armstrong01tif.docx
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armstrong01tif
Chapter1
Marketing:
ManagingProfitableCustomerRelationships
Multiple-Choice
1.Centraltoanydefinitionofmarketingis_____.
a.demandmanagement
btransactions
c.customerrelationships
d.makingasale
Answer:
(c)Difficulty
(1)Page:
6
2.Allofthefollowingareaccuratedescriptionsofmodernmarketingtoday,
exceptwhichone?
a.Marketingiscreationofvalueforcustomers.
b.Marketingiscustomersatisfactionataprofit.
c.Sellingandadvertisingaresynonymouswithmarketing.
d.Marketinginvolvesbuildingandmanagingprofitablecustomer
relationships.
Answer:
(c)Difficulty:
(1)Page:
6
3.AccordingtoJeffBezos,CEOofA,acrucialdimensionofanoutstandingmarketingcompanyis_____.
a.tocreategenuinevalueforcustomers
b.arelentlesspursuitofcustomerneeds
c.tobuildoncustomerrelationshipsandprofitswillfollow
d.alloftheabovearecorrect
Answer:
(d)Difficulty:
(2)Page:
4
4._____isdefinedasasocialandmanagerialprocessbywhichindividualsand
groupsobtainwhattheyneedandwantthroughvaluecreation.
a,Selling
bAdvertising
c.Barter
d.Noneoftheabovearecorrect
Answer:
(d)Difficulty:
(3)Page:
6
5.Societyandcultureshapethebasicformofhumanneedscalled_____.
a.needs
b.wants
c.demands
d.value
Answer:
(b)Difficulty:
(2)Page:
7
6.Whenbackedbybuyingpower,wantsbecome_____.
a.socialneeds
b.demands
c.physicalneeds
d.self-esteemneeds
Answer:
(b)Difficulty
(1)Page:
7
7.ThefundamentalreasonAmerica’smostadmiredfirms,includingWal-Mart,
Proctor&GambleandDisney,conductextensiveresearchisto_____.
a.maximizeprofits
b.increasemarketshare
c.increasesales
d.understandcustomer’sneeds,wantsanddemands
Answer:
(d)Difficulty:
(2)Page:
7
8._____referstosellersbeingpreoccupiedwiththeirownproductsandlosing
sightofunderlyingconsumerneeds.
a.Sellingmyopia
b.Marketing
c.Selling
d.Marketingmyopia
Answer:
(d)Difficulty
(2)Page:
13
9.Americanbrandicons,includingHarleyDavidson,Coca-ColaandNike,create
deepbrandmeaningsforconsumersanddonotsufferfrom_____.
a.short-termlosses
b.long-termlosses
c.competitivethreats
d.marketingmyopia
Answer:
(d)Difficulty
(2)Page:
13
10._____arekeybuildingblocksfordevelopingandmanagingcustomer
relationships.
a.Consumerexpectationsandcustomersatisfaction
b.Customerchoicesandproductoffers
c.Productperformanceandcustomervalue
d.Customervalueandcustomersatisfaction
Answer:
(d)Difficulty:
(3)Page:
11
11.Theresponsetothewell-knownWal-Martcheerwhichalwaysendswiththe
closingquestion,“Who’snumber1?
”is_____.
a.lowprices,alwayslowprices
b.Wal-Mart,Always!
c.ExxonMobil
d.thecustomer,always!
Answer:
(d)Difficulty:
(3)Page:
6
12.A’sprimaryobsessionistodeliveraspecial_____toeverycustomer.
a.assortmentofproducts
b.bookstore
c.experience
d.setofrecommendations
Answer:
(c)Difficulty:
(2)Page:
4
13.Allofthefollowingphrasesreflectthemarketingconcept,exceptwhichone?
a.Wedon’thaveaMarketingDepartment,wehaveaCustomerDepartment.
b.Wemakeithappenforyou.
c.Westayclosetocustomers.
d.Puttingprofitsaheadofcustomerneedsiscriticaltothehealthofthe
firm.
Answer:
(d)Difficulty:
(1)Page:
13
14.Allofthephrasesbelowareexamplesoftransactions,exceptwhichone?
a.JohnpurchasesatelevisionsetfromSearsfor$350.
b.Sallyvotesforherlocalsenatorwhopromisestocutpropertytaxes.
c.PeterdonateshisoldcartotheAmericanLungAssociationforatax
deduction.
d.WalterfailstosendhismembershiprenewalduesintimetotheAmerican
MarketingAssociation.
Answer:
(d)Difficulty:
(1)Page:
8
15.Anexampleofa(n)_____iswhenacustomerpaysCircuitCity$250and
receivesatelevisionsetinreturn.
a.exchange
b.transaction
c.market
d.segment
Answer:
(b)Difficulty:
(1)Page:
8
16.______isthesetofactualandpotentialbuyersofaproduct.
a.Amarket
b.Anaudience
c.Agroup
d.Asegment
Answer:
(a)Difficulty:
(2)Page:
10
17.AccordingtothefamedfatherofDirectMarketing,LesterWunderman,whichof
thefollowingphrasesreflectsthemarketingconcept?
a.Thesupplierisking.
b.Marketingshouldbeviewedashuntingandnotgardening.
c.ThisiswhatImake,won’tyoupleasebuyit?
d.ThisiswhatIwant,won’tyoupleasemakeit?
