,TESTBANK FOR MKTG 6th Edition Principles of
Marketing, Canadian Edition Charles W. Lamb
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
1. What does the term marketing refer to?
a. new product concepts and improvements
b. selling
c. advertising and promotional activities
d. understanding and focusing on customer needs
ANSWER: d
2. What is the definition of marketing?
a. understanding the needs and wants of the b. seeking to discover, investigate, create, and
consumer to deliver a promised offering announce value for customers and society as
a whole
c. developing the needs for the advertising d. developing the wants of a marketing firm’s
of a product or service to a consumer tools that will bring the product to market
ANSWER: b
3. Without marketing, which of the following does not exist?
a. product b. strategy
c. customer d. competition
ANSWER: c
4. What is marketing’s main focus?
a. a control system b. marketing products
c. understanding value d. profits
ANSWER: c
5. Which of the following best defines marketing?
a. creating processes within an organization
b. creating advertising and social media strategies
c. analyzing the market for the next big product or service
d. defining value in order to meet consumer needs
ANSWER: d
6. When did the AMA definition of delivering “value for customers, clients, partners, and society at
large” occur?
a. 1998 b. 2004
c. 2007 d. 2013
ANSWER: c
7. What is an important part of marketing as it relates to needs?
a. planning strategy b. customer management
c. engaging with the customer d. reciprocity
ANSWER: c
8. Which of the following best describes a highly desirable outcome of marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. promotional activities b. personal selling
c. advertising d. customer satisfaction
ANSWER: d
9. The goal of marketing is summarized nicely by which of the following?
a. the customer b. the competition
c. the firms advertising d. the marketing concept
ANSWER: d
10. An organization that is focused on satisfying the customer’s current situation and helping to find
solutions is an adherence to which of the following?
a. needs b. the profit principle
c. the need to make money d. a desire to beat competition
ANSWER: a
11. Which statement best describes marketing?
a. It is more of a philosophy rather than an organization function.
b. It is focused on just selling goods, services, and/or ideas.
c. It rewards the seller and not the buyer of a transaction.
d. It focuses on delivering value and benefits to customers.
ANSWER: d
12. What is the primary goal when describing the history of marketing?
a. to criticize marketing practices
b. to establish a chronological timeline
c. to determine how marketing’s role has evolved
d. to emphasize misnomers and misinterpretations
ANSWER: c
13. According to the text, why is understanding the history of marketing considered beneficial?
a. to criticize contemporary marketing techniques
b. to address misconceptions and misinterpretations
c. to create a timeline of marketing events
d. to promote sordid marketing practices
ANSWER: b
14. What caution does the text give to readers regarding the eras of marketing?
a. There is no agreed-upon start and end date for b. Overlapping eras are intentional for
particular eras. confusion.
c. The naming of eras is irrelevant in marketing d. Eras are clearly defined without any
history. disagreements.
ANSWER: a
15. A criticism about the Era of Antecedents was a focus on meeting the needs of which group?
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. men b. military
c. nobility d. merchants
ANSWER: c
16. What characterizes the Era of Antecedents, the earliest era of marketing?
a. a focus on digital marketing b. the creation of luxury goods for the rich
c. an introduction of social media marketing d. the implementation of mass production
ANSWER: b
17. During which era did focus shift away from nobility and luxury goods towards a more widespread
satisfaction of needs?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
18. A company formed at the start of the Industrial Revolution, which was building steel products such as
railway equipment, was competing during which era in the history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: c
19. What was evolving during the Era of Institutional Development?
a. market segmentation and promotion
b. the Industrial Revolution
c. mail order and department stores
d. luxury goods production
ANSWER: c
20. What was the focus of the Era of Refinement and Formalization in marketing?
a. mass production b. giving customers what they want
c. invention of digital marketing tools d. backlash against marketing practices
ANSWER: b
21. Fashion designers at the House of Jones use computer-assisted design software to create what it thinks
women should wear. The company has developed marketing research systems to help monitor trends and
bring new ideas to the company’s leaders. This company is competing in which era of the history of
marketing?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
22. Canon Paper Products has been monitoring trends in the marketplace and has noticed that its largest
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
customers are embarking on long-term programs that look to reduce reliance on the use of printed papers.
