Marketing Chapters 1&2

The collection of businesses and products that make up a company is called its ________.

According to the production concept, consumers will favor products that are ________ and ________.

__ is the marketing management orientation that focuses primarily on improving efficiencies along the supply chain.

___ orientation calls for aggressive promotional efforts focusing on generating transactions to obtain profitable sales.

____ refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs?

Which of the following is NOT a market-oriented business definition?

____ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

A company's mission statement serves as a statement of ________.

___ is a common practice among marketers, to identify and develop new markets for their existing products.

The art and science of choosing target markets and building profitable relationships with them is called ________.

In the marketing management functions, a SWOT analysis should ________ a marketing plan.

A(n) ________ is the set of actual and potential buyers of a product.

____ is a process where individuals/organizations obtain what they need/want through value creation/exchange

All of the following are examples of product-oriented mission statements EXCEPT which one?

A(n) __ is some combination of products, services, information, or experiences offered to satisfy a need or want.

Which of the following is the set of benefits a company promises to deliver to customers to satisfy their needs?

Making more sales to current customers without changing a firm's products is ________.

Which of the following marketing management concepts is most likely to lead to marketing myopia?

The process of customer-driven marketing involves which of the following?

Which of the following is the first step in strategic planning?

_ depends on knowing the needs/wants of target markets and delivering the desired satisfactions better than competitors.

A firm that uses the selling concept takes a(n) ________ approach.

All of the following are accurate descriptions of modern marketing EXCEPT which one?

_____ are human needs as shaped by individual personality and culture.

A sound marketing strategy begins with which of the following?

When marketers set low expectations for a market offering, the biggest risk they run is ________.

Which of the four Ps describes the goods-and-services combination the company offers to the target market?

When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.

________ should be market oriented and defined in terms of ________.

Of the following, which is the most important concept of modern marketing?