Chapter 1 Principals Of Mkt Mult Choice q

8/6/2019 Chapter 1 Principals Of Mkt Mult Choice q

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Kotler / Armstrong 12e, 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


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Marketing is _____.1. the same as advertising and sales

2. not used by small corporations

3. about satisfying customer needs

4. making a profit


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Marketing is _________.1. part of manufacturing

2. part of the finance department

3. managing customer relationships

4. sales promotion


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Marketing is _________.1. part of manufacturing

2. part of the finance department

3. managing customer relationships

4. sales promotion


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The first step in the marketing process is todesign a marketing strategy.

1. true

2. false


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The first step in the marketing process is todesign a marketing strategy.

1. true

2. false


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Now that we have created value forcustomers,the final step in the marketing process is tocapture value from them.

1. true

2. false


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Now that we have created value forcustomers,the final step in the marketing process is tocapture value from them.

1. true

2. false


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The most basic concept underlying marketing isthat of _____.

1. profits

2. products

3. human needs

4. services


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The most basic concept underlying marketing isthat of _____.

1. profits

2. products

3. human needs

4. services


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Outstanding marketing companies go to greatlengths to learn about and understand thecustomers needs, wants, and demands.

1. true

2. false


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Outstanding marketing companies go to greatlengths to learn about and understand thecustomers needs, wants, and demands.

1. true

2. false


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Market offerings are limited to physical products.1. true

2. false


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Market offerings are limited to physical products.1. true

2. false


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The art and science of selecting target marketsand developing profitable relationships withthose markets is called marketing _____.

1. profiles

2. maneuvers3. selection

4. management


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The art and science of selecting target marketsand developing profitable relationships withthose markets is called marketing _____.

1. profiles

2. maneuvers3. selection

4. management


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Which marketing philosophy purports thatachieving corporate goals depends onknowing the needs/wants of your markets anddelivering the desired satisfactions better thanyour competitors?

1. production concept2. product concept

3. selling concept

4. marketing concept


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Which marketing philosophy purports thatachieving corporate goals depends onknowing the needs/wants of your markets anddelivering the desired satisfactions better thanyour competitors?

1. production concept2. product concept

3. selling concept

4. marketing concept


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Customer relationship management (CRM) dealswith all aspects of acquiring, keeping, andgrowing customers.

1. true

2. false


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Customer relationship management (CRM) dealswith all aspects of acquiring, keeping, andgrowing customers.

1. true

2. false


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To build lasting customer relationships,organizations should focus on delivering_____ and _____.

1. high quality products; low prices

2. customer value; customer satisfaction3. customer satisfaction; customer growth

4. customer value; high profits


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To build lasting customer relationships,organizations should focus on delivering_____ and _____.

1. high quality products; low prices

2. customer value; customer satisfaction3. customer satisfaction; customer growth

4. customer value; high profits


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The set of benefits/values a companypromises to its customers is called_______.

1. value proposition

2. advertising3. supply and demand

4. production concept


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The set of benefits/values a companypromises to its customers is called_______.

1. value proposition

2. advertising3. supply and demand

4. production concept


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Companies that research current customers,gather new product ideas, and test purposedproduct improvements are ________.

1. profit-driven

2. customer-driven3. sales-driven

4. cost-reducing-driven


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Companies that research current customers,gather new product ideas, and test purposedproduct improvements are ________.

1. profit-driven

2. customer-driven3. sales-driven

4. cost-reducing-driven


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The customers evaluation of the differencebetween benefits and costs of aproduct/service as it relates to thecompetition is called customer perceived

value.1. true

2. false


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The customers evaluation of the differencebetween benefits and costs of aproduct/service as it relates to thecompetition is called customer perceived

value.1. true

2. false


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The _____ is the nations 24th largest advertiserwith an annual budget of more than $1 billion.

1. Procter and Gamble Co.

2. Boeing Co.

3. Levi Strauss Co.4. U.S. Government


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Which of the first four steps of the marketing processasks, What consumers will we serve? and How canwe 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 withcustomers


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Which of the first four steps of the marketing processasks, What consumers will we serve? and How canwe best serve targeted customers?



3. Step 3: Constructing the marketing program

4. Step 4: Building profitable relationships withcustomers


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Which step of the marketing process is the mostimportant?



3. Step 3: Constructing the marketingprogram

4. Step 4: Building profitable relationshipswith customers


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Which step of the marketing process is the mostimportant?



3. Step 3: Constructing the marketingprogram

4. Step 4: Building profitable relationshipswith customers


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Customer satisfaction depends on theproduct/services perceived performancerelative to a sellers expectations.

1. true

2. false


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Customer satisfaction depends on theproduct/services perceived performancerelative to a sellers expectations.

1. true

2. false

Chapter 1 Principals Of Mkt Mult Choice q

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