Chapter 1
Marketing and the Job of the Marketing Manager
Multiple-Choice Questions
1. Which of the following is not considered one of the strategic approaches to the
marketplace as described in the text?
a. sales driven
b. technology driven
c. competitor driven
d. customer driven
(c; Moderate; p. 8)
2. In a customer-focused organization, advertising is considered:
a. an investment in the brand name
b. providing value to the customer
c. an expense
d. all of the above
(d; Moderate; p. 12)
3. The marketing environment where firms compete is not:
a. static
b. dynamic
c. fast changing
d. stable
,(d; Moderate; p. 6)
4. Which of the following is not consistent with the marketing concept?
a. Embraces the notion of being customer focused
b. Is consistent with being competitor focused and making a profit
c. Serves all customer needs at all costs and the customer is always right
d. Turn away customers and customer segments that are unprofitable to serve
(c; Moderate; p. 7)
5. When Ford or GM sells automobiles to their customers, their customers are actually
buying all of the following except:
a. transportation
b. prestige
c. fun
d. automobiles
(d; Moderate; p. 11)
6. If you spoke to a marketing manager at P&G regarding the marketing of laundry
detergent, he/she would say that they are selling all of the following except:
a. laundry detergent
b. clean clothes
c. fresh-smelling clothes
d. no color runs
(a; Moderate; p. 11)
,7. Information from marketing research studies should be sent to individuals in all of
the following functional areas except:
a. production personnel
b. application engineers
c. sales personnel
d. marketing personnel
(a; Moderate; p. 13)
8. From the perspective of a marketing manager, marketing can be viewed as all of the
following except:
a. brand enhancement
b. customer service
c. packaging production
d. raw material cost control
(d; Moderate; p. 16)
9. The marketing manager's internal interactions include all of the following except:
a. sales
b. finance
c. suppliers
d. public relations
(c; Moderate; p. 18)
10. The internal interactions of the marketing manager's job can be described as all of
the following except:
a. working with the company’s Board
b. dealing with suppliers
, c. dealing with members of the media
d. reporting to senior management
(b; Moderate; p. 19)
11. Which of the following is a key factor in the external environment?
a. technology
b. social factors
c. economic factors
d. all of the above
(d; Moderate; p. 20)
12. Digital technology uses which of the following?
a. analog technology
b. radio signals
c. binary language
d. Morse code
(c; Moderate; p. 20)
13. When firms write an annual marketing plan, they are:
a. conducting an analysis of specific target markets
b. developing guidelines for the products’ marketing programs
c. establishing financial allocations over the planning period
d. all of the above
(d; Moderate; p. 21)
14. Marketing plans are developed and written to consider all of the following areas
except:
Marketing and the Job of the Marketing Manager
Multiple-Choice Questions
1. Which of the following is not considered one of the strategic approaches to the
marketplace as described in the text?
a. sales driven
b. technology driven
c. competitor driven
d. customer driven
(c; Moderate; p. 8)
2. In a customer-focused organization, advertising is considered:
a. an investment in the brand name
b. providing value to the customer
c. an expense
d. all of the above
(d; Moderate; p. 12)
3. The marketing environment where firms compete is not:
a. static
b. dynamic
c. fast changing
d. stable
,(d; Moderate; p. 6)
4. Which of the following is not consistent with the marketing concept?
a. Embraces the notion of being customer focused
b. Is consistent with being competitor focused and making a profit
c. Serves all customer needs at all costs and the customer is always right
d. Turn away customers and customer segments that are unprofitable to serve
(c; Moderate; p. 7)
5. When Ford or GM sells automobiles to their customers, their customers are actually
buying all of the following except:
a. transportation
b. prestige
c. fun
d. automobiles
(d; Moderate; p. 11)
6. If you spoke to a marketing manager at P&G regarding the marketing of laundry
detergent, he/she would say that they are selling all of the following except:
a. laundry detergent
b. clean clothes
c. fresh-smelling clothes
d. no color runs
(a; Moderate; p. 11)
,7. Information from marketing research studies should be sent to individuals in all of
the following functional areas except:
a. production personnel
b. application engineers
c. sales personnel
d. marketing personnel
(a; Moderate; p. 13)
8. From the perspective of a marketing manager, marketing can be viewed as all of the
following except:
a. brand enhancement
b. customer service
c. packaging production
d. raw material cost control
(d; Moderate; p. 16)
9. The marketing manager's internal interactions include all of the following except:
a. sales
b. finance
c. suppliers
d. public relations
(c; Moderate; p. 18)
10. The internal interactions of the marketing manager's job can be described as all of
the following except:
a. working with the company’s Board
b. dealing with suppliers
, c. dealing with members of the media
d. reporting to senior management
(b; Moderate; p. 19)
11. Which of the following is a key factor in the external environment?
a. technology
b. social factors
c. economic factors
d. all of the above
(d; Moderate; p. 20)
12. Digital technology uses which of the following?
a. analog technology
b. radio signals
c. binary language
d. Morse code
(c; Moderate; p. 20)
13. When firms write an annual marketing plan, they are:
a. conducting an analysis of specific target markets
b. developing guidelines for the products’ marketing programs
c. establishing financial allocations over the planning period
d. all of the above
(d; Moderate; p. 21)
14. Marketing plans are developed and written to consider all of the following areas
except:
