Test Bank For
Principles of Marketing
Author: Philip Kotler
19th Edition
1
Copyright © 2018 Pearson Education, Ltd.
,TABLE OF CONTENT
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Digital Marketing
PART 4: EXTENDING MARKETING
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
2
Copyright © 2018 Pearson Education, Ltd.
,Principles Of Marketing, 19e, Global Edition (Kotler/Armstrong)
Chapter 1 Marketing: Creating Customer Value And Engagement
1) Which Of The Following Is NOT An Accurate Description Of Modern Marketing?
A) Marketing Is The Creation Of Value For Customers.
B) Marketing Involves Managing Profitable Customer Relationships.
C) Marketing Emphasizes Selling And Advertising Exclusively.
D) Marketing Involves Satisfying Customers' Needs.
E) Marketing Is Building Value-Laden Exchange Relationships With
Customers. Answer: C
AACSB: Analytical Thinking
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
2) According To Management Guru Peter Drucker, "The Aim Of Marketing Is To ."
A) Maximize Profits Of The Company
B) Emphasize Customer Wants And Not Customer Needs
C) Make Selling Unnecessary
D) Fulfill Unrealistic Customer Expectations
E) Sell
Products
Answer: C
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Easy
3) Marketing Is Defined As A Social And Managerial Process By Which
Individuals And Organizations Obtain What They Need And Want Through .
A) Research And Development
B) Innovation And Creativity
C) Manufacturing Efficiencies
D) Value Creation And Exchange
E) Sales And Revenue
Creation Answer: D
AACSB: Application Of Knowledge
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
3
Copyright © 2018 Pearson Education, Ltd.
, 4) According To The Five-Step Model Of The Marketing Process, Which Of The
Following Is The Final Step In Creating Value For Customers?
A) Designing A Customer-Driven Marketing Strategy
B) Understanding The Marketplace And Customer Needs
C) Constructing An Integrated Marketing Program That Delivers Superior Value
D) Building Profitable Relationships And Creating Customer Delight
E) Capturing Value From Customers To Create Profit And Customer
Equity Answer: E
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
5) According To The Five-Step Model Of The Marketing Process, A Company Should
Before Designing A Customer-Driven Marketing Strategy.
A) Determine How To Deliver Superior Value To Customers
B) Build Profitable Relationships With Customers
C) Use Customer Relationship Management To Create Full Partnerships With Key Customers
D) Understand The Marketplace And Customer Needs And Wants
E) Construct An Integrated Marketing
Program Answer: D
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
6) Marketing Is Managing Profitable Customer
Relationships. Answer: TRUE
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Easy
7) Are Human Needs That Are Shaped By Culture And Individual Personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain The Importance Of Understanding The Marketplace And Customers
And Identify The Five Core Marketplace Concepts.
Difficulty: Easy
4
Copyright © 2018 Pearson Education, Ltd.
Principles of Marketing
Author: Philip Kotler
19th Edition
1
Copyright © 2018 Pearson Education, Ltd.
,TABLE OF CONTENT
PART 1: DEFINING MARKETING AND THE MARKETING PROCESS
1. Marketing: Creating Customer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships
PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMER VALUE
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Buyer Behavior
6. Business Markets and Business Buyer Behavior
PART 3: DESIGNING A CUSTOMER VALUE-DRIVEN STRATEGY AND MIX
7. Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
8. Products, Services, and Brands: Building Customer Value
9. Developing New Products and Managing the Product Life Cycle
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies: Additional Considerations
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Digital Marketing
PART 4: EXTENDING MARKETING
18. Creating Competitive Advantage
19. The Global Marketplace
20. Sustainable Marketing: Social Responsibility and Ethics
2
Copyright © 2018 Pearson Education, Ltd.
,Principles Of Marketing, 19e, Global Edition (Kotler/Armstrong)
Chapter 1 Marketing: Creating Customer Value And Engagement
1) Which Of The Following Is NOT An Accurate Description Of Modern Marketing?
A) Marketing Is The Creation Of Value For Customers.
B) Marketing Involves Managing Profitable Customer Relationships.
C) Marketing Emphasizes Selling And Advertising Exclusively.
D) Marketing Involves Satisfying Customers' Needs.
E) Marketing Is Building Value-Laden Exchange Relationships With
Customers. Answer: C
AACSB: Analytical Thinking
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
2) According To Management Guru Peter Drucker, "The Aim Of Marketing Is To ."
A) Maximize Profits Of The Company
B) Emphasize Customer Wants And Not Customer Needs
C) Make Selling Unnecessary
D) Fulfill Unrealistic Customer Expectations
E) Sell
Products
Answer: C
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Easy
3) Marketing Is Defined As A Social And Managerial Process By Which
Individuals And Organizations Obtain What They Need And Want Through .
A) Research And Development
B) Innovation And Creativity
C) Manufacturing Efficiencies
D) Value Creation And Exchange
E) Sales And Revenue
Creation Answer: D
AACSB: Application Of Knowledge
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
3
Copyright © 2018 Pearson Education, Ltd.
, 4) According To The Five-Step Model Of The Marketing Process, Which Of The
Following Is The Final Step In Creating Value For Customers?
A) Designing A Customer-Driven Marketing Strategy
B) Understanding The Marketplace And Customer Needs
C) Constructing An Integrated Marketing Program That Delivers Superior Value
D) Building Profitable Relationships And Creating Customer Delight
E) Capturing Value From Customers To Create Profit And Customer
Equity Answer: E
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
5) According To The Five-Step Model Of The Marketing Process, A Company Should
Before Designing A Customer-Driven Marketing Strategy.
A) Determine How To Deliver Superior Value To Customers
B) Build Profitable Relationships With Customers
C) Use Customer Relationship Management To Create Full Partnerships With Key Customers
D) Understand The Marketplace And Customer Needs And Wants
E) Construct An Integrated Marketing
Program Answer: D
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Moderate
6) Marketing Is Managing Profitable Customer
Relationships. Answer: TRUE
Skill: Concept
Objective: LO 1.1: Define Marketing And Outline The Steps In The Marketing Process.
Difficulty: Easy
7) Are Human Needs That Are Shaped By Culture And Individual Personality.
A) Necessities
B) Wants
C) Demands
D) Values
E) Exchanges
Answer: B
Skill: Concept
Objective: LO 1.2: Explain The Importance Of Understanding The Marketplace And Customers
And Identify The Five Core Marketplace Concepts.
Difficulty: Easy
4
Copyright © 2018 Pearson Education, Ltd.
