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55 free test bank for framework for marketing management 5th edition by kotle

55 Free Test Bank for Framework for Marketing
Management 5th Edition by Kotle
Mutiple Choice Questions
When Volvo runs ads suggesting that its cars are the safest that
money can buy, it is trying to ________.
1.

A) segment the market

2.

B) provide a service

3.

C) enter into a new market

4.

D) develop brand loyalty


5.

E) position its product

The marketing concept holds that ________.
1.

A) a firm should find the right products for its customers, and not the right
customers for its products

2.

B) customers who are coaxed into buying a product will most likely buy it
again

3.

C) a new product will not be successful unless it is priced, distributed, and
sold properly

4.

D) consumers and businesses, if left alone, won't buy enough of the
organization's products

5.

E) a better product will by itself lead people to buy it without much effort from
the sellers

Which of the following categories of goods and services is most
likely to require an aggressive use of the selling concept?
1.

A) shopping goods

2.

B) unsought goods

3.

C) necessary goods

4.

D) luxury goods


5.

E) complementary goods

The ________ is the channel stretching from raw materials to
components to final products that are carried to final buyers.
1.

A) communication channel

2.

B) distribution channel

3.

C) supply chain

4.

D) service chain

5.

E) marketing chain

Financial accountability and social responsibility marketing are
elements of ________.
1.

A) performance marketing

2.

B) relationship marketing

3.

C) internal marketing

4.

D) social marketing

5.

E) mass marketing

When Frank buys his own house, he would like to have a home
theater system and a jacuzzi. He plans to save enough money in
the next three years so that he can fulfill his wish. Frank's desire for


the home theater and the jacuzzi is an example of a(n) ________.
1.

A) need

2.

B) want

3.

C) demand

4.

D) unstated need

5.

E) latent demand

Which of the following holds that consumers prefer products that
are widely available and inexpensive?


1.

A) the product concept

2.

B) the production concept

3.

C) the selling concept

4.

D) the performance concept

5.

E) the marketing concept

________ goods constitute the bulk of most countries' production
and marketing efforts.
1.

A) Durable

2.

B) Impulse

3.

C) Physical

4.

D) Luxury

5.

E) Intangible

Rising promotion costs and shrinking profit margins are the result of
________.
1.

A) new and improved technology

2.

B) disintermediation

3.

C) industry convergence

4.

D) privatization

5.

E) heightened competition

In an attempt to create greater competition and growth
opportunities, countries often ________.
1.

A) increase trade barriers

2.

B) protect industries

3.

C) deregulate industries

4.

D) encourage intermediation


5.

E) reduce privatization

What are the four broad components of holistic marketing?
1.

A) relationship, internal, position, and performance marketing

2.

B) integrated, internal, position, and performance marketing

3.

C) relationship, integrated, internal, and performance marketing

4.

D) integrated, relationship, social responsibility, and position marketing

5.

E) relationship, social responsibility, internal, and performance marketing

When eBay and Amazon.com cut out the majority of middlemen
that normally would participate in the exchange process, it is an
example of ________.
1.

A) deregulation

2.

B) reverse auctioning

3.

C) reintermediation

4.

D) disintermediation

5.

E) diversification

As a major steel manufacturer, SteelMakers Inc. focuses on having
the most efficient manufacturing processes in place. The company
believes that its competitive edge lies in its ability to offer the best
prices. They also maintain an excellent distribution network that
ensures wide availability of their products. SteelMakers has a
________.
1.

A) selling orientation

2.

B) production orientation

3.

C) product orientation

4.

D) marketing orientation

5.

E) social orientation


Industry boundaries are blurring rapidly as companies identify new
opportunities at the intersection of two or more industries. This is
called ________.
1.

A) globalization

2.

B) customization

3.

C) industry convergence

4.

D) disintermediation

5.

E) privatization

________ marketing aims to build mutually satisfying long-term
collaboration with key constituents, such as customers, employees,
suppliers, distributors, and other marketing partners, in order to
earn and retain their business.
1.

A) Integrated

2.

B) Demand-based

3.

C) Direct

4.

D) Relationship

5.

E) Internal

If a marketer uses warehouses, transportation companies, banks,
and insurance companies to facilitate transactions with potential
buyers, the marketer is using a ________.
1.

A) service channel

2.

B) distribution channel

3.

C) communication channel

4.

D) relationship channel

5.

E) standardized channel


At the heart of any marketing program is the firm's ________, its
tangible offering to the market.
1.

A) strategy

2.

B) product

3.

C) brand

4.

D) value

5.

E) people

The ________ includes the actors involved in producing,
distributing, and promoting an offering. The main actors are the
company, suppliers, distributors, dealers, and the target customers.
1.

A) economic environment

2.

B) management environment

3.

C) strategic environment

4.

D) task environment

5.

E) tactical environment

________ is based on the development, design, and
implementation of marketing programs, processes, and activities
that recognize their breadth and interdependencies.
1.

A) Niche marketing

2.

B) Holistic marketing

3.

