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Test Bank for Marketing, 20th Edition, William M.

Pride, O. C. Ferrell
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edition-william-m-pride-o-c-ferrell/
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Test Bank for Marketing 2018, 19th Edition William M.
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Name: Class: Date:
Chapter 01: An Overview of Strategic Marketing

8. Marketing efforts do not involve the design and development of products.
a. True
b. False
ANSWER: False
9. Products can be goods, services, or ideas.

a. True
b. False
ANSWER: True
10. Services are provided by applying human and mechanical efforts to people or objects to provide intangible benefits to
customer.
a. True
b. False
ANSWER: True
11. The actual physical production of goods is a marketing activity.

a. True
b. False
ANSWER: False
12. Promotion can help sustain interest in established products that have long been available.
a. True
b. False
ANSWER: True
13. The distribution variable in a marketing mix is directed toward making products available in the quantities desired to
as many target market customers as possible and keeping the total inventory, transportation, and storage costs as low as
possible.
a. True
b. False
ANSWER: True
14. Customers are interested in a product's price because they are concerned about the value obtained in an exchange.
a. True
b. False
ANSWER: True
15. Price is seldom used as a competitive tool.

a. True
b. False
ANSWER: False
16. For an exchange to occur, at least one of the parties must be willing to give up his or her "something of value."
a. True
Copyright Cengage Learning. Powered by Cognero. Page 2
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b. False
ANSWER: False
17. The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing environment.
a. True
b. False
ANSWER: True
18. Changes in the marketing environment always hurt marketing efforts.

a. True
b. False
ANSWER: False
19. The marketing environment is a set of static, unchanging surroundings.

a. True
b. False
ANSWER: False
20. The marketing concept stresses that a business organization can best achieve its goal by providing customer
satisfaction through coordinated activities.
a. True
b. False
ANSWER: True
21. Achievement of the firm's overall goals is part of the marketing concept.
a. True
b. False
ANSWER: True
22. The marketing concept is a philosophy that a business organization should employ to satisfy customers' needs while
achieving the overall goals of the organization.
a. True
b. False
ANSWER: True
23. The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business
organization.
a. True
b. False
ANSWER: False
24. The marketing concept is a management philosophy, not a second definition of marketing.
a. True
b. False
ANSWER: True
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25. Profit, even at the expense of customers' satisfaction, is the major thrust of the marketing concept.
a. True
b. False
ANSWER: False
26. The marketing concept directly affects marketing activities but should have negligible impact on other organizational
activities.
a. True
b. False
ANSWER: False
27. The market concept stresses that an organization can best achieve its objectives by being customer-oriented.
a. True
b. False
ANSWER: True
28. The market concept developed out of a sequence of three eras: the production orientation, the marketing orientation,
and the industrial orientation.
a. True
b. False
ANSWER: False
29. During the market orientation, businesspeople realized that if they could produce products efficiently, customers
would buy them.
a. True
b. False
ANSWER: False
30. During the market orientation, businesspeople realized that products, which by this time could be made relatively
efficiently, would have to be promoted through much personal selling and advertising.
a. True
b. False
ANSWER: False
31. A market orientation requires the organization-wide generation of market intelligence pertaining to current and future
customer needs, dissemination of the intelligence across departments, and organization-wide responsiveness to it.
a. True
b. False
ANSWER: True
32. To implement the marketing concept, an organization must first establish an information system to discover
customers' real needs and then use the information to create products to satisfy those needs.
a. True
b. False

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ANSWER: True
33. To satisfy customers' objectives as well as its own, a company must coordinate all its activities.
a. True
b. False
ANSWER: True
34. At the most basic level, profits can be obtained through relationships by acquiring new customers, enhancing the
profitability of existing customers, and extending the duration of customer relationships.
a. True
b. False
ANSWER: True
35. Customer relationship management is the use of information about customers to create marketing strategies that
develop and sustain desirable customer relationships.
a. True
b. False
ANSWER: True
36. Value = customer costs − customer benefits.

a. True
b. False
ANSWER: False
37. Basic and extended warranties can reduce risk, a major customer cost.
a. True
b. False
ANSWER: True
38. Customer benefits include time and effort.

a. True
b. False
ANSWER: False
39. The process people use to determine the value of a product is not highly scientific.
a. True
b. False
ANSWER: True
40. Marketing costs consume about one-quarter of a buyer's dollar.

a. True
b. False
ANSWER: False
41. Marketing costs consume about one-half of a buyer's dollar.

Name: Class: Date:

a. True
b. False
ANSWER: True
42. For a business organization to remain healthy and to survive, it must sell products and make profits.
a. True
b. False
ANSWER: True
43. Knowing about marketing can help you evaluate the types of corrective measures needed to stop questionable
marketing practices.
a. True
b. False
ANSWER: True
44. Payton is a salsa dancer who wants to become a professional. Every time she has a performance, she places a flyer in
the local community center and encourages her friends to tell others about the performance. Payton is engaging in
marketing activities.
a. True
b. False
ANSWER: True
45. It is a good idea to consider parents as part of the target market when marketing new children's lunchboxes that stay
colder longer.
a. True
b. False
ANSWER: True
46. There are four conditions that must be met before an exchange can take place. Once these conditions are met, an
exchange will always take place.
a. True
b. False
ANSWER: False
47. Marketing activities can occur even when an exchange doesn't take place.
a. True
b. False
ANSWER: True
48. The reason the marketing concept is named this way is that it pertains solely to marketing.
a. True
b. False
ANSWER: False
49. Relationship marketing focuses on satisfying customers to generate the most profit.

Name: Class: Date:

a. True
b. False
ANSWER: False
50. When assessing value, customers consider nonmonetary costs such as time and effort.
a. True
b. False
ANSWER: True
51. To reduce customer costs and thereby increase their sense of value, companies can increase product availability.
a. True
b. False
ANSWER: True
52. The impact of environmental forces on value can be extensive as market changes can easily influence how
stakeholders perceive certain products.
a. True
b. False
ANSWER: True
53. The ability to identify individual customers allows marketers to shift their focus from increasing their share of an
individual customer’s purchases to targeting groups of similar customers.
a. True
b. False
ANSWER: False
Multiple Choice
54. Marketing is the process of

a. promoting products through personal selling and advertising to develop and maintain favorable relationships
with customers and stakeholders.
b. creating, distributing, promoting, and pricing products to facilitate satisfying exchange relationships with
customers and to develop and maintain favorable relationships with stakeholders in a dynamic environment.
c. delivering a standard of living to a society.
d. creating, distributing, promoting, and pricing goods, services, and ideas to facilitate the achievement of the
firm's objectives.
e. focusing on customers' needs.
ANSWER: b
55. The focal point of all marketing activities

a. are products.
b. is the marketing mix.
c. are profits.
d. are sales.

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e. are customers.
ANSWER: e
56. Organizations should define themselves not according to the products they produce but according to
a. how profitable they are.
b. the price of their stock.
c. the abundance of their product selection.
d. how they treat employees.
e. how they satisfy customers.
ANSWER: e
57. The definition of marketing implies that ____ should receive benefits from exchange relationships.
a. only customers
b. only businesses
c. company management
d. both customers and businesses
e. only the most important customers
ANSWER: d
58. The primary value that a marketer expects to receive from a customer in an exchange relationship is
a. the price charged for the product.
b. customer satisfaction.
c. references to other potential customers.
d. quality merchandise that meets expectations.
e. few returns of the merchandise purchased.
ANSWER: a
59. A target market

a. involves a large number of customers.
b. is a specific group of customers on whom an organization focuses its marketing efforts.
c. already has several competitors vying for customers' business.
d. is the same as a salesperson's prospective client list.
e. is a customer group classified as people with similar demographic characteristics.
ANSWER: b
60. Special K cereal is aimed at people concerned about their weight. These people represent the Special K
a. marketing mix.
b. marketing strategy.
c. target market.
d. marketing tactic.
e. consumer advocates.
ANSWER: c
61. The primary value that a customer expects to receive from a marketer in an exchange relationship is
Name: Class: Date:

a. a reward or benefit greater than the costs incurred in the transaction.
b. the price charged for the product.
c. customer satisfaction.
d. quality merchandise that meets expectations.
e. a discounted price.
ANSWER: a
62. Distribution, price, promotion, and product are all elements of

a. marketing strategy.
b. the marketing mix.
c. a target market.
d. a consumer good.
e. a business strategy.
ANSWER: b
63. A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type
of product. What are the essential variables that the marketing manager combines?
a. Product, price, distribution, and promotion variables
b. Marketing environment variables
c. Product and promotion variables
d. Product, price, and customer variables
e. Product, price, customer, and promotion variables
ANSWER: a
64. The marketing mix is built around the

a. product.
b. company.
c. customer.
d. employee.
e. retail outlet.
ANSWER: c
65. The product variable of the marketing mix can include all of the following except
a. creation of brand names.
b. consumer perception of the product price.
c. development of product packaging.
d. warranty issues
e. repair services.
ANSWER: b
66. The three basic forms that a product can take are
a. markets, products, and images.
b. goods, ideas, and intangibles.

Name: Class: Date:

c. brands, services, and tangibles.
d. services, ideas, and goods.
e. ideas, services, and things.
ANSWER: d
67. A physical product you can touch is a(n)

a. service.
b. good.
c. idea.
d. concept.
e. philosophy.
ANSWER: b
68. The application of mechanical and human efforts to either people or objects to provide intangible benefits to
customers is known as a(n)
a. issue.
b. experience
c. idea.
d. good.
e. service.
ANSWER: e
69. Which of the following companies is the best example of a service marketer?
a. UPS
b. Sony
c. American Eagle Outfitters
d. The Democratic Party
e. General Electric
ANSWER: a
70. Never Again MSD is a group that works to change attitudes and laws about gun control. Never Again MSD primarily
markets
a. goods.
b. ideas.
c. services.
d. political figures.
e. applications.
ANSWER: b
71. The United Methodist Church has used advertising for many years, airing TV commercials that show children
answering questions. The church is using marketing to promote its
a. goods.
b. services.
c. experiences.
Name: Class: Date:

d. production.
e. ideas.
ANSWER: e
72. Which of the following is most likely to be an idea marketer?

a. Car salesperson
b. Airline pilot
c. Attorney
d. Abuse counselor
e. Orthodontist
ANSWER: d
73. Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.
a. price
b. good
c. product
d. promotion
e. distribution
ANSWER: c
74. Making modifications to packaging or brand names involves the ____ component of the marketing mix.
a. price
b. promotion
c. market
d. distribution
e. product
ANSWER: e
75. Issues of inventory levels and storage costs are both concerns relating to the ____ variable of the marketing mix.
a. distribution
b. product
c. exchange
d. price
e. promotion
ANSWER: a
76. Amos Holden runs a successful wholesale business that sells equipment to restaurants throughout the Southwest. He is
considering purchasing his own fleet of trucks to deliver the equipment instead of relying on a shipper as he is currently
doing. This most closely represents a decision about
a. which market he should target.
b. the best way to distribute his products.
c. how to effectively promote his business.
d. the product he provides to his customer.
e. which supplier he should use.
Name: Class: Date:

