Test Bank — Marketing: The Core, 8th Edition (Kerin, Hartley & Rudelius, 2019) | All Chapters 1-18 Covered

TEST BANK
Marketing: The Core
Roger Kerin, Steven Hartley, William Rudelius
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8th Edition
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AP
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TEST BANK
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, Test Bank for Marketing The Core 8th Edition By Roger Kerin, Steven Hartley, William Rudelius


Marketing The Core 8th Edition By Roger
Kerin, Steven Hartley, William Rudelius
Table of Contents
Part 1 Initiating the Marketing Process
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1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Organizational and Marketing Strategies
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Appendix A Building an Effective Marketing Plan

3 Understanding the Marketing Environment, Ethical Behavior,

and Social Responsibility
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Part 2 Understanding Buyers and Markets

4 Understanding Consumer Behavior

5 Understanding Organizations as Customers
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6 Understanding and Reaching Global Consumers and Markets

Part 3 Targeting Marketing Opportunities
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7 Marketing Research: From Customer Insights to Actions

8 Market Segmentation, Targeting, and Positioning

Part 4 Satisfying Marketing Opportunities
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9 Developing New Products and Services

10 Managing Successful Products, Services, and Brands
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11 Pricing Products and Services

12 Managing Marketing Channels and Supply Chains

13 Retailing and Wholesaling
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14 Implementing Interactive and Multichannel Marketing

15 Integrated Marketing Communications and Direct Marketing

16 Advertising, Sales Promotion, and Public Relations
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17 Using Social Media and Mobile Marketing to Connect

with Consumers

18 Personal Selling and Sales Management

, Test Bank for Marketing The Core 8th Edition By Roger Kerin, Steven Hartley, William Rudelius




Core: Marketing, 8e (Kerin)
Chapter 1 Creating Customer Relationships and Value through Marketing

1) In response to a growing interest in healthful, simple products among consumers, Chobani
introduced
A) an Italian-style ragù sauce.
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B) a Turkish-style cottage cheese.
C) a French-style butter.
D) a Greek-style yogurt.
E) an Asian-style teriyaki sauce.
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Answer: D
Explanation: Chobani introduced a Greek yogurt, a product that is higher in protein, lower in
sugar, and thicker and creamier than typical American yogurt. The timing fit perfectly with the
shift in demand for healthier and simpler products.
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Difficulty: 1 Easy
Topic: Environmental Influences on Marketing
Learning Objective: 01-02 Explain how marketing discovers and satisfies consumer needs.
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Bloom's: Remember
AACSB: Reflective Thinking
Accessibility: Keyboard Navigation
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2) From its inception, Chobani wanted to place its yogurt where?
A) in organic food section of major grocery store chains
B) in warehouse club stores like Sam's Club or Costco
C) in the dairy cases of major grocery store chains
D) in mass merchandise stores like Target
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E) in independent organic cooperatives, farmers' markets, and major organic grocery stores like
Whole Foods or Sprouts

Answer: C
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Explanation: Chobani pushed for distribution in major grocery chains rather than smaller niche
stores, and encouraged placement of the product in the main dairy cases of the stores, not in the
specialty or health food sections. The thinking was that Americans would really like Greek
yogurt if they tried it, and that they would try it if they had heard about it and could find it easily
in their grocery store.
Difficulty: 2 Medium
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Topic: The 4Ps
Learning Objective: 01-03 Distinguish between marketing mix factors and environmental
forces.
Bloom's: Remember
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AACSB: Reflective Thinking
Accessibility: Keyboard Navigation

, Test Bank for Marketing The Core 8th Edition By Roger Kerin, Steven Hartley, William Rudelius




3) All of the following are marketing mix strategies that Chobani has used to sell its yogurt
except which?
A) sponsor U.S. Olympic and Paralympic teams
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase
sales and market share
C) create a variety of advertising campaigns for the Chobani YouTube channel
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D) rely on word of mouth to reach new customers
E) air a Super Bowl commercial featuring a large bear searching for a snack

Answer: B
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Explanation: Marketers at Chobani did not price the Chobani yogurt line below its major
competitors (Yoplait and Dannon) to increase sales and market share. There is no mention of
Chobani's pricing strategy or tactics in the chapter opener example of the textbook.
Difficulty: 2 Medium
Topic: The 4Ps
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Learning Objective: 01-03 Distinguish between marketing mix factors and environmental
forces.
Bloom's: Understand
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AACSB: Analytical Thinking
Accessibility: Keyboard Navigation

4) Which of the following statements about marketing is most accurate?
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A) Unless you take a marketing class, you will never truly know anything about marketing.
B) Marketing is nothing more than common sense.
C) Marketing requires an innate sense of creativity; you either have it or you don't.
D) You can call yourself a marketing expert only if you have sold something for a profit.
E) You have significant marketing expertise since you make marketing-related decisions every
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day.

Answer: E
Explanation: You perform many marketing activities and make marketing-related decisions
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every day. Your experience in shopping gives you some expertise in marketing. As a consumer,
you've been involved in thousands of marketing decisions, but mostly on the buying and not on
the selling side.
Difficulty: 2 Medium
Topic: Define Marketing
Learning Objective: 01-01 Define marketing and identify the diverse factors that influence
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marketing actions.
Bloom's: Understand
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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