14 Aug Chapter 1 1. The most formal definition of marketing is ________. meeting n

Chapter 1

1.
The most formal definition of marketing is ________.

meeting needs profitably
identifying and meeting human and social needs
the 4Ps (Product, Price, Place, Promotion)
an organizational function and a set of processes for
creating, communicating, and delivering, value to customers, and for
managing customer relationships in ways that benefit the organization and
its stake holders.
improving the quality of life for consumers

2. A ________ is a written document that summarizes what the marketer
has learned about the marketplace and indicates how the firm plans to reach its
marketing objectives.
a. strategic
plan
b. marketing
plan
c. sales
plan
d. target
market plan
e. competitive
analysis plan

3. The four elements of the marketing
mix include all of the following EXCEPT ___?
a.
Product
b.
People
c.
Promotion
d.
Price
e.
All of the above are marketing mix elements

4. Which of the marketing mix
elements address wholesalers and retailers?
a. Product
b. People
c. Promotion

Price

e. None of
the above

5. Marketing Planning is a process in which the 4th step is
to:
a. Plan
segmentation, targeting, positioning
b. Understand
markets and customers
c. Plan,
direction, objectives, marketing support
d. Develop
marketing strategies and programs
e. None of
the above

6. Marketing Planning is a process in which the 3rd step is
to:
a. Plan
segmentation, targeting, positioning
b. Understand
markets and customers
c. Plan,
direction, objectives, marketing support
d. Develop
marketing strategies and programs
e. None of
the above

7. Marketing Planning is a process in which the 6th step is
to:
a. Plan
segmentation, targeting, positioning
b. Understand
markets and customers
c. Plan,
direction, objectives, marketing support
d. Develop
marketing strategies and programs
e. None of
the above

8.
________ marketing has the aim of building mutually satisfying long-term relations with
key parties such as customers, suppliers, distributors, and other marketing
partners in order to earn and retain their business.
a.
Holistic

b.
Demand-based

c.
Direct
d.
Relationship
e.
Synthetic

9. Which marketing Planning stage entails deciding whether to pursue
business-to-customer (B2C) or business-to-business (B2B) markets?
a. Plan
segmentation, targeting, positioning
b. Understand
markets and customers
c. Plan,
direction, objectives, marketing support
d. Develop
marketing strategies and programs
e. None of
the above

10. Which three strengths that
are developed when Preparing for Marketing Planning?
a. knowledge
of company, core competencies, and financial resources
b. knowledge
of customers and markets, core competencies, and financial resources
c. knowledge of
customers and markets, knowledge of company, and relationships
d. core
competencies, relationships, and financial resources
e. None of
the above

11. Which of the following is NOT one of the five guiding principles to
contribute to customer value and stay competitive?
a. build
brand awareness
b. emphasize
relationships
c. seek
alliances
d. gain
market share
e. a &
d

12. Which of the following is NOT a Network
of Alliances category?
a. Customers
b. Channel Members
c. Suppliers
d. Planners
e. All of the above are Network of Alliance
categories

13. Which of the following is NOT a Network of Alliances category?
a. Community
b. Technology
c. Suppliers
d. Partners
e. All of
the above are Network of Alliance categories

14. What is the strategic logic of the Six Approaches to Growth
matrix?
a. Match
products and markets
b. Manage
growth direction by pursuing sustainable marketing
c. Measure
marketing planning based on how in many different squares are entered
d. Model
the ideal market scenario assuming no resource limitations or competition
e. None of
the Above

15. Which of the following Six Approaches to Growth requires the
least resources?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

16. Which of the following Six Approaches to Growth is best for Oil
companies pursuing wind energy generation?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

17. Which of the following Six Approaches to Growth requires the
greatest change?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

18. Which of the following Six Approaches to Growth is best for Oil
companies facing declining U.S.
gasoline demand?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

19. Which of the following Six Approaches to Growth is best for Oil
companies preparing for bio-fuel and electric automobiles globally?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

20. Which of the following Six Approaches to Growth is best for Oil
companies to respond to global commodity speculation?
a. Penetrate
existing markets
b. Expand
to new geographic markets
c. Innovate
product offers for existing markets
d. Diversify
e. None of
the Above

Chapter 2

1.
The two types of strategic factors required to map an effective marketing plan
are:
a. supply and
demand
b. macroenvironment
and microenvironment
c. past and future
d. internal and
external
e. None of the
above

2.
The two types of environmental scanning that must be done for SWOT analysis
are:
a. supply and
demand
b. macroenvironment
and microenvironment
c. past and future
d. internal and
external
e. None of the
above

