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1 | |
Genuine value to customers is critical for organizational survival because: |
| | A) | consumers have become more demanding. |
| | B) | of changing consumer tastes and changing competitive offerings. |
| | C) | consumer spending is on the rise. |
| | D) | there is lots of competition. |
| | E) | the quality of products has increased over time.. |
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2 | |
Marketing affects: |
| | A) | some individuals, all organizations, all industries, and all countries. |
| | B) | all individuals, all organizations, some industries, and all countries. |
| | C) | all individuals, some organizations, all industries, and all countries. |
| | D) | all individuals, all organizations, all industries, and all countries. |
| | E) | all individuals, all organizations, all industries, and some countries. |
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3 | |
Common sense usually helps you in analyzing |
| | A) | future opportunities |
| | B) | marketing problems |
| | C) | what price to charge |
| | D) | what segment to drop |
| | E) | when to diversify |
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4 | |
The book points out that you are already a marketing expert because: |
| | A) | being a consumer you have been involved already |
| | B) | it is really only common sense |
| | C) | as a college student you study marketing |
| | D) | there is nothing real to learn |
| | E) | it is innate knowledge all are born with |
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5 | |
You lose the right to your trademark when: |
| | A) | you can't pay the taxes on the trademark |
| | B) | others use the same name |
| | C) | the public use the name as a generic term |
| | D) | you stop producing the product |
| | E) | your patent expired |
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6 | |
The American Marketing Association states that "marketing is": |
| | A) | advertising and selling |
| | B) | the process of finding buyers |
| | C) | the art of maximizing profits |
| | D) | the execution of a precise sales plan |
| | E) | a process of planning and executing |
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7 | |
The marketing department is responsible for facilitating relationships, partnerships, and with the organizations customers, its shareholders, its suppliers, and other organizations |
| | A) | allocations |
| | B) | alliances |
| | C) | marriages |
| | D) | friendships |
| | E) | divorces |
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8 | |
One of the requirements for marketing to occur is: |
| | A) | a pitch to lobby groups |
| | B) | a promotion campaign to create awareness |
| | C) | a retail store that is accessible |
| | D) | a way for the parties to communicate |
| | E) | the correct hour of operations |
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9 | |
Kimberly Clark's Avert Virucidal tissues failed as a new product because: |
| | A) | Consumers did not understand what "virucidal" meant |
| | B) | Stores were reluctant to put it on their shelves |
| | C) | Competition was a serious problem |
| | D) | The product did not work as planned so sales were poor. |
| | E) | The marketing program was poorly executed. |
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10 | |
Marketing should strive to satisfy consumer : |
| | A) | dreams and aspirations |
| | B) | ability to pay |
| | C) | goals and objectives |
| | D) | needs and wants |
| | E) | appetite for new things |
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11 | |
The four P's of the marketing mix are: |
| | A) | personnel, priorities, placement, and profits |
| | B) | promotion, product, personnel, and place |
| | C) | product, place, distribution and advertising |
| | D) | product, promotion, price and place |
| | E) | profitability, productivity, personnel and packaging |
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12 | |
Environmental factors can considered by some to be: |
| | A) | accelerators or brakers on marketing |
| | B) | launching pads for SIC codes |
| | C) | Strategic Business Unit definitions |
| | D) | sources for funding future ventures |
| | E) | sources of primary marketing research |
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13 | |
A firm's marketing program connects the firm to its: |
| | A) | retailers. |
| | B) | corporate objectives. |
| | C) | customers. |
| | D) | internal resources. |
| | E) | competition. |
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14 | |
The hallmark of developing and maintaining effective customer relations is called: |
| | A) | value enhancement marketing |
| | B) | multi-level marketing |
| | C) | customer everyday low pricing |
| | D) | relationship marketing |
| | E) | marketing |
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15 | |
The central notion that products could sell themselves is the cornerstone of which orientation era? |
| | A) | Sales Er |
| | B) | Production Era |
| | C) | Marketing Concept Era |
| | D) | Market Orientation Era |
| | E) | Prehistoric Era |
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16 | |
The Sales Era evolved from: |
| | A) | an expanding population |
| | B) | a desire to personalize sales |
| | C) | the realization by businesses that they could produce more goods. |
| | D) | too much competition |
| | E) | too few customers |
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17 | |
The moral principles and values that govern actions and decisions are called: |
| | A) | social responsibilities |
| | B) | macromarketing problem |
| | C) | micromarketing problem |
| | D) | green marketing |
| | E) | ethics |
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18 | |
The people who use goods and services are called: |
| | A) | ultimate consumer |
| | B) | potential markets |
| | C) | primary buyer |
| | D) | ultimate buyer |
| | E) | buyer customers |
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19 | |
Specific groups in a free-enterprise society that benefit from effective marketing: consumers who buy, organizations that sell and . |
| | A) | sales groups |
| | B) | the federal government |
| | C) | the local governments |
| | D) | industries |
| | E) | society as a whole |
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20 | |
Utility is defined as: |
| | A) | the benefits or customer value received by users of the product. |
| | B) | a company that performs a public service. |
| | C) | a branch of scientific study. |
| | D) | a democratic process. |
| | E) | an economic model used to measure consumer reactions. |
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