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1 | |
The two levels of marketing, micro and macro, should be treated separately when evaluating advertising. |
| | A) | True |
| | B) | False |
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2 | |
In the United States, the basic objective of our market-directed economic system has been to satisfy customer needs as the ____________ sees them |
| | A) | Firm |
| | B) | Marketing manager |
| | C) | Customer |
| | D) | Target market |
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3 | |
Any evaluation of macro-marketing effectiveness is largely ___________. |
| | A) | Objective |
| | B) | Subjective |
| | C) | Guess-work |
| | D) | None of the above |
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4 | |
Which of the following is NOT a reason for marketing inefficiencies? |
| | A) | Lack of interest in or understanding of the sometimes fickle customer. |
| | B) | Improper blending of the four P's. |
| | C) | Lack of understanding or adjustment to the marketing environment. |
| | D) | A firm "listens to the customer" so that benefits exceed costs. |
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5 | |
Advertising is the least criticized of all micro-marketing activities. |
| | A) | True |
| | B) | False |
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6 | |
Marketing's job is satisfied if they satisfy consumer wants as they exist at any particular point in time. |
| | A) | True |
| | B) | False |
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7 | |
Business people who fail to anticipate the coming public backlash on the issue of passing on the costs of pollution, put their careers and businesses at risk. |
| | A) | True |
| | B) | False |
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8 | |
Good marketing strategy planning needs to focus on a specific target market and a _____________ to meet its needs. |
| | A) | Marketing mix |
| | B) | Specific product |
| | C) | Specific customer |
| | D) | Profit objective |
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9 | |
The answer to the question of determining which technologies are acceptable and which are not is best made using production-oriented views. |
| | A) | True |
| | B) | False |
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10 | |
Many top executives say that _____________ will be one of the major challenges, or perhaps the most significant challenge, of business firms in the new millennium. |
| | A) | Satisfying customers in third world countries |
| | B) | Having staff fluent in multiple languages |
| | C) | Preserving and protecting the environment |
| | D) | Having available information technology |
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11 | |
Whether a marketer is operating in his or her own country or in a foreign nation, the legal environment sets the _____________ standards of ethical behavior expected in that society. |
| | A) | Minimal |
| | B) | Maximum |
| | C) | General |
| | D) | Least important |
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12 | |
Protecting the status quo is not by itself an appropriate ethical standard. |
| | A) | True |
| | B) | False |
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13 | |
In a major survey of workers, managers, and executives from a wide range of industries, _______ percent admitted to taking unethical or illegal actions in the past year. |
| | A) | 10% |
| | B) | 25% |
| | C) | 93% |
| | D) | 48% |
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14 | |
As a point of view, macro-marketing ________ cost too much; Also as a point of view, micro-marketing does cost too much, given the present objective of the American economy - customer satisfaction. |
| | A) | Does |
| | B) | Does not |
| | C) | May |
| | D) | Never |
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15 | |
In measuring macro-marketing effectiveness, one basic issue is that satisfaction depends on and is ________________ your level of aspiration or expectation. |
| | A) | Determined by |
| | B) | Influenced by |
| | C) | Relative to |
| | D) | All of the above |
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2003 McGraw-Hill Higher Education