,Chapter 1 Marketing and the Organization
1) Which answer best describes the marketing concept?
A) Companies maximize sales by promoting their products and services
B) Company profits relate directly to the sales of their products
C) Companies achieve their profits through the satisfaction of the consumer
D) Companies sell their products to specific target markets
2) is concerned with inputs ands outputs. It involves producing goods economically
and doing things right.
A) Deficiency
B) Efficiency
C) Effectiveness
D) Reliability
3) Once a product has been bought, customer satisfaction depends upon its perceived
performance compared to a buyer's .
A) expectations
B) income
C) efficiency
D) effectiveness
4) Making marketing work requires much planning and effort across an organization.
Fundamentally, marketing planning functions at two levels: at a level and at a
product/service level.
A) competitor
B) business
C) price
D) distributor
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,5) At the heart of the marketing planning process is the marketing , which pulls
together the planning process and defines the application of the marketing mix.
A) mix
B) concept
C) matrix
D) strategy
6) The management of a production-orientated company focuses on .
A) having a wide range of products
B) becoming cost-focused
C) better customer satisfaction
D) defining the business in marketing terms
7) Which of the following corporate goals suggests a market driven business?
A) A search for latent markets
B) Maximum production efficiency
C) Limited market research
D) Relying on price and performance as a key to sales success
8) In response to the assertion that 'most new products fail' a market-driven organization would
most likely choose which response?
A) Not if enough money and time is invested on development
B) Therefore we must continue to concentrate on our successful markets
C) That depends on the level of sales support offered
D) Even so we must continue to reward the development of new products
9) Which of the following concepts is not a direct component of the marketing mix?
A) Principle
B) Product
C) Price
D) Promotion
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, 10) In Narver and Slater's study of the relationship between marketing and business performance,
which measure was not used to assess market orientation?
A) Price orientation
B) Customer orientation
C) Competitor orientation
D) Interfunctional coordination
11) Booms and Bitner argue that the 4Ps framework is not suitable for services marketing and
that a 7Ps approach is more suitable, which considers people, processes and
evidence
A) physical
B) promotional
C) political
D) psychological
12) There is a major strike in your delivery firm. As a result all your products will arrive late and
out of date for your customer. Which of the 4Ps does this problem directly relate to?
A) Product
B) Place
C) Price
D) Promotion
13) Within marketing-orientated companies, employees who take development risks or make
uncalled for innovations should be .
A) reprimanded
B) asked to undertake psychological 're-programming'
C) rewarded
D) transferred to the marketing department
14) In order for a company to apply itself to the modern marketing concept, which of the
following goals is not central to that specific task?
A) The integration of the marketing concept throughout the corporate structure
B) A shift from producer to customer emphasis
C) An increased awareness of production and distribution costs
D) Satisfied customers become the essential corporate goal
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