bus1 test 4 - F-X C h a n ge F-X C h a n ge W N O y bu 13 Student 1 Marketing is the activity set of institutions and processes for creating

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Unformatted text preview: F -X C h a n ge F -X C h a n ge W N O y bu 13 Student: _______________________________________________________________________________________ 1. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have a value for customers, clients, partners, and society at large. True False 2. The activities of marketers depend on what needs to be done to satisfy consumer wants and needs, in other words, helping the buyer buy. True False 3. In the evolution of marketing, the production era assumed an unlimited market. True False 4. The four eras of the evolution of marketing are (1) production, (2) selling, (3) advertising, and (4) stakeholder relationships. True False 5. The focus of the production era was on distribution and advertising. True False 6. The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing. True False 7. In the production era the greatest marketing need was for distribution and storage. True False 8. During the selling era, businesses turned from an emphasis on production to an emphasis on selling. True False 9. The marketing concept has three parts: (1) a consumer orientation, (2) a service orientation, and (3) an advertising orientation. True False 10. In the evolution of marketing, the marketing concept era emphasized selling and advertising in an effort to persuade consumers to buy existing products. True False 11. The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented. True False 12. The marketing concept was used heavily by business when it was first suggested in the 1950s. True False 13. Customer relationship management (CRM) is the process of learning as much as possible about customers and doing everything you can to satisfy them. True False 14. The idea behind customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty. True False 15. Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations. True False 16. The primary focus of marketing today is on selling and advertising. True False 17. During the early 1900s, businesses emphasized learning as much as possible about their customers and doing everything to satisfy them. True False 18. Outstanding service after the sale was a primary focus of businesses during the selling era. True 19. False After World War II, the tremendous demand for goods and services among the returning veterans allowed businesses to sell whatever ac .c tr om k lic C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu they produced without having to worry about what the competition was doing. True False 21. The marketing efforts at Rotary Enterprises place a great deal of emphasis on marketing goods that will earn the firm a profit. This focus on profit orientation shows that Rotary's has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation. True False 22. Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale. These efforts by HomeWork Helper's sales personnel are part of the marketing process. True False 23. Mike's Auto Repair works hard to find out what customers want and how to best meet their needs. Based on feedback from customers, Mike now provides a written estimate before any work is done, offers a more comprehensive guarantee than competitors, and calls customers after servicing their cars to make sure they are satisfied. These efforts suggest Mike is applying the concepts of customer relationship management. True False 24. The McDonald's Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it should avoid performing marketing functions, since these functions are designed to help organizations earn a profit. True False 25. The main concern of the marketing mix is to please firm's stockholders. True False 26. Placing a product in a location where people will buy it is part of the marketing mix. True False 27. Designing a want-satisfying product is part of the marketing mix. True False 28. Setting a price for the product or service is one element of the marketing mix. True False 29. The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing. True False 30. The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix. True False 31. The four elements of the marketing mix are product, production, price, and predictability. True False 32. Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process. True False 33. Concept testing involves placing a product in a place where consumers will buy it. True False 34. A firm's copyright consists of the words or letters used to differentiate their goods and services from those of competitors. True False 35. According to the "Thinking Green" box in Chapter 13, the use of specific Web sites shifts the marketing task in the automobile industry from helping the seller sell to helping the buyer buy. True False 36. A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering. True False 37. A brand name is generally thought of as part of the product. ac .c tr om k lic False 20. It is the job of marketers today to persuade consumers to buy the goods and services those marketers have available to sell. True C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu True False 38. Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them. True False 39. The marketing process includes decisions about the best way to get the product to the consumer. True False 40. Identifying a target market is one of the key steps of the marketing process. True False 41. Setting prices higher than the competition can help create an image of quality. True False 42. Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers. True False 43. Promotion includes personal selling, publicity, and word-of-mouth efforts to persuade people to buy a firm's goods or services. True False 44. Unlike advertising, which is part of the promotional component of the marketing mix, personal selling is considered to be part of the distribution function. True False 45. The last step in the marketing process often includes building a continuing relationship with customers. True False 46. Marketers are concerned with selling goods and services, and therefore are not involved in designing the products their firm will sell. True False 47. Marketing involves developing and promoting a firm's products and allowing the firm's purchasing department to make all distribution and transportation decisions. True False 48. Given today's marketing environment, marketing managers must constantly adjust the four P's of the marketing mix. True False 49. The marketing activities of an organization involve the evaluation of alternatives to finance that organization's activities. True False 50. The most important component of the marketing mix is the actual design and production of the product. True False 51. Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix. True False 52. Marketing focuses on the pricing and distribution of want-satisfying products, as well as determining the best way to promote the products to consumers. True False 53. For safety sake, an organization should produce as many products as possible since customers are not a good source of informing the organization what they want to buy. True False 54. Marketing is a one-time activity, performed when a business is first established and introducing product in the market. Once a firm has fine-tuned its marketing activities, it can turn its attention elsewhere. True False 55. The marketing mix provides a detailed market analysis to determine opportunities and challenges as well as information needed to make good decisions. True False 56. Marketing research helps determine what customers have purchased in the past, what situational changes have occurred to change consumer preferences, and what consumers are likely to want in the future. ac .c tr om k lic C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu True False 57. Effective marketing research involves listening to customers, employees, shareholders, and other stakeholders. True False 58. The first step in the marketing research process is to collect relevant data. True False 59. Secondary data should be gathered first because this type of information is less expensive to obtain. True False 60. Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online. True False 61. A telephone or online survey is an example of primary data collection. True False 62. A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues. True False 63. Marketers use very detailed surveys to gather secondary data. True False 64. The final step of the marketing research process involves selecting from several alternative strategies, and performing follow-up research to see if results were as expected. True False 65. Marketing research is a process that most firms complete once a year, in order to gather information for the firm's budgeting process. True False 66. In the marketing research process, marketers should examine all the implications of alternative solutions before making a recommendation. True False 67. Marketing research needs to be an ongoing process at a firm since changes in the marketplace and among consumers is a continuous process. True False 68. Government publications, such as the Annual Survey of Manufacturers and Survey of Current Business, are reliable sources of detailed primary data. True False 69. The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources. True False 70. Because accurate and timely market information is vital to a firm's success, businesses should budget whatever it takes to get the best data available. True False 71. Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data. True False 72. Whenever available, marketers should rely exclusively on primary data because it is much more accurate than secondary data. True False 73. Eavesdrop Communications just finished a telephone survey of several of their current customers. They plan to conduct in-depth personal interviews with about twenty additional customers. Both the telephone survey and the interviews are sources of primary data for Eavesdrop. True False 74. Peggy, a fitness instructor at the local YMCA, has been invited by a magazine publisher to meet with nine other people to discuss a new concept for a health and fitness magazine. A member of the publisher's marketing staff will be at the meeting to guide the discussion and ac .c tr om k lic C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu to record the participants' comments and suggestions. If Peggy accepts the invitation, she will be participating in a focus group. True False 75. Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society. True False 76. The process of identifying the factors that can affect marketing success is called environmental scanning. True False 77. The most dramatic global change affecting a firm's marketing environment is probably the growth of the Internet. True False 78. Population growth and changing demographics are two elements of a firm's socio-cultural environment. True False 79. Consumer databases, blogs, and social networking are some of the technological factors that are used by marketers to develop goods and services. True False 80. According to the "Reaching Beyond Our Borders" box in Chapter 13, one secret to global success is a social marketing campaign that uses online chats and blogging to stay close to consumers during all hours of the day. True False 81. Successful marketers adjust their product offerings as the level of economic activity changes. True False 82. Traditional brick-and-mortar companies face price competition from Internet-based firms. True False 83. The two major types of markets in business are the consumer market and the government market. True False 84. The business-to-business (B2B) market involves the marketing of goods and services to institutions that sell, rent, produce or supply goods to others. True False 85. When classifying a product as a consumer product or a B2B product, the primary