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61) Government agencies design ________ to encourage energy conservation and discourage
smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
62) As part of the rapid globalization of today's economy, companies are selling more
domestically produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
63) Greg Williams now has the buying power to purchase the desktop computer that he has
wanted for the last six months. Greg's want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
64) Cathy's Clothes is a small yet successful retail chain that sells women's clothing and
accessories with a focus on buyers who have relatively modest means. For this specific purpose,
the firm has rolled out several marketing initiatives aimed at women of a specific demographic.
This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
65) An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as trendsetters who try
out new products in the market before others. These three groups are examples of ________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
66) Jolene's firm markets preplanning services for a mortician. She finds that most of her target
market avoids discussing future funeral needs. She convinces people to invest in the firm's
services through her large-scale promotional efforts. Jolene's firm most likely practices the
________.
A) production concept
B) marketing concept
C) selling concept
D) product concept
E) societal marketing concept
67) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further
for increased consumer affordability. This reflects the ________ concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
68) Railroads were once operated based on the thinking that users wanted trains that would offer
the most in quality, performance, and innovative features. The railroad managing companies
overlooked the fact that there could be other modes of transportation. This reflects the ________
concept.
A) product
B) production
C) selling
D) marketing
E) societal marketing
69) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing
so they contribute to a national obesity epidemic and environmental problems. These fast-food
restaurants overlook the ________ philosophy.
A) marketing concept
B) product concept
C) production concept
D) societal marketing concept
E) selling concept
70) FedEx offers its customers fast and reliable package delivery. When FedEx customers weigh
these benefits against the monetary cost of using FedEx along with any other costs of using the
service, they are acting upon ________.
A) brand loyalty
B) customer equity
C) customer-perceived value
D) customer lifetime value
E) a societal marketing campaign
71) Sally recently purchased Brand X lotion. In comparing her perception of how the lotion
made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her
level of ________.
A) share of customer
B) customer satisfaction
C) customer equity
D) customer-perceived value
E) customer lifetime value
72) A gym equipment manufacturer encourages customers to become members of the firm's Web
site. Membership provides customers with exercise tips as well as discounts on gym equipment
and workout apparel. This is an example of ________.
A) a frequency marketing program
B) a basic customer relationship
C) a club marketing program
D) the selling concept
E) consumer-generated marketing
73) Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a
contest calling for customers to create commercials for the restaurant. Winning entries will be
posted on the organization's home page. Elisandra's plan is an example of ________.
A) consumer-generated marketing
B) partner relationship management
C) customer lifetime value
D) community development around a brand
E) customer divestment
74) At Gina's retail stores, the posted policy reads, "Without our customers, we don't exist." Gina
and her staff aim to delight each customer, and they are quick to offer discounts or extra services
whenever a customer is anything less than satisfied. Gina and her staff strive to make every
customer a repeat customer. It is most accurate to say that instead of focusing on each individual
transaction, Gina and her staff put a priority on ________.
A) managing partner relationships
B) selling new products
C) attracting "butterflies"
D) converting "barnacles" to "strangers"
E) capturing customer lifetime value
75) Kao Corp., a deodorant-manufacturer, invited teenage girls to make an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) societal marketing
B) the production concept
C) the selling concept
D) partner relationship management
E) consumer-generated marketing
76) Iceco Inc., an ice-cream manufacturing company, encourages all stakeholders, including the
top management and employees at all levels in their stores, to consider individual and
community welfare in their day-to-day decisions. This action undertaken by Iceco reflects
________.
A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
77) A church targeting different demographic groups to increase attendance is an example of
________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
78) Your state's department of education has budgeted a significant amount of money for a radio,
print, television, and online advertising campaign emphasizing the long-term benefits, both
educationally and professionally, of reading every day. This is an example of a(n) ________
campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
79) Which of the following is the most likely result of a marketing strategy that attempts to serve
all potential customers?
A) All customers will be delighted.
B) Customer-perceived value will increase.
C) All customers will directly turn into customer evangelists.
D) Not all customers will be satisfied.
E) Customers will not show interest in any other company's products.
80) Which of the following statements reflects the marketing concept?
A) focusing on making continuous product improvements
B) undertaking a large-scale selling and promotion effort
C) emphasizing an inside-out perspective
D) considering customer focus and value as the paths to sales and profits
E) focusing on a product-centered make-and-sell philosophy
81) In which of the following situations has a company most actively embraced customer-
managed relationships?
A) American Airlines awards frequent flyer points to returning customers.
B) Paige Premium Denim jeans provide a superior quality and a perfect fit.
C) iRobot invites enthusiastic Roomba owners to develop and share their own uses for the
company's robotic vacuum cleaner.
D) Best Buy distinguishes between its best customers and its less profitable customers, stocking
merchandise to appeal to each group.
E) Toyota develops a marketing presence on social networks and other online communities.
82) Which of the following statements is true about creating customer loyalty and retention?
A) Losing a customer means losing the entire stream of purchases that the customer would make
over a lifetime of patronage.
B) Customer delight creates a rational preference and not an emotional relationship with the
brand.
C) The aim of customer relationship management is to focus solely on customer delight.
D) Losing a customer hardly makes a difference to a company's sales.
E) The aim of customer relationship management is to focus solely on customer satisfaction.
Refer to the scenario below to answer the following questions.
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel
to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast,
Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous
downturn in business during winter. "But, given the established industries in the nearby towns,
very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't
understand why seasonality had to hit Seagull Terrace so hard!"
So Carol spent her first winter devising a new marketing plan. She put together a promotional
package designed to attract business travelers year-round. Carol's plan also involved a seasonal
promotional gimmick—to be implemented from early winter to late spring—that would attract
the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol
greeted numerous business travelers—both satisfied repeat guests as well as new guests who had
been snagged by her promotional appeals.
"We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part
of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but
we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our
first project, however, included a renovation of our guest rooms and I'm quite proud of the
results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I
will eventually offer weekend getaways throughout winter."
83) Seagull Terrace offers its customers good accommodations, local delicacies, and amazing
seaside views. The overall experience provided at the motel is a part of its ________.
A) market offering
B) target market
C) market segment
D) product positioning
E) marketing mix
84) Carol Veldt's plan also involves a seasonal promotional gimmick which she wants to
promote aggressively. This is an example of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
85) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area
are examples of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
86) Carol Veldt has decided to ask selected guests to participate in an extensive survey about
their experience at Seagull Terrace and about their requirements in terms of amenities and
cuisines. By implementing the suggestions she receives from guests, Carol would be following
the ________ concept.
A) production
B) product
C) selling
D) marketing
E) societal marketing
87) Marketing is managing profitable customer relationships.
88) Human needs are shaped by culture and individual personality.
89) The difference between human needs and wants is that needs are not created by marketers.
90) When backed by buying power, needs become wants.
91) Market offerings are limited to physical products.
92) When sellers focus on existing needs and lose sight of underlying customer wants, they
suffer from marketing myopia.
93) A market is the set of actual and potential buyers of a product or service.
94) Market segmentation is the process of seeking fewer customers and reduced demand for
profit maximization only.
95) The selling concept holds that consumers will not buy enough of the firm's products unless
the firm undertakes a large-scale selling and promotion effort.
96) An organization's department follows a customer-centered sense-and-respond philosophy.
The department is most likely practicing the product concept.
97) The societal marketing concept calls on marketers to balance consumer wants and desires,
company profits, and society's interests.
98) Marketing mix refers to the set of marketing tools the firm uses to implement its marketing
strategy.
