Test Bank for Marketing, 2nd Edition: Dhruv Grewal

Chapter 01 - Overview of Marketing

Test Bank for Marketing, 2nd Edition: Dhruv Grewal

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Chapter 01
Overview of Marketing

True / False Questions

1. Google, Facebook and YouTube are all innovative, and each company has succeeded
because it provided value to its customers.
True False

2. Marketing is an activity that only large firms with specialized departments can use.
True False

3. Good marketing is not a random activity.

True False

4. Understanding a market's needs and wants is fundamental to marketing success.

True False

5. Marketers would prefer to sell their products and services to everyone but it is not practical
to do so.
True False

6. The four Ps include persistence, promotion, presence, and performance.

True False

1-1

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Chapter 01 - Overview of Marketing

7. Thoughts, opinions, philosophies and intellectual concepts fit the concepts of neither goods
nor services, and they cannot really be marketed.
True False

1-2
Chapter 01 - Overview of Marketing

8. The goals of marketing promotion are youth, style, and sex appeal.
True False

9. The group of firms that makes and delivers a given set of goods and services is known as a
supply chain.
True False

10. Value is what you get for what you give.

True False

11. In co-creation, the customer is involved as a collaborator in the creation of a product or

service, which provides additional value to the customer.
True False

12. Value-based marketing supports developing long-term customer loyalty.

True False

13. During the past decade or so, marketers have begun to realize that they need to think about
their customer orientation in terms of transactions rather than relationships.
True False

14. In value-based marketing firms, the economics department is responsible for coordinating
all aspects of supply and demand.
True False

15. Marketers in a number of major food manufacturers have acted to restrict advertising to
children in response to public concerns about obesity in children and the impact of advertising
fast food.
True False

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 Another random document
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 B C .
(The Two Aruspices.)
In Rome, ere the Comitia
To business could be set,
The Augurs and Arùspices
In solemn conclave met;
The peckings, pipings, hoppings
Of the sacred fowls to try,
And in the victim’s entrails
For signs of fate to pry.
* * * * *
There’s Dizzius Aruspex
Wears a sardonic grin,
Though sterner Merrypebblius
Such laughter holds a sin;
But, for all he looks so solemn,
No less he twigs the fun,
E’en while his brow on Dizzius
Appears to frown “Ha’ done!”

“Leaders should not be laughers,”

(He holds) “whate’er their case;
If in ’tis too triumphant;
If out, ’tis not in place.
Or, if a laugh be needful”—
Which he does not believe—
“The Arùspice’s laugh should never
Extend beyond his sleeve.”
(Thirteen verses omitted.)

Punch. February 8, 1873.

 T D T .
This is the title of a parody, issued in pamphlet form by Messrs. J. Hall
and Son, Cambridge. Second edition 1874, price sixpence, and said to be by
A. de L. H. It would certainly be of literary interest to know the author’s
name of this humorous, and scholarly parody of Macaulay’s Horatius, as
the same initials are prefixed to another parody, of a similar character,
entitled “The Battle of Lake Mort,” which will be more fully described
when dealing with parodies of Macaulay’s “Battle of the Lake Regillus.”
“The Dauntless Three,” consists of forty two verses, with a number of
burlesque latin notes. The subject of the parody is the well worn theme of
the “Town and Gown” rows.
The Citizens of Cambridge
By Jonas Webb they swore,
That the gownsmen for the future
Should hold their own no more.
By Jonas Webb they swore it,
And named Guy Fawkes his day,
And to their quarters all sent forth,
East and West and South and North,
To summon their array.
* * * * *
I wis ’midst all the Leaders
There was no heart so bold,
But sore it ached, and fast it beat,
When that ill news was told.
Forthwith up rose the Captain,
Up rose the Leaders all,
In haste they tore away their gowns,
And shied them at the wall.

They held a Council standing

Beside the Royal Gate,
No time was there, ye well may guess,
For musing or debate,
Outspake the Leader roundly,
Picked men must straight go down.
For if Rose Crescent once is lost,
What hope to save the Gown?
* * * * *
Then out spoke Brown the brave one—
The Captain of the eight—
“To every man this fight will bring
A struggle soon or late.
And how can a man fight better,
Then facing fearful odds,
For the honour of his College,
And his oft invoked gods.[105]

“To the Crescent, then, Sir Leader,

With all the speed ye may;
I and two more to help me
Will hold the foe in play.
In that strait path a hundred
May well be stopped by three.
Now who will stand on either hand,
And keep the lane with me?”

Then out spake brave Mackenzie,

A Scotchman proud was he,
“Lo, I will stand at thy right hand,
And keep the lane with thee.”
And out spake strong O’Grady,
Hibernian blood had he—
“I will abide at thy left side,
And keep the lane with thee.”
* * * * *
And so they won Rose Crescent,
And beat the Townsmen back—
But they owed it to the Valiant T
Who bore the first attack—
 That D T who stood there,
And kept in check the foes,
And who so bravely held their post,
In the Crescent of the Rose.

