Marketing Management, 3e (Marshall)
Chapter 1 Marketing in Today’s Business Milieu
1) A commonly held misconception about marketing is that it is all about advertising and selling.
2) Marketing is relevant only to people in the organization who work directly in the marketing
department.
3) The American Marketing Association defines marketing as “the activity, set of institutions,
and processes for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.”
4) Peter Drucker stated that since it is the customer who defines value, the business enterprise
has only two business functions: marketing and innovation.
5) Sustainability refers to business practices that meet humanity’s needs without harming future
generations.
6) Firms that are stuck in a production orientation mentality likely will have great difficulty
competing successfully for customers.
7) When Henry Ford said, “People can have the Model T in any color—so long that it’s black,”
he was reflecting a sales orientation.
8) Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms
come close to one-to-one marketing by combining flexible manufacturing with flexible
marketing to enhance customer choices.
9) Fred Wiersema’s book The New Market Leaders states that marketers will continue to have
more power than customers in both B2B and B2C markets.
10) In the current business environment, firms have learned to be open about products and
services with consumers who have endless sources of information, including blogs, chat rooms,
and independent websites.
11) Customer orientation, a component of market orientation, places the customer at the core of
all aspects of the enterprise.
12) Direct-to-consumer marketing by pharmaceutical companies and the vast amount of health
information available to patients on websites has consumers ready to self-diagnose and self-
prescribe.
13) GenY consumers tend to value relationships with marketers like State Farm Insurance in
exactly the same way as the prior generations.
14) In contrast to Marketing (Big M), marketing (little m) serves the firm and its stakeholders at
a functional or operational level.
15) Marketing (Big M) refers to the strategic, long-term, firm-level commitment to investing in
marketing.
16) For successful Marketing (Big M), firms need to align all internal organizational processes
and systems around the customer.
17) Strategic marketing refers to the idea that firms should direct energy and resources into
establishing a learning relationship with each customer and connect the learned knowledge with
the firm’s production and service capabilities.
18) Practicing marketers tend to pitch marketing internally as an investment, not an expense, in
the future success of the organization.
19) If aspects of marketing can’t be measured, they can still be managed.
20) Of all the business fields, ________ is generally the most visible to people outside the
organization.
A) financial management
B) accounting
C) marketing
D) information technology
E) operations management
21) Marketing often doesn’t get the “respect” it deserves as a professional field of study,
primarily because
A) compared to other business functions, it has had few useful metrics to measure its
performance impact.
B) people generally don’t understand what marketing is or what it does.
C) marketing is all about the emotion and less about facts.
D) marketing positions tend to pay less than other business functions.
E) it fails to impact the bottom line of the company and isn’t factored into executive decisions.
22) Which of the following statements is TRUE of marketing?
A) Unlike most other key areas of business, marketing as a field is not visible by nature.
B) Marketing departments “own” an organization’s marketing initiative.
C) Most aspects of marketing take place behind the curtain of an organization, out of the public’s
sight.
D) Marketing is all about advertising and selling.
E) Marketing is no more inherently unethical than other business areas.
23) Which of the following areas of business is highly public and readily visible outside the
confines of the internal business operation?
A) marketing
B) finance
C) manufacturing
D) operations management
E) human resource management
24) A misconception about marketing is that it is ________.
A) relevant to everyone
B) no more inherently unethical than other business areas
C) all about selling
D) highly visible by nature
E) highly public
25) Which of the following is NOT a facet of marketing?
A) research
B) advertising
C) brand development
D) public relations
E) recruiting
26) Peter Drucker, the father of modern management, stated that the only purpose of an
organization is to ________.
A) create products
B) make products affordable and accessible to the majority of the public
C) improve the quality of life for all people
D) create a customer
E) respect the environment
27) Peter Drucker, the father of modern management, believed that marketing ________.
A) should be a separate function within the business
B) is the business as seen from an internal point of view
C) is the whole business as seen from the customer’s point of view
D) is not the central dimension of the entire business
E) should be considered just as a “department” in an organization
28) ________ is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Accounting
B) Marketing
C) Manufacturing
D) Finance
E) Economics
29) Purpose marketing, or pro-social marketing, as practiced by the well-known Tom’s shoe
company, ________.
A) is a least preferred marketing strategy
B) is a for-profit part of the business
C) focuses primarily on increasing productivity
D) engages consumers in a meaningful way
E) has no impact on consumers who care about social issues
30) From a customer’s perspective, what is defined as a ratio of the bundle of benefits a customer
receives from an offering, compared to the costs incurred by the customer in acquiring that
bundle of benefits?
A) Exchange
B) Strategy
C) Sustainability
D) Value
E) Power
31) ________ is a central tenet of marketing in which a person gives up something of value to
them for something else they desire to have.
A) Power
B) Sustainability
C) Sales orientation
D) Customization
E) Exchange
32) A medieval knight could not go to the armor maker and pick out a size 44 long suit of armor
to protect him in battle. Nor could a person living in the middle ages go to the cobbler and get a
pair of shoes in a few minutes. This period before the advent of marketing is known as the
________.
A) Industrial Revolution
B) mass production era
C) Dark Ages
D) pre–industrial revolution
E) sales orientation era
33) The AMA’s definition of marketing reflects the view toward marketing activities as focused
on ________.
A) producing innovative products
B) increasing productivity
C) maintaining relationships with suppliers
D) creating and delivering offerings that have value
E) advertising and selling
34) After a recent 140-day strike, the union members in California went back to work at area
grocery stores. The union negotiated raises, better health care benefits, and a one-tier pay scale.
The union may best be described as a(n) ________.
A) governmental body
B) stakeholder
C) vendor
D) internal customer
E) management group
35) Companies that promote sustainability practices like Starbucks, which has a stringent
recycling program, or General Electric, which makes environmentally sensitive products, are
practicing ________ marketing.
A) green
B) predictive
C) affiliate
D) shotgun
E) one-to-one
36) Bryan gets reduced fees for his daughter’s piano lessons by maintaining her teacher’s website.
Bryan is practicing the central tenet of marketing called ________.
A) value
B) exchange
C) growth
D) sustainability
E) power
37) Which of the following are two core marketing concepts?
A) supply and demand
B) money and time
C) skill and expertise
D) quality and quantity
E) value and exchange
38) Henry Ford is well known to business students for creating the assembly line that enabled
mass production of the Model T. This is an example of the ________ orientation.
A) production
B) selling
C) marketing
D) customer
E) relationship
39) The stereotypical automobile dealership uses tactics like high pressure and bargaining to get
customers to buy. This is an example of the ________ orientation.
A) production
B) sales
C) marketing
D) customer
E) relationship
40) Which of the following is a reason why production capacity utilization began to decline
around the end of World War I?
A) Firms that had dominated their respective industries before the war maintained their positions
due to lack of competition.
B) High entry barriers prevented new companies from entering into the market place.
C) Financial markets placed more pressure on firms to continually increase sales volume and
profits.
D) Financial markets were becoming less sophisticated.
E) Capacity had been decreased greatly for the war.
41) Companies that conduct a great deal of research to learn how they can successfully put the
marketing concept into practice most likely have a ________ orientation.
A) production
B) selling
C) marketing
D) research
E) differentiation
42) The marketing concept was introduced ________.
A) after the Civil War
B) after World War I
C) during the Great Depression
D) in the 1980s
E) in the 1950s