Marketing Management, 16e (Kotler)
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) It should make selling 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 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
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) It should make selling 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 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
