Chapter 01
Strategic Planning and the Marketing Management Process
Multiple Choice Questions
1. Candela Inc.'s marketing and product design involves identifying customer needs and then
working backwards to devise products and services to meet those needs. Which of the
following statements is most likely true about Candela Inc.?
A. It does not adhere to the marketing concept.
B. It demonstrates customer orientation.
C. It aims to manipulate customers to increase sales.
D. It has a production orientation.
2. An organization's focus on devising methods to attract customers to current products is called
_____.
A. customer orientation
B. production orientation
C. selling orientation
D. non-profit orientation
,3. The purpose of the marketing concept is to rivet the attention of marketing managers primarily
on serving broad classes of _____.
A. supplier needs
B. employee needs
C. management needs
D. customer needs
4. The crux of the marketing concept is focusing on building long-term _____, where the initial
sale is viewed as the beginning step and not as the end goal.
A. mass marketing strategies
B. product-oriented teams
C. research capabilities
D. customer relationships
5. The principal task of the marketing function operating under the marketing concept is to
_____.
A. focus on selling products to a particular class of customers
B. increase the company's rate of production and devise methods to aggressively attract
consumers to purchase products
C. find effective and efficient means of making the business do what suits the interests of
customers
D. find ways to manipulate customers to do what suits the interests of the firm
,6. 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.
7. Midas Corporation is a sporting goods manufacturer. Most of its energies and resources are
devoted to manufacturing and selling one line of sporting 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.
The company is mostly exhibiting _____.
A. investor orientation
B. market orientation
C. customer orientation
D. production orientation
8. Which of the following is a guideline for implementing the marketing concept?
A. Define quality for the customers.
B. Manage for sales volume, not profit.
C. Target customers precisely.
D. Make advertising the guiding star.
, 9. 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
10. The Helen Mortimer Foundation is a non-profit 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. organization
B. person
C. cause
D. service
11. 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. product
B. service
C. cause
D. organization
Strategic Planning and the Marketing Management Process
Multiple Choice Questions
1. Candela Inc.'s marketing and product design involves identifying customer needs and then
working backwards to devise products and services to meet those needs. Which of the
following statements is most likely true about Candela Inc.?
A. It does not adhere to the marketing concept.
B. It demonstrates customer orientation.
C. It aims to manipulate customers to increase sales.
D. It has a production orientation.
2. An organization's focus on devising methods to attract customers to current products is called
_____.
A. customer orientation
B. production orientation
C. selling orientation
D. non-profit orientation
,3. The purpose of the marketing concept is to rivet the attention of marketing managers primarily
on serving broad classes of _____.
A. supplier needs
B. employee needs
C. management needs
D. customer needs
4. The crux of the marketing concept is focusing on building long-term _____, where the initial
sale is viewed as the beginning step and not as the end goal.
A. mass marketing strategies
B. product-oriented teams
C. research capabilities
D. customer relationships
5. The principal task of the marketing function operating under the marketing concept is to
_____.
A. focus on selling products to a particular class of customers
B. increase the company's rate of production and devise methods to aggressively attract
consumers to purchase products
C. find effective and efficient means of making the business do what suits the interests of
customers
D. find ways to manipulate customers to do what suits the interests of the firm
,6. 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.
7. Midas Corporation is a sporting goods manufacturer. Most of its energies and resources are
devoted to manufacturing and selling one line of sporting 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.
The company is mostly exhibiting _____.
A. investor orientation
B. market orientation
C. customer orientation
D. production orientation
8. Which of the following is a guideline for implementing the marketing concept?
A. Define quality for the customers.
B. Manage for sales volume, not profit.
C. Target customers precisely.
D. Make advertising the guiding star.
, 9. 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
10. The Helen Mortimer Foundation is a non-profit 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. organization
B. person
C. cause
D. service
11. 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. product
B. service
C. cause
D. organization