ANSWER: b
77. Consumers buying products online have dramatically affected the ____ variable of the marketing mix.
a. product
b. price
c. distribution
d. research
e. promotion
ANSWER: c
78. Changing the hours of operation for a service business involves the ____ component of the marketing mix.
a. product
b. price
c. distribution
d. promotion
e. marketing concept
ANSWER: c
79. Which of the following scenarios involves the distribution element of the marketing mix?
a. Deciding whether or not a certain product should continue to be sold
b. Determining whether an advertising message would be more effective on television or in magazines
c. Choosing between a company jet or the airlines for executive travel
d. Deciding whether or not to have retail outlets in addition to a website
e. Developing a new warranty policy for an existing product
ANSWER: d
80. The element of the marketing mix used to increase awareness of a product or company is
a. information.
b. product.
c. price.
d. distribution.
e. promotion.
ANSWER: e
81. When Shaw Industries develops new carpet fibers that are highly stain-resistant and durable, it must educate
consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?
a. Price
b. Promotion
c. Distribution
d. Product
e. Packaging
ANSWER: b

Name: Class: Date:

82. United Airlines introduced a new “basic economy” seat category to better compete with discount airlines like
Southwest and Spirit. Which of the following aspects of the marketing mix is United likely altering?
a. Price
b. Promotion
c. Distribution
d. Product
e. Target market
ANSWER: a
83. When Smartsheet, a producer of software, delayed the introduction of its new app to modify the package, its scheduled
TV advertisements announcing the new product needed to be revised. In this case, a change in the ____ variable caused
changes in the ____ variable of the marketing mix.
a. distribution; promotion
b. distribution; product
c. product; price
d. product; promotion
e. promotion; price
ANSWER: d
84. Marketing facilitates exchange relationships between buyers and sellers. What is marketing's intended outcome for
this relationship?
a. Profits for the seller
b. A good bargain on the product for the buyer
c. Reducing the seller's inventory
d. One party having to compromise in the exchange
e. Satisfaction for both the buyer and seller
ANSWER: e
85. Which of the following statements about marketing environment forces is NOT true?
a. They do not influence customers' reactions to a firm's marketing mix.
b. They influence customers by affecting their lifestyles, standards of living, and preferences and needs for
products.
c. They fluctuate quickly and thereby create threats to a firm's marketing mix.
d. They may create opportunities as well as threats.
e. They influence whether and how a marketing manager performs certain marketing activities.
ANSWER: a
86. The forces of the marketing environment include

a. political, legal and regulatory, sociocultural, technological, economic, and competitive.
b. sociocultural, legal, regulatory, economic, pricing strategies, and competitive.
c. legal, regulatory, political, sociocultural, pricing strategies, and technological.
d. legal and regulatory, competitive and noncompetitive forces that affect most lifestyles.
e. political, legal and regulatory, pricing strategies,fairly static components.
ANSWER: a
Name: Class: Date:
87. A marketing manager for a small laptop manufacturer is analyzing the potential effects of political, legal,
sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that
influence(s) the firm's strategy.
a. operating situation
b. marketing environment
c. surroundings
d. economic conditions
e. trends
ANSWER: b
88. Which of the following is the least uncontrollable factor in developing a marketing mix?
a. Product adaptations
b. Pricing strategies
c. Government regulations
d. Advertising campaigns
e. Retail locations
ANSWER: c
89. Coca-Cola has in recent years developed or acquired new non-cola products to appeal to changing consumer
preferences for less sugar in their products. The most likely factor in this change is changes in
a. the sociocultural forces of the marketing environment.
b. the economic forces of the marketing environment.
c. the technological forces of the marketing environment.
d. the marketing mix.
e. the marketing concept.
ANSWER: a
90. The marketing environment is best described as being

a. composed of controllable variables.
b. composed of variables independent of one another.
c. an indirect influence on the performance of marketing activities.
d. dynamic and changing.
e. slow, with infrequent fluctuations.
ANSWER: d
91. The marketing concept is best defined as

a. a second definition of marketing.
b. a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of
activities that allows the organization to achieve its goals.
c. the performance of business activities that direct the flow of goods and services from producer to customer or
user.
d. a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of
customers.

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e. the inclusion of marketing activities in the activities of an organization.
ANSWER: b
92. According to the marketing concept, an organization should try to

a. consider short-run objectives and cash flow needs before developing new products.
b. define its business as "making a product."
c. provide products that satisfy customers' needs and allow the organization to achieve its goals.
d. put most of its emphasis on marketing activities and be less concerned with finance, accounting, and
personnel.
e. view selling activities as the major means of increasing profits.
ANSWER: c
93. The marketing concept is a management philosophy that affects

a. only marketing activities.
b. all efforts of the organization.
c. mainly the efforts of sales personnel.
d. mainly customer relations.
e. only business organizations.
ANSWER: b
94. The marketing concept focuses on

a. achieving the goals of top executives.
b. creating maximum visibility for the firm.
c. maximizing sales in a way that helps to achieve organizational objectives.
d. maximizing market share in a way that helps to achieve organizational objectives.
e. satisfying customers' needs in a way that helps to achieve organizational objectives.
ANSWER: e
95. The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also
a. increase market share.
b. increase sales.
c. achieve the organization's goals.
d. produce high-quality products.
e. coordinate its activities to increase production.
ANSWER: c
96. Which one of the following statements by a company president best reflects the marketing concept?
a. We have organized our business to make certain that customers get what they want.
b. We believe that the marketing department must organize to sell what we produce.
c. We have organized an aggressive sales force in our company to promote our products.
d. We try to produce only high-quality, technically efficient products.
e. We try to encourage company growth.
ANSWER: a

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97. The marketing concept affects
a. just the marketing department.
b. all organizational activities.
c. only marketing and finance.
d. only production and marketing.
e. few decisions in an organization.
ANSWER: b
98. Ace Manufacturing Company is not attracting sufficient customers. It has long defined itself as being a maker of
shelving products. To improve its sales and long-term viability, it should perhaps consider redefining itself as
a. an employer of shelving makers.
b. helping potential customers satisfy their needs with Ace shelving products.
c. helping the environment with shelving products.
d. housing the homeless with shelving products.
e. selling shelving products.
ANSWER: b
99. The marketing concept is

a. a management philosophy.
b. synonymous with exchange.
c. a component of the marketing mix.
d. a function of the marketing environment.
e. focused solely on satisfying customer objectives.
ANSWER: a
100. During the Industrial Revolution, most firms operated using a(n) ____ orientation.
a. market
b. societal
c. sales
d. evolutionary
e. production
ANSWER: e
101. During the Industrial Revolution demand for manufactured goods was
a. weak.
b. nonexistent.
c. declining.
d. strong.
e. mediocre.
ANSWER: d
102. During the 1920s, competition increased and businesspeople realized they had to do more than just focus on
manufacturing, which led to the ____ orientation.
a. production
Name: Class: Date:

b. market
c. revolutionary
d. sales
e. reduction
ANSWER: d
103. T-Mobile implemented a program of texting its current customers to find out what changes they would like to see in
the services provided. The firm is exhibiting characteristics associated with which of the following orientations?
a. Production
b. Sales
c. Market
d. Social
e. Development
ANSWER: c
104. A market orientation is an organization-wide effort that includes all of the following activities except
a. researching customers' needs.
b. focusing just on the marketing department.
c. generating marketing intelligence for use in the organization.
d. being responsive to customers' ever-changing wants and needs.
e. disseminating marketing intelligence across departments within the organization.
ANSWER: b
105. Which of the following best describes the acceptance of the marketing concept by all organizations?
a. The marketing concept has yet to be fully accepted by all organizations.
b. All organizations fully utilize the marketing concept to run their businesses.
c. Nearly half of all organizations are still in the sales orientation and have not implemented the marketing
concept.
d. Most organizations have really not accepted the marketing concept because of its many costs and problems.
e. Although American organizations fully accept the marketing concept, many foreign companies do not.
ANSWER: a
106. Which of the following is NOT an example of the implementation of the marketing concept?
a. Jimmy Dean's Sausage introduces turkey sausage patties for a healthier alternative to pork.
b. Ford asks customers to vote online for a new color for next year’s Ford Focus.
c. McDonald's reduces the labor costs to produce its sausage-egg biscuits.
d. Linx offers rewards for users who can find flaws in its new software.
e. Volkswagen introduces pop-up rollover bars in its convertibles to protect its consumers in the event of a
serious collision.
ANSWER: c
107. HealthCare Guardian Insurance rolls out an innovative nurse-on-call information system available online. The
product is not widely accepted because patients don't see the need for such a service. This situation represents a failure in
which aspect of implementing the marketing concept?
Name: Class: Date:

a. An information system to determine customer needs
b. The organizational structure
c. Top-management commitment
d. Technological advancement
e. Scanning corporate capabilities
ANSWER: a
108. Sara Lee introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the
number of health-conscious customers who live alone. In this case, Sara Lee was most likely following the ________.
a. selling concept
b. production concept
c. marketing concept
d. customer concept
e. retailing concept
ANSWER: c
109. Today, establishing long-term, mutually beneficial arrangements in which both the buyer and seller focus on value
enhancement through the creation of more satisfying exchanges is known as
a. marketing synthesis.
b. relationship marketing.
c. a marketing orientation.
d. the marketing concept.
e. strategic marketing.
ANSWER: b
110. A junior marketing executive at HealthyStart Cereals suggests increasing the package size and price of its best-
selling brand without increasing the amount of cereal inside the box. Her superior warns that this might be a bad idea
because HealthyStart's long-term survival, like most companies, depends on
a. cost-cutting measures.
b. continually selling to new customers and markets.
c. creating and maintaining satisfying exchange relationships.
d. high-volume, low-margin sales.
e. increasing shelf space for their brands.
ANSWER: c
111. To build long-term customer relationships, marketers are turning to

a. stakeholder analytics.
b. marketing research.
c. data analytics.
d. marketing research and data analytics.
e. the marketing environment and a sales orientation.
ANSWER: d
112. Long-term relationships with profitable customers is the key objective of

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a. personal selling.
b. customer relationship management.
c. production oriented firms.
d. e-marketing.
e. distribution channels.
ANSWER: b
113. Initiatives intended to improve an organization's positive impact on society and the natural environment are called
a. environmental marketing.
b. green marketing.
c. socially-responsible marketing.
d. energy-conscious marketing.
e. socially-conscious marketing.
ANSWER: b
114. If a family spends $2,000 a month on goods and services, how much of that $2,000 goes for marketing activities?
a. $2,000
b. $1,500
c. $1,000
d. $500
e. $0
ANSWER: c
115. For most firms, the costs of marketing activities consume approximately what portion of the consumer's dollar?
a. One-half
b. One-fifth
c. One-fourth
d. One-third
e. One-sixth
ANSWER: a
116. In today's market environment, you might pay $16 for a vinyl LP record by your favorite musical artist.
Approximately how much of that price goes to activities related to marketing (promotion, distribution, profit margins)?
a. $10.25
b. $4.00
c. $5.10
d. $8.00
e. $12.75
ANSWER: d
117. Marketing activities are

a. used by all sizes of organizations including for-profit, nonprofit, and government agencies.
b. limited to use by larger for-profit and nonprofit organizations.

