TEST BANK
Principles of Marketing
01/12/23 1
,Principles of Marketing
Chapter 1
Test Bank Questions
Marketing and Customer Value
Multiple Choice Questions
1. At its essence, marketing is _______.
A. understanding customers in order to drive business*
B. selling a product in a competitive market
C. selecting the least expensive distribution channels
D. pricing products appropriately
Solution: A. Marketing includes discerning the needs of customers and providing products and
services to meet their needs.
Section 1.1 LO1 Easy 1-2
2. Which of the following is an external interested party?
A. Employees
B. Shareholders
C. Board of directors
D. Competitors*
Solution: D. Like customers, creditors, suppliers, distributors, government, and society at large,
competitors have a stake in the success or failure of the company to meet its needs.
Section 1.1 LO1 Easy 1-2
3. Gatorade, an industry-leading sports drink, built market dominance by integrating _______
throughout the product’s life cycle.
A. digital strategies
B. advertising
C. the marketing mix*
D. sales
Solution: C. The 4 Ps—product, price, place, and promotion—make up the marketing mix.
Section 1.1 LO2 Easy 1-2 minutes
01/12/23 2
,Principles of Marketing
4. Trey works in the marketing department of a Midwestern power company. He is writing an
article in the company newsletter to update fellow employees about a new customer policy.
As a marketer, why might Trey MOST likely believe it’s important to communicate this
information to employees?
A. Trey’s supervisor assigned the task to him.
B. Trey recognizes that he has a responsibility to inform and motivate employees via
internal marketing.*
C. The board of directors just approved the policy and nobody knows much about it yet.
D. Writing articles is part of Trey’s job description.
Solution: B. Internal marketing is intended to inform and motivate employees.
Section 1.1 LO2 Moderate 1-3 minutes
5. How do marketers segment markets and respect diversity without falling back on
stereotypes?
A. Complex buying behavior explains segment activity.
B. Dissonance buying behavior is also segmented buying behavior.
C. Marketers don’t use segmentation anymore and instead employ undifferentiated
marketing.
D. Marketers intentionally segment markets to understand cultures and behaviors but not
to discriminate against them.*
Solution: D. Stereotyping is when an individual places all people who share certain traits into a
generalized category in a manner that affects how they are treated. Market segmentation is
also a process of categorizing people with similar traits into groups, but for the purpose of
presenting effective marketing messages.
Section 1.1 LO3 Difficult 4-5 minutes
6. Martinique manages a convenience store near campus. She uses her store windows to
communicate that the store now offers freshly ground and brewed coffee that varies from
light to dark roast. Is Martinique capturing utility for professors, students, staff, and neighbors
through form, time, place, or possession?
A. Form
B. Possession
C. Place*
D. Time
Solution: C. Marketing creates place utility when it makes goods or services physically available,
convenient, and accessible to customers.
Section 1.1 LO3 Moderate 3-5 minutes
01/12/23 3
, Principles of Marketing
7. There are five steps in the marketing process. The first step is to understand the marketplace
and customers. Ultimately, the goal and final step is to capture value (sales) from customers.
What are the three steps in between?
A. Develop a marketing strategy, deliver value, and grow profitable customer relations*
B. Develop profitable customer relations, deliver value, and develop a marketing strategy
C. Deliver customer value, develop a marketing strategy, and develop profitable customer
relations
D. Deliver a marketing strategy, deliver profitable customer relations, and deliver customer
value
Solution: A. The steps in the marketing process are: 1. Understand the marketplace and
customers, 2. Develop a customer-driver marketing strategy, 3. Deliver high customer value, 4.
Grow profitable customer relations, and 5. Capture value from customers.
Section 1.1 LO3 Difficult 4-5 minutes
8. Heather is a brand manager. She is working with the marketing department on a promotion
strategy because she is concerned about the message her brand is communicating. In
addition to advertising, sales promotion, and public relations, what other promotion tool
could Heather use convey her brand’s message?
A. Packaging
B. Product labels
C. Social media*
D. Partnerships
Solution: C. Brand messages are conveyed across the online spectrum, including accounts on
Instagram, YouTube, Facebook, and Twitter.
Section 1.2 LO1 Easy 1-2 minutes
9. One of the primary avenues of advertising is digital/online. Which of the following is NOT an
internet advertising option?
A. Search engine marketing
B. Email marketing
C. Social media ads
D. Trade show marketing*
Solution: D. Trade shows are held in person at a site such an exhibition hall.
