Chapter 1—An Overview of Marketing
s s s s
MULTIPLEsCHOICE
1. Whatsissthesdefinitionsofsmarketing?
a. planningssalesscampaigns
b. selling
c. advertisingsandspromotionsactivities
d. asphilosophysthatsstressesscustomerssatisfaction
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
2. Asbusinesssissconcernedswithsmanysday-to-
daysactivities.sSomesofsthesmostsimportantsaresthesplanningsandsconceptionsofsthesproductsorsservice,
sitsspricingspolicy,sandsthesdistributionsstrategy.sWhatsaresthesesactivitiesspartsof?
a. humansresources
b. production
c. marketing
d. accounting
ANS:s C
Thissdescriptionscontainssthreesofsthesfoursmainsactivitiessincludedsinsthesmarketingsfunction.sM
anysstudentssmaysmistakenlysbelievesthatsmarketingsissconcernedsonlyswithspromotion.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
3. Whichsofsthesfollowingsissassetsofsactivitiessusedstosimplementsasmanagementsorientationsthatsstr
essesscustomerssatisfaction?
a. ascontrolssystem
b. customersmanagement
c. planningsstrategy
d. marketing
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
4. Marketingsissansorganizationalsfunctionsandsassetsofsprocessessforscreating,scommunicating,sandsde
liveringswhichsonesofsthesfollowingstoscustomers?
a. sales
b. benefits
c. satisfaction
d. value
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
Copyrights©s2012sNelsonsEducationsLimited 1-1
,5. Thesideasthatspeoplesgivesupssomethingsinsorderstosreceivessomethingsthatstheyswouldsrathershavesiss
askeysingredientsinsmarketing.sWhatsissthisscalled?
a. exchange
b. synergy
c. reciprocity
d. promotion
ANS:s A PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
6. Whatsmustshappensinsordersforsexchangestosoccur?
a. Eachspartysmustshavessomethingsofsvaluestosthesothersparty.
b. Asprofit-orientedsorganizationsmustsbesinvolved.
c. Organizedsmarketingsactivitiessmustsalsosoccur.
d. Moneysorsotherslegalstendersissrequired.
ANS:s A
Exchangesinvolvessthestradesofsitemssofsvalue,sbutsdoessnotsnecessarilysinvolvesformalsorganizations
,sprofit,sorsmoney/legalstender.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
7. Forsansexchangestostakesplace,swhatsmustshappen?
a. Atsleastsonespersonsmustshavessomethingsofsvalue.
b. Eachspartysmustsfeelsobligatedstosacceptsthesoffer.
c. Moneysmustsbespresent.
d. Theresmustsbesatsleaststwosparties.
ANS:s D PTS:s s 1 DIF: Comprehension
REF:s s p.s4 OBJ:s s 1 BLM:s Remember
8. Whysissthesconceptsofsexchangesimportantstosmarketing?
a. Marketingsactivitiesshelpstoscreatesexchange.
b. Moneysissthesonlysmediumsofsexchangesforsbusinesssmarketers.
c. Exchangesprovidessmoneystosmarketers.
d. Marketingsactivitiessaresasrequirementsforsexchangestostakesplace.
ANS:s A
Marketingsactivitiesshelpsthesexchangestostakesplace,sbutsmarketingscansoccurswithoutsansexchange.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
1-2 Copyrights©s2012sNelsonsEducationsLimited
, 9. KurtsMeyerswantsstossellsasModelsTsFordsthatshesinheritedsfromshissgrandfather.sAspreliminarysinvest
igationshassshownsmanyspeopleswouldsbesinterestedsinsthisstypesofsautomobile.sHeshasstakensoutsansad
vertisementsinshisslocalsautostradespapersandsprovidedscustomersswithsastoll-
freesnumberstosmakesansappointmentstosdrivesthescar.sHeshassalsosreadsinsthesautostradespaperssthatssi
milarscarsstosthesonesthatshesownssaressellingsforsabouts$4,000.sBeforessellingshissModelsT,swhatselses
shouldsMeyersfindsout?
a. whethersthescarscansmeetsthesdemandssofspotentialscustomers
b. howstospromotesthescarstosgeneratessignificantsvisibilitysforsthesad
c. wheresthescarsshouldsbeslocatedstossecuresoptimumsdrive-upsbusiness
d. howstospricesthescarssosthatscustomersswillsseeksoutshissvehicle
ANS:s A
Forsansexchangestostakesplace,seachspartysmustshavessomethingsthesothersvalues,sthespartiessmustsbesa
blestoscommunicate,sandseachspartysmustsbelievesthatsitsissappropriatestosdealswithsthesother.
