MALAWI ASSEMBLIES OF GOD UNIVERSITY

FACULTY OF COMMERCE & MANAGEMENT

MARKETING MANAGEMENT
COURSE CODE: MKT
TIME: 45 Minutes (10:45-11:45)
FIRST QUIZ
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1. The marketing environment is the actors and forces outside marketing that affect
marketing management's ability to ________________.
A. Ward off government intervention.
B. Develop and maintain successful transactions with its target customers.
C. Make money.
D. Increase shareholder wealth.

2. Which of the following is central to any definition of marketing?

A. Demand management.
B. Making a Profit.
C. Customer relationships.
D. Making a sale.

3. The four Ps represent the sellers' view of the marketing tools available for influencing
buyers. From a buyer's point of view, each marketing tool is designed to deliver a
customer benefit. Robert Lauterborn suggested that the sellers' four Ps correspond to
the customers' four Cs. The four Cs are ________________.
A. Customer focus, cost, convenience, and communication.
B. Customer solution, customer cost, convenience, and communication.
C. Convenience, control, competition, and cost.
D. Competition, cost, convenience, and communication.

4. According to the simple five-step model of the marketing process, a company needs
to _________________ before designing a customer-driven marketing strategy.
A. Build profitable relationships with customers
B. Use customer relationship management to create full partnerships with key
customers
C. Construct key components of a marketing program
D. Understand the marketplace and customer needs and wants

5. Which of the following represents the most dramatic force shaping a modern
marketer’s destiny?
A. Political environment
B. Technological environment
C. Natural environment
D. Partnership marketing

6. When backed by buying power, wants become ____________________.

A. Demands
B. Social Needs
 C. Exchanges
D. Self-Esteem needs

7. All of the following would be forces that might be contained in a company’s

microenvironment except _____________________.
A. Economic forces.
B. The company itself.
C. Marketing channel firms.
D. Suppliers.

8. According to Theodore Levitt, who drew a perceptive contrast between the selling
and marketing concepts, ___________is preoccupied with the need to convert
products into cash.
A. Marketing.
B. Selling.
C. Direct Marketing.
D. Holistic Marketing.

9. A trend is___________________.
A. Predictable, short-lived, and without social, economic and political significance.
B. Unpredictable, short-lived, and without social, economic and political
significance.
C. A direction or sequence of events that has some momentum and durability.
D. A Direction or sequence of events that has no momentum and durability.

10. Minimizing pollution form production and all environmental impacts throughout the
full product life cycle is called _______________.
A. Design for environment (DFE)
B. Green Marketing
C. Environmental Sustainability
D. Product Stewardship

SECTION B: TRUE OR FALSE (5 MARKS)

11. Marketing management is the conscious effort to achieve desired exchange outcomes
with target markets. T

12. The ultimate purpose of the marketing concept is to help organizations achieve their
objectives. T

13. The marketing concept sidesteps the potential conflicts among consumer wants,
consumer interests, and long-run societal welfare. T

14. The societal marketing concept calls upon marketers to build social and ethical
considerations into their marketing practices. T

15. Some companies offer to deliver a constantly needed product on a regular basis at a
lower price per unit because they will enjoy the customer’s business for a longer
period. T
SECTION C: STRUCTURED QUESTIONS
16. Write short notes on the following:
I. Production Concept (2 Marks)
 Holds that consumers prefer products that are widely available and
inexpensive.
II. Product Concept (2 Marks)
 Holds that consumers favor those products that offer the most quality,
performance, or innovative features.
III. Marketing Concept (2 marks)
 Holds that the key to achieving organizational goals consists of the company
being more effective than its competitors in creating, delivering, and
communicating customer value to its chosen target markets.
IV. Selling Concept (2 Marks)
 Holds that consumers and businesses, if left alone, will ordinarily not buy
enough of the organization’s products.
V. Relationship marketing (2 Marks)
 From focusing on transactions to building long-term, profitable customer
relationships. Companies focus on their most profitable customers, products,
and channels.