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Marketing is both an “art” and a “science” there is constant tension between the creative

side of marketing and the ________ side.

A. Selling side
B. Formulated side
C. Management side
D. Forecasting side

Good marketing is no accident, but a result of careful planning and __________?

A. Execution
C. Strategies
D. Tactics
e. Research

The most formal definition of marketing is ____________?

A. Meeting needs profitably

B. Identifying and meeting human and social needs
C. The 4Ps (Product, Price, Place, Promotion)
D. an organizational function and a set of processes for creating, communicating, and
delivering, value to customers, and for managing customer relationships in ways that
benefit the organization and its stake holders.
E. improving the quality of life for consumers

Marketing management is ____________?

A. Managing the marketing process

B. Monitoring the profitability of the companies products and services
C. Developing marketing strategies to move the company forward
D. The art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value,

A transaction involves ____________?

A. at least two parties

C. each party is capable of communication and delivery
D. each party is free to accept or reject the exchange offer
E. all of the above

__________ goods constitute the bulk of most countries’ production and marketing efforts.

A. Durable
B. Impulse
C. Physical
D. Service e. Event
Information can be produced and marketed as a ___________?

A. Product
b. Show
C. Reality
D. Service

Charles Revson of Revlon observed: “In the factory, we make cosmetics; in the store,

A. we sell quality
B. we challenge competitors
C. we implement ads
D. we sell hope

A Marketer is someone seeking a response from another party, called the __________.

A. Customer
B. Fund raiser, contributor
C. Voter
D. Prospect

In latent demand, consumers may share a strong need that cannot be satisfied by

A. Future Product
B. Expected Product
C. Latent Product
D. Existing Product

In __________more customers would like to buy the product than can be satisfied.

A. latent demand
B. irregular demand
C. overfull demand
D. excessive

Marketers often use the term ___________ to cover various groupings of customers.

A. People
B. Buying power
C. Demographic segment
D. Market
Companies selling mass consumer goods and services such as soft drinks, cosmetics, air
travel, and athletic shoes and equipment spend a great deal of time trying to establish a
superior brand image in markets called __________.

A. Business markets
B. Global markets
C. Consumer markets
D. Nonprofit and governmental markets

In business markets, advertising can play a role, but a stronger role may be played by the
sales force, ______, and the company’s reputation for reliability and quality.

A. Brand image
B. Distribution
C. Promotion
D. Price

Global marketers must decide ___________.

A. Which countries to enter

B. How to adapt their product and service features to each country
C. How to price their products in different countries
D. All of the above

In order to describe a cluster of complementary products and services that are closely
related in the minds of consumers but are spread across a diverse set of industries, Mohan
sawhney has proposed the concept of__________?

A. Vertical Integration
B. Horizontal Integration
C. beta Market
D. Meta Market

The age which promises to lead to more accurate levels of production, more targeted
communications, and more relevant pricing is term as____________.

A. Age of Globalization
B. Industrial Age
C. Information Age
D. Production Age

Many countries have ________ industries to create greater competition and growth

A. open-market
B. deregulated
C. regulated
D. scientifically segmented

Customers are showing greater price sensitivity in their search for ___________.

A. The right product

B. The right service
C. The right store
D. Value

Rising promotion costs and shrinking profit margins are the result of ___________.

A. Changing technology
B. Globalization
C. Deregulation
D. Heightened competition

In response to giant retailers and category killers, entrepreneurial retailers are building
entertainment into stores with coffee bars, lectures, demonstrations, and performances.
They are marketing a(n) ________ rather than a product assortment.

A. Customer value
B. Customer delight
C. total service solution
D. intangible benefit(s)

Many brick-and-click competitors became stronger contenders in the marketplace than the
pure-click firms because they had a larger pool of resources to work with and ________.

A. Better prices
B. Well-established brand names
C. One-on-one communications
D. direct selling capability

The __________ is practiced most aggressively with unsought goods, goods that buyers
normally do not think of buying, such as insurance, encyclopedias, and funeral plots.

a. Marketing concept
b. Selling concept
c. Production concept
d. Product concept

The ________ concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
A. Product
B. Marketing
C. Production
D. Selling

The concept holds that consumers and businesses, if left alone, will ordinarily not buy
enough of the organization’s products is termed as____________?

A. Production Concept
B. Selling Concept
C. Marketing Concept
D. Buying Concept

Several scholars have found that companies who embrace the marketing concept achieve
superior performance. This was first demonstrated for companies practicing a
___________ understanding and meeting customers’ expressed needs.

A. Reactive market orientation

B. Proactive marketing orientation
C. Total market orientation
D. Impulsive market orientation

In the course of converting to a marketing orientation, a company faces three hurdles


A. Organized resistance, slow learning, and fast forgetting

B. Management, customer reaction, competitive response
C. Decreased profits, increased R&D, additional distribution
D. Forecasted demand, increased sales expense, increased inventory costs

Companies that practice both a reactive and proactive marketing orientation are
implementing a __________ and are likely to be the most successful.

A. Total market orientation

B. External focus
C. Customer focus
D. Competitive, customer focus

Marketers argue for a __________ in which all functions work together to respond to,
serve, and satisfy the customer.

A. Cross-functional team orientation

B. Collaboration model
C. Customer orientation
D. Management-driven organization