TEST BANK
MARKETING MANAGEMENT
Version 1 1
,TABLE OF CONTENTS
Part One: Discover Marketing Management
1. Marketing in Today’s Business Milieu
2. Marketing Foundations: Global, Ethical, Sustainable
3. Elements of Marketing Strategy, Planning, and Competition
Part Two: Use Information to Drive Marketing Decisions
4. Market Research Essentials
5. Marketing's Analytical Side
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
Part Three: Develop the Value Offering —The Product Experience
8. Product Strategy and New Product Development
9. Build the Brand
10. Service as the Core Offering
Part Four: Price and Deliver the Value Offering
11. Manage Pricing Decisions
12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five: Communicate the Value Offering
13. Promotion Essentials: Digital and Social Media Marketing
14. Promotion Essentials: Legacy Approaches and Personal Selling
Version 1 2
,TEST BANK FOR
Marketing Management 4th Edition Mark Johnston Greg Marshall
Chapter 1: Marketing in Today’s Business Milieu
Student Name:
TRUE/FALSE - Write 'T' If The Statement Is True And 'F' If The Statement Is False.
1) A Commonly Held Misconception About Marketing Is That It Is All About
Advertising And Selling.
1)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-01 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 01 A Commonly Held Misconception About Marketin...
2) Marketing Is Relevant Only To People In The Organization Who Work Directly In The
Marketing Department.
2)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-01 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Topic : Marketing And Marketing Management Defined
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 02 Marketing Is Relevant Only To People In The ...
Version 1 3
,3) The American Marketing Association Defines Marketing As “The Activity, Set Of
Institutions, And Processes For Creating, Communicating, Delivering, And Exchanging
Offerings That Have Value For Customers, Clients, Partners, And Society At Large.”
3)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 03 The American Marketing Association Defines M...
4) Peter Drucker Stated That Since It Is The Customer Who Defines Value, The Business
Enterprise Has Only Two Business Functions: Marketing And Innovation.
4)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Topic : The Concept Of Customer Value
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 04 Peter Drucker Stated That Since It Is The Cu...
5) Sustainability Refers To Business Practices That Prolong The Life Cycle Of A Product.
5)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Topic : Marketing And Marketing Management Defined
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con AACSB : Ethics
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 05 Sustainability Refers To Business Practices ...
Version 1 4
,6) Firms That Are Stuck In A Production Orientation Mentality Likely Will Have Great
Difficulty Competing Successfully For Customers.
6)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 06 Firms That Are Stuck In A Production Orienta...
\Hen Henry Ford Said, “People Can Have The Model T In Any Color—So Long That It’s
Black,” He Was Reflecting A Sales Orientation.
6)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 07 When Henry Ford Said, “People Can Have...
7) Don Peppers And Martha Rogers Popularized The Term One-To-One Marketing. Some
Firms Come Close To One-To-One Marketing By Combining Flexible Manufacturing
With Flexible Marketing To Enhance Customer Choices.
7)
⊚ True
⊚ False
Version 1 5
,Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 08 Don Peppers And Martha Rogers Popularized Th...
8) Fred Wiersema’s Bookthe New Market Leaders States That Marketers Will Continue To
Have More Power Than Customers In Both B2B And B2C Markets.
8)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Bloom's : Remember
Difficulty : 1 Easy
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 09 Fred Wiersema’S Book The New Market Le...
9) In The Current Business Environment, Firms Have Learned To Be Open About
Products And Services With Consumers Who Have Endless Sources Of Information,
Including Blogs, Chat Rooms, And Independent Websites.
9)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing Trends
AACSB : Technology
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 10 In The Current Business Environment, Firms H...
Version 1 6
,10) Customer Orientation, A Component Of Market Orientation, Places The Customer At The
Core Of All Aspects Of The Enterprise.
10)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 11 Customer Orientation, A Component Of Market ...
11) Direct-To-Consumer Marketing By Pharmaceutical Companies And The Vast Amount Of
Health Information Available To Patients On Websites Has Consumers Ready To Self-
Diagnose And Self- Prescribe.
