Marketing Management Exam
Marketing Management,
Chapter 1 Marketing and the Job of the Marketing Manager
1) Identify the statement that supports ubiquitous marketing department concept.
B) Marketing is what the people in the marketing department do.
Diff: 2 Page Ref: 4
2) Why is ubiquitous marketing concept considered to be dangerous?
D) People from other departments may refrain from marketing efforts.
Answer: D
3) Marketing is involved and necessary when:
B) the buyers have many choices.
4) Marketing is pervasive in most developed economies due to:
B) increased competition.
5) Which of the following is a plausible marketing observation?
A) Marketing managers must spend a considerable amount of time talking to customers.
6) The marketing concept philosophy emphasizes the need to have a:
D) customer focus.
7) Which of the following statements is not consistent with the marketing concept?
C) Customer needs should be served at all costs.
8) A few customers cost more to serve than the revenues they generate. Identify the most appropriate way to handle these customers.
A) Attempt to turn away the unprofitable customers.
9) A company that follows the marketing concept philosophy should:
D) serve only profitable customers.
10) ________ driven approach is an aggressive, push-the-catalogue approach to marketing.
B) Sales
11) Which of the following is the main focus of a sales driven organization?
C) Increasing market share and volumes.
12) Which of the following is a disadvantage of sales driven approach?
B) It might not deliver long term value to customers.
13) Which of the following statements supports the sales driven approach to the marketplace?
C) Market capitalization is the ultimate motive of a business.
14) An organization spends heavy research and development and has a product focus. This organization is likely to have a ________ driven approach to the marketplace.
D) technology
15) A company can maximize sales by offering
Chapter 1 Marketing and the Job of the Marketing Manager
1) Identify the statement that supports ubiquitous marketing department concept.
B) Marketing is what the people in the marketing department do.
Diff: 2 Page Ref: 4
2) Why is ubiquitous marketing concept considered to be dangerous?
D) People from other departments may refrain from marketing efforts.
Answer: D
3) Marketing is involved and necessary when:
B) the buyers have many choices.
4) Marketing is pervasive in most developed economies due to:
B) increased competition.
5) Which of the following is a plausible marketing observation?
A) Marketing managers must spend a considerable amount of time talking to customers.
6) The marketing concept philosophy emphasizes the need to have a:
D) customer focus.
7) Which of the following statements is not consistent with the marketing concept?
C) Customer needs should be served at all costs.
8) A few customers cost more to serve than the revenues they generate. Identify the most appropriate way to handle these customers.
A) Attempt to turn away the unprofitable customers.
9) A company that follows the marketing concept philosophy should:
D) serve only profitable customers.
10) ________ driven approach is an aggressive, push-the-catalogue approach to marketing.
B) Sales
11) Which of the following is the main focus of a sales driven organization?
C) Increasing market share and volumes.
12) Which of the following is a disadvantage of sales driven approach?
B) It might not deliver long term value to customers.
13) Which of the following statements supports the sales driven approach to the marketplace?
C) Market capitalization is the ultimate motive of a business.
14) An organization spends heavy research and development and has a product focus. This organization is likely to have a ________ driven approach to the marketplace.
D) technology
15) A company can maximize sales by offering