14 Aug GENERAL CONCEPT QUESTIONS Multiple Choice 1. Good marketing is no accident, bu

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. Good marketing is no accident, but a result
of careful planning and ________.
a. execution
b. selling
c.
strategies
d. tactics
e.
research

2. Marketing is both an art and a sciencethere
is constant tension between the formulated side of marketing and the ________
side.
a. creative
b. selling
c.
management
d. forecasting
e.
behavior

3.
The most
formal definition of marketing is ________.
meeting needs profitablyidentifying and meeting human and social needsthe 4Ps (Product, Price, Place, Promotion)an organizational function and a set of processes for
creating, communicating, and delivering, value to customers, and for
managing customer relationships
in ways that benefit the organization and its stake holders.improving
the quality of life for consumers

4.
Marketing management is ________.
a.
managing the marketing process
b.
monitoring
the profitability of the companies
products and services
c.
selecting target markets
d.
developing marketing strategies to move the company
forward
e.
the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value

5.
A transaction involves ________.
a.
at least two parties
b.
each party has something that might be of value to the
other party
c.
each party is capable of communication and delivery
d.
each party is free to accept or reject the exchange
offer
e.
all of the above
6.

________ goods
constitute the bulk of most
countries production and marketing efforts.
a.
Durable
b.
Impulse
c.
Physical
d.
Service
e.
Event

7.
________ can be produced and marketed as a product.
a.
Information
b.
Celebrities
c.
Durable goods
d.
Organizations
e.
Properties

8.
Charles
Revson of Revlon observed: In the factory, we make cosmetics; in the store, ________.
a.
we make profits
b.
we challenge competitors
c.
we implement
ads
d.
we sell hope
e.
we sell quality

9.
A ________is
someone seeking a response (attention, a purchase, a vote, a donation) from
another party, called the ________.
a.
salesperson, customer
b.
fund raiser, contributor
c.
politician, voter
d.
marketer, prospect
e.
celebrity, audience

10.In
________consumers may share a strong need that cannot be satisfied by an
existing product.
f.
negative demand
g.
latent
demand
h. declining demand
i.
irregular
demand
j.
non-existent
demand

10. In ________more
customers would like to buy the product than can be satisfied.
a. latent
demand
b. irregular
demand
c.
overfull
demand
d. excessive
e.
negative
demand
11.
Marketers often use the term ________ to cover various
groupings of customers.
a.
people
b.
buying power
c.
demographic
segment
d.
social class position
e.
market

12.
Companies
selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and
equipment spend a great deal of time trying to establish a superior brand image
in markets called ________.
a.
business markets
b.
global markets
c.
consumer markets
d.
nonprofit and governmental
markets
e.
service markets

13.
In business markets, advertising can play a role, but a
stronger role may be played by the sales force, ________, and the companys reputation for reliability and quality.
a.
brand image
b.
distribution
c.
promotion
d.
price
e.
performance

14.
Global marketers must decide ________.
a.
which countries to enter
b.
how to enter each country (as an exporter, licenser,
joint venture partner, contract manufacturer, or solo manufacturer)
c.
how to adapt their product and service features to each
country
d.
how to price their products in different countries
e.
all of the above

15.
Mohan Sawhney has proposed the concept of ________ to
describe a cluster of complementary
products and services that are closely related in the minds of consumers but
are spread across a diverse set of industries.
a. metamarket
b. vertical integration
c.
horizontal
integration
d. betamarket
e.
synchronized
marketing

16. The
________ promises to lead to more
accurate levels of production, more
targeted communications, and more
relevant pricing.
a. Age
of Globalization
b. Age
of Deregulation
c.
Industrial Age
d. Information
Age
e.
Production Age

17. Many
countries have ________ industries to create greater competition
and growth opportunities.
a. open-market
b. deregulated
c.
regulated
d. scientifically
segmented
e.
created mass market

18. Customers
are showing greater price sensitivity in their search for ________.
a. the right product
b. the right service
c.
the right
store
d.
value
e.
relationships

19.
Rising promotion
costs and shrinking profit margins are the result of ________.
a.
changing technology
b.
globalization
c.
deregulation
d.
privatization
e.
heightened competition

20.
Industry boundaries are blurring at an incredible rate
as companies are recognizing that
new opportunities lie at the intersection of two or more
industriesthis is called ________.
a.
globalization
b.
customization
c.
industry convergence
d.
heightened competition
e.
acquisition