11)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. AACSB : Communication
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 12 Direct-To-Consumer Marketing By Pharmaceutic...
Version 1 7
,12) Gen Y Consumers Tend To Value In-Person Relationships With Marketers Like State
Farm Insurance In Exactly The Same Way As The Prior Generations.
12)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Bloom's : Remember
Difficulty : 1 Easy
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 13 Gen Y Consumers Tend To Value In-Person Rela...
13) In Contrast To Marketing (Big M), Marketing (Little M) Serves The Firm And Its
Stakeholders At A Functional Or Operational Level.
13)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 14 In Contrast To Marketing (Big M), Marketing ...
Version 1 8
,14) Marketing (Big M) Refers To The Strategic, Long-Term, Firm-Level Commitment To
Investing In Marketing.
14)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 15 Marketing (Big M) Refers To The Strategic, L...
15) For Successful Marketing (Big M), Firms Need To Align All Internal Organizational
Processes And Systems Around The Customer.
15)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 16 For Successful Marketing (Big M), Firms Need...
Version 1 9
, 16) Strategic Marketing Refers To The Idea That Firms Should Direct Energy And Resources
Into Establishing A Learning Relationship With Each Customer And Connect The Learned
Knowledge With The Firm’s Production And Service Capabilities.
16)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 17 Strategic Marketing Refers To The Idea That ...
17) Practicing Marketers Tend To Pitch Marketing Internally As An Expense, Not An
Investment In The Future Success Of The Organization.
17)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing Return On Investment
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 18 Practicing Marketers Tend To Pitch Marketing...
Version 1 10
MARKETING MANAGEMENT
Version 1 1
,TABLE OF CONTENTS
Part One: Discover Marketing Management
1. Marketing in Today’s Business Milieu
2. Marketing Foundations: Global, Ethical, Sustainable
3. Elements of Marketing Strategy, Planning, and Competition
Part Two: Use Information to Drive Marketing Decisions
4. Market Research Essentials
5. Marketing's Analytical Side
6. Understand Consumer and Business Markets
7. Segmentation, Target Marketing, and Positioning
Part Three: Develop the Value Offering —The Product Experience
8. Product Strategy and New Product Development
9. Build the Brand
10. Service as the Core Offering
Part Four: Price and Deliver the Value Offering
11. Manage Pricing Decisions
12. Manage Marketing Channels, Logistics, and Supply Chain
Part Five: Communicate the Value Offering
13. Promotion Essentials: Digital and Social Media Marketing
14. Promotion Essentials: Legacy Approaches and Personal Selling
Version 1 2
,TEST BANK FOR
Marketing Management 4th Edition Mark Johnston Greg Marshall
Chapter 1: Marketing in Today’s Business Milieu
Student Name:
TRUE/FALSE - Write 'T' If The Statement Is True And 'F' If The Statement Is False.
1) A Commonly Held Misconception About Marketing Is That It Is All About
Advertising And Selling.
1)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-01 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 01 A Commonly Held Misconception About Marketin...
2) Marketing Is Relevant Only To People In The Organization Who Work Directly In The
Marketing Department.
2)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-01 Identify Typical Misconceptions About Marketing, Why They Persist, And The
Topic : Marketing And Marketing Management Defined
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 02 Marketing Is Relevant Only To People In The ...
Version 1 3
,3) The American Marketing Association Defines Marketing As “The Activity, Set Of
Institutions, And Processes For Creating, Communicating, Delivering, And Exchanging
Offerings That Have Value For Customers, Clients, Partners, And Society At Large.”
3)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 03 The American Marketing Association Defines M...
4) Peter Drucker Stated That Since It Is The Customer Who Defines Value, The Business
Enterprise Has Only Two Business Functions: Marketing And Innovation.
4)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Topic : The Concept Of Customer Value
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 04 Peter Drucker Stated That Since It Is The Cu...
5) Sustainability Refers To Business Practices That Prolong The Life Cycle Of A Product.
