Chapter 1—Marketing: The Art and Science of Satisfying Customers

MULTIPLE CHOICE

1. What utility does Cannondale create when the company combines aluminum and other components in the production of bicycles?
a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.a.b.c.d.e.f.g.h.i.j.k.l.m.n.o.p.q.r.
ownership utilityform utilityplace utilitytime utility

ANS: B PTS: 1
ANS: D PTS: 1 DIF: 2 REF: 10
OBJ: 1-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Marketing Plan

18. What type of relationships do firms focus on in the relationship era? short-term relationships with customers and supplierslong-term relationships with customers and suppliersshort-term relationships with customerslong-term relationships with customers

ANS: B PTS: 1 DIF: 2 REF: 10
OBJ: 1-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Marketing Plan

19. What management approach would MOST likely endanger the future growth of a company? when management adopts a consumer orientationwhen management becomes aware of the scope of its businesswhen management becomes committed to maintaining a product-oriented philosophywhen management begins focusing on providing benefits rather than producing products

ANS: C PTS: 1 DIF: 2 REF: 8
OBJ: 1-2 BLM: Remember NOT: AACSB Analytic | TB&E Model Marketing Plan

20. If a company such as J.B. Hunt Trucking wanted to avoid marketing myopia, how should it define its business? as transportationas truckingas materials handlingas freight hauling

ANS: A PTS: 1 DIF: 1 REF: 12
OBJ: 1-3 BLM: Higher Order
NOT: AACSB Reflective Thinking | TB&E Model Marketing Plan

21. What