Test Bank For MindTap for Internet Marketing - 26th - 2018 All Chapters - 9781337106764.pdf

Chapter 01 Testbank Key
j j j




1.

Marketersjmightjwishjtojselljtheirjproductsjtojeveryone,jbutjitjisjnotjpracticaljtojdojso.


TRUE
Ajgoodjmarketerjwilljseekjoutjpotentialjcustomersjwhojhavejanjinterestjinjthejproductjandjthejabilityjtojbuyjit.


AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



2.

ThejfourjPsjincludejproduct,jpromotion,jplanningjandjplace.


FALSE
ThejfourjPsjarejproduct,jprice,jpromotionjandjplace.


AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



3.

Thejgroupjofjfirmsjthatjmakesjandjdeliversjajgivenjsetjofjgoodsjand/orjservicesjisjcalledjajsupplyjchain.


TRUE
Supplyjchainj(orjmarketingjchannel)jpartnersjincludejalljfirmsjinvolvedjinjmanufacturingjandjdeliveringjgoodsjandjser
vices,jfromjrawjmaterialjsuppliersjtojretailersjandjshippingjcompanies.


AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.3jUnderstandjwhyjmarketingjisjimportant,jbothjwithinjandjoutsidejthejfirm

,4.

Valuejisjwhatjyoujgetjforjwhatjyoujgive.


TRUE
Valuejisjthejrelationshipjbetweenjthejbenefitsjreceivedjandjthejcosts.


AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



5.

Injvaluejco-creation,jthejcustomerjparticipatesjinjthejcreationjofjajgoodjorjservice,jwhichjprovidesjadditionaljvaluejtojthejcustom


TRUE

Injvaluejco-
creation,jthejfirmjandjthejcustomerjworkjtogetherjtojcreatejthejgoodjorjservice.jThisjprocessjaddsjvaluejbecausejthejg
oodjorjservicejcanjbejtailoredjtojthejcustomer’sjneeds.




AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



6.

Overjthejpastjdecadejorjso,jmarketersjhavejbegunjtojrealisejthatjitjisjbestjtojstructurejajfirm'sjcustomerjorientationjinjtermsjofjtransaction
sjratherjthanjrelationships.


FALSE
Ajtransactionaljorientationjfocusesjonlyjonjthejcurrentjexchange,jwhereasjajrelationaljorientationjattemptsjtojbuildjajlo
ng-termjrelationshipjwithjthejcustomer,jresultingjinjajstreamjofjtransactionsjandj(usually)jhigherjprofits.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.2jExplainjthejconceptjofjvaluejinjmarketing

,7.

Whenjajgoodjorjservicejisjpromoted,jthejpurposejofjthejpromotionjisjtojinform,jpersuadejorjremindjcustomers.


TRUE

Promotionsjarejgenerallyjdesignedjtojinform,jpersuade,jorjremindjpotentialjbuyersjaboutjajgoodjorjservice.




AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



8.

Whenjajcarjmanufacturerjsellsjtrucks,jcars,jandjcarjpartsjtojthejgovernmentjorjmilitary,jthisjisjanjexamplejofjB2Cjmarketing.


FALSE
ThisjisjanjexamplejofjB2Bj(businessjtojbusiness)jmarketing.jB2Cjmarketingjwouldjinvolvejsellingjcarsjorjtrucksjtojindi
vidualjconsumers.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



9.

ThejpowerjadaptersjDelljsellsjwithjitsjcomputersjarejbuiltjbyjsmalljcompaniesjwhojspecialisejinjpower-
relatedjaccessories.jDelljthejpowerjadapterjmanufacturersjarejengagingjinjB2Bjmarketing.


TRUE
Dell,jajbusiness,jisjpurchasingjsuppliesjfromjanotherjbusiness,jsojthisjisjanjexamplejofjbusiness-to-
businessj(B2B)jmarketing.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



10.

GaragejsalesjandjonlinejclassifiedjadsjarejexamplesjofjC2Cjmarketing.


TRUE
ThesejarejC2Cjmarketingjscenarios,jwherejconsumersjmarketjtojeachjother.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations

, 11.

MargojlikesjajbrandjofjcoffeejthatjisjonlyjsoldjatjStarbucks,jsojshejplansjherjroutejtojworkjtojdrivejbyjStarbucksjeveryjmorning.jMargojisjb
eingjinfluencedjbyjthej'place'jelementjofjthejmarketingjmix.


TRUE
Placejrepresentsjalljthejactivitiesjnecessaryjtojgetjthejproductjtojthejrightjcustomerjwhenjthatjcustomerjwantsjit.jForjin
stance,jmarketingjchanneljconsiderationsjhavejpushedjajgrowingjnumberjofjbusinessesjtojadoptjmultiplejconvenientjl
ocations.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



12.

Whenjajt-
shirtjmanufacturerjstates,j'Wejonlyjselljitjinjblackjbecausejthatjwayjwejcanjbuyjplentyjofjblackjfabricjandjrunjourjplantjefficiently',jtheirjstat
ementjreflectsjthejviewsjthatjwerejpopularjinjwhichjerajofjthejevolutionjofjmarketing?



A. Production-oriented
B. Sales-oriented
C. Market-oriented
D. Value-basedj marketing
ThisjquestionjrefersjtojthejProduction-
orientedjera,jwhichjisjwhenjcompaniesjmanufacturedjitemsjwithoutjtakingjindividuals'jneedsjorjwantsjintojconsideratio
n.


AACSB:jAnalyticjBlo
om’s:jRememberjDiff
iculty:jEasy
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations



13.

Xavierjisjanalysingjpotentialjmarketjsegments.jHejshouldjcarefullyjseekjpotentialjcustomersjwhojhavejbothjanjinterestjinjhisjproductsjan
d:



A. ajthoroughjknowledgejofjhisjbrandjmessages
B. thejabilityjtojbuyjthem
C. knowledgejofjcompetingjproducts
D. arejremovedjfromjtraditionaljmarketingjalternatives
IfjXavierjselectsjcustomersjwithjanjinterestjinjthejkindsjofjproductsjhejoffersjandjthejabilityjtojpurchase,jhejcanjcommu
nicatejthejvaluejhisjofferingsjprovidejandjofferjcompetitivejcomparisonsjasjpartjofjhisjmarketingjmix.


AACSB:jAnalyticjBlo
om’s:jUnderstandjDiff
iculty:jMedium
LearningjObjective:j1.1jDefinejthejrolejofjmarketingjinjorganisations