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1 | |
Which of the following is the most recent stage of marketing evolution? |
| | A) | Marketing department era |
| | B) | Production era |
| | C) | Sales era |
| | D) | Marketing company era |
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2 | |
Which of the following is NOT included as a basic idea in the definition of marketing concepts? |
| | A) | Total company effort |
| | B) | Profit |
| | C) | Productivity |
| | D) | Customer satisfaction |
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3 | |
_______________________ is defined as the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits. |
| | A) | Customer value |
| | B) | Satisfaction scale |
| | C) | Profit margin |
| | D) | Competitive benefit |
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4 | |
The Code of Ethics is a federal law introduced into legislation by the American Marketing Association. |
| | A) | True |
| | B) | False |
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5 | |
Which of the following is NOT included in the marketing management process used by the marketing manager to achieve its objectives? |
| | A) | Planning marketing activities |
| | B) | Raising funds to finance the marketing projects |
| | C) | Controlling marketing plans |
| | D) | Directing implementation of the marketing plans |
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6 | |
Which of the following parts are included in the marketing mix? |
| | A) | Product, place, promotion, and price |
| | B) | Competition and customer satisfaction |
| | C) | Buying, selling, transporting and storing |
| | D) | Profit, distribution, and advertising |
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7 | |
A channel of distribution is any series of firms (or individuals) who participate in the flow of products to final user or customer. |
| | A) | True |
| | B) | False. |
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8 | |
____________ is defined as communication with large numbers of customers at the same time. |
| | A) | Personal selling |
| | B) | Sales promotion |
| | C) | Mass selling |
| | D) | All of the above |
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9 | |
The marketing concept applies to production firms, but not to service industries. |
| | A) | True |
| | B) | False |
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10 | |
In a ___________________orientation, the role of marketing research is to determine customer needs and how well the company is satisfying them. |
| | A) | Marketing |
| | B) | Production |
| | C) | Both of the above |
| | D) | None of the above |
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11 | |
The marketing concept means that an organization aims the majority of its efforts at satisfying customers, at a profit. |
| | A) | True |
| | B) | False |
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12 | |
When a manager focuses on making whatever products are easy to produce, and then trying to sell them, that manager has a ___________________ orientation. |
| | A) | Marketing |
| | B) | Production |
| | C) | Sales |
| | D) | Profit |
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13 | |
Which of the following is NOT consistent with a manager having a marketing orientation? |
| | A) | Inventory levels are set with customer requirements and costs in mind |
| | B) | Customer relationship focuses on customer satisfaction before and after sale, leading to a profitable long-run relationship |
| | C) | Focus of advertising is on product features and how products are made |
| | D) | Packaging is designed for customer convenience and as a selling tool |
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14 | |
Often, the best way to improve customer value, and beat the competition, is to be first to satisfy a need that others have not even considered. |
| | A) | True |
| | B) | False |
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15 | |
It is more costly to retain current customers by satisfying their needs, than to get new customers by taking them away from a competitor. |
| | A) | True |
| | B) | False |
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16 | |
In addition to businesses, the marketing concept is also applicable to _____________. |
| | A) | Government agencies |
| | B) | Religious groups |
| | C) | Fine arts organizations |
| | D) | All of the above |
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17 | |
The controllable variables a company puts together to satisfy a target group is called the ____________________. |
| | A) | Marketing strategy |
| | B) | Marketing mix |
| | C) | Strategic planning |
| | D) | Marketing concept |
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18 | |
A marketing strategy is a written statement of a marketing plan, and the time-related details for carrying out the strategy. |
| | A) | True |
| | B) | False |
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2003 McGraw-Hill Higher Education