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Test Bank with examples
Marketing (ADM2320)
University of Ottawa
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Student: ___________________________________________________________________________
- Google, Facebook and YouTube are all innovative, and each company has succeeded because it provided value to its customers.
True False
- Marketing is an activity that only large firms with specialized departments can use.
True False
- Good marketing is not a random activity.
True False
- Understanding a market's needs and wants is fundamental to marketing success.
True False
- Marketers would prefer to sell their products and services to everyone but it is not practical to do so.
True False
- The four Ps include persistence, promotion, presence, and performance.
True False
- Thoughts, opinions, philosophies and intellectual concepts fit the concepts of neither goods nor services, and they cannot really be marketed.
True False
- The goals of marketing promotion are youth, style, and sex appeal.
True False
- The group of firms that makes and delivers a given set of goods and services is known as a supply chain.
True False
- Value is what you get for what you give.
True False
- In co-creation, the customer is involved as a collaborator in the creation of a product or service, which provides additional value to the customer.
True False
- Value-based marketing supports developing long-term customer loyalty.
True False
- During the past decade or so, marketers have begun to realize that they need to think about their customer orientation in terms of transactions rather than relationships.
True False
- In value-based marketing firms, the economics department is responsible for coordinating all aspects of supply and demand.
True False
- Marketers in a number of major food manufacturers have acted to restrict advertising to children in response to public concerns about obesity in children and the impact of advertising fast food.
True False
- Which of the following activities does NOT involve marketing?
A. purchasing gasoline B. attending marketing class C. downloading music D. deciding how many hours to sleep E. all of the above
- Marketing involves all of the following EXCEPT:
A. exchange B. satisfying customer needs and wants C. creating value D. efforts by individuals and organizations E. production scheduling
- Whenever Jami calls on his building contractor customers he asks if they are having any problems. In doing so, Jami is addressing which of the following core aspects of marketing?
A. satisfying customer needs and wants. B. exchange function of marketing. C. product, place, promotion, and price decisions. D. decisions regarding in which setting marketing takes place. E. creating value objective of marketing.
- Julia is considering a career in marketing. She is concerned about the image of marketers as fast-talking, high-pressure people. When reading about the core aspects of marketing, Julia is relieved to see that in marketing,
A. all parties to an exchange should be satisfied. B. promotion is foremost, followed by pricing decisions. C. decisions are made regarding how a product is designed. D. customers are not needed until the product is ready for sale. E. distribution is controlled by customers.
- Which of the following questions must be addressed when making marketing decisions?
A. How is the product to be designed? B. How much should the product cost? C. Where should the product be promoted? D. How will the product be delivered to the customer? E. All of the above
- Fiona has developed a new software application that automatically reconfigures accounting information based on the standards used in each country. Her product is superior to anything that exists on the market. Which of the following questions will she have to address when making marketing decisions?
A. How the software will be promoted? B. What price to charge? C. What distribution channels to use? D. Where to introduce the software? E. All of the above
- Marketing traditionally has been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT:
A. product B. place C. performance D. promotion E. price
- The four Ps comprise the marketing mix, which is the ______________ set of activities that the firm uses to respond to the wants of its target markets.
A. reversible B. external C. organic D. controllable E. global
- The fundamental goal of marketers when creating goods, services, or combinations of both, is to:
A. differentiate themselves from the competition. B. overwhelm consumers. C. provide what is needed as defined by government regulations. D. stimulate short-term sales. E. create value.
- Marketing includes offering:
A. products B. services C. ideas D. combinations of products, services, and ideas E. none of the above.
- Brian is struggling with the choice of publishing his new book, "How to cook Polish Barbeque" as an e- book or a paperback. Brian is addressing which core marketing aspect?
A. satisfying customer needs and wants. B. exchange function of marketing. C. making product decisions. D. decisions regarding in which setting marketing takes place. E. making pricing decisions.
