MKM_701_WEEK 1_INTRODUCTION_WINTER_2023

The process of creating, communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large is called:

• marketing.

• promotion.

• marketing research.

• marketing strategy.

When a customer gives a credit card to a retailer to purchase an item, and then takes the item out of the store, we say that a(n) __________ has occurred.

• profit

•             exchange

• evaluative research

• selective research

When a company attempts to offer a product to potential customers that will meet their needs better than the competition, we say that this company has a(n):

• goal orientation.

• systems orientation.

• consumer orientation.

• profit orientation.

All of the following are components of the marketing mix EXCEPT

• distribution.

• product.

• promotion.

• price.

• profit.

The planning, collection, analysis of data, and the communication of the results of this analysis to management is called the process of:

• marketing research.

• diagnosis.

• prediction.

• marketing mix.

A bar chart that presents the number of units of laptop computers sold at Dell over each of the past ten years represents what type of function in research?

• Predictive

• Diagnostic

• Descriptive

• Basic

When PepsiCo attempts to determine the impact on sales when the package design of a 12-ounce can of Pepsi is changed, this represents what type of function?

• Basic

• Predictive

• Diagnostic

• Descriptive

When Procter & Gamble attempts to predict the U.S. market share of a new type of toothpaste based on a test market study in St. Louis and Indianapolis, what function does this represent?

• Descriptive

• Pure

• Basic

• Predictive