
consumer dollar spent.
a. ten cents
b. one-fourth
c. one-third
d. one-half
e. three-fourths
of every
45. Between the 1920s and the 1950s, business had a strong orientation, in which emphasis was placed on
increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques.
a. production
b. sales
c. marketing
d. customer
e. organizational
46. An approach to marketing that involves the entire business organization in the process of satisfying customers‘
needs while achieving the organization‘s goals is called
a. market utility.
b. market segmentation.
c. marketing systems.
d. the marketing concept.
e. the market plan.
47. Club Med Inc. talks to its present and potential customers to assess their needs for its products. Then it develops
products to satisfy those needs. The firm is thus applying the concept.
a. production orientation
b. sales orientation
c. marketing
d. physical distribution
e. facilitating
48. From the beginning of the Industrial Revolution until the early twentieth century, business effort was directed mainly
toward
a. developing new machinery.
b. the production of goods.
c. the development of new markets.
d. keeping the cost of labor low.
e. fighting unionization.
49. In the 1920s, producers had to shift to a new sales orientation, which was characterized by all of the following
except
a. taking orders and delivering goods.
b. increasing advertising.
c. determining what goods consumers wanted.
d. enlarging the sales force.
e. using occasional high–pressure selling techniques.
50. Arthur was a salesperson for a manufacturing firm in the late 1920s. Which of the following would his employer
most likely have asked him to do?
a. Use high-pressure sales technique to sell more of the company’s high production output.
b. Nothing, because at this time production lagged well behind customer demand.
c. Simply take orders from customers and turn them in to the company.
d. Find out what customers really want and how the company can change its products to better meet customer
needs.
e. Develop long-term relationships with clients.
51. During the 1950s, the marketing concept began to develop as business managers recognized that they were not
primarily producers or sellers but rather were in the business of
a. satisfying customers’ needs.
b. researching new technologies.
c. developing human resources.
d. developing corporate cultures.
e. creating positive public relations.
52. Which of the following indicates a customer orientation?
a. Increasing advertising
b. Taking orders from customers
c. Distributing goods to customers
d. Intensifying sales techniques
e. Developing products that fulfill customers‘ needs
53. To implement the marketing concept, a firm must first
a. mobilize its marketing resources.
b. promote the product.
c. obtain information about its customers’ needs.
d. develop the product.
e. determine if customers want the firm to practice the marketing concept.
54. Which of the following is not one of the steps in implementing the marketing concept?
a. Obtaining information about existing and potential customers
b. Pinpointing needs and potential customers for further marketing activities
c. Mobilizing marketing resources to provide, promote, and distribute products
d. Obtaining new information about effectiveness of efforts
e. All are steps in implementing the marketing concept.
55. The Bitty-Baby Store wants to update its way of doing business from the methods of the sales era to the more
current methods of the marketing concept. Which of the following tactics will not be a step in the right direction?
a. Creating cross-departmental teams to generate more new-product ideas
b. Doubling its advertising budget to reach its customers more frequently
c. Attempting to obtain more information from present customers
d. Finding new distribution methods that improve delivery times
e. Modifying pricing structures to increase sales
56. Federated Insurance wants to expand its line of life insurance products by introducing a new policy. In keeping with
the marketing concept, it likely will research all of the following except
a. what price level is acceptable to customers.
b. what features potential customers are most interested in.
c. who the major competitor’s most recent buyers are.
d. what promotional activities will best illustrate the new product’s benefits.
e. where the product should be distributed.
57. A market is a group of individuals and/or organizations that have needs for products in a given category and have
the ability, willingness, and to purchase such products.
a. utility
b. credit
c. desire
d. money
e. authority
58. Teenagers spend billions of dollars on stereo equipment and compact discs. They have the ability, willingness, and
authority to purchase such products because of their perceived need. These teenagers are an example of a(n)
____ market.
a. consumer
b. business-to-business
c. producer
d. governmental
e. institutional
59. Markets are classified as either
a. producer or consumer.
b. institutional or reseller.
c. governmental or institutional.
d. reseller or consumer.
e. consumer or business-to–business.
