Answer Key

Marketing I – Comprehension Check

  1. Companies  [can't agree on a clear definition of what marketing is]
  2. A company's marketing function should be  [involved in the company's strategy]
  3. B2B stands for  [business-to-business]
  4. The worst mistake with marketing is  [when it becomes isolated from the rest of the company]
  5. Finger-pointing means  [looking for people responsible for problems in the company]
  6. You're effectively DIMINISHING the impact marketing can have on the company MEANS [you're making the impact smaller]
  7. A slick brochure is  [attractive for customers]
  8. A fiefdom is  [someone's own domain]
  9. Savvy companies are...  [smart]
  10. If a company wants to RETAIN its customer base, it means [they want to keep their customers]