TEST BANK FOR Marketing: Real People, Real Choices 12th Edition by Michael Solomon , ISBN: 9780138116118 |Chapter 1-14| Guide A+

TEST BANK
Marketing: Real People, Real Choices

Michael Solomon

12th Edition

Chapter 1-14
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,Marketing: Real People, Real Choices, 12e (Solomon)
Chapter 1 Welcome to Marketing in the Modern World

1) A is the ultimate user of a good or service.
A) stakeholder
B) market
C) target market
D) marketer
E) consumer
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

2) is the activity, set of institutions, and processes for creating, communicating,
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delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
B) Competitive advantage building
C) Marketing
D) Total quality management
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E) Value chain management
Answer: C
Difficulty: Easy
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LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication

3) The consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
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A) sharing economy
B) market position
C) value proposition
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D) marketplace
E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

,4) The four Ps are discussed as separate parts of a firm's marketing strategy, but product, price,
promotion, and place decisions are actually .
A) contradictory
B) interdependent
C) unrelated
D) disconnected
E) singular
Answer: B
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Written and oral communication

5) Which of the following is a true statement about the four Ps of the marketing mix?
A) A decision about one of the Ps affects every other marketing-mix decision.
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B) Price is always the most important of the four Ps.
C) Place is typically the least important of the four Ps.
D) The four Ps have little effect on a product's market position.
E) The four Ps are used to determine a product's target market.
Answer: A
Difficulty: Moderate
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LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing
AACSB: Analytical thinking
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6) Which of the following is part of the place element of the marketing mix?
A) a quality discount
B) a store coupon
C) a newspaper advertisement
D) a local retailer
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E) publicity releases
Answer: D
Difficulty: Moderate
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LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

7) The customer's overall assessment of every interaction the customer has had with a business is
known as .
A) the customer experience
B) customer engagement
C) e-commerce
D) the marketing mix
E) collaborative consumption
Answer: A
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

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, 8) is the assignment of a product's value, or the amount the consumer must exchange
to receive the offering.
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility
Answer: B
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

9) Free delivery of a good is considered part of which element of the marketing mix?
A) product
B) place
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C) price
D) distribution
E) promotion
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
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marketing
AACSB: Written and oral communication
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10) Marketing communication is also referred to as .
A) production
B) selling orientation
C) societal marketing
D) exchange
E) promotion
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Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
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marketing
AACSB: Written and oral communication

11) For an exchange to occur, .
A) at least two people or organizations must be willing to make a trade, and each must have
something the other wants
B) there must be one winner and one loser
C) someone must make a financial profit
D) the item that is exchanged must be a tangible product
E) time utility must be created for the purchaser
Answer: A
Difficulty: Moderate
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
marketing

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Copyright © 2025 Pearson Education, Inc.