Full Download pdf of Test Bank for Marketing: Real People, Real Choices, 10th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart all chapter

Test Bank for Marketing: Real People,
Real Choices, 10th Edition, Michael R.

Solomon, Greg W. Marshall, Elnora W.
Stuart
Go to download the full and correct content document:
https://testbankmall.com/product/test-bank-for-marketing-real-people-real-choices-10t
h-edition-michael-r-solomon-greg-w-marshall-elnora-w-stuart-13-978/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
Test Bank for Marketing: Real People, Real Choices,

10th Edition, Michael R. Solomon Greg W. Marshall
Elnora W. Stuart
https://testbankmall.com/product/test-bank-for-marketing-real-
people-real-choices-10th-edition-michael-r-solomon-greg-w-
marshall-elnora-w-stuart/
Solution Manual for Marketing: Real People, Real

Choices, 10th Edition, Michael R. Solomon, Greg W.
Marshall, Elnora W. Stuart
https://testbankmall.com/product/solution-manual-for-marketing-
real-people-real-choices-10th-edition-michael-r-solomon-greg-w-
marshall-elnora-w-stuart-1/

Choices, 10th Edition, Michael R. Solomon Greg W.
Marshall Elnora W. Stuart
real-people-real-choices-10th-edition-michael-r-solomon-greg-w-
marshall-elnora-w-stuart/
Test Bank for Marketing Real People Real Choices, 6th

Edition : Solomon
people-real-choices-6th-edition-solomon/
Test Bank for Marketing Real People Real Choices 4th
Canadian Edition by Solomon
people-real-choices-4th-canadian-edition-by-solomon/
Test Bank for Marketing: Real People, Real Choices,

7/E7th Edition
people-real-choices-7-e7th-edition/

Choices, 7/E7th Edition
real-people-real-choices-7-e7th-edition/
Test Bank for Consumer Behavior, 10th Edition Michael

R. Solomon
https://testbankmall.com/product/test-bank-for-consumer-
behavior-10th-edition-michael-r-solomon/
Test Bank for Marketing Management, 3rd Edition, Greg

Marshall Mark Johnston
https://testbankmall.com/product/test-bank-for-marketing-
management-3rd-edition-greg-marshall-mark-johnston-3/
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
2
Copyright © 2020 Pearson Education, Inc.
4) The four Ps are ________.
A) price, product, place, and promotion
B) price, profit, production, and possession
C) product, production, possession, and promotion
D) product, promotion, price, and profit
E) place, production, process, and profit
Answer: A
Difficulty: Easy
marketing
AACSB: Written and oral communication
5) Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
D) The four Ps have little effect on a product's market position.
E) The four Ps are used to determine a product's target market.
Answer: A
Difficulty: Moderate
marketing
6) Which of the following is part of the product element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) the packaging
E) publicity releases
Answer: D
marketing
7) A ________ is a good, service, idea, place, or person–whatever is offered for sale in the
exchange.
A) product
B) place
C) utility
D) benefit
E) demand
Answer: A
Difficulty: Easy
marketing
3
8) ________ is the assignment of a product's value, or the amount the consumer must exchange
to receive the offering.
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility
Answer: B
Difficulty: Easy
marketing
9) The ________ element of the marketing mix informs consumers about products and
encourages them to buy these products using forms such as personal selling, advertising,
coupons, and publicity.
A) production
B) place
C) price
D) distribution
E) promotion
Answer: E
Difficulty: Easy
marketing
10) Marketing communication is also referred to as ________.

A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
Answer: E
Difficulty: Easy
marketing
4
11) For an exchange to occur, ________.
A) at least two people or organizations must be willing to make a trade, and each must have
something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item that is exchanged must be a tangible product
E) time utility must be created for the purchaser
Answer: A
marketing
12) Which element of the marketing mix is most closely associated with a company's channel of
distribution?
A) production
B) place
C) price
D) profit
E) promotion
Answer: B
marketing
13) ________ are intangible products that we pay for and use but never own.
A) Consumer goods
B) Services
C) Industrial goods
D) E-commerce products
E) Value products
Answer: B
Difficulty: Easy
marketing
14) ________ are the tangible products that individuals purchase for personal or family use.
A) Consumer services
B) Consumer goods
C) Value propositions
D) Utilities
E) Industrial goods
Answer: B
marketing
5
15) ________ marketing is the marketing of goods and services from one organization to
another.
A) Distributive
B) Consumer
C) E-commerce
D) Business-to-business
E) Target
Answer: D
marketing
16) Nongovernmental organizations are also known as ________.

A) consumer organizations
B) public organizations
C) private organizations
D) not-for-profit organizations
E) for-profit organizations
Answer: D
marketing
17) Marketers first identify consumer needs and then provide products that satisfy those needs.
This practice is referred to as ________.
A) the stakeholder orientation
B) the marketing concept
C) total quality management
D) collaborative consumption
E) the marketing mix
Answer: B
Difficulty: Easy
marketing
18) When a gap exists between a consumer's actual state and some ideal or desired state, the
consumer has a ________.
A) benefit
B) demand
C) need
D) value
E) utility
Answer: C
Difficulty: Easy
marketing
6
19) A ________ is a desire for a particular product a consumer uses to satisfy a need in a specific
way that is culturally and socially influenced.
A) benefit
B) demand
C) value
D) utility
E) want
Answer: E
Difficulty: Easy
marketing
20) A ________ delivered by a product is the outcome that motivates a customer's buying
behavior.
A) benefit
B) demand
C) value
D) need
E) want
Answer: A
marketing
21) A customer's desire for a product coupled with the buying power or resources to obtain that
product is called ________.
A) benefit
B) demand
C) need
D) utility
E) service
Answer: B
Difficulty: Easy
marketing
7
22) To be part of the ________ for a product, consumers must share a common need that can be
satisfied by the product and have the resources, willingness, and authority to purchase the
product.
A) shared economy
B) audience
C) value proposition
D) marketplace
E) market
Answer: E
Difficulty: Easy
marketing
23) A glitzy shopping mall, a mail-order catalog, a television shopping network, and an e-
commerce website are all examples of ________.
A) marketing concepts
B) value chains
C) monopolies
D) marketplaces
E) strategic business units
Answer: D
marketing
AACSB: Information technology
24) The trend of consumers renting out their belongings when they are not in use to other
consumers who need them for a limited time is called ________.
A) e-commerce
B) virtual exchange of goods
C) the attention economy
E) user-generated content
Answer: D
Difficulty: Easy
marketing
8
25) All of the following are forms of utility created by marketing processes EXCEPT ________.
A) form utility
B) place utility
C) time utility
D) possession utility
E) price utility
Answer: E
marketing
26) ________ utility is the benefit marketing provides by transforming raw materials into
finished products, as when a dress manufacturer combines silk, thread, and a zipper to create a
bridesmaid's gown.
A) Form
B) Place
C) Time
D) Possession
E) Price
Answer: A
marketing
27) Women who rent their wedding gowns instead of buying them and wearing them only once
are taking advantage of ________ utility.
A) form
B) place
C) time
D) possession
E) price
Answer: C
marketing
28) ________ utility is the benefit marketing provides by allowing the consumer to own, use,
and enjoy a product.
A) Form
B) Place
C) Time
D) Possession
E) Price
Answer: D
marketing
9
29) Buyers, sellers, investors, and community residents are all considered ________ in a
company.
A) stakeholders
B) shareholders
C) consumers
D) channel of distribution members
E) collaborative consumers
Answer: A
Difficulty: Easy
marketing
30) When Tony rented a loft apartment where he would live for the summer, he acted as a
________.
A) consumer
B) shareholder
C) producer
D) marketer
E) retailer
Answer: A
marketing
AACSB: Analytical thinking
31) Chris just landed her dream job but realizes that her college wardrobe is not going to work
for her new professional position. In this situation, Chris has a(n) ________.
A) benefit
B) exchange
C) value
D) need
E) utility
Answer: D
marketing
10
32) After saving a portion of several paychecks, Greg Williams now has the buying power to
purchase the computer system he has wanted for the last six months. Greg's want has become
a(n) ________.
A) need
B) necessity
C) demand
D) exchange
E) transaction
Answer: C
marketing
33) Ruth Terry is a realtor. In her ads, Terry offers the free use of a moving truck to every
customer she helps either buy or sell a house. This free use of a moving truck is an example of
________.
A) a benefit
B) a demand
C) business-to-business marketing
D) a need
E) the rentrepreneur trend
Answer: A
marketing
34) Which of the following is the best example of a consumer good?

