Examen
TEST BANK for Marketing Management, Global Edition 16th Edition by Philip Kotler, Kevin Keller (Chapters 1-21)
TEST BANK for Marketing Management, Global Edition 16th Edition by Philip Kotler, Kevin Keller (Chapters 1-21)
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TEST BANK for Marketing Management, Global Edition 16th Edition by Philip Kotler , Kevin Keller TABLE OF CONTENTS Chapter 1 Defining Marketing for the New Realities Chapter 2 Marketing Planning and Management Chapter 3 Analyzing Consumer Markets Chapter 4 Analyzing Business Markets Chapter 5 Conducting Marketing Research Chapter 6 Identifying Market Segments and Target Customers Chapter 7 Crafting a Customer Value Proposition and Positioning Chapter 8 Designing and Managing Products Chapter 9 Designing and Managing Services Chapter 10 Building Strong Brands Chapter 11 Managing Pricing and Sales Promotion Chapter 12 Managing Marketing Communications Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age Chapter 14 Personal Selling and Direct Marketing Chapter 15 Designing and Managing Distribution Channels Chapter 16 Managing Retailing Chapter 17 Driving Growth in Competitive Markets Chapter 18 Developing New Market Offerings Chapter 19 Building Customer Loyalty Chapter 20 Tapping into Global Markets Chapter 21 Socially Responsible Marketing 1 Chapter 1 Defining Marketing for the New Realities 1) Which of these is an accurate characterization of the contemporary view of marketing? A) Marketing is synonymous with selling. B) With the rise of social commerce, company -driven marketing is no longer important. C) Marketing's emphasis within the firm continues to decline. D) To improve efficiency, most firms now restrict marketing activities within the "official" boundaries of the marketing department. E) Marketing is about identifying and meeting human and social needs in a way that harmonizes with the goals of the organization. Answer: E Diff: 3 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 2) With regard to the selling function, what did Peter Drucker have to say about the aim of marketing? A) Selling should replace marketing. B) Selling should have equal importance in the corporate hierarchy. C) It should make selling superfluous. D) The sales function should set strategy, while the marketing function owns tactics. E) Selling and marketing are synonymous. Answer: C Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 3) Which of these was identified as key reason why Nintendo had a hit with the Wii and Apple with the iPad? A) Both companies designed the right product based on thoughtful research. B) Both products were flukes that happened to hit the market at the right time. C) Neither product led its category, but both were sold aggressively. D) Both products underpriced their competition. E) American consumers have enough disposable income to afford luxury gadgets. Answer: A Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 2 4) Which of these entities represent the bulk of most countries' marketing efforts? A) Experiences B) Services C) Goods D) Events E) Places Answer: C Diff: 1 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 5) Raw materials, labor, and sources of funding represent which kind of market? A) Basic B) Primary C) Secondary D) Resource E) Business to business Answer: D Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 6) A public service announcement (PSA) encouraging people to wear masks during a pandemic outbreak represents what kind of marketed entity? A) Ideas B) Services C) Experiences D) Information E) Social good Answer: A Diff: 3 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 7) Which of these is NOT one of the five basic markets? A) Resource markets B) Manufacturer markets C) Educational markets D) Consumer markets E) Government markets Answer: C Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinkingLes avantages d'acheter des résumés chez Stuvia:
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