,TESTBANK FOR Marketing 21st Edition by William
M. Pride
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
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: An Overview of 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
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
9. Products can be goods, services, or ideas.
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 customers.
a. True
b. False
ANSWER: True
11. The actual physical production of goods is a marketing activity.
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, each party involved has something of value that the other party finds
desirable.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
ANSWER: True
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
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
b. False
ANSWER: True
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 a negligible impact on
other organizational activities.
a. True
b. False
ANSWER: False
27. The market concept stresses that an organization can best achieve its objectives by being customer-
oriented.
a. True
b. False
ANSWER: True
28. The market concept developed out of a sequence of three eras: the production orientation, the
marketing 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 organization-wide generation of market intelligence pertaining to
current and future customer needs, dissemination of the intelligence across departments, and
organization-wide responsiveness to it.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
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
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
ANSWER: True
40. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
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. Gloria is a pianist who wants to become a professional. Whenever she has a performance, she places a
flyer in the local community center and encourages her friends to tell others about the performance.
Gloria is engaging in marketing activities.
a. True
b. False
ANSWER: True
45. It is a good idea to consider parents as part of the target market when marketing new
children's lunchboxes that stay colder longer.
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.
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
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. The ability to identify individual customers allows marketers to shift their focus from increasing their
share of an individual customer’s purchases to targeting groups of similar customers.
a. True
b. False
ANSWER: False
Multiple Choice
54. Marketing is the process of which of the following?
a. Promoting products through personal selling and advertising to develop and maintain
favorable relationships with customers and stakeholders
b. Exploring, developing, and delivering value to satisfy the needs of the target market
c. Delivering a standard of living to society
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
55. Which of the following is the focal point of all marketing activities?
a. Products
b. The marketing mix
c. Profits
d. Sales
e. Customers
ANSWER: e
56. Rather than defining themselves by the products they produce, organizations should define themselves
by which of the following?
a. Profitability
b. Their stock price
c. The abundance of their product selection
d. The way they treat their employees
e. Customer satisfaction
ANSWER: e
57. The definition of marketing implies that which of the following 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
58. Which of the following is the primary value that a marketer expects to receive from a customer in an
exchange relationship?
a. A financial reward or something else of value
b. Customer satisfaction
c. References to other potential customers
d. Quality merchandise that meets expectations
e. Few returns of the merchandise purchased
ANSWER: a
59. Which of the following best characterizes a target market?
a. A large number of customers
b. A specific group of customers on whom an organization focuses its marketing efforts
c. Several competitors vying for customers' business
Copyright Cengage Learning. Powered by Cognero. Page 8
M. Pride
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
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: An Overview of 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
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
9. Products can be goods, services, or ideas.
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 customers.
a. True
b. False
ANSWER: True
11. The actual physical production of goods is a marketing activity.
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, each party involved has something of value that the other party finds
desirable.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
ANSWER: True
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
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
b. False
ANSWER: True
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 a negligible impact on
other organizational activities.
a. True
b. False
ANSWER: False
27. The market concept stresses that an organization can best achieve its objectives by being customer-
oriented.
a. True
b. False
ANSWER: True
28. The market concept developed out of a sequence of three eras: the production orientation, the
marketing 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 organization-wide generation of market intelligence pertaining to
current and future customer needs, dissemination of the intelligence across departments, and
organization-wide responsiveness to it.
a. True
b. False
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
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
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
ANSWER: True
40. Marketing costs consume about one-quarter of a buyer's dollar.
a. True
b. False
ANSWER: False
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. Gloria is a pianist who wants to become a professional. Whenever she has a performance, she places a
flyer in the local community center and encourages her friends to tell others about the performance.
Gloria is engaging in marketing activities.
a. True
b. False
ANSWER: True
45. It is a good idea to consider parents as part of the target market when marketing new
children's lunchboxes that stay colder longer.
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.
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
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. The ability to identify individual customers allows marketers to shift their focus from increasing their
share of an individual customer’s purchases to targeting groups of similar customers.
a. True
b. False
ANSWER: False
Multiple Choice
54. Marketing is the process of which of the following?
a. Promoting products through personal selling and advertising to develop and maintain
favorable relationships with customers and stakeholders
b. Exploring, developing, and delivering value to satisfy the needs of the target market
c. Delivering a standard of living to society
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing
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
55. Which of the following is the focal point of all marketing activities?
a. Products
b. The marketing mix
c. Profits
d. Sales
e. Customers
ANSWER: e
56. Rather than defining themselves by the products they produce, organizations should define themselves
by which of the following?
a. Profitability
b. Their stock price
c. The abundance of their product selection
d. The way they treat their employees
e. Customer satisfaction
ANSWER: e
57. The definition of marketing implies that which of the following 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
58. Which of the following is the primary value that a marketer expects to receive from a customer in an
exchange relationship?
a. A financial reward or something else of value
b. Customer satisfaction
c. References to other potential customers
d. Quality merchandise that meets expectations
e. Few returns of the merchandise purchased
ANSWER: a
59. Which of the following best characterizes a target market?
a. A large number of customers
b. A specific group of customers on whom an organization focuses its marketing efforts
c. Several competitors vying for customers' business
Copyright Cengage Learning. Powered by Cognero. Page 8
