, Testbank to accompany: Marketing 3e by Elliott et al.
Chapter 1:
Introduction to marketing
Multiple Choice Questions
1. The Council of Australian Governments (COAG) Healthy Communities Initiative is an Australian
government initiative that aims to reduce the prevalence of obesity within target populations. This
initiative is best described as an example of:
*a. a not-for-profit organisation using marketing practices.
b. corporate social responsibility.
c. a societal market orientation.
d. a marketing mix decision.
e. a consumer orientation.
General Feedback:
Chapter 1 page 3, Learning Objective 1, Applied. The Council of Australian Governments (COAG)
Healthy Communities Initiative is an Australian government initiative that aims to reduce the prevalence
of obesity within target populations consisting of individuals who are at high risk of developing chronic
disease and who are not predominantly in the paid workforce. This initiative is an example of a not-for-
profit organisation using marketing practices.
2. Marketing is defined as "the activity, set of institutions, and for creating,
communicating, delivering and offerings that have value for , clients,
partners and society at large."
*a. processes, exchanging, customers
b. procedures, exchanging, consumers
c. processes, producing, consumers
d. procedures, pricing, customers
General Feedback:
Chapter 1, page 3, Learning Objective 1, Factual. Marketing is defined as "the activity, set of institutions,
and processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large."
3. A group of university students decide to quit smoking together after seeing numerous government
advertisements talking about the damage that smoking will do to your lungs. Which part of the definition
,Chapter 1: Introduction to marketing
of marketing is reflected by this change of behaviour in response to the governments' education
campaign?
a. A mutual exchange of value between a customer and an organisation.
b. Creating, communicating and delivering a good, service or idea.
c. Individuals and organisations that are part of a product's supply chain.
d. Both a and b.
*e. All of the options listed.
General Feedback:
Chapter 1 pages 3-4, Learning Objective 1, Applied. Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large. Marketing must involve an exchange that benefits both
the customer who buys the product (a good, service or idea) and the organisation that sells the product (a
good, service or idea). Through their education campaign, the government is seeking a change in
behaviour. In exchange for the education, the students are changing their behaviour.
4. In the last few years, the consumers have been encouraged to use reusable bags, for their groceries
and other goods. This practice, which seeks to minimise the negative impact of plastic bags on society is
an example of:
*a. societal market orientation.
b. production orientation.
c. sales orientation.
d. market orientation.
General Feedback:
Chapter 1, page 5, Learning Objective 1, Applied. Marketers' consideration of issues such as the
sustainability of their products and the benefits their products might bring to society generally is known
as 'societal market orientation'.
5. With the development of infrastructure and technologies such as production lines, businesses such as
the Ford Motor Company focused on manufacturing large quantities of goods, which they seemed to
have no trouble selling. People were happy to buy what was available. Which era of marketing does this
description relate to?
a. Market.
*b. Production.
c. Consumer.
d. Sales.
e. Socially responsible.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketing during the late 1800s/early 1900s could
best be described by the concept of a 'production orientation'. Marketers' offerings were largely
, Testbank to accompany: Marketing 3e by Elliott et al.
determined by what could be made and what people bought was largely determined by what was
available. (Black paint dried faster than any other colour, so it was the most efficient colour for Ford
Motor Company to produce.)
6. Which of these is the aim of marketing?
a. To maximise profits for the business owners
b. To develop organisational goals
*c. To develop mutually beneficial exchanges
d. To organise the various functions efficiently and effectively
General Feedback:
Chapter 1 page 10, Learning Objective 2, Factual. The aim of marketing is to develop mutually
beneficial exchanges.
7. Supermarkets offering reusable bags for shoppers to pack their groceries could best be described as:
*a. a societal market orientation.
b. a consumer orientation.
c. a product orientation.
d. a sales orientation.
e. none of the options listed.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketers have broadened the concept of market
orientation to view the market as not just their customers, but also broader society. This view is reflected
in marketers' consideration of issues such as the sustainability of their products and the benefits their
products might bring to society generally. This is known as a 'societal market orientation'. Companies
with a societal market orientation have practices and policies that seek to minimise their negative impact
on society and maximise their positive impact.
8. A customer's overall assessment of the utility of an offering based on perceptions of what is received
and what is given is known as:
a. benefit.
*b. value.
c. exchange.
d. advantage.
General Feedback:
Chapter 1 page 11, Learning Objective 2, Factual. Value is a customer's overall assessment of the utility
of an offering based on perceptions of what is received and what is given.
