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 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.

ANS: F DIF: Moderate REF: Page 3

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation

9. Angela, who owns her own green cleaning service, is a marketer when she promotes her
business to new clients.

ANS: T DIF: Challenging REF: Page 3

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation

10. Marketers help athletes, celebrities, and politicians with their images in their respective
marketplaces (to fans and agents, intelligentsia, or the public).

ANS: T DIF: Easy REF: Page 3

NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery

11. Some things that can be marketed include goods, services, experiences, events, and people.

ANS: T DIF: Easy REF: Page 3

NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Knowledge

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 MSC: MBA: Knowledge of Media Communications & Delivery

12. A marketer for the American Heart Association would be responsible for their push of the
message to eat foods lower in fat.

ANS: T DIF: Challenging REF: Page 3

NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications & Delivery

13. These days we live in a truly product-oriented and product-empowered marketing world.

ANS: F DIF: Moderate REF: Page 5

NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production

14. Marketing can be used to educate the public.

ANS: T DIF: Easy REF: Page 5

NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production

15. Pfizer does not use direct-to-consumer ads to push their pharmaceutical drugs, as it is
unlikely patients will ask their doctor for a particular brand name.

ANS: F DIF: Challenging REF: Page 5

NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Technology, Design, & Production

16. Marketing shows the evolution of markets. This is the change from an industry just having
production and sales to having true relationships with its customers.

ANS: T DIF: Moderate REF: Page 5

NAT: BUSPROG Analytic LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production

17. Many management gurus believe that marketing has succeeded so well that it really isn’t a
function in an organization anymore.

ANS: T DIF: Easy REF: Page 5

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

18. R&D people don’t understand marketing because they are too concerned with making the
latest and greatest invention.

ANS: F DIF: Challenging REF: Page 5

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

19. Marketers are under a lot of pressure to show results. There are a lot of marketing activities
for which results can be measured.

ANS: T DIF: Moderate REF: Page 5

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

20. One of the factors currently stressing marketers is the pressure to show results.

ANS: T DIF: Easy REF: Page 5

NAT: BUSPROG Analytic LOC: DISC: Research
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge MSC: MBA: Operations Skills

21. In order for marketing to have an equal vote in company decisions, it needs to quantify the
effectiveness of marketing programs. All other departments in a company translate progress
into financial terms, and marketing needs to do this as well.

ANS: T DIF: Challenging REF: Page 6

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of General Business Functions

22. Diana is the marketing vice president at Company ABC. As she assesses any particular
business problem or opportunity in terms of general analysis, she should review the 5Ps.

ANS: F DIF: Moderate REF: Page 6

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Application
MSC: MBA: Knowledge of General Business Functions

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 23. Marketing management is the overseeing of the processes of the 5Cs, STP, and 4Ps
components.

ANS: T DIF: Easy REF: Page 6

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension
MSC: MBA: Managing Administration & Control

24. You’ll always be a step ahead of your competition if you simply think about your company.

ANS: F DIF: Moderate REF: Page 7

NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension MSC: MBA: Strategic & System Skills

25. The 5Cs, STP, and 4Ps operate interdependently.

ANS: T DIF: Easy REF: Page 8

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

26. STP stands for segmentation, targeting and positioning.

ANS: T DIF: Easy REF: Page 7

NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

27. John is a marketer for Verizon. He puts together sales promotions and advertisements for a
new cell phone. He is applying the “product” part of the 4Ps.

ANS: F DIF: Challenging REF: Page 7

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

28. Most companies perform the marketing function easily.

ANS: F DIF: Moderate REF: Page 7

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 29. Sara works for a golf products company. In order for Sara to best answer the question,
“What do my customers want?,” she plays golf and tries out the equipment.

ANS: T DIF: Challenging REF: Page 7

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Application MSC: MBA: Managing Strategy & Innovation

30. A context question in a situational analysis might be: “What is happening in our industry
that might reshape our future business?”

