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Marketing 10th Canadian Edition By Frederick Crane - Test Bank
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,Chapter 01 - Creating Customer Value, Relationships, and Experiences Through MarketingChapter 01
Creating Customer Value, Relationships, and Experiences Through
Marketing
Multiple Choice Questions
1. City of Hamilton specifically targets each of the following segments except:
A. corporations seeking a lower cost city to conduct business in.
B. tourists seeking travel with "foodie tours" based on local cuisine.
C. consumers looking for more affordable housing and shorter commute times.
D. cancer survivors.
(Chapter Opening Example) The City of Hamilton targets businesses who want lower cost of doing business; tourists who are
interested in fun food eateries; and Toronto refugees (the people who live in Toronto area) with long commute times and high
cost of housing. It also targets people who live there to participate in local culture and events.
Blooms: Remember
Difficulty: Medium
Learning Objective: 01-01 Define marketing and identify the requirements for successful marketing to occur.
Topic: 01-01 The Marketing of the City of Hamilton, Ontario
2. Which of the following does not appear to be a consumer trend on which the City of
Hamilton is capitalizing?
A. customer desire to eat local and enjoy new food experiences.
B. customer desire to find more affordable housing and quality of life.
C. customer desire to live closer to work and reduce commute times.
D. customer desire to support local politicians.
(Chapter Opening Example) This revitalized city is capitalizing on major consumer trends: customer desire for more life
balance with more affordable housing, shorter commute times to work, and a fun, local food experience. The City of
Hamilton is committed to revitalizing the economic prospects of the City by attracting businesses to locate in a more
affordable but still central Canada location.
Blooms: Remember
Difficulty: Easy
Learning Objective: 01-01 Define marketing and identify the requirements for successful marketing to occur.
Topic: 01-01 The Marketing of the City of Hamilton, Ontario
1-1
,Chapter 01 - Creating Customer Value, Relationships, and Experiences Through Marketing
3. Though the City of Hamilton was once a manufacturing town, while the steel plant
remains, their intent is to continue economic viability through all of the following except:
A. international investment.
B. attracting business in web development and app development.
C. health care and scientific research.
D. feature film production.
(Chapter Opening Example) The City of Hamilton is now ranked as Canada's most diversified economy (Conference Board
of Canada) and the diversification has helped attract new business, tourism, and lower Hamilton's unemployment rate to
5.7%, below the national average of 7%.
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Define marketing and identify the requirements for successful marketing to occur.
Topic: 01-01 The Marketing of the City of Hamilton, Ontario
4. By definition, which of the following is not considered a marketing activity?
A. creating offerings
B. communicating offerings
C. delivering offerings
D. selling offerings
Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its
stakeholders, and society at large.
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Define marketing and identify the requirements for successful marketing to occur.
Topic: 01-02 What Marketing Is and What it is Not
5. Which of the following is NOT required for marketing to occur?
A. two or more parties (individuals or organizations) with unsatisfied needs.
B. unsatisfied needs that can only be satisfied by physical products, not services.
C. a desire and ability on their part to be satisfied.
D. a way for the parties to communicate.
For marketing to occur, at least four factors are required: (1) two or more parties (individuals or organizations) with
unsatisfied needs, (2) a desire and ability on their part to be satisfied, (3) a way for the parties to communicate, and (4)
something to exchange.
Blooms: Understand
Difficulty: Easy
Learning Objective: 01-01 Define marketing and identify the requirements for successful marketing to occur.
Topic: 01-03 Marketing: Defined
1-2
, Chapter 01 - Creating Customer Value, Relationships, and Experiences Through Marketing
1-3
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