Marketing Management 5th Edition by Dawn Iacobucci - Test Bank

,1. If you ask the average person, “What is marketing?” you might hear something like, “Marketers make people
buy stuff they don’t need and can’t afford.”
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 1
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG: Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-1 Defining Marketing
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

2. Marketing is defined as an exchange between a firm and its customers.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of General Business Functions
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

3. Customers typically do not mind paying for purchases if they really want what they are purchasing.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 2

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,QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of General Business Functions
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 8/2/2016 2:37 AM

4. John just purchased a new Honda Civic from the local Honda dealership. Even though John was happy and
Honda made a profit, this was not a symbiotic relationship.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Challenging
REFERENCES: Page 2
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG - Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Application
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

5. Marketers try to figure out what customers want and then they try to figure out how to provide it and make
money doing so.
a. True
b. False
ANSWER: True
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 1
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG: Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Strategy
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Comprehension

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, OTHER: MBA: Knowledge of General Business Functions
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

6. In an exchange, the customer wants something from the company but the company wants nothing from the
customer.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Easy
REFERENCES: Page 1
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of Human Behavior and Society
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

7. Most companies would agree that taking in profits is much more important than keeping customers happy.
a. True
b. False
ANSWER: False
POINTS: 1
DIFFICULTY: Moderate
REFERENCES: Page 2
QUESTION TYPE: True / False
HAS VARIABLES: False
NATIONAL STANDARDS: United States - BUSPROG: Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: 1-2 Marketing Is an Exchange Relationship
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Managing Human Capital
DATE CREATED: 7/11/2016 2:14 PM
DATE MODIFIED: 7/11/2016 2:14 PM

8. The term “market” sounds like it involves selling simple, tangible goods, but as you know, hardly anything
can be marketed.
a. True
b. False
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