1. Good marketing is no accident, but a result of careful planning and ________. a. execution b. selling c. strategies d. tactics e.

research Answer: a 2. Marketing is both an art! and a science! there is constant tension between the formulated side of marketing and the ________ side. a. creati"e b. selling c. management d. forecasting e. beha"ior Answer: a #. $he most formal definition of marketing is ________. a. meeting needs profitabl% b. identif%ing and meeting human and social needs c. the &'s ('roduct, 'rice, 'lace, 'romotion) d. an organi*ational function and a set of processes for creating, communicating, and deli"ering, "alue to customers, and for managing customer relationships in wa%s that benefit the organi*ation and its stake holders. e. impro"ing the +ualit% of life for consumers Answer: d &. Marketing management is ________. a. managing the marketing process b. monitoring the profitabilit% of the companies products and ser"ices c. selecting target markets d. de"eloping marketing strategies to mo"e the compan% forward e. the art and science of choosing target markets and getting, keeping, and growing customers through creating, deli"ering, and communicating superior customer "alue Answer: e ,. A transaction in"ol"es ________. a. at least two parties b. each part% has something that might be of "alue to the other part% c. each part% is capable of communication and deli"er% d. each part% is free to accept or re-ect the exchange offer e. all of the abo"e Answer: e ________ goods constitute the bulk of most countries. production and marketing efforts. a. /urable b. 0mpulse c. 'h%sical d. 1er"ice e. 2"ent Answer: c 3. ________ can be produced and marketed as a product. a. 0nformation

b. 4elebrities c. /urable goods d. 5rgani*ations e. 'roperties Answer: a 6. 4harles 7e"son of 7e"lon obser"ed: 0n the factor%, we make cosmetics8 in the store, ________.! a. we make profits b. we challenge competitors c. we implement ads d. we sell hope e. we sell +ualit% Answer: d 9. A ________ is someone seeking a response (attention, a purchase, a "ote, a donation) from another part%, called the ________. a. salesperson, customer b. fund raiser, contributor c. politician, "oter d. marketer, prospect e. celebrit%, audience Answer: d :. 0n ________ consumers ma% share a strong need that cannot be satisfied b% an existing product. a. negati"e demand b. latent demand c. declining demand d. irregular demand e. non;existent demand Answer: b 1<. 0n ________more customers would like to bu% the product than can be satisfied. a. latent demand b. irregular demand c. o"erfull demand d. excessi"e e. negati"e demand Answer: c 11. Marketers often use the term ________ to co"er "arious groupings of customers. a. people b. bu%ing power c. demographic segment d. social class position e. market Answer: e 12. 4ompanies selling mass consumer goods and ser"ices such as soft drinks, cosmetics, air tra"el, and athletic shoes and e+uipment spend a great deal of time tr%ing to establish a superior brand image in markets called ________. a. business markets b. global markets c. consumer markets d. nonprofit and go"ernmental markets e. ser"ice markets

Answer: c 1#. 0n business markets, ad"ertising can pla% a role, but a stronger role ma% be pla%ed b% the sales force, ______, and the compan%.s reputation for reliabilit% and +ualit%. a. brand image b. distribution c. promotion d. price e. performance Answer: d 1&. Global marketers must decide ________. a. which countries to enter b. how to enter each countr% (as an exporter, licenser, -oint "enture partner, contract manufacturer, or solo manufacturer) c. how to adapt their product and ser"ice features to each countr% d. how to price their products in different countries e. all of the abo"e Answer: e 1,. Mohan 1awhne% has proposed the concept of ________ to describe a cluster of complementar% products and ser"ices that are closel% related in the minds of consumers but are spread across a di"erse set of industries. a. metamarket b. "ertical integration c. hori*ontal integration d. betamarket e. s%nchroni*ed marketing Answer: a 13. $he ________ promises to lead to more accurate le"els of production, more targeted communications, and more rele"ant pricing. a. Age of Globali*ation b. Age of /eregulation c. 0ndustrial Age d. 0nformation Age e. 'roduction Age Answer: d 16. Man% countries ha"e ________ industries to create greater competition and growth opportunities. a. open;market b. deregulated c. regulated d. scientificall% segmented e. created mass market Answer: b 19. 4ustomers are showing greater price sensiti"it% in their search for ________. a. the right product b. the right ser"ice c. the right store d. "alue e. relationships Answer: d