And in the nights of winter

When the cold north winds blow—
And the “hallooing” of the cads
Is heard amidst the snow;
When round the well-built college
Roars loud the tempest’s din,
And the black gems from collieries
Roar louder yet within;

When the choicest cup is ready,

And the largest lamp is lit,
When the chestnuts glow in the embers,
And the edibles are fit,
When all the men in circle
Around the fireplace close,
When some are smoking placidly
And some on sofas doze;

When the host prepares the potables,

And makes all snug his room,
And the cheers of all his comrades
Far in the court-yard boom—
With shouting and with laughter—
Still is the story told
How well those three men kept the path,
In the brave days of old.

In 1875, Messrs. Metcalfe of Cambridge, published another, “Town and

Gown” parody, entitled “Thanatos: A Poem by the ghost of Macaulay.”
This was written by Mr. Kerr, a nephew of Lord Tennyson.
F N .
 Up rose the silver moonlight
Over the rustling trees,
And fast the hum of angry men
Was wafted on the breeze.

From many a dirty pot-house,

And hole without a name,
From many a low and filthy haunt
The mob of blackguards came;
From populous St. Aldates,
Swarming with noisy brats;
St. Aldates on whose house tops we
Have often heard with ecstasy
The sweet nocturnal melody
Of melancholy cats.

Here follows a long and detailed description of a “Town and Gown”

row; the sudden appearance of the “Proctor,” with the policemen, the hasty
flight of the undergraduates, and their safe arrival home.
And now no living thing is seen
In the deserted streets,
Save Oxford’s useless bobbies,
Who perambulate the High,
From Carfax to where Magdalen tower
Stands tall and grim at midnight hour
Against the moonlit sky.

And oft on winter evenings,

In the cold Christmas vac.,
When home from school and college
The youngsters have come back,
Around the blazing fireside,
Still is the story told,
How well the gownsmen thrashed the town
In the good days of old.
 From Lays of Modern Oxford, by Adon. Originally published by
Chapman and Hall, London, 1874, in a small quarto form, but since re-
issued in a cheaper form by Thomas Shrimpton and Son, Oxford.
 C .C .B !
An anonymous parody of Horatius, published in 1877 in pamphlet form
(price sixpence), by T. Shrimpton and Son, Oxford. It is a short poem
describing a practical joke very similar to that known as the “Berners Street
Hoax,” perpetrated by Theodore Hook, in 1809.
This consisted in writing to a large number of tradespeople and others,
asking them to call, on various pretexts, at a certain house, at a fixed hour.
In Theodore Hook’s case the hoax was pure mischief without any malicious
intent; but in Christ Church Besieged, the joke is described as having been
planned to annoy a certain Mr. M——s.
A certain set of Christ Church,
One common oath they swore,
That the great M——s of Christ Church
Should suffer yet once more,
And to the Oxford tradesmen
They named a trysting day
And made the messenger go forth
East and West and South and North,
To summon the array.
* * * * *
But Mr. M——s’s brow was sad,
He said their speech was low
And if they did not shut it up,
He’d to the censor go.
“These vans that come upon us,
These tradesmen here that wait,
I have not ordered,—Porter!
I wish you’d keep the gate.”
* * * * *
Still in the nights of winter
When the moon shines clear and bright
And o’er the quad rise loud and wild
The voices of the night.
When the “36” is opened
And the gleaming lamp is lit,
And all around the embers
A jovial party sit;
When fresh and senior circle
Around the firebrands bright,
And the redolent virginian weed
Gives mingled cloud and light;
When the connoisseur, with practised eye,
Rejoicing at the sight,
Holds up his glass of ruddy port
Athwart the streaming light,
With screams and tears of laughter
Still is the story told
Of how the porter kept the gate
In the brave days of old.
 T L L C D .
(By a Disappointed Guest.)
The Seniors of Trinity
By Newton’s bones they swore,
That the proud Undergraduate
Should share the feast no more;
By Newton’s bones they swore it,
And named their Feasting day,
And sent no invitations round
To hungry Scholars humblier gowned,
Or prizemen in the May.
* * * * *

(In revenge for this slight the Undergraduates introduce gunpowder

below the room in which the Dons hold their banquet; at a given signal, one
Tomkins applies a match, and the whole party is blown up.)
A hand they found of Tomkins,
Some sixteen miles away,
And in its cold clenched fingers
A box—“Bryant and May”;
And to this hour his praises
Are oft rehearsed in song,
As one who perished at his post,
And cheerfully gave up the ghost
To wipe away a wrong.

