TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Updated All Chapters A+ Chapter 1: Why Is Marketing Management Important? Chapter 2: Customer Behavio r Chapter 3: Segmentation Chapter 4: Targeting Chapter 5: Positioning Chapter 6: Products: Goods and Services Chapter 7: Brands Cha...
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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci
TEST BANK for Marketing
Management 6th Edition by
Dawn Iacobucci
Test Bank Page 1
, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci
Table of Content
Chapter 1: Why Is Marketing Management Important?
Chapter 2: Customer Behavior
Chapter 3: Segmentation
Chapter 4: Targeting
Chapter 5: Positioning
Chapter 6: Products: Goods and Services
Chapter 7: Brands
Chapter 8: New Products and Innovation
Chapter 9: Pricing
Chapter 10: Channels of Distribution
Chapter 11: Advertising Messages and Marketing Communications
Chapter 12: Integrated Marketing Communications and Media Choice
Chapter 13: Social Media
Chapter 14: Customer Satisfaction and Customer Relationships
Chapter 15: Marketing Research Tools
Chapter 16: Marketing Strategy
Chapter 17: Marketing Plans
Test Bank Page 2
, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci
Chapter 1 - Why is Marketing Management Important?
TRUE/FALSE
1. If you ask the average person, ―What is marketing?‖ you might hear something like,
―Marketers make people buy stuff they don’t need and can’t afford.‖
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Defining Marketing KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
2. Marketing is defined as an exchange between a firm and its customers.
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
3. Customers typically do not mind paying for purchases, if they like what they are purchasing.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
4. John just purchased a new Honda Civic from the local Honda dealership. Even though John
was happy and Honda made a profit, this was not a symbiotic relationship.
ANS: F DIF: Challenging REF: Page 3
Test Bank Page 3
, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society
5. Marketers try to figure out what customers want and then they try to figure out how to
provide it and make money doing so.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
6. In an exchange, the customer wants something from the company but the company wants
nothing from the customer.
ANS: F DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
7. Most companies would agree that taking in profits is much more important than keeping
customers happy.
ANS: F DIF: Challenging REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Synthesis MSC: MBA: Managing Human Capital
8. The term ―market‖ sounds like it involves selling simple, tangible goods, but as you know,
hardly anything can be marketed.
Test Bank Page 4
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