Test Bank for Contemporary Marketing, 18th Edition, Louis E. Boone, David L. Kurtz.pdfTest Bank for Contemporary Marketing, 18th Edition, Louis E. Boone, David L. Kurtz.pdfTest Bank for Contemporary Marketing, 18th Edition, Louis E. Boone, David L. Kurtz.

Test Bank for Contemporary Marketing, 18th Edition,
Louis E. Boone, David L. Kurtz




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,Indicate whether the statement is true or false.

1. On average, marketing expenses account for half of the costs involved in a product.
a. True
b. False

2. Production orientation is a business philosophy that stresses on the importance of quantity of products rather than the
quality of products.
a. True
b. False

3. Form utility refers to conversion of raw materials and components into finished goods and services.
a. True
b. False

4. Marketing of a product begins after it hits the shelf.
a. True
b. False

5. It can be said that Glen Inc., a woolen products manufacturing company based in Switzerland, is a firm that uses a
market-driven strategy because it produces goods based on local customers’ experiences, needs, and preferences.
a. True
b. False

6. Virtually all colleges and universities have alumni associations that publish magazines, hold reunions, and try to raise
funds. These activities constitute organization marketing.
a. True
b. False

7. In the sales era, firms attempted to match their output to the potential number of customers who would want it.
a. True
b. False

8. Promotional events designed to attract visitors to a particular area or to improve the image of a city, state, or nation
would be examples of event marketing.
a. True
b. False

9. Buying an iPod generates ownership utility; however, buying a concert ticket does not.
a. True
b. False

10. In modern terminology, Apple's excellent sales and customer service, sleek design, innovative engineering, and
reliability all add up to a world-class "product."
a. True
b. False

11. The relationship era builds on the marketing era’s customer orientation by only focusing on maintaining relationships
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, with customers.
a. True
b. False

12. Manufacturers engage in risk taking when they create goods and services based on research and their belief that
consumers need them.
a. True
b. False

13. The advent of a strong buyer’s market created the need for consumer orientation by businesses.
a. True
b. False

14. Mary Kay Cosmetic's long-time policy of rewarding top sales representatives with a "Mary Kay pink" Cadillac is an
example of integrated marketing communications.
a. True
b. False

15. When Dolly Parton promotes her theme park called Dollywood, it is both place and person marketing.
a. True
b. False

16. According to relationship marketing, the lifetime value of a customer should exceed the investment made by the firm
to attract and keep the customer.
a. True
b. False

17. Marketing of sporting, cultural, and recreational activities to selected target markets is known as cause marketing.
a. True
b. False

18. The emergence of the marketing concept can be linked to the shift from a seller’s market to a buyer’s market.
a. True
b. False

19. Celebrities use person marketing as a way to increase their value in the marketplace.
a. True
b. False

20. Marketing is the indirect connection between a firm and its customers.
a. True
b. False

21. An auto manufacturer creates ownership utility for its consumers by combining metal, rubber, plastic, and petroleum
products.
a. True
b. False

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