市场营销原理题库1(ch1-ch4_with_answer) (2)

Ch1-Ch4Question Pool

MULTIPLE CHOICE.Choose the one alternative that best completes the statement or answers the question.

1)

Marketin g seeks to create and manage profitable customer relationships by delivering ________to customers.

1)

_______

A)

superior promotion

B)

superior service

C) competitive prices

D)

superior value

E)

product assortment

2)

You have learned at work that today's successful companies at all levels have one thing in common:they are strongly customer focused and heavily committed to

__

__

____.

2)

_______

A)

marketing

B)

social responsibility

C)

increasing wealth to stockholders

D)

employee motivation

E)

obtaining the best CEOs

3)

The twofold goal of marketing is to attract new customers by promising superior value and to________.

3)

_______

A)

keep and grow current customers by delivering competitive pricing

B)

keep and grow current customers by delivering satisfaction

C)

keep and grow current customers by delivering friendly service

D)

keep and grow current customers by delivering vast product assortment

E)

all of the above

4)You have learned from experience as well as from this course that the m ost basic

concept underlying marketing is that of________. 4)

_______

A)

human needs

B)

fulfilling consumer wants

C)

customer satisfaction

D)

selling and advertising

E)

retaining customers

5)

What do compani es call a set of benefits that they promise to consumers to satisfy their needs?

5)

_______

A) marketing offer

B)

demand satisfaction

C)

value proposition

D)

evoked set

E)

need proposition

6)

We must learn a valuable lesson in marketing.Many sellers make the mistake of paying more attention to the specific products they offer than to the________ produced by those products.

6)

_______

A)

benefits

B)

value satisfaction

C) experiences

D)

customer loyalty

E)

benefits and experiences

7)

Marketin g consists of actions taken to build and maintain desirable________with target audiences involving a product,service,idea,or other object.

7)

_______

exchange processes

B)

exchange privileges

C)

exchange communication

D)

exchange transactions

E)

exchange relationships

8)

The federal governm ent finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action.

8)

_______

A) integration

B) debugging

C) demarketing

D)

gray marketing

E) deregulation

9)

The five alternati ve concepts under which organizations conduct their marketing activities include the production,________,selling,marketing,and societal marketing concepts.

9)

_______

A) pricing

B) promotion

C) distribution

D) product

E) demarketing

10)

To practice the marketing concept,an organization must deliver the________better than competitors.

10)

______

A) convenient packaging

attractive prices

C)

level of service

D) advertising campaign

E)

desired satisfactions

11)

Now many companies are beginning to think of________interests as well as their own customers'needs.

11)

______

A) competitors'

B) society's

C) lenders'

D) investors'

E) stockholders'

12)

Compani es today face some new marketing realities that mean there are fewer customers to go around.Changing demographics,________,and overcapacity in many industries are great concerns.

12)

______

A)

slowing incomes

B)

higher unemployment

C)

more sophisticated competitors

D)

9/11

E)

increased technology

13)

Custome rs buy from stores and firms that offer the highest________.

13)

______

A)

customer perceived value

B)

value for the dollar

C)

level of customer satisfaction

D)

both B and C

E) company image

14)

Because customer s tend to act on perceived values,they often do not judge product values and costs________.

14)

______

A)

often

B)

reliably

C) accurately or objectively

D) accurately

E) objectively

15)

By supplyin g customers with special equipment or computer linkages that help them manage their orders,payroll,or inventory,a business marketer would be building customer relationships by adding________.

15)

______

A)

greater customer service

B)

structural ties

C)

partnership marketing

D)

value-added services

E)

none of the above

16)

When your firm practices developing and maintaining a strategic fit between your organization's goals and capabilities,it is forming a(n)________.

16)

______

A) operating plan

B)

short-term purpose

C)

values statement

D) strategic plan

E)

mission statement

17)

Marketin g planning at your firm occurs at what levels?

17)

______

A)

business unit;product;market

B)

business unit;market

C)

business unit;product

D)

product;market

E)

business unit;financial unit;market

18)

Your text pointed out that mission statements should be both________and spe cific.

18)

______

A)

unachievable

B)

realistic

C)

long term

D)

value laden

E)

short term

19)

Successf ul organizations base their missions on their________.

19)

______

A)

strategic plans

B)

value propositions

C)

long-term goals

D)

values statements

E)

distinctive competencies

20)

the collection of businesses and products that make up the company?

What do

we call

20)

______

A)

business portfolio

B) investment diversity

C) departments

D)

needs inventory

E)

none of the above

21)

The firm you work for has decided to use the Boston Consulting Group's(BCG's) approach to classify its business units.Upon what is the approach based?

21)

______

A)

most profitable units

B)

customer satisfaction

C)

customer retention

D)

cost-benefits

E)

growth-share matrix

22)

Now that your employer has classified his SBUs,the next step to take in using the BCG approach is to determine________.

22)

______

A)

the three-year budget

B)

the profit center

C)

the tactical plan

D)

what role each will play in the future

E)

none of the above

23)

Accordin g to your text,some companies are using all of the following in their strategic planning except one.Choose it.

