C. Marketing B.

Topics: Marketing, Marketing research, Customer relationship management Pages: 11 (3088 words) Published: November 4, 2012
C (346) 1. ________ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. A. SellingC. Marketing

B. AdvertisingD. Mixing Markets

A (347) 2. The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras? A. production eraC. marketing era

B. selling eraD. customer relationship era

B (348) 3. Which of the following describes the marketing era immediately after the development of mass production assembly lines? A. production eraC. marketing era
B. selling eraD. customer relationship era

C (348) 4. The significant increase in consumer demand following World War II marked the beginning of the: A. production era.C. marketing concept era
B. selling era.D. customer relationship era

D (348 – 349) 5. The __________ is based on three elements: (1) a customer orientation, (2) a service orientation, and (3) a profit orientation. A. mercantile philosophyC. relationship approach to marketing B. hierarchy of needsD. marketing concept

C (348-349) 6. According to the _________ concept, a firm must (1) find out what customers want and provide it, (2) make sure everyone in the organization has customer satisfaction as an objective, and (3) provide goods and services that will earn a profit. A. stakeholder relationshipC. marketing

B. consumerismD. demand-side

B (349) 7. Firms that have adopted _________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time. A. nonprofit marketingC. management by objectives

B. customer relationship managementD. the marketing mix

C (349) 8. A ___________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations. A. marketC. customer

B. profitD. production

D (348-349) 9. In the Spotlight on Small Business box, after entrepreneur Lance Fried developed a successful prototype for his waterproof MP3 player, he decided the best strategy for marketing his product was to: A. make his product available through large retailers to get wide distribution. B. charge a very high price to attract only the most affluent consumers. C. approach venture capitalists to try and find a buyer for the product. D. have it available at trade shows so potential customers could see it.

A (350) 10. As the campaign manager for a candidate for the U.S. Senate, Pete works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents: A. the use of marketing by a nonprofit organization.

B. a nonprofit application of the production era strategy.
C. the use of public service advertising to sell a political candidate. D. an extension of the profit orientation to a nonprofit organization.

B (351) 11. While the four Ps help us remember the basics components of the __________, they don't have significant relevance in the marketing process. A. production operationC. production development process B. marketing mixD. competitive benchmarking process

C (350) 12. A firm's marketing mix refers to the combination of: A. goods the firm offers to different market segments.
B. advertising media the firm utilizes to promote its products. C. strategies regarding product, price, place, and promotion. D. people directly involved in making marketing decisions.

D (353) 13. ___________ is a process used to test consumer reactions about a product among potential users. A. Pro forma brandingC. Prototype
B. Virtual designD. Test marketing

A (353)...
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