) Which of the following is most essential to even the simplest definition of marketing? A) demand management B) the production concept C) customer relationships D) making a sale E) making a profit 2) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. A) Selling B) Advertising C) Bartering D) Marketing E) Negotiating 3) ________ refers to sellers that pay more attention to their own products than to the benefits and experiences produced by these products. A) Selling myopia B) Marketing management C) Value proposition D) Marketing myopia E) The product concept 4) Selecting which segments of a population of customers to serve is called ________. A) market segmentation B) positioning C) customization D) target marketing E) choosing a value proposition 5) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? A) production concept B) product concept C) selling concept D) marketing concept E) societal marketing concept 6) ________ is the process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities. A) Strategic planning B) Annual market planning C) Short-term planning D) Long-range planning E) Advertising 7) The first step in strategic planning is to ________. A) set objectives and goals B) develop the business portfolio C) define the company mission D) plan marketing strategies E) identify a problem 8) Which of the following is an accurate guideline for a clear mission statement? A) A mission statement should focus on sales. B) A mission statement should declare how the company intends to win in the marketplace. C) A mission statement should focus on profits. D) A mission statement should be very general. E) A mission statement should be very specific. 9) ________ can be a company division, a product line within a division, or sometimes a single product or brand. A) A market B) The BCG C) An SBU D) A PLC E) A value delivery network 10) ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment. A) Stars B) Cash cows C) Question marks D) Dogs E) Cats 11) The marketing concept recognizes that organizations thrive from day to day by determining ________ of target group customers and fulfilling those more effectively and efficiently than competitors do. A) demands B) needs and wants C) innovations D) personal benefits E) social benefits 12) ________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. A) Sustainable marketing B) Innovation C) The marketing concept D) Global marketing E) The strategic planning concept 13) A major step in regulating "unfair or deceptive acts or practices" was the development of the ________. A) Grusko Act B) Competition Bureau C) Canadian Commerce Commission D) Industry Act E) Business Improvement Bureau 14) Advertising "puffery" is a term for ________. A) a straightforward promotional message B) innocent exaggeration for effect C) emotional appeals to consumers D) subliminal appeals to consumers E) value-added promotions 15) Critics charge that a company's marketing practices can harm other companies and reduce competition among companies. Problems involved include which of the following? A) competitor's acquisitions B) barriers to entry C) confusing marketing communications D) highly competitive marketing practices E) information overload 16) The two major movements to keep business in line are environmentalism and ________. A) consumer activism B) protectionism C) antimonopoly legislation D) regulating interstate commerce E) innovation 17) According to Unilever CEO Paul Polman, people must move away from mindless consumption to ________. A) responsible consumption B) reduced consumption C) technical consumption D) less pricey consumption E) no consumption 18) The marketing environment is composed of ________. A) the green environment and the demographic environment B) strategic planning and the natural environment C) the microenvironment and the macroenvironment D) the minienvironment and the macroenvironment E) the tactical environment and the strategic environment 19) The players close to the company that impact a firm's ability to serve its customers constitute ________. A) the macroenvironment B) the microenvironment C) the marketing environment D) the marketing mix E) the global environment