Name: Class: Date:
Chapter 01: An Overview of Marketing
Multiple Choice
1. 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.
ANSWER: b
2. 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 employee
satisfaction.
b. Marketing is an organization function and a set of processes that have value for customers, clients, partners,
and society at large.
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.
ANSWER: b
3. We "give up" money to "get" the goods and services we want. Giving up something in order to receive something else
is an example of the basic marketing principle of _______.
a. exchange
b. distribution
c. production
d. selling
ANSWER: a
4. The Standard, a cloud computing company in Dallas, captured the number-one position in Fortune’s "100 Best
Companies to Work For" because the company _______.
a. had a large increase in profits
b. provided jobs to unemployed workers
c. fostered trust, growth, innovation, and
equality
d. produced innovative goods and services
ANSWER: c
5. Which of the following is a facet of marketing?
a. Marketing is a philosophy.
b. Marketing focuses solely on selling services.
c. Marketing focuses only on advertising.
d. Marketing focuses solely on selling goods.
ANSWER: a
6. The co-founder of Hewlett Packard said, "Marketing is too important to be left only to the marketing
department." This comment means all of the following EXCEPT _______.
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34.Which of the following statements is true of on-demand marketing?c
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35.Which of the following statements is true of a sales-oriented firm?c
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36.Which of the following statements is true of marketing?a.A consumer does not pay for the marketing costs.b.Marketing offers great career opportunities in business and nonbusiness organizations.c.Only two percent of the entire civilian workforce in the U.S. performs marketing activities.d.Marketing is limited to the people of the marketing department of a firm.ANSWER:b
Chapter 2:33.When properly created, a strategic business unit (SBU)a
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34.Magnira Inc. plans to implement a market penetration strategy to increase its market share. According to Ansoff'sstrategic opportunity matrix, which of the following is most likely to happen?a
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