Marketing 4th Edition Hunt Test Bank
Test Bank for Marketing 4th Edition By Shane Hunt, John Mello, George Deitz, ISBN10: 1265271089, ISBN13: 9781265271084
Table of Contents
Chapter 1: Why Marketing Matters to You
Chapter 2: Strategic Planning
Chapter 3: The Global Environment
Chapter 4: Consumer Behavior
Chapter 5: Marketing Research and Analytics
Chapter 6: Product Development
Chapter 7: Segmentation, Targeting, and Positioning
Chapter 8: Promotional Strategies
Chapter 9: Personal Selling
Chapter 10: Supply Chain and Logistics Management
Chapter 11: Pricing
Chapter 12: Retailing
Chapter 13: Digital and Social Media Marketing
Chapter 14: Branding
Chapter 15: Customer Relationship Management
Chapter 16: Social Responsibility and Sustainability
1) Marketing is defined as
A) the process of targeting and selecting a group of consumers or organizational buyers in order to promote a product or service with the aim of achieving a profit.
B) the process of creating, communicating, delivering, and exchanging value to customers and managing those relationships in ways that benefit the organization and its employees, customers, investors, and society as a whole.
C) the set of activities needed to produce and deliver a product that produces the highest return on investment.
D) any activity used to advertise and promote a product or service.
E) the process of managing the supply chain to ensure that products are delivered where and when customers want them.
2) As it relates to customers, the aim of marketing is to
A) provide customers with value.
B) increase profits by ensuring customers pay the highest price possible for a product.
C) accurately and truthfully advertise the product.
D) generate repeat sales from each and every customer.
E) reduce the number of customer complaints.
3) Marketers define customer value as
A) selling a product regardless of whether or not it meets a customer’s needs and/or wants.
B) the perceived benefits, both monetary and nonmonetary, that customers receive from a product compared with the cost associated with obtaining it.
C) the ability to provide a product at the lowest possible price after covering all production expenses.
D) providing a product or a service to a customer such that the customer will purchase that same product or service again in the future.
E) being able to sell products that generate little to no customer returns or complaints.
4) What is the key to creating value?
A) being the first to create a new product or service
B) making sure that products are priced lower than the competition
C) providing consumers with benefits that meet their needs and wants
D) convincing consumers that they need a product, even if they do not perceive that they do
E) accurately advertising a product
