Marketing Management 15th Edition Test Bank – Philip Kotler Practice Questions & PD

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Marketing Management 15ed -
multiple choice - Test Bank covers
all chapters

1. Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.

Page: 4
B
2. is the art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.
A) Marketing management
B) Knowledge management
C) Operations management
D) Strategic management
E) Distribution management

Page: 5
A
3. Identify the correct statement about marketing management.
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about
issues related to marketing products and services.
B) It focuses mostly on monitoring the profitability of a company's products and services.
C) It focuses solely on attaining an organization's sales goals in an efficient manner.
D) It is defined as the field that deals with planning and managing a business at the highest level of
corporate hierarchy.
E) It occurs when at least one party to a potential exchange thinks about the means of achieving
desired responses from other parties.

Page: 5
E
4. A social definition of marketing says .
A) effective marketing requires companies to remove intermediaries to achieve a closer connection
with direct consumers
B) a company should focus exclusively on achieving high production efficiency, low costs, and mass
distribution to facilitate the broadest possible access to the company's products
C) marketing is the process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others
D) marketing is the process of extracting the maximum value from consumers to facilitate


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corporate growth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of
products that might otherwise be unsought by the consumer




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Page: 5
C
5. goods constitute the bulk of most countries' production and marketing efforts.
A) Durable
B) Impulse




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C) Physical
D) Luxury
E) Intangible

Page: 5
C
6. As economies advance, a growing proportion of their activities focuses on the production of
.
A) products
B) events
C) experiences
D) luxury goods
E) services

Page: 5
E
7. Car rental firms, hair dressers, and management consultants provide .
A) goods
B) experiences
C) events
D) services
E) information

Page: 5
D
8. The Soccer World Cup is promoted aggressively to both companies and fans. This is an example of
marketing a(n) .
A) idea
B) place
C) luxury item
D) event
E) service

Page: 5
D
9. The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its
multicultural society in order to attract tourists is an example of marketing.
A) event
B) property
C) service
D) place
E) idea

Page: 6




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