C. Marketing B.

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C (346) 1. ________ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
A. Selling C. Marketing
B. Advertising D. Mixing Markets

A (347) 2. The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras?
A. production era C. marketing era
B. selling era D. customer relationship era

B (348) 3. Which of the following describes the marketing era immediately after the development of mass production assembly lines?
A. production era C. marketing era
B. selling era D.
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A. brand name C. prototype name
B. product designation D. generic name

D (354) 15. The last step in the marketing process often includes:
A. collecting the cash from sales to consumers.
B. developing a written report to summarize the results of the period 's marketing activities.
C. deciding the best way to distribute the product.
D. building relationships with customers. B (354) 16. __________ consists of all the techniques sellers use to persuade consumers to buy their goods and services.
A. Advertising C. Pre-selling
B. Promotion D. Closing

A (350) 17. As a marketing manager for a retailer of lighting products, Lucinda will likely be involved in which of the following?
A. setting a price for the light fixtures her firm produces
B. deciding the best way to hire new employees to produce the lights
C. developing ideas for new ways to produce the lights
D. determining the best way to finance the purchase of new production equipment

B (353) 18. With help from the marketing department, engineers at Easy Electronics have designed a new type of cable modem that is easier to install in computers and more reliable than any cable modems currently in use. The marketing managers want to find a way to identify the new modem in the minds of consumers and differentiate it from less sophisticated products made by Easy 's competitors. An

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