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Marketing 6th Edition Kerin Test Bank
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Marketing 6th Edition Kerin Test Bank (Comprehensive Marketing Guide| Download for Grade A+)
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Chapter 02Developing Successful Organizational and Marketing Strategies
Multiple Choice Questions
1. Ben & Jerry's mission to improve humanity is linked to various organizational and
marketing strategies, one of which is
A. using milk and cream obtained from Caring Dairy, a cooperative that guarantees it
suppliers are bovine growth hormone free.
B. the intent of making modest profits without sacrificing high product quality standards.
C. ingredients that are all completely organic and areavailable only in Vermont
to ensurefreshness and contribute to the local economy.
D. a commitment to donating a percentage of profits to Teach for America.
E. ingredients that come exclusively from developed countries promoting Fair Trade
practices.
,2. Ben & Jerry's social entrepreneurship effort is known as
A. ISO 9000, promoting the quality concept through its commitment to making the
finest icecream from the best ingredients.
B. Sight Life, giving its stakeholders the greatest possible input into company marketing
decisions.
C. Regeneration Nation, generating enough revenue for the firm to be a completely
nonprofit organization.
D. Give and Go, donating 10% of its net profits to local charitable causes and an
additional 5% tosupport producers that practice sustainable farming.
E. Partnershops, enabling community nonprofits to operate Scoop Shops that help
employ at-riskyouth and young adults to better their lives.
3. Ben & Jerry's has earned B-Corp certification from B-Lab, which means it has
A. reached the goal of generating enough revenue to be a completely nonprofit organization.
B. a sustainable financial basis of profitable growth, increasing value for our
stakeholders and expanding opportunities for development and career growth for
our employees.
C. the goal of making profits for selected charitable organizations such as Fair Trade.
D. been recognized for its efforts to use the power of business to solve social and
environmental problems.
E. been instrumental in expanding into international markets by developing dairies for
developing nations.
,4. Which of the following statements regarding Ben & Jerry's is most accurate?
A. Ben & Jerry's is owned by Unilever, the market leader in the global ice cream industry.
B. Ben & Jerry's is a privately owned ice cream producer.
C. Ben & Jerry's prides itself on offering more ice cream flavors than its competitors.
D. Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry
cartooncharacters in order to capitalize on childhood nostalgia.
E. Ben & Jerry's has only been in business for twenty years and is already the industry
leader in premium ice cream.
5. A(n) is a legal entity that consists of people who share a common mission.
A. department
B. organization
C. SBU
D. industry
E. market
6. In marketing, an organization refers to
A. a legal entity that consists of people who share a common mission.
B. a group of people united through contractual or corporate ownership.
C. a legal entity engaged in business activities solely with the intent of making a profit.
D. a legal entity engaged in business activities solely with the intent of serving its
employeeswithout the intent of making a profit.
E. a privately owned entity that serves its customers to earn a profit so that it can survive.
, 7. A(n) is a product, service, or idea that creates value for both the organization
and itscustomers by satisfying their needs and wants.
A. organization
B. business firm
C. nonprofit
D. offering
E. industry
8. In marketing, an offering refers to
A. the formal designation of a publicly-traded stock for a specific product, service or idea.
B. a form of currency used by buyer and seller to minimize the tax burden for both parties.
C. a product, service, or idea that creates value for both the organization and its
customers bysatisfying their needs and wants.
D. the manufacturer's suggested retail price of a product or service to the general
public or thewholesale price to distributors and retailers.
E. the service suppliers and distributors provide to help manufacturers bring a product to
market.
9. Today's organizations can be divided into three groups, which are organizations.
A. company, nonprofit, and cooperative
B. corporation, employee-owned, and interest
C. for-profit, nonprofit, and government
D. employee, distributor, and customer
E. public, private, and international
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