1/1/2021 Assignment Print View
1.
The marketing concept emphasizes that the survival of any business depends on providing service to
customers.
True
False
2.
Test marketing is the systematic gathering, recording, and analyzing of data relating to the marketing of
goods and services.
True
False
3.
The marketing concept states that a firm must put consumer needs first, even if it means foregoing
satisfactory profits.
True
False
https://ezto.mheducation.com/hm_management.tpx 1/25
,1/1/2021 Assignment Print View
4.
A primary marketing research technique used by most companies is _____.
leaflet distribution
telephone surveys
trade association reports
target marketing reports
5.
Which of the following statements is true of the marketing concept?
The survival of any business depends solely on making a profit.
Special consideration must be given to the needs, desires, and wishes of present and
prospective customers.
Being consumer oriented often involves coercing consumers to buy a product, irrespective of
its quality.
The systems approach is not used as part of the marketing concept.
6.
Market research can be useful before starting a small firm, but it is not required once the firm is in
operation.
True
False
https://ezto.mheducation.com/hm_management.tpx 2/25
, 1/1/2021 Assignment Print View
7.
Small businesses should carry out primary market research on their own instead of hiring experts to do
it.
True
False
8.
What is database marketing?
Database marketing is a tool that is used by many firms. Database marketing is a quick and efficient
process for acquiring customers that involves obtaining meaningful consumer information; analyzing
this information; and making marketing decisions. Business owners choosing this technique must have
someone either on staff or available with the technology know-how to keep the system up and running.
Computer programs hooked to a phone with Caller ID can create a database that can increase
efficiency, enhance security, control inventory, improve marketing, and simplify contacts with
customers.
9.
John wants to start his own fruit juice and beverage company. He is aware of the large number of
competitors in this industry and of the fact that his product should not be very costly. To differentiate his
product from that of his competitors, he decides to sell his beverages in specially designed containers
that keep the juice fresh for 7 days even without refrigeration. John is focusing on the _____
component of the marketing mix.
place
pricing
packaging
product
https://ezto.mheducation.com/hm_management.tpx 3/25
1.
The marketing concept emphasizes that the survival of any business depends on providing service to
customers.
True
False
2.
Test marketing is the systematic gathering, recording, and analyzing of data relating to the marketing of
goods and services.
True
False
3.
The marketing concept states that a firm must put consumer needs first, even if it means foregoing
satisfactory profits.
True
False
https://ezto.mheducation.com/hm_management.tpx 1/25
,1/1/2021 Assignment Print View
4.
A primary marketing research technique used by most companies is _____.
leaflet distribution
telephone surveys
trade association reports
target marketing reports
5.
Which of the following statements is true of the marketing concept?
The survival of any business depends solely on making a profit.
Special consideration must be given to the needs, desires, and wishes of present and
prospective customers.
Being consumer oriented often involves coercing consumers to buy a product, irrespective of
its quality.
The systems approach is not used as part of the marketing concept.
6.
Market research can be useful before starting a small firm, but it is not required once the firm is in
operation.
True
False
https://ezto.mheducation.com/hm_management.tpx 2/25
, 1/1/2021 Assignment Print View
7.
Small businesses should carry out primary market research on their own instead of hiring experts to do
it.
True
False
8.
What is database marketing?
Database marketing is a tool that is used by many firms. Database marketing is a quick and efficient
process for acquiring customers that involves obtaining meaningful consumer information; analyzing
this information; and making marketing decisions. Business owners choosing this technique must have
someone either on staff or available with the technology know-how to keep the system up and running.
Computer programs hooked to a phone with Caller ID can create a database that can increase
efficiency, enhance security, control inventory, improve marketing, and simplify contacts with
customers.
9.
John wants to start his own fruit juice and beverage company. He is aware of the large number of
competitors in this industry and of the fact that his product should not be very costly. To differentiate his
product from that of his competitors, he decides to sell his beverages in specially designed containers
that keep the juice fresh for 7 days even without refrigeration. John is focusing on the _____
component of the marketing mix.
place
pricing
packaging
product
https://ezto.mheducation.com/hm_management.tpx 3/25