3. With the rapidly changing global picture, the
firm must monitor seven major forces. All of the following would be among those
forces EXCEPT ________.
a. demographic
b. economic
c. social-cultural
d. global
e. ecological

4. The
main demographic force that marketers monitor is(are) ________.
a. suppliers
b. population
c. communication
(such as advertising)
d. government
reports dealing with birth rates
e. competitors

5. Marketers need to be aware of threats and opportunities associated
with four trends in the ecological environment. All of the following are among
those trends EXCEPT ________.
a. the shortage of raw materials
b. the increased
cost of energy
c. near 90 percent corporate support for green
causes
d. increased pollution levels
e. the changing
role of governments

6. The marketer should monitor
the following trends in technology, EXCEPT ________, if progress is to be made
in business.
a. global
digital technology penetration
b. high
technology company stock prices
c. cutting
edge innovations
d. industry
technology standards
e. government
technology regulation

7. A S.W.O.T. analysis
a. seeks to improve strategy planning by
“Scanning for Warnings, Omens, and Tips” about competitors’ plans.
b. is not necessary if competitors have already
entered the market.
c. defends against potential competitive threats
by planning specific “safeguards, weapons, or tactics.”
d. should help a manager develop a strategy that
leads to a competitive advantage.
e. None of the above is a good answer.

8. A S.W.O.T. analysis can help a marketing manager:
a. define what business and markets the firm
wants to compete in.
b. narrow down strategic market options from the
many alternatives available.
c. see the pros and cons of different possible
strategies.
d. develop a competitive advantage.
e. all
of the above.

9. 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.”

10. The marketer should monitor
the following trends in technology, EXCEPT ____
a. global
digital technology penetration
b. high
technology company stock prices
c. cutting
edge innovations
d. industry
technology standards
e. government
technology regulation

11. The categories of sources for
Environmental Scanning include:
a. past,
present, future
b. paid,
unpaid, shared
c. company,
industry, government
d. hardcopy,
electronically saved, and online
e. None of
the above

12. Internal environment analysis
do NOT include:
a. mission
b. resources
c. offerings
d. projected
results
e. All of
the above are included in internal environment analysis

13. Which of the following is NOT
included in the 5 competitive forces?
a. Industry
competitors
b. Potential
entrants
c. Brokers
d. Suppliers
e. All of
the above are included in the 5 competitive forces

14. Which factor is best to judge
strengths and weaknesses in the current financial industry
a. Past performance
trends
b. Comparison
against competitors
c. Specific
goals or targets
d. Personal
opinion of strategic decision makers
e. All of
the above

15.
Which of the external environment elements impact on the current financial
industry most?
a. Demographics
b. Economics
c. Ecological
d. Competitive
e. None of
the above

