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Test Bank for Marketing Management, 16th Edition by Philip Kotler,Kevin Lane Keller, Alexander Chernev
Test Bank for Marketing Management, 16th Edition by Philip Kotler,Kevin Lane Keller, Alexander Chernev
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9 janvier 2024
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831
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2023/2024
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Titre de l’ouvrage: Marketing Management, Global Edition
Auteur(s): Philip Kotler, Kevin Lane Keller
Édition: 2021 ISBN: 9781292404813 Édition: Inconnu
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40 questions and anwsers on Marketing Management Kotler Keller, 16th edition
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Test Bank for Marketing Management, 16th edition by Philip Kotler. All Chapters 2024| Newest Version A+
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Test Bank for Marketing Management 16th edition by Philip Kotler, Alexander Chernev.
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1 Copyright © 2022 Pearson Education, Inc. Test Bank for Marketing Management, 16th edition Kotler Chapter 1 -21 Chapter 1 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. AAC SB: 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 sell ing 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 prod uct 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: Reflect ive thinking 2 Copyright © 2022 Pearson Education, Inc. 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 annou ncement (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: Reflect ive 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 thinking 3 Copyright © 2022 Pearson Education, Inc. 8) How does successful marketing create jobs? A) By raising the standard of living B) By encouraging conspicuous consumption C) By increasing brand equity D) By promoting capitalism E) By building demand for products and services Answ er: E Diff: 3 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 9) In the four flows in a modern exchange economy, what do sellers receive from buyers in addition to money? A) Legal rights B) Legal releases C) Intangible resources D) Information E) Confirmation Answer: D Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 10) The decline of companies such as MySpace and Blockbuster can be attributed at least in part to which of these marketing mistakes? A) Failing to continually improve value offerings and marketing strategies B) Failing to articulate a clear customer message C) Overpricing in a declining economy D) Confusing markets with unclear corporate branding E) Failing to use marketing intermediaries effectively Answer: A Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 11) Which of these reasons was identified as a success factor for the British firm RB (formerly Reckitt Benckiser)? A) Strong sales teams B) Emotional adv ertising C) Digging deeply into consumer habits D) Government subsidies E) Undercutting competitors on prices Answer: C Diff: 2 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 4 Copyright © 2022 Pearson Education, Inc. 12) Which of these is a reason senior management should e ncourage fresh ideas from underrepresented groups of employees? A) To challenge company orthodoxy B) To lower costs by engaging lower -paid worker in research C) To avoid charges of discrimination D) To copy what benchmark competitors are doing E) To promot e employee morale Answer: A Diff: 1 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 13) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firm's intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprof it organizations. Answer: B Diff: 1 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 14) ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, a nd communicating superior customer value. A) Marketing B) Knowledge C) Operations D) Strategic E) Distribution Answer: A Diff: 1 LO: 1.1: Define the scope of marketing. AACSB: Reflective thinking 15) Identify the correct statement about marketing mana gement. A) It is primarily concerned with the systematic gathering, recording, and analysis of data about issues related to marketing products and services. B) It focuses mostly on monitoring the profitability of a company's products and services. C) It focuses solely on attaining an organization's sales goals in an efficient manner. D) It is defined as the field that deals with planning and managing a business at the highest level of corporate hierarchy. E) It occurs when at least one party to a potentia l exchange thinks about the means of achieving desired responses from other parties. Answer: E Diff: 3
