Test Bank for Marketing An
Introduction, Seventh Canadian
Edition, 7th edition by Gary
Armstrong
TEST ITEM FILE
Geoff Malleck
University of
... [Show More] Waterloo
Marketing
Seventh Canadian Edition
Gary Armstrong
University of North Carolina
Philip Kotler
Northwestern University
Valerie Trifts
Dalhousie University
ISBN: 978-0-13-
Copyright © 2021 Pearson Canada Inc., Toronto, Ontario. All rights reserved. This work is protected by Canadian
copyright laws and is provided solely for the use of instructors in teaching their courses and assessing student learning.
Dissemination or sale of any part of this work (including on the Internet) will destroy the integrity of the work and is
not permitted. The copyright holder grants permission to instructors who have adopted Marketing, Seventh Canadian
Edition, by Gary Armstrong, Philip Kotler, and Valerie Trifts, to post this material online only if the use of the website
is restricted by access codes to students in the instructor’s class that is using the textbook and provided the reproduced
material bears this copyright notice.
Table of Contents
CHAPTER 1 Marketing: Creating Customer Value and Engagement...........................
CHAPTER 2 Company and Marketing Strategy: Partnering to Build Customer
Engagement, Value, and Relationships ...................................................
CHAPTER 3 Analyzing the Marketing Environment ...................................................
CHAPTER 4 Managing Marketing Information to Gain Customer Insights .................
CHAPTER 5 Understanding Consumer and Business Buyer Behaviour.......................
CHAPTER 6 Customer Value-Driven Marketing Strategy: Creating Value for Target
Customers ..............................................................................................
CHAPTER 7 Products, Services, and Brands: Building Customer Value .....................
CHAPTER 8 Developing New Products and Managing the Product Life Cycle ...........
CHAPTER 9 Pricing: Understanding and Capturing Customer Value ..........................
CHAPTER 10 Marketing Channels: Delivering Customer Value ...................................
CHAPTER 11 Retailing and Wholesaling......................................................................
CHAPTER 12 Engaging Consumers and Communicating Customer Value: Advertising
and Public Relations ...............................................................................
CHAPTER 13 Personal Selling and Sales Promotion .....................................................
CHAPTER 14 Direct, Online, Social Media, and Mobile Marketing ..............................
CHAPTER 15 The Global Marketplace .........................................................................
CHAPTER 16 Sustainable Marketing: Social Responsibility and Ethics........................
ii
1
© 2021 Pearson Canada Inc.
Marketing: An Introduction, 7ce (Armstrong/Kotler/Trifts)
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Marketing, more than any other business function, deals with ________.
A) customers
B) sales
C) advertising
D) new products
E) brands
Answer: A
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
2) Amazon, like many other successful companies, is driven by one primary objective, namely
________.
A) value creation for the customers.
B) providing shareholders with healthy returns on their investments.
C) acquiring companies in order to add to its many product offerings.
D) fast and reliable delivery.
E) acquiring market share from industry leader, Walmart.
Answer: A
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
3) According to the five-step model of the marketing process, the first step in marketing is
________.
A) capturing value from customers to create profits and customer equity
B) constructing an integrated marketing program that delivers superior value
C) engaging customers, building profitable relationships, and creating customer delight
D) understanding the marketplace and customer needs and wants
E) designing a customer-driven marketing strategy
Answer: D
Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
2
© 2021 Pearson Canada Inc.
4) In recent years marketers have leveraged various forms of social media and other technologies
to advance their primary goal of ________.
A) gaining favourable media attention
B) being better able to reach the customer directly, personally and interactively
C) gathering more sales data (big data)
D) finding less expensive ways to operate thus driving higher levels of profitability.
E) faster product development
Answer: B
Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
5) Management guru Peter Drucker stated, "The aim of marketing is to make selling
unnecessary."
Answer: TRUE
Diff: 1 Type: TF
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
6) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in
return. The marketing process consists of five steps. In the first four steps, companies work to
understand consumers, create customer value, and build strong customer relationships. In the
final step, companies reap the rewards of creating superior customer value. By creating value for
consumers, they in turn capture value from consumers in the form of sales, profits, and long-term
customer equity.
Diff: 2 Type: ES
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
7) As described in the text, both Airbnb and Target's CEO's share a practice that they believe
makes them more capable leaders of their company. This practice involves more frequent
________.
A) interviews with the media (Fortune Magazine, Wall Street Journal)
B) blog posts on how to run a company (Jeff Bullas, James Altucher)
C) visits to their locations (AirBnb hosts and Target stores)
D) personal vacations to ensure they get rested while enjoying time away from their role
E) isolation from the market in order to make more refined decisions
Answer: C
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
3
© 2021 Pearson Canada Inc.
8) ________ are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
E) Exchanges
Answer: A
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
9) ________ are the form human needs take as they are shaped by culture and individual
personality.
A) Wants
B) Necessities
C) Services
D) Benefits
E) Risks
Answer: A
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
10) Consumers' needs and wants are fulfilled through ________.
A) value
B) demand
C) desire
D) market offerings
E) ideas
Answer: D
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
4
© 2021 Pearson Canada Inc.
11) Abel now has the buying power to purchase the computer that he wanted to buy six months
ago. Abel's want has most likely become a ________.
A) need
B) value
C) demand
D) market offering
E) desire
Answer: C
Diff: 3 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
12) Canadian telecommunications giant BELL has committed resources to continue its annual,
"Let's Talk" day to promote greater awareness in mental health. This is an example of a
marketing offering for a(n) ________.
A) product
B) person
C) idea
D) place
E) exchange
Answer: C
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
13) Marketers are said to suffer from marketing myopia when they ignore underlying consumer
needs and focus excessively on ________.
A) consumers' brand experiences
B) competitors' threats
C) consumers' existing wants
D) competitors' strengths
E) consumers' future demands
Answer: C
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Application of knowledge
5
© 2021 Pearson Canada Inc.
14) The Walt Disney World Resort doesn't just offer amusement park rides, it uses its famed
Disney magic to create carefully orchestrated ________.
A) service offerings
B) benefits
C) wants
D) values
E) experiences
Answer: E
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
15) When considering the factors that influence the experience of the Walt Disney World Resort,
something as simple as how each employee is identified makes a difference. At Disney World,
employees are called ________.
A) Superstars
B) Mickey's Crew
C) Precious Jewels
D) Mickey's Mouseketeers
E) Cast Members
Answer: E
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Application of knowledge
16) ________ is the act of obtaining a desired object from someone by offering something in
return.
A) Targeting
B) Segmentation
C) Differentiation
D) Exchange
E) Positioning
Answer: D
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
6
© 2021 Pearson Canada Inc.
17) Market offerings are limited to physical products.
Answer: FALSE
Diff: 1 Type: TF
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Application of knowledge
18) Market offerings include entities such as people, places, information, and ideas.
Answer: TRUE
Diff: 2 Type: TF
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
19) When sellers pay less attention to the specific products they offer and more attention to the
benefits and experiences produced by these products, they suffer from marketing myopia.
Answer: FALSE
Diff: 2 Type: TF
LO: 1-2: Explain the importance of understanding the marketplace and customers and identify
the five core marketplace concepts.
AACSB: Application of knowledge
20) A greater focus on underlying customer needs than on existing customer wants leads to
marketing myopia.
Answer: FALSE
Diff: 2 Type: TF
LO: 1-2: Explain the importance of understanding the marketplace and cust [Show Less]