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Marketing: Real People, Real
Choices, 4e
Chapter 1
A management philosophy that focuses on
ways to satisfy a customer’s needs and
wants is a _____________ philosophy.
1. selling-oriented
2. product-oriented
3. consumer-oriented
4. market-oriented
A management philosophy that focuses on
ways to satisfy a customer’s needs and
wants is a _____________ philosophy.
1. selling-oriented
2. product-oriented
3. consumer-oriented
4. market-oriented
Donna Ricco combines cotton material,
thread, ornamentation, and zippers to
produce an evening gown. When Donna
Ricco markets this value, the designer is
providing ______ to the customer.
1. place utility
2. form utility
3. time
4. possession
Donna Ricco combines cotton material,
thread, ornamentation, and zippers to
produce an evening gown. When Donna
Ricco markets this value, the designer is
providing ______ to the customer.
1. place utility
2. form utility
3. time
4. possession
Marketers provide consumer value
when they offer their customers the
highest quality product/service at the
lowest price.
1. True
2. False
Marketers provide consumer value
when they offer their customers the
highest quality product/service at the
lowest price.
1. True
2. False
Services have tangible attributes that
are exchanged between producer and
consumer.
1. True
2. False
Services have tangible attributes that
are exchanged between producer and
consumer.
1. True
2. False
A marketer of fishing equipment might
advertise to his/her target market in
Rod and Reel magazine.
1. True
2. False
A marketer of fishing equipment might
advertise to his/her target market in
Rod and Reel magazine.
1. True
2. False
A group of consumers with similar sets of
needs that a company can group together
for marketing purposes is known as a
1. target market.
2. reference group.
3. consumer mix.
4. marketing mix.
A group of consumers with similar sets of
needs that a company can group together
for marketing purposes is known as a
1. target market.
2. reference group.
3. consumer mix.
4. marketing mix.
If I buy a lawnmower to mow my lawn, I
am considered a final consumer only if
I am satisfied with my purchase.
1. True
2. False
If I buy a lawnmower to mow my lawn, I
am considered a final consumer only if
I am satisfied with my purchase.
1. True
2. False
If my company purchases a roll of
stamps for the purpose of mailing letters
to customers, the stamps would most
likely be considered an industrial good.
1. True
2. False
If my company purchases a roll of
stamps for the purpose of mailing letters
to customers, the stamps would most
likely be considered an industrial good.
1. True
2. False
Value is determined by the price of a
product or service.
1. True
2. False
Value is determined by the price of a
product or service.
1. True
2. False
A marketing manager for the XYZ Oral
Hygiene Products company has a
philosophy that “once the sale is made, we
should forget about the customer.” This
philosophy enhances the exchange process
for the company’s products.
1. True
2. False
A marketing manager for the XYZ Oral
Hygiene Products company has a
philosophy that “once the sale is made, we
should forget about the customer.” This
philosophy enhances the exchange process
for the company’s products.
1. True
2. False
If a company’s core business is
designer jeans, it could probably
market to a segment of customers who
drive BMW automobiles.
1. True
2. False
If a company’s core business is
designer jeans, it could probably
market to a segment of customers who
drive BMW automobiles.
1. True
2. False
The product’s positioning defines what
main benefits are to be communicated
to the customer.
1. True
2. False
The product’s positioning defines what
main benefits are to be communicated
to the customer.
1. True
2. False
The marketing mix consists of decisions
concerning product, promotion, place, and
prestige.
1. True
2. False
The marketing mix consists of decisions
concerning product, promotion, place, and
prestige.
1. True
2. False
The basis of modern marketing lies in
the application of the marketing
concept.
1. True
2. False
The basis of modern marketing lies in
the application of the marketing
concept.
1. True
2. False
The development of the marketing
concept changed the nature of marketing
by placing the main emphasis on sales.
1. True
2. False
The development of the marketing
concept changed the nature of marketing
by placing the main emphasis on sales.
1. True
2. False
Services, unlike products, are intangible
and more difficult to position.
1. True
2. False
Services, unlike products, are intangible
and more difficult to position.
1. True
2. False
All companies, regardless of whether
they are profit or not-for-profit, need
capital to implement the marketing
concept.
1. True
2. False
All companies, regardless of whether
they are profit or not-for-profit, need
capital to implement the marketing
concept.
1. True
2. False
When a soft-drink company creates and markets
products to appeal to identified consumers’ tastes, like
their interest in dieting and decaffeinated products, it is
using what type of process?
