1. According to the text, marketing means "selling" or "advertising."
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False
2. Estimating what price consumers are willing to pay for a product
... [Show More] and if the firm can make a profit selling at that price, is an example of a production activity.
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False
3. Marketing can provide needed direction for production and help make sure that the right goods and services find their way to interested consumers.
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False
4. Marketing plays an essential role in creating customer satisfaction.
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False
5. Customer satisfaction is the extent to which a firm fulfills a consumer's needs, desires, and expectations.
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False
6. a firm produces the right goods or services, marketing has little role to play in creating customer satisfaction.
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False
7. Marketing activities should be of no interest to a nonprofit organization.
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False
8. The "universal functions of marketing" consist only of buying, selling, transporting, and storing.
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False
9. In a market-directed economy, consumers enjoy complete freedom of choice.
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False
10. The marketing concept means that an organization aims all its efforts at satisfying its customers—at a profit.
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False
11. The term "marketing orientation" means making products that are easy to produce and then trying to sell them.
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False
12. Customer value is just another term for customer satisfaction.
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False
13. The marketing management process consists of (1) planning marketing activities, (2) directing the implementation of the plans, and (3) controlling these plans.
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False
14. A marketing strategy is composed of two interrelated parts--a target market and a marketing mix.
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False
15. A target market consists of a group of consumers who are usually quite different.
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False
16. A marketing mix consists of the uncontrollable variables which a company puts together to satisfy a target market.
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False
17. Mass marketing means focusing on some specific customers, as opposed to assuming that everyone is the same and will want whatever the firm offers.
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False
18. The four "Ps" are: Product, Promotion, Price, and Personnel.
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False
19. The customer is a part of the marketing mix and should be the target of all marketing efforts.
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False
20. According to the text, a firm that sells a service rather than a physical good does not have a product.
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False
21. The Place decisions are concerned with getting the right product to the target market at the right time.
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False
22. A channel of distribution must include an intermediary.
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False
23. The marketing mix should be set before the best target market is selected.
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False
24. A "marketing program" blends all of a firm's marketing plans into one "big" plan.
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False
25. A "breakthrough opportunity" is an opportunity that helps innovators develop long-term, hard-to-copy marketing strategies that will be very profitable.
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False
26. A straight rebuy is a routine repurchase that may have been made many times before.
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False
27. The Internet is making even straight rebuys more competitive.
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False
28. At a procurement site, competition among sellers is likely to increase.
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False
29. A close buyer-seller relationship in a business market may reduce a firm's flexibility.
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False
30. Just-in-time delivery reliably helps to get products and store them long before the customer needs them.
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False
31. To protect themselves from unpredictable events, most purchasing managers seek several dependable sources of supply.
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False
32. Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.
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False
33. A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
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False
34. An intranet is a system for linking computers within a company.
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False
35. Decision support systems that include marketing models help managers by showing the relationships among marketing variables.
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False
36. It is the job of the marketing manager to ask for the right information in the right form.
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False
37. Use of the scientific method in marketing research forces researchers to use an orderly process.
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False
38. Hypotheses are educated guesses about the relationships between things or about what will happen in the future.
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False
39. Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects—even though they may not be research specialists.
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False
40. Defining the problem is the first step in marketing research—and is usually the easiest job for the researcher.
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False
41. Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.
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False
42. During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.
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False
43. The Internet is an excellent source for primary data, but not secondary data.
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False
44. The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.
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False
45. Qualitative research seeks in-depth, open-ended responses.
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False
46. Focus group interviews are a form of quantitative research.
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False
47. A common quantitative research approach is to use survey questionnaires with multiple-choice questions.
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False
48. All marketing research projects are worthwhile because they gather new information—even if the research doesn't have action implications.
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False
49. A "Product" should be thought of as potential customer satisfaction or benefits.
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False
50. When comparing two similar products, the product with the most features is the higher quality product.
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False [Show Less]