Question 1 2 out of 2 points
The ________ concept holds that consumers will favor offerings with the best
quality, performance, or innovative features.
Question 2 2 out of 2 points
At the heart of any marketing program is the firms ________, its tangible offering
to the market.
Question 3 0 out of 2 points
Each of the following is true about the Internets impact on the way business is
conducted today, EXCEPT one. Identify the exception.
Question 4 2 out of 2 points
The ultimate outcome of relationship marketing is a unique company asset called
the ________, consisting of the company and its supporting stakeholders.
Question 5 0 out of 2 points
Which of the following holds that consumers prefer products that are widely
available and inexpensive?
Question 6 0 out of 2 points
People in emerging countries today are becoming increasingly health conscious
and are seeking healthy food choices. As a result, demand for health foods is
rising steadily, creating an opportunity for marketers to exploit this ________
market.
Question 7 2 out of 2 points
Which of the following categories of goods and services is most likely to require an
aggressive use of the selling concept?
Question 8 2 out of 2 points
Rick Johnson trains his companys sales force to go after the consumer. He
repeatedly asks his team to bear in mind the essential fact that it is the sales
teams responsibility to rouse the consumers interest and make him feel that he
needs the product. A true salesman is one who can convert an indifferent
consumer walking into the store into a new customer. Johnson believes in the
________ concept.
Question 9 0 out of 2 points
________ marketing aims to build mutually satisfying long-term collaboration with
key constituents, such as customers, employees, suppliers, distributors, and other
marketing partners, in order to earn and retain their business.
Question 10 2 out of 2 points
During market segmentation analysis, the marketer identifies which segments
present the greatest opportunity. These segments are called ________.
Question 11 2 out of 2 points
James Frank has been put in charge of gathering marketing intelligence,
disseminating it within his organization, and eventually directing action on the
information. Mr. Franks task is best described as part of the ________.
Question 12 2 out of 2 points
Which of the following can be considered a primary activity in the value chain
process?
Question 13 2 out of 2 points
The most frequently cited shortcomings of current marketing plans, according to
marketing executives, are lack of realism, insufficient competitive analysis, and a
________ focus.
Question 14 2 out of 2 points
The task of any business is to ________.
Question 15 2 out of 2 points
The ________ is the number of channel levels, from raw materials to final product
and distribution, in which a company will participate.
Question 16 2 out of 2 points
The ________ in the value chain cover the sequence of bringing materials into the
business (inbound logistics), converting them into final products (operations),
shipping out final products (outbound logistics), marketing them (marketing and
sales), and servicing them (service).
Question 17 2 out of 2 points
Gerber primarily serves the baby food market. In choosing to focus on this market,
Gerber is defining its competitive sphere on the basis of ________.
Question 18 2 out of 2 points
Which of the following is best described as a market-oriented business definition?
Question 19 2 out of 2 points
After analyzing their companys strengths and weaknesses, top managers at Loan
Bright decided that they would serve individual loan officers who typically only
wanted to purchase small sets of homebuyer data, rather than bigger institutional
clients. To meet the needs of this segment, Loan Bright simplified its sales
contract, restructured its advertising efforts to focus on Google ads, and created a
separate customer-service department. Loan Brights strategy is best described as
a(n) ________ strategy.
Question 20 2 out of 2 points
The ________ is the last section of the marketing plan and spells out the goals
and budget for each month or quarter, so management can review each periods
results and take action as needed.
Question 21 2 out of 2 points
________ is the maximum sales available to all firms in an industry during a given
period, under a given level of industry marketing effort and environmental
conditions.
Question 22 2 out of 2 points
In the U.S., consumer expenditures on homes and big ticket items tend to slacken
during recessions because ________.
Question 23 2 out of 2 points
________ is the companys estimated share of market demand at alternative levels
of company marketing effort in a given time period.
Question 24 2 out of 2 points
Which of the following elements of sociocultural environment can be associated
with the growing demand for social surrogates like social networking sites,
television, etc?
Question 25 2 out of 2 points
The base sales of an organization that takes place even without any demandstimulating
expenditures is called ________.
Question 26 0 out of 2 points
With an increase in marketing expenditure, market demand ________.
Question 27 2 out of 2 points
Each society contains ________, groups with shared values emerging from their
special life experiences or circumstances.
Question 28 2 out of 2 points
A company can take several steps to improve the quality of its marketing
intelligence. Which of the following best describes the practice used by McDonalds
when it sent pseudo customers to assess stores internal speed standards?
Question 29 &n