Marketing 12th edition by Charles W. Lamb, Joe F. Hair, Carl McDaniel Latest Test Bank.

TEST BANK FOR
r r r




MARKETING 12 r




TH EDITION VE
r r




RIFIED SOLUTI r




ONS 100% CORR
r r




ECT
2023

,TRUE/FALSE
1 :rInrmostrcases,rinrorderrforrarfirmrtorsucceedrinrarcompetitivermarket,ritrneedsrtorhaverarclearrunder
standingrofrthermarketplacerandrproducerproductsrbasedronrtherwantsrandrneedsrofrthercustomers,r
ratherrthanrexpectingrthercustomersrtorwantrtherproductsrmanufacturedrsolelyrbasedronrtherassess
mentrofrtherfirmsrinternalrcapabilities.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rA

2 :rWithrtherhelprofranreffectiversalesrforcerthatrdevisesrhigh-qualityrsalesrtechniques,rarsales-
rorientedrfirmrcanrsuccessfullyrconvincercustomersrtorpurchasergoodsrandrservicesrthatrtheyrneith

errwantedrnorrneeded.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rB

3 :rTherInternetrandrtherextensiveruserofrsocialrmediarhaverfueledrtherchangerinrpowerrfromrcons
umersrandrbusinessrusersrtormanufacturersrandrretailers.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rB

4 :rCustomersrperceiverhigh-
qualityrproductsrthatrarersoldratrhighrpricesrtorberargoodrvalue.rAr:rtrue
Br:rfalse

CorrectrAnswerr:rB

5 :rTrainingrplaysranrimportantrrolerinrcustomerrservicerandrrelationshiprbuilding.rAr:rt
rue
Br:rfalse

CorrectrAnswerr:rA

6 :rTherorganizationsrthatrarerfrequentlyrnotedrforrdeliveringrsuperiorrcustomerrvaluerandrprovidingr
highrlevelsrofrcustomerrsatisfactionrassignremployeesrtorteamsrandrteachrthemrteam-rbuildingrskills.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rA

7 :rArsales-
orientedrfirmrdefinesritsrmissionrinrtermsrofrbenefitsritsrcustomersrseek,rwhilerarmarket-
orientedrfirmrdefinesritsrbusinessrinrtermsrofrgoodsrandrservices.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rB
1r/r12

,8 :rArsales-orientedrfirmrtargetsritsrproductsratreverybody,rwhilerarmarket-
orientedrorganizationraimsratrsellingritsrproductsrtorarspecificrcustomerrgroup.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rA

9 :rThriftrstoresrseekrtorachieverprofitabilityrthroughrhighrsalesrvolumes.rAr:r
true
Br:rfalse

CorrectrAnswerr:rB

10 :rMarketingrdeterminesrpricesrandrpricingrpoliciesrthatrcontributertorachievingrtherfun
damentalrobjectivesrofrmostrbusinesses.
Ar:rtruer
Br:rfalse

CorrectrAnswerr:rA

11 :rMarketingrcareerropportunitiesralmostrexclusivelyrexistrinrnonbusinessrorganizations.rAr:r
true
Br:rfalse

CorrectrAnswerr:rB



MULTIPLE CHOICE r




12 :rWhichrofrtherfollowingrstatementsrisrnotrtruerofrmarketing?
Ar:rMarketingrfocusesronrpracticesrthatrdeliverrvaluerandrbenefitsrtorcustomers.
Br:rMarketingrfocusesrprimarilyronrsellingrgoods,rservices,rand/orrideasrtorcustomers.
Cr:rMarketingremploysrthercombinedruserofrcommunication,rdistribution,randrpricingrstrategies.rDr:r
Marketingrinvolvesrbuildingrlong-term,rmutuallyrrewardingrrelationshipsrwithrcustomers.

CorrectrAnswerr:rB

13 :rWhichrstatementrexpressesrtherAmericanrMarketingrAssociationr(AMA)srcorerdefinitionrofrma
rketing?
Ar:rMarketingrisrarphilosophy,ranrattitude,rarperspective,rorrarmanagementrorientationrthatrstre
ssesrcustomerrsatisfaction.
Br:rMarketingrisranrorganizationrfunctionrandrarsetrofrprocessesrimplementedrinrorderrtorensurercust
omerrsatisfaction.
Cr:rMarketingrrefersrtorpersonalrsellingrthatrfocusesrsolelyronrsellingrgoods,rservices,rand/orridea
srtorcustomers.
Dr:rMarketingrinvolvesrbuildingrlong-
term,rmutuallyrrewardingrrelationshipsrthatrarerbeneficialrexclusivelyrtorthersellers.

CorrectrAnswerr:rB

14 :rWhenrarfirmrfocusesronritsrinternalrcapabilitiesrratherrthanronrtherdesiresrandrneedsrofrthe

2r/r12

, marketplace,rthenrtherfirmrisrsaidrtorhaveradoptedrthe
orientation.r
Ar:rproduction
Br :r salesrCr
:rmarket
Dr:r societalrCorrect

Answerr:rA
r




15 :rArfirmrcouldrbenefitrfromrarproductionrorientationrwhen
.rAr:ritrproducesrexactlyrwhatrthermarketrwants
Br:rthermarketrdemandrisrlessrthanrtherproductsrsuppliedrbyrtherfirmrCr:ritr
hopesrthatrtherproductritrproducesrisrsomethingrcustomersrwant
Dr:ritrfocusesronrwhatrcompanyrmanagementrthinksrshouldrberproducedrCor

rectrAnswerr:rA

16 :rFirmrXYZrisrknownrforradoptingrarstrategyrthatrfocusesronrdesigningrnewrproductsrbasedronrth
eirrassessmentrofrthercapabilitiesrofrtheirrengineersrandronrthereasyravailabilityrofrresources.rTherfir
msrapproach,rwhichremphasizesrthereaserofrproductionrandrthertalentsrofritsrresourcesrratherrthanrt
herneedsrandrwantsrofrthermarketplace,rcanrberattributedrtoritsr r
rorientation.

Ar:rproductionr
Br:rsales
Cr:rmarketr
Dr:rsocietal

CorrectrAnswerr:rA

17 :rArproduction-orientedrfirmrisronerthatrfocusesron
.rAr:rtherneedsrandrwantsrofrthercustomers
Br:raggressiversalesrtechniques
Cr:renhancingrindividualsrandrsocietysrlong-
termrbestrinterestsrDr:rtherinternalrcapabilitiesrofrtherfirm

CorrectrAnswerr:rD

18 :rArproduction-orientatedrcompanyrcanrsurviverinrarcompetitivermarketrif
.rAr:ritsrgoodsrandrservicesrmeetrtherneedsrofrthermarketplace
Br:ritrdoesrnotrimplementraggressiver salesrtechniquesrCr:ri
trfocusesrsolelyronrsocietysrlong-
termrbestrinterestsrDr:ritrdoesrnotrassessrtherinternalrcapab
ilitiesrofrtherfirm

CorrectrAnswerr:rA

19 :rWhichrofrtherfollowingrstatementsrisrtruerofrarsales-orientedrfirm?
Ar:rConsumersrcanrberconvincedrtorbuyrgoodsrorrservicesrevenrthoughrtheyrdornotrneedrthem.rBr:rSa
les-orientedrfirmsrunderstandrtherneedsrandrwantsrofrthermarketplace.
Cr:rSales-orientedrfirmsrplacermaximumremphasisronrsocietysrlong-
termrbestrinterests.rDr:rIntermediariesrarerencouragedrtoraggressivelyrpushrmanufacturersr
products.

3r/r12