The primary reason that many companies work to become the low cost producers in their industry is because ?

A. They can generate more advertising
B. They can please top management
C. They can gain tax advantages
D. They can set lower prices that that result in greater sales and profits

__________ is a philosophy holding that a company’s marketing should support the best long-run performance of the marketing system?

A. Enlightened marketing
B. Myopic marketing
C. Fundamental marketing
D. Conceptual marketing

If a consumer describes a car as being the most economical car on the market than this descriptor is a?

A. Rule
B. Attitude
C. Belief
D. Cute

The purpose of strategic planning is to find ways in which the company can best ?

A. Overcome losses
B. Use its strengths to take advantage of attractive opportunities in the environment
C. Avoid paying taxes
D. Avoid the expense of costly research and development while still getting the benefits

A _________ is a need that is sufficiently pressing to direct the person to seek satisfaction?

A. Motive
B. Want
C. Demand
D. Requirement

According to the text the most dramatic of the environments that affect marketing and appears to be now shaping our world is the ___________ environment?

A. Natural
B. Demographic
C. Economic
D. Technological

All of the following are ways that marketing plays a key role in the company’s strategic planning EXCETP ?

A. Marketing provides a guiding philosophy
B. Marketing is the only discipline that can provide a formal structure for the planning effort
C. Marketing provides inputs to strategic planners by helping to identify attractive market opportunities
D. Within individual business units marketing designs strategies for reaching the unit’s objectives

In a example discussed in your text Johnson & Johnson’s recall of their Tylenol product following the discovery that several bottles of Tyloenol had been laced with cyanide is consistent with which business philosophy ?

A. The marketing concept
B. The product concept
C. The selling concept
D. The societal marketing concept

A company’s compensation plan should reflect its overall marketing strategy For example if the overall strategy is to grow rapidly and gain market share the compensation plan should reward ?

A. Loyalty and perseverance
B. Spot selling and old product rejuvenation
C. High sales performance and encourage capturing new accounts
D. High pressure situations and competitive reaction

A _______ is a promotion strategy that calls for using the sales force and trade promotion to move the produce through channels ?

A. Push strategy
B. Pull strategy
C. Blocking strategy
D. Integrated strategy