Marketing: Real People, Real Choices, 12e (Solomon) Ch
nh nh nh nh nh nh nh
apter 1 nh
Welcome to Marketing in the Modern Worl nh nh nh nh nh nh
d
1) A is the ultimate user of a good or service.
nh nh nh nh nh nh nh nh nh
A) stakeholder
B) market
C) target market nh
D) marketer
E) consumer Ans nh
wer: E Difficul n h nh
ty: Easy n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
2) is the activity, set of institutions, and processes for creating, communicating,
nh nh nh nh nh nh nh nh nh nh
delivering, and exchanging offerings that have value for customers, clients, partners, and societ
nh nh nh nh nh nh nh nh nh nh nh nh
y at large.
nh nh
A) Demand satisfaction nh
B) Competitive advantage building nh nh
C) Marketing
D) Total quality management nh nh
E) Value chain management nh nh
Answer: C
nh n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
3) The nh
consists of the tools an organization uses to create a desired response among a set of prede
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
fined consumers. nh
A) sharing economy nh
B) market position nh
C) value proposition nh
D) marketplace
E) marketing mix nh
Answer: E
nh n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
1
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
,4) The four Ps are discussed as separate parts of a firm's marketing strategy, but product, pri
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
ce, promotion, and place decisions are actually
nh . nh nh nh nh nh nh
A) contradictory
B) interdependent
C) unrelated
D) disconnected
E) singular nh
Answer: n h
B
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
5) Which of the following is a true statement about the four Ps of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
A) A decision about one of the Ps affects every other marketing-mix decision.
nh nh nh nh nh nh nh nh nh nh nh
B) Price is always the most important of the four Ps.
nh nh nh nh nh nh nh nh nh
C) Place is typically the least important of the four Ps.
nh nh nh nh nh nh nh nh nh
D) The four Ps have little effect on a product's market position.
nh nh nh nh nh nh nh nh nh nh
E) The four Ps are used to determine a product's target marke
nh nh nh nh nh nh nh nh nh nh
t. Answer: A
nh n h
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Analytical thinking nh
6) Which of the following is part of the place element of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh
A) a quality discount
nh nh
B) a store coupon
nh nh
C) a newspaper advertisement
nh nh
D) a local retailer
nh nh
E) publicity releases nh
Answer: D
nh n h
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
7) The customer's overall assessment of every interaction the customer has had with a business
nh nh nh nh nh nh nh nh nh nh nh nh nh n
is known as
h nh . nh nh
A) the customer experience
nh nh
B) customer engagement nh
C) e-commerce
D) the marketing mix nh nh
E) collaborative consumption nh
Answer: A
nh n h
Difficulty: Easy n h n h
marketing
2
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
,LO: n h n h 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
marketing
3
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
, 8) is the assignment of a product's value, or the amount the consumer must exchan
nh nh nh nh nh nh nh nh nh nh nh nh nh
ge to receive the offering.
nh nh nh nh
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility A nh
nswer: B n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
9) Free delivery of a good is considered part of which element of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh nh
A) product
B) place
C) price
D) distribution
E) promotion
Answer:
nh n h
A
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
10) Marketing communication is also referred to as . nh nh nh nh nh nh nh
A) production
B) selling orientation nh
C) societal marketing nh
D) exchange
E) promotion An nh
swer: E Diffic n h nh
ulty: Easy n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
11) For an exchange to occur,nh . nh nh nh nh
A) at least two people or organizations must be willing to make a trade, and each must ha
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
ve something the other wants
nh nh nh nh
B) there must be one winner and one loser
nh nh nh nh nh nh nh
C) someone must make a financial profit nh nh nh nh nh
D) the item that is exchanged must be a tangible product
nh nh nh nh nh nh nh nh nh
E) time utility must be created for the purchase
nh nh nh nh nh nh nh
r Answer: A
nh n h
Difficulty: Moderate n h n h
marketing
4
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
nh nh nh nh nh nh nh
apter 1 nh
Welcome to Marketing in the Modern Worl nh nh nh nh nh nh
d
1) A is the ultimate user of a good or service.
