1. If you ask the average person, “What is marketing?” you might hear something like, “Marketers make people
buy stuff they don’t need and can’t afford.”
a. True
b. False
2. Marketing is defined as an exchange between a firm and its customers.
a. True
b. False
3. Customers typically do not mind paying for purchases if they really want what they are purchasing.
a. True
b. False
4. John just purchased a new Honda Civic from the local Honda dealership. Even though John was happy and
Honda made a profit, this was not a symbiotic relationship.
a. True
b. False
5. Marketers try to figure out what customers want and then they try to figure out how to provide it and make
money doing so.
a. True
b. False
6. In an exchange, the customer wants something from the company but the company wants nothing from the
customer.
a. True
b. False
7. Most companies would agree that taking in profits is much more important than keeping customers happy.
a. True
b. False
8. The term “market” sounds like it involves selling simple, tangible goods, but as you know, hardly anything
can be marketed.
a. True
b. False
9. Angela, who owns her own green cleaning service, is a marketer when she promotes her business to new
clients.
a. True
b. False
10. Marketers help athletes, celebrities, and politicians with their images in their respective marketplaces (to
fans and agents, intelligentsia, or the public).
a. True
b. False
11. Some things that can be marketed include goods, services, experiences, events, and people.
a. True
b. False
12. A marketer for the American Heart Association would be responsible for their push of the message to eat
foods lower in fat.
a. True
b. False
13. These days we live in a truly product-oriented and product-empowered marketing world.
a. True
b. False
14. Marketing can be used to educate the public.
a. True
b. False
15. Direct-to-consumer ads are not used to market pharmaceutical drugs because it is unlikely patients will ask
their doctor for a particular brand name.
a. True
b. False
16. Marketing shows the evolution of markets. This is the change from an industry just having production and
sales to having true relationships with its customers.
a. True
b. False
17. Many management gurus believe that marketing has succeeded so well that it shouldn’t be a function in an
organization anymore.
a. True
b. False
18. R&D people don’t understand marketing because they are too concerned with making the latest and greatest
invention.
a. True
b. False
19. Results can be measured for a number of marketing activities.
a. True
b. False
20. One of the factors currently stressing marketers is the pressure to show results.
a. True
b. False
21. For marketing to have an equal vote in company decisions, it needs to quantify the effectiveness of
marketing programs in financial terms.
a. True
b. False
22. When Diana, the marketing vice president, assesses any business problem or opportunity in terms of general
analysis, she should review the 5Ps.
a. True
b. False
23. Marketing management is the overseeing of the processes of the 5Cs, STP, and 4Ps components.
a. True
b. False
24. You’ll always be a step ahead of your competition if you simply think about your profit.
a. True
b. False
25. The 5Cs, STP, and 4Ps operate interdependently.
a. True
b. False
26. STP stands for selling, targeting, and positioning.
a. True
b. False
27. John is a marketer for Verizon. He puts together sales promotions and advertisements for a new cell phone.
He is applying the “product” part of the 4Ps.
a. True
b. False
28. Most companies perform the marketing function easily.
a. True
b. False
29. Sara works for a golf products company. In order for Sara to best answer the question, “What do my
customers want?,” she should play golf and try out the equipment.
a. True
b. False
30. A context question in a situational analysis might be: “What is happening in our industry that might reshape
our future business?”
a. True
b. False
31. When you try to find out how customers vary in their preferences, needs, and resources you are in the
“Targeting” phase of STP.
a. True
b. False
32. Many contingencies modify marketing plans.
a. True
b. False
33. Optimal business solutions should reflect a complete knowledge of how the 5Cs, STP and 4Ps are affected
by changes in customers, competitors, and the legal environment.
a. True
b. False
34. The outcome orientation style of ethics is called deontological ethics.
a. True
b. False
35. Great marketing is based on sound, logical—emotional and physical—laws of human and organization
behavior.
a. True
b. False
36. The 5Cs, STP, and 4Ps diagram is used at the beginning of every chapter so that students can see a
framework depicting how all the marketing pieces come together to form the whole picture.
a. True
b. False
37. If you keep an ongoing read on the 5Cs, you will be better informed as you approach the STP task.
a. True
b. False
38. Marketing research isn’t needed if a company listens to its customers.
a. True
b. False
39. John, an MBA student, finds the textbook useful because each chapter is organized by a framework that
shows how all the marketing pieces come together to form the whole picture.
a. True
b. False
40. Meredith owns a consulting firm that advises on intellectual property. She would hire a marketer but she
doesn’t because you cannot market a consulting firm.
a. True
b. False
41. If you ask the average person, “What is marketing?,” one of the things you might hear is
a. Marketing is sales and advertising.
b. Marketing is fun.
c. Marketing is the backbone of all business.
d. Marketing is not profitable.
42. Marketers try to figure out what __________ want and then they try to figure out how to provide it and
make money doing so.
a. business owners
b. customers
c. advertisers
d. companies
43. Which of the following is defined to be an exchange between a firm and its customers?
a. advertising
b. consumer behavior
c. marketing
d. finance
44. If companies are good and if they’re lucky, the exchange continues iterating between the customer and the
company, __________ the tie between them.
a. strengthening
b. weakening
c. destroying
d. ending
45. In a marketing exchange, a customer
a. seeks profits.
b. offers benefits.
c. seeks payment.
d. expects to pay.
46. When the company’s mind-set was, “Let’s build a better mouse trap,” marketers were focused on
a. product.
b. promotion.
c. price.
d. place.
47. What is today’s marketplace focused more on?
a. business
b. customers
c. product
d. price
48. Marketing is thought to be evidence of an evolved
a. society.
b. business.
c. customer.
d. market.
49. What result do companies see from happier customers due to marketing?
a. Companies are less profitable.
b. Companies market less.
c. Companies are more profitable.
d. Companies see no results.
50. Abigail is the Chief Marketing Officer of ABC Company. What is her role after ABC’s recent coupon
promotion?
a. make products that customers want
b. visit customers
c. research product improvements