1. In the mid-20th century, an increasingly competitive economic environment led to a new approach to marketing in the business world, one reflecting a:
a. Competitive mind-set.
b. Product mind-set.
c. Volunteer mind-set.
d. Sales mind-set.
2. According to the principles of ____________, the organization develops its product to be responsive to what the customer needs and wants.
a. American-style consumerism.
b. Target-audience mind-set.
c. Product mind-set.
d. Volunteer mind-set.
3. In the simplest of definitions, ____________ is the transmission or exchange of information.
a. Communication.
b. Marketing.
c. Production.
d. Telephony.
4. Organizations can adjust the marketing mix to differentiate themselves from others and position themselves in a unique ____________, gaining an advantage over other organizations or alternative activities with which they may compete.
a. Market slot.
b. Marketing niche.
c. Brand.
d. Price position.
5. The need to keep promotion cost-effective requires focusing communication on segments of the public most likely to respond—that is, on:
a. The target market.
b. Consumers 18 years old and younger.
c. Educators.
d. Persons with a high school degree or less.
6. These objective measures include age, gender, race, income, and geography.
a. Behavioral measures.
b. Personal attributes.
c. Demographic variables.
d. Target audiences.