CHAPTER 13 – MARKETING: BUILDING CUSTOMER 10) The factor included in an environmental scan include all of the

RELATIONSHIPS following except

a. Management factors
1) When Jessica opened her Mexican restaurant in a fashionable suburb 11) The increase in the number of older Americans has created a growing
of Kansas City, she believed that the most important element of her demand for nursing home, health care, continuing education and
success would be advertising. She made sure that a significant portion more. This is as a result of the changes in the ……….. factors in the
of her budget was devoted to advertising in local papers, sent out environment
coupons and really focused on the promotional aspects of the a. Social cultural
restaurant. Which of the four eras of marketing does it seem that 12) Which of the following product would be considered as the “business
Jessica emphasized? to business” market?
a. Sale era a. A computer for the instructor to use while teaching the class
2) Which of the following would not be included in a discussion of the 13) Johnson and Johnson targets children with Sesame Street bandage,
marketing concept? and GM targets women for their Chevy Blazer vehicle. These are
a. A cost orientation example of
3) Learning as much as possible about customers and doing everything a. Stakeholder marketing
you can do to satisfy them and exceed their expectations is 14) We FlyU Anywhere is a travel agency that specializes in creating
a. Customer relationship management exotic trip to unusual destinations for their clients. They will create a
4) Which of the following is not considered to be one of the marketing “designer” vacation just for you. The most accurate description for the
mix variables? kind of marketing this travel agency is using would be
a. Minimizing the cost of producing the product a. One-to-one marketing
5) When McDonald’s considered adding pizza to their menu, the 15) The company that makes the Nautica brand licensed with the Stride-
company made pizza available in some of their typical markets, to Rite company to make an athletic show to compete with Nike. The
determine customer reactions. That process is called company wants the show to be used for athletics, not worn just for
a. Test marketing style. Nautica is making use of
6) Intermediaries are a. Market segmentation
a. Organizations that are in the middle of a series of organizations 16) At one time, companies developed products and promotions to please
that distribute goods from producers to consumers large groups of people, and tried to sell as many products to as many
7) Marketing research helps determine all but which of the following? people as possible. This is known as
a. How distribution needs will change a. Mass marketing
8) What is the first step in the marketing research process? 17) Kelly is out looking for a new car. Kelly is an aspiring lawyer, and she
a. Define the problem is looking for a care that will help her to project that “lawyer” image.
9) When Sun-2-Shade needed some information about the potential Kelly is influenced by
market for their product, the marketing team looked to the Internet to a. A reference group
find industry trends and to looks at the market for eyewear products 18) After Kelly bought her car, she realized just how much money she had
which use the same technology that is used in their self-darkening spent. She spent some time wondering if she had made the right
windshield. The type of information the marketing team was using is decision. Kelly seems to be suffering from
a. Secondary date a. Cognitive dissonance

19) Which of the following is not descriptive of the business-to-business a. False

market? 29) The process of dividing the total market into several groups is called
a. Industrial markets tend to be geographically scattered target marketing
20) Marketing strategies for the business-to-business market a. False
a. Differ from consumer marketing strategies because the nature of 30) An example of psychographic segmentation is dividing the market by
the buyers is different whether or not your customers live in cities or in suburban areas
21) The idea of customer relationship management is to enhance customer a. False
satisfaction and stimulate long-term customer loyalty 31) The Big and Tall men’s stores, which cater to men who are of certain
a. True heights and weights, is an example of a company using niche
22) Non profits for the most part do not need to make use of marketing marketing
techniques a. True
a. False 32) Relationship marketing leads away from mass production toward
23) Coupons rebates and cents-off deals are part of the promotion variable more custom made goods and services
of the marketing mix a. True
a. True 33) When selling the Chinese market, it is important to avoid
24) Test marketing refers to the development of an accurate description of demonstrating how your product makes the customer stand out from
your product and then testing it by asking people whether the idea the crowd, because the Chinese relate better to a group identity. This
appeals to them is an example of a cultural influence
a. False a. True
25) Setting an appropriate price includes considering the cost involved in 34) The reason for distinguishing between consumer markets and the
producing, promoting, and distributing the product business to business market is because the strategies for reaching the
a. True market are different because the buyers are different and the B2B
26) To keep cost lower, it is best to use secondary data first when possible market is much smaller
in the market research process a. True
a. True 35) The B2B market is smaller than the consumer market in terms of the
27) Socio-cultural factors such as population growth and changing number of buyer but large in terms of the size of the buyers
demographics may affect some marketers but are not important for a. True
most organizations 36) B2B sales tend to be less direct than consumer sales because business
a. False buyers use more middlemen
28) If the economy begins to fall on hard times, about the only thing a. False
marketers can do is to cut production and wait for better times

