Test Bank for Marketing Management 6th Edition Iacobucci

Chapter 01 - Why Is Marketing Management Important?
1. If you ask the average person, “What is marketing?” you might hear something like, “Marketers make people
buy stuff they don’t need and can’t afford.”
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUS PROG: Promotion
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-1 Defining Marketing
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

2. Marketing is defined as an exchange between a firm and its customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Remember
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

3. Customers typically do not mind paying for purchases if they really want what they are purchasing.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
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,TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

4. John just purchased a new Honda Civic from the local Honda dealership. Even though John was happy and
Honda made a profit, this was not a symbiotic relationship.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Apply
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

5. Marketers try to figure out what customers want and then they try to figure out how to provide it and make
money doing so.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUS PROG: Promotion
LOCAL STANDARDS: United States - OH - Default City - DISC: Strategy
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

6. In an exchange, the customer wants something from the company but the company wants nothing from the
customer.
a. True
b. False
ANSWER: False
POINTS: 1
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,DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

7. Most companies would agree that taking in profits is much more important than keeping customers happy.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUS PROG: Promotion
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

8. The term “market” sounds like it involves selling simple, tangible goods, but as you know, hardly anything
can be marketed.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

9. Aisha, who owns her own green cleaning service, is a marketer when she promotes her business to new
clients.
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, a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUS PROG: Promotion
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Apply
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

10. Marketers help athletes, celebrities, and politicians with their images in their respective marketplaces (to
fans and agents, intelligentsia, or the public).
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Promotion
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Understand
DATE CREATED: 8/16/2021 10:22 AM
DATE MODIFIED: 8/19/2021 8:18 AM

11. Some things that can be marketed include goods, services, experiences, events, and people.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Promotion
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Remember

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