1. The term marketing refers to: a philosophy that stresses customer value and satisfaction.

2. In the history of marketing, when did the production period end? In the 1920s.
3. A marketing philosophy summarized by the phrase 'a stronger focus on social and ethical
concerns in marketing' is characteristic of the _________ period. societal marketing
4. The societal marketing period, from the 1980s to the present day, is
characterized by a stronger focus on social and ethical concerns in marketing.
This phase took place during the 'information revolution' of the late twentieth
century (Enright, 2002

5. Which skills and capabilities will marketers need to increasingly have? digital and social
media marketing.
6. In relationship marketing firms focus on __________ relationships with __________.
long-term; customers and suppliers
7. A further 3Ps are incorporated into the marketing mix: physical evidence, process and
people.
8. The consumer goods perspective of marketing assumes there are comparatively few
suppliers within a particular industry, all rivals for the___________. aggregated demand.
9. According to the Marketing and Sales Standards Setting Body (MSSSB), which of the
following is not a marketing function? Develop sales tactics.
10. The Marketing and Sales Standards Setting Body (MSSSB) works with relevant
stakeholders to map out how the marketing function operates. Their consultation
indicated that the job covered eight functions:
- Provide market intelligence and customer insight
- Provide strategic marketing direction for the organization
- Develop the customer proposition
- Manage and provide marketing communications
- Use and develop marketing and customer information
- Lead marketing operations and programmes
- Work with other business functions and third parties
- Manage and develop teams and individuals.
11. Which of the following is not an element of the marketing mix? Target market.

Target market is not an element of the marketing mix. The marketing mix comprises:
- product: the offering and how it meets the customer need, its packaging and labelling
- place (distribution): how the product is delivered to meet the customers' needs
- price: the cost to the customer, and the cost plus profit to the seller
- promotion: how the product's benefits and features are conveyed to the potential buyer.
12. The term 'marketing mix' describes: a blending of strategic elements to satisfy specific
target markets.
Neil Borden developed the concept of the Marketing Mix in his teaching at Harvard
University in the 1950s, although he did not formally write the theory up until 1964. The
idea came from the idea that the marketing manager was a 'mixer of ingredients'; a chef
who concocted a unique marketing recipe to fit the requirements of the customers' needs
at any particular time. The emphasis was on the creative fashioning of a mix of marketing
procedures and policies to produce the profitable enterprise.
13. Newsletters, catalogues, and invitations to organisation-sponsored events are most closely
associated with the marketing mix activity of: Promotion
14. The way in which the product is delivered to meet the customers' needs refers to: place or
distribution activities.
15. The key term in the American Marketing Association's definition of marketing is: value
The AMA concentrates on 'stakeholder value' by defining marketing as 'the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large' (AMA,
2007).
16. A critical marketing perspective is the process of determining: the worth and impact of
marketing activities.
17. When customer expectations regarding product quality, service quality, and value-based
price are met or exceeded, _____ is created. customer satisfaction
18. A market orientation recognizes that: market intelligence relating to current and future
customer needs is important.
19. Four competing philosophies strongly influence the role of marketing and marketing
activities within an organization. Which if the following is not a component of market
orientation?, each party must have something of value to the other party. each party must
have something of value to the other party. Profitability orientation.

20. In order for exchange to occur: each party must have something of value to the other
party.
21. Marketing research: a) is used to obtain information for management to make more
informed decision making.
22. Marketing research, by presenting pertinent information in a useful format: aids
marketing decision makers in analyzing data and in suggesting possible actions for
strategic marketing direction.
23. A marketing research firm contracts with clients to conduct a complete marketing
research project from data collection, analysis and reporting. It is a__________ firm. fullservice agency
24. ___________ usually alpha-numeric, i.e. words and numbers, are often entered into
word-processed documents as interview transcripts from audio or videotape or entered
directly into computer software applications (e.g. NVivo) as video or sound files for
content analysis.
Qualitative data.
25. Once the agency has discussed the brief with the client, the agency provides a detailed
outline of how they intend to investigate the problem. This document is called the
____________: research proposal.
26. When little is known about the problem, research seeking to discover the cause of a
problem by discussing the problem with informed sources and examining pre-existing
data is undertaken. This type of research is: exploratory research.
Exploratory research is used when little is known about a particular management
problem. It also discovers the general nature of the questions that might relate to it.
27. Which of the following is not one of the categories of research design? Desk research.
There are three categories of research design: (1) exploratory, (2) descriptive, and (3)
causal. These categories specify the procedure adopted for collection and analysis of the
data necessary to identify a management problem. Therefore, desk research is not one of
the categories of research design.
28. Which technique is used to collect data that has been previously collected for a purpose
other than the current research situation? Secondary research.

29. A common research technique, used particularly in retailing (on- and off-line) where
consumers are recruited by researchers to act as anonymous buyers in order to evaluate
customer satisfaction is referred to as: mystery shopping.
Mystery shopping is a common research technique, used particularly in retailing (onand off-line) where consumers are recruited by researchers to act as anonymous buyers in
order to evaluate customer satisfaction, service quality and the customer's evaluation of
their experiences.
30. ________________ systems are used to mine customer data, particularly when
undertaking research into characterizing customer groups and their product/service usage.
Customer relationship management (CRM)
31. Criteria like gender, ethnicity, or some other customer characteristic are used to restrict
the sample, but the selection of the sample unit is left to the judgment of the researcher.
This is called: quota sampling.
Quota sampling, where criteria like gender, ethnicity, or some other customer
characteristic are used to restrict the sample, but the selection of the sample unit is left to
the judgment of the researcher.
32. A probability sample constructed where the population elements are accorded a number
and a sample is selected by generating random numbers, which correspond to the
individual population elements. This is called: simple random sample.
Simple random sampling, where the population elements are accorded a number and a
sample is selected by generating random numbers, which correspond to the individual
population elements.
33. Which sampling techniques are often selected in qualitative research? non-probability
sampling.
34. What is the term used to describe the degree to which the data elicited in a study is
replicated in a repeat study? Reliability
35. Which type of research methods are designed to elicit responses to predetermined,
standardized questions from a large number of respondents? Quantitative.
36. Quantitative research methods, e.g. the survey questionnaire, are designed to elicit
responses to predetermined, standardized questions from a large number of respondents.