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CHAPTER 10 – MOTIVATING EMPLOYEES & BUILDING SELF 12) The strategy of making work interesting and motivating employees by
MANAGED TEAMS moving them from one job to another is called
a. Job rotation
1) Time and motion studies, methods of work and rule of work were all 13) The degree to which a job has a substantial impact on the work of
part of the ideas of …………… others in the company is called
a. Taylor’s scientific management a. Task significance
2) Scientific Management viewed people largely as ……………. 14) At the Nova car manufacturing company, workers are group into self-
a. Machines that needed to be programmed managed teams, which are responsible for completing a significant
3) Frederick Taylor believed the best way to improved worker portion of the automobile. Unlike the typical assembly plant, the car
productivity was to stops along the way and the team completes their portion of the car
a. Scientifically determine the most efficient way to perform a task before the vehicle moves on. The team is given the freedom to decide
and the teach people who dose which job, and they receive constant feedback from the
4) Which of the following was not determined as part of the Hawthorne company Nova is using a job strategy of
Experiments? a. Job enlargement
a. It was not important to involve workers in the planning of the 15) At Flo Manufacturing workers are encouraged to find their own
experiment solutions to problems and to implement their solutions when practical.
5) The tendency for people to behave differently when they know they They work with little supervision because management feels they are
are being studied is referred to as committed workers, and that the workers are pretty creative. Flo
a.The Hawthorne effect Valley reflects a(n) attitude about workers
6) Which of the following is not included as one of Maslow’s needs? a. Theory Y
a. Physical 16) ……………….. emphasizes life time employment, collective decision
7) Mr. An has worked for A Company for a number of years. He has just making and individual responsibility for the outcome of decisions
been passed over for promotion, again, and is considering leaving his a. Theory Z
employer because it seems that his managers don’t appreciate his 17) Douglas McGregor believed that managers with a Theory X attitude
abilities. The only problem is that he really likes his co-workers and believed
they have an undefeated softball team. An is concerned with filling a. Workers prefer to be directed
a. Esteem need 18) According to the text, setting ambitious but attainable goals can
8) According to Maslow’s theory, when a need is satisfied motivate workers and improve performance if
a. Another, higher level need emerges and motivates a person to a. The goals are accepted
satisfy that need 19) The central idea of MBO is that
9) According to Herzberg, workers felt that good pay and job security Employees need to motivate themselves
a. Provided a sense of satisfaction but did not motivate them 20) Which of the following is not one of the questions employees will ask
10) Herzberg’s hygiene factor include themselves before committing a maximum effort toward a task?
a. Salary Will the task include negative feedback?
11) Survey conducted to test Herzberg’s theories have supported his 21) Reinforcement theory is based on the idea that
findings that a. Positive and negative reinforces motivate a person to behave a
a. The number one motivations are a sense of achievement and certain way
recognition for a job well done

22) According to equity theory, when workers perceive an inequity, they a. True
will 34) Pay is included in the list of Herzberg’s motivation
a. Try to reestablish an equitable feeling in a number of ways a. False
23) According to the text, companies with highly motivated workers 35) Job enrichment strategy is one in which work is assigned to
usually have individuals so that they have the opportunity to complete an
a. Open communication systems and self-managed teams identifiable task from beginning to end
24) To create an atmosphere of “us working together” and encourage open a. False
communication, managers should do everything but 36) A type of job enrichment is job enlargement, which combines a series
a. Develop precise job descriptions so that everyone knows what to of tasks into one challenging and interesting assignment
do a. True
25) Generation X managers 37) A Theory Y manager believes that employees should be involved in
a. May tend to focus more on result than on hours in the workplace both defining problems and in designing the solutions
26) The satisfaction you feel when you have finished a term paper and a. True
done a good job is an example of an extrinsic reward 38) Today, fierce competition is forcing Japanese companies to move
a. False away from their traditional ways of conducting business
27) Frank and Lilian Gibreth developed the principle of motion economy a. True
and therbligs 39) Goal-setting theory is based on the notion that workers will be more
a. True motivated if they know they have a goal in terms of the amount of
28) The ideas of Frederick Taylor and Scientific Management were good money they will earn if they do a certain amount of work
for their time but are no longer being implement in today’s workplace a. False
a. False 40) The best way to implement MBO programs is to make sure that
29) The problem with the initial experiments of the Hawthorne Study was managers set goals in cooperation with everyone in the organization
that the productivity of the experimental group actually decreased a. True
when lighting was changed 41) In reinforcement theory positive reinforcements are rewards such as
a. False praise, recognition, or a pay raise
30) One of the conclusions of the Hawthorne Experiments was that True
workers were more motivated because the felt their idea were 42) The basic principle of expectancy theory is that workers try to
respected and that they were involved in decision making maintain equity when they compare what they expect to gain to
a. True people in similar situations
31) According to Maslow, satisfied needs continue to motivate most a. False
individuals 43) The concept of re-inventing work involves respecting workers,
a. False rewarding good work, developing worker skills and decentralizing
32) Self-actualization needs on Maslow’s Hierarchy refer to the need for authority
recognition, acknowledgment and self respected a. True
a. False 44) One procedure for encouraging open communication in an
33) Herberg’s research results showed that the most important factors that organization is to create a culture that rewards listening
motivate workers were a sense of achievement and earned recognition True

