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Marketing 12th edition by Charles W. Lamb Latest Test Bank
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MKTG 12th Edition by Charles W Lamb, Joe F Hair, Carl McDaniel Test Bank All Chapters 1-22
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Stuvia.com - The Marketplace to Buy and Sell your Study MaterialTEST BANK FOR
MARKETING 12 TH
EDITION
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TRUE/FALSE
1 : In most cases, in order for a firm to succeed in a competitive market, 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 firms internal capabilities.
A : true
B : false
Correct Answer : A
2 : With the help of an effective sales force that devises high-quality sales techniques, a sales-
oriented firm can successfully convince customers to purchase goods and services that they
neither wanted nor needed.
A : true
B : false
Correct Answer : B
3 : The Internet and the extensive use of social media have fueled the change in power from
consumers and business users to manufacturers and retailers.
A : true
B : false
Correct Answer : B
4 : Customers perceive high-quality products that are sold at high prices to be a good value.
A : true
B : false
Correct Answer : B
5 : Training plays an important role in customer service and relationship building.
A : true
B : false
Correct Answer : A
6 : The organizations that are frequently noted for delivering superior customer value and
providing high levels of customer satisfaction assign employees to teams and teach them team-
building skills.
A : true
B : false
Correct Answer : A
7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a
market-oriented firm defines its business in terms of goods and services.
A : true
B : false
Correct Answer : B
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8 : A sales-oriented firm targets its products at everybody, while a market-oriented organization
aims at selling its products to a specific customer group.
A : true
B : false
Correct Answer : A
9 : Thrift stores seek to achieve profitability through high sales volumes.
A : true
B : false
Correct Answer : B
10 : Marketing determines prices and pricing policies that contribute to achieving the
fundamental objectives of most businesses.
A : true
B : false
Correct Answer : A
11 : Marketing career opportunities almost exclusively exist in nonbusiness organizations.
A : true
B : false
Correct Answer : B
MULTIPLE CHOICE
12 : 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.
Correct Answer : B
13 : 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 customer 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.
Correct Answer : B
14 : When a firm focuses on its internal capabilities rather than on the desires and needs of the
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marketplace, then the firm is said to have adopted the ______ orientation.
A : production
B : sales
C : market
D : societal
Correct Answer : A
15 : 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 : it hopes that the product it produces is something customers want
D : it focuses on what company management thinks should be produced
Correct Answer : A
16 : Firm XYZ 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 firms 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
Correct Answer : A
17 : 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 societys long-term best interests
D : the internal capabilities of the firm
Correct Answer : D
18 : A production-orientated company can survive in a competitive market if ______.
A : its goods and services meet the needs of the marketplace
B : it does not implement aggressive sales techniques
C : it focuses solely on societys long-term best interests
D : it does not assess the internal capabilities of the firm
Correct Answer : A
19 : Which of the following statements is true of a sales-oriented firm?
A : Consumers can be convinced to buy goods or services even though they do not need them.
B : Sales-oriented firms understand the needs and wants of the marketplace.
C : Sales-oriented firms place maximum emphasis on societys long-term best interests.
D : Intermediaries are encouraged to aggressively push manufacturers products.
Correct Answer : D
20 : When a firm believes that employing aggressive sales techniques would help sell their
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