TEST BANK FOR CORE: MARKETING, 8E
(KERIN)
,Core: Marketing, 8e (Kerin)
Chapter 1 Creating Customer Relationships and Value through Marketing
1) In response to a growing interest in healthful, simple products among consumers, Chobani introduced
A) an Italian-style ragù sauce.
B) a Turkish-style cottage cheese.
C) a French-style butter.
D) a Greek-style yogurt.
E) an Asian-style teriyaki sauce.
Answer: D
Explanation: Chobani introduced a Greek yogurt, a product that is higher in protein, lower in sugar, and
thicker and creamier than typical American yogurt. The timing fit perfectly with the shift in demand for
healthier and simpler products.
Difficulty: 1 Easy
Topic: Environmental Influences on Marketing
Learning Objective: 01-02 Explain how marketing discovers and satisfies consumer needs.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
2) From its inception, Chobani wanted to place its yogurt where?
A) in organic food section of major grocery store chains
B) in warehouse club stores like Sam's Club or Costco
C) in the dairy cases of major grocery store chains
D) in mass merchandise stores like Target
E) in independent organic cooperatives, farmers' markets, and major organic grocery stores like Whole
Foods or Sprouts
Answer: C
Explanation: Chobani pushed for distribution in major grocery chains rather than smaller niche stores,
and encouraged placement of the product in the main dairy cases of the stores, not in the specialty or
health food sections. The thinking was that Americans would really like Greek yogurt if they tried it, and
that they would try it if they had heard about it and could find it easily in their grocery store.
Difficulty: 2 Medium
Topic: The 4Ps
Learning Objective: 01-03 Distinguish between marketing mix factors and environmental forces.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
3) All of the following are marketing mix strategies that Chobani has used to sell its yogurt except which?
A) sponsor U.S. Olympic and Paralympic teams
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase sales and
market share
C) create a variety of advertising campaigns for the Chobani YouTube channel
D) rely on word of mouth to reach new customers
E) air a Super Bowl commercial featuring a large bear searching for a snack
Answer: B
Explanation: Marketers at Chobani did not price the Chobani yogurt line below its major competitors
(Yoplait and Dannon) to increase sales and market share. There is no mention of Chobani's pricing
strategy or tactics in the chapter opener example of the textbook.
Difficulty: 2 Medium
Topic: The 4Ps
Learning Objective: 01-03 Distinguish between marketing mix factors and environmental forces.
,Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
4) Which of the following statements about marketing is most accurate?
A) Unless you take a marketing class, you will never truly know anything about marketing.
B) Marketing is nothing more than common sense.
C) Marketing requires an innate sense of creativity; you either have it or you don't.
D) You can call yourself a marketing expert only if you have sold something for a profit.
E) You have significant marketing expertise since you make marketing-related decisions every day.
Answer: E
Explanation: You perform many marketing activities and make marketing-related decisions every day.
Your experience in shopping gives you some expertise in marketing. As a consumer, you've been involved
in thousands of marketing decisions, but mostly on the buying and not on the selling side.
Difficulty: 2 Medium
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
5) Elon Musk was involved in the inception of all of the following companies except which?
A) SpaceX
B) PayPal
C) Tesla
D) Facebook
E) SolarCity
Answer: D
Explanation: Elon Musk has been involved in a variety of innovative business ventures, including
PayPal, SpaceX, Tesla, and Solar City. He was not a part of Facebook's inception.
Difficulty: 1 Easy
Topic: The Role of the Marketing Manager
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
6) Marketing refers to
A) the production of products or services that will generate the highest return on investment.
B) the strategies used in the advertising and promotion of products and services to customers around the
globe.
C) the process of identifying target market segments for a product or service and using selling tactics to
reach them.
D) the activity involved in getting a product or service from the manufacturer to ultimate consumers and
organizational buyers.
E) the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
Answer: E
Explanation: Key term definition—marketing.
Difficulty: 1 Easy
Topic: Define Marketing
, Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
7) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large is referred to as
A) manufacturing.
B) advertising.
C) marketing.
D) selling.
E) promotion.
Answer: C
Explanation: Key term definition—marketing.
Difficulty: 1 Easy
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
8) All of the following are true about marketing except which?
A) Marketing is a broader activity than advertising.
B) Marketing stresses the importance of delivering genuine benefits in the offerings of goods, services,
and ideas sold to customers.
C) Successful marketing usually results in one "winner" and one or more "losers."
D) When an organization engages in marketing, it should also create value for its partners and society.
E) Marketing is a broader activity than personal selling.
Answer: C
Explanation: Marketing is defined as the activity for creating, communicating, delivering, and
exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large.
Marketing is a far broader activity than simply advertising or personal selling. It stresses the importance
of delivering genuine benefits in the offerings of goods, services, and ideas marketed to customers. Also,
notice that an organization's marketing activities should also create value for its partners and for society.
Difficulty: 2 Medium
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
9) An organization's stockholders, its suppliers, its employees, its customers, and society at large all share
what in common with regard to an organization?
A) All are stakeholders and should benefit from the marketing of an organization's offering.
B) Everyone has a say in the ultimate design of a product.
C) Everyone is legally culpable if something goes wrong with a product.
D) All have to make some type of direct financial investment in the organization so it can profitably sell
its products.
E) All use the products and/or services marketed by the organization.
