1.

Marketing is a process which aims at ________

A. Production
B. Profit-making.
C. The satisfaction of customer needs
D. Selling products

2. The term marketing refers to _______

A. Advertising, Sales Promotion, Publicity and Public Relational activities
B. A new product needs ideas, Developments, concepts and improvements.
C. Sales Planning, Strategy and Implementation
D. A philosophy that stresses customer value and satisfaction.

3. The best Definition of Marketing given by Philip Kotler is _______

A. Marketing is the process by which companies create value for customers & build strong
customer relationships in order to capture value from customers in return.
B. Marketing is a societal process by which individuals & groups obtain what they need & want
through creating offering & freely exchanging products & services of value with others.
C. Marketing is the activity, set of institutions & processes for creating, communicating,
delivering & exchanging offerings that have value for customers, clients, partners & society at
large.
D. None of the above

4. Marketing is the activity, set of ___________ & processes for creating, communicating,
delivering & exchanging offerings that have value for customers, clients, partners & society.
A. Institutions
B. Organizations
C. Companies
D. Enterprises

5. The most formal and best definition of marketing is ___________

A. An organizational function and a set of process for creating, communicating and delivering,
value to customers and that benefit the organization.
B. Improving the quality of life for consumers by selling them products and services.
C. Marketing is all about Meeting needs profitability i.e. identifying & fulfilling consumer needs.
D. Marketing is an organizational function includes the 4Ps i.e product, place, price and
promotion.

6. Marketing is _______, there is a constant tension between the formulated side of

marketing and the management side.
A. An art
B. A Science
C. Both an “art” and a “science”
D. Selling

7. Select an appropriate definition of ‘Want’.

A. More consumer Needs
B. Needs backed by buying power
C. Needs directed to the product
D. Basic human requirements

8. Want for a specific product backed by an ability to pay is called _____

A. Demand
B. Need
C. Want
D. Customer

9.Marketers often use the term ________ to cover various groupings of customers.
A. Buying power
B. Demographic segment
C. Market
D. People

10.______is the best illustration of a subculture.

A. Occupation
B. Income
C. Religion
D. Family & Friends

11______ are the form of human needs take as shaped by culture & individual personality.
A. Wants
B. Demands
C. Needs
D. Social Needs

12. A place where goods are bought and sold against the price consideration between the
buyers and the sellers is called ______.
A. Exchange
B. Market
C. E-commerce
D. Transaction

13. Marketing management is ________.

A. Developing marketing strategies to move the company forward
B. Managing the marketing process
C. Monitoring the profitability of the company’s products and services
D. The art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value

14. Which of the following defines marketing management?

A. The art and science of choosing target markets and getting, keeping, and growing customers
through creating, delivering, and communicating superior customer value.
B. The development of planning, policies and various marketing strategies to move the company
forward to achieve the goal of profit through selling the product and services.
C. The process of identifying and managing all marketing process to sell product and service to
the end users at low price.
D. The process of developing and monitoring profit of companies products and services.
15. Which one of the following is a key to build lasting relationships with consumers?
A. Price of the product
B. Need recognition
C. Customer satisfaction
D. Quality of product

17. If the focus is on social and ethical concerns in marketing’ is characteristic of the
_________ period.
A. Productionp
B. Sales
C. Marketing
D. Societal marketing

18. When customer expectations regarding product quality, service quality, and value-based
price are met or exceeded, _____ is created.
A. customer satisfaction
B. planning excellence
C. a quality rift
D. a value line

19. Buying goods and services for further processing or for use in the production process
refers to _________
A. Consumer markets
B. Government markets
C. Business markets
D. International markets
20.The mental act, condition or habit of placing trust or confidence in another, shows which
of the following options?
A. Motive
B. Belief
C. Behaviour
D. Attitude

21. “Many people want BMW, only a few are able to buy” this is an example of _______
A. Need
B. Want
C. Demand
D. Status

22. The strategic marketing planning process begins with ______________

A. The writing of the mission statement

B. The establishment of organizational objectives
C. The formulation of a marketing plan
D. Hiring a senior planner

23. Today's marketers need ______________

A. Neither creativity nor critical thinking skills

B. Both creativity and critical thinking skills
C. Critical thinking skills but not creativity
D. Creativity but not critical thinking skills

24. Logistics means ______________.

A. Production.
B. Flow of goods.
C. Consumption.
D. Marketing channel.
25. Logistics management is a part of ______________.
A. Production.
B. Marketing channel
C. Supply chain management.
D. Consumption.

