MKT101_C1-4

All of the following are accurate descriptions of modern marketing, EXCEPT which one?

• Marketing is the creation of value for customers

• Marketing is managing profitable customer relationships

• Selling and advertising are synonymous with marketing

• Marketing involves satisfying customers' needs

According to the simple five-step model of the marketing process, a company needs to________ before designing a customer-driven marketing strategy

• determine how to deliver superior value

• build profitable relationships with customers

• use customer relationship management to create full partnerships with key customers

• understand the marketplace and customer needs and wants

Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs.

• selling myopia

• marketing management

• value proposition

• marketing myopia

Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities

• exchange

• marketing

• management

• production

Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs?

• a money-back guarantee

• low pricing

• good customer service

• a value proposition

You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?

• the macroenvironment

• the microenvironment

• the marketing environment

• the demographic environment

Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?

• the marketing environment

• the culture environment

• target markets

• the marketing mix

Which type of organization helps companies to stock and move goods from their points of origin to their destination?

• financial intermediaries

• physical distribution firms

• marketing services agencies

• suppliers

Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Who is Diego's employer?

• a financial intermediary

• a physical distribution firm

• a marketing service agency

• a reseller

Workers, managers, and members of the board are all part of a company's ________ public

• internal

• external

• general

• market