- Please put your name on BOTH your Scantron and your copy of the short answer sheet. - When finished, please turn in your Scantron, your short answer sheet, and your copy of the test - Multiple Choice: Chose the best answer - True/False: On your Scantron choose A for True and B for False 1. Marketing traditionally has been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT: a. Product b. Price C. Performance d. Promotion e. Place 2. Companies seek to develop a sustainable competitive advantage that can be maintained over a long period of time and a. will be easy for employees to use and remember. b. will appeal to financial analysts and potential shareholders. c. is difficult for competitors to copy. d. cannot be discovered through marketing research. e. can be patented or registered to protect it as intellectual property. 3. Demographic profiles of customers provide an easily understood "snapshot" of the typical consumer in target markets. a. True b. False 4. Which of the following questions must be addressed when making marketing decisions? a. How is the product to be designed? b. How much should the product cost? C. Where should the product be promoted? d. How will the product be delivered to the customer? e. All of the above 5. Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's: a. strengths. b. opportunities. C. strengths and weaknesses d. threats e. opportunities and threats Page 10 6. Marketers have learned that gender roles: a. are a constant cultural norm. b. require firms to avoid gender neutrality. c. have been blurred. d. are important and gender boundaries should never be cross e. all of the above. 7. Marketers would prefer to sell their products A. True B. False prefer to sell their products to everyone but it is not practical to do so. 8. The center of all marketing efforts is: a. the environment b. the consumer. c. competitors. d. profits. e. the company. 9. Which of the following is not one of the four maior growth strategies marketer typically pursuer a. Market penetration b. Market development C. Customer detention d. Diversification e. Product development 10. The group of firms that make and deliver a given set of goods and services is known as the: a. scenario plan. b. supply chain. c. value link. d. marketing mix. e. performance management. 11. During the past decade or so, marketers have begun to realize that they need to think about their customer orientation in terms of transactions rather than relationships. a. True b. False 12. During the era manufacturers and retailers recognized the need to give their customers greater value than their competitors. a. production b. sales C. marketing d. value-based marketing e. all of the above Page 2 of 12