Question 1

An example of a _____ is a discerning adult that has the financial resources to purchase an expensive sports car or yacht.

Accepted Answer

A)  need 
B)  want 
C)  demand 
D)  market 
A)  need 
B)  want 
C)  demand 
D)  market

Question 2

For optimal performance in the marketplace, marketers need to address consumer needs and wants more effectively than competitors.

Accepted Answer

A) True 
 B)False

Question 3

A state of "satisficing" is most likely to occur if performance of a product matches a consumer's expectations for that product.

Accepted Answer

A) True 
 B)False

Question 4

The selling concept has as its primary goal increasing sales volume, whereas the marketing concept has as its primary goal addressing customer needs and wants.

Accepted Answer

A) True 
 B)False

Question 5

Markets are defined as

Accepted Answer

A)  basic human requirements such as food and water 
B)  wants based by the ability to buy the good or service brand 
C)  the execution of the production, pricing, promotion, and distribution of a product 
D)  all of the actual and potential consumers of a company's products 
A)  basic human requirements such as food and water 
B)  wants based by the ability to buy the good or service brand 
C)  the execution of the production, pricing, promotion, and distribution of a product 
D)  all of the actual and potential consumers of a company's products

Question 6

Key elements of the societal marketing concept are all of the following except

Accepted Answer

A)  data mining 
B)  an integrated marketing approach 
C)  a focus on consumer needs and the needs of society 
D)  a value-based philosophy 
A)  data mining 
B)  an integrated marketing approach 
C)  a focus on consumer needs and the needs of society 
D)  a value-based philosophy

Question 7

Basic human requirements such as food, water, clothing, and shelter would be classified as a

Accepted Answer

A)  want 
B)  demand 
C)  need 
D)  market 
A)  want 
B)  demand 
C)  need 
D)  market

Question 8

Scuba diving would be an example of an idea or experience.

Accepted Answer

A) True 
 B)False

Question 9

The production era was between 1930 and 1950, when the primary focus of marketing was on producing the best products possible at the lowest price.

Accepted Answer

A) True 
 B)False

Question 10

Customer relationship management is the

Accepted Answer

A)  holistic process of identifying, attracting, differentiating, and retaining customers 
B)  estimated profitability of a customer over his or her entire relationship with the company 
C)  estimated profitability of a customer over his or her lifetime 
D)  holistic multichannel approach to marketing to customers when and where they want to make purchases 
A)  holistic process of identifying, attracting, differentiating, and retaining customers 
B)  estimated profitability of a customer over his or her entire relationship with the company 
C)  estimated profitability of a customer over his or her lifetime 
D)  holistic multichannel approach to marketing to customers when and where they want to make purchases

Question 11

____________________ is the overall price given the quality of a product.

Accepted Answer

The answer of ____________________ is the overall price given the...

Question 12

Discuss the importance and role of marketing in the 21st Century.

Accepted Answer

Marketing constitutes an ever-growing, i

Question 13

CRM allows for multichannel marketing so that customers can deal with the firm when they want to and where they want to.

Accepted Answer

A) True 
 B)False

Question 14

Even companies that embrace the societal marketing concept can experience marketing myopia.

Accepted Answer

A) True 
 B)False

Question 15

Research and product development would be a central emphasis for firms using the selling concept.

Accepted Answer

A) True 
 B)False

Question 16

Quality is defined as the

Accepted Answer

A)  overall level of performance relative to price 
B)  overall product quality, reliability, and extent to which the product meets the consumer's needs 
C)  performance of a product relative to consumer expectations of an ideal service 
D)  match between consumer expectations and consumer satisfaction 
A)  overall level of performance relative to price 
B)  overall product quality, reliability, and extent to which the product meets the consumer's needs 
C)  performance of a product relative to consumer expectations of an ideal service 
D)  match between consumer expectations and consumer satisfaction

Question 17

Marketing has evolved over time and therefore, a firm can take different approaches to marketing. All of the following are possible approaches except

Accepted Answer

A)  placing a heavy emphasis on producing the best product it can, hoping someone will buy it 
B)  finding out how customers can be reached, then develop promotional materials that will be the most effective at reaching customers 
C)  finding out what customers want first, then develop products to meet those wants 
D)  finding out what customers want, then produce products in such a way that will benefit society as well as the customer 
A)  placing a heavy emphasis on producing the best product it can, hoping someone will buy it 
B)  finding out how customers can be reached, then develop promotional materials that will be the most effective at reaching customers 
C)  finding out what customers want first, then develop products to meet those wants 
D)  finding out what customers want, then produce products in such a way that will benefit society as well as the customer

Question 18

Data mining involves computer analysis of customer data to determine patterns, profiles, or relationships for the purpose of customer profiling or predicting purchase behavior.

