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

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TESTiBANKiFORiMARKETING:iREALiPEOPLE,iREALiCHOICES,i10THiEDITIONiBY
MICHAELiR.iSOLOMON,iGREGiW.iMARSHALLiANDiELNORAiW.iSTUART


TABLEiOFiCONTENT



PARTi1:iUNDERSTANDiTHEiVALUEiPROPOSITION



1.iWelcomeitoitheiWorldiofiMarketing:iCreateiandiDeliveriValue



2.iGlobal,iEthical,iandiSustainableiMarketing



3.iStrategiciMarketiPlanning



Supplement:iBuildiaiMarketingiPlan




PARTi2:iDETERMINEiTHEiVALUEiPROPOSITIONSiDIFFERENTiCUSTOMERSiWANT



4.iMarketiResearch



5.iMarketingiAnalytics:iWelcomeitoitheiEraiofiBigiData!



6.iUnderstandiConsumeriandiBusinessiMarkets



7.iSegmentation,iTargetiMarketing,iandiPositioning

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PARTi3:iDEVELOPiTHEiVALUEiPROPOSITIONiFORiTHEiCUSTOMER



8.iProductiI:iInnovationiandiNewiProductiDevelopment



9.iProductiII:iProductiStrategy,iBranding,iandiProductiManagement



10.iPrice:iWhatiIsitheiValueiPropositioniWorth?



Supplement:iMarketingiMath




PARTi4:iDELIVERiANDiCOMMUNICATEiTHEiVALUEiPROPOSITION



11.iDeliveritheiGoods:iDetermineitheiDistributioniStrategy



12.iDeliveritheiCustomeriExperience:iGoodsiandiServicesiviaiBricksiandiClicks



13.iPromotioniI:iAdvertisingiOneitoiManyiMarketingiCommunications



14.iPromotioniII:iSocialiMediaiMarketingiandiOtheriCommunicationiTools

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Marketing:iRealiPeople,iRealiChoices,i10ei(Solomon)
Chapteri1i WelcomeitoitheiWorldiofiMarketing:iCreateiandiDeliveriValue

1 )iAi________iisitheiultimateiuseriofiaigoodioriservice.
A)istakeholder
B)imarket
C)itargetimarket
D)imarketer
E)iconsumer
Answer:i E
Difficulty:i Easy
LO:i 1.1:iExplainiwhatimarketingiis,itheimarketingimix,iwhaticanibeimarketedianditheivalueiof
marketing

2 )i________iisitheiactivity,isetiofiinstitutions,iandiprocessesiforicreating,icommunicating,
delivering,iandiexchangingiofferingsithatihaveivalueiforicustomers,iclients,ipartners,iandisociety
atilarge.
A)iDemandisatisfaction
B)iCompetitiveiadvantageibuilding
C)iMarketing
D)iTotaliqualityimanagement
E)iValuei chainimanagement
Answer:i C
Difficulty:i Easy
LO:i 1.1:iExplainiwhatimarketingiis,itheimarketingimix,iwhaticanibeimarketedianditheivalueiof
marketing
AACSB:i Writteniandioralicommunication

3 )iThei________iconsistsiofitheitoolsianiorganizationiusesitoicreateiaidesirediresponseiamongia
setiofipredefinediconsumers.
A)isharingieconomy
B)imarketiposition
C)ivalueiproposition
D)imarketplace
E)imarketingimix
Answer:i E
Difficulty:i Easy
LO:i 1.1:iExplainiwhatimarketingiis,itheimarketingimix,iwhaticanibeimarketedianditheivalueiof
marketing