Marketing Management Quiz

According to management guru Peter Drucker, "The aim of marketing is to ________."

• maximize profits of the company

• emphasize customer wants and not customer needs

• make selling unnecessary

• fulfill unrealistic customer expectations

• sell products

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

• manufacturing efficiencies

• value creation and exchange

• sales and revenue creation

According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?

• designing a customer-driven marketing strategy

• understanding the marketplace and customer needs

• constructing an integrated marketing program that delivers superior value

• building profitable relationships and creating customer delight

• capturing value from customers to create profit and customer equity

According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy.

• determine how to deliver superior value to customers

• build profitable relationships with customers

• use customer relationship management to create full partnerships with key customers

• understand the marketplace and customer needs and wants

• construct an integrated marketing program

________ are human needs that are shaped by culture and individual personality.

• Necessities

• Wants

• Demands

• Values

• Exchanges

When backed by buying power, wants become ________.

• social needs

• demands

• physical needs

• self-esteem needs

• exchanges

Needs include all of the following EXCEPT ________.

• food

• knowledge

• affection

• the newest iphone

• belonging

Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.

• need

• necessity

• demand

• exchange

• transaction

A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.

• market offering

• value proposition

• brand positioning

• market segment

• market mix

Which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?

• vendor lock-in

• social loafing

• value proposition

• marketing myopia

• conspicuous consumption