Marketing Practice Test Questions

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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


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