TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Test Bank Page 1
TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci
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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Test Bank Page 2
Table of Content
Chapter 1: Why Is Marketing Management Important?
Chapter 2: Customer Behavior
Chapter 3: Segmentation
Chapter 4: Targeting
Chapter 5: Positioning
Chapter 6: Products: Goods and Services
Chapter 7: Brands
Chapter 8: New Products and Innovation
Chapter 9: Pricing
Chapter 10: Channels of Distribution
Chapter 11: Advertising Messages and Marketing Communications
Chapter 12: Integrated Marketing Communications and Media Choice
Chapter 13: Social Media
Chapter 14: Customer Satisfaction and Customer Relationships
Chapter 15: Marketing Research Tools
Chapter 16: Marketing Strategy
Chapter 17: Marketing Plans
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TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Test Bank Page 3
Chapter 1 - Why is Marketing Management Important?
TRUE/FALSE
- If you ask the average person, ―What is marketing?‖ you might hear something like,
―Marketers make people buy stuff they don’t need and can’t afford.‖
ANS: T DIF: Moderate REF: Page 3 NAT: BUSPROG Analytic LOC: DISC: Customer TOP: Defining Marketing KEY: Bloom's: Knowledge MSC: MBA: Knowledge of human behavior & society
- Marketing is defined as an exchange between a firm and its customers.
ANS: T 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 General Business Functions
- Customers typically do not mind paying for purchases, if they like what they are purchasing.
ANS: T DIF: Moderate REF: Page 3 NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension MSC: MBA: Knowledge of General Business Functions
- John just purchased a new Honda Civic from the local Honda dealership. Even though John
was happy and Honda made a profit, this was not a symbiotic relationship.
ANS: F DIF: Challenging REF: Page 3 3 / 4
TEST BANK for Marketing Management 6th Edition by Dawn Iacobucci Test Bank Page 4
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Application MSC: MBA: Knowledge of human behavior & society
- Marketers try to figure out what customers want and then they try to figure out how to
provide it and make money doing so.
ANS: T DIF: Moderate REF: Page 3 NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Marketing is an Exchange Relationship
KEY: Bloom's: Comprehension MSC: MBA: Knowledge of General Business Functions
- 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
- 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
- The term ―market‖ sounds like it involves selling simple, tangible goods, but as you know,
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hardly anything can be marketed.