- In most supermarkets there are numerous almost identical products, some with brand names and others with store or generic labels. In terms of creating product value, the basic difference between branded and generic products is:
A. brand image. B. intrinsic ingredients. C. price. D. all of the above. E. none of the above.
- The basic difference between a good and a service is a good:
A. provides intangible benefits. B. can be physically touched. C. always less expensive than a corresponding service. D. generates greater interest among consumers. E. depreciates more rapidly in the minds of consumers.
- UPS requires their delivery people to wear uniforms and washes their trucks nightly so they are always clean. Part of the reason this service company created these policies is because they recognize:
A. consumers want friendly delivery people. B. their competitors did not do this. C. consumers' image of the benefits they receive are tied to their image of the producer. D. the goods UPS sells are easily replicated. E. all of the above
- Four Winds Art Gallery recently began offering appraisals of customers' art collections. Four Winds is:
A. expanding from offering just service to also offering goods. B. implementing a market segmentation strategy. C. capturing value through multiple pricing strategies. D. expanding from offering just goods to also offering services. E. increasing customer value through inflated appraisal evaluations.
- The owner of The House Doctor, a home repair business, often helped potential customers evaluate alternative ways to fix problems. Since he got paid for materials and labor when doing repairs, the House Doctor:
A. was only offering a product. B. was offering only a service. C. provided both a service and a product. D. was primarily a marketer of ideas. E. focused on supply chain management.
- Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called:
A. supply chain management. B. situational distribution efficiency. C. wholesaling. D. marketing myopia. E. endless chain marketing.
- Yesenia, the new university course scheduling manager, is struggling with adjustments to the fall schedule. She is trying to determine how to offer what the students need at the times students need them. Yesenia is struggling with the marketing function of:
A. communicating the value proposition. B. supply chain management. C. creating value. D. capturing value. E. tormenting students.
- Supply chain management involves integrating the efforts of:
A. suppliers. B. manufacturers. C. warehouses. D. stores. E. All of the above.
- The marketing goal of getting the "right quantities to the right locations, at the right time" is:
A. communicating the value proposition. B. supply chain management. C. creating value. D. capturing value. E. price and performance management.
- Marketers involved in supply chain management are constantly balancing the:
A. goal of promotional effectiveness against ethical advertising standards. B. problem of price maximization against cost efficiency. C. goal of minimizing costs against satisfying the service levels customers expect. D. desire to achieve against the need for a stabile source of supply. E. goal of efficiency against the goal of profit minimization.
- The importance of supply chain management is often overlooked because:
A. it is considered boring. B. pricing strategy is more fun. C. companies do not want organization members to understand the problems involved. D. many of the activities take place behind the scenes. E. all of the above.
- When considering career choices in marketing, many students overlook supply chain management because:
A. it is considered too quantitative. B. promotion strategy is more fun. C. companies do not want organization members to understand the problems involved. D. it only takes place in large, urban areas. E. many of the activities take place behind the scenes.
- UPS, FedEx, and DHL all support other companies' _______________ marketing goal.
A. supply chain management B. pricing C. product value D. promotional effectiveness E. none of the above
- ________________ is communication by a marketer that informs, persuades, and reminds potential customers.
A. Pricing B. Promotion C. Placement D. Product value creation E. Pork barreling
- The goal of promotion is to _______________ potential buyers about a product or service.
A. inform B. persuade C. remind D. all of the above E. none of the above
- Every Christmas season, Anheuser-Busch runs television ads featuring Clydesdale horses in a winter scene. These ads focus on the promotional goal of __________ consumers about the company's brand.
A. informing B. persuading C. reminding D. all of the above E. none of the above
- Local television advertising often includes ads for automobiles dealerships using actors trying to create a sense of excitement and urgency among consumers. These ads are attempting to achieve the promotional goal of _____________ potential buyers.
A. informing B. persuading C. reminding D. all of the above E. none of the above
- Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase _________ marketing.
