1
.
,TEST BANK FOR cn cn
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
cn cn cn cn cn cn cn cn cn cn
Copyright 2026 cn
Chapter 1-21 cn
Chapter 1 cn Defining Marketing for the New Realities cn cn cn cn cn
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. cn cn cn cn
B) With the rise of social commerce, company-driven marketing is no longer important.
cn cn cn cn cn cn cn cn cn cn cn
C) Marketing's emphasis within the firm continues to decline. cn cn cn cn cn cn cn
D) To improve efficiency, most firms now restrict marketing activities within the "official"
cn cn cn cn cn cn cn cn cn cn cn cn
boundaries of the marketing department. cn cn cn cn
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
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with the goals of the organization.
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Answer: E Di c n cn
ff: 3
cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
marketing?
A) Selling should replace marketing. cn cn cn
B) Selling should have equal importance in the corporate hierarchy.
cn cn cn cn cn cn cn cn
C) To know and understand the customer so well that the product or service fits the individual and s
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
ells itself.
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D) The sales function should set strategy, while the marketing function owns tactics.
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E) Selling and marketing are synonymous. cn cn cn cn cn
Answer: C c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
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with the iPad? cn cn
A) Both companies designed the right product based on thoughtful research.
cn cn cn cn cn cn cn cn cn
B) Both products were flukes that happened to hit the market at the right time.
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C) Neither product led its category, but both were sold aggressively.
cn cn cn cn cn cn cn cn cn
D) Both products underpriced their competition.
cn cn cn cn
E) American consumers have enough disposable income to afford luxury gadgets.
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Answer: A c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
cn cn cn cn cn cn cn cn cn cn cn
A) Experiences
B) Services
C) Goods
D) Events
E) Places A cn
nswer: B c n cn
Diff: 1 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
cn cn cn cn cn cn cn cn cn cn cn cn cn cn
Stays Here"? cn
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
cn c n cn
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
cn cn cn cn cn cn cn cn cn cn cn cn cn
outbreak represents what kind of marketing domain?
cn cn cn cn cn cn
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good cn c
Answer: A
n c n cn
Diff: 3 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
7) Which of these is NOT one of the ten marketing domains?
cn cn cn cn cn cn cn cn cn cn
A) Ideas
B) Places
C) Entities
D) Events
E) People A cn
nswer: C c n cn
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
3
.
, 8) How does successful marketing create jobs?
cn cn cn cn cn
A) By raising the standard of living
cn cn cn cn cn
B) By encouraging conspicuous consumption
cn cn cn
C) By increasing brand equity
cn cn cn
D) By promoting capitalism
cn cn
E) By building consumer and business demand
cn cn cn cn cn cn
Answer: E c n
Diff: 3 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
9) Which of the following is the starting point and the ultimate goal of the marketing function?
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
A) Sales generation cn
B) Efficiency
C) Resource allocation cn
D) Value creation cn
E) Idea generation cn c
Answer: D
n c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
which of these marketing mistakes?
cn cn cn cn
A) Failing to update their business model cn cn cn cn cn
B) Failing to articulate a clear customer message cn cn cn cn cn cn
C) Overpricing in a declining economy cn cn cn cn
D) Confusing markets with unclear corporate branding cn cn cn cn cn
E) Failing to use marketing intermediaries effectively
cn cn cn cn cn cn
Answer: A c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
Reckitt Benckiser)? cn
A) Strong sales teams cn cn
B) Emotional advertising cn
C) Culture of innovation cn cn
D) Government subsidies cn
E) Undercutting competitors on prices cn cn cn cn
Answer: C c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
4
.
.
,TEST BANK FOR cn cn
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
cn cn cn cn cn cn cn cn cn cn
Copyright 2026 cn
Chapter 1-21 cn
Chapter 1 cn Defining Marketing for the New Realities cn cn cn cn cn
1) Which of these is an accurate characterization of the contemporary view of marketing?
cn cn cn cn cn cn cn cn cn cn cn cn
A) Marketing is synonymous with selling. cn cn cn cn
B) With the rise of social commerce, company-driven marketing is no longer important.
cn cn cn cn cn cn cn cn cn cn cn
C) Marketing's emphasis within the firm continues to decline. cn cn cn cn cn cn cn
D) To improve efficiency, most firms now restrict marketing activities within the "official"
cn cn cn cn cn cn cn cn cn cn cn cn
boundaries of the marketing department. cn cn cn cn
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
with the goals of the organization.
cn cn cn cn cn
Answer: E Di c n cn
ff: 3
cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
marketing?
A) Selling should replace marketing. cn cn cn
B) Selling should have equal importance in the corporate hierarchy.
cn cn cn cn cn cn cn cn
C) To know and understand the customer so well that the product or service fits the individual and s
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
ells itself.
cn
D) The sales function should set strategy, while the marketing function owns tactics.
cn cn cn cn cn cn cn cn cn cn cn
E) Selling and marketing are synonymous. cn cn cn cn cn
Answer: C c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
with the iPad? cn cn
A) Both companies designed the right product based on thoughtful research.
cn cn cn cn cn cn cn cn cn
B) Both products were flukes that happened to hit the market at the right time.
cn cn cn cn cn cn cn cn cn cn cn cn cn
C) Neither product led its category, but both were sold aggressively.
cn cn cn cn cn cn cn cn cn
D) Both products underpriced their competition.
cn cn cn cn
E) American consumers have enough disposable income to afford luxury gadgets.
cn cn cn cn cn cn cn cn cn cn
Answer: A c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
cn cn cn cn cn cn cn cn cn cn cn
A) Experiences
B) Services
C) Goods
D) Events
E) Places A cn
nswer: B c n cn
Diff: 1 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
cn cn cn cn cn cn cn cn cn cn cn cn cn cn
Stays Here"? cn
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
cn c n cn
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
cn cn cn cn cn cn cn cn cn cn cn cn cn
outbreak represents what kind of marketing domain?
cn cn cn cn cn cn
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good cn c
Answer: A
n c n cn
Diff: 3 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
7) Which of these is NOT one of the ten marketing domains?
cn cn cn cn cn cn cn cn cn cn
A) Ideas
B) Places
C) Entities
D) Events
E) People A cn
nswer: C c n cn
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
3
.
, 8) How does successful marketing create jobs?
cn cn cn cn cn
A) By raising the standard of living
cn cn cn cn cn
B) By encouraging conspicuous consumption
cn cn cn
C) By increasing brand equity
cn cn cn
D) By promoting capitalism
cn cn
E) By building consumer and business demand
cn cn cn cn cn cn
Answer: E c n
Diff: 3 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
9) Which of the following is the starting point and the ultimate goal of the marketing function?
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
A) Sales generation cn
B) Efficiency
C) Resource allocation cn
D) Value creation cn
E) Idea generation cn c
Answer: D
n c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
which of these marketing mistakes?
cn cn cn cn
A) Failing to update their business model cn cn cn cn cn
B) Failing to articulate a clear customer message cn cn cn cn cn cn
C) Overpricing in a declining economy cn cn cn cn
D) Confusing markets with unclear corporate branding cn cn cn cn cn
E) Failing to use marketing intermediaries effectively
cn cn cn cn cn cn
Answer: A c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn cn
Reckitt Benckiser)? cn
A) Strong sales teams cn cn
B) Emotional advertising cn
C) Culture of innovation cn cn
D) Government subsidies cn
E) Undercutting competitors on prices cn cn cn cn
Answer: C c n
Diff: 2 cn
LO: 1.1: Define the scope of marketing. AACS
c n cn cn cn cn cn cn
B: Reflective thinking
c n cn
4
.
