Marketing: An Introduction, 6e (Armstrong et al.)
Chapter 1 Marketing: Creating and Capturing Customer Value
1) Which of the following is most essential to even the simplest definition of marketing?
A) demand management
B) the production concept
C) customer relationships
D) making a sale
E) making a profit
Answer: C
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1
2) Which of the following is an accurate description of modern marketing today?
A) Marketing is the creation of products for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying producers' needs first.
E) Marketing is used by for-profit organizations only.
Answer: B
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1
,3) According to management guru Peter Drucker, "The aim of marketing is to
________."
A) create customer demands
B) identify customer demands
C) make selling unnecessary
D) set realistic customer expectations
E) sell products
Answer: C
Diff: 1 Type: MC Page Ref: 6
Skill: Concept
Objective: 1-1
,4) ________ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through creating and exchanging value
with others.
A) Selling
B) Advertising
C) Bartering
D) Marketing
E) Negotiating
Answer: D
Diff: 2 Type: MC Page Ref: 6
Skill: Concept
Objective: 1-1
5) The ________ steps of the five-step marketing process are about understanding
customers, creating customer value, and building strong customer relationships.
A) first two
B) first three
C) first four
D) last three
E) last four
Answer: C
Diff: 2 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
6) According to the simple five-step model of the marketing process, a company needs to
________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
, B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program
Answer: D
Diff: 1 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
7) ________ are human needs as shaped by individual personality and culture.
A) Deprivations
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Diff: 1 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
Chapter 1 Marketing: Creating and Capturing Customer Value
1) Which of the following is most essential to even the simplest definition of marketing?
A) demand management
B) the production concept
C) customer relationships
D) making a sale
E) making a profit
Answer: C
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1
2) Which of the following is an accurate description of modern marketing today?
A) Marketing is the creation of products for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying producers' needs first.
E) Marketing is used by for-profit organizations only.
Answer: B
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1
,3) According to management guru Peter Drucker, "The aim of marketing is to
________."
A) create customer demands
B) identify customer demands
C) make selling unnecessary
D) set realistic customer expectations
E) sell products
Answer: C
Diff: 1 Type: MC Page Ref: 6
Skill: Concept
Objective: 1-1
,4) ________ is defined as a social and managerial process by which individuals and
organizations obtain what they need and want through creating and exchanging value
with others.
A) Selling
B) Advertising
C) Bartering
D) Marketing
E) Negotiating
Answer: D
Diff: 2 Type: MC Page Ref: 6
Skill: Concept
Objective: 1-1
5) The ________ steps of the five-step marketing process are about understanding
customers, creating customer value, and building strong customer relationships.
A) first two
B) first three
C) first four
D) last three
E) last four
Answer: C
Diff: 2 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
6) According to the simple five-step model of the marketing process, a company needs to
________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value
, B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants
E) construct key components of a marketing program
Answer: D
Diff: 1 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
7) ________ are human needs as shaped by individual personality and culture.
A) Deprivations
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Diff: 1 Type: MC Page Ref: 7
Skill: Concept
Objective: 1-2
8) When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
