MKT243: Chapter 1

Promotion seeks to modify behaviour and thoughts. The goals and tasks of promotion are:

• informing, recalling, and reminding

• informing, seeking, and reminding

• recalling, persuading, and reminding

• informing, persuading, and reminding

marketing managers cannot control _______________, but they can sometimes influence it.

• product pricing

• the external environment

• the sales force

• the distribution strategy

All of the following statements about price are true EXCEPT:

• price can relate to anything with perceived value, not just money

• price is that which is given up in an exchange to acquire a product

• price means the same thing to the consumer and the seller

• the price paid is based on the satisfaction consumers expect to receive from a product.

Which of the following is not a good reason to study marketing?

• Marketing effects your day-to-day life as consumer

• Marketing is a key function in business.

• Marketing teaches businesses how to sell products that people do not need.

• Marketing offers career opportunities.

The most difficult external variable for marketing managers to focus or influence would be _______________.

• Demographic factors

• social factors

• economic factors

• supplier factors

A company that sets its goals and strategies based on what is current equipment can produce, what products engineering can design and what the company itself can do the best, has a(n) _______________ orientation.

• sales

• market

• societal

• production

Best Buy has become the nation's largest specialty retailer by focusing on the customers’ needs and wants. This philosophy is based on ______ orientation.

• sales

• market

• retail

• production

____________ is a set of activities used to implement a management orientation that stresses fulfilling the consumers need.

• customer management

• public relation

• marketing

• promotion

_______ is the father of modern marketing.

• Abraham Maslow

• Lester Wunderman

• Peter Drucker

• Philip Kotler

Marketing is the activity, set of __________________ dan processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society.

• institutions

• organizations

• companies

• enterprises