GENERAL CONCEPT QUESTIONSMultiple ChoiceAnswer: a Page: 4 Level of difficulty: Medium6. ________ goods constitute the bulk of most countries’ production and marketing efforts.Answer: c Page: 14 Level of difficulty: Medium22. In response to giant retailers and category killers, entrepreneurial retailers are building entertainment into stores with coffee bars, lectures, demonstrations, and performances. They are marketing a(n) ________ rather than a product assortment.a. experienceAnswer: a Page: 15 Level of difficulty: HardAnswer: e Page: 78 Level of difficulty: EasyAnswer: e Page: 79 Level of difficulty: EasyAnswer: a Page: 85 Level of difficulty: HardAnswer: e Page: 674 Level of difficulty: EasyAnswer: a Page: 674 Level of difficulty: HardChapter 6: Analyzing Consumer MarketsGENERAL CONCEPT QUESTIONSAnswer: d Page: 173 Level of difficulty: MediumAnswer: b Page: 201 Level of difficulty: HardChapter 7: Analyzing Business MarketsGENERAL CONCEPT QUESTIONSMultiple Choice72. The business buyer makes the fewest decisions in the ________.Answer: e Page: 229 Level of difficulty: MediumAnswer: b Page: 229 Level of difficulty: MediumAnswer: e Page: 229 Level of difficulty: MediumAnswer: c Page: 230 Level of difficulty: HardMARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***Chapter 1: Defining Marketing for the 21st CenturyGENERAL CONCEPT QUESTIONSMultiple Choice 1. Good marketing is no accident, but a result of careful planning and ________.a. executionb. sellingc. strategiesd. tacticse. researchAnswer: a Page: 4 Level of difficulty: Medium2. Marketing is both an “art” and a “science”—there is constant tension between the formulated side ofmarketing and the ________ side.a. creativeb. sellingc. managementd. forecastinge. behaviorAnswer: a Page: 4 Level of difficulty: Easy3. The most formal definition of marketing is ________. a. meeting needs profitablyb. identifying and meeting human and social needsc. the 4Ps (Product, Price, Place, Promotion)d. an organizational function and a set of processes for creating, communicating, and delivering,value to customers, and for managing customer relationships in ways that benefit the organizationand its stake holders.e. improving the quality of life for consumersAnswer: d Page: 6 Level of difficulty: Medium4. Marketing management is ________.a. managing the marketing processb. monitoring the profitability of the companies products and servicesc. selecting target marketsd. developing marketing strategies to move the company forwarde. the art and science of choosing target markets and getting, keeping, and growing customersthrough creating, delivering, and communicating superior customer valueAnswer: e Page: 6 Level of difficulty: Easy1MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***5. A transaction involves ________. a. at least two partiesb. each party has something that might be of value to the other partyc. each party is capable of communication and deliveryd. each party is free to accept or reject the exchange offere. all of the aboveAnswer: e Pages: 6–7 Level of difficulty: Medium6. ________ goods constitute the bulk of most countries’ production and marketing efforts.a. Durableb. Impulsec. Physicald. Servicee. EventAnswer: c Page: 8 Level of difficulty: Medium7. ________ can be produced and marketed as a product.a. Informationb. Celebritiesc. Durable goodsd. Organizationse. PropertiesAnswer: a Page: 9 Level of difficulty: Medium8. Charles Revson of Revlon observed: “In the factory, we make cosmetics; in the store, ________.”a. we make profitsb. we challenge competitorsc. we implement adsd. we sell hopee. we sell qualityAnswer: d Page: 9 Level of difficulty: Easy9. A ________ is someone seeking a response (attention, a purchase, a vote, a donation) from anotherparty, called the ________.a. salesperson, customerb. fund raiser, contributorc. politician, voterd. marketer, prospecte. celebrity, audienceAnswer: d Page: 10 Level of difficulty: Hard2MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***10. In ________—consumers may share a strong need that cannot be satisfied by an existing product.a. negative demandb. latent demandc. declining demandd. irregular demande. non-existent demandAnswer: b Page: 10 Level of difficulty: Medium11. In ________—more customers would like to buy the product than can be satisfied.a. latent demandb. irregular demandc. overfull demandd. excessivee. negative demandAnswer: c Page: 10 Level of difficulty: Medium12. Marketers often use the term ________ to cover various groupings of customers.a. people b. buying powerc. demographic segment d. social class position e. marketAnswer: e Page: 10 Level of difficulty: Hard13. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, andathletic shoes and equipment spend a great deal of time trying to establish a superior brand image inmarkets called ________. a. business marketsb. global marketsc. consumer marketsd. nonprofit and governmental marketse. service marketsAnswer: c Page: 11 Level of difficulty: Medium14. In business markets, advertising can play a role, but a stronger role may be played by the sales force,________, and the company’s reputation for reliability and quality.a. brand imageb. distributionc. promotiond. pricee. performanceAnswer: d Page: 11 Level of difficulty: Hard3MARKETING PLANNING FUNDAMENTALS EXAM POOL ITEMS*** ACTUAL EXAM = 100 ITEMS @ 20 ITEMS/EACH CHAPTER ***15. Global marketers must decide ________.a. which countries to enterb. how to enter each country (as an exporter, licenser, joint venture partner, contract manufacturer, orsolo manufacturer)c. how to adapt their product and service features to each countryd. how to price their products in different countriese. all of the aboveAnswer: e Pages: 11–12 Level of difficulty: Medium16. Mohan Sawhney has proposed the concept of ________ to describe a cluster of complementaryproducts and services that are closely related in the minds of consumers but are spread across a diverseset of industries.a. metamarketb. vertical integrationc. horizontal integrationd. betamarkete. synchronized marketing Answer: a Page: 12 Level of difficulty: Hard17. The ________ promises to lead to more accurate levels of production, more targeted