
Chap 1 - Creating Customer Value and Engagement
Authored by Wai Sum Tai
Business
University
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16 questions
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1.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Which of the following is NOT an accurate description of modern marketing?
Marketing is the creation of value for customers.
Marketing involves managing profitable customer relationships.
Marketing emphasizes selling and advertising exclusively.
Marketing involves satisfying customers' needs.
2.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Marketing is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through ________.
research and development
innovation and creativity
value creation and exchange
sales and revenue creation
3.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Needs include all of the following EXCEPT ________.
food
the newest iPhone
belonging
knowledge
4.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?
value proposition
social loafing
marketing management
marketing myopia
5.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
The art and science of choosing target markets and building profitable relationships with
them is called ________.
marketing management
marketing mix
market offering
differentiation
6.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Dividing the market into various groups of customers that a company may serve is called ________.
positioning
target marketing
differentiation
market segmentation
7.
MULTIPLE CHOICE QUESTION
20 sec • 5 pts
Cathy's Clothes is a small yet successful retail chain that sells women's clothing and
accessories with a focus on buyers who have relatively modest means. For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic.
This is an example of ________.
social marketing
societal marketing
target marketing
cause marketing
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