ANS: T DIF: Challenging REF: Page 7

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

31. When you try to find out how customers vary in their preferences, needs, and resources you
are in the “Targeting” phase of STP.

ANS: F DIF: Moderate REF: Page 7

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

32. There are many contingencies that modify marketing plans.

ANS: T DIF: Easy REF: Page 7

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

33. Optimal business solutions should reflect a complete knowledge of how the 5Cs, STP and
4Ps change with changes in customers, competitors, and the legal environment.

ANS: T DIF: Challenging REF: Page 8

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Synthesis MSC: MBA: Managing Strategy & Innovation

34. The outcome orientation style of ethics is called deontological ethics.

ANS: F DIF: Challenging REF: Page 7 NAT: BUSPROG Ethics

LOC: DISC: Customer TOP: Have a Heart
KEY: Bloom's: Synthesis MSC: MBA: Managing Strategy & Innovation

35. Great marketing is based on sound, logical—emotional and physical—laws of human and
organization behavior.

ANS: F DIF: Challenging REF: Page 8

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 NAT: BUSPROG Reflective Thinking LOC: DISC: Research
TOP: Book Layout KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

36. The 5Cs, STP, and 4Ps diagram is used at the beginning of every chapter so that students
can see a framework depicting how all the marketing pieces come together to form the
whole picture.

ANS: T DIF: Moderate REF: Page 8

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Learning from the Marketing Framework
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

37. “How do I do this—show me what to do so I can be successful!,” is one of the issues that is
covered in each chapter of the textbook.

ANS: T DIF: Easy REF: Page 9

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Flow in Each Chapter: What? Why? How?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

38. Marketing will both enhance your career and make the world a better place.

ANS: T DIF: Easy REF: Page 9

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

39. John, an MBA student, finds the textbook useful because each chapter is organized by a
framework that shows how all the marketing pieces come together to form the whole
picture.

ANS: T DIF: Moderate REF: Page 8

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Learning from the Marketing Framework
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

40. Meredith owns a consulting firm that advises on intellectual property. She would hire a
marketer but she doesn’t because you cannot market a consulting firm.

ANS: F DIF: Moderate REF: Page 9

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Application
MSC: MBA: Knowledge of General Business Functions

MULTIPLE CHOICE

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 1. If you ask the average person, “What is marketing?,” one of the things you might hear is:
a. Marketing is sales and advertising
b. Marketing is fun
c. Marketing is the backbone of all business
d. Marking is not profitable
ANS: A DIF: Moderate REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Defining Marketing KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation

2. Marketers try to figure out what __________ want and then they try to figure out how to
provide it and make money doing so.
a. business owners
b. customers
c. advertisers
d. companies
ANS: B DIF: Easy REF: Page 3
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

3. Which of the following is defined to be an exchange between a firm and its customers?
a. advertising
b. consumer behavior
c. marketing
d. finance
ANS: C DIF: Easy REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension MSC: MBA: Operations Skills

4. If companies are good and if they’re lucky, the exchange continues iterating between the
customer and the company, ___________ the tie between them.
a. strengthening
b. weakening
c. distracting
d. exhausting
ANS: A DIF: Moderate REF: Page 3
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge MSC: MBA: Operations Skills

5. Marketers help/work with all of the following EXCEPT:

a. athletes
b. hotels
c. department stores

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 d. pets
ANS: D DIF: Challenging REF: Page 3
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing is Everywhere KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of Media Communications & Delivery

6. What did the early marketplace primarily focus on?

a. product
b. promotion
c. price
d. place
ANS: A DIF: Easy REF: Page 5
NAT: BUSPROG Reflective Thinking LOC: DISC: Product
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

7. What is today’s marketplace focused more on?

a. business
b. customers
c. product
d. price
ANS: B DIF: Moderate REF: Page 5
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Why is Marketing Management Important?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

