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Chapter 1: Defining Marketing for the 21st Century GENERAL CONCEPT QUESTIONS Multiple Choice 1. Good marketing is no accident, but a result of careful planning and ________. a. execution b. selling c. strategies d. tactics e. research Answer: a Page: 4 Level of difficulty: Medium 2. Marketing is both an “art” and a “science”—there is constant tension between the formulated side of marketing and the ________ side. a. creative b. selling c. management d. forecasting e. behavior Answer: a Page: 4 Level of difficulty: Easy 3. The most formal definition of marketing is ________. a. meeting needs profitably b. identifying and meeting human and social needs c. the 4Ps (Product, Price, Place, Promotion) d. an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders. e. improving the quality of life for consumers Answer: d Page: 6 Level of difficulty: Medium 4. Marketing management is ________. a. managing the marketing process b. monitoring the profitability of the companies products and services c. selecting target markets d. developing marketing strategies to move the company forward e. the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value Answer: e Page: 6 Level of difficulty: Easy 1
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Part 1: Understanding Marketing Management 5. A transaction involves ________. a. at least two parties b. each party has something that might be of value to the other party c. each party is capable of communication and delivery d. each party is free to accept or reject the exchange offer e. all of the above Answer: e Pages: 6–7 Level of difficulty: Medium 6. ________ goods constitute the bulk of most countries’ production and marketing efforts. a. Durable b. Impulse c. Physical d. Service e. Event Answer: c Page: 8 Level of difficulty: Medium 7. ________ can be produced and marketed as a product. a. Information b. Celebrities c. Durable goods d. Organizations e. Properties Answer: a Page: 9 Level of difficulty: Medium 8. Charles Revson of Revlon observed: “In the factory, we make cosmetics; in the store, ________ .” a. we make profits b. we challenge competitors c. we implement ads d. we sell hope e. we sell quality Answer: d Page: 9 Level of difficulty: Easy 9. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________. a. salesperson, customer b. fund raiser, contributor c. politician, voter d. marketer, prospect e. celebrity, audience Answer: d Page: 10 Level of difficulty: Hard 2
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Chapter 1: Defining Marketing for the 21 st Century 10. In ________—consumers may share a strong need that cannot be satisfied by an existing product. a.
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