A) the riding lawn mower purchased by the landscaping company
B) the disposable diapers purchased by the new mother for her baby
C) the paint purchased by the contractor
D) the cookies purchased for the daycare center
E) the art supplies purchased for the elementary school art center
Answer: B
marketing
11
35) Which of the following is the best example of a service?
A) the medical examination Jonathon had yesterday
B) the sheet music purchased by the piano teacher
C) the software Monica purchased from the website
D) the cleaning supplies purchased for the veterinarian's office
E) the t-shirt you got for running in a 5K race
Answer: A
marketing
36) Alex paid for a(n) ________ when he took his car to the carwash to be washed and waxed.
A) service
B) industrial product
C) consumer good
D) commercial good
E) business product
Answer: A
marketing
37) Which of the following is an example of a transaction that might occur in business-to-
business marketing?
A) Maurice buys a new razor on his way home from work.
B) The amateur gardener buys a new wheelbarrow.
C) The retail outlet buys athletic shoes to sell in its store.
D) The professional chef bakes a birthday cake for her son.
E) Robyn's mother hires a math tutor to help Robyn pass algebra.
Answer: C
marketing
12
38) Faruk provides heating and air conditioning equipment for office buildings. He sells
________.
A) distributive goods
B) consumer services
C) consumer goods
D) industrial goods
E) intangible goods
Answer: D
marketing
39) Which of the following is an example of a not-for-profit organization that would use
marketing principles?
A) a fast-food restaurant
B) a manufacturer of bicycles
C) a software developer
D) a theme amusement park
E) the local city zoo
Answer: E
marketing
40) A sign manufacturer who uses plastic, metal, and neon tubing to create a motel sign has
performed the marketing benefit of creating ________ utility.
A) form
B) place
C) possession
D) time
E) creation
Answer: A
marketing
13
41) Shane pulled her car into the gas station just as the fuel gauge dropped below empty. In this
example, Shane benefited from the ________ utility offered by the gas station.
A) creation
B) place
C) value
D) marketing
E) quality
Answer: B
marketing
42) Seth's mother didn't want to build a climbing wall as a permanent feature in her backyard,
but it was certainly convenient to rent one from the company that catered Seth's 12th birthday
party. The catering company created both ________ utility when it rented her the climbing wall.
A) form and place
B) place and creation
C) possession and price
D) time and place
E) creation and possession
Answer: D
marketing
43) A(n) ________ occurs when Kirin Albers trades Max Lynch three hours of babysitting Max's
three-year-old daughter in exchange for Max fixing the hole in Kirin's porch roof.
A) differential benefit
B) promotion
C) exchange
E) virtual trade
Answer: C
marketing
14
44) Two teachers purchased art supplies for their classes. One paid $103.45 for eight large boxes
of crayons. The other teacher purchased ten identical boxes for $105.55. The second teacher got
more for her money because she took advantage of a quantity discount, a reduced price for
buying ten or more boxes. Which element of the marketing mix most directly relates to these
purchases?
A) production
B) profit
C) price
D) place
E) possession
Answer: C
marketing
AACSB: Application of knowledge
45) Conveniently located vending machines around your college or university campus make it
easy for you to buy a soda and a snack between classes. This is an example of the ________
element of the marketing mix.
A) production
B) place
C) price
D) profit
E) promotion
Answer: B
marketing
46) Susannah owns a one-bedroom apartment in Manhattan that she posts for short-term
weekend and summer rentals on airBnB when she plans to be out of town. This is an example of
________.
A) not-for-profit marketing
B) institutional marketing
C) collaborative consumption
D) people marketing
E) consumer-generated marketing
Answer: C
marketing
15
47) The principles of marketing can apply to people, just as they apply to goods and services.
Answer: TRUE
marketing
48) The term "marketing" is synonymous with the term "advertising."

Answer: FALSE
marketing
49) Marketers define a need as the difference between a consumer's actual state and some ideal
or desired state.
Answer: TRUE
Difficulty: Easy
marketing
50) Although having something to eat or drink may be a want, the desire for a specific brand
name is referred to as a need.
Answer: FALSE
marketing
51) Rentrepreneurs are a new trend in business-to-business marketing.

Answer: FALSE
marketing
52) Many not-for-profit organizations use marketing principles.

Answer: TRUE
marketing
53) The marketing mix is the marketer's strategic toolbox.

Answer: TRUE
Difficulty: Easy
marketing
16
54) Business-to-business marketing represents greater total sales than business-to-consumer
marketing.
Answer: TRUE
marketing
55) The elements of the marketing mix are the four Ps.
Answer: TRUE
Difficulty: Easy
marketing
56) The pricing element of the marketing mix always involves monetary exchanges.
Answer: FALSE
marketing
57) The promotion element of the marketing mix includes the design of the product.
Answer: FALSE
marketing
58) Within the context of the marketing mix, place refers to the availability of the product to the
customer at the desired time and location.
Answer: TRUE
Difficulty: Easy
marketing
59) Automobiles, haircuts, tutoring, and lighting fixtures are all examples of consumer goods.
Answer: FALSE
marketing
60) Ria, a college sophomore, has a YouTube channel and posts short videos that typically have
over 50,000 viewers each week. Ria could be described as a microcelebrity.
Answer: TRUE
marketing
17
61) An entertainer such as Kenny Chesney, a television show, and a magazine subscription are
all examples of products.
Answer: TRUE
marketing
62) Discuss how the principles of marketing can be applied to people.

Answer: The principles of marketing apply to people in the same way that they apply to
products and services. People market, or "sell," themselves all of the time, whether they are
applying for a job, hoping to gain a promotion, or participating in online dating. People package
and promote themselves through the clothes and accessories they choose, the cars they drive, the
music they listen to, the books they read, and much more.
marketing
63) How would an ice cream vendor create the four types of utility?
Answer: The ice cream vendor would create form utility by combining ingredients to make a
milkshake or a sundae. Place utility would mean the ice cream is available where the customer
wants it. Time utility would mean the ice cream is available when the customer wants it.
Possession utility refers to the enjoyment consumers have eating the ice cream.
Difficulty: Difficult
marketing
64) What does the phrase "exchange relationship" mean in relation to marketing?
Answer: An exchange occurs when something is obtained for something else in return. The
buyer receives an object, service, or idea that satisfies a need, and the seller receives something
she feels is of equivalent value. For an exchange to occur, at least two people or organizations
must be willing to make a trade, and each must have something the other wants. Both parties
must agree on the value of the exchange and how it will be carried out. Each party also must be
free to accept or reject the other's terms for the exchange. An exchange is at the heart of every
marketing act.
marketing
18
65) What is the difference between consumer goods and consumer services? Give an example of
each.
Answer: Consumer goods are the tangible products that individual consumers purchase for
personal or family use. Consumer services are intangible products that consumers pay for and
use but never own. Examples will vary, but should reflect these definitions.
marketing
66) Identify the four Ps in the following description: Rosa Alvarez markets 23 different varieties
of salsa in 8-ounce and 12-ounce bottles at supermarkets in the southwestern United States. The
8-ounce bottle sells for $5.95, and the larger size sells for $7.95. Periodically, she sets up a table
in one of the marketplaces that carries her salsa brand and offers customers a sample. She
recently received considerable publicity for being the "Hispanic Entrepreneur of the Year."
Answer: The four Ps are product, price, place, and promotion.
Product: 23 different varieties of salsa in 8-ounce and 12-ounce bottles
Price: $5.95 for smaller size and $7.95 for larger size
Place: supermarkets in southwestern United States
Promotion: sampling and publicity
marketing
67) Provide a brief explanation of what marketing is.

