, TESTBANK FOR Foundations of Marketing 10th Edition Pride
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: An Overview of Strategic Marketing
True / False
1. Marketing consists primarily of selling and advertising.
a. True
b. False
ANSWER: False
2. In marketing, a product can be a good or a service but not an idea.
a. True
b. False
ANSWER: False
3. Services are provided by applying human and mechanical efforts to people or objects to provide intangible benefits to
customers.
a. True
b. False
ANSWER: True
4. For an exchange to occur, each party involved has something of value that the other party finds desirable.
a. True
b. False
ANSWER: True
5. Changes in the marketing environment always hurt marketing efforts.
a. True
b. False
ANSWER: False
6. The marketing concept stresses that a business organization can best achieve its goals by providing customer
satisfaction through coordinated activities.
a. True
b. False
ANSWER: True
7. The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business
organization.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
8. At the most basic level, profits can be obtained through relationships by acquiring new customers, enhancing the
profitability of existing customers, and extending the duration of customer relationships.
a. True
b. False
ANSWER: True
9. Basic and extended warranties can reduce risk, a major customer cost.
a. True
b. False
ANSWER: True
10. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
11. Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable
marketing practices.
a. True
b. False
ANSWER: True
12. It is a good idea to consider parents as part of the target market when marketing new children's lunchboxes that stay
colder longer.
a. True
b. False
ANSWER: True
13. Relationship marketing focuses on satisfying customers to generate the most profit.
a. True
b. False
ANSWER: False
14. The impact of environmental forces on value can be extensive as market changes can easily influence how
stakeholders perceive certain products.
a. True
b. False
ANSWER: True
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
Multiple Choice
15. As part of your small-group project, you are asked to provide the broadest and simplest definition of marketing.
Which of the following would you choose for that purpose?
a. Marketing is the development and efficient distribution of products for consumer segments.
b. Marketing consists of advertising and selling.
c. Marketing is the process of exploring, developing, and delivering value to satisfy the needs of a target market.
d. Marketing is the set of institutions and individuals who offer value to customers.
ANSWER: c
16. What is the focal point of all marketing activities?
a. Value
b. Customers
c. Research
d. Products
ANSWER: b
17. An organization focuses its marketing efforts on a specific group of customers. Another term for this group is which
of the following?
a. Distributional variable
b. Customer component
c. Economic force
d. Target market
ANSWER: d
18. Mercedes-Benz as a company must focus its marketing efforts in a number of directions. Choose the answer that
provides an example of a product, service, and idea that Mercedes’s marketing efforts should address.
a. Product: Sprinter vehicle; Service: loan financing; Idea: auto detailing
b. Product: mechanical repair; Service: loan financing; Idea: luxury
c. Product: S-class sedan; Service: mechanical repair; Idea: luxury
d. Product: luxury; Service: EQS model sedan; Idea: carbon-neutral transportation
ANSWER: c
19. Marketing creates value through the marketing mix. Which variable could arguably be the foundation of the
marketing mix?
a. Product
b. Price
c. Distribution
d. Promotion
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
20. Marketing efforts do not include which of the following?
a. Design of products
b. Repair of products
c. Development of products
d. Promotion of products
ANSWER: b
21. The product variable of the marketing mix can include which of the following categories?
a. Promotion, distribution, and pricing
b. Costs, benefits, and advertising
c. Delivery, advertising, and servicing
d. Goods, services, and ideas
ANSWER: d
22. Marketing activities almost always include which of the following?
a. Supply chain management
b. Employee benefits
c. Actual production of goods
d. Human resources mediation
ANSWER: a
23. Which of the variables in the marketing mix is used to sustain interest in established products that have long been
available?
a. Product
b. Pricing
c. Distribution
d. Promotion
ANSWER: d
24. Which of the variables in the marketing mix is used to keep the total inventory, transportation, and storage costs as
low as possible?
a. Product
b. Pricing
c. Distribution
d. Promotion
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
25. Which of the following best explains why customers are interested in a product’s price?
a. They are concerned about the value obtained in an exchange.
b. They believe they are the target market.
c. They want to make sure it is the lowest price charged for the product.
d. They understand that a higher price means the highest quality.
