1) Which of the following is NOT an accurate description of modern marketing? 1) A) Marketing involves managing profitable customer relationships. B) Marketing is the creation of value for customers.C) Marketing involves satisfying customers' needs. D) Marketing is building value-laden exchange relationships with customers. E) Marketing emphasizes selling and advertising exclusively.

2) According to the five-step model of the marketing process, a company should ________ before 2) designing a customer-driven marketing strategy. A) use customer relationship management to create full partnerships with key customers B) determine how to deliver superior value to customersC) construct an integrated marketing program D) build profitable relationships with customersE) understand the marketplace and customer needs and wants

3) Which of the following is the first step in strategic planning? 3) A) developing the business portfolio B) formulating the key marketing strategiesC) setting short-term goalsD) defining the organizational missionE) identifying the organization's weaknesses and the threats it faces

4) A ________ is some combination of products, services, information, or experiences provided to 4) consumers to satisfy a need or want. A) brand positioning B) market offering C) market segment D) market mixE) value proposition

5) Which of the following is NOT an example of product-oriented mission statements? 5) A) "We are an online library." B) "We run theme parks."C) "We rent hotel rooms."D) "We sell memorable experiences." E) "We sell athletic shoes."

6) Dan has been directed to study the actors close to a company that affect its ability to serve its 6) customers, such as the company, suppliers, marketing intermediaries, customer markets,competitors, and publics. In this instance, Dan has been directed to study the ________ of thecompany. A) demographic environment B) political environmentC) microenvironment D) macroenvironmentE) technological environment

7) With the recent explosion of information technologies, ________. 7) A) it has become more difficult and expensive to obtain primary dataB) most marketing managers are overloaded with data and often overwhelmed by it C) companies have ceased to maintain internal databases D) companies have ceased to feel the need for marketing information systemsE) most marketing managers are concerned solely about the duplication of content

8) ________ is the process of developing and maintaining a crucial fit between the organization's goals 8) and capabilities and its changing marketing opportunities. A) Market segmentation B) DiversificationC) Benchmarking D) Strategic planning E) SWOT analysis

9) ________ is the act of obtaining a desired object from someone by offering something in return. 9) A) Exchange B) DonationC) ValuationD) ConfiscationE) Market offering

10) The collection of businesses and products that make up a company is called its ________. 10) A) business portfolio B) strategic business unit C) strategic planD) internal value chain E) supply chain

11) Price & Malone Corp., a company based in Houston, caters to a market of individuals and 11) households that buy goods and services for personal consumption. Price & Malone caters to a________ market. A) reseller B) business C) consumer D) wholesale E) government

12) Which of the following is true with regard to media publics? 12) A) The primary function of this group is to protect the interests of minority groups. B) This group directly influences the company's ability to obtain funds.C) This group includes neighborhood residents and community organizations.D) The primary function of this group is to critique the marketing decisions of companies. E) This group carries news, features, and editorial opinion.

13) An MIS user should most likely be able to ________. 13) A) implement new technology B) increase order requestsC) establish short-term objectives D) develop customer insightsE) analyze employee turnover

14) ________ include banks, credit companies, insurance companies, and other businesses that help 14) insure against the risks associated with the buying and selling of goods. A) Physical distribution firms B) Financial intermediaries C) Wholesalers D) Marketing services agencies E) Resellers

15) Consumer research, product development, communication, distribution, pricing, and service are all 15) core ________ activities. A) outsourcing B) production C) logistics D) positioning E) marketing

16) Which of the following is a marketing stimuli? A) price stimuli B) social stimuliC) economic stimuliD) technological stimuli E) cultural stimuli

17) Marketing stimuli consist of the four Ps. Which of the following is NOT one of these? A) promotion B) price C) place D) product E) packaging

18) ________ is the most basic determinant of a person's wants and behavior. A) Cognitive dissonance B) Brand personality C) Selective perception D) CultureE) Caste

19) Which consumer group tends to show more brand loyalty and make shopping a family event, with 19) children having a big say in the purchase decision? A) ArabsB) lower class consumers C) African Americans D) Hispanic AmericansE) working class consumers

20) Family is one of the ________ factors that influence consumer behavior. 20) A) business B) regionalC) socialD) personalE) psychological

21) ________ are ambassadors who share their passion for a company's products with large circles of 21) friends and acquaintances in return for insider knowledge and other rewards. A) Market mavens B) InnovatorsC) Leading adopters D) Surrogate consumers E) Brand evangelists

22) ________ consists of evaluating each market segment's attractiveness and selecting one or more 22) market segments to enter. A) PositioningB) Mass customization C) Market segmentation D) Differentiation E) Market targeting

23) Business buyer behavior refers to the ________. 23) A) decision process by which business buyers determine which products and services their organizations need to purchase B) buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others C) buying behavior of consumers who rely on small retailers for the regular supply of provisions D) buying behavior of consumers who buy goods and services for personal consumption E) strong affinity of businesses for value-for-money deals

24) ________ involves systematically developing networks of supplier-partners to ensure a dependable 24) supply of products and materials for use in making products or reselling them to others. A) Supplier quality assurance B) Supplier developmentC) Corporate recovery D) Executive development E) Backsourcing

25) Green Bees, a popular American heavy-metal band, will perform in Berlin during Christmas. There 25) is a high demand for concert tickets among fans worldwide who are looking forward to the much-awaited performance. In this instance, the high demand for tickets for the Green Beesconcert is representative of ________. A) latent demandB) primary demand C) negative demand D) cross elasticity of demand E) derived demand

26) ________ involves dividing a market into smaller segments of buyers with distinct needs, 26) characteristics, or behaviors that might require separate marketing strategies or mixes. A) Mass customization B) Market targetingC) Differentiation D) PositioningE) Market segmentation 4

27) ________ segmentation refers to dividing the market into segments according to occasions when 27) buyers get the idea to buy, actually make their purchase, or use the purchased item. A) GeographicB) IncomeC) Psychographic D) Occasion E) Gender

28) A company selling child care products ran a television ad depicting women as being primarily 28) responsible for child care. Many women viewers considered this regressive alleging that the adfailed to recognize the much more diversified role of women in today's world. This is an example of ________. A) niche marketing B) positioningC) stereotyping D) scapegoatingE) cause marketing

29) ________ requires finding the major advantages people look for in a product class, the kinds of 29) people who look for each positive aspect of a product, and the major brands that deliver it. A) Age and life-cycle segmentation B) Benefit segmentationC) Gender segmentation D) Geographic segmentationE) Psychographic segmentation

30) Which of the following is true with regard to products? 30) A) Products refer to only those activities that are essentially intangible. B) Products are not meant for sale in the market.C) Products include services, events, persons, places, organizations, ideas, or a mixture of these. D) The quality of products is far more difficult to measure than that of services.E) Products do not include experiences, organizations, persons, places, and ideas.

31) Which of the following product offerings is intangible? 31) A) an ink cartridge for a printer B) a package of laundry detergent C) a taxi rideD) a wool jacketE) a gold ring

32) ________ are consumer products and services that customers usually buy frequently, immediately, 32) and with minimal comparison and buying effort. A) Unsought productsB) Convenience products C) Shopping products D) Capital itemsE) Supplies and repair services

33) ________ are industrial products. A) Specialty products B) Capital itemsC) Retail items D) Shopping productsE) Convenience products