, Chapter 1 - Why is Marketing Management Important?
TRUE/FALSE
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.”
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Defining Marketing KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
2. Marketing is defined as an exchange between a firm and its customers.
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
3. Customers typically do not mind paying for purchases, if they like what they are purchasing.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
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.
ANS: F DIF: Challenging REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society
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.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
6. In an exchange, the customer wants something from the company but the company wants
nothing from the customer.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
, ANS: F DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
7. Most companies would agree that taking in profits is much more important than keeping
customers happy.
ANS: F DIF: Challenging REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Synthesis MSC: MBA: Managing Human Capital
8. The term “market” sounds like it involves selling simple, tangible goods, but as you know,
hardly anything can be marketed.
ANS: F DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
9. Angela, who owns her own green cleaning service, is a marketer when she promotes her
business to new clients.
ANS: T DIF: Challenging REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation
10. Marketers help athletes, celebrities, and politicians with their images in their respective
marketplaces (to fans and agents, intelligentsia, or the public).
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery
11. Some things that can be marketed include goods, services, experiences, events, and people.
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery
12. A marketer for the American Heart Association would be responsible for their push of the
message to eat foods lower in fat.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
, ANS: T DIF: Challenging REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications & Delivery
13. These days we live in a truly product-oriented and product-empowered marketing world.
ANS: F DIF: Moderate REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production
14. Marketing can be used to educate the public.
ANS: T DIF: Easy REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production
15. Pfizer does not use direct-to-consumer ads to push their pharmaceutical drugs, as it is
unlikely patients will ask their doctor for a particular brand name.
ANS: F DIF: Challenging REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production
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.
ANS: T DIF: Moderate REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production
17. Many management gurus believe that marketing has succeeded so well that it really isn’t a
function in an organization anymore.
ANS: T DIF: Easy REF: Page 5
NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
TRUE/FALSE
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.”
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Defining Marketing KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
2. Marketing is defined as an exchange between a firm and its customers.
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
3. Customers typically do not mind paying for purchases, if they like what they are purchasing.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
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.
ANS: F DIF: Challenging REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society
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.
ANS: T DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
6. In an exchange, the customer wants something from the company but the company wants
nothing from the customer.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
, ANS: F DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society
7. Most companies would agree that taking in profits is much more important than keeping
customers happy.
ANS: F DIF: Challenging REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Synthesis MSC: MBA: Managing Human Capital
8. The term “market” sounds like it involves selling simple, tangible goods, but as you know,
hardly anything can be marketed.
ANS: F DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
9. Angela, who owns her own green cleaning service, is a marketer when she promotes her
business to new clients.
ANS: T DIF: Challenging REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation
10. Marketers help athletes, celebrities, and politicians with their images in their respective
marketplaces (to fans and agents, intelligentsia, or the public).
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery
11. Some things that can be marketed include goods, services, experiences, events, and people.
ANS: T DIF: Easy REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery
12. A marketer for the American Heart Association would be responsible for their push of the
message to eat foods lower in fat.
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
, ANS: T DIF: Challenging REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications & Delivery
13. These days we live in a truly product-oriented and product-empowered marketing world.
ANS: F DIF: Moderate REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production
14. Marketing can be used to educate the public.
ANS: T DIF: Easy REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production
15. Pfizer does not use direct-to-consumer ads to push their pharmaceutical drugs, as it is
unlikely patients will ask their doctor for a particular brand name.
ANS: F DIF: Challenging REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production
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.
ANS: T DIF: Moderate REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production
17. Many management gurus believe that marketing has succeeded so well that it really isn’t a
function in an organization anymore.
ANS: T DIF: Easy REF: Page 5
NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
