Test 1

Which of the following is an idea marketer?

-Car salesperson -Airline pilot -Attorney -Abuse counselor -Orthodontist

_____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.

-Marketing orientation -Monetary price -Product assessment -Price assessment -Value

When DuPont develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. Which of the following marketing mix variables is implicated in this regard?

-Price -Promotion -Distribution -Product -Packaging

Which of the following is an element of the marketing mix that is used to increase the level of awareness of a product or company?

-Product -Price -Distribution -Promotion

Campbell has introduced a line of low-sodium soups in response to customer demand. Which of the following philosophies has been incorporated by Campbell?

-Selling concept -Production concept -Marketing concept -Retailing concept

Which of the following statements about marketing environment forces is correct?

-They influence customers by affecting their lifestyles, standards of living, and preferences and needs for products.

A family that organizes and advertises a garage sale is performing marketing activities.

-True -False

Customers are the focal point of all marketing activities.

-True -False

Marketing consists primarily of selling and advertising.

-True -False

Price is seldom used as a competitive tool.

-True -False

Target markets are people who buy the product but do not necessarily use the product.

-True -False

The actual physical production of goods is a marketing activity.

-True -False

Distribution, price, promotion, and product are all elements of:

-a consumer good. -a business strategy. -a target market. -the marketing mix.

The marketing concept is best defined as:

-a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals. -the performance of business activities that direct the flow of goods and services from producer to customer or user. -a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers. -the inclusion of marketing activities in the activities of an organization.

Managing customer relationships requires identifying patterns of _____ and then using that information to focus on the most promising and profitable customers.

-buying behavior -retailer information -personality differences -stock market cycles

The marketing environment is best described as being:

-composed of controllable variables. -composed of variables independent of one another. -an indirect influence on the performance of marketing activities. -dynamic and changing. slow, with infrequent fluctuations.

The marketing concept focuses on:

-creating maximum visibility for the firm. -maximizing sales. -maximizing market share. -satisfying customers' needs in a way that helps to achieve organizational objectives.

Long-term relationships with profitable customers are the key objective of:

-customer relationship -management. -production oriented firms. -e-marketing. -distribution channels.

Mothers Against Drunk Driving (MADD) is a group that works to change attitudes and laws about driving under the influence of alcohol. MADD primarily markets:

-goods. -ideas. -services. -applications.

Initiatives intended to improve an organization's positive impact on society and the natural environment are called:

-green marketing. -socially-responsible marketing. -energy-conscious marketing. -socially-conscious marketing.

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n):

-issue. -experience. -idea. -good. -service.

TMobile Corp.TM 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 _____ orientation.

-market

A change in the minimum drinking age in any given state illustrates a change in the ____ for Miller Brewing.

-marketing mix -marketing environment -marketing concept -marketing task

Kashi Heart to HeartTM cereal is aimed at people concerned about their heart health. These people represent the Kashi:

-marketing mix. -marketing strategy. -target market. -marketing tactic. -consumer advocates.

The forces of the marketing environment include:

-political, legal and regulatory, sociocultural, technological, economic, and competitive. -sociocultural, legal, regulatory, economic, and competitive. -legal, regulatory, political, and sociocultural. -competitive and noncompetitive forces that affect most lifestyles.

Making modifications to packaging or brand names involves the ____ component of the marketing mix.

-price -promotion -market -distribution -product

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

-product

Consumers buying products online have dramatically affected the ____ variable of the marketing mix.

-product -price -distribution -research -promotion

The marketing mix is built around the:

-product. -company. -customer. -employee. -retail outlet

As the Industrial Revolution came to the United States, most firms operated in a(n) ____ orientation.

-production

From the 1920s to the 1950s, demand for manufactured goods decreased, leading to the ____ orientation

-production -market -revolutionary -sales -reduction

The focal point of all marketing activities is its:

-products. -marketing mix. -profits. -sales. -customers.

Organizations should define themselves not according to the products they produce, but according to:

-profit only. -the price of their stock. -the abundance of their product selection. -where they sell their products. -how they satisfy customers.

Boca Burger's website features information about products, recipes, and nutritional values, but customers cannot actually purchase products from the website. This website is most likely used primarily as a ____ marketing tool.

-promotional -distributional -pricing -targeting -production

Wonder Inc. 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 Inc. was most likely following the_____.

-selling concept -production concept -marketing concept -customer concept -retailing concept

A physical product you can touch is a(n):

-service. -good. -idea. -concept. -philosophy.

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins. This decision indicates a response to concerns about:

-target market selection. -the marketing environment. -the reduction of marketing costs. -marketing mix decisions. -efficiency in marketing activities.

A commercial for the drink "SunnyD" explains how nutritious it is in comparison to other, more "sugary" drinks. While children under 12 are the most likely consumers of SunnyD, the commercial is aimed at mothers. These mothers represent SunnyD's:

-target market. -consumer advocates. -marketing strategy. -marketing mix. -marketing tactic

During the Industrial Revolution demand for manufactured goods was:

-weak -non-existent -declining -strong

Rob Donaldson runs a successful wholesale business that sells equipment to restaurants throughout the Midwest. He is considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently doing. This most closely represents a decision about:

-which market he should target. -the best way to distribute his products. -how to effectively promote his business. -the product he provides to his customer.