Student: ___________________________________________________________________________ 1. Marketing is an activity that only large firms with specialized departments can execute. True False 
 2. Good marketing is not a random activity. True False 
 3. Understanding a customer's needs and wants is fundamental to marketing success. True False 
 4. Marketers might wish to sell their products to everyone, but it is not practical to do so. True False 
 5. The four Ps include product, promotion, planning, and place. True False 


ch01 6. Because thoughts, opinions, and philosophies are neither goods nor services, they cannot really be marketed. 
True False 
 7. The group of firms that makes and delivers a given set of goods and/or services is called a supply chain. 
True False 
 8. Value is what you get for what you give. True False 
 9. Value-based marketing helps to build long-term customer loyalty. True False 
 10. Over the past decade or so, marketers have begun to realize that it is best to structure a firm's customer orientation in terms of transactions rather than relationships. 
True False 
 11. The AppleTM iPad has been successful because it provides value to customers. True False 
 12. When a good or service is promoted, the purpose of the promotion is to inform, persuade, or remind customers. 
True False 
 13. By publishing a Code of Ethics, a firm ensures that all employees will behave ethically. True False 
 14. When a car manufacturer sells trucks, cars, and car parts to the government or military, this is an example of B2C marketing. 
True False 
 15. The power adapters Dell sells with its computers are built by small companies who specialize in power- related accessories. Dell and the power adapter manufacturers are engaging in B2B marketing. True False 
 16.