1) Which of the following statements about marketing is true? 

A)It is of little importance when products are standardized. 

B) It can help create jobs in the economy by increasing demand for goods and services. 

C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. 

D) It is more important for bigger organizations than smaller ones.

 E) It is seldom used by nonprofit organizations.

 2) ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 

A) Marketing 

B) Knowledge 

C) Operations 

D)Strategic

 E) Distribution 

3) ________ are basic human requirements,while ________ are the ways in which those requirements are satisfied. 

A) Wants; needs 

B) Demands; wants 

C) Needs; wants 

D)Needs; demands 

E) Demands; needs 

4) When companies measure thenumber of people who are willing and able to buy their products,they are measuring ________. 

A) demand

B) price elasticity 

C) real needs

 D) standard of living 

E) disposable income

 5) The value of an offering is described as the ________. 

A) price consumers arecharged for a product 

B) cost of manufacturing a product 

C) degreeto which consumer demand for a product is positive 

D) sum of thetangible and intangible benefits and costs to customers 

E)intangible benefits gained from a product 

6) The ________ concept holds that consumers will favor offerings with the best quality, performance, or innovative features.

 A) product 

B) marketing 

C)production 

D) selling 

E) holistic marketing 

7) The marketing concept holds that ________.

 A) a firm should find the right products for its customers and not the right customers for its products 

B) customers who are coaxed into buying a product will most likely buy it again 

C) a new product will not be successful unless it is priced, distributed, and sold properly 

D) Consumer businesses, if left alone, won't buy enough of the organization's products 

E) A better product will by itself lead people to buy it without much effort from the sellers 

8) The delivery process can be divided into three phases, out of which"choosing the value" implies ________, which is the essence of strategic marketing. 

A) Segmentation, developing, and delivering 

B)targeting, positioning, and communication

g C) targeting, positioning, and delivering

 D) Segmentation, targeting, and positioning

 E) researching, developing, and delivering 

9)Activities involved in building deeper understanding of existing consumers and what the product offerings mean to them would be apart of the ________ process. 

A) customer acquisition 

B) Customer relationship management 

C) Customer prospecting 

D) customer integration management 

E) customer equity 

10) The company marketing information system should be a mix of what managers think they need, what managers really need, and ________. 

A) what the marketing research department is able to do B) what consumers are willing to consume 

C) what the government policies allow 

D) what is acceptable at the industry level 

E) what is economically feasible

11) At the heart of any marketing program is the firm's ________,its tangible offering to the market.

 A) strategy 

B) product 

C)brand 

D) value 

E) people 

12) The marketing plan, the central instrument for directing and coordinating the marketing effort of acompany, operates at the ________ levels.

 A) functional and operational 

B) strategic and tactical 

C) corporate and operational

D) customer and expenditure 

E) corporate and division 

13) A clear, thoughtful mission statement provides employees with a shared sense of purpose, direction, and ________. 

A) profitability 

B) Market feasibility 

C) opportunity

 D) continuous improvement E)quality products 

14) Mission statements are at their best when they reflect a ________. 

A) market 

B) strength 

C) competency 

D) vision

E) value 

15) A ________ is a direction or sequence of events thathas some momentum and durability; it reveals the shape of the future and can provide strategic direction. 

A) fad 

B) fashion 

C)trend 

D) megatrend 

E) style 

16) Each society contains ________,groups with shared values emerging from their special lifeexperiences or circumstances. 

A) stakeholders

 B) cliques 

C)consumer bundles

 D) subcultures 

E) behavioral niches 

17) The most frequently cited shortcomings of current marketing plans, according to marketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.

 A) long-term 

B) profit

C) short-run 

D) product 

E) price 

18) A ________ is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period. 

A) sales budget 

B) market demand 

C) company demand

 D) company sales potential 

E) market potential 

19) A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length. 

A) target group 

B)pilot group 

C) focus group

 D) customer base 

E) ethnographic group

20) Researchers usually start their investigation by examining some of the rich variety of low-cost and readily available ________data, then collect ________ data if the needed data don't existing or are dated, inaccurate, incomplete or unreliable. 

A) primary; secondary 

B) secondary; primary 

C) primary; econometric 

D)secondary; econometric 

E) exploratory; econometric 

21) ________data are data that were collected for another purpose and already exist. 

A) Primary 

B) Secondary 

C) Primitive 

D) Cross-sectional

 E)Ordinate 

22) ________ questions allow respondents to answer intheir own words and often reveal more about how people think. 

A)Open-end

 B) Dichotomous 

C) Likert scale 

D) Multiple choice 

E)Semantic differential 

23) ________ can be defined as a deeply held commitment to rebuy or patronize a preferred product or service in the future despite situational influences and marketing effortshaving the potential to cause switching behavior. 

A) Valueproposition

B) Loyalty 

C) Satisfaction 

D) Respect 

E) Customer value 

24) Customer relationship management enables companies to provide excellent real-time customer service through the effective use of________. 

A) reports from mystery shoppers 

B) survey data from customers who have defected

 C) market research 

D) individual account information 

E) demographic trend data 

25) ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. 

A) Target marketing 

B) Mind mapping

C) Consumer activism 

D) Consumer behavior

 E) Product differentiation 

26) Which of the following would be the best illustration of a subculture? 

A) a religion 

B) a group of close friends 

C) your university 

D) a fraternity or sorority 

E) your occupation 

27) A(n) ________ is a descriptive thought that a person has about something. 

A) attitude 

B) belief 

C) desire 

D) feeling

E) emotion 28) A(n) ________ puts people into a frame of mind, such as liking or disliking an object, moving toward or away from it. 

A)attitude 

B) belief 

C) feeling 

D) position 

E) stance 

29) Marketers need to identify the hierarchy of attributes that guide consumer-making in order to understand different competitive forces and how these various sets get formed. This process of identifyingthe hierarchy is called ________. 

A) market partitioning 

B) brand association 

C) market valuation 

D) market estimation 

E) market identification 

30) A marketer is interested in segmenting a business market on ________ if the marketer intends to segment the market based on industries and geographical areas to serve. A)demographic variables

 B) situational factors 

C) operating variables

D) purchasing approaches 

E) personal characteristics