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Question 1
Question
Which activity is a central aspect of the definition of marketing?
Answer
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Manufacturing
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Outsourcing
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The exchange process
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Selling
Question 2
Question
During the production era of marketing,
Answer
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businesses increase supply to keep up with demand.
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research becomes necessary to determine consumer desires and needs.
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consumer research and analysis are integrated into all efforts.
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business manufactures and sells products without first determining consumer desires.
Question 3
Question
The current era is known as the
Answer
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Internet era.
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marketing company era.
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post-industrial era.
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sales era.
Question 4
Question
A value-based philosophy is a key component of
Answer
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barter.
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a selling philosophy.
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mass marketing.
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the marketing concept.
Question 5
Question
A consumer orientation does not usually focus on
Answer
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market needs.
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production capability.
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planning.
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goals.
Question 6
Question
Although the marketing concept enables an organization to analyze, maximize, and satisfy consumer demand, it should be realized that the concept
Answer
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is only a theory.
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does not apply to nonprofit organizations.
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is only a guide to planning.
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is unnecessary in a competitive marketplace.
Question 7
Question
The last step for a firm that practices a marketing philosophy is
Answer
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feedback.
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consumption.
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consumer satisfaction.
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relationship marketing.
Question 8
Question
Customer service activities are
Answer
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unidentifiable, but relatively tangible.
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unimportant to consumers.
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identifiable, but relatively intangible.
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unrelated to the success of goods and services.
Question 9
Question
Workers can “break the rules” to honor customer requests with
Answer
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motivated marketing.
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employee empowerment.
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a selling philosophy.
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power selling.
Question 10
Question
Which statement is incorrect?
Answer
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Customer service has a large effect on customer satisfaction.
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Consumers today have many mechanisms by which to complain.
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Consumers today are more satisfied with customer service than ever before.
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Employee empowerment often leads to greater customer satisfaction.
Question 11
Question
The degree to which there is a match between customer expectations and the actual performance of a good or service is known as
Answer
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customer service.
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consumer marketing.
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marketing functionality.
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customer satisfaction.
Question 12
Question
Which statement about relationship marketing is correct?
Answer
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It places an emphasis on customer loyalty.
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It is short-run oriented.
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It cannot be conducted with final consumers.
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It is not a good policy for nonprofit organizations.
Question 13
Question
According to some estimates, marketing costs can be as high as what percentage of a firm’s sales?
Answer
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10 percent
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20 percent
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40 percent
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50 percent
Question 14
Question
Basic marketing functions
Answer
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can be eliminated in most situations.
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are usually performed by one party.
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can be organized with only direct marketing.
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can be shifted and shared.
Question 15
Question
Marketing directly to customers would often require a company to
Answer
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seek a marketing specialist.
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make or sell complementary products.
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eliminate many marketing functions.
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share distribution of high-volume sales items.
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