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Home  arrow Student Resources  arrow Part 1: Defining Marketing and the Marketing Process  arrow Chapter 1: Marketing: Managing profitable Customer Relationships  arrow Multiple choice questions

Multiple choice questions



This activity contains 33 questions.

Question 1.
Which of the following is central to any definition of marketing?

 
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Question 2.
At home, at school, at work, and at the local supermarket, Europeans see _____ almost everywhere they go.

 
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Question 3.
According to the simple five-step model of the marketing process, a company needs to _____ before designing a customer-driven marketing strategy.

 
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Question 4.
When backed by buying power, wants become ________.

 
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Question 5.
When marketers set low expectations for a market offering, they run the risk of ________.

 
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Question 6.
In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow their business

 
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Question 7.
Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.

 
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Question 8.
In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently

 
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Question 9.
Selecting which segments of a population of customers to serve is called ________.

 
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Question 10.
________ is the set of benefits a company promises to deliver its consumers to satisfy their needs.

 
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Question 11.
Which of the following marketing management concepts is most likely to lead to marketing myopia?

 
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Question 12.
The product concept says that a company should ________.

 
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Question 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.

 
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Question 14.
Which of the following reflects the marketing concept philosophy?

 
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Question 15.
When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

 
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Question 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.

 
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Question 17.
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

 
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Question 18.
Building, keeping, and growing profitable value-laden relationships with all customers of a company is called ________.

 
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Question 19.
To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration?

 
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Question 20.
Customers buy from stores and firms that offer the highest ________.

 
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Question 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?

 
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Question 22.
Frequent flyer programs offered by airlines are an example of a ________.

 
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Question 23.
Which of the following has not contributed to the deeper, more interactive nature of today's customer relationships?

 
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Question 24.
Greater consumer control means that companies must rely more on marketing by ________ than by ________.

 
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Question 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.

 
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Question 26.
When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.

 
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Question 27.
The ultimate aim of customer relationship management is to produce ________.

 
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Question 28.
Which of the following is currently the fastest-growing form of marketing?

 
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Question 29.
As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________.

 
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Question 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 ________.

 
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Question 31.
To avoid traffic gridlock in large metro areas, a community might use ________ to discourage travelers from driving during peak commuting hours.

 
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Question 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 ________.

 
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Question 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?
 
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