Test Bank for Marketing (12th Edition) by Kerin & Hartley

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TEST BANK FOR

MARKETING 12 TH


EDITION




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TRUE/FALSE
1 : In most cases, in order for a firm to succeed in a competitive market, it needs to have a clear
understanding of the marketplace and produce products based on the wants and needs of the
customers, rather than expecting the customers to want the products manufactured solely
based on the assessment of the firms internal capabilities.
A : true
B : false

Correct Answer : A

2 : With the help of an effective sales force that devises high-quality sales techniques, a sales-
oriented firm can successfully convince customers to purchase goods and services that they
neither wanted nor needed.
A : true
B : false

Correct Answer : B

3 : 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

Correct Answer : B

4 : Customers perceive high-quality products that are sold at high prices to be a good value.
A : true
B : false

Correct Answer : B

5 : Training plays an important role in customer service and relationship building.
A : true
B : false

Correct Answer : A

6 : The organizations that are 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

Correct Answer : A

7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a
market-oriented firm defines its business in terms of goods and services.
A : true
B : false

Correct Answer : B
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8 : A sales-oriented firm targets its products at everybody, while a market-oriented organization
aims at selling its products to a specific customer group.
A : true
B : false

Correct Answer : A

9 : Thrift stores seek to achieve profitability through high sales volumes.
A : true
B : false

Correct Answer : B

10 : Marketing determines prices and pricing policies that contribute to achieving the
fundamental objectives of most businesses.
A : true
B : false

Correct Answer : A

11 : Marketing career opportunities almost exclusively exist in nonbusiness organizations.
A : true
B : false

Correct Answer : B



MULTIPLE CHOICE
12 : Which of the following statements is not true of marketing?
A : Marketing focuses on practices that deliver value and benefits to customers.
B : Marketing focuses primarily on selling goods, services, and/or ideas to customers.
C : Marketing employs the combined use of communication, distribution, and pricing strategies.
D : Marketing involves building long-term, mutually rewarding relationships with customers.

Correct Answer : B

13 : Which statement expresses the American Marketing Association (AMA)s core definition of
marketing?
A : Marketing is a philosophy, an attitude, a perspective, or a management orientation that
stresses customer satisfaction.
B : Marketing is an organization function and a set of processes implemented in order to ensure
customer satisfaction.
C : Marketing refers to personal selling that focuses solely on selling goods, services, and/or
ideas to customers.
D : Marketing involves building long-term, mutually rewarding relationships that are beneficial
exclusively to the sellers.

Correct Answer : B

14 : When a firm focuses on its internal capabilities rather than on the desires and needs of the
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