,TESTBANK for Foundations of Marketing , 9th
Edition William M. Pride
Notes
1- The file is chapter after chapter.
2- We have shown you 10 pages.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many new
editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
True / False
1. Marketing consists primarily of selling and advertising.
a. True
b. False
ANSWER: False
2. The broadest and simplest definition of marketing states that it is the development and efficient distribution of
products for consumer segments.
a. True
b. False
ANSWER: False
3. Customers are the focal point of all marketing activities.
a. True
b. False
ANSWER: True
4. A target market is a specific group of customers on whom an organization focuses its marketing efforts.
a. True
b. False
ANSWER: True
5. Organizations have to define their products as what they make or produce.
a. True
b. False
ANSWER: False
6. The marketing mix consists of three major variables: product, price, and distribution.
a. True
b. False
ANSWER: False
7. In marketing, a product can be a good or a service but not an idea.
a. True
b. False
ANSWER: False
8. Marketing efforts do not involve the design and development of products.
a. True
b. False
ANSWER: False
9. Products can be goods, services, or ideas.
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
a. True
b. False
ANSWER: True
10. Services are provided by applying human and mechanical efforts to people or objects to provide intangible
benefits to customer.
a. True
b. False
ANSWER: True
11. A primary goal of marketing managers is to create and maintain the right mix of these variables to satisfy
the company’s needs for a general product type.
a. True
b. False
ANSWER: False
12. Promotion can help sustain interest in established products that have long been available.
a. True
b. False
ANSWER: True
13. The distribution variable in a marketing mix is directed toward making products available in the quantities
desired to as many target market customers as possible and keeping the total inventory, transportation, and
storage costs as low as possible.
a. True
b. False
ANSWER: True
14. Customers are interested in a product's price because they are concerned about the value obtained in an
exchange.
a. True
b. False
ANSWER: True
15. Price is seldom used as a competitive tool.
a. True
b. False
ANSWER: False
16. For an exchange to occur, at least one of the parties must be willing to give up his or her "something of
value."
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
17. The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing
environment.
a. True
b. False
ANSWER: True
18. Changes in the marketing environment always hurt marketing efforts.
a. True
b. False
ANSWER: False
19. The marketing environment is a set of static, unchanging surroundings.
a. True
b. False
ANSWER: False
20. The marketing concept stresses that a business organization can best achieve its goals by providing customer
satisfaction through coordinated activities.
a. True
b. False
ANSWER: True
21. Achievement of the firm's overall goals is part of the marketing concept.
a. True
b. False
ANSWER: True
22. The marketing concept is a philosophy that a business organization should employ to satisfy customers'
needs while achieving the overall goals of the organization.
a. True
b. False
ANSWER: True
23. The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the
business organization.
a. True
b. False
ANSWER: False
24. The marketing concept is a management philosophy, not a second definition of marketing.
a. True
b. False
ANSWER: True
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
25. Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.
a. True
b. False
ANSWER: False
26. The marketing concept directly affects marketing activities but should have negligible impact on other
organizational activities.
a. True
b. False
ANSWER: False
27. The marketing concept stresses that an organization can best achieve its objectives by being customer-
oriented.
a. True
b. False
ANSWER: True
28. The marketing concept developed out of a sequence of three eras: the production orientation, the market
orientation, and the industrial orientation.
a. True
b. False
ANSWER: False
29. During the market orientation, businesspeople realized that if they could produce products efficiently,
customers would buy them.
a. True
b. False
ANSWER: False
30. During the market orientation, businesspeople realized that products, which by this time could be made
relatively efficiently, would have to be promoted through much personal selling and advertising.
a. True
b. False
ANSWER: False
31. A market orientation requires the organizationwide generation of market intelligence pertaining to current
and future customer needs, dissemination of the intelligence across departments, and organizationwide
responsiveness to it.
a. True
b. False
ANSWER: True
32. To implement the marketing concept, an organization must first establish an information system to discover
customers' real needs and then use the information to create products to satisfy those needs.