Answer: Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
marketing
68) Select one actual company located in your community. Identify at least four different types
of stakeholders in this company.
Answer: Each student will present different information in responding to this question.
Stakeholders should include the company's customers, the company's employees, investors in the
company, and residents of the community.
marketing
19
69) Can a consumer of a product be a stakeholder in the company that markets the product?
Briefly explain your answer.
Answer: Yes. A consumer is one type of stakeholder. A stakeholder can be a buyer, seller, or
investor in a company; a community resident; or a citizen of the nation where the company's
goods or services are made or sold. A consumer is the ultimate user of a good or service.
Therefore, a consumer could be a stakeholder who is also the ultimate consumer using the
product.
marketing
70) Briefly describe the collaborative consumption trend.

Answer: In a trend called collaborative consumption, consumers become "rentrepreneurs" by
renting out their belongings—tools, cars, homes, etc.—when they are not using them. This
appeals to many consumers, particularly younger consumers, who would prefer to rent products
rather than purchase and own them.
marketing
71) Give three examples of marketplaces.

Answer: Answers will vary, but should reflect the broad range of marketplaces, from face-to-
face retailers to mail-order catalogs and websites.
marketing
72) Explain the concept of business-to-business marketing and give an example of a business-to-
business transaction.
Answer: Business-to-business marketing is the marketing of goods and services from one
organization to another. Examples will vary, but should reflect this definition.
marketing
20
73) In which kind of market would a production orientation be most successful?
A) a buyer's market in which supply exceeds demand
B) a market in which there are more sellers than buyers
C) a seller's market in which demand is greater than supply
D) a market that sells only intangible products
E) an e-commerce market
Answer: C
LO: 1.2: Explain the evolution of the marketing concept
74) Companies that have a ________ orientation tend to be more successful at making one-time
sales than at building repeat businesses.
A) consumer
B) marketing
C) selling
D) societal
E) relationship
Answer: C
75) A ________ orientation is a management philosophy that focuses on ways to satisfy

customers' needs and wants.
A) customer
B) promotion
C) selling
D) production
E) quality
Answer: A
Difficulty: Easy
76) The total quality management (TQM) philosophy involves all employees in ________.
A) customer relationship management
B) continuous product quality improvement
C) market positioning
D) creating sustainability
E) increasing the lifetime value of customers
Answer: B
Difficulty: Easy
21
77) In general, companies with a triple-bottom-line orientation are most likely to place a priority
on which of the following?
A) sustainability
B) the production orientation
C) the selling orientation
D) not-for-profit marketing
E) collaborative consumption
Answer: A
AACSB: Ethical understanding and reasoning
78) Which of the following lists the three components of the triple-bottom-line orientation?
A) the financial bottom line, the social bottom line, and the environmental bottom line
B) the financial bottom line, the social bottom line, and the political bottom line
C) the financial bottom line, the cultural bottom line, and the business bottom line
D) the value bottom line, the service bottom line, and the business bottom line
E) the product bottom line, the service bottom line, and the relationship bottom line
Answer: A
79) ________ maintains that marketers must satisfy customers' needs in ways that also benefit
society and are profitable to the firm.
A) Value propositioning
B) Collaborative consumption
C) The societal marketing concept
D) A sales orientation
E) Green marketing
Answer: C
Difficulty: Easy
80) A company that focuses on ________ is concerned with meeting present consumer needs
without compromising the ability of future generations to meet their needs.
A) the selling orientation
B) the production orientation
C) total quality management
D) sustainability
E) return on investment
Answer: D
22
81) Which of the following refers to marketing strategies that support environmental stewardship
by establishing an environmentally founded differential benefit in the minds of consumers?
A) collaborative consumption
B) green marketing
C) triple-bottom-line orientation
D) societal marketing
E) corporate citizenship
Answer: B
Difficulty: Easy
82) The direct financial impact of a firm's expenditure on marketing activities is called the
________.
A) value chain
B) value proposition
C) differential benefit
D) return on marketing investment (ROMI)
E) utility function
Answer: D
Difficulty: Easy
83) Which of the following is LEAST likely to be of growing importance in marketing in the
near future?
A) mobile marketing
B) corporate citizenship
C) big data
D) a selling orientation
E) user-generated content
Answer: D
84) Interacting with consumers via portable technology such as smart phones, tablets, and
wearable screens is referred to as ________.
A) mobile marketing
B) social marketing
C) societal marketing
D) user-generated marketing
E) branded marketing
Answer: D
Difficulty: Easy
23
85) A flour producer that identifies its mission as "the milling of fine flour in the most efficient
manner possible" most likely has a ________ orientation.
A) customer
B) marketing
C) selling
D) production
E) new era
Answer: D
86) Jolene's firm markets preplanning services for a mortician. She finds that most of her target
market wants to avoid discussing future funeral needs, so she must somehow first get their
attention. Jolene's firm most likely uses the ________.
A) production orientation
B) sustainability concept
C) selling orientation
D) customer orientation
E) societal marketing concept
Answer: C
87) IBM manager Celia Moore coordinates IBM's long-standing "Reinventing Education"
program that involves intensive research into how educational institutions can use the fruits of
new technologies to transform what they do. In the process, the program is actually helping to
shape a market of significant interest to IBM. "We see the program very much as an investment,
rather than handing out money," says Moore. The existence of this program indicates that IBM
has a(n) ________ orientation.
A) environmental
B) financial bottom line
C) selling
D) production
E) triple-bottom-line
Answer: E
88) Today, it's most likely that companies selling unsought goods will use a selling orientation.
Answer: TRUE
24
89) Green marketing and sustainability are interchangeable terms describing the same concept.
Answer: FALSE
90) The customer orientation maintains that marketers must satisfy customers' needs in ways that
also benefit society.
Answer: FALSE
91) The acronym ROI stands for return on internet.

Answer: FALSE
Difficulty: Easy
92) Explain why and how a company would adopt a customer orientation.
Answer: A company might adopt a customer orientation to better identify and satisfy the needs
and wants of customers. In the competitive marketplace of today, a company has to go beyond
the selling and production orientations and consider the customer's desires. Following a customer
orientation, marketers would conduct research to understand the needs of different customers and
tailor products to the needs of these various groups.
93) Explain the concept of corporate citizenship and why it is important for companies today.
Answer: Corporate citizenship, also called corporate social responsibility, refers to a company's
responsibility to the community in which it operates and to society in general. This concept of
doing well by doing good is of growing importance, and is likely to continue to grow in
importance, as more and more consumers reward companies who do "good" and punishing those
who are found to be irresponsible.
94) Explain why it is often difficult to measure the value of marketing activities.
Answer: Marketing objectives are sometimes stated in vague terms, such as "increase product
awareness." This lack of specificity in objectives makes it difficult to measure the impact of
marketing.
25
95) Explain why branding is increasingly becoming a two-way communication between the
brand and consumers.
Answer: With the rise of user-generated content, such as online reviews and use of social media
to discuss brands, it will be critical for brands to create more personalized and far-reaching brand
communications.
96) A ________ is a marketplace offering that fairly and accurately sums up the value that will
be realized if the good or service is purchased.
A) product position
B) market segment
C) mass market
D) value proposition
E) target market
Answer: D
Difficulty: Easy
LO: 1.3: Understand value from the perspectives of customers, producers, and society
97) The ratio of benefits to costs is one way to think of ________.

