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70 Test Bank for Marketing Management 1st Edition by Marshall Multiple Choice Questions - Page The Clean-O company makes an all-purpose cleaner for the hospital and nursing home market that is guaranteed to kill 99% of staphylococcus germs, a major concern for medical facilities The company is not interested in pursuing the consumer market CleanO has adopted a _ A Market orientation B Mass customization orientation C Differentiation orientation D Relationship orientation E Product orientation Henry Ford is well known to business students for creating the assembly line that enabled mass production of the Model T This is an example of _ A Production orientation B Selling orientation C Marketing orientation D Buzz marketing orientation E Business orientation Great marketing starts with A Listening to customers B Designing a great product C Offering the lowest price D Word-of-mouth endorsements E Selling a product where customers can easily find it After a recent 141-day strike, members of the union members in California went back to work at area grocery stores The union negotiated raises, better healthcare benefits, and a one-tier pay scale The role of the union may best be described as a A Governmental body B Stakeholder C Vendor D Internal customer E Management group Peter Drucker, the father of modern management, stated that the only purpose of an organization is _ A To create products B To make products affordable and accessible to the majority of the public C To improve the quality of life for all people D To create a customer E To respect the environment AMA's first official definition of marketing was released in A 1925 B 1948 C 1967 D 1985 AMA's current official definition of marketing reflects the view towards marketing activities as 1 A Focused on strategy B Focused on tactics like using electronic commerce and new media like You Tube C Focused on relationships with suppliers and customers D Focused on value, through creating, communicating, delivering and exchanging offering that create value E A and D AMA's first official definition reflected its roots in A Advertising of all kinds of products B Sales of consumer packaged goods C Production in factories D Distribution of agricultural products E Public relations and publicity Fernandez Brothers, Inc provides accounting services to small businesses Before and after tax season, the partners meet with each client company It sends a monthly newsletter to update clients with tax changes The firm's business practices revolve around putting the customer at the center when developing services and practices Smith Brothers has adopted a approach A Market orientation B Mass customization orientation C Differentiation orientation D Relationship orientation E Product orientation The marketing concept was introduced A After the Civil War B After World War I C After the Great Depression D In the 1950s E In the 1960s Peter Drucker, the father of modern management, believed that marketing _ A Should be a separate function within the business B That it is the business as seen from an internal point of view C That it is the business as seen from the customer's point of view D That is so basic that it is a central dimension of the entire business E Should improve the quality of life for society Companies that conduct research using focus groups, consumer surveys, and in-person interviews most likely have a A Production orientation B Selling orientation C Marketing orientation D Buzz marketing orientation E Business orientation The stereotypical automobile dealership uses tactics like high pressure and bargaining to get customers to buy This is an example of _ A Production orientation B Selling orientation C Marketing orientation D Buzz marketing orientation E Business orientation Bryan gets reduced fees for his daughter's piano lessons by maintaining her teacher's web site Bryan is practicing the central tenet of marketing called A Value B Exchange C Growth D Sustainability E Barter AMA's current official definition of marketing was released in A 1965 B 1985 C 2000 D 2007 The marketing concept was first articulated in writing in the Annual Report of A Ford Motor Company B AT&T C RCA D General Motors E General Electric Customers may visit the Land's End clothing web site and order a pair of jeans that will be made especially for them Land's End has adopted a _ approach A Market orientation B Mass customization orientation C Differentiation orientation D Product orientation E Relationship orientation Nike Air shoes were discovered to have a greenhouse gas in the heel air pocket The company did not change the design _ A Until some environmental groups found out and complained B Since it did not have to change under the law C Because engineers were working on more profitable designs D Until it spent millions of dollars and many years to get a good new design E A and D Marketing misnomers occur because many people think of marketing as A Pushy salespeople B Advertising and celebrity spokespersons C The firm's department of advertising D Overstated product claims E All of the above is not a marketing function A Research B Advertising C Brand development D Public relations E Research and development Making a change in any of the marketing mix elements will _ A Leave the other elements unchanged B Possibly have an impact on another element C Have a domino effect on the other elements D Require the firm to introduce new products E Require an increase in promotion Communicating and delivering value focuses on _ A Supply chain management B Branding and positioning C retailing D integrated marketing communication E A, B, and D When you tell someone you are a marketing major in college, he or she may think you want a career in A Management B Information technology C Sales D Customer service E Financial planning Value may be defined as the ratio of bundled benefits received to the cost incurred by the customer to receive those benefits is not thought of as one of the costs A Monetary cost B Time to shop C Skill or expertise D Poor service quality E Customer satisfaction AMA's second official definition of marketing reflected the view of