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Introduction

The questions in this test bank were specifically written to accompany Essentials of Marketing, SixthEdition, by Lamb, Hair, and McDaniel (published by Cengage Learning). This test bank contains over3,400 true/false, multiple-choice, and essay questions. On average, each chapter contains 170 questions – 30 true/false, 125 multiple choice, and 15 essay questions. There are also dozens of application scenarios in this test bank.

CERTIFIED TEST BANK

This edition of the Lamb, Hair, and McDaniel Essentials of Marketing Test Bank has been reviewed by a 13-member faculty panel, who identified questions that were vague, unnecessarily tricky, or didn’t adequately address the issues covered in the chapter. The review process enabled us to cull the weakest questions, and the questions that remained underwent a rigorous proofreading process. The result is a Certified Test Bank of superior quality and usability.

QUESTION ARRANGEMENT

Within each chapter, questions are grouped together according to format (True/False, Multiple-Choice, Scenario, or Essay). Within each group, questions are ordered according to the textbook presentation. Page numbers are provided for quick reference. Note also that the questions are listed in order according to the learning objective each supports. For example, a question with “OBJ: 3-3” in the reference line indicates a question supporting Learning Objective 3 from chapter 3.

AACSB TAGGING

To help faculty who for accreditation are required to capture data on student performance, we have tagged the questions in this Test Bank according to the following groupings:

AACSB: Derived from the AACSB website “The Assurance of Learning Standards. 15 to 18 Management of Curricula”

Tags / Skills
AACSB Communication / Communication abilities.
AACSB Ethics / Ethical understanding and reasoning abilities.
AACSB Analytic / Analytic skills.
AACSB Technology / Use of information technology.
AACSB Diversity / Multicultural and diversity understanding
AACSB Reflective Thinking / Reflective thinking skills.

Cengage Business and Economics Assurance of Learning Model Curriculum Skills for Marketing: Designed to organize the questions according to main concept areas of principles of marketing.

Tags / Skills
TB&E Model Strategy / Strategically Analyzing Marketing Problems
TB&E Model Creativity / Creativity and Innovation
TB&E Model Customer / Understanding the Customer
TB&E Model Marketing Plan / Marketing Fundamentals and Creating a Marketing Plan
TB&E Model Promotion / Promotion Concepts/Strategy
TB&E Model Distribution / Distribution Concepts/Strategy
TB&E Model Product / Product Concepts/Strategy
TB&E Model Pricing / Pricing Concepts/Strategy
TB&E Model Research / Marketing Research
TB&E Model Online/Computer / Ability to acquire, analyze, and interpret information on a computer
TB&E Model International perspective / Global marketing concepts/strategy

QUESTION CATEGORIES

Each question is categorized according to question type: Definition, Comprehension, or Application.

Def = Definition / Answering the question requires recall of a simple definition, text statement, or other piece of factual information presented in the chapter. Most chapter key terms have this type of question.
Comp = Comprehension / Answering the question requires some understanding of concepts on the part of the student. Comprehension questions typically ask the student to relate different concepts and draw conclusions. These questions are generally more difficult for students.
App = Application / Answering the question calls for students to apply their knowledge to a marketing situation or to analyze and interpret data. The student must apply some concept, theory, or method. Students tend to find this type of question difficult.

The authors of this test bank have made no attempt to determine the difficulty level of each individual question because they believe that the difficulty level is directly related to the type and length of coverage the concept or term receives in classroom lecture. For instance, if the instructor spends thirty minutes discussing break-even analysis with the class, then the students will expect a question on this topic on their test and be prepared for it. Break-even analysis questions will be either easy or medium difficulty level. If, on the other hand, the instructor spends less than five minutes on break-even analysis, the students will not expect it to be prominently featured on their tests and will find the questions to be at the hard difficulty level.

SUGGESTIONS FOR MORE EFFICIENT TEST BANK USAGE

Each multiple-choice has one and only one correct answer. While this answer may not be the best answer under all possible conditions, it is best among the alternatives listed for most conditions.

Some of the questions are much narrower in scope than others. That is, they require the student to have learned some very specific detail. Others are broader in scope and require students to apply what they have learned. Consider using the narrow-focused questions on chapter tests and saving the broader-focused questions for final examinations.

Please note that some of the questions are worded so that they may provide students with the answers to other questions. It is important for instructors to carefully select their test questions so as to avoid this problem.

In all of the chapters, there are often several questions that cover essentially the same concept or term. These alternative questions are available so the instructor can create different examinations that test the same concepts.

If you are not an experienced test writer or feel that you should improve your testing skills, the following brief bibliography is provided. The references listed in this bibliography can help you clarify why you should test, the basic process for designing a test, how to use this test bank as well as how to create test questions of your own, how to prepare test instructions, and how to determine and interpret test scores.

TESTING SOFTWARE

All items from the printed Test Bank are available electronically through Cengage's ExamView testing software available on the Instructor’s Resource CD-ROM. This program allows you to create exams by selecting questions from the prepared test bank; viewing them on-screen before choosing them; modifying existing questions, test headings, and instructions; and adding or importing questions. This product is provided free of charge to instructors at educational institutions that adopt Essentials ofMarketing, SixthEdition, by Lamb, Hair, and McDaniel.

FEEDBACK

Each edition, we strive for perfection in our text and supplements. If you have feedback for us relative to any of our supplement items or to the text itself, please contact us directly or through the Talk to Us feature on our Web site at

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Introduction  Test Bank, Essentials of Marketing 6e1