A FRAMEWORK FOR MARKETING MANAGEMENT, 6E (KOTLER):Chapter 1 Defining Marketing for the New Realities

5) Car rental firms, hair dressers, and management consultants provide . A) goods B) experiences C) events D) services E) information Answer: D Diff: 1 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking; Application of knowledge 6) Soccer's 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 Answer: D Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Application of knowledge 7) 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 Answer: D Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking; Application of knowledge 8) People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this market. A) demographic B) business C) need D) geographic E) service Answer: C Diff: 3 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking 9) Four key customer markets are the consumer, business, global, and market. A) demographic B) physical C) nonprofit D) product E) exclusive Answer: C Diff: 1 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking 10) For marketers, the term market refers to which of the following? A) a set of touch points such as store layouts and package designs B) a physical place where buyers and sellers gather C) a collection of buyers and sellers who transact over a particular product D) consumers and not businesses E) customer groups Answer: E Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking 11) The responses marketers seek from prospects include all of the following EXCEPT . A) decampment B) attention C) a purchase D) a vote E) a donation Answer: A Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Reflective thinking 12) In marketing cosmetics, laundry detergent, and products like Pringles to consumers, P&G manages such as eye-catching package designs and innovative product functions. A) events B) prospects C) markets D) brands E) touch points Answer: E Diff: 3 LO: 1.2: What is the scope of marketing? AACSB: Application of knowledge 13) Which of the following is NOT a consumer touch point? A) store layouts B) package designs C) product functions D) shipping and logistics E) All of these are touch points. Answer: E Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking 14) A short definition of marketing is "meeting needs profitably." Answer: TRUE Diff: 1 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking 15) Services constitute the bulk of most countries' production and marketing efforts. Answer: FALSE Diff: 2 LO: 1.2: What is the scope of marketing? AACSB: Analytical thinking ...........