A. B2C
B. B2B
C. A2C
D. C2C
E. underground
- When preparing for and engaging in a job interview, potential employees engage in marketing most closely associated with _______________ marketing
A. consumer to business B. business to business C. consumer to consumer D. business to consumer E. all of the above
- Which of the following is NOT true about marketing ideas?
A. Opinions, philosophies, intellectual concepts and even thoughts can be effectively marketed. B. Marketing ideas does not involve real exchange of value. C. Ideas can be "purchased" by convincing someone to change his or her behavior. D. Marketing can be directed toward primary and secondary targets to increase knowledge and change behavior. E. Value can be created through changing behaviors.
- The discussion of Zappos in the Power of Internet Marketing 1 demonstrates:
A. how increased promotion on the internet can be used to create value. B. centralizing fulfillment operations is superior for a marketer because of the enhanced inventory control. C. how the third P – Place – is becoming irrelevant is the emerging world of internet commerce. D. how consumers are not particularly concerned about delivery and availability as long as the product is stylish. E. how supply chain management is a critical component of marketing that creates value for customers.
- Valerie's firm researched what employees are seeking, then communicated a brand image for the firm and worked to ensure the employee experiences matched what was advertised. The firm is using:
A. human resources advertising. B. employee relations research C. human potential imaging D. employment marketing E. human asset branding.
- Joseph is about to graduate near the top of his class and has been looking at some forward-thinking firms. He had expected the job market to be tight, but found that some firms were using employment marketing to attract the candidates they want and need. He noticed these firms used all of the following approaches EXCEPT:
A. using marketing research to understand what future employees want from a position. B. using advertising agencies to focus creatively on the targeted job seekers. C. developing of an employee brand image. D. focusing on the GPA and courses students took in marketing and human resources management. E. working to ensure the employment experiences match the candidates' expectations.
- The "Got Milk" advertising campaign was designed to help market a(n):
A. individual. B. firm. C. industry. D. organization. E. all of the above.
- The evolution of marketing progressed along the continuum:
A. sales, marketing, value-based marketing, production B. marketing, value-based marketing, production, sales C. value-based marketing, production, sales, marketing D. production, sales, marketing, value-based marketing E. sales, value-based marketing, marketing, production
- The idea that a good product will sell itself is associated with the _______________ era of marketing.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the ____________ era of marketing.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- Melanie works for a small computer software company. Her boss is constantly improving their products but neglecting customers, billing, and promoting the company. Her boss is probably stuck in the _____________ era of marketing.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- During the ____________ era manufacturers and retailers recognized they needed to give their customers greater value than their competitors did.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- Value is:
A. the lowest cost option. B. represented by brand names. C. the highest priced alternative. D. everyday low prices. E. what you get for what you give.
- Trey sells consumer electronics. He knows his customers weigh the costs versus the benefits associated with the different options available. He decides which products to offer and what prices to charge based on the way his customers think. Trey operates in the _________ marketing era.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- Serena studies her customer profiles, market research data, complaints, and other information attempting to better understand what her customers want. Serena operates in the __________ era of marketing.
A. production B. sales C. marketing D. value-based marketing E. all of the above
- In delivering value, marketing firms attempt to find the most desirable balance between:
A. the need for value and the perception of value. B. explicit versus implicit value. C. providing benefits to customers and keeping costs down. D. the desire to satisfy customers and the need to keep customers from running the company. E. the need for product improvement and the need for advertising.
- Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant to improve benefits to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or:
A. improve products and services at the same cost. B. increase prices to increase revenue. C. offset higher hotel rates with lower restaurant prices. D. reduce customer benefit expectations through reduced service. E. any of the above.