Canon realizes that it needs to give the customers what they are looking for and has started to implement
significant company changes that includes a reduced emphasis on paper both in product offering and
company branding. This company has employed many of the methods developed in which era of the
history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
23. What is the most often mentioned focus of the current era of marketing (Era 5)?
a. relationship marketing b. mass production
c. luxury goods production d. technological
ANSWER: d
24. Acme Limited focused on market segmentation and promotion in the late 18th century. What era does
this company align with?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
25. TechGenius Inc. matures its marketing research tools to understand trends in the market. What era
does TechGenius Inc. operate in?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
26. Luxurify Co. focuses on creating luxury goods for the rich. In which era was Luxurify Co.
established?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: a
27. ClaspWares Inc. established large institutions during the late 19th century. What era does ClaspWares
Inc. belong to?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: c
28. ValueMasters Co. applies the marketing concept of “giving customers what they want.” What era
does this company operate in?
a. Era of Antecedents
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
29. TrendSavvy Corp. focuses on communication and information in its marketing strategy. What era
does TrendSavvy Corp. align with?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
30. Minor League Baseball suffers from poor attendance. If the league ignores marketing research and
trends to help it make decisions, in which era of the history of marketing are they going to struggle to
compete with competing leagues employing those methods?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
31. The Societal Co. focuses on societal marketing. Which era is The Societal Co. likely a part of?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: d
32. Innovative Silversmiths creates and markets silver and turquoise jewellery, which it sells to high-
income clients without much concern for understanding the needs of a wider marketplace. In which era is
this company competing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: a
33. If a company competed during the Era of Institutional Development, what type of relationship with
customers would be most beneficial to its success?
a. informed b. sales oriented
c. transaction d. segmented
ANSWER: a
34. Which statement best describes the Era of Origins?
a. The company develops its products to meet the needs of specific groups of people.
b. The company’s primary goal is profit through customer satisfaction.
c. The company is focused on product design improvements to meet the needs of empowered
customers.
d. The company is in business to deliver high-end products to high-end clients.
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
ANSWER: c
35. “Giving the customer what they want” is the hallmark of which era in the history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
36. A company has emerged in the current “Era 5” marketplace. For it to succeed, which element would
NOT be a focus?
a. relationship marketing b. communication
c. societal marketing d. sales force training
ANSWER: d
37. A shift away from nobility to the more widespread marketplace was the hallmark of which era of the
history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: b
38. Jacques Torres Chocolate is a factory and retail store. Its owner is willing to try to produce new
flavours when his customers suggest them, such as chili-pepper-laced chocolate candy. He believes his
customers have the final say on whether the product is of any value. He states, “If something doesn’t
move, that’s the last time you see it.” What concept is Jacques Torres using to give the customers what
they want?
a. customer satisfaction
b. distribution focus
c. marketing needs
d. marketing concept
ANSWER: d
39. In which era did consumers first start questioning the invasiveness of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: c
40. Which statement best describes the marketing concept?
a. The marketing concept focuses on linking the needs of customers with the competencies of
the organization.
b. It overlooks the importance of understanding the competitive arena and competitors’ strengths
and weaknesses.
c. It states that firms should give maximum importance to aggressive promotional and
advertising activities.
d. It states that marketing solely means selling things and collecting money.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
41. Even with a focus on the coordination of marketing efforts to ensure his restaurant continually meets
customer expectations, Jason knows he can never get complacent. Why is this?
a. The customer is always right.
b. Consumers are asking for more from restaurants as they seek out new ways to be satisfied.
c. There is so much competition.
d. The economy is in a slump.
ANSWER: b
42. The manufacturer of Omega brand watches is competing in the Era of Refinement and Formalization
and follows the marketing concept. What would most likely be the first action the company would take if
it learned its customers were dissatisfied with its watches?
a. hire more salespeople
b. conduct research to determine if customers’ needs have changed
c. increase advertising to underserved markets
d. increase the number of jewellery stores that carry Omega watches
ANSWER: b
43. Purple Paper Notebooks believes that the social and economic validation for its existence is obtained
from achieving their organizational objectives by satisfying customer wants and needs legally and
responsibly. In which era of marketing is Purple Paper competing?
a. Societal Era b. Social Era
c. Era 5 d. Customer Era
ANSWER: c
44. For years, Richard Branson, founder of the Virgin Group, has believed in customer service. He
believes that good customer service stems from an environment founded on “a chain, one that is
consistent from beginning to end.” Which idea has Virgin Group captured in this short phrase?
a. the societal concept b. Maslow’s hierarchy of needs
c. the marketing concept d. the sales-orientation philosophy
ANSWER: c
45. Which strategy would have been put into place by a company that originated at the start of the Era of
Origins?
a. market segmentation looking beyond only high income groups
b. focus on company needs and wants
c. differentiation of the firm’s products from other firms’ products
d. sales growth fuelled through the application of aggressive sales techniques
ANSWER: a
46. What does the marketing concept involve?
a. focusing on customers’ wants so that the organization can distinguish its product (or products)
from the competitors’ products
b. selling products at the highest prices that the market will bear with the idea of maximizing
profits in the short run
c. selling as much product as possible under the assumption people will buy more goods and
services if aggressive selling techniques are used
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
d. focusing on production in order to increase product quality and lower prices
ANSWER: a
47. Which statement best describes the focus of the marketing concept?
a. It links the needs of the customer with the competencies of the organizational.
b. Customers must be satisfied no matter the long-term effect on the firm.
c. The only reason for any business to exist is to make a profit.
d. It is focused on finding a target market that differs from that of the competition.
