,Created By: A Solution
Test Bank for MKTG, 14th Edition by Charles W. Lamb,
Joe F. Hair Carl McDaniel A+
1. Marketing has two facets. First, it is a philosophy, an attitude, and a perspective that
stresses customer satisfaction. Second, marketing is an organizational function and a set of
processes used to implement this philosophy.
a. True
b. False
2. With the help of an effective sales force that implements aggressive sales techniques,
a sales-oriented firm attempts to convince customers to purchase products they may not want or
need.
a. True
b. False
3. Marketing career opportunities exist almost exclusively in nonbusiness organizations.
a. True
b. False
4. Marketing entails processes that focus on delivering value and benefits to customers,
not just selling goods, services, and/or ideas.
a. True
b. False
5. Marketing determines prices and pricing policies that typically contribute to achieving
the fundamental objectives of most businesses.
a. True
b. False
6. A sales-oriented firm targets its products at the average customer, while a market-
oriented organization aims at selling its products to a specific customer group.
a. True
b. False
7. The all-inclusive definition of marketing is that it involves making products available
in stores, arranging displays, and maintaining inventories of products.
A+ Page 1
,Created By: A Solution
a. True
b. False
8. By developing a better understanding of marketing, a person will become a better-
informed consumer.
a. True
b. False
9. Training plays an important role in customer service and relationship building.
a. True
b. False
10. Exchange will not necessarily take place even if all the conditions exist, but they
must exist for exchange to be possible.
a. True
b. False
11. The internet and the extensive use of social media have fueled the change in power
from consumers and business users to manufacturers and retailers.
a. True
b. False
12. Customers’ preferences must be mediated by sound professional judgment about
how to deliver the benefits customers seek.
a. True
b. False
13. Market-oriented organizations recognize that promotion decisions are the most
important of four basic marketing mix decisions that must be made.
a. True
b. False
14. Promotion is how organizations communicate with present and prospective
customers about the merits and characteristics of their organization and products.
a. True
b. False
A+ Page 2
, Created By: A Solution
15. Two (or more) people may barter or trade such items as baseball cards or oil
paintings. This is not considered an exchange because this transaction does not require money.
a. True
b. False
16. Success is achieved through a good understanding of a firm’s customers and its
competition. In adopting a marketing orientation, the firm can carry out its plans on the basis of
this customer understanding.
a. True
b. False
17. The organizations frequently noted for delivering superior customer value and
providing high levels of customer satisfaction assign employees to teams and teach them team-
building skills.
a. True
b. False
18. If each party is not free to accept or reject the exchange offer, no exchange takes
place.
a. True
b. False
19. According to the text, all businesspeople, regardless of specialization or area of
responsibility, need to be familiar with the terminology and fundamentals of accounting, finance,
management, and marketing.
a. True
b. False
20. Between one-fourth and one-third of the entire civilian workforce in the United
States performs marketing activities.
a. True
b. False
A+ Page 3
Test Bank for MKTG, 14th Edition by Charles W. Lamb,
Joe F. Hair Carl McDaniel A+
1. Marketing has two facets. First, it is a philosophy, an attitude, and a perspective that
stresses customer satisfaction. Second, marketing is an organizational function and a set of
processes used to implement this philosophy.
a. True
b. False
2. With the help of an effective sales force that implements aggressive sales techniques,
a sales-oriented firm attempts to convince customers to purchase products they may not want or
need.
a. True
b. False
3. Marketing career opportunities exist almost exclusively in nonbusiness organizations.
a. True
b. False
4. Marketing entails processes that focus on delivering value and benefits to customers,
not just selling goods, services, and/or ideas.
a. True
b. False
5. Marketing determines prices and pricing policies that typically contribute to achieving
the fundamental objectives of most businesses.
a. True
b. False
6. A sales-oriented firm targets its products at the average customer, while a market-
oriented organization aims at selling its products to a specific customer group.
a. True
b. False
7. The all-inclusive definition of marketing is that it involves making products available
in stores, arranging displays, and maintaining inventories of products.
A+ Page 1
,Created By: A Solution
a. True
b. False
8. By developing a better understanding of marketing, a person will become a better-
informed consumer.
a. True
b. False
9. Training plays an important role in customer service and relationship building.
a. True
b. False
10. Exchange will not necessarily take place even if all the conditions exist, but they
must exist for exchange to be possible.
a. True
b. False
11. The internet and the extensive use of social media have fueled the change in power
from consumers and business users to manufacturers and retailers.
a. True
b. False
12. Customers’ preferences must be mediated by sound professional judgment about
how to deliver the benefits customers seek.
a. True
b. False
13. Market-oriented organizations recognize that promotion decisions are the most
important of four basic marketing mix decisions that must be made.
a. True
b. False
14. Promotion is how organizations communicate with present and prospective
customers about the merits and characteristics of their organization and products.
a. True
b. False
A+ Page 2
, Created By: A Solution
15. Two (or more) people may barter or trade such items as baseball cards or oil
paintings. This is not considered an exchange because this transaction does not require money.
a. True
b. False
16. Success is achieved through a good understanding of a firm’s customers and its
competition. In adopting a marketing orientation, the firm can carry out its plans on the basis of
this customer understanding.
a. True
b. False
17. The organizations frequently noted for delivering superior customer value and
providing high levels of customer satisfaction assign employees to teams and teach them team-
building skills.
a. True
b. False
18. If each party is not free to accept or reject the exchange offer, no exchange takes
place.
a. True
b. False
19. According to the text, all businesspeople, regardless of specialization or area of
responsibility, need to be familiar with the terminology and fundamentals of accounting, finance,
management, and marketing.
a. True
b. False
20. Between one-fourth and one-third of the entire civilian workforce in the United
States performs marketing activities.
a. True
b. False
A+ Page 3
