TRUEFALSE - Write T if the statement is true and F if the statement is false.

1 Chapter 1 TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false.1)A commonly held misconception about marketing is that it is all about advertising and selling.⊚ true ⊚ false 2)Marketing is relevant only to people in the organization who work directly in the marketing department.⊚ true ⊚ false 3)The American Marketing Association defines marketing as "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." ⊚ true ⊚ false 4)Peter Drucker stated that since it is the customer who defines value, the business

enterprise has only two business functions: marketing and innovation.

⊚ true ⊚ false 5)Sustainability refers to business practices that meet humanity’s needs without harming future generations.⊚ true ⊚ false 6)Firms that are stuck in a production orientation mentality likely will have great difficulty competing successfully for customers.Marketing Management, 3e Greg Marshall, Mark Johnston (Test Bank All Chapters, 100% Original Verified, A+ Grade) Answers At The End Of Each Chapter

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2 ⊚ true ⊚ false

7) When Henry Ford said, "People can have the Model T in any color—so long that it's black," he was reflecting a sales orientation.⊚ true ⊚ false

8) Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms come close to one-to-one marketing by combining flexible manufacturing with flexible marketing to enhance customer choices.⊚ true ⊚ false

9) Fred Wiersema's book The New Market Leaders states that marketers will continue to have more power than customers in both B2B and B2C markets.⊚ true ⊚ false

10) In the current business environment, firms have learned to be open about products and services with consumers who have endless sources of information, including blogs, chat rooms, and independent websites.⊚ true ⊚ false

11) Customer orientation, a component of market orientation, places the customer at the core of all aspects of the enterprise.⊚ true ⊚ false

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3 12) Direct-to-consumer marketing by pharmaceutical companies and the vast amount of health information available to patients on websites has consumers ready to self-diagnose and self-prescribe.⊚ true ⊚ false

13) GenY consumers tend to value relationships with marketers like State Farm Insurance in exactly the same way as the prior generations.⊚ true ⊚ false

14) In contrast to Marketing (Big M), marketing (little m) serves the firm and its stakeholders at a functional or operational level.⊚ true ⊚ false

15) Marketing (Big M) refers to the strategic, long-term, firm-level commitment to investing in marketing.⊚ true ⊚ false

16) For successful Marketing (Big M), firms need to align all internal organizational processes and systems around the customer.⊚ true ⊚ false

17) Strategic marketing refers to the idea that firms should direct energy and resources into establishing a learning relationship with each customer and connect the learned knowledge with the firm’s production and service capabilities.⊚ true ⊚ false

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18) Practicing marketers tend to pitch marketing internally as an investment, not an expense, in the future success of the organization.⊚ true ⊚ false

19) If aspects of marketing can’t be measured, they can still be managed.⊚ true ⊚ false

MULTIPLE CHOICE - Choose the one alternative that best completes the statement or answers the question.20) Of all the business fields, ________ is generally the most visible to people outside the organization.

• financial management
• accounting
• marketing
• information technology
• operations management

21) Marketing often doesn’t get the “respect” it deserves as a professional field of study, primarily because

• compared to other business functions, it has had few useful metrics to measure its

performance impact.

• people generally don’t understand what marketing is or what it does.
• marketing is all about the emotion and less about facts.
• marketing positions tend to pay less than other business functions.
• it fails to impact the bottom line of the company and isn’t factored into executive

decisions.

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