8. Marketing is thought to be evidence of an evolved ____.

a. society
b. business
c. customer
d. market
ANS: D DIF: Challenging REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Why is Marketing Management Important?
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of General Business Functions

9. What is the result companies see from happier customers due to marketing?
a. Companies are less profitable
b. Companies market less
c. Companies are more profitable
d. Companies see no results
ANS: C DIF: Challenging REF: Page 5
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Why is Marketing Management Important?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 KEY: Bloom's: Comprehension
MSC: MBA: Managing Decision-Making Processes

10. What do the letters CMO represent?

a. Chief Management Officer
b. Central Marketing Organization
c. Central Management Officer
d. Chief Marketing Officer
ANS: D DIF: Easy REF: Page 5
NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

11. Advertising's goal is to enhance _____.

a. brand image
b. profit
c. marketing
d. purchases
ANS: A DIF: Moderate REF: Page 6
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

12. Due to marketing’s success in business, what do management gurus think about marketing’s
role in a company?
a. they think its role is to direct sales
b. it takes no special skill to be a good marketer anymore
c. that it’s not just a function anymore
d. it’s the most important aspect
ANS: C DIF: Challenging REF: Page 5
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

13. Why do accounting and finance need to acknowledge the importance of marketing?
a. because marketing generates sales
b. because the CEOs do
c. because marketing generates buzz
d. because a monopoly is the only way to make a profit
ANS: B DIF: Moderate REF: Page 5
NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

14. What is one of the largest factors stressing out marketers these days?
a. the pressure increase stock price

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 b. the pressure to prove they are valuable
c. the pressure to show results
d. the pressure to produce more money than R&D
ANS: C DIF: Challenging REF: Page 5
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Synthesis MSC: MBA: Managing Strategy & Innovation

15. One reason marketers want to quantify how effective their programs are is to show that they
increase profits. The other reason marketers want to quantify their effectiveness is to _____.
a. try to raise their rank among the function
b. have a seat at the table with the CEO, CFO, etc.
c. be able to direct sales
d. make more effective promotions
ANS: B DIF: Moderate REF: Page 6
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

16. Which of the following is NOT part of the 5Cs?

a. context
b. customer
c. corporation
d. competitors
ANS: C DIF: Easy REF: Page 6
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

17. A company’s marketing executives should assess the _____ in terms of a general analysis of
a business problem or opportunity the company is facing.
a. business situation
b. 5Cs
c. STP
d. ARA
ANS: B DIF: Easy REF: Page 6
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

18. Which of the following is NOT a part of STP?

a. segmentation
b. positioning
c. targeting
d. All are part of STP

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ANS: D DIF: Moderate REF: Page 6
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

19. The 4Ps include all of the following EXCEPT:

a. positioning
b. price
c. product
d. place
ANS: A DIF: Challenging REF: Page 6
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

20. Fundamentally, the best marketers put themselves in the place of their _____.
a. company
b. customers
c. competitors
d. friends
ANS: B DIF: Moderate REF: Page 6
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

21. What order is correct for the marketing framework?

a. 5Cs, 4Ps, STP
b. 4Ps, 5Cs, STP
c. 5Cs, STP, 4Ps
d. STP, 5Cs, 4Ps
ANS: C DIF: Easy REF: Page 6
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

22. _____ and _____ are the central players in the marketing exchange.
a. Context, customer
b. Collaborator, competitor
c. Context, company
d. Customer, company
ANS: D DIF: Challenging REF: Page 6
NAT: BUSPROG Communication LOC: DISC: Strategy
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 KEY: Bloom's: Knowledge MSC: MBA: Managing the Task Environment

23. A company has its best chance at keeping its customers happy if it’s in close ____ with
them.
a. context
b. communication
c. cooperation
d. support
ANS: B DIF: Easy REF: Page 6
NAT: BUSPROG Communication LOC: DISC: Strategy
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge MSC: MBA: Managing the Task Environment

