Marketing An introduction 6th Canadian Edition - Test Bank

, TEST ITEM FILE
Judith Nash
SAIT




MARKETING: AN INTRODUCTION
Sixth Canadian Edition

Gary Armstrong
University of North Carolina

Philip Kotler
Northwestern University

Valerie Trifts
Dalhousie University

Lilly Anne Buchwitz
Wilfrid Laurier University

Contributing Author:
David Gaudet
SAIT Polytechnic




Toronto
ISBN: 9780134395753

Copyright © 2017 Pearson Canada Inc. All rights reserved.
This work is protected by Canadian copyright laws and is provided solely for the use of instructors in teaching their
courses and assessing student learning. Dissemination or sale of any part of this work (including on the Internet) will
destroy the integrity of the work and is not permitted. The copyright holder grants permission to instructors who have
adopted Marketing: An Introduction, Sixth Canadian Edition, by Armstrong, Kotler, Trifts, Buchwitz, and Gaudet to
post this material online only if the use of the website is restricted by access codes to students in the instructor’s class
that is using the textbook and provided the reproduced material bears this copyright notice.

,Marketing: An Introduction, Sixth Canadian Edition Armstrong, Kotler, Trifts, Buchwitz, Gaudet




CONTENTS



PART ONE – DEFINING MARKETING AND THE MARKETING PROCESS
CHAPTER 1: MARKETING: CREATING AND CAPTURING CUSTOMER VALUE
CHAPTER 2: COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER
RELATIONSHIPS
CHAPTER 3: SUSTAINABLE MARKETING, SOCIAL RESPONSIBILITY, AND ETHICS

PART TWO – UNDERSTA NDING THE MARKETPLACE AND
CONSUMERS
CHAPTER 4: ANALYZING THE MARKETING ENVIRONMENT
CHAPTER 5: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS
CHAPTER 6: UNDERSTANDING CONSUMER AND BUSINESS BUYER BEHAVIOUR

PART THREE – DESIGNING A CUSTOMER-DRIVEN MARKETING STRAT EGY
AND MARKETING MIX
CHAPTER 7: SEGMENTATION, TARGETING, AND POSITIONING
CHAPTER 8: DEVELOPING AND MANAGING PRODUCTS AND SERVICES
CHAPTER 9: BRAND STRATEGY AND MANAGEMENT
CHAPTER 10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE
CHAPTER 11: MARKETING CHANNELS
CHAPTER 12: RETAILING AND WHOLESALING
CHAPTER 13: COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC
RELATIONS
CHAPTER 14: PERSONAL SELLING AND SALES PROMOTION
CHAPTER 15: DIRECT, ONLINE, SOCIAL MEDIA, AND MOBILE MARKETING
CHAPTER 16: THE GLOBAL MARKETPLACE




Copyright © 2017 Pearson Canada Inc.

, Marketing: An Introduction, 6e (Armstrong et al.)
Chapter 1 Marketing: Creating and Capturing Customer Value

1) Which of the following is most essential to even the simplest definition of marketing?
A) demand management
B) the production concept
C) customer relationships
D) making a sale
E) making a profit
Answer: C
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1

2) Which of the following is an accurate description of modern marketing today?
A) Marketing is the creation of products for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying producers' needs first.
E) Marketing is used by for-profit organizations only.
Answer: B
Diff: 1 Type: MC Page Ref: 5
Skill: Concept
Objective: 1-1

3) According to management guru Peter Drucker, "The aim of marketing is to ________."
A) create customer demands
B) identify customer demands
C) make selling unnecessary
D) set realistic customer expectations
E) sell products
Answer: C
Diff: 1 Type: MC Page Ref: 6
Skill: Concept
Objective: 1-1




1
Copyright © 2017 Pearson Canada Inc.