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A Framework for Marketing Management, 5e (Kotler)
Chapter 1 Defining Marketing for the 21st Century
1) hi!h of the following statements a"out marketing is true#
A) $t is of little importan!e when pro%u!ts are stan%ar%i&e%'
) $t !an help !reate o"s in the e!onomy "y in!reasing %eman% for goo%s an% ser*i!es'C) $t helps to "uil% a loyal !ustomer "ase "ut has no impa!t on a firm+s intangi"le assets'
D) $t is more important for "igger organi&ations than smaller ones'
) $t is sel%om use% "y nonprofit organi&ations'Answer-
.age /ef- 2
0"e!ti*e- 1
Diffi!ulty- asy
2) goo%s !onstitute the "ulk of most !ountries+ pro%u!tion an% marketing efforts'
A) Dura"le
) $mpulseC) .hysi!al
D) u3ury) $ntangi"le
Answer- C
.age /ef- 40"e!ti*e- 2
Diffi!ulty- asy
4) Car rental firms, hair %ressers, an% management !onsultants pro*i%e 'A) goo%s
) e3perien!esC) e*entsD) ser*i!es
) information
Answer- D.age /ef- 4
0"e!ti*e- 2
AAC- Analyti! kills
Diffi!ulty- asy
1
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=) are "asi! human re>uirements, while are the ways in whi!h those
re>uirements are satisfie%'
A) ants? nee%s) Deman%s? wants
C) @ee%s? wants
D) @ee%s? %eman%s) Deman%s? nee%s
Answer- C
.age /ef- 50"e!ti*e- 4
Diffi!ulty- asy
) hen Frank "uys his own house, he woul% like to ha*e a home theater system an% a a!u&&i'8e plans to sa*e enough money in the ne3t three years so that he !an fulfill his wish' Frank+s
%esire for the home theater an% the a!u&&i is an e3ample of a(n) '
A) nee%
) wantC) %eman%
D) unstate% nee%) latent %eman%
Answer-
.age /ef- 50"e!ti*e- 4
AAC- Analyti! kills
Diffi!ulty- Mo%erate
B) hen !ompanies measure the num"er of people who are willing an% a"le to "uy their
pro%u!ts, they are measuring 'A) %eman%
) pri!e elasti!ity
C) real nee%sD) stan%ar% of li*ing
) %isposa"le in!ome
Answer- A
.age /ef- 50"e!ti*e- 4
Diffi!ulty- Mo%erate
4
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17) A(n) nee% is one that the !onsumer is relu!tant or unwilling to e3pli!itly *er"ali&e'
A) se!on%ary
) unstate%C) %elight
D) se!ret
) state%Answer- D
.age /ef- <
0"e!ti*e- 4Diffi!ulty- Mo%erate
11) A(n) nee% is a nee% that the !onsumer e3pli!itly *er"ali&es'
A) state%) affirmati*e
C) unsought
D) %elight
) se!retAnswer- A
.age /ef- 50"e!ti*e- 4
Diffi!ulty- Mo%erate
12) Companies a%%ress nee%s "y putting forth a , a set of "enefits that they offer to
!ustomers to satisfy their nee%s'
A) "ran%
) *alue propositionC) %eal
D) marketing plan
) %eman%Answer-
.age /ef- <
0"e!ti*e- 4Diffi!ulty- Mo%erate
14) During market segmentation analysis, the marketer i%entifies whi!h segments present thegreatest opportunity' :hese segments are !alle% '
A) target markets
) !apital marketsC) tertiary markets
D) %emographi! markets
) %e*eloping marketsAnswer- A
.age /ef- <
0"e!ti*e- 4
Diffi!ulty- Mo%erate
9
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19) ________ refle!ts a !ustomer+s u%gment of a pro%u!t+s performan!e in relation to his or her
e3pe!tations'
A) ran% e>uity) atisfa!tion
C) alue
D) .er!eption) ran% image
Answer-
.age /ef- <0"e!ti*e- 4
Diffi!ulty- asy
15) :he *alue of an offering is %es!ri"e% as 'A) the pri!e !onsumers are !harge% for a pro%u!t
) the !ost of manufa!turing a pro%u!t
C) the %egree to whi!h !onsumer %eman% for a pro%u!t is positi*e
D) the sum of the tangi"le an% intangi"le "enefits an% !osts to !ustomers) the intangi"le "enefits gaine% from a pro%u!t
Answer- D.age /ef- <
0"e!ti*e- 4
Diffi!ulty- Mo%erate
1<) hen ol*o runs a%s suggesting that its !ars are the safest that money !an "uy, it is trying to
'
A) segment the market) pro*i%e a ser*i!e
C) enter into a new market
D) %e*elop "ran% loyalty) position its pro%u!t
Answer-
.age /ef- <0"e!ti*e- 4
AAC- Analyti! kills
Diffi!ulty- Mo%erate
1=) $f a marketer uses warehouses, transportation !ompanies, "anks, an% insuran!e !ompanies to
fa!ilitate transa!tions with potential "uyers, the marketer is using a 'A) ser*i!e !hannel
) %istri"ution !hannel
C) !ommuni!ation !hannelD) relationship !hannel
) stan%ar%i&e% !hannel
Answer- A
.age /ef- <0"e!ti*e- 4
Diffi!ulty- Mo%erate
5
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1) :he is the !hannel stret!hing from raw materials to !omponents to final pro%u!ts
that are !arrie% to final "uyers'
A) !ommuni!ation !hannel) %istri"ution !hannel
C) supply !hain
D) ser*i!e !hain) marketing !hain
Answer- C
.age /ef- =0"e!ti*e- 4
Diffi!ulty- asy
1B) :he a!tual an% potential ri*al offerings an% su"stitutes that a "uyer might !onsi%er arereferre% to as the '
A) supply !hain
) glo"al market
C) *alue propositionD) !ompetition
) marketing en*ironmentAnswer- D
.age /ef- =
0"e!ti*e- 4Diffi!ulty- asy
27) :he in!lu%es the a!tors in*ol*e% in pro%u!ing, %istri"uting, an% promoting an
offering' :he main a!tors are the !ompany, suppliers, %istri"utors, %ealers, an% the target!ustomers'
A) e!onomi! en*ironment
) management en*ironmentC) strategi! en*ironment
D) task en*ironment
) ta!ti!al en*ironmentAnswer- D
.age /ef- =
0"e!ti*e- 4
AAC- Analyti! killsDiffi!ulty- Mo%erate
<
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21) $n an attempt to !reate greater !ompetition an% growth opportunities, !ountries often
'
A) in!rease tra%e "arriers) prote!t in%ustries
C) %eregulate in%ustries
D) en!ourage interme%iation) re%u!e pri*ati&ation
Answer- C
.age /ef- =0"e!ti*e- 9
AAC- Multi!ultural an% %i*ersity un%erstan%ing
Diffi!ulty- Mo%erate
22) /ising promotion !osts an% shrinking profit margins are the result of '
A) new an% impro*e% te!hnology
) %isinterme%iation
C) in%ustry !on*ergen!eD) pri*ati&ation
) heightene% !ompetitionAnswer-
.age /ef-
0"e!ti*e- 9Diffi!ulty- Mo%erate
24) $n%ustry "oun%aries are "lurring rapi%ly as !ompanies i%entify new opportunities at the
interse!tion of two or more in%ustries' :his is !alle% 'A) glo"ali&ation
) !ustomi&ation
C) in%ustry !on*ergen!eD) %isinterme%iation
) pri*ati&ation
Answer- C.age /ef-
0"e!ti*e- 9
Diffi!ulty- asy
29) :he su!!ess of online pur!hasing resulte% in in the %eli*ery of pro%u!ts an%
ser*i!es "y inter*ening in the tra%itional flow of goo%s through %istri"ution !hannels'
A) %isinterme%iation) %i*ersifi!ation
C) re%u!e% !ompetition
D) %eregulation) pri*ati&ation
Answer- A
.age /ef-
0"e!ti*e- 9Diffi!ulty- Mo%erate
=
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25) $n response to threats from su!h !ompanies as A0, Ama&on'!om, Eahoo, eay,
G:/AD, an% %o&ens of others, esta"lishe% manufa!turers an% retailers "e!ame ;"ri!kan%
!li!k; oriente% "y a%%ing online ser*i!es to their e3isting offerings' :his pro!ess is known as '
A) reinterme%iation
) %isinterme%iationC) retail transformation
D) e!olla"oration
) newmarket syn!hroni&ationAnswer- A
.age /ef-
0"e!ti*e- 9
Diffi!ulty- Mo%erate
2<) hen eay an% Ama&on'!om !ut out the maority of mi%%lemen that normally woul%
parti!ipate in the e3!hange pro!ess, it is an e3ample of '
A) %eregulation) re*erse au!tioning
C) reinterme%iationD) %isinterme%iation
) %i*ersifi!ation
Answer- D.age /ef-
0"e!ti*e- 9
AAC- Hse of information te!hnology
Diffi!ulty- Mo%erate
2=) Disinterme%iation *ia the $nternet has resulte% in '
A) higher pri!es) stronger "ran% loyalty
C) greater emphasis on personal selling
D) wellesta"lishe% "ran% names) greater !onsumer "uying power
Answer-
.age /ef-
0"e!ti*e- 9AAC- Hse of information te!hnology
Diffi!ulty- Mo%erate
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2) a!h of the following is true a"out the $nternet+s impa!t on the way "usiness is !on%u!te%
to%ay, IC.: one' $%entify the e3!eption'
A) $t has fa!ilitate% highspee% !ommuni!ation among employees') $t has empowere% !onsumers with easy a!!ess to information'
C) $t !an "e use% as a powerful sales !hannel'
D) $t has fa!ilitate% mass marketing "ut not the sale of !ustomi&e% pro%u!ts') $t ena"les marketers to use so!ial me%ia to a%*ertise their pro%u!ts'
Answer- D
.age /ef- 0"e!ti*e- 9
AAC- Hse of information te!hnology
Diffi!ulty- asy
2B) Kotler an% Casoline suggeste% eight fa!tors that marketers must keep in min% in or%er to %eal
with risk an% un!ertainty' hi!h of the following statements are they most likely to agree withwhen the en*ironment is un!ertain#
A) Companies shoul% "e prepare% to implement a% ho! strategies whene*er re>uire%'
) Companies shoul% push aggressi*ely for the market share of their !ompetitors'C) Companies shoul% fo!us less on their !ore segments, an% more on new target markets'
D) Companies shoul% not in!rease marketing "u%gets in times of un!ertainty'
) Companies shoul% fo!us an% impro*e their marginal "ran%s'
Answer- .age /ef- B
0"e!ti*e- 9
Diffi!ulty- Mo%erate
47) hat are !ustomer tou!h points#
A) all aspe!ts of the offering that %ire!tly affe!t !onsumer preferen!es) all nee%s an% wants of !ustomers
C) all %ire!t or in%ire!t intera!tions "etween the !ustomer an% the !ompany
D) all intera!tions "etween !ustomers an% !ompetitors) all fa!tors that affe!t "uying "eha*ior
Answer- C
.age /ef- 9
0"e!ti*e- 9Diffi!ulty- Mo%erate
B
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41) hi!h of the following hol%s that !onsumers prefer pro%u!ts that are wi%ely a*aila"le an%
ine3pensi*e#
A) the pro%u!t !on!ept) the pro%u!tion !on!ept
C) the selling !on!ept
D) the performan!e !on!ept) the marketing !on!ept
Answer-
.age /ef- B0"e!ti*e- 9
Diffi!ulty- Mo%erate
42) :he !on!ept hol%s that !onsumers will fa*or offerings with the "est >uality, performan!e, or inno*ati*e features'
A) pro%u!t
) marketing
C) pro%u!tionD) selling
) holisti! marketingAnswer- A
.age /ef- B
0"e!ti*e- 9Diffi!ulty- asy
44) hi!h of the following !ategories of goo%s an% ser*i!es is most likely to re>uire anaggressi*e use of the selling !on!ept#
A) shopping goo%s
) unsought goo%sC) ne!essary goo%s
D) lu3ury goo%s
) !omplementary goo%sAnswer-
.age /ef- B
0"e!ti*e- 9
AAC- Analyti! killsDiffi!ulty- Mo%erate
17
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49) As a maor steel manufa!turer, teelMakers $n!' fo!uses on ha*ing the most effi!ient
manufa!turing pro!esses in pla!e' :he !ompany "elie*es that its !ompetiti*e e%ge lies in its
a"ility to offer the "est pri!es' :hey also maintain an e3!ellent %istri"ution network that ensureswi%e a*aila"ility of their pro%u!ts' teelMakers has a '
A) selling orientation
) pro%u!tion orientationC) pro%u!t orientation
D) marketing orientation
) so!ial orientationAnswer-
.age /ef- B
0"e!ti*e- 9
AAC- Analyti! killsDiffi!ulty- Mo%erate
45) e"ma3 $n!' pro%u!e% an% markete% !ameras' After !onsi%era"le resear!h an% %e*elopment,
they %e*elope% a new %igital !amera that ha% an array of new features' e"ma3 was so surea"out the new offering that they e*en re%u!e% their marketing "u%get' hat sort of orientation
%oes e"ma3 ha*e towar% the marketpla!e#A) pro%u!tion orientation
) pro%u!t orientation
C) selling orientationD) marketing orientation
) holisti! marketing orientation
Answer-
.age /ef- B0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