21.
In response to
giant retailers and category killers, entrepreneurial retailers are building
entertainment into stores with
coffee bars, lectures, demonstrations,
and performances. They are marketing a(n) ________ rather than a product
assortment.
a.
experience
b.
customer value
c.
customer delight
d.
total service solution
e.
intangible benefit(s)

22.
In response to threats from such companies as AOL, Amazon, Yahoo, eBay, ETRADE, and
dozens of others, established manufacturers and retailers became
brick-and-click oriented by adding online services to their existing
offerings. This process became known as ________.
a.
reintermediation
b.
disintermediation
c.
e-commerce
d.
e-collaboration
e.
new market synchronization

23.
Many brick-and-click competitors
became stronger contenders in the marketplace than the pure-click firms because
they had a larger pool of resources to work with and ________.
a.
better prices
b.
greater value
c.
well-established brand names
d.
one-on-one communications
e.
direct selling capability

24.
The ________ is practiced most
aggressively with unsought goods, goods that buyers normally do not think of
buying, such as insurance, encyclopedias, and funeral plots.
a.
marketing concept
b.
selling concept
c.
production concept
d.
product concept
e.
holistic marketing concept

25.
The ________ concept holds that consumers will favor
those products that offer the most
quality, performance, or innovative features.
a.
product
b.
marketing
c.
production
d.
selling
e.
holistic marketing

26.
The ________ concept holds that consumers and
businesses, if left alone, will ordinarily not buy enough of the organizations
products.
a.
production
b.
selling
c.
marketing
d.
product
e.
holistic marketing

27.
Several scholars have found that companies who embrace the marketing concept achieve
superior performance. This was first demonstrated
for companies practicing a
________understanding and meeting customers expressed needs.
a. reactive market orientation
b. proactive marketing orientation
c.
total
market orientation
d.
impulsive market orientation
e.
holistic
market orientation

28. According
to Theodore Levitt, who drew a perceptive contrast between the selling and
marketing concepts, ________ is preoccupied with the need to convert products
into cash.
a. marketing
b. selling
c.
direct marketing
d. holistic marketing
e.
service
marketing

29.
In the course of converting to a marketing orientation,
a company faces three
hurdles________.
a.
organized resistance, slow learning, and fast
forgetting
b.
management, customer reaction, competitive
response
c.
decreased profits, increased R&D, additional
distribution
d.
forecasted demand, increased sales expense, increased
inventory costs
e.
customer focus, profitability, slow learning

30.
Companies
that practice both a reactive and proactive marketing orientation are implementing a ________
and are likely to be the most
successful.
a.
total market orientation
b.
external focus
c.
customer focus
d.
competitive,
customer focus
e.
confrontation process

31.
Marketers argue for a ________ in which all functions
work together to respond to, serve, and satisfy the customer.
a.
cross-functional team orientation
b.
collaboration model
c.
customer orientation
d.
management-driven organization
e.
total quality model

32.
________ can be seen as the development, design, and implementation of marketing programs, processes, and
activities that recognizes the breadth and interdependencies of their
effects.
a.
Niche marketing
b. Holistic marketing
c.
Relationship
marketing
d. Supply-chain marketing
e.
Demand-centered
marketing

33. ________ marketing has the aim of
building mutually satisfying long-term relations with key parties such as
customers, suppliers, distributors, and other marketing partners in order to
earn and retain their business.
a. Holistic

b. Demand-based

c.
Direct
d. Relationship
e.
Synthetic

34. Companies who form a ________ collect information on
each customers past transactions, demographics,
psychographics, and media and
distribution preferences.
a. sales
network
b. holistic
union
c.
marketing network
d. supply-chain
network
e.
integrated network

35. The
ability of a company to deal with
customers one at a time has become practical as a result of advances in
________, computers, the Internet,
and database marketing software.
a. improved
communication flow
b. information technology
c.
just-in-time
manufacturing
d. factory customization
e.
customer-centered
strategies

36.
One traditional depiction of marketing
activities is in terms of the marketing mix or four Ps. The four Ps are
characterized as being ________.
a.
product, positioning, place, and price
b.
product, production, price, and place
c.
promotion,
place, positioning, and price
d.
place, promotion,
production, and positioning
e.
product, price, promotion,
and place