5)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Topic : Marketing And Marketing Management Defined
Learning Objective : 01-02 Define What Marketing And Marketing Management Really Are And How
They Con AACSB : Ethics
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 05 Sustainability Refers To Business Practices ...
Version 1 4
,6) Firms That Are Stuck In A Production Orientation Mentality Likely Will Have Great
Difficulty Competing Successfully For Customers.
6)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 06 Firms That Are Stuck In A Production Orienta...
\Hen Henry Ford Said, “People Can Have The Model T In Any Color—So Long That It’s
Black,” He Was Reflecting A Sales Orientation.
6)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 07 When Henry Ford Said, “People Can Have...
7) Don Peppers And Martha Rogers Popularized The Term One-To-One Marketing. Some
Firms Come Close To One-To-One Marketing By Combining Flexible Manufacturing
With Flexible Marketing To Enhance Customer Choices.
7)
⊚ True
⊚ False
Version 1 5
,Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : The Evolution Of Marketing
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 08 Don Peppers And Martha Rogers Popularized Th...
8) Fred Wiersema’s Bookthe New Market Leaders States That Marketers Will Continue To
Have More Power Than Customers In Both B2B And B2C Markets.
8)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Bloom's : Remember
Difficulty : 1 Easy
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 09 Fred Wiersema’S Book The New Market Le...
9) In The Current Business Environment, Firms Have Learned To Be Open About
Products And Services With Consumers Who Have Endless Sources Of Information,
Including Blogs, Chat Rooms, And Independent Websites.
9)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing Trends
AACSB : Technology
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 10 In The Current Business Environment, Firms H...
Version 1 6
,10) Customer Orientation, A Component Of Market Orientation, Places The Customer At The
Core Of All Aspects Of The Enterprise.
10)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate How Marketing Has Evolved From Its Early Roots To Be
Practiced Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 11 Customer Orientation, A Component Of Market ...
11) Direct-To-Consumer Marketing By Pharmaceutical Companies And The Vast Amount Of
Health Information Available To Patients On Websites Has Consumers Ready To Self-
Diagnose And Self- Prescribe.
11)
⊚ True
⊚ False
Question Details
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. AACSB : Communication
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 12 Direct-To-Consumer Marketing By Pharmaceutic...
Version 1 7
,12) Gen Y Consumers Tend To Value In-Person Relationships With Marketers Like State
Farm Insurance In Exactly The Same Way As The Prior Generations.
12)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Bloom's : Remember
Difficulty : 1 Easy
Topic : Marketing Trends
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 13 Gen Y Consumers Tend To Value In-Person Rela...
13) In Contrast To Marketing (Big M), Marketing (Little M) Serves The Firm And Its
Stakeholders At A Functional Or Operational Level.
13)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 14 In Contrast To Marketing (Big M), Marketing ...
Version 1 8
,14) Marketing (Big M) Refers To The Strategic, Long-Term, Firm-Level Commitment To
Investing In Marketing.
14)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 15 Marketing (Big M) Refers To The Strategic, L...
15) For Successful Marketing (Big M), Firms Need To Align All Internal Organizational
Processes And Systems Around The Customer.
15)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Bloom's : Remember
Difficulty : 1 Easy
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 16 For Successful Marketing (Big M), Firms Need...
Version 1 9
, 16) Strategic Marketing Refers To The Idea That Firms Should Direct Energy And Resources
Into Establishing A Learning Relationship With Each Customer And Connect The Learned
Knowledge With The Firm’s Production And Service Capabilities.
16)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing And Marketing Management Defined
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 17 Strategic Marketing Refers To The Idea That ...
17) Practicing Marketers Tend To Pitch Marketing Internally As An Expense, Not An
Investment In The Future Success Of The Organization.
17)
⊚ True
⊚ False
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-04 Recognize The Impact Of Key Change Drivers On The Future Of
Marketing. Topic : Marketing Return On Investment
Gradable : Automatic
Source : Chapter 01 Test Bank > TF Qu. 18 Practicing Marketers Tend To Pitch Marketing...
Version 1 10
