Marketing Management, 15e (Kotler) th th th
Chapter 1 Defining Marketing for the New Realities
th t h t h th th th th th
1) Which of the following statements about marketing is true? A) I
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t is of little importance when products are standardized.
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B) It can help create jobs in the economy by increasing demand for goods and services.
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C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
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D) It is more important for bigger organizations than smaller ones.
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E) It is seldom used by nonprofit organizations.
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Answer: B t h
Diff: 1 th
LO: 1.1: Why is marketing important? AACSB
t h th th th th th
: Reflective thinking
t h th
2) A marketer's only concern is how best to create demand for a new product produced by his/her co
th th th th th th th th th th th th th th th th th
mpany. Improving product design is not his/her responsibility.
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Answer: FALSE th t
Diff: 1
h th
LO: 1.1: Why is marketing important? AACSB
t h th th th th th
: Reflective thinking
t h th
,3) management is the art and science of choosing target markets and getting, keeping, a th th th th th th th th th th th th th
nd growing customers through creating, delivering, and communicating superior customer value.
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A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution t
Answer: A Di
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ff: 1th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
4) Identify the correct statement about marketing management.
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A) It is primarily concerned with the systematic gathering, recording, and analysis of data about is
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sues related to marketing products and services.
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B) It focuses mostly on monitoring the profitability of a company's products and services.
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C) It focuses solely on attaining an organization's sales goals in an efficient manner.
th th th th th th th th th th th th
D) It is defined as the field that deals with planning and managing a business at the highest level of
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corporate hierarchy. th
E) It occurs when at least one party to a potential exchange thinks about the means of achieving de
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sired responses from other parties.
th th th th
Answer: E th th
Diff: 2 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
5) A social definition of marketing says
th . th th th th th
A) effective marketing requires companies to remove intermediaries to achieve a closer c th th th th th th th th th th th
onnection with direct consumers th th th
B) a company should focus exclusively on achieving high production efficiency, low costs, a
th th th th th th th th th th th th
nd mass distribution to facilitate the broadest possible access to the company's products
th th th th th th th th th th th th
C) marketing is the process by which individuals and groups obtain what they need and want t th th th th th th th th th th th th th th th
hrough creating, offering, and freely exchanging products and services of value with others D) ma
th th th th th th th th th th th th th th
rketing is the process of extracting the maximum value from consumers to facilitate corporate gro
th th th th th th th th th th th th th th
wth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of produ
th th th th th th th th th th th th th th th
cts that might otherwise be unsought by the consumer
th th th th th th th th
Answer: C th th
Diff: 1 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
6) goods constitute the bulk of most countries' production and marketing efforts.
th th th th th th th th th th
,A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible t
Answer: C
h t h th
Diff: 1 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
7) As economies advance, a growing proportion of the economy's activities focuses on the pr
th th th th th th th th th th th th th
oduction of . th th
A) products
B) events
C) experiences
D) luxury goods th
E) services t
Answer: E
h th th
Diff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th th
AACSB: Reflective thinking t h th
8) Car rental firms, hair dressers, and management consultants provide
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A) goods
B) experiences
C) events
D) services
E) information t
Answer: D Di
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ff: 1
th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge
t h th th th th
9) Soccer's World Cup is promoted aggressively to both companies and fans. This is an example of
th th th th th th th th th th th th th th th t
marketing a(n)
h . th th
A) idea
B) place
C) luxury item th
D) event
E) service th
Answer: D th t
Diff: 2
h th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
, AACSB: Application of knowledge t h th th
10) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and it
th th th th th th th th th th th th
s multicultural society in order to attract tourists is an example of
th th th th th th th th th th th th
marketing. A) event th th
B) property
C) service
D) place
E) idea An th
swer: D Di th th
ff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
11) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a
th th th th th th th th th th th th th th th th th
haunted house. Disney is marketing a(n) .
th th th th th th
A) experience
B) service
C) event
D) organization
E) good A th
nswer: A th th
Diff: 1 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
12) Janet is very upset that she can't get tickets to the Rolling Stones concert because they are so
th th th th th th th th th th th th th th th th th
ld out. Which of the following demand states applies to Janet's situation?
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A) nonexistent demand th
B) latent demand th
C) full demand th
D) unwholesome demand th
E) overfull demand th t
Answer: E
h t h
Diff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
13) Sales of woolen clothing usually increase during the winter season and decline thereafter. T
th th th th th th th th th th th th th
his is an example of
th th demand. th th th
A) irregular
B) declining
C) impulse
Chapter 1 Defining Marketing for the New Realities
th t h t h th th th th th
1) Which of the following statements about marketing is true? A) I
th th th th th th th th t h th
t is of little importance when products are standardized.
th th th th th th th th
B) It can help create jobs in the economy by increasing demand for goods and services.
th th th th th th th th th th th th th th
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
th th th th th th th th th th th th th th th th
D) It is more important for bigger organizations than smaller ones.