- Some customers will seek to get a lot of merchandise for a small amount of money. In marketing, this is known as:
A. the marketing paradox. B. the outer limits of pricing C. customers seeking value. D. profit pricing E. value variation
- Christie has just started with a travel agency, and she has been offering clients and prospective clients a range of pre-packaged tours. She is concerned, because she is not making the kinds of commissions she'd like. She has seen that her colleague Peter, who has been with the agency for quite a while, is having a great deal of success by working with the clients, taking their suggestions and building unique tour packages. Peter's approach is based on:
A. extraordinary good luck B. premium pricing C. his seniority at the firm D. special incentives from tour operators E. value co-creation
- Adding Value 1: My M&Ms discusses a market approach similar to that used by companies like Nike that allows customers to custom-design the products. Marketers offering services also bring customers into the design process to create custom approaches. This is known as:
A. vanity product development B. value customization C. premium design D. value co-creation E. extreme customer service
- Value-based marketing depends on:
A. knowing what the customer perceives as the key benefits of a product or service. B. balancing customer benefits with reasonable costs. C. knowing what benefits customers would do without to keep prices down. D. looking at quality from the customer's perspective. E. All of the above.
- Ann Marie has been working on pricing for the hotel where she works. She knows business travelers stay at the hotel frequently because it has ready access to the airport, and others stay there because it is convenient to the shopping and entertainment districts. She is unsure whether she should raise rates for either business travelers or the leisure travelers. As she works to find the best pricing mix, she'll have to look at the ways these travelers will make in terms of price. In doing so, Ann Marie will be using:
A. value-based marketing. B. convenience pricing. C. destination planning. D. All of the above. E. None of the above.
- To become a better value driven organization, the manager of BestBulk clothing store directed her staff to share information about:
A. customers B. competitors C. complaints D. inventories E. all of the above
- In the past, manufacturer's representatives did not have up-to-minute data about the products they were selling. Today, manufacturer's representatives are often provided Intranet access to inventory data for the companies they represent. Intranet systems allow companies to become more value driven through:
A. sharing information across the organization. B. balancing customers' benefits and costs. C. evaluating strategic competitive partnerships. D. building relationships with government regulators of marketing institutions. E. none of the above.
- Value-driven marketers are constantly measuring the ___________ that customers perceive against the cost of their offering.
A. information B. benefits C. relationships D. perceptions E. misconceptions
- One of the benefits of value driven marketing is attention to customer needs and wants will likely result in:
A. recessions B. increased competition C. long-term loyalties. D. stronger relational dialogues among competing firms in the marketplace. E. all of the above
- Even though they operate from out of the way airports and offer no food service, new discount airlines like Ryanair and EasyJet have been successful. Consumers obviously consider:
A. the code-sharing of information by these airlines as a strategic opportunity to influence scheduling. B. the long-term relationships established by these airlines as a critical benefit. C. the value of higher-priced airlines exceeds the value provided by discounters. D. the benefit of lower prices greater than the inconvenience of fewer services and easy access. E. little when making airline choices.
100 though they operate from out of the way airports and offer no food service, new discount airlines like Ryanair and EasyJet have been successful. As would be expected, successful value driven airline marketing strategies resulted in:
A. conventional airlines creating no frill/low cost competitors. B. pressure for increased Federal Aviation Administration antitrust regulation. C. increased demand for rail transportation. D. full-price advertising by the conventional airlines. E. increased gasoline prices.
101 become value driven, firms should:
A. share information across the entire organization about customers and competitors. B. balance relationships with customers beyond thinking about individual transactions. C. balance benefits with costs to create value for customers. D. All of the above. E. None of the above
102 to other countries often are swamped with offers of transportation, accommodations, and other goods and services when they arrive at train or airport terminals. Experienced travelers have learned to be skeptical about these offers, recognizing most of these marketers are interested in:
A. situational ethical relationships. B. minimizing traveler's discomfort. C. offering the best value for the lowest price. D. transactions rather than relationships. E. developing long-term business relationships.