26. Super market is also known as ______________.

A. Self service store

B. Hyper market.
C. co-operative societies.
D. None of these.

27. E- marketing is a part of ______________.

A. E-commerce.
B. E-cash.
C. E-Payment.
D. E-mail.

1. Advertising and marketing are the same thing. True or False?

28. Define the term ‘market’.

a. a place where similar products grouped together

b. a competitive high street
c. a place where buyers and sellers meet
d. a basket of goods

29. What is the difference between the term ‘customer’ and the term ‘consumer’?

a. There is no difference.
b. The term consumer refers only to people who buy food and drink products.
c. Customers buy products but it is consumers who use them.
d. Customers make organisational rather than personal purchases.
30. A disadvantage of e-marketing is
A. High cost.
B. Low reach.
C. Loss of personal contact
D. Less satisfaction.

31. When exchanges are confined within a family or close members of the family, such a
market can be called as ___.

32. Foreign exchange market is an international market. (True / False)

33. Which of the following is not an element of the traditional marketing mix?
a) Product
b) Pricing
c) Promotion
d) Process

34. Production and distribution depend largely on ___.

35. If production is less than demand, prices shoot up, resulting in ___.

36. Marketing is a connecting link between the consumer and the ___.

37. Collecting marketing information is a marketing function that’s related to ___.

a) Exchange
b) Physical supply
c) Facilitating
d) Marketing mix

38. Which of the following concept is a common approach for any marketing effort?
a) Selling b) Production
c) Marketing d) Product

39. ___ is a set of understandings or meanings shared by a group of people.

40. ___ provide the resources required by the company to produce its goods and services.

41. To overcome competition, a company must provide greater ___ than its competitors.

42. ___ market consists of wholesaler and retailers.

43. ___ is a tool of revenue generation for marketing.

44. An advertisement is a tool to grab the attention of an individual and using the attention
to communicate a message about the product. (True /False)

45.Which one of the following factor relates to family that influences comsumer behavior?
A.Cultural
B.Social
C.Personal
D.Business

46. Unique psychological characteristics that lead to relatively consistent and lasting
responses to one’s own environment refers to which one of the following?
A.Belief
B.Culture
C.Personality
D.Self-awareness

47. Which one of the following is a key to build lasting relationships with consumers?
A.Price of the product
B.Need recognition
C.Customer satisfaction
D.Quality of product

48.Luxury products, such as Rolex watches, are also known as:

A.Shopping product
B.Convenience product
C.Emergency product
D.Specialty product

49. The way in which the product is delivered to meet the customers’s needs refers to
A.New product concepts and improvements
B.Selling
C.Advertising and promotion activities
D.Place or distribution activities

50. Newsletters, catalogues, and invitations to organisation –sponsored events are most
closely associated with the marketing mix activity of :
A.Pricing
B.Distribution
C.Product development
D.Promotion

51. Bread and milk are kind of products?

A.Specialty Products
B.Convenience products
C.Shopping products
D.Unsought products

52. Which of the following is not considered a type of reseller?

A.Wholesaler
B.Retailer
C.Manufacturer
D.Distributor

53. Which of the following is not an element of the marketing mix?

A.Distribution
B.Product
C.Target market
D.Pricing
54. Market-oriented firms focus on

A.Retailers
B.Distributors

C.Customers
D.Wholesalers

55. The consumer’s estimate of the product’s overall capacity to satisfy his or her needs is
called:

A.Product Cost
B.Product Value

C.Product need
D.Product Satisfaction

56. An example of a convenience consumer product is

A.Stereo equipment
B.Petrol
C.A motorcycle

D.A bicycle

57. Which of the following 4Ps of marketing mix involves decisions regarding channels
coverage, assortments, locations, inventories or transports?
A.Product

B.Price
C.Place

D.Promotion
58. At least how many parties should be included in “Exchange”?

