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Test Bank For Marketing Management 13th Canadian Edition Kotler
Test Bank For Marketing Management 13th Canadian Edition Kotler
Test Bank For Marketing Management 13th Canadian Edition Kotler
2
6) When IKEA noticed that people wanted good furniture at a substantially lower price and 6)
created knockdown furniture, they demonstrated marketing savvy and turned a private or
social need into a(n)
A) profitable business
opportunity. B) product
development.
C) invention.
D) market need.
E) customer want.
8) actively work to build a strong, favourable, and unique image in the minds of their 8)
target
publics.
A) Properties
B) Experiences
C) Durable goods
D) Shopping goods
E) Organizations
9) The Toronto Zoo represents marketing: customers view animals in their natural 9)
habitats.
A) goods
B) experiential
C) celebrity
D) event
E) services
10) goods constitute the bulk of most countriesʹ production and marketing efforts. 10)
A) Durable B) Physical C) Event D) Impulse E)
Service
11) School and universities, encyclopedias, nonfiction books, and magazines all produce and 11)
distribute
which type of entity that can be marketed?
A) Information
B) Places
C) Celebrities
D) Organizations
E) Properties
12) Charles Revson of Revlon observed: ʺIn the factory, we make cosmetics; in the store, D)
.ʺ we
A) we make profits sell
B) we sell quality hope
C) we challenge competitors
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E) we implement ads 12)
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13) A is someone seeking a response (attention, a purchase, a vote, a donation) from 13)
another party, called the .
A) celebrity; audience
B) salesperson; customer
C) marketer; prospect
D) politician; voter
E) fund raiser; contributor
14) In consumers may share a strong need that cannot be satisfied by an existing 14)
product.
A) irregular demand
B) declining
demand C) negative
demand D) latent
demand
E) non-existent demand
15) In more customers would like to buy the product than can be 15)
satisfied.
A) irregular demand
B) negative demand
C) latent demand
D) excessive
E) overfull demand
16) Marketers often use the term to cover various groupings of 16)
customers.
A) demographic segment
B) buying power
C) social class position
D) people
E) market
17) Yasmine is very upset that she canʹt get tickets to the upcoming Rolling Stones concert. ʺWhy 17)
do
they keep advertising the show if you canʹt get tickets?ʺ wonders Yasmine. Which of the
following demand states applies to Yasmineʹs situation?
A) full demand
B) latent demand
C) overfull demand
D) unwholesome demand
E) nonexistent demand
18) When Jack purchases his air conditioning unit in the winter to avoid the high prices found in 18)
the
summer, he is exhibiting demand.
A) irregular B) impulse C) latent D) declining E)
negative
19) If a female consumer hates smoking and is willing to pay an extra tax just to help B)
eliminate non-
smoking in her city, she is exhibiting with respect to her views toward exist
smoking. ent
A) declining demand
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we shall reach the Pole. We don’t need any more to get there, but if
necessary we can spend fourteen days on the homeward trip.”
These words we repeat to each other over and over again, and
comfort ourselves with the knowledge of the excellence of the
machines and their crews, and the recollection that they warned us
that in bad weather they might only return after an absence of
fourteen days. Yet it seems strange that they should be so long away
when, so far as we can judge, the weather has been favorable.
When Amundsen made his rush to the South Pole he could only stay
to make observations for three days, as he had to trek back again
and food allowance was limited. In this case, however, he can return
to his base in eight, ten, or twelve hours so why should he jeopardize
the benefit to the world’s scientific knowledge by leaving his point of
observation before necessity demanded? If they have found land up
there, they will wish to make maps—to photograph it—to measure it
—a week will soon go by. But—but—but—this little word comes up
every time we try to find a reason for the delay—and yet it is absurd
to give up hope so soon.
This evening a council of war has been held on board the
“Fram.” An announcement has arrived from the Norwegian
Luftseiladsforeningen that they are planning a reconnoitering
expedition. Two naval hydroplanes are to be sent north to help in the
patroling of the ice borders. Captain Hagerup, First Lieutenant
Horgen, Shipper Johansen, and First Mate Astrup Holm are to send
word at once if such machines will be of any use. To give an answer
of this kind is difficult, for the ice this year lies with a broad belt of
drifting ice screwing in shoals in front of the solid ice border. Thus
the hydroplanes could not negotiate this obstacle to any great
distance. Should they themselves have to make a forced landing any
distance from the open sea, both they and their crews would be lost.
On the other hand, they would be able to fly over the entire area of
the fairway north of Spitzbergen in a few hours, a distance which it
would take several days for ships to cruise over, and thus they would
make the patroling much more effective. Our answer was based on
this latter consideration.
To-day it is eight days since they started, and we enter a new
phase in our waiting time. Until to-day none of us have gone far
away from the ships. The American journalist, James B. Wharton,
who is with us, the film photographer, Paul Berge, and I had not set
our feet out of the ship. We have always waited in the expectation of
seeing the machines at any moment appear from behind
Amsterdamöen. We have lain fully clad on our mattresses, ready to
set the wireless working broadcasting the news. Berge’s film camera
has stood on its three legs on the bridge ready to turn out hundreds
of yards of film. We have always kept a boat ready at “Fram’s” side
so that we could row across to the flying machines the moment they
landed, and every night before we went to rest we instructed the
watchman on deck that he must waken us the first moment he heard
anything. But this evening as the telegraph station from the coast
asked if they should keep open all night with extra supervision, I had
answered that it was no longer necessary. As these words were
broadcast from the little wireless compartment, it seemed as though
we had sent a telegram to a waiting world that showed them that
even we had begun to doubt. The same doubt is felt now by almost
every one on the two boats. The possibility of seeing them come
flying back is gradually diminishing. We still believe, but to-morrow
our confidence will be less. We feel that on the 9th day from the start
we shall give up hope. To-day it is decided that to-morrow “Fram”
shall go down to Ny-Aalesund, partly for coaling reasons, partly to
take away those members of the expedition who wish to take
advantage of the opportunity to go down to Advent Bay, whence a
coal steamer can carry them to Norway. When we shall see our
comrades carried southwards while we are left behind, we shall
enter into an anxious period of waiting which will seem unending.