a. True
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
b. False
ANSWER: True
33. To satisfy customers' objectives as well as its own, a company must coordinate all its activities.
a. True
b. False
ANSWER: True
34. At the most basic level, profits can be obtained through relationships by acquiring new customers,
enhancing the profitability of existing customers, and extending the duration of customer relationships.
a. True
b. False
ANSWER: True
35. Customer relationship management is the use of information about customers to create marketing strategies
that develop and sustain desirable customer relationships.
a. True
b. False
ANSWER: True
36. Value = customer costs − customer benefits.
a. True
b. False
ANSWER: False
37. Basic and extended warranties can reduce risk, a major customer cost.
a. True
b. False
ANSWER: True
38. Customer benefits include time and effort.
a. True
b. False
ANSWER: False
39. The process people use to determine the value of a product is not highly scientific.
a. True
b. False
ANSWER: True
40. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
41. Marketing costs consume about one-half of a buyer's dollar.
a. True
b. False
ANSWER: True
42. For a business organization to remain healthy and to survive, it must sell products and make profits.
a. True
b. False
ANSWER: True
43. Knowing about marketing can help you evaluate the types of corrective measures needed to stop
questionable marketing practices.
a. True
b. False
ANSWER: True
44. Payton is a salsa dancer who wants to become a professional. Every time she has a performance, she places a
flyer in the local community center and encourages her friends to tell others about the performance. Payton is
engaging in marketing activities.
a. True
b. False
ANSWER: True
45. Economic conditions, competitive structure, and government regulations may prevent a manager from
adjusting the marketing mix frequently or significantly.
a. True
b. False
ANSWER: True
46. There are four conditions that must be met before an exchange can take place. Once these conditions are
met, an exchange will always take place.
a. True
b. False
ANSWER: False
47. Marketing activities can occur even when an exchange doesn't take place.
a. True
b. False
ANSWER: True
48. The reason the marketing concept is named this way is that it pertains solely to marketing.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
49. Relationship marketing focuses on satisfying customers to generate the most profit.
a. True
b. False
ANSWER: False
50. When assessing value, customers consider nonmonetary costs such as time and effort.
a. True
b. False
ANSWER: True
51. To reduce customer costs and thereby increase their sense of value, companies can increase product
availability.
a. True
b. False
ANSWER: True
52. The impact of environmental forces on value can be extensive as market changes can easily influence how
stakeholders perceive certain products.
a. True
b. False
ANSWER: True
53. Customers can derive benefits from the act of shopping and selecting products.
a. True
b. False
ANSWER: True
54. Developing and maintaining favorable relations with stakeholders is not relevant to the long-term growth of
an organization and its products.
a. True
b. False
ANSWER: False
55. Government agencies and colleges and universities do not need to engage in marketing activities.
a. True
b. False
ANSWER: False
56. Marketing is the business function responsible for creating revenue to sustain the operations of the
organization and provide financial returns to investors.
a. True
b. False
ANSWER: True
Multiple Choice
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
57. Marketing is the process of
a. promoting products through personal selling and advertising to develop and maintain favorable relationships
with customers and stakeholders.
b. creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with
customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
c. delivering a standard of living to a society.
d. creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the
firm's objectives.
e. focusing on customers' needs.
ANSWER: b
58. The focal point of all marketing activities is
a. products.
b. the marketing mix.
c. profits.
d. sales.
e. customers.
ANSWER: e
59. Organizations should define themselves not according to the products they produce but according to
a. how profitable they are.
b. the price of their stock.
c. the abundance of their product selection.
d. how they treat employees.
e. how they satisfy customers.
ANSWER: e
60. The definition of marketing implies that ____ should receive benefits from exchange relationships.
a. only customers
b. only businesses
c. company management
d. both customers and businesses
e. only the most important customers
ANSWER: d
61. The primary value that a marketer expects to receive from a customer in an exchange relationship is
a. the price charged for the product.
b. customer satisfaction.
c. references to other potential customers.
d. quality merchandise that meets expectations.
e. few returns of the merchandise purchased.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 8
Edition William M. Pride
Notes
1- The file is chapter after chapter.