A) sustainability
B) profits
C) value
D) competitive advantage
E) distinctive competency
Answer: C
98) When companies calculate the lifetime value of a customer they look at ________.
A) how much profit they expect to make from a particular customer, including each and every
purchase she will make from them now and in the future
B) the positive word of mouth about the product that the customer can spread among her family,
friends, and acquaintances
C) the lifetime expectancy of the product the customer purchased
D) the age of the customer to see whether she is likely to live long enough to utilize the product
being sold
E) the career path of the customer to see if she may move to a different geographic area and no
longer purchase from the company
Answer: A
26
99) A firm's capability that is superior to that of its competition is referred to as a(n) ________.
A) distinctive competency
B) added value
D) value chain
E) social benefit
Answer: A
Difficulty: Easy
100) The second step in developing a competitive advantage is to turn a distinctive competency
into a ________ that is important to customers.
A) target market
B) service
C) marketing mix
D) market position
E) differential benefit
Answer: E
101) A(n) ________ provides reasons for customers to pay a premium for a firm's products and
exhibit a strong brand preference.
A) exchange
B) differential benefit
C) industrial good
D) value chain
E) customer lifetime value
Answer: B
102) In general, competitive advantage comes from which of the following?

A) lifetime value of a customer
B) cost advantage or a differential advantage
C) consumer-generated content
D) crowdsourcing
E) social networking and the wisdom of crowds
Answer: B
27
103) A ________ is a series of activities involved in designing, producing, marketing, delivering,
and supporting any product.
A) value proposition
B) production orientation
C) value chain
D) marketing concept
E) market position
Answer: C
Difficulty: Easy
104) In addition to marketing activities, the ________ includes business functions such as human
resource management and technology development.
A) value chain
B) marketing mix
C) utility function
D) customer relationship management process
E) market position
Answer: A
105) The main activities of value chain members include all of the following EXCEPT
________.
A) bringing in materials to make the product
B) converting the materials into the final product
C) providing customers with comparative information about competitors' products
D) shipping out the final product
E) servicing the product after purchase
Answer: C
106) The value chain activity of ________ refers to converting materials into a final product for
consumers.
A) inbound logistics
B) outbound logistics
C) operations
D) marketing
E) service
Answer: C
28
107) The phenomenon of ________ includes consumers creating their own ads and buying and
selling products on eBay.
A) the production orientation
B) the triple-bottom-line orientation
C) consumer-generated value
D) socially responsible marketing
E) the marketing concept
Answer: C
108) Social networking is an integral part of which of the following?

A) the triple-bottom-line orientation
B) lifetime value of a customer
C) the value chain
D) Web 2.0
E) Web 1.0
Answer: D
109) Which of the following is true of Web 2.0?

A) It categorized entries according to a strict taxonomy.
B) It offered two-way communication between marketers and consumers.
C) It was based on the open source model.
D) It was based on the wisdom of crowds model.
E) It improved as the number of users decreased.
Answer: B
110) According to the theory of the wisdom of crowds, under the right circumstances ________.
A) a mass market approach is favorable to a target market approach
B) a target market approach is favorable to a mass market approach
C) groups are smarter than the smartest people in them
D) companies can make money by giving their products away for free
E) consumers can generate value
Answer: C
29
111) ________ is a network of servers, all having different functions, providing an almost
infinite amount of storage space.
A) A social networking platform
B) The Cloud
C) The value chain
D) Folksonomy
E) The virtual marketplace
Answer: B
112) Alcoholism and cigarette smoking are both examples of ________.

A) anticonsumption behaviors
B) "bait-and-switch" behaviors
C) consumer addictions
D) shrinkage
E) consumed consumer behaviors
Answer: C
113) Which of the following is the industry term for inventory and cash losses from shoplifting
and employee theft?
A) bait-and-switch
B) anticonsumption
C) crowdsourcing
D) shrinkage
E) lifetime cost of a customer
Answer: D
114) Product tampering and spray-painting graffiti on buildings are both examples of ________.
A) folksonomy
B) exploitative consumption
C) addictive consumption
D) shrinkage
E) anticonsumption
Answer: E
30
115) A new shampoo advertisement on television identifies all of the wonderful benefits the
consumer will enjoy when using one company's shampoo as opposed to another company's
shampoo. What is this company seeking to convey in this television commercial?
A) the product's time utility
B) the product's distinctive competency
C) the company's production orientation
D) the company's marketing segmentation process
E) the product's differential benefits
Answer: E
116) Kao Corp., which makes Ban deodorant, invited teenage girls to create an ad that would
encourage other girls to buy the product. This program is an example of ________.
A) the wisdom of crowds
B) the production concept
D) folksonomy
E) consumer-generated content
Answer: E
117) Terrible Tees is an online t-shirt company that invites consumers to enter their t-shirt
designs in a monthly contest. All visitors to the site are invited to vote on their favorite design,
and at the end of the month, the company produces and takes orders for the t-shirt design with
the most votes. This is an example of ________.
A) the wisdom of crowds
B) the production concept
D) a folksonomy
E) a brandfest
Answer: A
118) To calculate lifetime value, a company would estimate the amount of money a person
would spend with the company over a lifetime and then subtract what it will cost the company to
maintain this relationship.
Answer: TRUE
31
119) A firm has a competitive advantage when it is able to outperform the competition,
providing customers with a desired benefit not provided by the competition.
Answer: TRUE
120) A haul video is an example of consumer-generated content.

Answer: TRUE
121) Service provided to the customer after a purchase is not an activity associated with the
value chain.
Answer: FALSE
122) According to the theory of the wisdom of crowds, consumers are more interested in content
produced by other consumers than in content produced by brands.
Answer: FALSE
123) A value proposition includes the whole bundle of benefits the firm promises to deliver, not
just the benefits of the product itself.
Answer: TRUE
124) Why might a company try to determine the lifetime value of a customer? What must a
company do to determine this information?
Answer: A company must look at how much profit it expects to make from a particular
customer, including each and every purchase he will make from the company now and in the
future. To calculate lifetime value, the company estimates the amount the person will spend and
then subtracts what it will cost to maintain this relationship.
32
125) What is a marketing scorecard and what is its purpose?
Answer: Marketers must prove to management that they are generating measurable value by
aligning marketing activities with the firm's overall business objectives. Scorecards, which are
like the marketing department's report card, are used to report how the company or brand is
actually progressing in achieving various goals. These scorecards typically contain charts and
graphs to summarize information about how the brand is progressing toward achieving specific
goals.
126) Why might a company invest in brandfests, and how is this related to the concept of
lifetime value of a customer?
Answer: A brandfest is an event, such as the Jeep Jamboree, sponsored by a company to thank
customers for their loyalty and to build lasting partnerships with customers. Activities such as
brandfests are aimed at increasing the lifetime value of each customer, or the profit the company
expects to gain from each customer. This is in line with the notion that retaining current
customers is less expensive than attracting new customers.
127) Why should a firm be aware of its competitors' distinctive competencies?

