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Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
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Chapter 1-21 br
Chapter 1 br Defining Marketing for the New Realities br br br br br
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. br br br br
B) With the rise of social commerce, company-driven marketing is no longer important.
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C) Marketing's emphasis within the firm continues to decline. br br br br br br br
D) To improve efficiency, most firms now restrict marketing activities within the "official" b
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oundaries of the marketing department. br br br br
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes w
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ith the goals of the organization.
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Answer: E Dif b r br
f: 3br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim of m
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arketing?
A) Selling should replace marketing. br br br
B) Selling should have equal importance in the corporate hierarchy.
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C) To know and understand the customer so well that the product or service fits the individual and sel
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ls itself.
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D) The sales function should set strategy, while the marketing function owns tactics.
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E) Selling and marketing are synonymous. br br br br br
Answer: C b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple w
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ith the iPad?
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A) Both companies designed the right product based on thoughtful research.
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B) Both products were flukes that happened to hit the market at the right time.
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C) Neither product led its category, but both were sold aggressively.
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D) Both products underpriced their competition.
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E) American consumers have enough disposable income to afford luxury gadgets.
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Answer: A b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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1
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
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A) Experiences
B) Services
C) Goods
D) Events
E) Places A br
nswer: B b r br
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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5) Which of the following marketing domains is represented by the phrase "What Happens Here, S
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tays Here"? br
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
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Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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6) A public service announcement (PSA) encouraging people to wear masks during a pandemic o
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utbreak represents what kind of marketing domain?
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A) Ideas
B) Services
C) Experiences
D) Information
E) Social good br b
Answer: A
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Diff: 3 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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7) Which of these is NOT one of the ten marketing domains?
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A) Ideas
B) Places
C) Entities
D) Events
E) People A br
nswer: C b r br
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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2
.
,8) How does successful marketing create jobs?
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A) By raising the standard of living
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B) By encouraging conspicuous consumption
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C) By increasing brand equity
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D) By promoting capitalism br br
E) By building consumer and business demand
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Answer: E b r
Diff: 3 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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9) Which of the following is the starting point and the ultimate goal of the marketing function?
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A) Sales generation br
B) Efficiency
C) Resource allocation br
D) Value creation br
E) Idea generation br b
Answer: D
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Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to w
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hich of these marketing mistakes?
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A) Failing to update their business model br br br br br
B) Failing to articulate a clear customer message br br br br br br
C) Overpricing in a declining economy br br br br
D) Confusing markets with unclear corporate branding br br br br br
E) Failing to use marketing intermediaries effectively
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Answer: A b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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11) Which of these reasons was identified as a success factor for the British firm RB (formerly R
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eckitt Benckiser)? br
A) Strong sales teams br br
B) Emotional advertising br
C) Culture of innovation br br
D) Government subsidies br
E) Undercutting competitors on prices br br br br
Answer: C b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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3
.
, 12) Which of these is a reason senior management should encourage fresh ideas from u
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nderrepresented groups of employees? br br br
A) To challenge company orthodoxy
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B) To lower costs by engaging lower-paid worker in research
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C) To avoid charges of discrimination
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D) To copy what benchmark competitors are doing
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E) To promote employee morale br br br br
Answer: A b r
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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13) Which of the following statements about marketing is true?
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A) Marketing is of little importance when products are standardized. br br br br br br br br
B) Selling is only the tip of the marketing iceberg with respect to marketing.
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C) Marketing helps to build a loyal customer base but has no impact on a firm's intangible assets.
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D) Marketing is more important for bigger organizations than smaller ones.
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E) Effective marketing is seldom necessary for nonprofit organizations.
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Answer: B b r
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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14) management is the art and science of choosing target markets and getting, keeping, a br br br br br br br br br br br br br
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 b
Answer: A D
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iff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
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: Reflective thinking
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4
.
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
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Chapter 1-21 br
Chapter 1 br Defining Marketing for the New Realities br br br br br
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. br br br br
B) With the rise of social commerce, company-driven marketing is no longer important.
