1. The element of the marketing mix used to increase awareness of a product or company is
Answer
[removed] |
communication. |
|
[removed] |
product. |
|
[removed] |
price. |
|
[removed] |
distribution. |
|
[removed] |
|
|
2. Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The most obvious customer cost is
Answer
[removed] |
risk. |
|
[removed] |
time. |
|
[removed] |
monetary price. |
|
[removed] |
effort. |
|
[removed] |
availability. |
|
|
|
|
3. Marketing knowledge and skills
Answer
[removed] |
are not necessary for a nonprofit organization. |
|
[removed] |
enhance consumer awareness and help provide people with satisfying goods and services. |
|
[removed] |
constitute the marketing mix. |
|
[removed] |
were most important during the production era. |
|
[removed] |
are most valuable for advertising executives but less important for wholesalers and distributor |
4. The focal point of all marketing activities is
Answer
[removed] |
products. |
|
[removed] |
the marketing mix. |
|
[removed] |
profits. |
|
[removed] |
sales. |
|
[removed] |
customers. |
5. ____ is the degree to which an exchange helps achieve an organization’s objectives.
Answer
[removed] |
Controlling |
|
[removed] |
Effectiveness |
|
[removed] |
Success rate |
|
[removed] |
Efficiency |
|
[removed] |
Objectivity |
6. In managing customer relationships, the three primary ways profits can be obtained are by
Answer
[removed] |
acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers. |
|
[removed] |
enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers. |
|
[removed] |
extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers. |
|
[removed] |
eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers. |
|
[removed] |
enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers. |
7. The marketing concept is best defined as
Answer
[removed] |
a second definition of marketing. |
|
[removed] |
a philosophy stating that an organization should try to satisfy customers’ needs through a coordinated set of activities that allows the organization to achieve its goals. |
|
[removed] |
the performance of business activities that direct the flow of goods and services from producer to customer or user. |
|
[removed] |
a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers. |
|
[removed] |
the inclusion of marketing activities in the activities of an organization. |
8. The equation a buyer applies to assess a product’s value is
Answer
[removed] |
value = monetary price – customer benefits. |
|
[removed] |
value = customer costs – customer benefits. |
|
[removed] |
value = customer benefits – customer costs. |
|
[removed] |
value = customer benefits – monetary price. |
|
[removed] |
value = customer benefits – time and effor |
9. ____ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges.
Answer
[removed] |
Effectiveness |
|
[removed] |
Productivity |
|
[removed] |
Efficiency |
|
[removed] |
Objectivity |
|
[removed] |
Cost cutting |
10. Marketing management is defined as a process of
Answer
[removed] |
maintaining an appropriate and efficient marketing mix for a target market. |
|
[removed] |
establishing performance standards and evaluating actual performances against these standards. |
|
[removed] |
providing products that satisfy customers’ needs through a coordinated set of activities. |
|
[removed] |
facilitating satisfying exchanges between an organization and its customers. |
|
[removed] |
planning, organizing, implementing, and controlling marketing activities |
WhatsApp us