, TESTBANK FOR Contemporary Marketing 20th Edition Boone
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
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,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
1. Production and marketing of goods and services are two basic functions that create utility.
a. True
b. False
ANSWER: True
2. Form utility is created when the company converts raw materials and component parts into finished goods and
services.
a. True
b. False
ANSWER: True
3. A popular coffee chain takes advantage of time and place utility by positioning its cafes in low-traffic locations such
as retail stores and airports across the country.
a. True
b. False
ANSWER: False
4. The transfer of title to goods or services at the time of purchase creates ownership utility.
a. True
b. False
ANSWER: True
5. Vending machines and convenience stores focus on providing place utility for people buying newspapers, snacks, and
soft drinks.
a. True
b. False
ANSWER: True
6. Designing and marketing want-satisfying goods, services, and ideas are the foundation for the creation of utility.
a. True
b. False
ANSWER: True
7. Marketing of a product begins after it hits the shelf.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
8. Production orientation is a business philosophy that stresses on the importance of _________.
a. quantity of products
b. quality of products
c. production process
d. output efficiency
ANSWER: b
9. In the sales era, firms primarily focused on:
a. determining consumer needs before producing products.
b. matching their output to the potential number of customers.
c. building long-term customer relationships through service and quality.
d. focusing on mass production and distribution excluding customer demand.
ANSWER: b
10. Buying and selling represent _________.
a. exchange functions
b. financing functions
c. administrative functions
d. executive functions
ANSWER: a
11. The marketing era is the successive historical outcome of the ________.
a. sales era
b. research era
c. production era
d. industrial era
ANSWER: a
12. The marketing era is defined by a shift in focus from products and sales to satisfying a __________.
a. producer’s needs
b. consumer’s needs
c. wholesaler’s needs
d. market need
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
13. The emergence of the marketing concept has resulted in companies being better able to:
a. predict future market trends and reduce product development costs.
b. understand their customers' buying needs and tailor offerings accordingly.
c. increase production efficiency and reduce operational costs.
d. focus solely on product quality and minimize customer interaction.
ANSWER: b
14. The advent of a strong buyer’s market created the need for businesses to adopt:
a. product orientation, focusing on maximizing production efficiency.
b. consumer orientation, prioritizing customer needs and preferences.
c. sales orientation, aiming for higher volume sales regardless of customer preferences.
d. market orientation, focusing on targeting a wide audience with generic products.
ANSWER: b
15. The marketing concept focuses on the objective of achieving:
a. long-run profits.
b. short-term success.
c. immediate market share.
d. aggressive sales tactics.
ANSWER: a
16. Based on Glen Inc.’s strategy of producing goods based on local customers’ experiences, needs, and preferences,
which of the following statements best describes their approach?
a. Glen Inc. uses a production-driven strategy, focusing on mass production of standard products.
b. Glen Inc. uses a market-driven strategy, creating products tailored to the needs and preferences of local
customers.
c. Glen Inc. uses a sales-driven strategy, relying on aggressive sales tactics to sell standardized products.
d. Glen Inc. uses a product-driven strategy, prioritizing innovation over customer needs and preferences.
ANSWER: b
17. In the history of marketing, the fourth era (relationship era) has given way to the fifth era, called the ________.
a. sales era
b. production era
c. research era
d. social era
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
18. Which of the following statements best describes a firm that has fully implemented the marketing concept?
a. The firm focuses on short-term sales goals, often at the expense of customer satisfaction.
b. The firm emphasizes company-wide production efficiency without considering customer needs.
c. The firm adopts a consumer orientation throughout the organization, aiming for long-term success.
d. The firm relies on aggressive sales tactics to drive immediate profits excluding customer loyalty.
ANSWER: c
19. Which of the following statements best describes a firm with a sales orientation?
a. The firm believes that consumers will only purchase essential goods.
b. The firm believes consumers will resist purchasing nonessential goods and services.
c. The firm prioritizes long-term customer satisfaction and builds relationships with consumers.
d. The firm focuses on producing high-quality products and assumes that demand will naturally follow.