ANSWER: a
26. Which of the following statements about pricing is most accurate?
a. Pricing levels are most affected by transportation and storage costs.
b. Pricing is the least important of the marketing mix variables.
c. Pricing is the best indicator of a product’s quality.
d. Price is often used as a competitive tool.
ANSWER: d
27. Which of the following statements about changes in the marketing environment is most accurate?
a. Changes within the marketing force seldom influence buyers’ reactions to a firm’s marketing mix.
b. Marketers have a great deal of control over changes in the environment.
c. Changes in the marketing environment produces both uncertainty and opportunity for marketers.
d. Marketing activities take place in a vacuum.
ANSWER: c
28. Which of the following best describes the marketing environment within which marketers must make decisions?
a. Dynamic and influential
b. Static and unchanging
c. Dynamic and regulatory
d. Static and turbulent
ANSWER: a
29. As part of the ongoing education that Reggie, a small business owner, offers to her employees, a session on the
marketing concept is scheduled. Reggie is most likely to include which of the following ideas in that session?
a. The marketing concept rests on making a product.
b. The marketing concept is their customers’ philosophy that the company must adhere to in order to be
successful.
c. Current buyer needs are the sum total of the marketing concept.
d. Achievement of the firm's overall goals is part of the marketing concept.
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
30. When should a business organization employ the marketing concept?
a. To meet the sole goal of producing goods most efficiently
b. To satisfy customers' needs while achieving the overall goals of the organization
c. To ensure that the company’s primary goal is to make large profits
d. To satisfy stockholders and regulators as its central stakeholders
ANSWER: b
31. Which of the following statements most accurately defines “marketing concept”?
a. Implementing the marketing concept benefits the organization rather than its customers.
b. Stakeholder satisfaction is the major focus of the marketing concept.
c. The marketing concept is a second definition of marketing.
d. The marketing concept is a strategic concept aimed at achieving objectives.
ANSWER: d
32. At its essence, what is the point of the marketing concept?
a. Customer satisfaction
b. Profit
c. The long-term needs of society
d. Product creation
ANSWER: a
33. If the management team at Body Wisdom, a massage therapy school, would like to make sure its marketing concept
is central to all employees’ efforts, which of the following should it emphasize with those employees?
a. Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.
b. Striving to satisfy customers’ desires by sacrificing society’s long-term welfare is acceptable.
c. Achievement of the firm's overall goals is part of the marketing concept.
d. The marketing concept directly affects marketing activities but should have a negligible impact on other
organizational activities.
ANSWER: c
34. The market concept stresses that an organization can best achieve its objectives in which of the following ways?
a. By being customer-oriented
b. By being price-conscious
c. By adhering to all relevant regulations
d. By being environmentally progressive
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
35. The market concept developed out of a sequence of three eras. In what order did those three eras occur?
a. The production orientation, the industrial orientation, and the marketing orientation
b. The marketing orientation, the production orientation, and the industrial orientation
c. The production orientation, the regulatory orientation, and the marketing orientation
d. The regulatory orientation, the marketing orientation, and the industrial orientation
ANSWER: a
36. What did businesspeople realize during the period in which the market orientation framework was prevalent?
a. If they could produce products efficiently, customers would buy them.
b. Competition meant they would have to focus more on selling products to many buyers.
c. Creating specific types of value-creating capabilities that enhance organizational performance is an important
goal.
d. To achieve success, the most important marketing activities were personal selling, advertising, and
distribution.
ANSWER: c
37. To take an organization from the period of sales orientation to a framework of market orientation, which of the
following is needed?
a. Products, which by this time could be made relatively efficiently, would have to be promoted through much
personal selling and advertising.
b. Marketers would first need to determine what customers want and then produce those products, rather than
making the products first and then trying to persuade customers that they need them.
c. Firms must develop the ability to produce more products in order to match the increasingly intense
competition.
d. A sales orientation and a marketing orientation are essentially the same thing.