2- We have shown you 10 pages.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many new
editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
True / False
1. Marketing consists primarily of selling and advertising.
a. True
b. False
ANSWER: False
2. The broadest and simplest definition of marketing states that it is the development and efficient distribution of
products for consumer segments.
a. True
b. False
ANSWER: False
3. Customers are the focal point of all marketing activities.
a. True
b. False
ANSWER: True
4. A target market is a specific group of customers on whom an organization focuses its marketing efforts.
a. True
b. False
ANSWER: True
5. Organizations have to define their products as what they make or produce.
a. True
b. False
ANSWER: False
6. The marketing mix consists of three major variables: product, price, and distribution.
a. True
b. False
ANSWER: False
7. In marketing, a product can be a good or a service but not an idea.
a. True
b. False
ANSWER: False
8. Marketing efforts do not involve the design and development of products.
a. True
b. False
ANSWER: False
9. Products can be goods, services, or ideas.
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
a. True
b. False
ANSWER: True
10. Services are provided by applying human and mechanical efforts to people or objects to provide intangible
benefits to customer.
a. True
b. False
ANSWER: True
11. A primary goal of marketing managers is to create and maintain the right mix of these variables to satisfy
the company’s needs for a general product type.
a. True
b. False
ANSWER: False
12. Promotion can help sustain interest in established products that have long been available.
a. True
b. False
ANSWER: True
13. The distribution variable in a marketing mix is directed toward making products available in the quantities
desired to as many target market customers as possible and keeping the total inventory, transportation, and
storage costs as low as possible.
a. True
b. False
ANSWER: True
14. Customers are interested in a product's price because they are concerned about the value obtained in an
exchange.
a. True
b. False
ANSWER: True
15. Price is seldom used as a competitive tool.
a. True
b. False
ANSWER: False
16. For an exchange to occur, at least one of the parties must be willing to give up his or her "something of
value."
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
17. The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing
environment.
a. True
b. False
ANSWER: True
18. Changes in the marketing environment always hurt marketing efforts.
a. True
b. False
ANSWER: False
19. The marketing environment is a set of static, unchanging surroundings.
a. True
b. False
ANSWER: False
20. The marketing concept stresses that a business organization can best achieve its goals by providing customer
satisfaction through coordinated activities.
a. True
b. False
ANSWER: True
21. Achievement of the firm's overall goals is part of the marketing concept.
a. True
b. False
ANSWER: True
22. The marketing concept is a philosophy that a business organization should employ to satisfy customers'
needs while achieving the overall goals of the organization.
a. True
b. False
ANSWER: True
23. The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the
business organization.
a. True
b. False
ANSWER: False
24. The marketing concept is a management philosophy, not a second definition of marketing.
a. True
b. False
ANSWER: True
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
25. Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.
a. True
b. False
ANSWER: False
26. The marketing concept directly affects marketing activities but should have negligible impact on other
organizational activities.
a. True
b. False
ANSWER: False
27. The marketing concept stresses that an organization can best achieve its objectives by being customer-
oriented.
a. True
b. False
ANSWER: True
28. The marketing concept developed out of a sequence of three eras: the production orientation, the market
orientation, and the industrial orientation.
a. True
b. False
ANSWER: False
29. During the market orientation, businesspeople realized that if they could produce products efficiently,
customers would buy them.
a. True
b. False
ANSWER: False
30. During the market orientation, businesspeople realized that products, which by this time could be made
relatively efficiently, would have to be promoted through much personal selling and advertising.
a. True
b. False
ANSWER: False
31. A market orientation requires the organizationwide generation of market intelligence pertaining to current
and future customer needs, dissemination of the intelligence across departments, and organizationwide
responsiveness to it.
a. True
b. False
ANSWER: True
32. To implement the marketing concept, an organization must first establish an information system to discover
customers' real needs and then use the information to create products to satisfy those needs.
a. True
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
b. False
ANSWER: True
33. To satisfy customers' objectives as well as its own, a company must coordinate all its activities.
a. True
b. False
ANSWER: True
34. At the most basic level, profits can be obtained through relationships by acquiring new customers,
enhancing the profitability of existing customers, and extending the duration of customer relationships.