Chapter 1:
Introduction to marketing
Multiple Choice Questions
1. The Council of Australian Governments (COAG) Healthy Communities Initiative is an Australian
government initiative that aims to reduce the prevalence of obesity within target populations. This
initiative is best described as an example of:
*a. a not-for-profit organisation using marketing practices.
b. corporate social responsibility.
c. a societal market orientation.
d. a marketing mix decision.
e. a consumer orientation.
General Feedback:
Chapter 1 page 3, Learning Objective 1, Applied. The Council of Australian Governments (COAG)
Healthy Communities Initiative is an Australian government initiative that aims to reduce the prevalence
of obesity within target populations consisting of individuals who are at high risk of developing chronic
disease and who are not predominantly in the paid workforce. This initiative is an example of a not-for-
profit organisation using marketing practices.
2. Marketing is defined as "the activity, set of institutions, and for creating,
communicating, delivering and offerings that have value for , clients,
partners and society at large."
*a. processes, exchanging, customers
b. procedures, exchanging, consumers
c. processes, producing, consumers
d. procedures, pricing, customers
General Feedback:
Chapter 1, page 3, Learning Objective 1, Factual. Marketing is defined as "the activity, set of institutions,
and processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large."
3. A group of university students decide to quit smoking together after seeing numerous government
advertisements talking about the damage that smoking will do to your lungs. Which part of the definition
,Chapter 1: Introduction to marketing
of marketing is reflected by this change of behaviour in response to the governments' education
campaign?
a. A mutual exchange of value between a customer and an organisation.
b. Creating, communicating and delivering a good, service or idea.
c. Individuals and organisations that are part of a product's supply chain.
d. Both a and b.
*e. All of the options listed.
General Feedback:
Chapter 1 pages 3-4, Learning Objective 1, Applied. Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering and exchanging offerings that have value for
customers, clients, partners and society at large. Marketing must involve an exchange that benefits both
the customer who buys the product (a good, service or idea) and the organisation that sells the product (a
good, service or idea). Through their education campaign, the government is seeking a change in
behaviour. In exchange for the education, the students are changing their behaviour.
4. In the last few years, the consumers have been encouraged to use reusable bags, for their groceries
and other goods. This practice, which seeks to minimise the negative impact of plastic bags on society is
an example of:
*a. societal market orientation.
b. production orientation.
c. sales orientation.
d. market orientation.
General Feedback:
Chapter 1, page 5, Learning Objective 1, Applied. Marketers' consideration of issues such as the
sustainability of their products and the benefits their products might bring to society generally is known
as 'societal market orientation'.
5. With the development of infrastructure and technologies such as production lines, businesses such as
the Ford Motor Company focused on manufacturing large quantities of goods, which they seemed to
have no trouble selling. People were happy to buy what was available. Which era of marketing does this
description relate to?
a. Market.
*b. Production.
c. Consumer.
d. Sales.
e. Socially responsible.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketing during the late 1800s/early 1900s could
best be described by the concept of a 'production orientation'. Marketers' offerings were largely
, Testbank to accompany: Marketing 3e by Elliott et al.
determined by what could be made and what people bought was largely determined by what was
available. (Black paint dried faster than any other colour, so it was the most efficient colour for Ford
Motor Company to produce.)
6. Which of these is the aim of marketing?
a. To maximise profits for the business owners
b. To develop organisational goals
*c. To develop mutually beneficial exchanges
d. To organise the various functions efficiently and effectively
General Feedback:
Chapter 1 page 10, Learning Objective 2, Factual. The aim of marketing is to develop mutually
beneficial exchanges.
7. Supermarkets offering reusable bags for shoppers to pack their groceries could best be described as:
*a. a societal market orientation.
b. a consumer orientation.
c. a product orientation.
d. a sales orientation.
e. none of the options listed.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketers have broadened the concept of market
orientation to view the market as not just their customers, but also broader society. This view is reflected
in marketers' consideration of issues such as the sustainability of their products and the benefits their
products might bring to society generally. This is known as a 'societal market orientation'. Companies
with a societal market orientation have practices and policies that seek to minimise their negative impact
on society and maximise their positive impact.
8. A customer's overall assessment of the utility of an offering based on perceptions of what is received
and what is given is known as:
a. benefit.
*b. value.
c. exchange.
d. advantage.
General Feedback:
Chapter 1 page 11, Learning Objective 2, Factual. Value is a customer's overall assessment of the utility
of an offering based on perceptions of what is received and what is given.
