150 Test Bank for Marketing An Introduction 4th
Canadian Edition by Armstrong

True - False Questions
Two important questions underlying marketing strategy are "Who is our
target market?" and "What's our value proposition?"
1.

True

2.

False

Large-scale marketing approaches that foster two-way customer
relationships are made possible by new communication technologies.
1.

True

2.

False

The societal marketing concept calls on marketers to balance consumer
wants and desires, company profits, and society's interest.
1.

True

2.

2.

False

The difference between human needs and wants is that needs are not
influenced by marketers.
1.

True

2.

False

Marketing management is interested in serving all customers in every way
to remain competitive in today's markets.
1.

True

2.

False

Selling is managing profitable customer relationships.
1.

True

2.

2.

False

When sellers focus on existing needs and lose sight of underlying
customer wants, they suffer from marketing myopia.
1.

True

2.

False

It is cheaper for a company to acquire new customers than to maintain
relationships with current customers.
1.

True

2.

False

The twofold goal of marketing is to attract new customers by promising
superior value and to keep and grow current customers by delivering
satisfaction.
1.

True


True

2.

False

Delivering superior customer value and customer satisfaction are the two
keys to building lasting customer relationships.
1.

True

2.

False

In its broadest sense, customer relationship management (CRM) is a
customer data management activity.
1.

True

2.

False

Market segmentation is the process of seeking fewer customers and
reduced demand for profit maximization.
1.

1.

True

2.

False

The major difference between customer-driving marketing and customerdriven marketing is that the customer-driving marketing considers only
existing needs.
1.

True

2.

False

Human needs are shaped by culture and individual personality.
1.

True

2.

False

When backed by buying power, needs become wants.
1.


1.

True

2.

False

Mutiple Choice Questions - Page 1
"Build a better mousetrap and the world will beat a path to your door"
reflects the ________ concept.
1.

A) production

2.

B) marketing

3.

C) selling

4.

D) product

5.

E) target marketing


A) product

2.

B) production

3.

C) selling

4.

D) equity

5.

E) marketing

According to the authors of your text, the ________ concept is a "sense
and respond" philosophy rather than a "make and sell" philosophy.
1.

A) product

2.

B) production

3.

5.

E) last four

Which of the following is the most likely result of a marketing strategy that
attempts to serve all customers?
1.

A) All customers will be delighted.


2.
3.

B) Customer-perceived value will be increased.
C) Customer evangelists will become unpaid salespersons for the service or
product.

4.

D) Few customers will be satisfied.

5.

E) The company will likely need to follow up with a demarketing campaign.

Which of the following reflects the marketing concept philosophy?
1.

A) "We don't have a marketing department, we have a customer department."


D) Value

5.

E) Donation

The ________ concept calls for aggressive selling and promotion effort.
1.

A) marketing

2.

B) production

3.

C) product

4.

D) selling


5.

E) societal marketing

When backed by buying power, wants become ________.

3.

C) segmentation

4.

D) selling

5.

E) societal marketing

Which of the following marketing management concepts is most closely
aligned with the philosophy of continuous product improvement and the
belief that customers will choose products that offer high quality,
performance, and innovative features?
1.

A) product

2.

B) production

3.

C) customer

4.


than to the benefits and experiences produced by these products.
1.

A) Selling myopia

2.

B) Marketing management

3.

C) Value proposition

4.

D) Marketing myopia

5.

E) The product concept

Which of the following is an example of a type of market offering?
1.

A) products, information

2.

B) products, ideas


D) Marketing

5.

E) Negotiating

According to management guru Peter Drucker, "The aim of marketing is to
________."
1.

A) create customer demands

2.

B) identify customer demands

3.

C) make selling unnecessary

4.

D) set realistic customer expectations

5.

E) sell products

Selecting which segments of a population of customers to serve is called
________.

3.

C) selling concept

4.

D) marketing concept

5.

E) societal marketing concept


If this is the only marketing management concept adopted, manufacturers
can develop to marketing myopia?
1.

A) customer-driven marketing

2.

B) customer-driving marketing

3.

C) societal marketing

4.

D) selling

A) convenience

2.

B) value pricing

3.

C) market segmentation

4.

D) target marketing

5.

E) value packing

When marketers set low expectations for a market offering, they are most
likely to run the risk of which of the following?
1.

A) disappointing loyal buyers

2.

B) decreasing buyers satisfaction

3.


5.

E) educate

________ is the set of benefits a company promises to deliver to its
consumers to satisfy their needs.
1.

A) A money-back guarantee

2.

B) Low pricing

3.

C) Good customer service

4.

D) A value proposition

5.

