, TESTBANK FOR MKTG 14th Edition Lamb
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!
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Chapter 01: An Overview of Marketing
Multiple Choice
1. 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.
ANSWER: b
2. Which statement expresses the American Marketing Association (AMA)’s core definition of marketing?
a. Marketing is a philosophy, an attitude, a perspective, or a management orientation that stresses employee
satisfaction.
b. Marketing is an organization function and a set of processes that have value for customers, clients, partners,
and society at large.
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.
ANSWER: b
3. Giving up something in order to receive something else is an example of the basic marketing principle of which of the
following?
a. Exchange
b. Distribution
c. Production
d. Selling
ANSWER: a
4. In 2022, Cisco, Hilton, and Wegman’s Food Markets secured the top three positions on Fortune’s “100 Best
Companies to Work For” because the companies did which of the following?
a. Had large increases in profits
b. Provided jobs to unemployed workers
c. Prioritized diversity, equity, inclusion, and belonging programs
d. Produced innovative goods and services
ANSWER: c
5. Which of the following is a facet of marketing?
a. Marketing is a philosophy.
b. Marketing focuses solely on selling services.
c. Marketing is only about advertising.
d. Marketing focuses solely on selling goods.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: An Overview of Marketing
6. Which of the following is not required for an exchange to take place?
a. There must be at least three parties.
b. Each party has something that might be of value to the other party.
c. Each party is capable of communication and delivery.
d. Each party is free to accept or reject the exchange offer.
ANSWER: a
7. Marketing is based on the understanding that organizations have employees, suppliers, stockholders, and distributors
as which of the following?
a. Stakeholder “partners”
b. Competitors
c. Clients
d. Consultants
ANSWER: a
8. Marketing can occur even if an exchange does not occur. When Ana Gomez sold her car, she put an ad in the local
newspaper and allowed potential customers to test drive the vehicle. Even if no one bought her used automobile, Ana
engaged in marketing by doing which of the following?
a. Advertising
b. Hiring a used car dealer
c. Preparing the car for sale
d. Considering a replacement vehicle
ANSWER: a
9. Facebook usage has evolved beyond updating status or simply posting photos. For example, a user like Jermaine can
now post for sale items or posts to inform others that they are looking to buy items. Jermaine recently posted that he
had a solid wood outdoor table and chairs for sale in perfect condition for $300. Chasley and her partner have been
searching for an outdoor set, but they don’t use Facebook, only Instagram. Is it likely an exchange will occur?
a. No, it is not likely an exchange will occur because the parties are not using the same platforms of
communication.
b. Yes, it is likely an exchange will occur because there are at least two parties.
c. No, it is not likely an exchange will occur since it’s not known whether the dining room set is of value to
another party.
d. Yes, it is likely an exchange will occur as each party will consider the other to be a desirable exchange
partner.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: An Overview of Marketing
10. Walmart is the largest retailer, with both brick-and-mortar stores and a growing internet business. Walmart continues
to innovate with its service to shop online and pick up at the store. Walmart has also faced criticism due to its low
wages and difficulty for part-time employees to get group health insurance. Many consumers refuse to shop at the
store due to their employee policies. Based on this scenario, which criterion for an exchange to occur is missing?
a. Each party has something of value to offer another party.
b. Each party must be capable of communication and delivery.
c. There must be at least two parties.
d. Each party is willing to consider the other to be a desirable exchange partner.
