MKT 101 Principles-Practice Questions-Ch 1-20

Chapter 01 Testbank Key
g g g




1.

Marketersgmightgwishgtogsellgtheirgproductsgtogeveryone,gbutgitgisgnotgpracticalgtogdogso.



TRUE
Aggoodgmarketergwillgseekgoutgpotentialgcustomersgwhoghaveganginterestgingthegproductgandgthegabilitygtogbu
ygit.


AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



2.

ThegfourgPsgincludegproduct,gpromotion,gplanninggandgplace.



FALSE
ThegfourgPsgaregproduct, gprice,gpromotiongandgplace.


AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



3.

Theggroupgofgfirmsgthatgmakesgandgdeliversgaggivengsetgofggoodsgand/orgservicesgisgcalledgagsupplygchain.



TRUE
Supplygchaing(orgmarketinggchannel)gpartnersgincludegallgfirmsginvolvedgingmanufacturinggandg
deliveringggoodsgandgservices,gfromgrawgmaterialgsuppliersgtogretailersgandgshippinggcompanie
s.


AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.3gUnderstandgwhygmarketinggisgimportant,gbothgwithingandgoutsidegthegfirm

,4.

Valuegisgwhatgyouggetgforgwhatgyouggive.



TRUE
Valuegisgthegrelationshipgbetweengthegbenefitsgreceivedgandgthegcosts.


AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



5.

Ingvaluegco-
creation,gthegcustomergparticipatesgingthegcreationgofgaggoodgorgservice,gwhichgprovidesgadditionalgvaluegtogt
hegcustom



TRUE

Ingvaluegco-
creation,gthegfirmgandgthegcustomergworkgtogethergtogcreategtheggoodgorgservice.gThisgproces
sgaddsgvaluegbecausegtheggoodgorgservicegcangbegtailoredgtogthegcustomer’sgneeds.




AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



6.

Overgthegpastgdecadegorgso,gmarketersghavegbegungtogrealisegthatgitgisgbestgtogstructuregagfirm'sgcustomergo
rientationgingtermsgofgtransactionsgrathergthangrelationships.



FALSE
Agtransactionalgorientationgfocusesgonlygongthegcurrentgexchange,gwhereasgagrelationalgorientat
iongattemptsgtogbuildgaglong-
termgrelationshipgwithgthegcustomer,gresultinggingagstreamgofgtransactionsgandg(usually)ghigherg
profits.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.2gExplaingthegconceptgofgvaluegingmarketing

,7.

Whengaggoodgorgservicegisgpromoted,gthegpurposegofgthegpromotiongisgtoginform,gpersuadegorgremindgcustom
ers.



TRUE

Promotionsgareggenerallygdesignedgtoginform,gpersuade,gorgremindgpotentialgbuyersgaboutgaggoodgorgservice.




AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



8.

Whengagcargmanufacturergsellsgtrucks,gcars,gandgcargpartsgtogtheggovernmentgorgmilitary,gthisgisgangexample
gofgB2Cgmarketing.



FALSE
ThisgisgangexamplegofgB2Bg(businessgtogbusiness)gmarketing.gB2Cgmarketinggwouldginvolvegsel
linggcarsgorgtrucksgtogindividualgconsumers.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



9.

ThegpowergadaptersgDellgsellsgwithgitsgcomputersgaregbuiltgbygsmallgcompaniesgwhogspecialisegingpower-
relatedgaccessories.gDellgthegpowergadaptergmanufacturersgaregengaginggingB2Bgmarketing.



TRUE
Dell,gagbusiness,gisgpurchasinggsuppliesgfromganothergbusiness,gsogthisgisgangexamplegofgbusin
ess-to-businessg(B2B)gmarketing.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



10.

GaragegsalesgandgonlinegclassifiedgadsgaregexamplesgofgC2Cgmarketing.



TRUE
ThesegaregC2Cgmarketinggscenarios,gwheregconsumersgmarketgtogeachgother.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations

, 11.

MargoglikesgagbrandgofgcoffeegthatgisgonlygsoldgatgStarbucks,gsogshegplansghergroutegtogworkgtogdrivegbygStar
bucksgeverygmorning.gMargogisgbeingginfluencedgbygtheg'place'gelementgofgthegmarketinggmix.



TRUE
Placegrepresentsgallgthegactivitiesgnecessarygtoggetgthegproductgtogthegrightgcustomergwhength
atgcustomergwantsgit.gForginstance,gmarketinggchannelgconsiderationsghavegpushedgaggrowinggn
umbergofgbusinessesgtogadoptgmultiplegconvenientglocations.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



12.

Whengagt-
shirtgmanufacturergstates,g'Wegonlygsellgitgingblackgbecausegthatgwaygwegcangbuygplentygofgblackgfabricgandg
rungourgplantgefficiently',gtheirgstatementgreflectsgthegviewsgthatgweregpopulargingwhichgeragofgthegevolutiong
ofgmarketing?



A. Production-oriented
B. Sales-oriented
C. Market-oriented
D. Value-basedg marketing
ThisgquestiongrefersgtogthegProduction-
orientedgera,gwhichgisgwhengcompaniesgmanufacturedgitemsgwithoutgtakinggindividuals'gneedsgo
rgwantsgintogconsideration.


AACSB:gAnalyticgBl
oom’s:gRememberg
Difficulty:gEasy
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations



13.

Xaviergisganalysinggpotentialgmarketgsegments.gHegshouldgcarefullygseekgpotentialgcustomersgwhoghavegbothg
anginterestginghisgproductsgand:



A. agthoroughgknowledgegofghisgbrandgmessages
B. thegabilitygtogbuygthem
C. knowledgegofgcompetinggproducts
D. aregremovedgfromgtraditionalgmarketinggalternatives
IfgXaviergselectsgcustomersgwithganginterestgingthegkindsgofgproductsghegoffersgandgthegabilityg
togpurchase,ghegcangcommunicategthegvalueghisgofferingsgprovidegandgoffergcompetitivegcomp
arisonsgasgpartgofghisgmarketinggmix.


AACSB:gAnalyticgBl
oom’s:gUnderstandg
Difficulty:gMedium
LearninggObjective:g1.1gDefinegthegrolegofgmarketinggingorganisations