市场营销Quiz 1

The basic unit of measurement for exchange is a: A. payment. B. transaction. C. market set. D. utile. E. product choice set. 2.

The Apex Corporation has sold the same product since its entry into the marketplace. Each time the sales of its product has slipped, the firm has

responded by cutting price and increasing promotion. In spite of its efforts, sales continued to decline. Apex's \"product-focused\" response is evidence of: A. the marketing concept.

B. production myopia. C. maximization myopia. D. marketing myopia. E. a profit-maximization philosophy. 3. Jimmy Peters has just agreed to trade two of his duplicate basket ball cards to

his friend Joey for two cards he does not have. This exchange is best described as a(n) :

A. \"in-kind\" transaction.

B. deferred transaction. C. monetary transaction. D. non-market transaction. E. barter transaction. 4.

The old adage, \"build a better mousetrap and the world will beat a path to your door\" is illustrative of the ________ concept. A. marketing B. selling C. product D. production E. customer 5.

The selling concept assumes: A. a company has a social

responsibility for the effects of its products.

B. consumers will favor

products that offer quality, performance, and innovation. C. if left alone, consumers will ordinarily not buy enough of the

organization's products. D. consumers do not have to

be compelled by

promotions to buy what a company is selling.

E. being more effective than

competitors in integrating marketing activities will lead to success.

6.

Marketing management may be simply described as a type of: A. sales control.

B. competitive management. C. demand management. D. market manipulation. E. need creation. 7.

In terms of private firms, the ultimate purpose of the marketing concept is: A. profitability and customer satisfaction. B. relationship marketing. C. customer satisfaction at any costs. D. a competitive advantage. E. target marketing. 8.

Master marketing companies place ________ at the top of their organizational

chart.

A. the marketing department

B. management C. customers D. employees E. target markets 0% 9.

The marketing management philosophy that would be most acceptable to environmental protection groups is the: A. marketing concept. B. product concept. C. societal marketing concept. D. production concept. E. selling marketing concept. 10.

The most basic concept underlying marketing is that of human:

A. wants. B. greed. C. desire. D. demands. E. needs.

11.

A want supported by buying power is best described as a: A. manifestation of greed. B. demand. C. exchange. D. need. E. desire. 12.

A need is to a want as: A. a BMW is to a tire. B. the All Blacks are to the Bledisloe Cup.

C. a hole is to a tool bit. D. a cat is to cheese. E. a trailer is to a truck. 13.

Anything that can be offered to a market for attention, acquisition, use or

consumption that might satisfy a need or want may be described as a(n) : A. product or service. B. exchange or market. C. supply. D. demand. E. desire. 14.

The act of obtaining a desired product from someone by offering something in

return is known as: A. customer satisfaction. B. an exchange. C. product valuation. D. the service desired of the product. E. the cost of the product. 15.

The Osborne Company, maker of office furniture, has a goal of introducing a major product improvement of at least one product every year. This type of goal indicates that the Osborne Company operates using the ________ concept. A. obsolescence

B. marketing C. societal D. product E. production