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