1.

The behavior that consumers display in searching for,

purchasing, using, evaluating, and disposing of products and
services that they expect will satisfy their needs is known as
_____.
a. production concept
b. selling concept
c. product concept
d. consumer behavior
e. selective relationships

2. As human beings, we all have the same biological needs, but we

all acquire additional needs that are shaped by our environment.
Some of these acquired needs are common to many people. The
commonality of a need or interest constitutes a _____.
a. target market
b. market segment
c. consumption decision
d. marketing mix
e. product position

3. For the marketer, one of the most important constants among all
of us is that we are _____.
a. producers
b. individuals
c. sellers
d. market segments
e. consumers

4. The term “consumer behavior” describes two different kinds of

consuming entities: _____ and _____consumers.
a. non-profit; government
b. non-profit; for profit
 c. personal; organizational
d. government; private
e. organizational; private

5. A personal consumer buys goods for _____.

a. personal consumption.
b. consumption by coworkers.
c. home business.
d. schools.
e. government agencies

6. Jane is in charge of purchasing at Mercy Hospital. When she

puts in an order for towels for the hospital, she is acting as a(n)
_____, whereas when she buys towels for her family’s use, she
is acting as a(n) _____.
a. private consumer; non-profit consumer
b. governmental consumer; non-profit consumer
c. organizational consumer; personal consumer
d. private consumer; public consumer
e. personal consumer; organizational consumer

7. The _____ concept assumes that consumers are mostly

interested in product availability at low prices.
a. marketing
b. societal
c. product
d. production
e. technology

8. The implicit marketing objectives of the _____ are cheap,

efficient production and intensive distribution.
 a. market segmentation
b. product concept
c. selling concept
d. production concept
e. marketing concept

9. The production concept makes sense as a business model when

_____.
a. consumers are most interested in product availability at low
prices
b. consumers are interested in obtaining the product that offers
them the highest quality, best performance, and most features
c. consumers have changing needs and insist that those needs be
satisfied
d. consumers are unlikely to buy the product unless they are
persuaded to do so
e. consumers are not sensitive to price

10.Companies that use the _____ as their business model strive

constantly to improve the quality of their products and to add
new features, regardless of whether the consumer perceives a
need for these new features.
a. marketing concept
b. product concept
c. selling concept
d. production concept
e. market targeting

11.The _____ concept assumes that consumers will buy the

product that offers them the highest quality, the most features
and the best performance.
a. production
b. marketing
 c. selling
d. product
e. targeting

12.The product concept leads to marketing myopia, which means

that the _____.
a. focus is on what consumers want and need
b. focus is on what is best for society
c. focus is on the product rather than the consumer
d. focus is on quality of service
e. focus is on minimizing the cost of production

13.One of the underlying convictions of the _____ is that

consumers are unlikely to buy the product unless they are
aggressively persuaded to do so.
a. production concept
b. selling concept
c. market segmentation
d. product concept
e. societal concept

14.Today, the _____ is typically utilized by marketers of unsought

goods such as life insurance.
a. product concept
b. societal marketing
c. selling concept
d. marketing myopia
e. production concept
15.The consumer-oriented philosophy that evolved when marketers
realized it would be easier to sell more goods to consumers who
had already expressed interest is known as the _____.
a. the selling concept
b. the marketing concept
c. the societal marketing concept
d. the customer satisfaction philosophy
e. the production concept

16.One of the central tenets of the _____ is that companies will be

able to sell more goods, more easily, if they produce only those
goods that they have already determined that consumers will
buy.
a. production concept
b. marketing concept
c. market segment
d. target market
e. selling concept

17.Firms determine what goods consumers want through _____.

a. market research
b. market targeting
c. market segmentation
d. product positioning
e. value propositions

18.The key assumption underlying the marketing concept is that, to

be successful, a company must _____.
a. minimize the cost of production in order to offer a product at
the lowest price
b. update its product line continually, without regard to the
needs of consumers
 c. determine the needs and wants of specific target markets and
deliver the desired satisfaction better than the competition
d. aggressively pursue consumers with advertising messages in
order to convince them to purchase the product
e. sell its products in a socially responsible way

19.The selling concept focuses on the needs of the _____ and on

existing products, while the marketing concept focuses on the
needs of the _____.
a. manufacturer; seller
b. buyer; manufacturer
c. seller; buyer
d. seller; manufacturer
e. buyer; seller