Answer: A
(KERIN)
,Core: Marketing, 8e (Kerin)
Chapter 1 Creating Customer Relationships and Value through Marketing
1) In response to a growing interest in healthful, simple products among consumers, Chobani introduced
A) an Italian-style ragù sauce.
B) a Turkish-style cottage cheese.
C) a French-style butter.
D) a Greek-style yogurt.
E) an Asian-style teriyaki sauce.
Answer: D
Explanation: Chobani introduced a Greek yogurt, a product that is higher in protein, lower in sugar, and
thicker and creamier than typical American yogurt. The timing fit perfectly with the shift in demand for
healthier and simpler products.
Difficulty: 1 Easy
Topic: Environmental Influences on Marketing
Learning Objective: 01-02 Explain how marketing discovers and satisfies consumer needs.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
2) From its inception, Chobani wanted to place its yogurt where?
A) in organic food section of major grocery store chains
B) in warehouse club stores like Sam's Club or Costco
C) in the dairy cases of major grocery store chains
D) in mass merchandise stores like Target
E) in independent organic cooperatives, farmers' markets, and major organic grocery stores like Whole
Foods or Sprouts
Answer: C
Explanation: Chobani pushed for distribution in major grocery chains rather than smaller niche stores,
and encouraged placement of the product in the main dairy cases of the stores, not in the specialty or
health food sections. The thinking was that Americans would really like Greek yogurt if they tried it, and
that they would try it if they had heard about it and could find it easily in their grocery store.
Difficulty: 2 Medium
Topic: The 4Ps
Learning Objective: 01-03 Distinguish between marketing mix factors and environmental forces.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
3) All of the following are marketing mix strategies that Chobani has used to sell its yogurt except which?
A) sponsor U.S. Olympic and Paralympic teams
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase sales and
market share
C) create a variety of advertising campaigns for the Chobani YouTube channel
D) rely on word of mouth to reach new customers
E) air a Super Bowl commercial featuring a large bear searching for a snack
Answer: B
Explanation: Marketers at Chobani did not price the Chobani yogurt line below its major competitors
(Yoplait and Dannon) to increase sales and market share. There is no mention of Chobani's pricing
strategy or tactics in the chapter opener example of the textbook.
Difficulty: 2 Medium
Topic: The 4Ps
Learning Objective: 01-03 Distinguish between marketing mix factors and environmental forces.
,Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
4) Which of the following statements about marketing is most accurate?
A) Unless you take a marketing class, you will never truly know anything about marketing.
B) Marketing is nothing more than common sense.
C) Marketing requires an innate sense of creativity; you either have it or you don't.
D) You can call yourself a marketing expert only if you have sold something for a profit.
E) You have significant marketing expertise since you make marketing-related decisions every day.
Answer: E
Explanation: You perform many marketing activities and make marketing-related decisions every day.
Your experience in shopping gives you some expertise in marketing. As a consumer, you've been involved
in thousands of marketing decisions, but mostly on the buying and not on the selling side.
Difficulty: 2 Medium
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
5) Elon Musk was involved in the inception of all of the following companies except which?
A) SpaceX
B) PayPal
C) Tesla
D) Facebook
E) SolarCity
Answer: D
Explanation: Elon Musk has been involved in a variety of innovative business ventures, including
PayPal, SpaceX, Tesla, and Solar City. He was not a part of Facebook's inception.
Difficulty: 1 Easy
Topic: The Role of the Marketing Manager
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
6) Marketing refers to
A) the production of products or services that will generate the highest return on investment.
B) the strategies used in the advertising and promotion of products and services to customers around the
globe.
C) the process of identifying target market segments for a product or service and using selling tactics to
reach them.
D) the activity involved in getting a product or service from the manufacturer to ultimate consumers and
organizational buyers.
E) the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
Answer: E
Explanation: Key term definition—marketing.
Difficulty: 1 Easy
Topic: Define Marketing
, Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
7) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large is referred to as
A) manufacturing.
B) advertising.
C) marketing.
D) selling.
E) promotion.
Answer: C
Explanation: Key term definition—marketing.
Difficulty: 1 Easy
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
8) All of the following are true about marketing except which?
A) Marketing is a broader activity than advertising.
B) Marketing stresses the importance of delivering genuine benefits in the offerings of goods, services,
and ideas sold to customers.
C) Successful marketing usually results in one "winner" and one or more "losers."
D) When an organization engages in marketing, it should also create value for its partners and society.
E) Marketing is a broader activity than personal selling.
Answer: C
Explanation: Marketing is defined as the activity for creating, communicating, delivering, and
exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large.
Marketing is a far broader activity than simply advertising or personal selling. It stresses the importance
of delivering genuine benefits in the offerings of goods, services, and ideas marketed to customers. Also,
notice that an organization's marketing activities should also create value for its partners and for society.
Difficulty: 2 Medium
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence marketing
actions.
Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
9) An organization's stockholders, its suppliers, its employees, its customers, and society at large all share
what in common with regard to an organization?
A) All are stakeholders and should benefit from the marketing of an organization's offering.
B) Everyone has a say in the ultimate design of a product.
C) Everyone is legally culpable if something goes wrong with a product.
D) All have to make some type of direct financial investment in the organization so it can profitably sell
its products.
E) All use the products and/or services marketed by the organization.
Answer: A
