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Test Bank For MKTG - 12th - 2019 All Chapters - 9781337407595
Test Bank For MKTG - 12th - 2019 All Chapters
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,Test Bank For MKTG 12th EditionChapter 1. An Overview of Marketing
Chapter 1. An Overview of Marketing
1. 01: Which of the following statements is not true of marketing?
Which of the following statements is not true of marketing?
a. Marketing focuses on practices that deliver value and benefits to customers.
*b. Marketing focuses primarily on selling goods, services, and/or ideas to customers.
c. Marketing employs the combined use of communication, distribution, and pricing
strategies.
d. Marketing involves building long-term, mutually rewarding relationships with
customers.
2. 02: Which statement expresses the American Marketing Association
Which statement expresses the American Marketing Association (AMA)’s core definition of
marketing?
a. Marketing is a philosophy, an attitude, a perspective, or a management orientation
that stresses employee satisfaction.
*b. Marketing is an organization function and a set of processes implemented in order
to ensure customer satisfaction.
c. Marketing refers to personal selling that focuses solely on selling goods, services,
and/or ideas to customers.
d. Marketing involves building long-term, mutually rewarding relationships that are
beneficial exclusively to the sellers.
3. 03: Which activity/activities are involved in the process of mar
Which activity/activities are involved in the process of marketing?
*a. Marketing focuses on practices that deliver value and benefits to customers.
*b. Marketing employs the combined use of communication, distribution and pricing
strategies.
*c. Marketing involves building long-term, mutually rewarding relationships with
customers.
d. Marketing focuses solely on selling goods, services, and/or ideas to customers.
4. 04: When a firm focuses on its internal capabilities rather than
When a firm focuses on its internal capabilities rather than on the desires and needs of the
marketplace, then the firm is said to have adopted the ______ orientation.
*a. production
b. sales
c. market
d. societal
1
,Test Bank For MKTG 12th Edition
Chapter 1. An Overview of Marketing
5. 05: A firm could benefit from a production orientation when ____
A firm could benefit from a production orientation when _____.
*a. it produces exactly what the market wants
b. the market demand is less than the products supplied by the firm
c. competition is strong
d. it focuses on what products company management thinks should be produced, and
hopes customers want
6. 06: Tower Tools is known for adopting a strategy that focuses on
Tower Tools is known for adopting a strategy that focuses on designing new products based on
their assessment of the capabilities of their engineers and on the easy availability of resources.
The firm’s approach, which emphasizes the ease of production and the talents of its resources
rather than the needs and wants of the marketplace, can be attributed to its ______ orientation.
*a. production
b. sales
c. market
d. societal
7. 07: A production-oriented firm is one that focuses on _______.
A production-oriented firm is one that focuses on _______.
a. the needs and wants of the customers
b. aggressive sales techniques
c. enhancing individuals’ and society’s long-term best interests
*d. the internal capabilities of the firm
8. 08: As a social media network, Facebook has evolved to fill user
As a social media network, Facebook has evolved to fill users’ needs for a variety of
communication beyond simply updating their status, posting photos or video from their day-to-
day life. Users like Rachel can now post messages that they are looking to buy or sell items.
Rachel recently posted that she had a solid oak dining room table and chairs for sale in great
condition for $250. Caleb and his partner have been looking for a dining room set but they don’t
use Facebook–only Instagram and Twitter. Is it likely an exchange will occur?
*a. No, it is not likely an exchange will occur because the parties are not using the same
platforms of communication.
b. Yes, it is likely an exchange will occur because there are at least two parties.
c. No, it is not likely an exchange will occur since it’s not known whether the dining
room set is of value to another party.
d. Yes, it is likely an exchange will occur as each party will consider the other to be a
desirable exchange partner.
9. 09: In most cases, in order for a firm to succeed in a competiti
In most cases, in order for a firm to succeed in a competitive market,
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, Test Bank For MKTG 12th Edition
Chapter 1. An Overview of Marketing
it needs to have a clear understanding of the marketplace and produce
products based on the wants and needs of the customers, rather than
expecting the customers to want the products manufactured solely based
on the assessment of the firm’s internal capabilities.
*a. True
b. False
10. 10: Walmart is the largest retailer in the world with brick-and-
Walmart is the largest retailer in the world with brick-and-mortar stores and a growing Internet
business. Walmart continues to innovate and utilize technology to create opportunities to bring
customers to the store such as its service to provide customers the opportunity to shop online and
pick-up at the store. Walmart has also faced criticism due to its practices of paying workers low
hourly wages and making it difficult for part-time employees to get group health insurance. Many
consumers such as Jalen refuse to shop at the store due to their concerns about low wages for
workers. Based on this scenario, which criteria for an exchange to occur is missing?
a. Each party has something of value to offer another party
b. Each party must be capable of communication and delivery
c. There must be at least two parties
*d. Each party is willing to consider the other to be a desirable exchange partner
11. 11: When a firm believes that employing aggressive sales techniq
When a firm believes that employing aggressive sales techniques would help sell their product in
the market, then the firm is said to have adopted a ______ orientation.
a. production
*b. sales
c. market
d. societal
12. 12: The management at Asus Computers believes that high sales wi
The management at Asus Computers believes that high sales will result in high profits. Together
with the company sales force, management devises a sales strategy to promote their new line of
convertible laptops based on the assumption that consumers will purchase a product if the
company promotes it aggressively. This sales hypothesis can be attributed to the company’s
______ orientation.
a. production
*b. sales
c. market
d. societal
13. 13: A sales-oriented company is one that focuses on _______.
A sales-oriented company is one that focuses on _______.
a. the needs and wants of the customers
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