14 Aug Course 10216-MKTK-508-120-Marketing ManagementTest Ch 01 QuizAttempt Score 100 o

Course 10216-MKTK-508-120-Marketing ManagementTest Ch 01 QuizAttempt Score 100 out of 100 points QUESTION 11. Rising promotion costs and shrinking profit margins are the result of ________. new and improved technology disintermediation industry convergence privatization heightened competition5 points QUESTION 21. Car rental firms, hair dressers, and management consultants provide ________. goods experiences events services information5 points QUESTION 31. Julia is worried about the rising pollution levels in her city. She doesn’t mind paying extra for goods and services that use sustainable processes to help control pollution. This is an example of ________ for pollution. declining demand nonexistent demand latent demand negative demand unwholesome demand5 points QUESTION 41. When eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process, it is an example of ________. deregulation reverse auctioning reintermediation disintermediation diversification5 points QUESTION 51. Managers of ________ businesses concentrate on achieving high manufacturing efficiency, low costs, and mass distribution. selling-oriented product-oriented production-oriented marketing-oriented consumer-oriented5 points QUESTION 61. Marketers at Johnny Inc. believe in putting their customers ahead of everything else. Their products are carefully designed to meet customer requirements and the entire focus is on achieving customer satisfaction. Johnny Inc., follows the ________ concept in doing business. production product selling marketing social responsibility5 points QUESTION 71. Which of the following is most consistent with the integrated marketing approach? A good product will sell itself. If left alone, consumers are inclined to purchase only inexpensive products. All communication to consumers must deliver a consistent message irrespective of the medium. In order to succeed, the main focus should be on having an efficient production process in place. Online marketing is less important than traditional marketing efforts.5 points QUESTION 81. The ________ holds that the organization’s 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 consumer’s and the society’s well-being. selling concept integrated marketing concept social responsibility marketing concept production concept relationship marketing concept5 points QUESTION 91. Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management? relationship marketing integrated marketing internal marketing network marketing performance marketing5 points QUESTION 101. Which of the following is true of business markets? Buyers are usually not skilled at comparing competitive product offerings. Buyers have limited purchasing power. Property rights, language, culture, and local laws are the most important concerns. Products sold in such markets are usually highly standardized. Business buyers buy goods to make or resell a product to others at a profit.5 points QUESTION 111. The value of an offering is described as ________. the price consumers are charged for a product the cost of manufacturing a product the degree to which consumer demand for a product is positive the sum of the tangible and intangible benefits and costs to customers the intangible benefits gained from a product5 points QUESTION 121. Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept? shopping goods unsought goods necessary goods luxury goods complementary goods5 points QUESTION 131. Companies are recognizing that much of their market value comes from ________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital. variable assets value propositions intangible assets market offerings industry convergence5 points QUESTION 141. ________ reflects a customer’s judgment of a product’s performance in relation to his or her expectations. Brand equity Satisfaction Value Perception Brand image5 points QUESTION 151. As economies advance, a growing proportion of their activities focuses on the production of ________. products events experiences luxury goods services5 points QUESTION 161. ________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies. Niche marketing Holistic marketing Relationship marketing Supply chain marketing Demand-centered marketing5 points QUESTION 171. Holistic marketing incorporates ________, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities. internal marketing cultural marketing social responsibility marketing relationship marketing integrated marketing5 points QUESTION 181. Identify the concept that emerged in the mid-1950s as a customer-centered, sense-and-respond philosophy. the product concept the production concept the selling concept the marketing concept the holistic marketing concept5 points QUESTION 191. Rick Johnson trains his company’s sales force to go after the consumer. He repeatedly asks his team to bear in mind the essential fact that it is the sales team’s responsibility to rouse the consumer’s interest and make him feel that he needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Johnson believes in the ________ concept. product production selling marketing social responsibility5 points QUESTION 201. A(n) ________ need is one that the consumer is reluctant or unwilling to explicitly verbalize. secondary unstated delight secret stated

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