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C) Marketing's emphasis within the firm continues to decline. br br br br br br br
D) To improve efficiency, most firms now restrict marketing activities within the "official" b
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oundaries of the marketing department. br br br br
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes w
br br br br br br br br br br br br br br br
ith the goals of the organization.
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Answer: E Dif b r br
f: 3br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim of m
br br br br br br br br br br br br br br br br br
arketing?
A) Selling should replace marketing. br br br
B) Selling should have equal importance in the corporate hierarchy.
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C) To know and understand the customer so well that the product or service fits the individual and sel
br br br br br br br br br br br br br br br br br
ls itself.
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D) The sales function should set strategy, while the marketing function owns tactics.
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E) Selling and marketing are synonymous. br br br br br
Answer: C b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple w
br br br br br br br br br br br br br br br br br br br
ith the iPad?
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A) Both companies designed the right product based on thoughtful research.
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B) Both products were flukes that happened to hit the market at the right time.
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C) Neither product led its category, but both were sold aggressively.
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D) Both products underpriced their competition.
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E) American consumers have enough disposable income to afford luxury gadgets.
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Answer: A b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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1
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
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A) Experiences
B) Services
C) Goods
D) Events
E) Places A br
nswer: B b r br
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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5) Which of the following marketing domains is represented by the phrase "What Happens Here, S
br br br br br br br br br br br br br br
tays Here"? br
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
br b r br
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic o
br br br br br br br br br br br br br
utbreak represents what kind of marketing domain?
br br br br br br
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good br b
Answer: A
r b r br
Diff: 3 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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7) Which of these is NOT one of the ten marketing domains?
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A) Ideas
B) Places
C) Entities
D) Events
E) People A br
nswer: C b r br
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
2
.
,8) How does successful marketing create jobs?
br br br br br
A) By raising the standard of living
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B) By encouraging conspicuous consumption
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C) By increasing brand equity
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D) By promoting capitalism br br
E) By building consumer and business demand
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Answer: E b r
Diff: 3 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
9) Which of the following is the starting point and the ultimate goal of the marketing function?
br br br br br br br br br br br br br br br
A) Sales generation br
B) Efficiency
C) Resource allocation br
D) Value creation br
E) Idea generation br b
Answer: D
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Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to w
br br br br br br br br br br br br br br br br br
hich of these marketing mistakes?
br br br br
A) Failing to update their business model br br br br br
B) Failing to articulate a clear customer message br br br br br br
C) Overpricing in a declining economy br br br br
D) Confusing markets with unclear corporate branding br br br br br
E) Failing to use marketing intermediaries effectively
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Answer: A b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
11) Which of these reasons was identified as a success factor for the British firm RB (formerly R
br br br br br br br br br br br br br br br br
eckitt Benckiser)? br
A) Strong sales teams br br
B) Emotional advertising br
C) Culture of innovation br br
D) Government subsidies br
E) Undercutting competitors on prices br br br br
Answer: C b r
Diff: 2 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
3
.
, 12) Which of these is a reason senior management should encourage fresh ideas from u
br br br br br br br br br br br br br
nderrepresented groups of employees? br br br
A) To challenge company orthodoxy
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B) To lower costs by engaging lower-paid worker in research
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C) To avoid charges of discrimination
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D) To copy what benchmark competitors are doing
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E) To promote employee morale br br br br
Answer: A b r
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
13) Which of the following statements about marketing is true?
br br br br br br br br
A) Marketing is of little importance when products are standardized. br br br br br br br br
B) Selling is only the tip of the marketing iceberg with respect to marketing.
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C) Marketing helps to build a loyal customer base but has no impact on a firm's intangible assets.
br br br br br br br br br br br br br br br br
D) Marketing is more important for bigger organizations than smaller ones.
br br br br br br br br br
E) Effective marketing is seldom necessary for nonprofit organizations.
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Answer: B b r
Diff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
b r br
14) management is the art and science of choosing target markets and getting, keeping, a br br br br br br br br br br br br br
nd growing customers through creating, delivering, and communicating superior customer value.
br br br br br br br br br br
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution b
Answer: A D
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iff: 1 br
LO: 1.1: Define the scope of marketing. AACSB
b r br br br br br br
: Reflective thinking
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4
.
