76) The marketing manager’s controllable factors—product, price, promotion, and place—that
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.
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 factors—product, price, promotion, and place—that can
be used to solve a marketing problem.
D) the allocation of resources within a firm toward individual marketing programs.
E) the environmental forces—social, economic, technological, competitive, and regulatory—that
impact the marketing decisions for a particular product at any given time.
78) The marketing mix refers to
A) the multiple sales and advertising strategies that can be used to promote a product.
B) the dynamic forces—social, economic, technological, competitive, and regulatory—to which
a marketing manager must constantly adapt.
C) the blending of different communication and delivery channels that are mutually reinforcing
in attracting, retaining, and building relationships with consumers who shop and buy in
traditional intermediaries and online.
D) the marketing manager’s controllable factors that can be used to solve marketing problems.
E) a set of complementary products that when sold together generate more sales than when sold
separately.
79) 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
80) The four Ps of the marketing mix are
A) priorities, personnel, placement, and profits.
B) prediction, production, pricing, and promotion.
C) product, price, production, and place.
D) product, price, promotion, and place.
E) prediction, production, packaging, and persuasion.
81) All of the following constitute the four Ps of the marketing mix except which?
A) promotion
B) profitability
C) price
D) place
E) product
82) 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.
83) 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
84) 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.
85) The element of the marketing mix that describes a good, service, or idea to satisfy
consumers’ needs is known as
A) the product.
B) the industry.
C) promotion.
D) the place or distribution.
E) a market segment.
86) 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
87) 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) persuasion.
88) 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
89) 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.
90) 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
91) 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.
92) The owners of Old School Brand Authentic Antique Foods researched Civil War records to
come up with recipes for the old-fashioned products they market. An offer to be featured in an
upcoming edition of Taste of Home magazine would be considered as part of the ________
element of the marketing mix.
A) product
B) price
C) production
D) promotion
E) place
93) The ________ element of the marketing mix is demonstrated when a company runs a
commercial on Hulu.
A) product
B) price
C) promotion
D) place
E) process
94) When a company uses advertising on Instagram, this tactic is part of the ________ element
of the marketing mix.
A) product
B) price
C) promotion
D) place
E) process
95) 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.
96) 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
97) The ability to buy an energy drink from a vending machine demonstrates which element of
the marketing mix?
A) product
B) price
C) promotion
D) place
E) process
98) 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.
99) 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.
100) 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
101) 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.
102) Which of the following is not an environmental force?
A) technological
B) regulatory
C) administrative
D) competitive
E) economic
103) Environmental forces refer to
A) the internal strengths of a company that enable the firm to remain competitive.
B) the marketing manager’s uncontrollable factors—product, price, promotion, and place—that
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.
104) 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.
105) 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.
106) 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.
107) 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.
108) 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 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.
109) 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.
110) According to the textbook, Target has been successful by offering consumers the best
A) experience.
B) products/services.
C) customer service.
D) availability.
E) price.
111) According to the textbook, Starbucks provides its customers with the best
A) branding.
B) products/services.
C) price.
D) customer service.
E) availability.
112) If a bank is known for delivering customer value through its focus on taking great care of
customers, it is most likely focusing on providing its customers with the best
A) assortment.
B) products/services.
C) price.
D) customer service.
E) availability.
113) Those who have flown on Singapore Air have experienced firsthand the great food that is
served during the flight, the friendliness of the flight attendants, and the comfortable seating.
Singapore Air creates customer value by providing its customers with
A) the best airport experience.
B) the most convenient flight schedules.
C) the best price for the distance traveled.
D) the best in-flight service.
E) the greatest sense of personal safety.
114) Relationship marketing refers to
A) the selection and the assignment of a firm’s personnel for a specific product or product line to
a group of current or prospective customers.
B) the belief that it is easier and less expensive to find new customers than to retain old ones.
C) the linking of the organization to its individual customers, employees, suppliers, and other
partners for their mutual long-term benefits.
D) the process of identifying prospective buyers, understanding them intimately, and developing
favorable long-term perceptions of the organization and its offerings so that buyers will choose
them in the marketplace.
E) exclusive legally binding contractual agreements between retailers and customers in order to
create enhanced value for each party.
115) The linking of the organization to its individual customers, employees, suppliers, and other
partners for their mutual long-term benefit is referred to as
A) relationship marketing.
B) exclusive dealing.
C) loyalty marketing.
D) customer relationship management.
E) symbiotic marketing.