Question
201. Which of the following organizations would
most likely be the first to adopt the marketing concept?
A) a Canadian producer of textile equipment.
B) a steel producer.
C) a group of dentists in Dallas.
D) a national manufacturer of snack foods.
E) a bank in San Francisco.
202. The marketing concept was first accepted by:
A) consumer products manufacturers.
B) Internet retailers.
C) service industries.
D) producers of industrial commodities.
E) all firms equally.
203. The marketing concept can be applied by:
A) a nurses association.
B) cosmetic manufacturers.
C) nonprofit hospitals.
D)
national parks.
E) all of the above.
204. The marketing concept can be applied by:
A) nonprofit hospitals.
B) symphony orchestras.
C) private universities.
D) manufacturers of consumer products.
E) All of the above.
205. Which of the following is the best example of
the marketing concept in action?
A) A product manager tells her sales force
"the inventory in the warehouse must be sold if we are to make a profit,
so redouble your sales efforts."
B) A manufacturer of industrial chemicals adapts
its formulas and goes after the big consumer cleaning market.
C) A cleaning supplies firm learns that many
consumers are having trouble hiring maids--so it develops a plan to offer
customers complete house cleaning services.
D) An Internet retailer finds that shoppers are
abandoning their shopping carts before checking out, so it promotes its $10
discount on each customer's first purchase.
E) A student group wants to hold an awards
banquet, so it buys Krispy Kreme donuts and sells them to friends who want to
help the club achieve its objectives.
206. A public utility that has adopted the
marketing concept would be most likely to
A) set up a special service to help consumers
reduce expensive peak-hours energy consumption.
B) lower prices until almost all consumers felt
that prices were fair.
C) advertise its "public service role"
to improve its image with the public.
D) use email to send customers a personal
apology if a blackout were to occur.
E) None of the above.
207. A local symphony group that has adopted the
marketing concept would be most likely to
A) lower ticket prices until all its concerts
sell out.
B) advertise so consumers know about the quality
of the musicians who play in its concerts.
C) find out what kind of music local residents
want to hear.
D) use only its best musicians to handle solo
performances.
E) All of the above.
208. Which of the following illustrates the
marketing concept in action?
A) Three pediatricians set up a group practice--so
that at least one is always available for emergencies.
B) Bank ATMs that dispense cash are placed in
fast-food restaurants.
C) The Nevada auto registration office mails
license tags to people, to reduce inconvenient waiting in line.
D) A veterinarian has office hours in the
evening to see pets whose owners must work during the day.
E) All of the above.
209. Which of the following illustrates the
marketing concept in action?
A) A young lawyer gives free legal advice to
poor people.
B) A local police department organizes a
"community crime watch" program in a neighborhood that has had many
burglaries.
C) Several lawyers set up a group practice--so
that the costs of the office and equipment can be shared.
D) All of the above.
E) None of the above has anything to do with the
marketing concept.
210. A firm with a marketing orientation is MOST
likely to:
A) view advertising as an unnecessary expense.
B) recognize that effective advertising is the
key to sales.
C) advertise how a product meets customers'
needs.
D) focus advertising on product features.
E) not use any advertising.
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211. Which of the following is NOT likely to be
found in a company with a marketing orientation?
A) The company sells whatever it can make.
B) The company sees customer credit as a
service.
C) The company designs its packaging as a
selling tool.
D) The company uses marketing research to see if
it is satisfying its customers.
E) The company focuses on locating new
opportunities.
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212. Which of the following statements about
customer value is true?
A) Customer value is the difference between the
benefits a customer sees from a market offering and the costs of obtaining
those benefits.
B) The greater the competition, the less
important customer value is.
C) The sure way to achieve high customer value
is to offer a lower price.
D) It is the manager's view of customer value
that matters, not the customer's.
E) None of the above is true.
213. A major limitation of the customer value idea
is that:
A) It can't be applied in competitive
situations.
B) It considers price but not other elements of
the marketing mix.
C) It applies to goods but not services.
D) It's emphasis on what the customer sees as
the positive things about a marketing mix means that the negatives are likely
to be ignored.
E) None of the above is a limitation.
214. Customer value typically would NOT be
impacted by a marketing manager's decisions concerning:
A) product.
B) place.
C) promotion.
D) price.
E) Any of the above might impact customer value.
215. Given the nature of their work, which of the
following should have a marketing orientation?
A) Girl Scouts
of America.
B) Dallas-Fort Worth
Symphony.
C) American Cancer Society.
D) All of the above.
E) None of the above.
216. Nonprofit organizations
A) do not have a profit objective, so the
marketing concept does not apply.
B) can benefit by adopting the marketing
concept.
