41⟩ Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n)
* a) Idea
* b) Demand
* c) Product
* d) Service
Answer c
Marketing
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173 Marketing Questions And Answers
42⟩ Successful service companies focus their attention on both their customers and their employees. They understand ___________________, which links service firm profits with employee and customer satisfaction.
* a) Internal marketing
* b) service-profit chains
* c) Interactive marketing
* d) Service differentiation
Answer b
43⟩ __________________ is quoted as saying that, "everyone lives by selling something."
* a) Bill Gates
* b) Robert Louis Stevenson
* c) Arthur Miller
* d) Henry Ford
Answer b
44⟩ Successful ________________ depends on how well a company blends its people, organizational structure, decision and reward systems, and company culture into a cohesive program that supports its strategies.
* a) Marketing strategy
* b) Marketing control
* c) Marketing analysis
* d) Marketing implementation
Answer d
45⟩ The type of sales presentation approach that requires good listening and problem-solving skills is the
* a) Canned approach
* b) Formula approach
* c) Need-satisfaction approach
* d) Critical-thinking approach
Answer c
46⟩ Yahoo, Info seeks, and Excite are all called
* a) Browsers
* b) Web casters
* c) Search engines
* d) Software
Answer c
47⟩ Wal-Mart owned Sams club is an example of a retail form called a(n)
* a) Factory outlet
* b) Super specialty store
* c) Seconds store
* d) Warehouse club
Answer d
48⟩ ________________ consists of dividing a market into distinct groups of buyers; on the basis of needs, characteristics, or behavior, which might require separate products or marketing mixes
* a) Product differentiation
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer b
49⟩ When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies?
* a) Product extensions
* b) Line extensions
* c) Brand extensions
* d) New brands
Answer d
50⟩ ______________ is the general term for a buying and selling process that is supported by electronic means.
* a) Internet commerce
* b) Web commerce
* c) Computer commerce
* d) Electronic commerce
Answer d
51⟩ All of the following are ways that marketing plays a key role in the companys strategic planning except
* a) Marketing provides a guiding philosophy.
* b) Marketing is the only discipline that can provide a formal structure for the planning effort.
* c) Marketing provides inputs to strategic planners by helping to identify attractive market opportunities.
* d) Within individual business units, marketing designs strategies for reaching the unit's objectives.
Answer b
52⟩ Which of the following is foreign owned (even though it is traditionally thought of as a U.S. company)?
* a) IBM
* b) Xerox
* c) Kodak
* d) Universal Studios
Answer d
53⟩ In an example discussed in your text, Johnson and Johnsons recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy
* a) The marketing concept
* b) The product concept
* c) The selling concept
* d) The societal marketing concept
Answer d
54⟩ In terms of special product life cycles, a _____________ is a basic and distinctive mode of expression.
* a) Genre
* b) Style
* c) Fashion
* d) Fad
Answer b
55⟩ _________________ are ads that appear while subscribers are surfing online services or Web sites, including banners, pop-up windows, "tickers," and "roadblocks"
* a) Online infomercials
* b) Online ads
* c) Online broadcasts
* d) Online bullets
Answer b
56⟩ _________________ is a principle of enlightened marketing that requires that a company seek real product and marketing improvements.
* a) Innovative marketing
* b) Consumer-oriented marketing
* c) Value marketing
* d) Sense-of-mission marketing
Answer a
57⟩ __________________ is the process of evaluating each market segments attractiveness and selecting one or more segments to enter.
* a) Mass marketing
* b) Market segmentation
* c) Market targeting
* d) Market positioning
Answer c
58⟩ It is a fact that there are 24 million left-handed people in the United States, however, most marketers do not attempt to appeal to or design products for this group because there is little in the way of census data about this group. Therefore, this group fails in one of the requirements for effective segmentation. Which of the following is most likely to apply in this case?
* a) Actionable
* b) Substantial
* c) Differentiable
* d) Measurable
Answer d
59⟩ The fact that services are sold, produced, and consumed at the same time refers to which of the following service characteristics
* a) Intangibility
* b) Inseparability
* c) Variability
* d) Perishability
Answer b
60⟩ _______________factors are the most popular bases for segmenting customer groups.
* a) Geographic
* b) Demographic
* c) Psychographic
* d) Behavioral
Answer b
