TEST BANK
Marketing
GREG ELLIOTT, SHARYN RUNDLE-THIELE, DAVID WALLER
3rd Edition
, Testbank to accompany: Marketing 3e by Elliott et al.
Chapter 1:
Introduction to marketing
Multiple Choice Questions
1. The Council of Australian Governments (COAG) Healthy Communities Initiative is an
Australian government initiative that aims to reduce the prevalence of obesity within target
populations. This initiative is best described as an example of:
*a. a not-for-profit organisation using marketing practices.
b. corporate social responsibility.
c. a societal market orientation.
d. a marketing mix decision.
e. a consumer orientation.
General Feedback:
Chapter 1 page 3, Learning Objective 1, Applied. The Council of Australian Governments (COAG)
Healthy Communities Initiative is an Australian government initiative that aims to reduce the
prevalence of obesity within target populations consisting of individuals who are at high risk of
developing chronic disease and who are not predominantly in the paid workforce. This initiative is
an example of a not-for- profit organisation using marketing practices.
2. Marketing is defined as "the activity, set of institutions, and for creating,
communicating, delivering and offerings that have value for ,
clients, partners and society at large."
*a. processes, exchanging, customers
b. procedures, exchanging, consumers
c. processes, producing, consumers
d. procedures, pricing, customers
General Feedback:
Chapter 1, page 3, Learning Objective 1, Factual. Marketing is defined 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."
3. A group of university students decide to quit smoking together after seeing numerous
government advertisements talking about the damage that smoking will do to your lungs. Which
part of the definition
,Chapter 1: Introduction to marketing
of marketing is reflected by this change of behaviour in response to the governments' education
campaign?
a. A mutual exchange of value between a customer and an organisation.
b. Creating, communicating and delivering a good, service or idea.
c. Individuals and organisations that are part of a product's supply chain.
d. Both a and b.
*e. All of the options listed.
General Feedback:
Chapter 1 pages 3-4, Learning Objective 1, Applied. 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. Marketing must involve an exchange that benefits
both the customer who buys the product (a good, service or idea) and the organisation that sells
the product (a good, service or idea). Through their education campaign, the government is
seeking a change in behaviour. In exchange for the education, the students are changing their
behaviour.
4. In the last few years, the consumers have been encouraged to use reusable bags, for their
groceries and other goods. This practice, which seeks to minimise the negative impact of plastic
bags on society is an example of:
*a. societal market orientation.
b. production orientation.
c. sales orientation.
d. market orientation.
General Feedback:
Chapter 1, page 5, Learning Objective 1, Applied. Marketers' consideration of issues such as the
sustainability of their products and the benefits their products might bring to society generally is
known as 'societal market orientation'.
5. With the development of infrastructure and technologies such as production lines, businesses
such as the Ford Motor Company focused on manufacturing large quantities of goods, which they
seemed to have no trouble selling. People were happy to buy what was available. Which era of
marketing does this description relate to?
a. Market.
*b. Production.
c. Consumer.
d. Sales.
e. Socially responsible.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketing during the late 1800s/early 1900s
could best be described by the concept of a 'production orientation'. Marketers' offerings were
largely
2|Page
, Testbank to accompany: Marketing 3e by Elliott et al.
determined by what could be made and what people bought was largely determined by what was
available. (Black paint dried faster than any other colour, so it was the most efficient colour for
Ford Motor Company to produce.)
6. Which of these is the aim of marketing?
a. To maximise profits for the business owners
b. To develop organisational goals
*c. To develop mutually beneficial exchanges
d. To organise the various functions efficiently and effectively
General Feedback:
Chapter 1 page 10, Learning Objective 2, Factual. The aim of marketing is to develop mutually
beneficial exchanges.
7. Supermarkets offering reusable bags for shoppers to pack their groceries could best be described
as:
*a. a societal market orientation.
b. a consumer orientation.
c. a product orientation.
d. a sales orientation.
e. none of the options listed.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketers have broadened the concept of market
orientation to view the market as not just their customers, but also broader society. This view is
reflected in marketers' consideration of issues such as the sustainability of their products and the
benefits their products might bring to society generally. This is known as a 'societal market
orientation'. Companies with a societal market orientation have practices and policies that seek to
minimise their negative impact on society and maximise their positive impact.
8. A customer's overall assessment of the utility of an offering based on perceptions of what is
received and what is given is known as:
a. benefit.
*b. value.
c. exchange.
d. advantage.
General Feedback:
Chapter 1 page 11, Learning Objective 2, Factual. Value is a customer's overall assessment of the
utility of an offering based on perceptions of what is received and what is given.