that time towards marketing activities as A Advertising B Production C Ps D Selling E Distribution AMA's second official definition of marketing was released in A 1925 B 1948 C 1967 D 1985 Creating, communicating, delivering and exchanging offerings that have value may be thought of as _ A The marketing mix or Ps B The firm's strategic plan C Sales orientation D Production orientation E Exchange Creating value focuses on _ 1 A Product development B Branding and positioning C Attention to service D Pricing E All of the above Last year, a professional golfer made $100,000,000 dollars from celebrity endorsements This illustrates why many people think of marketing as primarily about A Adding costs to products B Overstating claims C Advertising D Pushy salespeople E Celebrities sponsor the best products It took Nike years to replace the greenhouse gas in the heels of Nike Air shoes A B C 10 D 14 E 18 Entrepreneurs and Fortune 500 firms alike should recognize that marketing efforts _ A Need to instill basic marketing orientation in the entire organization including engineering, finance, and administrative staffs B Include telling other people in the firm need to know what the marketing department is doing but others have no marketing responsibility C Should be the job for the "marketing department" Other departments should only be concerned with their core activities like manufacturing or finance D Should include training only people who interact with customers to have a marketing focus E None of the above Don Peppers and Martha Rogers promote the idea of A Market orientation B Mass customization orientation C Differentiation orientation D One-to-one marketing orientation E Relationship orientation Companies that promote sustainability practices like Starbucks, that has a stringent recycling program, or General Electric, that makes compact fluorescent light bulbs (CFLs), are practicing A Green marketing B Public relations C Publicity D Shotgun marketing E One-to-one marketing The _ aspect of a firm is generally the most visible to people outside the organization A Financial management B Accounting C Marketing D Information technology E Operations management High pressure selling _ A Is practiced today by many companies B Has a marketing orientation C Sparked laws to protect consumers D A and C E None of the above 70 Free Test Bank for Marketing Management 1st Edition by Marshall Multiple Choice Questions - Page is not one of the new market realities identified by Fred Wiersema A Increase in demand B Customers have less time than ever C Information overwhelms and depreciates D All secrets are open secrets E Competitors proliferate High tech media options like cell phones and the internet have had a huge impact the aspect of marketing A Product B Promotion C Price D Distribution E Research Jim got over 21 million hits when he visited a search engine to find out how to build his own web site This trend is identified by Wiersema's new market reality of _ A Easy growth makes hard times B Customers have less time than ever C Information overwhelms and depreciates D All secrets are open secrets E Competitors proliferate Today many CEOs and shareholders expect to measure results of marketing efforts because _ A Marketing metrics today are designed to assign specific results to specific marketing programs B They are unrealistic in believing that all marketing is measurable C It is easy to D All of the above E A and C When Chili's, TGI Friday's , Outback Steakhouse and other fastcasual restaurants began offering curbside delivery for call-in customers, the trend seemed unnoticed by the ‘fast-food' chains like McDonalds This illustrates Fred Wiersema's new market reality of A Competitors proliferate B All secrets are open secrets C Innovation is universal D Information overwhelms and depreciates E Easy growth makes hard times (Little m) marketing includes 1 A Marketing strategy B Advertising C Brand image D A and C E B and C Walk into almost any grocery store today and the first thing you may see is ready-to-eat meals This trend is identified by Wiersema's new market reality of _ A Increase in demand B Customers have less time than ever C Information overwhelms and depreciates D All secrets are open secrets E Competitors proliferate In a series of chatty podcasts called "Talking About the Benjamins", Michael Patrick Duffy, CEO of a credit union, offered tips on money management to increase membership Most likely these talks were aimed at _ A Tweens B Gen X C Gen Y D Silent Generation E Young Boomers F Older Boomers The purpose of marketing metrics is to key benchmarks for improvement just as financial metrics guide the financial management of the firm 1 A identify B track C evaluate D provide E all of the above Generational shifts impact marketing in terms of human resources Older and younger generations may have _ A Different attitudes towards work life versus family life B Expectations about job satisfaction and rewards C Preferred modes of learning and working D All of the above E None of the above The wristwatch industry was surprised when consumers began telling time by looking at their cell phones This trend is identified by Wiersema's new market reality of _ A Increase in demand B Customers have less time than ever C Information overwhelms and depreciates D All secrets are open secrets E Competitors proliferate Customer orientation must be understood by _ A The sales force B Top management C Top management and middle management D Frontline personnel E Everyone in the organization All internal organizational practices should be aligned around A The billing system B Management C Manufacturing D The customer E Information technology Relationship-oriented firms are _; A Driven by meeting this quarter's financial projections B Seeking the most profitable customers who are highly satisfied with the firm's offering C Constantly investing in new customers and hope they become long-term D Often scrambling to replace lost customers E Trying to retain all customers XYZ department store advertises the "biggest sale of the year" every weekend and offers extra bargains to early bird customers ABC department store advertises seasonal