A.Two
B.Three

C.Four
D.Five

59. “How are you telling consumers in your target group about your products” this question
belongs to which marketing concept?

A.Product
B.Price

C.Place
D.Promotion

60. The buying process starts when the buyer reconizes a ………………

A.Product
B.An advertisement for the product

C.A salesperson from a previous visit

D.Problem or need

61. Marketing managers should adapt the marketing mix to ………. And constantly monitor
value changes and differences in both domestic and global markets.
A.Sales strategies

B.Marketing concepts
C.Cultural values

D.Brand images
62. ………. Is the single factor that best indicates social class.

A.Time
B.Money

C.Occupation
D.Fashion

63. Marketing strategies are often designed to influence ………..and lead to profitable
exchanges.

A.Consumer decision making

B.Sales strategies

C.Advertising strategies

D.Export strategies

64. The focus of marketing today is……………

A.Value and Satisfaction

B.Quality and Long Term Relationships

C.All of the Above

D.None of the Above

65. Communication is defined as "the transmission of information and meaning from one
individual or group to another." The crucial element of this definition is
a. transmission.
b. information.
c. meaning.
d. individual.

66. Communication is successful only when

a. verbal feedback has been sent to the receiver.
b. no noise occurs during the communication process.
c. verbal and nonverbal feedback have been sent to the receiver.
d. the receiver understands an idea as the sender intended it.

67. When preparing a business message, you should make your writing audience oriented.
Audience oriented means you should
a. write to solve a problem or convey information.
b. attempt to get your audience to believe and accept your message.
c. present ideas clearly but concisely.
d. concentrate on looking at the problem from the receiver's perspective.

68. Business writing should be economical. In this context economical can best be defined as
a. presenting ideas clearly and concisely.
b. concentrating on the receiver's perspective instead of your own.
c. solving problems and conveying information.
d. getting your audience to believe and accept your message.

69. Feedback
a. includes only those verbal responses from the receiver.
b. is not an important part of the communication process.
c. is the process of converting an idea that will convey meaning.
d. includes both the verbal and nonverbal responses from the receiver.

70. Adapting your message to the audience involves

a. thinking of the right words and tone to use in your message.

b. rewriting your message several times to ensure it is clear.

c. selecting the best research to incorporate within the message.

d. conducting a thorough audience analysis.

71) Which of the following statements about marketing is true?

A) It is of little importance when products are standardized.

B) It can help create jobs in the economy by increasing demand for goods and services.

C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.

D) It is more important for bigger organizations than smaller ones.

72) ________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
A) Marketing

B) Knowledge
C) Operations

D) Strategic

73) Soccer's World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.

A) idea
B) place

C) luxury item
D) event

E) service

74) When demand is ________, it implies that more customers would like to buy the product
than can be satisfied.

A) latent
B) irregular
C) overfull

D) full

75) Which of the following is true of business markets?

A) Buyers are usually not skilled at comparing competitive product offerings.

B) Buyers have limited purchasing power.

C) Property rights, language, culture, and local laws are the most important concerns.

D) Business buyers purchase goods to make or resell a product to others at a profit.

76) ________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied.
A) Wants; needs
B) Demands; wants

C) Needs; wants
D) Needs; demands

77) When Frank buys his own house, he would like to have a home theater system and a
jacuzzi. He plans to save enough money in the next three years so that he can fulfill his wish.
Frank's desire for the home theater and the jacuzzi is an example of a(n) ________.

A) need
B) want

C) demand
D) unstated need

78) ________ reflects a customer's judgment of a product's performance in relation to his or

her expectations.
A) Brand equity

B) Satisfaction
C) Value

D) Perception
E) Brand image

79) The actual and potential rival offerings and substitutes that a buyer might consider are
referred to as the ________.
A) supply chain
B) global market

C) value proposition
D) competition

E) marketing environment

80) The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.
A) product
B) marketing

C) production
D) selling

E) holistic marketing

81) Which of the following categories of goods and services is most likely to require an
aggressive use of the selling concept?