1:. 7ising promotion costs and shrinking profit margins are the result of ________. a. changing technolog% b. globali*ation c. deregulation d. pri"ati*ation e. heightened competition Answer: e 2<.a: 0ndustr% boundaries are blurring at an incredible rate as companies are recogni*ing that new opportunities lie at the intersection of two or more industries this is called ________. a. globali*ation b. customi*ation c. industr% con"ergence d. heightened competition e. ac+uisition Answer: c 2<.b: 0n response to giant retailers and categor% killers, entrepreneurial retailers are building entertainment into stores with coffee bars, lectures, demonstrations, and performances. $he% are marketing a(n) ________ rather than a product assortment. experience a. customer "alue b. customer delight c. total ser"ice solution d. intangible benefit(s) Answer: a 21. 0n response to threats from such companies as A5=, Ama*on, >ahoo, e?a%, 2.$7A/2, and do*ens of others, established manufacturers and retailers became brick;and;click! oriented b% adding online ser"ices to their existing offerings. $his process became known as ________. a. reintermediation b. disintermediation c. e;commerce d. e;collaboration e. new market s%nchroni*ation Answer: a 22. Man% brick;and;click competitors became stronger contenders in the marketplace than the pure;click firms because the% had a larger pool of resources to work with and ________. a. better prices b. greater "alue c. well;established brand names d. one;on;one communications e. direct selling capabilit% Answer: c 2#. $he ________ is practiced most aggressi"el% with unsought goods, goods that bu%ers normall% do not think of bu%ing, such as insurance, enc%clopedias, and funeral plots. a. marketing concept b. selling concept c. production concept d. product concept e. holistic marketing concept Answer: b

2&. $he ________ concept holds that consumers will fa"or those products that offer the most +ualit%, performance, or inno"ati"e features. a. product b. marketing c. production d. selling e. holistic marketing Answer: a 2,. $he ________ concept holds that consumers and businesses, if left alone, will ordinaril% not bu% enough of the organi*ation.s products. a. production b. selling c. marketing d. product e. holistic marketing Answer: b 23. 1e"eral scholars ha"e found that companies who embrace the marketing concept achie"e superior performance. $his was first demonstrated for companies practicing a ________ understanding and meeting customers. expressed needs. a. reacti"e market orientation b. proacti"e marketing orientation c. total market orientation d. impulsi"e market orientation e. holistic market orientation Answer: a 26. According to $heodore =e"itt, who drew a percepti"e contrast between the selling and marketing concepts, ________ is preoccupied with the need to con"ert products into cash. a. marketing b. selling c. direct marketing d. holistic marketing e. ser"ice marketing Answer: b 29. 0n the course of con"erting to a marketing orientation, a compan% faces three hurdles _______. a. organi*ed resistance, slow learning, and fast forgetting b. management, customer reaction, competiti"e response c. decreased profits, increased 7@/, additional distribution d. forecasted demand, increased sales expense, increased in"entor% costs e. customer focus, profitabilit%, slow learning Answer: a 2:. 4ompanies that practice both a reacti"e and proacti"e marketing orientation are implementing a ________ and are likel% to be the most successful. a. total market orientation b. external focus c. customer focus d. competiti"e, customer focus e. confrontation process Answer: a #<. Marketers argue for a ________ in which all functions work together to respond to, ser"e, and

satisf% the customer. a. cross;functional team orientation b. collaboration model c. customer orientation d. management;dri"en organi*ation e. total +ualit% model Answer: c #1. ________ can be seen as the de"elopment, design, and implementation of marketing programs, processes, and acti"ities that recogni*es the breadth and interdependencies of their effects. a. Aiche marketing b. Bolistic marketing c. 7elationship marketing d. 1uppl%;chain marketing e. /emand;centered marketing Answer: b #2. ________ marketing has the aim of building mutuall% satisf%ing long;term relations with ke% parties such as customers, suppliers, distributors, and other marketing partners in order to earn and retain their business. a. Bolistic b. /emand;based c. /irect d. 7elationship e. 1%nthetic Answer: d ##. 4ompanies who form a ________ collect information on each customer.s past transactions, demographics, ps%chographics, and media and distribution preferences. a. sales network b. holistic union c. marketing network d. suppl%;chain network e. integrated network Answer: c #&. $he abilit% of a compan% to deal with customers one at a time has become practical as a result of ad"ances in ________, computers, the 0nternet, and database marketing software. a. impro"ed communication flow b. information technolog% c. -ust;in;time manufacturing d. factor% customi*ation e. customer;centered strategies Answer: d #,. 5ne traditional depiction of marketing acti"ities is in terms of the marketing mix or four 's. $he four 's are characteri*ed as being ________. a. product, positioning, place, and price b. product, production, price, and place c. promotion, place, positioning, and price d. place, promotion, production, and positioning e. product, price, promotion, and place Answer: e

