Core: Marketing, 8e (Kerin)
Chapter 1 Creating Customer Relationships and Value through Marketing
1) In response to a growing interest in healthful, simple products among consumers, Chobani
introduced
A) an Italian-style ragù sauce.
B) a Turkish-style cottage cheese.
C) a French-style butter.
D) a Greek-style yogurt.
E) an Asian-style teriyaki sauce.
2) From its inception, Chobani wanted to place its yogurt where?
A) in organic food section of major grocery store chains
B) in warehouse club stores like Sam’s Club or Costco
C) in the dairy cases of major grocery store chains
D) in mass merchandise stores like Target
E) in independent organic cooperatives, farmers’ markets, and major organic grocery stores like
Whole Foods or Sprouts
3) All of the following are marketing mix strategies that Chobani has used to sell its yogurt
except which?
A) sponsor U.S. Olympic and Paralympic teams
B) price the Chobani yogurt line below its major competitors (Yoplait and Dannon) to increase
sales and market share
C) create a variety of advertising campaigns for the Chobani YouTube channel
D) rely on word of mouth to reach new customers
E) air a Super Bowl commercial featuring a large bear searching for a snack
4) Which of the following statements about marketing is most accurate?
A) Unless you take a marketing class, you will never truly know anything about marketing.
B) Marketing is nothing more than common sense.
C) Marketing requires an innate sense of creativity; you either have it or you don’t.
D) You can call yourself a marketing expert only if you have sold something for a profit.
E) You have significant marketing expertise since you make marketing-related decisions every
day.
5) Elon Musk was involved in the inception of all of the following companies except which?
A) SpaceX
B) PayPal
C) Tesla
D) Facebook
E) SolarCity
6) Marketing refers to
A) the production of products or services that will generate the highest return on investment.
B) the strategies used in the advertising and promotion of products and services to customers
around the globe.
C) the process of identifying target market segments for a product or service and using selling
tactics to reach them.
D) the activity involved in getting a product or service from the manufacturer to ultimate
consumers and organizational buyers.
E) 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.
7) 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 is
referred to as
A) manufacturing.
B) advertising.
C) marketing.
D) selling.
E) promotion.
8) All of the following are true about marketing except which?
A) Marketing is a broader activity than advertising.
B) Marketing stresses the importance of delivering genuine benefits in the offerings of goods,
services, and ideas sold to customers.
C) Successful marketing usually results in one “winner” and one or more “losers.”
D) When an organization engages in marketing, it should also create value for its partners and
society.
E) Marketing is a broader activity than personal selling.
9) An organization’s stockholders, its suppliers, its employees, its customers, and society at large
all share what in common with regard to an organization?
A) All are stakeholders and should benefit from the marketing of an organization’s offering.
B) Everyone has a say in the ultimate design of a product.
C) Everyone is legally culpable if something goes wrong with a product.
D) All have to make some type of direct financial investment in the organization so it can
profitably sell its products.
E) All use the products and/or services marketed by the organization.
10) Mizuno designs and sells high quality baseball gloves. Who benefits from the firm’s
marketing activities for its gloves?
A) a baseball or softball player who purchases a new Mizuno glove
B) the Dick’s Sporting Goods salesperson who sells a customer a Mizuno glove
C) the supplier who provided the leather to Mizuno
D) the shareholders of Mizuno, the company that designs and manufactures the gloves
E) Actually, all stakeholders should be benefit from Mizuno’s marketing efforts, even society at
large.
11) To serve both buyers and sellers, marketing seeks to ________ and satisfy the needs and
wants of prospective customers.
A) change
B) create
C) manipulate
D) discover
E) measure
12) To serve both buyers and sellers, marketing seeks to discover and ________ the needs and
wants of prospective customers.
A) change
B) satisfy
C) create
D) align
E) preserve
13) Whether an individual is considering a purchase for personal or household use, or an
organization is buying for its own use or for resale, the individual or organization would be
considered
A) a prospective customer.
B) a dual-purpose marketing decision maker.
C) a potential distributor.
D) an informed buyer.
E) an end user.
14) A student wants to buy a smartphone so she can share pictures with her friends. An insurance
claims adjuster wants to buy a smartphone to document accidents (take pictures, write a report,
etc.). If they both purchase the same model smartphone, such as an Apple iPhone, which
statement is most accurate?
A) The adjuster is a prospective customer because the smartphone will be used for work; the
student is only a secondary user since the purpose of the smartphone is just for entertainment.