ANSWER: b
20. Which of the following type of marketing is used by celebrities?
a. Event marketing
b. Sales marketing
c. Person marketing
d. Time marketing
ANSWER: c
21. Promotional events designed to attract visitors to a particular area or to improve the image of a city, state, or nation
would be examples of _______.
a. cause marketing
b. event marketing
c. organization marketing
d. place marketing
ANSWER: d
22. How can a company’s involvement in social issues influence its marketing strategy and brand perception?
a. By solely focusing on the social issue, companies may alienate potential customers who have different values
or interests.
b. Cause marketing helps companies generate higher immediate sales by promoting social causes that align with
consumers' personal beliefs.
c. Cause marketing strengthens brand perception and loyalty by associating a brand with a cause that resonates
with target audiences.
d. Cause marketing leads to negative outcomes as it diverts the company’s resources from product development
and production.
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
23. A theater group promoting a performance to raise funds in the fight against cancer is an example of both cause
marketing and __________.
a. event marketing
b. person marketing
c. place marketing
d. time marketing
ANSWER: a
24. Marketing of sporting, cultural, and recreational activities to selected target markets is known as ________.
a. culture marketing
b. event marketing
c. target marketing
d. sport marketing
ANSWER: b
25. Virtually all colleges and universities have alumni associations that publish magazines, hold reunions, and try to raise
funds. These activities constitute ___________.
a. organization marketing
b. academic marketing
c. cause marketing
d. place marketing
ANSWER: a
26. The traditional view of marketing can be described as:
a. relationship-based marketing.
b. customer-oriented marketing.
c. transaction-based marketing.
d. cause-based marketing.
ANSWER: c
27. According to relationship marketing, what should the lifetime value of a customer exceed?
a. The marketing budget allocated for advertising campaigns
b. The investment made by the firm to attract and retain the customer
c. The cost of goods sold to the customer in the first year
d. The revenue generated in the first year of the customer’s purchase
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
28. What is the primary goal of relationship marketing in terms of customer progression?
a. To reduce customer spending over time
b. To move customers from new customers to advocates who recommend the products
c. To focus on immediate sales without considering long-term relationships
d. To keep customers static without encouraging further engagement
ANSWER: b
29. According to relationship marketing, the loyalty ladder progresses through which stages?
a. New customers, loyal supporters, regular purchasers, and advocates
b. New customers, regular purchasers, loyal supporters, and advocates
c. Regular purchasers, advocates, new customers, and loyal supporters
d. Advocates, loyal supporters, regular purchasers, and new customers
ANSWER: b
30. How does marketing information contribute to building and maintaining lasting relationships with customers?
a. By identifying the most effective pricing strategies
b. By collecting data on competitors' market share
c. By helping firms understand consumer needs
d. By monitoring the firm's financial performance
ANSWER: c
31. In the context of marketing, financing involves:
a. extending credit facilities to channel members (wholesalers and retailers) and end consumers, aiding in cash
flow management.
b. providing short-term loans to wholesalers only, ensuring they can stock up on products during high demand
periods.
c. offering credit terms exclusively to consumers to boost immediate sales without involving intermediary
businesses.
d. creating credit lines for distributors to finance long-term investments in marketing strategies and product
development.
ANSWER: a
32. Compared to transaction marketing, relationship marketing relies more heavily on:
a. promoting one-time purchases using mass marketing and advertisements.
b. focusing on short-term sales through traditional marketing methods and direct selling.
c. building long-term customer relationships through personalized communication and technology.
d. creating broad product awareness through aggressive pricing and mass distribution.
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
33. Risk-taking in marketing refers to:
a. dealing with uncertainty by creating products based on research and expected consumer demand.
b. reducing risks by focusing only on products with proven market demand and existing customers.
c. minimizing uncertainty by creating goods aligned with current consumer trends and needs.
d. managing risk by producing products that are likely to appeal to a broad range of customers.
