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Principles of Marketing: Multiple choice questions
1. Which one of the following statements by a company president best reflects the marketing concepts? Pg 11 or 13
____a. We have organized our business to make certain that customers get what they want.
____b. We believe that the marketing department must organize to sell what we produce
____c. Our company has organized an aggressive sales force to promote our products
____d. We try to produce only high-quality, technically efficient products.
2. Alamo Rent-A-Car defines its ____ as leisure travelers, whereas its major competitors focus on business travelers. Pg. 34
____a. target market
____b. marketing mix
____c. market variable
__x_d. marketing objective group
3. Which one of the following employees is ultimately responsible for setting the ethical tone for the entire marketing organization? Pg. 106
____a. Lower-level marketing managers
____b. Lower-level marketing employees
____c. The product manager
____d. The chief executive officer
4. Why would a company use an undifferentiated targeting strategy?
____a. The needs of individual consumers are similar, and distinctive marketing mixes are required to satisfy them.
____b. The undifferentiated strategy requires less time and fewer resources.
____c. The needs of individual consumers in the target market for a specific product are similar, so the organization can satisfy most customers with a si ...