Chapter 1 Introduction to Marketing

Definition of marketing is the process by which companies create ______ for customers and build strong customer ________ in order to capture value from customer in return (Kotler, 2016).

• needs, value

• value, relationships

• wants, needs

• relationships, value

Satisfaction occurs when _______________.

• the performance meet or exceed customer's expectation.

• the performance was lower than customer's expectation.

Demands are human wants that are backed by buying power.

• True

• False

________________ is the set of all actual and potential buyers of products or services.

• Segment

• Need

• Value

• Market

The marketing manager of this company didn't focus on the the quality or price, but rather the techniques in selling their products. This company uses __________.

• Production Concept

• Product Concept

• Sales Concept

• Marketing Concept

• Societal Marketing Concept

The marketing manager of this company is very customer-oriented and focuses on selling the products or services that the customer wanted or needed. This company uses _______________.

• Production Concept

• Product Concept

• Sales Concept

• Marketing Concept

• Societal Marketing Concept

The manager of this company not only care about the customer, but also the environment and the societal well being. They produce good quality product and practice green marketing. This company uses ________________.

• Production Concept

• Product Concept

• Sales Concept

• Marketing Concept

• Societal Marketing Concept

Avon Company practises multi-level marketing and train the 'Avon Lady' on the perfect personal selling skills and even organizes Avon Party to attract more customers. They are using _________ concept.

• Production

• Product

• Sales

• Marketing

• Societal Marketing

AirAsia, a Malaysian-based airline company, really cares about their customers with their affordable ticket prices and it is showcased in their tagline, 'Now Everyone Can Fly. AirAsia is using _______________ concept.

• production

• product

• sales

• marketing

• societal marketing

The Body Shop is a cruelty-free beauty care company, and has since supported many environmental campaigns like 'Save Belum-Temengor' and 'Against Animal Testing'. The Body Shop practices _________ concept.

• production

• product

• sales

• marketing

• societal marketing