| 1-1. |
Companies like Nike are strongly customer focused and heavily committed to marketing. To accomplish this the companies must have:
a. large advertising budgets.
b. strong CEOs.
c. well-defined target markets and produce superior value for their customers.
d. the lowest prices in the market. |
|
| 1-2. |
Creating __________________ are(is) the heart of modern marketing thinking and practice.
a. profit maximization
b. increased stock value
c. award winning products
d. customer value and satisfaction |
|
| 1-3. |
The most basic concept underlying marketing is that of:
a. products and services.
b. human needs.
c. exchange.
d. transactions. |
|
| 1-4. |
If a company is guilty of "marketing myopia," then they are:
a. in danger of having dangerous cost overruns because they are trying to please too many diverse customer groups.
b. so taken with their products that they focus only on existing wants and lose sight of underlying consumer needs.
c. guilty of prejudice toward certain customer groups.
d. falling into the trap of "copying" rather than "inventing" products. |
|
| 1-5. |
Customers do not often judge product values and costs accurately or objectively. Instead, they act on ___________________.
a. customer satisfaction.
b. customer quality.
c. needs.
d. perceived value. |
|
| 1-6. |
The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders is best described as being:
a. demand management.
b. network interface.
c. market segmentation.
d. relationship marketing. |
|
| 1-7. |
The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives is called ___________________.
a. demarketing.
b. demand management.
c. marketing.
d. marketing management. |
|
| 1-8. |
If Yosemite National Park becomes badly overcrowded during the summer vacation season, the Federal Government might have to undertake a ___________________campaign to reduce crowding.
a. public relations
b. regulation program
c. demarketing
d. sales |
|
| 1-9. |
When the product's cost is too high and improved productivity is needed to bring it down, the _________________ concept is a useful philosophy.
a. production
b. product
c. marketing
d. selling |
|
| 1-10. |
When faced with overcapacity, most firms practice which of the following concepts?
a. The marketing concept.
b. The product concept.
c. The production concept.
d. The selling concept. |
|
| 1-11. |
__________________________ holds that achieving organizational goals depends on
determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than do competitors.
a. The marketing concept.
b. The product concept.
c. The selling concept.
d. The societal marketing concept. |
|
| 1-12. |
_______________ is the vast and burgeoning global web of computer networks which links computer users of all types around the world.
a. Microsoft
b. The Internet
c. The Defense Department
d. The telephone communication system |
|
| 1-13. |
The shrinking of distances due to technological advances such as computer and fax
connections by telephone are one characteristic of what new challenge to marketing?
a. Rapid globalization.
b. The changing world economy.
c. The call for more socially responsible marketing.
d. The micro-chip revolution. |
|
| 1-14. |
An increased interest in corporate ethics is typical of:
a. rapid globalization.
b. a new world order.
c. the call for greater social responsibility in business.
d. a fear of being sued. |
|
| 1-15. |
Companies of every sort have learned that they cannot remain inwardly focused,
ignoring the needs of customers and their environment. This concept is part of the:
a. effort toward rapid globalization.
b. increased tensions between nations.
c. call for greater social responsibility in business.
d. new marketing landscape. |