C) Relationship marketing

4.

D) Supply chain marketing

5.

E) Demand-centered marketing

Which aspect of holistic marketing motivates employees and
ensures that everyone in the organization embraces appropriate
marketing principles, especially senior management?


1.

A) relationship marketing

2.

B) integrated marketing

3.

C) internal marketing

4.

D) network marketing

5.

E) performance marketing

Marketers at Johnny Inc. believe in putting their customers ahead of
everything else. Their products are carefully designed to meet
customer requirements and the entire focus is on achieving
customer satisfaction. Johnny Inc. follows the ________ concept in
doing business.
1.

A) production

2.

B) product

3.

C) selling

4.

D) marketing

5.

E) social responsibility

The value of an offering is described as ________.
1.

A) the price consumers are charged for a product

2.

B) the cost of manufacturing a product

3.

C) the degree to which consumer demand for a product is positive

4.

D) the sum of the tangible and intangible benefits and costs to customers

5.

E) the intangible benefits gained from a product

Kotler and Casoline suggested eight factors that marketers must
keep in mind in order to deal with risk and uncertainty. Which of the
following statements are they most likely to agree with when the
environment is uncertain?
1.

A) Companies should be prepared to implement ad hoc strategies whenever
required.


2.

B) Companies should push aggressively for the market share of their
competitors.

3.

C) Companies should focus less on their core segments, and more on new
target markets.

4.

D) Companies should not increase marketing budgets in times of uncertainty.

5.

E) Companies should focus and improve their marginal brands.

Each of the following is true about the Internet's impact on the way
business is conducted today, EXCEPT one. Identify the exception.
1.

A) It has facilitated high-speed communication among employees.

2.

B) It has empowered consumers with easy access to information.

3.

C) It can be used as a powerful sales channel.

4.

D) It has facilitated mass marketing but not the sale of customized products.

5.

E) It enables marketers to use social media to advertise their products.

In response to threats from such companies as AOL, Amazon.com,
Yahoo!, eBay, E*TRADE, and dozens of others, established
manufacturers and retailers became "brick-and-click" oriented by
adding online services to their existing offerings. This process is
known as ________.
1.

A) reintermediation

2.

B) disintermediation

3.

C) retail transformation

4.

D) e-collaboration

5.

E) new-market synchronization

The ultimate outcome of relationship marketing is a unique
company asset called the ________, consisting of the company and
its supporting stakeholders.
1.

A) brand


2.

B) supply chain

3.

C) marketing network

4.

D) value proposition

5.

E) service channel

Joanna owns a chain of fast-food joints. As the chain became more
and more successful, she decided to contribute a share of her
profits each year to support cancer research. This is an example of
________.
1.

A) corporate community involvement

2.

B) environmental marketing

3.

C) cause-related marketing

4.

D) benefit marketing

5.

E) responsible marketing

A(n) ________ need is a need that the consumer explicitly
verbalizes.
1.

A) stated

2.

B) affirmative

3.

C) unsought

4.

D) delight

5.

E) secret

________ activities include those the company undertakes to make
the product accessible and available to target customers.
1.

A) Line extension

2.

B) Segmentation

3.

C) Marketing research

4.

D) Channel


5.

E) New-product development

The success of online purchasing resulted in ________ in the
delivery of products and services by intervening in the traditional
flow of goods through distribution channels.
1.

A) disintermediation

2.

B) diversification

3.

C) reduced competition

4.

D) deregulation

5.

E) privatization

________ are basic human requirements, while ________ are the
ways in which those requirements are satisfied.
1.

A) Wants; needs

2.

B) Demands; wants

3.

C) Needs; wants

4.

D) Needs; demands

5.

E) Demands; needs

What are customer touch points?
1.

A) all aspects of the offering that directly affect consumer preferences

2.

B) all needs and wants of customers

3.

C) all direct or indirect interactions between the customer and the company

4.

D) all interactions between customers and competitors

5.

E) all factors that affect buying behavior

Companies are recognizing that much of their market value comes
from ________, particularly their brands, customer base,
employees, distributor and supplier relations, and intellectual
capital.


1.

A) variable assets

2.

B) value propositions

3.

C) intangible assets

4.

D) market offerings

5.

E) industry convergence

When companies measure the number of people who are willing
and able to buy their products, they are measuring ________.
1.

A) demand

2.

B) price elasticity

3.

C) real needs

4.

D) standard of living

5.

E) disposable income

The ________ concept holds that consumers will favor offerings
with the best quality, performance, or innovative features.
1.

A) product

2.

B) marketing

3.

C) production

4.

D) selling

5.

E) holistic marketing

Car rental firms, hair dressers, and management consultants
provide ________.
1.

A) goods

2.

B) experiences

3.

C) events

4.

D) services


5.

E) information

Which of the following statements about marketing is true?
1.

A) It is of little importance when products are standardized.

2.

B) It can help create jobs in the economy by increasing demand for goods and
services.

3.

C) It helps to build a loyal customer base but has no impact on a firm's
intangible assets.