24. The question, “Will customers want what your company is prepared to produce?,” best
describes with of these 4Ps?
a. product
b. price
c. place
d. promotion
ANS: A DIF: Easy REF: Page 7
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

25. The outcome orientation perspective of ethics is called ____.

a. psychological
b. philosophical
c. deontological
d. consequentialism
ANS: D DIF: Challenging REF: Page 7 NAT: BUSPROG Ethics
LOC: DISC: Customer TOP: Have a Heart
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

26. The process orientation perspective of ethics is called ____.

a. psychological
b. philosophical
c. deontological
d. consequentialism
ANS: C DIF: Challenging REF: Page 7 NAT: BUSPROG Ethics
LOC: DISC: Customer TOP: Have a Heart
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

27. The textbook will assume that _____ will be used for data intake in a company.
a. experts

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 b. the Internet
c. polls
d. focus groups
ANS: B DIF: Moderate REF: Page 8
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Book Layout KEY: Bloom's: Knowledge
MSC: MBA: Strategic & System Skills

28. Great marketing is based on ______ laws of human and organization behavior.
a. philosophical
b. feelings about
c. intuitive
d. economic and psychological
ANS: D DIF: Moderate REF: Page 8
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Book Layout KEY: Bloom's: Knowledge
MSC: MBA: Strategic & System Skills

29. The questions and issues that the reader can expect to understand better in each chapter is
revisited at the end of the chapter in a list format called _____.
a. Managerial Recap
b. Managerial Checklist
c. Question Recap
d. Marketing Recap
ANS: A DIF: Challenging REF: Page 8
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Learning from the Marketing Framework
KEY: Bloom's: Knowledge MSC: MBA: Managing the Task Environment

30. In each chapter you will see _____ over and over again
a. consequentialism ethics
b. marketing terminology
c. the 5Cs, STP, and 4Ps
d. marketing concepts
ANS: C DIF: Easy REF: Pages 8-9
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: Learning from the Marketing Framework
KEY: Bloom's: Knowledge MSC: MBA: Managing the Task Environment

31. The marketing framework can be used when you’re ____.

a. buying a car
b. working on a case for class
c. trying to decide where to eat lunch
d. doing your taxes
ANS: B DIF: Challenging REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Research

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 TOP: Learning from the Marketing Framework
KEY: Bloom's: Evaluation MSC: MBA: Managing the Task Environment

32. Each chapter in the textbook answers what question?

a. Which of the 5Cs is covered in this chapter?
b. What is the topic in this chapter?
c. What makes a great marketer?
d. What do you need to do to market your own business?
ANS: B DIF: Easy REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: The Flow in Each Chapter: What? Why? How?
KEY: Bloom's: Comprehension MSC: MBA: Managing the Task Environment

33. Which of the following is NOT a question that each chapter in the textbook answers?
a. Why does it matter?
b. What is the topic in this chapter?
c. How do I do this?
d. What do you need to do to market your own business?
ANS: D DIF: Moderate REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: The Flow in Each Chapter: What? Why? How?
KEY: Bloom's: Comprehension MSC: MBA: Managing the Task Environment

34. The book gives a clear knowledge of marketing at both the strategic and conceptual level as
well as the ____.
a. virtual level
b. tactical, hands-on level
c. lower level
d. psychological level
ANS: B DIF: Easy REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: The Flow in Each Chapter: What? Why? How?
KEY: Bloom's: Knowledge MSC: MBA: Managing the Task Environment

35. Marketing can make customers happier, which makes companies ____.
a. more profitable
b. less vulnerable
c. more operational
d. more ductile
ANS: A DIF: Easy REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Knowledge
MSC: MBA: Managing Administration & Control

36. What is marketing NOT all about?

a. finding out what customers like
b. providing what customers like

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 c. making a profit
d. organizing the structure of a business
ANS: D DIF: Challenging REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Comprehension
MSC: MBA: Managing Administration & Control

