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MKTG 9th Edition by Charles W. Lamb -Test Bank
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,Name Clas Dat: s: e:
Chapter 1
1. Relationship marketing assumes that many consumers and business customers prefer to have an ongoing relationship
with one organization rather than switch continually among providers in their search for value.
a. True
b. False
ANSWER: True
RATIONALE: Relationship marketing assumes that many consumers and business customers prefer to have an
ongoing relationship with one organization rather than switch continually among providers in their
search for value. See 1-3: Differences between Sales and Market Orientations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE True / False
:
HAS VARIABLES: False
LEARNING OBJE MKTG.LAMB.15.01.03
CTIVES:
TOPICS: A-head: Differences between Sales and Market Orientations
Bloom's: Remember
BUSPROG: Analytic
Marketing Orientation
DATE CREATED: 5/1/2015 4:21 PM
DATE MODIFIE 5/26/2015 12:00 AM
D:
CUSTOM ID: CGI: CEXYQE3W0SZU9G7DU718
QUESTION ID: JFND-GO4G-G3BU-EO1G
QUESTION G GCID-E7BW-1TBP-GFOS-RPJW-CE5D-EA3O-GC4N-4CDN-GTO1-4P5D-GW4N-4QDD-CA5N-4CJZ-
LOBAL ID: GCHU-GPTU-GJDI-GWN8-EPRW-EMJ3-GBTD-RPTO-8FUD-N3BS-CESU-EAJI-CESS-N3TU-GOSS-
K3DR-GRSS-NPDG-GW4U-GAJA-E7JI-YT4D-JFNN-4OTI-GO4W-NQNBEE
2. The fundamental problem with a sales orientation is a lack of understanding of the needs and wants of the marketplace.
a. True
b. False
ANSWER: True
RATIONALE: The fundamental problem with a sales orientation, as with a production orientation, is a lack of
understanding of the needs and wants of the marketplace. Sales-oriented companies often find that,
despite the quality of their sales force, they cannot convince people to buy goods or services that are
neither wanted nor needed. See 1-2: Marketing Management Philosophies
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE True / False
:
HAS VARIABLES: False
Cengage Learning Testing, Powered by Cognero Page 1
,Name Clas Dat
: s: e:
Chapter 1
LEARNING OBJE MKTG.LAMB.15.01.02
CTIVES:
TOPICS: A-head: Marketing Management Philosophies
Bloom's: Remember
BUSPROG: Analytic
Marketing Management
DATE CREATED: 5/1/2015 4:21 PM
DATE MODIFIE 5/26/2015 12:00 AM
D:
CUSTOM ID: CGI: HTBS5SRUR8TRVY621376
QUESTION ID: JFND-GO4G-G3BU-EO1F
QUESTION G GCID-E7BW-1TBP-GFOS-RPJW-CE5D-EA3O-GC4N-4CDN-GTO1-4P5D-GW4N-4QDD-CA5N-4CJZ-
LOBAL ID: GCHU-GPTU-GJDI-GWN8-EPRW-EMJA-CTUG-EATS-CWHU-CC5N-GRSS-GCJU-CRSU-KAMB-
GOSU-OC3S-CRSU-RCTI-CE4S-RPTO-E7JI-YT4D-JFNN-4OTI-GO4W-NQNBEE
3. A local grocer groups his customers into specific groups based on what they buy and when they shop. The grocer then
schedules shipments of specific items based on these customer segments and offers different promotions to different
customer groups. This is an example of customer relationship management.
a. True
b. False
ANSWER: True
RATIONALE: Customer relationship management is accomplished by organizing the company around customer
segments, establishing and tracking customer interactions with the company, fostering customer-
satisfying behaviors, and linking all processes of the company from its customers through its supplier.
See 1-3: Differences between Sales and Market Orientations
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE True / False
:
HAS VARIABLES: False
LEARNING OBJE MKTG.LAMB.15.01.03
CTIVES:
TOPICS: A-head: Differences between Sales and Market Orientations
Bloom's: Apply
BUSPROG: Reflective Thinking
Marketing Concepts
DATE CREATED: 5/1/2015 4:21 PM
DATE MODIFIE 5/26/2015 12:00 AM
D:
CUSTOM ID: CGI: JJFAT11FTHF0V4976249
QUESTION ID: JFND-GO4G-G3BU-EO1R
Cengage Learning Testing, Powered by Cognero Page 2
, Name Clas Dat
: s: e:
Chapter 1
QUESTION G GCID-E7BW-1TBP-GFOS-RPJW-CE5D-EA3O-GC4N-4CDN-GTO1-4P5D-GW4N-4QDD-CA5N-4CJZ-
LOBAL ID: GCHU-GPTU-GJDI-GWN8-EPRW-EMJT-CFTU-RCBO-C31D-1CJO-CESU-CC5N-CRSU-RPDB-
GOSS-CCDB-CCSS-GP3A-GR5D-YCTZ-E7JI-YT4D-JFNN-4OTI-GO4W-NQNBEE
4. A market-oriented organization targets its products at “everybody" or “the average customer."
a. True
b. False
ANSWER: False
RATIONALE: A sales-oriented organization targets its products at “everybody" or “the average customer." A market-
oriented organization aims at specific groups of people. See 1-3: Differences between Sales and Market
Orientations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE True / False
:
HAS VARIABLES: False
LEARNING OBJE MKTG.LAMB.15.01.03
CTIVES:
TOPICS: A-head: Differences between Sales and Market Orientations
Bloom's: Remember
BUSPROG: Analytic
Marketing Orientation
DATE CREATED: 5/1/2015 4:21 PM
DATE MODIFIE 5/26/2015 12:00 AM
D:
CUSTOM ID: CGI: KLRQNJQ9VKDQ2WHBF744
QUESTION ID: JFND-GO4G-G3BU-EO1D
QUESTION G GCID-E7BW-1TBP-GFOS-RPJW-CE5D-EA3O-GC4N-4CDN-GTO1-4P5D-GW4N-4QDD-CA5N-4CJZ-
LOBAL ID: GCHU-GPTU-GJDI-GWN8-EPRW-EMJW-CFTU-1CBS-GYAS-C3JT-GRSS-KAJ3-CESU-Q3B3-
GOSU-1QBO-CESU-OP3Z-CR4S-GA31-E7JI-YT4D-JFNN-4OTI-GO4W-NQNBEE
5. Nonprofit organizations should adopt a sales orientation rather than a market orientation.
a. True
b. False
ANSWER: False
RATIONALE: Nonprofit organizations can and should adopt a market orientation. See 1-3: Differences between
Sales and Market Orientations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECT MKTG.LAMB.15.01.03
IVES:
Cengage Learning Testing, Powered by Cognero Page 3
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