Reference no: EM131496669

Marketing Management

Test Ch 01 Quiz

QUESTION 1

Rising promotion costs and shrinking profit margins are the result of ________.

new and improved technology

disintermediation

industry convergence

privatization

heightened competition

QUESTION 2

Car rental firms, hair dressers, and management consultants provide ________.

goods

experiences

events

services

information

QUESTION 3

Julia is worried about the rising pollution levels in her city. She doesn't mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution.

declining demand

nonexistent demand

latent demand

negative demand

unwholesome demand

QUESTION 4

When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process, it is an example of ________.

deregulation

reverse auctioning

reintermediation

disintermediation

diversification

QUESTION 5

Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution.

selling-oriented

product-oriented

production-oriented

marketing-oriented

consumer-oriented

QUESTION 6

Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction. Johnny Inc., follows the ________ concept in doing business.

production

product

selling

marketing

social responsibility

QUESTION 7

Which of the following is most consistent with the integrated marketing approach?

A good product will sell itself.

If left alone, consumers are inclined to purchase only inexpensive products.

All communication to consumers must deliver a consistent message irrespective of the medium.

In order to succeed, the main focus should be on having an efficient production process in place.

Online marketing is less important than traditional marketing efforts.

QUESTION 8

The ________ holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being.

selling concept

integrated marketing concept

social responsibility marketing concept

production concept

relationship marketing concept

QUESTION 9

Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management?

relationship marketing

integrated marketing

internal marketing

network marketing

performance marketing

QUESTION 10

Which of the following is true of business markets?

Buyers are usually not skilled at comparing competitive product offerings.

Buyers have limited purchasing power.

Property rights, language, culture, and local laws are the most important concerns.

Products sold in such markets are usually highly standardized.

Business buyers buy goods to make or resell a product to others at a profit.

QUESTION 11

The value of an offering is described as ________.

the price consumers are charged for a product

the cost of manufacturing a product

the degree to which consumer demand for a product is positive

the sum of the tangible and intangible benefits and costs to customers

the intangible benefits gained from a product

QUESTION 12

Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept?

shopping goods

unsought goods

necessary goods

luxury goods

complementary goods

QUESTION 13

Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.

variable assets

value propositions

intangible assets

market offerings

industry convergence

QUESTION 14

________ reflects a customer's judgment of a product's performance in relation to his or her expectations.

Brand equity

Satisfaction

Value

Perception

Brand image

QUESTION 15

As economies advance, a growing proportion of their activities focuses on the production of ________.

products

events

experiences

luxury goods

services

QUESTION 16

________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies.

Niche marketing

Holistic marketing

Relationship marketing

Supply chain marketing

Demand-centered marketing

QUESTION 17

Holistic marketing incorporates ________, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities.

internal marketing

cultural marketing

social responsibility marketing

relationship marketing

integrated marketing

QUESTION 18

Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond philosophy.

the product concept

the production concept

the selling concept

the marketing concept

the holistic marketing concept

QUESTION 19

Rick Johnson trains his company's sales force to go after the consumer. He repeatedly asks his team to bear in mind the essential fact that it is the sales team's responsibility to rouse the consumer's interest and make him feel that he needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Johnson believes in the ________ concept.

product

production

selling

marketing

social responsibility

QUESTION 20

A(n) ________ need is one that the consumer is reluctant or unwilling to explicitly verbalize.

secondary

unstated

delight

secret

stated