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Transcript
Kotler / Armstrong, Chapter 1
Marketing is _____.
1. the same as advertising and sales
2. not used by small corporations
3. about satisfying customer needs
4. making a profit
Kotler / Armstrong, Chapter 1
Marketing is _____.
1. the same as advertising and sales
2. not used by small corporations
3. about satisfying customer needs
4. making a profit
Kotler / Armstrong, Chapter 1
Marketing is _________.
1. part of manufacturing
2. part of the finance department
3. managing customer relationships
4. sales promotion
Kotler / Armstrong, Chapter 1
Marketing is _________.
1. part of manufacturing
2. part of the finance department
3. managing customer relationships
4. sales promotion
Kotler / Armstrong, Chapter 1
The first step in the marketing process is to
design a marketing strategy.
1. true
2. false
Kotler / Armstrong, Chapter 1
The first step in the marketing process is to
design a marketing strategy.
1. true
2. false
Kotler / Armstrong, Chapter 1
Now that we have created value for customers,
the final step in the marketing process is to
capture value from them.
1. true
2. false
Kotler / Armstrong, Chapter 1
Now that we have created value for customers,
the final step in the marketing process is to
capture value from them.
1. true
2. false
Kotler / Armstrong, Chapter 1
The most basic concept underlying marketing is
that of _____.
1. profits
2. products
3. human needs
4. services
Kotler / Armstrong, Chapter 1
The most basic concept underlying marketing is
that of _____.
1. profits
2. products
3. human needs
4. services
Kotler / Armstrong, Chapter 1
Outstanding marketing companies go to great
lengths to learn about and understand the
customers’ needs, wants, and demands.
1. true
2. false
Kotler / Armstrong, Chapter 1
Outstanding marketing companies go to great
lengths to learn about and understand the
customers’ needs, wants, and demands.
1. true
2. false
Kotler / Armstrong, Chapter 1
Market offerings are limited to physical products.
1. true
2. false
Kotler / Armstrong, Chapter 1
Market offerings are limited to physical products.
1. true
2. false
Kotler / Armstrong, Chapter 1
The art and science of selecting target markets
and developing profitable relationships with
those markets is called marketing _____.
1. profiles
2. maneuvers
3. selection
4. management
Kotler / Armstrong, Chapter 1
The art and science of selecting target markets
and developing profitable relationships with
those markets is called marketing _____.
1. profiles
2. maneuvers
3. selection
4. management
Kotler / Armstrong, Chapter 1
Which marketing philosophy purports that
achieving corporate goals depends on
knowing the needs/wants of your markets and
delivering the desired satisfactions better than
your competitors?
1. production concept
2. product concept
3. selling concept
4. marketing concept
Kotler / Armstrong, Chapter 1
Which marketing philosophy purports that
achieving corporate goals depends on
knowing the needs/wants of your markets and
delivering the desired satisfactions better than
your competitors?
1. production concept
2. product concept
3. selling concept
4. marketing concept
Kotler / Armstrong, Chapter 1
Customer relationship management (CRM) deals
with all aspects of acquiring, keeping, and
growing customers.
1. true
2. false
Kotler / Armstrong, Chapter 1
Customer relationship management (CRM) deals
with all aspects of acquiring, keeping, and
growing customers.
1. true
2. false
Kotler / Armstrong, Chapter 1
To build lasting customer relationships,
organizations should focus on delivering
_____ and _____.
1. high quality products; low prices
2. customer value; customer satisfaction
3. customer satisfaction; customer growth
4. customer value; high profits
Kotler / Armstrong, Chapter 1
To build lasting customer relationships,
organizations should focus on delivering
_____ and _____.
1. high quality products; low prices
2. customer value; customer satisfaction
3. customer satisfaction; customer growth
4. customer value; high profits
Kotler / Armstrong, Chapter 1
The set of benefits/values a company
promises to its customers is called
_______.
1. value proposition
2. advertising
3. supply and demand
4. production concept
Kotler / Armstrong, Chapter 1
The set of benefits/values a company
promises to its customers is called
_______.
1. value proposition
2. advertising
3. supply and demand
4. production concept
Kotler / Armstrong, Chapter 1
Companies that research current customers,
gather new product ideas, and test purposed
product improvements are ________.
