MARKETING AN INTRODUCTION 14TH
EDITION COMPREHENSIVE EXAM SCRIPT
SOLVED QUESTIONS GRADED A+
◉ Product concept
Answer: The idea that consumers will favor products that offer the
most quality, performance, and features; therefore, the organization
should devote its energy to making continuous product
improvements
◉ Selling concept
Answer: The idea that consumers will not buy enough of the firm's
products unless the firm undertake a large-scale selling and
promotion effort
◉ Marketing concept
Answer: A philosophy in which achieving organisational goals
depends on knowing the needs and wants of target markets and
delivering the desired satisfaction better than competitors do
◉ Societal marketing concept
EDITION COMPREHENSIVE EXAM SCRIPT
SOLVED QUESTIONS GRADED A+
◉ Product concept
Answer: The idea that consumers will favor products that offer the
most quality, performance, and features; therefore, the organization
should devote its energy to making continuous product
improvements
◉ Selling concept
Answer: The idea that consumers will not buy enough of the firm's
products unless the firm undertake a large-scale selling and
promotion effort
◉ Marketing concept
Answer: A philosophy in which achieving organisational goals
depends on knowing the needs and wants of target markets and
delivering the desired satisfaction better than competitors do
◉ Societal marketing concept