23)

______

A)

cross-function al teams of managers

B)

suppliers

C)

customers

D)

company philosophy

E)

employee teams

24)

Which of the following explain(s)why a firm might want to abandon products?

24)

______

A)

The products may have become less profitable.

B)

The firm may have entered areas where it lacks experience.

C)

The firm may have grown too fast.

D)

The market environment might have changed.

E)

All of the above.

25)

A company 's value chain is successful when each department adds________for customers and________other departments.

25)

______

A)

satisfaction;coordinates with

B)

value;coordinates with

C)

value;shares budgets with

D)

efficiency;differentiates among

E)

value;strengthens

26)

Generall y speaking,most companies today cannot profitably serve________.

26)

______

A)

all foreign markets

B)

all consumers in a given market segment

C)

all consumers in a given market

D)

both A and C

E)

none of the above

27)

Banking,airline,and retailing services are properly termed________.

27)

______

A) accessories

B)

service products

C)

adjunct products

D)

service encounters

E) products

28)

A concern with the four Ps is that it takes the________view and not the________ view.

28)

______

A) traditional;modern

B)

seller's;buyer's

C) broad;narrow

D)

buyer's;seller's

E) domestic;global

29)

A major tool for strategic control is a________,which is a comprehensive,systematic,

independent,and periodic examination of a company's environment, objectives,strategies,and activities to determine problem areas and

opp

ortu

niti

es.

29)

______

A)

marketing audit

B)

marketing mix strategy

C)

business plan

D)

marketing analysis

E)

marketing plan

30)

Which of the following is NOT true about mission statements?

30)

______

A)

They should be motivating.

B)

They should be realistic.

C)

They should be broad,generic statements.

D)

They should be based on distinctive competencies.

E)

They should fit the market environment.

31)

The most commercially influential demographic group in history is________.

31)

______

A)

baby boomers

B)

infants

C)

generation Y

D)

seniors

E)

generation X

32)

All of the groups within a company are called the________.

32)

______

A)

diversity

B)

internal environment

C)

culture

D)

range

E)

climate

33)

Banks, credit compani es,insurance companies,and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as________.

33)

______

A)

physical distribution firms

B)

wholesalers

C)

marketing service agencies

D)

financial intermediaries

E)

resellers

34)

A consume r organization,environmental group,or minority group have challenged your firm's stand on a local issue.This is the________public.

34)

______

A) general

B) local

C) media

D) citizen-action

E) government

35)

Defining people by their birth date may be less effective than segmenting them by their ________or________.

35)

______

A)

lifestyle;occupation

B)

income;occupation

C)

lifestyle;life stage

D)

gender;sexual preference

E)

occupation;life stage

36)

________households are now growing faster than________households.

36)

______

A)

Large;traditional

B)

Traditional;nontraditional

C)

Nontraditiona l;smaller

D)

Male-dominan t;female-dominant

E)

Nontraditiona l;traditional

37)

Within given regions,the population is moving from large cities to________.

37)

______

foreign countries

B)

farming communities

C)

coastal towns

D)

rural areas

E)

suburbs

38)

The

________environment consists of factors that affect consumer purchasing power and spending patterns.

38)

______

A)

political-legal

B)

technological

C)

natural

D)

social-cultural

E)

economic

39)

Find the group of expenses that use up most household income.

39)

______

A)

housing,insurance,taxes

B)

food,housing,transportation

C)

housing,taxes,transportation

D)

food,housing,retirement planning

E)

food,travel,electronics

40)

One of

the major

concerns for marketers about the natural environment is the________.

40)

______

A)

increases in recycling

B)

offshore oil exploration

C)

shortages of raw materials

number of protestors against misuse

E)

none of the above

41)

As a marketer of pesticides,you should be concerned about all of the following natural environment trends mentioned in your text except________.

41)

______

A)

increased pollution

B)

increased government intervention

C)

increased acid rain

D)

government subsidies

E)

shortages of raw materials

42)

Which of the following represents the most dramatic force shaping a marketer's destiny?

42)

______

A)

partnership marketing

B)

technological environment

C)

legal-political environment

D)

deregulation

E)

natural environment

43)

The recent rash of business scandals and increased concerns about the environment have created fresh interest in the issues of________and________.

43)

______

A)

promotion;pricing

B)

finances;employee discrimination

C)

management ethics;insider trading

D)

ethics;social responsibility

E)

ethics;promotion responsibility

44)Marketers must understand that a society's core beliefs and values have a high

degree of________.

44)

______

A) persistence

B) ethnocentrism

C) rigidity

D) conformity

E) similarity

45)

Marketer s can take________by taking aggressive action to affect the publics and forces in their marketing environments.

45)

______

A)

a relationship building perspective

B)

an environmental perspective

C)

a proactive stance

D)

a natural perspective

E)

a natural management perspective

46)

Despite the data glut that marketing managers receive,they frequently complain that they lack________.

46)

______

A)

accurate and reliable information

B)

timely information

C)

quality information

D)

valid information

E)

enough information of the right kind

47)

Your firm has just developed its first successful MIS.It interacts with information users to assess information needs,develop needed information,________the marketing information,and help managers use it in their decision

ma

kin

g.

