A Firm with a Marketing Orientation Is MOST Likely To

question 220

Multiple Choice

A firm with a marketing orientation is MOST likely to:

• A) view advertising as an unnecessary expense.
• B) recognize that effective advertising is the key to sales.
• C) advertise how a product meets customers' needs.
• D) focus advertising on product features.
• E) not use any advertising.

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The extent to which a test or assessment measures all aspects of the concept or content it intends to evaluate.

Construct Validity

Refers to the extent to which a test measures what it claims to measure and accurately assesses the concept it is intended to assess.

Structured Interviews

Interviews wherein a predetermined checklist of questions usually asked of all applicants is used.