Professional Documents
Culture Documents
Answer: a
Diff: 2
Type: MC
Page Reference: 3
Skill: General Concept
2) Marketing is both an "art" and a "science” because there is constant tension between
the formulated side of marketing and the ________ side.
a. behaviour
b. creative
c. management
d. selling
e. forecasting
Answer: b
Diff: 1
Type: MC
Page Reference: 3
Skill: General Concept
Answer: c
Diff: 2
Type: MC
Page Reference: 5
Skill: General Concept
4) Marketing management is
a. the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
b. developing marketing strategies to move the company forward.
c. monitoring the profitability of the companies products and services.
d. a set of processes for creating, communicating, and delivering value to customers.
e. identifying and meeting human and social needs.
Answer: a
Diff: 1
Type: MC
Page Reference: 5
Skill: General Concept
5) ________ takes place when at least one party to a potential exchange thinks about the
means of achieving desired responses from other parties.
a. Targeting
b. Marketing management
c. Forecasting
d. Segmentation
e. Distribution
Answer: b
Diff: 2
Type: MC
Page Reference: 5
Skill: General Concept
6) When IKEA noticed that people wanted good furniture at a substantially lower price
and created knockdown furniture, they demonstrated marketing savvy and turned a
private or social need into a(n)
a. customer want.
b. profitable business opportunity.
c. market need.
d. invention.
e. product development.
Answer: b
Diff: 2
Type: MC
Page Reference: 5
Skill: Application
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