Which activity is a central aspect of the definition of marketing?
Manufacturing
Outsourcing
The exchange process
Selling
During the production era of marketing,
businesses increase supply to keep up with demand.
research becomes necessary to determine consumer desires and needs.
consumer research and analysis are integrated into all efforts.
business manufactures and sells products without first determining consumer desires.
The current era is known as the
Internet era.
marketing company era.
post-industrial era.
sales era.
A value-based philosophy is a key component of
barter.
a selling philosophy.
mass marketing.
the marketing concept.
A consumer orientation does not usually focus on
market needs.
production capability.
planning.
goals.
Although the marketing concept enables an organization to analyze, maximize, and satisfy consumer demand, it should be realized that the concept
is only a theory.
does not apply to nonprofit organizations.
is only a guide to planning.
is unnecessary in a competitive marketplace.
The last step for a firm that practices a marketing philosophy is
feedback.
consumption.
consumer satisfaction.
relationship marketing.
Customer service activities are
unidentifiable, but relatively tangible.
unimportant to consumers.
identifiable, but relatively intangible.
unrelated to the success of goods and services.
Workers can “break the rules” to honor customer requests with
motivated marketing.
employee empowerment.
power selling.
Which statement is incorrect?
Customer service has a large effect on customer satisfaction.
Consumers today have many mechanisms by which to complain.
Consumers today are more satisfied with customer service than ever before.
Employee empowerment often leads to greater customer satisfaction.
The degree to which there is a match between customer expectations and the actual performance of a good or service is known as
customer service.
consumer marketing.
marketing functionality.
customer satisfaction.
Which statement about relationship marketing is correct?
It places an emphasis on customer loyalty.
It is short-run oriented.
It cannot be conducted with final consumers.
It is not a good policy for nonprofit organizations.
According to some estimates, marketing costs can be as high as what percentage of a firm’s sales?
10 percent
20 percent
40 percent
50 percent
Basic marketing functions
can be eliminated in most situations.
are usually performed by one party.
can be organized with only direct marketing.
can be shifted and shared.
Marketing directly to customers would often require a company to
seek a marketing specialist.
make or sell complementary products.
eliminate many marketing functions.
share distribution of high-volume sales items.
