Marketing Midterm Quiz Question Number 1 Researchers of PPG Industries spent considerable time, effort and money developing

a bluish windshield that would let in filtered sunlight but block out the heat. Little market research was done, but the scientists were convinced that this new product would be significantly better than existing windshields even though they were more expensive and of a different color that the current models on the market. PPG most likely has a(n) A. exchange B. production C. sales D. promotion E. customer Question Number 2 In which of the following situations is a firm with a production orientation most likely to survive? A. There are many small competitiors in the marketplace B. demand for the product it produces exceeds demand C. needs of the marketplace are shifting D. supply for the product it produces exceeds demand E. what the firm can best produce is no what the market wants Question Number 3 One problem with adopting a(n) ____ orientation to marketing is its failure to consider whether what the firm produces most efficiently also meets the needs of the marketplace A. customer B. exchange C. product D. market E. production Question Number 4 A ____ orientation assumes customers resist buying items that are not essential. It also assumes people will buy more goods and services if aggresive marketing techniques are used. A. sales B. production C. marketing D. customer E. marketplace Question Number 5 Lawlwer Landscaping Company sells all kinds of ornamental plants. Lawler's management believes that its customers will buy more plants if its salespeople use aggressive marketing techniques because ornamental plants are nonessential items for most homeowners. In other words, the company has a ____ orientation A. promotion B. production C. sales D. marketing E. customer Question Number 6 If a company uses a sales orientation, consumer complaints would most likely result in A. a modification of the sales presentation B. product reinvention C. continuous market research D. philanthropy E. attempts to cut production costs Question Number 7 Fujifilm Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. For the new fiscal year, the company projects a production increase of 25 percent and has instructed its sales force to aggresively distribute and promote the

retail D. marketplace Question Number 8 Wal-Mart has become the leading discount retailer in the United States and the world by focusing on the customer's needs and wants. sales B. applying scientific management techniques to improve efficiency E. This philosophy is at the heart of a ____ orientation. improving the general standard of living C. concentrate on long-term goal achievement (such as profits and growth) for the firm Question Number 11 The statement "Marketing should be introduced at the beginning rather than the end of the production cycle and integrated into each phase of the business. focusing on customer's wants so that the organization can distinguish its product (or products) from the competitor's products B. selling as much product as possible under the assumption that people will buy more goods and sevices if aggressive selling techniques are used D. production E. simultaneously meeting organization objectives Question Number 14 . sales depend predominantly on an aggressive sales force C." is consistent with a ____ orientation. marketing B. production C. price is the most important variable for customers B. Fujifilm appears to have a ____ orientation A. market C. focusing on production in order to increase product quality and lower prices Question Number 13 The marketing concept stresses that the social and economic justification for an organization's existence is the satisfaction of customer needs and wants while: A. differentiate a firm's products from its competitor's products D. a company has to apply scientific management techniques to survive E. market C. satisfying mangements needs and wants with the idea of maximizing profits in the short run C. integrate all the activities of the firm to satisfy customer wants B. A.product. customer E. producing a good or service at the lowest possible cost B. A. focus on consumer needs and wants C. enterprise Question Number 12 The marketing concept involves: A. selling and marketing are essentially the same thing Question Number 10 A company that has a market orientation and adheres to the marketing concept does NOT: A. The CEO is sure that the market will absorb more product if the sales force is determined and assertive. production B. selling as much as possible under the assumption that consumers will buy more at lower prices E. constantly increasing sales volumes D. sales E. fuel sales growth through the application of aggressive sales techniques E. exchange Question Number 9 The marketing concept and market orientation recognize that: A. what the customer thinks he or she is buying is what is important D. retail D. sales D.