ANSWER: a
34. Intermediaries that may be involved in a product's movement from producer to final consumer are known as
_______.
a. wholesalers
b. retailers
c. distributors
d. agents
ANSWER: a
35. Manufacturers engage in risk-taking when they:
a. develop goods and services based on market research, anticipating consumer demand despite uncertainty.
b. create new products without confirming demand, relying on intuition and industry trends.
c. invest in production of innovative goods, hoping to meet unmet consumer needs with little prior testing.
d. produce goods based on customer feedback and adjust their offerings as market trends evolve.
ANSWER: a
36. Marketing is the direct connection between a firm and its ________.
a. customers
b. producers
c. market
d. success
ANSWER: a
37. A company combines metal, rubber, and other components in the production of appliances. In doing so, the company
creates _____.
a. ownership utility
b. form utility
c. place utility
d. time utility
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
38. The utility of a product or service is its _______.
a. want-satisfying power
b. reusability
c. function as a commodity
d. design quality
ANSWER: a
39. Fame-us is a talent hunt agency focusing on youth looking to enter Hollywood. As part of their marketing strategy,
Fame-us generates time and place utility by:
a. creating a nationwide advertising campaign to attract applicants.
b. conducting talent hunts at campuses during Thanksgiving.
c. endorsing their services using famous celebrities from Hollywood.
d. opening a well-equipped studio with pre- and post-production facilities.
ANSWER: b
40. The ability to transfer title to goods or services from marketer to buyer is described as _________.
a. ownership utility
b. form utility
c. time utility
d. place utility
ANSWER: a
41. Availability of goods and services at convenient locations creates ______.
a. form utility
b. time utility
c. place utility
d. ownership utility
ANSWER: c
42. Creating form utility is the responsibility of the ___________.
a. finance function
b. production function
c. marketing function
d. research and development function
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 8
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
We continuously update our files to ensure you receive the latest and most accurate
editions.
New editions are added regularly – stay connected for updates!
✅ Why Buy From Us?
📚 Complete & organized chapter-by-chapter – no missing content, no guessing.
⚡ Instant digital delivery – get your file the moment you pay, no waiting.
📅 Always up to date – we track new editions so you always get the latest version.
💬 Friendly support – real humans ready to help, anytime you need us.
🔒 Safe & secure – thousands of satisfied students trust us every semester.
🛡️Our Guarantees
💰 Money-Back Guarantee: Not satisfied? We offer a full refund – no questions asked.
🔄 Wrong File? No Problem: Contact us and we will replace it immediately with the
correct version, free of charge.
⏰ 24/7 Support: We are always here – reach out anytime and expect a fast response.
Contact Email:
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
1. Production and marketing of goods and services are two basic functions that create utility.
a. True
b. False
ANSWER: True
2. Form utility is created when the company converts raw materials and component parts into finished goods and
services.
a. True
b. False
ANSWER: True
3. A popular coffee chain takes advantage of time and place utility by positioning its cafes in low-traffic locations such
as retail stores and airports across the country.
a. True
b. False
ANSWER: False
4. The transfer of title to goods or services at the time of purchase creates ownership utility.
a. True
b. False
ANSWER: True
5. Vending machines and convenience stores focus on providing place utility for people buying newspapers, snacks, and
soft drinks.
a. True
b. False
ANSWER: True
6. Designing and marketing want-satisfying goods, services, and ideas are the foundation for the creation of utility.
a. True
b. False
ANSWER: True
7. Marketing of a product begins after it hits the shelf.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
8. Production orientation is a business philosophy that stresses on the importance of _________.
a. quantity of products
b. quality of products
c. production process
d. output efficiency
ANSWER: b
9. In the sales era, firms primarily focused on:
a. determining consumer needs before producing products.
b. matching their output to the potential number of customers.
c. building long-term customer relationships through service and quality.
d. focusing on mass production and distribution excluding customer demand.
ANSWER: b
10. Buying and selling represent _________.
a. exchange functions
b. financing functions
c. administrative functions
d. executive functions
ANSWER: a
11. The marketing era is the successive historical outcome of the ________.
a. sales era
b. research era
c. production era
d. industrial era
ANSWER: a
12. The marketing era is defined by a shift in focus from products and sales to satisfying a __________.
a. producer’s needs
b. consumer’s needs
c. wholesaler’s needs
d. market need
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
13. The emergence of the marketing concept has resulted in companies being better able to:
a. predict future market trends and reduce product development costs.
b. understand their customers' buying needs and tailor offerings accordingly.
c. increase production efficiency and reduce operational costs.
d. focus solely on product quality and minimize customer interaction.