1. profit-driven
2. customer-driven
3. sales-driven
4. cost-reducing-driven
Kotler / Armstrong, Chapter 1
Companies that research current customers,
gather new product ideas, and test purposed
product improvements are ________.
1. profit-driven
2. customer-driven
3. sales-driven
4. cost-reducing-driven
Kotler / Armstrong, Chapter 1
Human welfare, want satisfaction, and profits are
the three considerations underlining the
concept known as _____.
1. societal marketing
2. customer-driven
3. sales-driven
4. production
Kotler / Armstrong, Chapter 1
Human welfare, want satisfaction, and profits are
the three considerations underlining the
concept known as _____.
1. societal marketing
2. customer-driven
3. sales-driven
4. production
Kotler / Armstrong, Chapter 1
There are five alternative concepts under which
organizations design and carry out their
marketing strategies: the production, product,
selling, marketing, and societal marketing
concepts.
1. true
2. false
Kotler / Armstrong, Chapter 1
There are five alternative concepts under which
organizations design and carry out their
marketing strategies: the production, product,
selling, marketing, and societal marketing
concepts.
1. true
2. false
Kotler / Armstrong, Chapter 1
The customer’s evaluation of the difference
between benefits and costs of a
product/service as it relates to the
competition is called customer perceived
value.
1. true
2. false
Kotler / Armstrong, Chapter 1
The customer’s evaluation of the difference
between benefits and costs of a
product/service as it relates to the
competition is called customer perceived
value.
1. true
2. false
Kotler / Armstrong, Chapter 1
The _____ is the nation’s 24th largest advertiser
with an annual budget of more than $1 billion.
1. Procter and Gamble Co.
2. Boeing Co.
3. Levi Strauss Co.
4. U.S. Government
Kotler / Armstrong, Chapter 1
The _____ is the nation’s 24th largest advertiser
with an annual budget of more than $1 billion.
1. Procter and Gamble Co.
2. Boeing Co.
3. Levi Strauss Co.
4. U.S. Government
Kotler / Armstrong, Chapter 1
Which of the first four steps of the marketing process
asks, “What consumers will we serve?” and “How can
we best serve targeted customers?”
1. Step 1: Understanding the marketplace
2. Step 2: Designing the marketing strategy
3. Step 3: Constructing the marketing program
4. Step 4: Building profitable relationships with
customers
Kotler / Armstrong, Chapter 1
Which of the first four steps of the marketing process
asks, “What consumers will we serve?” and “How can
we best serve targeted customers?”
1. Step 1: Understanding the marketplace
2. Step 2: Designing the marketing strategy
3. Step 3: Constructing the marketing program
4. Step 4: Building profitable relationships with
customers
Kotler / Armstrong, Chapter 1
Which step of the marketing process is the most
important?
1. Step 1: Understanding the marketplace
2. Step 2: Designing the marketing strategy
3. Step 3: Constructing the marketing
program
4. Step 4: Building profitable relationships
with customers
Kotler / Armstrong, Chapter 1
Which step of the marketing process is the most
important?
1. Step 1: Understanding the marketplace
2. Step 2: Designing the marketing strategy
3. Step 3: Constructing the marketing
program
4. Step 4: Building profitable relationships
with customers
Kotler / Armstrong, Chapter 1
Customer satisfaction depends on the
product/service’s perceived performance
relative to a seller’s expectations.
1. true
2. false
Kotler / Armstrong, Chapter 1
Customer satisfaction depends on the
product/service’s perceived performance
relative to a seller’s expectations.
1. true
2. false