E) An attribute

________ are human needs as shaped by individual personality and
culture.
1.


B) product mix

3.

C) marketing mix

4.

D) TQM

5.

E) marketing effort

Customer-driven marketing is most likely to work well when ________ and
when customers ________.
1.

A) a clear need exists; are difficult to identify

2.

B) customers do not know what they want; have limited budgets

3.

C) there are few competitors; are concerned about their long-run welfare

4.


A) Toyota's presence in online communities


2.
3.

B) Nike's Nike Plus running Web site
C) H. J. Heinz's use of brand-related consumer videos posted on video-sharing
Web sites

4.

D) Neiman Marcus's InCircle Rewards program for its best customers

5.

E) The Lexus Covenant aimed at creating customer delight

Of the following, which is perhaps the most important concept of modern
marketing?
1.

A) customer relationship management

2.

B) e-mail advertising

3.


5.

E) a societal marketing campaign

The societal marketing concept seeks to establish a balance between
consumer short-run wants and consumer ________.
1.

A) short-run costs and profits

2.

B) short-run ethics

3.

C) long-run welfare


4.

D) immediate health

5.

E) value propositions

Which of the following has contributed to the deeper, more interactive
nature of today's customer relationships?
1.


C) lowering prices or increasing its services

4.

D) "firing" unprofitable customers

5.

E) limiting experiences with a brand

It is most accurate to say that a customer will buy from the company that
offers the highest ________.
1.

A) value for the dollar

2.

B) customer perceived value

3.

C) level of customer satisfaction

4.

D) company image

5.

communication technologies.
1.

A) partner relationship management

2.

B) supply chain management

3.

C) customer-managed relationships

4.

D) market segmentation

5.

E) target marketing

Which of the following best explains why consumers have greater power
and control in today's marketplace?
1.

A) The production concept and competition have lowered prices.

2.

B) Implementation of the product concept has resulted in continually improving


C) partnership relationship marketing

4.

D) customized marketing

5.

E) deviated marketing

The three areas of consideration that should be balanced in the societal
marketing concept are consumer wants, society's interests, and
________.
1.

A) human welfare

2.

B) want satisfaction

3.

C) company profits

4.

D) short-run wants


A) marketing


2.

B) selling

3.

C) product

4.

D) societal marketing

5.

E) equity

In today's world, marketing should be done by ________ in an
organization.
1.

A) marketing

2.

B) marketing, sales, and customer-support

3.


5.

E) owning customers for life, capturing a customer's lifetime value, building overall
customer equity, creating a sense of community surrounding a brand

Partner relationship management focuses on working with ________ to
bring more value to customers.
1.

A) partners inside and outside of the company

2.

B) competitors

3.

C) consumers

4.

D) interest groups


5.

E) all of the above

Building and maintaining profitable value-laden relationships with


3.

C) societal

4.

D) production

5.

E) product

Which of the following is determined by a customer's personal evaluation
of the benefits and costs of a market offering relative to those of
competing offers?
1.

A) customer-perceived value

2.

B) customer satisfaction

3.

C) customer-perceived performance

4.


become ________ for marketers.
1.

A) even more important

2.

B) less important

3.

C) impossible

4.

D) long-term but not short-term goals

5.

E) short-term but not long-term goals

Which of the following is the term for customers who make repeat
purchases and tell others about their positive experiences with a product
or service?
1.

A) satisfied customers

2.



C) steady sales volume

4.

D) a reliable database

5.

E) satisfied customers

Which of the following is currently the fastest-growing form of marketing?
1.

A) consumer-generated marketing

2.

B) online marketing

3.

C) mass media marketing

4.

D) social marketing

5.


A) need


2.

B) necessity

3.

C) demand

4.

D) satisfier

5.

E) transaction

The Niketown running club that organizes twice weekly evening runs for
Nike customers is an example of a ________.
1.

A) frequency marketing program

2.

B) basic customer relationship

3.


E) customer ownership

Railroads were once operated based on the thinking that users wanted
trains rather than transportation, overlooking the challenge of other
modes of transportation. This reflects the ________.
1.

A) product concept

2.

B) production concept

3.

C) selling concept

4.

D) marketing concept


5.

E) societal marketing concept

Jolene's firm believes that consumers will not buy enough of its products
unless the firm undertakes a large-scale selling and promotion effort.
Jolene's firm is practicing the ________.

3.

C) move away from sustainable marketing

4.

D) move toward partner relationship management

5.

E) move away from using social networking

Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization
understands and anticipates customer needs even better than customers
themselves do and creates products and services to meet current and
future wants and demands. Marie's firm practices ________ marketing.
1.

A) customer-driven

2.

B) customer-driving

3.

C) societal

4.