TEST BANK
MKTG
ST
Charles W. Lamb, Joe F. Hair, Carl McDaniel, Marc Boivin, David Gaudet
────────────────────────────────────────────────────
UV
6th Edition
IA
?_
AP
PR
OV
TEST BANK
ED
??
, Test Bank
MKTG: Principles of Marketing, 6th Canadian Edition
Lamb · Hair · McDaniel · Boivin · Gaudet
6TH CANADIAN EDITION
ST
TABLE OF CONTENTS
UV
PART 1 — HOW VALUE IS DISCOVERED
Ch. 01 An Introduction to Marketing
Ch. 02 The External Marketing Environment
IA
Ch. 03 Strategic Marketing
PART 2 — HOW VALUE IS INVESTIGATED
?_
Ch. 04 Marketing Research and Analytics
Ch. 05 Consumer Decision Making
Ch. 06 Business-to-Business Marketing
AP
Ch. 07 Segmenting, Targeting, and Positioning
PART 3 — HOW VALUE IS CREATED AND DELIVERED
PR
Ch. 08 Brand Management
Ch. 09 Product Concepts
Ch. 10 Services and Non-profit Organization Marketing
OV
Ch. 11 Price Setting
Ch. 12 Marketing Channels
PART 4 — HOW VALUE IS ANNOUNCED
ED
Ch. 13 Marketing Communications
Ch. 14 Digital Storytelling
Ch. 15 Global Marketing (Online Chapter)
??
Ch. 16 Customer Relationship Management (CRM)
, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
Indicate the answer choice that best completes the statement or answers the question.
1. What does the term marketing refer to?
ST
a. new product concepts and improvements
b. selling
c. advertising and promotional activities
d. understanding and focusing on customer needs
UV
2. What is the definition of marketing?
a. understanding the needs and wants of the consumer to deliver a promised offering
b. seeking to discover, investigate, create, and announce value for customers and society as a whole
c. developing the needs for the advertising of a product or service to a consumer
IA
d. developing the wants of a marketing firm’s tools that will bring the product to market
3. Without marketing, which of the following does not exist?
a. product
?_
b. strategy
c. customer
d. competition
AP
4. What is marketing’s main focus?
a. a control system
b. marketing products
c. understanding value
d. profits
PR
5. Which of the following best defines marketing?
a. creating processes within an organization
b. creating advertising and social media strategies
c. analyzing the market for the next big product or service
OV
d. defining value in order to meet consumer needs
6. When did the AMA definition of delivering “value for customers, clients, partners, and society at large” occur?
a. 1998
b. 2004
c. 2007
ED
d. 2013
7. What is an important part of marketing as it relates to needs?
a. planning strategy
??
b. customer management
c. engaging with the customer
d. reciprocity
8. Which of the following best describes a highly desirable outcome of marketing?
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, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. promotional activities
b. personal selling
c. advertising
ST
d. customer satisfaction
9. The goal of marketing is summarized nicely by which of the following?
a. the customer
UV
b. the competition
c. the firms advertising
d. the marketing concept
10. An organization that is focused on satisfying the customer’s current situation and helping to find solutions is an
IA
adherence to which of the following?
a. needs
b. the profit principle
c. the need to make money
?_
d. a desire to beat competition
11. Which statement best describes marketing?
a. It is more of a philosophy rather than an organization function.
AP
b. It is focused on just selling goods, services, and/or ideas.
c. It rewards the seller and not the buyer of a transaction.
d. It focuses on delivering value and benefits to customers.
12. What is the primary goal when describing the history of marketing?
PR
a. to criticize marketing practices
b. to establish a chronological timeline
c. to determine how marketing’s role has evolved
d. to emphasize misnomers and misinterpretations
OV
13. According to the text, why is understanding the history of marketing considered beneficial?
a. to criticize contemporary marketing techniques
b. to address misconceptions and misinterpretations
c. to create a timeline of marketing events
d. to promote sordid marketing practices
ED
14. What caution does the text give to readers regarding the eras of marketing?
a. There is no agreed-upon start and end date for particular eras.
b. Overlapping eras are intentional for confusion.
c. The naming of eras is irrelevant in marketing history.
??
d. Eras are clearly defined without any disagreements.
