Chapter 1 - What is Marketing?

Marketing involves which of the following elements?
1. Market orientation
2. Market intelligence
3. Strategy
4. Marketing Methods
5. All of the above
Market intelligence involves gathering information on:
1. the internal environment
2. the micro-environment
3. the macro-environment
4. all of the above
The microenvironment includes:
1. organisational stakeholders, resources and culture
2. customers, competitors, suppliers and distributors
3. social, technological, economic and political factors
4. product, pricing, promotion and place
The macroenvironment includes:
1. organisational stakeholders, resources and culture
2. customers, competitors, suppliers and distributors
3. social, technological, economic and political factors
4. product, pricing, promotion and place
The marketing mix includes:
1. organisational stakeholders, resources and culture
2. customers, competitors, suppliers and distributors
3. social, technological, economic and political factors
4. product, pricing, promotion and place
The term marketing refers to:
1. new product concepts
2. selling
3. advertising and promotion
4. a philosophy that stresses customer satisfaction
The rationale for product orientation is that:
1. people are always looking for better products
2. more efficient production will reduce costs
3. customers should trust manufacturers to provide the best
4. selling can overcome customer resistance
Pets.com failed because the company
1. overestimated the speed of uptake of internet shopping
2. overestimated the market for people with pets
3. spent too much on advertising
4. had inadequate warehousing
Which is the most intangible offering?
1. Accountancy
2. A Restaurant
3. A Car
4. Chocolate
Concorde failed as a product because of:
1. high operating costs
2. a small number of routes
3. noise pollution
4. all of the above

Chapter 1 - What is Marketing?

Quiz