Answer:
(d)Difficulty(3)Page:
13
18.Activitiessuchasproductdevelopment,research,promotion,pricinganddistributionarecore_____.
a.businessactivities
b.marketingactivities
c.exchangerelationshipactivities
d.consumeractivities
Answer:
(b)Difficulty(3)Page:
13
19.AccordingtotheAmericanCustomerSatisfactionIndex,foreachofthelasttwo
years,______hasbeenratedthehighesteverincustomersatisfactionforanonlineservicecompany.
a.Ebay
b.Wal-Mart
c.Nike
d.A
Answer:
(d)Difficulty(3)Page:
3
20.AskJasonKlar,vicepresidentofAandyouwillbeintriguedbywhat
hecallsthe_____thatmakestheAexperiencereallyspecialforvisitors.
a.“goodvalue”factor
b.“convenience”factor
c.“clicksandmortar”factor
d.“discovery”factor
Answer:
(d)Difficulty
(2)Page:
5
21.Theartandscienceofchoosingtargetmarketsandbuildingprofitable
relationshipswiththemiscalled_____.
a.marketingmanagement
b.positioning
c.segmentation
d.selling
Answer:
(a)Difficulty
(2)Page:
11
22._____isthesetofbenefitsacompanypromisestodeliveritsconsumersto
satisfytheirneeds.
a.Money-backguarantee
b.Lowprices
c.Goodcustomerservice
d.Valueproposition
Answer:
(d)Difficulty
(2)Page:
12
23.Allofthefollowingphrasesreflectafirm’svalueproposition,exceptwhichone?
a.Altoidsispositionedas“thecuriouslystrongmint.”
b.Porschepromisesdrivingperformanceandexcitement.
c.Cheerlaundrydetergentpromisespowerfulcleaningatalltemperatures.
d.Alloftheabovearecorrect.
Answer:
(d)Difficulty:
(2)Page:
12
24.The_____isausefulphilosophyinsituationswhentheproduct’scostistoohighandmarketerslookforwaystobringitdown.
a.sellingconcept
b.productconcept
c.productionconcept
d.marketingconcept
Answer:
(c)Difficulty(3)Page:
12
25.HenryFord’sphilosophywastoperfecttheModelTsothatitscostcouldbe
reducedfurtherforincreasedconsumeraffordability.Thisreflectsthe_____.
a.productconcept
b.marketingconcept
c.sellingconcept
d.productionconcept
Answer:
(d)Difficulty:
(2)Page:
12
26.InlargemetroareassuchasNewYork,toavoidtrafficgridlockinManhattan,
_____isundertakentoencouragecommuterstocarpoolandusemasstransit.
a.targetmarketing
b.marketsegmentation
c.demarketing
d.marketing
Answer:
(c)Difficulty:
(3)Page:
12
27.Selectingwhichsegmentstoserveiscalled_____.
a.marketsegmentation
b.positioning
c.customization
d.targetmarketing
Answer:
(d)Difficulty:
(2)Page:
11
28.WhenWal-Martprofitablytargetsbuyerswhovaluesavings,itisanexampleof_____.
a.convenience
b.valuepricing
c.marketsegmentation
d.targetmarketing
Answer:
(d)Difficulty:
(1)Page:
11
29.Allthephrasesgivenbelowreflectthedefinitionoftargetmarketing,except
whichone?
a.Disneytargetspersonsinallstagesofthelifecycle.
b.Porscheprofitablytargetsaffluentprofessionals.
c.Dollarstoresprofitablytargetfamilieswithmodestmeans.
d.TheBookoftheMonthclubcustomizesoffersbasedonamember’s
previousselections.
Answer:
(a)Difficulty:
(2)Page:
11
30.Buildabettermousetrapandtheworldwillbeatapathtoyourdoorreflectsthe
_____.
a.productionconcept
b.marketingconcept
c.sellingconcept
d.productconcept
Answer:
(d)Difficulty:
(3)Page:
13
31.WhichoperatingphilosophyispracticedbytheAmericanRedCrosstosolicit
blooddonations?
a.themarketingconcept
b.theproductconcept
c.theproductionconcept
d.thesellingconcept
Answer:
(d)Difficulty:
(3)Page:
13
32.Firmsfollowthe_____whentheyfaceovercapacity.
a.productconcept
b.sellingconcept
c.productionconcept
d.marketingconcept
Answer:
(b)Difficulty:
(3)Page:
13
33.Astheautomobileindustrymaturesandcompetitioncontinuestointensify,marketersfacestiffcompetition.RegalInternationalCarsexpectsitssalespeopletoreachtheirsalesquotasusingaggressivemeans.Salesofoptionalpackagefeaturesthatcustomersareunawareofaretoleratedandexpected.RegalInternationalCarsisbeingoperatedasifitisatthe_____eraoftheevolutionaryprocess.
a.sales
b.product
c.production
d.marketing
Answer:
(a)Difficulty:
(2)Page:
13
34.Mostfirmsfollowthe_____philosophy,whichholdsthatconsumers
willnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.
a.product-orientation
b.production-orientation
c.marketingorientation
d.sellingorientation
Answer:
(d)Difficulty:
(2)Page:
13
35.Railroadswereonceoperatedthinkingthatuserswantedtrainsratherthan
transportation,overlookingthechallengeofothermodesoftransportation.This
reflectsthe_____.
a.productconcept
b.productionconcept
c.sellingconcept
d.marketingconcept
Answer:
(a)Difficulty:
(2)Page:
13
36.Accordingtotheauthorsofyourtext,_____isviewednotas“hunting”,but
as“gardening.”Thatis,afirmhastofindtherightproductsforitscustomers.
a.selling
b.
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