37. What can be marketed?

a. vacation destinations
b. professional athletes
c. just about anything
d. clothes
ANS: C DIF: Moderate REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Comprehension
MSC: MBA: Managing Administration & Control

38. What is the best way to stay 5 steps ahead of the competition?
a. focus on profits
b. remain customer centric
c. focus on what the CEO wants
d. study the competition
ANS: B DIF: Moderate REF: Page 9
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Managerial Recap KEY: Bloom's: Knowledge
MSC: MBA: Managing Administration & Control

39. Great marketing is NOT ____.

a. soft
b. economic
c. logical
d. psychological
ANS: A DIF: Easy REF: Page 8
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Book Layout KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation

40. The textbook uses the ____ over and over so that you will pick it up by osmosis.
a. marketing background
b. customer model
c. 5Cs, STP, and 4Ps
d. Maslow model
ANS: C DIF: Challenging REF: Page 9
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: Learning from the Marketing Framework
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ESSAY

1. Define marketing’s exchange relationship.

ANS:
Marketing is defined to be an exchange between a firm and its customers. The customer
wants something from the firm, and the firm wants something from the customer. Marketers
try to figure out what customers want and then they try to figure out how to provide it and
make money doing so.

DIF: Easy REF: Page 3 NAT: BUSPROG Reflective Thinking

LOC: DISC: Customer TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

2. List and describe the 5Cs.

ANS:
The 5Cs are customer, company, context, collaborators, and competitors. These Cs help us
assess any particular business problem or opportunity in terms of a general analysis of the
entire business situation. The customer and company are obviously the central players in the
marketing exchange. The context includes things like the macroenvironment: How are our
economy and that of our suppliers doing? What legal constraints might we face? What
cultural differences do our global segments manifest? The collaborators and competitors are
the companies and people we work with vs. those we compete against, although drawing the
line is sometimes difficult in today’s global, networked economy.

DIF: Challenging REF: Page 6 NAT: BUSPROG Reflective Thinking

LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of General Business Functions

3. Define STP and explain how it influences the marketing process.

ANS:
STP stands for segmentation, targeting, and positioning. The STP part of marketing refers to
the fact that we are very unlikely to be all things to all people, so it’s best to identify groups,
or segments, of customers who share similar needs and wants. Once we understand the
different segments’ preferences, and we presumably can identify our own company’s
strengths, we can identify the segment we should target with our marketing efforts. We then
strike up a conversation and relationship with that target segment by positioning our product
to them in the marketplace via the 4Ps.

DIF: Moderate REF: Page 6 NAT: BUSPROG Reflective Thinking

LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of General Business Functions

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 4. List and describe the 4Ps.

ANS:
The 4Ps are product, price, promotion, and place. A marketer's responsibilities are to create
a product that customers are likely to need or want; price the product appropriately; promote
it via advertising and sales promotions to help customers understand the product’s benefits
and value; and make the product available for purchase in easily accessed places.

DIF: Moderate REF: Page 6 NAT: BUSPROG Reflective Thinking

LOC: DISC: Marketing Plan
TOP: The “Marketing Framework”: 5Cs, STP, and the 4Ps
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions

5. Why is it important not to go overboard on effects to quantify marketing’s results? Describe

why segmentation strategy and advertising’s results should not be over analyzed.

ANS:
If you go overboard to quantify marketing’s results, you will get skewed results of reality.
For example, suppose you are trying to asses the value of a segmentation strategy. If the
segments are poorly defined, then the results of the segmentation study may not be accurate.
Also, it is difficult to measure the results of advertising in the short term. The main goal of
advertising should be to enhance brand image, and that takes a lot longer than short-term
sales.