C) are fundamentally different than business
firms--so they should embrace a production orientation rather than a marketing
orientation.
D) do not need to be concerned with marketing
activities.
E) none of the above.
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217. Which of the following statements about
nonprofits is false?
A) Marketing is being more widely accepted by
nonprofit organizations.
B) The marketing concept is as important for
nonprofit organizations as it is for business firms.
C) In nonprofit organizations as in business
firms, support comes from satisfied customers.
D) A nonprofit organization does not measure
profit in the same way as a firm.
E) The marketing concept provides focus in both
business firms and nonprofit organizations.
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218. Which of the following is TRUE about the
micro-macro dilemma?
A) What is good for some producers and consumers
may not be good for society as a whole.
B) Marketing people cannot agree on whether
marketing should be viewed as individual activities or a social process.
C) In a multiproduct company, one product should
not be emphasized over another.
D) Most people don't want much freedom of
choice.
E) Middlemen facilitate exchange but they add to
the cost of goods.
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219. The term "micro-macro dilemma"
means that:
A) most people are both producers and consumers.
B) marketing people cannot agree on whether
marketing should be viewed as activities or as a social process.
C) macro-marketing
is just a small part of a larger micro-marketing system.
D) the micro view ofmarketing
is concerned with the flow of goods and services from producers to
consumers--while the macro view is not.
E) what is "good" for some producers
and consumers may not be good for society as a whole.
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220. Trying to balance the interests of people who
want to drink beer and the dangers of drunk driving is an example of:
A) the role of a central market.
B) subsistence marketing.
C) political action.
D) the macro-micro dilemma.
E) the exchange process in marketing.
221. Which of the following is an example of the
micro-macro dilemma?
A) Disposable packages are convenient, but
contribute to environmental problems.
B) Children like to ride bicycles, but accidents
are common.
C) Sulfites help to keep restaurant salads
looking fresh, but some people have a dangerous allergic reaction to sulfites.
D) All of the above.
E) A and C, but not B.
222. Which of the following is NOT an example of
the micro-macro dilemma?
A) Many people like beer and wine, but drunk
driving is a big social problem.
B) Some people like to eat a lot, but later feel
guilty about eating too much.
C) A "good" lawnmower can be produced
cheaply, but its price must be higher if its design must be safe for
"ignorant" users.
D) A smoker may enjoy a cigar, but the smell can
make other people sick.
E) Downhill snow skiing is fun, but really quite
dangerous.
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223. Which of the following is NOT an example of
the micro-macro dilemma?
A) Having a dog or cat can teach a child
responsibility, but add expenses to the family budget.
B) Some people like to smoke cigarettes, but the
smell annoys many others.
C) Aluminum soft-drink cans are convenient, but
expensive to pick up along the highway.
D) Nuclear power may reduce your fuel bill, but
worry others.
E) Driving fast can be fun, but is hazardous to
other people.
224. Which of the following is the BEST example of
the micro-macro dilemma?
A) Many consumers buy imported cars, even though
they say they like American cars better.
B) High performance cars are fun to drive but
may be dangerous to others.
C) Buying an imported car may cost buyers more
to buy now but may have better resale value later.
D) A fuel efficient car may cost more to buy but
less to operate.
E) The economy may be growing, but many people
still are not able to buy a new car.
225. Which of the following is the BEST example of
the micro-macro dilemma?
A) Pepsi Blue
sales went up, but total sales of all soft drinks went down.
B) A small group of loyal consumers really like
RC Cola best, but most consumers don't like it at all.
C) The deposit on returnable soft drink bottles
is about equal to the cost of the bottle.
D) Paper cups for soft-drinks are convenient,
but they often end up as litter along the highway.
E) Snapple beverages
are more popular in Texas than in the rest of the U.S.
226. A marketing manager made a speech in which he
described his organization as having "really embraced the marketing
concept over ten years ago." A
critic in the audience argued that the manager didn't understand the
"socially conscious" view of the marketing concept. Given the critic's argument, the marketing
manager may work for:
A) a fruit processor.
B) the public library.
C) a firm that recycles aluminum cans.
D) a soap producer.
E) a motorcycle producer.
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227. Concerning marketing ethics:
A) Individuals develop moral standards based on
their own values.
B) Opinions about what is right or wrong vary
from one society to another.
C) The prevailing practice of most
businesspeople is to be fair and honest.
D) All of the above are true.
E) None of the above is true.
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228. Which of the following criticisms focuses
most directly on a macro view of marketing, rather than a micro view?
A) Products often
wear out right after the warranty expires.
B) Much TV
advertising is annoying.
C) Marketing
exploits the poor and the uneducated.
D) Prices for
very similar products vary a lot from store to store.
E) Door-to-door salespeople are trained to be pushy.