TEST BANK Marketing 16th Edition by Roger Kerin
Chap 01 - 16e
Creating Customer Relationships and Value through Marketing
1) In response to needs at homeless shelters, Bombas introduced a buy-one-give-one program
for
A) feminine products.
B) 100-calorie snack packs.
C) winter coats.
D) socks.
E) button-down shirts.
2) In addition to the give-back program, Bombas socks are attractive to consumers because they
A) are made entirely of natural and vegan ingredients.
B) are among the least expensive products available.
C) have been engineered for superior comfort.
D) are conveniently sold in mass merchandise stores like Walmart and Target.
E) are considered the most fashion-forward in the category.
3) Bombas has a social mission to help homeless shelters with its buy-one-give-one program.
The company name comes from the Latin for
A) "comfort," the primary point of difference for its products.
B) "bumblebee," because of the creature's association with working together.
C) "cotton," the main ingredients in its products.
D) "service," the central focus of the business.
E) "antelope," because of its speed and agility.
4) Which statement about marketing is most accurate?
A) Unless you take a marketing class, you will never truly know anything about
marketing.
B) Marketing is nothing more than common sense.
C) Marketing requires an innate sense of creativity; you either have it or you don't.
D) You can call yourself a marketing expert only if you have sold something for a profit.
E) You have significant marketing expertise since you make marketing-related decisions
every day.
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,5) Elon Musk was involved in the inception of all of these companies except which?
A) SpaceX
B) PayPal
C) Tesla
D) Facebook
E) Neuralink
6) Marketing refers to the
A) research and development of new products that existing customers want to purchase.
B) expansion of companies into other countries.
C) process of identifying the best local plants to serve particular geographic markets.
D) activity involved in getting a product or service from the manufacturer to the ultimate
consumers and organizational buyers.
E) activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society
at large.
7) The activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large is
referred to as
A) manufacturing.
B) advertising.
C) marketing.
D) selling.
E) promotion.
8) All of these are true about marketing except which?
A) Marketing is a broader activity than advertising.
B) Marketing stresses the importance of delivering genuine benefits in the offerings of
goods, services, and ideas sold to customers.
C) Successful marketing usually results in one "winner" and one or more "losers."
D) When an organization engages in marketing, it should also create value for its
partners and society.
E) Marketing is a broader activity than personal selling.
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,9) What do an organization's stockholders, its suppliers, its employees, its customers, and
society at large all have in common with regard to an organization?
A) All should benefit from the marketing of an organization's offering.
B) Everyone has a say in the ultimate design of a product.
C) Everyone is legally culpable if something goes wrong with a product.
D) All have to make some type of direct financial investment in the organization so it
can profitably sell its products.
E) All use the products and/or services marketed by the organization.
10) Mizuno designs and sells high-quality baseball gloves. Who likely benefits from the firm's
marketing activities for its gloves?
A) a baseball or softball player who purchases a new Mizuno glove
B) the Dick's Sporting Goods salesperson who sells a customer a Mizuno glove
C) the supplier who provided the leather to Mizuno
D) the shareholders of Mizuno, the company that designs and manufactures the gloves
E) all stakeholders, even society at large
11) To serve both buyers and sellers, marketing seeks to__________ and satisfy the needs and
wants of prospective customers.
A) change
B) create
C) align
D) discover
E) compare
12) To serve both buyers and sellers, marketing seeks to discover and________ the needs and
wants of prospective customers.
A) change
B) satisfy
C) rank
D) align
E) preserve
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, 13) Whether an individual is considering a purchase for personal or household use, or an
organization is buying for its own use or for resale, the individual or organization would be
considered a(n)
A) prospective customer.
B) dual-purpose marketing decision maker.
C) potential distributor.
D) informed buyer.
E) end user.
14) A student wants to buy a smartphone so she can share pictures with her friends. An insurance
claims adjuster wants to buy a smartphone to document accidents (take pictures, write a
report, etc.). If they both purchase the same model smartphone, such as an Apple iPhone,
which statement is most accurate?
A) The adjuster is a prospective customer because the smartphone will be used for work;
the student is only a secondary user since the purpose of the smartphone is just for
entertainment.
B) Both the adjuster and the student are prospective customers because, in their own
ways, they both benefit from the smartphone.
C) Neither the adjuster nor the student is a prospective customer since the company will
pay for the adjuster's smartphone and the student's parents will pay for hers.
D) The student is the prospective customer since there are more students buying
smartphones for personal use than there are insurance adjusters buying smartphones
for business use.
E) Only a person who has bought a smartphone previously is a prospective customer
because only previous owners of smartphones benefit from buying new ones.
15) The PAL-V Liberty is a two-seat, gas-powered gyrocopter with a flying range of about 250
miles at maximum weight. In car mode, the three-wheeled vehicle can hit 100 mph. Its maker
is seeking safety certification in Europe, and 90 initial production models are now for sale
starting at $399,000. The most likely prospective customers for this flying car would include
A) students who attend college at least 500 miles away from home.
B) retired seniors receiving Social Security.
C) executives for whom time is extremely important.
D) teens who like to try new things.
E) families in need of a second vehicle.
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