ANSWER: b
38. Which of the following is not a critical aspect of organization’s market orientation?
a. Organization-wide commitment to increased production, sales and profits
b. Organization-wide generation of market intelligence pertaining to current and future customer needs
c. Dissemination of market intelligence across departments
d. Organization-wide responsiveness to market intelligence
ANSWER: a
39. To implement the marketing concept, what must an organization do first?
a. Focus on the most efficient and effective ways to market and distribute its products and services
b. Implement new technologies to produce goods more efficiently
c. Establish an information system to discover customers' real needs
d. Use its information system to create products to satisfy customer needs
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
40. What must a company do to satisfy customers' objectives as well as its own?
a. A company must cater to customers who are willing to pay premium prices for its products.
b. A company must explore the latest technologies to reduce its production costs.
c. A company must spare no costs in producing the products customers most want.
d. A company must coordinate all its activities.
ANSWER: d
41. What is customer relationship management?
a. It is a managerial philosophy that an organization should try to satisfy customers’ needs through a coordinated
set of activities that also allows the organization to achieve its goals.
b. It requires controlling the marketing variables—product, price, distribution, and promotion—to meet the needs
of customers within its target market.
c. It involves using information about customers to create marketing strategies that develop and sustain
rewarding customer relationships.
d. It is managing the competitive, economic, political/legal/regulatory, technological, and sociocultural forces that
surround the customer and affect the marketing mix.
ANSWER: c
42. What is happening when a customer does the calculations for this equation: Value = customer costs − customer
benefits?
a. A customer is subjectively assessing the worth of a product.
b. A customer uses a calculator to find the least-expensive option for a given product.
c. A customer is prioritizing the nonmonetary costs expended to find and purchase desired products.
d. A customer is showing an insensitivity to actual price.
ANSWER: a
43. Customer benefits include which of the following?
a. Time and effort
b. Monetary price and convenience
c. Effort and monetary price
d. Service and convenience
ANSWER: d
44. The process people use to determine the value of a product can best be described as which of the following?
a. Consciously calculated benefits and costs
b. Specific algorithms
c. Aesthetic perceptions
d. A combination of expectations and experience
ANSWER: d
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: An Overview of Strategic Marketing
True / False
1. Marketing consists primarily of selling and advertising.
a. True
b. False
ANSWER: False
2. In marketing, a product can be a good or a service but not an idea.
a. True
b. False
ANSWER: False
3. Services are provided by applying human and mechanical efforts to people or objects to provide intangible benefits to
customers.
a. True
b. False
ANSWER: True
4. For an exchange to occur, each party involved has something of value that the other party finds desirable.
a. True
b. False
ANSWER: True
5. Changes in the marketing environment always hurt marketing efforts.
a. True
b. False
ANSWER: False
6. The marketing concept stresses that a business organization can best achieve its goals by providing customer
satisfaction through coordinated activities.
a. True
b. False
ANSWER: True
7. The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business
organization.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
8. At the most basic level, profits can be obtained through relationships by acquiring new customers, enhancing the
profitability of existing customers, and extending the duration of customer relationships.
a. True
b. False
ANSWER: True
9. Basic and extended warranties can reduce risk, a major customer cost.
a. True
b. False
ANSWER: True
10. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
11. Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable
marketing practices.
a. True
b. False
ANSWER: True
12. It is a good idea to consider parents as part of the target market when marketing new children's lunchboxes that stay
colder longer.
a. True
b. False
ANSWER: True
13. Relationship marketing focuses on satisfying customers to generate the most profit.
a. True
b. False
ANSWER: False
14. The impact of environmental forces on value can be extensive as market changes can easily influence how
stakeholders perceive certain products.
a. True
b. False
ANSWER: True
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
Multiple Choice
15. As part of your small-group project, you are asked to provide the broadest and simplest definition of marketing.
Which of the following would you choose for that purpose?
a. Marketing is the development and efficient distribution of products for consumer segments.
b. Marketing consists of advertising and selling.
c. Marketing is the process of exploring, developing, and delivering value to satisfy the needs of a target market.
d. Marketing is the set of institutions and individuals who offer value to customers.
