Complete Test Bank Marketing Chapter 4

File: ch04, Chapter 4: Marketing

Multiple Choice

1. Marketing focuses on the __________ area of the supply chain:
2. Cost
3. Downstream
4. Productivity
5. Logistics
6. Upstream

Level: Easy

1. Marketing plays a critical role in driving the actions of a company’s supply chain because it:
2. Defines how to create customer value
3. Customizes products
4. Defines a brand
5. Works with operations
6. None of the above

Level: Medium

1. Distinguishing one market/customer from another is known as:
2. Distribution channels
3. Supplier relationship management
4. Market segmentation
5. Bullwhip effect
6. Customer relationship management

Level: Easy

1. ____________ looks at an entire market as having the same characteristics:
2. Value marketing
3. Segment marketing
4. Service marketing
5. One-on-one marketing
6. Mass marketing

Level: Easy

1. Target marketing recognizes customer:
2. Operations
3. Diversity
4. Service
5. Homogeneity
6. All of the above

Level: Medium

1. The history of marketing involves three major perspectives, including:
2. Production
3. Selling
4. Marketing
5. All of the above
6. None of the above

Level: Easy

1. In the evolution of marketing, the marketing concept focuses on:
2. Standardization
3. Selling
4. Relationships with customers
5. Costs
6. None of the above

Level: Medium

1. In the evolution of marketing, the selling concept emerged because of:
2. Improved coordination between supply chain partners
3. Reducing inventory across the supply chain
4. Increased competition in the marketplace
5. Segmenting customers/markets
6. All of the above

Level: Difficult

1. Creating successful and multiple exchanges with customers is termed:
2. Transactional marketing
3. Relational marketing
4. Selling concept
5. Marketing concept
6. None of the above

Level: Medium

1. The most important factor that contributed to empowering customers was:
2. Customer relationship management
3. Internet
4. Globalization
5. Standardization
6. a and b

Level: Easy

1. The category in the marketing mix that relates most to quality and packaging is:
2. Product
3. Place
4. Price
5. Promotion
6. None of the above

Level: Medium

1. The place category in the marketing mix relates to:
2. Quality and packaging
3. Market coverage
4. Pricing
5. Sourcing
6. Product visibility

Level: Medium

1. A company’s supply chain contributes to its success because it can provide more ______ to a customer than a competing supply chain:
2. Risk
3. Value
4. Products
5. Transactions
6. a and b

Level: Difficult

1. An individual who purchases a product for individual needs is known as:
2. Supplier
3. Retailer
4. End customer/consumer
5. Wholesaler
6. Manufacturer

Level: Easy

1. From a total SCM perspective, a __________ can be at any step of the supply chain.
2. Supplier
3. Retailer
4. Channel partner
5. Wholesaler
6. Customer

Level: Medium

1. A __________ customer strategy focuses on minimal product customization:
2. Customized
3. Niche
4. Standardized
5. One-to-one
6. None of the above

Level: Easy

1. The advantages from customized customer strategy are derived from:
2. Standardization
3. Market segmentation
4. Outsourcing
5. Cost reduction
6. All of the above

Level: Difficult

1. The _______ customer strategy should be used when meeting very specific customer needs:
2. Standardization
3. Customization
4. Niche
5. Outsourcing
6. Market segmentation

Level: Medium

1. Customer Relationship Management (CRM) can be an effective tool because it:
2. Captures detailed customer information
3. Customizes communications
4. Aids/Contributes to market segmentation
5. Can be added to larger ERP systems
6. All of the above

Level: Easy

1. ___________ is the process by which companies capture customer needs and preferences:
2. Value to the customer
3. Quality function deployment
4. Voice of the customer
5. Customer relationship management
6. a and b

Level: Medium

1. Translating data about customer needs and preferences into technical specifications is known as:
2. Value to the customer
3. Quality function deployment
4. Voice of the customer
5. Customer relationship management
6. a and b

Level: Easy

1. Viewing customer service as an activity relates to :
2. Meeting basic customer needs
3. Utilizing performance metrics
4. Quality management practices
5. A competitive strategy
6. None of the above

Level: Medium

1. Viewing customer service as _____________ might include utilizing quality management practices.
2. A philosophy
3. A set of performance metrics
4. An activity
5. Billing and invoicing
6. None of the above

Level: Medium

1. Customer service strategy impacts the supply chain on four primary dimensions, including:
2. Time, dependability, standardization, transactions
3. Dependability, quality, channels, transactions
4. Communication, convenience, dependability, time
5. Convenience, time, customization, cost
6. None of the above

Level: Medium

1. The customer service dimension of time is enabled by effective:
2. Benchmarking
3. Supplier management
4. Manufacturing
5. Marketing
6. Logistics

