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Chapter Quiz
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1
All of the following should be determined by the marketing department of a firm EXCEPT:
A)storing the product.
B)actually making the product.
C)advertising the product.
D)designing the packaging for the product.
E)setting the price of the product.
2
The fact that US car companies are located in the upper Midwest while their customers are located throughout the U.S. is an example of:
A)separation in values.
B)discrepancies of assortment.
C)separation of information.
D)spatial separation.
E)separation in time.
3
An economic system in which government officials determine production levels is known as:
A)pure subsistence.
B)macro-marketing.
C)market-directed.
D)production-oriented.
E)command.
4
Which of the following is the BEST example of management thinking during the "production era"?
A)"We need to make whatever products are easy to produce."
B)"We need to find out what the customer wants."
C)"The more salespeople we have, the more we can sell."
D)"We need to work hard to sell the product to our customers."
E)"If we produce a good product, customers will find us and buy it."
5
The owner of a company that produces electronic circuit boards sees many competitors with extra capacity and says the "only hope is that our sales manager, who makes all of our marketing decisions, will find a way to sell more boards." It seems that this company is run as if it were in the:
A)production era.
B)sales era.
C)excess capacity era.
D)marketing company era.
E)marketing department era.
6
A firm with a marketing orientation is MOST likely to:
A)view advertising as an unnecessary expense.
B)recognize that effective advertising is the key to sales.
C)advertise how a product meets customers' needs.
D)focus advertising on product features.
E)not use any advertising.
7
Which of the following statements about customer value is true?
A)Customer value is the difference between the benefits a customer sees from a market offering and the costs of obtaining those benefits.
B)The greater the competition, the less important customer value is.
C)The sure way to achieve high customer value is to offer a lower price.
D)It is the manager's view of customer value that matters, not the customer's.
E)None of the above is true.
8
The term "micro-macro dilemma" means that:
A)most people are both producers and consumers.
B)marketing people cannot agree on whether marketing should be viewed as activities or as a social process.
C)macro-marketing is just a small part of a larger micro-marketing system.
D)the micro view of marketing is concerned with the flow of goods and services from producers to consumers--while the macro view is not.
E)what is "good" for some producers and consumers may not be good for society as a whole.
9
A marketing manager made a speech in which he described his organization as having "really embraced the marketing concept over ten years ago." A critic in the audience argued that the manager didn't understand the "socially conscious" view of the marketing concept. Given the critic's argument, the marketing manager may work for:
A)a fruit processor.
B)the public library.
C)a firm that recycles aluminum cans.
D)a soap producer.
E)a motorcycle producer.
10
Which of the following criticisms focuses most directly on a macro view of marketing, rather than a micro view?
A)Products often wear our right after the warranty expires.
B)Much TV advertising is annoying.
C)Marketing exploits the poor and the uneducated.
D)Prices for very similar products vary a lot from store to store.
E)Door-to-door salespeople are trained to be pushy.







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