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c. implemented only to increase profits for the organization and to expand the scope of its customer base.
d. used by all types and sizes of businesses but are not used by nonprofit organizations.
e. used by small businesses and small nonprofit organizations the most.
ANSWER: a
118. What percent of all civilian workers in the United States perform marketing activities?
a. 100%
b. 50%
c. 25 - 49%
d. 51 - 75%
e. 25 - 33%
ANSWER: e
119. Marketing knowledge and skills

a. are not necessary for a nonprofit organization.
b. are valuable personal and professional assets.
c. constitute the marketing mix.
d. were most important during the production era.
e. are most valuable for advertising executives but less important for wholesalers and distributors.
ANSWER: b
120. The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a
result, more firms are working to
a. raise prices in order to increase their profits so that they can contribute to philanthropic causes.
b. reduce the quality of their products in order to save money and provide less expensive products to their
consumers.
c. reduce their profits by donating more time and money to improve social welfare and environmental conditions.
d. enact laws requiring companies to work toward the welfare of customers and society.
e. create a responsible approach to developing long-term relationships with customers and society.
ANSWER: e
121. Without _____, businesses would find it difficult, if not impossible, to buy more raw materials, hire more employees,
attract more capital, and create additional products that, in turn, make more profits.
a. marketing
b. distribution
c. promotion
d. profits
e. production
ANSWER: d
Scenario 1.1
Use the following to answer the questions.
Green Hills Cemetery in upstate New York offers a full-service funeral and burial that is non-toxic to the environment.
All materials used in the burial are natural and will decompose with no negative impact. Green Hills' service is relatively
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new in the United States, but services of this type are common in Great Britain. A typical burial in Green Hills' cemetery
includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or
concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Green
Hills is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at
first, Green Hills is now experiencing an increase in the number of burials, due to referrals and a newly-developed
website. The owners of Green Hills were previously in the cemetery business, and are active conservationist and wanted
to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great
Britain, they wanted to provide an alternative to other environmentally-conscious Americans like themselves.
122. Refer to Scenario 1.1. A new website has helped Green Hills' pre-planned funeral business grow. This would come
under which of the following marketing mix variables?
a. Product
b. Price
c. Distribution
d. Promotion
e. Promotion and price
ANSWER: d
123. Refer to Scenario 1.1. Green Hills' main competitive advantage over traditional cemeteries comes from its attention
to which element in the marketing mix?
a. Product
b. Packaging
c. Promotion
d. Distribution
e. Marketing research
ANSWER: a
124. Refer to Scenario 1.1. The customers of Green Hills Cemeteries are most likely choosing the Green Hills business
because of its _______, which is evidence of a ______.
a. pricing; sales orientation
b. environmental consciousness; market orientation
c. novelty; production orientation
d. environmental consciousness; business orientation
e. pricing; profit orientation
ANSWER: b
125. Refer to Scenario 1.1. Green Hills' competitors, the traditional cemeteries, focus on advertising and personal selling
of their services. This indicates a(n) ____ orientation.
a. environmental
b. marketing
c. production
d. sales
e. marketing concept
ANSWER: d
Scenario 1.2
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Use the following to answer the questions.
Stay and Play Hotel is a full-service pet salon and boarding kennel. Stay and Play has an interactive website where
customers can directly book a grooming appointment, obedience class, or overnight accommodations for their dog or cat.
Stay and Play has several unexpected services, such as a 600-square-foot swimming pool, complete with slide and dog-
friendly graduated steps to help them exit the pool. Customers can also drop their dog or cat off each morning for pet day
care. Stay and Play has a pick-up and delivery service, webcams in every kennel so that pet families can view their pets
while away, and pet "furniture" so that the cats and dogs can lie on sofas just like at home. Stay and Play is also open 24
hours a day, 365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Stay and Play averages $50, compared to competing kennels at about $30. The day care
costs are $25 for either a dog or cat. The majority of Stay and Play' competitors don't offer the day care service, and
require a two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation. Previously, Stay
and Play was more interested in competing based on its prices.
126. Refer to Scenario 1.2. The fact that Stay and Play is open 24 hours each day is part of the _______ marketing mix
variable while the swimming pool is part of the _______ variable.
a. product; distribution
b. price; product
c. distribution; promotion
d. distribution; product
e. distribution; environment
ANSWER: d
127. Refer to Scenario 1.2. Previously, Stay and Play was most likely using a ____ orientation, while now it is now in the
process of employing the _______.
a. sales; marketing concept.
b. sales; marketing mix.
c. promotion; marketing concept.
d. sales; promotion orientation.
e. sales; product orientation.
ANSWER: a
128. Refer to Scenario 1.2. If Stay and Play employs the philosophy of building a relationship with its dog and cat
customers, and their owners, it will be implementing the
a. environment.
b. marketing mix.
c. sales concept.
d. production concept.
e. marketing concept.
ANSWER: e
129. You will give the keynote address at the annual meeting of the American Cereal Makers Association. You realize
most of the attendees think marketing is just advertising. So, you decide to start your keynote address by defining what
marketing is in order to set the proper context for your speech.
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You define marketing as:
a. the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying
exchange relationships with customers.
b. the process of persuading or seeking to persuade a customer or organization to take a preferred course of
action.
c. the process of speaking or writing in support or defense of a firm’s products or services.
d. the process or practice of calling public attention to a firm’s goods and services through communications in
print media, social media or other forms of information distribution.
e. the process of proving that a product or service offered by an organization meets or exceeds customers’
expectations.
ANSWER: a
130. The majority of the heads of marketing for most multinational corporations would likely describe marketing as a very
complex discipline. They will give a long list of variables and factors that influence a company’s marketing success. Most
of these variables and factors are part of what is called the marketing environment.
The U.S. unemployment rate would fall under which set of forces in the marketing environment?
a. Sociocultural forces
b. Political forces
c. Economic forces
d. Competitive forces
e. International trade forces
ANSWER: c
131. Your competition is beating you on price in your most important product market. In response, you decide to launch a
new ad campaign focusing your customers on the price attribute of your marketing mix. You need a catchy slogan that
conveys the attractiveness of your product’s pricing.
Which of the following slogans should you use to convey this message most effectively?
a. “Every Day You Get Our Best”
b. “Growing and Protecting Your Wealth”
c. “Expect More. Pay Less”
d. “There Is No Substitute”
e. “Always On Time . . . Or You Don’t Pay A Dime”
ANSWER: c
132. You believe one of the most effective ways to remind your staff about key marketing concepts and objectives is to
give them desk plaques with simple phrases. You want to create a phrase that reminds them that their primary focus
should be creating customer value.
Which of the following phrases best tells the story of what customer value is?
a. “Customer Benefits = Customer Value – Customer Costs”
b. “Customer Value = Customer Benefits + Customer Costs”
c. “Customer Costs > Customer Benefits = Customer Value”
d. “Customer Value = Customer Benefits – Customer Costs”
e. “Customer Value = Customer Benefits = Customer Costs”

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ANSWER: d
133. Your company provides oil exploration services to major oil companies in Russia. The United States government just
announced it is imposing economic sanctions on Russia because of the military actions it has taken in Ukraine.
This situation is an example of which of the following types of forces that constantly impact a company’s dynamic
marketing environment?
a. Technological force
b. Sociocultural force
c. Political force
d. Legal and regulatory force
e. Economic force
ANSWER: c
134. To fully appreciate what an effective marketing concept means to the firm, the marketer must first understand that
_______________ is the major focus of the marketing concept. This in turn should enable the firm to _______________.
Ultimately, this all leads to _________________.
a. customer satisfaction; earn long-term profits; increased shareholder value
b. securing management; earn long-term profits; management continuity
c. employee satisfaction; earn long-term profits; positive labor relations
d. selling products; earn long-term profits; organizational stability
e. regulatory compliance; earn long-term profits; reduced regulatory costs
ANSWER: a
135. The successful marketer understands that the key to her success is the relationships her firm is able to develop with
current customers and potential customers. Moreover, her goal is to achieve the full potential of each of these
relationships for the benefit of the firm.
This marketer clearly understands
a. that the only way for the firm to increase profits is to constantly acquire new customers.
b. that customers’ needs, desires and habits are homogeneous.
c. that customer loyalty leads to increasing long-term profitability for the firm.
d. that data is of limited use in helping the firm understand the needs of customers.
e. that customer lifetime value includes only the value of what customers purchase from the firm.
ANSWER: c
136. Honda conducts extensive consumer research and discovered that Latinos are reportedly 15% more likely
to buy a Japanese auto brand, like Nissan, Honda, or Toyota, than any other group ethnic group. Honda is
interested in the Latino market since it represents 20% to 30% of the brands’ overall consumers. Due to its
extensive use of research and customer insight, Honda has been the top-selling brand for Latinos for over 10
years thanks to effective marketing, like its partnership with the “La Reina de la Cancion” singing competition
and an advertising campaign on Spanish-language TV. Based on this information, which orientation best applies
to Honda?
a. Environmental orientation
b. Target market orientation
c. Sales orientation
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d. Production orientation
e. Market orientation
ANSWER: e
137. H&M conducted marketing research to identify explanations for the sales declines its retail stores are experiencing
across the United States. The research focused on understanding the shopping habits and desires of a key target market—
the Millennial generation. The results indicate that Millennials are more interested in supporting organizations that stand
for something—or support a cause or contribute to providing social justice. The information can assist H&M in
reorganizing the company, developing new products and communicating with its target audiences to be more effective.
Based on this information, which orientation best applies to H&M?
a. Sales orientation
b. Target market orientation
c. Market orientation
e. Stakeholder orientation
ANSWER: c
Scenario 1.3
Use the following the answer the questions.
A recent meeting of the Council of Logistics Management Professionals featured an executive from HP, which is known
for its ability to customize computers to customers’ needs as well as the ability to provide quality products through its
retail channel. The executive discussed the firm’s capabilities regarding the ability to produce products that are “built-to-
order” and noted that recent customer insight showed customers were less willing to wait 7 to 10 days to receive their
computer even though it was built to their specifications. As a result of this customer trend, HP began forging
relationships with retailers such as Best Buy to provide a limited number of computer models in the retailers’ stores. In
order to fulfill the orders to Best Buy, HP was required to make changes in its production and manufacturing such as
holding more products in inventory and utilizing different modes of transportation. For example, HP was able to shift
from a focus on air transportation to over-the-road trucking, which enabled it to cut costs in some areas. As HP shifted
from a “build-to-order” manufacturer to a “make-to-stock” manufacturer, it also had to make investments in customer
analytics to identify customer needs as well as collect insight regarding pricing. This customer insight was especially
important to the retail partners like Best Buy, which requires its vendors to justify product stock decisions and provide
proof that retail inventory will sell at the projected price points. HP’s ability to modify its business model by forging
relationships with retailers such as Best Buy as well as customer insights has helped the company achieve its revenue and
profitability goals.
138. Refer to Scenario 1.3. Which variable of the marketing mix is most affected by Dell’s decision to become a “make-
to-stock” manufacturer?
a. Product variable
b. Pricing variable
c. Distribution variable
d. Promotion variable
e. Strategic variable
ANSWER: a
139. Refer to Scenario 1.3. Which environmental factor is exemplified by the customer trend that consumers were no
longer willing to wait 7 to 10 days for a “build-to-order” computer and led HP to modify its business model to become a
“make-to-stock” manufacturer?

