360 Test 1 – Flashcards
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1. When Herbal Essences tries to get shelf space in Target and Walmart because young women frequently shop there for hair care products, this is an example of which of the 4Ps? A. Price B. Product C. Promotion D. Place
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D
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2. Marketing: A. emphasizes mass selling over personal selling. B. allows production, rather than marketing, to determine what products to make. C. applies to both profit and nonprofit organizations. D. concentrates on production, rather than advertising. E. none of these is a true statement about marketing.
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C
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3. A "Buy American" campaign is an example of: A. transnationalism. B. nationalism. C. environmentalism. D. consumerism. E. federalism.
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B
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4. The three basic tasks of ALL managers, according to the text, are: A. planning, staffing, and evaluating. B. marketing, production, and finance. C. execution, feedback, and control. D. hiring, training, and compensating. E. planning, implementation, and control.
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5
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5. Which of the following is one of the three basic ideas in the "marketing concept?" A. Resource efficiency. B. Total company effort. C. Obtain economies of scale. D. Maximize sales. E. The president has a marketing background.
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B
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6. Which of the following is an example of the "micro-macro dilemma?" A. A homeowner purchases a ladder but falls off it because he didn't set up the ladder according to the safety instructions posted on it. B. A person gets a speeding ticket because she was talking on her cell phone while driving and didn't notice a speed limit sign. C. A person drives without fastening his seat belt even though a warning light and chime remind him to "buckle up." D. A person is injured while using a power lawn mower because of a small stone that is hurled from the discharge chute. E. A restaurant owner uses plastic containers to keep "take-out" food warm for customers, but the containers cannot be reused or recycled.
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E
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7. _____ assume(s) that everyone is the same-and consider(s) everyone to be a potential customer. A. Mass marketers B. Target marketing C. Mass marketing D. Target marketers E. Objective marketing
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C
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8. Which of the following is NOT one of the four variables in a marketing mix? A. Price B. Product C. Promotion D. Payment E. Place
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D
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9. Which of the following is NOT considered a product? A. Tax advice from a financial consultant. B. A computer. C. A haircut. D. A chair. E. All of these are considered products.
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E
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10. Suzuki's 3 year/36,000 mile new car warranty is part of which marketing mix decision area? A. Price B. Target market C. Place D. Product E. Promotion
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D
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11. "Promotion" includes: A. advertising. B. personal selling. C. sales promotion. D. publicity. E. All of these may be included in Promotion.
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E
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12. According to the text, marketing means: A. much more than selling and advertising. B. selling. C. producing and selling. D. advertising. E. selling and advertising.
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A
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13. A S.W.O.T. analysis A. focuses on what a firm plans to do to "Satisfy Wishes of a Target" customer. B. summarizes a firm's "strategy, wishes (of its customers), outlook, and tactics." C. helps defend against potential competitors by developing a set of competitive "safeguards, weapons, offensives, and tactics." D. identifies a firm's "strengths, weaknesses, opportunities, and threats." E. seeks to reduce the risk of competitive surprises by scanning the market for "signals, warnings, omens, and tips."
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D
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14. Looking at marketing as a set of managerial activities focuses on A. macro-marketing. B. for-profit marketing. C. micro-marketing. D. nonprofit marketing. E. personalized marketing.
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C
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15. The ______ area of the marketing mix is concerned with decisions about getting the "right" product to the target market when and where it's wanted. A. product B. people C. promotion D. price E. place
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E
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16. The economic environment: A. Has no relationship to the technological environment. B. Is not affected by the way all of the parts of the macro-marketing system interact. C. Is the same from country to country. D. Can change very rapidly. E. Never requires marketing managers to make immediate changes in strategy.
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D
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17. GE's Planning Grid approach to evaluating proposed and existing plans and businesses: A. considers how profitable opportunities are likely to be. B. reflects the corporation's objectives. C. helps managers see why some ideas are supported and others are not. D. can use quantitative data but it is basically a qualitative approach. E. All of these alternatives about GE's Planning Grid are true.
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E
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18. A "marketing program": A. blends all of a firm's marketing plans into one big plan. B. is a description of a firm's marketing mix. C. is a detailed plan of how to implement a strategy. D. is a marketing strategy plus the time-related details. E. None of these apply to a marketing program.
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A
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19. The marketing concept is a strategic way of approaching business that contrasts sharply with ____. A. the marketing orientation B. the production orientation C. the profit orientation D. macro-marketing E. the triple bottom line
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B
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20. In the short run, a marketing manager usually cannot control: A. the competitive environment. B. the cultural environment. C. the legal environment. D. the economic environment. E. Any of these environments are uncontrollable in the short run.
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E
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21. _____ refers to putting marketing plans into operation. A. Delivery B. Implementation C. Operational planning D. Strategy planning E. Control
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B
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22. A marketing mix consists of: A. policies, procedures, plans, and personnel. B. the customer and the "four Ps." C. all variables, controllable and uncontrollable. D. product, price, promotion, and place.