A) shopping goods
B) unsought goods

C) necessary goods
D) luxury goods

E) complementary goods

82. Marketers at Johnny Inc. believe in putting their customers ahead of everything else.
Their products are carefully designed to meet customer requirements and the entire focus is
on achieving customer satisfaction. Johnny Inc. follows the ________ concept in doing
business.

A) production
B) product
C) selling

D) marketing
E) social responsibility

83. At the heart of any marketing program is the firm's ________, its tangible offering to the
market.

A) strategy
B) product
C) brand
D) value
E) people

84) The task of any business is to ________.

A) create customer needs

B) differentiate in terms of cost of production

C) deliver customer value at a profit

D) reduce competition

85.________ management allows the company to discover who its target markets are, how
they behave, and what they need or want. It also enables the company to respond
appropriately, coherently, and quickly to different customer opportunities.

A) Network
B) Supply chain

C) Marketing
D) Customer relationship

86) The marketing plan, the central instrument for directing and coordinating the
marketing effort of a company, operates at the ________ levels.
A) functional and operational

B) strategic and tactical

C) corporate and operational
D) customer and expenditure

87) A ________ is "unpredictable, short-lived, and without social, economic, and political
significance."
A) fad

B) fashion
C) trend
D) megatrend

Diff: 1

LO: 3.4: What are some influential macroenvironment developments?

…

88) A ________ is a direction or sequence of events that has some momentum and
durability; it reveals the shape of the future and can provide strategic direction.

A) fad
B) fashion

C) trend
D) megatrend

Diff: 1

LO: 3.4: What are some influential macroenvironment developments?

89) A ________ is a "large social, economic, political, and technological change that is slow
to form, and once in place, influences us for some time — between seven and ten years, or
longer."
A) fad
B) fashion
C) trend

D) megatrend

90.________ beliefs and values are passed from parents to children and reinforced by social
institutions — schools, churches, businesses, and governments; they are very difficult to
change.
A) Transient
B) Secondary
C) Protected

D) Core

91) An important force affecting business is the ________ movement, a movement of citizens
and government organized to strengthen the rights and powers of buyers in relation to
sellers.
A) human rights

B) consumerist
C) environmental

D) self-determination
E) materialistic

92) The marketing research process begins by ________.

A) developing a research plan

B) defining the problem, the decision alternatives, and research objectives

C) analyzing the internal environment

D) reading marketing research journals

93) Which of the following is true of qualitative research?

A) It is a structured measurement approach that permits a range of possible responses.

B) It is indirect in nature, so consumers may be less guarded.

C) It requires large sample sizes.

D) Its results can be easily generalized to broader populations.

94) If a marketing researcher chooses to use word associations, the researcher is using
________ questions.

A) closed-end
B) Likert scale

C) open-end
D) rating scale

95) The ________ phase of marketing research is generally the most expensive and the most
prone to error.

A) contact
B) research planning

C) questionnaire design
D) data collection

96.After collecting the relevant information, the next step in the marketing research process
is to ________.
A) develop the research plan

B) define the problem and research objectives

C) present the project report

D) analyze the acquired data

97. After computing averages and measures of dispersion for the major variables and
applying advanced statistical techniques and decision models in the hope of discovering
additional findings from the gathered information, researchers ________.
A) define the problem, the decision alternatives, and the research objectives
B) present findings relevant to the major marketing decisions facing management

C) evaluate the costs associated with data collected

D) analyze the appropriateness of the data sources used

98. When a consumer considers a product or service, he or she will choose whichever
product or service delivers the highest ________.
A) customer-perceived value

B) customer-perceived cost
C) customer profitability analysis
D) customer equity
99.________ can be defined as a deeply held commitment to rebuy or repatronize a
preferred product or service in the future despite situational influences and marketing
efforts having the potential to cause switching behavior.
A) Value proposition

B) Loyalty
C) Satisfaction

D) Respect

100) Which of the following is true for customer satisfaction?

A) Satisfaction is a deeply held commitment to rebuy or repatronize a preferred product despite
situational influences.
B) Consumers often form more favorable perceptions of a product with a brand that is new.
C) The ultimate goal of a customer-centered firm is to create high customer satisfaction.
D) Greater customer satisfaction has also been linked to higher returns and lower risk in the stock
market.