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, TEST BANK FOR MARKETING: REAL PEOPLE, REAL CHOICES, 10TH EDITION BY
MICHAEL R. SOLOMON, GREG W. MARSHALL AND ELNORA W. STUART
TABLE OF CONTENT
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PART 1: UNDERSTAND THE VALUE PROPOSITION
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1. Welcome to the World of Marketing: Create and Deliver Value
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2. Global, Ethical, and Sustainable Marketing
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3. Strategic Market Planning
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Supplement: Build a Marketing Plan
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PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
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4. Market Research
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5. Marketing Analytics: Welcome to the Era of Big Data!
6. Understand Consumer and Business Markets
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7. Segmentation, Target Marketing, and Positioning
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, PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
8. Product I: Innovation and New Product Development
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9. Product II: Product Strategy, Branding, and Product Management
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10. Price: What Is the Value Proposition Worth?
Supplement: Marketing Math
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PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
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11. Deliver the Goods: Determine the Distribution Strategy
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12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
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13. Promotion I: Advertising One to Many Marketing Communications
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14. Promotion II: Social Media Marketing and Other Communication Tools
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, Marketing: Real People, Real Choices, 10e (Solomon)
Chapter 1 Welcome to the World of Marketing: Create and Deliver Value
1) A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
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C) target market
D) marketer
E) consumer
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Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
2) ________ is the activity, set of institutions, and processes for creating, communicating,
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delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
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B) Competitive advantage building
C) Marketing
D) Total quality management
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E) Value chain management
Answer: C
Difficulty: Easy
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LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
AACSB: Written and oral communication
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3) The ________ consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
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A) sharing economy
B) market position
C) value proposition
D) marketplace
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E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
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