4.

D) It is more important for bigger organizations than smaller ones.

5.

E) It is seldom used by nonprofit organizations.

Which of the following reflects the "people" component of the
marketing mix?
1.

A) the creativity, discipline, and structure brought to marketing management

2.

B) the development of new products by the marketers

3.

C) the firm's consumer-directed activities

4.

D) the right set of processes to guide activities and programs within the firm

5.

E) the internal marketing of the firm

The actual and potential rival offerings and substitutes that a buyer
might consider are referred to as the ________.
1.

A) supply chain

2.

B) global market

3.

C) value proposition

4.

D) competition

5.

E) marketing environment

Which of the following is most consistent with the integrated
marketing approach?
1.

A) A good product will sell itself.


2.

B) If left alone, consumers are inclined to purchase only inexpensive products.

3.

C) All communication to consumers must deliver a consistent message
irrespective of the medium.

4.

D) In order to succeed, the main focus should be on having an efficient
production process in place.

5.

E) Online marketing is less important than traditional marketing efforts.

The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's
beautiful landscape and its multicultural society in order to attract
tourists is an example of ________ marketing.
1.

A) event

2.

B) property

3.

C) service

4.

D) place

5.

E) idea

Rick Johnson trains his company's sales force to go after the
consumer. He repeatedly asks his team to bear in mind the
essential fact that it is the sales team's responsibility to rouse the
consumer's interest and make him feel that he needs the product. A
true salesman is one who can convert an indifferent consumer
walking into the store into a new customer. Johnson believes in the
________ concept.
1.

A) product

2.

B) production

3.

C) selling

4.

D) marketing

5.

E) social responsibility

________ reflects a customer's judgment of a product's
performance in relation to his or her expectations.


1.

A) Brand equity

2.

B) Satisfaction

3.

C) Value

4.

D) Perception

5.

E) Brand image

Disintermediation via the Internet has resulted in ________.
1.

A) higher prices

2.

B) stronger brand loyalty

3.

C) greater emphasis on personal selling

4.

D) well-established brand names

5.

E) greater consumer buying power

Which of the four new Ps encompasses the old four Ps as well as a
range of other marketing activities that might not fit well into the old
view of marketing?
1.

A) programs

2.

B) processes

3.

C) promotion

4.

D) people

5.

E) performance

Incorporating the holistic view of marketing, the four Ps of the
marketing mix can be updated to ________.
1.

A) product, positioning, people, and price

2.

B) people, processes, place, and promotion

3.

C) product, processes, price, and people

4.

D) people, processes, programs, and performance


5.

E) product, price, promotion, and people

McCarthy classified marketing activities into the four Ps of the
marketing mix. These four Ps stand for ________.
1.

A) product, positioning, place, and price

2.

B) product, production, price, and place

3.

C) promotion, place, positioning, and price

4.

D) place, promotion, production, and positioning

5.

E) product, price, promotion, and place

The ________ holds that the organization's task is to determine the
needs, wants, and interests of target markets and to deliver the
desired satisfactions more effectively and efficiently than
competitors in a way that preserves or enhances the consumer's
and the society's well-being.
1.

A) selling concept

2.

B) integrated marketing concept

3.

C) social responsibility marketing concept

4.

D) production concept

5.

E) relationship marketing concept

Webmax Inc. produced and marketed cameras. After considerable
research and development, they developed a new digital camera
that had an array of new features. Webmax was so sure about the
new offering that they even reduced their marketing budget. What
sort of orientation does Webmax have toward the marketplace?
1.

A) production orientation

2.

B) product orientation

3.

C) selling orientation

4.

D) marketing orientation


5.

E) holistic marketing orientation

Companies address needs by putting forth a ________, a set of
benefits that they offer to customers to satisfy their needs.
1.

A) brand

2.

B) value proposition

3.

C) deal

4.

D) marketing plan

5.

E) demand

A(n) ________ need is one that the consumer is reluctant or
unwilling to explicitly verbalize.
1.

A) secondary

2.

B) unstated

3.

C) delight

4.

D) secret

5.

E) stated

During market segmentation analysis, the marketer identifies which
segments present the greatest opportunity. These segments are
called ________.
1.

A) target markets

2.

B) capital markets

3.

C) tertiary markets

4.

D) demographic markets

5.

E) developing markets

The ________ concept holds that consumers and businesses, if left
alone, will ordinarily not buy enough of the organization's products.


1.

A) production

2.

B) selling

3.

C) marketing

4.

D) product

5.

E) holistic marketing

The Soccer World Cup is promoted aggressively to both companies
and fans. This is an example of marketing a(n) ________.
1.

A) idea

2.

B) place

3.

C) luxury item

4.

D) event

5.

E) service

In Walt Disney's Magic Kingdom, customers can visit a fairy
kingdom, a pirate ship, or even a haunted house. Disney is
marketing a(n) ________.
1.

A) experience

2.

B) service

3.

C) event

4.

D) organization

5.

E) good



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