4<) /i!k Johnson trains his !ompany+s sales for!e to go after the !onsumer' 8e repeate%ly askshis team to "ear in min% the essential fa!t that it is the sales team+s responsi"ility to rouse the
!onsumer+s interest an% make him feel that he nee%s the pro%u!t' A true salesman is one who !an
!on*ert an in%ifferent !onsumer walking into the store into a new !ustomer' Johnson "elie*es in
the !on!ept'A) pro%u!t
) pro%u!tion
C) sellingD) marketing
) so!ial responsi"ility
Answer- C.age /ef- B
0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
11
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4=) Marketers at Johnny $n!' "elie*e in putting their !ustomers ahea% of e*erything else' :heir
pro%u!ts are !arefully %esigne% to meet !ustomer re>uirements an% the entire fo!us is on
a!hie*ing !ustomer satisfa!tion' Johnny $n!' follows the !on!ept in %oing "usiness'A) pro%u!tion
) pro%u!t
C) sellingD) marketing
) so!ial responsi"ility
Answer- D.age /ef- 17
0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
4) :he !on!ept hol%s that !onsumers an% "usinesses, if left alone, will or%inarily not
"uy enough of the organi&ation+s pro%u!ts'
A) pro%u!tion) selling
C) marketingD) pro%u!t
) holisti! marketing
Answer- .age /ef- B
0"e!ti*e- 9
Diffi!ulty- asy
4B) :he marketing !on!ept hol%s that '
A) a firm shoul% fin% the right pro%u!ts for its !ustomers, an% not the right !ustomers for its
pro%u!ts) !ustomers who are !oa3e% into "uying a pro%u!t will most likely "uy it again
C) a new pro%u!t will not "e su!!essful unless it is pri!e%, %istri"ute%, an% sol% properly
D) !onsumers an% "usinesses, if left alone, won+t "uy enough of the organi&ation+s pro%u!ts) a "etter pro%u!t will "y itself lea% people to "uy it without mu!h effort from the sellers
Answer- A
.age /ef- 17
0"e!ti*e- 9Diffi!ulty- Mo%erate
12
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97) is "ase% on the %e*elopment, %esign, an% implementation of marketing programs,
pro!esses, an% a!ti*ities that re!ogni&e their "rea%th an% inter%epen%en!ies'
A) @i!he marketing) 8olisti! marketing
C) /elationship marketing
D) upply !hain marketing) Deman%!entere% marketing
Answer-
.age /ef- 170"e!ti*e- 9
AAC- /efle!ti*e :hinking
Diffi!ulty- Mo%erate
91) hat are the four "roa% !omponents of holisti! marketing#
A) relationship, internal, position, an% performan!e marketing
) integrate%, internal, position, an% performan!e marketing
C) relationship, integrate%, internal, an% performan!e marketingD) integrate%, relationship, so!ial responsi"ility, an% position marketing
) relationship, so!ial responsi"ility, internal, an% performan!e marketingAnswer- C
.age /ef- 17
0"e!ti*e- 9Diffi!ulty- Mo%erate
92) marketing aims to "uil% mutually satisfying longterm !olla"oration with key
!onstituents, su!h as !ustomers, employees, suppliers, %istri"utors, an% other marketing partners,in or%er to earn an% retain their "usiness'
A) $ntegrate%
) Deman%"ase%C) Dire!t
D) /elationship
) $nternalAnswer- D
.age /ef- 11
0"e!ti*e- 9
Diffi!ulty- asy
14
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94) :he ultimate out!ome of relationship marketing is a uni>ue !ompany asset !alle% the
, !onsisting of the !ompany an% its supporting stakehol%ers'
A) "ran%) supply !hain
C) marketing network
D) *alue proposition) ser*i!e !hannel
Answer- C
.age /ef- 110"e!ti*e- 9
Diffi!ulty- Mo%erate
99) hi!h of the following is most !onsistent with the integrate% marketing approa!h#
A) A goo% pro%u!t will sell itself'
) $f left alone, !onsumers are in!line% to pur!hase only ine3pensi*e pro%u!ts'C) All !ommuni!ation to !onsumers must %eli*er a !onsistent message irrespe!ti*e of the
me%ium'
D) $n or%er to su!!ee%, the main fo!us shoul% "e on ha*ing an effi!ient pro%u!tion pro!ess in pla!e'
) 0nline marketing is less important than tra%itional marketing efforts'
Answer- C
.age /ef- 110"e!ti*e- 9
Diffi!ulty- Mo%erate
95) hi!h aspe!t of holisti! marketing moti*ates employees an% ensures that e*eryone in the
organi&ation em"ra!es appropriate marketing prin!iples, espe!ially senior management#
A) relationship marketing) integrate% marketing
C) internal marketing
D) network marketing) performan!e marketing
Answer- C
.age /ef- 11
0"e!ti*e- 9AAC- Analyti! kills
Diffi!ulty- Mo%erate
19
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9<) Finan!ial a!!ounta"ility an% so!ial responsi"ility marketing are elements of '
A) performan!e marketing
) relationship marketingC) internal marketing
D) so!ial marketing
) mass marketingAnswer- A
.age /ef- 12
0"e!ti*e- 9Diffi!ulty- Mo%erate
9=) Companies are re!ogni&ing that mu!h of their market *alue !omes from ,
parti!ularly their "ran%s, !ustomer "ase, employees, %istri"utor an% supplier relations, an%intelle!tual !apital'
A) *aria"le assets
) *alue propositions
C) intangi"le assetsD) market offerings
) in%ustry !on*ergen!eAnswer- C
.age /ef- 12
0"e!ti*e- 9AAC- /efle!ti*e :hinking
Diffi!ulty- asy
9) :he hol%s that the organi&ation+s task is to %etermine the nee%s, wants, an%
interests of target markets an% to %eli*er the %esire% satisfa!tions more effe!ti*ely an% effi!iently
than !ompetitors in a way that preser*es or enhan!es the !onsumer+s an% the so!iety+s well"eing'A) selling !on!ept
) integrate% marketing !on!ept
C) so!ial responsi"ility marketing !on!eptD) pro%u!tion !on!ept
) relationship marketing !on!ept
Answer- C
.age /ef- 120"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- asy
15
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9B) Joanna owns a !hain of fastfoo% oints' As the !hain "e!ame more an% more su!!essful, she
%e!i%e% to !ontri"ute a share of her profits ea!h year to support !an!er resear!h' :his is an
e3ample of 'A) !orporate !ommunity in*ol*ement
) en*ironmental marketing
C) !auserelate% marketingD) "enefit marketing
) responsi"le marketing
Answer- C.age /ef- 14
0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
57) M!Carthy !lassifie% marketing a!ti*ities into the four .s of the marketing mi3' :hese four .s
stan% for '
A) pro%u!t, positioning, pla!e, an% pri!e) pro%u!t, pro%u!tion, pri!e, an% pla!e
C) promotion, pla!e, positioning, an% pri!eD) pla!e, promotion, pro%u!tion, an% positioning
) pro%u!t, pri!e, promotion, an% pla!e
Answer- .age /ef- 14
0"e!ti*e- 9
Diffi!ulty- asy
51) $n!orporating the holisti! *iew of marketing, the four .s of the marketing mi3 !an "e
up%ate% to '
A) pro%u!t, positioning, people, an% pri!e) people, pro!esses, pla!e, an% promotion
C) pro%u!t, pro!esses, pri!e, an% people
D) people, pro!esses, programs, an% performan!e) pro%u!t, pri!e, promotion, an% people
Answer- D
.age /ef- 14
0"e!ti*e- 9AAC- Multi!ultural an% %i*ersity un%erstan%ing
Diffi!ulty- Mo%erate
1<
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52) hi!h of the following refle!ts the ;people; !omponent of the marketing mi3#
A) the !reati*ity, %is!ipline, an% stru!ture "rought to marketing management
) the %e*elopment of new pro%u!ts "y the marketersC) the firm+s !onsumer%ire!te% a!ti*ities
D) the right set of pro!esses to gui%e a!ti*ities an% programs within the firm
) the internal marketing of the firmAnswer-
.age /ef- 19
0"e!ti*e- 9AAC- /efle!ti*e :hinking
Diffi!ulty- Mo%erate
54) hi!h of the four new .s en!ompasses the ol% four .s as well as a range of other marketinga!ti*ities that might not fit well into the ol% *iew of marketing#
A) programs
) pro!esses
C) promotionD) people
) performan!eAnswer- A
.age /ef- 19
0"e!ti*e- 9Diffi!ulty- Mo%erate
59) At the heart of any marketing program is the firm+s , its tangi"le offering to the
market'A) strategy
) pro%u!t
C) "ran%D) *alue
) people
Answer- .age /ef- 19
0"e!ti*e- 5
Diffi!ulty- asy
55) a!ti*ities in!lu%e those the !ompany un%ertakes to make the pro%u!t a!!essi"le
an% a*aila"le to target !ustomers'
A) ine e3tension) egmentation
C) Marketing resear!h
D) Channel) @ewpro%u!t %e*elopment
Answer- D
.age /ef- 15
0"e!ti*e- 5Diffi!ulty- Mo%erate
1=
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5<) A short %efinition of marketing is ;meeting nee%s profita"ly';
Answer- :/H
.age /ef- 20"e!ti*e- 2
AAC- Analyti! kills
Diffi!ulty- asy
5=) :he H'' e!onomy to%ay !onsists of a =747 ser*i!estogoo%s mi3'
Answer- :/H.age /ef- 4
0"e!ti*e- 2
Diffi!ulty- Mo%erate
5) .roperties are tangi"le rights of ownership to either real property (real estate) or finan!ial
property (sto!ks an% "on%s)'
Answer- FA
.age /ef- 40"e!ti*e- 2
Diffi!ulty- asy
5B) ;Frien%s Don+t et Frien%s Dri*e Drunk,; is an e3ample of marketing information to an
intereste% au%ien!e'Answer- FA
.age /ef- 9
0"e!ti*e- 2
AAC- /efle!ti*e :hinkingDiffi!ulty- Mo%erate
<7) hops an% stores ha*e a physi!al e3isten!e an% as su!h are e3amples of marketspa!e'Answer- FA
.age /ef- 9
0"e!ti*e- 2AAC- Hse of information te!hnology
Diffi!ulty- asy
<1) ants are "asi! human re>uirements, su!h as foo% an% shelter'Answer- FA
.age /ef- 5
0"e!ti*e- 4Diffi!ulty- asy
<2) Deman%s are wants for spe!ifi! pro%u!ts "a!ke% "y an a"ility to pay'Answer- :/H
.age /ef- 5
0"e!ti*e- 4
AAC- Analyti! killsDiffi!ulty- asy
1
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<4) :he !ustomer *alue tria% !onsists of a !om"ination of >uality, %ura"ility, an% pri!e'
Answer- FA
.age /ef- <0"e!ti*e- 4
AAC- Analyti! kills
Diffi!ulty- Mo%erate
<9) A %istri"ution !hannel in!lu%es %istri"utors, wholesalers, retailers, an% agents that %isplay,sell, or %eli*er the physi!al pro%u!t or ser*i!e(s) to the "uyer or user'
Answer- :/H
.age /ef- <
0"e!ti*e- 4Diffi!ulty- asy
<5) :he task en*ironment of a firm !onsists of %emographi!, e!onomi!, natural, an%te!hnologi!al en*ironments, as well as the politi!allegal system an% the so!ial!ultural arena'
Answer- FA
.age /ef- =0"e!ti*e- 4
AAC- Analyti! kills
Diffi!ulty- Mo%erate
<<) /egulation of in%ustries has !reate% greater !ompetition an% growth opportunities "e!ause
the playing fiel% has "een le*ele%'
Answer- FA.age /ef- =
0"e!ti*e- 9
AAC- /efle!ti*e :hinkingDiffi!ulty- asy
<=) Companies !an fa!ilitate an% spee% e3ternal !ommuni!ation among !ustomers "y !reatingonline an% offline ;"u&&; through "ran% a%*o!ates an% user !ommunities'
Answer- :/H
.age /ef-
0"e!ti*e- 9Diffi!ulty- Mo%erate
<) :he selling !on!ept hol%s that !onsumers will fa*or those pro%u!ts that offer the most>uality, performan!e, or inno*ati*e features'
Answer- FA
.age /ef- B0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
1B
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<B) /elationship marketing aims to "uil% mutually satisfying longterm relationships with key
parties'
Answer- :/H.age /ef- 11
0"e!ti*e- 9
Diffi!ulty- asy
=7) 0ne of the key themes of integrate% marketing is that there are *ery few marketing a!ti*ities
that !an effe!ti*ely !ommuni!ate an% %eli*er *alue'Answer- FA
.age /ef- 11
0"e!ti*e- 9
AAC- /efle!ti*e :hinkingDiffi!ulty- Mo%erate
=1) .roponents of holisti! marketing !onsi%er internal marketing to "e as important as marketing
to !onsumers'
