TEST BANK
Marketing: An Introduction (10th Canadian Edition) by Gary Armstrong, Philip Kotler,
Valerie Trifts, and Danielle Wilson
Table of Contents
1. Marketing: Creating Consumer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and
Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
6. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10.Marketing Channels: Delivering Customer Value
11.Retailing and Wholesaling
12.Engaging Consumers and Communicating Customer Value: Marketing Communications
13.Engaging Consumers and Communicating Customer Value: Search Engines, Social Media,
Mobile, and Analytics
14.The Global Marketplace
15.Sustainable Marketing: Social Responsibility and Ethics
1
,Chapter 1: Marketing: Creating Consumer Value and Engagement
1) Simply put, marketing is .
A) the act of selling products
B) building a recognizable and remembered brand
C) building and nurturing relationships with consumers in order to create profit for businesses
D) creating new products
Answer: C
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
2) Amazon, like many other successful companies, is driven by one primary objective, namely
.
A) putting the consumer experience at the centre of all that they do
B) providing shareholders with healthy returns on their investments
C) acquiring companies in order to add to its many product offerings
D) acquiring market share from industry leader, Walmart
Answer: A
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
3) According to the five-step model of the marketing process, the first step in marketing is
.
A) capturing value from customers to create profits and customer equity
B) engaging customers, building profitable relationships, and creating customer delight
C) understanding the marketplace and consumer needs and wants
D) designing a customer-driven marketing strategy
Answer: C
Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
4) In recent years, marketers have leveraged various forms of social media and other
technologies to advance their primary goal of .
A) gaining favourable media attention
B) being better able to reach the customer directly, personally, and interactively
C) gathering more sales data (big data)
D) finding less expensive ways to operate thus driving higher levels of profitability
Answer: B
2
,Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
3
, 5) Management guru Peter Drucker stated, "The aim of marketing is to make selling
unnecessary."
Answer: TRUE
Diff: 1 Type: TF
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
6) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in
return. The marketing process consists of five steps. In the first four steps, companies work to
understand consumers, create customer value, and build strong customer relationships. In the
final step, companies reap the rewards of creating superior customer value. By creating value for
consumers, they in turn capture value from consumers in the form of sales, profits, and long-term
customer equity.
Diff: 2 Type: ES
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
7) As described in the text, the CEOs of both Airbnb and Target share a practice that they believe
makes them more capable leaders of their company. This practice involves more frequent
.
A) interviews with the media (Fortune Magazine, Wall Street Journal)
B) blog posts on how to run a company (Jeff Bullas, James Altucher)
C) visits to their locations (Airbnb hosts and Target stores)
D) personal vacations to ensure they get rested while enjoying time away from their role
Answer: C
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and consumers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
8) are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
Answer: A
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and consumers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
4
Marketing: An Introduction (10th Canadian Edition) by Gary Armstrong, Philip Kotler,
Valerie Trifts, and Danielle Wilson
Table of Contents
1. Marketing: Creating Consumer Value and Engagement
2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and
Relationships
3. Analyzing the Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Understanding Consumer and Business Buyer Behavior
6. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
7. Products, Services, and Brands: Building Customer Value
8. Developing New Products and Managing the Product Life Cycle
9. Pricing: Understanding and Capturing Customer Value
10.Marketing Channels: Delivering Customer Value
11.Retailing and Wholesaling
12.Engaging Consumers and Communicating Customer Value: Marketing Communications
13.Engaging Consumers and Communicating Customer Value: Search Engines, Social Media,
Mobile, and Analytics
14.The Global Marketplace
15.Sustainable Marketing: Social Responsibility and Ethics
1
,Chapter 1: Marketing: Creating Consumer Value and Engagement
1) Simply put, marketing is .
A) the act of selling products
B) building a recognizable and remembered brand
C) building and nurturing relationships with consumers in order to create profit for businesses
D) creating new products
Answer: C
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
2) Amazon, like many other successful companies, is driven by one primary objective, namely
.
A) putting the consumer experience at the centre of all that they do
B) providing shareholders with healthy returns on their investments
C) acquiring companies in order to add to its many product offerings
D) acquiring market share from industry leader, Walmart
Answer: A
Diff: 1 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Application of knowledge
3) According to the five-step model of the marketing process, the first step in marketing is
.
A) capturing value from customers to create profits and customer equity
B) engaging customers, building profitable relationships, and creating customer delight
C) understanding the marketplace and consumer needs and wants
D) designing a customer-driven marketing strategy
Answer: C
Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
4) In recent years, marketers have leveraged various forms of social media and other
technologies to advance their primary goal of .
A) gaining favourable media attention
B) being better able to reach the customer directly, personally, and interactively
C) gathering more sales data (big data)
D) finding less expensive ways to operate thus driving higher levels of profitability
Answer: B
2
,Diff: 2 Type: MC
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
3
, 5) Management guru Peter Drucker stated, "The aim of marketing is to make selling
unnecessary."
Answer: TRUE
Diff: 1 Type: TF
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
6) What is marketing? Briefly describe the marketing process.
Answer: Marketing can be defined as the process by which companies create value for
customers and build strong customer relationships in order to capture value from customers in
return. The marketing process consists of five steps. In the first four steps, companies work to
understand consumers, create customer value, and build strong customer relationships. In the
final step, companies reap the rewards of creating superior customer value. By creating value for
consumers, they in turn capture value from consumers in the form of sales, profits, and long-term
customer equity.
Diff: 2 Type: ES
LO: 1-1: Define marketing and outline the steps in the marketing process.
AACSB: Analytical thinking
7) As described in the text, the CEOs of both Airbnb and Target share a practice that they believe
makes them more capable leaders of their company. This practice involves more frequent
.
A) interviews with the media (Fortune Magazine, Wall Street Journal)
B) blog posts on how to run a company (Jeff Bullas, James Altucher)
C) visits to their locations (Airbnb hosts and Target stores)
D) personal vacations to ensure they get rested while enjoying time away from their role
Answer: C
Diff: 2 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and consumers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
8) are defined as states of felt deprivation.
A) Needs
B) Ideas
C) Demands
D) Values
Answer: A
Diff: 1 Type: MC
LO: 1-2: Explain the importance of understanding the marketplace and consumers and identify
the five core marketplace concepts.
AACSB: Analytical thinking
4
