Publishing as Prentice HallĤ) _ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through value creation and exchange. Answer: C 2) According to the opening scenario, the Tide marketing team is MOST concerned about which of the following? A) maintaining its brand share B) fostering customers' emotional connections with their product C) advertising their product's benefits D) comparing the effectiveness of their product to other brands E) incorporating consumer-generated marketing in the marketing mix Answer: B 3) According to management guru Peter Drucker, "The aim of marketing is to _." A) create customer value B) identify customer demands C) make selling unnecessary D) set realistic customer expectations E) sell products Answer: Cġ Copyright © 2010 Pearson Education, Inc. E) Marketing is used by for-profit and not-for-profit organizations.
D) Marketing involves satisfying customers' needs. C) Selling and advertising are synonymous with marketing. B) Marketing is managing profitable customer relationships. Chapter 1 Marketing: Creating and Capturing Customer Value 1) All of the following are accurate descriptions of modern marketing, EXCEPT which one? A) Marketing is the creation of value for customers.
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