37.
The four Ps represent the sellers view of the
marketing tools available for influencing buyers. From a buyers point of view,
each marketing tool is designed to deliver a customer benefit. Robert
Lauterborn suggested that the sellers four Ps correspond to the customers
four Cs. The four Cs are ________.
a.
customer focus, cost, convenience, and communication
b.
customer solution, customer cost, convenience,
and communication
c.
convenience, control, competition,
and cost
d.
competition,
cost, convenience, and communication
e.
category control, cost, concept development, and
competition

38.
Holistic marketing incorporates ________,
ensuring that everyone in the organization embraces appropriate marketing
principles, especially senior management.
a.
profit objectives
b.
share of customer
c.
internal
marketing
d. the marketing mix
e.
strategic
planning

39. Marketing
is not a department so much as a ________.
a. company orientation
b. philosophy
c.
function
d. branch of management
e.
branch
of economics

40. Holistic
marketing incorporates ________ and understanding broader concerns and the
ethical, environmental, legal, and
social context of marketing activities and programs.
a. safe
product design
b. cultural marketing
c.
social
responsibility marketing
d. cross-functional teams
e.
direct
sales policies

41. The
________ holds that the organizations task is to determine the needs, wants,
and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the
consumers and the societys well-being.
a. customer-centered business
b. focused business model
c.
societal
marketing concept
d. ethically responsible marketing manager
e.
production-centered
business

42.
Companies
see ________ as an opportunity to enhance their corporate reputation, raise
brand awareness, increase customer loyalty, build sales, and increase press
coverage.
a.
cause-related marketing
b.
brand marketing
c.
equity marketing
d.
direct marketing
e.
recognition marketing

43.
When a customer has a(n) ________ need he/she wants a
car whose operating cost, not its initial price, is low.
a.
stated
b.
real
c.
unstated
d.
delight
e.
secret

44.
When a customer has a(n) ________ need the customer
wants to be seen by friends as a savvy consumer.
a.
real
b.
unstated
c.
delight
d.
secret
e.
stated

45.
During market segmentation analysis, the marketer
identifies which segments present the greatest opportunity. These segments are
called ________.
a. target markets
b. primary markets
c.
tertiary
markets
d. demographic
markets
e.
focused
markets

46. For
each target market, the firm develops
a ________. The offering is positioned
in the minds of the target buyers as delivering some central benefit(s).
a. value
offering
b. niche
offering
c.
market
offering
d. segment offering
e.
social
offering

47.
________reflects
the perceived tangible and intangible benefits and costs to customers.
a.
Loyalty
b.
Satisfaction
c.
Value
d.
Expectations
e.
Comparison shopping

48. If
a marketer decides to use warehouses, transportation companies,
banks, and insurance companies to facilitate transactions with potential
buyers, the marketer is using what is called a ________.
a. service
channel
b. distribution channel
c.
brand
channel
d. relationship channel
e.
intermediary
channel

49. ________
includes all the actual and potential rival offerings and substitutes that a
buyer might consider.
a.
Competition
b.
The product offering
c.
A value proposition
d.
The supply chain
e.
The marketing environment

50.
The ________ includes the immediate actors involved in
producing, distributing, and promoting
the offering. The main actors are the company,
suppliers, distributors, dealers, and the target customers.
a.
operations environment
b.
management environment
c.
strategic environment
d.
task environment
e.
tactical environment

51. The
________ process consists of analyzing marketing opportunities; selecting
target markets; designing marketing strategies; developing marketing programs;
and managing the marketing effort.
a. marketing
planning
b. strategic
planning
c.
market research
d. opportunity
analysis
e.
share of customer

52. David Packard of Hewlett-Packard once said, Marketing is
far too important to leave to
________.
a. the advertising boys
b. uninformed managers
c.
novices
d. the CEO
e.
the marketing
department

53. Some
companies are now switching from
being solely product-centered (with product managers and product divisions to
manage them) to being more ________
centered.
a. competency
b. strategy
c.
marketing
d. customer-segment
e.
sales

54. Companies
are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and
intellectual capital.
a. variable assets
b. the value proposition
c.
intangible assets
d. tangible assets
e.
customer
preferences

55.
________ can increasingly be conducted electronically,
with buyer and seller seeing each other on their computer
screens in real time.
a.
Public relations
b.
E-commerce
c.
Advertising
d.
Personal selling
e.
Mass marketing

56.
Top management is going beyond sales revenue alone to
examine the marketing scorecard to interpret what is happening to ________.
a.
market share
b.
customer loss rate
c.
customer satisfaction
d.
product quality
e.
all of the above

