Marketing
Practice Questions Chapter 1
Marketing:
Managing Profitable Customer Relationships
1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion e. product assortment
2. ______________ is managing profitable customer relationships. a. Management b. Control c. Marketing d. Human resources e. Customer service
3. The twofold goal of marketing is to attract new customers by promising superior value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. keep and grow current customers by delivering friendly service d. keep and grow current customers by delivering vast product assortment e. all of the above
4. Highly successful companies know that if they take care of their customers, _____ will follow. a. frequent word of mouth b. market share c. profits d. sales and profits e. increased competition
5. Marketing is more than ___________ and advertising. a. distribution b. promotion c. selling d. pricing e. customer service
6. Today, marketing must be understood in terms of not just making a sale but also _____. a. satisfying customers’ needs b. understanding customers’ value c. understanding customers’ self-images d. brilliant advertising e. successfully remaining in the market
7. The most basic concept underlying marketing is that of ________________. a. selling and advertising b. customer satisfaction c. retaining customers d. human needs e. fulfilling consumer wants
8. You are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing? a. value proposition b. demand satisfaction c. tactical
Marketing:
Managing Profitable Customer Relationships
1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers. a. competitive prices b. superior value c. superior service d. superior promotion e. product assortment
2. ______________ is managing profitable customer relationships. a. Management b. Control c. Marketing d. Human resources e. Customer service
3. The twofold goal of marketing is to attract new customers by promising superior value and to _____. a. keep and grow current customers by delivering satisfaction b. keep and grow current customers by delivering competitive pricing c. keep and grow current customers by delivering friendly service d. keep and grow current customers by delivering vast product assortment e. all of the above
4. Highly successful companies know that if they take care of their customers, _____ will follow. a. frequent word of mouth b. market share c. profits d. sales and profits e. increased competition
5. Marketing is more than ___________ and advertising. a. distribution b. promotion c. selling d. pricing e. customer service
6. Today, marketing must be understood in terms of not just making a sale but also _____. a. satisfying customers’ needs b. understanding customers’ value c. understanding customers’ self-images d. brilliant advertising e. successfully remaining in the market
7. The most basic concept underlying marketing is that of ________________. a. selling and advertising b. customer satisfaction c. retaining customers d. human needs e. fulfilling consumer wants
8. You are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing? a. value proposition b. demand satisfaction c. tactical