Answer- :/H.age /ef- 11
0"e!ti*e- 9
AAC- /efle!ti*e :hinking
Diffi!ulty- Mo%erate
=2) $ntegrate% marketing is the task of hiring, training, an% moti*ating a"le employees who want
to ser*e !ustomers well'Answer- FA
.age /ef- 11
0"e!ti*e- 9Diffi!ulty- asy
=4) .erforman!e marketing in*ol*es re*iewing metri!s assessing market share, !ustomer lossrate, !ustomer satisfa!tion, an% pro%u!t >uality in the e*aluation of the effe!ti*eness of
marketing a!ti*ities'
Answer- :/H
.age /ef- 120"e!ti*e- 9
Diffi!ulty- Mo%erate
=9) Causerelate% marketing in*ol*es %onating a per!entage of re*enues to a spe!ifi! !ause
"ase% on the re*enue o!!urring %uring the announ!e% perio% of support'
Answer- :/H.age /ef- 14
0"e!ti*e- 9
AAC- Analyti! kills
Diffi!ulty- Mo%erate
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=5) Making gifts of money, goo%s, or time to help nonprofit organi&ations, groups, or in%i*i%uals
is known as !orporate philanthropy'
Answer- :/H.age /ef- 14
0"e!ti*e- 9
Diffi!ulty- asy
=<) Marketers are in*ol*e% in marketing 17 types of entities' ist an% "riefly !hara!teri&e these
entities'Answer- :he types of entities that are markete% are (1) goo%sphysi!al goo%s, (2) ser*i!es
hotels an% !ar rental ser*i!es, (4) e*entstime"ase% e*ents su!h as tra%e shows, (9)
e3perien!esalt Disney+s Magi! King%om, (5) persons!ele"rity marketing, (<) pla!es!ities,
states, regions, an% e*en whole nations, (=) propertiesintangi"le rights of ownership of eitherreal property or finan!ial property, () organi&ations!orporate i%entity, (B) information
information pro%u!e% an% markete% as a pro%u!t, an% (17) i%easmarketing the "asi! i%ea of a
market offering'
.age /ef- 490"e!ti*e- 2
AAC- Analyti! killsDiffi!ulty- Mo%erate
==) A!!or%ing to tar"u!ks Chairman 8owar% !hult&, ;Consumers now !ommonly engage in a!ultural au%it of Lpro%u!t an% ser*i!e pro*i%ers' .eople want to know your *alue an% ethi!s
%emonstrate% "y how you treat employees, the !ommunity in whi!h you operate'; Dis!uss the
!on!ept of so!ial responsi"ility marketing an% how it impa!ts "oth !ompanies an% !onsumers'Answer- :he so!ial responsi"ility marketing !on!ept hol%s that the organi&ation+s task is to
%etermine the nee%s, wants, an% interests of target markets an% to %eli*er the %esire% satisfa!tion
more effe!ti*ely an% effi!iently than !ompetitors in a way that preser*es or enhan!es the!onsumer+s an% so!iety+s longterm well"eing' Many !ompanies a!ti*ely engage% in !orporate
so!ial responsi"ility !ampaigns to "oth moti*ate employees an% attra!t !onsumers' As goo%s
"e!ome more !ommo%iti&e%, an% as !onsumers grow more so!ially !ons!ious, some !ompaniesare a%%ing so!ial responsi"ility as a way to %ifferentiate themsel*es from !ompetitors, "uil%
!onsumer preferen!e, an% a!hie*e nota"le sales an% profit gains' :hey "elie*e !ustomers will
in!reasingly look for signs of goo% !orporate !iti&enship'
.age /ef- 120"e!ti*e- 9
AAC- thi!al /easoning
Diffi!ulty- Mo%erate
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=) $%entify an% %efine the tra%itional four .s' Also i%entify the new four .s an% the reason for
%e*eloping the new interpretation'
Answer- :he tra%itional four .s are- .ro%u!t (pro%u!t *ariety, >uality, %esign, features, "ran%name, pa!kaging, si&es, ser*i!es, warranties, returns), .ri!e (list pri!e, %is!ounts, allowan!es,
payment perio%, !re%it terms), .romotion (sales promotion, a%*ertising, sales for!e, pu"li!
relations, %ire!t marketing), an% .la!e (!hannels, !o*erage, assortments, lo!ations, in*entory,transportation)' 8owe*er, gi*en the "rea%th, !omple3ity, an% ri!hness of marketing, as
e3emplifie% "y holisti! marketing, these 9 .s are not the whole story any more' Hp%ating them to
refle!t the holisti! marketing !on!ept, resear!hers in this fiel% arri*e% at a more representati*e setthat en!ompasses mo%ern marketing realities- people, pro!esses, programs, an% performan!e'
.age /ef- 1214
0"e!ti*e- 9
AAC- Analyti! killsDiffi!ulty- Mo%erate
=B) Dis!uss the !on!ept of %isinterme%iation an% pro*i%e an e3ample'
Answer- Disinterme%iation grew out of the rush to em"ra!e the %ot!oms an% e!ommer!e'ssentially, the %ot!oms remo*e% many of the tra%itional interme%iaries "y en!ouraging
!onsumers to %eal %ire!tly with the !ompany *ia the $nternet' ;ri!kan%!li!k; "usinessese*entually "rought some of the interme%iaries "a!k through a pro!ess !alle% reintermediation.
.age /ef-
0"e!ti*e- 9AAC- Hse of information te!hnology
Diffi!ulty- asy
7) Eou ha*e "een gi*en the assignment of ustifying !auserelate% marketing to your "oar% of
%ire!tors' hat woul% "e your primary argument in fa*or of su!h a proposal#
Answer- Companies see !auserelate% marketing as an opportunity to enhan!e their !orporatereputation, raise "ran% awareness, in!rease !ustomer loyalty, "uil% sales, an% in!rease press
!o*erage' :hey "elie*e !ustomers will in!reasingly look for signs of goo% !orporate !iti&enship
that go "eyon% supplying rational an% emotional "enefits' :his shoul% "e the main line ofargument in support of any !auserelate% marketing effort'
.age /ef- 1214
0"e!ti*e- 9
AAC- Analyti! killsDiffi!ulty- Mo%erate
1' :he most formal %efinition of marketing is '
a' meeting nee%s profita"ly
"' i%entifying an% meeting human an% so!ial nee%s
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!' the four .s (pro%u!t, pri!e, pla!e, promotion)
%' an organi&ational fun!tion an% a set of pro!esses for !reating, !ommuni!ating, an% %eli*ering
*alue to !ustomers an% for managing !ustomer relationships in ways that "enefit the organi&ation
an% its stakehol%ers
e' impro*ing the >uality of life for !onsumers
Answer- % .age- 5 Diffi!ulty- Me%ium
2' takes pla!e when at least one party to a potential e3!hange thinks a"out the means
of a!hie*ing %esire% responses from other parties'
a' Marketing management
"' Fore!asting
!' egmentation
%' :argeting
e' Distri"ution
Answer- a .age- 5 Diffi!ulty- Me%ium AAC- Communi!ation
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4' Marketing management is '
a' managing the marketing pro!ess
"' monitoring the profita"ility of the !ompanyNs pro%u!ts an% ser*i!es
!' sele!ting target markets
%' %e*eloping marketing strategies to mo*e the !ompany forwar%
e' the art an% s!ien!e of !hoosing target markets an% getting, keeping, an% growing !ustomersthrough !reating, %eli*ering, an% !ommuni!ating superior !ustomer *alue
Answer- e .age- 5 Diffi!ulty- asy
9' A so!ial %efinition of marketing says '
a' effe!ti*e marketing re>uires !ompanies to remo*e interme%iary parties to a!hie*e a !loser!onne!tion with %ire!t !onsumers
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"' a !ompany shoul% fo!us e3!lusi*ely on a!hie*ing high pro%u!tion effi!ien!y, low !osts, an%
mass %istri"ution to fa!ilitate the "roa%est possi"le a!!ess to the !ompanyNs pro%u!ts
!' marketing is a so!ietal pro!ess "y whi!h in%i*i%uals an% groups o"tain what they nee% an%
want through !reating, offering, an% freely e3!hanging pro%u!ts an% ser*i!es of *alue with others
%' marketing is the pro!ess of e3tra!ting ma3imal *alue from !onsumers to fa!ilitate !orporate
growth
e' marketing is the pro!ess of aggressi*e selling an% promotion to en!ourage the pur!hase of
pro%u!ts that might otherwise "e unsought "y the !onsumer
Answer- ! .age- 5 Diffi!ulty- Me%ium
5' goo%s !onstitute the "ulk of most !ountriesN pro%u!tion an% marketing efforts'
a' Dura"le
"' $mpulse
!' .hysi!al
%' er*i!e
e' *ent
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Answer- ! .age- < Diffi!ulty- Me%ium
<' As e!onomies a%*an!e, a growing proportion of their a!ti*ities fo!uses on the pro%u!tion of
'
a' pro%u!ts
"' e*ents
!' e3perien!es
%' pla!es
e' ser*i!es
Answer- e .age- < Diffi!ulty- asy AAC- Analyti! kills
=' a!ti*ely work to "uil% a strong, fa*ora"le, an% uni>ue image in the min%s of theirtarget pu"li!s'
a' $nformation
2<
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"' hopping goo%s
!' Dura"le goo%s
%' 0rgani&ations
e' .roperties
Answer- % .age- = Diffi!ulty- Me%ium AAC- Analyti! kills
' Charles /e*son of /e*lon o"ser*e%- O$n the fa!tory, we make !osmeti!s? in the store,
'P
a' we make profits
"' we !hallenge !ompetitors
!' we implement a%s
%' we sell hope
2=
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e' we sell >uality
Answer- % .age- = Diffi!ulty- asy AAC- /efle!ti*e :hinking
B' A is someone seeking a response (attention, a pur!hase, a *ote, a %onation) from
another party, !alle% the '
a' salesperson? !ustomer
"' fun%raiser? !ontri"utor
!' politi!ian? *oter
%' marketer? prospe!t
e' !ele"rity? au%ien!e
Answer- % .age- = Diffi!ulty- 8ar% AAC- Analyti! kills
17' $n , !onsumers may share a strong nee% that !annot "e satisfie% "y an e3isting pro%u!t'
2
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a' negati*e %eman%
"' latent %eman%
!' %e!lining %eman%
%' irregular %eman%
e' none3istent %eman%
Answer- " .age- Diffi!ulty- Me%ium
11' $n , more !ustomers woul% like to "uy the pro%u!t than !an "e satisfie%'
a' latent %eman%
"' irregular %eman%
!' o*erfull %eman%
%' e3!essi*e
e' negati*e %eman%
2B
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Answer- ! .age- Diffi!ulty- Me%ium
12' $n , !onsumers %islike the pro%u!t an% may e*en pay a pri!e to a*oi% it'
a' none3istent %eman%
"' o*erfull %eman%
!' irregular %eman%
%' negati*e %eman%
e' %e!lining %eman%
Answer- % .age- Diffi!ulty- Me%ium
14' Marketers often use the term to !o*er *arious groupings of !ustomers'
a' people
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"' "uying power
!' %emographi! segment
%' so!ial !lass position
e' market
Answer- e .age- B Diffi!ulty- 8ar% AAC- Analyti! kills
19' Companies selling mass !onsumer goo%s an% ser*i!es su!h as soft %rinks, !osmeti!s, airtra*el, an% athleti! shoes an% e>uipment spen% a great %eal of time trying to esta"lish a superior
"ran% image in markets !alle% '
a' "usiness markets
"' glo"al markets
!' !onsumer markets
%' nonprofit an% go*ernmental markets
e' ser*i!e markets
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Answer- ! .age- B Diffi!ulty- Me%ium AAC- Analyti! kills
15' Mu!h of a "ran%Ns strength in !onsumer markets %epen%s on '
a' %e*eloping a superior pro%u!t
"' !reating superior pa!kaging
!' ensuring the pro%u!tNs a*aila"ility
%' "a!king the pro%u!t with engaging !ommuni!ations an% relia"le ser*i!e
e' all of the a"o*e
Answer- e .age- B Diffi!ulty- 8ar% AAC- Analyti! kills
1<' $n "usiness markets, a%*ertising !an play a role, "ut a stronger role may "e playe% "y the
sales for!e, , an% the !ompanyNs reputation for relia"ility an% >uality'
a' "ran% image
"' %istri"ution
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!' promotion
%' pri!e
e' performan!e
Answer- % .ages- B17 Diffi!ulty- 8ar% AAC- Communi!ation
1=' Qlo"al marketers must %e!i%e '
a' whi!h !ountries to enter
"' how to enter ea!h !ountry (as an e3porter, li!enser, oint *enture partner, !ontra!t
manufa!turer, or solo manufa!turer)