He standeth in the cloisters,

Beneath a roof of thatch,
Tomkins, the fiery freshman,
In act to strike a match;
And underneath is carven,
In letters plain to read,
A circumstantial narrative
Of his devoted deed.
A .
Published by W. P. Spalding, Sidney Street, Cambridge. 1880.
O U .
King Mensa of Coomassie
By Mumbo Jumbo swore
His family umbrella
Should be detained no more;
By Jumbo did he swear it,
And named a trysting day,
And bade his messengers run forth,
South and west, and east and north,
To gather his array.

East and west, and south and north,

The messengers run fast;
And the fetish in each village
Has heard the conch-shell’s blast:
Shame on the false Ashantee
Who will not join the host,
When Mensa of Coomassie
Is marching on Cape Coast!
* * * * *
But Gladstone’s brow was sad,
And Gladstone’s speech was trite:
“The Land League take King Mensa!
We do not want to fight.”
He looked upon the telegram
They gave him, with a frown:
“I fear ’t will send my Budget up,
And I want to keep it down.”

Then spake Coercion Forster,

“O Gladstone, you’re a goose!
For everything upon this earth
One, some day, finds a use.
 Let’s send Parnell against him,
With his Home Rule array!
I think he’ll be the very man
To obstruct King Mensa’s way!”

“Good Forster!” answered Gladstone,

“What thou sayest is very well.”
So forth against King Mensa
They sent the great Parnell;
For England in her battles
Grudged not a Home Rule life,
To give the English Parliament,
And Ireland, rest from strife.
* * * * *
I wis in all Ashanteeland
There was no heart so bold,
But sore it ached, and fast it beat,
When that ill news was told.
Down from his throne fell Mensa,
Down fell his council all,
Headlong they rolled upon the floor,
And loudly ’gan to squall.

They held a council, rolling

Upon the mud-hut floor;
No hope there was, you well may guess,
Of victory in such war.
Alas! they had no Speaker
To face such dire attack.
King Mensa cried, “We’re diddled!”
And his council cried, “Alack!”
So they sued for peace right humbly,
And said they’d been in fun,
And sent five more umbrellas
To be kept at Kensington!
Judy. March 16, 1881.
 H H B .
Such is the title of a burlesque account of the events described in
Macaulay’s poem, which appeared in “The Blue” a small magazine
conducted by the scholars of Christ’s Hospital, (the Blue-coat school)
London. It was afterwards reprinted in Gleanings from “The Blue,” S.
Austin and Sons, Hertford. 1881.
The burlesque is in prose, but a few parody verses are given in it to
illustrate the narrative:
“When the face of Sextus
Was seen among the foes,
No blackguard in the city
But raised his Roman nose:
No lady on the housetops
But snarl’d at him and spat,
No child but shriek’d out curses—
(Immoral little brat!)”
* * * * *
“Then out spake Spurius Lartius,
A noble swell was he:
‘Lo, I will stand at thy right hand,
And take a chop with thee!’
And out spake strong Herminius,
Heaver of coals was he:
‘I too will stay; and make them pay
The wonted half pennie!’”
* * * * *
Horatius thus addresses the river:—
“Oh, Tiber, mister Tiber—
If thus I may address you—
If to yon shore you’ll bear me o’er,
All I can say is—Bless you!”
* * * * *
When boys and girls are romping,
And the elders drain the flagon,
While the children burn their fingers

At glorious snap-dragon;
Around the Christmas fire
Still is the story told—
How well Horatius kept the bridge,
In the brave days of old.
 AL M H .
The great Sir James[106] of Charing Cross
By the whole Board he swore
That carriage folk for Richmond
Should risk their lives no more,
By the whole Board he swore it,
And named a closing day,
And bade his engineers ride forth
To stop all traffic with the North,
And block the right of way.

“To stop all traffic with the North,”

The news it flies full fast,
And terrace, lodge and villa,
Are staggered at the blast.
Shame on the slave of Mortlake
Content for hours to roam,
Because Sir James of Charing Cross,
By Putney sends him home.
(Five verses omitted.)
Time was, when after dining
Beyond proud Notting’s ridge,
A halfpenny would bring him
Across the classic bridge:
For Hammersmith and Mortlake,
Ere both of them were sold,
Were like suburban brothers
In the brave days of old.

But meanwhile axe and lever

Have ruthlessly been plied,
And soon the ancient structure
Will have a new inside.
But louder grows the thunder
About the route to town,—
And p’raps they’ll get a wooden bridge
 A little lower down.

So in some night next Winter,

When the cold Easters blow,
And the omnibus comes slipping
Amid the frozen snow;
When round the lonely villa
The fog wets to the skin,
And the cheap coals of Wallsend
Chokes everyone within.

