What marketing concepts work together to provide value and satisfaction from the company's perspective?
Product, promotion, price
Metamarket, prospects, needs
Relationships, networks, competition
Target markets, segmentation, management - ANSWERProduct, promotion, price
**Role of Marke...
What shapes the role of marketing at the business-unit level and drives all other marketing activities?
Distribution plan
Market definitions of the business
Product development
Marketing information system - ANSWERMarket definitions of the business
**Role of Marketing** 3%
How should a company view itself when defining its business?
Producer of goods
Means for satisfying customers
Sales company
Philanthropist - ANSWERMeans for satisfying customers
**Role of Marketing** 3%
,An unqualified political candidate moves through voting precincts from early morning to late
evening, meeting voters, shaking hands, and making speeches. Countless dollars are spent on
billboards, television and radio ads, and direct mail. The intent of the campaign was to hide the
candidate's flaws from the public. What is the marketplace orientation this scenario depicts?
Selling concept
Product concept
Production concept
Marketing concept - ANSWERSelling Concept
**Organizational Orientation** 4%
What attitude is reflective of a sales-oriented organization?
A great product will sell itself.
Successful businesses respond to and fulfill consumer needs.
Creative marketing will overcome customer resistance to buying.
Good relationships with consumers drive sales. - ANSWERCreative marketing will overcome customer
resistance to buying.
**Organizational Orientation** 4%
What idea embraces the interdependence of profit, customer satisfaction, and total company effort?
Marketing myopia
Market concept
Penetration pricing
Environmental orientation - ANSWERMarket Concept
**Organizational Orientation** 4%
, What is typical of a product orientation to the marketplace?
The marketing focus is on pricing strategies and distribution channels.
The organization focuses on the needs, wants, and interests of target marketing.
Managers concentrate on high production efficiency, low costs, and mass distribution.
Managers focus on providing excellent customer service and relationship building. -
ANSWERManagers concentrate on high production efficiency, low costs, and mass distribution.
**Organizational Orientation** 4%
A cereal manufacturer decides to change the design of its cereal box. Which component of the
marketing mix is the cereal manufacturer addressing?
Product
Price
Promotion
Place - ANSWERProduct
**Managing the Marketing Process** 5%
What condition is required for an exchange to occur?
Two or more parties are involved
Conversion of foreign currency
Money changes hands
Sales promotion to get the word out - ANSWERTwo or more parties are involved
**Managing the Marketing Process** 5%
Which component of the marketing plan provides for future monitoring and adjusting of the plan?
Marketing strategy
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