4.1 The Role of Marketing

Marketing is not about

• Customer relations management

• Meeting the needs and wants of consumers

• Recruiting the best sales people

• Understanding the needs and wants of customers

Which statement cannot be applied to the nature of marketing?

• Customers are of central importance to marketing

• It affects all functional aspects of a business

• It is all about selling products to meet the needs of customers

• Marketing is far more than advertising

The size of a market cannot be measured in terms of

• Marketing budgets

• Sale revenue

• Sales volume

• The number of customers

Which of the following is not part of the marketing mix for physical goods?

• Distribution

• People

• Product

• Promotion

The marketing mix for services does not necessarily include

• Packaging

• People

• Physical evidence

• Price

Which of the following is not part of the marketing mix for services?

• People

• Physical evidence

• Place

• Production

A key difference between goods and services is that services are

• Homogenous

• Perishable

• Purchased by the owner

• Tangible

Market orientation is a marketing strategy that involves

• Developing products based on an organization's production capabilities

• Primary research to find out about customers' wants and needs

• Producing goods that are innovative to meet the needs of the market

• Researching consumers' needs in order to develop new products

Which statement does not apply to market orientated businesses?

• Customer buying habits enable a firm to use appropriate promotional strategies

• Pricing decisions consider what customers are prepared and able to pay

• The products made by a market orientated businesses are what customers actually want or need

• There is a lot of spending on research and development

Which feature cannot be applied to market orientated businesses?

• Distribution networks make it convenient for customers to make purchases

• Price is based on customers' ability and willingness to pay

• Products are designed according to what the producer feels will sell

• Research is conducted about people's needs and wants