ANSWER: a
48. The marketing concept stresses that the social and economic justification for an organization’s
existence is the satisfaction of customer needs and wants while doing which of the following?
a. producing a good or service at the lowest possible cost
b. linking needs of the customer to the organization’s competencies
c. constantly increasing sales volumes
d. applying scientific management techniques to improve efficiency
ANSWER: b
49. Levi Strauss has developed a line of jeans that does not use any chemical dyes to colour the pants.
Consumers like the look of the jeans, and Levi’s use of all-natural dyes is good for the environment. The
launching of this line ushered in which era of marketing history?
a. Era of Origins b. Era of Refinement and Formalization
c. Era 5 d. Era of Social Cause
ANSWER: c
50. While shopping at their local market, Justine and her husband Amil notice there is now choice in the
market, and products are targeting towards them, a middle class family, for the first time. Which era of
marketing history does this scenario describe?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: b
51. Many of the lowest-priced diamonds are sold by African rebels who use the profits to engage in
genocide. Lee Brant is one retail jewellery store that sells only diamonds certified as originating in
“conflict-free” countries. This greater awareness of social issues is representative of which era of
marketing history?
a. Era of Origins b. Era of Institutional Development
c. Era of Refinement and Formalization d. Era 5
ANSWER: d
52. Era 5 is focused on bringing social and relationship focus to marketing by using technology as a tool
to incorporate these new market trends. Which new concept in marketing is wrongly associated with Era
5?
a. social media b. SEO optimization
c. digital marketing d. search marketing
Copyright Cengage Learning. Powered by Cognero. Page 8
Marketing, Canadian Edition Charles W. Lamb
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
1. What does the term marketing refer to?
a. new product concepts and improvements
b. selling
c. advertising and promotional activities
d. understanding and focusing on customer needs
ANSWER: d
2. What is the definition of marketing?
a. understanding the needs and wants of the b. seeking to discover, investigate, create, and
consumer to deliver a promised offering announce value for customers and society as
a whole
c. developing the needs for the advertising d. developing the wants of a marketing firm’s
of a product or service to a consumer tools that will bring the product to market
ANSWER: b
3. Without marketing, which of the following does not exist?
a. product b. strategy
c. customer d. competition
ANSWER: c
4. What is marketing’s main focus?
a. a control system b. marketing products
c. understanding value d. profits
ANSWER: c
5. Which of the following best defines marketing?
a. creating processes within an organization
b. creating advertising and social media strategies
c. analyzing the market for the next big product or service
d. defining value in order to meet consumer needs
ANSWER: d
6. When did the AMA definition of delivering “value for customers, clients, partners, and society at
large” occur?
a. 1998 b. 2004
c. 2007 d. 2013
ANSWER: c
7. What is an important part of marketing as it relates to needs?
a. planning strategy b. customer management
c. engaging with the customer d. reciprocity
ANSWER: c
8. Which of the following best describes a highly desirable outcome of marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. promotional activities b. personal selling
c. advertising d. customer satisfaction
ANSWER: d
9. The goal of marketing is summarized nicely by which of the following?
a. the customer b. the competition
c. the firms advertising d. the marketing concept
ANSWER: d
10. An organization that is focused on satisfying the customer’s current situation and helping to find
solutions is an adherence to which of the following?
a. needs b. the profit principle
c. the need to make money d. a desire to beat competition
ANSWER: a
11. Which statement best describes marketing?
a. It is more of a philosophy rather than an organization function.
b. It is focused on just selling goods, services, and/or ideas.
c. It rewards the seller and not the buyer of a transaction.
d. It focuses on delivering value and benefits to customers.
ANSWER: d
12. What is the primary goal when describing the history of marketing?
a. to criticize marketing practices
b. to establish a chronological timeline
c. to determine how marketing’s role has evolved
d. to emphasize misnomers and misinterpretations
ANSWER: c
13. According to the text, why is understanding the history of marketing considered beneficial?
a. to criticize contemporary marketing techniques
b. to address misconceptions and misinterpretations
c. to create a timeline of marketing events
d. to promote sordid marketing practices
ANSWER: b
14. What caution does the text give to readers regarding the eras of marketing?
a. There is no agreed-upon start and end date for b. Overlapping eras are intentional for
particular eras. confusion.
c. The naming of eras is irrelevant in marketing d. Eras are clearly defined without any
history. disagreements.
