1. Which of the following is not considered as one of the strategic approaches to the marketplace as described in the text?

(a) Sales driven (b) Competitor driven (c) Customer driven (d) Technology driven Ans. (b) 2. In a customer-focused organization, advertising is considered to be: (a) An investment in the brand name (b) Providing value to the customer (c) An expense (d) All of the above Ans. (a) 3. Which of the following is not consistent with the marketing concept? (a) Embrace the nation of being customer focused (b) Is consistent with being competitor focused and making a profit (c) Serves all customer needs at all costs and the customer is always right (d) Turns away customers and customer segments that are unprofitable to serve\ Ans. ( c ) 4. Information from marketing research studies should be sent to individuals in all of the following functional areas except: (a) Production personnel (b) Application engineers (c) Sales personnel (d) Marketing personnel Ans. (a)

5. The marketing managers internal interactions include all of the following except: (a) Sales (b) Finance (c) Suppliers (d) Public relations Ans. ( c )

6. All of the following statements are true except: (a) It costs more to get a new customer than to keep an existing one. (b) Marketers that can retain more customers by satisfying them better than competitors will have profitable products in the long run, not just the short run. (c) A product with low brand loyalty will have a higher lifetime customer value than a product with high brand loyalty. (d) Marketing managers will have to focus on the relationship between the organization and the customer as the end result of a successful marketing strategy. Ans. ( c ) 7. To persuade a customer to abandon a competitors product or service and buy your product or service marketing managers should consider all of the following except: (a) Financial inducement (b) Convincing communication program (c) Added value through increased benefits (d) Seeking new raw material suppliers offshore Ans. (d) 8. Traditional marketing focused on while todays marketers must focus on the end result of a successful marketing strategy. (a) Transactions, relationships (b) Customer, profits (c) Profits, products (d) Relationships, transactions Ans. (a) 9. According to peter Drucker, the focus of a business is not (a) Customers, profits (b) Profits, customers (c) Profits, new markets (d) New markets, customers Ans. (b) 10. All of the following are true regarding marketing except? (a) Only those who work in the traditional marketing department are charged with performing marketing activities. (a) Only those who in the traditional marketing department are charged with performing marketing activities. (b) Any individual inside of an organization who can potentially win or lase customers is in marketing but as

(c) Marketing is involved whenever individuals or organizations have a choice to make. (d) Any set of activities attempting to influence customer choice is marketing Ans. (a) 11. The marketing concept embraces the nation of being: (a) Customer focused (b) Competitor focused (c) Profitable (d) All of the above Ans. (d) 12. Marketing can be viewed as an activity that takes the basic physical characteristics of a product, adds value to it, and makes it attractive to targeted segments of the byying population. This value added activity could be: (a) Brand (b) Customer service (c) Packaging (d) All of the above Ans. (d)