57.
At the heart of any marketing program is the
________the firms tangible offering to the market.
a.
service offer
b.
product
c.
sales support team
d.
packaging
e.
auxiliary offer

58.
________ activities are the means by which firms attempt to inform, persuade, and remind
consumersdirectly or indirectlyabout the brands they sell.
a.
Consumer behavior
b.
Market segmentation
c.
Marketing research
d.
Marketing communication
e.
New product development

59.
Marketing evaluation and ________ processes are
necessary to understand the efficiency and effectiveness of marketing
activities and how both could be improved.

a.
control
b.
analysis
c.
measurement
d.
feedback
e.
consumer behavior

Chapter 3:1. Good marketing is no accident, but a result
of careful planning and ________.a. executionb. sellingc.
strategiesd. tacticse.
research2. Marketing is both an art and a sciencethere
is constant tension between the formulated side of marketing and the ________
side.a. creativeb. sellingc.
managementd. forecastinge.
behavior3.
The most
formal definition of marketing is ________.4.
Marketing management is ________.a.
managing the marketing processb.
monitoring
the profitability of the companies
products and servicesc.
selecting target marketsd.
developing marketing strategies to move the company
forwarde.
the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value5.
A transaction involves ________.a.
at least two partiesb.
each party has something that might be of value to the
other partyc.
each party is capable of communication and deliveryd.
each party is free to accept or reject the exchange
offere.
all of the abovea.
Durableb.
Impulsec.
Physicald.
Servicee.
Event7.
________ can be produced and marketed as a product.a.
Informationb.
Celebritiesc.
Durable goodsd.
Organizationse.
Properties8.
Charles
Revson of Revlon observed: In the factory, we make cosmetics; in the store, ________.a.
we make profitsb.
we challenge competitorsc.
we implement
adsd.
we sell hopee.
we sell quality9.
A ________is
someone seeking a response (attention, a purchase, a vote, a donation) from
another party, called the ________.a.
salesperson, customerb.
fund raiser, contributorc.
politician, voterd.
marketer, prospecte.
celebrity, audience10.In
________consumers may share a strong need that cannot be satisfied by an
existing product.f.
negative demandg.
latent
demandh. declining demandi.
irregular
demandj.
non-existent
demand10. In ________more
customers would like to buy the product than can be satisfied.a. latent
demandb. irregular
demandc.
overfull
demandd. excessivee.
negative
demand11.
Marketers often use the term ________ to cover various
groupings of customers.a.
peopleb.
buying powerc.
demographic
segmentd.
social class positione.
market12.
Companies
selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and
equipment spend a great deal of time trying to establish a superior brand image
in markets called ________.a.
business marketsb.
global marketsc.
consumer marketsd.
nonprofit and governmental
marketse.
service markets13.
In business markets, advertising can play a role, but a
stronger role may be played by the sales force, ________, and the companys reputation for reliability and quality.a.
brand imageb.
distributionc.
promotiond.
pricee.
performance14.
Global marketers must decide ________.a.
which countries to enterb.
how to enter each country (as an exporter, licenser,
joint venture partner, contract manufacturer, or solo manufacturer)c.
how to adapt their product and service features to each
countryd.
how to price their products in different countriese.
all of the above15.
Mohan Sawhney has proposed the concept of ________ to
describe a cluster of complementary
products and services that are closely related in the minds of consumers but
are spread across a diverse set of industries.a. metamarketb. vertical integrationc.
horizontal
integrationd. betamarkete.
synchronized
marketing16. The
________ promises to lead to more
accurate levels of production, more
targeted communications, and more
relevant pricing.a. Age
of Globalizationb. Age
of Deregulationc.
Industrial Aged. Information
Agee.
Production Age17. Many
countries have ________ industries to create greater competition
and growth opportunities.a. open-marketb. deregulatedc.
regulatedd. scientifically
segmented e.
created mass market18. Customers
are showing greater price sensitivity in their search for ________.a. the right productb. the right servicec.
the right
stored.
valuee.
relationships19.
Rising promotion
costs and shrinking profit margins are the result of ________.a.
changing technologyb.
globalizationc.
deregulationd.
privatizatione.
heightened competition20.
Industry boundaries are blurring at an incredible rate
as companies are recognizing that
new opportunities lie at the intersection of two or more
industriesthis is called ________.a.
globalizationb.
customizationc.
industry convergenced.
heightened competitione.
acquisitionb.
customer valuec.
customer delightd.
total service solutione.
intangible benefit(s)22.
In response to threats from such companies as AOL, Amazon, Yahoo, eBay, ETRADE, and
