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.
,TEST BANK FOR st st
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
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Copyright 2026 st
Chapter 1-21 st
Chapter 1 st Defining Marketing for the New Realities st st st st st
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. st st st st
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. st st st st st st st
D) To improve efficiency, most firms now restrict marketing activities within the "official"
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boundaries of the marketing department. st st st st
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
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with the goals of the organization.
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Answer: E Dif s t st
f: 3
st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
st st st st st st st st st st st st st st st st st
marketing?
A) Selling should replace marketing. st st st
B) Selling should have equal importance in the corporate hierarchy.
st st st st st st st st
C) To know and understand the customer so well that the product or service fits the individual and se
st st st st st st st st st st st st st st st st st
lls itself.
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D) The sales function should set strategy, while the marketing function owns tactics.
st st st st st st st st st st st
E) Selling and marketing are synonymous. st st st st st
Answer: C s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
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with the iPad? st st
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.
st st st st st st st st st st st st st
C) Neither product led its category, but both were sold aggressively.
st st st st st st st st st
D) Both products underpriced their competition.
st st st st
E) American consumers have enough disposable income to afford luxury gadgets.
st st st st st st st st st st
Answer: A s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
st st st st st st st st st st st
A) Experiences
B) Services
C) Goods
D) Events
E) Places A st
nswer: B s t st
Diff: 1 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
st st st st st st st st st st st st st st
Stays Here"? st
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
st s t st
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
st st st st st st st st st st st st st
outbreak represents what kind of marketing domain?
st st st st st st
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good st s
Answer: A
t s t st
Diff: 3 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
7) Which of these is NOT one of the ten marketing domains?
st st st st st st st st st st
A) Ideas
B) Places
C) Entities
D) Events
E) People A st
nswer: C s t st
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
3
.
, 8) How does successful marketing create jobs?
st st st st st
A) By raising the standard of living
st st st st st
B) By encouraging conspicuous consumption
st st st
C) By increasing brand equity
st st st
D) By promoting capitalism
st st
E) By building consumer and business demand
st st st st st st
Answer: E s t
Diff: 3 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
9) Which of the following is the starting point and the ultimate goal of the marketing function?
st st st st st st st st st st st st st st st
A) Sales generation st
B) Efficiency
C) Resource allocation st
D) Value creation st
E) Idea generation st s
Answer: D
t s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
st st st st st st st st st st st st st st st st st
which of these marketing mistakes?
st st st st
A) Failing to update their business model st st st st st
B) Failing to articulate a clear customer messagest st st st st st
C) Overpricing in a declining economy st st st st
D) Confusing markets with unclear corporate branding st st st st st
E) Failing to use marketing intermediaries effectively
st st st st st st
Answer: A s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
st st st st st st st st st st st st st st st st
Reckitt Benckiser)? st
A) Strong sales teams st st
B) Emotional advertising st
C) Culture of innovation st st
D) Government subsidies st
E) Undercutting competitors on prices st st st st
Answer: C s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
4
.
.
,TEST BANK FOR st st
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
st st st st st st st st st st
Copyright 2026 st
Chapter 1-21 st
Chapter 1 st Defining Marketing for the New Realities st st st st st
1) Which of these is an accurate characterization of the contemporary view of marketing?
st st st st st st st st st st st st
A) Marketing is synonymous with selling. st st st st
B) With the rise of social commerce, company-driven marketing is no longer important.
st st st st st st st st st st st
C) Marketing's emphasis within the firm continues to decline. st st st st st st st
D) To improve efficiency, most firms now restrict marketing activities within the "official"
st st st st st st st st st st st st
boundaries of the marketing department. st st st st
E) Marketing is about identifying and meeting human and social needs in a way that harmonizes
st st st st st st st st st st st st st st st
with the goals of the organization.
st st st st st
Answer: E Dif s t st
f: 3
st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
2) With regard to the selling function, what did Peter Drucker have to say about the aim of
st st st st st st st st st st st st st st st st st
marketing?
A) Selling should replace marketing. st st st
B) Selling should have equal importance in the corporate hierarchy.
st st st st st st st st
C) To know and understand the customer so well that the product or service fits the individual and se
st st st st st st st st st st st st st st st st st
lls itself.
st
D) The sales function should set strategy, while the marketing function owns tactics.
st st st st st st st st st st st
E) Selling and marketing are synonymous. st st st st st
Answer: C s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
3) Which of these was identified as a key reason why Toyota had a hit with the Prius and Apple
st st st st st st st st st st st st st st st st st st st
with the iPad? st st
A) Both companies designed the right product based on thoughtful research.
st st st st st st st st st
B) Both products were flukes that happened to hit the market at the right time.
st st st st st st st st st st st st st
C) Neither product led its category, but both were sold aggressively.
st st st st st st st st st
D) Both products underpriced their competition.
st st st st
E) American consumers have enough disposable income to afford luxury gadgets.
st st st st st st st st st st
Answer: A s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
2
.
,4) Which of these entities represent the largest fraction of the U.S. economy?
st st st st st st st st st st st
A) Experiences
B) Services
C) Goods
D) Events
E) Places A st
nswer: B s t st
Diff: 1 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
st st st st st st st st st st st st st st
Stays Here"? st
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
st s t st
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
st st st st st st st st st st st st st
outbreak represents what kind of marketing domain?
st st st st st st
A) Ideas
B) Services
C) Experiences
D) Information
E) Social good st s
Answer: A
t s t st
Diff: 3 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
7) Which of these is NOT one of the ten marketing domains?
st st st st st st st st st st
A) Ideas
B) Places
C) Entities
D) Events
E) People A st
nswer: C s t st
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
3
.
, 8) How does successful marketing create jobs?
st st st st st
A) By raising the standard of living
st st st st st
B) By encouraging conspicuous consumption
st st st
C) By increasing brand equity
st st st
D) By promoting capitalism
st st
E) By building consumer and business demand
st st st st st st
Answer: E s t
Diff: 3 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
9) Which of the following is the starting point and the ultimate goal of the marketing function?
st st st st st st st st st st st st st st st
A) Sales generation st
B) Efficiency
C) Resource allocation st
D) Value creation st
E) Idea generation st s
Answer: D
t s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
st st st st st st st st st st st st st st st st st
which of these marketing mistakes?
st st st st
A) Failing to update their business model st st st st st
B) Failing to articulate a clear customer messagest st st st st st
C) Overpricing in a declining economy st st st st
D) Confusing markets with unclear corporate branding st st st st st
E) Failing to use marketing intermediaries effectively
st st st st st st
Answer: A s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
st st st st st st st st st st st st st st st st
Reckitt Benckiser)? st
A) Strong sales teams st st
B) Emotional advertising st
C) Culture of innovation st st
D) Government subsidies st
E) Undercutting competitors on prices st st st st
Answer: C s t
Diff: 2 st
LO: 1.1: Define the scope of marketing. AACS
s t st st st st st st
B: Reflective thinking
s t st
4
.
