c
TEST BANK
Marketing: Real People, Real Choices 11th Edition
by Solomon; Marshall; Stuart. Chapter 1 to 14
TEST BANK
,c
TABLEcOFcCONTENT
PARTc1:cUNDERSTANDcTHEcVALUEcPROPOSITION
1.cWelcomectocthecWorldcofcMarketing:cCreatecandcDelivercValue
2.cGlobal,cEthical,candcSustainablecMarketing
3.cStrategiccMarketcPlanning
Supplement:cBuildcacMarketingcPlan
PARTc2:cDETERMINEcTHEcVALUEcPROPOSITIONScDIFFERENTcCUSTOMERScWANT
4.cMarketcResearch
5.cMarketingcAnalytics:cWelcomectocthecEracofcBigcData!
6.cUnderstandcConsumercandcBusinesscMarkets
7.cSegmentation,cTargetcMarketing,candcPositioning
,c
PARTc3:cDEVELOPcTHEcVALUEcPROPOSITIONcFORcTHEcCUSTOMER
8.cProductcI:cInnovationcandcNewcProductcDevelopment
9.cProductcII:cProductcStrategy,cBranding,candcProductcManagement
10.cPrice:cWhatcIscthecValuecPropositioncWorth?
Supplement:cMarketingcMath
PARTc4:cDELIVERcANDcCOMMUNICATEcTHEcVALUEcPROPOSITION
11.cDelivercthecGoods:cDeterminecthecDistributioncStrategy
12.cDelivercthecCustomercExperience:cGoodscandcServicescviacBrickscandcClicks
13.cPromotioncI:cAdvertisingcOnectocManycMarketingcCommunications
14.cPromotioncII:cSocialcMediacMarketingcandcOthercCommunicationcTools
,c
Marketing:cRealcPeople,cRealcChoices,c11ec(Solomon)
Chapterc1c Welcomec tocthecWorldc ofcMarketing:cCreatecandcDelivercValue
1)cAc________ciscthecultimatecusercofcacgoodcorcservice.
A)cstakeholder
B)cmarket
C)ctargetcmarket
D)cmarketer
E)cconsumer
Answer:c E
Difficulty:c Easy
LO:c 1.1:cExplaincwhatcmarketingcis,cthecmarketingcmix,cwhatccancbecmarketedcandcthecvaluecof
marketing
2)c________ciscthecactivity,csetcofcinstitutions,candcprocessescforccreating,ccommunicating,
delivering,candcexchangingcofferingscthatchavecvaluecforccustomers,cclients,cpartners,candcsociety
atclarge.
A)cDemandcsatisfaction
B)cCompetitivecadvantagecbuilding
C)cMarketing
D)cTotalcqualitycmanagement
E)cValuec chaincmanagement
Answer:c C
Difficulty:c Easy
LO:c 1.1:cExplaincwhatcmarketingcis,cthecmarketingcmix,cwhatccancbecmarketedcandcthecvaluecof
marketing
AACSB:c Writtencandcoralccommunication
3)cThec________cconsistscofcthectoolscancorganizationcusesctoccreatecacdesiredcresponsecamongca
setcofcpredefinedcconsumers.
A)csharingceconomy
B)cmarketcposition
C)cvaluecproposition
D)cmarketplace
E)cmarketingcmix
Answer:c E
Difficulty:c Easy
LO:c 1.1:cExplaincwhatcmarketingcis,cthecmarketingcmix,cwhatccancbecmarketedcandcthecvaluecof
marketing