ANSWER: a
15. A criticism about the Era of Antecedents was a focus on meeting the needs of which group?
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. men b. military
c. nobility d. merchants
ANSWER: c
16. What characterizes the Era of Antecedents, the earliest era of marketing?
a. a focus on digital marketing b. the creation of luxury goods for the rich
c. an introduction of social media marketing d. the implementation of mass production
ANSWER: b
17. During which era did focus shift away from nobility and luxury goods towards a more widespread
satisfaction of needs?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
18. A company formed at the start of the Industrial Revolution, which was building steel products such as
railway equipment, was competing during which era in the history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: c
19. What was evolving during the Era of Institutional Development?
a. market segmentation and promotion
b. the Industrial Revolution
c. mail order and department stores
d. luxury goods production
ANSWER: c
20. What was the focus of the Era of Refinement and Formalization in marketing?
a. mass production b. giving customers what they want
c. invention of digital marketing tools d. backlash against marketing practices
ANSWER: b
21. Fashion designers at the House of Jones use computer-assisted design software to create what it thinks
women should wear. The company has developed marketing research systems to help monitor trends and
bring new ideas to the company’s leaders. This company is competing in which era of the history of
marketing?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
22. Canon Paper Products has been monitoring trends in the marketplace and has noticed that its largest
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
customers are embarking on long-term programs that look to reduce reliance on the use of printed papers.
Canon realizes that it needs to give the customers what they are looking for and has started to implement
significant company changes that includes a reduced emphasis on paper both in product offering and
company branding. This company has employed many of the methods developed in which era of the
history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
23. What is the most often mentioned focus of the current era of marketing (Era 5)?
a. relationship marketing b. mass production
c. luxury goods production d. technological
ANSWER: d
24. Acme Limited focused on market segmentation and promotion in the late 18th century. What era does
this company align with?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
25. TechGenius Inc. matures its marketing research tools to understand trends in the market. What era
does TechGenius Inc. operate in?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
26. Luxurify Co. focuses on creating luxury goods for the rich. In which era was Luxurify Co.
established?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: a
27. ClaspWares Inc. established large institutions during the late 19th century. What era does ClaspWares
Inc. belong to?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: c
28. ValueMasters Co. applies the marketing concept of “giving customers what they want.” What era
does this company operate in?
a. Era of Antecedents
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
29. TrendSavvy Corp. focuses on communication and information in its marketing strategy. What era
does TrendSavvy Corp. align with?
a. Era of Antecedents
b. Era of Origins
c. Era of Institutional Development
d. Era of Refinement and Formalization
ANSWER: d
30. Minor League Baseball suffers from poor attendance. If the league ignores marketing research and
trends to help it make decisions, in which era of the history of marketing are they going to struggle to
compete with competing leagues employing those methods?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: b
31. The Societal Co. focuses on societal marketing. Which era is The Societal Co. likely a part of?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: d
32. Innovative Silversmiths creates and markets silver and turquoise jewellery, which it sells to high-
income clients without much concern for understanding the needs of a wider marketplace. In which era is
this company competing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: a
33. If a company competed during the Era of Institutional Development, what type of relationship with
customers would be most beneficial to its success?
a. informed b. sales oriented
c. transaction d. segmented
ANSWER: a
34. Which statement best describes the Era of Origins?
a. The company develops its products to meet the needs of specific groups of people.
b. The company’s primary goal is profit through customer satisfaction.
c. The company is focused on product design improvements to meet the needs of empowered
customers.
d. The company is in business to deliver high-end products to high-end clients.
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
ANSWER: c
35. “Giving the customer what they want” is the hallmark of which era in the history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era of Refinement and Formalization
ANSWER: d
36. A company has emerged in the current “Era 5” marketplace. For it to succeed, which element would
NOT be a focus?
a. relationship marketing b. communication
c. societal marketing d. sales force training
ANSWER: d
37. A shift away from nobility to the more widespread marketplace was the hallmark of which era of the
history of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: b
38. Jacques Torres Chocolate is a factory and retail store. Its owner is willing to try to produce new
flavours when his customers suggest them, such as chili-pepper-laced chocolate candy. He believes his
customers have the final say on whether the product is of any value. He states, “If something doesn’t
move, that’s the last time you see it.” What concept is Jacques Torres using to give the customers what
they want?