PTS:s 1 DIF: Application REF:s p.s4
OBJ:s 1sBLM:s Highersorder
10. IfstheslocalschaptersofsthesCanadiansDiabetessAssociations(CDA)ssponsorssasfreeslifesavingscourse,scit
ysresidentsswillsnotshavestospaystostakesthesclass.sWhyswillsansexchangestakesplace?
a. ThesCDAsdoessnotshavestoscommunicateswithsclasssparticipants.
b. Peopleswhostakesthescourseshavestosgivesnothingsofsvaluesinsreturn.
c. BothsthesCDAsandsthespeoplestakingsthescourseswillstradessomethingsofsvalue.
d. Peoplescansdecidesthescourseshassnosvalue.
ANS:s C
Ifsthescourseshassnosvalue,sthensansexchangescannotsoccur.sWithoutscommunication,sthesexchangesofs
knowledgesforstimesandsenergyscannotsoccur.sInsansexchange,seachsparticipantshasssomethingsofsvalue
stosthesother.sForsansexchangestosoccur,seachspartysmustsbelievesitsissdesirable.
PTS:s 1 DIF: Application REF:s p.s4
OBJ:s 1sBLM:s Highersorder
11. Fourscompetingsphilosophiessstronglysinfluencesthesrolesofsmarketingsandsmarketingsactivitiessw
ithinsansorganization.sWhichsifsthesfollowingsissasmarketingsmanagementsphilosophy?
a. accountingsorientation
b. salessorientation
c. profitabilitysorientation
d. socialsnetworkingsorientation
ANS:s B PTS:s s 1 DIF: Comprehension
REF:s s p.s5 OBJ:s s 2 BLM:s Remember
Copyrights©s2012sNelsonsEducationsLimited 1-3
, 12. Firmsswithswhichsofsthesfollowingsorientationssfocussonsthesinternalscapabilitiessofsthesfirmsrathersth
ansonsthesdesiressandsneedssofsthesmarketplace?
a. production
b. customer
c. marketing
d. sales
ANS:s A PTS:s s 1 DIF: Definition REF:s s p.s5
OBJ:s s 2 BLM:s Remember
13. Ascompanysthatssetssitssgoalssandsstrategiessbasedsonswhatsthescurrentsplantsequipmentscanspro
duce,swhatsproductssengineeringscansdesign,sandswhatsthescompanysitselfscansdosbest,shasswhic
hsofsthesfollowingstypessofsorientation?
a. exchange
b. sales
c. market
d. production
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s5
OBJ:s s 2 BLM:s Remember
14. ResearcherssatsPPGsIndustriessspentsconsiderablestime,seffort,sandsmoneysdevelopingsasbluishswind
shieldsthatswouldsletsinsfilteredssunlightsbutsblocksoutsheat.sLittlesmarketsresearchswassdone,sbutsthess
cientistssweresconvincedsthatsthissnewsproductswouldsbessignificantlysbettersthansexistingswindshiel
dssevensthoughstheysweresmoresexpensivesandsofsasdifferentscoloursthansthescurrentsmodelssonsthesm
arket.sWhatstypesofsorientationsdoessPPGsmostslikelyshave?
a. sales
b. customer
c. production
d. promotion
ANS:s C
Thesquestionssaskedsbeforesstartingstheirsnewsproductsweres“Whatscanswesdosbest?”sands“Whatscans
wesmakeswithsthesequipmentswesalreadysown?”sThississasproductionsorientation.
PTS:s 1 DIF: Application REF:s p.s5
OBJ:s 2sBLM:s Highersorder
15. Thesownersofsascompanysthatsproducesscopyspapersoncessaid,s“Peoplesbuyswhateverscopyspapersissth
escheapest,ssosIsspendsmystimestryingstosfindswayssIscanscutsmysprice.”sWhatskindsofsorientationstowa
rdsmarketingsdoessthissownershave?
a. production
b. sales
c. discount
d. customer
ANS:s A
Asfocussonsloweringscostssandspricessisstypicalsofsasproductionsorientation.
