28) choose an item. The profits a single customer contributes to a firm over the length of the relationship is called customer A) equity. B) lifetime value. C) service satisfaction. feedback 29) Choose an item. The text considers five "eras" of marketing evolution. These five eras in their logical order are A) simple trade, production, sales, marketing company, and marketing department. B) subsistence, production, sales, entrepreneurial, and marketing company. C) D) simple trade, production, sales, marketing department, and international trading. E) simple trade, production, sales, entrepreneurial, and marketing company. simple trade, production, sales, marketing department, and marketing company. 30) Choose an item. A local symphony group that has adopted the marketing concept would be most likely to A) lower ticket prices until all its concerts sell out. B) advertise so consumers know about the quality of the musicians who play in its concerts. C) find out what kind of music local residents want to hear. D) use only its best musicians to handle solo performances. 31) Choose an item. The three basic tasks of all managers, according to the text, are A) planning, staffing, and evaluating B) marketing, production, and finance. C) D) execution, feedback, and control. E) hiring, training, and compensating planning, implementation, and control. 37) Choose an item. Which of the following duties would NOT be performed by a firm's marketing managers? B) A) planning activities directing the implementation of plans C) D) controlling plans overseeing the firm's financial statements E) developing marketing mixes for target markets33) Choose an item. Herbal Essences tries to sell its hair shampoos and conditioners to young women in their late teens and early 20s. These women represent Herbal Essences' primary A) marketing strategy. B) "Four Py." C) target market. D) marketing mix. E) channel of distribution. 34) Choose an item. The "Four Ps" of a marketing mix are Production, Personnel, Price, and Physical Distribution. B) Promotion, Production, Price, and People. C) D) Potential Customers, Product, Price, and Personal Selling. Product, Price, Promotion, and Profit. E) Product, Place, Promotion, and Price. 35) Choose an item. Advertising is A) the designing and distribution of novelties, point-of-purchase materials, store signs, contests, catalogs, and circulars- B) direct communication between sellers and potential customers. C) any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. D) the main form of publicity. E) All of these are included in Advertising. 36) Choose an item. A marketing plan should include A) some control procedures. B) what company resources will be needed, and at what rate. C) D) what marketing mix is to be offered to whom, and for how long. what sales and profit results are expected. E) All of these are included in a marketing plan. 37) Choose an item. Short-run decisions to help implement strategies are best known as A) actionable items B) strategic decisions. C) D) marketing plans. operational decisions. E) dependencies.38) Choose an item. Price is a rough measure of A) company profits. B) customer value. C) market supply. D) company costs. E) economic inflation. 39) Choose an item. A S.W.O.T. analysis can help a marketing manager A) define in which business and markets the firm wants to compete. B) narrow down to a specific target market and marketing mix from the many alternatives available. C) see the pros and cons of different possible strategies. D) develop a competitive advantage. E) All of there can help a marketing manager who is using a S.W.O.T. analysis. 40) Choose an item. "A firm has adequate resources." With which element of the S.W.O.T analysis tool does this statement fit? A) strengths B) weaknesses C) opportunities D) threats E) limitation