Chapter 11.
The most formal definition of marketing is ________. 2. A ________ is a written document that summarizes what the marketer
has learned about the marketplace and indicates how the firm plans to reach its
marketing objectives.a. strategic
planb. marketing
planc. sales
pland. target
market plane. competitive
analysis plan3. The four elements of the marketing
mix include all of the following EXCEPT ___?a.
Productb.
Peoplec.
Promotiond.
Pricee.
All of the above are marketing mix elements4. Which of the marketing mix
elements address wholesalers and retailers?a. Productb. Peoplec. Promotione. None of
the above5. Marketing Planning is a process in which the 4th step is
to: a. Plan
segmentation, targeting, positioningb. Understand
markets and customersc. Plan,
direction, objectives, marketing supportd. Develop
marketing strategies and programse. None of
the above6. Marketing Planning is a process in which the 3rd step is
to: a. Plan
segmentation, targeting, positioningb. Understand
markets and customersc. Plan,
direction, objectives, marketing supportd. Develop
marketing strategies and programse. None of
the above7. Marketing Planning is a process in which the 6th step is
to: a. Plan
segmentation, targeting, positioningb. Understand
markets and customersc. Plan,
direction, objectives, marketing supportd. Develop
marketing strategies and programse. None of
the above8.
________ marketing has the aim of building mutually satisfying long-term relations with
key parties such as customers, suppliers, distributors, and other marketing
partners in order to earn and retain their business.a.
Holistic
b.
Demand-based
c.
Direct d.
Relationshipe.
Synthetic
9. Which marketing Planning stage entails deciding whether to pursue
business-to-customer (B2C) or business-to-business (B2B) markets?a. Plan
segmentation, targeting, positioningb. Understand
markets and customersc. Plan,
direction, objectives, marketing supportd. Develop
marketing strategies and programse. None of
the above10. Which three strengths that
are developed when Preparing for Marketing Planning? a. knowledge
of company, core competencies, and financial resourcesb. knowledge
of customers and markets, core competencies, and financial resourcesc. knowledge of
customers and markets, knowledge of company, and relationshipsd. core
competencies, relationships, and financial resourcese. None of
the above11. Which of the following is NOT one of the five guiding principles to
contribute to customer value and stay competitive? a. build
brand awareness b. emphasize
relationshipsc. seek
alliancesd. gain
market sharee. a &
d12. Which of the following is NOT a Network
of Alliances category? a. Customersb. Channel Membersc. Suppliersd. Plannerse. All of the above are Network of Alliance
categories13. Which of the following is NOT a Network of Alliances category? a. Communityb. Technologyc. Suppliersd. Partnerse. All of
the above are Network of Alliance categories14. What is the strategic logic of the Six Approaches to Growth
matrix? a. Match
products and markets b. Manage
growth direction by pursuing sustainable marketingc. Measure
marketing planning based on how in many different squares are enteredd. Model
the ideal market scenario assuming no resource limitations or competitione. None of
the Above15. Which of the following Six Approaches to Growth requires the
least resources? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the Above16. Which of the following Six Approaches to Growth is best for Oil
companies pursuing wind energy generation? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the Above17. Which of the following Six Approaches to Growth requires the
greatest change? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the Above18. Which of the following Six Approaches to Growth is best for Oil
companies facing declining U.S.
gasoline demand? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the Above19. Which of the following Six Approaches to Growth is best for Oil
companies preparing for bio-fuel and electric automobiles globally? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the Above20. Which of the following Six Approaches to Growth is best for Oil
companies to respond to global commodity speculation? a. Penetrate
existing markets b. Expand
to new geographic marketsc. Innovate
product offers for existing marketsd. Diversifye. None of
the AboveChapter 2 1.
The two types of strategic factors required to map an effective marketing plan
are:a. supply and
demandb. macroenvironment
and microenvironmentc. past and futured. internal and
externale. None of the
above2.
The two types of environmental scanning that must be done for SWOT analysis
are:a. supply and
demandb. macroenvironment
and microenvironmentc. past and futured. internal and
externale. None of the
above3. With the rapidly changing global picture, the
firm must monitor seven major forces. All of the following would be among those
forces EXCEPT ________. a. demographicb. economicc. social-culturald. globale. ecological4. The
main demographic force that marketers monitor is(are) ________. a. suppliersb. populationc. communication
(such as advertising)d. government
reports dealing with birth rates e. competitors 5. Marketers need to be aware of threats and opportunities associated
with four trends in the ecological environment. All of the following are among
those trends EXCEPT ________. a. the shortage of raw materialsb. the increased
cost of energyc. near 90 percent corporate support for green
causesd. increased pollution levelse. the changing
role of governments6. The marketer should monitor
the following trends in technology, EXCEPT ________, if progress is to be made
in business. a. global
digital technology penetrationb. high
technology company stock pricesc. cutting
edge innovationsd. industry
technology standards e. government
technology regulation7. A S.W.O.T. analysis a. seeks to improve strategy planning by
“Scanning for Warnings, Omens, and Tips” about competitors’ plans. b. is not necessary if competitors have already
entered the market. c. defends against potential competitive threats
by planning specific “safeguards, weapons, or tactics.” d. should help a manager develop a strategy that
leads to a competitive advantage. e. None of the above is a good answer.8. A S.W.O.T. analysis can help a marketing manager: a. define what business and markets the firm
wants to compete in. b. narrow down strategic market options from the
many alternatives available. c. see the pros and cons of different possible
strategies. d. develop a competitive advantage.e. all
of the above.9. 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.”10. The marketer should monitor
the following trends in technology, EXCEPT ____a. global
digital technology penetrationb. high
technology company stock pricesc. cutting
edge innovationsd. industry
technology standards e. government
technology regulation11. The categories of sources for
Environmental Scanning include:a. past,
present, futureb. paid,
unpaid, sharedc. company,
industry, governmentd. hardcopy,
electronically saved, and online e. None of
the above12. Internal environment analysis
do NOT include:a. missionb. resourcesc. offeringsd. projected
results e. All of
the above are included in internal environment analysis13. Which of the following is NOT
included in the 5 competitive forces? a. Industry
competitorsb. Potential
entrantsc. Brokersd. Supplierse. All of
the above are included in the 5 competitive forces14. Which factor is best to judge
strengths and weaknesses in the current financial industry a. Past performance
trendsb. Comparison
against competitorsc. Specific
goals or targetsd. Personal
opinion of strategic decision makerse. All of
the above15.
Which of the external environment elements impact on the current financial
industry most? a. Demographicsb. Economicsc. Ecologicald. Competitivee. None of
the above

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