MCQ Answers of marketing of kotler

1.

The most formal definition of marketing marketing is  ________. a. meeting needs profitably profitably b. identifying and meeting human and social needs c. the 4Ps (Product, Price, Place, Promotion) Promotion) d. an organizational organizational function and a set of  processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders. e. improving the quality of life for consumers

2.

Marketers Marketers often use the term ________ ________ to cover various groupings of customers. customers.

a.

people

b.

buying power

c.

demographic segment

d.

social class position

e.

market

2.

Marketers Marketers often use the term ________ ________ to cover various groupings of customers. customers.

a.

people

b.

buying power

c.

demographic segment

d.

social class position

e.

market

3.

The ________ is practiced most aggressively with unsought goods, goods that buyers buyers normally do not think of buying, such as a s insurance, insurance, encyclopedias, encyclopedias, and funeral funeral plots. a. marketing concept b. selling concept c. production concept d. product concept e. holistic marketing concept

4.

________ can be seen as the development, development, design, and implementation of marketing programs, processes, and activities that recognizes the breadth and interdependencies of  their effects. a. Niche marketing b. Holistic marketing c. Relationship marketing d. Supply-chain Supply-ch ain marketing e. Demand-centered marketing

5.

a. b. c. d. e.

The four Ps represent the sellers’ view of the marketing tools available for influencing buyers. From a buyer’s point of view, each marketing tool is designed to deliver a customer benefit. Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs. The four Cs are ________. customer focus, cost, convenience, and communication customer solution, customer cost, convenience, and communication convenience, control, competition, and cost competition, cost, convenience, and communication category control, cost, concept development, and competition

6. For each target market, the firm develops a  ________. The offering is positioned in the minds of the target buyers as delivering some central benefit(s). a. value offering b. niche offering c. market offering d. segment offering e. social offering

7.

 ________ reflects the perceived tangible and intangible benefits and costs to customers.

a.

Loyalty

b.

Satisfaction

c.

Value

d.

Expectations

e.

Comparison shopping

8.

When a customer has a(n) ________ need, the customer might expect something like admiration from friends because he or she has purchased something that might indicate a certain market savvy. a. real b. unstated c. delight d. secret e. stated

9. A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of  its marketing intelligence. a. sales-force surrogates b. intermediaries c. external networks d. advisory panels e. customer feedback systems

10.________ shapes the beliefs, values, and norms that largely define tastes and preferences. a. Marketing b. The mass media c. Government d. e.

Production innovation and engineering Society

11.The ________ environment consists of laws, government agencies, and pressure groups that influence and limit various organizations and individuals. a. Natural b. Technological c. social-cultural d. economic o. political-legal

12.As the manager of an organization that is attempting to build a MIS, you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research. a. external records and documents b. databases found on the Internet c. consultant reports d. internal company records e. secondary data from government sources such as the Better Business Bureau •

13. The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place? a) Step 1—defining the problem. b) Step 1—creating decision alternatives. c) Step 1—drafting the research objectives. d) Step 2—develop the research plan.

14. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers’ actions could be recorded? a.Focus groups b.Surveys c.Observation d.Behavioral data e. Experiments • • • • •

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15. Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. quantitative qualitative psychographic covert subliminal

16. With respect to the sampling plan, three decisions must be made. The decisions are: the sampling unit— who is to be surveyed? Sample size—how many people should be surveyed? And ________. a. sample cost—how much does sampling cost b. surveyor skill—who will do the surveying c. sample security—how to protect the sample data d. sampling procedure—how should the respondents be chosen e. sample supervisor—who will lead the sampling effort

17.If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method. •

simple random

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stratified random

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cluster judgment

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convenience

18. The ________ phase of marketing research is generally the most expensive and the most prone to error. •

a.research objectives

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b.research planning

•

c.

consultant reports

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d. interview design

•

e. data collection

19. In an example discussed in your text, Johnson & Johnson's recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy? The marketing concept. The product concept. The selling concept. The societal marketing concept. •

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20.Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a(n): •

idea.

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demand.

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product.

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service.

