市场营销习题

市场营销习题 2010test chapter1 1.In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow the company's business. A) encourage B) entertain C) retain D) recognize E) educate 2.Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities. A) exchange B) marketing C) management D) production E) customer relationship management 3.The art and science of choosing target markets and building profitable relationships with them is called ________. A) marketing management B) positioning C) segmentation D) selling E) societal marketing 4.Which of the following marketing management concepts is most likely to lead to marketing myopia? A) customer-driven marketing B) customer-driving marketing C) societal marketing D) selling E) product 5.The product concept says that a company should ________. A) improve marketing of its best products B) market only those products with high customer appeal C) focus on the target market and make products that meet those customers' demands D) devote its energy to making continuous product improvements E) make promoting products the top priority 6.The ________ concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales. A) marketing B) production C) product D) selling E) societal marketing 7.According to the authors of your text, the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy. A) product B) production C) marketing D) retailing E) societal marketing 8.The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being. A) marketing B) selling C) product D) societal marketing E) equity 9.Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other product items. Based on previous purchase history, the company recommends related CDs, books, or videos that might be of interest. This helps Amazon.com capture a greater ________. A) value proposition B) customer ownership C) share of customer D) social network E) customer base 10.Market offerings are limited to physical products.Answer: 11.Only sellers of products, services, and ideas practice marketing, whereas buyers do not. 12.The production concept and product concept are orientations that can lead to marketing myopia. 13.The selling concept holds that consumers will not buy enough of the firm's products unless it undertakes a large-scale selling and promotion effort. 14.The societal marketing concept calls on marketers to balance consumer wants and desires, company profits, and society's interest. 2010test chapter2 1) ________ is the task of developing and maintaining an overall company strategy for long-run survival and growth. A) Strategic planning B) Annual market planning C) Short-term planning D) Long-range planning E) Advertising 2) Starbucks has an annual plan in place to deal with the company's current SBUs and their operations. However, as a growth-oriented firm, Starbucks is interested in both domestic and international markets. This requires Starbucks to constantly monitor the environment and adapt to the opportunities with which it is presented. To take advantage of its changing marketing opportunities, it is most important for Starbucks to have which of the following in place? A) value-delivery network B) mission statement C) supporting objectives D) profit analysis E) strategic plan 5) Which of the following is NOT a step in the strategic planning process? A) defining the company mission B) setting company objectives and goals C) designing the business portfolio D) planning marketing and other functional strategies E) identifying the company's culture 3) A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________. A) vision statement B) market tactics C) business portfolio D) mission statement E) business objectives 4) All of the following are accurate guidelines for a company's mission statement EXCEPT which one? A) A mission statement should be realistic. B) A mission statement should focus on sales or profits. C) A mission statement should fit the market environment. D) A mission statement should be specific. E) A mission statement should motivate employees. 5) The collection of businesses and products that make up a company is called its ________. A) strategic business unit B) mission statement C) strategic plan D) business portfolio E) operational factors 6) The best known product portfolio planning method was developed by ________. A) Philip Kotler B) Harvard University C) the SRI Consulting Firm D) the Boston Consulting Group E) James P. Hess 7) In the Boston Consulting Group approach, ________ provide(s) a measure of market attractiveness. A) relative market share B) SBUs C) cash cows D) market growth rate E) dogs 8) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________, ________, and ________. A) product; price; promotion; placement B) sales; market share; price; promotion C) stars; cash cows; question marks; dogs D) planning; organizing; leading; controlling E) market penetration; market development; product development; diversification 9) ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment. A) Stars B) Cash cows C) Question marks D) Dogs E) Cats 10) In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars. A) dogs B) SBUs C) cash cows D) sales revenue E) overseas operations 11) Which department in a company carries the primary responsibility for achieving profitable growth? A) marketing B) finance C) operations D) human resources E) management 12) Disney is identifying and developing new markets for its theme parks. Disney is exploring possibilities for ________. A) market penetration B) market development C) downsizing D) diversification E) product development 13) ________ entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy. A) Market segmentation B) BCG C) Product line extension D) Downsizing E) Market redesign 14) As a company's different functions work to produce value for consumers, the marketing department of a firm should take the ________ point of view. A) employees' B) managers' C) stockholders' D) consumers' E) distributors' 15) In a SWOT analysis, which of the following would be considered a strength? A) internal limitations B) trends in the market C) favorable factors in the environment D) factors that challenge the company's performance E) internal resources 16) Mission statements should be realistic and general in nature. 17) A firm's mission statement should be the basis for both its business and marketing objectives. 18) More and more companies involve only upper-level management teams in strategic planning. 19) The marketing department alone cannot produce superior value for customers. 2010test chapter3 1) Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers? A) the marketing environment B) strategic planning C) target markets D) the marketing mix E) none of the above 2) You are directed to study the factors that are larger societal forces that affect your company–demographic, economic, natural, technological, political, and cultural. What are you studying? A) the macroenvironment B) the microenvironment C) the marketing environment D) the marketing mix E) the global environment 3) Which of the following is NOT an example of a public that is part of a company's marketing environment? A) financial B) media C) government D) citizen-action E) marketing department 4) Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched? A) demographic B) psychographic C) economic D) geographic E) cultural 5) The ________ environment consists of factors that affect consumer purchasing power and spending patterns. A) cultural B) political C) technological D) economic 6) The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________. A) raw material market B) natural environment C) endangered environment D) green movement E) factors of production 7) A society's basic values, perceptions, preferences, and behaviors are all part of its ________ environment. A) social B) cultural C) political D) cultural-economic E) natural 8) A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe. A) marketing responses B) cultural values C) demographics D) public policies E) economies 9) Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities. 