Test Bank - Marketing Management Global Edition 16th Test Bank
| Kotler & Keller | Complete Exam Questions & Verified Solutions | All Chapters
1
.
,Chapter 1-21
Chapter 1 Defining Marketing for the New Realities
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. AACSB:
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) To know and understand the customer so well that the product or service fits the individual and sells
itself.
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 a key reason why Toyota had a hit with the Prius 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 product 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:
Reflective thinking
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
Stays Here"?
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketing domain?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the ten marketing domains?
A) Ideas
B) Places
C) Entities
D) Events
E) People
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3
.
, 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 consumer and business demand
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) Which of the following is the starting point and the ultimate goal of the marketing function?
A) Sales generation
B) Efficiency
C) Resource allocation
D) Value creation
E) Idea generation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
which of these marketing mistakes?
A) Failing to update their business model
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 advertising
C) Culture of innovation
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
4
.
| Kotler & Keller | Complete Exam Questions & Verified Solutions | All Chapters
1
.
,Chapter 1-21
Chapter 1 Defining Marketing for the New Realities
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. AACSB:
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) To know and understand the customer so well that the product or service fits the individual and sells
itself.
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 a key reason why Toyota had a hit with the Prius 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 product 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:
Reflective thinking
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
A) Experiences
B) Services
C) Goods
D) Events
E) Places
Answer: B
Diff: 1
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
Stays Here"?
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
outbreak represents what kind of marketing domain?
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good
Answer: A
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
7) Which of these is NOT one of the ten marketing domains?
A) Ideas
B) Places
C) Entities
D) Events
E) People
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
3
.
, 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 consumer and business demand
Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
9) Which of the following is the starting point and the ultimate goal of the marketing function?
A) Sales generation
B) Efficiency
C) Resource allocation
D) Value creation
E) Idea generation
Answer: D
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
which of these marketing mistakes?
A) Failing to update their business model
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 advertising
C) Culture of innovation
D) Government subsidies
E) Undercutting competitors on prices
Answer: C
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
4
.
