1.Marketing is :(A)A. a broad set of activities required to ensure that consumers can get products they wantB. limited to only selling and advertisingC. producing goods or services.D. purchasing goods and services that consumers don’t need by using aggressive tactics to overcome consumer resistance.2.The XKL company wants to adopt the marketing concept. To be consistent with this move, it should adopt which of the following philosophies?(D)A. Making money is our businessB Sell, sell, sellC. Keep prices lowD. The customer is always right3.From the marketing perspective , a high quality haircut:(D)A. is performed by a well-known hair-stylistB. takes three hours and cost 100 dollarsC. used 10 different cutting and styling instrumentsD. succeeds in satisfying a customer’s needs4.Customer value:(C)A. will be the same for all consumers.B. is easy to calculate in a numerical formula.C. is a cost-to-benefit analysis by consumersD. means consumers always select the lowest-priced products5.The marketing concept says that a business firm should:(D)A. produce those products that it can make at the lowest cost.B. place heavy emphasis on developing new productC. place heavy emphasis on advertising and sellingD. aim all its efforts at satisfying its customers at a profitplete acceptance of the “marketing concept”would require:(D)A. making sure that all departments focus their efforts on satisfying customer needsB. trying to satisfy the needs of targeting customerC. placing less emphases on profit as the objective of the firm.D. all of the above7.Which one of the following statements by a company chairman best reflects the marketing concept?(A)A. We have organized our business to make certain that we satisfy customer needs.B. We believe that the marketing department must organize to sell what we produce.C. We try to produce only high quality, technically efficient products.D. We try to encourage company growth.8.Which of the following is NOT likely to be found in a company with a marketing orientation? The company:(A)A. sells whatever it can makeB. designs its packaging as a selling toolC. uses marketing search to see if it is satisfying its customersD. focuses on locating new opportunities9.Which of the following is the equation that defines customer value as discussed in Chapter 1:(D)A. V = P / BB. V = P + BC. V = B x PD. V = B / P10.In which of the external environments do changes usually occur most slowly?(D)A. competitive environmentB. Economic environmentC. political an legal environmentD. cultural and social environment11.The segment should be large enough to be profitable. This best describes which of the following segmenting criteria?(C)A. homogeneous withinB. heterogeneous betweenC. substantialD. operational12.Prior to selecting a target marketing approach, an organization must:(B)A. have a product to sellB. name broad product markets and segment them into possible target market.C. set up production schedulesD. attempt a mass market approach13.Income and population are two variables that can be used in which type of segmentation:(A)A. demographicB. psychographicC. ethnicD. behavioral14.Which of the following is defined as "a company's effort to identify and categorize groups of customers” according to common characteristics."(D)A. global sourcingB. targetingC. positioningD. market segmentation15.Which of the following is NOT a demographic variable:(D)A.ageB.incomeC.level of educational attainmentD.opinion about health risks associated with smokingage rates and user status are important criteria for which segmentation variable:(D)A. demographicB. occupationalC. psychographicD. behavioral17.The former chairman of Nestlérecently told an interviewer: “We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. There arecertain areas we do not touch. Also, we have no soft drinks because I have said we either buy Coca-Cola or we leave it alone.”What strategic marketing principle does the chairman’s comment emphasize most specifically (C)A. customer valueB. competitive advantageC. focusD. myopia18.The cultural environment of a country is best defined by which characteristics:(C)A.standard of living and stage of economic developmentB.production process and standards of measurementC.values, attitudes, and symbolsD.degree of nationalism and economic community membership19.A property management company has noticed an increase in the number of single people looking for apartments over the years. This is a change in the :(D)A. competitive environmentB. Technological environmentC. political an legal environmentD. customer environment。