20.The selling concept focuses on profit through _____, while the

marketing concept focuses on profits based on _____.
a. product innovation; aggressive advertising
b. sales volume; customer satisfaction
c. customer satisfaction; product innovation
d. customer satisfaction; aggressive advertising
e. product innovation; sales volume

21._____ is developing a distinct image for the product in the mind

of the consumer.
a. Targeting
b. Positioning
c. Placement
d. Promotion
e. Segmenting
22.The 4 Ps of the marketing mix are _____.
a. product/service, price, place, people
b. potential, price, place, people
c. product/service, price, place, promotion
d. product/service, promotion, potential, price
e. price, purchase, placement, product/service

23.The process of dividing a market into subsets of consumers

with common needs or characteristics is known as _____.
a. market targeting
b. marketing ethics
c. product positioning
d. market segmentation
e. social responsibility

24.Successful product positioning centers around two key

principles: developing a unique selling proposition, and
communicating the _____.
a. price
b. features and options
c. benefits the product will provide
d. warranty details
e. store locations

25.“Me too” products are _____.

a. products that need to be bought along with the original
product.
b. secondary products that customers need to be reminded to
buy.
c. products that lack a unique image or benefit.
d. products that are classified as children’s toys and
entertainment products.
 e. products that are included for free with the desired product

26.In the selling concept business model, which of the four

elements of the marketing mix is most heavily emphasized?
a. promotion
b. place
c. production
d. price
e. people

27.In the production concept business model, which of the four

elements of the marketing mix is most heavily emphasized?
a. product
b. proportion
c. price
d. place
e. promotion

28.In the product concept business model, which of the four

elements of the marketing mix is most heavily emphasized?
a. price
b. people
c. promotion
d. place
e. product

29.Of the four Ps of the marketing mix, promotion includes _____.

a. payment methods
b. public relations
 c. warranties
d. discounts
e. product size

30.Of the four Ps of the marketing mix, product includes _____.

a. packaging
b. public relations
c. discounts
d. payment methods
e. distribution centers

31.Of the four Ps of the marketing mix, place includes _____.

a. discounts
b. public relations
c. warranties
d. distribution centers
e. packaging

32.Of the four Ps of the marketing mix, price includes _____.

a. payment methods
b. public relations
c. warranties
d. distribution centers
e. packaging

33.Savvy marketers realize that in order to outperform

competition, they must achieve full profit potential from each
and every customer by viewing each customer interaction as a
_____ rather than a _____.
a. returned product; satisfaction
b. relationship; transaction
 c. confrontation; resolution
d. loss; maximum profit
e. source of profit; transaction

34._____ is defined as the ratio between the customer’s perceived

benefits (economic, functional and physiological) and the
resources (monetary, time, effort, psychological) used to obtain
those benefits.
a. Customer satisfaction
b. Customer value
c. Customer relationship management
d. Consumer decision making
e. Consumer marketing

35.Lexus claims to deliver its buyers quality, zero defects in

manufacturing, and superior and personal post-purchase service.
This is an example of _____.
a. quality control management
b. value proposition
c. customer satisfaction guarantee
d. corporate futuristic vision
e. market targeting

36.The concept of customer satisfaction is a function of _____.

a. customer experience
b. customer knowledge
c. customer expectations
d. price paid
e. customer needs
37.An individual’s perception of the performance of a product or
service in relation to one’s expectations is known as _____.
a. market segmentation
b. customer satisfaction
c. market targeting
d. product placement
e. product promotion

38.The overall objective of providing value to customers

continuously and more effectively than the competition is
_____.
a. to continually win over customers from competitors
b. to produce compelling advertising message
c. to help recruit a dedicated workforce
d. to avoid government regulation of the industry
e. to have and to retain highly satisfied customers

39.The Internet today allows for more customer intimacy and

customization by offering customers specific individual offers.
This type of marketing is known as _____.
a. private marketing
b. one to one marketing
c. B2C marketing
d. relationship marketing
e. segment marketing

40.The fact that not all customers are equal in terms of profitability
means that marketers should focus on building _____.
a. relationships with all people who express an interest in the
company
b. selective relationships
c. profit classification departments
d. higher barriers to entry
e. a continually improving reputation for innovation