!' how to a%apt their pro%u!t an% ser*i!e features to ea!h !ountry
%' how to pri!e their pro%u!ts in %ifferent !ountries
e' all of the a"o*e
Answer- e .age- 17 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
44
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1' Mohan awhney has propose% the !on!ept of to %es!ri"e a !luster of!omplementary pro%u!ts an% ser*i!es that are !losely relate% in the min%s of !onsumers "ut are
sprea% a!ross a %i*erse set of in%ustries'
a' metamarket
"' *erti!al integration
!' hori&ontal integration
%' "etamarket
e' syn!hroni&e% marketing
Answer- a .age- 17 Diffi!ulty- 8ar%
1B' :he pro!ess !onsists of analy&ing marketing opportunities, sele!ting target
markets, %esigning marketing strategies, %e*eloping marketing programs, an% managing the
marketing effort'
a' marketing planning
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"' strategi! planning
!' market resear!h
%' opportunity analysis
e' share of !ustomer
Answer- a .age- 11 Diffi!ulty- Me%ium AAC- Analyti! kills
27' are "asi! human re>uirements? are the ways in whi!h we satisfy those
re>uirements, an% they are shape% "y our so!iety'
a' ants? nee%s
"' Deman%s? wants
!' @ee%s? wants
%' @ee%s? %eman%s
e' Deman%s? nee%s
45
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Answer- ! .age- 12 Diffi!ulty- Me%ium AAC- thi!al /easoning
21' A(n) nee% is a nee% that the !onsumer e3pli!itly *er"ali&es'
a' state%
"' real
!' unstate%
%' %elight
e' se!ret
Answer- a .age- 12 Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
22' :he i%entifi!ation an% profiling of %istin!t groups of "uyers who might prefer or re>uire
*arying pro%u!t an% ser*i!e mi3es is known as '
a' segmentation
"' integration
4<
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!' %isinterme%iation
%' targeting
e' partner relationship management
Answer- a .age- 14 Diffi!ulty- Me%ium
24' Companies a%%ress nee%s "y putting forth a(n) , a set of "enefits that they offer to!ustomers to satisfy their nee%s'
a' "ran%
"' *alue proposition
!' offering
%' target market
e' %eman%
Answer- " .age- 14 Diffi!ulty- Me%ium
4=
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29' A(n) nee% is one that moti*ates the !onsumer "ut that the !onsumer is relu!tant or
unwilling to e3pli!itly *er"ali&e'
a' real
"' unstate%
!' %elight
%' se!ret
e' state%
Answer- % .age- 14 Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
25' During market segmentation analysis, the marketer i%entifies whi!h segments present the
greatest opportunity' :hese segments are !alle% '
a' target markets
"' primary markets
4
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!' tertiary markets
%' %emographi! markets
e' fo!use% markets
Answer- a .age- 14 Diffi!ulty- Me%ium AAC- Analyti! kills
2<' For ea!h target market, the firm %e*elops a ' :he offering is then positione% in the
min%s of the target "uyers as %eli*ering some !entral "enefit(s)'
a' *alue offering
"' ni!he offering
!' market offering
%' segment offering
e' so!ial offering
Answer- ! .age- 14 Diffi!ulty- Me%ium
4B
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2=' refle!ts a !ustomerNs u%gment of a pro%u!tNs performan!e in relation to his or her
e3pe!tations'
a' oyalty
"' atisfa!tion
!' alue
%' 3pe!tations
e' Comparison shopping
Answer- " .age- 19 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
2' $f a marketer %e!i%es to use warehouses, transportation !ompanies, "anks, an% insuran!e
!ompanies to fa!ilitate transa!tions with potential "uyers, the marketer is using what is !alle% a '
a' ser*i!e !hannel
"' %istri"ution !hannel
!' "ran% !hannel
97
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%' relationship !hannel
e' interme%iary !hannel
Answer- a .age- 19 Diffi!ulty- Me%ium AAC- Analyti! kills
2B' :he is a long !hannel stret!hing from raw materials to !omponents to final
pro%u!ts that are !arrie% to final "uyers'
a' !ommuni!ation !hannel
"' %istri"ution !hannel
!' supply !hain
%' ser*i!e !hannel
e' marketing !hannel
Answer- ! .age- 19 Diffi!ulty- Me%ium
91
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47' alue refle!ts '
a' the pri!e !onsumers are !harge% for a pro%u!t
"' the !ost of manufa!turing a pro%u!t
!' the %egree to whi!h !onsumer %eman% for the pro%u!t is positi*e
%' the sum of the per!ei*e% tangi"le an% intangi"le "enefits an% !osts to !ustomers
e' all of the a"o*e
Answer- % .age- 19 Diffi!ulty- 8ar% AAC- thi!al /easoning
41' in!lu%es all the a!tual an% potential ri*al offerings an% su"stitutes that a "uyer
might !onsi%er'
a' Competition
"' :he pro%u!t offering
!' A *alue proposition
%' :he supply !hain
92
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e' :he marketing en*ironment
Answer- a .age- 19 Diffi!ulty- asy AAC- /efle!ti*e :hinking
42' :he in!lu%es the a!tors in*ol*e% in pro%u!ing, %istri"uting, an% promoting the
offering' :he main a!tors are the !ompany, suppliers, %istri"utors, %ealers, an% the target!ustomers'
a' operations en*ironment
"' management en*ironment
!' strategi! en*ironment
%' task en*ironment
e' ta!ti!al en*ironment
Answer- % .age- 15 Diffi!ulty- Me%ium AAC- Analyti! kills
94
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44' Many !ountries ha*e in%ustries to !reate greater !ompetition an% growth
opportunities'
a' openmarket
"' %eregulate%
!' regulate%
%' s!ientifi!ally segmente%
e' !reate% mass market
Answer- " .age- 15 Diffi!ulty- Me%ium AAC- Multi!ulturalRDi*ersity
49' /ising promotion !osts an% shrinking profit margins are the result of '
a' !hanging te!hnology
"' glo"ali&ation
!' %eregulation
99
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%' pri*ati&ation
e' heightene% !ompetition
Answer- e .age- 15 Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
45' $n%ustry "oun%aries are "lurring rapi%ly as !ompanies i%entify new opportunities at the
interse!tion of two or more in%ustriesSthis is !alle% '
a' glo"ali&ation
"' !ustomi&ation
!' in%ustry !on*ergen!e
%' heightene% !ompetition
e' a!>uisition
Answer- ! .age- 15 Diffi!ulty- Me%ium
4<' $n response to giant retailers an% !ategory killers, entrepreneurial retailers are "uil%ing
95
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entertainment into stores with !offee "ars, le!tures, %emonstrations, an% performan!es' :hey are
marketing a(n) rather than a pro%u!t assortment'
a' e3perien!e
"' !ustomer *alue
!' !ustomer %elight
%' total ser*i!e solution
e' intangi"le "enefit(s)
Answer- a .age- 15 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
4=' $n response to threats from su!h !ompanies as A0, Ama&on'!om, Eahoo, eay,
G:/AD, an% %o&ens of others, esta"lishe% manufa!turers an% retailers "e!ame O"ri!kan%!li!kP oriente% "y a%%ing online ser*i!es to their e3isting offerings' :his pro!ess "e!ame known
as '
a' reinterme%iation
"' %isinterme%iation
!' e!ommer!e
9<
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%' e!olla"oration
e' newmarket syn!hroni&ation
Answer- a .age- 1< Diffi!ulty- 8ar% AAC- Hse of $:
4' Many "ri!kan%!li!k !ompetitors "e!ame stronger !onten%ers in the marketpla!e than the
pure!li!k firms "e!ause they ha% a larger pool of resour!es to work with an% '
a' "etter pri!es
"' greater *alue
!' wellesta"lishe% "ran% names
%' oneonone !ommuni!ations
e' %ire!tselling !apa"ility
Answer- ! .age- 1< Diffi!ulty- Me%ium AAC- Hse of $:
9=
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4B' Managers of oriente% "usinesses !on!entrate on a!hie*ing high pro%u!tion
effi!ien!y, low !osts, an% mass %istri"ution'
a' selling
"' pro%u!t
!' pro%u!tion
%' marketing
e' !onsumer
Answer- ! .age- 1 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
97' :he feasi"ility of !ompanies %ealing with !ustomers one at a time has risen as a result of
a%*an!es in , !omputers, the $nternet, an% %ata"ase marketing software'
a' impro*e% !ommuni!ation flow
"' information te!hnology
!' ustintime manufa!turing
9
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%' fa!tory !ustomi&ation
e' !ustomer!entere% strategies
Answer- % .age- 1 Diffi!ulty- 8ar% AAC- Hse of $:
91' :he !on!ept hol%s that !onsumers will fa*or those pro%u!ts that offer the most
>uality, performan!e, or inno*ati*e features'
a' pro%u!t
"' marketing
!' pro%u!tion
%' selling
e' holisti! marketing
Answer- a .age- 1 Diffi!ulty- asy
92' :he is pra!ti!e% most aggressi*ely with unsought goo%s, goo%s that "uyers
9B
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normally %o not think of "uying, su!h as insuran!e, en!y!lope%ias, an% !emetery plots'
a' marketing !on!ept
"' selling !on!ept
!' pro%u!tion !on!ept
%' pro%u!t !on!ept
e' holisti! marketing !on!ept
Answer- " .age- 1B Diffi!ulty- Me%ium AAC- Analyti! kills
94' :he !on!ept hol%s that !onsumers an% "usinesses, if left alone, will or%inarily not
"uy enough of the organi&ationNs pro%u!ts'
a' pro%u!tion
"' selling
!' marketing
%' pro%u!t
57
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e' holisti! marketing
Answer- " .age- 1B Diffi!ulty- Me%ium
99' e*eral s!holars ha*e foun% that !ompanies who em"ra!e the marketing !on!ept a!hie*e
superior performan!e' :his was first %emonstrate% for !ompanies pra!ti!ing a S un%erstan%ing an% meeting !ustomersN e3presse% nee%s'
a' rea!ti*e market orientation
"' proa!ti*e marketing orientation
!' total market orientation
%' impulsi*e market orientation
e' holisti! market orientation
Answer- a .age- 1B Diffi!ulty- Me%ium
95' A!!or%ing to :heo%ore e*itt, who %rew !ontrasts "etween the selling an% marketing!on!epts, is preo!!upie% with the nee% to !on*ert pro%u!ts into !ash'
51
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a' marketing
"' selling
!' %ire!t marketing
%' holisti! marketing
e' ser*i!e marketing
Answer- " .age- 1B Diffi!ulty- Me%ium
9<' Companies that pra!ti!e "oth a rea!ti*e an% proa!ti*e marketing orientation are
implementing a an% are likely to "e the most su!!essful'
a' total market orientation
"' e3ternal fo!us
!' !ustomer fo!us
%' !ompetiti*e, !ustomer fo!us
52
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e' !onfrontation pro!ess
Answer- a .age- 1B Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
9=' Companies that a%opt an% employ the marketing !on!ept swit!h from "eing solely pro%u!t
!entere% to "eing more !entere%'
a' !ompeten!y
"' strategy
!' marketing
%' !ustomer
e' sales
Answer- % .age- 1B Diffi!ulty- 8ar% AAC- Analyti! kills
9' !an "e seen as the %e*elopment, %esign, an% implementation of marketing programs, pro!esses, an% a!ti*ities that re!ogni&es the "rea%th an% inter%epen%en!ies of their
effe!ts'
54
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a' @i!he marketing
"' 8olisti! marketing
!' /elationship marketing
%' upply !hain marketing
e' Deman%!entere% marketing
Answer- " .ages- 1B27 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
9B' marketing aims to "uil% mutually satisfying longterm relations with key parties
su!h as !ustomers, suppliers, %istri"utors, an% other marketing partners'
a' 8olisti!
