Managing Profitable Customer Relationship
Chapter 1
Marketing: Managing Profitable Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. Central to any definition of marketing is _____. a. demand management b. transactions c. customer relationships d. making a sale e. making a profit
(Answer: c; p. 5; Easy)
2. All of the following are accurate descriptions of modern marketing today, except which one? a. Marketing is creation of value for customers. b. Marketing is customer satisfaction at a profit. c. Selling and advertising are synonymous with marketing. d. Marketing involves building and managing profitable customer relationships. e. None of the above statements is true.
(Answer: c; p. 5; Easy)
3. Like NASCAR, successful companies recognize a crucial dimension of an outstanding marketing company to be _____. a. a strong customer focus b. a relentless pursuit of customer needs c. customer relationships built by everyone in the organization d. all of the above e. none of the above
(Answer: d; p. 5; Moderate)
4. _____ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation. a. Selling b. Advertising c. Barter d. Marketing e. None of the above is correct.
(Answer: d; p. 5; Challenging)
5. Society and culture shape the basic form of human needs called _____. a. needs b. wants c. demands d. value e. an exchange
(Answer: b; p. 6; Moderate)
6. When backed by buying power, wants become _____. a. social needs b. demands c. physical needs d. self-esteem needs e. exchanges
(Answer: b; p. 6; Easy)
7. The fundamental reason America’s most admired firms, including Southwest Airlines and Harley-Davidson, conduct extensive research is to _____. a. maximize profits b. increase market share c. increase sales d. understand customers’ needs, wants, and demands e. undermine competitors
(Answer: d; p. 6; Moderate)
Marketing: Managing Profitable Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. Central to any definition of marketing is _____. a. demand management b. transactions c. customer relationships d. making a sale e. making a profit
(Answer: c; p. 5; Easy)
2. All of the following are accurate descriptions of modern marketing today, except which one? a. Marketing is creation of value for customers. b. Marketing is customer satisfaction at a profit. c. Selling and advertising are synonymous with marketing. d. Marketing involves building and managing profitable customer relationships. e. None of the above statements is true.
(Answer: c; p. 5; Easy)
3. Like NASCAR, successful companies recognize a crucial dimension of an outstanding marketing company to be _____. a. a strong customer focus b. a relentless pursuit of customer needs c. customer relationships built by everyone in the organization d. all of the above e. none of the above
(Answer: d; p. 5; Moderate)
4. _____ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation. a. Selling b. Advertising c. Barter d. Marketing e. None of the above is correct.
(Answer: d; p. 5; Challenging)
5. Society and culture shape the basic form of human needs called _____. a. needs b. wants c. demands d. value e. an exchange
(Answer: b; p. 6; Moderate)
6. When backed by buying power, wants become _____. a. social needs b. demands c. physical needs d. self-esteem needs e. exchanges
(Answer: b; p. 6; Easy)
7. The fundamental reason America’s most admired firms, including Southwest Airlines and Harley-Davidson, conduct extensive research is to _____. a. maximize profits b. increase market share c. increase sales d. understand customers’ needs, wants, and demands e. undermine competitors
(Answer: d; p. 6; Moderate)