When the latest bill is opened,

And the dimmest gas is lit,
And the curtains are drawn closer,
O’er the windows that won’t fit;
When the leaden pipe is bursting
With the water it provides;
When the girls are reading novels,
And the boys are making slides;

When the goodman scans his cheque book,

With a fitting Christmas gloom;
And the goodwife’s chatter sharply
Goes snapping round the room;
With threats and imprecations,
The tale may still be told
How great Sir James blocked up the bridge
That served quite well of old.
Punch. September 30, 1882.
 H G W E .
I.
Our Queen’s Most Gracious Majesty,
By the rich gems she wore,
Declared “Her faithful Commons”
Should waste their time no more.
With her own tongue she said it,
And would not brook delay,
But bade her officers ride forth,
East, and west, and south, and north,
To scatter the array.
II.
East and west, and south and north,
The officers went fast,
And cottage, town, and county
Have heard the trumpet blast;
Shame on th’ enfranchised Briton
Who does not find his voice,
When country, Queen, and duty,
Demand to know his choice.
III.
For though her “faithful Commons,”
The Queen must needs dissolve,
The gov’ning of the Empire
Requires her quick resolve,
To call another Parliament
Of loyal men and true,
Who shall devise laws good and wise,
And change old things to new.
* * * * *
VII.
And now, most of the boroughs
Have sent their tale of men,
The Tories clear the hundred,
And claim the victory then.
In London’s mighty city,
A Liberal scarce dare speak;
A proud man was Lord Salisbury
As ended the first week.
VIII.
But ’mong the Liberal party
Was anger and dismay,
As some of their oldest strongholds
Yielded to Tory sway.
From all parts of the country
The messages came in,
Suggesting ideas, expressing fears,
Hoping ’gainst hope, to win.
XIV.
Then out spake William Gladstone,
A Grand Old Man was he,
“To every one upon this earth,
Must come obscurity;
And how can man yield better,
Than falling in a fight,
Where the true, straightforward Liberal,
Meets Tory and Parnellite?
XV.
“Keep up your pluck, good comrades,
And hark to what I say;
I, with two more to help me,
Will hold the foe at bay.
In Scotland’s beauteous capital
I’ll rally all the clans;
Now who will stand on either hand,
And aid me in my plans?”
XVI.
Then out spake good Lord Hartington,
A comrade tried was he,
“Lo, I will stand at thy right hand,
And fight this fight with thee.”
And out spake William Forster,
Of Irish fame was he,
“I will abide by thy left side,
Though weak and ill I be.”
XVII.
“Brave leaders,” quoth the Liberals,
“As speak ye, so let it be.”
And straight against the great array
Forth went the valiant three.
For Liberals, in this conflict
Left not a chance untried,
To crush the combined forces
Which strangely were allied.
XVIII.
For none were for a Party,
But all were for the State;
And the great men helped the poor,
And the poor men loved the great.
The lands they’d fairly portion,
In a way which they knew how,
And every man they’d have possess,
“Three acres and a cow.”
XXX.
To Derbyshire, Lord Hartington,
Travelled to help a friend;
While Forster’s serious illness
Threatened his life to end.
But when they saw friend Gladstone
Commence renewed attack
On a Tory Welchman’s stronghold
 They wished to hurry back.
XXXIII.
“O voters, county voters,”
The old man’s heard to say,
“A Liberal’s life and policy
Do ye endorse to day.”
So he spake, and, speaking, opened
His umbrella with his right,
And, with his left hand, seized his axe
And plunged into the fight.
XXXIV.
But fiercely raged the conflict,
Fed by each Party’s gain,
And fast his strength was failing,
And heavy grew the strain;
His voice grew weak and weaker,
As speeches multiplied,
And oft they thought him done for,
But he again revived.
XXXVI.
And now the strife is over,
In Flintshire as elsewhere,
The Liberal cause has conquered,
With lots of strength to spare.
Round Gladstone throng the leaders
From all parts of the land,
And each would be the foremost
To grasp his manly hand.
XXXIX.
And in the nights of winter
When the stars withhold their smiles,
And the sweet voices of the cats
Are heard upon the tiles;
When round suburban villas
 Roars the loud tempests’ din,
And draughts and smoky chimneys
Cause loud complaints within—
XL.
When the oldest bottle’s opened,
And the chandelier is lit,
When the chestnuts glow in the embers,
And the good wife sits to knit;
When young and old in circle
Around the fireside close,
When the boys go in for courting,
And the girls caress their beaus;
XLI.
When the Stanley club completeth
Its year of jubilee,
And grey-haired members take with pride
A grandchild on each knee;
With ever growing interest
The story will survive,
How William Gladstone gained the day
In eighteen eighty-five.
F. W. S.
(Twenty-four verses omitted.)

From The Hampstead and Highgate Express. December 26, 1885.