ANSWER: b
14. The advent of a strong buyer’s market created the need for businesses to adopt:
a. product orientation, focusing on maximizing production efficiency.
b. consumer orientation, prioritizing customer needs and preferences.
c. sales orientation, aiming for higher volume sales regardless of customer preferences.
d. market orientation, focusing on targeting a wide audience with generic products.
ANSWER: b
15. The marketing concept focuses on the objective of achieving:
a. long-run profits.
b. short-term success.
c. immediate market share.
d. aggressive sales tactics.
ANSWER: a
16. Based on Glen Inc.’s strategy of producing goods based on local customers’ experiences, needs, and preferences,
which of the following statements best describes their approach?
a. Glen Inc. uses a production-driven strategy, focusing on mass production of standard products.
b. Glen Inc. uses a market-driven strategy, creating products tailored to the needs and preferences of local
customers.
c. Glen Inc. uses a sales-driven strategy, relying on aggressive sales tactics to sell standardized products.
d. Glen Inc. uses a product-driven strategy, prioritizing innovation over customer needs and preferences.
ANSWER: b
17. In the history of marketing, the fourth era (relationship era) has given way to the fifth era, called the ________.
a. sales era
b. production era
c. research era
d. social era
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
18. Which of the following statements best describes a firm that has fully implemented the marketing concept?
a. The firm focuses on short-term sales goals, often at the expense of customer satisfaction.
b. The firm emphasizes company-wide production efficiency without considering customer needs.
c. The firm adopts a consumer orientation throughout the organization, aiming for long-term success.
d. The firm relies on aggressive sales tactics to drive immediate profits excluding customer loyalty.
ANSWER: c
19. Which of the following statements best describes a firm with a sales orientation?
a. The firm believes that consumers will only purchase essential goods.
b. The firm believes consumers will resist purchasing nonessential goods and services.
c. The firm prioritizes long-term customer satisfaction and builds relationships with consumers.
d. The firm focuses on producing high-quality products and assumes that demand will naturally follow.
ANSWER: b
20. Which of the following type of marketing is used by celebrities?
a. Event marketing
b. Sales marketing
c. Person marketing
d. Time marketing
ANSWER: c
21. Promotional events designed to attract visitors to a particular area or to improve the image of a city, state, or nation
would be examples of _______.
a. cause marketing
b. event marketing
c. organization marketing
d. place marketing
ANSWER: d
22. How can a company’s involvement in social issues influence its marketing strategy and brand perception?
a. By solely focusing on the social issue, companies may alienate potential customers who have different values
or interests.
b. Cause marketing helps companies generate higher immediate sales by promoting social causes that align with
consumers' personal beliefs.
c. Cause marketing strengthens brand perception and loyalty by associating a brand with a cause that resonates
with target audiences.
d. Cause marketing leads to negative outcomes as it diverts the company’s resources from product development
and production.
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
23. A theater group promoting a performance to raise funds in the fight against cancer is an example of both cause
marketing and __________.
a. event marketing
b. person marketing
c. place marketing
d. time marketing
ANSWER: a
24. Marketing of sporting, cultural, and recreational activities to selected target markets is known as ________.
a. culture marketing
b. event marketing
c. target marketing
d. sport marketing
ANSWER: b
25. Virtually all colleges and universities have alumni associations that publish magazines, hold reunions, and try to raise
funds. These activities constitute ___________.
a. organization marketing
b. academic marketing
c. cause marketing
d. place marketing
ANSWER: a
26. The traditional view of marketing can be described as:
a. relationship-based marketing.
b. customer-oriented marketing.
c. transaction-based marketing.
d. cause-based marketing.