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D
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23. ______________ means trying to increase sales of a firm's present products in its present markets. A. Product development B. Market penetration C. Market development D. Mass marketing E. Diversification
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B
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24. The "universal functions of marketing" can be performed by: A. producers. B. intermediaries. C. consumers. D. collaborators. E. All of these.
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E
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25. The "universal functions of marketing" do NOT include: A. financing and risk taking. B. standardization and grading. C. producing. D. transporting and storing. E. buying and selling.
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C
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26. An organization practicing ______ aims all its efforts at satisfying its customers-at a profit. A. the sales concept B. a production orientation C. in the marketing department era D. profit maximization economics E. the marketing concept
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E
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27. The most risky types of marketing opportunity to pursue usually involve A. market development. B. market penetration. C. diversification. D. product development. E. All of these are equally risky.
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C
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28. Controlling is vital to the marketing management process because: A. marketing managers need to control their subordinates. B. controlling examines a firm's strengths, weaknesses, opportunities, and threats. C. gathering feedback on a plan's results may lead to beneficial adjustments or entirely new plans. D. controlling involves identifying a target market. E. controlling is part of the marketing mix.
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C
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29. The text discusses the evolution of business through five "eras." Which of the following is NOT one of these eras? A. Simple trade era B. Sales era C. Facilitator era D. Marketing department era E. Production era
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C
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30. An emphasis on a single country's interests before everything else is known as A. socialism. B. democracy. C. nationalism. D. capitalism. E. entrepreneurship.
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C
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31. Which of the following is NOT a reason for you to study marketing? A. Marketing affects almost every aspect of daily life. B. Marketing will be important to your job. C. Marketing involves actually making the goods that people need. D. Marketing affects innovation and consumers' standard of living. E. Marketing plays a big part in economic growth and development.
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C
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32. A first step in evaluating marketing opportunities is to: A. decide which markets the firm wishes to enter. B. consider the objectives and resources of the firm. C. hire a "futurist" as a marketing consultant. D. estimate market and sales potentials. E. find out if potential competitors are larger.
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B
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33. _____ means trying to increase sales by selling present products in new markets. A. Differentiation B. Market development C. Product development D. Diversification E. Market penetration
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B
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34. ____ refers to offering new or improved products for present markets. A. Diversification B. Market development C. Differentiation D. Market penetration E. Product development
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E
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35. A "marketing plan": A. is just another term for "marketing strategy." B. consists of several "marketing programs." C. includes the time-related details for carrying out a marketing strategy. D. is a strategy without all the operational decisions. E. ignores implementation and control details.
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C
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36. ______________ is direct spoken communication between sellers and potential customers. A. Personal selling B. Sales promotion C. Advertising D. Publicity E. Mass selling
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A
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37. It's best to think of "breakthrough opportunities" as opportunities which: A. appeal to the mass market. B. will quickly create a whole new industry of firms competing with similar marketing mixes. C. help innovators develop hard-to-copy marketing mixes. D. increase sales. E. All of these apply to breakthrough opportunities.
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C
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38. ______ means that a firm has a marketing mix that the target market sees as better than a competitor's mix. A. Competitive advantage B. Strategic policy C. Customer equity D. Comparative opportunity E. Market development
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A
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39. Target marketing, in contrast to mass marketing: A. Assumes all customers have the same needs. B. Assumes everyone is a potential customer. C. Focuses only on small market segments. D. Tailors a marketing mix to fit some specific group of customers. E. Makes it more likely that a firm will face direct competition.
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D
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40. The _____ environment sets the basic rules for how a business can operate in society. A. legal B. social C. economic D. technical E. cultural
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A
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41. Herbal Essences tries to sell its hair shampoos and conditioners to adult women, ages 18-24. These women represent Herbal Essences' primary: A. marketing strategy. B. 4 Ps. C. target market. D. marketing mix. E. channel of distribution.
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C
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42. According to the General Electric strategic planning grid, a business that is the strongest in its industry: A. should still be considered as a "no-growth" prospect unless the industry attractiveness is high. B. is a good prospect, provided the industry has at least medium attractiveness. C. should automatically receive a large investment. D. All of these alternatives about GE's strategic planning grid are true.
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B
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43. A marketing strategy specifies: A. a target market and a related marketing mix. B. all the company's resources. C. a target market. D. a target market and the company's objectives. E. a marketing mix.
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A
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44. Marketing can be viewed as: A. a set of activities performed by individual organizations. B. relevant to for-profit organizations only. C. just selling and advertising. D. beginning with the production process.
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A
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45. The most important variable in a firm's marketing mix is: A. Product. B. Price. C. Promotion. D. Place. E. None of these since all contribute to one whole.
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E