Accepted Answer

A) True 
 B)False

Question 19

The sales era was the period between _____ when the primary focus of marketing was on selling.

Accepted Answer

A)  1870 and 1930 
B)  1930 and 1950 
C)  1950 and 1980 
D)  1950 until the present 
A)  1870 and 1930 
B)  1930 and 1950 
C)  1950 and 1980 
D)  1950 until the present

Question 20

When Anheuser Busch airs a television advertisement encouraging individuals under 21 not to drink, they are involved in demarketing.

Accepted Answer

A) True 
 B)False

An example of a _____ is a discerning adult that has the financial resources to purchase an expensive sports car or yacht.

For optimal performance in the marketplace, marketers need to address consumer needs and wants more effectively than competitors.

A state of "satisficing" is most likely to occur if performance of a product matches a consumer's expectations for that product.

The selling concept has as its primary goal increasing sales volume, whereas the marketing concept has as its primary goal addressing customer needs and wants.

Markets are defined as

Key elements of the societal marketing concept are all of the following except

Basic human requirements such as food, water, clothing, and shelter would be classified as a

Scuba diving would be an example of an idea or experience.

The production era was between 1930 and 1950, when the primary focus of marketing was on producing the best products possible at the lowest price.

Customer relationship management is the

____________________ is the overall price given the quality of a product.

Discuss the importance and role of marketing in the 21^st Century.

CRM allows for multichannel marketing so that customers can deal with the firm when they want to and where they want to.

Even companies that embrace the societal marketing concept can experience marketing myopia.

Research and product development would be a central emphasis for firms using the selling concept.

Quality is defined as the

Marketing has evolved over time and therefore, a firm can take different approaches to marketing. All of the following are possible approaches except

Data mining involves computer analysis of customer data to determine patterns, profiles, or relationships for the purpose of customer profiling or predicting purchase behavior.

The sales era was the period between _____ when the primary focus of marketing was on selling.

When Anheuser Busch airs a television advertisement encouraging individuals under 21 not to drink, they are involved in demarketing.

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Segmentation

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters

Exam 1: Scope and Concepts of Marketing

An example of a _____ is a discerning adult that has the financial resources to purchase an expensive sports car or yacht.

For optimal performance in the marketplace, marketers need to address consumer needs and wants more effectively than competitors.

A state of "satisficing" is most likely to occur if performance of a product matches a consumer's expectations for that product.

The selling concept has as its primary goal increasing sales volume, whereas the marketing concept has as its primary goal addressing customer needs and wants.

Markets are defined as

Key elements of the societal marketing concept are all of the following except

Basic human requirements such as food, water, clothing, and shelter would be classified as a

Scuba diving would be an example of an idea or experience.

The production era was between 1930 and 1950, when the primary focus of marketing was on producing the best products possible at the lowest price.

Customer relationship management is the

____________________ is the overall price given the quality of a product.

Discuss the importance and role of marketing in the 21st Century.

CRM allows for multichannel marketing so that customers can deal with the firm when they want to and where they want to.

Even companies that embrace the societal marketing concept can experience marketing myopia.

Research and product development would be a central emphasis for firms using the selling concept.

Quality is defined as the

Marketing has evolved over time and therefore, a firm can take different approaches to marketing. All of the following are possible approaches except

Data mining involves computer analysis of customer data to determine patterns, profiles, or relationships for the purpose of customer profiling or predicting purchase behavior.

The sales era was the period between _____ when the primary focus of marketing was on selling.

When Anheuser Busch airs a television advertisement encouraging individuals under 21 not to drink, they are involved in demarketing.

The Environment of Marketing in the Twenty-First Century

Marketing Ethics, Regulations, and Social Responsibility

Consumer Behavior

Business-To-Business Behavior

Marketing Segmentation

Marketing Research

Product Strategies

Services Marketing

Distribution Strategies

Retailing Strategies

Pricing Strategies

Integrated Marketing Communications

Advertising, Sponsorships, and Public Relations

Consumer and Trade Promotions

Personal Selling, Databases, and Direct Marketing

International Marketing

Internet Marketing

Filters

Discuss the importance and role of marketing in the 21^st Century.