Section 1.2 LO2 Easy 1-2 minutes
01/12/23 4
Principles of Marketing
01/12/23 1
,Principles of Marketing
Chapter 1
Test Bank Questions
Marketing and Customer Value
Multiple Choice Questions
1. At its essence, marketing is _______.
A. understanding customers in order to drive business*
B. selling a product in a competitive market
C. selecting the least expensive distribution channels
D. pricing products appropriately
Solution: A. Marketing includes discerning the needs of customers and providing products and
services to meet their needs.
Section 1.1 LO1 Easy 1-2
2. Which of the following is an external interested party?
A. Employees
B. Shareholders
C. Board of directors
D. Competitors*
Solution: D. Like customers, creditors, suppliers, distributors, government, and society at large,
competitors have a stake in the success or failure of the company to meet its needs.
Section 1.1 LO1 Easy 1-2
3. Gatorade, an industry-leading sports drink, built market dominance by integrating _______
throughout the product’s life cycle.
A. digital strategies
B. advertising
C. the marketing mix*
D. sales
Solution: C. The 4 Ps—product, price, place, and promotion—make up the marketing mix.
Section 1.1 LO2 Easy 1-2 minutes
01/12/23 2
,Principles of Marketing
4. Trey works in the marketing department of a Midwestern power company. He is writing an
article in the company newsletter to update fellow employees about a new customer policy.
As a marketer, why might Trey MOST likely believe it’s important to communicate this
information to employees?
A. Trey’s supervisor assigned the task to him.
B. Trey recognizes that he has a responsibility to inform and motivate employees via
internal marketing.*
C. The board of directors just approved the policy and nobody knows much about it yet.
D. Writing articles is part of Trey’s job description.
Solution: B. Internal marketing is intended to inform and motivate employees.
Section 1.1 LO2 Moderate 1-3 minutes
5. How do marketers segment markets and respect diversity without falling back on
stereotypes?
A. Complex buying behavior explains segment activity.
B. Dissonance buying behavior is also segmented buying behavior.
C. Marketers don’t use segmentation anymore and instead employ undifferentiated
marketing.
D. Marketers intentionally segment markets to understand cultures and behaviors but not
to discriminate against them.*
Solution: D. Stereotyping is when an individual places all people who share certain traits into a
generalized category in a manner that affects how they are treated. Market segmentation is
also a process of categorizing people with similar traits into groups, but for the purpose of
presenting effective marketing messages.
Section 1.1 LO3 Difficult 4-5 minutes
6. Martinique manages a convenience store near campus. She uses her store windows to
communicate that the store now offers freshly ground and brewed coffee that varies from
light to dark roast. Is Martinique capturing utility for professors, students, staff, and neighbors
through form, time, place, or possession?
A. Form
B. Possession
C. Place*
D. Time
Solution: C. Marketing creates place utility when it makes goods or services physically available,
convenient, and accessible to customers.
Section 1.1 LO3 Moderate 3-5 minutes
01/12/23 3
, Principles of Marketing
7. There are five steps in the marketing process. The first step is to understand the marketplace
and customers. Ultimately, the goal and final step is to capture value (sales) from customers.
What are the three steps in between?
A. Develop a marketing strategy, deliver value, and grow profitable customer relations*
B. Develop profitable customer relations, deliver value, and develop a marketing strategy
C. Deliver customer value, develop a marketing strategy, and develop profitable customer
relations
D. Deliver a marketing strategy, deliver profitable customer relations, and deliver customer
value
Solution: A. The steps in the marketing process are: 1. Understand the marketplace and
customers, 2. Develop a customer-driver marketing strategy, 3. Deliver high customer value, 4.
Grow profitable customer relations, and 5. Capture value from customers.
Section 1.1 LO3 Difficult 4-5 minutes
8. Heather is a brand manager. She is working with the marketing department on a promotion
strategy because she is concerned about the message her brand is communicating. In
addition to advertising, sales promotion, and public relations, what other promotion tool
could Heather use convey her brand’s message?
A. Packaging
B. Product labels
C. Social media*
D. Partnerships
Solution: C. Brand messages are conveyed across the online spectrum, including accounts on
Instagram, YouTube, Facebook, and Twitter.
Section 1.2 LO1 Easy 1-2 minutes
9. One of the primary avenues of advertising is digital/online. Which of the following is NOT an
internet advertising option?
A. Search engine marketing
B. Email marketing
C. Social media ads
D. Trade show marketing*
Solution: D. Trade shows are held in person at a site such an exhibition hall.
Section 1.2 LO2 Easy 1-2 minutes
01/12/23 4
