Marketing Ch. 1

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product. What are the essential variables that the marketing manager combines? a) Product, price, distribution, and promotion variables b) Marketing environment variables c) Product and promotion variables d) Product, price, and customer variables e) Product, price, customer, and promotion variables

a

The primary value that a marketer expects to receive from a customer in an exchange relationship is a) the price charged for the product. b) customer satisfaction. c) references to other potential customers. d) quality merchandise that meets expectations. e) few returns of the merchandise purchased.

a

A target market a) involves a large number of customers. b) is a specific group of customers on whom a company focuses its marketing efforts. c) already has several competitors vying for customers' business. d) is the same as a salesperson's prospective client list. e) is a customer group classified as people with similar demographic characteristics.

b

Distribution, price, promotion, and product are all elements of a) marketing strategy. b) the marketing mix. c) a target market. d) a consumer good. e) a business strategy.

b

Marketing is the process of a) promoting products through personal selling and advertising to develop and maintain favorable relationships with customers and stakeholders. b) creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment. c) delivering a standard of living to a society. d) creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the firm's objectives. e) focusing on customers' needs.

b

The product variable of the marketing mix can include all of the following except a) creation of brand names. b) consumer perception of the product price. c) development of product packaging. d) warranty issues. e) repair services.

b

Kashi Heart to HeartTM cereal is aimed at people concerned about their heart health. These people represent the Kashi a) marketing mix. b) marketing strategy. c) target market. d) marketing tactic. e) consumer advocates.

c

The marketing mix is built around the a) product. b) company. c) customer. d) employee. e) retail outlet.

c

Marketing managers strive to develop a marketing mix that a) minimizes marketing costs. b) matches what competitors are offering. c) best matches the abilities of the firm. d) matches the needs of the target market. e) generates the highest level sales.

d

SunnyD is aimed at mothers with children under age twelve. These mothers represent SunnyD's a) target market. b) consumer advocates. c) marketing strategy. d) marketing mix. e) marketing tactic.

d

The definition of marketing implies that ______ should receive benefits from exchange relationships. a) only customers b) only businesses c) company management d) both customers and businesses e) only the most important customers

d

Organizations should define themselves not according to the products they produce but according to a) how profitable they are. b) the price of their stock. c) the abundance of their product selection. d) how they treat employees. e) how they satisfy customers.

e

The focal point of all marketing activities is a) products. b) the marketing mix. c) profits. d) sales. e) customers.

e