Version 1 1
, TABLE OF CONTENTS
CHAPTER 1: Marketing in Today’s Business Milieu
CHAPTER 2: Marketing Foundations: Global, Ethical, Sustainable
CHAPTER 3: Elements of Marketing Strategy, Planning, and Competition
CHAPTER 4: Market Research Essentials
CHAPTER 5: CRM, Big Data, and Marketing Analytics
CHAPTER 6: Understand Consumer and Business Markets
CHAPTER 7: Segmentation, Target Marketing, and Positioning
CHAPTER 8: Product Strategy and New Product Development
CHAPTER 9: Build the Brand
CHAPTER 10: Service as the Core Offering
CHAPTER 11: Manage Pricing Decisions
CHAPTER 12: Manage Marketing Channels, Logistics, and Supply Chain
CHAPTER 13: Promotion Essentials: Digital and Social Media Marketing
CHAPTER 14: Promotion Essentials: Legacy Approaches and Personal
Selling
Version 1 2
,Chapter 1
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 andselling.
1)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Navigation
Learning Objective : 01-01 Identify typical misconceptions about marketing, why they
persist, and theTopic : 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
marketingdepartment.
2)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Version 1 3
,NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-01 Identify typical misconceptions about marketing, why they
persist, and theTopic : 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 4
,3) The American Marketing Association defines marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and
exchanging offerings that havevalue for customers, clients, partners, and society at
large.”
3)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Navigation
Topic : Marketing and Marketing Management
DefinedBloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Define what marketing and marketing management really are and how
they conGradable : 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
enterprisehas only two business functions: marketing and innovation.
4)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom'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 conGradable : 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)
Version 1 5
, ⊚ true
⊚ false
Question Details
Accessibility : Keyboard
NavigationBloom'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 conAACSB : Ethics
Gradable : automatic
Source : Chapter 01 Test Bank > TF Qu. 05 Sustainability refers to business practices ...
Version 1 6
,6) Firms that are stuck in a production orientation mentality likely will have great
difficultycompeting successfully for customers.
6)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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,” hewas reflecting a sales orientation.
6)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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 firmscome close to one-to-one marketing by combining flexible
manufacturing with flexible marketing to enhance customer choices.
7)
⊚ true
Version 1 7
, ⊚ false
Version 1 8
,Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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 havemore 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
TrendsGradable :
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, chatrooms, and independent websites.
9)
⊚ true
⊚ false
Version 1 9
, Question Details
Accessibility : Keyboard
NavigationBloom'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 10
, TABLE OF CONTENTS
CHAPTER 1: Marketing in Today’s Business Milieu
CHAPTER 2: Marketing Foundations: Global, Ethical, Sustainable
CHAPTER 3: Elements of Marketing Strategy, Planning, and Competition
CHAPTER 4: Market Research Essentials
CHAPTER 5: CRM, Big Data, and Marketing Analytics
CHAPTER 6: Understand Consumer and Business Markets
CHAPTER 7: Segmentation, Target Marketing, and Positioning
CHAPTER 8: Product Strategy and New Product Development
CHAPTER 9: Build the Brand
CHAPTER 10: Service as the Core Offering
CHAPTER 11: Manage Pricing Decisions
CHAPTER 12: Manage Marketing Channels, Logistics, and Supply Chain
CHAPTER 13: Promotion Essentials: Digital and Social Media Marketing
CHAPTER 14: Promotion Essentials: Legacy Approaches and Personal
Selling
Version 1 2
,Chapter 1
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 andselling.
1)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Navigation
Learning Objective : 01-01 Identify typical misconceptions about marketing, why they
persist, and theTopic : 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
marketingdepartment.
2)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Version 1 3
,NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-01 Identify typical misconceptions about marketing, why they
persist, and theTopic : 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 4
,3) The American Marketing Association defines marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and
exchanging offerings that havevalue for customers, clients, partners, and society at
large.”
3)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
Navigation
Topic : Marketing and Marketing Management
DefinedBloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Define what marketing and marketing management really are and how
they conGradable : 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
enterprisehas only two business functions: marketing and innovation.
4)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom'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 conGradable : 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)
Version 1 5
, ⊚ true
⊚ false
Question Details
Accessibility : Keyboard
NavigationBloom'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 conAACSB : Ethics
Gradable : automatic
Source : Chapter 01 Test Bank > TF Qu. 05 Sustainability refers to business practices ...
Version 1 6
,6) Firms that are stuck in a production orientation mentality likely will have great
difficultycompeting successfully for customers.
6)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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,” hewas reflecting a sales orientation.
6)
⊚ true
⊚ false
Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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 firmscome close to one-to-one marketing by combining flexible
manufacturing with flexible marketing to enhance customer choices.
7)
⊚ true
Version 1 7
, ⊚ false
Version 1 8
,Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard
NavigationBloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-03 Appreciate how marketing has evolved from its early roots to be
practicedTopic : 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 havemore 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
TrendsGradable :
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, chatrooms, and independent websites.
9)
⊚ true
⊚ false
Version 1 9
, Question Details
Accessibility : Keyboard
NavigationBloom'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 10
