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