Professional Documents
Culture Documents
Answers to concept questions are not provided. You must read the textbook for these
questions.
FILLINTHEGAPS
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1) Marketing is an activity, set of institutions and processes for creating, communicating, delivering and
exchangingofferingsthathave______forcustomers,clients,partnersandsocietyatlarge.
Answer:value
2)Human______arestatesoffeltdeprivation.
Answer:needs
3)Humanneedstaketheformof______astheyareshapedbycultureandindividualpersonality.
Answer:wants
4)______arehumanwantsbackedbybuyingpower.
Answer:Demands
5)Amarketofferingisa______thatissomecombinationofgoods,servicesandexperiencesthatcanbe
offeredtoamarkettosatisfyaneedorawant.
Answer:product
6)Customerperceived______isthedifferencebetweenthevaluesthecustomergainsfromowningand
usingaproductandthecostsofobtainingtheproduct.
Answer:value
7)Ifaproductsperformancefallsshortofthecustomersexpectations,thebuyerwillbe______.
Answer:dissatisfied
8)Ifexchangeisthecoreconceptofmarketing,thena______ismarketingsunitofmeasurement.
Answer:transaction
9)A______isthesetofallactualandpotentialbuyersofaproduct.
Answer:market
10)Theaimof______isnottocompletelydestroydemand,butonlytoreduceorshiftittoanothertime,
orevenanotherproduct.
Answer:demarketing
11)Thekeytocreatingexcitementinamarketoffering,suchassport,is______andinteractivity.
Answer:involvement
12)Amarketingorganisations______propositionisthesetofbenefitsorvaluesitpromisestodeliverto
consumerstosatisfytheirneeds.
Answer:value
13)The______conceptholdsthatconsumerswillfavourproductsthatareavailableandhighlyaffordable.
Answer:production
14)The______conceptholdsthatconsumerswillfavourproductsthatofferthemostquality,performance
andinnovativefeatures.
Answer:product
15)The______conceptholdsthatachievingorganisationalgoalsdependsondeterminingtheneedsand
wants of target markets and delivering the desired satisfaction more effectively and efficiently than
competitors.
Answer:marketing
16) The ______ concept holds that consumers wont buy enough of the organisations products unless it
undertakesalargescalesellingeffortaspartofitspromotionalprogram.
Answer:selling
17)The______marketingconceptquestionswhetherthepuremarketingconceptisadequateintheageof
environmentalproblems,resourceshortages,rapidpopulationgrowth,worldwideeconomicproblemsand
neglectedsocialservices.
Answer:societal
18)Customer______dependsontheproductsperceivedperformancerelativetoabuyersexpectations.
Answer:satisfaction
19)Oneofthechallengesfacingmarketersaswemoveintothefutureismarket______.
Answer: changing marketing landscape/Uncertain world economy/rapid globalization/technology
dependence(asyoucansee,therearemanypossibleanswershere).
20)Oneofthechallengesfacingmarketersaswemoveintothefutureischangingcustomer______and
orientations.
Answer:values
21)Aswemoveintothefuture,oneofthenewmarketingsystemgoalsistomaximize______.
Answer: quality of life/choice/consumption/satisfaction. (as you can see, there are many possible
answershere).
MULTIPLECHOICEQUESTIONS(AnswersareinBlue)
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MiniCase11
CordeliawasplantmanageratAllTechandbelievedthattheefficiencyofhisoperationcreatedvalueforhis
customers.ArabellawasplantmanageratDressRightandbelievedherconstantimprovementsinclothing
qualitycreatedvalue.EmmawascampaignmanagerforaSenatecandidateandpushedhardtogetpeople
to vote. Sarah was a manager with Toys Town and advocated an "outsidein" approach to meeting
customerneeds.
RefertotheMinicase11aboveandanswerthefollowingquestions
1)Emma'smarketingmanagementphilosophyismostcloselyalignedwithwhichofthefollowing?
A)Theproductconcept.
B)Theproductionconcept.
C)Thesellingconcept.
D)Themarketingconcept.
E)Thesocietalmarketingconcept.
2)Cordeliaismostcloselyalignedwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept
3)Arabellasperspectivefitsbestwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept
4)Sarah'sperspectiveismostcloselyalignedwithwhichmarketingmanagementphilosophy?
A)Theproductconcept
B)Theproductionconcept
C)Thesellingconcept
D)Themarketingconcept
E)Thesocietalmarketingconcept
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