B) Both the adjuster and the student are prospective customers because, in their own way, they
both benefit from the smartphone.
C) Neither the adjuster nor the student is a prospective customer since the company will pay for
the adjuster’s smartphone and the student’s parents will pay for hers.
D) The student is the prospective customer since there are more students buying smartphones for
personal use than there are insurance adjusters buying smartphones for business use.
E) Only a person who has bought a smartphone previously is a prospective customer because
only previous owners of smartphones benefit from buying new ones.
15) The PAL-V Liberty is a two-seat, gas-powered gyrocopter with a flying range of about 250
miles at maximum weight. In car mode, the three-wheeled vehicle can hit 100 mph. Its maker is
seeking safety certification in Europe, and 90 initial production models are now for sale starting
at $399,000. The most likely prospective customers for this flying car would include
A) students who attend college at least 500 miles away from home.
B) retired seniors receiving Social Security.
C) executives for whom time is extremely important.
D) teens who like to try new things.
E) families in need of a second vehicle.
16) In marketing, the idea of exchange refers to
A) the negotiation phase between the manufacturer and the seller.
B) the financial remuneration (monetary payment) for a product or service.
C) the trade of things of value between buyer and seller so that each is better off after the trade.
D) the bartering of products and services between nongovernmental organizations or individuals.
E) the practice of swapping products and services for other products and services rather than for
money.
17) The trade of things of value between buyer and seller so that each is better off after the trade
is referred to as
A) financial remuneration.
B) exchange.
C) countertrade.
D) barter.
E) marketing.
18) The American Red Cross creates advertisements to encourage people to donate blood. After
viewing one, Amanda decided to donate a pint of blood. After she did, Amanda felt happy that
she had performed a good deed. Did an exchange occur in a marketing sense?
A) Yes, because the blood was donated to the Red Cross based on an advertisement, a marketing
activity.
B) Yes, because the donated blood was exchanged for a feeling of satisfaction.
C) No, because the Red Cross is nonprofit organization.
D) No, because no money changed hands.
E) No, because the Red Cross, a service organization, did not provide Amanda with a product.
19) A local college of business offers an outstanding graduate business school education
program. Marissa pays the tuition to attend and earns her MBA with a concentration in
marketing management. Upon graduating, she is offered a high-paying, fulfilling position. Was
this a marketing exchange?
A) No, because the university earned a profit from Marissa’s tuition.
B) No, because money was exchanged in the form of tuition and Marissa’s income will come
from her employer, not the graduate school.
C) No, because the school did not provide Marissa with a tangible product, only the potential of
an education.
D) Yes, because the university promised Marissa she would graduate on time, and she did.
E) Yes, because paying tuition was exchanged for knowledge that directly led to Marissa’s high-
paying, fulfilling new job.
20) A typical marketing department both shapes and ________ its relationship with internal and
external groups.
A) is shaped by
B) directs
C) motivates
D) determines
E) dominates
21) ________ responsible for establishing the organization’s mission and objectives.
A) Marketers are
B) Suppliers are
C) Customers are
D) Senior management is
E) Shareholders are
22) One challenge faced by organizations is the need to focus on consumer needs while also
________ the interests of countless other people, groups, and forces that interact to shape the
nature of its actions.
A) resisting
B) striking a balance among
C) developing
D) being responsible for
E) minimizing
23) Which of the following statements about marketing activities is most accurate?
A) Marketing is affected by society but rarely, if ever, affects society as a whole.
B) The marketing department both shapes and is shaped by its relationship with internal and
external groups.
C) Marketing activities are the sole responsibility of the marketing department; other
departments are involved only if there is an emergency (such as a product recall).
D) Environmental forces do not affect marketing activities as long as a firm closely monitors its
environment through rigorous market research.
E) Marketing is essentially developing the right product and convincing potential customers that
they “need” it, not just “want” it.
24) All of the following are departments within a typical organization except which?
A) finance
B) manufacturing
C) information systems
D) human resources
E) shareholders
25) The ________ department of an organization is responsible for facilitating relationships,
partnerships, and alliances with the organization’s customers, shareholders, suppliers, and other
organizations.
A) purchasing
B) marketing
C) human resources
D) accounting
E) information systems
26) The marketing department of an organization is responsible for facilitating
A) relationships, partnerships, and alliances with the organization’s customers, shareholders,
suppliers, and other organizations.
