Test Bank for
y y
Marketing, 3e Greg Elliy y y
ott Sharyn,Rundle Thi
y y y
ele, David Waller (All C
y y y y
hapters)
, Testbankytoyaccompany:yMarketingy3eybyyElliottyetyal.
Chapter 1: Introdu
y y
ction to marketing
y y
y MultipleyChoiceyQuestions
1. TheyCouncilyofyAustralianyGovernmentsy(COAG)yHealthyyCommunitiesyInitiativeyisyanyAustraliany
governmentyinitiativeythatyaimsytoyreduceytheyprevalenceyofyobesityywithinytargetypopulations.yThisyinit
iativeyisybestydescribedyasyanyexampleyof:
*a.yaynot-for-profityorganisationyusingymarketingypractices.
b. corporateysocialyresponsibility.
c. aysocietalymarketyorientation.
d. aymarketingymixydecision.
e. ayconsumeryorientation.
GeneralyFeedback:
Chaptery1ypagey3,yLearningyObjectivey1,yApplied.yTheyCouncilyofyAustralianyGovernmentsy(COAG)yHealt
hyyCommunitiesyInitiativeyisyanyAustralianygovernmentyinitiativeythatyaimsytoyreduceytheyprevalenceyofyobe
sityywithinytargetypopulationsyconsistingyofyindividualsywhoyareyatyhighyriskyofydevelopingychronicydiseasey
andywhoyareynotypredominantlyyinytheypaidyworkforce.yThisyinitiativeyisyanyexampleyofyaynot-for-
yprofit yorganisation yusingymarketingypractices.
2. Marketingyisydefinedyasy"theyactivity,ysetyofyinstitutions,yandy
forycreating,ycommunicating,ydeliveringyandy offeringsythatyhaveyvalueyfory
,yclients,ypartnersyandysocietyyatylarge."
*a.yprocesses,yexchanging,ycustomers
b. procedures,yexchanging,yconsumers
c. processes,yproducing,yconsumers
d. procedures,ypricing,ycustomers
GeneralyFeedback:
Chaptery1,ypagey3,yLearningyObjectivey1,yFactual.yMarketingyisydefinedyasy"theyactivity,ysetyofyinstitutions,ya
ndyprocessesyforycreating,ycommunicating,ydeliveringyandyexchangingyofferingsythatyhaveyvalueyforycustome
rs,yclients,ypartnersyandysocietyyatylarge."
3. Aygroupyofyuniversityystudentsydecideytoyquitysmokingytogetheryafteryseeingynumerousygovernmentyadve
rtisementsytalkingyaboutytheydamageythatysmokingywillydoytoyyourylungs.yWhichypartyofytheydefinition
,Chaptery1:yIntroductionytoymarketing
ofymarketingyisyreflectedybyythisychangeyofybehaviouryinyresponseytoytheygovernments'yeducationycampaig
n?
a. Aymutualyexchangeyofyvalueybetweenyaycustomeryandyanyorganisation.
b. Creating,ycommunicatingyandydeliveringyaygood,yserviceyoryidea.
c. Individualsyandyorganisationsythatyareypartyofyayproduct'sysupplyychain.
d. Bothyayandyb.
*e.yAllyofytheyoptionsylisted.
GeneralyFeedback:
Chaptery1ypagesy3-
4,yLearningyObjectivey1,yApplied.yMarketingyisytheyactivity,ysetyofyinstitutions,yandyprocessesyforycreating,y
communicating,ydeliveringyandyexchangingyofferingsythatyhaveyvalueyforycustomers,yclients,ypartnersyandys
ocietyyatylarge.yMarketingymustyinvolveyanyexchangeythatybenefitsybothytheycustomerywhoybuysytheyproduct
y(aygood,yserviceyoryidea)yandytheyorganisation ythat ysellsytheyproduct y(aygood,yserviceyoryidea).yThrough ytheir
yeducation ycampaign,ytheygovernment yisyseekingyaychangeyinybehaviour.yInyexchangeyforytheyeducation, ythe
ystudents yareychangingytheirybehaviour.
4. Inytheylastyfewyyears,ytheyconsumersyhaveybeenyencouragedytoyuseyreusableybags,yforytheirygroceriesyandy
otherygoods.yThisypractice,ywhichyseeksytoyminimiseytheynegativeyimpactyofyplasticybagsyonysocietyyisyanyex
ampleyof:
*a.ysocietalymarketyorientation.
b. productionyorientation.
c. salesyorientation.
d. marketyorientation.
GeneralyFeedback:
Chaptery1,ypagey5,yLearningyObjectivey1,yApplied.yMarketers'yconsiderationyofyissuesysuchyasytheysustainab
ilityyofytheiryproductsyandytheybenefitsytheiryproductsymightybringytoysocietyygenerallyyisyknownyasy'societaly
marketyorientation'.
5. Withytheydevelopmentyofyinfrastructureyandytechnologiesysuchyasyproductionylines,ybusinessesysuchyasyt
heyFordyMotoryCompanyyfocusedyonymanufacturingylargeyquantitiesyofygoods,ywhichytheyyseemedytoyhavey
noytroubleyselling.yPeopleywereyhappyytoybuyywhatywasyavailable.yWhichyerayofymarketingydoesythisydescri
ptionyrelateyto?
a. Market.
*b.yProduction.
c. Consumer.
d. Sales.
e. Sociallyyresponsible.
GeneralyFeedback:
Chaptery1ypagey5,yLearningyObjectivey1,yApplied.yMarketingyduringytheylatey1800s/earlyy1900sycouldybes
, Testbankytoyaccompany:yMarketingy3eybyyElliottyetyal.
tybeydescribedybyytheyconceptyofyay'productionyorientation'.yMarketers'yofferingsywereylargely
y y
Marketing, 3e Greg Elliy y y
ott Sharyn,Rundle Thi
y y y
ele, David Waller (All C
y y y y
hapters)
, Testbankytoyaccompany:yMarketingy3eybyyElliottyetyal.
