Question 1 The ________ concept holds that consumers will favor offerings with the best quality, performance, or innovative features.

Question 2 At the heart of any marketing program is the firm's ________, its tangible offering to the market.

Question 3 Each of the following is true about the Internet's impact on the way business is conducted today, EXCEPT one. Identify the exception.

Question 4 The ultimate outcome of relationship marketing is a unique company asset called the ________, consisting of the company and its supporting stakeholders.

Question 5 Which of the following holds that consumers prefer products that are widely available and inexpensive?

Question 6 People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.

Question 7 Which of the following categories of goods and services is most likely to require an aggressive use of the selling concept?

Question 8 Rick Johnson trains his company's sales force to go after the consumer. He repeatedly asks his team to bear in mind the essential fact that it is the sales team's responsibility to rouse the consumer's interest and make him feel that he needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Johnson believes in the

________ concept.

Question 9 ________ marketing aims to build mutually satisfying long-term collaboration with key constituents, such as customers, employees, suppliers, distributors, and other marketing partners, in order to earn and retain their business.

Question 10 During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called ________.

Question 11 James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank's task is best described as part of the ________.

Question 12 Which of the following can be considered a primary activity in the value chain process?

Question 13 The most frequently cited shortcomings of current marketing plans, according to marketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.

Question 14 The task of any business is to ________.

Question 15 The ________ is the number of channel levels, from raw materials to final product and distribution, in which a company will participate.

Question 16 The ________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).

Question 17 Gerber primarily serves the baby food market. In choosing to focus on this market, Gerber is defining its competitive sphere on the basis of ________.

Question 18 Which of the following is best described as a market-oriented business definition?

Question 19 After analyzing their company's strengths and weaknesses, top managers at Loan Bright decided that they would serve individual loan officers who typically only wanted to purchase small sets of homebuyer data, rather than bigger institutional clients. To meet the needs of this segment, Loan Bright simplified its sales contract, restructured its advertising efforts to focus on Google ads, and created a separate customer-service department. Loan Bright's strategy is best described as a(n) ________ strategy.

Question 20 The ________ is the last section of the marketing plan and spells out the goals and budget for each month or quarter, so management can review each period's results and take action as needed.

Question 21 ________ is the maximum sales available to all firms in an industry during a given period, under a given level of industry marketing effort and environmental conditions.

Question 22 In the U.S., consumer expenditures on homes and big ticket items tend to slacken during recessions because ________.

Question 23 ________ is the company's estimated share of market demand at alternative levels of company marketing effort in a given time period.

Question 24 Which of the following elements of sociocultural environment can be associated with the growing demand for "social surrogates" like social networking sites, television, etc?

Question 25 The base sales of an organization that takes place even without any demandstimulating expenditures is called ________.

Question 26 With an increase in marketing expenditure, market demand ________.

Question 27 Each society contains ________, groups with shared values emerging from their special life experiences or circumstances.

Question 28 A company can take several steps to improve the quality of its marketing intelligence. Which of the following best describes the practice used by McDonald's when it sent pseudo customers to assess stores' internal speed standards?

Question 29 A company can expect to expand its market share to a large extent when________.

Question 30 In response to the U.S. income distribution trend toward ________, Levi-Strauss introduced premium Levi's Capital E line to upscale retailers and the economy Levi Strauss Signature line to mass-market retailers.

Question 31 In which of the following qualitative method are subjects asked to complete an incomplete stimulus?

Question 32 Because of its flexibility, ________ are the most common technique of collecting primary data.

Question 33 You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?

Question 34 ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

Question 35 After collecting the relevant information, the next step in the marketing research process is to ________.

Question 36 Which of the following is an internal marketing metric that companies need to monitor?

Question 37 Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Question 38 In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in thepicture?

Question 39 ________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

Question 40 ________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Question 41 In which of the following cases is building a database worthwhile for the company?

Question 42 Which of the following is a policy a store can adopt to make low-profit customers more profitable?

Question 43 Which of the following is a step in one-to-one marketing that can be adapted for CRM marketing?

Question 44 ________ is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.

Question 45 Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called ________.

Question 46 ________ describes the net present value of the stream of future profits expected over the customer's lifetime purchases.

Question 47 A ________ is simply a set of names, addresses, and telephone numbers.

Question 48 Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were offered chilled juice. Their check-in formalities were handled by the staff. When they entered their room, they saw that chocolates had been placed on the pillows and a flower arrangement on the table. The hotel's actions are an example of ________.

Question 49 Which of the following is an example of focusing disproportionate effort on high-profit customers?

Question 50 Another term for high customer ________ is customer churn.