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a. Economic
b. Competitive
c. Legal
d. Sociocultural
e. Regulatory
ANSWER: d
140. Refer to Scenario 1.3. Based on the information provided regarding HP, which orientation would best describe its
approach to marketing?
a. Marketing concept
b. Sales orientation
c. Competitive orientation
e. Market orientation
ANSWER: e
141. A New York-based brand and customer loyalty and engagement research consulting firm called Brand Keys
conducts research annually to identify the top 100 brands with the highest levels of customer loyalty. Amazon, Google,
Apple, and Netflix lead the pack and demonstrate that consumers are enjoying long-term engagement with these
companies. The top companies' ability to generate high levels of customer loyalty demonstrates these firms are engaging
in ________ marketing.
a. relationship marketing
b. competitive marketing
c. production marketing
d. sales-oriented marketing
e. strategic marketing
ANSWER: a
142. Amazon Prime has one of the highest customer loyalty ratings in the entertainment industry with a significant
percentage of current video streaming subscribers continuing to renew their subscription with Amazon on a yearly or
month-to-month basis. In addition, many customers have cancelled their cable or satellite subscriptions and rely almost
exclusively on streaming services such as Amazon Prime and Netflix for their entertainment. Amazon Prime video
streaming is available as part of Amazon’s $99/year Amazon Prime suite of offerings that includes free 2-day shipping on
many Amazon.com orders. Customers can also choose to pay by the month for $12.99/month. If a significant percentage
of subscribers continue their service on an annual basis, Amazon is able to build a stable revenue stream based on repeat
purchasers. A quick snapshot of one customer revealed that the customer had subscribed to Prime for five years and
generated over $700 in revenue to Amazon. Which of the following marketing terms best captures the importance of
customer loyalty and its impact on Amazon?
a. Customer impact score
b. Customer retail calculation
c. Customer patronage value
d. Customer profitability value
e. Customer lifetime value
ANSWER: e

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143. Recent years have seen the introduction of Uber and Lyft, which enable customers to find a ride using an app on their
smartphone. In many cities, the two services undercut traditional taxi fares, leading to phenomenal growth. Uber and Lyft
are best described as the
a. environmental marketing model.
b. sustainable marketing model.
c. marketing concept.
d. sharing economy economic model.
e. customer lifetime value model.
ANSWER: d
144. Creating long-term relationships with customers is a key component to surviving and thriving in today’s competitive
business landscape. One tactic many companies are deploying is the use of membership or loyalty programs where
customers can accumulate points and receive discounts or free merchandise. For example, Best Western encourages
customers to join their membership program and provide key contact information such as their e-mail, address, and phone
number. Best Western offers benefits such as upgrades and free room nights based on the number of stays or points a
customer has accumulated. This example demonstrates how Best Western is utilizing
a. marketing mix deployment.
b. customer relationship management.
c. marketing technology.
d. competitive insight.
e. the marketing concept.
ANSWER: b
145. Clive Lilywhite is in the process of creating, pricing, distributing, and promoting a new app to facilitate satisfying
exchange relationships with customers and to develop and maintain favorable relationships with stakeholders in a
dynamic environment. Clive is engaging in
a. advertising.
b. selling.
c. marketing.
d. target marketing.
e. disruption.
ANSWER: c
146. Higher prices can be used competitively to

a. achieve higher market share.
b. achieve greater profits.
c. start a price war.
d. establish a product’s premium image.
e. convey value.
ANSWER: d
147. Which of the following can help sustain interest in a product that has been around for a long time?
a. Product
b. Price
c. Promotion
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d. Distribution
e. Marketing concept
ANSWER: c
148. A company’s customers, employees, shareholders, suppliers, governments, communities, and competitors comprise
its
a. stakeholders.
b. stockholders.
c. public.
d. marketing mix.
e. target market.
ANSWER: a
149. Which of the following is NOT a condition for an exchange to occur?

a. Two or more parties must participate, and each must possess something of value.
b. The exchange must meet expectations.
c. Each party must have confidence in the something of value held by the other.
d. The exchange should provide a benefit or satisfaction to only the buyer.
e. The exchange should provide a benefit or satisfaction to both parties.
ANSWER: d
150. ____ is a customer's subjective assessment of benefits relative to costs in determining the worth of a product.
a. Marketing orientation
b. Monetary price
c. Product assessment
d. Price assessment
e. Value
ANSWER: e
151. The equation a buyer applies to assess a product's value is

a. value = monetary price − customer benefits.
b. value = customer costs − customer benefits.
c. value = customer benefits − customer costs.
d. value = customer benefits − monetary price.
e. value = customer benefits − time and effort.
ANSWER: c
152. Customer costs include anything the buyer must give up in order to obtain the benefits the product provides. The
most obvious customer cost is
a. risk.
b. time.
c. monetary price.
d. effort.
e. availability.
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ANSWER: c
153. Which of the following would NOT be a customer cost considered in the determination of product value?
a. Product's purchase price
b. Time spent purchasing the product
c. Effort spent purchasing the product
d. Benefits received in the exchange for the products
e. Risk of purchasing the product
ANSWER: d
154. Holden, a buyer for a medium-sized company, is assessing the value of competing software products for use in his
firm. Which of the following would NOT be a customer benefit considered in his determination of this product's value?
a. Speed of delivery
b. Ease of installation
c. Availability of technical support
d. Availability of training assistance
e. Monetary price
ANSWER: e
155. Dunkin’ is introducing some of its products into supermarkets, vending machines, college campuses, and other
locations to increase its product availability and convenience. One reason Dunkin’ is doing so is to
a. decrease customer benefits.
b. increase customer costs.
c. increase customer value.
d. increase distribution expenses.
e. decrease promotion expenses.
ANSWER: c
156. Businesses that view sales as the major means of increasing profits are operating with a _____ orientation.
a. production
b. market
c. disruptive
d. sales
e. green
ANSWER: d
157. Businesses that strive to determine what customers need or want and then develop products to satisfy those needs and
wants are operating in a(n) ____ orientation.
a. production
b. disruptive
c. sales
d. evolutionary
e. market
ANSWER: e
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158. Organizations try to retain and increase long-term profitability through customer loyalty, which results from
increasing
a. production.
b. market share.
c. sales.
d. market value.
e. customer value.
ANSWER: e
159. Advances in technology, along with falling political and economic barriers and the universal desire for a higher
standard of living, have made
a. it harder to compete.
b. implementing the marketing concept easier.
c. marketing online challenging.
d. marketing across national borders rare.
e. marketing across national borders commonplace.
ANSWER: e
160. The essence of marketing is

a. to select a target market big enough to make marketing efforts worthwhile.
b. to collect market information and use it to develop long-lasting customer relationships.
c. to develop satisfying exchanges from which both customers and marketers benefit.
d. to modify marketing mix variables so as to secure the highest market share.
e. to provide customers with the greatest amount of value.
ANSWER: c
161. Target's tagline "Expect More, Pay Less" emphasizes which marketing mix variable?
a. Promotion
b. Pricing
c. Exchange
d. Product
e. Distribution
ANSWER: b
162. To fulfill customer expectations about a seller’s future behavior, marketers must
a. deliver on promises made.
b. advertise and sell products.
c. create, distribute, promote, and price products.
d. maintain favorable relationships with stakeholders.
e. tell the truth on social media.
ANSWER: a

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163. Kraft made the announcement that it was eliminating artificial food additives. Which of the following most likely
influenced Kraft’s decision?
a. Marketing costs
b. Regulatory variables
c. Marketing environment
d. Marketing task
e. Marketing mix
ANSWER: c
164. Apple’s CEO Tim Cook has a public email address and encourages customers to contact him if they have problems
that have not been resolved. Apple seems to embrace a ___________ orientation.
a. value
b. sales
c. production
d. stakeholder
e. market
ANSWER: e
165. Naomi owns a company that sells snowboards. During the winter, she sells so many snowboards that she constantly
has to restock. However, Naomi always seems to have dozens of snowboards left in inventory once spring hits and
demand falls rapidly. To try and sell these excess snowboards, Naomi offers steep discounts on her products, invests
heavily in advertising to make consumers aware of the discounts, and instructs her in-store salespeople to use strong
persuasion tactics to convince them to purchase the remaining snowboards. During this period of time, what type of
orientation is Naomi embracing?
a. Production
b. Sales
c. Market
d. Promotion
e. Marketing concept
ANSWER: b
166. Which of the following is NOT one of the ways in which a firm can obtain profit through customer relationships?
a. Shortening the duration of customer relationships
b. Acquiring new customers
c. Enhancing the profitability of existing customers
d. Regaining and managing relationships with customers who have stopped doing business with the firm.
e. Extending the duration of customer relationships
ANSWER: a
167. You work in the marketing department of a company that sells computers directly to customers. Recently, your CEO
decided he wants to expand and begin selling through popular retailers. You have been given the task of identifying
retailers that reach a significant portion of the target market but that also fit with the quality of your company's brand.
Once these retailers are selected, you are to work with these retailers to negotiate shelf placement. Your job deals mainly
with which marketing mix element?
a. Promotion

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b. Distribution
c. Packaging
d. Pricing
e. Product
ANSWER: b
168. The marketing concept

a. is a definition of marketing to attract customers.
b. focuses on selling and advertising to achieve organizational goals.
c. focuses on production and selling to achieve organizational goals.
d. is a strategy for achieving organizational goals by following management intuition.
e. is a management philosophy that affects all organizational activities.
ANSWER: e
169. Which of the following about marketing is true?

a. Marketing knowledge enhances consumer awareness.
b. Marketing is only used by for-profit and government organizations.
c. Marketing is more likely to lead to a more just government.
d. Marketing activities are declining due to new technology.
e. The marketing profession is the highest-paying profession.
ANSWER: a
170. Which of the following is true about the marketing environment?

a. Competitive marketing environment forces are the hardest to understand.
b. Changing marketing environment forces are always advantageous for marketers.
c. The effects of marketing environment forces can be difficult to predict.
d. Marketing environment forces usually do not impact one another.
e. Good marketers are able to anticipate all marketing environment forces before they arise.
ANSWER: c
171. When companies offer basic or extended warranties, they are ______ for customers.
a. reducing benefits
b. reducing costs
c. reducing value
d. increasing effort
e. increasing risk
ANSWER: b
172. Before marketers can develop an appropriate marketing mix, they must
a. adopt a sales orientation.
b. determine the customer lifetime value.
c. build relationships with stakeholders.
d. practice the marketing concept.