60. Business–to–business markets include all of the following except ____ markets.
a. producer
b. governmental
c. institutional
d. financial
e. reseller
61. If Carolyn Smith purchases office supplies for her home office from which she operates her insurance business,
she is a member of which type of market?
a. Consumer
b. Business-to–business
c. Reseller
d. Institutional
e. Producer
62. Southside Distributors in Los Angeles distributes beverages for a major corporation in Kansas City. It is specifically
a part of a(n) market.
a. reseller
b. governmental
c. institutional
d. consumer
e. organizational
63. Emerson, an electronics manufacturer, purchases the wires it needs to make televisions and stereos from various
wire manufacturers. Emerson is a part of which type of market?
a. Institutional
b. Governmental
c. Consumer
d. Producer
e. Reseller
64. Sears buys finished products and sells them for a profit to its customers. Sears is a part of which type of market?
a. Consumer
b. Producer
c. Governmental
d. Institutional
e. Reseller
65. Western Civic Club’s goals differ from those of a profit-driven business, meaning that it is part of a(n)
market.
a. producer
b. governmental
c. institutional
d. consumer
e. organizational
66. Dell Computer Corporation sells personal computers to colleges and universities, hospitals, civic clubs, charitable
organizations, and foundations. This market is called a(n) market.
a. consumer
b. producer
c. governmental
d. institutional
e. reseller
67. A marketing strategy consists of the selection and analysis of a target market and
a. the examination of potential market regions.
b. the determination of product features and benefits to meet the customers’ needs.
c. decisions about how to distribute the product and at what price.
d. decisions about how and where to advertise and promote the product.
e. the creation and maintenance of an appropriate marketing mix.
68. A plan that will enable an organization to make the best use of its resources to meet its objectives is called a
a. production plan.
b. marketing program.
c. marketing strategy.
d. promotional plan.
e. marketing orientation.
69. Topps, a company that produces baseball cards, develops its products to appeal primarily to males who are baseball
fans. This group is Topps’s
a. business-to-business market.
b. market segmentation.
c. promotion strategy.
d. target market.
e. marketing mix.
70. A market segment toward which a company directs its marketing effort is called a
a. marketing group.
b. marketing sample.
c. target market.
d. consumer market.
e. marketing median.
71. A group of persons for whom a firm develops and maintains a marketing mix suitable for the group’s specific needs
and preferences is commonly referred to as a target
a. unit.
b. segment.
c. market.
d. source.
e. demand.
72. Morton Salt Company designs a single marketing mix and directs it at the entire market. The company is using the
approach.
a. target market
b. undifferentiated
c. market segmentation
d. concentrated
e. differentiated
73. Betty and Carole recently opened a local candy store. They considered the entire market of candy eaters as their
market. Which targeting strategy did they use in choosing a target market for their store?
a. Market segmentation
b. Undifferentiated approach
c. Differentiated
d. Concentrated
e. The marketing–mix approach
74. Rufus opened a fast-food restaurant on the corner of First and Main Streets in a small town. He named the
restaurant The Hamburger Place. He offered one type of hamburger (a juicy homemade hamburger), for which he
designed a marketing mix for the entire hamburger-eater market in town. What approach did he use in choosing a
target market?
a. Market segmentation
b. Target market
c. Differentiated
d. Undifferentiated
e. Marketing–mix
75. A single marketing mix consists of one type of product with little or no variation, one price, one promotional
program aimed at everyone, and distribution system(s) to reach all customers in the total market.
a. five
b. four
c. three
d. two
e. one
76. Products that can be marketed successfully with the undifferentiated approach include sugar and
a. cars.
b. clothing.
c. writing pens.
d. flour.
e. furniture.
77. Females in a market can be classified as
a. a market segment.
b. a marketing mix.
c. market segmentation.
d. an independent market.
e. a classified market.
78. The process of dividing a market into segments is called
a. market grouping.
b. market segmentation.
c. market sampling.
d. target marketing.
e. consumer sampling.
79. Kelly Warren owns a frozen yogurt shop. She has decided to focus her marketing efforts on health-conscious
customers. Kelly is using the approach.
a. differentiated
b. undifferentiated
c. concentrated
d. target market
e. marketing-mix
80. Car manufacturers tend to use the approach in choosing their target market.
a. product differentiation
b. undifferentiated
c. differentiated
d. target market
e. marketing-mix
81. General Motors uses multiple marketing mixes for its various divisions and focuses these marketing mixes on
various segments of the automobile-purchasing market. General Motors uses
a. concentrated market segmentation.
b. an undifferentiated approach.
c. differentiated market segmentation.
d. segmentation by function.
e. mixed market segmentation.