NAME: __________________________________________________________

EXERCISE: TUTORIAL 1

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or
answers the question.

1)

1
All of the following are accurate descriptions of modern marketing, EXCEPT which one?
A)
Marketing is managing profitable customer relationships.
B)

3
Marketing involves satisfying customers' needs.
C)
Marketing is used by for-profit and not-for-profit organizations.
D)

5
Selling and advertising are synonymous with marketing.
E)
Marketing is the creation of value for customers.

2)

7
________ are human needs as shaped by individual personality and culture.
A)
Demands
B)

9
Values
C)
Wants
D)

11
Needs
E)
Exchanges

3)

13
When backed by buying power, wants become ________.
A)
demands
B)

15
exchanges
C)
social needs
D)

17
physical needs
E)
self-esteem needs

4)

19
Which of following refers to sellers being preoccupied with their own products and losing sight of
the underlying consumer needs?
A)
marketing management
B)

21
value proposition
C)
the product concept
D)

23
marketing myopia
E)
selling myopia

5)

25
________ is the act of obtaining a desired object from someone by offering something in return.
A)
A value proposition
B)

27
Value creation
C)
Bribery
D)

29
Exchange
E)
Donation

6)

31
A(n) ________ is the set of actual and potential buyers of a product.
A)
audience
B)

33
exchange
C)
segment
D)

35
group
E)
market

7)

37
The is aligned with the philosophy of continuous product improvement and the belief that
________ customers will choose products that offer the most in quality, performance, and
concept innovative features.
A)
product
B)

39
customer
C)
promotion
D)

41
production
E)
marketing

8)

43
The product concept says that a company should do which of the following?
A)
focus on making continuous product improvements
B)

45
improve marketing of its best products
C)
make promoting products the top priority
D)

47
market only those products with high customer appeal
E)
focus on the target market and make products that meet those customers' demands

9)

49
Which calls for aggressive selling and focuses on generating transactions to obtain profitable
concept sales?
A)
selling
B)

51
societal marketing
C)
production
D)

53
marketing
E)
product

10)

55
Which holds that achieving organizational goals depends on knowing the needs and wants of
concept target markets and delivering the desired satisfactions better than competitors do?
A)
product
B)

57
equity
C)
marketing
D)

59
production
E)
selling

11)

61
Accordin production concept, consumers will favor products that are ________ and ________.
g to the
A)
advertised; affordable
B)

63
available; affordable
C)
segmented; convenient
D)

65
in high demand; hard to find
E)
satisfying; quality focused

12)

67
Which holds that firms must strive to deliver value to customers in a way that maintains or
concept improves the consumer's and society's well-being?
A)
societal marketing
B)

69
marketing
C)
equity
D)

71
selling
E)
product

13)

73
The set marketing tools a firm uses to implement its marketing strategy is called the ________.
of
A)
product mix
B)

75
TQM
C)
promotion mix
D)

77
marketing effort
E)
marketing mix

14)

79
Building, and growing profitable relationships by delivering customer value and satisfaction is
keeping, called ________.
A)
customer perceived value
B)

81
customer relationship management
C)
database marketing
D)

83
customer lifetime value
E)
societal marketing

15)

85
Which of the following is currently the fastest-growing form of marketing?
A)
word-of-mouth marketing
B)

87
mass media marketing
C)
online marketing
D)

89
social marketing
E)
consumer- generated marketing

16)

91
Marketin g management is ________.
A)
monitoring the profitability of the company's products and services
B)

93
managing the marketing process
C)
selecting target markets
D)

95
the art and choosing target markets and getting, keeping, and growing customers through
science of creating, delivering, and communicating superior customer value
E)
developing marketing strategies to move the company forward

17)

97
________ human requirements; ________ are the ways in which we satisfy those requirements,
are basic and they are shaped by our society.
A)
Needs; wants
B)

99
Demands; needs
C)
Demands; wants
D)

101
Wants; needs
E)
Needs; demands

18)

103
Industry es are blurring rapidly as companies identify new opportunities at the intersection of
boundari two or more industriesthis is called ________.
A)
heightened competition
B)

105
acquisition
C)
globalization
D)

107
industry convergence
E)
customization

19)

109
In such companies as AOL, Amazon.com, Yahoo!, eBay, E*TRADE, and dozens of others,
response established manufacturers and retailers became "brick-and-click" oriented by adding
to threats online services to their existing offerings. This process became known as ________.
from
A)
e-commerce
B)

111
e-collaboration
C)
new-market synchronization
D)

113
disintermediati on
E)
reintermediatio n

20)

115
Many and-click competitors became stronger contenders in the marketplace than the pure-
brick- click firms because they had a larger pool of resources to work with and ________.
A)
better prices
B)

117
direct-selling capability
C)
one-on-one communications
D)

119
greater value
E)
well- established brand names

21)

121
Managers ________-oriented businesses concentrate on achieving high production efficiency, low
of costs, and mass distribution.
A)
selling
B)

123
product
C)
marketing
D)

125
consumer
E)
production

22)

127
Compani adopt and employ the marketing concept switch from being solely product centered to
es that being more ________ centered.
A)
customer
B)

129
competency
C)
sales
D)

131
strategy
E)
marketing

23)

133
The is practiced most aggressively with unsought goods, goods that buyers normally do not
________ think of buying, such as insurance, encyclopedias, and cemetery plots.
A)
selling concept
B)

135
production concept
C)
product concept
D)

137
holistic marketing concept
E)
marketing concept

24)

139
One l depiction of marketing activities is in terms of the marketing mix or four Ps. The four
traditiona Ps are characterized as being ________.
A)
product, positioning, place, and price
B)

141
product, price, promotion, and place
C)
place, promotion, production, and positioning
D)

143
product, production, price, and place
E)
promotion, place, positioning, and price

25)

145
The organization's task is to determine the needs, wants, and interests of target markets
________ and to deliver the desired satisfactions more effectively and efficiently than
holds competitors in a way that preserves or enhances the consumer's and the society's well-
that the being.
A)
production- centered business
B)

147
focused business model
C)
ethically responsible marketing manager
D)

149
customer- centered business
E)
societal marketing concept

151