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WorksheetsMKT101_C1-4
Total questions: 15
Worksheet time: 15mins
All of the following are accurate descriptions of modern marketing, EXCEPT which one?
Marketing is the creation of value for customers
Marketing is managing profitable customer relationships
Selling and advertising are synonymous with marketing
Marketing involves satisfying customers' needs
According to the simple five-step model of the marketing process, a company needs to________ before designing a customer-driven marketing strategy
determine how to deliver superior value
build profitable relationships with customers
use customer relationship management to create full partnerships with key customers
understand the marketplace and customer needs and wants
Which of the following refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs.
selling myopia
marketing management
value proposition
marketing myopia
Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities
exchange
marketing
management
production
Which of the following is the set of benefits a company promises to deliver the customer to satisfy their needs?
a money-back guarantee
low pricing
good customer service
a value proposition
You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?
the macroenvironment
the microenvironment
the marketing environment
the demographic environment
Which of the following terms is used to describe the factors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers?
the marketing environment
the culture environment
target markets
the marketing mix
Which type of organization helps companies to stock and move goods from their points of origin to their destination?
financial intermediaries
physical distribution firms
marketing services agencies
suppliers
Currently, Diego Calabresa is employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. Who is Diego's employer?
a financial intermediary
a physical distribution firm
a marketing service agency
a reseller
Workers, managers, and members of the board are all part of a company's ________ public
internal
external
general
market
Which of the following statements is NOT true regarding information collected for marketers?
Most managers need better information
Many managers are burdened by data overload
Managers have enough of the right information
Most managers do not need more information
A marketing information system (MIS) consists of people and procedures to assess
information needs, ________, and help decision makers analyze and use the information
experiment to develop information
test market the information
develop the needed information
critique the needed information
Four common sources of internal data include the accounting department, operations, the sales force, and the ________
owners
stockholders
marketing department
competitors
________ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.
Marketing data
Marketing intelligence
Sales management
Customer intelligence
What is the first step in the marketing research process?
developing a marketing information system
defining the problem and research objectives
developing the research plan for collecting information
implementing the research plan
