Exam (elaborations)
Test Bank - Marketing Management 14th Edition
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Chapter 1 for Marketing Management 14th Edition by J. Paul Peter and James H. Donnelly, Jr.
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Chapter 01Strategic Planning and the Marketing Management Process
Multiple Choice Questions
1. Emergo International Company conducts market research to find out the interests
and needs of its customers. Based on the research reports, the organization devises
plans to meet the customers' needs and wants and manufactures products that are
useful to them. Identify the marketing concept that Emergo International Company
has adopted.
A. Production
orientation
B. Market
orientation
C. The BCG
model
D. The GE
model
2. Which of the following is the principle task of an organization with a market
orientation?
A. To manipulate customers to do what suits its
interests
B. To focus on making products and then trying to sell them to
customers
C. To find effective and efficient means to satisfy the interests of
customers
D. To ensure that employees come first in organizational
decision making
3. The purpose of the marketing concept is to rivet the attention of organizations on
serving _____.
A. supplier needs and
wants
B. employee needs and
wants
C. management needs and
wants
D. customer needs and
wants
1-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,4. The crux of the marketing concept is focusing on building long-term _____ in which an
initial sale is only an early step in the relationship, not an end goal.
A. mass marketing
strategies
B. product-oriented
teams
C. research
capabilities
D. customer
relationships
5. According to the marketing concept, the customer will be more satisfied and the firm
will be more profitable when the:
A. organizations and customers have a long-term
relationship.
B. organization's marketing process is solely product-
oriented.
C. products are advertised frequently but have no clear target
markets.
D. firm operates primarily through a selling orientation in
the market.
6. Midas Corporation is a sporting goods manufacturer. Most of its energies and
resources are devoted to manufacturing and selling a line of sports shoes that has
been a reasonable hit in the past. The company rarely undertakes any marketing
research studies to assess consumer wants and needs and seldom devises new
advertising or promotional strategies. Midas Corporation is exhibiting _____.
A. investor
orientation
B. market
orientation
C. customer
orientation
D. production
orientation
1-2
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
,7. Which of the following is a difference between an organization with market
orientation and an organization with production orientation in terms of interest in
innovation?
A. An organization with market orientation sells what it can make and does not focus
on innovation, whereas an organization with production orientation makes what it
can sell and focuses on innovation.
B. An organization with market orientation keeps costs as low as possible, whereas an
organization with production orientation eliminates costs that do not give value to
the customer.
C. The focus of an organization with market orientation is on locating new
opportunities, whereas the focus of an organization with production orientation is
on technology and cost cutting.
D. The focus of an organization with market orientation is on determining customer
reaction, whereas the focus of an organization with production orientation is
determining customer needs.
8. Zest Sports Inc. manufactures sports goods and recently introduced a new line of
sportswear for children between the ages of seven and ten years. The marketing
team envisions an entirely new marketing strategy to create exchange for its new
line of sportswear. This best exemplifies _____.
A. service
marketing
B. product
marketing
C. cause
marketing
D. place
marketing
9. The Helen Mortimer Foundation is a nonprofit organization that develops marketing
strategies to encourage people to stop smoking in an effort to reduce the incidence
of lung cancer. This best exemplifies marketing for a(n) _____.
A. organizati
on
B. perso
n
C. caus
e
D. servic
e
1-3
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
, 10. Run with Scissors Inc., a hair salon, advertises its trendy and affordable offerings
primarily through the use of social media. The type of strategy the hair salon uses
can best be classified as marketing for a(n) _____.
A. produ
ct
B. servic
e
C. caus
e
D. organizati
on
11. Run for the Cure is an annual marathon that raises money for conducting research on
breast cancer. Marketers advertise through local media to attract participants and
volunteers for the event. Which of the following types of marketing is depicted in this
scenario?
A. Place
marketing
B. Product
marketing
C. Organization
marketing
D. Service
marketing
12. _____ includes all the activities that lead to the development of a clear organizational
mission, organizational objectives, and appropriate strategies to achieve the
objectives for an entire organization.
A. Marketing
mix
B. Marketing
planning
C. Strategic
planning
D. Marketing
concept
1-4
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
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