Marketing Practice Test Questions
Various government agencies have launched campaigns to encourage energy conservation and concern for the environment as well as discourage smoking, illegal drug use, and obesity. This illustrates ________ marketing.
social marketing
Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a(n) ________.
demand
The ultimate aim of customer relationship management is to produce ________.
high customer equity
Dividing a market into several sections of customers is known as ________.
market segmentation
The _______ concept hold that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do
marketing
The ___________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do
marketing
are defends as states of felt deprivation
needs
Sally purchased a newly introduced moisturizing lotion. By attempting to find out if the lotion's perceived performance matched her expectations, Sally was measuring her level of customer ________.
satisfaction
_________ refers to the portion of customer's purchase that a company gets in it product categories
share of a customer
In which of the following customer relationship groups do organizations generally avoid investing?
strangers
are customers who show low potential profitability and little projected loyalty
strangers
Dollar General profitably appeals to families with more modest means. The retailer's approach is most likely referred to as ________.
target marketing
Customers who are classified as true believers __________.
tell others about their good experiences with a company
Which of the following concepts is based on a consumer-centered philosophy?
the marketing concept
Amazon Prime strives to convert casual shoppers into loyal customers. An Amazon Prime customer can be classified as a
true believer
a customer who is both loyal and profitable is referred to as a
true believer
According to the five step model of marketing process, the first step in marketing is
understanding the marketplace and customer needs and wants
A brands ______________________________ is the set of benefits that it promises to deliver to consumers to satisfy their needs
value proposition
JetBlue's promise to put "You Above All" by "Bringing humanity back to travel" is their
value proposition
is the art and science of choosing target markets and building profitable relationships with them
Marketing management
Which of the following is a difference between the marketing concept and the selling concept?
The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products
The societal marketing concept holds that
a company's marketing decisions should focus on creating economic value in a way that also creates value for the surrounding environment
Carla, a team leader in charge of customer relationship management, is planning strategies to improve the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?
barnacles
Efforts to convert ______ into new loyal customers are rarely successful
butterflies
A consumer who is potentially profitable but not loyal to a firm's offerings is referred to as a...
butterfly
The selling concept holds that...
consumers will not buy enough of a firm's products unless the firm undertakes large-scale persuasion and promotion efforts
is the total combined customer lifetime values of all the company's current and potential customers
customer equity
the act of obtaining a desired object from someone by offering something in return
exchange
Consumers' needs and wants are fulfilled through ________.
market offerings