15. A criticism about the Era of Antecedents was a focus on meeting the needs of which group?
a. men
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MKTG
ST
Charles W. Lamb, Joe F. Hair, Carl McDaniel, Marc Boivin, David Gaudet
────────────────────────────────────────────────────
UV
6th Edition
IA
?_
AP
PR
OV
TEST BANK
ED
??
, Test Bank
MKTG: Principles of Marketing, 6th Canadian Edition
Lamb · Hair · McDaniel · Boivin · Gaudet
6TH CANADIAN EDITION
ST
TABLE OF CONTENTS
UV
PART 1 — HOW VALUE IS DISCOVERED
Ch. 01 An Introduction to Marketing
Ch. 02 The External Marketing Environment
IA
Ch. 03 Strategic Marketing
PART 2 — HOW VALUE IS INVESTIGATED
?_
Ch. 04 Marketing Research and Analytics
Ch. 05 Consumer Decision Making
Ch. 06 Business-to-Business Marketing
AP
Ch. 07 Segmenting, Targeting, and Positioning
PART 3 — HOW VALUE IS CREATED AND DELIVERED
PR
Ch. 08 Brand Management
Ch. 09 Product Concepts
Ch. 10 Services and Non-profit Organization Marketing
OV
Ch. 11 Price Setting
Ch. 12 Marketing Channels
PART 4 — HOW VALUE IS ANNOUNCED
ED
Ch. 13 Marketing Communications
Ch. 14 Digital Storytelling
Ch. 15 Global Marketing (Online Chapter)
??
Ch. 16 Customer Relationship Management (CRM)
, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
Indicate the answer choice that best completes the statement or answers the question.
1. What does the term marketing refer to?
ST
a. new product concepts and improvements
b. selling
c. advertising and promotional activities
d. understanding and focusing on customer needs
UV
2. What is the definition of marketing?
a. understanding the needs and wants of the consumer to deliver a promised offering
b. seeking to discover, investigate, create, and announce value for customers and society as a whole
c. developing the needs for the advertising of a product or service to a consumer
IA
d. developing the wants of a marketing firm’s tools that will bring the product to market
3. Without marketing, which of the following does not exist?
a. product
?_
b. strategy
c. customer
d. competition
AP
4. What is marketing’s main focus?
a. a control system
b. marketing products
c. understanding value
d. profits
PR
5. Which of the following best defines marketing?
a. creating processes within an organization
b. creating advertising and social media strategies
c. analyzing the market for the next big product or service
OV
d. defining value in order to meet consumer needs
6. When did the AMA definition of delivering “value for customers, clients, partners, and society at large” occur?
a. 1998
b. 2004
c. 2007
ED
d. 2013
7. What is an important part of marketing as it relates to needs?
a. planning strategy
??
b. customer management
c. engaging with the customer
d. reciprocity
8. Which of the following best describes a highly desirable outcome of marketing?
Powered by Cognero Page 1
, Name: Class: Date:
Chapter 1 - An Introduction to Marketing
a. promotional activities
b. personal selling
c. advertising
ST
d. customer satisfaction
9. The goal of marketing is summarized nicely by which of the following?
a. the customer
UV
b. the competition
c. the firms advertising
d. the marketing concept
10. An organization that is focused on satisfying the customer’s current situation and helping to find solutions is an
IA
adherence to which of the following?
a. needs
b. the profit principle
c. the need to make money
?_
d. a desire to beat competition
11. Which statement best describes marketing?
a. It is more of a philosophy rather than an organization function.
AP
b. It is focused on just selling goods, services, and/or ideas.
c. It rewards the seller and not the buyer of a transaction.
d. It focuses on delivering value and benefits to customers.
12. What is the primary goal when describing the history of marketing?
PR
a. to criticize marketing practices
b. to establish a chronological timeline
c. to determine how marketing’s role has evolved
d. to emphasize misnomers and misinterpretations
OV
13. According to the text, why is understanding the history of marketing considered beneficial?
a. to criticize contemporary marketing techniques
b. to address misconceptions and misinterpretations
c. to create a timeline of marketing events
d. to promote sordid marketing practices
ED
14. What caution does the text give to readers regarding the eras of marketing?
a. There is no agreed-upon start and end date for particular eras.
b. Overlapping eras are intentional for confusion.
c. The naming of eras is irrelevant in marketing history.
??
d. Eras are clearly defined without any disagreements.
15. A criticism about the Era of Antecedents was a focus on meeting the needs of which group?
a. men
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