BUSN 5th Edition By Marcella Kelly – Test Bank

Chapter 11: Marketing: Building Profitable Customer Connections

TRUE/FALSE

1. Marketing is 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.

ANS: T DIF: Easy REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Communication TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Knowledge

2. Utility is the ability of goods and services to satisfy consumer “wants.”

ANS: T DIF: Easy REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Communication TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Knowledge

3. The three basic types of utility are product utility, perception utility, and placement utility.

ANS: F DIF: Easy REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Communication TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Knowledge

4. Ownership utility satisfies wants by providing goods and services at a convenient place for customers.

ANS: F DIF: Easy REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Communication TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Comprehension

5. NottaBank aggressively opens conveniently located ATMs in large grocery stores that provide customers with easy access to banking services. This is an example of providing place utility.

ANS: T DIF: Challenging REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Reflective Thinking TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Evaluation

6. According to the AMA’s definition of marketing, marketing provides value primarily for organizations’ customers.

ANS: F DIF: Moderate REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Communication TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Comprehension

7. The use of marketing strategies is limited to the development, pricing, promotion, and distribution of goods and services.

ANS: F DIF: Moderate REF: Page 169 OBJ: 11-1
NAT: BUSPROG: Analytic TOP: Marketing: Getting Value by Giving Value
KEY: Bloom’s Analysis

8. Stray Rescue is a not-for-profit organization. Since the organization is not profit driven, it has no need to focus on marketing.

ANS: F DIF: Moderate REF: Pages 169-170
OBJ: 11-1 NAT: BUSPROG: Analytic TOP: The Scope of Marketing: It’s Everywhere!
KEY: Bloom’s Analysis

9. Companies use event marketing when they sponsor sporting, cultural, or charitable events.

ANS: T DIF: Moderate REF: Page 170 OBJ: 11-1
NAT: BUSPROG: Communication TOP: The Scope of Marketing: It’s Everywhere!
KEY: Bloom’s Comprehension

10. Throughout history, companies always focused on responding to the needs of customers quickly and completely.

ANS: F DIF: Moderate REF: Page 170 OBJ: 11-1
NAT: BUSPROG: Analytic
TOP: The Evolution of Marketing: From the Product to the Customer
KEY: Bloom’s Analysis

11.
The production era of marketing focused on finding ways to stimulate more demand for the company’s output.

ANS: F DIF: Moderate REF: Page 170 OBJ: 11-1
NAT: BUSPROG: Analytic
TOP: The Evolution of Marketing: From the Product to the Customer
KEY: Bloom’s Analysis