市场营销Quiz 1.doc

1. ? The basic unit of measurement for exchange is a: A. payment. ? ? B. transaction. ? ? C. market set. ? ? D. utile. ? ? E. product choice set. ? ? 2. ? The Apex Corporation has sold the same product since its entry into the marketplace. Each time the sales of its product has slipped, the firm has responded by cutting price and increasing promotion. In spite of its efforts, sales continued to decline. Apexs product-focused response is evidence of: A. the marketing concept. ? ? B. production myopia. ? ? C. maximization myopia. ? ? D. marketing myopia. ? ? E. a profit-maximization philosophy. ? ? 3. ? Jimmy Peters has just agreed to trade two of his duplicate basket ball cards to his friend Joey for two cards he does not have. This exchange is best described as a(n) : A. in-kind transaction. ? ? B. deferred transaction. ? ? C. monetary transaction. ? ? D. non-market transaction. ? ? E. barter transaction. ? ? 4. ? The old adage, build a better mousetrap and the world will beat a path to your door is illustrative of the ________ concept. A. marketing ? ? B. selling ? ? C. product ? ? D. production ? ? E. customer ? ? 5. ? The selling concept assumes: A. a company has a social responsibility for the effects of its products. ? ? B. consumers will favor products that offer quality, performance, and innovation. ? ? C. if left alone, consumers will ordinarily not buy enough of the organizations products. ? ? D. consumers do not have to be compelled by promotions to buy what a company is selling. ? ? E. being more effective than competitors in integrating marketing activities will lead to success. ? ? 6. ? Marketing management may be simply described as a type of: A. sales control. ? ? B. competitive management. ? ? C. demand management. ? ? D. market manipulation. ? ? E. need creation. ? ? 7. ? In terms of private firms, the ultimate purpose of the marketing concept is: A. profit