Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
Marketing Management, 15e (Kotler) p p p
Chapter 2 Developing Marketing Strategies and Plans
p p p p p
B) strategic marketing plan p p
C) corporate tactical plan p p
D) corporate 1) The task of any business is to p . p p p p p p p
A) create customer needs p p
B) differentiate in terms of cost of production p p p p p p
C) deliver customer value at a profitp p p p p
D) reduce competition p
E) communicate similar value as provided by competitors p p p p p p p
Answer: C
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
2) What is the traditional view of marketing?
p p p p p p
A) Firms should just focus on production because if the products are good then t
p p p p p p p p p p p p p
hey will automatically sell.
p p p
B) Firms should just focus on production and selling because marketing occurs as a p
p p p p p p p p p p p p p
art of the selling process.
p p p p
C) Firms should have a proper marketing team that can increase consumers' a
p p p p p p p p p p p
wareness of their products and rouse their interest in them.
p p p p p p p p p
D) Firms should price their products as low as possible so that marketing them b
p p p p p p p p p p p p p
ecomes easy. p
E) Firms should remember that promotion is the most important of the four Ps.
p p p p p p p p p p p p p
Answer: B
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
3) The value delivery process can be divided into three phases, out of which "
p p p p p p p p p p p p p
1
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
choosing the value" implies
p p p
, which is the essence of strategic marketing.
p p p p p p p
2
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
A) segmentation, developing, and delivering
p p p
B) targeting, positioning, and communicating
p p p
C) targeting, positioning, and delivering
p p p
D) segmentation, targeting, and positioning
p p p
E) researching, developing, and delivering
p p p p
Answer: D
Diff: 1
p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
3
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
4) Apex Corporation is one of the best in its industry in terms of costs and perfor
p p p p p p p p p p p p p p p
mance. Many companies in its industry will probably consider Apex as a
p p p p p p p p p p p
p .
A) pioneer
B) benchmark
C) target for acquisition p p
D) future supplier p
E) sounding board for ideas p p p p
Answer: B
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Application of knowledge p p
5) James Frank has been put in charge of gathering marketing intelligence, disse
p p p p p p p p p p p
minating it within his organization, and eventually directing action on the inform
p p p p p p p p p p p
ation. Mr. Frank's task is best described as part of the
p p process.
p p p p p p p p
A) market-sensing
B) new-offering realization p
C) customer acquisition p
D) customer relationship management p p
E) fulfillment management p
pAnswer: A
Diff: 3 p
LO:
2.1: How does marketing affect customer value? AA
p p p p p p p
CSB: Analytical thinking; Application of knowledge p p p p
6) When a customer places an order at BookBox.com, the company processes the c
p p p p p p p p p p p p
ustomer's payment information, sends the order to the nearest warehouse, and ships
p p p p p p p p p p p
the order via FedEx. This is best described as the
p p p p process. p p p p p p
A) market-sensing
B) customer acquisition p
C) customer relationship management p p
4
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
Marketing Management, 15e (Kotler) p p p
Chapter 2 Developing Marketing Strategies and Plans
p p p p p
B) strategic marketing plan p p
C) corporate tactical plan p p
D) corporate 1) The task of any business is to p . p p p p p p p
A) create customer needs p p
B) differentiate in terms of cost of production p p p p p p
C) deliver customer value at a profitp p p p p
D) reduce competition p
E) communicate similar value as provided by competitors p p p p p p p
Answer: C
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
2) What is the traditional view of marketing?
p p p p p p
A) Firms should just focus on production because if the products are good then t
p p p p p p p p p p p p p
hey will automatically sell.
p p p
B) Firms should just focus on production and selling because marketing occurs as a p
p p p p p p p p p p p p p
art of the selling process.
p p p p
C) Firms should have a proper marketing team that can increase consumers' a
p p p p p p p p p p p
wareness of their products and rouse their interest in them.
p p p p p p p p p
D) Firms should price their products as low as possible so that marketing them b
p p p p p p p p p p p p p
ecomes easy. p
E) Firms should remember that promotion is the most important of the four Ps.
p p p p p p p p p p p p p
Answer: B
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
3) The value delivery process can be divided into three phases, out of which "
p p p p p p p p p p p p p
1
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
choosing the value" implies
p p p
, which is the essence of strategic marketing.
p p p p p p p
2
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
A) segmentation, developing, and delivering
p p p
B) targeting, positioning, and communicating
p p p
C) targeting, positioning, and delivering
p p p
D) segmentation, targeting, and positioning
p p p
E) researching, developing, and delivering
p p p p
Answer: D
Diff: 1
p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Reflective thinking p
3
, Test Bank for Marketing Management 15th
p p p p p
Edition by Keller & Kotler p p p p
Link download full:
p p
https://digitalcontentmarket.org/download/test-bank-for-marketing-management-
1 5th-edition-by-keller-kotler
p
4) Apex Corporation is one of the best in its industry in terms of costs and perfor
p p p p p p p p p p p p p p p
mance. Many companies in its industry will probably consider Apex as a
p p p p p p p p p p p
p .
A) pioneer
B) benchmark
C) target for acquisition p p
D) future supplier p
E) sounding board for ideas p p p p
Answer: B
Diff: 1 p
LO:
2.1: How does marketing affect customer value?
p p p p p p p
AACSB: Application of knowledge p p
5) James Frank has been put in charge of gathering marketing intelligence, disse
p p p p p p p p p p p
minating it within his organization, and eventually directing action on the inform
p p p p p p p p p p p
ation. Mr. Frank's task is best described as part of the
p p process.
p p p p p p p p
A) market-sensing
B) new-offering realization p
C) customer acquisition p
D) customer relationship management p p
E) fulfillment management p
pAnswer: A
Diff: 3 p
LO:
2.1: How does marketing affect customer value? AA
p p p p p p p
CSB: Analytical thinking; Application of knowledge p p p p
6) When a customer places an order at BookBox.com, the company processes the c
p p p p p p p p p p p p
ustomer's payment information, sends the order to the nearest warehouse, and ships
p p p p p p p p p p p
the order via FedEx. This is best described as the
p p p p process. p p p p p p
A) market-sensing
B) customer acquisition p
C) customer relationship management p p
4