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e. collect in-depth, up-to-date information about customer needs.
ANSWER: e
173. Which of the following relates to activities used to inform and persuade or create a desired response?
a. Promotion
b. Pricing
c. Distribution
d. Research and development
e. Product development
ANSWER: a
Essay
174. Suppose you are a marketing manager at SC Johnson for a new, all-purpose cleaning product. List four marketing
mix variables and describe the decisions and activities associated with each.
ANSWER: Marketers consider activities such as product, pricing, distribution, and promotions as the marketing mix
because they decide what type of each element to use and in what amounts.
The product variable of the marketing mix deals with researching customers’ needs and wants and designing a
product that satisfies them. A product can be a good, a service, or an idea. The product variable also involves
creating or modifying brand names and packaging and may include decisions regarding warranty and repair
services.
In dealing with the distribution variable, a marketing manager makes products available in the quantities
desired to as many target-market customers as possible, keeping total inventory, transportation, and storage
costs as low as possible.
The promotion variable relates to activities used to inform individuals or groups about the organization and its
products. Promotion can aim to increase public awareness of the organization and of new or existing products.
The price variable relates to decisions and actions associated with establishing pricing objectives and policies
and determining product prices. Price is a critical component of the marketing mix because customers are
concerned about the value obtained in an exchange. Price is often used as a competitive tool, and intense price
competition sometimes leads to price wars.
175. Describe several activities encompassed by the distribution variable.

ANSWER: When considering the distribution variable, a marketing manager makes products available in the quantities
desired to as many target-market customers as possible, keeping total inventory, transportation, and storage
costs as low as possible. A marketing manager also may select and motivate intermediaries (wholesalers and
retailers), establish and maintain inventory control procedures, and develop and manage transportation and
storage systems. The advent of the Internet and electronic commerce also has dramatically influenced the
distribution variable. Companies now can make their products available throughout the world without
maintaining facilities in each country.
176. Explain why marketing efforts should be oriented toward creating and sustaining satisfying exchange relationships.
ANSWER: The essence of marketing is to develop satisfying exchanges from which both customers and marketers
benefit. The customer expects to gain a reward or benefit greater than the costs incurred in a marketing
transaction. The marketer expects to gain something of value in return, generally the price charged for the
product. To fulfill these expectations, the marketer must deliver on promises made. Over time, this interaction
results in relationships between the two parties.
177. What is meant by the term relationship marketing? How does relationship marketing affect the customer?

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ANSWER: Relationship marketing refers to “long-term, mutually beneficial arrangements in which both the buyer and
seller focus on value enhancement through the creation of more satisfying exchanges.” Relationship marketing
continually deepens the buyer’s trust in the company, and as the customer’s confidence grows, this, in turn,
increases the firm’s understanding of the customer’s needs. Buyers and marketers can thus enter into a close
relationship in which both participate in the creation of value.
178. What are the three ways that marketing environment forces affect a marketer's ability to create satisfying exchange
relationships?
ANSWER: The marketing environment forces affect a marketer’s ability to facilitate value driven marketing exchanges in
three general ways. First, they influence customers by affecting their lifestyles, standards of living, and
preferences and needs for products. Second, marketing environment forces help to determine whether and how
a marketing manager can perform certain marketing activities. Third, environmental forces may affect a
marketing manager’s decisions and actions by influencing buyers’ reactions to the firm’s marketing mix.
179. What is meant by the term marketing concept, and what departments of a company does it affect?
ANSWER: Marketing concept refers to a management philosophy guiding an organization’s overall activities
Departments such as production, finance, accounting, human resources, and marketing must work together to
establish the marketing concept. The overall objectives of a business might relate to increasing profits, market
share, sales, or a combination of all three. The marketing concept stresses that an organization can best
achieve these objectives by being customer oriented.
180. What does it mean for a company to be marketing-oriented? What are the most important factors involved in being
marketing-oriented?
ANSWER: A market orientation requires the organization wide generation of market intelligence pertaining to current and
future customer needs, dissemination of the intelligence across departments, and organization wide
responsiveness to it. Market orientation is linked to new product innovation by developing a strategic focus to
explore and develop new products to serve target markets. Top management, marketing managers, non-
marketing managers (those in production, finance, human resources, and so on), and customers are all
important in developing and carrying out a market orientation. Trust, openness, honoring promises, respect,
collaboration, and recognizing the market as the raison d’etre are six values required by organizations striving
to become more market oriented. Unless marketing managers provide continuous customer-focused leadership
with minimal interdepartmental conflict, achieving a market orientation will be difficult. Non-marketing
managers must communicate with marketing managers to share information important to understanding the
customer. Finally, a market orientation involves being responsive to ever-changing customer needs and wants.
181. Define the term value, and explain how people determine a product's value.
ANSWER: Value is defined as a customer’s subjective assessment of benefits relative to costs in determining the worth of
a product (customer value = customer benefits – customer costs). Consumers develop a concept of value
through the integration of their perceptions of product quality and financial sacrifice.
182. Why is marketing important to businesses and to the economy?

ANSWER: Businesses must engage in marketing to survive and grow, and marketing activities are needed to reach
customers and provide products. Financial resources generated from sales are necessary for the operations of a
firm and to provide financial returns to investors. Innovation in operations and products drive business success
and customer loyalty. Marketing activities help to produce the profits that are essential to the survival of
individual businesses. Without profits, businesses would find it difficult, if not impossible, to buy more raw
materials, hire more employees, attract more capital, and create additional products that, in turn, make more
profits. Therefore, marketing helps create a successful economy and contributes to the well-being of society.

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183. Explain why a knowledge of marketing is beneficial for all students.
ANSWER: Studying marketing allows us to understand the importance of marketing to customers, organizations, and our
economy. Thus, we can analyze marketing efforts that need improvement and how to attain that goal. As a
consumer becomes more aware it is possible to improve purchasing decisions. Understanding marketing
enables people to evaluate corrective measures (such as laws, regulations, and industry guidelines) that could
stop unfair, damaging, or unethical marketing practices.
184. Define the term target market and provide an example for a product of your choice.
ANSWER: Organizations generally focus their marketing efforts on a specific group of customers called a target market.
A target market is the group of customers toward which a company directs a set of marketing efforts.
185. Discuss the concept of green marketing and why it is important to marketers.
ANSWER: Green marketing refers to a strategic process involving stakeholder assessment to create meaningful long-term
relationships with customers while maintaining, supporting, and enhancing the natural environment. Such
initiatives not only reduce the negative impact that businesses have on the environment but also serve to
enhance their reputations as sustainability concerns continue to grow. By addressing concerns about the
impact of marketing on society, a firm can contribute to society through socially responsible activities as well
as increase its financial performance.
186. Describe the three different types of products.

ANSWER: A product can be a good, a service, or an idea. A good is a physical entity you can touch. A branded pair of
spectacles or a branded pair of jeans is an example of a good. A service is the application of human and
mechanical efforts to people or objects to provide intangible benefits to customers. Air travel, education, and
child day care are examples of services. Ideas include concepts, philosophies, images, and issues. For instance,
a marriage counselor, for a fee, gives spouses ideas to help improve their relationship.
187. Discuss the evolution of the marketing concept through the various types of orientation.
ANSWER: The marketing concept may seem like an obvious approach to running a business. However, business people
have not always believed that the best way to make sales and profits is to satisfy customers. The first type of
orientation is known as production orientation. In production orientation, with new technology and new ways
of using labor, products poured into the marketplace, where demand for manufactured goods was strong.
According to the sales orientation, businesses viewed sales as the major means of increasing profits, and this
period came to have a sales orientation. Business people believed that the most important marketing activities
were personal selling, advertising, and distribution. Market orientation requires the "organization wide
generation of market intelligence pertaining to current and future customer needs, dissemination of the
intelligence across departments, and organization wide responsiveness to it." Market orientation is linked to
new product innovation by developing a strategic focus to explore and develop new products to serve target
markets.

