A Preface to Marketing Management 15th Edition Paul Peter James
Donnelly Test Bank Practice Script Questions with Correct Answers
(Grade A+)
Question 1: Diversification
Answer: a strategy of increasing sales by introducing
new products (often through acquisitions) for customers not currently
being served
Question 2: Market development
Answer: a marketing strategy that entails
attracting new customers to existing products
Question 3: Market penetration
Answer: organizational strategy that seeks growth
through increasing the sale of present products to present customers
Question 4: Marketing
Answer: 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
Question 5: Marketing Concept
Answer: the idea that an organization should
strive to satisfy the needs of consumers while also trying to achieve the
organization's goals
Question 6: Marketing Information System
Answer: system for gathering and
organizing marketing information used in decision-making
Question 7: Marketing Management
Answer: The process of planning,
organizing, implementing, and controlling marketing activities to
facilitate exchanges effectively and efficiently
Page 1
Donnelly Test Bank Practice Script Questions with Correct Answers
(Grade A+)
Question 1: Diversification
Answer: a strategy of increasing sales by introducing
new products (often through acquisitions) for customers not currently
being served
Question 2: Market development
Answer: a marketing strategy that entails
attracting new customers to existing products
Question 3: Market penetration
Answer: organizational strategy that seeks growth
through increasing the sale of present products to present customers
Question 4: Marketing
Answer: 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
Question 5: Marketing Concept
Answer: the idea that an organization should
strive to satisfy the needs of consumers while also trying to achieve the
organization's goals
Question 6: Marketing Information System
Answer: system for gathering and
organizing marketing information used in decision-making
Question 7: Marketing Management
Answer: The process of planning,
organizing, implementing, and controlling marketing activities to
facilitate exchanges effectively and efficiently
Page 1
