"Principles of marketing"
chapter 1 test bank
multiple choice questions
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The ________ concept is aligned with the
philosophy of continuous product
improvement and the belief that customers
will choose products that offer the most in
quality, performance, and innovative features.
A) product
B) production
C) societal marketing
D) marketing
E) selling
A) product
Which of the following is the aim of the
product concept?
A) improve the marketing of a firm's best
products
B) market only those products with high
customer appeal
C) focus on the target market and make
products that meet those customers' demands
D) focus on making continuous product
improvements
E) ensure that product promotion has the
highest priority
D) focus on making continuous product
improvements
Which of the following is NOT an accurate
description of modern marketing?
A) Marketing is the creation of value for
customers.
B) Marketing involves managing profitable
customer relationships.
C) Marketing emphasizes selling and
advertising exclusively.
D) Marketing involves satisfying customers'
needs.
E) Marketing is building value-laden exchange
relationships with customers.
C) Marketing emphasizes selling and advertising
exclusively.
According to management guru Peter Drucker,
"The aim of marketing is to ________."
A) maximize profits of the company
B) emphasize customer wants and not
customer needs
C) make selling unnecessary
D) fulfill unrealistic customer expectations
E) sell products
C) make selling unnecessary
Marketing is defined as a social and
managerial process by which individuals and
organizations obtain what they need and want
through ________.
A) research and development
B) innovation and creativity
C) manufacturing efficiencies
D) value creation and exchange
E) sales and revenue creation
D) value creation and exchange
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