"' Deman%"ase%
!' Dire!t
%' /elationship
e' yntheti!
59
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Answer- % .age- 27 Diffi!ulty- asy AAC- Communi!ation
57' :he strength of the %epen%s on the mutually profita"le "usiness relationships "uilt
"y the !ompany an% its supporting stakehol%ers'
a' sales network
"' holisti! union
!' marketing network
%' supply !hain network
e' integrate% network
Answer- ! .age- 22 Diffi!ulty- 8ar% AAC- Communi!ation
51' 0ne tra%itional %epi!tion of marketing a!ti*ities is in terms of the marketing mi3 or four .s':he four .s are !hara!teri&e% as "eing '
a' pro%u!t, positioning, pla!e, an% pri!e
55
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"' pro%u!t, pro%u!tion, pri!e, an% pla!e
!' promotion, pla!e, positioning, an% pri!e
%' pla!e, promotion, pro%u!tion, an% positioning
e' pro%u!t, pri!e, promotion, an% pla!e
Answer- e .age- 22 Diffi!ulty- Me%ium
52' From a "uyerNs point of *iew, ea!h marketing tool is %esigne% to %eli*er a !ustomer "enefit'
:he $A !ustomer!entri! "reak%own of marketing a!ti*ities in!lu%es '
a' sale, intera!tion, *oi!e, an% a*aila"ility
"' solution, information, *alue, an% a!!ess
!' satisfa!tion, intention, *alue, an% a!!ount
%' situation, importan!e, *aria"ility, an% awareness
e' none of the a"o*e
5<
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Answer- " .age- 24 Diffi!ulty- Me%ium AAC- Multi!ulturalRDi*ersity
54' A firm !an only in the long run'
a' re%u!e its salesfor!e si&e
"' %e*elop new pro%u!ts
!' !hange its pri!e
%' mo%ify a%*ertising e3pen%itures
e' All of the a"o*e may "e %one in the short or long run'
Answer- " .age- 24 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
59' 8olisti! marketing in!orporates , ensuring that e*eryone in the organi&ation
em"ra!es appropriate marketing prin!iples, espe!ially senior management'
a' profit o"e!ti*es
"' share of !ustomer
5=
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!' internal marketing
%' the marketing mi3
e' strategi! planning
Answer- ! .age- 29 Diffi!ulty- 8ar% AAC- Analyti! kills
55' Companies are re!ogni&ing that mu!h of their market *alue !omes from , parti!ularly their "ran%s, !ustomer "ase, employees, %istri"utor an% supplier relations, an%
intelle!tual !apital'
a' *aria"le assets
"' the *alue proposition
!' intangi"le assets
%' tangi"le assets
e' !ustomer preferen!es
Answer- ! .age- 2< Diffi!ulty- asy AAC- /efle!ti*e :hinking
5
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5<' 8olisti! marketing in!orporates , an un%erstan%ing of "roa%er !on!erns in theethi!al, en*ironmental, legal, an% so!ial !onte3t of marketing a!ti*ities'
a' safe pro%u!t %esign
"' !ultural marketing
!' so!ial responsi"ility marketing
%' !rossfun!tional teams
e' %ire!tsales poli!ies
Answer- ! .age- 2< Diffi!ulty- Me%ium
5=' :he hol%s that the organi&ationNs task is to %etermine the nee%s, wants, an%
interests of target markets an% to %eli*er the %esire% satisfa!tions more effe!ti*ely an% effi!iently
than !ompetitors in a way that preser*es or enhan!es the !onsumerNs an% the so!ietyNs well "eing'
a' !ustomer!entere% "usiness
5B
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"' fo!use% "usiness mo%el
!' so!ietal marketing !on!ept
%' ethi!ally responsi"le marketing manager
e' pro%u!tion!entere% "usiness
Answer- ! .age- 2= Diffi!ulty- Me%ium AAC- Analyti! kills
5' At the heart of any marketing program is the Sthe firmNs tangi"le offering to the
market'
a' ser*i!e offer
"' pro%u!t
!' sales support team
%' pa!kaging
e' au3iliary offer
Answer- " .age- 2B Diffi!ulty- Me%ium AAC- Analyti! kill
<7
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5B' a!ti*ities in!lu%e those the !ompany un%ertakes to make the pro%u!t a!!essi"le
an% a*aila"le to target !ustomers'
a' Consumer "eha*ior
"' Market segmentation
!' Marketing resear!h
%' Channel
e' @ewpro%u!t %e*elopment
Answer- % .ages- 2B47 Diffi!ulty- Me%ium AAC- Communi!ation
<7' Marketing fee%"a!k an% pro!esses are ne!essary to un%erstan% the effi!ien!y an%
effe!ti*eness of marketing a!ti*ities an% how "oth !oul% "e impro*e%'
a' !ontrol
"' analysis
!' measurement
<1
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%' retrospe!ti*e
e' !onsumer "eha*ior
Answer- a .age- 47 Diffi!ulty- Me%ium AAC- Analyti! kills
:rueRFalse
<1' A short %efinition of marketing is Omeeting nee%s profita"ly'P
Answer- :rue .age- 5 Diffi!ulty- asy AAC- Analyti! kills
<2' alue marketing is the Oart an% s!ien!e of !hoosing target markets an% getting, keeping, an%growing !ustomers through !reating, %eli*ering, an% !ommuni!ating superior !ustomer *alue'P
Answer- False .age- 5 Diffi!ulty- Me%ium
<2
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<4' er*i!es !onstitute the "ulk of most !ountriesN pro%u!tion an% marketing effort'
Answer- False .age- < Diffi!ulty- Me%ium AAC- Analyti! kills
<9' :he H'' e!onomy to%ay !onsists of a =747 ser*i!estogoo%s mi3'
Answer- :rue .age- < Diffi!ulty- Me%ium
<5' OFrien%s DonNt et Frien%s Dri*e Drunk,P is an e3ample of marketing an e3perien!e to anintereste% au%ien!e'
Answer- False .age- = Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
<<' Hnwholesome %eman% o!!urs when !onsumersN pur!hases *ary on a seasonal, monthly,
weekly, %aily, or e*en hourly "asis'
Answer- False .age- Diffi!ulty- 8ar% AAC- Analyti! kills
<4
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<=' hen !onsumers share a strong nee% that !annot "e satisfie% "y an e3isting pro%u!t, they are
engage% in latent %eman%'
Answer- :rue .age- Diffi!ulty- Me%ium
<' Companies selling goo%s an% ser*i!es in the glo"al marketpla!e ha*e the a%*antage of "einga"le to sell the goo%s an% ser*i!es in almost the same way as they %o in their %omesti! market'
Answer- False .age- 17 Diffi!ulty- asy AAC- Multi!ulturalRDi*ersity
<B' Companies selling their goo%s to nonprofit organi&ations may !harge an e3tra premium o*er
their normal pri!es "e!ause these organi&ations are largely in%ifferent to pri!e'
Answer- False .age- 17 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
=7' A marketspa!e is physi!al, as when you shop in a store'
Answer- False .age- 17 Diffi!ulty- Me%ium AAC- Hse of $:
<9
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=1' ants are "asi! human re>uirements su!h as foo% or air'
Answer- False .age- 12 Diffi!ulty- Me%ium
=2' Deman%s are wants for spe!ifi! pro%u!ts "a!ke% "y an a"ility to pay'
Answer- :rue .age- 12 Diffi!ulty- asy AAC- Analyti! kills
=4' Most marketers satisfy e*eryone in a marketSthatNs how they stay in "usiness'
Answer- False .age- 14 Diffi!ulty- Me%ium
=9' :he !ustomer*alue tria% !onsists of a !om"ination of >uality, ser*i!e, an% pri!e'
Answer- :rue .age- 19 Diffi!ulty- 8ar% AAC- Analyti! kills
=5' A %istri"ution !hannel in!lu%es %istri"utors, wholesalers, retailers, an% agents that %isplay,
sell, or %eli*er the physi!al pro%u!t or ser*i!e(s) to the "uyer or user'
<5
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Answer- :rue .age- 19 Diffi!ulty- asy
=<' :he main a!tors in the task en*ironment are the !omponents of %emographi!s, e!onomi!s,
physi!al setting, te!hnology, the politi!allegal system, an% the so!ial!ultural arena'
Answer- False .age- 19 Diffi!ulty- Me%ium AAC- Analyti! kills
==' /egulation of in%ustries has !reate% greater !ompetition an% growth opportunities "e!ause
the playing fiel% has "een le*ele%'
Answer- False .age- 15 Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
=' $n%ustry "oun%aries are "lurring at an in!re%i"le rate as !ompanies are re!ogni&ing that newopportunities lie at the interse!tion of two or more in%ustries'
Answer- :rue .age- 15 Diffi!ulty- Me%ium
=B' :he o*era"un%an!e of information a*aila"le on the $nternet has ma%e it more %iffi!ult for
<<
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!onsumers to !ompare pro%u!t features an% pri!es'
Answer- False .age- 1< Diffi!ulty- asy AAC- /efle!ti*e :hinking
7' Companies !an fa!ilitate an% spee% e3ternal !ommuni!ation among !ustomers "y !reating
online an% offline O"u&&P through "ran% a%*o!ates an% user !ommunities'
Answer- :rue .age- 1= Diffi!ulty- asy AAC- Communi!ation
1' :he proliferation of targete% me%ia an% !ommuni!ation !hannels has allowe% marketers to
"e!ome mu!h more aware of their target !onsumersN preferen!es an% to !ustomi&e "oth pro%u!ts
an% messages for in%i*i%ual !onsumers'
Answer- :rue .age- 1= Diffi!ulty- Me%ium AAC- Communi!ation
2' :he marketing !on!ept is one of the ol%est !on!epts in "usiness'
Answer- False .age- 1 Diffi!ulty- Me%ium
<=
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4' :he selling !on!ept hol%s that !onsumers will fa*or those pro%u!ts that offer the most
>uality, performan!e, or inno*ati*e features'
Answer- False .age- 1 Diffi!ulty- Me%ium AAC- Analyti! kills
9' :he marketing !on!ept stresses a !ustomer!entere% approa!h to marketing'
Answer- :rue .age- 1B Diffi!ulty- asy AAC- Analyti! kills
5' :he selling !on!ept is "ase% on the %e*elopment, %esign, an% implementation of marketing
programs, pro!esses, an% a!ti*ities that re!ogni&es their "rea%th an% inter%epen%en!ies'
Answer- False .age- 1B Diffi!ulty- Me%ium AAC- Analyti! kills
<' /elationship marketing aims to "uil% mutually satisfying longterm relationships with key
parties'
Answer- :rue .age- 27 Diffi!ulty- Me%ium
<
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=' Attra!ting a new !ustomer may !ost fi*e times as mu!h as %oing a goo% enough o" to retain
an e3isting one'
Answer- :rue .age- 22 Diffi!ulty- Me%ium AAC- Analyti! kills
' :he marketingmi3 !omponent !alle% promotion in!lu%es su!h items as pro%u!t *ariety,%esign, pa!kaging, ser*i!es, an% warranties'
Answer- False .age- 24 Diffi!ulty- Me%ium
B' hen a marketer makes %e!isions in*ol*ing !hannels, assortments, lo!ations, an%
transportation, the marketer is making what are !alle% pla!e %e!isions'
