Multiple Choice Questions

1-1 Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.Chapter 01 Strategic 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.

• Production orientation
• Market orientation
• The BCG model
• The GE model

2.Which of the following is the principle task of an organization with a market orientation?

• To manipulate customers to do what suits its interests
• To focus on making products and then trying to sell them to customers
• To find effective and efficient means to satisfy the interests of customers
• To ensure that employees come first in organizational decision making

A Preface To Marketing Management, 15e Paul Peter, James Donnelly (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter 1 / 4

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3.The purpose of the marketing concept is to rivet the attention of organizations on serving

_____.

• supplier needs and wants
• employee needs and wants
• management needs and wants
• customer needs and wants

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.

• mass marketing strategies
• product-oriented teams
• research capabilities
• customer relationships

5.According to the marketing concept, the customer will be more satisfied and the firm will be

more profitable when the:

• organizations and customers have a long-term relationship.
• organization's marketing process is solely product-oriented.
• products are advertised frequently but have no clear target markets.
• firm operates primarily through a selling orientation in the market. 2 / 4

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• 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 _____.

• investor orientation

• market orientation

• customer orientation

• production orientation

• 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?

• 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.

• 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.

• 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.

• 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.

• / 4

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• 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 _____.

• service marketing

• product marketing

• cause marketing

• place marketing

• 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) _____.

• organization

• person

• cause

• service

• 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) _____.

• product

• service

• cause

• organization

• / 4