DIF: Challenging REF: Page 5 NAT: BUSPROG Reflective Thinking

LOC: DISC: Marketing Plan
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Evaluation MSC: MBA: Managing Strategy & Innovation

6. List at least 5 categories of items that can be marketed.

ANS:
- tangible goods like soap or cereal
- high-end items like jewelry
- services like hotels and restaurants
- experiences like theme parks
- people, like athletes and politicians
- a town or city
- causes; for example, a nonprofit’s goal
- yourself; for example, in an interview

DIF: Easy REF: Page 3 NAT: BUSPROG Analytic

LOC: DISC: Marketing Plan TOP: Marketing is Everywhere
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior & society

7. Describe the evolution of marketing.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ANS:
At first marketing was simply product or production-focused. Over time, simply building a
better version of a previous product was not good enough. Marketers had to start really
listening to their customers and providing what they wanted. In today’s age, companies seek
a true relationship with their customers instead of just trying to sell them something.

DIF: Moderate REF: Page 5 NAT: BUSPROG Analytic

LOC: DISC: Marketing Plan
TOP: Why is Marketing Management Important?
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior & society

8. Describe how different functions in a business interact with marketing, and why they should
understand marketing.

ANS:
- Accounting and finance need to understand the importance of marketing because the CEO
does. With competition you always need to be thinking about your customers.
- Sales people understand marketing. They know that if their company makes products the
customer wants, their job will be easier.
- R&D people appreciate marketing because they know they if their inventions become
popular and sell, they will have success.

DIF: Challenging REF: Page 5 NAT: BUSPROG Analytic

LOC: DISC: Strategy
TOP: Marketing and Customer Satisfaction is Everyone's Responsibility
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production

9. Describe the main layout of the textbook.

ANS:
The textbook focuses on how a product benefits customers. The textbook presents on a
global basis because the world is running on a global scale due to the Internet.

The textbook trains you to think like a marketer. Marketing is based on logical, measurable
behavior, not art or intuition. The textbook teaches you how to think about marketing in a
scientific way.

DIF: Easy REF: Page 8 NAT: BUSPROG Analytic

LOC: DISC: Strategy TOP: Book Layout
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production

10. List 3 of the 5 main points from this chapter.

ANS:
- marketing is customer focused and it should be profitable

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 - marketing is a relationship between customers and a company
- anything can be marketed
- the marketing framework is based on the 5Cs, STP, 4Ps
- if you remain customer-centric you will stay ahead of the competition

DIF: Moderate REF: Page 9 NAT: BUSPROG Reflective Thinking

LOC: DISC: Strategy TOP: Managerial Recap
KEY: Bloom's: Comprehension MSC: MBA: Managing the Task Environment

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Other documents randomly have
different content
Botanical Collections, 329
Brown Coal, 347
Brushite, 167
Buccinum, 385

Calandrinia, 102
Calliostoma, 156, 186, 214
Cancellaria, 186
Carcharodon, 174
Cardium, 13, 154, 209
Carex, 38
Castanea, 231
Catalogue of Mosses, 386
Census, Eighth, 6
Ceratites, 167
Chætodon, 65
Cheilodactylus, 103
Chemnitzia, 154, 220
Chionobas, 163
Chironectes, 64, 107
Chioræra, 60
Chlorostoma, 286
Chromis, 160
Chrysallida, 219
Cinnabar, 298
Circe, 189
Clathurella, 184
Clypeaster, 53
Coal, Geology of, 356
” of Arizona, 122
” of Mexico, 251
” of Mt. Diablo, 348
” of Oregon, 347
” of Utah, 341
Cœcum, 215
Cœnonympha, 164
Collinsia, 36
Collomia, 17
Collonia, 175
Comstock Lode, 342
Conus, 174, 286
Conyza, 36
Cooperella, 208
Copper Glance, 297
Corbula, 207
Crenilabrus, 106
Crepidula, 385
Cretaceous Formation, 301
Crustacea, 313
Cupressus, 228
Curator’s Reports, 2, 99, 235, 237, 312
Cysticerci, 386
Cythna, 219

Danais, 84
Danaite, 297
Daphnella, 185
Dekaya, 70
Delphinula, 175
Dendronotus, 59
Depression of Death Valley, 129, 376
Diala, 218
Diamonds in California, 354
Diatomaceæ, 258, 320
Doris, 58, 346
Dosinia, 174
Drift Formation, 271

