Which activity is a central aspect of the definition of marketing?
The exchange process
During the production era of marketing,
businesses increase supply to keep up with demand.
research becomes necessary to determine consumer desires and needs.
consumer research and analysis are integrated into
business manufactures and sells products without
first determining consumer desires.
The current era is known as the
marketing company era.
A value-based philosophy is a key component of
a selling philosophy.
the marketing concept.
A consumer orientation does not usually focus on
Although the marketing concept enables an organization to analyze, maximize, and satisfy consumer demand, it should be realized that the concept
is only a theory.
does not apply to nonprofit organizations.
is only a guide to planning.
is unnecessary in a competitive marketplace.
The last step for a firm that practices a marketing philosophy is
Customer service activities are
unidentifiable, but relatively tangible.
unimportant to consumers.
identifiable, but relatively intangible.
unrelated to the success of goods and services.
Workers can “break the rules” to honor customer requests with
Which statement is incorrect?
Customer service has a large effect on customer
Consumers today have many mechanisms by
which to complain.
Consumers today are more satisfied with customer
service than ever before.
Employee empowerment often leads to greater
The degree to which there is a match between customer expectations and the actual performance of a good or service is known as
Which statement about relationship marketing is correct?
It places an emphasis on customer loyalty.
It is short-run oriented.
It cannot be conducted with final consumers.
It is not a good policy for nonprofit organizations.
According to some estimates, marketing costs can be as high as what percentage of a firm’s sales?
Basic marketing functions
can be eliminated in most situations.
are usually performed by one party.
can be organized with only direct marketing.
can be shifted and shared.
Marketing directly to customers would often require a company to
seek a marketing specialist.
make or sell complementary products.
eliminate many marketing functions.
share distribution of high-volume sales items.