ANSWER: c
16. What is the focal point of all marketing activities?
a. Value
b. Customers
c. Research
d. Products
ANSWER: b
17. An organization focuses its marketing efforts on a specific group of customers. Another term for this group is which
of the following?
a. Distributional variable
b. Customer component
c. Economic force
d. Target market
ANSWER: d
18. Mercedes-Benz as a company must focus its marketing efforts in a number of directions. Choose the answer that
provides an example of a product, service, and idea that Mercedes’s marketing efforts should address.
a. Product: Sprinter vehicle; Service: loan financing; Idea: auto detailing
b. Product: mechanical repair; Service: loan financing; Idea: luxury
c. Product: S-class sedan; Service: mechanical repair; Idea: luxury
d. Product: luxury; Service: EQS model sedan; Idea: carbon-neutral transportation
ANSWER: c
19. Marketing creates value through the marketing mix. Which variable could arguably be the foundation of the
marketing mix?
a. Product
b. Price
c. Distribution
d. Promotion
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
20. Marketing efforts do not include which of the following?
a. Design of products
b. Repair of products
c. Development of products
d. Promotion of products
ANSWER: b
21. The product variable of the marketing mix can include which of the following categories?
a. Promotion, distribution, and pricing
b. Costs, benefits, and advertising
c. Delivery, advertising, and servicing
d. Goods, services, and ideas
ANSWER: d
22. Marketing activities almost always include which of the following?
a. Supply chain management
b. Employee benefits
c. Actual production of goods
d. Human resources mediation
ANSWER: a
23. Which of the variables in the marketing mix is used to sustain interest in established products that have long been
available?
a. Product
b. Pricing
c. Distribution
d. Promotion
ANSWER: d
24. Which of the variables in the marketing mix is used to keep the total inventory, transportation, and storage costs as
low as possible?
a. Product
b. Pricing
c. Distribution
d. Promotion
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
25. Which of the following best explains why customers are interested in a product’s price?
a. They are concerned about the value obtained in an exchange.
b. They believe they are the target market.
c. They want to make sure it is the lowest price charged for the product.
d. They understand that a higher price means the highest quality.
ANSWER: a
26. Which of the following statements about pricing is most accurate?
a. Pricing levels are most affected by transportation and storage costs.
b. Pricing is the least important of the marketing mix variables.
c. Pricing is the best indicator of a product’s quality.
d. Price is often used as a competitive tool.
ANSWER: d
27. Which of the following statements about changes in the marketing environment is most accurate?
a. Changes within the marketing force seldom influence buyers’ reactions to a firm’s marketing mix.
b. Marketers have a great deal of control over changes in the environment.
c. Changes in the marketing environment produces both uncertainty and opportunity for marketers.
d. Marketing activities take place in a vacuum.
ANSWER: c
28. Which of the following best describes the marketing environment within which marketers must make decisions?
a. Dynamic and influential
b. Static and unchanging
c. Dynamic and regulatory
d. Static and turbulent
ANSWER: a
29. As part of the ongoing education that Reggie, a small business owner, offers to her employees, a session on the
marketing concept is scheduled. Reggie is most likely to include which of the following ideas in that session?
a. The marketing concept rests on making a product.
b. The marketing concept is their customers’ philosophy that the company must adhere to in order to be
successful.
c. Current buyer needs are the sum total of the marketing concept.
d. Achievement of the firm's overall goals is part of the marketing concept.
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
30. When should a business organization employ the marketing concept?
a. To meet the sole goal of producing goods most efficiently
b. To satisfy customers' needs while achieving the overall goals of the organization
c. To ensure that the company’s primary goal is to make large profits
d. To satisfy stockholders and regulators as its central stakeholders
ANSWER: b
31. Which of the following statements most accurately defines “marketing concept”?
a. Implementing the marketing concept benefits the organization rather than its customers.
b. Stakeholder satisfaction is the major focus of the marketing concept.
c. The marketing concept is a second definition of marketing.
d. The marketing concept is a strategic concept aimed at achieving objectives.
