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SOLUTIONSELFTEST1

Answers to concept questions are not provided. You must read the textbook for these
questions.

FILLINTHEGAPS

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1) Marketing is an activity, set of institutions and processes for creating, communicating, delivering and
exchangingofferingsthathave______forcustomers,clients,partnersandsocietyatlarge.
Answer:value

2)Human______arestatesoffeltdeprivation.
Answer:needs

3)Humanneedstaketheformof______astheyareshapedbycultureandindividualpersonality.
Answer:wants

4)______arehumanwantsbackedbybuyingpower.
Answer:Demands

5)Amarketofferingisa______thatissomecombinationofgoods,servicesandexperiencesthatcanbe
offeredtoamarkettosatisfyaneedorawant.
Answer:product

6)Customerperceived______isthedifferencebetweenthevaluesthecustomergainsfromowningand
usingaproductandthecostsofobtainingtheproduct.
Answer:value

7)Ifaproductsperformancefallsshortofthecustomersexpectations,thebuyerwillbe______.
Answer:dissatisfied

8)Ifexchangeisthecoreconceptofmarketing,thena______ismarketingsunitofmeasurement.
Answer:transaction

9)A______isthesetofallactualandpotentialbuyersofaproduct.
Answer:market

10)Theaimof______isnottocompletelydestroydemand,butonlytoreduceorshiftittoanothertime,
orevenanotherproduct.
Answer:demarketing

11)Thekeytocreatingexcitementinamarketoffering,suchassport,is______andinteractivity.
Answer:involvement

12)Amarketingorganisations______propositionisthesetofbenefitsorvaluesitpromisestodeliverto
consumerstosatisfytheirneeds.
Answer:value

13)The______conceptholdsthatconsumerswillfavourproductsthatareavailableandhighlyaffordable.
Answer:production


14)The______conceptholdsthatconsumerswillfavourproductsthatofferthemostquality,performance
andinnovativefeatures.
Answer:product

15)The______conceptholdsthatachievingorganisationalgoalsdependsondeterminingtheneedsand
wants of target markets and delivering the desired satisfaction more effectively and efficiently than
competitors.
Answer:marketing

16) The ______ concept holds that consumers wont buy enough of the organisations products unless it
undertakesalargescalesellingeffortaspartofitspromotionalprogram.
Answer:selling

17)The______marketingconceptquestionswhetherthepuremarketingconceptisadequateintheageof
environmentalproblems,resourceshortages,rapidpopulationgrowth,worldwideeconomicproblemsand
neglectedsocialservices.
Answer:societal

18)Customer______dependsontheproductsperceivedperformancerelativetoabuyersexpectations.
Answer:satisfaction

19)Oneofthechallengesfacingmarketersaswemoveintothefutureismarket______.
Answer: changing marketing landscape/Uncertain world economy/rapid globalization/technology
dependence(asyoucansee,therearemanypossibleanswershere).

20)Oneofthechallengesfacingmarketersaswemoveintothefutureischangingcustomer______and
orientations.
Answer:values

21)Aswemoveintothefuture,oneofthenewmarketingsystemgoalsistomaximize______.
Answer: quality of life/choice/consumption/satisfaction. (as you can see, there are many possible
answershere).

MULTIPLECHOICEQUESTIONS(AnswersareinBlue)

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MiniCase11
CordeliawasplantmanageratAllTechandbelievedthattheefficiencyofhisoperationcreatedvalueforhis
customers.ArabellawasplantmanageratDressRightandbelievedherconstantimprovementsinclothing
qualitycreatedvalue.EmmawascampaignmanagerforaSenatecandidateandpushedhardtogetpeople
to vote. Sarah was a manager with Toys Town and advocated an "outsidein" approach to meeting
customerneeds.

RefertotheMinicase11aboveandanswerthefollowingquestions

1)Emma'smarketingmanagementphilosophyismostcloselyalignedwithwhichofthefollowing?
A)Theproductconcept.
B)Theproductionconcept.
C)Thesellingconcept.
D)Themarketingconcept.
E)Thesocietalmarketingconcept.


2)Cordeliaismostcloselyalignedwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept

3)Arabellasperspectivefitsbestwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept

4)Sarah'sperspectiveismostcloselyalignedwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept

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