sales and employees send handwritten notes to customers who spend more than a certain amount of money This implies that _ A XYZ is short-term oriented and ABC is long-term oriented B XYZ is focused on selling and ABC is focused on relationship building C Both firms are trying to achieve the same goal of profitability so tactics not matter D XYZ must be more successful since it advertises every week E Both a and b State Farm Insurance offers products through a network of 16,000 independent agents Assume that the company wants to launch a marketing campaign towards college students Which marketing tactic would you recommend? A TV advertising during the evening news B Sponsoring National Public Radio during morning drive time C Setting up a My Space contest to win gas money D Sponsorship of a Rolling Stones concert tour E Direct mail _ is not part of the marketing mix A Product B Distribution C Promotion D Price E Manufacturing _ is an example a market-driving firm A Apple B Microsoft C Disney D None of the above E A, B, and C Sheila and Barbara are billing department managers in a call center Senior management has given employees only a limited amount of time to spend with each customer who phones Sheila and Barbara want to make strategic marketing changes They must have the support of in order to succeed 1 A The sales force B Top management C Top management and middle management D Frontline personnel E Everyone in the organization Marketing today is A Essentially the same as 20 years ago B Not impacted by the rest of the world C Seeks to add value by understanding the past of marketing and change drivers for the future D So confusing no one understands it E Accountable only to shareholders and management The long-term objective of strategic marketing is A Customer satisfaction at all costs B Profitability through building a customer-oriented organization C Understanding where the company with be in 10, 20, 30 years D Getting ahead while doing well in society E Studying the competition Jack wants to get his new computer from the most famous mass customization marketer He should purchase from A Compaq B Hewlett–Packard C Apple D Dell E Gateway The average consumer is exposed to about _ paid commercial messages every day A 500—1,000 B 1,000—2,000 C 600—3,000 D 2,000—4,000 E over 4,000 The Internet has made it easy for customers to access information, disinformation, post their opinions and read other people's opinions From a marketer's point of view, this has caused _ A A shift to product glut and customer shortage B A shift in generational values and preferences C A shift in power from marketers to consumers D A shift to demanding return on marketing investment E A shift to Marketing (Big M) and marketing (little m) The concept of engaging in a learning relationship with customers and directing the firm's resources to making each product or service to feel tailored is known as A Market orientation B Product orientation C Differentiation orientation D One-to-one marketing orientation E Relationship orientation Strategic marketing refers to A The firm's commitment to long-term growth through internal focus on production and customer satisfaction B Working with competitors, when appropriate, and with suppliers C Understanding the market, competitors, and other external forces, and focus on internal capabilities to plan for the future D Making a non-wavering commitment on which customers to serve E The study of promotion, distribution, delivery, and production Kraft Foods planned to introduce more than 80 new products in 2008 This illustrates Fred Wiersema's new market reality of A Competitors proliferate B All secrets are open secrets C Innovation is universal D Information overwhelms and depreciates E Easy growth makes hard times In order for Marketing (Big M) to succeed, it must be championed by A The sales force B Top management C Top management and middle management D Frontline personnel E Everyone in the organization Many companies today pay their advertising agencies based on how much sales or market share increase after a particular advertising campaign is executed This most likely occurs because _ A Marketing is viewed internally as an investment B There has been an increased demand for marketing accountability by CEOs and shareholders C Effective planning requires metrics D If it can't be measured, it can't be managed E All of the above Starbucks does not use advertising to promote its stores This decision most likely reflects the company's _ A Advertising budget B Marketing (Big M) C Marketing (little m) D Relationship orientation E Sales orientation In 2008, Verizon announced its intentions to purchase Alltel Wireless This illustrates Fred Wiersema's new market reality of A Competitors proliferate B All secrets are open secrets C Innovation is universal D Information overwhelms and depreciates E Easy growth makes hard times Customer Relationship Management is designed to A Assign a sales representative to a particular customer B Allow software to manage marketing C Facilitate higher levels of customer satisfaction D Identify the most profitable customers E C and D The average American eats out _ times a week 1 A B C D E 12 There are about _ of new packaged goods products introduced each year A 10,000 B 25,000 C 50,000 D 100,000 E over 500,000 Southwest Air was the only airline in the U.S that did not lose money in the year following the 9/11 terrorist attacks on the United States in 2001 This decision most likely reflects the company's _ A Advertising budget B Marketing (Big M) C Marketing (little m) D Relationship orientation E Sales orientation ... orientation C Sparked laws to protect consumers D A and C E None of the above 70 Free Test Bank for Marketing Management 1st Edition by Marshall Multiple Choice Questions - Page is not one... D Information overwhelms and depreciates E Easy growth makes hard times In order for Marketing (Big M) to succeed, it must be championed by A The sales force B Top management C Top management. .. in order to succeed 1 A The sales force B Top management C Top management and middle management D Frontline personnel E Everyone in the organization Marketing today is A Essentially