Test Bank CH 1 Flashcards
CH1
1) Which of the following is NOT an accurate description of modern marketing?
A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships.
C) Marketing emphasizes selling and advertising exclusively.
D) Marketing involves satisfying customers’ needs.
E) Marketing is building value-laden exchange relationships with customers.
C
2) According to management guru Peter Drucker, “The aim of marketing is to ___________.”
A) maximize profits of the company
B) emphasize customer wants and not customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
C
3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ___________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
D
4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers ?
A) designing a customer-driven marketing strategy
B) understanding the marketplace and customers need
C) constructing an integrated marketing program that delivers superior value
D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity
E
5) According to the five-step model of the marketing process, a company should _________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understanding the marketplace and customer needs and wants
E) construct an integrated marketing program
D
7) ___________ are human needs that are shaped by culture and individual personality.
A) Necessites
B) Wants
C) Demands
D) Values
E) Exchanges
B
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
B
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
B
9) Needs include all of the following EXPECT________.
A) food
B) knowledge
C) affection
D) the newest iPhone
E) belonging
D
10) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg’s want now has become a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
C
11) A __________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) brand positioning
D) market segment
E) market mix
A
12) Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consume needs?
A) vendor lock-in
B) social loafing
C) value proposition
D) marketing myopia
E) conspicuous consumption
D
13) When marketers set low expectations for a market offering, they run the risk of __________.
A) disappointing loyal customers
B) having to use an outside-in rather than inside-out perspective
C) failing to attract enough customers
D) failing to understand their customers’ need
E) incorrectly identifying a target customer
C
14) _________ is the act of obtaining a desired object from someone by offering something in return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation
B
15) A(n) __________ is the set of actual and potential buyers of a product or service.
A) market
B) control group
C) subsidiary
D) focus group
E) audience
A
16) Consumer research, product development, communication, distribution, pricing, and service are all core _________ activities.
A) positioning
B) marketing
C) outsourcing
D) production
E) logistics
B
17) When are sellers most effective?
A) when they focus more on their specific products and services
B) when they focus on the price of their products and services
C) when they focus more on the benefits and experiences produced by their products and services
D) when they focus more on where their products and services can be purchased
E) when they focus more on cost to produce the product or service
C
18) The art and science of choosing target markets and building profitable relationships with them is called _________.
A) market management
B) positioning
C) marketing mix
D) market offering
E) differentiation
A
19) Selecting which segments of population to serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
D
20) Dividing the market into various of groups of customers that a company may serve is called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
A
21) Cathy’s Clothes is a small yet successful retail chain that sells women’s clothing and accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
D
22) An organic farmer has identified three distinct groups that might be interested in his products: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of
________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries
B
23) Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?
A) customer lock-in
B) a cartel
C) marketing mix
D) value proposition
E) market segmentation
D
24) Which of the following customer questions is answered by a company’s value proposition?
A) “Why should I buy your brand rather than a competitor’s?”
B) “What is your company’s estimated customer equity?”
C) “What are the costs involved in the production of your brand?”
D) “What is the budget allocated by your company for research and development?”
E) “What is the financial stability of your company?”
A