With this 1997 enviornmental vision. exchange B. production C. All of these statements about the societal orientation are true. product C. Organizations have both a social and economic justification for their existence E. In 1997. production D. implementting actions to provide value to customers E. societal orientation Question Number 15 Jacques Torres Chocolate is a factory and retail store in Brooklyn. ethical business mission D. By focusing on customer's wants. competitors. product E. While the company is committed to making a profit. determining how to deliver superior customer value C. establishing and maintaining mutually satisfying relationships with customers D. and markets B. product Question Number 17 Which of the following statements about the societal orientation is true? A. Its owner is willing to try to produce new products when his customers suggest them . customer Question Number 19 Achieving a market orientation involves: A. production E. Companies that protect the environment by using all-natural materials in their products are showing a societal marketing orientation B. doing all of the activities listed Question Number 20 . marketing orientation C. Marketers cannot deliver all benefits sought by customers because these benefits may not be in the long-term best interests of the customers C. it is also committed to preserving the environoment.such as chili-pepper laced chocolate candy. that's the last time you see it".An organization with a(n) ____ believes that it exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests A. societal marketing B. sales C. According to Torres. focused target market strategy E. doing research on customers. the chocolate company exhibits an ____ orientation A. marketing D. sales E. market Question Number 16 Kinko's copy shops use the equivalent of 10. sales orientation B. Kinko's adopted a ____ orientation A. reciprocal exchange D. His only condition is that when he adds new products. "If something doesnt' move. sales B.5 square miles of forest to produce all of the paper needed by the corporation annually. The societal marketing concept is an important refinement of the market concept D. Kinko's wrote an environmental vision in which it committed the company to conserving natural resources. his customers have the finaly say on whether the product is of any value. Question Number 18 Organizations that sell unsought products like cemetery plots may find themselves adopting a ____ orientation because the companies are marketing products that most people do not want A.

marketing C. outward upon societal responsibilities D. sublimation E. outward upon the wants and needs of customers Question Number 22 A business is concerned with many dat-to-day activities. reciprocity Question Number 24 In order for exchange to occur: A. there must be at least two parties B. money or other legal tender is required E. exchange B. empowerment E. Some of the most important are the planning and conception of the product or service. These actitities are all part of: A. inward upon the organization's needs C. sales E. production E. a hierarchically-responsive organization D. accounting D. money must be present C. production D. each party must feel obligated to accept the offer D. management-employee synergy B. exchange B. each party must have something of value to the other party Question Number 25 Indonesian logging companies harvest the rain forests for timber and assume that a market exists for their products. synergy C. environmental Question Number 26 For exchange to take place A. human resources Question Number 23 A key ingredient in the philosophy of marketing is ___. organizational entropy C. organized marketing activities must also occur C. at least one person must have something of value E. delegation Question Number 21 The main focus of a marketing-oriented firm is: A. a profit-oriented organization must be involved D. its pricing policy and the distribution stragey. product C. a control system B. A. Which if the following is NOT a marketing management philosophy? . communication must not occur Question Number 27 Four competiting philisophies strongly influence the role of marketing and marketing activities with an organization. A. The typical Indonesian logging company has a(n) ____ orientation. a complex societal system must be involved B. ot the idea that people give up something in order to receive something that they would rather have.What gives customers the feeling that their concerns are being addressed and gives employees the feeling that their expertise matters? A. promotion D. inward upon the abilites to deliver goods and services E. inward upon the skills and competitive technological advantages of the firm B.

customer E. sales B. give consumer more than they expect C. service quality and value-based price are met or exceeded. transformational marketing D. marketing engineering E. the frequent-flyer program participant earns a free flight or some other award such as free lodging. organization-customer synergy Question Number 33 Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage. marketing orientation D. relationship markeing B. offer organization-wide commitment to service after-the-sale support D. planning excellence D. relationship marketing Question Number 34 One-to-one marketing is a form of: A. market engineering E. transactional marketing D. avoid unrealistic pricing E. a value line B. customer-benefit Question Number 29 ____ is the ratio of benefits to the sacrifice necessary to obtain those benefits A. product orientation Question Number 28 Firms with a _____ orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace A. Airlines that use frequent-flyer programs are practicing A. relationship marketing C. After flying a certain number of miles or flying a specified number of times. commitment selling B. satisfaction percentage E. customer satisfaction E. production C. marketing utility C. marketing D. sales orientation B. transaction marketing C. market quality D. ____ is created A. conceptual marketing . profitability orientation E. do all of these Question Number 31 When customer expectations regarding product quality. offer products that perform B. societal marketing orientation C. opportunity costs B.A. expectation satisfaction Question Number 32 ____ is a strategy that entails forging long-term partnerships with customers A. commitment selling B. customer vaule Question Number 30 Marketers interested in offering customer value can A. a quality rift C.