21. A marketing research firm intends to ask consumers a question that reads “Do you intend to buy a automobile within the next six months?” Consumers could respond in several ways including no chance, slight possibility, fair possibility, good possibility, high possibility, and certain. Which of the following terms most accurately categorizes the type of scale that the marketing researcher will want to use in the research effort? Buying ratio scale Behavioral scale Attitude scale Purchase probability scale Market-test scale •

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•

• •

22. A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. •

a. culture

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b. subculture

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c. psychographics

•

d. reference groups

•

e.

demographics

23.Husbands and wives display different decisionmaking roles in most families. Nowadays the trend for dominant decision making in families is for ________ to be responsible for most of the decisions. a. the husband b. the wife c. joint decision making (both husband and wife) d. holistic decision making child oriented decision making • • •

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24. Consumption may be shaped by ________ (such as marriage, childbirth, or divorce). a. the psychological life cycle •

b.

the product life cycle

•

c.

the life/death life cycle

•

d.

post-puberty cycles

e.

critical life events or transitions

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25. ________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli a. Image b. Personality c. Beliefs d. Heredity e. Culture •

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26.A ________ when it is aroused to a sufficient level of intensity a.

need becomes a motive

b.

motive becomes a need

c.

desire becomes a reality

d.

unfulfilled demand becomes a crisis

e.

personal demand exceeds the ability to rationally reject

27. ________ is the tendency to interpret information in a way that will fit our preconceptions. a.

Selective retention

b.

Cognitive dissonance

c.

Selective distortion

d.

Subliminal perception

e.

Discrimination

28. A ________ is a strong internal stimulus impelling action •

•

a.

Cue

b. drive

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c.

reinforcement

•

d. discrimination

•

e.

belief 

29. The buying process starts when the buyer recognizes a _________. •

a.

product

•

b.

an advertisement for the product

c. d.

a salesperson from a previous visit problem or need

e.

an internal cue

•

•

30. With respect to consumer decision making, the  ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service. a. total set b. awareness set c. consideration set d. choice set e. decision set •

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31. Sanjay writes a weekly column in his school’s newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Sanjay? a. Silent majority b. Protestor c. Protector d. Innovator e. Opinion leader

32.The ________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others. a. business market b. consumer market c. e-commerce market d. global market e. supplier market •

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33.In the purchasing decision process, the  ________ are those who request that something be purchased. They may be users or others in the organization. a. users b. initiators c. influencers d. deciders e. approvers •

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34.In the purchasing decision process, the  ________ are those who have the power to prevent sellers or information from reaching members of the buying center. a. gatekeepers b. buyers c. initiators d. approvers e. deciders •

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35.Customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers refers to which of the following options? •

•

a. b. c. d.

Customer perceived value Marketing myopia Customer relationship management Customer satisfaction

36.A person on the University Book Shop's survey asks respondents to tell the shop, in their own words, what they like least about textbook shopping. What is a type of this question? a. An open-ended b. A dichotomous c. A multiple choice d. A scale •

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37.The factors such as the buyer’s age, life-cycle stage, occupation, economic situation, lifestyle, personality and self-concept that influences buyer’s decisions refers to which one of the following characteristic? a. Personal characteristics b. Psychological characteristics c. Behavioral characteristics d. Demographical characteristics

38.In a Michael Porter Model, which one of the following options is a major tool in the identification of ways to create value in an organization? a.

Chain model

•

b.

The BCG model

•

c.

Five forces model

d.

Value chain model

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39.Relationship marketing is a consistent application of up to date knowledge of individual customers to product and service design. Why it is communicated interactively to customers? a. For delivering short term value & satisfaction to customers b. For delivering long term value & satisfaction to customers c. For delivering short term value to management d. For delivering long term value to management •

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40.The buying process starts from which one of  the following stage in which the buyer recognizes a problem or need? •

a.

Need recognition

•

b.

Information search

•

c.

Evaluation of alternative

d.

Purchase decision

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41.________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers a. A marketing information system b. A marketing research system c. A marketing intelligence system d. A promotional campaign e. A marketing database •

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42.A ________ is a direction or sequence of events that has some momentum and durability; the shape of the future is revealed and many opportunities are provided a. fad b. fashion c. Trend d. megatrend e. style •

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43.The main demographic force that marketers monitor is(are) ________. •

suppliers

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Competitors

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communication (such as advertising)

•

government reports dealing with birth rates

•

population

44.According to some industry analysts and inventors, ________ will eventually eclipse the PC as our most important technological device •

iPod

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HDTV

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holographic television

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the mobile phone solar-powered car