MKTG 330: Chapter 1 Quiz
the definition of marketing implies that ___ should receive benefits from exchange relationships: -only customers -only businesses -company management -both customers and businesses -only the most important customers
both customers and businesses
long-term relationships with profitable customers is the key objective of: -personal selling -customer relationship management -production oriented firms -e-marketing -distribution channels
customer relationship management
the focal point of all marketing activities is: -products -the marketing mix -profits -sales -customers
customers
issues of inventory levels and storage costs are both concerns relating to the ___ variable of the marketing mix: -distribution -product -exchange -price -promotion
distribution
wonder introduced a new brand made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. in this case, wonder was most likely following the: -selling concept -production concept -marketing concept -customer concept -retailing concept
marketing concept
for most firms, the cost of marketing activities consume approximately what portion of the consumer's dollar: -one-half -one-fifth -one-fourth -one-third -one-sixth
one-half
the forces of the marketing environment include: -political, legal and regulatory, sociocultural, technological, economic, and competitive -sociocultural, legal, regulatory, economic, pricing strategies, and competitive -legal, regulatory, political, sociocultural, pricing strategies, and technological -legal and regulatory, competitive and noncompetitive forces that affect most lifestyles -political, legal and regulatory, pricing strategies, fairly static components
political, legal and regulatory, sociocultural, technological, economic, and competitive
the three basic forms that a product can take are: -markets, products, and images -goods, ideas, and intangibles -brands, services, and tangibles -services, ideas, and goods -ideas, services, and things
services, ideas, and goods
kashi heart to heart cereal is aimed at people concerned about their heart health. these people represent the kashi: -marketing mix -marketing strategy -target market -marketing tactic -consumer advocates
target market
the primary value that a marketer expects to receive from a customer in an exchange relationship is: -the price charged for the product -customer satisfaction -references to other potential customers -quality merchandise that meets expectations -few returns of the merchandise purchased
the price charged for the product