Quiz on Markeing Manament
1. The task of any business is to deliver ________ at a profit. a. customer value b. products and services c. improved quality d. customer needs e. products
2. Much of a brand’s strength in consumer markets depends on ________. a. developing a superior product b. creating superior packaging c. ensuring the product’s availability d. backing the product with engaging communications and reliable service e. all of the above
1. ________ are basic human requirements; ________ are the ways in which we satisfy those requirements, and they are shaped by our society. a. Wants; needs b. Demands; wants c. Needs; wants d. Needs; demands e. Demands; needs
2. Companies address needs by putting forth a(n) ________, a set of benefits that they offer to customers to satisfy their needs. a. brand b. value proposition c. offering d. target market e. demand
3. Under which of the following company orientations toward the marketplace would we expect to find the “better mousetrap” fallacy? a. Production concept b. Product concept c. Selling concept d. Marketing concept e. Holistic marketing concept.
3. The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. a. organizational plan b. strategic marketing plan c. corporate tactical plan d. corporate mission e. customer-value statement
4. Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies. f. concentric g. conglomerate h. horizontal i. intensive growth j. integrative growth
5. Which of the following is one of the four planning activities undertaken by all corporate headquarters? k. defining the corporate mission l. establishing strategic business units m. assigning resources to each SBU n. assessing growth
2. Much of a brand’s strength in consumer markets depends on ________. a. developing a superior product b. creating superior packaging c. ensuring the product’s availability d. backing the product with engaging communications and reliable service e. all of the above
1. ________ are basic human requirements; ________ are the ways in which we satisfy those requirements, and they are shaped by our society. a. Wants; needs b. Demands; wants c. Needs; wants d. Needs; demands e. Demands; needs
2. Companies address needs by putting forth a(n) ________, a set of benefits that they offer to customers to satisfy their needs. a. brand b. value proposition c. offering d. target market e. demand
3. Under which of the following company orientations toward the marketplace would we expect to find the “better mousetrap” fallacy? a. Production concept b. Product concept c. Selling concept d. Marketing concept e. Holistic marketing concept.
3. The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. a. organizational plan b. strategic marketing plan c. corporate tactical plan d. corporate mission e. customer-value statement
4. Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies. f. concentric g. conglomerate h. horizontal i. intensive growth j. integrative growth
5. Which of the following is one of the four planning activities undertaken by all corporate headquarters? k. defining the corporate mission l. establishing strategic business units m. assigning resources to each SBU n. assessing growth