ANSWER: d
32. At its essence, what is the point of the marketing concept?
a. Customer satisfaction
b. Profit
c. The long-term needs of society
d. Product creation
ANSWER: a
33. If the management team at Body Wisdom, a massage therapy school, would like to make sure its marketing concept
is central to all employees’ efforts, which of the following should it emphasize with those employees?
a. Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.
b. Striving to satisfy customers’ desires by sacrificing society’s long-term welfare is acceptable.
c. Achievement of the firm's overall goals is part of the marketing concept.
d. The marketing concept directly affects marketing activities but should have a negligible impact on other
organizational activities.
ANSWER: c
34. The market concept stresses that an organization can best achieve its objectives in which of the following ways?
a. By being customer-oriented
b. By being price-conscious
c. By adhering to all relevant regulations
d. By being environmentally progressive
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
35. The market concept developed out of a sequence of three eras. In what order did those three eras occur?
a. The production orientation, the industrial orientation, and the marketing orientation
b. The marketing orientation, the production orientation, and the industrial orientation
c. The production orientation, the regulatory orientation, and the marketing orientation
d. The regulatory orientation, the marketing orientation, and the industrial orientation
ANSWER: a
36. What did businesspeople realize during the period in which the market orientation framework was prevalent?
a. If they could produce products efficiently, customers would buy them.
b. Competition meant they would have to focus more on selling products to many buyers.
c. Creating specific types of value-creating capabilities that enhance organizational performance is an important
goal.
d. To achieve success, the most important marketing activities were personal selling, advertising, and
distribution.
ANSWER: c
37. To take an organization from the period of sales orientation to a framework of market orientation, which of the
following is needed?
a. Products, which by this time could be made relatively efficiently, would have to be promoted through much
personal selling and advertising.
b. Marketers would first need to determine what customers want and then produce those products, rather than
making the products first and then trying to persuade customers that they need them.
c. Firms must develop the ability to produce more products in order to match the increasingly intense
competition.
d. A sales orientation and a marketing orientation are essentially the same thing.
ANSWER: b
38. Which of the following is not a critical aspect of organization’s market orientation?
a. Organization-wide commitment to increased production, sales and profits
b. Organization-wide generation of market intelligence pertaining to current and future customer needs
c. Dissemination of market intelligence across departments
d. Organization-wide responsiveness to market intelligence
ANSWER: a
39. To implement the marketing concept, what must an organization do first?
a. Focus on the most efficient and effective ways to market and distribute its products and services
b. Implement new technologies to produce goods more efficiently
c. Establish an information system to discover customers' real needs
d. Use its information system to create products to satisfy customer needs
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 1: An Overview of Strategic Marketing
40. What must a company do to satisfy customers' objectives as well as its own?
a. A company must cater to customers who are willing to pay premium prices for its products.
b. A company must explore the latest technologies to reduce its production costs.
c. A company must spare no costs in producing the products customers most want.
d. A company must coordinate all its activities.
ANSWER: d
41. What is customer relationship management?
a. It is a managerial philosophy that an organization should try to satisfy customers’ needs through a coordinated
set of activities that also allows the organization to achieve its goals.
b. It requires controlling the marketing variables—product, price, distribution, and promotion—to meet the needs
of customers within its target market.
c. It involves using information about customers to create marketing strategies that develop and sustain
rewarding customer relationships.
d. It is managing the competitive, economic, political/legal/regulatory, technological, and sociocultural forces that
surround the customer and affect the marketing mix.
ANSWER: c
42. What is happening when a customer does the calculations for this equation: Value = customer costs − customer
benefits?
a. A customer is subjectively assessing the worth of a product.
b. A customer uses a calculator to find the least-expensive option for a given product.
c. A customer is prioritizing the nonmonetary costs expended to find and purchase desired products.
d. A customer is showing an insensitivity to actual price.
ANSWER: a
43. Customer benefits include which of the following?
a. Time and effort
b. Monetary price and convenience
c. Effort and monetary price
d. Service and convenience
ANSWER: d
44. The process people use to determine the value of a product can best be described as which of the following?
a. Consciously calculated benefits and costs
b. Specific algorithms
c. Aesthetic perceptions
d. A combination of expectations and experience
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 8
