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60. The marketing concept focuses on
a.
achieving the goals of top executives.
b.
creating maximum visibility for the firm.
c.
maximizing sales in a way that helps to achieve organizational objectives.
d.
maximizing market share in a way that helps to achieve organizational objectives.
e.
satisfying customers' needs in a way that helps to achieve organizational objectives.
61. The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also
a.
increase market share.
b.
increase sales.
c.
achieve the organization's goals.
d.
produce high-quality products.
e.
coordinate its activities to increase production.
62. Which one of the following statements by a company president best reflects the marketing concept?
a.
We have organized our business to make certain that customers get what they want.
b.
We believe that the marketing department must organize to sell what we produce.
c.
We have organized an aggressive sales force in our company to promote our products.
d.
We try to produce only high-quality, technically efficient products.
e.
We try to encourage company growth.
63. The marketing concept affects
a.
just the marketing department.
b.
all organizational activities.
c.
only marketing and finance.
d.
only production and marketing.
e.
few decisions in an organization.
64. When Campbell's introduced a line of low-sodium soups in response to customer demand, it was following which one
of the following philosophies?
a.
Selling concept
b.
Production concept
c.
Customer concept
d.
Marketing concept
e.
Retailing concept
65. The H&R Block company wants to adopt the marketing concept as a business philosophy. To be consistent with this
decision, which of the following philosophies is most appropriate?
a.
The customer is always right.
b.
Making money is our business.
c.
Sell, sell, sell.
d.
Keep prices low.
e.
Focus on today.
66. The marketing concept is
a.
a management philosophy.
b.
synonymous with exchange.
c.
a component of the marketing mix.
d.
a function of the marketing environment.
e.
focused solely on satisfying customer objectives.
67. As the Industrial Revolution came to the United States, most firms operated in a(n) ____ orientation.
a.
market
b.
societal
c.
sales
d.
evolutionary
e.
production
68. During the Industrial Revolution demand for manufactured goods was
a.
weak.
b.
nonexistent.
c.
declining.
d.
strong.
e.
mediocre.
69. From the 1920s to the 1950s, demand for manufactured goods decreased, leading to the ____ orientation.
a.
production
b.
market
c.
revolutionary
d.
sales
e.
reduction
70. U.S. Electric, the maker of a highly innovative xenon light bulb used in large, manufacturing facilities, finds that it has
excess inventory. The firm increases its direct marketing budget by 20 percent and adds three new sales representatives.
This company is operating as if it were in which of the following orientations?
a.
Production
b.
Sales
c.
Market
d.
Customer
e.
Societal
71. T-Mobile implements a program of texting its current customers to find out what changes they would like to see in the
services provided. The firm is exhibiting characteristics associated with which of the following orientations?
a.
Production
b.
Sales
c.
Market
d.
Social
e.
Development
72. A market orientation is an organization-wide effort that includes all of the following activities except
a.
researching customers' needs.
b.
focusing on the marketing department only.
c.
generating marketing intelligence for use in the organization.
d.
being responsive to customers' ever-changing wants and needs.
e.
disseminating marketing intelligence across departments within the organization.
73. Which of the following best describes the acceptance of the marketing concept by American organizations?
a.
The marketing concept has yet to be fully accepted by all organizations.
b.
All organizations fully utilize the marketing concept to run their businesses.
c.
Nearly half of all organizations are still in the sales orientation and have not implemented the marketing
concept.
d.
Most organizations have really not accepted the marketing concept because of its many costs and problems.
e.
Although American organizations fully accept the marketing concept, many foreign companies do not.
74. Which of the following is not an example of the implementation of the marketing concept?
a.
Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork.
b.
Ford asks customers to vote online for a new color for next year’s Ford Focus.
c.
Burger King reduces the labor costs to produce its sausage-egg biscuits.
d.
Microsoft offers rewards for users who can find flaws in its new software.
e.
Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a
serious collision.
75. Health Care Systems, Inc. rolls out an innovative nurse-on-call information system available online. The product is not
widely accepted because patients don't see the need for such a service. This situation represents a failure in which aspect
of implementing the marketing concept?
a.
An information system to determine customer needs
b.
The organizational structure
c.
Top-management commitment
d.
Technological advancement
e.
Scanning corporate capabilities
76. Wonder introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the
number of health-conscious customers who live alone. In this case, Wonder was most likely following the ________.
a.
selling concept
b.
production concept
c.
marketing concept
d.
customer concept
e.
retailing concept
77. Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value
enhancement through the creation of more satisfying exchanges is known as
a.
marketing synthesis.
b.
relationship marketing.
c.
a marketing orientation.
d.
the marketing concept.
e.
strategic marketing.
78. A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling
brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea because
MegaGrain's long-term survival, like most companies, depends on
a.
cost-cutting measures.
b.
continually selling to new customers and markets.
c.
creating and maintaining satisfying exchange relationships.
d.
high-volume, low-margin sales.
e.
increasing shelf space for their brands.
