1. While it sounds reasonable that companies should focus on making the products it knows how to make really well, one downside of this approach is that __________________________________.

		a. it focuses too much on fickle consumer needs
		b. what the company is really good at making isn't necessarily what the market wants
		c. it typically requires a large sales force
		d. it doesn't include a communication strategy
		e. it requires to too much spending on research and development

2. ________________________________ are the tools that the marketer uses to create, communicate, and deliver value to customers.

		a. The production tool box
		b. The marketability kit
		c. The marketing mix
		d. The value enhancers
		e. The promotion steps

3. You are excited about your purchase of your new winter jacket. It has excellent reviews online and many buyers comment on how warm it is. However, after wearing it for a few days you realize that it not nearly warm enough for the Chicago winter. Since your experience falls short of your expectations this had led to a low level of ______________________________ even if the jacket looks nice.

		a. customer satisfaction
		b. benefit realization
		c. expectation disconfirmation
		d. value potential
		e. goal acheivement

4.

According to the American Marketing Associations definition, the main idea of marketing ___________________________________________.

		a. is to make sure the company's products are promoted in the right place
		b. is to make sure to out-competing other brands
		c. is to come up with the most effective sales strategies
		d. is to create excitement about the company's products
		e. is to create, communicate, and deliver value to customers

5.

Relationship marketing focuses on serving existing customers instead of constantly trying to find new customers. The main argument for this approach is that _______________________________________.

		a. existing customers will never change their preferences so the company can continue to sell the exact same product over a long time
		b. it is typically less costly to maintain current customer relationships than to convince new potential customers to buy the product or service
		c. with relationship marketing the brand's image won't need to be constantly updated
		d. existing customers will likely have lower expectations on the product's performance than new customers
		e. existing customers are typically willing to pay a higher price for the product than people who are not yet customers

6. While most people use shampoo, our preferences for what shampoo to buy can differ a lot based on our hair care needs. This illustrates the need for _____________________________.

		a. market segmentation
		b. a production orientation of marketing
		c. marketing mix-ups
		d. stratified marketing
		e. undifferentiated marketing