Chapter 01
Marketing in Today’s Business Milieu
True / False Questions
1. Even with great marketing, vast numbers of potential customers have never heard of some
products or services. Some people think that marketing is all about advertising, pushy
salespeople, celebrity spokespeople, spam e-mail, and overstated product claims.
True False
2. The American Marketing Association defines marketing 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."
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.
True False
3. Marketing is relevant only to people in the organization that work directly in the marketing
department.
True False
,4. Of all the business fields, marketing is most visible to people outside the organization. Peter
Drucker stated that since it is the customer who defines value, the business enterprise has
only two business functions: marketing and innovation.
True False
5. Sustainability refers to practices of socially responsible firms that incorporate doing well by
doing good.
True False
6. A firm with a production orientation assumes that "if you build it, they will come." Value and
exchange are not considered to be core marketing concepts.
True False
7. Dell Computers employs one-to-one marketing by allowing a customer essentially to
customize the product features that he or she desires. When Henry Ford said "People can
have the Model T in any color—so long that it's black," he was reflecting a selling focus.
True False
8. Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms
come close to one-to-one marketing by combining flexible manufacturing with flexible
marketing to enhance customer choices.
True False
,9. Fred Wiersema's book The New Market Leaders states that marketers will continue to have
more power than customers in both B2B and B2C markets.
True False
10. Firms today have learned to be open about products and services with consumers who have
endless sources of information, including blogs, chat rooms, and independent websites.
True False
11.
Customer orientation and market orientation are opposing concepts. Customer-oriented firms
look at customers as individuals and market-oriented firms look at the market as a whole.
Relationship-oriented firms focus on short-term profitability.
True False
12. Direct-to-consumer marketing by pharmaceutical companies and the vast amount of health
information available to patients on websites enable them to self-diagnose and self-prescribe
and saves the physician time. The trend toward more information in the hands of the
customer is diminishing.
True False
, 13. Gen Yers tends to value relationships with marketers like State Farm Insurance in exactly the
same way their parents do.
True False
14. Little m marketing refers to tactics and programs the firm uses to reach its stakeholders.
True False
15. Big M marketing refers to the strategic, long-term, firm-level commitment to investing in
marketing.
True False
16. It is important that everyone in the organization understand the concept of customer
orientation. After all, every employee has an internal customer.
True False
17. Firms today are beginning to understand the importance of marketing metrics to assess
marketing performance. They are aligning all internal organization processes and systems
around the customer—from IT to billing to telecommunications.
True False
Marketing in Today’s Business Milieu
True / False Questions
1. Even with great marketing, vast numbers of potential customers have never heard of some
products or services. Some people think that marketing is all about advertising, pushy
salespeople, celebrity spokespeople, spam e-mail, and overstated product claims.
True False
2. The American Marketing Association defines marketing 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."
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.
True False
3. Marketing is relevant only to people in the organization that work directly in the marketing
department.
True False
,4. Of all the business fields, marketing is most visible to people outside the organization. Peter
Drucker stated that since it is the customer who defines value, the business enterprise has
only two business functions: marketing and innovation.
True False
5. Sustainability refers to practices of socially responsible firms that incorporate doing well by
doing good.
True False
6. A firm with a production orientation assumes that "if you build it, they will come." Value and
exchange are not considered to be core marketing concepts.
True False
7. Dell Computers employs one-to-one marketing by allowing a customer essentially to
customize the product features that he or she desires. When Henry Ford said "People can
have the Model T in any color—so long that it's black," he was reflecting a selling focus.
True False
8. Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms
come close to one-to-one marketing by combining flexible manufacturing with flexible
marketing to enhance customer choices.
True False
,9. Fred Wiersema's book The New Market Leaders states that marketers will continue to have
more power than customers in both B2B and B2C markets.
True False
10. Firms today have learned to be open about products and services with consumers who have
endless sources of information, including blogs, chat rooms, and independent websites.
True False
11.
Customer orientation and market orientation are opposing concepts. Customer-oriented firms
look at customers as individuals and market-oriented firms look at the market as a whole.
Relationship-oriented firms focus on short-term profitability.
True False
12. Direct-to-consumer marketing by pharmaceutical companies and the vast amount of health
information available to patients on websites enable them to self-diagnose and self-prescribe
and saves the physician time. The trend toward more information in the hands of the
customer is diminishing.
True False
, 13. Gen Yers tends to value relationships with marketers like State Farm Insurance in exactly the
same way their parents do.
True False
14. Little m marketing refers to tactics and programs the firm uses to reach its stakeholders.
True False
15. Big M marketing refers to the strategic, long-term, firm-level commitment to investing in
marketing.
True False
16. It is important that everyone in the organization understand the concept of customer
orientation. After all, every employee has an internal customer.
True False
17. Firms today are beginning to understand the importance of marketing metrics to assess
marketing performance. They are aligning all internal organization processes and systems
around the customer—from IT to billing to telecommunications.
True False