a. True
b. False
ANSWER: True
35. Customer relationship management is the use of information about customers to create marketing strategies
that develop and sustain desirable customer relationships.
a. True
b. False
ANSWER: True
36. Value = customer costs − customer benefits.
a. True
b. False
ANSWER: False
37. Basic and extended warranties can reduce risk, a major customer cost.
a. True
b. False
ANSWER: True
38. Customer benefits include time and effort.
a. True
b. False
ANSWER: False
39. The process people use to determine the value of a product is not highly scientific.
a. True
b. False
ANSWER: True
40. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
41. Marketing costs consume about one-half of a buyer's dollar.
a. True
b. False
ANSWER: True
42. For a business organization to remain healthy and to survive, it must sell products and make profits.
a. True
b. False
ANSWER: True
43. Knowing about marketing can help you evaluate the types of corrective measures needed to stop
questionable marketing practices.
a. True
b. False
ANSWER: True
44. Payton is a salsa dancer who wants to become a professional. Every time she has a performance, she places a
flyer in the local community center and encourages her friends to tell others about the performance. Payton is
engaging in marketing activities.
a. True
b. False
ANSWER: True
45. Economic conditions, competitive structure, and government regulations may prevent a manager from
adjusting the marketing mix frequently or significantly.
a. True
b. False
ANSWER: True
46. There are four conditions that must be met before an exchange can take place. Once these conditions are
met, an exchange will always take place.
a. True
b. False
ANSWER: False
47. Marketing activities can occur even when an exchange doesn't take place.
a. True
b. False
ANSWER: True
48. The reason the marketing concept is named this way is that it pertains solely to marketing.
a. True
b. False
ANSWER: False
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
49. Relationship marketing focuses on satisfying customers to generate the most profit.
a. True
b. False
ANSWER: False
50. When assessing value, customers consider nonmonetary costs such as time and effort.
a. True
b. False
ANSWER: True
51. To reduce customer costs and thereby increase their sense of value, companies can increase product
availability.
a. True
b. False
ANSWER: True
52. The impact of environmental forces on value can be extensive as market changes can easily influence how
stakeholders perceive certain products.
a. True
b. False
ANSWER: True
53. Customers can derive benefits from the act of shopping and selecting products.
a. True
b. False
ANSWER: True
54. Developing and maintaining favorable relations with stakeholders is not relevant to the long-term growth of
an organization and its products.
a. True
b. False
ANSWER: False
55. Government agencies and colleges and universities do not need to engage in marketing activities.
a. True
b. False
ANSWER: False
56. Marketing is the business function responsible for creating revenue to sustain the operations of the
organization and provide financial returns to investors.
a. True
b. False
ANSWER: True
Multiple Choice
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: Customer-Driven Strategic Marketing
57. Marketing is the process of
a. promoting products through personal selling and advertising to develop and maintain favorable relationships
with customers and stakeholders.
b. creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with
customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
c. delivering a standard of living to a society.
d. creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the
firm's objectives.
e. focusing on customers' needs.
ANSWER: b
58. The focal point of all marketing activities is
a. products.
b. the marketing mix.
c. profits.
d. sales.
e. customers.
ANSWER: e
59. Organizations should define themselves not according to the products they produce but according to
a. how profitable they are.
b. the price of their stock.
c. the abundance of their product selection.
d. how they treat employees.
e. how they satisfy customers.
ANSWER: e
60. The definition of marketing implies that ____ should receive benefits from exchange relationships.
a. only customers
b. only businesses
c. company management
d. both customers and businesses
e. only the most important customers
ANSWER: d
61. The primary value that a marketer expects to receive from a customer in an exchange relationship is
a. the price charged for the product.
b. customer satisfaction.
c. references to other potential customers.
d. quality merchandise that meets expectations.
e. few returns of the merchandise purchased.
ANSWER: a
Copyright Cengage Learning. Powered by Cognero. Page 8