Earthquakes in China, 278

” in California, 127, 131, 190, 239
Echinarachnius, 53
Echinoderms, fossil, 52
Eighth Census, 6
Elephant’s Teeth, 325
Elevation of Land, 45
Emarginula, 188
Embiotocoids, 314, 371
Eocene formation, 301
Epilobium, 314
Esquimaux, 202
Ethalia, 215
Eulima, 221
Euphorbia, 195, 367
European Satyrides, 165
Excursion in Field, 348, 352
Exocœtus, 93
Exogyra, 154
Exploration of Alaska, 367, 377
Explosions under ground, 364

Family Limnæidæ, 264

Fenella, 217
Fibrous plants, 401
Field Excursions, 348, 352
Flabellina, 60
Fœtus of Fishes, 314
Fossils of Alaska, 367
” cretaceous, 301
” Elephant, 166, 171, 290, 325, 367
” Horse, 166, 171
 ” canine Tooth, 356
” Delphinidæ, 361
” in Gold Formations, 289
” from Mexico, 247, 249, 250, 252
” from Nevada, 266
” skull, 277, 291
” fish, 306
” bones, 307
” Saurians, 307
” Silurian, 307
” tertiary, 307
Fungi as Food, etc., 292

Gadinia, 188
Galerus, 215
Gastridium, 67
Geological Survey, 23, 170
Geology of Coal, 356
” of Mexico, 243
Geology of Peru, 359
Gibbonsia, 109
Gibbula, 158, 176, 214
Gillichthys, 109
Glaciers in Arizona, 162
Glauberite, 399
Globulus, 176
Gold of Whisky Hill, 349
” Quail Hill, 349
Grapta, 123
Gundlachia, 21

Hagesine, 399
Haliotis, 300, 361
Height of Mt. Hood, 294, 326, 363, 364
” Sacramento, 386
” Mountains, 326
Helices of Santa Cruz, 258, 260
Helicoid Land Shells, 331
Helix, 115, 179, 225, 258, 291, 328, 334, 384
Hepburn’s Shells, 283
Hetch-hetchy Valley, 368
Hosackia, 38
Hybrid Ducks, 324
” Haliotis, 361

Indian Hemp, 352

Infusoria, 35, 319
Iron Ore in Arizona, 206
Isapis, 217
Ischnochiton, 211
Jeffreysia, 209
Julis, 63
Junonia, 126

Kelloggia, 202
Kerargyrite, 297

Lagomys, 69
Land Shells of California, 331
Leda, 210
Leersia, 67
Leiostraca, 221
Lepidopleurus, 211
Lepton, 210
Leptonyx, 175, 286
Leptochiton, 212
Leptothyra, 286
Libocedrus, 228
Lilium, 202
Lima, 173
Limenitis, 127
Limnæidæ, 264
Linum, 42, 102
Lioconcha, 189
Liotia, 158
Litiopa, 219
Lycæna, 279

Macadamizing Rock, 327

Macoma, 208
Mangelia, 185, 383
Margarita, 158
Margaritana, 258
Mariposite, 380
Mastodon teeth, 291
Melica, 4
Melissa and Meridion, 258
Melitæa, 85
Mentzelia, 40
Mesalia, 216
Meteoric iron, 21, 30, 48
Meteoric shower, 300
Meteorites, 240
Mexican Cotton, 17, 19
Minerals of California, 372, 374
” Whisky Hill, 351
Mining, Ancient, 358, 362
Minolia, 157
Mirabilis, 10, 68
Mispickel, 8, 297
Monterey Shells, 271
Mopalia, 385
Morains in Arizona, 162
Mount Hood, 292, 326, 364
Mountain Barometers, 327
Muhlenbergia, 205
Murex, 185, 224
Myxodes, 108