dozens of others, established manufacturers and retailers became
brick-and-click oriented by adding online services to their existing
offerings. This process became known as ________.a.
reintermediationb.
disintermediationc.
e-commerced.
e-collaboratione.
new market synchronization23.
Many brick-and-click competitors
became stronger contenders in the marketplace than the pure-click firms because
they had a larger pool of resources to work with and ________.a.
better pricesb.
greater valuec.
well-established brand namesd.
one-on-one communicationse.
direct selling capability24.
The ________ is practiced most
aggressively with unsought goods, goods that buyers normally do not think of
buying, such as insurance, encyclopedias, and funeral plots.a.
marketing conceptb.
selling conceptc.
production conceptd.
product concepte.
holistic marketing concept25.
The ________ concept holds that consumers will favor
those products that offer the most
quality, performance, or innovative features.a.
productb.
marketingc.
productiond.
sellinge.
holistic marketing26.
The ________ concept holds that consumers and
businesses, if left alone, will ordinarily not buy enough of the organizations
products.a.
productionb.
sellingc.
marketingd.
producte.
holistic marketing27.
Several scholars have found that companies who embrace the marketing concept achieve
superior performance. This was first demonstrated
for companies practicing a
________understanding and meeting customers expressed needs.a. reactive market orientationb. proactive marketing orientationc.
total
market orientationd.
impulsive market orientatione.
holistic
market orientation28. According
to Theodore Levitt, who drew a perceptive contrast between the selling and
marketing concepts, ________ is preoccupied with the need to convert products
into cash.a. marketingb. sellingc.
direct marketingd. holistic marketinge.
service
marketing29.
In the course of converting to a marketing orientation,
a company faces three
hurdles________.a.
organized resistance, slow learning, and fast
forgettingb.
management, customer reaction, competitive
responsec.
decreased profits, increased R&D, additional
distributiond.
forecasted demand, increased sales expense, increased
inventory costse.
customer focus, profitability, slow learning30.
Companies
that practice both a reactive and proactive marketing orientation are implementing a ________
and are likely to be the most
successful.a.
total market orientationb.
external focusc.
customer focusd.
competitive,
customer focuse.
confrontation process31.
Marketers argue for a ________ in which all functions
work together to respond to, serve, and satisfy the customer.a.
cross-functional team orientationb.
collaboration modelc.
customer orientationd.
management-driven organizatione.
total quality model32.
________ can be seen as the development, design, and implementation of marketing programs, processes, and
activities that recognizes the breadth and interdependencies of their
effects. a.
Niche marketingb. Holistic marketingc.
Relationship
marketingd. Supply-chain marketinge.
Demand-centered
marketing33. ________ marketing has the aim of
building mutually satisfying long-term relations with key parties such as
customers, suppliers, distributors, and other marketing partners in order to
earn and retain their business.a. Holistic
b. Demand-based
c.
Direct d. Relationshipe.
Synthetic 34. Companies who form a ________ collect information on
each customers past transactions, demographics,
psychographics, and media and
distribution preferences.a. sales
networkb. holistic
unionc.
marketing networkd. supply-chain
networke.
integrated network35. The
ability of a company to deal with
customers one at a time has become practical as a result of advances in
________, computers, the Internet,
and database marketing software. a. improved
communication flowb. information technologyc.
just-in-time
manufacturingd. factory customizatione.
customer-centered
strategies36.
One traditional depiction of marketing
activities is in terms of the marketing mix or four Ps. The four Ps are
characterized as being ________.a.
product, positioning, place, and priceb.
product, production, price, and placec.
promotion,
place, positioning, and priced.
place, promotion,
production, and positioning e.
product, price, promotion,
and place37.
The four Ps represent the sellers view of the
marketing tools available for influencing buyers. From a buyers point of view,
each marketing tool is designed to deliver a customer benefit. Robert
Lauterborn suggested that the sellers four Ps correspond to the customers
four Cs. The four Cs are ________.a.
customer focus, cost, convenience, and communicationb.
customer solution, customer cost, convenience,
and communicationc.
convenience, control, competition,
and costd.
competition,
cost, convenience, and communicatione.
category control, cost, concept development, and
competition38.
Holistic marketing incorporates ________,
ensuring that everyone in the organization embraces appropriate marketing