societal marketing Question Number 35 The objective of one-to-one marketing is to: A. create a customer-service department and place a key staff person in charge of the department C. empowerment D. mediating Question Number 39 As part of instituting an empowerment program. This is an example of: A. training B. and different colors. different wattages. They also differ as to how much electricity they use and their duration. miss sales by not concentrating on the average customer . This is known as: A. Effort training B. decrease revenue E. a sales orientation E. Empowerment D. deregulation C. build and maintain customer loyalty C. Light bulb manufacturers: A. Teamwork C. Today you can buy light bulbs in different shapes. training B. none of these Question Number 36 Which of the following is NOT a viable method a company can use to become more marketingoriented A. make sure all employees are customer-oriented C. deregulation C. OJT Training E. mediating Question Number 38 The management at Canadian Pacific (CP) Hotels has authorized its hotels' staffs to provide whatever amenity--such as a special magazine or a hypoallergenenic pillow--their frequent stayers request as quickly as possible. train employees to understand the company. D. hire thirty new college graduates who have the latest training in marketing management techniques B. commissioning E.C. increase costs B. conduct a survey of the company's marketing staff to learn about employee morale Question Number 40 ____ is the collaborative efforts of people to achieve common objectives A. empowerment D. a marketing network D. allow all non-management employees to resolve problems on their own without prior approval from their immediate supervisors E. reduce customer satisfaction D. implement employee empowerment E. train employees in the latest aggressive selling techniques B. Mediation Question Number 41 When lightbulbs were first introduced. its philosophy and procedures. a marketing director should: A. train the company's staff to judge of the quality of the products the firm produces D. manufacturers offered one size for all light fixtures. train employees to focus on customer satisfaction Question Number 37 Some marketing-oriented firms give employees expanded authority to solve customer problems on the spot. commmissioning E.

non-profit organizations C. If a fim sells to achieve profitability through sales volume. C.B. need identification and satisfaction Question Number 47 Marketing is appropriate for: A. Production Question Number 44 For a market-oriented organization. Marketing offers outstanding career opportunities E. political organizations D. of the above Question Number 48 Presidental candidates increasingly employ such marketing methods as: A. churches E. production-oriented E. retail-oriented Question Number 43 ____ is the primary tool used by a sales-oriented organization to achieve its corporate goals A. Marketing is a key function of business D. are sales-oriented companies D. price-oriented C. advertising E. Promotion C. Place (distribution) E. focus groups B. product design D. Price B. promotion-oriented B. Product design D. business organizations B. all of the above Question Number 49 . promotion and pricing decisions B. price C. are companies that would state that they are in the business of selling bulbs E. extensive distribution C. the primary tool used to achieve its goal is: A. B. Place (distribution) E. place. coordinating the huge numbers of transactions needed to provide goods and services. aggressive selling B. sales-oriented D. aggressive pricing E. tracking polls C. are aiming at a goal of profit through maximum sales volume Question Number 42 One way to identify the orientation of a firm is to examine its primary goal. production Question Number 45 Which if the following is NOT a good reason to study Marketing? A. any. market research D. it would probably be: A. promotion saturation D. Marketing plays and important role in society. a blend of product. recognize that different customer groups have different needs and wants C. and all. Marketing teaches businesses how to sell products that people do not need. Marketing affects your day-to-day life as a consumer Question Number 46 Marketing competition is primarily based upon: A.

