90 Test Bank for Marketing An Introduction 5th
Canadian Edition by Armstrong Multiple Choice
Questions - Page 1
According to management guru Peter Drucker, "The aim of
marketing is to ________."
1.

create customer demands

2.

identify customer demands

3.

make selling unnecessary

4.

set realistic customer expectations

5.

sell products

Dollarama stores focus on serving buyers who have relatively
modest means. This is an example of ________.
1.

convenience


4.

failing to understand their buyers' needs

5.

incorrectly identifying a target market


Which of the following marketing management concepts is most
closely aligned with the philosophy of continuous product
improvement and the belief that customers will choose products
that offer high quality, performance, and innovative features?
1.

product

2.

production

3.

customer

4.

marketing

5.

1.

product

2.

production

3.

selling

4.

equity

5.

marketing


________ is the act of obtaining a desired object from someone by
offering something in return.
1.

A value proposition

2.

Exchange


5.

target marketing

________ refers to sellers that pay more attention to their own
products than to the benefits and experiences produced by these
products.
1.

Selling myopia

2.

Marketing management

3.

Value proposition

4.

Marketing myopia

5.

The product concept

In addition to attracting new customers and creating transactions,
the goal of marketing is to ________ customers and grow the

product concept

3.

selling concept

4.

marketing concept

5.

societal marketing concept

________ are human needs as shaped by individual personality
and culture.
1.

Deprivations

2.

Wants

3.

Demands

4.


profitable relationships with them is called ________.
1.

marketing management

2.

positioning

3.

segmentation

4.

selling

5.

societal marketing

Selecting which segments of a population of customers to serve is
called ________.
1.

market segmentation

2.

positioning


"How can we apply the selling concept using social media?"

5.

"How can we apply the product concept online?"

An effective value proposition answers the question
_______________.
1.

"Why should I buy your brand rather than a competitor's?"


2.

"How does your brand benefit me and society?"

3.

"What are the costs and benefits of your brand?"

4.

5.

"What kind of experience will I have with products and services associated
with this brand?"
"What are the benefits of being a loyal consumer of your brand?"



Customer-perceived value will be increased.

3.

Customer evangelists will become unpaid salespersons for the service or
product.

4.

Few customers will be satisfied.

5.

The company will likely need to follow up with a demarketing campaign.

When backed by buying power, wants become ________.
1.

social needs

2.

demands

3.

physical needs

4.

________ is the set of benefits a company promises to deliver to its
consumers to satisfy their needs.
1.

A money-back guarantee

2.

Low pricing

3.

Good customer service

4.

A value proposition

5.

An attribute

The ________ steps of the five-step marketing process are about
understanding customers, creating customer value, and building
strong customer relationships.
1.

first two

2.


A segment

5.

An exchange

According to the authors of your text, the ________ concept is a
"sense and respond" philosophy rather than a "make and sell"
philosophy.
1.

product

2.

production

3.

marketing

4.

retailing

5.

societal marketing



3.

Selling and advertising are synonymous with marketing.

4.

Marketing involves satisfying producers' needs first.

5.

Marketing is used by for-profit organizations only.


The ________ concept calls for aggressive selling and promotion
effort.
1.

marketing

2.

production

3.

product

4.


as core ________ activities.
1.

exchange

2.

marketing

3.

management

4.

production

5.

customer relationship management

90 Free Test Bank for Marketing An Introduction 5th
Canadian Edition by Armstrong Multiple Choice
Questions - Page 2


Which of the following reflects the marketing concept philosophy?
1.

"We don't have a marketing department, we have a customer department."

5.

customer ownership

The marketing world is embracing ________ because consumers
can wield greater power and control in the marketplace through
communication technologies.


1.

partner relationship management

2.

supply chain management

3.

customer-managed relationships

4.

market segmentation

5.

target marketing

The societal marketing concept seeks to establish a balance


3.

lowering prices or increasing its services

4.

"firing" unprofitable customers

5.

limiting experiences with a brand

Which of the following best explains why consumers have greater
power and control in today's marketplace?
1.

The production concept and competition have lowered prices.

2.

Implementation of the product concept has resulted in continually improving
products.

3.

