TEST BANK
MKTG
Charles Lamb
12th Edition
PR
O
FD
O
C
,Table of Contents
Part I: The World of Marketing
1. An Overview of Marketing
2. Strategic Planning for Competitive Advantage
3. Ethics and Social Responsibility
4. The Marketing Environment
5. Developing a Global Vision
Part II: Analyzing Marketing Opportunities
6. Consumer Decision‐Making
7. Business Marketing
8. Segmenting and Targeting Markets
9. Decision Support Systems and Marketing Research
Part III: Product Decisions
10. Product Concepts
11. Developing and Managing Products
12. Services and Nonprofit Organization Marketing
Part IV: Distribution Decisions
13. Marketing Channels
14. Supply Chain Management
PR
15. Retailing
Part V: Promotion & Communication Strategies
16. Promotional Planning for Competitive Advantage
17. Advertising and Public Relations
18. Sales Promotion and Personal Selling
Part VI: Pricing Decisions
O
19. Pricing Concepts
20. Setting the Right Price
Part VII: Technology-Driven Marketing
FD
21. Customer Relationship Management (CRM)
22. Social Media and Marketing
O
C
,TRUE/FALSE
1 : In most cases, in order for a firm to succeed in a competitive market, it needs to have a clear
understanding of the marketplace and produce products based on the wants and needs of the customers, rather
than expecting the customers to want the products manufactured solely based on the assessment of the firms
internal capabilities.
A : true B
: false
Correct Answer : A
2 : With the help of an effective sales force that devises high-quality sales techniques, a sales-oriented firm
can successfully convince customers to purchase goods and services that they neither wanted nor needed.
A : true B
: false
PR
Correct Answer : B
3 : The Internet and the extensive use of social media have fueled the change in power from consumers
O
and business users to manufacturers and retailers.
A : true
FD
B : false
Correct Answer : B
O
4 : Customers perceive high-quality products that are sold at high prices to be a good value.A : true
B : false
C
Correct Answer : B
5 : Training plays an important role in customer service and relationship building. A : true
B : false
Correct Answer : A
6 : The organizations that are frequently noted for delivering superior customer value and providing high
levels of customer satisfaction assign employees to teams and teach them team-building skills.
A : true B
: false
Correct Answer : A
, 7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a market-
oriented firm defines its business in terms of goods and services.
A : true B
: false
Correct Answer : B
PR
O
FD
O
C
MKTG
Charles Lamb
12th Edition
PR
O
FD
O
C
,Table of Contents
Part I: The World of Marketing
1. An Overview of Marketing
2. Strategic Planning for Competitive Advantage
3. Ethics and Social Responsibility
4. The Marketing Environment
5. Developing a Global Vision
Part II: Analyzing Marketing Opportunities
6. Consumer Decision‐Making
7. Business Marketing
8. Segmenting and Targeting Markets
9. Decision Support Systems and Marketing Research
Part III: Product Decisions
10. Product Concepts
11. Developing and Managing Products
12. Services and Nonprofit Organization Marketing
Part IV: Distribution Decisions
13. Marketing Channels
14. Supply Chain Management
PR
15. Retailing
Part V: Promotion & Communication Strategies
16. Promotional Planning for Competitive Advantage
17. Advertising and Public Relations
18. Sales Promotion and Personal Selling
Part VI: Pricing Decisions
O
19. Pricing Concepts
20. Setting the Right Price
Part VII: Technology-Driven Marketing
FD
21. Customer Relationship Management (CRM)
22. Social Media and Marketing
O
C
,TRUE/FALSE
1 : In most cases, in order for a firm to succeed in a competitive market, it needs to have a clear
understanding of the marketplace and produce products based on the wants and needs of the customers, rather
than expecting the customers to want the products manufactured solely based on the assessment of the firms
internal capabilities.
A : true B
: false
Correct Answer : A
2 : With the help of an effective sales force that devises high-quality sales techniques, a sales-oriented firm
can successfully convince customers to purchase goods and services that they neither wanted nor needed.
A : true B
: false
PR
Correct Answer : B
3 : The Internet and the extensive use of social media have fueled the change in power from consumers
O
and business users to manufacturers and retailers.
A : true
FD
B : false
Correct Answer : B
O
4 : Customers perceive high-quality products that are sold at high prices to be a good value.A : true
B : false
C
Correct Answer : B
5 : Training plays an important role in customer service and relationship building. A : true
B : false
Correct Answer : A
6 : The organizations that are frequently noted for delivering superior customer value and providing high
levels of customer satisfaction assign employees to teams and teach them team-building skills.
A : true B
: false
Correct Answer : A
, 7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a market-
oriented firm defines its business in terms of goods and services.
A : true B
: false
Correct Answer : B
PR
O
FD
O
C