Answer: A distinctive competence is a firm's capability that is superior to the competition. A
company must be aware of its competitors' distinctive competencies in order to successfully
compete in the marketplace, shaping its own distinctive competencies into differential benefits
that customers desire more than they desire the benefits offered by competitors.
128) What are two competitive advantages a customer may benefit from when buying a bottle of
soda from a local corner convenience store versus a chain supermarket?
Answer: Answers may vary, but include the following. The customer may be able to park his car
close to the door of the convenience store and make the purchase in only a few minutes. The
parking lot of the chain store may require the customer to walk a distance before entering the
store. The volume of customers in the supermarket may cause the purchase to take longer than
the purchase at the convenience store.
33
129) Explain how addictive consumption is a dimension of the "dark side" of marketing.
Answer: Consumer addiction is a physiological or psychological dependency on products or
services. Many companies profit by providing addictive products or by selling solutions.
Consumers can use any product or service to relieve some problem to the point that reliance on it
becomes extreme.
130) Briefly explain how the value chain is related to competitive advantage.
Answer: Every link, or activity, in the value chain is an opportunity to either remove value from
or add value to the product the consumer eventually buys. A successful company creates a
competitive advantage by performing one or more of the value chain activities better than its
competitors.
131) ________ is a decision process in which marketing managers determine the strategies that
will help the firm meet its long-term objectives and then execute those strategies using the tools
they have at their disposal.
A) Total quality management
B) Sustainability
C) Return on investment
D) Marketing
E) Crowdsourcing
Answer: D
LO: 1.4: Explain the basics of market planning
132) The ________ is a document that describes the marketing environment, outlines the
marketing objectives and strategy, and identifies who will be responsible for carrying out each
part of the marketing strategy.
A) marketing mix
B) marketing plan
D) value chain
E) channel of distribution
Answer: B
Difficulty: Easy
34
133) The first phase of market planning is to ________.
A) identify a target market
B) calculate production costs
C) develop a value chain
D) determine a market position
E) analyze the marketing environment
Answer: E
134) ________ is the process of thinking strategically about the big picture and where the firm
and its products fit within it.
A) Crowdsourcing
B) Total quality management
C) Marketing planning
D) Customer relationship management
E) Value proposition creation
Answer: C
135) A ________ consists of all possible customers in a market regardless of the differences in
their specific needs and wants.
A) popular culture
B) value chain
C) marketing mix
D) marketing concept
E) mass market
Answer: E
Difficulty: Easy
136) Which of these statements about mass marketing is true?

A) A mass marketing strategy is always preferable to a target marketing strategy.
B) The success of any organization's marketing efforts depends on its ability to engage in mass
marketing.
C) Mass marketing can be cost effective.
D) Mass marketing allows marketers to develop products to satisfy the specific needs and wants
of specific groups of customers.
E) Automakers typically use a mass marketing strategy.
Answer: C
35
137) A ________ is a distinctive group of customers within a larger market who are similar to
one another in some way and whose needs differ from other customers in the larger market.
A) market segment
B) popular culture
C) mass market
D) market mix
E) market position
Answer: A
138) A ________ is defined as a market segment on which an organization focuses its marketing
plan and toward which it directs its marketing efforts.
A) social network
B) mass market
C) marketplace
D) value chain
E) target market
Answer: E
139) Marketers develop positioning strategies to ________.

A) limit the number of elements of the marketing mix used for one product
B) identify the location where the organization will sell its products
C) determine the specific means the organization uses to distribute its products
D) create a desired perception of the product in consumers' minds in comparison to competitors'
brands
E) select metrics to determine the effectiveness of marketing planning
Answer: D
140) When a firm analyzes the marketing environment, it is LEAST likely to look at which of
the following?
A) the firm's current strengths
B) the firm's current weaknesses
C) the actions of competitors
D) the state of the economy
E) the firm's ideas for developing a new product
Answer: E
36
141) Using a ________ approach, a company uses a single strategy to reach all customers.
A) sustainability
B) crowdsourcing
C) mass market
D) social networking
E) societal marketing
Answer: C
142) A catalog retailer has identified African-American professionals between the ages of thirty-
five and forty-five as the group of customers within the larger market that is a potential market
for its products. The retailer plans to direct its marketing efforts toward this group of consumers.
The retailer has identified a ________.
A) target market
B) marketing mix
C) product mix
D) mass market
E) social network
Answer: A
143) An organic farmer has identified three distinct groups who might be interested in his
products: vegetarians, people who are concerned about chemicals in their foods, and people who
consider themselves innovators and trendsetters. These three groups are examples of ________.
A) marketing mixes
B) market segments
C) product mixes
D) mass markets
E) market positions
Answer: B
37
144) There are several different sports watches for cyclists. When compared to its competitors,
the Bike Nashbar watch is the least expensive. The Acumen Basic is the only one designed for
older cyclists who prefer a larger display. Sports Instrument is the most comfortable of all the
available watches. This describes the ________ of the three sports watches.
A) marketing mixes
B) mass marketing strategies
C) positioning
D) consumer orientations
E) selling orientations
Answer: C
145) The first phase of marketing planning is the development of a market position.
Answer: FALSE
146) A marketer who wants to achieve a competitive advantage over her rivals cannot use the
marketing mix to achieve this goal.
Answer: FALSE
147) The terms market segment and target market represent the same concept.
Answer: FALSE
148) By selecting a mass market, a firm risks losing potential customers to competitors who
instead try to meet the needs of specific target markets.
Answer: TRUE
149) Write two questions that a firm would be likely to consider during the market planning
stage.
Answer: Answers will vary, but should reflect an understanding of the "big picture" nature of
market planning. Examples: What product benefits will our customers want in the near future?
What sets our firm apart from competitors? How will legal and regulatory issues affect our
business?
38
150) What is a market segment? Explain how an automaker might appeal to different market
segments.
Answer: A market segment is a distinct group of customers within a larger market who are
similar to one another in some way and whose needs differ from other customers in the larger
market. An automaker offers different car models—sedans, sports cars, SUVs, station wagons,
minivans, etc.—to appeal to different segments of the car-buying market.
151) What is the difference between a mass market and a market segment?
Answer: A mass market consists of all possible customers in a market regardless of their
differences, while a market segment is a smaller group of customers within the mass market who
are similar to each other in one or some ways and different from the others in the mass market.
39
Another random document with
no related content on Scribd:
She engulfed the corpse methodically, beginning at the
end, working her way through breast and entrails while her
chops dripped with gore, and ending with the tail, which gave
some little trouble to masticate, on account, of its length and
tenuity. Altogether decidedly good sport....
That is disgusting, but it is interesting. We may say the same of the

sardonic account of the way in which lizards are played with in Italy:
It is not very amusing to be either a snake or a lizard in

Italy. Lizards are caught in nooses and then tied by one leg
and made to run on the remaining three; or secured by a cord
round the neck and swung about in the air—mighty good
sport, this; or deprived of their tails and given to the baby or
cat to play with; or dragged along at the end of a string, like a
reluctant pig that is led to market. There are quite a number of
ways of making a lizard feel at home.
On the whole, one prefers to read Mr. Douglas on the subject of

wine, or on the rarity of the use of red things (wine excepted) in Italy,
or on the little flames that are supposed to be seen at night over the
graves in cemeteries. Mr. Douglas may be gross at times, but he is
never a bore. He gives us a meal of many courses, and allows none
of the courses to last too long. But it would be a more enjoyable
meal if we did not hear in the crabbed laughter of our host the
undertones of despair—the despair that comes of “considering your
neighbour, what an imbecile he is,” and failing to realise that in order
to enjoy his imbecility to the full you must first see him a little lower
than the angels. Cervantes did this. Dickens did it. Mr. Chesterton
does it. That is why they are not “for the fastidious in particular.”
XV
M. ANDRÉ GIDE MAKES A JOKE
Lady Rothermere does not measure her praise of M. Gide, whose

