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 firm’s ________, its tangible offering


to the market.


Question 3                                                                                                                                          0 out of 2 points


Each of the following is true about the Internet’s 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 ________




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 company’s sales force to go after the consumer. He


repeatedly asks his team to bear in mind the essential fact that it is the sales


team’s responsibility to rouse the consumer’s 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. Frank’s 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




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 company’s 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 Bright’s 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 period’s


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




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 company’s 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 McDonald’s


when it sent pseudo customers to assess stores’ internal speed standards?


Question 29                    &n