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 CHAPTER 11 – HUMAN RESOURCE MANAGEMENT 13) Decisions about promotions, compensation, additional training, or
1) Human Resources management dose not include firing are all based on
a. Leading a. Performance evaluations
2) Among the challenges faced by H.R managers are 14) Henry is interested in making a lot of money. He is a very good
a. Continued downsizing that is taking a toll on employee morale, salesperson. People tell him he could sell sand to Saudi Arabia. He is
and increased demand for temporary workers a very hard worker, and is willing to work a lot of hours to make the
3) A job analysis will provide information about kind of money he wants. Henry should most likely look for the kind of
a. What is done by various employees who fill different job tittles job that is paid
4) “Clerical worker, with responsibilities for answering phones, greeting a. By commission
clients, filling for H.Rs department. Some weekends required”. This is 15) Studies of compensation for teams have shown that
an example of a a. It is recommended that pay should be based on team performance
a. Job description 16) Fringe benefits
5) Which of the following is not included in a list of reasons why a. Are expensive for companies, and account for as much as 30% of
recruiting has become difficult? payroll today
a. The number of available recruiting tools has begun to shrink 17) A program that gives employees freedom to adjust when they work, as
6) According to the text, the greatest advantage of hiring from within is long as they work the required number of hours is called
a. It helps maintain employee morale a. Flextime
7) What is the first step in the selection process? 18) Among the disadvantages or challenges of telecommuting or home
a. Obtaining a completed application form based work is
8) Background investigations a. Makes job performance appraisal more difficult
a. Help identify which candidates are most likely to succeed 19) The effect of downsizing and the resulting flatter corporate structure is
9) Employment tests must that
a. Be directly related to the job a. Fewer layers of management make it more difficult for employees
10) Internal and external programs to develop a variety of skills and to to be promoted to higher levels of management
foster personal development away from the job is called 20) Employment at will is
a. Off-the-job training a. The right of employees to fire workers
11) …………… is a type of management development that exposes 21) Title VII of the Civil Right Act
managers to different functions of the organization by giving them a. Prohibits discrimination in hiring, firing and other areas on the
assignment in a variety of departments basis of race, religion, creed, sex or national origin
a. Job rotation 22) The law that requires employees to give disabled applicants the same
12) In developing a performance appraisal, standards should have all of consideration for employment as people without disabilities is the
the following characteristics except a. Americans with Disabilities Act
a. They should be easily attainable

23) Qualified labor is more scare today, which make recruiting and 34) Discussing the results of a performance evaluation with the employee
selecting more difficult should be avoided because it is important to let an employee “sink and
a. True swim” in a job
24) H.R management has become so important that it is no longer a a. False
function of just one department but a function of all managers 35) A 360 degree performance review includes employees, peers,
a. True subordinates, and managers
25) Because technology changes so rapidly, training programs should not a. True
be started too long before the skills are needed, in case the skills 36) While compensation and benefits packages are important to keep
become outdated employees, these program play little role in attracting qualified
a. False employees
26) New tools used to recruit employees include Internet online services a. True
a. True 37) Soft benefit include things such as on-site haircuts and shoe repair and
27) Recruiting qualified workers may be difficult for small business free breakfasts
because they may not be able to offer the sort of compensation that a. True
attracts qualified workers 38) One benefit of job sharing has been reduced absenteeism and tardiness
a. True a. True
28) In recruiting, it is important to look for individuals who are skilled but 39) Some companies have found that telecommuting has helped the
less important that they fit in with the culture as skilled workers will company to save money
quickly learn how to fit in a. True
a. False 40) While early retirement programs are a more expensive strategy of
29) The application form and the initial interview are good ways for a downsizing than laying off employees, it can increase the morale of
company to find out about an applicant’s family and religious remaining employees
backgrounds a. True
a. False 41) Learning why an employee leaves a company is not especially
30) Employment physical exams are always illegal valuable information for a company to determine
a. False a. False
31) Training focuses on short term skills, whereas development focuses 42) Registration and legal decisions have had little effect on H.R
on long term abilities management
a. True a. False
32) It is important for companies to take the initiative to develop female 43) The EEOC is charged with enforcing affirmative action programs
and minority managers because it is a key to long term profitability a. True
a. True 44) A key concept of Title VII of the Civil Rights Act of 1964 is
33) In a mentoring program, an older, more experienced worker will accommodation in the workplace
coach and guide a selected lower-level manager by introducing him or
her to the right people and group
a. False
a. True