Test Bank for Marketing Management 16th edition by Philip Kotler, Alexander Chernev.

Marketing Management 14th Edition Tes
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t Bank – Kotler g g g


MarketinggManagementg14thgEditiongTestgBankg–gKotler

Sample

MarketinggManagement,g14eg(Kotler/Keller)

Chapterg5gggCreatinggLong-TermgLoyaltygRelationships

1)gWhichgofgthegfollowinggisgtruegforgthegmoderngcompanygorganizationgchart?

A)gFrontlinegemployeesgareglessgimportantgthangtopgmanagement.

B)gCustomersgaregatgthegtopgofgthegpyramid.

C)gTopgmanagementgisgatgthegtopgofgthegpyramid.

D)gCustomersgareglessgimportantgthangmiddlegmanagement.

E)gFrontlinegemployeesgaregatgthegtopgofgthegpyramid.

Answer:ggB

PagegRef:g124

Objective:gg1

AACSB:ggReflectivegthinking

Difficulty:ggEasy

2)gIngthegmoderngcustomer-
orientedgorganizationalgchart,gwhichgofgthegfollowinggisgconsideredgtogbegatgthegtopgofgt
hegorganizationalgpyramid?

A)gsales

B)gtopgmanagement

C)gfront-linegpeople

D)gcustomers

,E)gmiddlegmanagement

Answer:ggD

PagegRef:g124

Objective:gg1

Difficulty:ggEasy

3)gIngagmoderngcustomer-
orientedgorganizationgchart,gtheg________gofgangorganizationgimmediatelygfollowgthegc
ustomergsegment.

A)gtopgmanagement

B)gmarketinggdepartment

C)gmiddlegmanagement

D)gfrontlinegpeople

E)glowergmanagement

Answer:ggD

PagegRef:g124

Objective:gg1

AACSB:ggAnalyticgskills

Difficulty:ggEasy

4)g________gisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthe
gbenefitsgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.


A)gPerceivedgusefulness

B)gFailuregavoidancegrate

C)gTotalgcustomergbenefit

D)gCustomer-perceivedgvalue

E)gCompetitors’gmarketgsharegrate

,Answer:ggD

PagegRef:g125

Objective:gg1

AACSB:ggAnalyticgskills

Difficulty:ggEasy

5)gWhengagconsumergconsidersgagproductgorgservice,ghegorgshegwillgchoosegwhicheverg
productgorgservicegdeliversgtheghighestg________.

A)gcustomer-perceivedgvalue

B)gcustomer-perceivedgcost

C)gcustomergprofitabilityganalysis

D)gcustomergequity

E)gcustomerglifetimegvalue

Answer:ggA

PagegRef:g125

Objective:gg1

AACSB:ggAnalyticgskills

Difficulty:ggEasy

6)g________gisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,ga
ndgpsychologicalgbenefitsgcustomersgexpectgfromgaggivengmarketgoffering.

A)gTotalgcustomergcost

B)gTotalgcustomergbenefit

C)gTotalgbenefitsgofgownership

D)gValuegproposition

E)gValuegdeliverygsystem

, Answer:ggB

PagegRef:g125

Objective:gg1

AACSB:ggAnalyticgskills

Difficulty:ggEasy

7)gThegbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtaining,gusing,gandgd
isposinggofgtheggivengmarketgofferinggisgcalledgtheg________.

A)gactivity-basedgcost

B)gcustomergprofitabilityganalysis

C)gtotalgcustomergcost

D)gproductglife-cyclegcost

E)gdirectgproductgprofitability

Answer:ggC

PagegRef:g125

Objective:gg1

AACSB:ggAnalyticgskills

Difficulty:ggEasy

8)gWhichgofgthegfollowinggisgtruegforgcustomer-perceivedgvalue?

A)gItgisgthegperceivedgmonetarygvaluegofgthegbundlegofgeconomic,gfunctional,gandgpsyc
hologicalgbenefitsgcustomersgexpectgfromgagproduct.

B)gItgisgthegdifferencegbetweengthegprospectivegcustomer’sgevaluationgofgallgthegbenefit
sgandgallgthegcostsgofgangofferinggandgthegperceivedgalternatives.

C)gItgisgthegperceivedgbundlegofgcostsgcustomersgexpectgtogincurgingevaluating,gobtainin
g,gusing,gandgdisposinggofgtheggivengmarketgoffering.

D)gItgisgthegnetgpresentgvaluegofgthegstreamgofgfuturegprofitsgexpectedgovergthegcustome
r’sglifetimegpurchases.