Customer-driving marketing creates products and services that meet
customers' future needs.




social customers

When customers don't know what they want or don't even know
what's possible, the most effective strategy is ________ marketing.
1.

customer-driven

2.

customer-driving

3.

societal

4.

production

5.

product

The authors of the text would argue that __________ is the most
fundamental concept of modern marketing.
1.

customer relationship management


customer-perceived performance

4.

customer relationship management

5.

market segmentation

Customer-driven marketing is most likely to work well when
________ and when customers ________.
1.

a clear need exists; are difficult to identify

2.

customers do not know what they want; have limited budgets

3.

there are few competitors; are concerned about their long-run welfare

4.

a clear need exists; know what they want

5.

supply chain management


2.

direct marketing

3.

partnership relationship marketing

4.

customized marketing

5.

deviated marketing

When the economy tightens, customer loyalty and customer
retention become ________ for marketers.
1.

even more important

2.

less important

3.


computer tablets

The ________ concept holds that firms must strive to deliver value
to customers in a way that maintains or improves both the
consumer's and society's well being.
1.

marketing

2.

selling

3.

product

4.

societal marketing


5.

equity

The final step in the marketing process is ________.
1.


3.

customer-perceived value

4.

social relationships

5.

a societal marketing campaign

The three areas of consideration that should be balanced in the
societal marketing concept are consumer wants, society's interests,
and ________.
1.

human welfare

2.

want satisfaction

3.

company profits

4.

short-run wants

market share maintenance

Building and maintaining profitable value-laden relationships with
customers of a company is called ________.
1.

customer lifetime value

2.

customer perceived value

3.

customer relationship management

4.

database marketing

5.

societal marketing

Frequent flyer programs offered by airlines are an example of a
________.
1.

frequency marketing program


4.

Neiman Marcus's InCircle Rewards program for its best customers

5.

The Lexus Covenant aimed at creating customer delight

It is most accurate to say that a customer will buy from the company
that offers the highest ________.
1.

value for the dollar

2.

customer-perceived value

3.

level of customer satisfaction

4.

company image

5.

concern for society's interests


full partnerships


2.

basic relationships

3.

club programs

4.

selective relationships

5.

community relationships

Which of the following phrases reflects the marketing concept?
1.

The supplier is king.

2.

Marketing should be viewed as hunting and not gardening.

3.


customer satisfaction

5.

marketing segmenting

Your local department of education has budgeted a significant
amount of money for a radio, print, television, and online advertising
campaign emphasizing the long-term benefits, both educational and
professional, of reading every day. This is an example of a(n)
________ campaign.
1.

ethical


2.

social marketing

3.

for-profit

4.

consumer-generated

5.



2.

basic customer relationship

3.

club marketing program

4.

consumer-generated marketing program

5.

structural benefit provided for top customers

Tommy Gray attempts to deliver customer satisfaction every day in
his Audio Expressions installation business. The key to this goal is
to match the customer-perceived performance of his product with
________.
1.

company-perceived performance

2.

customer values

3.

societal marketing concept

5.

selling concept

________ is the total combined customer lifetime values of all the
company's current and potential customers.
1.

Share of customer

2.

Customer lifetime value

3.

Customer equity

4.

Profitability

5.

Share of market

Which of the following is currently the fastest growing form of
marketing?

3.

creating value for customers

4.

understanding customer demands and needs

5.

capturing value from customers

Segmenting customers into 4 categories (butterflies, true friends,
strangers, and barnacles) essentially evaluates customers on which
two dimensions?
1.

profitability and revenue

2.

revenue and customer loyalty

3.

profitability and customer loyalty

4.

revenue and communications costs

The ultimate aim of customer relationship management is to
produce ________.


1.

customer delight

2.

customer satisfaction

3.

steady sales volume

4.

a reliable database

5.

sustainable business

A church targeting different demographic groups to increase
attendance is an example of ________.
1.

for-profit marketing


of other modes of transportation. This reflects the ________.
1.

product concept

2.

production concept

3.

selling concept

4.

marketing concept

5.

societal marketing concept

The authors of your text classify customers into four relationship
groups, according to the customers' profitability and projected
loyalty. ________ are the customers with the highest profit potential
and strong loyalty.
1.

Barnacles

2.


4.

"keeping up with the Jones'" consumption

5.

conspicuous consumption

Greg Williams now has the buying power to purchase the computer
system he has wanted for the last six months. Greg's want now has
become a ________.
1.

need

2.

necessity

3.

demand

4.

satisfier

5.



2.

a surge in globalization

3.

conspicuous consumption

4.

consumer desire for more sustainable marketing practices

5.

growth in digital/online marketing

Which of the following statements is not true about social media as
a marketing tool?
1.

Social media is a fast way to collect consumer research.

2.

Social media is a relatively inexpensive way to collect market research.

3.

Social media can be a highly interactive tool to engage with customers.

no customer should ever be fired

Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her
organization understands and anticipates customer needs even
better than customers themselves do and creates products and
services to meet current and future wants and demands. Marie's
firm practices ________ marketing.