BA3301
Quiz Chapter 1
1. What is the definition of Marketing, made by the American Marketing
Association?
a. A philosophy, an attitude, a perspective, or a management orientation
that stresses customer satisfaction.
b. An organizational activity set of institutions, and processes.
c. An activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.
d. Entails processes that focus on delivering value and benefits to
customers, not just selling goods and services.
2. What are the four Marketing Management Philosophies?
a. Price, Place, Product, and Promotion
b. Sales, Price, Promotion, and Business
c. Production, Sales, Market, and Societal
d. Place, Time, Profit, and Business
3. Which one of the four Marketing Management Philosophies focuses on the
internal capabilities of a firm rather than on the desires and needs of the
marketplace?
a.
b.
c.
d.
Sales Orientation
Product Orientation
Market Orientation
Societal Marketing Orientation
4. Which of the following positions serves as an advocate and executive voice for
customers?
a.
b.
c.
d.
Chief Customer Officer (CCO)
Chief Operating Officer (COO)
Chief Executive Officer (CEO)
None of the above
5. ____________ is a strategy that focuses on keeping and improving relationships with
current customers.
a.
b.
c.
d.
Customer Satisfaction
Marketing Concept
Empowerment
Relationship Marketing
6. The relationship between benefits and the sacrifices necessary to obtain theses
benefits is ________.
a.
b.
c.
d.
Customer satisfaction
Societal marketing orientation
Customer value
Sales orientation
7. Societal marketing orientation is:
a. The idea that an organization exists not only to satisfy customer
wants and needs and to meet organizational objectives but also to
preserve or enhance individuals’ and society’s long-term best
interests.
b. Based on the ideas that people will buy more goods and services if
aggressive sales techniques are used and that high sales result in
high profits.
c. Simple and intuitively appealing philosophy that articulates a market
orientation.
d. Philosophy that focuses on the internal capabilities of the firm rather
than on the desires and needs of the marketplace
8. Empowerment is:
a. Collaborative efforts of people to accomplish common objectives
b. Delegation of authority to solve customers problems quickly
c. A strategy that focuses on keeping and improving relationship with
current customers
d. Customer’s evaluation of a good or service in terms of whether it has
met their needs and expectations
9. The idea that people will buy more goods and services if aggressive sales
techniques are used and that high sales result in high profits is ___________.
a.
b.
c.
d.
Marketing concept
Exchange
Production orientation
Sales orientation
10. People giving up something in order to receive something they would rather
have is a(n) _________.
a.
b.
c.
d.
Exchange
Trade
Sale
Marketing concept
11. What part of building relationships does “every employee represents the firm in
the eyes of the customer” fall under?
a.
b.
c.
d.
Employee training programs
Teamwork
Customer-oriented personnel
Empowered employees
12. “What customers want and need” is an example focused on which of the
following orientations?
a.
b.
c.
d.
Production
Sales
Marketing
Societal
13. Which of the following is not one of the Four Marketing Management
Philosophies?
a.
b.
c.
d.
Sales
Business
Production
Societal
14. Which of the following is not an example of an exchange condition:
a.
b.
c.
d.
Only one party
Something of value
Communication and Delivery
Desire to deal with other party
15. Which of the following is not an example of a marketing orientation concept:
a. Focusing on a customer wants and needs to distinguish products
from competitors' offerings
b. Integrating all the organization's activities to satisfy these wants
c. Achieving the organizations' long-term goals by satisfying customer
wants and needs legally and responsibly
d. Achieving the customers' goals by using illegal means
Answer Key
1. C
2. C
3. B
4. A
5. D
6. C
7. A
8. B
9. D
10. A
11. C
12. D
13. B
14. A
15. D