Multiple Choice Quiz 1 Which of the following is the most recent stage of marketing evolution?

A) B) C) D) Marketing department era Production era Sales era Marketing company era

2 Which of the following is NOT included as a basic idea in the definition of marketing concepts?
A) B) C) D) Total company effort Profit Productivity Customer satisfaction

3 _______________________ is defined as the difference between the benefits a customer sees

from a market offering and the costs of obtaining those benefits. A) B) C) D) Customer value Satisfaction scale Profit margin Competitive benefit

4 The Code of Ethics is a federal law introduced into legislation by the American Marketing
Association. A) B) True False

5 Which of the following is NOT included in the marketing management process used by the
marketing manager to achieve its objectives? Planning marketing activities

A) B) C) D) Raising funds to finance the marketing projects Controlling marketing plans Directing implementation of the marketing plans

6 Which of the following parts are included in the marketing mix?

A) B) C) D) Product, place, promotion, and price Competition and customer satisfaction Buying, selling, transporting and storing Profit, distribution, and advertising

7 A channel of distribution is any series of firms (or individuals) who participate in the flow of
products to final user or customer. A) B) True False.

8 ____________ is defined as communication with large numbers of customers at the same time.
A) B) C) D) Personal selling Sales promotion Mass selling All of the above

9 The marketing concept applies to production firms, but not to service industries.
A) B) True False

10 In a ___________________orientation, the role of marketing research is to determine customer

needs and how well the company is satisfying them. A) Marketing

B) C) D)

Production Both of the above None of the above

11 The marketing concept means that an organization aims the majority of its efforts at satisfying
customers, at a profit. A) B) True False

12 When a manager focuses on making whatever products are easy to produce, and then trying to
sell them, that manager has a ___________________ orientation. A) B) C) D) Marketing Production Sales Profit

13 Which of the following is NOT consistent with a manager having a marketing orientation?
A) Inventory levels are set with customer requirements and costs in mind Customer relationship focuses on customer satisfaction before and after sale, leading B) to a profitable long-run relationship C) D) Focus of advertising is on product features and how products are made Packaging is designed for customer convenience and as a selling tool

14 Often, the best way to improve customer value, and beat the competition, is to be first to satisfy
a need that others have not even considered. A) B) True False

15 It is more costly to retain current customers by satisfying their needs, than to get new
customers by taking them away from a competitor. True

A) B) False

16 In addition to businesses, the marketing concept is also applicable to _____________.

A) B) C) D) Government agencies Religious groups Fine arts organizations All of the above

17 The controllable variables a company puts together to satisfy a target group is called the
____________________. A) B) C) D) Marketing strategy Marketing mix Strategic planning Marketing concept

18 A marketing strategy is a written statement of a marketing plan, and the time-related details for
carrying out the strategy. A) B) True False