MARKETING 12TH EDITION

MARKETING 12TH EDITION Downloaded by: Ariah | TRUE/FALSE 1 : In most cases, in order for a firm to succeed in a competitive market, it needs to have a clear understanding of the marketplace and produce products based on the wants and needs of the customers, rather than expecting the customers to want the products manufactured solely based on the assessment of the firms internal capabilities. A : true B : false Correct Answer : A 2 : With the help of an effective sales force that devises high-quality sales techniques, a sales- oriented firm can successfully convince customers to purchase goods and services that they neither wanted nor needed. A : true B : false Correct Answer : B 3 : The Internet and the extensive use of social media have fueled the change in power from consumers and business users to manufacturers and retailers. A : true B : false Correct Answer : B 4 : Customers perceive high-quality products that are sold at high prices to be a good value. A : true B : false Correct Answer : B 5 : Training plays an important role in customer service and relationship building. A : true B : false Correct Answer : A 6 : The organizations that are frequently noted for delivering superior customer value and providing high levels of customer satisfaction assign employees to teams and teach them team- building skills. A : true B : false Correct Answer : A 7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a market-oriented firm defines its business in terms of goods and services. A : true B : false Correct Answer : B 8 : A sales-oriented firm targets its products at everybody, while a market-oriented organization aims at selling its products to a specific customer group. A : true B : false Correct Answer : A 9 : Thrift stores seek to achieve profitability through high sales volumes. A : true B : false Correct Answer : B 10 : Marketing determines prices and pricing policies that contribute to achieving the fundamental objectives of most businesses. A : true B : false Correct Answer : A 11 : Marketing career opportunities almost exclusively exist in nonbusiness organizations. A : true B : false Correct Answer : B MULTIPLE CHOICE 12 : Which of the following statements is not true of marketing? A : Marketing focuses on practices that deliver value and benefits to customers. B : Marketing focuses primarily on selling goods, services, and/or ideas to customers. C : Marketing employs the combined use of communication, distribution, and pricing strategies. D : Marketing involves building long-term, mutually rewarding relationships with customers. Correct Answer : B 13 : Which statement expresses the American Marketing Association (AMA)s core definition of marketing? A : Marketing is a philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. B : Marketing is an organization function and a set of processes implemented in order to ensure customer satisfaction. C : Marketing refers to personal selling that focuses solely on selling goods, services, and/or ideas to customers. D : Marketing involves building long-term, mutually rewarding relationships that are beneficial exclusively to the sellers. Correct Answer : B 14 : When a firm focuses on its internal capabilities rather than on the desires and needs of the marketplace, then the firm is said to have adopted the orientation. A : production B : sales C : market D : societal Correct Answer : A 15 : A firm could benefit from a production orientation when . A : it produces exactly what the market wants B : the market demand is less than the products supplied by the firm C : it hopes that the product it produces is something customers want D : it focuses on what company management thinks should be produced Correct Answer : A 16 : Firm XYZ is known for adopting a strategy that focuses on designing new products based on their assessment of the capabilities of their engineers and on the easy availability of resources. The firms approach, which emphasizes the ease of production and the talents of its resources rather than the needs and wants of the marketplace, can be attributed to its orientation. A : production B : sales C : market D : societal Correct Answer : A 17 : A production-oriented firm is one that focuses on . A : the needs and wants of the customers B : aggressive sales techniques C : enhancing individuals and societys long-term best interests D : the internal capabilities of the firm Correct Answer : D 18 : A production-orientated company can survive in a competitive market if . A : its goods and services meet the needs of the marketplace B : it does not implement aggressive sales techniques C : it focuses solely on societys long-term best interests D : it does not assess the internal capabilities of the firm Correct Answer : A 19 : Which of the following statements is true of a sales-oriented firm? A : Consumers can be convinced to buy goods or services even though they do not need them. B : Sales-oriented firms understand the needs and wants of the marketplace. C : Sales-oriented firms place maximum emphasis on societys long-term best interests. D : Intermediaries are encouraged to aggressively push manufacturers products. Correct Answer : D 20 : When a firm believes that employing aggressive sales techniques would help sell their product in the market and achieve high profits rather than designing their product based on the desires and needs of the consumers, then the firm is said to have adopted a orientation. A : production B : sales C : market D : societal Correct Answer : B 21 : The management at ABC Computers believes that high sales will result in high profit. Together with the company sales force, management devises a sales strategy to promote their new line of convertible laptops based on the assumption that consumers will purchase a product if the company promotes it aggressively. This sales hypothesis can be attributed to the companys orientation. A : production B : sales C : market D : societal Correct Answer : B 22 : A sales-oriented companyy is one that focuses on . A : the needs and wants of the customers B : aggressive sales techniques C : enhancing individuals and societys long-term best interests D : the internal capabilities of the firm Correct Answer : B 23 : According to sales-oriented firms, marketing means . A : employing practices that deliver value and benefits to customers B : building long-term, mutually rewarding relationships with customers C : selling goods and services and reaping profits from them D : enhancing individuals and societys long-term best interests Correct Answer : C 24 : Which of the following is a similarity between a production orientation and a sales orientation? A : Both ignore the importance of assessing a firms internal capabilities. B : Both lack an understanding of the needs and wants of the marketplace. C : Both place little emphasis on the assessment of manufacturing plants and facilities. D : Both fail in a market where demand exceeds supply. Correct Answer : B 25 : Which of the following is a drawback of a sales orientation? A : It gives excessive importance to the needs and wants of the marketplace. B : It cannot convince people to buy goods that are neither wanted nor needed. C : It places high emphasis on the assessment of manufacturing plants and facilities. D : It gives importance to the production function over other functions. Correct Answer : B 26 : Which of the following statements is true of the marketing concept? A : It states that an organization should satisfy customer wants and needs while meeting organizational objectives. B : It overlooks the importance of understanding the competitive arena and competitors strengths and weaknesses. C : It states that firms should give maximum importance to aggressive promotional and advertising activities. D : It states that marketing solely means selling things and collecting money. Correct Answer : A 27 : When a firm believes that the sale of a product depends on the decision of the customer rather than on aggressive sales techniques, then the firm is said to be oriented. A : production B : sales C : market D : societal Correct Answer : C 28 : The management of PQR Electronics believes that success can be achieved with a thorough understanding of its competitive arena and by developing products that satisfy the needs, wants, and expectations of customers. Therefore, PQR Electronics can be said to have a orientation. A : production B : sales C : market D : societal Correct Answer : C 29 : Which of the following statements is true of market-oriented firms? A : They focus on their internal capabilities rather than on the desires and needs of the customers. B : They believe that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits. C : They assume that the sale of goods or services does not depend on an aggressive sales force but rather on a customers decision to purchase that product. D : They claim that people must give up something in order to receive something else they would rather have. Correct Answer : C 30 : Which of the following activities is not true of the marketing concept? A : Satisfying customer wants and needs legally and responsibly B : Integrating all the organizations activities to satisfy customer wants C : Implementing effective and high-quality sales techniques to sell goods and services D : Focusing on internal capabilities rather than on customer wants and needs Correct Answer : C 31 : When a firm believes that the social and economic validation for its existence is obtained