PMK MTCQ

The art and science of choosing target markets and building profitable relationships with

them is called ________.

A) marketing management

B) positioning

C) marketing mix

D) market offering

E) differentiation

• A

• B

• C

• D

• E

A company should not always target all possible customers. Which kind of customer is

not the most valuable to a company, but, can over time, contribute to the firm's success?

A) butterflies

B) shooting stars

C) barnacles

D) true friends

E) strangers

• A

• B

• C

• D

• E

Many company and brand Web sites also serve as online brand communities, where

customers can congregate and exchange brand-related interests and information.

• TRUE

• FALSE

Modern strategic planning ________.

A) exclusively consists of a company's short-term goals

B) is decentralized

C) does not involve cross-functional teams

D) does not take the overall mission of the company into consideration

E) is highly centralized

• A

• B

• C

• D

• E

Rob has been asked by his manager to identify a group of potential customers who would

respond in a similar way to a given set of marketing efforts. In this instance, Rob has been

asked to identify a ________.

A) new product

B) market segment

C) marketing intermediary

D) brand

E) product line

• A

• B

• C

• D

• E

Benchmarking refers to the process that turns marketing plans into marketing actions to

accomplish strategic marketing objectives.

• TRUE

• FALSE

________ markets buy goods and services for further processing.

A) Business

B) Reseller

C) Wholesale

D) Consumer

E) Retail

• A

• B

• C

• D

• E

The environmental sustainability movement encourages companies to ________.

A) actively resist social change

B) operate freely in the black market

C) go beyond government regulations

D) institute deregulation

E) curb organizational anarchy

• A

• B

• C

• D

• E

The popularity of cause-related marketing as a form of corporate giving is rapidly

declining.

• TRUE

• FALSE

________ are society's relatively permanent and ordered divisions whose members share

similar values, interests, and behaviors.

A) Social classes

B) Societal norms

C) Reference groups

D) Universal cultures

E) Social networks

• A

• B

• C

• D

• E