B) healthy competition with other product manufacturers.
C) financial contracts with banks and other lending institutions.
D) alliances with firms with noncompetitive products that target similar markets.
E) the coordination between the various departments within the entire firm.
27) Which of the following statements about marketing departments is most accurate?
A) The marketing department typically works as an independent unit, mostly interacting with
other parts of the business only to direct product promotion.
B) The marketing department should set the firm’s objectives, based on its knowledge of the
market and environmental forces.
C) The marketing department is only responsible for two of the four Ps.
D) The marketing department is only responsible for market research, supervision of product
development, and product promotion.
E) The marketing department must work closely with other departments and employees to help
provide the customer-satisfying products.
28) All of the following are environmental forces that affect an organization except which?
A) economic
B) managerial
C) social
D) regulatory
E) technological
29) Which of the following is not an environmental force?
A) economic
B) regulatory
C) social
D) commercial
E) technological
30) All of the following are factors required for marketing to occur except which?
A) a desire and ability on the part of two or more parties (individuals or organizations) to be
satisfied
B) something to exchange between two or more parties (individuals or organizations)
C) two or more parties (individuals or organizations) with the same wants
D) two or more parties (individuals or organizations) with unsatisfied needs
E) a way for the parties (individuals or organizations) to communicate
31) Which of the following is a factor required for marketing to occur?
A) a healthy competitive environment
B) an affordable and actionable advertising campaign
C) a sense of social responsibility
D) an ability to see hidden potential within an environmental force
E) something to exchange
32) Which of the following conditions are necessary for marketing to occur?
A) a changing environment, a method of assessing needs, a way to communicate, and an
exchange location
B) parties with cash or credit, a product, a reasonable price, and a place to make an exchange
C) a quality product, a fair price, a clever method of promotion, and a place where a customer
can buy the product
D) two or more parties with unsatisfied needs, a desire and an ability to satisfy them, a way to
communicate, and something to exchange
E) an ability to see a trend within an environmental force, a product, and an affordable and
actionable advertising campaign
33) For marketing to occur, there must be two or more parties involved. Dr. Pepper Snapple
Group distributes Country Time lemonade in cans through supermarkets at a price comparable to
that of soft drinks. The most likely “second” party needed for marketing to occur would be
A) people who are nostalgic about childhood lemonade stands they had during hot summers.
B) people with a desire for a cool beverage other than soda or water.
C) product demonstrators who offer samples of Country Time lemonade to shoppers at local
supermarkets.
D) a local distributor of alcoholic beverages.
E) a nutritionist promoting the health benefits of adequate hydration.
34) A business student is preparing for the Graduate Management Admission Test (GMAT) so
he can get into a good graduate business school. He knows that any money he spends on a tutor
will be worthwhile if he can improve his scores. He’s heard that there is a great tutor in his local
community but has no idea who she is. Marketing does not occur in this situation because
A) two or more parties have unsatisfied needs.
B) there is no desire on the part of either party to satisfy its needs.
C) neither of the involved parties have the ability to satisfy its needs.
D) there is no way for the parties to communicate with one another.
E) there has been no assessment of consumer wants and needs.
35) A student would like to buy a cross-over SUV from a local dealer, but she thinks the
payments will be too high. Marketing does not occur in this situation because
A) two or more parties have unsatisfied needs.
B) there is no desire on the part of either party to satisfy its needs.
C) one of the involved parties does not have the ability to satisfy its needs.
D) there is no way for each party to communicate with one another.
E) there has been no assessment of consumer wants and needs.
36) Lou has a medical condition that interferes with restful sleep. Though he has been to the
doctor frequently about the issue, no treatments or medications are available that would be
helpful to him. Here, no marketing occurs because
A) the doctor does not have unsatisfied needs.
B) the doctor cannot offer a viable product for exchange.
C) marketing is illegal in the pharmaceutical industry.
D) the doctor and patient are unable to communicate.
E) Lou is unable to afford his medications.
37) A local candidate running for office would very much like to have your vote. She promises
that she will “make the country better.” Because all candidates for public office say this, you
doubt you’ll see real results and decide not to vote for her. Marketing will not occur in this
situation because
A) marketing doesn’t apply to the voting process.
B) the desire and ability to satisfy needs is missing.
C) there is no direct way for the parties to communicate.
D) something to exchange is missing.
E) there is only one party involved in this situation.