79. In managing customer relationships, the three primary ways profits can be obtained are by
a.
acquiring new customers, enhancing the profitability of new customers, and shortening the duration of
relationships with existing customers.
b.
enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and
finding new customers.
c.
extending the length of relationships with customers, cutting organizational costs, and enhancing the
profitability of new customers.
d.
eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales
to existing customers.
e.
enhancing the profitability of existing customers, extending the duration of relationships with customers, and
obtaining new customers.
80. Ben is responsible for managing the customer satisfaction of Hampton Inn motel guests. Ben is currently analyzing the
customer relationship management (CRM) program at Hampton Inn and is contemplating where he should begin making
changes. Which of the following would be the beginning of a CRM program, and therefore the area Ben should consider
first?
a.
communicating with current customers via Facebook.
b.
offering new types of hotel rooms for frequent guests.
c.
expanding the number and locations of Hampton Inns.
d.
providing information to customers through the web, Facebook, or in person.
e.
increasing the promotion budget with a new sweepstakes for frequent customers.
81. Long-term relationships with profitable customers is the key objective of
a.
personal selling.
b.
customer relationship management.
c.
production oriented firms.
d.
e-marketing.
e.
distribution channels.
82. Managing customer relationships requires identifying patterns of ____ and then using that information to focus on the
most promising and profitable customers.
a.
demographics
b.
buying behavior
c.
retailer information
d.
personality differences
e.
stock market cycles
83. ____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.
a.
Marketing orientation
b.
Monetary price
c.
Product assessment
d.
Price assessment
e.
Value
84. The equation a buyer applies to assess a product's value is
a.
value = monetary price − customer benefits.
b.
value = customer costs − customer benefits.
c.
value = customer benefits − customer costs.
d.
value = customer benefits − monetary price.
e.
value = customer benefits − time and effort.
85. Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most
obvious customer cost is
a.
risk.
b.
time.
c.
monetary price.
d.
effort.
e.
availability.
86. Which of the following would not be a customer cost considered in determination of product value?
a.
Product's purchase price
b.
Time spent purchasing the product
c.
Effort spent purchasing the product
d.
Benefits received in the exchange for the products
e.
Risk of purchasing the product
87. Scott, a buyer for a medium-sized company, is assessing the value of competing software products for use in his firm.
Which of the following would not be a customer benefit considered in his determination of this product's value?
a.
Speed of delivery
b.
Ease of installation
c.
Availability of technical support
d.
Availability of training assistance
e.
Monetary price
88. Taco Bell is introducing some of its products into supermarkets, vending machines, college campuses, and other
locations to increase its product availability and convenience. One reason Taco Bell is doing so is to
a.
decrease customer benefits.
b.
increase customer costs.
c.
increase customer value.
d.
increase distribution expenses.
e.
decrease promotion expenses.
89. Initiatives intended to improve an organization's positive impact on society and the natural environment are called
a.
environmental marketing
b.
green marketing
c.
socially-responsible marketing
d.
energy-conscious marketing
e.
socially-conscious marketing
90. If a family spends $2,000 a month on goods and services, how much of that $2,000 goes for marketing activities?
a.
$2,000
b.
$1,500
c.
$1,000
d.
$500
e.
$0
91. For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?
a.
One-half
b.
One-fifth
c.
One-fourth
d.
One-third
e.
One-sixth
92. In today's market environment, you might pay $16 for a physical CD by your favorite musical artist. Approximately
how much of that price goes to activities related to marketing (promotion, distribution, profit margins)?
a.
$10.25
b.
$4.00
c.
$5.10
d.
$8.00
e.
$12.75
93. Marketing activities are
a.
used by all sizes of organizations including for-profit, nonprofit, and government agencies.
b.
limited to use by larger for-profit and nonprofit organizations.
c.
implemented only to increase profits for the organization and to expand the scope of its customer base.
d.
used by all types and sizes of businesses but are not used by nonprofit organizations.
e.
used by small businesses and small nonprofit organizations the most.
94. Marketing activities
a.
are aimed at persuading customers through advertising.
b.
involve mainly distribution and promotion decisions.
c.
and selling activities are basically the same.
d.
are important only when a firm is developing new products or entering new markets.
e.
help sell an organization's products and generate financial resources for the firm.
95. Marketing knowledge and skills
a.
are not necessary for a nonprofit organization.
b.
are valuable personal and professional assets.
c.
constitute the marketing mix.
d.
were most important during the production era.
e.
are most valuable for advertising executives but less important for wholesalers and distributors.
96. The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a
result, more firms are working to
a.
raise prices in order to increase their profits so that they can contribute to philanthropic causes.
b.
reduce the quality of their products in order to save money and provide less expensive products to their
consumers.
c.
reduce their profits by donating more time and money to improve social welfare and environmental conditions.
d.
enact laws requiring companies to work toward the welfare of customers and society.
e.
create a responsible approach to developing long-term relationships with customers and society.
