14 Aug While viewing businesses in terms of customer needs can suggest additional growt

While viewing businesses in terms
of customer needs can suggest additional growth opportunities, a ________ tends
to focus on selling a product or service to a current market.

cognitive definition

tactical definition

product definition

target market definition

strategic market definition
What is the traditional view of
marketing?

Firms should remember that promotion is the most important of the four Ps.

Firms should just focus on production because if the products are good then
they will automatically sell.

Firms should just focus on production and selling because marketing occurs as a
part of the selling process.

Firms should have a proper marketing team that can increase consumers’
awareness of their products and rouse their interest in them.

Firms should price their products as low as possible so that marketing them becomes
easy.
Mission statements are at their best when they reflect a ________.

value

strength

competency

market

vision
The most frequently cited
shortcomings of current marketing plans, according to marketing executives, are
lack of realism, insufficient competitive analysis, and a ________ focus.

short-run

price

profit

product

long-term
When one company licenses another
to produce its offerings, or two companies jointly market their complementary
offerings, it is called a ________.

total quality management

pricing collaboration

promotional alliance

product or service alliance

logistics collaboration
When demand is ________, it
implies that more customers would like to buy the product than can be
satisfied.

overfull

irregular

full

latent

negative
Disintermediation via the
Internet has resulted in ________.

stronger brand loyalty

well-established brand names

greater consumer buying power

higher prices

greater emphasis on personal selling
Most large companies consist of
four organizational levels: the corporate level, the ________, the business
unit level, and the product level.

board of director level

division level

management team level

strategic level

major stakeholder level
The “Malaysia, Truly
Asia” ad campaign that showcased Malaysia’s beautiful landscape and its
multicultural society in order to attract tourists is an example of ________
marketing.

place

property

event

idea

service
The holistic marketing framework
is designed to address three key management questions. Which of the following
is one of those questions?

Value explorationhow can a company identify new value opportunities?

Value networkhow can a company effectively network?

Value claimshow does the company deal with value clutter?

Value propositionhow can value propositions be made profitable?

Value erosionare there weak links in the company’s value chain?
Which of the following is one of
the five major characteristics of good mission statements?

They expand the range of individual employee discretion.

They focus on a large number of goals.

They take a short-term view.

They are long and comprehensive to ensure that all critical concepts are
included.

They define the major competitive spheres within which the company will operate.
Tracy’s is a chain of hair
dressing salons for women. They use the television, magazines, radio, and
newspapers to advertise their services. The owners ensure that all
communication channels deliver a common message to prospective customers.
Tracy’s believes in ________.

socially responsible marketing

integrated marketing

global marketing

relationship marketing

internal marketing
The success of online purchasing
resulted in ________ in the delivery of products and services by intervening in
the traditional flow of goods through distribution channels.

diversification

deregulation

reduced competition

privatization

disintermediation
________ marketing aims to build
mutually satisfying long-term collaboration with key constituents, such as customers,
employees, suppliers, distributors, and other marketing partners, in order to
earn and retain their business.

Relationship

Direct

Internal

Demand-based

Integrated
Which of
the following categories of goods and services is most likely to require an
aggressive use of the selling concept?

complementary goods

necessary goods

shopping goods

unsought goods

luxury goods
While viewing businesses in terms
of customer needs can suggest additional growth opportunities, a ________ tends
to focus on selling a product or service to a current market.

cognitive definition

tactical definition

product definition

target market definition

strategic market definitionWhat is the traditional view of
marketing?

Firms should remember that promotion is the most important of the four Ps.

Firms should just focus on production because if the products are good then
they will automatically sell.

Firms should just focus on production and selling because marketing occurs as a
part of the selling process.

Firms should have a proper marketing team that can increase consumers’
awareness of their products and rouse their interest in them.

Firms should price their products as low as possible so that marketing them becomes
easy.
Mission statements are at their best when they reflect a ________.

value

strength

competency

market

visionThe most frequently cited
shortcomings of current marketing plans, according to marketing executives, are
lack of realism, insufficient competitive analysis, and a ________ focus.

short-run

price

profit

product

long-termWhen one company licenses another
to produce its offerings, or two companies jointly market their complementary
offerings, it is called a ________.

total quality management

pricing collaboration

promotional alliance

product or service alliance

logistics collaborationWhen demand is ________, it
implies that more customers would like to buy the product than can be
satisfied.

overfull

irregular

full

latent

negativeDisintermediation via the
Internet has resulted in ________.

stronger brand loyalty

well-established brand names

greater consumer buying power

higher prices

greater emphasis on personal sellingMost large companies consist of
four organizational levels: the corporate level, the ________, the business
unit level, and the product level.

board of director level

division level

management team level

strategic level

major stakeholder levelThe “Malaysia, Truly
Asia” ad campaign that showcased Malaysia’s beautiful landscape and its
multicultural society in order to attract tourists is an example of ________
marketing.

place

property

event

idea

serviceThe holistic marketing framework
is designed to address three key management questions. Which of the following
is one of those questions?

Value explorationhow can a company identify new value opportunities?

Value networkhow can a company effectively network?

Value claimshow does the company deal with value clutter?

Value propositionhow can value propositions be made profitable?

Value erosionare there weak links in the company’s value chain?Which of the following is one of
the five major characteristics of good mission statements?

They expand the range of individual employee discretion.

They focus on a large number of goals.

They take a short-term view.

They are long and comprehensive to ensure that all critical concepts are
included.

They define the major competitive spheres within which the company will operate.Tracy’s is a chain of hair
dressing salons for women. They use the television, magazines, radio, and
newspapers to advertise their services. The owners ensure that all
communication channels deliver a common message to prospective customers.
Tracy’s believes in ________.

socially responsible marketing

integrated marketing

global marketing

relationship marketing

internal marketingThe success of online purchasing
resulted in ________ in the delivery of products and services by intervening in
the traditional flow of goods through distribution channels.

diversification

deregulation

reduced competition

privatization

disintermediation________ marketing aims to build
mutually satisfying long-term collaboration with key constituents, such as customers,
employees, suppliers, distributors, and other marketing partners, in order to
earn and retain their business.

Relationship

Direct

Internal

Demand-based

IntegratedWhich of
the following categories of goods and services is most likely to require an
aggressive use of the selling concept?

complementary goods

necessary goods

shopping goods

unsought goods

luxury goods

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