Marketing is _____'

1

• Marketing is _____.
• another word for advertising and sales
• only used by major corporations
• about satisfying customer needs
• about simply making a profit

2

• The most basic concept underlying marketing is
  that of _____.
• profits
• products
• human needs
• services

3

• The art and science of choosing target markets
  and building profitable relationships with them
  is called _____.
• marketing profiles
• marketing maneuvers
• marketing selection
• marketing management

4

• Which marketing philosophy believes that an
  organization can achieve its goals if it knows
  the needs of its target market well and delivers
  satisfaction better than its competition?
• production concept
• product concept
• selling concept
• marketing concept

5

• To build lasting customer relationships, firms
  should focus on delivering _____ and _____.
• high quality products low prices
• customer value customer satisfaction
• customer satisfaction customer growth
• customer value high profits

6

• The aim of customer relationship management is to
  _____.
• create customer satisfaction
• create customer profits
• create customer delight
• create customer longing

7

• The portion of the customers purchasing power
  that a company gets in its product categories is
  called its _____.
• customer equity
• share of customer
• customer quotient
• customer lifetime value

8

• The _____ is the nations 24th largest advertiser
  with an annual budget of over 1 billion.
• Procter and Gamble Co.
• Boeing Co.
• Levi Strauss Co.
• U.S. Government

9

• Which of the first four steps of the marketing
  process asks, What consumers will we serve? and
  How can we best serve targeted customers?
• Step 1 Understanding the marketplace
• Step 2 Designing the marketing strategy
• Step 3 Constructing the marketing program
• Step 4 Building profitable relationships with
  customers

10

• Which step of the marketing process is the most
  important?
• Step 1 Understanding the marketplace
• Step 2 Designing the marketing strategy
• Step 3 Constructing the marketing program
• Step 4 Building profitable relationships with
  customers

11

• This type of business plan involves adapting the
  firm to take advantage of opportunities in its
  constantly changing environment.
• annual plan
• marketing plan
• strategic plan
• long-range plan

12

• The organization should base its mission
  statement on its _____.
• profitable goals
• customers welfare
• products value
• distinctive competencies

13

• _____ are high-growth, high-share businesses or
  products.
• Question marks
• Cash cows
• Dogs
• Stars

14

• _____ has the main responsibility for achieving
  profitable growth for a company.
• Management
• Human resources
• Marketing
• All of the above

15

• Which of the following is an example of market
  penetration for Starbucks?
• adding drive-thru windows to their current coffee
  shops
• adding new stores in the Southeast
• adding hot breakfast items to the menu
• buying Hear Music

16

• The _____ takes the customers point of view.
• Human Resource Dept.
• Management Dept.
• Information Technology Dept.
• Marketing Dept.

17

• _____ should be at the center of a companys
  marketing strategy.
• Customers
• Profits
• Products
• Employees

18

• Once the various market segments have been
  determined, the next step in the marketing
  strategy process is _____.
• market evaluation
• target marketing
• product positioning
• market penetration

19

• The set of controllable, tactical marketing tools
  that the firm blends together to produce its
  response to the wants of its target market are
  called its _____.
• marketing arsenal
• marketing mix
• marketing portfolio
• integrated marketing options (IMOs)

20

• The four Ps in marketing refer to_____, _____,
  _____ and _____.
• product place price promotion
• product property price promotion
• production property people promotion
• product place promotion people

21

• A companys _____ consists of its suppliers,
  marketing intermediaries, customers, competitors
  and publics.
• macroenvironment
• microenvironment
• business environment
• marketing environment

22

• A companys _____ public includes its workers,
  managers, volunteers and board of directors.
• employee
• citizen-action
• internal
• human resource

23

• Of the seven generations present in the U.S.
  today, _____ is(are) the largest and most
  influential.
• the Baby Boomers
• Generation X
• Generation Y
• the Millenials

24

• The shop until you drop mentality of the 1990s
  has been replaced with a more _____ approach.
• save all you can
• value is key
• dont shop at all
• splurge regularly

25

• There are three trends in the natural environment
  that marketers are monitoring. These are _____,
  _____ and _____.
• shortages of raw materials increased
  legislation increased consumerism
• the green movement shortages of raw materials
  increased pollution
• increased pollution increased government
  intervention shortages of raw materials
• increased consumerism increased population
  increased ethical expectations

26

• The most dramatic force shaping business today is
  the _____ environment.
• natural
• technological
• economic
• political

27

• Which country leads the world in research and
  development spending?
• United States
• Japan
• China
• Germany

28

• Legislation affecting business has _____ over the
  years.
• increased steadily
• decreased slightly
• remained steady
• grown immensely

29

• Which of the following is not one of the ways a
  societys values are expressed?
• peoples view of history
• peoples view of society
• peoples view of the universe
• peoples view of others

30

• A company has several options with regard to its
  marketing environment. A strong company takes
  a(n) _____ approach.
• proactive
• reactive
• ingenuous
• peaceful