Prometheus Illbound she has translated into English. His is “a mind,”
she declares, “which must be ranked among the greatest of the
world’s literature.” “Must” is a challenging word. Of how many
contemporary writers dare we use it in this sense? Dare we use it of
Anatole France, or Bergson, or Hardy, or Shaw, or d’Annunzio, or
Croce? We should be foolhardy, indeed, much as we rightly admire
these authors, to put any of them just yet into the pantheon that
contains the images of Plato and Shakespeare and Voltaire. Call no
man happy till he is dead, says an old proverb. It would be still wiser
to call no man one of the world’s greatest writers till he has been
dead a hundred years. One cannot, if one is a quite human being,
judge one’s contemporaries with the same impartial scrutiny with
which one judges the mighty dead. The great man gives to his own
age much to which posterity is indifferent, and gives to posterity
much to which his own age may even be hostile. Tennyson served
his age as a giant, and he was accepted as a giant by most of the
fine critics of his age, from Edgar Allan Poe downwards. If an
occasional critic such as Edward FitzGerald came to have doubts
about Tennyson, it was because he himself stood monastically aloof
from the age. It is one of the functions of criticism, no doubt, to
separate the temporary from the immortal elements in the work of
contemporary writers. But this is one of the counsels of perfection in
criticism. The thing has never been infallibly done. Sainte-Beuve was
as ridiculous in writing about Balzac as Lamb was about Shelley. Not
that even posterity is capable of pronouncing what we call final
judgments. We have a way of turning to posterity in despair for a true
verdict on authors. Alas! posterity, though it has not the same
reasons for erroneous judgments, is (like ourselves) of a variable
and uncertain mind. Posterity has made strange blunders about
Euripides, about Ronsard, about Donne, about Pope. Good authors
constantly have to be rescued from the neglect of posterity. All we
can be sure of is that an author who appeals to a succession of
generations has given us something of the true gold of literature.
Even if each new generation to some extent re-estimates the world’s
classics, it usually leaves them secure in the position of classics. Or
almost secure, for who knows whether the world will not one day
cease to read Lucian or Virgil, or The Pilgrim’s Progress?
As for contemporary literature, how much of it is there that we
dare confidently add to the ranks even of the minor classics? One is
sure of a certain number of lyrics, notably those of Mr. Yeats. But in
prose one has to be more cautious. Prose, as Sir Arthur Quiller-
Couch lamented the other day, has fallen upon styleless days, and
without style it is difficult to live for ever. Plutarch has survived with a
minimum of it, and so has Marcus Aurelius, and so has Balzac. But
on the whole, it must be admitted that most of the great writers,
whether in prose or poetry, wrote well. M. Gide, it must be admitted,
writes admirably, though not wonderfully. Lady Rothermere does not
communicate the delicacies of his style in Prometheus Illbound, but
one could not read even this translation without feeling that the
author is a man of skill and wit in words. I doubt, however, whether
there is enough style in it to give it a place on a shelf with the world’s
important books. Lady Rothermere does not assert, indeed, that
Prometheus Illbound is itself a masterpiece. She claims for it only
that it is “the expression of the humorous side” of one of the world’s
greatest minds. The humour, it seems to me, is too elusive to
proceed from a great mind. Great minds, if they are humorous at all,
are humorous in such a way that the ordinary man can see at least a
part of the joke. M. Gide makes jokes for the favoured few. Many a
man who is amused by the jokes of Plato and of Gibbon will be
merely bewildered by the jokes of M. Gide. He enjoys the swift
change of episode as Sterne does, but, whereas Sterne always
saves the situation by giving us comic human beings passing across
his haphazard stage, M. Gide does not create human beings at all.
Lady Rothermere admits that “his world is a world of abstract ideas,
under the action of which most of his characters move as
marionettes.” She quotes: “Time and space are the boards which,
with the help of our minds, have been set up by the innumerable
truths of the universe as a stage for their own performances. And
there we play our parts like determined, convinced, devoted, and
voluptuous marionettes.” This dilettante and purely intellectual
attitude to life is, I believe, impossible to a great mind. It is very
tedious to hear sentimental people repeating the platitude that “great
thoughts come from the heart”; but the platitude happens to be true.
Shakespeare, it may be replied, in some of his moods saw the world
as a stage and an “insubstantial pageant.” On the other hand, he
never saw men and women as marionettes. He was always
interested in character, and M. Gide is not. M. Gide is interested in
problems. He is interested in ideas. He is not interested in men and
women. He is a philosopher at play. Even when he introduces a
tragic element into his work, as in Le Roi Candaule, we feel that the
whole thing is a game, an experiment. A great deal of modern
French literature makes one think of clever men amusing themselves
in a laboratory. The French are Epicureans of ideas. They test
creeds and philosophies and scepticisms with an exquisite freshness
of curiosity. They seek after truth itself as an amusement. In no other
nation can men talk so admirably of the universe while smoking
cigarettes. In England, if a man talks of God, he either lights a pipe
or stops smoking.
In Prometheus Illbound M. Gide has lit a cigarette, a rather
fragrant cigarette, at the sun. There is perhaps something a little
disproportionate in the action, something, too, a little audacious; but
he does it, if the phrase is not too stale, with a fine gesture, and as
he puffs at it, the glow of his cigarette seems to throw a tiny light on
the immense problems of human existence. He is cosmic in his
interests, if Parisian in his manners. He has Zeus and Prometheus
and the eagle among his chief characters. Zeus, like M. Gide
himself, is an experimentalist. He evidently rules the universe for the
sensations with which it provides him. At least, when we find him
walking along the most famous of the Parisian boulevards, he has
just made up his mind to perform a perfectly gratuitous act—an act
which not only will bring no return but will have no motive. In this
mood, he drops a handkerchief in the street, and, when a thin
gentleman named Cocles gives it back to him, he invites him to write
the address of anyone he pleases on an envelope so that he may
send a £20 note to him. The thin gentleman writes the name of
Damocles which he has seen by accident, and Zeus strikes him on
the face and disappears. He sends Damocles the £20 note,
however. Damocles becomes worried as to where the anonymous
note has come from and why. His good fortune, instead of satisfying
him, only raises problems in his mind. He does not know to whom he
owes it or what to do with it. The last we see of him, he is babbling
incoherent questions about it on his death-bed.
Some time before this, however, Prometheus has arrived, and
dined with Cocles and Damocles in a Paris restaurant. He finds
Cocles discoursing in perplexity on the meaningless blow he had
received from the unknown stranger, and he himself unwittingly
becomes the cause of a second and still more distressing accident to
Cocles. The conversation having turned on his eagle, Cocles and
Damocles express their desire to see it, and Prometheus calls it from
afar, whereupon “bursting through the window, it put out Cocles’ eye
with one stroke with its wing, and then, chirruping as it did so,
tenderly indeed but imperiously, fell with a swoop upon Prometheus’
right side. And Prometheus forthwith undid his waistcoat and offered
his liver to the bird.” For the moment, however, we may leave
Prometheus. The important event just now is the damage to Cocles’
eye. Neither the undeserved blow nor the accident to his eye
ultimately causes misery as the undeserved £20 causes Damocles
misery. When he sees Damocles’ misery on his death-bed, Cocles
comments: “There you see the fate of a man who has grown rich by
another’s suffering.” “But is it true that you suffer?” Prometheus asks
him. “From my eye occasionally,” said Cocles, “but from the blow no
more; I prefer to have received it. It does not burn any more; it has
revealed to me my goodness. I am flattered by it; I am pleased about
it. I never cease to think that my pain was useful to my neighbour
and that it brought him £20.” “But the neighbour is dying of it,” said
Prometheus.... It is clear that M. Gide has not taken it as his province
to justify the ways of God to man. I fancy he suspects Zeus of having
acted without a motive on many previous occasions before the
strange adventure of the boulevard. He is also clearly amused by the
workings of the human conscience. If Damocles had not had a
conscience, he would not have died.
Cocles and Damocles, however, are only minor characters in this
thin fantastic story. Prometheus is the real hero, though the
accidents do not happen to him. He has only his eagle and his habit
of lecturing about it. But it is his lectures about his eagle that give the
book its meaning. His eagle is really a figure in an allegory—an
allegory on a new plan. In the old-fashioned allegory one was more
conscious of what the allegorical figures meant, than of the figures
themselves. It was as if the author had tied labels round their necks.
M. Gide realizes that we have got beyond such ancient simplicities.
He consequently gives his figures no labels, but bids us “Guess!”
and we go on guessing till the end of the story. He has constructed a
puzzle, and, though we do not know whether it is worth solving or
not, he contrives to make us immensely curious about it and
immensely determined to solve it. Most people, when they have read
his story, will ask, “What does he mean? What is this eagle of
Prometheus?” Why does he first say that everyone has an eagle and
that one must nourish one’s eagle? And why does he in the end kill
his eagle and make a meal of it? And does M. Gide approve of the
last proceeding? I see that the majority of critics identify the eagle
with the human conscience. I think it is more than that. It is
everything that prevents man from resting satisfied with a pagan
philosophy of acceptance before the world’s beauty. It is that fury in
the human breast that makes men desire progress. It is the moral
consciousness of the race that leads men into profound self-denials
and profounder questionings. When Prometheus kills and eats his
eagle, he grows fat and cheerful. Does M. Gide then look back
regretfully on the moral history of mankind? On the contrary. The
eagle was found to be delicious, and at dessert they all drank his
health. “‘Has he, then, been useless?’ asked one. ‘Do not say that,
Cocles!—his flesh has nourished us. When I questioned him he
answered nothing; but I eat him without bearing him a grudge: if he
had made me suffer less, he would have been less fat; less fat he
would have been less delectable.’ ‘Of his past beauty, what is there
left?’ ‘I have kept all his feathers.’” “It is with one of them,” adds M.
Gide, “that I write this little book.” Yes, M. Gide is a moralist, though
a gay one, and Prometheus Illbound is a tract. He, too, desires
progress—even if it be progress somewhere beyond and away from
progress. His book is an amusing, though not a very amusing,
parable. It will appeal to those who prefer subtle little thoughts to
vehement great ones.
FINALE
THE CRITIC
People often forget that criticism, like poetry, is of many kinds. The
critics themselves are, perhaps, the worst transgressors in the
matter. They are divided into almost as many sects as the
theologians, and every sect but one regards its own standards as the
very rules of salvation. This would not matter so much if it did not
lead to the excommunication of all the critics who cannot subscribe
to the same creed. There is nothing more absurd in the history of
literature than the severities of the excommunicating sort of critic. A
