Overview Of Marketing
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Publicado: 30 de septiembre de 2011
Chapter 1—An Overview of Marketing
198 questions (27 true/false, 146 multiple choice, 25 essay)
TRUE/FALSE
1. Marketing is defined as producing, promoting, and selling products.
2. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organizationand its stakeholders..
3. A exchange cannot take place unless each party in the exchange has something that the other party values.
4. Sara Lee Industries spent considerable money and time developing a crustless bread. The company has not conducted market research among its customers, but it was confident that its science and technology department had produced a successful new product.Based on this example, Sara Lee is a good example of a production oriented company.
5. Encyclopedia Britannica marketed full sets of encyclopedias that cost a minimum of $1,500, weighed 118 pounds and required four and a half feet of shelf space. For many years, the company had successfully sold its products door-to-door and defined its business as a book publisher. Encyclopedia Britannica had amarket orientation.
6. A marketing-oriented firm defines its business in terms of the benefits it offers to its customers.
7. The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customer's wants and needs while meeting organizational objectives.
8. The societal marketing concept considers society's long-termbest interests along with the satisfaction of customers' wants and needs.
9. Customer value is calculated as the ratio of company profits to company costs
10. Firms try to achieve customer satisfaction and value by ensuring that customer expectations are met or exceeded.
11. 3D Systems is a company that uses computers to generate new product prototypes. It has generated loyal businessclients by providing the best customer support in the industry. The company also provides direct sales consultation that gives its salespeople intimate knowledge about what exactly its customers want. This partnership entails relationship marketing.
12. Only a firm’s salespeople need to be customer-oriented.
13. Retailers who have give their sales clerks the authority to handle customercomplaints without having to get approval from a supervisor are using empowerment.
14. A firm's mission statement should answer the question, "What products do we produce best?"
15. Marketing objectives should be consistent with organization objectives, they should be measurable, and they should specify the time frame during which they are to be achieved.
16. A marketing audit is limitedto the collection and analysis of information about factors that may affect the organization as well as the identification of market opportunities and threats.
17. Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets
18. The four Psof the marketing mix are product, planning, promotion, and price.
19. Typically, the development of the marketing mix starts with the identification of potential target markets.
20. Tyson Foods, Inc. was fulfilling its philanthropic responsible when it donated 10 million pounds of food to fight hunger.
21. The foundation for the pyramid of corporate social responsibility isphilanthropic responsibility.
22. Morals are rules people develop as a result of cultural values and norms.
23. Most businesspeople exhibit preconventional morality.
24. Many companies have found that issuing a policy on ethical behavior is the only action necessary to ensure that employees will comply with expected standards.
25. When writing codes of ethics, businesses must ensure their...
198 questions (27 true/false, 146 multiple choice, 25 essay)
TRUE/FALSE
1. Marketing is defined as producing, promoting, and selling products.
2. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organizationand its stakeholders..
3. A exchange cannot take place unless each party in the exchange has something that the other party values.
4. Sara Lee Industries spent considerable money and time developing a crustless bread. The company has not conducted market research among its customers, but it was confident that its science and technology department had produced a successful new product.Based on this example, Sara Lee is a good example of a production oriented company.
5. Encyclopedia Britannica marketed full sets of encyclopedias that cost a minimum of $1,500, weighed 118 pounds and required four and a half feet of shelf space. For many years, the company had successfully sold its products door-to-door and defined its business as a book publisher. Encyclopedia Britannica had amarket orientation.
6. A marketing-oriented firm defines its business in terms of the benefits it offers to its customers.
7. The marketing concept states that the social and economic justification for an organization's existence is the satisfaction of customer's wants and needs while meeting organizational objectives.
8. The societal marketing concept considers society's long-termbest interests along with the satisfaction of customers' wants and needs.
9. Customer value is calculated as the ratio of company profits to company costs
10. Firms try to achieve customer satisfaction and value by ensuring that customer expectations are met or exceeded.
11. 3D Systems is a company that uses computers to generate new product prototypes. It has generated loyal businessclients by providing the best customer support in the industry. The company also provides direct sales consultation that gives its salespeople intimate knowledge about what exactly its customers want. This partnership entails relationship marketing.
12. Only a firm’s salespeople need to be customer-oriented.
13. Retailers who have give their sales clerks the authority to handle customercomplaints without having to get approval from a supervisor are using empowerment.
14. A firm's mission statement should answer the question, "What products do we produce best?"
15. Marketing objectives should be consistent with organization objectives, they should be measurable, and they should specify the time frame during which they are to be achieved.
16. A marketing audit is limitedto the collection and analysis of information about factors that may affect the organization as well as the identification of market opportunities and threats.
17. Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets
18. The four Psof the marketing mix are product, planning, promotion, and price.
19. Typically, the development of the marketing mix starts with the identification of potential target markets.
20. Tyson Foods, Inc. was fulfilling its philanthropic responsible when it donated 10 million pounds of food to fight hunger.
21. The foundation for the pyramid of corporate social responsibility isphilanthropic responsibility.
22. Morals are rules people develop as a result of cultural values and norms.
23. Most businesspeople exhibit preconventional morality.
24. Many companies have found that issuing a policy on ethical behavior is the only action necessary to ensure that employees will comply with expected standards.
25. When writing codes of ethics, businesses must ensure their...
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