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.
,TEST BANK FOR pn pn
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
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Copyright 2026 pn
Chapter 1-21 pn
Chapter 1 pn Defining Marketing for the New Realities pn pn pn pn pn
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. pn pn pn pn
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. pn pn pn pn pn pn pn
D) To improve efficiency, most firms now restrict marketing activities within the "official"
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boundaries of the marketing department. pn pn pn pn
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 Di p n pn
ff: 3
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LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim of
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marketing?
A) Selling should replace marketing. pn pn pn
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 s
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ells 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. pn pn pn pn pn
Answer: C p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: 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
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with the iPad? pn pn
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 p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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2
.
,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 pn
nswer: B p n pn
Diff: 1 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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5) Which of the following marketing domains is represented by the phrase "What Happens Here,
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Stays Here"? pn
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
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Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
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outbreak represents what kind of marketing domain?
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A) Ideas
B) Services
C) Experiences
D) Information
E) Social good pn p
Answer: A
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Diff: 3 pn
LO: 1.1: Define the scope of marketing. AACS
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B: 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 pn
nswer: C p n pn
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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3
.
, 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 demand
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Answer: E p n
Diff: 3 pn
LO: 1.1: Define the scope of marketing. AACS
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B: 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 pn
B) Efficiency
C) Resource allocation pn
D) Value creation pn
E) Idea generation pn p
Answer: D
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Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
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which of these marketing mistakes?
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A) Failing to update their business model pn pn pn pn pn
B) Failing to articulate a clear customer message pn pn pn pn pn pn
C) Overpricing in a declining economy pn pn pn pn
D) Confusing markets with unclear corporate branding pn pn pn pn pn
E) Failing to use marketing intermediaries effectively
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Answer: A p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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11) Which of these reasons was identified as a success factor for the British firm RB (formerly
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Reckitt Benckiser)? pn
A) Strong sales teams pn pn
B) Emotional advertising pn
C) Culture of innovation pn pn
D) Government subsidies pn
E) Undercutting competitors on prices pn pn pn pn
Answer: C p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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4
.
.
,TEST BANK FOR pn pn
Marketing Management, 17th edition Philip Kotler Kevin Lane Keller Alexander Chernev
pn pn pn pn pn pn pn pn pn pn
Copyright 2026 pn
Chapter 1-21 pn
Chapter 1 pn Defining Marketing for the New Realities pn pn pn pn pn
1) Which of these is an accurate characterization of the contemporary view of marketing?
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A) Marketing is synonymous with selling. pn pn pn pn
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. pn pn pn pn pn pn pn
D) To improve efficiency, most firms now restrict marketing activities within the "official"
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boundaries of the marketing department. pn pn pn pn
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 Di p n pn
ff: 3
pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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2) With regard to the selling function, what did Peter Drucker have to say about the aim of
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marketing?
A) Selling should replace marketing. pn pn pn
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 s
pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn
ells 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. pn pn pn pn pn
Answer: C p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: 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
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with the iPad? pn pn
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 p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
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2
.
,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 pn
nswer: B p n pn
Diff: 1 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
5) Which of the following marketing domains is represented by the phrase "What Happens Here,
pn pn pn pn pn pn pn pn pn pn pn pn pn pn
Stays Here"? pn
A) Organizations
B) Persons
C) Events
D) Places
E) Experiences
Answer: D
pn p n pn
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
6) A public service announcement (PSA) encouraging people to wear masks during a pandemic
pn pn pn pn pn pn pn pn pn pn pn pn pn
outbreak represents what kind of marketing domain?
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A) Ideas
B) Services
C) Experiences
D) Information
E) Social good pn p
Answer: A
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Diff: 3 pn
LO: 1.1: Define the scope of marketing. AACS
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B: 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 pn
nswer: C p n pn
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
p n pn
3
.
, 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 demand
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Answer: E p n
Diff: 3 pn
LO: 1.1: Define the scope of marketing. AACS
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B: Reflective thinking
p n pn
9) Which of the following is the starting point and the ultimate goal of the marketing function?
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A) Sales generation pn
B) Efficiency
C) Resource allocation pn
D) Value creation pn
E) Idea generation pn p
Answer: D
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Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
10) The decline of companies such as Yahoo! and Blockbuster can be attributed at least in part to
pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn
which of these marketing mistakes?
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A) Failing to update their business model pn pn pn pn pn
B) Failing to articulate a clear customer message pn pn pn pn pn pn
C) Overpricing in a declining economy pn pn pn pn
D) Confusing markets with unclear corporate branding pn pn pn pn pn
E) Failing to use marketing intermediaries effectively
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Answer: A p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
11) Which of these reasons was identified as a success factor for the British firm RB (formerly
pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn pn
Reckitt Benckiser)? pn
A) Strong sales teams pn pn
B) Emotional advertising pn
C) Culture of innovation pn pn
D) Government subsidies pn
E) Undercutting competitors on prices pn pn pn pn
Answer: C p n
Diff: 2 pn
LO: 1.1: Define the scope of marketing. AACS
p n pn pn pn pn pn pn
B: Reflective thinking
p n pn
4
.
