【正文】 ir breadth and interdependencies. Answer: False Page: 17 Level of difficulty: Medium 79. Relationship marketing has the aim of building mutually satisfying longterm relationships with key parties. Answer: True Page: 17 Level of difficulty: Medium 80. A marketing work consists of the pany and its supporting stakeholders with whom it has built mutually profitable business relationships. Answer: True Page: 18 Level of difficulty: Medium 81. The marketing mix ponent called promotion includes such items as product variety, design, packaging, services, and warranties. Answer: False Page: 19 Level of difficulty: Medium Part 1: Understanding Marketing Management 16 82. When a marketer makes decisions involving channels, assortments, locations, and transportation, the marketer is making what are called place decisions. Answer: True Page: 19 Level of difficulty: Medium 83. Advertising, sales promotion, and direct marketing are all part of what is called the offering mix. Answer: False Page: 19 Level of difficulty: Medium 84. The customers’ 4Cs are customer solution, customer price, customer service, and customer information technology. Answer: False Page: 20 Level of difficulty: Medium 85. Internal marketing is an appropriate practice to be used in holistic marketing. Answer: True Page: 20 Level of difficulty: Easy 86. The selling relationship concept holds that consumers will prefer products that are ethical, environmentally responsible, legal, and social in the context of marketing activities and programs. Answer: False Page: 20 Level of difficulty: Medium 87. The societal marketing concept holds that the anization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than petitors in a way that preserves or enhances the consumer’s and the society’s wellbeing. Answer: True Page: 22 Level of difficulty: Easy 88. McDonald’s has decided to engage in cause marketing. An appropriate action would be to sponsor an endangered species at a national or city zoo. Answer: True Page: 22 Level of difficulty: Medium 89. Wants are basic human requirements such as food or air. Answer: False Page: 24 Level of difficulty: Medium 90. Demands are wants for specific products backed by an ability to pay. Answer: True Page: 24 Level of difficulty: Easy 91. The customer indicates that he or she wants an inexpensive car. This would be an illustration of a delight need. Answer: False Page: 24 Level of difficulty: Medium 92. An unstated need occurs when a consumer expects good service from a dealer. Answer: True Page: 24 Level of difficulty: Easy 93. Most marketers satisfy everyone in a market—that’s how they stay in business. Answer: False Page: 24 Level of difficulty: Medium Chapter 1: Defining Marketing for the 21st Century 17 94. The customer value triad consists of a bination of quality, service, and price. Answer: True Page: 25 Level of difficulty: Hard 95. A distribution channel includes distributors, wholesalers, retailers, and agents that display, sell, or deliver the physical product or service(s) to the buyer or user. Answer: True Page: 26 Level of difficulty: Easy 96. The main actors in the task environment are the ponents of demographics, economics, physical setting, technology, the politicallegal system, and the socialcultural arena. Answer: False Page: 26 Level of difficulty: Medium 97. In the center of factors that influence a pany’s marketing strategy is the target customers. Answer: True Page: 27 Level of difficulty: Easy 98. Today, there is an increasing focus on profitable transactions as the way to ensure customer lifetime value. Answer: False Page: 28 Level of difficulty: Medium 99. To understand what is happening inside and outside the pany, the pany needs a reliable marketing information system. Answer: True Page: 29 Level of difficulty: Easy 100. Because of surprises and disappointments that can occur as marketing plans are implemented, the pany will need feedback and control to improve itself. Answer: True Page: 30 Level of difficulty: Easy Essay 101. Marketing has been described being both an ―art‖ and a ―science. Discuss the differences and similarities between these two marketing thrusts. Provide your theoretical response and a ―reallife‖ example where you have seen both processes work effectively at creating customer value and loyalty. Suggested Answer: The student should demonstrate his or her understanding that the marketer must use data to understand customer needs and translate this understanding into properly designed products and services. They should also see the ―art‖ side of human behavior, where the customer makes decisions based on emotions, such as the perceived benefits. Page: 6 Level of difficulty: Medium 102. Marketing has often been defined in terms of satisfying customers’ needs and wants. Critics maintain that marketing does much more than satisfying customers’ needs and wants and, in fact, create needs and wants that did not exist before. Part 1: Understanding Marketing Management 18 According to these critics, marketers encourage consumers to spend more money than they should on goods and services they really do not need. What is your opinion of this ongoing debate? Take a stance and defend your position using examples of panies that you perceive to have created or satisfied customer needs. Suggested Answer: The student should understand the processes whereby the marketer fills a customer need and situations where a need is created. For example, automobiles may be a basic ―need,‖ but, if that automobile has a 450 Hp