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Marketing 6th Edition Kerin Test Bank
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Master Your Classes in 2024 with [Marketing The Core,Kerin,6e] Solutions Manual
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Test Bank for Marketing, 6th Edition by Roger Kerin
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Marketing The Core, Kerin - Downloadable Solutions Manual (Revised)
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Chapter 02Developing Successful Organizational and Marketing Strategies
Multiple Choice Questions
1. Ben & Jerry's mission to improve humanity is linked to various organizational and marketing
strategies, one of which is
A. using milk and cream obtained from Caring Dairy, a cooperative that guarantees it suppliers are
bovine growth hormone free.
B. the intent of making modest profits without sacrificing high product quality standards.
C. ingredients that are all completely organic and are available only in Vermont to ensure
freshness and contribute to the local economy.
D. a commitment to donating a percentage of profits to Teach for America.
E. ingredients that come exclusively from developed countries promoting Fair Trade practices.
2-1
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,2. Ben & Jerry's social entrepreneurship effort is known as
A. ISO 9000, promoting the quality concept through its commitment to making the finest ice
cream from the best ingredients.
B. Sight Life, giving its stakeholders the greatest possible input into company marketing decisions.
C. Regeneration Nation, generating enough revenue for the firm to be a completely nonprofit
organization.
D. Give and Go, donating 10% of its net profits to local charitable causes and an additional 5% to
support producers that practice sustainable farming.
E. Partnershops, enabling community nonprofits to operate Scoop Shops that help employ at-risk
youth and young adults to better their lives.
3. Ben & Jerry's has earned B-Corp certification from B-Lab, which means it has
A. reached the goal of generating enough revenue to be a completely nonprofit organization.
B. a sustainable financial basis of profitable growth, increasing value for our stakeholders and
expanding opportunities for development and career growth for our employees.
C. the goal of making profits for selected charitable organizations such as Fair Trade.
D. been recognized for its efforts to use the power of business to solve social and environmental
problems.
E. been instrumental in expanding into international markets by developing dairies for developing
nations.
2-2
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,4. Which of the following statements regarding Ben & Jerry's is most accurate?
A. Ben & Jerry's is owned by Unilever, the market leader in the global ice cream industry.
B. Ben & Jerry's is a privately owned ice cream producer.
C. Ben & Jerry's prides itself on offering more ice cream flavors than its competitors.
D. Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry cartoon
characters in order to capitalize on childhood nostalgia.
E. Ben & Jerry's has only been in business for twenty years and is already the industry leader in
premium ice cream.
5. A(n) __________ is a legal entity that consists of people who share a common mission.
A. department
B. organization
C. SBU
D. industry
E. market
6. In marketing, an organization refers to
A. a legal entity that consists of people who share a common mission.
B. a group of people united through contractual or corporate ownership.
C. a legal entity engaged in business activities solely with the intent of making a profit.
D. a legal entity engaged in business activities solely with the intent of serving its employees
without the intent of making a profit.
E. a privately owned entity that serves its customers to earn a profit so that it can survive.
2-3
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 7. A(n) __________ is a product, service, or idea that creates value for both the organization and its
customers by satisfying their needs and wants.
A. organization
B. business firm
C. nonprofit
D. offering
E. industry
8. In marketing, an offering refers to
A. the formal designation of a publicly-traded stock for a specific product, service or idea.
B. a form of currency used by buyer and seller to minimize the tax burden for both parties.
C. a product, service, or idea that creates value for both the organization and its customers by
satisfying their needs and wants.
D. the manufacturer's suggested retail price of a product or service to the general public or the
wholesale price to distributors and retailers.
E. the service suppliers and distributors provide to help manufacturers bring a product to market.
9. Today's organizations can be divided into three groups, which are __________ organizations.
A. company, nonprofit, and cooperative
B. corporation, employee-owned, and interest
C. for-profit, nonprofit, and government
D. employee, distributor, and customer
E. public, private, and international
2-4
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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