Answer- :rue .age- 24 Diffi!ulty- Me%ium
B7' A%*ertising, sales promotion, an% %ire!t marketing are all part of what is !alle% the offering
mi3'
Answer- False .age- 24 Diffi!ulty- Me%ium
<B
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B1' 0ne of the key themes of integrate% marketing is that there are *ery few marketing a!ti*itiesthat !an effe!ti*ely !ommuni!ate an% %eli*er *alue'
Answer- False .age- 22 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
B2' $nternal marketing is an appropriate pra!ti!e to "e use% in holisti! marketing'
Answer- :rue .age- 29 Diffi!ulty- asy AAC- /efle!ti*e :hinking
B4' $n most !ompanies, marketing shoul% fo!us on the !ustomer an% other %epartments shoul%fo!us on the "usiness itself'
Answer- False .age- 29 Diffi!ulty- asy AAC- /efle!ti*e :hinking
B9' .erforman!e marketing in*ol*es re*iewing metri!s assessing market share, !ustomer loss
rate, !ustomer satisfa!tion, an% pro%u!t >uality in the e*aluation of the effe!ti*eness of
marketing a!ti*ities'
=7
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Answer- :rue .age- 2< Diffi!ulty- Me%ium
B5' :he selling relationship !on!ept hol%s that !onsumers will prefer pro%u!ts that are ethi!al,en*ironmentally responsi"le, legal, an% so!ial in the !onte3t of marketing a!ti*ities an%
programs'
Answer- False .age- 2= Diffi!ulty- Me%ium AAC- Analyti! kills
B<' :he so!ietal marketing !on!ept hol%s that the organi&ationNs task is to %etermine the nee%s,
wants, an% interests of target markets an% to %eli*er the %esire% satisfa!tions more effe!ti*ely an%effi!iently than !ompetitors in a way that preser*es or enhan!es the !onsumerNs an% the so!ietyNs
well"eing'
Answer- :rue .age- 2= Diffi!ulty- asy
B=' Causerelate% marketing in*ol*es %onating a per!entage of re*enues to a spe!ifi! !ause "ase%on the re*enue o!!urring %uring the announ!e% perio% of support'
Answer- :rue .age- 2= Diffi!ulty- Me%ium AAC- Analyti! kills
=1
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B' Making gifts of money, goo%s, or time to help nonprofit organi&ations, groups, or in%i*i%uals
is known as !orporate philanthropy'
Answer- :rue .age- 2= Diffi!ulty- Me%ium
BB' :o un%erstan% what is happening insi%e an% outsi%e the !ompany, the !ompany nee%s arelia"le marketing information system'
Answer- :rue .age- 2 Diffi!ulty- asy AAC- /efle!ti*e :hinking
177' e!ause of surprises an% %isappointments that !an o!!ur as marketing plans are
implemente%, the !ompany will nee% fee%"a!k an% !ontrol to impro*e itself'
Answer- :rue .age- 47 Diffi!ulty- asy AAC- /efle!ti*e :hinking
ssay
171' Marketing has "een %es!ri"e% "eing "oth an OartP an% a Os!ien!e'P Dis!uss the %ifferen!es
an% similarities "etween these two marketing thrusts' .ro*i%e your theoreti!al response an% aOreallifeP e3ample where you ha*e seen "oth pro!esses work effe!ti*ely at !reating !ustomer
=2
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*alue an% loyalty'
uggeste% Answer- :he stu%ent shoul% %emonstrate his or her un%erstan%ing that the marketermust use %ata to un%erstan% !ustomer nee%s an% translate this un%erstan%ing into properly
%esigne% pro%u!ts an% ser*i!es' :hey shoul% also see the OartP si%e of human "eha*ior, where the
!ustomer makes %e!isions "ase% on emotions, su!h as the per!ei*e% "enefits'
.age- 5 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
172' Marketing people are in*ol*e% in marketing 17 types of entities' ist an% "riefly!hara!teri&e those entities'
uggeste% Answer- :he types of entities that marketing people are in*ol*e% in marketing are (1)goo%sSphysi!al goo%s, (2) ser*i!esShotels an% !ar rental, (4) e*entsStime"ase% e*ents su!h
as tra%e shows, (9) e3perien!esSalt DisneyNs Magi! King%om, (5) personsS!ele"rity
marketing, (<) pla!esS!ities, states, regions, an% e*en whole nations, (=) propertiesSintangi"le
rights of ownership of either real property or finan!ial property, () organi&ationsS!orporatei%entity, (B) informationSinformation pro%u!e% an% markete% as a pro%u!t, an% (17) i%easS
marketing the "asi! i%ea of a market offering'
.ages- <= Diffi!ulty- 8ar% AAC- Analyti! kills
=4
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174' Marketers are skille% in stimulating %eman% for a !ompanyNs pro%u!ts, "ut this is too
limite% a *iew of the tasks they perform' Just as pro%u!tion an% logisti!s professionals are
responsi"le for supply management, marketers are responsi"le for %eman% management'
Marketing managers seek to influen!e the le*el, timing, an% !omposition of %eman% to meet theorgani&ationNs o"e!ti*es' ist an% "riefly !hara!teri&e the eight %eman% states %es!ri"e% in the
te3t'
uggeste% Answer- :he eight %ifferent %eman% states are (1) negati*e %eman%S!onsumers%islike the pro%u!t an% may e*en pay a pri!e to a*oi% it, (2) none3istent %eman%S!onsumers
may "e unaware or unintereste% in the pro%u!t, (4) latent %eman%S!onsumers may share a
strong nee% that !annot "e satisfie% "y an e3isting pro%u!t, (9) %e!lining %eman%S!onsumers "egin to "uy the pro%u!t less fre>uently or not at all, (5) irregular %eman%S!onsumer pur!hases
*ary on a seasonal, monthly, weekly, %aily, or e*en hourly "asis, (<) full %eman%S!onsumers are
a%e>uately "uying all pro%u!ts put into the marketpla!e, (=) o*erfull %eman%Smore !onsumerswoul% like to "uy the pro%u!t than !an "e satisfie%, an% () unwholesome %eman%S!onsumers
may "e attra!te% to pro%u!ts that ha*e un%esira"le so!ial !onse>uen!es'
.age- Diffi!ulty- 8ar% AAC- Analyti! kills
179' e !an %istinguish among fi*e types of !ustomer nee%s' ist an% pro*i%e an e3ample ofea!h of those !ustomer nee%s'
uggeste% Answer- :he fi*e types of !ustomer nee%s are (note the e3ample from the te3t)- (1)
state% nee%sSthe !ustomer wants an ine3pensi*e !ar, (2) real nee%sSthe !ustomer wants a !arwhose operating !ost, not its initial pri!e, is low, (4) unstate% nee%sSthe !ustomer e3pe!ts goo%
=9
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ser*i!e from the %ealer, (9) %elight nee%sSthe !ustomer woul% like the %ealer to in!lu%e an
on"oar% na*igation system, an% (5) se!ret nee%sSthe !ustomer wants to "e seen "y frien%s as a
sa**y !onsumer'
.ages- 1214 Diffi!ulty- Me%ium AAC- Analyti! kills
175' Distinguish "etween the !on!epts of *alue an% satisfa!tion'
uggeste% Answer- :he offering will "e su!!essful if it %eli*ers *alue an% satisfa!tion to the
target "uyer' :he "uyer !hooses "etween %ifferent offerings on the "asis of whi!h is per!ei*e% to%eli*er the most *alue' alue refle!ts the per!ei*e% tangi"le an% intangi"le "enefits an% !osts to
!ustomers' alue !an "e seen as primarily a !om"ination of >uality, ser*i!e, an% pri!e (!alle% the
!ustomer*alue tria%)' atisfa!tion refle!ts a personNs !omparati*e u%gments resulting from a pro%u!tNs per!ei*e% performan!e (or out!ome) in relation to his or her e3pe!tations'
.ages- 1419 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
17<' 3amine an% %o!ument the fa!tors that ha*e "rought a"out !ustomersN higher e3pe!tations
of their suppliers' hat are the maor shifts in marketing management that ha*e "rought a"outthese !hanges#
uggeste% Answer- tu%ents may not un%erstan% that our worl%Ns !apa!ity to pro%u!e pro%u!ts
=5
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e3!ee%s the nee%s' :herefore, !ustomers ha*e more !hoi!es an% !an "e more %eman%ing' :he
time !run!h has allowe% new pro*i%ers to enter the market' For e3ample, @etfli3 !ompetes
effe!ti*ely with lo!k"uster i%eo "e!ause they %eli*er *i%eos to your home' $tNs ser*i!e likethis that fits the !ustomer nee%s to satisfy what money !an "uyStime' tu%ents may use
appropriate marketing management shifts as %es!ri"e% in the !hapter'
.ages- 1<1= Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
17=' :he !ompeting !on!epts un%er whi!h organi&ations ha*e !on%u!te% marketing a!ti*ities
in!lu%e- the pro%u!tion !on!ept, pro%u!t !on!ept, selling !on!ept, marketing !on!ept, an%holisti! marketing !on!ept' *aluate the a%*antages an% %isa%*antages of ea!h !on!ept as
%efine% an% presente% in your te3t"ook' hi!h !on!ept %o you "elie*e is the most effe!ti*e#
hy#
uggeste% Answer- Although stu%ents will "e e3pe!te% to resear!h ea!h !on!ept, they shoul%
!on!lu%e the most effe!ti*e !on!ept is the holisti! marketing !on!ept, where !ompanies nee% toha*e a more !omplete, !ohesi*e approa!h that goes "eyon% tra%itional appli!ations of the
marketing !on!ept'
.ages- 122 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
17' $n!reasingly, a key goal of marketing is to %e*elop %eep, en%uring relationships with all
people or organi&ations that !oul% %ire!tly or in%ire!tly affe!t the su!!ess of the firmNs marketinga!ti*ities' /elationship marketing has the aim of "uil%ing mutually satisfying longterm relations
with key partiesS!ustomers, suppliers, %istri"utors, an% other marketing partnersSin or%er to
earn an% retain their "usiness'
=<
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Dis!uss the merits of relationship marketing' Des!ri"e in %etail a !ompany who is in "usinessto%ay that mo%els relationship marketing'
uggeste% Answer- tu%ents shoul% un%erstan% the relationship "etween any supplier an%!ustomer is not ust in the me!hani!s of the transa!tion, "ut more importantly how the !ustomer
is treate% %uring the transa!tion' :he "etter the relationship, the more apt the !ustomer willremain loyal' :hey shoul% pi!k a !ompany that has ser*e% them well an% ma%e them feel spe!ial
ea!h an% e*ery time'
.ages- 2722 Diffi!ulty- Me%ium AAC- Communi!ation
17B' $%entify an% %efine the four .s an% the !orrespon%ing !onsumeroriente% $A %imensions'
uggeste% Answer- :he four .s are- .ro%u!t (pro%u!t *ariety, >uality, %esign, features, "ran%
name, pa!kaging, si&es, ser*i!es, warranties, returns), .ri!e (list pri!e, %is!ounts, allowan!es, payment perio%, !re%it terms), .romotion (sales promotion, a%*ertising, sales for!e, pu"li!
