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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Updated All Chapters A+

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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Updated All Chapters A+ Chapter 1: Why Is Marketing Management Important? Chapter 2: Customer Behavio r Chapter 3: Segmentation Chapter 4: Targeting Chapter 5: Positioning Chapter 6: Products: Goods and Services Chapter 7: Brands Cha...

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  • October 30, 2023
  • 140
  • 2023/2024
  • Exam (elaborations)
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  • 9780357635209
  • dawn iacobucci
  • 2023
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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci




TEST BANK for Marketing
Management 6th Edition by
Dawn Iacobucci




Test Bank Page 1

, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci


Table of Content
Chapter 1: Why Is Marketing Management Important?

Chapter 2: Customer Behavior

Chapter 3: Segmentation

Chapter 4: Targeting

Chapter 5: Positioning

Chapter 6: Products: Goods and Services

Chapter 7: Brands

Chapter 8: New Products and Innovation

Chapter 9: Pricing

Chapter 10: Channels of Distribution

Chapter 11: Advertising Messages and Marketing Communications

Chapter 12: Integrated Marketing Communications and Media Choice

Chapter 13: Social Media

Chapter 14: Customer Satisfaction and Customer Relationships

Chapter 15: Marketing Research Tools

Chapter 16: Marketing Strategy

Chapter 17: Marketing Plans




Test Bank Page 2

, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci


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

Test Bank Page 3

, TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci


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.


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.

Test Bank Page 4

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