Test Bank For Marketing Management 16th Edition By Philip Kotler, Kevin Lane Keller, Alexander Chernev

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? A) production orientation

B) product orientation

C) selling orientation

D) marketing orientation

E) holistic marketing orientation

Page: 18

B

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.

A) product

B) production

C) selling

D) marketing

E) social responsibility

Page: 18

C

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.

A) production

B) product

C) selling

D) marketing

E) social responsibility

Page: 18

D

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

A) production

B) selling

C) marketing

D) product

E) holistic marketing

Page: 18

B

Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond philosophy.

A) the product concept

B) the production concept

C) the selling concept

D) the marketing concept

E) the holistic marketing concept

Page: 18

D

The marketing concept holds that                   .

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

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

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

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

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

Page: 18

A

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

A) Niche marketing

B) Holistic marketing

C) Relationship marketing

D) Supply chain marketing

E) Demand-centered marketing

Page: 18

B

Which of the following is considered as a "sin" in the marketing discipline? A) focusing too much on new opportunities

B) targeting a competitor's market share

C) prioritizing customer relationships over everything else

D) using technology in an inefficient manner

E) increasing the marketing budget in times of uncertainty and risk

Page: 19

D

What are the four broad components of holistic marketing?

A) relationship, internal, position, and performance marketing

B) integrated, internal, position, and performance marketing

C) relationship, integrated, internal, and performance marketing

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

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

Page: 19

C

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.

A) Integrated

B) Demand-based

C) Direct

D) Relationship

E) Internal

Page: 20

D

Tracy's is a chain of hair dressing salons for women. They use the television, magazines, radio, and newspapers to advertise their services. The owners ensure that all communication channels deliver a common message to prospective customers. Tracy's believes in                   .

A) internal marketing

B) integrated marketing

C) socially responsible marketing

D) global marketing

E) relationship marketing

Page: 20

B

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

A) brand

B) supply chain

C) marketing network

D) value proposition

E) service channel

Page: 20

C

Which of the following is most consistent with the integrated marketing approach? A) A good product will sell itself.

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

C) All communication to consumers must deliver a consistent message irrespective of the medium. D) In order to succeed, the main focus should be on having an efficient production process in place. E) Online marketing is less important than traditional marketing efforts.

Page: 20-21

C

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

B) integrated marketing

C) internal marketing

D) network marketing

E) performance marketing

Page: 21

C

Financial accountability and social responsibility marketing are elements of                  . A) performance marketing

B) relationship marketing

C) internal marketing

D) social marketing

E) mass marketing

Page: 22

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

B) value propositions C) intangible assets D) market offerings

E) industry convergence

Page: 22

C

Holistic marketing incorporates                   , an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities.

A) internal marketing

B) cultural marketing

C) social responsibility marketing

D) relationship marketing

E) integrated marketing

Page: 22

C

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.

A) selling concept

B) integrated marketing concept

C) social responsibility marketing concept

D) production concept

E) relationship marketing concept

Page: 22

C

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                   .

A) corporate community involvement

B) environmental marketing C) cause-related marketing D) benefit marketing

E) responsible marketing

Page: 24

C

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

A) product, positioning, place, and price

B) product, production, price, and place

C) promotion, place, positioning, and price

D) place, promotion, production, and positioning

E) product, price, promotion, and place

Page: 25

E

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

A) product, positioning, people, and price B) people, processes, place, and promotion C) product, processes, price, and people

D) people, processes, programs, and performance

E) product, price, promotion, and people

Page: 25

D

Which of the following reflects the "people" component of the marketing mix? A) the creativity, discipline, and structure brought to marketing management B) the development of new products by the marketers

C) the firm's consumer-directed activities

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

E) the internal marketing of the firm

Page: 25

E

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?

A) programs B) processes C) promotion D) people

E) performance

Page: 25

A

At the heart of any marketing program is the firm's                   , its tangible offering to the market. A) strategy

B) product C) brand D) value

E) people

Page: 27

B

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

A) Line extension

B) Segmentation

C) Marketing research

D) Channel

E) New-product development

Page: 27

D

A marketer's only concern is how best to create demand for a new product produced by his company. Improving product design is not his responsibility.

Page: 4

false

A short definition of marketing is "meeting needs profitably."

Page: 5

true

Services constitute the bulk of most countries' production and marketing efforts.

Page: 5

false

The U.S. economy today consists of a 70-30 services-to-goods mix.

Page: 5

true

Place marketers include economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies.

Page: 6

true

Properties are tangible rights of ownership to either real property (real estate) or financial property

(stocks and bonds).

Page: 6

false

"Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.

Page: 7

false

Unwholesome demand occurs when consumers' purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis.

Page: 8

When consumers share a strong need that cannot be satisfied by an existing product, they are exhibiting latent demand.

Page: 8

true

Advertising is the most important element in business marketing.

false

Companies selling their goods to nonprofit organizations often charge a premium over their normal prices because these organizations are largely indifferent to price.

false

Shops and stores have a physical existence and as such are examples of marketspace.

false

Wants are basic human requirements, such as food and shelter.

-10

false

Demands are wants for specific products backed by an ability to pay.

true

Contrary to popular belief, marketers do not create needs.

true

The customer value triad consists of a combination of quality, durability, and price.

false

A distribution channel includes distributors, wholesalers, retailers, and agents that display, sell, or deliver the physical product or service(s) to the buyer or user.

true

The task environment of a firm consists of demographic, economic, natural, and technological environments, as well as the political-legal system and the social-cultural arena.

Regulation of industries has created greater competition and growth opportunities because the playing field has been leveled.

false

Industry boundaries are blurring at an incredible rate as companies are recognizing that new opportunities lie at the intersection of two or more industries.

true

The overabundance of information available on the Internet has made it more difficult for consumers to compare product features and prices.

false

Companies can facilitate and speed external communication among customers by creating online and off-line "buzz" through brand advocates and user communities.

true

The proliferation of targeted media and communication channels has allowed marketers to become much more aware of their target consumers' preferences and to customize both products and messages for individual consumers.

true

The production concept is one of the newest concepts in business.

false

The selling concept holds that consumers will favor those products that offer the most quality, performance, or innovative features.

false

The selling concept holds that consumers will prefer products that are ethical, environmentally responsible, legal, and social in the context of marketing activities and programs.

false

The marketing concept stresses on finding the right customers for the company's products.

false