relations, %ire!t marketing), an% .la!e (!hannels, !o*erage, assortments, lo!ations, in*entory,
transportation)' A !omplementary "reak%own of marketing a!ti*ities that approa!hes the pro!ess
from a !ustomer!entri! *iewpoint is the $A framework- olution (8ow !an $ sol*e my pro"lem#), $nformation (here !an $ learn more a"out it#), alue (hat is my total sa!rifi!e to
==
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get the solution#), an% A!!ess (here !an $ fin% it#)'
.age- 24 Diffi!ulty- 8ar% AAC- Analyti! kills
117' A!!or%ing to tar"u!ks Chairman 8owar% !hult&, OConsumers now !ommonly engage in
a !ultural au%it of Lpro%u!t an% ser*i!e pro*i%ers' .eople want to know your *alue an% ethi!s%emonstrate% "y how you treat employees, the !ommunity in whi!h you operate'P Dis!uss the
!on!ept of so!ial responsi"ility marketing an% how it impa!ts "oth !ompanies an% !onsumers'
uggeste% Answer- :he so!ietal marketing !on!ept hol%s that the organi&ationNs task is to%etermine the nee%s, wants, an% interests of target markets an% to %eli*er the %esire% satisfa!tion
more effe!ti*ely an% effi!iently than !ompetitors in a way that preser*es or enhan!es the
!onsumerNs an% so!ietyNs longterm well"eing' Many !ompanies a!ti*ely engage% in !orporateso!ial responsi"ility !ampaigns to "oth moti*ate employees an% attra!t !onsumers' As goo%s
"e!ome more !ommo%iti&e%, an% as !onsumers grow more so!ially !ons!ious, some !ompanies
are a%%ing so!ial responsi"ility as a way to %ifferentiate themsel*es from !ompetitors, "uil%!onsumer preferen!e, an% a!hie*e nota"le sales an% profit gains' :hey "elie*e !ustomers will
in!reasingly look for signs of goo% !orporate !iti&enship'
.ages- 2<2= Diffi!ulty- Me%ium AAC- thi!al /easoning
A..$CA:$0@ TH:$0@
=
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Multiple Choi!e
111' hen $KA noti!e% that people wante% goo% furniture at a su"stantially lower pri!e an%
!reate% kno!k%own furniture, they %emonstrate% marketing sa**y an% turne% a pri*ate or so!ialnee% into a(n) '
a' market nee%
"' profita"le "usiness opportunity
!' pro%u!t %e*elopment
%' in*ention
e' !ustomer want
Answer- " .age- 5 Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
=B
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112' Car rental firms, "ar"ers, an% management !onsultants pro*i%e '
a' goo%s
"' e3perien!es
!' pla!es
%' ser*i!es
e' information
Answer- % .age- < Diffi!ulty- asy AAC- Analyti! kills
114' alt DisneyNs Magi! King%om represents marketing- Customers *isit a fairy
king%om, a pirate ship, or a haunte% house'
a' e3periential
"' ser*i!es
!' e*ent
%' !ele"rity
7
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e' goo%s
Answer- a .age- < Diffi!ulty- Me%ium AAC- Analyti! kills
119' Janet is *ery upset that she !anNt get ti!kets to the new /olling tones !on!ert' Ohy %o
they keep a%*ertising the show if you !anNt get ti!kets#P won%ers Janet' hi!h of the following%eman% states applies to JanetNs situation#
a' none3istent %eman%
"' latent %eman%
!' full %eman%
%' unwholesome %eman%
e' o*erfull %eman%
Answer- e .age- Diffi!ulty- Me%ium AAC- Analyti! kills
1
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115' hen Ja!k pur!hases his air!on%itioning unit in the winter to a*oi% the high pri!es foun% in
the summer, he is e3hi"iting %eman%'
a' irregular
"' %e!lining
!' impulse
%' latent
e' negati*e
Answer- a .age- Diffi!ulty- Me%ium AAC- Analyti! kills
11<' Julia hates smoking an% is willing to pay an e3tra ta3 ust to help eliminate smoking in her
!ity' he is e3hi"iting with respe!t to smoking'
a' negati*e %eman%
"' none3istent %eman%
!' latent %eman%
2
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%' %e!lining %eman%
e' unwholesome %eman%
Answer- a .age- Diffi!ulty- Me%ium AAC- Analyti! kills
11=' $n a mo%ern e3!hange e!onomy, all of the following markets are likely to e3ist IC.:
'
a' resour!e market
"' manufa!turer market
!' go*ernment market
%' !onsumer market
e' !lass market
Answer- e .age- B Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
4
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11' $n a simple marketing system, if the automo"ile in%ustry sen%s a%*ertising an% personal
sales messages to prospe!ti*e "uyers, it e3pe!ts in e3!hange'
a' goo%s
"' ser*i!es
!' money
%' information
e' image enhan!ement
Answer- % .age- B Diffi!ulty- Me%ium AAC- Analyti! kills
11B' Automo"ile manufa!tures, new !ar an% use% !ar %ealers, finan!ing !ompanies, an%
insuran!e !ompanies are all part of the automo"ile '
a' marketpla!e
"' marketspa!e
!' metame%iary
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%' marketportal
e' metamarket
Answer- e .age- 17 Diffi!ulty- Me%ium
127' hen Frank i%entifies a marketing opportunity to market his !ompanyNs ski an% snow"oar%
helmets to "a"y "oomers intereste% in winter sports through a%*ertisements in enthusiastmaga&ines, Frank is going through the '
a' metamarket
"' marketing planning pro!ess
!' so!ial marketing !on!ept
%' supply !hain !onglomeration
e' negati*e %eman%
Answer- " .age- 11 Diffi!ulty- Me%ium AAC- Analyti! kills
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121' hen a !ustomer has a(n) nee%, the !ustomer might e3pe!t something like
a%miration from frien%s "e!ause he or she has pur!hase% something that might in%i!ate a !ertain
market sa**y'
a' real
"' unstate%
!' %elight
%' se!ret
e' state%
Answer- % .age- 14 Diffi!ulty- 8ar% AAC- Analyti! kills
122' hen ol*o runs a%*ertisements suggesting that it is the safest !ar money !an "uy, it isengaging in whi!h of the following forms of marketing programming#
a' :e!hnologi!al
"' er*i!e
!' Market segmentation
<
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%' .u"li! relations
e' .ositioning
Answer- e .age- 14 Diffi!ulty- Me%ium AAC- Communi!ation
124' hen online %ot!oms, su!h as eay an% Ama&on'!om !ut out the maority of mi%%lemen
that normally woul% parti!ipate in the e3!hange pro!ess, they were a%*o!ating '
a' !ategory killers
"' e*ery%aylow pri!es
!' reinterme%iation
%' %isinterme%iation
e' supply !hain !onglomeration
Answer- % .age- 1< Diffi!ulty- Me%ium AAC- Hse of $:
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129' Hn%er whi!h of the following !ompany orientations towar% the marketpla!e woul% we
e3pe!t to fin% the O"etter mousetrapP falla!y#
a' .ro%u!tion !on!ept
"' .ro%u!t !on!ept
!' elling !on!ept
%' Marketing !on!ept
e' 8olisti! marketing !on!ept'
Answer- " .age- 1 Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
125' $f marketers are !hara!teri&e% as Ogar%eningP rather than Ohunting,P the is most
likely to "e the !on!ept the marketers are following'
a' pro%u!tion !on!ept
"' pro%u!t !on!ept
!' selling !on!ept
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%' marketing !on!ept
e' so!ial responsi"ility !on!ept
Answer- % .age- 1B Diffi!ulty- 8ar% AAC- /efle!ti*e :hinking
12<' hen 4M, 8., an% Motorola pra!ti!e resear!hing or imaging latent nee%s of !onsumers
through a Opro"ean%learnP pro!ess, they are most likely using whi!h of the following
marketing orientations with respe!t to their !onsumers#
a' elling orientation
"' .romotion orientation
!' upplysi%e orientation
%' /ea!ti*e market orientation
e' .roa!ti*e marketing orientation
Answer- e .age- 1B Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
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12=' Companies that pra!ti!e are implementing a total market orientation an% are
likely to "e the most su!!essful'
a' rea!ti*e market orientation
"' proa!ti*e marketing orientation
!' "oth rea!ti*e an% proa!ti*e marketing orientation
%' !onsoli%ation an% a!>uisition
e' Oin*ent an% marketP
Answer- ! .age- 1B Diffi!ulty- Me%ium AAC- /efle!ti*e :hinking
12' $n whi!h of the following %imensions of holisti! marketing might we fin% an emphasis on
!ommuni!ations, pro%u!ts an% ser*i!es, an% !hannels#
a' $nternal marketing
"' $ntegrate% marketing
!' o!ially responsi"le marketing
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%' Qlo"al marketing
e' /elationship marketing
Answer- " .age- 21 Diffi!ulty- Me%ium AAC- Analyti! kills
129. Kroger supermarkets are aggressively pursuing a strategy of capturing a larger share of thecustomer’s “stomach.” Which of the following shifts in marketing management is most appropriate forthis example
a. !rom relying on ol" market positions to uncovering new ones.
#. !rom marketing "oes the marketing to everyone "oes the marketing.
c. !rom a focus on gaining market share to a focus on #uil"ing customer share.
". !rom focusing on profita#le transactions to focusing on customer lifetime value.
e. !rom #uil"ing #ran"s through a"vertising to #uil"ing #ran"s through performance an" integrate"communications.
$nswer% c &age% 22 'ifficulty% (ar" $$)*+% $nalytic *kills
1,-. $ num#er of companiesinclu"ing the +o"y *hop/ +en 0 erry’s/ an" &atagoniahave achieve"nota#le sales an" profit gains #y a"opting an" practicing a form of the societal marketing conceptcalle" / #y which a company with an image/ pro"uct/ or service to market #uil"s arelationship or partnership with a cause/ or a num#er of causes/ for mutual #enefit.
a. social marketing
#. environmental marketing
c. cause3relate" marketing
". #enefit marketing
e. responsi#le marketing
$nswer% c &age% 24 'ifficulty% 5asy
*hort $nswer
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1,1. What woul" #e a goo" social "efinition of marketing
*uggeste" $nswer% 6arketing is a societal process #y which in"ivi"uals an" groups o#tain what they
nee" an" want through creating/ offering/ an" freely exchanging pro"ucts an" services of value withothers.
&age% 7 'ifficulty% 6e"ium
1,2. 'iscuss the eight "eman" states with respect to #ifocal lenses for glasses.