ANSWER: d
11. Automobile companies’ sales are driven by word of mouth and rankings from customers who are satisfied. They use
a marketing style that is aggressive, where the customer is not in charge. This can lead to confusion about what
customers want and need. Which of the following marketing management philosophies has this issue?
a. Sales orientation
b. Societal marketing orientation
c. Market orientation
d. Production orientation
ANSWER: a
12. When a firm focuses on its internal capabilities rather than on the desires and needs of the marketplace, then the
firm is said to have adopted which of the following marketing management philosophies?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: a
13. A firm could benefit from a production orientation when which of the following occurs?
a. When it produces exactly what the market wants
b. When the market demand is less than the products supplied by the firm
c. When competition is strong
d. When it focuses on what products company management thinks should be produced and hopes customers
want
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: An Overview of Marketing
14. The furniture industry is infamous for its disregard for customers and slow cycle times. Companies produce and
stock similar sofas, coffee tables, chairs, and end tables for living rooms. Regardless of what customers may be
looking for, this selection is what they will find at these stores—and companies have been so long-lived because
what they produce has matched customer expectations. Which of the following marketing management philosophies
has this industry always been involved in?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: a
15. A sales orientation is common for businesses selling products or services in which of the following?
a. Markets with a low level of competition
b. Highly competitive markets
c. Situations when intermediaries do not push manufacturers’ products
d. Situations that convince people to buy products they do not want
ANSWER: b
16. Dell creates computers, operating systems, and other gadgets that it hopes the public will want and buy because of
Dell’s reputation for innovation. Which of the following marketing management philosophies does Dell have?
a. Market orientation
b. Production orientation
c. Sales orientation
d. Societal marketing orientation
ANSWER: b
17. The management team at Laptop Depot believes that increased transactions will result in high profits. Together with
the company team members, management devises a strategy to promote its new line of convertible laptops based on
the assumption that consumers will purchase a product if the company promotes it aggressively. Which of the
following marketing management philosophies can this hypothesis be attributed to?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: An Overview of Marketing
18. Which of the following orientations intends to satisfy customer wants and needs and also preserve or enhance
individuals’ and the community’s long-term best interests?
a. Societal marketing
b. Market
c. Production
d. Sales
ANSWER: a
19. Gap was established with the objective of providing opportunities to the individuals and communities impacted by its
business. Therefore, corporate social responsibility has always been a crucial aspect of the company, even before
the term became widely used. Which of the following orientations is Gap an example of?
a. Market
b. Societal marketing
c. Production
d. Sales
ANSWER: b
20. Toy manufacturers are making big changes toward sustainability in their product design and packaging to respond to
demands from parents and toy retailers. Hasbro and LEGO are among the companies that have committed to
eliminating all plastic packaging. Which of the following marketing management philosophies do these companies
follow?
a. Production orientation
b. Sales orientation
c. Market orientation
d. Societal marketing orientation
ANSWER: d
21. The Royal Pressure Washing Company aims for a high number of clients, which results in high profits. To meet its
goal, Royal markets its pressure washing service vigorously because there are many sidewalk services and buildings
in the local community. As a sales-oriented company, which of the following does Royal focus on?
a. The needs and wants of the customers
b. Societal marketing
c. Enhancing individuals’ and society’s long-term best interests
d. The internal capabilities of the firm
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: An Overview of Marketing
22. Which of the following is a similarity between a production orientation and a sales orientation?
a. Both ignore the importance of assessing a firm’s internal capabilities.
b. Both lack an understanding of the needs and wants of the marketplace.
c. Both place little emphasis on the assessment of manufacturing plants and facilities.
d. Both fail in a market where demand exceeds supply.
ANSWER: b
23. The management of Intel believes that success can be achieved with a thorough understanding of its competitive
arena and by developing products that satisfy the needs, wants, and expectations of customers. Therefore, Intel can
be said to have which of the following marketing management philosophies?
a. Production orientation
b. Sales orientation
c. Market orientation
d. Societal marketing orientation
ANSWER: c
24. Which situation can a production-oriented firm survive or prosper in the marketplace?
a. When competition is weak
b. When supply exceeds demand
c. When competition is strong
d. When demand equals supply
ANSWER: a
25. Which of the following activities is not required to achieve a market orientation?
a. Obtaining information about customers and competitors
b. Examining information about markets from a business perspective
c. Employing a high-quality sales force to aggressively promote goods and services
d. Determining and implementing actions to provide and deliver added value to customers
ANSWER: c
26. Bob’s Natural Foods outperforms its competitors in today’s marketplace because it tries to put its customers at the
center of its business and does its best to provide the products and services its customers’ request. Which of the
following focuses does Bob’s Natural Foods derive its understanding of the competitive arena from?