31

• Managers today often receive _____ information.
• too much
• too little
• irrelevant
• both 1 and 3

32

• A _____ consists of the people, equipment and
  procedures to gather, sort, analyze and
  distribute accurate information to marketing
  decision makers.
• marketing intelligence system
• database mining system
• marketing information system
• marketing research system

33

• A marketing information system begins and ends
  with information from _____.
• customers
• databases
• administrators
• users

34

• Which of the following is a problem with using
  internal databases?
• the information was collected for another reason
• the information is in the wrong format
• the information may be out of date
• all of the above

35

• The goal of _____ is to improve strategic
  decision making, access and track competitors
  actions, and to provide early warning of
  opportunities and threats.
• competitive research analysis
• marketing intelligence
• information technology
• marketing segmentation

36

• What is the often the hardest step in the
  marketing research process?
• defining the problem
• developing the research plan
• implementing the research plan
• reporting the findings

37

• The three types of research approaches a marketer
  may use are _____, _____ and _____.
• surveys observations historic reviews
• observations surveys databases
• observations experiments surveys
• experiments databases surveys

38

• The most widely used form of primary research and
  the one best suited for descriptive information
  is _____
• survey research
• ethnographic research
• observational research
• experimental research

39

• Which type of research is best suited for
  gathering causal information?
• survey research
• ethnographic research
• observational research
• experimental research

40

• If a marketer wanted to collect large amounts of
  information at a low cost per respondent, she
  could use _____.
• telephone interviews
• mail questionnaires
• focus groups
• approach interviews

41

• If an interviewer wanted to reach the teen
  market, a fast and low cost method would be to
  use _____.
• telephone interviews
• mail questionnaires
• focus groups
• online surveys

42

• _____ is the most basic cause of a persons wants
  and behavior.
• Greed
• Fear
• Culture
• Materialism

43

• Groups of people with shared value systems based
  on common life experiences are called _____.
• cohorts
• generations
• subcultures
• affiliate groups

44

• The fastest-growing and most affluent subculture
  in the U.S. is the _____ population.
• Hispanic
• African American
• Asian American
• mature

45

• The _____ is the most important consumer buying
  organization in society.
• school
• family
• government
• business

46

• A persons _____ is his/her unique set of
  psychological characteristics that are relatively
  consistent and lasting.
• self esteem
• self concept
• lifestyle
• personality

47

• According to _____, people are largely
  unconscious about the real psychological forces
  shaping their behavior.
• Abraham Maslow
• Bill Gates
• Alfred Skinner
• Sigmund Freud

48

• The process of selecting, organizing and
  interpreting information to form a meaningful
  picture of the world is referred to as _____.
• perception
• sensation
• subliminal imprinting
• rationalization

49

• When a person changes his/her behavior as a
  result of an experience, we say that _____ has
  occurred.
• motivation
• sensation
• learning
• perception

50

• The final step in the buying decision process is
  _____.
• the purchase itself
• postpurchase behavior
• choosing the product
• getting the rebate

51

• Business markets are _____ than consumer markets.
• considerably larger
• slightly larger
• slightly smaller
• no different

52

• The main differences between the business to
  business (B2B) market and the business to
  consumer (B2C) market include all of the
  following except _____.
• the differences in market structure and demand
• that people assume buying roles
• the nature of the buying unit
• the types of decisions and the decision process
  involved

53

• _____ is demand that ultimately comes from the
  demand for consumer goods.
• Consumer demand
• Marketing demand
• Derived demand
• End-user demand

54

• Which of the following is not a characteristic of
  the business market?
• Business markets are more geographically
  concentrated.
• Many business markets have elastic demand.
• Business markets have more fluctuating demand.
• Business marketers have far fewer but larger
  customers.

55

• Which of the following is not one of the major
  types of buying situations faced by business
  buyers?
• straight rebuy
• new task buy
• online rebuy
• modified rebuy

56

• Which of the business buyer purchase decisions
  offers the greatest opportunities and the
  greatest challenges for marketers?
• straight rebuy
• new task buy
• modified rebuy
• Both 2 and 3

57

• The _____ role in the purchase decision process
  is to control the flow of information to others.
• buyers
• gatekeepers
• influencers
• deciders

58

• Shortages in key materials is an important _____
  factor.
• organizational
• individual
• environmental
• interpersonal

59

• Once a business buyer determines a problem or
  need, the next step in the business buying
  process is to _____.
• begin a supplier search
• solicit suppliers proposals
• determine a general need description
• make a purchase

60

• The 8-stage buyer decision model would most
  likely be used for a _____ buying decision.
• straight rebuy
• new task
• online
• modified rebuy

61

• E-procurement is being used by _____ of business
  buyers today.
• 33
• 50
• 75
• 90

62

• The _____ consists of schools, hospitals, nursing
  homes and prisons that provide goods and services
  to people in their care.
• government market
• institutional market
• non-profit market
• organizational market