Multiple Choice Questions: This Activity Contains 33 Questions

Multiple choice questions
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Part 1: Defining Marketing and the Marketing Process
Chapter 1: Marketing: Managing profitable Customer Relationships

This activity contains 33 questions.
Which of the following is central to any definition of marketing?

Making a profit Demand management Making a sale Transactions Customer relationships
At home, at school, at work, and at the local supermarket, Europeans see _____ almost everywhere they go.
Customer relationship management Marketing Demand management Social marketing campaigns Brand experiences
According to the simple five-step model of the marketing process, a company needs to _____ before designing a customer-driven marketing strategy.
Determine how to deliver superior value Construct key components of a marketing program Build profitable relationships with customers Use customer relationship management to create full partnerships with key customers Understand the marketplace and customer needs and wants
When backed by buying power, wants become ________.

demands self-esteem needs
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exchanges social needs physical needs
When marketers set low expectations for a market offering, they run the risk of ________.
incorrectly identifying a target market disappointing loyal customers decreasing customer satisfaction failing to attract enough customers failing to understand their customers' needs
In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow their business
educate recognize entertain encourage retain
Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
exchange management production marketing customer relationship management
In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently
demarketing value marketing marketing surplusing negotiating
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Selecting which segments of a population of customers to serve is called ________.

market segmentation managing the marketing effort target marketing customization positioning
________ is the set of benefits a company promises to deliver its consumers to satisfy their needs.
Low pricing An attribute A money-back guarantee Good customer service A value proposition
Which of the following marketing management concepts is most likely to lead to marketing myopia?
customer-driving marketing societal marketing selling customer-driven marketing production
The product concept says that a company should ________.

make promoting products the top priority improve marketing of its best products market only those products with high customer appeal focus on the target market and make products that meet those customers' demands devote its energy to making continuous product improvements
The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do.
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production marketing product selling equity
Which of the following reflects the marketing concept philosophy?

"We're in the business of making and selling superior products." "We don't have a marketing department, we have a customer department." "We build them so you can buy them." "When it's profits versus customers' needs, profits will always win out." "You won't find a better deal anywhere."
When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.
customer-driving product societal customer-driven production
The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being.
equity product selling societal marketing marketing
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
marketing mix promotion mix marketing effort product mix
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TQM
Building, keeping, and growing profitable value-laden relationships with all customers of a company is called ________.
database marketing customer perceived value customer lifetime value customer relationship management societal marketing
To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration?
capturing a customer's lifetime value creating a sense of community surrounding a brand building overall customer equity owning customers for life all of the above
Customers buy from stores and firms that offer the highest ________.
customer perceived value company image value for the dollar concern for society's interests level of customer satisfaction
Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service?
butterflies customer evangelists satisfied customers social customers full partners
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Frequent flyer programs offered by airlines are an example of a ________.

structural benefit provided for top customers club marketing program consumer relationship management technique frequency marketing program basic customer relationship
Which of the following has not contributed to the deeper, more interactive nature of today's customer relationships?
video sharing traditional advertising online social networks e-mail Web sites
Greater consumer control means that companies must rely more on marketing by ________ than by ________.
interaction; intrusion inspiration; competition socialization; information interruption; involvement producing; selling
Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are carried to final buyers.
partnership relationship marketing customized marketing direct marketing supply chain management deviated marketing
When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.
customer lifetime value total customer spending
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customer ownership share of customer customer loyalty
The ultimate aim of customer relationship management is to produce ________.

profits sales volume customer equity market share a reliable database
Which of the following is currently the fastest-growing form of marketing?

word-of-mouth marketing online marketing social marketing mass media marketing consumer-generated marketing
As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________.
taking a local view of their industry reducing competition within their industry purchasing more supplies abroad downplaying concerns for social responsibility competing solely in traditional marketplaces
Gianfranco Brown now has the buying power to purchase the computer system he has wanted for the last six months. Gianfranco's want now has become a ________.
need necessity demand satisfier transaction
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To avoid traffic gridlock in large metro areas, a community might use ________ to discourage travelers from driving during peak commuting hours.
the production concept market segmentation demarketing marketing target marketing
Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________.
marketing concept product concept production concept societal marketing concept selling concept
You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following?
Web site hits customer relationship management the societal marketing concept donor marketing database management
Some questions in this exercise may have more than one correct answer. To answer such questions correctly, you must select all the correct answers. Also note that answer choices in this exercise appear in a different order each time the page is loaded.
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Multiple Choice Questions: This Activity Contains 33 Questions

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Multiple choice questions

Part 1: Defining Marketing and the Marketing Process

Chapter 1: Marketing: Managing profitable Customer Relationships