Creating __________________ are(is) the heart of
modern marketing thinking and practice.
a)
profit maximization
b)
increased stock value
c)
award winning products
d)
customer value and satisfaction
2.
_________________ is a social and managerial
process by which individuals and groups obtain what they need and want through creating
and exchanging products and value with others.
a)
Management
b)
Marketing
c)
Economics
d)
Demand
3.
In outstanding organizations, people at all
levels--including top management--stay close to customers.
a)
True
b)
False
4.
If a company is guilty of "marketing
myopia," then they are:
a)
in danger of having dangerous cost overruns because trying to please too many diverse
customer groups.
b)
so taken with their products that they focus only on existing wants and lose sight of
underlying consumer needs.
c)
guilty of prejudice toward certain customer groups.
d)
falling into the trap of "copying" rather than "inventing"
products.
5.
The difference between the values the customer
gains from owning and using a product and the costs of obtaining the product is called
customer satisfaction.
a)
True
b)
False
6.
If Yosemite National Park becomes badly
overcrowded during the summer vacation season, the Federal Government might have to
undertake a ___________________ campaign to reduce crowding.
a)
public relations
b)
regulation program
c)
demarketing
d)
sales
7.
The _______________ holds that consumers will
favor products that are available and highly affordable (therefore, work on improving
production and distribution efficiency).
a)
product concept
b)
production concept
c)
production cost expansion concept
d)
marketing concept
8.
The _______________ is characterized by the idea
that consumers will not buy enough of the organization's products unless the organization
undertakes a large-scale selling and promotion effort.
a)
marketing concept
b)
product concept
c)
production concept
d)
selling concept
9.
Of all the changes brought about by the
information technology boom, most consider the _________________ to be the most dramatic.
a)
cell phone
b)
fax machines
c)
CD-ROMs
d)
Internet
10.
Looking for growth markets in other countries, as
such companies as Coca-Cola and General Motors have done, is characteristic of which
trend?