factor to consider is the financial status of the buyer. True False 86. Price is the determining factor as to whether a good is classified as a consumer product or a B2B product. True False 87. The purchase of a cash register is likely a B2B product. True False 88. The consumer market consists of all the individuals or organizations that want goods and services in order to produce other goods and services to sell, rent, or supply to others. True False 89. Helen, a manager for Marshall Manufacturing, spends much of her time reviewing the global, technological, socio-cultural, competitive, and economic factors that can influence the success of her firm's marketing efforts. Helen's efforts indicate that she is involved with environmental scanning. True False 90. A cup of yogurt is an example of a product that is always classified as a consumer good. True False 91. Products such as computers, telecommunications equipment, PDAs, and other manufactured or mass produced items are always classified as B2B products. True False 92. Market segmentation is the process of dividing a market into several groups whose members have dissimilar characteristics. True False ac .c tr om k lic C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu 93. Selecting which groups an organization can serve profitably is called target marketing. True False 94. With careful attention to controlling costs and quality, businesses can successfully satisfy consumers with a standardized product for different markets. True False 95. Target marketing is a business strategy that focuses a firm's marketing efforts towards a potentially profitable segment of a larger market. True False 96. Because consumers differ in age, educational level, income, and tastes, firms will be more likely to succeed if they target a segment of a market and develop goods and services specially tailored to that group. True False 97. Firms developing products for a narrow segment of a market are less likely to profitably satisfy that group's needs. True False 98. Demographic segmentation divides a market into segments based on the customer's location. True False 99. Psychographic segmentation involves dividing a market into segments based on lifestyle, values, attitudes, or interests. True False 100. Separating a market by the amount of the product consumed is known as volume segmentation. True False 101. The strategy of focusing on small but profitable market segments is called micro marketing. True False 102. One-to-one marketing refers to developing a unique mix of goods and services for each individual customer. True False 103. Travel agencies demonstrate a one-to-one marketing strategy when they develop unique vacation packages for individual customers. True False 104. One-to-one marketing is seldom used in B2B markets. True False 105. Mass marketing means developing products and promotions using little segmentation. True False 106. A basic principle of relationship marketing is that firms should concentrate on producing and promoting products that appeal to large groups of people. True False 107. Relationship marketing makes heavy use of media such as television, radio and newspapers, to convince large groups of customers to buy a standardized product. True False 108. Relationship marketing moves away from mass production and toward custom-made goods and services. True False 109. Relationship marketing is rather easy to implement in the B2B market but almost impossible to use in the consumer market due to the sheer size of the consumer market. True False 110. Firms adopting a relationship marketing strategy often establish a database of information about each customer. True False 111. Relationship marketing depends on understanding individual consumers and responding quickly to their wants and needs. True False ac .c tr om k lic C om k lic C .c re . . k e r- s o ft w a w w ac ww ww tr to to bu y N O W ! PD ! PD k e r- s o ft w a re F -X C h a n ge F -X C h a n ge W N O y bu 112. Consumer behavior is influenced by the attitudes, values, and ways of doing things that are passed from one generation to the next. True False 113. The set of values, attitudes, and ways of doing things that result from belonging to a certain ethnic, religious, or racial group is called that group's cognitive dissonance. True False 114. Learning involves changes in an individual's behavior resulting from previous experiences and information. True False 115. A reference group is society's accepted values, attitudes, and ways of doing things that consumers have to learn. True False 116. Cognitive dissonance refers to the confusion and frustration people experience when they compare different products they rarely use before making a purchase. True False 117. In order to be successful, marketers avoid small market segments in favor of larger targets. True False 118. The purpose of market segmentation is to identify the features of a product that will appeal to as many customers as possible. True False 119. Subcultures are values, attitudes, and ways of doing things that individuals embrace as a way of rebelling against the accepted values, attitudes, and ways of doing things that are passed on in the individual's traditional culture. True False 120. Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing. True False 121. Melanie is a sales representative for a college textbook publisher. She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes. She makes sure they have all the supplements to the book they need and are informed about when new editions will be available. Melanie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing. True False 122. Top management at Prinze Auto Sales has decided to replace their traditional marketing approach with an approach that emphasizes relationship marketing. Under this new approach, Prinze's salespeople will be expected to devote less time to current customers and a larger share of their time searching for new cu...
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