*uggeste" $nswer% *tu"ent answers may vary/ #ut a possi#le answer inclu"es the following% 81 negative"eman"many people "on’t want to a"mit they nee" #ifocals/ 82 nonexistent "eman"when #ifocallenses were first intro"uce"/ people "i"n’t know they existe"/ 8, latent "eman"#efore they wereintro"uce"/ many people thought such a pro"uct woul" #e nice/ #ut "i"n’t think it woul" ever exist/8: "eclining "eman"this will occur when something #etter is invente"/ such as surgery to repair theeyes/ 87 irregular "eman"the consumer perceives a nee" for eye care "evices only perio"ically/possi#ly when they #egin having trou#le seeing/ 8; full "eman"the manufacturers of the lenses aremaking all they possi#ly can/ 84 overfull "eman"the manufacturers of the lenses can’t make enoughan" inventories are low/ an" 8< unwholesome "eman"seeking alternatives/ consumers may fin" thatalternatives have un"esira#le social conse=uences.
&age% < 'ifficulty% (ar" $$)*+% >eflective ?hinking
1,,. @ew terms are now #eing use" to "escri#e where marketing is "one. Asing the automo#ile market/"escri#e automotive #uying #ehavior for a% 81 marketplace/ 82 marketspace/ an" 8, metamarket.
*uggeste" $nswer% >esponses to this =uestion shoul" inclu"e a reference to the following% 81marketplaceshopping for an automo#ile at a "ealer’s lot/ 82 marketspaceshopping for anautomo#ile via the Bnternet/ e+ay/ or even "esigning your own car via a manufacturer’s We# site/ an"8, metamarket8a cluster of complementary pro"ucts an" services that are closely relate" in thecustomer’s min" #ut are sprea" across a "iverse set of in"ustries that might inclu"e insurancecompanies/ the racing in"ustry/ the travel in"ustry/ the customiCation in"ustry/ et cetera. Bn"ivi"ualanswers might vary.
&age% 1- 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1,:. B"entify the five key functions of the )6D in lea"ing marketing within the organiCation.
*uggeste" $nswer% ?he five key functions of the )6D in lea"ing marketing within the organiCation are%
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81 strengthening #ran"s/ 82 measuring marketing effectiveness/ 8, "riving new3pro"uct "evelopment#ase" on customer nee"s/ 8: getting meaningful customer insights/ 87 utiliCing new marketingtechnology.
&age% 11 'ifficulty% 6e"ium $$)*+% >eflective ?hinking
1,7. $ssume that you have #een given the task of assisting a company in "esigning its marketingplanning process. What components shoul" #e in such a process +e specific in your answer.
*uggeste" $nswer% ?he marketing planning process consists of analyCing marketing opportunities/selecting target markets/ "esigning strategies/ "eveloping marketing programs/ an" managing themarketing effort. *tu"ents might also review !igure 1.; for a""itional information.
&age% 11 'ifficulty% (ar" $$)*+% $nalytic *kills
1,;. )onsumers often have many nee"s that are not rea"ily o#vious. ust o#serving their #ehaviorinsi"e a retail store is not enough to get a true feel for their “nee"s.” Eist an" #riefly "escri#e the fivetypes of nee"s that most consumers have.
*uggeste" $nswer% ?he various consumer nee"s are% 81 state" nee"swhat the consumer says he orshe wantsa car/ 82 real nee"sthe customer wants a car whose operating costs/ not its initial price/is low/ 8, unstate" nee"sthe customer expects goo" service an" honesty from the "ealer/ 8: "elightnee"sthe customer woul" like a 'F' player set3up thrown in to guarantee a =uick signing of the
purchase agreement/ an" 87 secret nee"sinner fantasies such as gaining prestige with mem#ers ofthe opposite sex or frien"s.
&ages% 12G1, 'ifficulty% (ar" $$)*+% $nalytic *kills
1,4. Wal36art knows that to reach its target markets three kin"s of marketing channels may #e use".What are these three marketing channels an" how might Wal36art use each of them
*uggeste" $nswer% ?he three marketing channels are communication/ "istri#ution/ an" service
channels. Wal36art coul" use a"vertising to communicate price specials to consumers 8communicationchannel/ use wholesalers to assem#le merchan"ise assortments to #e sol" in the Wal36art stores8"istri#ution channels/ an" use transportation companies 8service channels to exten" Wal36art’sglo#al reach.
&age% 1: 'ifficulty% (ar" $$)*+% $nalytic *kills
1,<. ?he marketplace isn’t what it use" to #e. Eist an" #riefly "iscuss what new #ehaviors/ new
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opportunities/ an" new challenges await the marketer in the 21st century.
*uggeste" $nswer% >esponses to this =uestion shoul" inclu"e% 81 changing technology/ 82 glo#aliCation/8, "eregulation/ 8: privatiCation/ 87 customer resistance/ 8; heightene" competition/ 84 in"ustry
convergence/ 8< retail transformation/ an" 89 "isinterme"iation.
&ages% 17G1; 'ifficulty% (ar" $$)*+% >eflective ?hinking
1,9. ?he "igital revolution has place" a whole new set of capa#ilities in the han"s of consumers an"#usinesses. )onsi"er what consumers have to"ay that they "i"n’t have yester"ay. $s in"icate" in thechapter/ what woul" appear on such a list
*uggeste" $nswer% >esponses to this =uestion shoul" inclu"e% 81 a su#stantial increase in #uyingpower/ 82 a greater variety of availa#le goo"s an" services/ 8, a great amount of information a#outpractically anything/ 8: a greater ease in interacting an" placing an" receiving or"ers/ an" 87 ana#ility to compare notes on pro"ucts an" services.
&age% 1; 'ifficulty% (ar" $$)*+% Ase of B?
1:-. 'iscuss the concept of "isinterme"iation an" provi"e an example.
*uggeste" $nswer% 'isinterme"iation grew out of the rush to em#race the "ot3coms an" e3commerce.5ssentially/ the "ot3coms remove" many of the tra"itional interme"iaries that #rought goo"s an"
services to consumers #y encouraging consumers to "eal "irectly with the "ot3coms via the Bnternet.“+rick3an"3click” #usinesses eventually #rought some of the interme"iaries #ack through a processcalle" reinterme"iation.
&age% 1; 'ifficulty% 6e"ium $$)*+% Ase of B?
1:1. ?he Bnternet has given to"ay’s companies a new set of capa#ilities. $mong those capa#ilities is thea#ility to operate a new information channel. 'escri#e how information can #e use" #y the marketer inthis new channel.
*uggeste" $nswer% )ompanies can operate a powerful new information an" sales channel/ the Bnternet/with augmente" geographical reach to inform an" promote their #usinesses an" pro"ucts worl"wi"e.+y esta#lishing one or more We# sites/ a company can list its pro"ucts an" services/ its history/ its#usiness philosophy/ its Ho# opportunities/ an" other information of interest to visitors. !or a""itionalinformation/ see chapter section.
&age% 14 'ifficulty% 6e"ium $$)*+% Ase of B?
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1:2. $rthur ones has "eci"e" to #uil" his manufacturing #usiness 8lawn mowers aroun" thepro"uction concept. Bf this approach is taken/ what will #e 6r. ones’ primary areas of concentration ashe #uil"s his #usiness
*uggeste" $nswer% ?his orientation hol"s that consumers will prefer pro"ucts that are wi"ely availa#lean" inexpensive. 6anagers of pro"uction3oriente" #usinesses concentrate on high pro"uctionefficiency/ low costs/ an" mass "istri#ution. ?his approach is also use" when a company wants toexpan" the market. *tu"ents may use these facts as they "esign their answer.
&age% 1< 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1:,. Bllustrate the "ifferences #etween a reactive market orientation an" a proactive marketingorientation. Iive an example of a company that uses a proactive marketing orientation
*uggeste" $nswer% Bn a reactive market orientation a company might #e content to keep up withun"erstan"ing an" meeting customers’ expresse" nee"s. Bn a proactive market orientation a companysuch as 6otorola might prefer to make a practice of researching an" imagining latent nee"s through a“pro#e3an"3learn” process. *tu"ents’ answers may vary #ut the #asic concepts of reaction an"proactivity shoul" #e clear in answers.
&age% 19 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1::. ?he ultimate outcome of relationship marketing is the #uil"ing of a uni=ue company asset calle" amarketing network. What woul" #e the parts of a marketing network for a motorcycle company such as
(arley3'avi"son
*uggeste" $nswer% $ marketing network consists of the company an" its supporting stakehol"ers. ?hesestakehol"ers 8in (arley3'avi"son’s case might #e customers/ employees/ suppliers/ "istri#utors/retailers/ repair services/ a" agencies/ lo##y groups/ an" motorcycle support clu#s. ?he operatingprinciple is simple% +uil" an effective network of relationships with key stakehol"ers/ an" profits willfollow.
&age% 22 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1:7. Ein"a 5vans has #een given the task of "eveloping the pro"uct portion of her company’s marketingmix. Eist the components that will likely #e inclu"e" in this element of the marketing mix.
*uggeste" $nswer% &ro"uct variety/ =uality/ "esign/ features/ #ran" names/ packaging/ siCes/ services/warranties/ an" returns are the key elements of the pro"uct portion of the marketing mix. ?o see amore complete "iagram of the four &s process/ see !igure 1.7.
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&age% 2, 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1:;. 'iscuss how companies can use the Bnternet to #uil" their #ran"s. Iive an example of a companythat has "one so.
*uggeste" $nswer% Dnline marketing activities can #e use" to #uil" #ran"s #y increasing consumerexposure to the #ran" an" creating an interactive experience #etween the customer an" the #ran"/giving consumers access not only to company3create" information #ut also consumer3generate"content. !or example/ )arnival )onnections/ an online cruise3#ooking site/ ma"e it easy for cruise fansto compare notes on cruise "estinations an" on#oar" entertainment.
&ages% 2,G2: 'ifficulty% 6e"ium $$)*+% >eflective ?hinking
1:4. 'efine internal marketing an" its role in the company. Dutline how various "epartments within thecompany outsi"e marketing can "emonstrate a customer focus.
*uggeste" $nswer% Bnternal marketing must take place on two levels. $t one level/ the variousmarketing functions must work together. $t the secon" level/ other "epartments must em#racemarketing an" “think customer.” *tu"ents may use ?a#le 1.1 to furnish various examples of customer3centric focus outsi"e the marketing "epartment.
&ages% 2:G27 'ifficulty% (ar" $$)*+% >eflective ?hinking
1:<. $ccor"ing to information provi"e" in the chapter/ 6c'onal"’s has #een involve" in a variety ofcorporate social initiatives. Iive an example of how 6c'onal"’s might initiate cause3relate" marketing/an" "efine what cause3relate" marketing is.
*uggeste" $nswer% )ause3relate" marketing is "onating a percentage of revenues to a specific cause#ase" on revenue occurring "uring the announce" perio" of support. ?he example use" in the chapternote" 6c'onal"’s earmarking of J1 for >onal" 6c'onal" )hil"ren’s )harities from the sale of every +ig6ac an" piCCa sol" on 6c(appy 'ay. *tu"ents may create a""itional examples #ut each shoul" meetthe parameters set a#ove.
&age% 24 'ifficulty% 6e"ium $$)*+% $nalytic *kills
1:9. ou have #een given the assignment of Hustifying cause3relate" marketing to your #oar" of"irectors. What woul" #e your primary argument in favor of such a proposal
*uggeste" $nswer% )ompanies see cause3relate" marketing as an opportunity to enhance theircorporate reputation/ raise #ran" awareness/ increase customer loyalty/ #uil" sales/ an" increase press
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coverage. ?hey #elieve customers will increasingly look for signs of goo" corporate citiCenship that go#eyon" supplying rational an" emotional #enefits.
&age% 24 'ifficulty% (ar" $$)*+% 5thical >easoning
17-. our firm is in the process of moving from focusing on a financial scorecar" as the #asis for runningan" evaluating your organiCation to a marketing scorecar" approach. What is a marketing scorecar"approach an" what might #e some of its components
*uggeste" $nswer% ?op management is going #eyon" sales revenue alone to examine the marketingscorecar". ?o"ay/ the shift to the marketing scorecar" attempts to interpret what is happening tomarket share/ customer loss rate/ customer satisfaction/ pro"uct =uality/ an" other measures.6anagers know changes in marketing in"icators pre"ict changes in financial results.
&ages% 2;G24 'ifficulty% (ar" $$)*+% >eflective ?hinking