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The Pueblans always crowded to witness the drills, and after
watching they were free to admit that the Americans knew how to
soldier.
It was no slouch of a job to be a drummer, as Jerry found out all
over again. He himself had a lot to learn, if he would obey the drum
major’s signals made with the tasseled staff. The drummer’s especial
drill, for instance: Put up—drumsticks! Unsling—drums! Ground—
drums! Take up—drums! Suspend—drums! Draw out—drumsticks!
The marching signals: By the right flank, by the left flank, wheel to
change direction, right oblique, left oblique, and so forth. The beats:
The marching taps, ninety steps to the minute; the flam, or double
beat, in pairs, at one hundred and ten steps to the minute, used in
the evening retreat; the rolls, eighty beats to the minute for the troop
call, and one hundred and ten to the minute for quick time and the
salutes; the drag, one hundred and forty beats to the minute, for
double-quick time, and the long roll, in sections as fast as one could
work the drumsticks, for alarms.
Then there were the many calls: The general, for the whole camp
to prepare to break up; the assembly, for the companies to fall in; to
the color, for the companies to form regiments; the reveille, or first
call, in the early morning, to wake the camp up; the tattoo, or last
call, in the evening, to send the camp to bed; the drummers’ call, or
musicians’ call; come for orders, and the call to the sergeants or
corporals; the retreat call, for evening parade; and in the field the
halt, the recall, the march in retreat, the run or charge, and the
commence firing.
A drummer boy had to have a good ear and lots of constant
practice to do all these things, with the drum major or some of the
veteran drummers criticizing.
There were one drummer and one fifer in each company of
infantry and artillery, although the battery sections usually had a
bugler. The dragoons had trumpeters. Drummers and fifers of each
regiment formed the field music and marched with the band, when
the regiment had a band. The Fourth did not have a band, which was
lucky. The Eighth had theirs, and Hannibal claimed that it was a
nuisance, always getting in the way of the field music.
The music was under the drum major. He acted as first sergeant
and received his orders from the regimental adjutant. He called the
roll at music assembly, gave the signals with his staff, and saw that
the musicians knew how to play. If there was any instrument, from
the drum even to the horn, that “Old Brown,” the drum major of the
Fourth, could not play, nobody had yet discovered it.
In regimental camp and manœuvres all the company drummers
and fifers generally played and marched together—say ten
drummers and ten fifers. They assembled at the guard house for
reveille, and beating and tooting paraded around through the camp,
paying especial attention to the officers’ quarters! The regimental
calls were preceded by the regimental march to draw attention, in
case that more than the one regiment was present. When marching
in column, the field music was at the head of the regiment, the
drummers behind the fifers. But the drummer and fifer of each
company messed and camped with the company, and stayed with it
when it was detached.
The drummers served each in turn at being posted at the guard
house to march with the guard on tour and relief and to sound any
signal that might be required. The drummers, too, were used as
markers in the drills to indicate where the lines were to be formed
and dressed; and might be summoned for orderlies or messengers.
In fact, a drummer was an important personage. The drummer
boys got the pay and rations of a private; wore a better uniform and
a short sword.
But not all the drummers were boys. There was a sprinkling of
boys and a sprinkling of grown men; and when the field music had
formed it made rather a funny sight with a six-foot lath like Bill Sykes
in the same short rank with a dumpy, strutty little “rascal” like young
Tommy Jones, aged only fourteen.
The fifers were mainly men. Jerry’s partner, Fifer O’Toole,
outreached him by a foot.
At rest intervals the troops were now given chances to see the city
and nearby country. Puebla far surpassed Vera Cruz. The saying
ran: “Puebla is the first heaven, Mexico (the City of Mexico) is the
second.” The paved streets were many and broad, flanked by
splendid stone buildings and traversed by the rattling coaches of the
wealthy. There were one hundred churches, and innumerable fine
stores; the markets teemed with fruits and vegetables. The houses
were thrown open to the officers and men; General Worth had
started in by not interfering with the city government as long as it did
not interfere with him; General Scott continued the system. He
permitted the city watchmen to patrol with their arms as before, so
that at night there were two sets of guards.
The Mexican watchmen would chant:
“Ave Maria! Son las doce de la noche, y sereno,” which meant:
“Hail, Mary! It is eleven o’clock and quiet.”
While the American sentries growled:
“Post Number One (or Two, or Three). All’s well.”
Six miles out from the city were the ruins of the ancient Aztec
Indian town of Cholula, with a pyramid of clay and stone blocks two
hundred feet high, mounted by one hundred and forty steps. When
Cortez, the conquerer, came through here in 1520 the pyramid was
used for human sacrifices, and the never-dying fire to the Aztec gods
was kept alive on top by the priests. But Cortez destroyed the city
and killed six thousand of the people. Now there was no city, and no
fire, and on top of the pyramid a church had been erected.
This was such a historic place that the troops were marched out to
it, a brigade at a time, for an excursion. The Fourth Infantry with the
First Brigade of the First Division, under General Worth and Colonel
Garland, made the trip, one clear day, when old Popocatepetl and
Iztaccihuatl seemed to be within musket shot instead of seventy-five
miles away. Beyond those two mountains lay the City of Mexico, the
goal.
“We are the ones to get there,” thought Jerry. The Regulars
themselves were no discouraging sight—fifteen hundred well-trained
soldiers marching at ease, bearing their veteran flags; the artillery
officers brilliant in red trappings, the infantry marked by white, and
the general staff gold-braided and gold-epauletted.
To be sure, whenever the troops started for anywhere spies in
Puebla immediately galloped into the country to carry the news to
Mexican lancers. But who feared the lancers?
General Scott came from behind. He and his staff swept along the
column of platoons, and slackened to ride abreast half way.
The officers there had been discussing the scenery. Some gave
the palm to glistening Popocatepetl, some to Iztaccihuatl, some to
the red-roofed city, some to the fields of green, and some to the
great pyramid surmounted by the church. But General Scott said, in
his loud voice, so that the drummers and fifers of the Fourth heard
plainly:
“Gentlemen, I differ with you all. My greatest delight is in this fine
body of troops, without whom we can never sleep in the Halls of
Montezuma, or in our own homes again.”
The speech traveled up and down the column and everybody
cheered. Old Fuss and Feathers certainly appreciated good soldiers.
It had been hoped that the army would “sleep in the Halls of
Montezuma” on July 4. But although plenty of provisions had been
collected the reinforcements were still slow. So the Fourth of July
was passed at Puebla, with celebrations by the rank and file, and in
the evening a grand reception by General Scott at the palace for
officers and townspeople.
Then, on July 8, General Pillow, who had been promoted to a
major-generalcy in the Regulars, arrived from Vera Cruz with forty-
five hundred men, under Colonel McIntosh of the Fifth Infantry and
General George Cadwalader, a new brigadier, of Pennsylvania. They
had started in three detachments and had had several skirmishes
with guerillas on the way; had lost fifty men in killed and wounded,
and a great deal of baggage.
They brought up the Palmettos, the Mounted Rifles, some of the
Second and new Third Dragoons, Company F of the Fourth Infantry,
B of the Fifth Infantry, parts of the Ninth, Eleventh and Fifteenth
Infantry (new Regular regiments), a few companies of Voltigeurs or
scouting riflemen, and a batch of recruits for all arms.
General Franklin Pierce (another new brigadier), of New
Hampshire, arrived next, on August 6, with twenty-four hundred men
out of three thousand. He had dropped six hundred by reason of
sicknesses, and had had six fights. His troops were the famous
Marine Corps of the navy, the remainder of the new Regular
regiments—Ninth, Eleventh, Twelfth, Fourteenth and Fifteenth—and
more recruits.
The new regiments were rather raw yet; had been mustered in
only a few months, and only six out of the four hundred officers had
seen service. The others were civilian appointees—many were
greener than Jerry. They made an odd sight as they rode or walked
about trying to act like old hands, but bothered by their swords and
spurs. The Marines, however, were a snappy lot, officers and all, and
took no back talk from anybody.
General Scott had called in the garrison from Jalapa. It looked as
though he was almost ready to march on. He now commanded
fourteen thousand men in Puebla, but the sick list was tremendous.
Two thousand men were in the hospital, five hundred others were
just getting well. Nevertheless, the time had come. For several days
before the arrival of the last reinforcements under General Pierce all
signs had pointed to an early break up. A council of war had been
held at headquarters, attended by Generals Worth, Twiggs, Quitman
and Pillow; aides and orderlies had been racing through the streets,
equipments had been overhauled and wagons loaded.
Reports said that General Santa Anna had gathered an army
again of thirty thousand and more, and had fortified all the
approaches to the capital.
That made no difference to the army. The Regulars were eager to
start. The Volunteers—the Second Pennsylvanians, the New Yorkers
and the South Carolinans—gallantly proclaimed that they wished to
“see the elephant” beyond those next mountains. These fighting
Mohawks were bound to go through, and compared with the new
Regulars, they were veterans.
Colonel Childs, from Jalapa, was to remain in Puebla with the sick
and a garrison of five hundred. The majority of the First
Pennsylvanians stayed at Perote to hold that. Counting out
teamsters and the like General Scott had, after all, only about ten
thousand seven hundred officers and men, with whom to advance
against General Santa Anna’s thirty thousand.
“We might better have chased right along with what we had after
the battle of Cerro Gordo, and reached Mexico as soon as Santa
Anna,” Hannibal complained. “He’s had time to make ready for us,
and we’re cut loose from our base—haven’t men enough to garrison
a single place, except Perote, between here and Vera Cruz, and the
whole road is worried by guerillas. Old Fuss and Feathers says he’s
thrown away the scabbard and is advancing with the naked sword.
It’s do or die. Well, anyhow, the Second Division starts to-morrow.
Those fellows have the luck again. Hope we aren’t far behind.”
This was August 6, the day of General Pierce’s arrival. The army
had been re-apportioned into four divisions instead of three.
The First Division was about the same as before: Second Artillery,
Third Artillery, Fourth Infantry, in the First Brigade; Fifth Infantry,
Sixth Infantry, Eighth Infantry, in the Second Brigade.
The Second Division (General Twiggs’) was about the same also:
First Artillery, Third Infantry, and the Rifles, in the First Brigade;
Fourth Artillery, Second Infantry, Seventh Infantry, with the Engineer
company and Ordnance company, in the Second Brigade.
Major-General Pillow, who ranked next to General Scott, now, as
full major-general, commanded the Third Regular Division. This
contained the new regiments. The First Brigade, General
Cadwalader, had the Voltigeurs or light riflemen, the Eleventh
Infantry, the Fourteenth Infantry, and Captain John Magruder’s Light
Battery I of the First Artillery. The Second Brigade, under the
handsome General Franklin Pierce, had the Ninth, Twelfth and
Fifteenth Infantry.
General Quitman commanded the Fourth Division. This was the
Volunteers and the Marines. General Shields, who had recovered
from his terrible wound received at Cerro Gordo, had, of course,
been given the Volunteer brigade, composed of the Palmettos under
Colonel P. M. Butler, and the Second New Yorkers under Colonel
Ward B. Burnett. Lieutenant-Colonel E. S. Watson, of the Marines,
had the Second Brigade—the Marines under Major Levi Twiggs and
the Second Pennsylvania (a fine regiment equal to the Regulars)
under Colonel W. B. Roberts, with Light Battery H of the Third
Artillery under Lieutenant E. J. Steptoe, and Company C, Third
Dragoons.
Then there was the cavalry brigade, commanded by the fire-eater,
Colonel Harney, and containing Company F of the First Dragoons,
under Captain Phil Kearny, nephew of General Stephen W. Kearny
who had marched the First to California; six companies of the
Second Dragoons, under Major E. V. Sumner, who also had
recovered from his Cerro Gordo wound; and three companies of the
new Third Dragoons, under Lieutenant-Colonel Thomas P. Moore.
The Twiggs Second Division was to lead the way, with Harney’s
dragoons clearing the advance.
Everybody turned out early the next morning, Tuesday, August 7,
to see the Second start for the Halls of Montezuma. The dragoons
were already a short distance upon the road. A great throng of
soldiers, sick and well, and of the townspeople, pressed around the
plaza where General Twiggs drew up his regiments on parade
before the government palace to be inspected by General Scott.
Inspection over with, he faced the long lines and raised his hat—
and what a burly fighter he looked to be, with his short neck and his
sunburned red face and his mane of white hair.
“Now, my lads, give them a Cerro Gordo shout!” he bellowed.
“One, two, three—huzzah!”
“Huzzah! Huzzah! Huzzah!” The twenty-five hundred cheered with
one voice in a deafening burst. Jerry, Hannibal, and every comrade
in the crowd joined wildly. The bands blared, the drums rolled, the
fifes squeaked.
“By company, right wheel! Quick—march!”
The division broke into column of companies.
“Columns, forward—march! Guide—right!”
“Break into platoons—march!”
Away tramped the Second Division, bands playing, drums beating,
cannon rumbling, flags flying.
“Hi!” Pompey chuckled, having squirmed up beside Jerry and
Hannibal. “Santy Annie, he done heah dat shout, an’ he’s a-sayin’:
‘Dem Yankees is comin’! Now where I gwine?’”
XIV
A SIGHT OF THE GOAL AT LAST
The next morning the General Quitman Mohawks and Marines

