Test Bank For Marketing 14Th Edition By Roger

Test Bank For Marketing 14Th Edition By Roger

Marketing, 14e (Kerin)

Chapter 1: Creating Customer Relationships and Value through Marketing 

1) In response to a growing interest in healthful, simple products among consumers, Chobani introduced

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) From its inception, Chobani wanted to place its yogurt where?

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 which?

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 large bear searching for a snack

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 have significant marketing expertise since you make marketing-related decisions every day.

5) Elon Musk was involved in the inception of all of the following companies except which?

A) SpaceX

B) PayPal

C) Tesla

D) Facebook

E) SolarCity

6) 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 and using selling tactics to reach them.

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.

7) 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.

8) All of the following are true about marketing except which?

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) Successful marketing usually results in one “winner” and one or more “losers.”

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.

9) An organization’s stockholders, its suppliers, its employees, its customers, and society at large all share what in common with regard to an organization?

A) All should benefit from the marketing of an organization’s offering.

B) Everyone has a say in the ultimate design of a product.

C) Everyone is legally culpable if something goes wrong with a product.

D) All have to make some type of direct financial investment in the organization so it can profitably sell its products.

E) All use the products and/or services marketed by the organization.

10) Mizuno designs and sells high quality baseball gloves. Who benefits from the firm’s marketing activities for its gloves?

A) a baseball or softball player who purchases a new Mizuno glove

B) the Dick’s Sporting Goods salesperson who sells a customer a Mizuno glove

C) the supplier who provided the leather to Mizuno

D) the shareholder of Mizuno that designs and manufactures the gloves

E) All stakeholders should benefit from Mizuno’s marketing efforts, even society at large.