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| 1 | |
Which one of the following statements about marketing is inaccurate? |
| | A) | The growing number of products in all categories has made it easier for marketers to capture the attention of customers. |
| | B) | Marketing has to do with persuading customers a product meets their needs. |
| | C) | The mass market has fragmented into many different groups of customers. |
| | D) | Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers. |
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| 2 | |
The process of tracking the demand and satisfaction of customers in an effort to develop products they will want to buy on an ongoing basis is called ________. |
| | A) | marketing |
| | B) | business vision |
| | C) | product development |
| | D) | customer relationship management |
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| 3 | |
Let us say a company makes public a brief statement such as what the Ford Motor Company stated, "We are a global family with a proud heritage, passionately committed to providing personal mobility for people around the world. We anticipate consumer needs and deliver outstanding products and services that improve people's lives." It is safe to say the company is making known its ________. |
| | A) | marketing plan |
| | B) | product life cycle |
| | C) | business mission statement |
| | D) | managerial perspective |
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| 4 | |
________ is the typical sequence of changes in demand for a product that occurs over time. |
| | A) | The business vision statement |
| | B) | The product life cycle |
| | C) | Marketing research |
| | D) | A customer-oriented approach |
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| 5 | |
All of the following except _________ are considered to be correct statements about marketing research. |
| | A) | it is a systematic search for information about customers' needs and how those needs differ |
| | B) | marketing research is geared to uncover unmet consumer needs |
| | C) | with market research, the chance product development will be able to create a product consumers want to buy increases |
| | D) | marketing research provides an inexpensive method for tracking consumer behavior |
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| 6 | |
All of the following except which one are methods used by marketing and product development to obtain necessary information to align a product with customer needs? |
| | A) | Follow the habits of a small percentage of the market customers |
| | B) | Focus groups |
| | C) | Reverse engineering a product |
| | D) | Adopting a customer-oriented approach |
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| 7 | |
Which one of the following terms is best identified as being groups of people who have a similar need for a particular product because the product satisfies several different kinds of needs? |
| | A) | Focus groups |
| | B) | Market segment |
| | C) | Customer groups |
| | D) | Marketing mix |
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| 8 | |
When a company targets a particular group of customers because of their need for its product, it can be stated the company has identified its _________. |
| | A) | market differentiation |
| | B) | market mission |
| | C) | market segment |
| | D) | marketing plan |
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| 9 | |
_________ is the combination of a product's qualities and features, its price, the way it is promoted and sold, and the places at which it is sold. |
| | A) | Marketing mix |
| | B) | Product mix |
| | C) | Product differentiation |
| | D) | Product positioning |
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| 10 | |
Which type of product promotion is identified as being direct, face-to-face communication by salespeople with existing and potential customers to promote a company's products? |
| | A) | Sales promotion |
| | B) | Public relations |
| | C) | Personal selling |
| | D) | Advertising |
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