Test Bank for Marketing: Real People, Real Choices, 10th Edition by Michael R. Solomon, Greg W. Marshall and Elnora W. Stuart

R
U
SE
IS
O
N
N
O
C
ED
M

, TEST BANK FOR MARKETING: REAL PEOPLE, REAL CHOICES, 10TH EDITION BY
MICHAEL R. SOLOMON, GREG W. MARSHALL AND ELNORA W. STUART


TABLE OF CONTENT
M

PART 1: UNDERSTAND THE VALUE PROPOSITION
ED

1. Welcome to the World of Marketing: Create and Deliver Value
C
2. Global, Ethical, and Sustainable Marketing
O
3. Strategic Market Planning
N
Supplement: Build a Marketing Plan
N
O
PART 2: DETERMINE THE VALUE PROPOSITIONS DIFFERENT CUSTOMERS WANT
IS
4. Market Research
SE
5. Marketing Analytics: Welcome to the Era of Big Data!



6. Understand Consumer and Business Markets
U

7. Segmentation, Target Marketing, and Positioning
R

, PART 3: DEVELOP THE VALUE PROPOSITION FOR THE CUSTOMER



8. Product I: Innovation and New Product Development
M

9. Product II: Product Strategy, Branding, and Product Management
ED

10. Price: What Is the Value Proposition Worth?



Supplement: Marketing Math
C
O

PART 4: DELIVER AND COMMUNICATE THE VALUE PROPOSITION
N
N
11. Deliver the Goods: Determine the Distribution Strategy
O
12. Deliver the Customer Experience: Goods and Services via Bricks and Clicks
IS
13. Promotion I: Advertising One to Many Marketing Communications
SE
14. Promotion II: Social Media Marketing and Other Communication Tools
U
R

, Marketing: Real People, Real Choices, 10e (Solomon)
Chapter 1 Welcome to the World of Marketing: Create and Deliver Value

1) A ________ is the ultimate user of a good or service.
A) stakeholder
B) market
M
C) target market
D) marketer
E) consumer
ED
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing

2) ________ is the activity, set of institutions, and processes for creating, communicating,
C
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
A) Demand satisfaction
O
B) Competitive advantage building
C) Marketing
D) Total quality management
N
E) Value chain management
Answer: C
Difficulty: Easy
N
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
AACSB: Written and oral communication
O

3) The ________ consists of the tools an organization uses to create a desired response among a
set of predefined consumers.
IS
A) sharing economy
B) market position
C) value proposition
D) marketplace
SE
E) marketing mix
Answer: E
Difficulty: Easy
LO: 1.1: Explain what marketing is, the marketing mix, what can be marketed and the value of
marketing
U
R