Test Bank For Marketing 13th Edition by Roger Kerin

Test Bank For Marketing 13th Edition by Roger Kerin

Chapter 01

Creating Customer Relationships and Value through Marketing

Multiple Choice Questions
1.

In response to a growing interest in healthful, nutritious, organic products, Chobani created
A. an Italian-style ragù sauce.

B. a Turkish-style cottage cheese.

C. a French-style butter.

D. a Greek-style yogurt.

E. an Asian-style teriyaki sauce.

2.

Where did Hamdi Ulukaya, the creator of Chobani, Inc., want to place Chobani yogurt?
A. in organic foods section of major grocery store chains

B. in warehouse club stores like Sam’s Club or Costco

C. in the dairy case of major grocery store chains

D. in mass merchandise stores like Target

E. in independent organic cooperatives, farmer’s markets, and major organic grocery stores like Whole Foods or Sprouts

3.

All of the following are marketing mix strategies that Chobani has used to sell its yogurt except
A. sponsor U.S. Olympic and Paralympic teams.

B. price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase sales and market share.

C. use Facebook, YouTube, and other social media to promote Chobani yogurt.

D. rely on word of mouth to reach new customers.

E. air a Super Bowl commercial featuring a “yogurt bear.”

4.

Which of the following statements about marketing is most accurate?
A. Unless you take a marketing class, you will never truly know anything about marketing.

B. Marketing is nothing more than common sense.

C. Marketing requires an innate sense of creativity; you either have it or you don’t.

D. You can call yourself a marketing expert only if you have sold something.

E. You are already a marketing expert as you make marketing-related decisions every day.

5.

Mark Zuckerberg is a co-founder of the social networking website called
A. Pinterest.

B. Groupon.

C. LinkedIn.

D. Facebook.

E. Twitter.

6.

Initially, Facebook targeted which consumer market segment?
A. grade school children ages 6 to 12 years old

B. high school students

C. college students

D. adults with professional occupations

E. senior adults 55 years and older

7.

Mark Zuckerberg encountered unimaginable success with his launch of “TheFacebook.com” website from his college dorm room. By the second week, it had almost __________ members.
A. 100

B. 300

C. 500

D. 1,000

E. 5,000

8.

Marketing refers to
A. the production of products or services that will generate the highest return on investment.

B. the strategies used in the advertising and promotion of products and services to customers around the globe.

C. the process of identifying target market segments for a product or service.

D. the activity involved in getting a product or service from the manufacturer to ultimate consumers and organizational buyers.

E. 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.

9.

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 is referred to as
A. manufacturing.

B. advertising.

C. marketing.

D. selling.

E. promotion.

10.

All of the following are true about marketing except
A. marketing is a broader activity than advertising.

B. marketing stresses the importance of delivering genuine benefits in the offerings of goods, services, and ideas sold to customers.

C. marketing persuades people to buy the “wrong” things.

D. when an organization engages in marketing, it should also create value for its partners and society.

E. marketing is a broader activity than personal selling.