Marketing
GREG ELLIOTT, SHARYN RUNDLE-THIELE, DAVID WALLER
3rd Edition
, Testbank to accompany: Marketing 3e by Elliott et al.
Chapter 1:
Introduction to marketing
Multiple Choice Questions
1. The Council of Australian Governments (COAG) Healthy Communities Initiative is an
Australian government initiative that aims to reduce the prevalence of obesity within target
populations. This initiative is best described as an example of:
*a. a not-for-profit organisation using marketing practices.
b. corporate social responsibility.
c. a societal market orientation.
d. a marketing mix decision.
e. a consumer orientation.
General Feedback:
Chapter 1 page 3, Learning Objective 1, Applied. The Council of Australian Governments (COAG)
Healthy Communities Initiative is an Australian government initiative that aims to reduce the
prevalence of obesity within target populations consisting of individuals who are at high risk of
developing chronic disease and who are not predominantly in the paid workforce. This initiative is
an example of a not-for- profit organisation using marketing practices.
2. Marketing is defined as "the activity, set of institutions, and for creating,
communicating, delivering and offerings that have value for ,
clients, partners and society at large."
*a. processes, exchanging, customers
b. procedures, exchanging, consumers
c. processes, producing, consumers
d. procedures, pricing, customers
General Feedback:
Chapter 1, page 3, Learning Objective 1, Factual. Marketing is defined 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."
3. A group of university students decide to quit smoking together after seeing numerous
government advertisements talking about the damage that smoking will do to your lungs. Which
part of the definition
,Chapter 1: Introduction to marketing
of marketing is reflected by this change of behaviour in response to the governments' education
campaign?
a. A mutual exchange of value between a customer and an organisation.
b. Creating, communicating and delivering a good, service or idea.
c. Individuals and organisations that are part of a product's supply chain.
d. Both a and b.
*e. All of the options listed.
General Feedback:
Chapter 1 pages 3-4, Learning Objective 1, Applied. 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. Marketing must involve an exchange that benefits
both the customer who buys the product (a good, service or idea) and the organisation that sells
the product (a good, service or idea). Through their education campaign, the government is
seeking a change in behaviour. In exchange for the education, the students are changing their
behaviour.
4. In the last few years, the consumers have been encouraged to use reusable bags, for their
groceries and other goods. This practice, which seeks to minimise the negative impact of plastic
bags on society is an example of:
*a. societal market orientation.
b. production orientation.
c. sales orientation.
d. market orientation.
General Feedback:
Chapter 1, page 5, Learning Objective 1, Applied. Marketers' consideration of issues such as the
sustainability of their products and the benefits their products might bring to society generally is
known as 'societal market orientation'.
5. With the development of infrastructure and technologies such as production lines, businesses
such as the Ford Motor Company focused on manufacturing large quantities of goods, which they
seemed to have no trouble selling. People were happy to buy what was available. Which era of
marketing does this description relate to?
a. Market.
*b. Production.
c. Consumer.
d. Sales.
e. Socially responsible.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketing during the late 1800s/early 1900s
could best be described by the concept of a 'production orientation'. Marketers' offerings were
largely
2|Page
, Testbank to accompany: Marketing 3e by Elliott et al.
determined by what could be made and what people bought was largely determined by what was
available. (Black paint dried faster than any other colour, so it was the most efficient colour for
Ford Motor Company to produce.)
6. Which of these is the aim of marketing?
a. To maximise profits for the business owners
b. To develop organisational goals
*c. To develop mutually beneficial exchanges
d. To organise the various functions efficiently and effectively
General Feedback:
Chapter 1 page 10, Learning Objective 2, Factual. The aim of marketing is to develop mutually
beneficial exchanges.
7. Supermarkets offering reusable bags for shoppers to pack their groceries could best be described
as:
*a. a societal market orientation.
b. a consumer orientation.
c. a product orientation.
d. a sales orientation.
e. none of the options listed.
General Feedback:
Chapter 1 page 5, Learning Objective 1, Applied. Marketers have broadened the concept of market
orientation to view the market as not just their customers, but also broader society. This view is
reflected in marketers' consideration of issues such as the sustainability of their products and the
benefits their products might bring to society generally. This is known as a 'societal market
orientation'. Companies with a societal market orientation have practices and policies that seek to
minimise their negative impact on society and maximise their positive impact.
8. A customer's overall assessment of the utility of an offering based on perceptions of what is
received and what is given is known as:
a. benefit.
*b. value.
c. exchange.
d. advantage.
General Feedback:
Chapter 1 page 11, Learning Objective 2, Factual. Value is a customer's overall assessment of the
utility of an offering based on perceptions of what is received and what is given.
