QUIZ 1:

SUBJECT:

Multiple Choice Questions Marketing Principles Name of student:.

Class: ..

1) Which of the following is an example of an entity that marketing people market? A. a novel B. a television show C. an international MBA program D. computer printers E. all of the above 2) Which of the following is an example of a product that would be sold in the consumer market? A. a specially designed steeple for a church B. masking tape used to hang signs in a shoe store C. sand to go in a childs sandbox at her home D. concrete for building a ramp into a state office building E. computers for a university computer lab 3) Which of the following statements about marketing is true? A. Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return B. Marketing is not simply selling. C. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. D. Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably (achieving the goals of the organisation). E. All of the above statements about marketing are true. 4) Linh and Huong produce and sell vanilla, chocolate, lemon, peppermint, and strawberry flavor extracts for baking. They are debating over a description of the potential customers for their product. Linh and Huong are trying to define: A. customer value B. customer satisfaction C. their target market D. what constitutes an exchange E. relationship marketing 5) A consumer _____ water, _____ bottled water, and _____ Lavie brand bottled water. A. wants; needs; demands B. demands; needs; wants C. needs; demands; wants D. demands; wants; needs E. needs; wants; demands 6) The act of obtaining a desired product from someone by offering something in return is known as: A. product valuation B. the service desired of the product C. an exchange D. the cost of the product E. customer satisfaction

7) If a marketer seeks to retain customers long-term preference and business through a win-win business style, the marketer is engaged in _____ marketing. A. relationship B. transaction C. transfer D. reciprocal E. give-and-take 8) A marketing manager is developing a companys _____ when she is making decisions concerning the mix of marketing tools that need to be used for the company to achieve its desired objectives. A. operational plans B. organizational program C. marketing program D. situation analysis E. tactical plans 9) The ultimate purpose of the marketing concept for businesses is: A. customer satisfaction at any cost B. profitability and customer satisfaction C. target marketing D. relationship marketing E. a competitive advantage 10) _____data is data that was gathered for another purpose and already exists. A. Primary B. Descriptive C. Causal D. Secondary E. Observational 11) The first step in the target marketing process is: A. mass marketing B. market targeting C. market segmentation D. market concentration E. market positioning 12) Which of the following is NOT typically a part of an organizations marketing plan? A. its mission statement B. its current marketing situation C. its objectives D. its action programs E. its projected profit-and-loss statement 13) The fact that people can get their local newspapers over the Internet, read the latest edition of Business 2.0 magazine, and keep up with stock quotes represent a change in the _____ environments. A. natural, demographics, economic, and technological B. political-legal, social-cultural, and natural C. social-cultural and technological D. political-legal and social-cultural E. economic, social-cultural, political-legal, and natural

14) The development of new breast cancer treatments, home security systems operated through computers, and easy-to-use flea control methods are all examples of what is happening in the _____ environment. A. social-cultural B. demographic C. natural D. technological E. political-legal 15) As a response to _____, Procter & Gamble has developed several different product packages that cut down on how much waste is going into landfills. A. political-action committees B. green marketing C. maximarketing D. integrated marketing communications E. a consumer affairs department 16) Which factors have the broadest and deepest influence on consumer behavior? A. personal B. organizational C. social D. cultural E. psychological 17) Which of the following is NOT an example of a personal factor that affects consumer behavior? A. family B. age and stage in the life cycle C. economic circumstances D. lifestyle E. self-concept 18) Max Factor cosmetics uses Buffy the Vampire Slayer star Sarah Michelle Geller to sell its mascara. Athletic superstar Michael Jordan does ads for Hanes underwear. Brittany Spears does ads for Pepsi Cola. These marketers hope that consumers will see these people as members of _____ reference groups and consume the endorsed products. A. associative B. aspirational C. secondary D. primary E. affiliation 19) Which of the following is the most influential primary reference group? A. family B. social class C. friends D. coworkers E. celebrities 20) The first step in the buying process is the: A. information search B. evaluation of alternatives C. purchase decision D. location of alternatives E. recognition of the need or problem