principles, especially senior management.a.
profit objectivesb.
share of customerc.
internal
marketingd. the marketing mixe.
strategic
planning39. Marketing
is not a department so much as a ________.a. company orientationb. philosophyc.
functiond. branch of managemente.
branch
of economics40. Holistic
marketing incorporates ________ and understanding broader concerns and the
ethical, environmental, legal, and
social context of marketing activities and programs. a. safe
product designb. cultural marketingc.
social
responsibility marketingd. cross-functional teamse.
direct
sales policies41. The
________ holds that the organizations task is to determine the needs, wants,
and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the
consumers and the societys well-being.a. customer-centered businessb. focused business modelc.
societal
marketing conceptd. ethically responsible marketing managere.
production-centered
business42.
Companies
see ________ as an opportunity to enhance their corporate reputation, raise
brand awareness, increase customer loyalty, build sales, and increase press
coverage.a.
cause-related marketingb.
brand marketingc.
equity marketingd.
direct marketinge.
recognition marketing43.
When a customer has a(n) ________ need he/she wants a
car whose operating cost, not its initial price, is low.a.
statedb.
realc.
unstatedd.
delighte.
secret44.
When a customer has a(n) ________ need the customer
wants to be seen by friends as a savvy consumer.a.
realb.
unstatedc.
delightd.
secrete.
stated45.
During market segmentation analysis, the marketer
identifies which segments present the greatest opportunity. These segments are
called ________.a. target marketsb. primary marketsc.
tertiary
marketsd. demographic
marketse.
focused
markets46. For
each target market, the firm develops
a ________. The offering is positioned
in the minds of the target buyers as delivering some central benefit(s).a. value
offeringb. niche
offeringc.
market
offeringd. segment offeringe.
social
offering47.
________reflects
the perceived tangible and intangible benefits and costs to customers.a.
Loyaltyb.
Satisfactionc.
Valued.
Expectationse.
Comparison shopping48. If
a marketer decides to use warehouses, transportation companies,
banks, and insurance companies to facilitate transactions with potential
buyers, the marketer is using what is called a ________.a. service
channelb. distribution channelc.
brand
channeld. relationship channele.
intermediary
channel49. ________
includes all the actual and potential rival offerings and substitutes that a
buyer might consider.a.
Competitionb.
The product offeringc.
A value propositiond.
The supply chaine.
The marketing environment50.
The ________ includes the immediate actors involved in
producing, distributing, and promoting
the offering. The main actors are the company,
suppliers, distributors, dealers, and the target customers.a.
operations environmentb.
management environmentc.
strategic environmentd.
task environmente.
tactical environment51. The
________ process consists of analyzing marketing opportunities; selecting
target markets; designing marketing strategies; developing marketing programs;
and managing the marketing effort.a. marketing
planningb. strategic
planningc.
market researchd. opportunity
analysise.
share of customer52. David Packard of Hewlett-Packard once said, Marketing is
far too important to leave to
________.a. the advertising boysb. uninformed managersc.
novicesd. the CEOe.
the marketing
department53. Some
companies are now switching from
being solely product-centered (with product managers and product divisions to
manage them) to being more ________
centered. a. competencyb. strategyc.
marketingd. customer-segmente.
sales54. Companies
are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and
intellectual capital.a. variable assetsb. the value propositionc.
intangible assetsd. tangible assetse.
customer
preferences55.
________ can increasingly be conducted electronically,
with buyer and seller seeing each other on their computer
screens in real time.a.
Public relationsb.
E-commercec.
Advertisingd.
Personal sellinge.
Mass marketing56.
Top management is going beyond sales revenue alone to
examine the marketing scorecard to interpret what is happening to ________.a.
market shareb.
customer loss ratec.
customer satisfactiond.
product qualitye.
all of the above57.
At the heart of any marketing program is the
________the firms tangible offering to the market.a.
service offerb.
productc.
sales support teamd.
packaginge.
auxiliary offer58.
________ activities are the means by which firms attempt to inform, persuade, and remind
consumersdirectly or indirectlyabout the brands they sell.a.
Consumer behaviorb.
Market segmentationc.
Marketing researchd.
Marketing communicatione.
New product development59.
Marketing evaluation and ________ processes are
necessary to understand the efficiency and effectiveness of marketing
activities and how both could be improved.
a.
controlb.
analysisc.
measurementd.
feedbacke.
consumer behaviorChapter 3:

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