a. Production-oriented
b. Sales-oriented
c. Market-oriented
d. Societal marketing-oriented
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: An Overview of Marketing
27. Which of the following is the relationship between benefits and the sacrifice necessary to obtain those benefits?
a. Teamwork
b. Customer value
c. Customer satisfaction
d. Empowerment
ANSWER: b
28. Tyson is a frozen chicken dinner company that targets those who care about how food tastes and where the food
comes from. In other words, value is something that shoppers of all markets and at all income levels look for. Which
of the following does this example show?
a. Customer value is the relationship between benefits and the sacrifice necessary to obtain them.
b. Customer satisfaction is the relationship between benefits and the sacrifice necessary to obtain them.
c. Empowerment is the relationship between benefits and the sacrifice necessary to obtain them.
d. Teamwork is the relationship between benefits and the sacrifice necessary to obtain them.
ANSWER: a
29. Jamal, a customer of Associated Bank, feels that the bank has met his expectations for high-quality service. He
gives the bank high ratings on its feedback form and also recommends the bank to his friends and family. Which of
the following is Jamal’s evaluation of Associated Bank a reflection of?
a. Customer value
b. Customer satisfaction
c. Customer relations
d. Consumer management
ANSWER: b
30. Activision, a publisher of video games, monitors social media conversations that are relevant to its products and
follows up on those conversations. Which of the following is this long-term focus on customer needs the hallmark of?
a. Customer value
b. Relationship marketing
c. Teamwork
d. Empowerment
ANSWER: b
31. The strategy of improving affiliations with existing customers, which is based on the assumption that most customers
prefer to maintain an ongoing rapport with one organization rather than switch continually among providers in their
search for value, is defined as which of the following?
a. Customer value
b. Relationship marketing
c. Teamwork
d. Empowerment
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: An Overview of Marketing
32. Employees at Ritz-Carlton hotels developed service guidelines. The guidelines include brief statements such as “I
own and immediately resolve guest problems.” These employees sustain the company’s success and take
responsibility for their actions. Which of the following is the reasoning behind why the employees do this?
a. Because they are empowered to put values into actions
b. Because they are offered extensive training
c. Because they are given less work
d. Because they are not pressurized with deadlines
ANSWER: a
33. All the following are advantages of defining a firm’s mission in terms of benefits that customers seek, except for
which one?
a. Keeping the firm focused on its customer instead of becoming preoccupied with its internal needs
b. Encouraging innovation, creativity, and developing new ways to satisfy customer expectations
c. Stimulating an awareness of changes in customer desires and preferences so that product offerings remain
relevant
d. Allowing management to focus on creating an aggressive sales force
ANSWER: d
34. IKEA aims to create a better everyday life for many people. Its mission could have been related to beautiful,
affordable furniture (product oriented), but instead, it focuses on making everyday life better for its customers.
Which of the following does this example show?
a. Market-oriented firms shape their mission statement in terms of customer benefits.
b. Sales-oriented firms create a connection with their customers and employees.
c. Market-oriented firms shape their mission statement in terms of goods and services.
d. A sales-oriented firm defines its mission statement in terms of goods and services.
ANSWER: a
35. A sales orientation is based on the belief that people will buy more goods and services if aggressive sales techniques
are used and that high sales result in high profits. Which of the following might be why this attitude might lead to the
firm’s missing business opportunities?
a. It lacks the understanding of what the customers may need and want from the marketplace.
b. It focuses on providing value and benefits to its customers instead of meeting company objectives.
c. It emphasizes enhancing individuals’ and society’s long-term best interests.
d. It concentrates on relationship-building, empowerment, and teamwork.