#3. $he four 's represent the sellers. "iew of the marketing tools a"ailable for influencing bu%ers. Crom a bu%er.s point of "iew, each marketing tool is designed to deli"er a customer benefit. 7obert =auterborn suggested that the sellers. four 's correspond to the customers. four 4s. $he four 4s are ________. a. customer focus, cost, con"enience, and communication b. customer solution, customer cost, con"enience, and communication c. con"enience, control, competition, and cost d. competition, cost, con"enience, and communication e. categor% control, cost, concept de"elopment, and competition Answer: b #6. Bolistic marketing incorporates ________, ensuring that e"er%one in the organi*ation embraces appropriate marketing principles, especiall% senior management. a. profit ob-ecti"es b. share of customer c. internal marketing d. the marketing mix e. strategic planning Answer: c #9. Marketing is not a department so much as a ________. a. compan% orientation b. philosoph% c. function d. branch of management e. branch of economics Answer: a #:. Bolistic marketing incorporates ________ and understanding broader concerns and the ethical, en"ironmental, legal, and social context of marketing acti"ities and programs. a. safe product design b. cultural marketing c. social responsibilit% marketing d. cross;functional teams e. direct sales policies Answer: c &<. $he ________ holds that the organi*ation.s task is to determine the needs, wants, and interests of target markets and to deli"er the desired satisfactions more effecti"el% and efficientl% than competitors in a wa% that preser"es or enhances the consumer.s and the societ%.s well;being. a. customer;centered business b. focused business model c. societal marketing concept d. ethicall% responsible marketing manager e. production;centered business Answer: c &1. 4ompanies see ________ as an opportunit% to enhance their corporate reputation, raise brand awareness, increase customer lo%alt%, build sales, and increase press co"erage. a. cause;related marketing b. brand marketing c. e+uit% marketing d. direct marketing e. recognition marketing

Answer: a &2. Dhen a customer has a(n) ________ need heEshe wants a car whose operating cost, not its initial price, is low. a. stated b. real c. unstated d. delight e. secret Answer: b &#. Dhen a customer has a(n) ________ need the customer wants to be seen b% friends as a sa""% consumer. a. real b. unstated c. delight d. secret e. stated Answer: d &&. /uring market segmentation anal%sis, the marketer identifies which segments present the greatest opportunit%. $hese segments are called ________. a. target markets b. primar% markets c. tertiar% markets d. demographic markets e. focused markets Answer: a &,. Cor each target market, the firm de"elops a ________. $he offering is positioned in the minds of the target bu%ers as deli"ering some central benefit(s). a. "alue offering b. niche offering c. market offering d. segment offering e. social offering Answer: c &3. ________ reflects the percei"ed tangible and intangible benefits and costs to customers. a. =o%alt% b. 1atisfaction c. Falue d. 2xpectations e. 4omparison shopping Answer: c &6. 0f a marketer decides to use warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential bu%ers, the marketer is using what is called a ________. a. ser"ice channel b. distribution channel c. brand channel d. relationship channel e. intermediar% channel Answer: a

&9. ________ includes all the actual and potential ri"al offerings and substitutes that a bu%er might consider. a. 4ompetition b. $he product offering c. A "alue proposition d. $he suppl% chain e. $he marketing en"ironment Answer: a &:. $he ________ includes the immediate actors in"ol"ed in producing, distributing, and promoting the offering. $he main actors are the compan%, suppliers, distributors, dealers, and the target customers. a. operations en"ironment b. management en"ironment c. strategic en"ironment d. task en"ironment e. tactical en"ironment Answer: d ,<. $he ________ process consists of anal%*ing marketing opportunities8 selecting target markets8 designing marketing strategies8 de"eloping marketing programs8 and managing the marketing effort. a. marketing planning b. strategic planning c. market research d. opportunit% anal%sis e. share of customer Answer: a ,1. /a"id 'ackard of Bewlett;'ackard once said, Marketing is far too important to lea"e to ________.! a. the ad"ertising bo%s b. uninformed managers c. no"ices d. the 425 e. the marketing department Answer: e ,2. 1ome companies are now switching from being solel% product;centered (with product managers and product di"isions to manage them) to being more ________ centered. a. competenc% b. strateg% c. marketing d. customer;segment e. sales Answer: d ,#. 4ompanies are recogni*ing that much of their market "alue comes from ________, particularl% their brands, customer base, emplo%ees, distributor and supplier relations, and intellectual capital. a. "ariable assets b. the "alue proposition c. intangible assets d. tangible assets e. customer preferences

Answer: c ,&. ________ can increasingl% be conducted electronicall%, with bu%er and seller seeing each other on their computer screens in real time. a. 'ublic relations b. 2;commerce c. Ad"ertising d. 'ersonal selling e. Mass marketing Answer: d ,,. $op management is going be%ond sales re"enue alone to examine the marketing scorecard to interpret what is happening to ________. a. market share b. customer loss rate c. customer satisfaction d. product +ualit% e. all of the abo"e Answer: e ,3. At the heart of an% marketing program is the ________Gthe firm.s tangible offering to the market. a. ser"ice offer b. product c. sales support team d. packaging e. auxiliar% offer Answer: b ,6. ________ acti"ities are the means b% which firms attempt to inform, persuade, and remind consumers directl% or indirectl% about the brands the% sell. a. 4onsumer beha"ior b. Market segmentation c. Marketing research d. Marketing communication e. Aew product de"elopment Answer: d ,9. Marketing e"aluation and ________ processes are necessar% to understand the efficienc% and effecti"eness of marketing acti"ities and how both could be impro"ed. a. control b. anal%sis c. measurement d. feedback e. consumer beha"ior Answer: a