Chapter 1: Introdu
y y
ction to marketing
y y
y MultipleyChoiceyQuestions
1. TheyCouncilyofyAustralianyGovernmentsy(COAG)yHealthyyCommunitiesyInitiativeyisyanyAustraliany
governmentyinitiativeythatyaimsytoyreduceytheyprevalenceyofyobesityywithinytargetypopulations.yThisyinit
iativeyisybestydescribedyasyanyexampleyof:
*a.yaynot-for-profityorganisationyusingymarketingypractices.
b. corporateysocialyresponsibility.
c. aysocietalymarketyorientation.
d. aymarketingymixydecision.
e. ayconsumeryorientation.
GeneralyFeedback:
Chaptery1ypagey3,yLearningyObjectivey1,yApplied.yTheyCouncilyofyAustralianyGovernmentsy(COAG)yHealt
hyyCommunitiesyInitiativeyisyanyAustralianygovernmentyinitiativeythatyaimsytoyreduceytheyprevalenceyofyobe
sityywithinytargetypopulationsyconsistingyofyindividualsywhoyareyatyhighyriskyofydevelopingychronicydiseasey
andywhoyareynotypredominantlyyinytheypaidyworkforce.yThisyinitiativeyisyanyexampleyofyaynot-for-
yprofit yorganisation yusingymarketingypractices.
2. Marketingyisydefinedyasy"theyactivity,ysetyofyinstitutions,yandy
forycreating,ycommunicating,ydeliveringyandy offeringsythatyhaveyvalueyfory
,yclients,ypartnersyandysocietyyatylarge."
*a.yprocesses,yexchanging,ycustomers
b. procedures,yexchanging,yconsumers
c. processes,yproducing,yconsumers
d. procedures,ypricing,ycustomers
GeneralyFeedback:
Chaptery1,ypagey3,yLearningyObjectivey1,yFactual.yMarketingyisydefinedyasy"theyactivity,ysetyofyinstitutions,ya
ndyprocessesyforycreating,ycommunicating,ydeliveringyandyexchangingyofferingsythatyhaveyvalueyforycustome
rs,yclients,ypartnersyandysocietyyatylarge."
3. Aygroupyofyuniversityystudentsydecideytoyquitysmokingytogetheryafteryseeingynumerousygovernmentyadve
rtisementsytalkingyaboutytheydamageythatysmokingywillydoytoyyourylungs.yWhichypartyofytheydefinition
,Chaptery1:yIntroductionytoymarketing
ofymarketingyisyreflectedybyythisychangeyofybehaviouryinyresponseytoytheygovernments'yeducationycampaig
n?
a. Aymutualyexchangeyofyvalueybetweenyaycustomeryandyanyorganisation.
b. Creating,ycommunicatingyandydeliveringyaygood,yserviceyoryidea.
c. Individualsyandyorganisationsythatyareypartyofyayproduct'sysupplyychain.
d. Bothyayandyb.
*e.yAllyofytheyoptionsylisted.
GeneralyFeedback:
Chaptery1ypagesy3-
4,yLearningyObjectivey1,yApplied.yMarketingyisytheyactivity,ysetyofyinstitutions,yandyprocessesyforycreating,y
communicating,ydeliveringyandyexchangingyofferingsythatyhaveyvalueyforycustomers,yclients,ypartnersyandys
ocietyyatylarge.yMarketingymustyinvolveyanyexchangeythatybenefitsybothytheycustomerywhoybuysytheyproduct
y(aygood,yserviceyoryidea)yandytheyorganisation ythat ysellsytheyproduct y(aygood,yserviceyoryidea).yThrough ytheir
yeducation ycampaign,ytheygovernment yisyseekingyaychangeyinybehaviour.yInyexchangeyforytheyeducation, ythe
ystudents yareychangingytheirybehaviour.
4. Inytheylastyfewyyears,ytheyconsumersyhaveybeenyencouragedytoyuseyreusableybags,yforytheirygroceriesyandy
otherygoods.yThisypractice,ywhichyseeksytoyminimiseytheynegativeyimpactyofyplasticybagsyonysocietyyisyanyex
ampleyof:
*a.ysocietalymarketyorientation.
b. productionyorientation.
c. salesyorientation.
d. marketyorientation.
GeneralyFeedback:
Chaptery1,ypagey5,yLearningyObjectivey1,yApplied.yMarketers'yconsiderationyofyissuesysuchyasytheysustainab
ilityyofytheiryproductsyandytheybenefitsytheiryproductsymightybringytoysocietyygenerallyyisyknownyasy'societaly
marketyorientation'.
5. Withytheydevelopmentyofyinfrastructureyandytechnologiesysuchyasyproductionylines,ybusinessesysuchyasyt
heyFordyMotoryCompanyyfocusedyonymanufacturingylargeyquantitiesyofygoods,ywhichytheyyseemedytoyhavey
noytroubleyselling.yPeopleywereyhappyytoybuyywhatywasyavailable.yWhichyerayofymarketingydoesythisydescri
ptionyrelateyto?
a. Market.
*b.yProduction.
c. Consumer.
d. Sales.
e. Sociallyyresponsible.
GeneralyFeedback:
Chaptery1ypagey5,yLearningyObjectivey1,yApplied.yMarketingyduringytheylatey1800s/earlyy1900sycouldybes
, Testbankytoyaccompany:yMarketingy3eybyyElliottyetyal.
tybeydescribedybyytheyconceptyofyay'productionyorientation'.yMarketers'yofferingsywereylargely