ANSWER: a
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 01: An Overview of Marketing
Multiple Choice
1. 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.
ANSWER: b
2. Which statement expresses the American Marketing Association (AMA)’s core definition of marketing?
a. Marketing is a philosophy, an attitude, a perspective, or a management orientation that stresses employee
satisfaction.
b. Marketing is an organization function and a set of processes that have value for customers, clients, partners,
and society at large.
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.
ANSWER: b
3. Giving up something in order to receive something else is an example of the basic marketing principle of which of the
following?
a. Exchange
b. Distribution
c. Production
d. Selling
ANSWER: a
4. In 2022, Cisco, Hilton, and Wegman’s Food Markets secured the top three positions on Fortune’s “100 Best
Companies to Work For” because the companies did which of the following?
a. Had large increases in profits
b. Provided jobs to unemployed workers
c. Prioritized diversity, equity, inclusion, and belonging programs
d. Produced innovative goods and services
ANSWER: c
5. Which of the following is a facet of marketing?
a. Marketing is a philosophy.
b. Marketing focuses solely on selling services.
c. Marketing is only about advertising.
d. Marketing focuses solely on selling goods.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: An Overview of Marketing
6. Which of the following is not required for an exchange to take place?
a. There must be at least three parties.
b. Each party has something that might be of value to the other party.
c. Each party is capable of communication and delivery.
d. Each party is free to accept or reject the exchange offer.
ANSWER: a
7. Marketing is based on the understanding that organizations have employees, suppliers, stockholders, and distributors
as which of the following?
a. Stakeholder “partners”
b. Competitors
c. Clients
d. Consultants
ANSWER: a
8. Marketing can occur even if an exchange does not occur. When Ana Gomez sold her car, she put an ad in the local
newspaper and allowed potential customers to test drive the vehicle. Even if no one bought her used automobile, Ana
engaged in marketing by doing which of the following?
a. Advertising
b. Hiring a used car dealer
c. Preparing the car for sale
d. Considering a replacement vehicle
ANSWER: a
9. Facebook usage has evolved beyond updating status or simply posting photos. For example, a user like Jermaine can
now post for sale items or posts to inform others that they are looking to buy items. Jermaine recently posted that he
had a solid wood outdoor table and chairs for sale in perfect condition for $300. Chasley and her partner have been
searching for an outdoor set, but they don’t use Facebook, only Instagram. Is it likely an exchange will occur?
a. No, it is not likely an exchange will occur because the parties are not using the same platforms of
communication.
b. Yes, it is likely an exchange will occur because there are at least two parties.
c. No, it is not likely an exchange will occur since it’s not known whether the dining room set is of value to
another party.
d. Yes, it is likely an exchange will occur as each party will consider the other to be a desirable exchange
partner.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: An Overview of Marketing
10. Walmart is the largest retailer, with both brick-and-mortar stores and a growing internet business. Walmart continues
to innovate with its service to shop online and pick up at the store. Walmart has also faced criticism due to its low
wages and difficulty for part-time employees to get group health insurance. Many consumers refuse to shop at the
store due to their employee policies. Based on this scenario, which criterion for an exchange to occur is missing?
a. Each party has something of value to offer another party.
b. Each party must be capable of communication and delivery.
c. There must be at least two parties.
d. Each party is willing to consider the other to be a desirable exchange partner.
ANSWER: d
11. Automobile companies’ sales are driven by word of mouth and rankings from customers who are satisfied. They use
a marketing style that is aggressive, where the customer is not in charge. This can lead to confusion about what
customers want and need. Which of the following marketing management philosophies has this issue?
