Overview of the Test Bank for Marketing, 12th Edition
The 12th edition of Marketing by Roger A. Kerin, Steven Hartley, and William Rudelius is a comprehensive textbook used in many undergraduate marketing courses. It covers essential concepts such as market research, segmentation, marketing strate...
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TEST BANK FOR
MARKETING 12 TH
EDITION
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TRUE/FALSE
1 : In most cases, in order for a firm to succeed in a competitive market, it needs to have a clear
understanding of the marketplace and produce products based on the wants and needs of the
customers, rather than expecting the customers to want the products manufactured solely
based on the assessment of the firms internal capabilities.
A : true
B : false
Correct Answer : A
2 : With the help of an effective sales force that devises high-quality sales techniques, a sales-
oriented firm can successfully convince customers to purchase goods and services that they
neither wanted nor needed.
A : true
B : false
Correct Answer : B
3 : The Internet and the extensive use of social media have fueled the change in power from
consumers and business users to manufacturers and retailers.
A : true
B : false
Correct Answer : B
4 : Customers perceive high-quality products that are sold at high prices to be a good value.
A : true
B : false
Correct Answer : B
5 : Training plays an important role in customer service and relationship building.
A : true
B : false
Correct Answer : A
6 : The organizations that are frequently noted for delivering superior customer value and
providing high levels of customer satisfaction assign employees to teams and teach them team-
building skills.
A : true
B : false
Correct Answer : A
7 : A sales-oriented firm defines its mission in terms of benefits its customers seek, while a
market-oriented firm defines its business in terms of goods and services.
A : true
B : false
Correct Answer : B
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8 : A sales-oriented firm targets its products at everybody, while a market-oriented organization
aims at selling its products to a specific customer group.
A : true
B : false
Correct Answer : A
9 : Thrift stores seek to achieve profitability through high sales volumes.
A : true
B : false
Correct Answer : B
10 : Marketing determines prices and pricing policies that contribute to achieving the
fundamental objectives of most businesses.
A : true
B : false
Correct Answer : A
11 : Marketing career opportunities almost exclusively exist in nonbusiness organizations.
A : true
B : false
Correct Answer : B
MULTIPLE CHOICE
12 : Which of the following statements is not true of marketing?
A : Marketing focuses on practices that deliver value and benefits to customers.
B : Marketing focuses primarily on selling goods, services, and/or ideas to customers.
C : Marketing employs the combined use of communication, distribution, and pricing strategies.
D : Marketing involves building long-term, mutually rewarding relationships with customers.
Correct Answer : B
13 : Which statement expresses the American Marketing Association (AMA)s core definition of
marketing?
A : Marketing is a philosophy, an attitude, a perspective, or a management orientation that
stresses customer satisfaction.
B : Marketing is an organization function and a set of processes implemented in order to ensure
customer satisfaction.
C : Marketing refers to personal selling that focuses solely on selling goods, services, and/or
ideas to customers.
D : Marketing involves building long-term, mutually rewarding relationships that are beneficial
exclusively to the sellers.
Correct Answer : B
14 : When a firm focuses on its internal capabilities rather than on the desires and needs of the
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