A.

Multiple choice questions

1. ________ is defined as a social and managerial process by which individuals and

organizations obtain what they need and want through value creation and exchange.
A) Selling
B) Advertising
C) Bartering
D) Marketing
E) Negotiating

2. Which of the following refers to sellers being preoccupied with their own products
and losing sight of underlying consumer needs?
A) selling myopia
B) marketing management
C) value proposition
D) marketing myopia
E) the product concept

3. Selecting which segments of a population of customers to serve is called ________.

A) market segmentation
B) positioning
C) customization
D) target marketing
E) managing the marketing effort

4. Which customer question is answered by a company's value proposition?

A) "Why should I buy your brand rather than a competitor's?" Value proposition helps a customer
B) "How does your brand benefit me and society?" differentiate between the offerings
of competing vendors
C) "What are the costs and benefits of your brand?"
D) "What kind of experience will I have with products and services associated with
this brand?"
E) "What are the benefits of being a loyal consumer of your brand?"

5. According to the production concept, consumers will favor products that are
________ and ________.
A) satisfying; quality focused
B) advertised; affordable
C) in high demand; hard to find
D) segmented; convenient
E) available; affordable

6. Which of the following reflects the marketing concept philosophy?

A) "We don't have a marketing department; we have a customer department."
B) "We're in the business of making and selling superior products."
C) "We build them so you can buy them."
D) "When it's profits versus customers' needs, profits will always win out."

7. You are directed to study the demographic, economic, natural, technological,

political, and cultural factors that are larger societal forces affecting your company.
What are you studying?
A) the macroenvironment
B) the microenvironment
C) the external environment
D) the marketing mix
E) the global environment

8. Which of the following is NOT a type of factor in a company's macroenvironment?

A) demographic
B) economic
C) technological
D) competitive thuộc 3Cs (competition-company-customer) của Micro
E) political

9. The consumer market is made up of which of the following?

A) individuals who acquire goods or services for personal consumption
B) households that purchase goods or services for personal consumption
C) businesses that purchase goods and services
D) A and B
E) all of the above

10. Economic, technological, and cultural forces are all ________ in the stimulus-
response model of buyer behavior.
A) buyer responses
B) stimuli
C) components of the buyer's decision process
D) buyer characteristics
E) buying attitudes

11. The marketer wants to understand how the stimuli are changed into responses
inside the consumer's ________, which has two parts. First, the buyer's characteristics
influence how he or she perceives and reacts to the stimuli. Second, the buyer's
decision process itself affects the buyer's behavior.
A) culture
B) black box
C) belief
D) lifestyle
E) social class

12. ) Each culture contains smaller ________, or groups of people with shared value
systems based on common life experiences and situations.
A) alternative evaluations
B) cognitive dissonances
C) subcultures
D) motives
E) attitudes

13. Maslow's theory is that ________ can be arranged in a hierarchy.

A) stimuli
B) beliefs and attitudes
C) perceptions
D) human needs
E) decisions

14. Business buying behavior refers to the buying behavior of organizations that buy
all of the following EXCEPT ________.
A) products for use in production of other products
B) services for use in production of other services
C) products purchased to resell to others
D) products purchased to rent to others
E) products purchased for personal consumption
15. In routine buying situations, which members of the buying center have formal or
informal power to select or approve the final suppliers?
A) users
B) influencers
C) gatekeepers
D) deciders
E) buyers

16. ________ are products and services bought by final consumers for personal
consumption. These include convenience products, shopping products, specialty
products, and unsought products.
A) Services
B) Consumer products
C) Line extensions
D) Industrial products
E) Straight extensions

17. What are the four steps, in order, to designing a customer-driven marketing
strategy?
A) market segmentation, differentiation, positioning, and targeting
B) positioning, market segmentation, mass marketing, and targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation, and market positioning
E) market recognition, market preference, market targeting, and market insistence

18. When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it
is most likely using which type of segmentation?
A) age and life cycle
B) gender
C) behavior
D) psychographic
E) geographic
19. The creation of a successful new product depends on a company's understanding
of its ________ and its ability to deliver ________ to customers.
A) competitors, distributors, and employees; new styles
B) customers, brands, products; product images
C) customers, competitors, and markets; superior value
D) product, marketing mix, and marketing strategy; functional features
E) product life cycle, legal responsibilities, and social responsibilities; innovations

20. Lawyers, accountants, and other professionals typically price by adding a

standard markup for profit. This is known as ________.
A) variable costs
pricing strategy by which the selling price of a
B) cost-plus pricing product is determined by adding a specific fixed
C) value-based pricing percentage (a "markup") to the product's unit cost
D) break-even price
E) penetration pricing
motivator
21. The use of short-term incentives to encourage the purchase or sale of a product
or service is called ________.
A) direct marketing
B) sales promotions
C) personal selling
D) public relations

22. Which of the five major promotion tools includes building up a positive corporate
image and handling unfavorable stories and events?
A) sales promotion "being ready for a crisis"
B) personal selling
C) direct marketing
D) public relations

23. Using integrated marketing communications, the communications process should

start with ________. IMC
A) advertising strategy
B) the competitive-parity method
C) public relations
D) an audit of all the potential customer touch points
E) publicity

24. Which of the following is NOT one of the four major communication functions?
A) feedback
B) encoding
 C) noise
D) response
E) decoding

25. A consumer is reading a magazine with an advertisement, but is distracted from

reading the advertisement or its key points. This unplanned static or distortion
during the communication process is called ________.
A) noise
B) distraction
C) feedback
D) response
E) decoding

B. Discussion questions:
1. Name and describe the five major promotion tools used in a company’s
marketing communications mix.
2. How is demographic segmentation used in consumer markets? Provide an
example where marketers have used demographic segmentation.
1. The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to
pursue its advertising and marketing objectives.
(1) Advertising:
(2) Personal selling
(3) Sales promotion
(4) Public relations (PR)
(5) Direct marketing