a. Sales orientation
b. Societal marketing orientation
c. Market orientation
d. Production orientation
ANSWER: a
12. When a firm focuses on its internal capabilities rather than on the desires and needs of the marketplace, then the
firm is said to have adopted which of the following marketing management philosophies?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: a
13. A firm could benefit from a production orientation when which of the following occurs?
a. When it produces exactly what the market wants
b. When the market demand is less than the products supplied by the firm
c. When competition is strong
d. When it focuses on what products company management thinks should be produced and hopes customers
want
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: An Overview of Marketing
14. The furniture industry is infamous for its disregard for customers and slow cycle times. Companies produce and
stock similar sofas, coffee tables, chairs, and end tables for living rooms. Regardless of what customers may be
looking for, this selection is what they will find at these stores—and companies have been so long-lived because
what they produce has matched customer expectations. Which of the following marketing management philosophies
has this industry always been involved in?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: a
15. A sales orientation is common for businesses selling products or services in which of the following?
a. Markets with a low level of competition
b. Highly competitive markets
c. Situations when intermediaries do not push manufacturers’ products
d. Situations that convince people to buy products they do not want
ANSWER: b
16. Dell creates computers, operating systems, and other gadgets that it hopes the public will want and buy because of
Dell’s reputation for innovation. Which of the following marketing management philosophies does Dell have?
a. Market orientation
b. Production orientation
c. Sales orientation
d. Societal marketing orientation
ANSWER: b
17. The management team at Laptop Depot believes that increased transactions will result in high profits. Together with
the company team members, management devises a strategy to promote its new line of convertible laptops based on
the assumption that consumers will purchase a product if the company promotes it aggressively. Which of the
following marketing management philosophies can this hypothesis be attributed to?
a. Production
b. Sales
c. Market
d. Societal marketing
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: An Overview of Marketing
18. Which of the following orientations intends to satisfy customer wants and needs and also preserve or enhance
individuals’ and the community’s long-term best interests?
a. Societal marketing
b. Market
c. Production
d. Sales
ANSWER: a
19. Gap was established with the objective of providing opportunities to the individuals and communities impacted by its
business. Therefore, corporate social responsibility has always been a crucial aspect of the company, even before
the term became widely used. Which of the following orientations is Gap an example of?
a. Market
b. Societal marketing
c. Production
d. Sales
ANSWER: b
20. Toy manufacturers are making big changes toward sustainability in their product design and packaging to respond to
demands from parents and toy retailers. Hasbro and LEGO are among the companies that have committed to
eliminating all plastic packaging. Which of the following marketing management philosophies do these companies
follow?
a. Production orientation
b. Sales orientation
c. Market orientation
d. Societal marketing orientation
ANSWER: d
21. The Royal Pressure Washing Company aims for a high number of clients, which results in high profits. To meet its
goal, Royal markets its pressure washing service vigorously because there are many sidewalk services and buildings
in the local community. As a sales-oriented company, which of the following does Royal focus on?
a. The needs and wants of the customers
b. Societal marketing
c. Enhancing individuals’ and society’s long-term best interests
d. The internal capabilities of the firm
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: An Overview of Marketing
22. Which of the following is a similarity between a production orientation and a sales orientation?
a. Both ignore the importance of assessing a firm’s internal capabilities.
b. Both lack an understanding of the needs and wants of the marketplace.
c. Both place little emphasis on the assessment of manufacturing plants and facilities.
d. Both fail in a market where demand exceeds supply.
ANSWER: b
23. The management of Intel believes that success can be achieved with a thorough understanding of its competitive
arena and by developing products that satisfy the needs, wants, and expectations of customers. Therefore, Intel can
be said to have which of the following marketing management philosophies?
a. Production orientation
b. Sales orientation
c. Market orientation
d. Societal marketing orientation
ANSWER: c
24. Which situation can a production-oriented firm survive or prosper in the marketplace?
a. When competition is weak
b. When supply exceeds demand
c. When competition is strong
d. When demand equals supply
ANSWER: a
25. Which of the following activities is not required to achieve a market orientation?
a. Obtaining information about customers and competitors
b. Examining information about markets from a business perspective
c. Employing a high-quality sales force to aggressively promote goods and services
d. Determining and implementing actions to provide and deliver added value to customers
ANSWER: c
26. Bob’s Natural Foods outperforms its competitors in today’s marketplace because it tries to put its customers at the
center of its business and does its best to provide the products and services its customers’ request. Which of the
following focuses does Bob’s Natural Foods derive its understanding of the competitive arena from?
