1 Which answer best describes the marketing concept?

Version 1 1

1) Which answer best describes the marketing concept?

• Companies maximize sales by promoting their products and services
• Company profits relate directly to the sales of their products
• Companies achieve their profits through the satisfaction of the consumer
• Companies sell their products to specific target markets

2) _______ is concerned with inputs ands outputs. It involves producing goods economically and doing things right.

• Deficiency
• Efficiency
• Effectiveness
• Reliability

3) Once a product has been bought, customer satisfaction depends upon its perceived performance compared to a buyer's _______.

• expectations
• income
• efficiency
• effectiveness

4) Making marketing work requires much planning and effort across an organization.Fundamentally, marketing planning functions at two levels: at a _______ level and at a product/service level.

• competitor
• business
• price
• distributor

(Principles and Practice of Marketing, 10e David Jobber, Fiona Ellis Chadwick) (Test Bank Latest Edition 2023-24, Grade A+, 100% Verified) (Answer at the end of each Chapter) 1 / 4

Version 1 2 5) At the heart of the marketing planning process is the marketing _______, which pulls together the planning process and defines the application of the marketing mix.

• mix
• concept
• matrix
• strategy

6) The management of a production-orientated company focuses on _______.

• having a wide range of products
• becoming cost-focused
• better customer satisfaction
• defining the business in marketing terms

7) Which of the following corporate goals suggests a market driven business?

• A search for latent markets
• Maximum production efficiency
• Limited market research
• Relying on price and performance as a key to sales success

8) In response to the assertion that 'most new products fail' a market-driven organization would most likely choose which response?

• Not if enough money and time is invested on development
• Therefore we must continue to concentrate on our successful markets
• That depends on the level of sales support offered
• Even so we must continue to reward the development of new products

9) Which of the following concepts is not a direct component of the marketing mix?

• Principle
• Product
• Price
• Promotion

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Version 1 3 10) In Narver and Slater's study of the relationship between marketing and business performance, which measure was not used to assess market orientation?

• Price orientation
• Customer orientation
• Competitor orientation
• Interfunctional coordination

11) Booms and Bitner argue that the 4Ps framework is not suitable for services marketing and that a 7Ps approach is more suitable, which considers people, processes and _______ evidence

• physical
• promotional
• political
• psychological

12) There is a major strike in your delivery firm. As a result all your products will arrive late and out of date for your customer. Which of the 4Ps does this problem directly relate to?

• Product
• Place
• Price
• Promotion

13) Within marketing-orientated companies, employees who take development risks or make uncalled for innovations should be _______.

• reprimanded
• asked to undertake psychological 're-programming'
• rewarded
• transferred to the marketing department

14) In order for a company to apply itself to the modern marketing concept, which of the following goals is not central to that specific task?

• The integration of the marketing concept throughout the corporate structure
• A shift from producer to customer emphasis
• An increased awareness of production and distribution costs
• Satisfied customers become the essential corporate goal

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Version 1 4 15) Which of the following corporate goals belongs to an internally-orientated company?

• A rapid reaction to market stimuli
• A high level of investment in consumer research
• Market segmentation by product
• Innovations and new approaches encouraged

16) Which of the following corporate activities does not fit within the concept of market-driven management?

• Information gathering
• High levels of internal communication
• Developing implementable sales strategies
• Developing a highly structured, independent marketing department

17) One of the criticisms made about the 4-Ps' approach to marketing is that _______.

• the concept fails to address the issue of distribution
• price should be given higher priority within the 4-Ps
• promotion should be divided into advertising and direct mail sections
• the concept is over simplistic in its approach to marketing

18) Recent studies have found a positive relationship between market orientation and business _______. Market orientation has been found to have a positive effect on sales growth, market share and profitability.

• control
• performance
• cooperation
• analysis

19) What is the basic premise of the marketing concept?

• Meeting and exceeding customer needs better than the competition will improve

business performance

• Success lies in employing a forceful sales team
• A need to sell more products
• That to market efficiently managers must co-ordinate their efforts with the production

department

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