47)

______

retrieve

B) collect

C) validate

D) store

E) distribute

48)

Marketer s must weigh carefully the costs of additional information against the________ resulting from it.

48)

______

A) cost

B) benefits

C) rewards

D) uses

E) knowledge

49)

This systemat ic collection and analysis of publicly available information about competitors and developments in the marketing environment is very useful.What is it called?

49)

______

A)

marketing intelligence

B)

Web Master

C)

sales and sales management

D)

marketing data

E)

secondary data

50)

Which of the steps in the marketing research process has been left out:defining the problems and research objectives,implementing the research plan,and interpreting and reporting the findings?

50)

______

A)

developing the research budget

choosing the research method

C)

choosing the research agency

D)

comparing and contrasting primary and secondary data E)

developing the research plan

51)

The objective of________research is to gather preliminary information that will help define the problem and suggest hypotheses.

51)

______

A)

descriptive and exploratory

B)

descriptive

C)

causal

D)

corrective

E)

exploratory

52)

The way to begin marketing research is to gather secondary data,which consists of information________.

52)

______

A)

that already exists somewhere

B)

that does not currently exist in an organized form

C)

that already exists somewhere,having been collected for another purpose D)

that the researcher can obtain through surveys and observation E)

used by competition

53)

This method of research can obtain information that people are unwilling or unable to provide.

53)

______

A)

focus groups

B)

personal interviews

C)

fax surveys

D)

questionnaires

E)

observation

54)

All of the

followin

g are disadvantages of telephone interviewing except one.Which one?

54)

______

A)

interviewers tend to interpret answers similarly

B)

introduces interviewer bias

C)

under time pressures some interviewers might cheat

D)

higher cost than mail questionnaires

E)

A and D

55)

Currentl y you find yourself involved in marketing research.The form you are using is flexible,allows explanation of difficult questions,and lends itself to showing products and advertisements.What is this form of research?

55)

______

A)

online interviewing

B)

mall intercepts

C)

vision phone interviewing

D)

personal interviewing

E)

none of the above

56)

Samplin g requires the answers to three questions.Choose the inappropriate one.

56)

______

A)

How many people should be surveyed(what sample size)?

B)

Who is to be sampled(what sampling unit)?

C)

How should the people be chosen(what sampling method)?

D)

Why should they be sampled(justification)?

E)

None of the above.

57)

Research ers interpret and report findings to their managers.What might be a typical problem the researcher might encounter when discussing the findings?

57)

______

A)

Managers may accept results that support their preconceived notions.

B)

Managers may interpret the findings differently.

C)

Managers may be biased.

D)

Managers may not believe the findings.

E)

All of the above.

58)

When manager s use small convenience samples such as asking customers what they

think or inviting a small group out to lunch to get reactions,they are

usi

ng

_______

_.

58)

______

A)

focus groups

B)

informal surveys

C) marketing intelligence

D) experiments

E) observation

59)

Choose the statement that is not a typical consumer reaction to intrusion on consumer privacy.

59)

______

A)

Marketers use this information to manipulate our buying.

B)

Marketers build huge databases full of personal information.

C)

Sophisticated researchers probe our deepest feelings.

D)

Marketers make too many products and services available蕌it's confusing.

E)

None of the above.

60)

Which of the following statements is NOT true regarding information collected by marketers?

60)

______

A)

Most managers do not need more information.

B)

Many managers are burdened by data overload.

C)

Managers lack information of the right kind.

D)

Managers have the right information and they have enough of it.

E)

Most managers need better information.

TRUE/FALSE.Write'T'if the statement is true and'F'if the statement is false.

61)

A thorough definitio n of marketing tells us that it is a business and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

61)

______

62)

The differenc e between human needs and wants is that needs are states of felt deprivation.

62)

______

63)

Custome r value in relation to a purchase depends on how well the product's performance lives up to the customer's expectations.

63)

______

64)

Marketin g management is interested in serving all customers in every way to remain competitive in today's markets.

64)

______

65)

The societal marketing concept questions whether the pure marketing concept

overlooks possible conflicts between consumer short-run and long-run

wel

fare.

65)

______

66)

A smart company tries to delight customers by promising more than it can deliver and delivering more than it promises.

66)

______

67)

In order to build relationships with key customers,firms should add financial and social benefits to customer purchases.

67)

______

68)

The marketin g mix includes production,price,promotion,and packaging;this is known as the four Ps of marketing.

68)

______

69)

A company with many low-margin customers may seek to develop full partnerships with them;a company with few high-margin customers may seek to develop basic relationships with them.

69)

______

70)

With selective relationship management,companies use customer profitability analysis to eliminate losing customers and target winning ones.

70)

______

71)

When your organization is involved in the task of selecting an overall company

strategy for long-run survival and growth,it is conducting strategic

pla

nni

ng.

71)

______

72)

Mission statements should be realistic and general in nature.

72)

______

73)

The major activity in strategic planning is strategic business unit planning,

whereby management evaluates the products and businesses making

up

the

compa

ny.

73)