Question_CHAP1_15Dec_6th

201. Which of the following organizations would most likely be the first to adopt the marketing concept?

A) a Canadian producer of textile equipment.

B) a steel producer.

C) a group of dentists in Dallas.

D) a national manufacturer of snack foods.

E) a bank in San Francisco.

202. The marketing concept was first accepted by:

A) consumer products manufacturers.

B) Internet retailers.

C) service industries.

D) producers of industrial commodities.

E) all firms equally.

203. The marketing concept can be applied by:

A) a nurses association.

B) cosmetic manufacturers.

C) nonprofit hospitals.

D) national parks.

E) all of the above.

204. The marketing concept can be applied by:

A) nonprofit hospitals.

B) symphony orchestras.

C) private universities.

D) manufacturers of consumer products.

E) All of the above.

205. Which of the following is the best example of the marketing concept in action?

A) A product manager tells her sales force "the inventory in the warehouse must be sold if we are to make a profit, so redouble your sales efforts."

B) A manufacturer of industrial chemicals adapts its formulas and goes after the big consumer cleaning market.

C) A cleaning supplies firm learns that many consumers are having trouble hiring maids--so it develops a plan to offer customers complete house cleaning services.

D) An Internet retailer finds that shoppers are abandoning their shopping carts before checking out, so it promotes its $10 discount on each customer's first purchase.

E) A student group wants to hold an awards banquet, so it buys Krispy Kreme donuts and sells them to friends who want to help the club achieve its objectives.

206. A public utility that has adopted the marketing concept would be most likely to

A) set up a special service to help consumers reduce expensive peak-hours energy consumption.

B) lower prices until almost all consumers felt that prices were fair.

C) advertise its "public service role" to improve its image with the public.

D) use email to send customers a personal apology if a blackout were to occur.

E) None of the above.

207. A local symphony group that has adopted the marketing concept would be most likely to

A) lower ticket prices until all its concerts sell out.

B) advertise so consumers know about the quality of the musicians who play in its concerts.

C) find out what kind of music local residents want to hear.

D) use only its best musicians to handle solo performances.

E) All of the above.

208. Which of the following illustrates the marketing concept in action?

A) Three pediatricians set up a group practice--so that at least one is always available for emergencies.

B) Bank ATMs that dispense cash are placed in fast-food restaurants.

C) The Nevada auto registration office mails license tags to people, to reduce inconvenient waiting in line.

D) A veterinarian has office hours in the evening to see pets whose owners must work during the day.

E) All of the above.

209. Which of the following illustrates the marketing concept in action?

A) A young lawyer gives free legal advice to poor people.

B) A local police department organizes a "community crime watch" program in a neighborhood that has had many burglaries.

C) Several lawyers set up a group practice--so that the costs of the office and equipment can be shared.

D) All of the above.

E) None of the above has anything to do with the marketing concept.

210. A firm with a marketing orientation is MOST likely to:

A) view advertising as an unnecessary expense.

B) recognize that effective advertising is the key to sales.

C) advertise how a product meets customers' needs.

D) focus advertising on product features.

E) not use any advertising.

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211. Which of the following is NOT likely to be found in a company with a marketing orientation?

A) The company sells whatever it can make.

B) The company sees customer credit as a service.

C) The company designs its packaging as a selling tool.

D) The company uses marketing research to see if it is satisfying its customers.

E) The company focuses on locating new opportunities.

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212. Which of the following statements about customer value is true?

A) Customer value is the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.

B) The greater the competition, the less important customer value is.

C) The sure way to achieve high customer value is to offer a lower price.

D) It is the manager's view of customer value that matters, not the customer's.

E) None of the above is true.

213. A major limitation of the customer value idea is that:

A) It can't be applied in competitive situations.

B) It considers price but not other elements of the marketing mix.

C) It applies to goods but not services.

D) It's emphasis on what the customer sees as the positive things about a marketing mix means that the negatives are likely to be ignored.

E) None of the above is a limitation.

214. Customer value typically would NOT be impacted by a marketing manager's decisions concerning:

A) product.

B) place.

C) promotion.

D) price.

E) Any of the above might impact customer value.

215. Given the nature of their work, which of the following should have a marketing orientation?

A) Girl Scouts of America.

B) Dallas-Fort Worth Symphony.

C) American Cancer Society.

D) All of the above.

E) None of the above.

216. Nonprofit organizations

A) do not have a profit objective, so the marketing concept does not apply.

B) can benefit by adopting the marketing concept.

C) are fundamentally different than business firms--so they should embrace a production orientation rather than a marketing orientation.

