Test Bank for Marketing, 3rd Edition

Test Bank for Marketing, 3rd Edition, Shane
Hunt, John Mello George Deitz




Version 1 1

,1) The organizational function and set of processes for creating, communicating, and
delivering value to customers and managing customer relationships in ways that benefit the
organization and its employees, customers, investors, and society as a whole is referred to as
________.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-01 Describe a marketer's role in creating, communicating, and delivering valu
Topic : Define Marketing




2) Customer _________ refers to the perceived benefits, both monetary and nonmonetary,
that customers receive from a product compared with the cost associated with obtaining it.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-01 Describe a marketer's role in creating, communicating, and delivering valu
Topic : Creating Customer Value




3) Regardless of whether economic conditions are favorable or unfavorable, over
__________ percent of products introduced in the marketplace will fail.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-01 Describe a marketer's role in creating, communicating, and delivering valu
Topic : Creating Customer Value




Version 1 2

,4) The linked set of companies that perform or support the delivery of a company's products
to customers is referred to as the _________ _________.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-01 Describe a marketer's role in creating, communicating, and delivering valu
Topic : The Value of Marketing




5) _________ is the process of coordinating the flow of goods, information, and services
among members of the supply chain.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-01 Describe a marketer's role in creating, communicating, and delivering valu
Topic : The Value of Marketing




6) Firms with a ________ orientation believed that quality products would simply sell
themselves.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-02 Differentiate among the various eras in the history of marketing.
Topic : Marketing Eras




Version 1 3

, 7) The _________ orientation era started in the mid-1920s and continued until the end of
World War II.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Differentiate among the various eras in the history of marketing.
Topic : Marketing Eras




8) The _________ concept reflects the idea that the long-term success for a firm must
include a company-wide effort to satisfy customer needs.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Remember
Difficulty : 1 Easy
Learning Objective : 01-02 Differentiate among the various eras in the history of marketing.
Topic : Marketing Eras




9) A company that institutes a loyalty program in order to reward its most loyal customers
and maintain a relationship with them is practicing _________ marketing.


Question Details
AACSB : Analytical Thinking
Accessibility : Keyboard Navigation
Bloom's : Understand
Difficulty : 2 Medium
Learning Objective : 01-02 Differentiate among the various eras in the history of marketing.
Topic : Marketing Eras




10) The marketing strategy that focuses on attracting, maintaining, and enhancing customer
relationships is called ________ ________.




Version 1 4