Nacella, 213
Nassa, 223
Natica, 174
Native Copper, 297
Navarchus, 8, 58
Navea, 300, 346
Neaplysia, 57
Neithea, 154
Nemeobius, 178
Nereocystes, 324
Newcomb’s collection, 343
Northern drift, 271
Nostoc, 120
Notorhynchus, 15

Octopus, 243
Oenothera, 198
Officers elected, 3, 100, 177, 235, 312
Oil regions, 193
Opalia, 222
Ophisurus, 66, 98
Orcynus, 75
Ores from Nevada, 372
Orthagoriscus, 341
Ostrea, 13
Ovibos, 367
Oxide of Antimony, 372

Pachydesma, 286
Pallium, 174
Panicum, 121, 206
Parhelia, 353
Paspalum, 67
Peat Beds, 325
Pecten, 174
Pedicularia, 121
Pedipes, 294
Pentachæta, 197
Peru, Geology of, 359
Petricola, 310
Phaca, 103
Phidania, 60
Pholadidea, 310
Pholadomya, 173
Picea, 377, 401
Pinus, 204, 226, 296, 317, 353, 358, 370
Planorbis, 119
Pleuraphis, 205
Pleurotoma, 183
Plectodon, 207
Poa, 206
Polyporus, 292
Pomaulax, 286
Pompholyx, 264
Porites, 4
Pristiphora, 210
Proustite, 297
Psephis, 209
Pteroplatea, 112
Pterostephanus, 21
Ptychostylis, 187
Pulmonifera, 334
Puncturella, 214
Purpura, 4, 286
Pyrameis, 125
Quail Hill Minerals, 349
Quercus, 229, 296, 299, 370

Rains of San Francisco, 261

Red Crustaceans, 313
Rissoa, 217
Rissoina, 217
Rowellia, 188

Salt from Muddy River, 341

Salt Spring Valley, 387
Sarcodes, 202
Saturnia, 296
Satyrus, 164
Saxidomus, 174, 286
Scalaria, 221
Schinus, 273
Scintilla, 208
Scorpæna, 105
Scurria, 241
Scutella, 13
Semele, 208
Sequoia, 170, 204, 288, 363, 399
Sharks’ Teeth, 290
Shells of Alaska, 384
 ” of Baulines Bay, 275, 291
” of Bodega Bay, 382
” of California, 334, 361
” of Monterey, 271
” of Purissima, 345
” of S. Cruz I., 345
” of Sta. Barbara, 283, 343
” of San Diego, 283
” of land of West Coast, 334
Sierra Nevada Peaks, 170
Silene Dorrii, 44
Silkworms, 296
Silver leaf, 330
Silybum, 125
Skull from Calaveras, 277
Snail’s vitality, 328
Solariella, 156
Sphene in Granite, 193
Sphyræna, 203
Strategus, 8
Streptanthus, 101
Styliferina, 219
Submerged Forests, 339
Subterranean Explosions, 364
Succinea, 181
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Taxodium, 399
Taxus, 229
Tellimya, 210
Tellurian Minerals, 378
Teredo, 11
Terrestrial Molluscs, 334
Thaspium, 314
Torreya, 229
Trachydermon, 212, 383
Tricuspis, 206
Trifolium, 102
Trigonia, 154
Triopa, 59
Trochiscus, 258, 275
Trophon, 224
Tsuga, 232
Tungstate of Silver and Copper, 287
Turbinolia, 154, 158
Turbo, 175
Turbonilla, 186
Turritella, 154, 174, 216
Twelve Mile House, 352
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Vitality of a Snail, 328

Vitis, 233
Vitrina, 334, 384
Volcanoes, Active, 368
Volutharpa, 385
Vanessa, 123
Viola, 101
Virgularia, 120

Washingtonia, 399
Wellingtonia, 399
West Coast Helicoids, 331
Whisky Hill Minerals, 351
Wood’s Collections, 329

Xylotrya, 11

Yoldia, 189

Zirphæa, 299
Zua, 384
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