1. Q: Your marketing campaigns appeal to your customers' desire to be perceived as owning the best in bicycle technology. Your marketing campaigns successfully appeal to consumers': 1. needs. 2. wants. 3. satisfactions. 4. demands. AK, 7e – Chapter 1

2. Q: Your company is also successful because you offer free maintenance and repair for the first two years after the purchase of a bicycle. Therefore, along with the physical product, you offer an attractive package of: 1. values. 2. ideas. 3. events. 4. services. AK, 7e – Chapter 1

3. Q: As a campaign manager for a candidate to your county's legislature, you are defining the candidate’s positioning among voters and are working on a pre-election rally during which your candidate and several prominent supporters will deliver speeches. You are planning a: 1. product. 2. service. 3. satisfaction. 4. promotional campaign AK, 7e – Chapter 1

4. Q: Your firm has perfected a process that reduces the overall cost of producing custom- made bikes. As a result, you adopt the ________ concept of marketing, whereby you offer your products to consumers at prices well below those of your competitors. 1. production 2. product 3. marketing 4. societal marketing AK, 7e – Chapter 1

5. Q: You favor a marketing approach that emphasizes the quality and new features of your bicycles, yet your assistant prefers an approach that emphasizes innovative promotion strategies. Which of the two following marketing concepts are exhibited here? 1. Marketing and selling 2. Production and societal marketing 3. Product and marketing 4. Product and selling AK, 7e – Chapter 1

6. Q: To reduce the large capacity of bikes in your warehouse, you adopt the _________ concept and attempt to push your products into the market through heavy advertising. 1. production 2. product 3. selling 4. marketing AK, 7e – Chapter 1

7. Q: In anticipation of high demand, you build a factory in Mexico, where you can save on labor and production costs. However, you still provide benefits to the Mexican workers comparable to those many American workers receive, illustrating that you have successfully practiced the: 1. marketing concept. 2. product concept. 3. societal marketing concept. 4. selling concept. AK, 7e – Chapter 1

8. Q: Are you more inclined to buy from a company that is socially responsible? 1. Yes 2. No AK, 7e – Chapter 1

9. Q: Would you be willing to pay more for a product because it was from a socially-responsible company? 1.Yes 2.No AK, 7e – Chapter 1

10. Q: The most important new technology for connecting is: 1. the Internet. 2. the database. 3. the laptop computer. 4. the fiber optic telephone. AK, 7e – Chapter 1