Level: Medium

1. Effective IT systems enable which customer service dimension.
2. Time
3. Dependability
4. Transactions
5. Communication
6. Quality

Level: Difficult

1. The channel structure that delivers a product immediately to the end customer is knows as:
2. Indirect channel
3. Retailer channel
4. Direct channel
5. Marketing channel
6. Logistics channel

Level: Easy

1. Procter and Gamble selling Tide to customers at Walmart is known as which channel:
2. Indirect channel
3. Retailer channel
4. Direct channel
5. Marketing channel
6. Logistics channel

Level: Difficult

1. One factor that influences a company’s distribution channel structure is:
2. Market coverage objectives
3. Customer relationship management
4. Product characteristics
5. Suppliers
6. a and c

Level: Difficult

1. In terms of market coverage, ___________ distribution should be used for products with high value, exclusive branding:
2. Intensive
3. Selective
4. Indirect
5. Direct
6. None of the above

Level: Difficult

1. A segment of a logistics channel might include:
2. Wholesalers
3. Retailers
4. Manufacturers
5. Warehouses
6. Suppliers

Level: Easy

1. E-commerce has impacted distribution channels in a variety of ways, including:
2. Cost structures
3. Customer service requirements
4. Shipping quantities
5. Asset utilization
6. All of the above

Level: Medium: Difficult

33. The ______________ is an approach to sales that seeks to provide the customer with a seamless shopping experience across multiple channels.

a) alpha-channel

b) beta-channel

c) omni-channel

d) omega-channel

e) None of the above

Level: Easy

True/False

1. Marketing is the function that links a business to its customers.

Level: Easy

1. The marketing function focuses on the “upstream” part of the supply chain.

Level: Easy

1. Marketing is an important function, but it is not the function that drives a firm’s supply chain.

Level: Medium

1. To compete in a global market, a firm must be better than its competitors in meeting customer needs.

Level: Easy

1. Customers are only driven by basic product and service needs.

Level: Medium

1. Individual customer needs should be met in all situations and will have no impact on the supply chain.

Level: Medium

1. Market segmentation relates to a mass marketing strategy.

Level: Medium

1. Mass marketing reduces costs by selling more products to fewer customers.

Level: Medium

1. Target marketing is not the most cost-efficient but it fits a segmentation strategy.

Level: Easy

1. In the evolution of marketing, the production concept met unfulfilled demand for basic consumer needs.

Level: Easy

1. In the evolution of marketing, the selling concept evolved because of increased competition between firms for customers.

Level: Easy

1. Transactional marketing strategies fit with a “one size fits all” product strategy.

Level: Medium

1. Relational marketing recognizes the importance of individual customer needs and wants .

Level: Medium

1. Supply chain management had a significant influence on the development of relational marketing strategies.

Level: Medium

1. The most important factor in driving relational marketing strategies was the outsourcing trend.

Level: Medium

1. The ‘product’ category in the 4 Ps of marketing is not overly relevant to SCM.

Level: Easy: Difficult

1. Today’s economy has seen a shift in power from customers to companies.

Level: Medium

1. Supply chain management requires a sophisticated understanding of the term, “customer.”

Level: Easy

1. The end customer is typically an individual or household.

Level: Difficult

1. From a SCM perspective, a customer can be at any step of the supply chain.

Level: Easy

1. Standardized customer marketing strategies should never be utilized such strategies are not effective.

Level: Medium

1. Customized customer marketing strategies focus on viewing all customers as having the same product and service needs.

Level: Medium

1. Customized customer marketing strategies are enabled through market segmentation.

Level: Medium

1. All customers would prefer a customized marketing strategy if possible.

Level: Medium

1. Niche customer marketing strategies typically correspond to higher product prices.

Level: Medium

1. Customer Relationship Management (CRM) is an effective tool for managing diverse customer needs and relationships.

Level: Easy

1. The advantage of CRM is that it facilitates customer standardization.

Level: Difficult

1. Companies can create a competitive advantage through customer service even when its products are easily copied by competitors.

Level: Easy

1. Supply chains must work to achieve the highest level of customer service with cost as a secondary consideration.

Level: Medium

1. Channels of distribution define the path by which a product gets to the final customer.

Level: Easy

1. The logistics channel includes distributors and retailers.

Level: Medium

1. E-commerce had added complexity to distribution channels primarily because of shipping costs and transportation.

Level: Medium

1. The omni-channel is rapidly becoming the norm in many industries such as retail, as customers demand seamless interface among their various shopping experiences.

Level: Easy

Essay

1. Describe the implications on a firm and its customers if the marketing function is NOT well integrated into a firm’s supply chain management strategies and processes.

Level: Medium

1. Describe the four categories/Ps of marketing and how each category directly relates to SCM.

Level: Medium

1. Describe the evolution of customer-driven supply chain management.

Level: Medium: Difficult