Test Bank - Marketing Management, 17th Edition – Philip Kotler, Kevin Lane Keller, Alexander Chernev – ISBN 9780138076276 (Chapters 1–21)

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Marketing Management
17th Edition
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TEST BANK
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Philip Kotler
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Kevin Lane Keller
Alexander Chernev
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Comprehensive Test Bank for Instructors
and Students
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© Philip Kotler, Kevin Lane Keller & Alexander Chernev. All
rights reserved. Reproduction or distribution without
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permission is prohibited.
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9780138076276




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Test Bankjiuh
— Marketing Management, 17th Edition
Authors: Philip Kotler, Kevin Lane Keller, Alexander Chernev
ISBN: 9780138076276



PART 1: Fundamentals of Marketing Management
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Chapter 1: Defining Marketing for the New Realities
Chapter 2: Marketing Planning and Management
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PART 2: Understanding the Market

Chapter 3: Analyzing Consumer Markets
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Chapter 4: Analyzing Business Markets
Chapter 5: Conducting Marketing Research
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PART 3: Developing a Viable Market Strategy

Chapter 6: Identifying Market Segments and Target Customers
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Chapter 7: Crafting a Customer Value Proposition and Positioning



PART 4: Designing Value
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Chapter 8: Designing and Managing Products
Chapter 9: Designing and Managing Services
Chapter 10: Building Strong Brands
Chapter 11: Managing Pricing and Sales Promotions
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PART 5: Communicating Value
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Chapter 12: Managing Marketing Communications
Chapter 13: Designing an Integrated Marketing Campaign in the Digital Age
Chapter 14: Personal Selling and Direct Marketing




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6: Delivering Value

Chapter 15: Designing and Managing Distribution Channels
Chapter 16: Managing Retailing
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PART 7: Managing Growth

Chapter 17: Driving Growth in Competitive Markets
Chapter 18: Developing New Market Offerings
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Chapter 19: Building Customer Loyalty
Chapter 20: Tapping into Global Markets
Chapter 21: Environmental, Social, and Governance Issues in Marketing
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© MEDCONNOISSEUR

, TEST BANK FOR
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
Copyright 2026
Chapter 1-21
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Chapter 1 Defining Marketing for the New Realities

1) Which of these is an accurate characterization of the contemporary view of marketing?
A) Marketing is synonymous with selling.
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B) With the rise of social commerce, company-driven marketing is no longer important.
C) Marketing's emphasis within the firm continues to decline.
D) To improve efficiency, most firms now restrict marketing activities within the "official"
boundaries of the marketing department.
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
with the goals of the organization.
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Answer: E
Diff: 3
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim of
marketing?
A) Selling should replace marketing.
B) Selling should have equal importance in the corporate hierarchy.
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C) To know and understand the customer so well that the product or service fits the individual and
sells itself.
D) The sales function should set strategy, while the marketing function owns tactics.
E) Selling and marketing are synonymous.
Answer: C
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Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking

3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
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with the iPad?
A) Both companies designed the right product based on thoughtful research.
B) Both products were flukes that happened to hit the market at the right time.
C) Neither product led its category, but both were sold aggressively.
D) Both products underpriced their competition.
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E) American consumers have enough disposable income to afford luxury gadgets.
Answer: A
Diff: 2
LO: 1.1: Define the scope of marketing.
AACSB: Reflective thinking



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