ANSWER: c
27. According to relationship marketing, what should the lifetime value of a customer exceed?
a. The marketing budget allocated for advertising campaigns
b. The investment made by the firm to attract and retain the customer
c. The cost of goods sold to the customer in the first year
d. The revenue generated in the first year of the customer’s purchase
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
28. What is the primary goal of relationship marketing in terms of customer progression?
a. To reduce customer spending over time
b. To move customers from new customers to advocates who recommend the products
c. To focus on immediate sales without considering long-term relationships
d. To keep customers static without encouraging further engagement
ANSWER: b
29. According to relationship marketing, the loyalty ladder progresses through which stages?
a. New customers, loyal supporters, regular purchasers, and advocates
b. New customers, regular purchasers, loyal supporters, and advocates
c. Regular purchasers, advocates, new customers, and loyal supporters
d. Advocates, loyal supporters, regular purchasers, and new customers
ANSWER: b
30. How does marketing information contribute to building and maintaining lasting relationships with customers?
a. By identifying the most effective pricing strategies
b. By collecting data on competitors' market share
c. By helping firms understand consumer needs
d. By monitoring the firm's financial performance
ANSWER: c
31. In the context of marketing, financing involves:
a. extending credit facilities to channel members (wholesalers and retailers) and end consumers, aiding in cash
flow management.
b. providing short-term loans to wholesalers only, ensuring they can stock up on products during high demand
periods.
c. offering credit terms exclusively to consumers to boost immediate sales without involving intermediary
businesses.
d. creating credit lines for distributors to finance long-term investments in marketing strategies and product
development.
ANSWER: a
32. Compared to transaction marketing, relationship marketing relies more heavily on:
a. promoting one-time purchases using mass marketing and advertisements.
b. focusing on short-term sales through traditional marketing methods and direct selling.
c. building long-term customer relationships through personalized communication and technology.
d. creating broad product awareness through aggressive pricing and mass distribution.
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
33. Risk-taking in marketing refers to:
a. dealing with uncertainty by creating products based on research and expected consumer demand.
b. reducing risks by focusing only on products with proven market demand and existing customers.
c. minimizing uncertainty by creating goods aligned with current consumer trends and needs.
d. managing risk by producing products that are likely to appeal to a broad range of customers.
ANSWER: a
34. Intermediaries that may be involved in a product's movement from producer to final consumer are known as
_______.
a. wholesalers
b. retailers
c. distributors
d. agents
ANSWER: a
35. Manufacturers engage in risk-taking when they:
a. develop goods and services based on market research, anticipating consumer demand despite uncertainty.
b. create new products without confirming demand, relying on intuition and industry trends.
c. invest in production of innovative goods, hoping to meet unmet consumer needs with little prior testing.
d. produce goods based on customer feedback and adjust their offerings as market trends evolve.
ANSWER: a
36. Marketing is the direct connection between a firm and its ________.
a. customers
b. producers
c. market
d. success
ANSWER: a
37. A company combines metal, rubber, and other components in the production of appliances. In doing so, the company
creates _____.
a. ownership utility
b. form utility
c. place utility
d. time utility
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1 - Marketing: The Art and Science of Satisfying Customers
38. The utility of a product or service is its _______.
a. want-satisfying power
b. reusability
c. function as a commodity
d. design quality
ANSWER: a
39. Fame-us is a talent hunt agency focusing on youth looking to enter Hollywood. As part of their marketing strategy,
Fame-us generates time and place utility by:
a. creating a nationwide advertising campaign to attract applicants.
b. conducting talent hunts at campuses during Thanksgiving.
c. endorsing their services using famous celebrities from Hollywood.
d. opening a well-equipped studio with pre- and post-production facilities.
ANSWER: b
40. The ability to transfer title to goods or services from marketer to buyer is described as _________.
a. ownership utility
b. form utility
c. time utility
d. place utility
ANSWER: a
41. Availability of goods and services at convenient locations creates ______.
a. form utility
b. time utility
c. place utility
d. ownership utility
ANSWER: c
42. Creating form utility is the responsibility of the ___________.
a. finance function
b. production function
c. marketing function
d. research and development function
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 8
