C)
"What is the budget allocated by your company for research and development?"
D)
"What is the financial stability of your company?"
E)
"What are the costs involved in the production of your brand?"
Page Ref: 31
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Moderate
18.
Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
A)
societal marketing concept
B)
product concept
C)
marketing concept
D)
production concept
E)
selling concept
Page Ref: 31
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
19.
Which of the following marketing management concepts is most likely to lead to marketing myopia?
A)
customer-driven marketing concept
B)
customer-driving marketing concept
C)
product concept
D)
marketing concept
E)
societal marketing concept
Page Ref: 32
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
20.
Which of the following statements is true of the production concept?
A)
It considers customer focus and value to be the paths to sales and profits.
B)
It calls for sustainable marketing.
C)
It leads to companies focusing too narrowly on their own operations.
D)
It takes an outside-in perspective.
E)
It follows the customer-centered sense-and-respond philosophy.
Page Ref: 31-32
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Moderate
21.
The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features.
A)