protect company ideas D. develop succinct procedures Question Number 52 A firm's philosophy may be stated formally in the form of a ____ which is intended to guide the effects of everyone in the organization A. personal selling B. the process philosophy E. people-oriented E. the production philosophy D. guides production scheduling Question Number 54 During the early years of this country.every customer will buy if the salesperson only persists long enough . the distribution philosophy Question Number 55 Henry Ford's famous statement . provides the basis for labor negotiations E. process statement B. production oriented Question Number 50 Marketing activities include: A. mission statement Question Number 53 The philosophy of an organization is important because it: A. sales promotion D. implement SWOT plans E. Production philosophy Question Number 56 The X-L Corporation employs door-to-door selling and tends to rely on aggressive salespeople prepared with "canned" sales pitches. outlines the details of job performance C. technology oriented B. all of the above Question Number 51 Regardless of the marketing activity. marketing philosophy . indicates the types of activities valued by the organization D."you can have any color car you want as long as it's black"-is a prime example of belief in the: A. analyze corporate strategies B. all goods. The basic idea . Process philosophy C.is most consistent with the A. Distribution philosophy D. were scarce. Marketing philosophy E. communicate and interact with people C. selling philosophy B. procedure manual E. commercial code D.Essentially marketing is: A. even necessities. the marketing philosophy C. protects the firm agains lawsuits B. market research E. the MOST logical business philosophy was: A. advertising C. success requires the ability to: A. a sales tool D. Under conditions of scarcity. the selling philosophy B. code of ethics C. a financial tool C.

societal philosophy E.B. selling philosophy E. production philosophy D. distribution E. selling D. marketing philosophy C. the distribution philosophy C. selling philosophy B. sociological Question Number 62 The articulation and wide-spread acceptance of the ____ philosophy was driven by the intense competition for customers faced by an expanding number of domestic and foreign marketers in the 1950's A. selling philosophy B. the Great Depression made it even more difficult for firms to "dispose of" existing inventories . marketing C. The response of domestic auto producers would indicate that those firms followed the: A. selling C. the focus of an organization shifts to outside the firm.much less justify expanded production. the marketing philosophy D. distribution philosophy E. the immediate response was a dramatic increase in advertising and heavy use of rebate programs. These conditions led logically to the em emergencies of the: A. marketing Question Number 61 According to the ____ philosophy. societal philosophy C. the societal philosophy Question Number 60 Under the ____ philosophy. marketing philosophy C. the selling philosophy E. production philosophy D. international philosophy Question Number 59 Which of the following philosophies suggests that the organization's focus is on satisfying the needs of customers? A. production E. production C. distribution B. the production philosophy B. A. societal philosophy Question Number 58 As American industry solved the "scaricity problem". selling B. distribution philosophy Question Number 57 When Japanese automobiles began to seriously erode the traditional market shares of America's Big Three. marketing D. production philosophy D. Freudian D. distribution E. production B. the identification and satisfaction of customer needs provides the only justification for survival of business firms-as well as their growth and increased profitability A. societal Question Number 63 The marketing concept is based on which of the following beliefs? .

All of the above E. difficult to do C. improved national economic performance E. Providing exceptional value is needed to satisfy management D. marketing conceptualization B. easier for large corporations E. all of the above Question Number 65 The focus upon attempting to build customer loyalty is MOST consistent with the A. increased sales growth and higher profitability D. All of the above E. Providing customer satisifaction requires organization-wide integration and coordination of efforts C. expanded production Question Number 70 What a customer gets for what the give is called A. a monolopy position Question Number 67 Which of the following is(are) part of the customer loyalty concept? A. selling philosophy D. customer loyalty D. marketing philosophy E. all of the above Question Number 69 A firm that embraces the goal of building/maintaining customer loyalty is attempting to create: A. production philosophy B. long-term customers C. distribution philosophy C. less expensive than acquiring new customers B. long-lived products B. customer value C. producer efficiency C. communicate their marketing philosophy C. Organizations should focus on long term success D. consumer dissonance . consumer revenue E. Completely satisfying the customer is the best route to earning customer loyalty C. expand production efficiency B. None of the above Question Number 64 Xerox uses surveys to measure customer satisfaction and in an attempt to: A. immediate sales D. Earning high levels of customer loyalty leads to decreased sales growth B. sustain societal goals E. immediate profits E.A. less profitable than finding new customers D. An organization's basic purpose is to satisfy customer needs B. None of the above Question Number 68 Retaining customer loyality is usually: A. customer satisfication B. increase customer loyalty D. promtion philosophy Question Number 66 Earning high levels of customer loyalty will likely lead to: A.