Chapter 01 1. Even with great marketing, vast numbers of potential customers have never heard of some products or services. Some people think that marketing is all about advertising, pushy salespeople, celebrity spokespeople, spam e-mail, and overstated product claims. True False 2. The American Marketing Association defines marketing as "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 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. True False 3. Marketing is relevant only to people in the organization that work directly in the marketing department. True False 4. Of all the business fields, marketing is most visible to people outside the organization. Peter Drucker stated that since it is the customer who defines value, the business enterprise has only two business functions: marketing and innovation. True False 5. Sustainability refers to practices of socially responsible firms that incorporate doing well by doing good. True False 6. A firm with a production orientation assumes that "if you build it, they will come." Value and exchange are not considered to be core marketing concepts. True False 7. Dell Computers employs one-to-one marketing by allowing a customer essentially to customize the product features that he or she desires. When Henry Ford said "People can have the Model T in any color—so long that it's black," he was reflecting a selling focus. True False 8. Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some firms come close to one-to-one marketing by combining flexible manufacturing with flexible marketing to enhance customer choices. True False 9. Fred Wiersema's book The New Market Leaders states that marketers will continue to have m