1. market segmentation
2. sales orientation
3. production orientation
4. distribution orientation
When a soft-drink company creates and markets
products to appeal to identified consumers’ tastes, like
their interest in dieting and decaffeinated products, it is
using what type of process?
1. market segmentation
2. sales orientation
3. production orientation
4. distribution orientation
When goods are transferred from suppliers to
customers and then customers transfer funds to
suppliers, what type of process is involved?
1. business-to-business marketing
2. a marketing information system
3. industrial marketing
4. marketing intelligence
5. the exchange process
When goods are transferred from suppliers to
customers and then customers transfer funds to
suppliers, what type of process is involved?
1. business-to-business marketing
2. a marketing information system
3. industrial marketing
4. marketing intelligence
5. the exchange process
Marketing can be defined in a variety of different ways.
Most agree that it is all activities directed toward
identifying and satisfying customer needs and wants
through a process of exchange. A more simple
definition might be
1. selling at a profit.
2. satisfying customers.
3. bartering with customers.
4. managing customer satisfaction.
Marketing can be defined in a variety of different ways.
Most agree that it is all activities directed toward
identifying and satisfying customer needs and wants
through a process of exchange. A more simple
definition might be
1. selling at a profit.
2. satisfying customers.
3. bartering with customers.
4. managing customer satisfaction.
Communicating the main product benefits to the
consumers is known as
1. product positioning.
2. product distribution.
3. product pricing.
4. the marketing mix.
Communicating the main product benefits to the
consumers is known as
1. product positioning.
2. product distribution.
3. product pricing.
4. the marketing mix.
The component of the marketing mix that
ensures that product characteristics provide
benefits to the consumer is known as
1. product.
2. profit.
3. place.
4. price.
The component of the marketing mix that
ensures that product characteristics provide
benefits to the consumer is known as
1. product.
2. profit.
3. place.
4. price.
The basic premise that all marketing strategies
must be based on known customer needs is
called the
1. production-orientation concept.
2. business-to-business concept.
3. marketing concept.
4. industrial-marketing concept.
5. pricing concept.
The basic premise that all marketing strategies
must be based on known customer needs is
called the
1. production-orientation concept.
2. business-to-business concept.
3. marketing concept.
4. industrial-marketing concept.
5. pricing concept.
Robert earned money last summer by washing
windows. One of the non-marketing activities
involved in his project was:
1. putting handbills in mailboxes to announce his service and prices
2. managing his accounting in his home office
3. deciding how to charge for his work
4. choosing an area of the city in which to offer his services
Robert earned money last summer by washing
windows. One of the non-marketing activities
involved in his project was:
1. putting handbills in mailboxes to announce his service and prices
2. managing his accounting in his home office
3. deciding how to charge for his work
4. choosing an area of the city in which to offer his services
An example of service marketing is
1. when a restaurant emphasizes its “10-Minute or It’s Free” lunch specials.
2. when a car company emphasizes its product’s durability.
3. when a computer company advertises its products benefits.
4. when a firm bases its advertising campaign on low price.
An example of service marketing is
1. when a restaurant emphasizes its “10-Minute or It’s Free” lunch specials.
2. when a car company emphasizes its product’s durability.
3. when a computer company advertises its products benefits.
4. when a firm bases its advertising campaign on low price.
Marketers usually spend a great deal of time
ensuring that products are safe. This is a good
marketing practice because not only does it
ensure a quality product is sold but
1. it is the social responsibility of the firm to provide safe products to the
public.
2. the company might be liable for faulty products that harm the public.
3. quality control managers are highly paid and must earn their salaries.
4. it is part of the marketing mix.
Marketers usually spend a great deal of time
ensuring that products are safe. This is a good
marketing practice because not only does it
ensure a quality product is sold but
1. it is the social responsibility of the firm to provide safe products to the
public.
2. the company might be liable for faulty products that harm the public.
3. quality control managers are highly paid and must earn their salaries.
4. it is part of the marketing mix.
Frito-Lay is able to maintain a very large
competitive advantage in the potato chip/snack
markets because of it distribution strength. This
strength would be called a ___________.
1. social responsibility
2. unique and differentiated product
3. marketing mix variable
4. distinctive competency
Frito-Lay is able to maintain a very large
competitive advantage in the potato chip/snack
markets because of it distribution strength. This
strength would be called a ___________.
1. social responsibility
2. unique and differentiated product
3. marketing mix variable
4. distinctive competency