Illinois State University

MKT 230

CHAPTER 1 QUIZ

1)The specific group of customers on whom an organization focuses its marketing efforts is the organization's        .

2. The four marketing activities-product, pricing, promotion and distribution-that a firm can control to meet the needs of its customers are known as the firm's                                                                .

3. In which of the following situations is the marketer selling an idea, rather than a service or a good?

4. Which of the following forms a part of the product variable decisions in a firm's marketing mix?

5. Which of the following forms a part of distribution decisions for a firm?

6. The___________variable of the marketing mix relates to activities used to inform individuals or groups about the organization and its products.

7. Which of the following is most likely part of the promotion activities in a firm's marketing mix?

8. The marketing department of 'Fashionweek' magazine decided to make its subsequent editions available at a discounted rate to new subscribers to encourage them to buy the magazine. This is an example of a marketing activity related to the

                       variable of the marketing mix.

9. __________refers to a customer's subjective assessments of benefits to costs in determining the worth of a product.

10. Which of the following is an example of an exchange?

11. Which of the following is true of exchanges?

12. Which of the following best describes the stakeholders of a firm?
13. Which of the following is true of the marketing environment?

14. According to the marketing concept, an organization should:

15. U.S. companies with a production orientation were most likely to believe that:
16. The___________orientation for firms arose during the Industrial Revolution in the U.S., when manufactured products poured into the marketplace as a result of assembly- line manufacturing, electricity, and rail transportation.

17. When Rachel first opened her patisserie, she focused only on baking as many muffins as possible regardless of what her customers wanted. Rachel's approach, baking as many muffins as possible, is most similar to the ___________ orientation for firms.

18. Businesspeople who adopted a __________ orientation believed that the most important marketing activities were personal selling, advertising, and distribution.

19. The ____________ orientation holds that an organization can sell any product it produces with the use of marketing techniques, such as advertising and personal selling.

20. According to the market orientation:

21. U.S. companies with a market orientation are most likely to believe that:

22. Bill, Glen's financial advisor, has always sent birthday cards with a personal message to every member of Glen's family. He has continued to do so even after Glen's death, which has resulted in all of Glen's family becoming his clients. This is an example of ___________marketing.

23. _____________ marketing focuses on building and using databases and leveraging technologies to identify strategies and methods that will maximize the lifetime value of each desirable customer to the company.

24. McDonald's changed its plastic packaging with waxed paper owing to increasing consumers' concern about plastics and their adverse environmental impact. This is an example of: