1) All of the following areaccurate descriptions of modern marketing EXCEPT which one?

A) Marketing is the creation of valuefor customers.

B) Selling and advertising aremarketing tools.

C) Marketing involves satisfyingcustomers' needs.

D) Marketing should be used byfor-profit organizations only.

Q1 Answer: ___

2) Which of the followingrefers to sellers being preoccupied with their own products andlosing sight of underlying consumer needs?

A) selling myopia

B) value proposition

C) marketing myopia

D) the product concept

Q2 Answer: ____

3) Your new employer hasasked you, as a new marketing graduate, to develop a group ofpotential customers who respond in a similar way to a given set ofmarketing efforts. You have been asked to develop a(n)________.

A) target market

B) market segment

C) market

D) market strategy

Q3 Answer: ____

4) Currently, David Chow isemployed by a firm that conducts marketing research and creates adsfor other companies that target and promote their products to theright markets. Who is David’s employer?

A) a financial intermediary

B) multinational company

C) a marketing services agency

D) a reseller

Q4 Answer: ___

5) A(n) ________ is definedas any group that has an actual or potential interest in, or impacton, an organization's ability to achieve its objectives.

A) competitor

B) market

C) public

D) intermediary

Q5 Answer: ___

6) You are the director ofmarketing for an elderly care Hospital. You are doing anenvironmental scan to help create a five-year marketing plan forthe hospital. Which of the following environmental trends shouldyou consider to be the most important?

A) The number of people in yourgeographic area who are 60 years or older will increase by 23percent during the next five years

B) By the year 2015, baby boomers willcontrol more than 50 percent of all consumer expenditures

C) The community has seen a rise indual-income couples who bring with them larger disposableincomes

D) By the year 2020, healthcare robotswill play a major role in medical industry

Q6 Answer: ___

7) Which of the following statements aboutenvironmental scanning is true?

A) Environmental scanning changes themarketing environment

B) Environmental scanning identifiesand interprets potential trends

C) Environmental scanning focusesprimarily on geographical factors

D) All of the above statements aboutenvironmental scanning are true

Q7 Answer: ___

8) Which of the followingis a socializing force that dictates what is morally right andjust?

A) Societal culture and norms

B) Organizational structures

C) Peer pressure

D) Law

Q8 Answer: ___

9) During the purchasedecision process, an individual at the __________ stage willperceive differences between his or her ideal and actual situationsbig enough to trigger a decision.

A. Problem recognition

B. Alternative evaluation

C. Cognitive dissonance

D. Routine response behavior

Q9 Answer: ___

10) An ad for Conesco's life insuranceasks the question, "How do you plan on supporting your family afteryou pass away"? The ad shows a tombstone with a sign that offersthe face of the stone as ad space. The ad is intended to appeal towhich of the hierarchy of needs?

A. Physiological needs

B. Safety needs

C. Social needs

D. Self-actualisation needs

Q10 Answer: ___

11) When Procter & Gambleintroduced Crest toothpaste, the first fluoride toothpaste, it wasintended for use by children and was therefore given achild-appealing bubblegum flavor. Sometime later the same basicformula was given a fresh, minty flavor to appeal to adults. Whatis this marketing strategy called?

A. Product extrapolation

B. Product differentiation

C. Usage segmentation

D. Psychographic segmentation

Q11 Answer: ___

12) ChoiceShirts is an online companythat makes custom T-shirts. Customers can make their shirts usingany downloaded photo inserted into 600 templates or even design ashirt from scratch. This is an example of

A. Mass customization

B. How the 80/20 rule isimplemented

C. Customization

E. Repositioning

Q12 Answer: ___

13) Xerox pioneered thefirst portable fax machine. In 1980 the price was US$12,700. Xeroxwas using a(n) __________ strategy to help cover the cost of itsresearch and development.

A. Penetration pricing

B. Cost-plus pricing

C. Market-oriented pricing

D. Skimming pricing

Q13 Answer: ___

14. __________ is the blending ofdifferent communication and delivery channels that are mutuallyreinforcing in attracting, retaining and building relationshipswith consumers who shop and buy in traditional intermediaries andonline.

A. Direct marketing

B. Indirect marketing

C. Intensive marketing

D. Multichannel marketing

Q14 Answer: ___

15. __________ is the concept ofdesigning marketing communications programs that coordinate allpromotional activities—advertising, personal selling, salespromotion, public relations and direct marketing—to provide aconsistent message across all audiences.

A. The promotion channel

B. The marketingcommunication

C. The marketing channel

D. Integrated marketingcommunications