103 buyer's representative in a real estate purchase was asked by her customer "Is this a fair offer?" She responded. "You are only trying to buy one house. Do you want to offer more money than you have to?" The buyer's representative recognized that in most situations, home-buyers are engaged in:
A. relationships. B. subterfuge. C. collective bargaining. D. prestige purchases. E. transactions.
104 you are engaged in a buying or selling situation where you do not expect to business with the other party again, you are engaged in a:
A. transaction B. value driven opportunity. C. relationship. D. simulation. E. investigation.
105 relational orientation is based on the philosophy that buyers and sellers develop:
A. a complete understanding of each other's needs. B. a long-term relationship. C. a price-value comparison matrix. D. supply chain synergy E. a marketing value transaction focus.
111 and organizations use customer relationship management to:
A. to provide their best customers with the products they need. B. systematically collect information about their customers. C. to offer special promotions that appeal to their customers. D. to target their best customers. E. all of the above.
112 uses a database software system to remind him when his customers should be ready to re-order his industrial cleaning products. With this reminder system, Franco contacts his customers when they are most likely to be "in the buying mode." Franco's system is part of:
A. C2C marketing B. customer relationship management C. a transactional marketing orientation. D. supply chain retail simplification system. E. a value driven global positioning system.
113 catalog companies create special-run issues based on what customers have purchased in the past. For example, customers who frequently order from the bedding items receive a larger section of bedding items than customers who order kitchen items. This is an example of:
A. C2C marketing B. customer relationship management C. a transactional marketing orientation. D. supply chain retail simplification system. E. B2B relationship management.
114 was once an afterthought to:
A. accounting. B. economics. C. production. D. finance. E. marketing was never an afterthought.
115 inventors struggle with the question, "I made it; now how do I get rid of it?" They struggle with the problem of considering marketing as:
A. an afterthought. B. integral part of a business plan. C. an accounting entry. D. a profit center. E. all of the above.
116 roommate, a non-business major, sees you reading your marketing text. He or she asks, "Why is marketing important?" You respond by saying all of the following EXCEPT:
A. Marketers advise production on how much product to make. B. Marketers tell the logistics department when to ship products. C. Marketers engage customers and developing long-term relationships. D. Marketers identify opportunities to expand. E. Marketers are the most important profit-center in any organization.
117, the outside sales rep for a major building supply company, reads a report stating building permits are down dramatically in her sales territory. She knew things were slowing but now has data confirming her impression. Based on this information, one of the important functions Georgia provides is:
A. identifying new expansion opportunities. B. alerting production and purchasing divisions about how much product to produce or order. C. assisting customers in product recall confirmations. D. avoiding contact with competing firms in order to maximize C2C value driven marketing. E. estimating profit per sale after allowances for depreciation and interest expenses.
118, the delivery and sales representative for a beer distributor is calling on a retailer and sees the shelves are almost empty. An unexpected sporting event held nearby resulted in a huge increase in sales. She calls her company's distribution manager and requests a special delivery for her customer. Jenny is providing the important marketing function of:
A. advising production on how much product to make. B. alerting the logistics department when to ship products. C. engaging customers and developing long-term relationships. D. identifying opportunities to expand. E. synthesizing and interpreting sales, accounting, and customer-profile data.
119 the previous sales representative in his territory infuriated an important customer, Benjamin visited the customer every couple months, never asking for business but hoping to re-build trust through listening and expressing concern. Finally, after more than two years, the customer gave Benjamin an order. Benjamin was providing the important marketing function of:
A. advising production on how much product to make. B. alerting the logistics department when to ship products. C. engaging customers and developing long-term relationships. D. identifying opportunities to expand. E. synthesizing and interpreting sales, accounting, and customer-profile data.
120 provides the critical function of ________________________ when companies expand globally.
A. production efficiency B. understanding customers C. personnel management D. economic analysis E. accounting accuracy
121 Efram Cosmetics Company considered expansion beyond their home territory, Wisconsin, they began by reviewing demographic profiles of their customers and profiles of regions they were considering. Efram Cosmetics was engaged in the important marketing function of:
A. production efficiency B. inventory analysis C. personnel management D. economic analysis E. understanding customers
Test Bank with examples
Course: Marketing (ADM2320)
University: University of Ottawa
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