Multiple Choice Questions

Marketing was once an afterthought to:
  • True
  • All of these.
  • Product line.
  • Production.
One example of a customer loyalty program is:
  • Assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.
  • A "frequent diner" card at a restaurant, offering a free appetizer for every $100 in food purchases.
  • True
  • Making product, place, promotion, and price decisions.
When you register your telephone number with the Do Not Call Registry you are responding to a need for:
  • Product line.
  • Place.
  • Privacy.
  • Opportunity.
Marketers in the United States are paying increasing attention to ethnic groups because:
  • Making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.
  • Assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.
  • Approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
  • Review implementation programs and results using metrics.
The first objective in the Evaluate Performance phase of the marketing planning process is to:
  • Evaluate performance and make adjustments.
  • Making product, place, promotion, and price decisions.
  • Review implementation programs and results using metrics.
  • Examine its operations and customer relations to identify significant things competitors cannot easily copy.
A friend of yours comments, "I'm starting my own business. I have a perfect product that no one else can touch, but I have no use for marketing. That's just for the mega-corporations." Which of the following arguments would you NOT use in talking about marketing?
  • Market development.
  • Engaging customers and developing long-term relationships.
  • Assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.
  • Marketing isn't essential now, but it will be in a year or two when the product takes off.
Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix?
  • C2C.
  • Threat.
  • Place.
  • True
Which of these is a macroenvironmental factor?
  • Lowering prices.
  • Production scheduling.
  • Cultural factors.
  • Making product, place, promotion, and price decisions.
When a tee shirt manufacturer states, "We only sell it in black because that way we can buy plenty of black fabric and run our plant efficiently," their statement reflects the views that were popular in which era of the evolution of marketing?
  • Market development.
  • Product development.
  • Production scheduling.
  • Production-oriented.
Marketing involves all of the following EXCEPT:
  • Opportunities and threats.
  • Product development.
  • Production scheduling.
  • Production-oriented.
In mid-2010, Hewlett-Packard Company (HP) acquired Palm Computing, Inc., a manufacturer of personal devices and smart phones. Before deciding to acquire the company, strategic planners at HP spent time thinking about how Palm and HP would "fit" together, and how the acquisition might change HP's core goals and objectives. The strategic planners were engaged in the ____________ step of the strategic marketing planning process.
  • Offering an exchange.
  • Define the business mission.
  • Market penetration.
  • Making product decisions.
In 2006, Ford Motor Company announced it would severely cut back automobile production. For parts companies supplying Ford Motor, this represented a(n):
  • True
  • Product line.
  • Threat.
  • Place.
Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This strategy limits ____________ growth strategies.
  • Market penetration.
  • Market development.
  • Product development.
  • Production-oriented.
Near the end of the model year, Move-Them-Out automobile dealership had an unusually high inventory level. The manager increased her advertising spending and gave extra incentives to its salespeople. Move-Them-Out operates as if it were in the __________ era.
  • Production-oriented.
  • Sales-oriented.
  • Market development.
  • Market-oriented.
Firms and organizations use customer relationship management to:
  • Product line.
  • Production.
  • All of these.
  • The firm itself.
Marketers who design and offer new products and services to their existing customers are pursuing a ____________________ growth strategy.
  • Product development.
  • True
  • Entrepreneurs.
  • Market development.
Yuri is considering a new promotional campaign in which he will compare his products to those of his competitors. Before initiating the promotional campaign, Yuri will likely assess his competitors' strengths, weaknesses, and:
  • Needs, wants, and ability to purchase.
  • Evaluate performance and make adjustments.
  • Market development.
  • Likely reaction to Yuri's promotional activities.
Understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals:
  • Likely reaction to Yuri's promotional activities.
  • Evaluate performance and make adjustments.
  • Spend their disposable income differently.
  • Enables firms to make appropriate adjustments.
If a radio station holds an online contest in which you must log on to their website and submit personal details such as name, phone number and email in order to participate, the radio station is:
  • Production-oriented.
  • Making product decisions.
  • Offering an exchange.
  • Market-oriented.
In a SWOT analysis, increasing gasoline prices would represent a potential ______ for manufacturers of electric cars.
  • Opportunity.
  • Privacy.
  • Product line.
  • Opportunities and threats.
Marketing provides the critical function of __________ when companies expand globally.
  • Understanding customers.
  • Production.
  • Production scheduling.
  • Opportunities and threats.
After the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of:
  • Engaging customers and developing long-term relationships.
  • Assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.
  • Making product, place, promotion, and price decisions.
  • Enables firms to make appropriate adjustments.
Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's:
  • Understanding customers.
  • Opportunities and threats.
  • Making product decisions.
  • Offering an exchange.
If a firm wants to develop a sustainable competitive advantage, it should:
  • Review implementation programs and results using metrics.
  • Approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
  • Examine its operations and customer relations to identify significant things competitors cannot easily copy.
  • Making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.
Joseph is about to graduate near the top of his class and has been looking at some forward-thinking firms. He had expected the job market to be tight, but found that some firms were using employment marketing to attract the candidates they want and need. He noticed these firms used all of the following approaches EXCEPT:
  • Approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
  • Assuming that the right candidates will learn about the firm and apply for jobs without any encouragement.
  • The product's relative market share.
  • Marketing isn't essential now, but it will be in a year or two when the product takes off.
Yvonne knows her firm must look at everything they do from a consumer's point of view. One major difficulty is that a consumer's __________ change(s) over time.
  • Likely reaction to Yuri's promotional activities.
  • Evaluate performance and make adjustments.
  • Needs, wants, and ability to purchase.
  • The product's relative market share.
Recently, Walmart announced it would begin selling organic food products. In doing so, Walmart is probably trying to:
  • Understanding customers.
  • Needs, wants, and ability to purchase.
  • Evaluate performance and make adjustments.
  • Attract a different market segment.
Abercrombie & Fitch, a hip clothing retailer, includes a "Share it!" button on its website. This button encourages an Abercrombie customer to post a link to a product page (perhaps showing a new style of jeans) on Facebook or Twitter. Abercrombie & Fitch hopes that the customer's friends (who are probably very much like current customers) will click the link, visit the page, and make purchases. This is an example of a ______ growth strategy.
  • Sales-oriented.
  • Product development.
  • Market penetration.
  • Market-oriented.
Which of the following is LEAST likely to provide a sustainable competitive advantage?
  • Privacy.
  • Lowering prices.
  • All of these.
  • Understanding customers.
Laura finds that she spends very little time face to face with her family and friends. Most of her communication is done through text messages on her mobile/cell phone and Facebook. Laura probably is part of which generational cohort?
  • Sales-oriented.
  • Entrepreneurs.
  • True
  • Generation Y.
In the immediate marketing environment, one key factor that affects the consumer is:
  • Privacy.
  • Lowering prices.
  • The firm itself.
  • Opportunity.
Marketers know that, compared to high school graduates who are working full-time, college students:
  • Approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.
  • Needs, wants, and ability to purchase.
  • Attract a different market segment.
  • Spend their disposable income differently.
E-books, in addition to being an alternative product form, provide __________ value creation since they can be downloaded via the Internet immediately when they are needed.
  • False
  • Opportunity.
  • Place.
  • True
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Multiple Choice Questions
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