[Type here] [Type here]
Marketing-Management-15th-Edition-by-Philip-Kotler-
Kevin-Lane-Keller
Chapter 2 Developing Marketing Strategies and Plans
1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Answer: C
Diff:
LO: 2.1: How does marketing affect customer value?
Reflective thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then
they will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a
part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
awareness of their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them
becomes easy.
E) Firms should remember that promotion is the most important of the four Ps.
Answer: B
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
3) The value delivery process can be divided into three phases, out of which
"choosing the value" implies , which is the essence of strategic
marketing.
1
, [Type here] [Type here]
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
C) targeting, positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing, and delivering
Answer: D
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
2
, [Type here] [Type here]
4) Apex Corporation is one of the best in its industry in terms of costs and
performance. Many companies in its industry will probably consider Apex as a
.
A) pioneer
B) benchmark
C) target for acquisition
D) future supplier
E) sounding board for ideas
Answer: B
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Application of knowledge
5) James Frank has been put in charge of gathering marketing intelligence,
disseminating it within his organization, and eventually directing action on the
information. Mr. Frank's task is best described as part of the process.
A) market-sensing
B) new-offering realization
C) customer acquisition
D) customer relationship management
E) fulfillment management
Answer: A
Diff: 3
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
6) When a customer places an order at BookBox.com, the company processes the
customer's payment information, sends the order to the nearest warehouse, and
ships the order via FedEx. This is best described as the process.
A) market-sensing
B) customer acquisition
C) customer relationship management
D) fulfillment management
E) new-offering realization
3
, [Type here] [Type here]
Answer: D
Diff: 2
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
4
Marketing-Management-15th-Edition-by-Philip-Kotler-
Kevin-Lane-Keller
Chapter 2 Developing Marketing Strategies and Plans
1) The task of any business is to .
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
Answer: C
Diff:
LO: 2.1: How does marketing affect customer value?
Reflective thinking
2) What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then
they will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a
part of the selling process.
C) Firms should have a proper marketing team that can increase consumers'
awareness of their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them
becomes easy.
E) Firms should remember that promotion is the most important of the four Ps.
Answer: B
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
3) The value delivery process can be divided into three phases, out of which
"choosing the value" implies , which is the essence of strategic
marketing.
1
, [Type here] [Type here]
A) segmentation, developing, and delivering
B) targeting, positioning, and communicating
C) targeting, positioning, and delivering
D) segmentation, targeting, and positioning
E) researching, developing, and delivering
Answer: D
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Reflective thinking
2
, [Type here] [Type here]
4) Apex Corporation is one of the best in its industry in terms of costs and
performance. Many companies in its industry will probably consider Apex as a
.
A) pioneer
B) benchmark
C) target for acquisition
D) future supplier
E) sounding board for ideas
Answer: B
Diff: 1
LO: 2.1: How does marketing affect customer value?
AACSB: Application of knowledge
5) James Frank has been put in charge of gathering marketing intelligence,
disseminating it within his organization, and eventually directing action on the
information. Mr. Frank's task is best described as part of the process.
A) market-sensing
B) new-offering realization
C) customer acquisition
D) customer relationship management
E) fulfillment management
Answer: A
Diff: 3
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
6) When a customer places an order at BookBox.com, the company processes the
customer's payment information, sends the order to the nearest warehouse, and
ships the order via FedEx. This is best described as the process.
A) market-sensing
B) customer acquisition
C) customer relationship management
D) fulfillment management
E) new-offering realization
3
, [Type here] [Type here]
Answer: D
Diff: 2
LO: 2.1: How does marketing affect customer value?
AACSB: Analytical thinking; Application of knowledge
4
