Your Results For: "Multiple Choice Questions": 18% Correct

Your Results for "Multiple choice questions"
http://wps.pearsoned.co.uk/wps/grader
Your Results for: "Multiple choice questions"

Site Title: Marketing An Introduction Book Title: Marketing An Introduction Book Author: Armstrong Location on Site: Student Resources > Part 1: Defining Marketing and the Marketing Process > Chapter 1: Marketing: Managing profitable Customer Relationships > Multiple choice questions Date/Time Submitted: July 24, 2012 at 10:38 PM (UTC/GMT)
Print this page
Summary of Results
18% Correct of 33 Scored items:
6 Correct: 27 Incorrect: More information about scoring 18% 82%
Which of the following is central to any definition of marketing?
1.
Your Answer: Demand management Correct Answer: Customer relationships
At home, at school, at work, and at the local supermarket, Europeans see _____ almost everywhere they go.
2.
Your Answer: Marketing
3.
According to the simple five-step model of the marketing process, a company needs to _____ before designing a customerdriven marketing strategy. Your Answer: Use customer relationship management to create full partnerships with key customers Correct Answer: Understand the marketplace and customer needs and wants
When backed by buying power, wants become ________.
4.
Your Answer: self-esteem needs
1 of 8
7/25/2012 1:38 AM
demands
When marketers set low expectations for a market offering, they run the risk of ________.
5.
Your Answer: disappointing loyal customers Correct Answer: failing to attract enough customers
6.
In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow their business Your Answer: recognize Correct Answer: retain
7.
Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities. Your Answer: production Correct Answer: marketing
8.
In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently Your Answer: value marketing Correct Answer: demarketing
Selecting which segments of a population of customers to serve is called ________.
9.
Your Answer: market segmentation
2 of 8
7/25/2012 1:38 AM
Correct Answer: target marketing
________ is the set of benefits a company promises to deliver its consumers to satisfy their needs.
10.
Your Answer: A money-back guarantee Correct Answer: A value proposition
Which of the following marketing management concepts is most likely to lead to marketing myopia?
11.
Your Answer: production
The product concept says that a company should ________.
12.
Your Answer: market only those products with high customer appeal Correct Answer: devote its energy to making continuous product improvements
13.
The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. Your Answer: equity Correct Answer: marketing
Which of the following reflects the marketing concept philosophy?
14.
Your Answer: "We build them so you can buy them." Correct Answer: "We don't have a marketing department, we have a customer department."
3 of 8
7/25/2012 1:38 AM
15.
When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. Your Answer: customer-driven Correct Answer: customer-driving
16.
The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being. Your Answer: equity Correct Answer: societal marketing
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
17.
Your Answer: promotion mix Correct Answer: marketing mix
Building, keeping, and growing profitable value-laden relationships with all customers of a company is called ________.
18.
Your Answer: societal marketing Correct Answer: customer relationship management
19.
To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration? Your Answer: creating a sense of community surrounding a brand Correct Answer: all of the above
4 of 8
7/25/2012 1:38 AM
Customers buy from stores and firms that offer the highest ________.
20.
Your Answer: concern for society's interests Correct Answer: customer perceived value
21.
Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service? Your Answer: butterflies Correct Answer: customer evangelists
Frequent flyer programs offered by airlines are an example of a ________.
22.
Your Answer: structural benefit provided for top customers Correct Answer: frequency marketing program
Which of the following has not contributed to the deeper, more interactive nature of today's customer relationships?
23.
Your Answer: video sharing Correct Answer: traditional advertising
Greater consumer control means that companies must rely more on marketing by ________ than by ________.
24.
Your Answer: socialization; information Correct Answer: interaction; intrusion
25.
Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are carried to final buyers.
5 of 8
7/25/2012 1:38 AM
Your Answer: customized marketing Correct Answer: supply chain management
When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.
26.
Your Answer: customer ownership Correct Answer: share of customer
The ultimate aim of customer relationship management is to produce ________.
27.
Your Answer: profits Correct Answer: customer equity
Which of the following is currently the fastest-growing form of marketing?
28.
Your Answer: mass media marketing Correct Answer: online marketing
29.
As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________. Your Answer: downplaying concerns for social responsibility Correct Answer: purchasing more supplies abroad
30.
Gianfranco Brown now has the buying power to purchase the computer system he has wanted for the last six months. Gianfranco's want now has become a ________.
6 of 8
7/25/2012 1:38 AM
Your Answer: necessity Correct Answer: demand
31.
To avoid traffic gridlock in large metro areas, a community might use ________ to discourage travelers from driving during peak commuting hours. Your Answer: demarketing
32.
Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________. Your Answer: product concept
33.
You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following? Your Answer: customer relationship management
E-mail Your Results

My name is (first last): E-mail my results to: E-mail address: Me Instructor TA Send as:
7 of 8
7/25/2012 1:38 AM
Other Help
Copyright 1995-2009 Pearson Education. All rights reserved. Legal and Privacy Notice
8 of 8
7/25/2012 1:38 AM

Your Results For: "Multiple Choice Questions": 18% Correct

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Your Results For: "Multiple Choice Questions": 18% Correct

Hochgeladen von

Copyright:

Verfügbare Formate

Your Results for "Multiple choice questions"