PTS:s 1 DIF: Application REF:s p.s5
OBJ:s 2sBLM:s Highersorder
1-4 Copyrights©s2012sNelsonsEducationsLimited
s s s s
MULTIPLEsCHOICE
1. Whatsissthesdefinitionsofsmarketing?
a. planningssalesscampaigns
b. selling
c. advertisingsandspromotionsactivities
d. asphilosophysthatsstressesscustomerssatisfaction
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
2. Asbusinesssissconcernedswithsmanysday-to-
daysactivities.sSomesofsthesmostsimportantsaresthesplanningsandsconceptionsofsthesproductsorsservice,
sitsspricingspolicy,sandsthesdistributionsstrategy.sWhatsaresthesesactivitiesspartsof?
a. humansresources
b. production
c. marketing
d. accounting
ANS:s C
Thissdescriptionscontainssthreesofsthesfoursmainsactivitiessincludedsinsthesmarketingsfunction.sM
anysstudentssmaysmistakenlysbelievesthatsmarketingsissconcernedsonlyswithspromotion.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
3. Whichsofsthesfollowingsissassetsofsactivitiessusedstosimplementsasmanagementsorientationsthatsstr
essesscustomerssatisfaction?
a. ascontrolssystem
b. customersmanagement
c. planningsstrategy
d. marketing
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
4. Marketingsissansorganizationalsfunctionsandsassetsofsprocessessforscreating,scommunicating,sandsde
liveringswhichsonesofsthesfollowingstoscustomers?
a. sales
b. benefits
c. satisfaction
d. value
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
Copyrights©s2012sNelsonsEducationsLimited 1-1
,5. Thesideasthatspeoplesgivesupssomethingsinsorderstosreceivessomethingsthatstheyswouldsrathershavesiss
askeysingredientsinsmarketing.sWhatsissthisscalled?
a. exchange
b. synergy
c. reciprocity
d. promotion
ANS:s A PTS:s s 1 DIF: Definition REF:s s p.s4
OBJ:s s 1 BLM:s Remember
6. Whatsmustshappensinsordersforsexchangestosoccur?
a. Eachspartysmustshavessomethingsofsvaluestosthesothersparty.
b. Asprofit-orientedsorganizationsmustsbesinvolved.
c. Organizedsmarketingsactivitiessmustsalsosoccur.
d. Moneysorsotherslegalstendersissrequired.
ANS:s A
Exchangesinvolvessthestradesofsitemssofsvalue,sbutsdoessnotsnecessarilysinvolvesformalsorganizations
,sprofit,sorsmoney/legalstender.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
7. Forsansexchangestostakesplace,swhatsmustshappen?
a. Atsleastsonespersonsmustshavessomethingsofsvalue.
b. Eachspartysmustsfeelsobligatedstosacceptsthesoffer.
c. Moneysmustsbespresent.
d. Theresmustsbesatsleaststwosparties.
ANS:s D PTS:s s 1 DIF: Comprehension
REF:s s p.s4 OBJ:s s 1 BLM:s Remember
8. Whysissthesconceptsofsexchangesimportantstosmarketing?
a. Marketingsactivitiesshelpstoscreatesexchange.
b. Moneysissthesonlysmediumsofsexchangesforsbusinesssmarketers.
c. Exchangesprovidessmoneystosmarketers.
d. Marketingsactivitiessaresasrequirementsforsexchangestostakesplace.
ANS:s A
Marketingsactivitiesshelpsthesexchangestostakesplace,sbutsmarketingscansoccurswithoutsansexchange.
PTS:s 1 DIF: Comprehension
s
REF:s p.s4sOBJ:s 1
BLM:s Remember
1-2 Copyrights©s2012sNelsonsEducationsLimited
, 9. KurtsMeyerswantsstossellsasModelsTsFordsthatshesinheritedsfromshissgrandfather.sAspreliminarysinvest
igationshassshownsmanyspeopleswouldsbesinterestedsinsthisstypesofsautomobile.sHeshasstakensoutsansad
vertisementsinshisslocalsautostradespapersandsprovidedscustomersswithsastoll-
freesnumberstosmakesansappointmentstosdrivesthescar.sHeshassalsosreadsinsthesautostradespaperssthatssi
milarscarsstosthesonesthatshesownssaressellingsforsabouts$4,000.sBeforessellingshissModelsT,swhatselses
shouldsMeyersfindsout?
a. whethersthescarscansmeetsthesdemandssofspotentialscustomers
b. howstospromotesthescarstosgeneratessignificantsvisibilitysforsthesad
c. wheresthescarsshouldsbeslocatedstossecuresoptimumsdrive-upsbusiness
d. howstospricesthescarssosthatscustomersswillsseeksoutshissvehicle
ANS:s A
Forsansexchangestostakesplace,seachspartysmustshavessomethingsthesothersvalues,sthespartiessmustsbesa
blestoscommunicate,sandseachspartysmustsbelievesthatsitsissappropriatestosdealswithsthesother.
