MKT1014_Chapter 20

The marketing concept is a philosophy of ________.

• sales and profit maximization

• customer value and mutual gain

• serving short-term interests over long-term gains

• serving the company's interests over the consumers'

________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

• Sustainable marketing

• Ambush marketing

• Consumerism

• Environmentalism

The ________ concept is specifically focused on future company needs.

• societal marketing

• strategic planning

• direct marketing

• telemarketing

The ________ concept is specifically focused on the future welfare of consumers.

• strategic planning

• direct marketing

• societal marketing

• consumer business

Sustainable Marketing Principles should be guided by how many principles?

• 5

• 4

• 3

• 6

Consumer-oriented marketing principles means that the company should view and organize its marketing activities from the consumer's point of view.

• TRUE

• FALSE

When company put most of its resources into customer value- building marketing investment, this company is practicing __________.

• Consumer-Oriented Marketing

• Customer Value Marketing

• Innovative Marketing

• Sense-of-Mission Marketing

• Societal Marketing

__________ requires that the company continuously seek real product and marketing improvements.

• Consumer-oriented marketing

• Customer value marketing

• Innovative marketing

• Sense-of-mission marketing

• Societal marketing

____________ means that the company should define its mission in broad social terms rather than narrow product term.

• Sense-of-mission marketing

• Innovative marketing

• Customer value marketing

• Consumer oriented marketing

• Societal marketing

Following the principle of ___________, company makes marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests.

• societal marketing

• innovative marketing

• Sense-of-mission marketing

• customer value marketing

• consumer-oriented marketing