A Framework for Marketing Management, 6e (Kotler)
Chapter 1 Defining Marketing for the New Realities
1) Which of the following statements about marketing is TRUE?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is not needed in an Internet-fueled environment.
E) It is seldom used by nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Why is marketing important?
AACSB: Reflective thinking
2) A marketer's only concern is how best to create demand for a new product produced
by his/her company. Marketing has little value for society as a whole.
Answer: FALSE
Diff: 1
LO: 1.1: Why is marketing important?
AACSB: Reflective thinking
3) ________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating
superior customer value.
A) Marketing
B) Knowledge
,C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.2: What is the scope of marketing?
AACSB: Reflective thinking
4) As economies advance, a growing proportion of the economy's activities focuses on
the production of ________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Reflective thinking
,5) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Diff: 1
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking; Application of knowledge
6) Soccer's World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Application of knowledge
7) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful
landscape and its multicultural society in order to attract tourists is an example of
________ marketing.
, A) event
B) property
C) service
D) place
E) idea
Answer: D
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking; Application of knowledge
8) People in emerging countries today are becoming increasingly health conscious and
are seeking healthy food choices. As a result, demand for health foods is rising steadily,
creating an opportunity for marketers to exploit this ________ market.
A) demographic
B) business
C) need
D) geographic
E) service
Answer: C
Diff: 3
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking
9) Four key customer markets are the consumer, business, global, and ________ market.
A) demographic
B) physical
C) nonprofit
Chapter 1 Defining Marketing for the New Realities
1) Which of the following statements about marketing is TRUE?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible assets.
D) It is not needed in an Internet-fueled environment.
E) It is seldom used by nonprofit organizations.
Answer: B
Diff: 1
LO: 1.1: Why is marketing important?
AACSB: Reflective thinking
2) A marketer's only concern is how best to create demand for a new product produced
by his/her company. Marketing has little value for society as a whole.
Answer: FALSE
Diff: 1
LO: 1.1: Why is marketing important?
AACSB: Reflective thinking
3) ________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating
superior customer value.
A) Marketing
B) Knowledge
,C) Operations
D) Strategic
E) Distribution
Answer: A
Diff: 1
LO: 1.2: What is the scope of marketing?
AACSB: Reflective thinking
4) As economies advance, a growing proportion of the economy's activities focuses on
the production of ________.
A) products
B) events
C) experiences
D) luxury goods
E) services
Answer: E
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Reflective thinking
,5) Car rental firms, hair dressers, and management consultants provide ________.
A) goods
B) experiences
C) events
D) services
E) information
Answer: D
Diff: 1
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking; Application of knowledge
6) Soccer's World Cup is promoted aggressively to both companies and fans. This is an
example of marketing a(n) ________.
A) idea
B) place
C) luxury item
D) event
E) service
Answer: D
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Application of knowledge
7) The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful
landscape and its multicultural society in order to attract tourists is an example of
________ marketing.
, A) event
B) property
C) service
D) place
E) idea
Answer: D
Diff: 2
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking; Application of knowledge
8) People in emerging countries today are becoming increasingly health conscious and
are seeking healthy food choices. As a result, demand for health foods is rising steadily,
creating an opportunity for marketers to exploit this ________ market.
A) demographic
B) business
C) need
D) geographic
E) service
Answer: C
Diff: 3
LO: 1.2: What is the scope of marketing?
AACSB: Analytical thinking
9) Four key customer markets are the consumer, business, global, and ________ market.
A) demographic
B) physical
C) nonprofit