critic has the right to condemn any work, critical or other, which is
bad of its kind. He has not the right to say that only his own kind of
criticism is good. There are as many ways of writing about books as
of writing about flowers. The poet reveals to us a different flower
from the flower of the botanist. Wordsworth’s “small celandine” is not
seen through the same eyes as the plant of which the botanist tells
us: “The lesser celandine is a species of Ranunculus (R. Ficarus), a
small low-growing herb with smooth heart-shaped leaves and bright
yellow flowers about an inch across, borne each on a stout stalk
springing from a leaf-axil.” There is yet another sort of writer on
flowers whose work is a charming compound of poetry, science and
any sort of relevant gossip, whether philological or herbalist—who
will inform us, for instance, that Ranunculus is a diminutive of rana,
“a frog,” which has the same damp, marshy haunts as the flower,
and that Nicholas Culpepper held that even to carry the plant about
one’s body next the skin helped to cure piles. These are but three
out of scores of ways of writing about flowers, and it is mere
sectarianism to deny the excellence of any of them.
It is, of course, open to the man of science to declare that
Wordsworth was not a botanist. It is possible, indeed, that
Wordsworth did not know that his “host of golden daffodils” belonged
to the natural order Amaryllidaceæ. This, however, would be to
quarrel about words. Wordsworth and the man of science alike give
an honest report of the flowers they have seen, and for my part I find
Wordsworth’s report the more interesting. It is much the same with
books as with flowers. The scientific critic shakes his head over the
imaginative treatment of books. His ideal critic would write about
books in the spirit of a Linnæus rather than of a Wordsworth. This, I
think, is to take a narrow view of criticism. Criticism is an art which
has developed in a score of different directions, and it is best to use
the word in a sense that includes them all. Criticism—good criticism,
at least—is almost any sort of good writing about books by a man or
woman of taste. Criticism, says the dictionary, is the art of judging.
As a matter of fact, criticism is something more than that. The good
critic does a great deal more than deliver judgments on books and
authors. He may at times play the part of the defending counsel
rather than that of the judge. There are occasions on which he
makes no attempt to hide the warmth of his feelings. He cannot
announce a masterpiece as though a summary of pros and cons
expressed what it meant to him. That is why I like to think of a critic
as a portrait-painter rather than a judge. The portrait-painter reveals
the character of his subject. He does not label or analyse it so much
as set before us a synthesis of all the most interesting things he has
seen, felt and thought in observing it. The judgment is always there,
but it may be implicit rather than explicit. The author sits to the critic
for his portrait. Even the book may be said—if we may put a slight
constraint on language—to sit to the critic for its portrait. In criticism
the character-sketch of the book or author is as important as any
technical analysis. Criticism is a magic mirror, in which a work of art
is reflected with a new emphasis and in new relations. The critic
must bathe his subject in the light of his own mind—his taste, his
enthusiasm, his moral ideas, his knowledge. Hence criticism is an
extremely personal thing. It relates, if one may adapt Anatole
France’s famous phrase, the adventures of masterpieces in the soul
of the critic, or—to put it a little more precisely—in the intellectual
and imaginative world of the critic.
It is said that, if we adopt this view, we are denying the existence
of any standards in criticism. This is not so. One may believe in the
conscience while admitting that moral standards fluctuate. Similarly,
one may believe in the literary conscience while admitting that
literary standards fluctuate. There is an eternal difference between
good and evil, but what seems good to one generation may seem
evil to another, and it is possible to recognise the goodness of a
man, such as an Old Testament polygamist or a Scottish
Sabbatarian, whose moral standards are in conflict with ours. We
can hold to our own moral standards while realising that they are not
the only conceivable moral standards. There is, no doubt, a perfect
moral standard somewhere, but only a perfect spirit could perceive it.
The rest of us can but do our best, and we cannot even do that.
Milton was right when he made “all-judging Jove” the one supreme
critic of literature. Meanwhile, the standards of sublunar critics are
but guesses. The critic who claims that they are more is simply a
dogmatist who climbs into a pulpit when he should be going on a
pilgrimage.
Brunetière accused Anatole France of having no standards, and
it is possible that Anatole France does not subscribe to any Thirty-
nine Articles of criticism. But if to have a conscience is to have
standards, and if taste is conscience in the æsthetic world, who can
deny that Anatole France has very fine literary standards indeed? It
is obvious that he all the time measures an author by the excellence
of all the authors he has loved, just as most of us get our standards
of character from the love and veneration we have felt for good men.
This love of excellence is indisputably the first of all the requisites of
a critic—love of excellence and acquaintance with excellence. The
critic’s first standard is his enthusiasm for the great writers. “By
‘poetry,’ in these pages,” says Sir Arthur Quiller-Couch in one of his
books of criticism, “I mean what has been written by Homer, Dante,
Shakespeare and some others.” It is an admirable definition. It puts
us in touch with the writer’s standards at once. It suggests, too, the
reflection that all the good critics have been men who agreed in the
main with posterity in regard to literature. They have accepted the
tradition. Even the revolutionary critics, such as Coleridge, have
accepted the tradition for the most part, while advancing on it. It is
scarcely possible for a man so whimsical or irreverent of the tradition
as Samuel Butler to be a good critic. Nor is the man who cannot
enter into the tradition that puts Homer and Dante and Shakespeare
among the greatest of the poets capable of criticising the free verse
of our own day. There is clearly, however, a danger in traditionalism.
To criticise not in the spirit but in the letter of the tradition is to
become a formalist, a pedant, and it is probable that the French
injured their literature in the seventeenth century by their too literal
respect for the Greeks. The critic must have respect for the life of his
own times as well as for the writings of the dead. He cannot safely
yield to the belief that great literature is a temple that has already
been built. If he does not know that creation is still going on, he is
little more than a guide to the ruins of classical architecture.
The critic must be governed by his sense of life, both in men and
in books. The sense of the past alone is not enough. Even as he
reads Æschylus or Shakespeare, it is his sense of life, not his sense
of the past, that is the more important. Hence the best critics have
been men in whom the sense of life, which is the imaginative artist’s
sense, has been strong. They have been, for the most part, men
who have also attempted with some success other forms of literature
—poets, novelists, essayists, such as Coleridge, Sainte-Beuve,
Lamb, Matthew Arnold and Anatole France. The old sneer that the
critics are men who have failed in literature might almost be
reversed, so far as the good critics are concerned. The good critics
are men who have succeeded in literature.
A good critic tells us as interesting things about his subject as
Gilbert White tells us about a bird. It is essentially the same kind of
illuminated observation that enables Gilbert White to write well about
a blackcap and Anatole France to write well about Pierre Loti. “With
an exquisitely delicate skin,” we are told of Loti, “he feels nothing
deeply. While all the pleasures and sorrows of the world leap around
him like dancing girls before a Rajah, his soul remains empty and
depressed, indolent and unoccupied. Nothing has entered it. This is
an excellent disposition for the writing of pages which perturb the
reader.” To deny the possession of critical standards to a writer
whose work is full of imaginative criticism such as this is to speak of
standards as though they were a sort of plumbline existing entirely
outside the imagination of the critic. It is to fail to see that, as Anatole
France says, “every book has as many different aspects as it has
readers and a poem like a landscape, is transformed in all the eyes
that see it, in all the souls that conceive it.” It is the object of the critic
to enable us to share this magical transformation with him, not to
issue immutable decrees. Anatole France, it may be, exaggerates
the personal element in criticism at the expense of the traditional. He
compares himself to a man who goes about “placing rustic benches
in the sacred woods and near the fountains of the Muses.” “It
demands neither system nor learning,” he declares, “and only
requires a pleasant astonishment before the beauty of things. Let the
village dominie, the land surveyor, measure the road and set up the
milestones!” This is extravagant and fanciful, but it shows us at least
the bright side of the moon of criticism. The other side of the moon is
useful, but it is not the side that gives us light.
THE END
A Selection from the
Catalogue of
G. P. PUTNAM’S SONS
❦
Complete Catalogues sent
on application
The
Art of Reading
By
Sir Arthur Quiller-Couch
8°
Editor, novelist, poet, and critic, Sir
Arthur Quiller-Couch is one of the most
versatile as well as distinguished living men
of letters. His are fresh viewpoints, opening
up ever new possibilities of appreciation for
the reader at the same time that they
educate his judgment.
G. P. Putnam’s Sons
New York London
On the Art of Writing
By
In a fresh and untrammeled manner the
author deals with the craftsmanship as well
as the content of letters. The scope of the
volume is indicated by the appended chapter
titles: “The Practice of Writing,” “On the
Difference between Verse and Prose,”
“Interlude,” “On Jargon,” “On the Special
Difficulty of Prose,” “On the Lineage of
English Literature,” “English Literature in our
Universities.”
New York London
Studies in Literature
Second Series
By
A new collection of essays which
demonstrates the author’s peculiar ability to
say something original about even the most
threadbare subject. J. C. Squire in The
Observer (London) says: “The man is rare
who, with Sir Arthur’s combination of sense
and sensibility, learning and levity, love of the
exquisite and sympathy with the normal, can
range over the whole field of ancient and
modern literature and vitalize whatever he
touches.” This volume includes essays on
Byron, Shelley, Milton, Chaucer,
Shakespeare, and “The Victorian Age.”
New York London
Books and Folks
By
Edward N. Teall
“Writing after having had unusual
experience with books and people, and in a
vein that is as creditable to the books as it
must be pleasing to the people, his treatise
is of great value.”
Evening Post, July 9, 1921.
“In a time when so many literary
counsellors are drawing attention to the
freakish, the rebellious writers, and to the
ones who would pioneer new styles and
methods it is refreshing to have at hand a
book that speaks lovingly for the art of
letters, the whole art, and for the individual
and unbiased appreciation.
“... The book is a most acceptable library
companion. There’s no pretense and no
posing in all of its pages.”—Oakland Tribune,
July 10, 1921.
New York London
Transcriber’s Notes
Punctuation, hyphenation, and spelling were made
consistent when a predominant preference was found in the
original book; otherwise they were not changed.
Simple typographical errors were corrected; unbalanced
quotation marks were remedied when the change was
obvious, and otherwise left unbalanced.
Page 139: “way-born” should be “way-worn”.
*** END OF THE PROJECT GUTENBERG EBOOK BOOKS AND
AUTHORS ***
Updated editions will replace the previous one—the old editions

