, TEST BANK FOR MARKETING: REAL PEOPLE, REAL CHOICES, 10TH EDITION BY
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MICHAEL R. SOLOMON, GREG W. MARSHALL AND ELNORA W. STUART
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TABLE OF CONTENT
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PART 1: UNDERSTAND THE VALUE PROPOSITION
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1. Welcome to the World of Marketing: Create and Deliver Value
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2. Global, Ethical, and Sustainable Marketing
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3. Strategic Market Planning
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Supplement: Build a Marketing Plan t t t t
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
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4. Market Research t
5. Marketing Analytics: Welcome to the Era of Big Data!
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6. Understand Consumer and Business Marketst t t t
7. Segmentation, Target Marketing, and Positioning t t t t
,PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
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8. Product I: Innovation and New Product Development
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9. Product II: Product Strategy, Branding, and Product Management
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10. Price: What Is the Value Proposition Worth?
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Supplement: Marketing Math t t
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
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11. Deliver the Goods: Determine the Distribution Strategy
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12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
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13. Promotion I: Advertising One to Many Marketing Communications
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14. Promotion II: Social Media Marketing and Other Communication Tools
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, Marketing: Real People, Real Choices, 10e (Solomon) t t t t t t
Chapter 1 Welcome to the World of Marketing: Create and Deliver Value
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1) A t is the ultimate user of a good or service. t t t t t t t t
A) stakeholder
B) market
C) target market t
D) marketer
E) consumer
Answer: E
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Difficulty: Easy
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LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
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marketing
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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
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large.
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A) Demand satisfaction t
B) Competitive advantage building t t
C) Marketing
D) Total quality management
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E) Value chain management
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Answer: C
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Difficulty: Easy t
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
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marketing
t
AACSB: Written and oral communication
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3) The t consists of the tools an organization uses to create a desired response among a set
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of predefined consumers.
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A) sharing economy t
B) market position t
C) value proposition
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D) marketplace
E) marketing mix t
Answer: E
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Difficulty: Easy
t t
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
t t t t t t t t t t t t t t t t
marketing
t
t t t t t t t t t t
MICHAEL R. SOLOMON, GREG W. MARSHALL AND ELNORA W. STUART
t t t t t t t t t t
TABLE OF CONTENT
t t
PART 1: UNDERSTAND THE VALUE PROPOSITION
t t t t t
1. Welcome to the World of Marketing: Create and Deliver Value
t t t t t t t t t
2. Global, Ethical, and Sustainable Marketing
t t t t
3. Strategic Market Planning
t t
Supplement: Build a Marketing Plan t t t t
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
t t t t t t t t
4. Market Research t
5. Marketing Analytics: Welcome to the Era of Big Data!
t t t t t t t t
6. Understand Consumer and Business Marketst t t t
7. Segmentation, Target Marketing, and Positioning t t t t
,PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER
t t t t t t t t
8. Product I: Innovation and New Product Development
t t t t t t
9. Product II: Product Strategy, Branding, and Product Management
t t t t t t t
10. Price: What Is the Value Proposition Worth?
t t t t t t
Supplement: Marketing Math t t
PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
t t t t t t t
11. Deliver the Goods: Determine the Distribution Strategy
t t t t t t
12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
t t t t t t t t t t
13. Promotion I: Advertising One to Many Marketing Communications
t t t t t t t
14. Promotion II: Social Media Marketing and Other Communication Tools
t t t t t t t t
, Marketing: Real People, Real Choices, 10e (Solomon) t t t t t t
Chapter 1 Welcome to the World of Marketing: Create and Deliver Value
t t t t t t t t t t t
1) A t is the ultimate user of a good or service. t t t t t t t t
A) stakeholder
B) market
C) target market t
D) marketer
E) consumer
Answer: E
t t
Difficulty: Easy
t t
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
t t t t t t t t t t t t t t t t
marketing
t
2) is the activity, set of institutions, and processes for creating, communicating,
t t t t t t t t t t
delivering, and exchanging offerings that have value for customers, clients, partners, and society at
t t t t t t t t t t t t t t
large.
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A) Demand satisfaction t
B) Competitive advantage building t t
C) Marketing
D) Total quality management
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E) Value chain management
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Answer: C
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Difficulty: Easy t
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
t t t t t t t t t t t t t t t t
marketing
t
AACSB: Written and oral communication
t t t t
3) The t consists of the tools an organization uses to create a desired response among a set
t t t t t t t t t t t t t t
of predefined consumers.
t t t
A) sharing economy t
B) market position t
C) value proposition
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D) marketplace
E) marketing mix t
Answer: E
t t
Difficulty: Easy
t t
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
t t t t t t t t t t t t t t t t
marketing
t
