Baines, Fill, & Rosengren: Marketing 4e Chapter 1: Multiple choice questions Instructions Answer the following questions and then press 'Submit' to get your score. Question 1 Which of the following statements is correct? a) Marketing is the term used to refer only to the sales function within a firm. b) Marketing managers don't usually get involved in production or distribution decisions. c) Marketing is an activity that considers only the needs of the organization; not the needs of society as a whole. d) Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Question 2 The term marketing refers to: a) new product concepts and improvements. b) advertising and promotion activities. c) a philosophy that stresses customer value and satisfaction. d) planning sales campaigns. Question 3 In the history of marketing, when did the production period end? a) In the late 1800s. b) In the early 1900s. c) In the 1920s. d) After the end of the Second World War. Question 4 A marketing philosophy summarized by the phrase 'a stronger focus on social and ethical concerns in marketing' is characteristic of the _________ period. a) production b) sales c) marketing d) societal marketing Question 5 According to Leone and Shultz (1980), the law-like generalization 1 explains that ___________ has a direct and positive influence on total industry (market) sales. a) increased consumer demand. b) advertising c) increase in urbanization. d) elasticity Question 6 An organization with a ______ orientation assumes that customers will resist purchasing products not deemed essential. The job of marketers is to overcome this resistance through personal selling and advertising. a) production b) marketing c) relationship d) sales Question 7 In relationship marketing firms focus on __________ relationships with __________. a) short-term; customers and stakeholders b) long-term; customers and stakeholders c) short-term; customers d) long-term; customers Question 8 Marketing period, 1950s-1980s-characterized by a more advanced focus on the ___________. a) society and ethics. b) personal selling. c) physical production. d) customer's needs. Question 9 Joint creation of value, in which customers take part in an active dialogue and co-construct personalized experiences, is referred to as: a) interactive marketing. b) co-creation experience. c) relationship marketing. d) organization marketing. Question 10 According to the British Government, which of the following is not a marketing function? a) Promote marketing intelligence. b) Develop sales tactics. c) Develop the customer proposition. d) Work with other business functions and third parties. Question 11 Which of the following is not an element of the marketing mix? a) Promotion. b) Product. c) Target market. d) Pricing. Question 12 The term 'marketing mix' describes: a) a composite analysis of all environmental factors inside and outside the firm. b) a series of business decisions that aid in selling a product. c) the relationship between a firm's marketing strengths and its business weaknesses. d) a blending of four strategic elements to satisfy specific target markets. Question 13 Newsletters, catalogues, and invitations to organization-sponsored events are most closely associated with the marketing mix activity of: a) Pricing b) Distribution c) Product development d) Promotion Question 14 The way in which the product is delivered to meet the customers' needs refers to: a) new product concepts and improvements. b) selling. c) advertising and promotion activities. d) place or distribution activities. Question 15 The ______________is concerned with ideas of the 'marketing mix' and the 4Ps: a) consumer services perspective. b) business-to-business perspective. c) societal perspective. d) consumer goods perspective. Question 16 In public sector markets, the ____________ is bound by strict legal guidelines for contracts valued over a set amount. a) promotional mix. b) logistics function. c) procurement process. d) aggregate marketing system. Question 17 The ____________ delivers to us a wide array of offerings, either directly or indirectly, through business markets, to serve our wants and needs. a) aggregate marketing system b) planning excellence c) a quality rift d) a value line Question 18 A market orientation recognizes that: a) price is the most important variable for customers. b) market intelligence relating to current and future customer needs is important. c) selling and marketing are essentially the same thing. d) sales depend predominantly on an aggressive sales force. Question 19 Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. Which if the following is not a component of market orientation? a) Customer orientation. b) Profitability orientation. c) Marketing orientation. d) Competitor orientation. Question 20 In order for exchange to occur: a) a complex societal system must be involved. b) organized marketing activities must also occur. c) a profit-oriented organization must be involved. d) each party must have something of value to the other party.