th th th th th th th th th
E) It is seldom used by nonprofit organizations.
th th th th th th th
Answer: B t h
Diff: 1 th
LO: 1.1: Why is marketing important? AACSB
t h th th th th th
: Reflective thinking
t h th
2) A marketer's only concern is how best to create demand for a new product produced by his/her co
th th th th th th th th th th th th th th th th th
mpany. Improving product design is not his/her responsibility.
th th th th th th th
Answer: FALSE th t
Diff: 1
h th
LO: 1.1: Why is marketing important? AACSB
t h th th th th th
: Reflective thinking
t h th
,3) management is the art and science of choosing target markets and getting, keeping, a th th th th th th th th th th th th th
nd growing customers through creating, delivering, and communicating superior customer value.
th th th th th th th th th th
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution t
Answer: A Di
h t h th
ff: 1th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
4) Identify the correct statement about marketing management.
th th th th th th
A) It is primarily concerned with the systematic gathering, recording, and analysis of data about is
th th th th th th th th th th th th th th
sues related to marketing products and services.
th th th th th th
B) It focuses mostly on monitoring the profitability of a company's products and services.
th th th th th th th th th th th th
C) It focuses solely on attaining an organization's sales goals in an efficient manner.
th th th th th th th th th th th th
D) It is defined as the field that deals with planning and managing a business at the highest level of
th th th th th th th th th th th th th th th th th th th
corporate hierarchy. th
E) It occurs when at least one party to a potential exchange thinks about the means of achieving de
th th th th th th th th th th th th th th th th th
sired responses from other parties.
th th th th
Answer: E th th
Diff: 2 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
5) A social definition of marketing says
th . th th th th th
A) effective marketing requires companies to remove intermediaries to achieve a closer c th th th th th th th th th th th
onnection with direct consumers th th th
B) a company should focus exclusively on achieving high production efficiency, low costs, a
th th th th th th th th th th th th
nd mass distribution to facilitate the broadest possible access to the company's products
th th th th th th th th th th th th
C) marketing is the process by which individuals and groups obtain what they need and want t th th th th th th th th th th th th th th th
hrough creating, offering, and freely exchanging products and services of value with others D) ma
th th th th th th th th th th th th th th
rketing is the process of extracting the maximum value from consumers to facilitate corporate gro
th th th th th th th th th th th th th th
wth
E) marketing is the process of aggressive selling and promotion to encourage the purchase of produ
th th th th th th th th th th th th th th th
cts that might otherwise be unsought by the consumer
th th th th th th th th
Answer: C th th
Diff: 1 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
6) goods constitute the bulk of most countries' production and marketing efforts.
th th th th th th th th th th
,A) Durable
B) Impulse
C) Physical
D) Luxury
E) Intangible t
Answer: C
h t h th
Diff: 1 th
LO: 1.2: What is the scope of marketing? AAC
t h th th th th th th th
SB: Reflective thinking
t h th
7) As economies advance, a growing proportion of the economy's activities focuses on the pr
th th th th th th th th th th th th th
oduction of . th th
A) products
B) events
C) experiences
D) luxury goods th
E) services t
Answer: E
h th th
Diff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th th
AACSB: Reflective thinking t h th
8) Car rental firms, hair dressers, and management consultants provide
th th th th th th th th th .
A) goods
B) experiences
C) events
D) services
E) information t
Answer: D Di
h t h th
ff: 1
th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge
t h th th th th
9) Soccer's World Cup is promoted aggressively to both companies and fans. This is an example of
th th th th th th th th th th th th th th th t
marketing a(n)
h . th th
A) idea
B) place
C) luxury item th
D) event
E) service th
Answer: D th t
Diff: 2
h th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
, AACSB: Application of knowledge t h th th
10) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and it
th th th th th th th th th th th th
s multicultural society in order to attract tourists is an example of
th th th th th th th th th th th th
marketing. A) event th th
B) property
C) service
D) place
E) idea An th
swer: D Di th th
ff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
11) In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a
th th th th th th th th th th th th th th th th th
haunted house. Disney is marketing a(n) .
th th th th th th
A) experience
B) service
C) event
D) organization
E) good A th
nswer: A th th
Diff: 1 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
12) Janet is very upset that she can't get tickets to the Rolling Stones concert because they are so
th th th th th th th th th th th th th th th th th
ld out. Which of the following demand states applies to Janet's situation?
th th th th th th th th th th th
A) nonexistent demand th
B) latent demand th
C) full demand th
D) unwholesome demand th
E) overfull demand th t
Answer: E
h t h
Diff: 2 th
LO: 1.2: What is the scope of marketing?
t h th th th th th th
AACSB: Analytical thinking; Application of knowledge t h th th th th
13) Sales of woolen clothing usually increase during the winter season and decline thereafter. T
th th th th th th th th th th th th th
his is an example of
th th demand. th th th
A) irregular
B) declining
C) impulse