a. customer satisfaction
b. distribution focus
c. marketing needs
d. marketing concept
ANSWER: d
39. In which era did consumers first start questioning the invasiveness of marketing?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: c
40. Which statement best describes the marketing concept?
a. The marketing concept focuses on linking the needs of customers with the competencies of
the organization.
b. It overlooks the importance of understanding the competitive arena and competitors’ strengths
and weaknesses.
c. It states that firms should give maximum importance to aggressive promotional and
advertising activities.
d. It states that marketing solely means selling things and collecting money.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1 - An Introduction to Marketing
41. Even with a focus on the coordination of marketing efforts to ensure his restaurant continually meets
customer expectations, Jason knows he can never get complacent. Why is this?
a. The customer is always right.
b. Consumers are asking for more from restaurants as they seek out new ways to be satisfied.
c. There is so much competition.
d. The economy is in a slump.
ANSWER: b
42. The manufacturer of Omega brand watches is competing in the Era of Refinement and Formalization
and follows the marketing concept. What would most likely be the first action the company would take if
it learned its customers were dissatisfied with its watches?
a. hire more salespeople
b. conduct research to determine if customers’ needs have changed
c. increase advertising to underserved markets
d. increase the number of jewellery stores that carry Omega watches
ANSWER: b
43. Purple Paper Notebooks believes that the social and economic validation for its existence is obtained
from achieving their organizational objectives by satisfying customer wants and needs legally and
responsibly. In which era of marketing is Purple Paper competing?
a. Societal Era b. Social Era
c. Era 5 d. Customer Era
ANSWER: c
44. For years, Richard Branson, founder of the Virgin Group, has believed in customer service. He
believes that good customer service stems from an environment founded on “a chain, one that is
consistent from beginning to end.” Which idea has Virgin Group captured in this short phrase?
a. the societal concept b. Maslow’s hierarchy of needs
c. the marketing concept d. the sales-orientation philosophy
ANSWER: c
45. Which strategy would have been put into place by a company that originated at the start of the Era of
Origins?
a. market segmentation looking beyond only high income groups
b. focus on company needs and wants
c. differentiation of the firm’s products from other firms’ products
d. sales growth fuelled through the application of aggressive sales techniques
ANSWER: a
46. What does the marketing concept involve?
a. focusing on customers’ wants so that the organization can distinguish its product (or products)
from the competitors’ products
b. selling products at the highest prices that the market will bear with the idea of maximizing
profits in the short run
c. selling as much product as possible under the assumption people will buy more goods and
services if aggressive selling techniques are used
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
d. focusing on production in order to increase product quality and lower prices
ANSWER: a
47. Which statement best describes the focus of the marketing concept?
a. It links the needs of the customer with the competencies of the organizational.
b. Customers must be satisfied no matter the long-term effect on the firm.
c. The only reason for any business to exist is to make a profit.
d. It is focused on finding a target market that differs from that of the competition.
ANSWER: a
48. The marketing concept stresses that the social and economic justification for an organization’s
existence is the satisfaction of customer needs and wants while doing which of the following?
a. producing a good or service at the lowest possible cost
b. linking needs of the customer to the organization’s competencies
c. constantly increasing sales volumes
d. applying scientific management techniques to improve efficiency
ANSWER: b
49. Levi Strauss has developed a line of jeans that does not use any chemical dyes to colour the pants.
Consumers like the look of the jeans, and Levi’s use of all-natural dyes is good for the environment. The
launching of this line ushered in which era of marketing history?
a. Era of Origins b. Era of Refinement and Formalization
c. Era 5 d. Era of Social Cause
ANSWER: c
50. While shopping at their local market, Justine and her husband Amil notice there is now choice in the
market, and products are targeting towards them, a middle class family, for the first time. Which era of
marketing history does this scenario describe?
a. Era of Antecedents b. Era of Origins
c. Era of Institutional Development d. Era 5
ANSWER: b
51. Many of the lowest-priced diamonds are sold by African rebels who use the profits to engage in
genocide. Lee Brant is one retail jewellery store that sells only diamonds certified as originating in
“conflict-free” countries. This greater awareness of social issues is representative of which era of
marketing history?
a. Era of Origins b. Era of Institutional Development
c. Era of Refinement and Formalization d. Era 5
ANSWER: d
52. Era 5 is focused on bringing social and relationship focus to marketing by using technology as a tool
to incorporate these new market trends. Which new concept in marketing is wrongly associated with Era
5?
a. social media b. SEO optimization
c. digital marketing d. search marketing
Copyright Cengage Learning. Powered by Cognero. Page 8
