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Marketing (MBA 208) Exam 1 Study Guide

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Exam 1 Study Guide – Review Questions, Marketing, Selling And Advertising-according to the five-step model of the marketing process, the first step in marketing is ________.

California State University Sacramento

Marketing (MBA 208)

Multiple Choice Questions
1) Which of the following is NOT an accurate description of modern marketing? Marketing
emphasizes selling and advertising exclusively.
2) According to the five-step model of the marketing process, which of the following is the final
step in creating value for customers? Building profitable relationships.
3) Wants are human needs that are shaped by culture and individual personality.
4) A market offering is some combination of products, services, information, or experiences
provided to consumers to satisfy a need or want.
5) Which of the following terms refers to sellers being preoccupied with their own products and
losing sight of underlying consumer needs? Marketing myopia.
6) A(n) market is the set of actual and potential buyers of a product or service.
7) The art and science of choosing target markets and building profitable relationships with them
is called Marketing management.
8) Selecting which segments of a population to serve is called Target marketing.
9) Which of the following refers to a set of benefits that a company promises to deliver to
customers to satisfy their needs? market offering.
10)Which of the following statements is true of the production concept? It leads to companies
focusing too narrowly on their own operations.
11)Which of the following is the aim of the product concept? focus on making continuous
product improvements.
12)Which of the following statements is true of the selling concept? It is typically practiced
with unsought goods.
13)Which of the following is a characteristic of customer-driven marketing? Customers know
what they want.
14) Sustainable marketing refers to socially and environmentally responsible marketing that
meets the needs of consumers and businesses while also preserving or enhancing the ability of
future generations to meet their needs.
15) Building and maintaining profitable customer relationships by delivering superior customer
value and satisfaction is called Customer Relationship Management: CRM.

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Marketing (MBA 208) Exam 1 Study Guide

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