Pregunta 1
__________ is defined as a social and managerial process by which individuals and organizations
obtain what they need and want through value creation and exchange.
a. Marketing
b
.
Negotiating
c. Selling
d
.
Advertising
e. Bartering
5 puntos
Pregunta 2
When backed by buying power, wants become __________.
a. social needs
b. self-esteem needs
c. demands
d. physical needs
e. exchanges
5 puntos
Pregunta 3
You are directed to study the actors close to the company that a,ect its ability to serve its
customers departments within the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. What are you studying?
a. the global environment
b. the microenvironment
c. the macroenvironment
d. the demographic environment
e. the marketing environment
5 puntos
Pregunta 4
You are directed to study the demographic, economic, natural, technological, political, and cultural
factors that are larger societal forces a,ecting your company. What are you studying?
a. the microenvironment
b. the global environment
c. the internal environment
d. the marketing mix
e. the macroenvironment
5 puntos
Pregunta 5
All of the groups within a company are called the __________.
a. cultural environment
b. local public
c. general public
d. internal environment
e. corporate culture
5 puntos
Pregunta 6
Value marketing is the strategy of o,ering consumers __________.
a. lesser quality at a low price
b. high quality at a high price
c. li2le quality at a low price
d. reasonable quality at a fair price
e. luxury quality at a high price
5 puntos
Pregunta 7
__________ is never simple, yet understanding it is the essential task of marketing management.
a. Brand personality
b
.
Understanding the di,erence between primary and secondary data
c. Early adoption
d
.
Buying behavior
e. Consumption pioneering
5 puntos
Pregunta 8