will be renamed.
Creating the works from print editions not protected by U.S.

copyright law means that no one owns a United States copyright
in these works, so the Foundation (and you!) can copy and
distribute it in the United States without permission and without
paying copyright royalties. Special rules, set forth in the General
Terms of Use part of this license, apply to copying and
distributing Project Gutenberg™ electronic works to protect the
PROJECT GUTENBERG™ concept and trademark. Project
Gutenberg is a registered trademark, and may not be used if
you charge for an eBook, except by following the terms of the
trademark license, including paying royalties for use of the
Project Gutenberg trademark. If you do not charge anything for
copies of this eBook, complying with the trademark license is
very easy. You may use this eBook for nearly any purpose such
as creation of derivative works, reports, performances and
research. Project Gutenberg eBooks may be modified and
printed and given away—you may do practically ANYTHING in
the United States with eBooks not protected by U.S. copyright
law. Redistribution is subject to the trademark license, especially
commercial redistribution.
START: FULL LICENSE

Full Download pdf of Test Bank for Marketing: Real People, Real Choices, 10th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart all chapter

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Full Download pdf of Test Bank for Marketing: Real People, Real Choices, 10th Edition, Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart all chapter

Uploaded by

Copyright:

Available Formats

Test Bank for Marketing: Real People,

Real Choices, 10th Edition, Michael R.

Test Bank for Marketing: Real People, Real Choices,

Solution Manual for Marketing: Real People, Real

Solution Manual for Marketing: Real People, Real

Test Bank for Marketing Real People Real Choices, 6th

Test Bank for Marketing: Real People, Real Choices,

Solution Manual for Marketing: Real People, Real

Test Bank for Consumer Behavior, 10th Edition Michael

Test Bank for Marketing Management, 3rd Edition, Greg

10) Marketing communication is also referred to as ________.

16) Nongovernmental organizations are also known as ________.

34) Which of the following is the best example of a consumer good?

48) The term "marketing" is synonymous with the term "advertising."

51) Rentrepreneurs are a new trend in business-to-business marketing.

52) Many not-for-profit organizations use marketing principles.

53) The marketing mix is the marketer's strategic toolbox.

62) Discuss how the principles of marketing can be applied to people.

67) Provide a brief explanation of what marketing is.

70) Briefly describe the collaborative consumption trend.

71) Give three examples of marketplaces.

75) A ________ orientation is a management philosophy that focuses on ways to satisfy

91) The acronym ROI stands for return on internet.

97) The ratio of benefits to costs is one way to think of ________.

102) In general, competitive advantage comes from which of the following?

108) Social networking is an integral part of which of the following?

109) Which of the following is true of Web 2.0?

112) Alcoholism and cigarette smoking are both examples of ________.

120) A haul video is an example of consumer-generated content.

127) Why should a firm be aware of its competitors' distinctive competencies?

136) Which of these statements about mass marketing is true?

139) Marketers develop positioning strategies to ________.

That is disgusting, but it is interesting. We may say the same of the

It is not very amusing to be either a snake or a lizard in

On the whole, one prefers to read Mr. Douglas on the subject of

Lady Rothermere does not measure her praise of M. Gide, whose

Updated editions will replace the previous one—the old editions

Creating the works from print editions not protected by U.S.

START: FULL LICENSE

You might also like