TEST BANK FOR Marketing Management 17th Edition by Philip Kotler, Kevin Lane Keller COMPLETE GUIDE ALL CHAPTERS COVERED 100% VERIFIED A+ GRADE ASURED!!!!!NEW LATEST UPDATE!!!!

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Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
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Copyright 2026 nh



Chapter 1-21 nh




Chapter 1 nh Defining Marketing for the New Realities nh nh nh nh nh




1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. nh nh nh nh


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. nh nh nh nh nh nh nh


D) To improve efficiency, most firms now restrict marketing activities within the "officia
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l" boundaries of the marketing department.
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E) Marketing is about identifying and meeting human and social needs in a way that harmoniz
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es with the goals of the organization.
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Answer: E Di n h nh


ff: 3 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim
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of marketing?
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A) Selling should replace marketing. nh nh nh


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 a
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nd sells 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. nh nh nh nh


Answer: C
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: 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 Ap
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ple with 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 gadget
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s. Answer: A
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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1
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,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 nh


nswer: B n h nh


Diff: 1 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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5) Which of the following marketing domains is represented by the phrase "What Happens Her
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e, Stays Here"?
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A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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6) A public service announcement (PSA) encouraging people to wear masks during a pandem
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ic outbreak represents what kind of marketing domain?
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A) Ideas
B) Services
C) Experiences
D) Information
E) Social good nh


Answer: A
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Diff: 3 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: 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 nh


Answer: n h


C Diff: 2
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LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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2
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,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
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E) By building consumer and business deman
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d Answer: E
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Diff: 3 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: 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 nh


B) Efficiency
C) Resource allocation nh


D) Value creation nh


E) Idea generation nh


Answer: D
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part
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to which of these marketing mistakes?
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A) Failing to update their business model nh nh nh nh nh


B) Failing to articulate a clear customer message
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C) Overpricing in a declining economy nh nh nh nh


D) Confusing markets with unclear corporate branding nh nh nh nh nh


E) Failing to use marketing intermediaries effectivel
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y Answer: A
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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11) Which of these reasons was identified as a success factor for the British firm RB (forme
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rly Reckitt Benckiser)?
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A) Strong sales teams nh nh


B) Emotional advertising nh


C) Culture of innovation nh nh


D) Government subsidies nh


E) Undercutting competitors on prices nh nh nh


Answer: C
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Diff: 2 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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3
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, 12) Which of these is a reason senior management should encourage fresh ideas fro
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m underrepresented groups of employees?
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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
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Answer: A
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Diff: 1 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: 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.
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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
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Diff: 1 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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14) management is the art and science of choosing target markets and getting, keepin nh nh nh nh nh nh nh nh nh nh nh nh


g, and growing customers through creating, delivering, and communicating superior customer v
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alue.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Answer: A
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Diff: 1 nh


LO: 1.1: Define the scope of marketing. AAC
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SB: Reflective thinking
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4
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