PTS:s 1 DIF: Application REF:s p.s4
OBJ:s 1sBLM:s Highersorder
10. IfstheslocalschaptersofsthesCanadiansDiabetessAssociations(CDA)ssponsorssasfreeslifesavingscourse,scit
ysresidentsswillsnotshavestospaystostakesthesclass.sWhyswillsansexchangestakesplace?
a. ThesCDAsdoessnotshavestoscommunicateswithsclasssparticipants.
b. Peopleswhostakesthescourseshavestosgivesnothingsofsvaluesinsreturn.
c. BothsthesCDAsandsthespeoplestakingsthescourseswillstradessomethingsofsvalue.
d. Peoplescansdecidesthescourseshassnosvalue.
ANS:s C
Ifsthescourseshassnosvalue,sthensansexchangescannotsoccur.sWithoutscommunication,sthesexchangesofs
knowledgesforstimesandsenergyscannotsoccur.sInsansexchange,seachsparticipantshasssomethingsofsvalue
stosthesother.sForsansexchangestosoccur,seachspartysmustsbelievesitsissdesirable.
PTS:s 1 DIF: Application REF:s p.s4
OBJ:s 1sBLM:s Highersorder
11. Fourscompetingsphilosophiessstronglysinfluencesthesrolesofsmarketingsandsmarketingsactivitiessw
ithinsansorganization.sWhichsifsthesfollowingsissasmarketingsmanagementsphilosophy?
a. accountingsorientation
b. salessorientation
c. profitabilitysorientation
d. socialsnetworkingsorientation
ANS:s B PTS:s s 1 DIF: Comprehension
REF:s s p.s5 OBJ:s s 2 BLM:s Remember
Copyrights©s2012sNelsonsEducationsLimited 1-3
, 12. Firmsswithswhichsofsthesfollowingsorientationssfocussonsthesinternalscapabilitiessofsthesfirmsrathersth
ansonsthesdesiressandsneedssofsthesmarketplace?
a. production
b. customer
c. marketing
d. sales
ANS:s A PTS:s s 1 DIF: Definition REF:s s p.s5
OBJ:s s 2 BLM:s Remember
13. Ascompanysthatssetssitssgoalssandsstrategiessbasedsonswhatsthescurrentsplantsequipmentscanspro
duce,swhatsproductssengineeringscansdesign,sandswhatsthescompanysitselfscansdosbest,shasswhic
hsofsthesfollowingstypessofsorientation?
a. exchange
b. sales
c. market
d. production
ANS:s D PTS:s s 1 DIF: Definition REF:s s p.s5
OBJ:s s 2 BLM:s Remember
14. ResearcherssatsPPGsIndustriessspentsconsiderablestime,seffort,sandsmoneysdevelopingsasbluishswind
shieldsthatswouldsletsinsfilteredssunlightsbutsblocksoutsheat.sLittlesmarketsresearchswassdone,sbutsthess
cientistssweresconvincedsthatsthissnewsproductswouldsbessignificantlysbettersthansexistingswindshiel
dssevensthoughstheysweresmoresexpensivesandsofsasdifferentscoloursthansthescurrentsmodelssonsthesm
arket.sWhatstypesofsorientationsdoessPPGsmostslikelyshave?
a. sales
b. customer
c. production
d. promotion
ANS:s C
Thesquestionssaskedsbeforesstartingstheirsnewsproductsweres“Whatscanswesdosbest?”sands“Whatscans
wesmakeswithsthesequipmentswesalreadysown?”sThississasproductionsorientation.
PTS:s 1 DIF: Application REF:s p.s5
OBJ:s 2sBLM:s Highersorder
15. Thesownersofsascompanysthatsproducesscopyspapersoncessaid,s“Peoplesbuyswhateverscopyspapersissth
escheapest,ssosIsspendsmystimestryingstosfindswayssIscanscutsmysprice.”sWhatskindsofsorientationstowa
rdsmarketingsdoessthissownershave?
a. production
b. sales
c. discount
d. customer
ANS:s A
Asfocussonsloweringscostssandspricessisstypicalsofsasproductionsorientation.
PTS:s 1 DIF: Application REF:s p.s5
OBJ:s 2sBLM:s Highersorder
1-4 Copyrights©s2012sNelsonsEducationsLimited
