Question # 1

"Build a better mousetrap and the world will beat a path to your door" reflects the ______

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Production concept

Marketing concept

Selling concept

Product concept

Target marketing

The advertiser must decide on the desired media impact the _______ of a

message through a given medium.

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reach

illustration

qualitative value

copy

When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a (n) _______ pricing strategy.

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by-product

optional-product

captive-product

skimming

___________ involves looking. at ii tether a company's basic strategies are well matched to its opportunities

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Operating control

Marketing audit

Marketing control

Strategic control

Pooling resources with other firms in order to succeed beyond managing the supply chain illustrates the _______ partnership

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Management contracting

Licensing

Supply chain management

Strategic alliance

Exporting

Once it has chosen a position, a company must take strong steps to deliver and communicate the desired position to target consumers. Which step is not correct?

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The company's marketing mix efforts must support the positioning strategy

Positioning the company calls for concrete action, not just talk

Designing the marketing mix involves working out the strategic

Its service personnel, retailers, and advertising messages must match correctly

Which function(s) may be performed by a public relations department?

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Product publicity

Lobbying

Public affairs

All of the above

In selecting media vehicles, the planner must balance media cost

measures against several media impact factors. First, the planner

should balance costs against the media vehicle's _________ .

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audience quality

audience attention

editorial quality

D or C

Which stage of the typical consumer product life cycle is out of place?

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Product development

Introduction

Maturity

Growth

________ means that the service firm must effectively train and motivate its customer-contact employees and supporting service people to work as a team to provide customer satisfaction

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Service inseparability

Service instangibility

Service variability

Internal marketing

Current view holds that salespeople should be concerned with producing

customer satisfaction and company profit. So whom do they generally

serve?

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They represent the company to customers

They represent the company to investors

They represent the customer to the company

A and C

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