marched jauntily out, headed by Captain Gaither’s company of the
Third Dragoons. The Worth division was to leave on the morning
following; the Pillow Third Regular Division would be the last.
All Puebla gathered to see the First go. Not a few of the Mexican
women were crying. The First Division was the favorite. The
townspeople had named it the “Pueblan Division.” They admired the
way the men had stacked arms and coolly lain down to sleep in the
plaza as if fearing nothing.
General Worth, dark and flashing-eyed, sitting his horse like a field
marshal, called for three cheers.
“Huzzah! Huzzah! Huzzah!”
In column of sections five men wide the First passed through the
gate, and upon the National Road to the City of Mexico.
“Form platoons—march!”
“Route step—march!”
From close order of thirteen inches distance the ranks fell back to
twenty-eight inches, or one pace, apart. The men might carry their
guns at will, always with the muzzles up; they need not keep step
and might talk.
An aide from the general staff galloped in from behind and said
something to General Worth. The order rang imperative:
“Column, close order—march!”
So everybody came to a shoulder arms, the ranks closed, the
drums again tapped the cadence of ninety steps to the minute.
General Scott hastened by with his staff and escort, and continued
on to join the Twiggs advance, it was said.
“Route step—march!”
The day, August 9, was sunny and warm. The City of Mexico lay
about ninety miles west, beyond the next range of mountains. From
the pass over the range the Valley of Mexico and the city would be
seen.
At the end of the third day’s march camp was pitched amidst an
icy drizzle, in a high valley named the Rio Frio or Cold Water Valley.
There had been a stiff climb through pine forests but the pass was
near before. General Worth, riding his horse among the regiments,
directed that timber be cut by the messes and fires built. Soon the
dark rainy valley was aglow with the log blazes of the First Division
bivouac, here ten thousand feet up, in the Anahuac Mountains.
Jerry was warm and comfortable, rolled in his blanket beside the
fire, his drum stowed in its oilcloth housing.
“Ah, weel, I’ve seen worse in Scotland,” Private “Scotty” MacPheel
remarked.
“Sure, we’ll niver mind whin we’re all a-livin’ cosy-loike in the Halls
o’ Montezumy,” said Corporal Finerty. “Faith, an’ they’re not fur now.
Jist over the top o’ the hill, an’ down.”
The fires gradually died under the pelting rain. When to the touch
of a sergeant, Jerry awoke, shivering, for reveille, his blanket was
sheeted with ice, and icicles hung from his drum cover.
But this day they all were to cross the range and would see the
City of Mexico below, where General Santa Anna waited with his
thirty thousand men, his artillery and his forts.
To drum beat and fife note, playing the regimental marches, the
First Division stepped out briskly in the crisp air. The way was up,
and up, and up. At every half mile the column had to stop and rest.
The men sweat under their muskets, knapsacks, haversacks,
cartridge boxes and blanket rolls. When they reached the top they
were almost eleven thousand feet aloft.
The pass formed a plateau about a mile long but not wide. At noon
the column halted at the western edge for dinner.
Nothing below could be seen except a heavy fog extending like
billows of cloud, while up here the sun was shining. Nevertheless the
Valley of Mexico was underneath the fog bank.
“Companies, fall in!”
“By platoons, forward—route step—march!”
Down they went upon a pretty fair road. The fog was breaking, as
they twisted and turned amidst the pines. Now the sun commenced
to shine into the valley itself. Lakes glistened, green fields unfolded,
more mountains appeared.
With rumble of wheels, tramp of feet and clatter of hoofs the First
Division descended. Nobody could deny that the long column of
cavalry, artillery, infantry and wagons made a handsome sight.
General Worth and staff, in their great-coats, upon their horses, had
paused. The general was eagerly surveying the line. Then he
exclaimed:
“Gentlemen! Look at that! Just look at that column! Isn’t it enough
to cheer the heart of any man?”
By mid-afternoon the whole valley was in view. There were
numerous towns; several large lakes; the City of Mexico was
disclosed as a patch of sparkling towers and turrets, thirty miles
distant. And after a time the ranks began to pick out the camps of the
Second and Fourth Divisions, blue with soldiers and slightly marked
by the few tents of officers.
“That first is Twiggs.”
“No, it’s Quitman. I can see the Mohawks ’atin’!”
“B’gorry, ’tis Twiggs; for there’s Ould Fuss an’ Feathers, big as
anny thray men!”
“Column, close up—march!”
The ranks closed, the men fell into the cadenced step. Drum Major
Brown ordered “Coming Through the Rye”; and with the fifes and
drums of the Fourth Regiment playing “If a body meet a body,” and
the other music and the bands playing what they chose, they all
marched past the first camp (that of the Quitman Volunteers and
Marines); before reaching the camp of the Second they turned into a
road branching off to the southwest, as if for a round shining lake;
and at sunset, while the clouds promised rain, they made camp at a
village named Chalco, near the eastern border of the lake.
The evening was rainy. Under orders from the officers the
company sergeants soon billeted the men in the village houses and
shacks. Jerry’s mess—First Sergeant Mulligan, Corporal Finerty,
Fifer O’Toole, Privates “Scotty” MacPheel, John Doane (who had
served in the British army) and Henry Brewer from New Jersey—got
quarters equal to the best: the same being a room with stout clay
walls and mud roof, and a fireplace, and sheep pelts on the dirt floor
for softness. To be sure, the pelts smelled rather strong when
warmed up, but what difference?
Sergeant Mulligan sent out Scotty and Henry to forage, with Jerry
as interpreter. They three came back bringing a shoulder of mutton,
two chickens and an armful of corn. Under orders from the sergeant,
in a gruff voice, but delivered by Jerry, the Mexican who owned the
hut supplied firewood. Speedily the mess was cooking and eating.
“The only thing that bothers me now is, jest how are we goin’ to
call on Santy Annie?” said Fifer O’Toole, munching; “for, as I
understand, all the roads leadin’ in to him are dikes, like, through the
bogs, wid wather on both hands an’ cannon overhead.”
“Why can’t you l’ave that to Gin’ral Scott?” Corporal Finerty
reproved. “Faith, he’ll find the way in an’ we’ll take it. Meself, I ain’t
paid to do a gin’ral’s work; I’ve my own business, an’ that’s fightin’
whin the officers give the word. They’re the lads who know.”
“By the way the folks in this town are acting, keeping so aloof and
not over friendly, they consider us as good as licked already,” put in
Henry Brewer. “‘You are all dead men’—wasn’t that the comforting
word from the black-faced villain who handed us over the mutton?”
he appealed to Jerry.
Jerry nodded.
“But they said the same about you in Vera Cruz,” he added.
“Yis, an’ they thought the same at Cerry Gordo,” Sergeant
Mulligan asserted. “An’ the same they thought in Pueblo, whin the
purty gurls cried to see us set out. But for all that we’re still terrible
able to punish flesh-an’-blood victuals. Wid full stomicks an’ Scott to
lade us on we go.”
XV
OUTGUESSING GENERAL SANTA ANNA
In the morning the clouds had vanished. The day was as warm as
midsummer; in the east and southeast the great peaks of Iztaccihuatl
and Popocatepetl stood out white and sharp and clear; large Lake
Chalco shimmered in lanes of water through reeds and floating
meadows; across it, and farther in the northwest, the City of Mexico
appeared plainly, its towers and high roofs glistening in the sun.
Everything looked peaceful. After the camp had performed its
fatigue duties, the men were set at work cleaning their equipment.
Jerry finished early and was free to wander.
By all talk throughout the regiment the situation was serious. The
City of Mexico was in sight, but it was surrounded by lakes and bogs,
and batteries of heavy guns, and fortifications manned by thirty
thousand or more Mexican soldiers.
After a while he espied an officer seated by himself, apart, upon a
pile of old clay bricks and studying a map. It was Lieutenant Grant,
busy figuring the problem. Jerry went to him and saluted.
“Well, my lad?” the lieutenant invited.
“Beg your pardon, sir, but I was wondering what we’re going to
do,” Jerry ventured.
Lieutenant Grant smiled.
“So are the rest of us. It’s a very pretty puzzle. But General Scott
will solve it, for here we are.”
“Oh, we’ll take the city, of course, sir,” Jerry agreed. “I don’t know
how, though.”
“N-no,” the lieutenant mused, eying his map. Then he eyed Jerry.
He was worn and thin, like the soldiers generally. “You’re a bright
boy. Maybe if you look at this map you will understand things better.
But this is all confidential, you must remember. The man in the ranks
is supposed to wait and obey orders; the field officers say what they
are. And as I’m only a second lieutenant I have little to do with the
planning of operations.”
“I’ll remember, sir,” Jerry promised.
“All right. Sit down. Here’s a sketch map that I’ve borrowed from
the engineers. It covers this section. There’s the road from Puebla,
over which we advanced. There’s the Fourth Division camp, at
Buena Vista, which we passed before turning off; and there’s the
Second Division camp at Ayotla, three miles along toward the city.
Here we are at Chalco, a short distance south of the Puebla road
and the two other camps, and there in the northwest is the City of
Mexico. You’ll see how we are blocked off from going over the
Puebla or National road, by the fortress of El Peñon. There’s El
Peñon, thirteen miles west of General Twiggs’ camp, on the main
highway.”
The Campaign in the Valley of Mexico
“Yes, sir. I see it. Can’t we take it like we took Cerro Gordo?”
“General Scott, I have been informed, would rather not try. El
Peñon is stronger than Cerro Gordo was. You can see it from here. It
consists of one steep hill; mounts fifty-one guns by batteries placed
in terraces, and is surrounded by a ditch of water twenty-four feet
wide and ten feet deep. The guns enfilade, or rake the length of the
road for a long distance, and we cannot avoid them by leaving the
road on account of marshes on either hand. To force El Peñon would
cost three thousand men, and we would still be upon a narrow road,
seven miles from the city, and unable to manœuvre. But southwest
of El Peñon, and nearer the city, on a branch road or cut-off from the
main road, you see another fortress called Mexicalcingo.”
“Yes, sir.”
“Mexicalcingo is a fortified town, commanding the passage of a
bridge through the marsh at the head of Lake Xochimilco, which is
the lake extending into the northwest from Lake Chalco.
Mexicalcingo is scarcely five miles from the City of Mexico, but
otherwise it gives much the same problem as El Peñon. We might
carry the batteries and the bridge, and then we’d still be on a narrow
road, flanked by marshes for four miles, before we struck another
main road to the city. General Scott is having both fortifications
reconnoitred, I believe, but his spies have already posted him.”
“Then what can we do, sir?” Jerry asked.
“I’m not saying, although I am at liberty to have my own ideas.
Anybody is permitted to think, but it’s against regulations to think
aloud sometimes. I’m telling you these things as man to man. When
you grow up you may be an officer yourself, with maps at your
disposal. Well, if we can’t get at the capital from the east, there ought
to be other ways. Napoleon laid down as a maxim of war: ‘Never do
what the enemy expects you to do.’ Santa Anna expects General
Scott to advance upon the city by the eastern approaches, and I
understand that he has concentrated his batteries and men so as to
defend these approaches. Now you’ll see by the map that beyond
Mexicalcingo the cut-off road joins a main road from the south,
named the Acapulco road. And that farther west there is still another
main road from the south.”
“Yes, sir,” mused Jerry, pouring over the map and following the
lieutenant’s finger.
“There is a way to strike the Acapulco road, or the other road,
without reducing Mexicalcingo. An army might—I do not say it could
—but an army of brave men might march around south of Lake
Chalco, here, and away south of Mexicalcingo, over a very rough
country, and reach the Acapulco road at the town of San Augustine,
about thirty miles from where we now are. Thus we should avoid El
Peñon and Mexicalcingo, and approach the city from an unexpected
quarter, either the south or the west.”
“Maybe General Scott has thought of that, sir.”
Lieutenant Grant smiled again.
“No doubt he has. I rather surmise that he thought of it at Puebla. I
know he was busy gathering information. But by all reports from our
spies and from the natives the route around south of Lake Chalco is
very bad, with lava rocks and sharp ridges and bogs. It is so bad that
the Mexicans themselves rarely use it, and General Santa Anna has
paid little attention to it.”
“The same way he didn’t pay much attention to that first hill at
Cerro Gordo,” said Jerry.
“Cerro Gordo ought to have taught him, but apparently it didn’t.
He’s fairly good at tactics and poor at strategy. General Scott shines
in both. I have an idea,” continued the lieutenant; and he suddenly
asked: “Can you keep a secret, boy?”
“Yes, sir.”
“Very well. Do so. I am telling you a secret—or what may be a
secret. It is quite likely that the march upon the City of Mexico will be
made by the south. Captain Lee, of the engineers, has reconnoitred
the trail around the lake to San Augustine and thinks it passable.”
“And we won’t have to fight, sir?”
“Oh, we’ll have fighting enough and to spare. There are defenses
over on the Acapulco road, and Santa Anna will find out what we’re
up to. It’s simply a question whether he’ll dare move his forces in
time and leave the eastern approaches weakened. You see Tlalpam,
or San Augustine? North on the road to the city there is the town of
San Antonio, which probably has strong batteries; and then
Churubusco, four miles from the city. After these are taken, we
should have to fight a way through the interior line of defenses
connected with the city walls. But at San Augustine we shall be
within nine miles of the city and have the choice of several roads.
Yes,” smiled the lieutenant, folding the map, “we shall be kept busy,
officers, men and boys.”
The Third Division, under General Pillow, bringing the new infantry
regiments and the Voltigeurs, arrived this afternoon. They all passed
on through Chalco and encamped two miles south at Chimalpa. Now
if the attacks were to be made from the east, then the Second
Division and the Quitman Volunteers and Marines would get in first,
because they already were on the main road. This put the First and
Third Divisions in the rear again, which was not pleasing to them.
But Jerry, hearing the talk, smiled to himself, for he thought that he
and Lieutenant Grant knew different.
And thus it came about; for—
“Hooray, boys! The march is reversed. The old First is to lead the
way wance more.”
That was the word from Corporal Finerty, at noon mess the next
day in the village of Chalco, on the eastern shore of Lake Chalco.
“An’ where do we go?”
“Sure, I ain’t been told yet, but you can figger for yourselves. It
won’t be by the main road, that’s certain, where the Twiggs lads are
ahead of us.”
The news set everybody on edge. The men only waited for orders.
In about two hours they came from Brigade Adjutant Nichols,
speaking for Colonel Garland.
“Beat the assembly, drum major.”
At the initial taps the Fourth Regiment slung haversacks and
knapsacks and grasped muskets. The other regiments were as alert.
Drum Major Brown signaled, and his drummers sounded To the
Color.
There was brief inspection. Ranks were closed, platoons formed,
the First Division moved out into the south instead of into the north.
That was just as Lieutenant Grant had predicted.
The Pillow division was under arms, two miles on, but had not yet
formed for a march. The First trudged blithely by with good-natured
jokes, and left it.
When bivouac was made this evening in a cornfield eight miles
from Chalco the division was in fine spirits. Old Fuss and Feathers
and General Worth were up to something, nobody knew exactly
what; but all, including Santa Anna, would soon find out.
The next day’s march rounded the lake and turned into the west
among olive groves. Emerging from these the leading ranks broke
into a cheer. In the north, far beyond the lake, there might be seen El
Peñon hill, a dark, bulky mass, with the Mexican flag still flying
defiantly from its top. Across the head of another lake, in the
northwest, Mexicalcingo village was just visible with the Mexican
flags marking its batteries also. The division was side-stepping these
forts out of range.
“Faith, they don’t see us at all, at all. They’re settin’ over their
traps, an’ prisently we’ll be lookin’ at their backs!”
The road was getting bad. It wound along the base of a bare
mountain range that extended ridges right into the new lake,
Xochimilco. The horses of Duncan’s battery had to be helped by
hand; the baggage train in the rear struggled with the steep ravines
cut into the sharp rock between ridges.
At ten o’clock in the morning another village, San Gregorio, was
reached. Here an aide came up with dispatches for General Worth;
the word spread that an attack had been made upon one of the
columns behind. The division was to wait for instructions.
Then, at evening, all Colonel Harney’s cavalry brigade, eight
hundred dragoons, trotted in. They said that a force of Mexican
infantry and lancers had tried to cut off the Second Division, back at
Buena Vista on the way from Ayotla to march around the lakes; but
that Taylor’s battery of the First Artillery had sent the red caps flying.
The Second Division and the Fourth Division were following the
Third and the First. The whole army was on the move, flanking El
Peñon and Mexicalcingo, aiming to strike the Acapulco road into
Mexico City from the south.
The road to San Augustine grew worse. In places there was
scarcely space for the column to pass between Lake Xochimilco and
the mountain slopes. The pioneers toiled. The Mexicans had
hastened to cut ditches and roll down logs; but the artillery and the
wagons were hauled through and over.
Captain Mason of the engineers rode ahead, out of sight, to
reconnoitre. When he returned it was reported that he had entered
San Augustine itself, and had found no soldiers.
“Column, attention! Close order—forward—march!”
With cavalry, infantry, four pieces of artillery and seventy-five
wagons the First Division marched into San Antonio on the afternoon
of August 17.
In camp this night many of the men thought that now the way was
open to the city. Remembering the map and his talk with Lieutenant
Grant, Jerry feared different. So did others.
“Not yet, not yet, my lads,” said Sergeant Mulligan. “We’ll have our
fights. You can rist sure that Santy Annie knows afore this what we’re
about. Ain’t the country full o’ spies for him? ’Tis a long nine miles to
thim Halls o’ Montezumy, an’ plenty o’ room for batteries acrost the
way. If I don’t miss my guiss there’ll be troops an’ guns a-hurryin’
already, ’round by the city an’ down to head us off. I hear tell that not
two mile north is the first o’ the trouble—a place called San Antonio,
bristlin’ wid guns; an’ Cherrybusco beyant, lookin’ the same. An’
bogs, an’ outworks, an’ the city walls beyant that.”
“Weel,” quoth Private MacPheel, “may the bullets be distributed
same as the pay, an’ mony a braw fallow win through.”

