Test Bank FOR Marketing, 9th Canadian Edition, by Frederick Crane, Roger A. Kerin,
Steven W. Hartley, William Rudelius
Chapter 01 Marketing: Customer Value,
Satisfaction, Relationships, and Experiences
Student: ___________________________________________________________________________
1. Wildplay Element Parks specifically targets each of the following segments except:
A. corporate groups seeking team-building activities.
B. school and youth groups looking for adventurous field trips.
C. consumers looking to host unique birthday parties and other special events.
D. cancer survivors.
2. Which of the following does not appear to be a consumer trend on which Wildplay Element Parks
is capitalizing?
A. customer desire for personal and memorable experiences.
B. customer desire to reconnect with nature.
C. customer desire to engage in more physical activities.
D. customer desire to support a rapidly growing company.
3. Based on the initial success of this venture, Wildplay's intent is to continue growth through:
A. joint venture opportunities.
B. strategic alliances.
C. vertical integration.
D. franchise opportunities.
,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
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.
6. Marketing that is designed to influence the behaviour of individuals in which the benefits of the
behaviour accrue to those individuals or to the society in general and not to the marketer is
A. organizational marketing.
B. future marketing.
C. green marketing.
D. social marketing.
7. The Canadian Federal Government may be considered what type of marketing buyer?
A. organizational buyer.
B. federal buyer.
C. government buyer.
D. ultimate buyer.
,8. Effective marketing requires:
A. good common sense.
B. all departments within an organization to work together.
C. intimate knowledge and understanding of consumers and the marketplace.
D. selling unwanted things.
9. Why did Hot Pockets Snackers fail?
A. Consumer needs were not met
B. The initial product launch had poor advertisements
C. Consumers could not tell the difference between Snackers and the original
D. The target market was not accurately defined
10. Marketing refers to
A. the production or provision of goods or services that will generate the highest return on
investment.
B. the strategies used in the advertising and promotion of goods and services.
C. the process of identifying the greatest number of target markets for a good or service.
D. an organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
, 11. The Magic Widget Company trades ice cream scoops to the Cold Creamery Ice Cream Shop,
which in turn trades boxes of ice cream back, as a result of the trade of things of value, each is
better off after the trade; this is referred to as:
A. exchange
B. acquisition
C. consumerism
D. utility
12. To serve both buyers and sellers, marketing seeks to create value through:
A. selling.
B. discovering the needs and wants of prospective customers and satisfying them.
C. exchange.
D. advertising.
13. Ford Canada classifies a group of people with the desire and ability to buy their 2014 Ford
explorer as:
A. Prospects.
B. Customers.
C. Markets.
D. Clients.
Steven W. Hartley, William Rudelius
Chapter 01 Marketing: Customer Value,
Satisfaction, Relationships, and Experiences
Student: ___________________________________________________________________________
1. Wildplay Element Parks specifically targets each of the following segments except:
A. corporate groups seeking team-building activities.
B. school and youth groups looking for adventurous field trips.
C. consumers looking to host unique birthday parties and other special events.
D. cancer survivors.
2. Which of the following does not appear to be a consumer trend on which Wildplay Element Parks
is capitalizing?
A. customer desire for personal and memorable experiences.
B. customer desire to reconnect with nature.
C. customer desire to engage in more physical activities.
D. customer desire to support a rapidly growing company.
3. Based on the initial success of this venture, Wildplay's intent is to continue growth through:
A. joint venture opportunities.
B. strategic alliances.
C. vertical integration.
D. franchise opportunities.
,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
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.
6. Marketing that is designed to influence the behaviour of individuals in which the benefits of the
behaviour accrue to those individuals or to the society in general and not to the marketer is
A. organizational marketing.
B. future marketing.
C. green marketing.
D. social marketing.
7. The Canadian Federal Government may be considered what type of marketing buyer?
A. organizational buyer.
B. federal buyer.
C. government buyer.
D. ultimate buyer.
,8. Effective marketing requires:
A. good common sense.
B. all departments within an organization to work together.
C. intimate knowledge and understanding of consumers and the marketplace.
D. selling unwanted things.
9. Why did Hot Pockets Snackers fail?
A. Consumer needs were not met
B. The initial product launch had poor advertisements
C. Consumers could not tell the difference between Snackers and the original
D. The target market was not accurately defined
10. Marketing refers to
A. the production or provision of goods or services that will generate the highest return on
investment.
B. the strategies used in the advertising and promotion of goods and services.
C. the process of identifying the greatest number of target markets for a good or service.
D. an organizational function and a set of processes for creating, communicating, and delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
, 11. The Magic Widget Company trades ice cream scoops to the Cold Creamery Ice Cream Shop,
which in turn trades boxes of ice cream back, as a result of the trade of things of value, each is
better off after the trade; this is referred to as:
A. exchange
B. acquisition
C. consumerism
D. utility
12. To serve both buyers and sellers, marketing seeks to create value through:
A. selling.
B. discovering the needs and wants of prospective customers and satisfying them.
C. exchange.
D. advertising.
13. Ford Canada classifies a group of people with the desire and ability to buy their 2014 Ford
explorer as:
A. Prospects.
B. Customers.
C. Markets.
D. Clients.
