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TEST BANK
Marketing: Real People, Real Choices 11th Edition
by Solomon; Marshall; Stuart. Chapter 1 to 14
TEST BANK
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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 gh gh gh gh
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!
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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
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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?
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Supplement: Marketing Math gh gh
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, 11e (Solomon) gh gh gh gh gh gh
Chapter 1 Welcome to the World of Marketing: Create and Deliver Value
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1) A ________ is the ultimate user of a good or service.
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A) stakeholder
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B) market
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C) target market
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D) marketer
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E) consumer
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Answer: E g h
Difficulty: Easy g h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
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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
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at large.
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A) Demand satisfaction
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B) Competitive advantage building
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C) Marketing
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D) Total quality management
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E) Value chain management
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Answer: C g h
Difficulty: Easy g h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
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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
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a of predefined consumers.
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A) sharing economy
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B) market position
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C) value proposition
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D) marketplace
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E) marketing mix
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Answer: E g h
Difficulty: Easy g h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
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marketing