10) The macroenvironment consists of the factors close to the company that affect its ability to service its customers, such as suppliers, customer markets, competitors, and publics. 11) Marketing research firms, advertising agencies, media firms, and marketing consulting firms are all referred to as marketing services agencies. 12) Significant trends in the natural environment include shortages of raw materials, increased pollution, and decreased government intervention. 13) The introduction of new technologies is beneficial to all industries, as new markets and opportunities are created. 2010test chapter5 1. Usually people from the same subculture, social class, and/or occupation have essentially the same lifestyle. 2. The buyer’s age and occupation are considered personal factors that may affect buying decisions. 3. The consumer’s evaluation of alternatives begins with a need, progresses through analysis of the bundle of attributes, and results in a determination of the benefits the consumer needs to meet his/her needs. 4. Lee is constantly begging his mother to buy him an iPod because the most popular kids at his school all have one. His mother contends that he’ll just break or lose the music player if she buys it for him. For Lee, the most popular kids in his school are an example of a __________. a. Subculture b. reference group c. social class d. demographic group e. culture 5. Which of the following is the most influential primary reference group? a. Family b. social class c. Friends d. Coworkers e. celebrities 6. Which of the following would NOT be considered a personal factor that might influence consumer buying behavior? a. Age b. economic circumstances c. Personality d. Values e. All of the above are all personal factors that might influence consumer buying behavior. 7. The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world is called _______________. a. Impression b. Perception c. Cognition d. Comprehension e. conviction 8. The first step in the buying process is the __________. a. information search b. evaluation of alternatives c. purchase decision d. location of alternatives e. problem recognition 9. Benson believes the best way to truly escape from his humdrum life is on a sport-style motorcycle. He has almost saved enough money to buy himself one. After studying all the information he can get his hands on about motorcycles, he realizes that he likes the following bikes: the Yamaha R-1 (Japanese), the Buell Thunderbolt (American), the Ducati 999 (Italian), BMW K1200 (German), and Kawasaki Ninja 10 (Japanese). After more research, Benson decides that only Japanese bikes will be fast enough for him. The Yamaha and the Kawasaki make up Benson’s __________. a. awareness set b. total set c. choice set d. consideration set e. aspiration set 10. A(n) __________ is a descriptive thought a person holds about something. a. Attitude b. Conviction c. Perception d. Opinion e. belief 2010test chapter6 1. Target marketing requires marketers to take three major steps: 1) identify and profile distinct groups, 2) select one or more segments to enter, and 3) predict the consumer behavior of the segments. 2. One of the reasons demographic variables are the most popular variables for segmenting the consumer market is because usage rates are often associated with demographic characteristics. 3. Single-segment concentration, one of five patters of target market selection, means serving just one market segment with one product. 4. Traditionally, mass marketing of a consumer product results in __________. a. the largest potential market for that product b. increased product prices due to the lack of differentiation and decreased competition c. easier channel selections d. fewer competitors because there are fewer markets e. lower profit margins 5. A(n) __________ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs. a. Local b. niche (easy) c. Individual d. Derived e. homogeneous 6. The ultimate level of marketing segmentation is __________ marketing. a. Local b. Niche c. Individual d. Homogeneous e. mass 7. A company is customerized when it is able to respond to individual customers by customizing its products, services and messages on a __________ basis. a. Macro b. Micro c. Uniform d. one-to-one e. Cluster 8. If a food company segments a market on the basis of life stage information, its basis for segmentation is __________. a. Behavioral b. needs-based c. demographic (moderate) d. geographic e. psychographic 9. Which of the following is an example of a demographic segmentation variable? a. generation or social class b. Personality . attitude toward the product d. Lifestyle e. user status 10. Which of the following is an example of a behavioral segmentation variable? a. Generation b. user status (moderate) c. Personality d. Religion e. social class Sears Has Everything.” Which of the 11. For years, Sears used the slogan, “ following strategies does this slogan most likely support? a. differentiated marketing b. single-segment concentration c. undifferentiated marketing d. market specialization e. product specialization 12. The Gap caters to buyers seeking classic clothing at mid-range prices. It also owns other retailing chains including Banana Republic (catering to more affluent buyers) and Old Navy (which sells value-priced jeans, tee-shirts and khakis). The Gap is practicing __________ marketing. a. differentiated (moderate) b. single-segment concentration c. Undifferentiated d. market specialization e. product generalization Chapter 7 Brand 1. A brand audit is a consumer-focused exercise that involves a series of procedures to assess the health of the brand and uncover its sources of brand equity. 2. __________ is endowing products and services with the power of a brand. a. Brand equity b. Consumer risk reduction c. Loyalty d. Marketing infusion e. Branding (easy) p. 136 AACSB (Reflective Thinking) 3. The brand audit can be used to set the strategic direction for the brand. Questions that are answered include all of the following EXCEPT: a. Are the current sources of brand equity satisfactory? b. Do certain brand associations need to be strengthened? c. Does the brand lack uniqueness? d. What kinds of advertising would highlight the brand? (moderate) p. 143 AACSB (Reflective Thinking) e. What brand opportunities exist? 4. BMW, maker of the Mini Cooper brand is using what kind of brand strategy with its Mini products? a. individual names (moderate) p. 146 AACSB (Reflective Thinking) b. blanket family names c. separate family names d. corporate names e. generic names