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marketing managment ()ةرهاقلا ةعماج
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Marketing Management, 14e (Kotler/Keller)
Chapter 1 Defining Marketing for the 21st Century
1) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Page Ref: 4
Objective: 1
Difficulty: Easy
2) ________ is the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
A) Marketing management
B) Knowledge management
C) Operations management
D) Strategic management
E) Distribution management
Answer: A
Page Ref: 5
Objective: 2
Difficulty: Easy
3) Identify the correct statement about marketing management.
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about
issues related to marketing products and services.
B) It focuses mostly on monitoring the profitability of a company's products and services.
C) It focuses solely on attaining an organization's sales goals in an efficient manner.
D) It is defined as the field that deals with planning and managing a business at the highest level
of corporate hierarchy.
E) It occurs when at least one party to a potential exchange thinks about the means of achieving
desired responses from other parties.
Answer: E
Page Ref: 5
Objective: 2
Difficulty: Moderate
1
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4) A social definition of marketing says ________.
A) effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers
B) a company should focus exclusively on achieving high production efficiency, low costs, and
mass distribution to facilitate the broadest possible access to the company's products
C) marketing is the process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others
D) marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of
products that might otherwise be unsought by the consumer
Answer: C
Page Ref: 5
Objective: 2
Difficulty: Easy
5) ________ goods constitute the bulk of most countries' production and marketing efforts.
A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible
Answer: C
Page Ref: 5
Objective: 2
Difficulty: Easy
6) As economies advance, a growing proportion of their activities focuses on the production of
________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Page Ref: 5
Objective: 2
Difficulty: Moderate
2
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7) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Page Ref: 5
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
8) The Soccer World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Page Ref: 5
Objective: 2
Difficulty: Moderate
9) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and
its multicultural society in order to attract tourists is an example of ________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Page Ref: 6
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
3
Downloaded by Clare Kemmy ()
Test-Bank-for-Marketing-Management,-14th-Edition-Philip-Ko
tler
marketing managment ()ةرهاقلا ةعماج
Scan to open on Studocu
Studocu is not sponsored or endorsed by any college or university
Downloaded by Clare Kemmy ()
, lOMoARcPSD|14985576
Marketing Management, 14e (Kotler/Keller)
Chapter 1 Defining Marketing for the 21st Century
1) Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
Answer: B
Page Ref: 4
Objective: 1
Difficulty: Easy
2) ________ is the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
A) Marketing management
B) Knowledge management
C) Operations management
D) Strategic management
E) Distribution management
Answer: A
Page Ref: 5
Objective: 2
Difficulty: Easy
3) Identify the correct statement about marketing management.
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about
issues related to marketing products and services.
B) It focuses mostly on monitoring the profitability of a company's products and services.
C) It focuses solely on attaining an organization's sales goals in an efficient manner.
D) It is defined as the field that deals with planning and managing a business at the highest level
of corporate hierarchy.
E) It occurs when at least one party to a potential exchange thinks about the means of achieving
desired responses from other parties.
Answer: E
Page Ref: 5
Objective: 2
Difficulty: Moderate
1
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4) A social definition of marketing says ________.
A) effective marketing requires companies to remove intermediaries to achieve a closer
connection with direct consumers
B) a company should focus exclusively on achieving high production efficiency, low costs, and
mass distribution to facilitate the broadest possible access to the company's products
C) marketing is the process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others
D) marketing is the process of extracting the maximum value from consumers to facilitate
corporate growth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of
products that might otherwise be unsought by the consumer
Answer: C
Page Ref: 5
Objective: 2
Difficulty: Easy
5) ________ goods constitute the bulk of most countries' production and marketing efforts.
A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible
Answer: C
Page Ref: 5
Objective: 2
Difficulty: Easy
6) As economies advance, a growing proportion of their activities focuses on the production of
________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Page Ref: 5
Objective: 2
Difficulty: Moderate
2
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7) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Page Ref: 5
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
8) The Soccer World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Page Ref: 5
Objective: 2
Difficulty: Moderate
9) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and
its multicultural society in order to attract tourists is an example of ________ marketing.
A) event
B) property
C) service
D) place
E) idea
Answer: D
Page Ref: 6
Objective: 2
AACSB: Analytic skills
Difficulty: Moderate
3
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