D) do not need to be concerned with marketing activities.

E) none of the above.

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217. Which of the following statements about nonprofits is false?

A) Marketing is being more widely accepted by nonprofit organizations.

B) The marketing concept is as important for nonprofit organizations as it is for business firms.

C) In nonprofit organizations as in business firms, support comes from satisfied customers.

D) A nonprofit organization does not measure profit in the same way as a firm.

E) The marketing concept provides focus in both business firms and nonprofit organizations.

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218. Which of the following is TRUE about the micro-macro dilemma?

A) What is good for some producers and consumers may not be good for society as a whole.

B) Marketing people cannot agree on whether marketing should be viewed as individual activities or a social process.

C) In a multiproduct company, one product should not be emphasized over another.

D) Most people don't want much freedom of choice.

E) Middlemen facilitate exchange but they add to the cost of goods.

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219. The term "micro-macro dilemma" means that:

A) most people are both producers and consumers.

B) marketing people cannot agree on whether marketing should be viewed as activities or as a social process.

C) macro-marketing is just a small part of a larger micro-marketing system.

D) the micro view ofmarketing is concerned with the flow of goods and services from producers to consumers--while the macro view is not.

E) what is "good" for some producers and consumers may not be good for society as a whole.

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220. Trying to balance the interests of people who want to drink beer and the dangers of drunk driving is an example of:

A) the role of a central market.

B) subsistence marketing.

C) political action.

D) the macro-micro dilemma.

E) the exchange process in marketing.

221. Which of the following is an example of the micro-macro dilemma?

A) Disposable packages are convenient, but contribute to environmental problems.

B) Children like to ride bicycles, but accidents are common.

C) Sulfites help to keep restaurant salads looking fresh, but some people have a dangerous allergic reaction to sulfites.

D) All of the above.

E) A and C, but not B.

222. Which of the following is NOT an example of the micro-macro dilemma?

A) Many people like beer and wine, but drunk driving is a big social problem.

B) Some people like to eat a lot, but later feel guilty about eating too much.

C) A "good" lawnmower can be produced cheaply, but its price must be higher if its design must be safe for "ignorant" users.

D) A smoker may enjoy a cigar, but the smell can make other people sick.

E) Downhill snow skiing is fun, but really quite dangerous.

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223. Which of the following is NOT an example of the micro-macro dilemma?

A) Having a dog or cat can teach a child responsibility, but add expenses to the family budget.

B) Some people like to smoke cigarettes, but the smell annoys many others.

C) Aluminum soft-drink cans are convenient, but expensive to pick up along the highway.

D) Nuclear power may reduce your fuel bill, but worry others.

E) Driving fast can be fun, but is hazardous to other people.

224. Which of the following is the BEST example of the micro-macro dilemma?

A) Many consumers buy imported cars, even though they say they like American cars better.

B) High performance cars are fun to drive but may be dangerous to others.

C) Buying an imported car may cost buyers more to buy now but may have better resale value later.

D) A fuel efficient car may cost more to buy but less to operate.

E) The economy may be growing, but many people still are not able to buy a new car.

225. Which of the following is the BEST example of the micro-macro dilemma?

A) Pepsi Blue sales went up, but total sales of all soft drinks went down.

B) A small group of loyal consumers really like RC Cola best, but most consumers don't like it at all.

C) The deposit on returnable soft drink bottles is about equal to the cost of the bottle.

D) Paper cups for soft-drinks are convenient, but they often end up as litter along the highway.

E) Snapple beverages are more popular in Texas than in the rest of the U.S.

226. A marketing manager made a speech in which he described his organization as having "really embraced the marketing concept over ten years ago." A critic in the audience argued that the manager didn't understand the "socially conscious" view of the marketing concept. Given the critic's argument, the marketing manager may work for:

A) a fruit processor.

B) the public library.

C) a firm that recycles aluminum cans.

D) a soap producer.

E) a motorcycle producer.

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227. Concerning marketing ethics:

A) Individuals develop moral standards based on their own values.

B) Opinions about what is right or wrong vary from one society to another.

C) The prevailing practice of most businesspeople is to be fair and honest.

D) All of the above are true.

E) None of the above is true.

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228. Which of the following criticisms focuses most directly on a macro view of marketing, rather than a micro view?

A) Products often wear out right after the warranty expires.

B) Much TV advertising is annoying.

C) Marketing exploits the poor and the uneducated.

D) Prices for very similar products vary a lot from store to store.

E) Door-to-door salespeople are trained to be pushy.