a. Production-oriented
b. Sales-oriented
c. Market-oriented
d. Societal marketing-oriented
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: An Overview of Marketing
27. Which of the following is the relationship between benefits and the sacrifice necessary to obtain those benefits?
a. Teamwork
b. Customer value
c. Customer satisfaction
d. Empowerment
ANSWER: b
28. Tyson is a frozen chicken dinner company that targets those who care about how food tastes and where the food
comes from. In other words, value is something that shoppers of all markets and at all income levels look for. Which
of the following does this example show?
a. Customer value is the relationship between benefits and the sacrifice necessary to obtain them.
b. Customer satisfaction is the relationship between benefits and the sacrifice necessary to obtain them.
c. Empowerment is the relationship between benefits and the sacrifice necessary to obtain them.
d. Teamwork is the relationship between benefits and the sacrifice necessary to obtain them.
ANSWER: a
29. Jamal, a customer of Associated Bank, feels that the bank has met his expectations for high-quality service. He
gives the bank high ratings on its feedback form and also recommends the bank to his friends and family. Which of
the following is Jamal’s evaluation of Associated Bank a reflection of?
a. Customer value
b. Customer satisfaction
c. Customer relations
d. Consumer management
ANSWER: b
30. Activision, a publisher of video games, monitors social media conversations that are relevant to its products and
follows up on those conversations. Which of the following is this long-term focus on customer needs the hallmark of?
a. Customer value
b. Relationship marketing
c. Teamwork
d. Empowerment
ANSWER: b
31. The strategy of improving affiliations with existing customers, which is based on the assumption that most customers
prefer to maintain an ongoing rapport with one organization rather than switch continually among providers in their
search for value, is defined as which of the following?
a. Customer value
b. Relationship marketing
c. Teamwork
d. Empowerment
ANSWER: b
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: An Overview of Marketing
32. Employees at Ritz-Carlton hotels developed service guidelines. The guidelines include brief statements such as “I
own and immediately resolve guest problems.” These employees sustain the company’s success and take
responsibility for their actions. Which of the following is the reasoning behind why the employees do this?
a. Because they are empowered to put values into actions
b. Because they are offered extensive training
c. Because they are given less work
d. Because they are not pressurized with deadlines
ANSWER: a
33. All the following are advantages of defining a firm’s mission in terms of benefits that customers seek, except for
which one?
a. Keeping the firm focused on its customer instead of becoming preoccupied with its internal needs
b. Encouraging innovation, creativity, and developing new ways to satisfy customer expectations
c. Stimulating an awareness of changes in customer desires and preferences so that product offerings remain
relevant
d. Allowing management to focus on creating an aggressive sales force
ANSWER: d
34. IKEA aims to create a better everyday life for many people. Its mission could have been related to beautiful,
affordable furniture (product oriented), but instead, it focuses on making everyday life better for its customers.
Which of the following does this example show?
a. Market-oriented firms shape their mission statement in terms of customer benefits.
b. Sales-oriented firms create a connection with their customers and employees.
c. Market-oriented firms shape their mission statement in terms of goods and services.
d. A sales-oriented firm defines its mission statement in terms of goods and services.
ANSWER: a
35. A sales orientation is based on the belief that people will buy more goods and services if aggressive sales techniques
are used and that high sales result in high profits. Which of the following might be why this attitude might lead to the
firm’s missing business opportunities?
a. It lacks the understanding of what the customers may need and want from the marketplace.
b. It focuses on providing value and benefits to its customers instead of meeting company objectives.
c. It emphasizes enhancing individuals’ and society’s long-term best interests.
d. It concentrates on relationship-building, empowerment, and teamwork.
ANSWER: a
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