Marketing: An Introduction, 13e (Armstrong)
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Imaginative Web sites, smartphone apps, and social media allow marketers to deliver
messages that are direct and personal so consumers can ________.
A) live the brand
B) sustain the brand
C) deliver the brand
D) enhance the brand
E) establish the brand
Answer: A
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
2) According to the five-step model of the marketing process, the first step in marketing
is ________.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Answer: D
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
,3) Apple encourages customers to form local Apple user groups. This is an example of a
________.
A) business partnership program
B) joint venture
C) club marketing program
D) consumer-generated marketing program
E) strategic alliance
Answer: C
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
4) Marketing is primarily concerned with engaging customers and secondarily with
managing profitable customer relationships.
Answer: FALSE
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
,5) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from
customers in return. The marketing process consists of five steps. In the first four steps,
companies work to understand consumers, create customer value, and build strong
customer relationships. In the final step, companies reap the rewards of creating superior
customer value. By creating value for consumers, they in turn capture value from
consumers in the form of sales, profits, and long-term customer equity.
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
6) ________ are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
7) ________ are the form human needs take as they are shaped by culture and individual
personality.
A) Wants
B) Necessities
C) Services
D) Benefits
, E) Risks
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
8) Consumers' needs and wants are fulfilled through ________.
A) value
B) demand
C) desire
D) market offerings
E) ideas
Answer: D
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Imaginative Web sites, smartphone apps, and social media allow marketers to deliver
messages that are direct and personal so consumers can ________.
A) live the brand
B) sustain the brand
C) deliver the brand
D) enhance the brand
E) establish the brand
Answer: A
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
2) According to the five-step model of the marketing process, the first step in marketing
is ________.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Answer: D
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
,3) Apple encourages customers to form local Apple user groups. This is an example of a
________.
A) business partnership program
B) joint venture
C) club marketing program
D) consumer-generated marketing program
E) strategic alliance
Answer: C
Diff: 3
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
4) Marketing is primarily concerned with engaging customers and secondarily with
managing profitable customer relationships.
Answer: FALSE
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
,5) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from
customers in return. The marketing process consists of five steps. In the first four steps,
companies work to understand consumers, create customer value, and build strong
customer relationships. In the final step, companies reap the rewards of creating superior
customer value. By creating value for consumers, they in turn capture value from
consumers in the form of sales, profits, and long-term customer equity.
Diff: 2
LO: 1-1: Define marketing and outline the steps in the marketing process.
6) ________ are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
7) ________ are the form human needs take as they are shaped by culture and individual
personality.
A) Wants
B) Necessities
C) Services
D) Benefits
, E) Risks
Answer: A
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
8) Consumers' needs and wants are fulfilled through ________.
A) value
B) demand
C) desire
D) market offerings
E) ideas
Answer: D
Diff: 1
LO: 1-2: Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
