Principles of Marketing, 16e (Kotler)
Chapter 1 Marketing: Creating Customer Value and Engagement
1) Which of the following is NOT an accurate description of modern marketing? A) Marketing is the creation of value for customers.
B) Marketing involves managing profitable customer relationships. C) Marketing emphasizes selling and advertising exclusively. D) Marketing involves satisfying customers' needs.
E) Marketing is building value-laden exchange relationships with customers. Answer: C
AACSB: Analytical thinking Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
2) According to management guru Peter Drucker, \A) maximize profits of the company
B) emphasize customer wants and not customer needs C) make selling unnecessary
D) fulfill unrealistic customer expectations E) sell products Answer: C Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
3) Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through ________. A) research and development B) innovation and creativity C) manufacturing efficiencies D) value creation and exchange E) sales and revenue creation Answer: D
AACSB: Application of knowledge Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
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Copyright ? 2016 Pearson Education, Inc.
4) According to the five-step model of the marketing process, which of the following is the final step in creating value for customers?
A) designing a customer-driven marketing strategy B) understanding the marketplace and customer needs
C) constructing an integrated marketing program that delivers superior value D) building profitable relationships and creating customer delight
E) capturing value from customers to create profit and customer equity Answer: D Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
5) According to the five-step model of the marketing process, a company should ________ before designing a customer-driven marketing strategy. A) determine how to deliver superior value to customers B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers D) understand the marketplace and customer needs and wants E) construct an integrated marketing program Answer: D Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Moderate
6) Marketing is managing profitable customer relationships. Answer: TRUE Skill: Concept
Objective: LO 1.1: Define marketing and outline the steps in the marketing process. Difficulty: Easy
7) ________ are human needs that are shaped by culture and individual personality. A) Necessities B) Wants C) Demands D) Values E) Exchanges Answer: B Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Difficulty: Easy
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Copyright ? 2016 Pearson Education, Inc.
8) When backed by buying power, wants become ________. A) social needs B) demands
C) physical needs D) self-esteem needs E) exchanges Answer: B Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Difficulty: Easy
9) Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________. A) need B) necessity C) demand D) exchange E) transaction Answer: C
AACSB: Analytical thinking Skill: Application
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Difficulty: Moderate
10) A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want. A) market offering B) value proposition C) brand positioning D) market segment E) market mix Answer: A
AACSB: Analytical thinking Skill: Concept
Objective: LO 1.2: Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. Difficulty: Easy
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Copyright ? 2016 Pearson Education, Inc.
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