nh nh nh nh nh nh nh nh nh
A) stakeholder
B) market
C) target market nh
D) marketer
E) consumer Ans nh
wer: E Difficul n h nh
ty: Easy n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
2) is the activity, set of institutions, and processes for creating, communicating,
nh nh nh nh nh nh nh nh nh nh
delivering, and exchanging offerings that have value for customers, clients, partners, and societ
nh nh nh nh nh nh nh nh nh nh nh nh
y at large.
nh nh
A) Demand satisfaction nh
B) Competitive advantage building nh nh
C) Marketing
D) Total quality management nh nh
E) Value chain management nh nh
Answer: C
nh n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
3) The nh
consists of the tools an organization uses to create a desired response among a set of prede
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
fined consumers. nh
A) sharing economy nh
B) market position nh
C) value proposition nh
D) marketplace
E) marketing mix nh
Answer: E
nh n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
1
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
,4) The four Ps are discussed as separate parts of a firm's marketing strategy, but product, pri
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
ce, promotion, and place decisions are actually
nh . nh nh nh nh nh nh
A) contradictory
B) interdependent
C) unrelated
D) disconnected
E) singular nh
Answer: n h
B
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
5) Which of the following is a true statement about the four Ps of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
A) A decision about one of the Ps affects every other marketing-mix decision.
nh nh nh nh nh nh nh nh nh nh nh
B) Price is always the most important of the four Ps.
nh nh nh nh nh nh nh nh nh
C) Place is typically the least important of the four Ps.
nh nh nh nh nh nh nh nh nh
D) The four Ps have little effect on a product's market position.
nh nh nh nh nh nh nh nh nh nh
E) The four Ps are used to determine a product's target marke
nh nh nh nh nh nh nh nh nh nh
t. Answer: A
nh n h
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Analytical thinking nh
6) Which of the following is part of the place element of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh
A) a quality discount
nh nh
B) a store coupon
nh nh
C) a newspaper advertisement
nh nh
D) a local retailer
nh nh
E) publicity releases nh
Answer: D
nh n h
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
7) The customer's overall assessment of every interaction the customer has had with a business
nh nh nh nh nh nh nh nh nh nh nh nh nh n
is known as
h nh . nh nh
A) the customer experience
nh nh
B) customer engagement nh
C) e-commerce
D) the marketing mix nh nh
E) collaborative consumption nh
Answer: A
nh n h
Difficulty: Easy n h n h
marketing
2
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
,LO: n h n h 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value of
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
marketing
3
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
, 8) is the assignment of a product's value, or the amount the consumer must exchan
nh nh nh nh nh nh nh nh nh nh nh nh nh
ge to receive the offering.
nh nh nh nh
A) Promotion
B) Price
C) Benefit
D) Need
E) Utility A nh
nswer: B n h
Difficulty: Easy n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
9) Free delivery of a good is considered part of which element of the marketing mix?
nh nh nh nh nh nh nh nh nh nh nh nh nh nh
A) product
B) place
C) price
D) distribution
E) promotion
Answer:
nh n h
A
Difficulty: Moderate n h n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
10) Marketing communication is also referred to as . nh nh nh nh nh nh nh
A) production
B) selling orientation nh
C) societal marketing nh
D) exchange
E) promotion An nh
swer: E Diffic n h nh
ulty: Easy n h
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed, and the value
n h nh nh nh nh nh nh nh nh nh nh nh nh nh nh n
of marketing
h nh
AACSB: Written and oral communication nh nh nh
11) For an exchange to occur,nh . nh nh nh nh
A) at least two people or organizations must be willing to make a trade, and each must ha
nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh nh
ve something the other wants
nh nh nh nh
B) there must be one winner and one loser
nh nh nh nh nh nh nh
C) someone must make a financial profit nh nh nh nh nh
D) the item that is exchanged must be a tangible product
nh nh nh nh nh nh nh nh nh
E) time utility must be created for the purchase
nh nh nh nh nh nh nh
r Answer: A
nh n h
Difficulty: Moderate n h n h
marketing
4
Copyright © 2025 Pearson Education, Inc
nh nh nh nh nh
.