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Test Bank for Marketing 20th 2020 by

Test Bank for Marketing, 20th Edition, William M.

Test Bank for Marketing 2014, 17th Edition : Pride

Test Bank for Foundations of Marketing, 4th Edition:

Marketing 2014 Pride 17th Edition Solutions Manual

Test Bank for Marketing 2016, 18th Edition, William M.

Test Bank for Foundations of Business 5th by Pride

Solution Manual for Marketing 2018, 19th Edition,

Test Bank for Business, 11th Edition: Pride

Chapter 01: An Overview of Strategic Marketing

9. Products can be goods, services, or ideas.

11. The actual physical production of goods is a marketing activity.

15. Price is seldom used as a competitive tool.

Chapter 01: An Overview of Strategic Marketing

18. Changes in the marketing environment always hurt marketing efforts.

19. The marketing environment is a set of static, unchanging surroundings.

Chapter 01: An Overview of Strategic Marketing

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Chapter 01: An Overview of Strategic Marketing

36. Value = customer costs − customer benefits.

38. Customer benefits include time and effort.

40. Marketing costs consume about one-quarter of a buyer's dollar.

41. Marketing costs consume about one-half of a buyer's dollar.

Chapter 01: An Overview of Strategic Marketing

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Chapter 01: An Overview of Strategic Marketing

54. Marketing is the process of

55. The focal point of all marketing activities

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Chapter 01: An Overview of Strategic Marketing

59. A target market

Chapter 01: An Overview of Strategic Marketing

62. Distribution, price, promotion, and product are all elements of

64. The marketing mix is built around the

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Chapter 01: An Overview of Strategic Marketing

67. A physical product you can touch is a(n)

Chapter 01: An Overview of Strategic Marketing

72. Which of the following is most likely to be an idea marketer?

Chapter 01: An Overview of Strategic Marketing

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Chapter 01: An Overview of Strategic Marketing

86. The forces of the marketing environment include

Chapter 01: An Overview of Strategic Marketing

90. The marketing environment is best described as being

91. The marketing concept is best defined as

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Chapter 01: An Overview of Strategic Marketing

92. According to the marketing concept, an organization should try to

93. The marketing concept is a management philosophy that affects

94. The marketing concept focuses on

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Chapter 01: An Overview of Strategic Marketing

99. The marketing concept is

Chapter 01: An Overview of Strategic Marketing

Chapter 01: An Overview of Strategic Marketing

111. To build long-term customer relationships, marketers are turning to

112. Long-term relationships with profitable customers is the key objective of

Chapter 01: An Overview of Strategic Marketing

117. Marketing activities are

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Chapter 01: An Overview of Strategic Marketing

119. Marketing knowledge and skills