97. Approximately what percentage of civilian workers in the United States performs marketing activities?
a.
25 to 33 percent
b.
81 to 92 percent
c.
42 to 50 percent
d.
64 to 76 percent
e.
10 to 20 percent
98. Scenario 1.1
Use the following to answer the questions.
Greensprings Cemetery in upstate New York, offers a full-service funeral and burial that is non-toxic to the environment.
All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively
new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery
includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or
concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at
Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was
slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-
developed website. The owners of Greensprings were previously in the cemetery business, and are active conservationist
and wanted to make their business more sustainable. After conducting research and finding that there were natural burial
sites in Great Britain, they wanted to provide an alternative to other environmentally-conscious Americans like
themselves.
Refer to Scenario 1.1. A new website has helped Greensprings' pre-planned funeral business grow. These would come
under which of the following marketing mix variables?
a.
Product
b.
Price
c.
Distribution
d.
Promotion
e.
Promotion and price
99. Scenario 1.1
Use the following to answer the questions.
Greensprings Cemetery in upstate New York, offers a full-service funeral and burial that is non-toxic to the environment.
All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively
new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery
includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or
concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at
Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was
slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-
developed website. The owners of Greensprings were previously in the cemetery business, and are active conservationist
and wanted to make their business more sustainable. After conducting research and finding that there were natural burial
sites in Great Britain, they wanted to provide an alternative to other environmentally-conscious Americans like
themselves.
Refer to Scenario 1.1. Greensprings' main competitive advantage over traditional cemeteries comes from its attention to
which element in the marketing mix?
a.
Product
b.
Price
c.
Promotion
d.
Distribution
e.
Marketing research
100. Scenario 1.1
Use the following to answer the questions.
Greensprings Cemetery in upstate New York, offers a full-service funeral and burial that is non-toxic to the environment.
All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively
new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery
includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or
concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at
Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was
slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-
developed website. The owners of Greensprings were previously in the cemetery business, and are active conservationist
and wanted to make their business more sustainable. After conducting research and finding that there were natural burial
sites in Great Britain, they wanted to provide an alternative to other environmentally-conscious Americans like
themselves.
Refer to Scenario 1.1. The customers of Greensprings Cemeteries are most likely choosing the Greensprings business
because of its _______, which is evidence of a ______ _____.
a.
Pricing; Sales orientation
b.
Environmental consciousness; Market orientation
c.
Novelty; Production orientation
d.
Environmental consciousness; Business orientation
e.
Pricing; Profit orientation
101. Scenario 1.2
Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws has an interactive website where
customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat.
Paws and Claws has several unexpected services, such as a 600-square foot swimming pool, complete with slide and dog-
friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day
care. Paws and Claws has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets
while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Paws and Claws is also open
24 hours a day, 365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50, compared to competing kennels at about $30. The day
care costs are $25 for either a dog or cat. The majority of Paws and Claws' competitors don't offer the day care service,
and require an two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Paws
and Claws was more interested in competing based on its prices.
Refer to Scenario 1.2. Paws and Claws’ addition of unexpected services, pick-up and delivery, and 24-hour access while
charging a higher price than its competition is best described as which type of value?
a.
Value = monetary price - customer benefits.
b.
Value = customer costs - customer benefits.
c.
Value = customer benefits - customer costs.
d.
Value = customer benefits - monetary price.
e.
Value = customer benefits - time and effort.
102. Marketing consists primarily of selling and advertising.
a.
True
b.
False
103. The broadest and simplest definition of marketing states that it is the development and efficient distribution of
products for consumer segments.
a.
True
b.
False
104. Customers are the focal point of all marketing activities.
a.
True
b.
False
105. A family that organizes and advertises a garage sale is performing marketing activities.
a.
True
b.
False
106. A target market is a specific group of customers on whom an organization focuses its marketing efforts.
a.
True
b.
False
107. A target market is always defined by demographics.
a.
True
b.
False
108. Target markets can be people who buy the product but do not necessarily use the product.
a.
True
b.
False
109. The marketing mix consists of three major variables: product, price, and distribution.
a.
True
b.
False
110. In marketing, a product can be a good or a service but not an idea.
a.
True
b.
False
111. Marketing efforts do not involve the design and development of products.
a.
True
b.
False
112. Products can be goods, services, or ideas.
a.
True
b.
False
113. Services are provided by applying human and mechanical efforts to people or objects to provide intangible benefits
to customer.
a.
True
b.
False
114. The actual physical production of goods is a marketing activity.
a.
True
b.
False
115. Promotion can help sustain interest in established products that have long been available.
a.
True
b.
False
116. The distribution variable in a marketing mix is directed toward making products available in the quantities desired to
as many target market customers as possible and keeping the total inventory, transportation, and storage costs as low as
possible.
a.
True
b.
False
117. Customers are interested in a product's price because they are concerned about the value obtained in an exchange.
a.
True
b.
False
118. Price is seldom used as a competitive tool.
a.
True
b.
False
